The Super Bowl has always fascinated me. Beyond that I’m a super fan of the yearly pigskin brawl. Every year it gets bigger and bigger and more bowlicious! In case your marketing handbook does not include that term, it means: voluptuous ‘non-skimpy’ fully effective marketing that makes you and your clients happy.

So why all the excitement about a bunch of guys wearing spandex pants, pads in funny places and banging their helmets into each other for 3 hours?

Because the Super Bowl is:

This week, Taco Bell experienced a greasy brand bump by some hungry law firm.

A lawsuit was filed claiming that Taco Bell was falsely advertising its beef tacos, and allegedly the 99 cents delicacies only had 30% or so beef in them, which is not enough to be defined as beef by the USDA.

The late night comedians, social media channels and journalists have been having a meaty joke and news fest. Taco Bell fired back on Friday with a news statement and full page ads claiming they are grateful in a “Thank you for suing us” campaign and welcomed the opportunity to talk taco with all of their loyal customers and anyone else who is starving for the truth. Additionally since the lawsuit broke, Taco Bell has furthered it’s position by posting ‘The Real Beef Facts’ and a quirky video touting the Super Delicious Ingredients Force, a Saturday Night Live parody that’s worth checking out.

Taco Bell says its beef is 100 percent USDA inspected, and that its recipe is 88 percent beef, 12 percent “secret recipe.”

So did Taco Bell do the right thing, by playing a bold brand defense card after a very public attack?

I’d bet my next tacos on it. When a company is a well known brand like Taco Bell with lots of good, beefy brand equity, sitting back and not saying any thing is not an option. I like that they responded quickly and took a very confident stance on the issue with provable facts. As for the law firm, maybe they need to think outside the goofy, greed gene.

Also, check out: Miracle Whip and Cate Blancett. What do these two have in common?

Most of us are familiar with the 4 elements of a successful marketing mix.

1) product

2) place

3) price

4) promotion

I do agree that these 4 are essential. But without with this last one,  you are merely a marketing wish.

Although it does not begin with a “P” it begins with a “C” for crucial and it is called “critical mass” – a must have in many business models. Sometimes in the beginning, it’s even more powerful than revenues.

5) Critical mass is defined as the cross over number of energy cells, beings, guests or humans compared to it’s physical space.

• A restaurant earns this mark when the parking lot is full and the dining rooms are jam-packed.
• An online property gets this status of a worthy place when there is social evidence of visitors, followers, tweets, FB like this and comments.
• A mail order business proves it’s popular by sharing testimonials and back orders on hot items.
• A seminar feels more powerful when the room is tight with chattering participants.
• A retail store bustles and creates a demand attitude when there are lines out the door, traffic and activity inside.
• A trade show exhibits true networking when it is wall to wall with booths and bodies.

Sometimes this transpires naturally. Sometimes one must use a little Hollywood technique to convince the masses that this is the place to be.

It is mental. It is physiological. It is really important.

Also, check out: 12 questions to ask yourself while planning your 2011 marketing strategies

Is my timing good or what? NYC got hit with a major snow storm today. I left 24 hours ago.

Have you ever wondered why a business opens up in the center of lots of direct competition. Are they crazy or smart? I think they are smart if they play their cards right. Brick and mortar ventures understand that physically locating your business surrounded by like businesses has many advantages – it makes it easy for customers to find your category (restaurants, art galleries etc.) and they can easily stumble upon you, you can jointly promote the area with a common theme of offerings and you can network and refer business to each other.

That’s what I experienced in NYC last week. I was in the market for a new coat. I had two old ones that I enjoyed for years, but was ready to trade up. I headed to 29th and Broadway, the fur district in the city. I started with the place I purchased the older coats, since I had done business with them in the past. They suggested I go to Madison Avenue Furs, sell my old coats and then come back and shop. Apparently, this shop they were referring was known for paying a fair price for coats. I headed to the cash opportunity store, stopped in four other stores to do a little more research and see if they would give me any thing for my old coats. Two of them also suggested selling my old ones and coming back.
It was really cold and windy in New York and I was ready to get a warmer, new coat and couldn’t find the place that everyone was speaking about. Yikes, so I popped back in one of the stores and asked for more directions. They were so nice and walked me down to the store; knowing that they could potentially lose a sale to this store they were taking me to.

