Delta's Black Eye

Delta Air Lines got caught charging active duty military personnel steep fees for checked bags that contained their "work" gear and equipment. This is wrong on a couple of levels.

(Full disclosure: I have a son in the U.S. Army who, to my knowledge, has not been subject to a Delta bag fee. But he could have been.)

First, what is going on when the U.S. military forces its personnel to schlep their combat gear around on a civilian air line? What happened to the Air Force and military flights? When I last checked we were paying north of $300 billion per year to fund the military. Not enough to keep a few planes in the air? C'mon.

But the more immediate problem is Delta's. Their gaffe was a case of somebody following the rules to the letter, at the cost of causing embarrassment for the entire company. Are the bag fees posted? Yes. Did the soldiers' bag fall under the fee rules? Yes.

Was it a good idea for Delta to shake down a soldier who was tired, dusty and desperately trying to get home after a year in the war zone? No.

After they got caught, Delta did the right thing and changed their bag fee policy for active duty military personnel. And, hopefully, squared things with those who had been charged.

I sincerely hope that Delta's slip up was a case of an overzealous manager who was afraid to break the rules. If so, Delta needs to spend a little more time training their people on presenting a good company image at all times. And that goes beyond a neat uniform and winning smile. A ticketing agent with a little intelligence and some leeway could have easily prevented the PR problem by waiving the excessive bag fee for a soldier, sailor or airman.

However, if it turns out that Delta knew about the problem and condoned it in order to make a few bucks, that would trouble me deeply. I think the military's travel planning arm should look into this incident more thoroughly. If Delta was cashing in on military travelers, the government should look to other carriers in the future.

Does Blogging Work for Small and Medium Size Businesses?

Aside from its value as a mental exercise and outlet for creativity, does writing a regular blog provide any value for a small or medium size business? The answer is yes.

A recent study by inbound marketing agency Hubspot (www.hubspot.com) reports that "companies that blog have far better marketing results." The study found that companies that blogged had 55% more visitors to their websites, accumulated 97% more inbound links, and had 434% more indexed web pages.

Are these important figures? Absolutely.

More visitors to a website is obviously vital, as it gives a company more opportunity to tell its story and sell its products or services.

More inbound links increases a website's visibility with search engines, helping the website move up the in the results for keyword searches.

More indexed pages also increase the chance a search engine will find and report a website.

What the Hubspot study tells us is clear: if you want your website to be a more active and contributing part of your overall marketing program, you should be blogging on a regular and consistent basis.

It does not take much to get a blog started. The first post is easy. It is the second and all subsequent blog posts that are difficult! Yet, if you think about it for just a short time, there is plenty about your business to talk about and share.

Take "Start a blog" off your "to do" list and put it onto your list of regular duties. If you need help starting or maintaining a blog, I'd be glad to help. Shoot me an email to bill@scribendi.net and we can work together to make you a blogger.

Saying More By Saying Less (continued)

(Yes, I recognize the irony in "continuing" to say less! Deal with it.)

A colleague responded to my last post promoting spareness of language. He reminded me that even Ernest Hemingway struggled with editing his prose, noting, “I write one page of masterpiece to ninety-one pages of shit. I try to put the shit in the wastebasket."

Papa was being modest. He used the language well. Hemingway is also responsible for what some consider to be the greatest ad copy ever written, one that conveys a novel's worth of information and emotion in just six words: "For sale: baby shoes. Never worn."

Can you condense your marketing message into six words? Not always possible, but always a good goal.

Futile Gestures Waste Time and Credibility

In the wake of the oil disaster in the Gulf of Mexico, a minor league baseball team in Florida has announced it will no longer conduct "BP" (a common name for batting practice) before its games. Instead the team will have "batting rehearsal," so that they won't be forced to utter the now-shunned "BP" name.

Ridiculous. Almost as silly as renaming french fries as "freedom fries" following September 11th. Or calling illegal aliens "undocumented workers."

Everybody with half a brain knows the truth behind these transparent covers. Trying to foist these whitewash jobs on the public is a waste of valuable credibility. The PR geniuses who thought up these stunts should be fired. Or at least sentenced to reading their own press releases for a month.

If you want to take advantage of a public crisis or highly visible event, take the time to do something with meaning. The Florida baseball team might have organized a community effort (in advance) to clean up local beaches that become contaminated. Such a move would certainly have more value and credibility.

Don't succumb to the temptation to cash in on public sentiment with a cheap stunt or meaningless gesture. It will only damage your public image in the long run.

Make ONE New Year's Resolution: A Blog

I have never been big on making New Year's resolutions, either personally or for a business. But I am going to make an exception for 2010 and urge you to get going on a blog. Here's why:

1. It's easy. While it is best to host a blog on your company's web site (see below) you can always get started with a free blog hosting service like Blogger.com or Wordpress.com. It takes very little time to set up a basic blog. You can customize the look and format later, if you want.

