Canuckflack

1. Hey technical writer! How are you adding value?

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   February 8, 2005 by Colin

   Bombardier Aerospace, part of the global transportation concern, is considering a report recommending the outsourcing the technical publications and information unit to India- which means about 350 people may be losing their jobs. People like YOU – writers, editors, publication coordinators, clerks …

   This is the new reality, folks. If you perform a routine task day in and day out, your job is likely at risk. And don’t trust management to level with you about possible outsourcing decisions. As the Globe tells us today, a Bombardier VP in customer support wouldn’t even admit the report existed until his staff confronted him with copies.

   But look on the bright side. Experience has proven that, given an opportunity to balance demand and supply, the modern capitalist economy will arrive at an average wage for skills such as writing, research and phone babysitting higher than that currently being paid to Indians.

   Unfortunately, that takes twenty to thirty years, and the average will still likely be lower than existing wages in North America and Europe.

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2. Send the nonverbal message that you are listening

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   February 4, 2005 by Colin

   I work in-house, so I’ve had many opportunities to hear pitches, proposals and presentations from erstwhile suppliers. The common theme? “Man, do we have the program/product/publication for you!” Sorry guys, you lost me at “Hello.”

   What’s missing from their spiel? Personalization: how does your proposal relate to my needs? How are you going to solve my problem?. How can you help ME? Dana points to a WSJ article discussing “why ‘listen and learn’ is a consultant’s mantra“.

   I’d ask the same of our in-house comms staff: are you listening to your clients? How have you moved THEIR yardsticks?

   Maybe we all need 7 Tips for Effective Listening, from the Journal of the Institute of Internal Auditors.

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3. Rest in peace, Dean Wormer

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   February 3, 2005 by Colin

   John Vernon has passed away. Come on, you know him: Dean Wormer.

   Dean Vernon Wormer: Well, well, well. Looks like somebody forgot there’s a rule against alcoholic beverages in fraternities on probation!
   Otter: What a tool.
   Dean Vernon Wormer: I didn’t get that, son, what was that?
   Otter: Uh, I said, “What a shame that a few bad apples have to spoil a good time for everyone by breaking the rules.”
   Dean Vernon Wormer: Put a sock in it, boy, or else you’ll be outta here like shit through a goose.

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4. Pricing strategies and compassion: why cut bereavement fares?

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   February 2, 2005 by Colin

   Given the storm buffetting the international airline industry, you’d think Air Canada would be taking advantage of every opportunity available to build goodwill and encourage customer loyalty – especially since the airline just emerged from bankruptcy protection and is competing against several strong domestic discount carriers.

   According to CanWest news, they have eliminated their discounted fares for bereavement cases and emergency medical travel in North America. Why? I can understand the economic argument: those discounted fares are a remnant from the old airline industry pricing model, where limited seat supply and poor competition created a perfect environment for an airline to gouge short notice travellers. Airlines – at the risk of appearing heartless – had to recognize that these travellers didn’t fit into their normal customer segments and deserved exception from their oligarchic pricing schemes.

   Today, pricing is driven by route-by-route competition among carriers, seasonal specials and web promotions. An Air Canada spokesperson has argued the discounts aren’t necessary any more as their pricing is much more competitive, especially on the web. In effect, competition has outstripped their old pricing strategies. (Vancouver Sun, behind a stupid subscriber wall)

   Fine. The airline’s economic environment has changed. But why is WestJet, a discount carrier and strong competitor, continuing its bereavement discounts?

   Because WestJet can look beyond its spreadsheets to see the customer at the counter. To see the human who needs help and compassion at a particularly stressful moment in their life. Who just wants a big faceless company to acknowledge their challenges and maybe offer some help.

   And that extra moment of attention helps build lasting customer relationships.

   A final point: Air Canada still offers these discounts on their international routes. Which gives the impression that their international customers are still paying extortionate prices, or are more favoured than their domestic customers.