I entered the store and was greeted by a friendly sales associate. I explained what I was looking to do. She said no problem. I needed to see the owner and in the mean time, was I interest their collection? I said “sure”. She showed me all kinds, price points and different styles. I never felt pressure to select one or did I feel intimidated, which I have felt when I was making a purchase of this magnitude in the past.

Larry the owner of the store came over and introduced himself. He toured me through the store explaining that he was a third generation furrier. Most of the merchants in this cluster of retailers were all family businesses that have been around for decades. Again, no pressure from Larry, he was knowledgeable and helpful. After finding a coat that I really loved, Larry gave me the options, the amount of straight cash I could get and go, and what the trade in amount was that he would take off the coat that I liked. I thought about it, consulted with my shopping buddy, Jill and decided to take the money off and buy the coat from Larry’s store.

After a morning of shopping, Larry had a new customer. Why? I really loved the coat, I trusted him, we had chemistry, I related to him as he was my age, not my grandfather’s, I believed the price was fair for the purchase and I was buying what I wanted and was not being hard sold.

So how can this swarm of competition theory work for your business?

1) Be confident in your business and embrace an attitude that there is plenty of business for all.

2) Develop relationship with your competitors, let them know of any special services or products that you offer that can help them look good in the eyes of their customers.

3) When you can’t help a customer, send them the referral to your network of competitors.

This concept is not limited to retail or brick and mortar businesses. If you have an online business and write a blog, compliment your competition, share links and even consider bundling an offer with some of your competition. And if you have a strong feeling of trust with one of your competitors explore a joint venture opportunity. I realize this will not work for every business model, but it will for many.

Being seen, talked about and featured in the media can certainly add to your brand buzz and success. This visibility can attract customers, superstar employees and even catch the eye of a choice joint venture partner. I’m a news and magazine junkie. I clip stuff daily that I find interesting, throw it in my cool ideas pile and then, over the thanksgiving, thought it was time to share with my fellow Oddpodz. So here are some of my favorite finds to help you increase your venture’s visibility.

1) Four wheels & style to burn.
How you can hit the road with a branded vehicle score publicity, create a tweet trail and always be on the move finding new customers.

2) Logos and license plates.
Many states are now offering custom branded auto plates to further brand your biz.

3) How to break a record and get in Guinness World Record Book.
Every week we see some company or person all over the news because they break a world record. The biggest something, the longest this, the first that, here’s how they do it.

4) Can guilt get you more customers and attention?
Think you need to shell out more product info or some financial reward to lure the non-believers? Think again. Get into their heads with a little old fashion guilt and they will follow.

5) Time sensitive, limited supply or an exclusive offer can be the ticket to a whole lot of buzz. Just ask any McRib junkie.
Every year it returns. That weird culinary pork and sauce thing called a McRib and then before you know it, it’s gone. This catch me while you can strategy has proven to be a big hit for the global burger joint. What can you offer your loyal customers with the same sense of urgency and maybe even a product tracker website for the truly addicted?

In January, I decided to make 2010 my fittest year ever. So far, so good. I made a plan, stuck to it and have seen results. I have been hitting the gym, running, logging one hundred plus miles on my bike every week and I have been participating in road races. I will be thinking about goals for 2011 soon. A scenario that played out during my fitness quest made me think about marketing planning for the coming year.

I recently won a $100 gift certificate to a local merchant who sponsored one of the events I’d entered. I had frequented this establishment once or twice, but, I was loyal to a competitor. I was looking forward to picking up some new workout gear and, perhaps, being convinced to change my loyalty. If I had a good buying experience, I might have been swayed since this store is walking distance from my house and my “favorite” store is a twenty minute drive. Here’s what happened.

