Summer Reads

Whether you find time to vacation this summer or not, it's always good to get caught up on the latest books and podcasts. Business Week offers its recommendations here.

What are you waiting for?

Jump. Jump! JUMP!!!!!!!

I rented one of those big carnival bouncers from American Rental Centers for my son's birthday last week. As my friend and I watched the kids enjoying themselves, I was amazed at how much air the tiny 3-year-old got as she jumped and giggled. Even more amazing to me was how the kids would run full throttle at the corner posts of the bouncer so they would fall to the ground – completely fearless. The older kids ran a bit slower towards the posts. I relaxed nearby.

So when do we develop fear? What holds us back from jumping in with all of our energy? It's probably because we know the risks. We know we might look silly if we fail – or even if we don't. It's just safer to sit on the sidelines.

So how does this relate to marketing?

In the last year I've talked to more business owners than I have in the last five years. And what I'm hearing is that they're looking for answers, they're wanting to try some marketing. They think we've got some great ideas buuuuuuuuuut ... they're worried about pulling the trigger and getting started. Many of the media reps I work with are hearing the same thing.

On the other hand, we've picked up several new clients who are ready to jump in with both feet. They know that making a commitment to a marketing plan isn't as scary as it seems. For others, they're starting with an approach that feels more comfortable to them – with just a new or updated website.

Back to the bouncer

So remember when I talked about sitting safely on the sidelines? I did that for about an hour while I watched the kids. After much coaxing from my children, I finally got over my fear of looking silly or twisting an ankle (luckily I have some orthopedic clients if I do get hurt!) and I climbed in. Believe it or not, I had a great time.

So give me a call at 309.693.1421 or 309.369.3449 when you're ready to jump into a marketing plan or website. No need to fear, we'll walk you through it.

Are you a risk taker or avoider?

If you Google the question, “Are you a risk taker?”, you’ll get a variety of subject matter. The number one result, as defined by Psychology Today jumps into risk-taking personalities that drink and drive, gamble and sleep with strangers. Hmmm… not really what I had in mind. I was thinking more in terms of business risk.

As a business owner who purchased commercial property just prior to the start of our current recession, I often wonder if the risk was worth it. I believe it was. It was a calculated risk, based on our company’s history and goals, as well as our ability and agility. We adapt to meet the evolving technologies of today and the changing needs of our clients.

Today, current and new clients are turning to us for complex database-driven websites, intranets and increasingly innovative marketing solutions. Very different than what we offered when we first opened our doors 16 years ago. Expectations and technologies have changed even in the last few years. Heck, they’ve changed in just the last few minutes.

I see other businesses – both locally and nationally – that have also taken reasonable risks to move their businesses forward. And yet, there are others so paralyzed by the fear of stepping out of their comfort zones that they are now risking failure by inaction. I guess it comes down to this – do you take the shot or just hold the ball?

Think about those who have taken risks – and succeeded. Albert Einstein. Rosa Parks. Donald Trump. Amelia Earhart. Walt Disney.

They each had a vision. Something they were fighting for. Sometimes they failed. But they each took risks. And they paid off.

So … will you take a risk today?

Put it here!

Product placement is an ever-evolving venue for advertising as marketers fight for every minute of screen time. While it may seem coincidental, those branded props have often been very precisely put into a TV or movie set – sometimes at a hefty price.

ER fans may have noticed several characters brandishing about their iPhones near the end of the series, while Mac laptops have appeared in TV shows and movies galore. Apple has stated it doesn’t pay for product placement but does sometimes barter for services. In some circles, they’re known as the “master of free product placement.” According to the MarketingApple blog, Apple requires that their products not be used for negative gains – typically you’ll find the good guy using a Mac, iPod or other Apple device.

Lights, Camera, Action

According to “I Can Make Your Product a Star” in Business Week, some brands hire shops like Propaganda to get their items integrated into a motion picture. Propaganda’s owner, Ruben Igielko-Herrlich explains the subtleties of product placement, “It if looks like a billboard, no one will notice it.”

The BW article goes on to say that LG agreed to spend $10 million to help market the latest Transformers movie and get its cell phone into the film. This isn’t a new concept – just a costlier one in recent years.

Flash back to 1982. Steven Spielberg originally approached Mars with the idea of product placement of M&Ms in his upcoming movie, E.T. the Extra-Terrestrial. Mars declined. Spielberg approached the Hershey Chocolate Company, who turned down the idea of their flagship product Hershey’s Kisses but chose Reese’s Pieces instead. Immediately after the movie was released, sales of Reese’s Pieces increased by 65%. (Source: Wikipedia.)

The next time you’re watching a movie or TV show and your favorite character sips a Coke, caresses his Ferrari’s steering wheel or punches in a phone number on his Blackberry, stop and think… How much did it cost to put that product in his hand?