When No One's Watching

Have you seen this Duracell commercial about Derrick Coleman, a fullback with the Seattle Seahawks? He's the first legally deaf player to be part of an NFL offense. Watch the commercial (this may be one of the finest advertisements I've ever seen -- well worth the watch) and you'll discover ultimately it's about perseverance. One of the best lines: "They told me it was over. But I've been deaf since I was three. So I didn't listen."

But the part that tugs my heartstrings is when he says "I was picked on, and picked last."

Doesn't that just make you want to go back in time and give a very stern talking-to to every child (and adult) who allowed their impatience, ignorance and fear to eclipse kindness, inclusion and love? (A category which, though I can't remember any specific incidents, I'm sure I squarely belong.) Since that sort of time-travel isn't possible (to my knowledge -- please advise if you've discovered otherwise), we will have to make do by teaching our children to look for people who stand out for not quite fitting in and make their day a little better.

This is a particularly tall order when you're in middle school, which I think we can all agree is the most ruthless time in one's academic career (if not life), when you're all braces and acne and social awkwardness and mood swings and hormones and whatnot. (On second thought, if you do know if time travel is possible, keep it to yourself. I'd hate to catch the wrong time-continuum train and wind up in 7th grade again.)

This is why when a teacher recognized my daughter for "going out of her way to be kind to a student who doesn't see a lot of kindness from others" I was happy for her. When I discovered this act was done when she had no idea anyone was watching, I was thrilled she'd already discovered one of the great secrets of life: being kind to others without expectation of recognition is balm for the soul.

Now before you get all "geez Amy Mac is so braggy about her kids," please allow me to assure you I have caught many an unkindness in progress and am certain there are many more that have been conducted under my finely tuned radar. Just yesterday I busted up a swiftly escalating verbal altercation over a missing pair of Uggs (I kid you not), where everything from stewardship of possessions to overall fashion sense was called (loudly) into question in a 10-second span of time. Kind it was not.

Here's the thing: we can teach our children acts that are kind. We can model for them what kindness looks like by being kind ourselves. We can correct them when they are unkind, give suggestions at times they can step in and be kind to another, and catch them when they are being kind and reward them richly with words of encouragement ... but we cannot enforce kindness when we aren't watching. That's all them, and it can't necessarily be taught.  Because in the end, the feeling you get when you have been kind is its own reward, and the feeling you get when you have been unkind is its own just punishment -- and each person has to figure that out for themselves.

Ultimately, the goal is to teach our children empathy for others, and that being observant and acting in situations where they can be kind is a fine habit to cultivate. That they can change someone's day with something as simple as a smile. That they can change someone's life with something as simple as a ride on a day when the bus pulls away without you.

That was the case when A.J. McCarron offered a ride to A.J. Starr, an Alabama football fan and student with cerebral palsy. If you've not watched the video, please do so right this instant, then show it to your kids when they get home from school. Say what you will about McCarron, about Alabama football (and I have said many an unkind thing about Alabama football), and about the ill-advised decision to bring Lane Kiffen back into the SEC Family (Kiffen strains my ability to be kind into very thin shreds) ... but McCarron was kind without expectation of recognition. He could have been done when they reached their destination, but he wasn't. McCarron knew deep down inside that at the end of the day, kindness toward someone who could really use some feels better than throwing the best winning touchdown of your life.

His act of kindness could almost make me pull for Alabama. Well, not quite. But I'll root for him in the NFL draft, and I'll definitely be rooting for Coleman and the Seahawks against the 49ers this weekend. I'll probably even buy some Duracell batteries next time I'm at the store.

Seems like the kind thing to do.


PS -- I think every child and adult should read the book Wonder by R.J. Palacio about a little boy with a facial deformity, and how friendship and kindness -- his and theirs -- make all the difference in his world. It's a shot of empathy we could all use.

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Ferris Bueller Superbowl Ad. Genius.

Honda's Ferris Bueller Superbowl commercial is an act of advertising genius. 


It targets Honda's demographic nicely, kids who came of age in the 1980s. Ferris is our hero. When we feel nostalgic, it's the John Hughes movies we remember, and without seeing any research for myself I'm betting it's my generation most likely to purchase a Honda CRV.


The commercial features Ferris himself (aka Matthew Broderick) skipping a day of .... work. Watch it here. 


Will this make Honda's CRV the best-selling car of the year? Probably not (though I am not really up-to-speed on car sales and such), but they've hit Superbowl Ad gold: creating buzz before the game.


You're still here? Don't you have anything better to do? Get going, go. Watch the commercial. (and watch it til the end so you'll understand this reference.) 

Starbucks' New Logo - Yes or No?

Starbucks Coffee unveiled a new logo today - what do you think?

I like the graphics, and understand removing the word coffee - the brand has become much more than just a cup of java - but think removing the Starbucks name is a mistake.

What do you think?