I walked into the store and started to browse. An employee, or was it the owner? approached and asked if I needed any help. I smiled and said, “no thanks. I am just looking. I came by to use the $100 certificate I won in the raffle at the race that you sponsored!” He looked at me with an expression of disdain, groaned and went back to another part of the store.

Did I feel compelled to spend more than the $100? No. Did I feel welcomed? No. Did I want to grab a bunch of stuff and leave as quickly as possible and tell a bunch of people how obnoxious I though the salespeople were? Yes.

I collected my $97 worth of merchandise, checked out and left wondering why they bothered to offer the gift certificate. Clearly, they did not want to gain a new customer, or they would have acted like it once they got the new customer in the door. Perhaps they hoped that most would not be cashed in since the bulk of participants for this race came from out of town, but they would get some name recognition as a sponsor? Only they know.

Anyone who is in business would always like more customers, and there are lots of ways to achieve that goal. The last quarter of the year is usually the time when we review how we did this year and start thinking about our marketing plan for next year. While you are putting together your strategies and tactics, ask yourself the following questions.

1.      Do I really know my brand? If you were to describe your brand to a complete stranger, would you be able to express the core of your business in a sentence? Would it be memorable and unique or would it sound like you were describing one of your competitors? You need to have a laser focused, crystal clear vision of your brand before you can engage in any marketing activity.

2.     Do I know my customers? Do you have a good customer database? Do you know who your best customers are and why they decide to buy from you? Do you know their buying habits? Do you know enough about them to be able to provide them with a solution to a problem before they come to you with it? The only way to build deep relationships and a solid repeat customer base is to be able to have answers to these questions.

3.     Do I know what I am selling? This is similar to your overarching brand strategy, but specifically, what are you offering to the market place. Do you know the practical, as well as emotional benefits of your product or service?

4.     Do I know what my customers are buying? Similar to the preceding question. Do you know both the practical and emotional benefits your customers are seeking? Are they aligned, or is there a gap? Make sure that they are one in the same before you start any marketing communications. This will require some customer research which you can conduct on your own. You can have conversations with your customers, you can use free polling software on your website or you can start a discussion on your blog or your Facebook page. You can also monitor conversations on line, search Twitter and find out what people are saying. Be creative in your data collection. Also, be transparent. People will be willing to talk to you if you tell them why you are seeking information.

5.     Do I know my customers buying habits? Where do they interact with your company? At a store? At your store? Online? You need to know the where they are and how they buy in order to get the most impact from your marketing efforts.

6.     Do I know who my competition is? Once you know thyself, you need to be aware of all the other firms that will be vying for your customers’ attention and dollars. You should be aware of their market positioning and marketing and sales strategies, as well as how they are perceived in the marketplace. Knowing this will help you differentiate yourself. See number 1.

7.     Am I aware of my growth? Are you keeping tabs on things such as sales and market share so that you can measure results? You can’t measure that which you don’t track. It doesn’t require sophisticated software. You can build a simple excel worksheet and keep track of a few metrics. If you have a website, Google Analytics has a heap of free tools that you can use to track traffic, referrals, time spent by visitors, and which pages are the most captivating.

8.      Do all of my employees know what our brand is? You can do all the brilliant marketing in the world, but if one of your touchpoints is off, you’ve lost credibility. Marketing may be a department, but everyone in the organization needs to know, live and breathe the brand.

9.     What are my goals for marketing dollars spent? As in the example I cited above, the sporting goods shop might not have thought through their promotion. Did they just want their name on an event? Were they interested in new customers? They got a new customer in the store, but they certainly didn’t retain them. They should have had some sort of informal plan as to how to treat that new customer, or any new customer. Essentially, it all goes back to branding. If that company had made customer service a core brand value, I would likely still be shopping there. Do you know the difference between actions that will cause a splash or temporary spike versus those that will create customer retention and loyalty?