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5. VW, rogue ad directors, and litigation

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   January 27, 2005 by Colin

   And another brand-building tactic takes a punch to the kidneys. Brand managers, formerly pleased as punch to have committed consumers/customer evangelists tout their product and their brand in forum postings and home-cooked ads, are discovering that brand management requires better monitoring and more precise messaging in our new world of social networks and virals.

   Just ask VW. The company’s marketing and executive teams have just spent a week weathering speculation about the corporate motives behind the “car bomber” ad currently coursing across the ‘net. Ongoing doubt about their role in the creation of the shocking short have prompted the “c-suite” to flip to tab “m” of the crisis communications plan – call in the lawyers (Guardian, r.r.).

   Normally, lawyers only pop out of the backroom when serious regulatory action is about to be announced. Or when the entire executive team has been fired. In this case, VW obviously felt a stronger gesture was needed as part of their corporate communications mix.

   It’s a smart move. Online, we all buzzed about VW’s relationship to the ad and its authors. Even claims of innocence and admissions of guilt did nothing to quiet the buzz.

   What were Lee and Dan, the ostensible authors, thinking when they released this ad? Despite their attempts at positioning their ad as demonstrating the VW Polo is a “safe car” I have to think they must have been oblivious to the real and daily threat posed by car bombings in other more distant countries, like Iraq, Afghanistan, the Phillippines, Sri Lanka, Spain, Northern Ireland … Oh. They must just be run-of-the-mill gits.

   I think ad-rag hit the nail on the head with their imagined interview last week:

   adland: What’s next?
   Dan: Cannes?

   This ad was produced in an attempt to turn heads at DDB London, VW’s AOR. Lee and Dan likely thought it would prompt quite a bit of talk at the agency water cooler/drinks cart.

   But realistically – where was selling proposition? How did this ad actually intend to drive customers to VW dealerships? I’m not arguing that every ad or every tactic has to be practical and throroughly planned and managed – but how detached from reality do creatives have to be?

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6. Martha, Pt. Deux: The Post-Jail Strategy

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   January 20, 2005 by Colin

   MSLO‘s stock is going up, likely driven by squeezed short-sellers and the irrational exuberance of die-hard Martha Stewart fans. She’s due out on March 6 – and her friends, advisors and employees have begun planning the next scene in an already event-rich herstory (housewife/stockbroker/home maven/ex-felon).

   Remember way back in the fall of 2004? When we were all younger and more naiive? Millions of dollars were poured into a public relations campaign trying to shape perception among possible jurors in NYC and surrounding counties. Web postings helped Martha speak directly to her fans, in the process adding a layer of humanity to her (brand) identity.

   Her friends have visited and are recounting how well she’s handling her prison term. Apparently, the prison yard yields edible greens, and she’s taken up crocheting to pass the time. She’s become interested in the re-integration of female convicts into society.

   The cynic in me has to ask: has this brief stay in the big house had a life-changing effect on everyone’s favourite housemistress? Will her interests change? Will she wield some of her influence to benefit her ex-roomies (or even better, convicts at other, more harsh, institutions?)

   We’ll have to see. Today, Mark Burnett’s working on a daytime talk show for Martha. Media planners are upbeat about the prospects for MSLO’s new Martha-light magazine. Executives at MSLO are trying to plan for Martha’s new role in the company.

   You can only hope Martha will pull a Milken.

   The NYTimes has more detail, and some interesting if vacuous comments from brand experts.

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7. Ketchum, Williams, Rosen and the wood shed

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   January 20, 2005 by Colin

   Jay Rosen has rightly taken the PR blogging community to the wood shed for our (relative) lack of commentary on the Williams/Ketchum contract.

   Many PR bloggers DID comment on the controversy – even those of us who do not work or live in the United States. Nonetheless, we can be critcized for not feeding this important debate on PR ethics at the speed or volume expected by most inhabitants of the blogosphere.

   Not that we’re dealing with an isolated case. As Jeremy pointed out, the industry seems to be backsliding when it comes to transparency and ethical behaviour.