2. It helps SEO. "SEO" is search engine optimization, and it is the best way to grow traffic to your web site organically, without spending money advertising the site. Updating your blog (if it is hosted on your web site) on a regular basis tells the search engines that something is new and worth viewing, thus incrementally increasing search engine visibility and placement.

3. It's a great marketing tool. Sharing knowledge with your customers and prospects has always been a terrific way to brand a business and build trust. In the past we have used newsletters, white papers and published articles to accomplish this. But a blog is faster, more immediate, less expensive and is rapidly becoming an accepted - if not preferred - way of receiving communications.

If you have not already done so, make 2010 the year you enter the blogosphere. While a blog is not the path to instant riches and success, it is an increasingly important tool in communicating in the business world.

Getting Started with "Social Media"

You've heard the terms "social media, "new media" or "inbound marketing." But the flurry of options has you confused. Twitter. Facebook. LinkedIn. Blogs. Ning. Where to begin? Here is some fast advice, in order of importance:

1. Web site. Make sure you have one, and make sure it is up to date. That means attractive, engaging and interactive. No more "electronic brochure."

2. Blog. Remember the rule, "If you want people to be interested, be interesting." A blog let's you share your knowledge with customers and prospects so that they begin to see you as the expert and thought leader in your field of expertise. It does not hurt that a blog can also help raise the visibility of your web presence.

3. LinkedIn. This business-oriented network is becoming increasingly popular and is a great way to make B2B contacts. But you have to work at it a little bit. Keep your profile up to day, join appropriate LinkedIn groups, and make sure your blog posts are sent to your LinkedIn profile to keep things interesting (there's that word again!).

4. Twitter. Don't "tweet" like a teenager seeking attention and approval. Use Twitter as a notification device when you have something worthwhile to convey. Like a new blog post, new product, update to your web site, etc. Include a link back for more information.

5. Facebook. The new business-oriented Facebook can become a gathering place for customers ("fans") and a way for prospects to check out your company. Set up a page for your business, or even several pages for different divisions or departments. Urge your customers to become fans and contribute their thoughts and comments. You may even want to set up an employee Facebook page for distribution of company information and feedback from employees.

6. Ning. Although not as well known, Ning may eventually grow into a more powerful community-building tool than Facebook. You can take the lead on a topic or idea by creating a Ning community and becoming a "connector" for those who have a shared interest.

7. Google AdWords. For certain products and services, a Google AdWords campaign can drive leads and prospects to your web site. Don't treat them like regular visitors! Set up a distinct and separate landing page in order to capture interest and information right away. And be ready to respond quickly. An internet lead has a short shelf life.

This is a very quick overview of ways to use some of the new media tools available. The key is to be consistent in deliver good, usable content so that you will be found, considered and contacted.

Dear Tiger Woods, Here is Some Free PR Advice

Dear Tiger Woods:

First, I am glad that you were not seriously injured in your early morning car crash. At least not PHYSICALLY injured. I am afraid that the damage done to your reputation may be much more serious. And whoever is providing you with advice on how to handle this crisis should be sued for malpractice.

Here is what you need to do: 'fess up.

If there was a domestic problem that caused you to race out of your driveway (slowly, of course) in the wee hours of the morning, say so. No details are necessary, just a brief, "Elin and I had a disagreement and I went for a ride to cool off." Such an admission will help to humanize you in the eyes of the public and generate a lot of sympathy from your core audience, us guys.

If there was not a problem on the home front, step up to the microphone and say so. Go directly to the public yourself and tell them that nothing happened, end of story.

All this hiding behind your lawyers makes you look bad. Guilty. Wimpy, even.

Your golf game has always been bold and honest. Now is not the time to take a different direction with a very public part of your personal life.

And fire the PR guy.

Giving Away the Store

For many years I have encouraged my clients to "share your knowledge" as an effective form of marketing. Tell people what you know - demonstrate your expertise - and they will be more likely to remember you when they need your services or products.

That approach to marketing is more prevalent and more effective than ever, thanks in large part to the explosion of more direct channels of distribution. Years ago the "sharing" was done on a limited basis, through articles that we managed to get published, white papers and newsletters. Now my clients share what they know through blogs, on Facebook, with self-published e-books, via e-mail blasts - there are ten times as many options today.

Still, some are still reluctant to "give away the store" by providing too much information for free. They are afraid that, by anticipating and answering questions and offering problem-solving solutions, they will obviate the need for a prospective client to hire them.