I'm Not Blushing

You may have recently received a pint-sized magazine called “Rouge” in your mailbox. The artfully designed glossy magazine is a marketing tool produced by Procter & Gamble to advertise its beauty products. It's disguised as a beauty and fashion periodical you might pick up at your local book stand. I don't think any of us are fooled - nor do I think P & G thought we would be.

After all, we're a society hyper-aware of product placements in movies, the cost of running an advertisement during the Super Bowl, and that items placed at eye-level on shelves at the market are the most expensive (you knew that, right?)

Here's what I wonder: does P & G see a spike in sales for items highlighted in Rouge? Are they increasing customer loyalty by providing beauty information (while heavily promoting its own products)? Are the coupons they provide in the magazine being used at drugstores around the country?

Or is Rouge lining your recycle bin, unread and unused? And if that's the case, what could the editors of Rouge have done to make you want to read this magazine ... maybe even look forward to seeing it in your mailbox? Fewer product mentions? More content? Coupons for free samples?

Therein lies the difference between effective marketing and a waste of money - keep the focus on what your customer wants and needs before what you want to say.

For the record, I think the P & G mag looks lovely.

But after a quick glance ... well, let's just say my recycling bin's a little heavier today.

What about you?

Don't forget to comment on my last post for a chance to win fabulous office supplies from Carolina Pad!

Resumes and the 30-second Advertising Spot

When its looks like this outside and all you want to do is stay home, nice and cozy by the fire … take advantage of your down time by revamping your resume. I know, we all dread it, but I think it’s because we’re not sure exactly how to set our resumes apart from the scads of impressive resumes floating around in an ever-tightening job market.

Here’s a tip: treat your resume like a 30-second television advertising spot. Copywriters are paid big, Madison Avenue bucks to distill a message using the most captivating words and phrases to convince the consumer do one thing: buy their product. And they only have 30 seconds to make it happen -which is about the same amount of time you have to capture the attention of your potential boss. Here are a few tricks of the trade to give your resume the edge over the competition:

Develop a clear objective. Have you ever seen a commercial and wondered “are they selling apple juice, facial cream, or trying to convince me miniature pigs are delightful household companions?” Make it easy for your audience: state your objective in clear, simple terms. Want a leadership role as a health care recruiter? Say so. Looking for an entry-level position as a public relations specialist? Put it in writing. Main goal in life to be a trainer of miniature pigs? Ah …. I might leave that out.

Be results oriented. There’s a reason advertisers spout statistics like “preferred by 4 out of 5 dentists”: it proves positive results. You’re more likely to capture attention if you say “led team to a 40 percent increase in sales in the last 12 months” than if you simply say “increased sales.” In this situation, you want solid numbers where you increased profits for the company, or saved them a lot of cash.

Discover and use “Flash Words.” Target audiences tend to have “flash words” – words that make them take notice, make their heart race … and make them want to jump in their car and rush to buy what the advertiser is selling. Good flash words for any resume are: leader, results-oriented, award-winning, and summa cum laude. (I’m just saying, that couldn’t hurt.)

Be a Benefit. Effective commercials start by telling you how their product will improve your life, and your resume should focus on how your skills will improve your new place of business. Ask around and see if you can discover anything about the job you seek – did the last assistant show up late every morning, resulting in her ultimate demise? Emphasize your attention to detail, organization, and punctuality. Are they seeking someone to lead a team in a new endeavor? Clearly state your recent experiences in leadership in new product development.

Brag, and be quick about it. Once you’ve shown them how much they need you, it’s time for your hard sell. Your resume is one place where it is essential to boast about your accomplishments. This is not the time to hide the fact you were quoted as an expert in the Wall Street Journal on page 3, deep in the “personal interests” section. Nope, that goes right up at the top of the resume – set the tone quickly so the reader is intrigued enough to keep reading.

Resumes are your calling card into the business world. Keep yours up-to-date with your most recent accomplishments, and when you review yours ask yourself: if this were a 30-second commercial, would I jump in my car, rush to the store, and buy this product? Using the above tips will vault your resume into the “must interview” list – no matter what your dream job.

Salute

Nearly 20 years ago my older brother was deployed overseas for the first Gulf War. My sister-in-law was pregnant with their first baby, I was in my freshman year at college, one of my sisters had an infant, my other sister was coping with an auto-immune disease while raising her two young girls. It was a tumultuous time – to say the least.

We were overjoyed when he was able to come home from his station in Saudi Arabia for the birth of his daughter Cooper that December. My mom, sisters and I went to the airport in Nashville to greet him as he disembarked from the plane. As we started walking through the airport to get his luggage, we started noticing something interesting. As other travelers noticed Gerald in his Army fatigues, they began standing up and applauding, shaking his hand, and saying “thanks.”

Imagine my surprise when Anheuser-Busch ran a commercial a few years ago depicting a very similar scene: soldiers, wearing fatigues, being applauded and appreciated as they walk through an airport. I got tears in my eyes every time I saw the commercial – and still remember which brand ran the commercial, and it hasn’t been in the advertising cycle in years. (See it here if you missed it.)