10.  Do I know what it costs to get a new customer? To retain an old one? Every marketing text book will tell you that it is cheaper to retain customers than to get new ones. Do you know the costs? Do you do things to retain the group that is cheaper to keep? There are some banks and other businesses that offer discounted rates to new customers. As an established customer, those kinds of tactics irk me since all I seem to get are mystery charges every month that I have to spend time on the phone getting resolved and removed from my bill.

11.  Have I kept track of what works? Looking back over the year(s), do you know what has worked? Do you know what has been a real stink bomb. Can you build off successful tactics in the past while developing new, creative strategies?

12.  Am I willing to take some risks? That answer has to be yes. Carve out part of your marketing budget and your brain space to allow yourself to try something new and different.  The only thing you are allowed to do if it doesn’t work is say, “that didn’t work, we won’t do that again, but we will take another risk.”

If you need help nailing down #1 on this list, you might find the Differentiate Your Product or Service Ta-Do List helpful. http://tools.oddpodz.com/ebooks-and-downloadable-tools/ta-do-lists/differentiate-your-business-product-or-services/

Gary Vaynerchuk (VAY NER CHUK), the star of Wine Library TV, is Director of Operations at Wine Library in Springfield, NJ. With his unconventional, often irreverent commentary on wine, Gary has attracted a cult-like following of more than 80,000 viewers a day. In the name of “expanding one’s palate”, Gary convinced Conan O’Brien to lick salted rocks and shared samples of dirt and grass with Ellen Degeneres. He routinely pans popular wines (even ones sold by Wine Library). He interrupts his webcasts with rants about his beloved New York Jets. This is not your typical wine expert.

Wine Library grew from a $4 million dollar business to a $45 million business. If that’s not enough to toast about, Gary also authored Crush it!

I read Crush it! after several people recommended that I do so. It is an easy to follow, high-energy guide for entrepreneurs and would-be business owners that will get readers fired up to turn their passion into a profitable venture. He gives step by step instructions on how to harness the power of social media to build your personal brand and your business. He makes the case that everyone needs a personal brand as the business environment has changed. Among other observations, he notes that the day of the traditional bullet point, word document resume is over, and that even if you are not going to venture out on your own, you need to have a strong online brand if you want to get hired. He does a great job of not candy coating the ease at which this feat will be executed. It is hard work.  Crush it! also explains how to turn a passion and/or hobby into a profession. However, he is realistic about what people can expect to earn.  The author doesn’t promise everyone that they will become millionaires, but it is possible to earn as much for yourself (mid 5 figures) as you might toiling away for someone else doing something that you’re not passionate about.

Key takeaways:

1.     Become an expert. Create bonds with other professionals in your field and to share your ideas and expertise on the social networks.

2.     Be true to your DNA and know that you can’t be all things to all people, but that’s OK. You will still appeal to an audience, your audience…as long as you are authentic.  Gary uses himself as an example. He knows that his outspoken, loud style does not appeal to all wine lovers (he has a popular vlog about wine and video wine library). We couldn’t agree more. We wrote about being who you are recently. You should also choose the online forum that is best suited to your personality: blog, vlog, podcast, etc.

3.     Even introverts can be charismatic. He believes that when people are passionate about something, their genuine excitement about the subject comes through and they become charismatic.

4.     You can monetize ANY passion, Gary uses someone who expounds on worms as fish bait as an example. But, passion alone is not enough. You will have to work hard (he mentions a 3AM bedtime for people starting their online biz after their day job and he says there will be no time for much of anything other than meals, family time and work).

5.     This endeavor is going to take a while to take off. He tells his audience not to expect huge results in less than 12 months, but that probably won’t matter since you will love what you are doing so much.

6.     Even with all the content out on the web, it is STILL possible to differentiate yourself and become number one in your space. Gary writes,  “to everyone who is freaking out because they fear the noise and distraction of all the additional content on the Internet, you can relax. Quality is a tremendous filter. Cream also rises, my friends, no matter how many cups of coffee you pour.”