   Public relations has long harboured underhanded operatives and unscrupulous tactics: the only way to demonstrate our commitment to open, honest and two-way communication is with the unstinting and outspoken leadership of prominent professionals, firms and associations (maybe even bloggers!) in the industry.

   Neville Hobson, among others, hit the nail on the head when he asked where our professional associations have been hiding during this ethical imbroglio.

   Several bloggers have suggested the associations’ low-key reaction may be a defensive tactic, designed to preserve their relationship with prominent members and sponsors.

   If so, what is the worth of their codes of ethics? Are they just another page in a boring membership package, or a laminated plaque for the firm’s lunch room?

   But why was the PR blogging community so subdued in its reaction? Why didn’t a feeding frenzy of debate and recrimination erupt, as in other parts of the blogosphere, building and tearing down arguments by the minute?

   This, I think, reflect the differing motivations of the global PR blogger community: as Steve and Jeremy point out, we have individual areas of interest and concentration, and we don’t necessarily jump on the issue of the day when writing for our blogs.

   Of course, our collective reaction could simply reflect natural aversion of all PR pros to becoming part of the story.

   And that would be a shame.

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8. Public Opinion Research: an easy target for a quickie column

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   January 19, 2005 by Colin

   So. Should governments use public opinion research, including flash polls, syndicated surveys, consultations and focus groups, to test possible policy options and communications strategies? Or should they save those millions of dollars and just wait for the issues activists, paid lobbyists and professional associations to prime and guide the policy development process?

   Jeffrey Simpson, writing in the Globe and Mail, argues that true leadership is missing at the head of the Government of Canada: the 593 assorted public opinion research studies commissioned in 2003-2004, at a cost of $25.4M, are apparently evident proof that our government cannot go to the washroom without directions.

   He notes that… “for some years now, every departmental memorandum to the cabinet outlining legislation or some other major initiative has required a “communications plan.” These plans have often driven the need for research, since a department has to show the cabinet that it has already pretested public opinion.”

   As communications professionals, we know that POR is an essential component of the planning process: assessing our strategic options, shaping accurate messages, designing products and identifying or eliminating possible tactics.

   We’ve all incorporated findings from POR in our strategic advice: it’s only logical and practical to base your observations and recommendations in reality.

   That doesn’t mean our advice has to be tied to the findings of POR, nor does it have to be unimaginative or uncontroversial. (insert civil servant joke here)

   But one thing’s for certain: if a reporter wants to phone in a column, start with a list of government of contracts and build a straw pyramid of logic on top.

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9. Wal-Mart’s starting to speak up – but to whom?

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   January 13, 2005 by Colin

   You may have noticed that Wal-Mart launched an advertising campaign across the United States today, designed to hit back at their critics and fill some of the news hole with facts about their operations, staff and overall impact on the economy.

   CEO Lee Scott hasn’t enjoyed the continuing opposition tactics deployed by community and labour activitists in towns, counties and countries around the world: “I liken it to being nibbled to death by guppies,” he told WSJ.com.

   The campaign includes an open letter from Scott printed in 100 newspapers touting the benefits Wal-mart brings to store associates and communities, and includes a complementary website, www.walmartfacts.com, stuffed with human interest stories and frank economic facts. Personal growth stories from store associates, details about benefits packages, and a town by town breakdown of operations: they’re all there.

   Hmm. There’s more information than you would expect from an international retail giant. Local and regional operations are identified explictly, and are often linked to news releases citing the company’s benefits to the community.

   It makes sense. After all, if a brand is being demonized with generalizations and sweeping condemnations (not to mention valid class action lawsuits), an appropriate tactic is to personalize the organization, from individual associates and stores upward.

   Scott touched on this community strategy in a Q&A with USA Today:

   Q: Who are you trying to reach with these ads?

   A: There are many aspects to the communications. One of them is in these national, recognizable papers that have a broad audience. But there’s also a concerted effort at a very local level … where our customers and associates really are.

   And don’t forget the city councillors, selectmen, county executives, state legislators, governors and members of Congress!