Nonsense! Sharing what you know is simply proof of expertise in advance. It allows a potential customer a glimpse into how you think, and what your area (or areas) of expertise might be. Consider this "show and tell" as an audition that could lead to a starring role.

Points of Contact, Points of Influence

“You never get a second chance to make a good first impression.”

This is especially true when it comes to marketing your business. Making a good impression is the first step in promoting your company to prospects and customers alike. Letters, telephone calls, postcards, newsletters, client meetings, social events, the way your receptionist greets visitors—these and many other occasions are valuable “points of contact.”

These points of contact are also “points of influence.” Each offers an opportunity to affect the perception of your company—either positively or negatively. How your company is represented at each and every one of these points of contact plays a key role in influencing how others think of your business.

Try to make every point of contact a point of positive influence. The first step is to make sure every employee in your company understands that they represent the business at all times. That includes those parts of the day and week when they are “off the clock.” Foolish behavior and loose talk can be just as devastating to your company’s image in a social setting as in a boardroom.

Next, establish standards. A part of every job description should include standards of dress and behavior that are expected. Start with key areas that are part of every business day, such as telephone etiquette, correspondence, fax procedures and customer hospitality. These are areas where “little things” mean a lot.

Standards must also be applied to all printed materials, from business cards and letterhead, to brochures and newsletters. The printed materials that leave your office serve as silent envoys for your company. Make sure they represent you favorably. Don’t settle for “good enough.” Put your best face forward in all of your marketing and business paperwork.

Every day, you and your employees make contact with dozens, hundreds or even thousands of customers and potential customers. Making the right impact every time requires discipline, training and practice at all levels of the company. Make each opportunity count. Turn these points of contact into points of positive influence.

Understanding PR

I was recently floored by an otherwise intelligent (or so I thought) business person who told me that, with the economy in its current state, his company simply cannot afford PR.

This is a person who does not understand what public relations is, or what it can do for his business. He probably thinks PR is just a way to get "free advertising." It is not.

Here is what PR is:

- Public relations is not a luxury, it is a strategy that is key to the success of your business.

- Public relations is the way to manage key messages about your company, both good and bad.

- Public relations supplies credibility for your business by connecting with important audiences through channels that are not seen as paid advertising or promotion.

- Public relations is a two-way street, providing feedback from customers, prospects and the wider market that can help you further refine products and services - IF you take the time to listen.

- Public relations is a dialogue established between your organization and the world.

So, if "free advertising" is all you are after, PR is not for you. But if you want to help manage how your company is viewed by customers, prospects and other key audiences, take PR off the "luxury" list and put it where it belongs - under "essentials."

The Miracle of Good PR

Kudos to US Airways on how they handled themselves during yesterday's airliner crash in New York. First to the pilot and flight crew for their decisions and actions that saved so many lives. But also to the company who showed how a good crisis communications plan works.

What am I talking about?

Look at the clutter of all the politicians (mayor, governor, borough president) pushing each other aside to get in front of the cameras. Yet the only public comment from US Airways was delivered by a spokesman in Phoenix. Nothing from local (New York) US Airways representatives.

And that is how it should be, especially in a time of crisis. US Airways executed its crisis PR plan to perfection, with all communication funneling through a single spokesperson who was well prepared and provided enough information, but not too much. One message, cohesively delivered.

Every company should have a written crisis communications plan in place to help them deal with critical audiences (employees, customers, media, investors, regulators) in the event of a disaster or emergency. Once the goose hits the engine, it is too late to start thinking about who is going to say what, and to whom.

The World Has Not Stopped Turning

So we are in the middle of a recession. (Or perhaps we are at the beginning, or nearing the end. We won't really know until it is long over.) What is clear is that fewer homes are being purchased, fewer automobiles are being sold, fewer appliances are being delivered, fewer dollars are being spent across the board.

Please note one very important word in the preceding paragraph: "fewer."

I did not write that NO houses or cars were being sold, or that NO money was being spent. The economy has certainly slowed, but it has not stopped. Business is still being conducted. But many people are acting as if they must hide in the bomb shelter until the big, bad recession goes away.

That's bull****. It is a weak excuse for not being willing to compete for business. Too many people in business today have grown fat and lazy during the last ten years of prosperity. They think that customers and sales should magically drop into their laps in ever increasing numbers.

New reality, folks. We have returned to a time when you have to earn every dollar you make. When you have to do what it takes to steal market share from your competitors, and to fight for every customer.

Some businesses remain unable or unwilling to go on the offensive. They will fail.

Those that adapt and get aggressive with their marketing and sales efforts will survive, and then REALLY make hay when the economy climbs back up.

"Tightening your belt" has two connotations. You can cinch it up to try to hide your hunger pangs. Or you can gird your loins to do battle.

Which will you choose?