If you are going to invest in advertising, whether a major television spot or a tiny print ad in your local circular, you can take a couple of plays out of Anheuser-Busch’s book. First, create an emotional experience. Seriously, I don’t know how anyone can resist getting a little misty-eyed seeing that commercial and thinking about our troops and their sacrifices. Second, strike a chord by expressing appreciation –whether it’s for our troops, or for hardworking stay-at-home moms, or to our pets for being man’s best friend. There’s always a way to appreciate your target audience. Chances are they’ll return the favor by buying your product – and hopefully becoming a repeat customer. Last, don’t make a big play for your brand. There’s not a single beer in the commercial, just an Anheuser-Busch logo at the end of the spot. You’ll be rewarded for your restraint by gaining respect for your brand.

Take a minute to thank our veterans today. They are the reason when we tuck our kids in at night we know they are safe. Lucky us.
Xo-Amy Mac

The Good, The Bad, and The Bio

If you are in business, you need a good personal bio, written and at the ready. Your bio can be your 60 second advertisement for why you are the perfect person for whatever it is you’re seeking – a new job, a writing or speaking gig, or an introduction to a volunteer board with whom you’re working.

A great bio has three key features:

The most important and eye-catching information is at the beginning (don’t save the fact that you were recently featured in the Wall Street Journal for the last sentence.)

The words are in the active tense (for example, “Suzy Q. Jones is the top salesperson at XYZ company, and continues to lead the company to exceed its goals each year.” instead of “Suzy Q. Jones has been the top salesperson for XYZ for 5 years, and has continued to lead the company to exceed its goals.”

It’s short. That’s right, no need to write an actual hard-cover biography book. Hit the highlights of your career, keeping it to 10 sentences, max.

There are many components that make a bio perfect, including excellent writing, but if you keep these three features in mind when you write your bio you’ll be off to a great start!

Grab your laptop and get started writing your bio today. Happy Writing!

A Gap in (Advertising) Time

A few weeks back I read an article about the Gap eliminating its television advertising for the remaining months of 2008, and their plan to shift to “traditional and non-traditional” marketing tactics.

I will miss the Gap ads this holiday season. Remember the ones from a few years back where the models danced choreographed dances to festive holiday music? I loved those, and bought a few sweaters and pairs of mittens because of those catchy commercials.

So why the sudden turn from traditional advertising? The answer is simple: it is expensive to run television advertising consistently enough to reach your target audience effectively. Really, really expensive when you factor in paying an advertising agency to concept the commercial, make the commercial (and all that entails, from paying the models, stylists and photographers to scouting and paying for locations), to paying for the “spot” – the actual advertising air to run the ad during The Oprah Winfrey Show, Good Morning America and Grey’s Anatomy -- and any other show the Gap’s research reports its target market is watching.

So exactly what does “traditional and non-traditional” marketing tactics mean? Most likely they will be launching a full-scale publicity campaign, complete with publicity events with high-profile celebrities, giveaways -- and I’m keeping my eyes peeled towards the Oprah’s Favorite Things show. Whether or not they actual land one of those coveted spots remains to be seen, but they’re good marketers over at the Gap. And the smart marketers are pitching (and have been since July) their little hearts out to Ms. Winfrey’s producers.

While I’ll miss those fun commercials, I’m glad for the reminder for all of us small business owners. What reminder? That a giant advertising campaign isn’t necessary to launch an effective marketing campaign. And while smaller businesses are unlikely to hook a big-name celebrity to promote our products in the press, a few news releases can go a really long way toward building your brand in your community.

Let’s all stay tuned on who has the best holiday commercials this holiday season (my money is on Target. You?)

Happy Holiday Marketing!

Sprinkles and Caffeine: What Every Voter Needs

I have written before about the importance of tying your publicity efforts into the current headlines, and today I witnessed a perfect example of how three companies (and I am sure many, many more) are taking the Election Day headline and using it to their advantage.

The question of the (election) day: what do donuts, coffee and ice cream have to do with the election? And, no, the answer is not “the new president will need caffeine and comfort foods to deal with the stresses of his new job.” But that was an excellent guess.

The answer is … if you are voting in this election, swing by Krispy Kreme for a free star-shaped donut with sprinkles, hit your local Starbucks for a gratis cup of coffee, and stop at your local Ben and Jerry’s for an on-the-house scoop of ice cream.

None of these companies has a direct connection with the election, public policy, voting, candidates, or drawing party lines – but each received a high-profile mention on The Today Show. Connecting their product with THE headline of the day will drive traffic into their stores, will likely increase sales, definitely saved them thousands of dollars in advertising, and is building goodwill with lots of Americans who’ll need a little boost after standing in line for hours to do their civic duty.

In the south we advise our children never to ask someone how old they are, how much they weigh, or for whom they will cast their vote. All I know is that I’m old enough to vote, so I did. And I will likely weigh more after a scoop of ice cream and a donut. And I’ll probably be up late watching returns, so I’ll wait until this evening for my free cup of coffee.

Happy Voting!