   There’s nothing like a nice set of Wal-mart facts, illustrated with pictures of happy associates, to remind them where their bread is buttered!

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10. Welcome to Wal-Mart. Can I take your complaint?

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    January 13, 2005 by Colin

    As part of their new advertising and public outreach campaign, Wal-Mart has created a new website and complementary “Talk with Us” contact page. It’s an open and honest attempt to establish a dialogue with customers, stakeholders and opponents.

    One important tactic in creating an effective webpage that produces relevant search results is identifying the right meta tags. In this case, they’re pretty revealing: “… walmart blows, walmart it sucks, walmart stinks, walmart sucks, walmart issues, walmart class action lawsuit, walmart impact on economy, wal-mart impact on community …”

    Two other thoughts about the site: say you happen to think Wal-Mart is the embodiment of everything that is soul-less and destructive in modern capitalist society. Would you really sign up for a Wal-Mart newsletter? And should a septuagenarian door “greeter” really be the personification of your new “Talk with Us” identity?

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11. I said WHAT on my Blackberry?

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    January 7, 2005 by Colin

    Oops. Remember last week, when you used the PIN function on your Blackberry to send a note to your colleague, thinking PIN messages didn’t go through the corporate server? Turns out those secret PIN messages may not be so secret. They may even be open to subpoena. Whaaa?

    A nasty lawsuit between CIBC and a group of former bankers is focusing on the frank and uncensored language used by the bankers in emails and Blackberry PIN messages – all of which were archived on CIBC servers and are now playing a large role in court.

    How stressed are bankers, lawyers and consultants in Toronto? Here’s something from today’s Globe and Mail:

    �I would say that up to today, 99.9 per cent of the world felt this was secure,� said one brokerage official. �I think that’s like finding out there’s no Santa Claus.�

    The official said employees in Toronto’s financial district were hounding their information technology departments for answers as to whether BlackBerrys could be monitored. When people chat via PIN messages, they will often communicate things they would not divulge in a regular e-mail, he said.

    �If you’ve got a guy’s PIN, it’s like another level of intimacy. It’s like the next level in a relationship on Bay Street.�

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12. Let the Gladwell bandwagon get underway

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    January 6, 2005 by Colin

    Now, don’t get me wrong. I think I’ve made it clear that I really like Malcolm Gladwell’s writing. Blink, his new book, is certainly receiving positive reviews.

    Still, I can’t help but think his new catchphrases, like “rapid cognition” and “thin-slicing,” will be manna to consultants looking to freshen up their new biz pitches and corporate retreat powerpoint presentations.

    Gladwell’s observations are going to be beaten, bent and bastardized into 2005′s version of horrifics like the “paradigm shift” and “re-engineering.”

    Yet, I think “the Warren Harding Error” would make a great name for a really earnest, yet stunningly incompetent, three guitar high school band.

    This is a good FC piece on Gladwell as business guru.

    Here‘s a quick executive’s synthesis of the book.

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13. P&G scrubs a spokesperson clean!

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    January 5, 2005 by Colin

    Fortune took the opportunity to chat up Mr. Clean, the chrome dome spokescharacter for Procter & Gamble’s popular cleaning product.

    I guess we shouldn’t expect too much when Fortune feels compelled to note that “P&G company regulations forbid Mr. Clean from giving his real name or answering questions out of character.”

    A sample:

    “Staying clean all the time comes naturally to me–I’ve perfected my cleaning technique so as to never ever get dirty. And I’m never seen out of my whites. I was recently in a contest for America’s favorite icon, where I competed against the Jolly Green Giant, the Energizer Bunny, and the Michelin Man. We all got along pretty well. The Michelin Man and I shared fashion tips.

    Quite a pity, actually. I understand why brand managers closely control their brand identity and associated characters. After all, who wants to find out a knockoff part-time character spent his time between trade show appearances at the local Hooters.

    But creative PR folks should always be looking for opportunities to leverage the company’s substantial investment in the character – especially if it speaks clearly and loudly to a valued target audience. After all, shouldn’t your character have more personality than a high school guidance counsellor?

    Like the closely-guarded Star Wars franchise and its coveted male 15-29 demo. Earlier this year, a stormtrooper was dispatched to the offices of Maxim magazine to serve as a one day intern. The result? A full page in the magazine, with pictures of the stormtrooper hard at work. Pictures are at the bottom of this page.

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14. P&G scrubs a spokesperson clean!

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    January 5, 2005 by Colin

    Fortune took the opportunity to chat up Mr. Clean, the chrome dome spokescharacter for Procter & Gamble’s popular cleaning product.

    I guess we shouldn’t expect too much when Fortune feels compelled to note that “P&G company regulations forbid Mr. Clean from giving his real name or answering questions out of character.”

    A sample:

    “Staying clean all the time comes naturally to me–I’ve perfected my cleaning technique so as to never ever get dirty. And I’m never seen out of my whites. I was recently in a contest for America’s favorite icon, where I competed against the Jolly Green Giant, the Energizer Bunny, and the Michelin Man. We all got along pretty well. The Michelin Man and I shared fashion tips.

    Quite a pity, actually. I understand why brand managers closely control their brand identity and associated characters. After all, who wants to find out a knockoff part-time character spent his time between trade show appearances at the local Hooters.

    But creative PR folks should always be looking for opportunities to leverage the company’s substantial investment in the character – especially if it speaks clearly and loudly to a valued target audience. After all, shouldn’t your character have more personality than a high school guidance counsellor?

    Like the closely-guarded Star Wars franchise and its coveted male 15-29 demo. Earlier this year, a stormtrooper was dispatched to the offices of Maxim magazine to serve as a one day intern. The result? A full page in the magazine, with pictures of the stormtrooper hard at work. Pictures are at the bottom of this page.

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15. Driving your customers to post-Christmas sales

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    January 3, 2005 by Colin

    Over the past few weeks, I had the opportunity to spend a lot of time in two Polo Ralph Lauren outlets in Southwest Florida. (What can I say? My fashion sense was imprinted in 1985!)

    Both stores carry similar merchandise, are situated in high traffic outlet malls off main thoroughfares, and are staffed by similarly indifferent teenage employees. (Apparently, Fort Myers’ job market is really tight) They had identical pre-Christmas specials in place, clearly marked with signs hyping price discounts and hanging banners highlighting special promotional items.

    The traffic during the week before Christmas was steady, but not overwhelming.

    The day after Christmas both places were nuts. Lines of customers snaking through the store. Piles of clothes everywere. Yet most of the pricing remained the same.

    The difference? Promotion and consumer sentiment.

    The six foot banners in the windows had been refreshed to now proclaim “Up to 60 % off” – when the manager got around to putting them up an hour and a half after the store opening. It was an accurate claim: prices were up to 60% off regular factory outlet prices, just as they had been on December 22.

    A broadcast email from Polo’s marketing department, making the very same promise, had pushed me to the outlet on December 26. I suspect it pushed others to drive their rental Lincolns and road-weary RVs to check out the deals for themselves.

    I noticed that quite a few of the customers were British or German: Fort Myers has direct flights to both countries, and I suspect the day after Christmas was their first opportunity to hit the outlets after arriving in the US.

    I shouldn’t overstate my case – there were deals to be found. I snatched up those deeply discounted corduroy shirts and pants, winter ’04 season casual shirts and chinos. After all, there will always be a 65 degree difference between Florida and Ontario in January!

    Still, was their post-Christmas pricing promotion simply intended to reinforce the perception that deals can be found once the Christmas rush is over? Over at Saks, they actually had a 25% off promotion for early shoppers on December 26, over and above in-store pricing. Were they playing us for fools? Sniff.

    Side note: I’m proud to note that the Polo Ralph Lauren outlet in Estero, Florida operates out of the Miromar outlet mall – a facility built and owned by a Canadian company.

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