When I was a rookie headhunter in Tokyo I often made the mistake of limiting my questions to a candidate’s interest in changing jobs. What I failed to realize, however, was that these candidates, even if they weren’t interested in my opportunities, were invaluable storehouses of information, information that could help me find a candidate who was interested in changing their job. Eventually, I shifted my focus from determining a candidate’s interest, to downloading as much potentially valuable information from them as I could.  When I realized how valuable the information was, “downloading people” became my number one priority.

When meeting a candidate, I’d usually spend the first ten minutes asking questions like:

• How many people are in your department? What are their names? (Find more potential candidates)
• Is everybody happy at work? (Is this company a good target? Are people willing to move?)
• I know you that aren’t interested in changing companies right now, but if you were interested in the future what kind of job will be ideal for you? (Make a note, and call the candidate if such a job pops up)
• I’m looking to know more people in your industry. Do you know anyone who is well connected and would be willing to meet with me for a cup of coffee? (Almost everybody knows a well connected person. A ten minute meeting with someone like that can be pure gold).

I could think of plenty more questions off the top of my head, but you get the idea.
Another example of how asking lots of questions helped me was the last time I went on the job hunt. I sent a job inquiry email to a web startup company that I guessed had little funding and probably wouldn’t hire anyone for a long time. I didn’t want to prejudge, so I asked if they had any open positions just to be sure.

It was a small company, so the president got back to me right away. He told me that there weren’t any positions and that they didn’t plan to hire in the near future. I thanked him for his time and asked if he knew anyone I could talk to who might be hiring, and he let me know of a networking event where startup entrepreneurs often met. That networking event turned out to be a very good place to find new job leads.

If I only asked if the company was hiring, I probably would have had a very short conversation. Instead, I asked as many questions as I could, and ended up with valuable information. I’m sure I could have found out about the networking event through Google, but it probably would have taken me a lot more time, and I wouldn’t have known if that event was worth going to or not.

It’s important not to get into the trap of focusing on narrow objectives. Doing so will blind you to all the great opportunities that you hadn’t thought of. Download as much as you can from everyone you meet and sort it all out later. When it comes to downloading people, it doesn’t matter if the person you talk to is a CEO or the intern who waters the office plants. Everyone has valuable information. All you have to do, is ask.

Kenji Crosland is a web entrepreneur who does SEO/Blog Outreach work for Teachstreet.com, a website that provides course listings on many subjects, including small business skills classes.  In his free time he blogs about entrepreneurship  and career development at Unready and Willing.

3 marketing tips to build your brand with college market.

1) Summer can be a slow season for many college campuses, but schools which operate on a quarter system will be in session through June. This is a perfect time to try a pilot campaign for just a week, so you can make tweaks over the rest of the summer and run a full program during Fall semester.

2) Student organizations begin planning for the academic year in July. They begin scheduling guest speakers, laying out meeting calendars and planning events. This is a good month to start contacting student organizations. Don’t waste your time trying to reach every student group on campus; target organizations strategically. Choose student organizations that have membership or a message relevant to your business. Run an MCAT test prep course? Talk with pre-med students or groups like Phi Delta Epsilon.

3) During the school year keep your eyes open for opportunities to partner with other campus reps. Would your headphones pair nicely with the mp3 player offered by another rep? Maybe you sell computer accessories that compliment the laptop another rep is exhibiting. Consider sharing booths or tables with other reps to save on event costs and to make your demonstration more interactive, and more attractive, to students.

4) The success of a campus rep campaign depends on the rep you hire. A great creative team is important, but if you have a bad rep you just have a marketing plan sitting on your desk, it has no legs..no one carrying your message! Don’t let all your creative work go to waste. Put more time into recruitment, training and rep management and your campaign will yield better results. You can do this internally, or you may wish to team up with a company which specializes in campus rep services.

Tips provided by Adam Grant, CEO of Campus Commandos. www.campuscommandos.com

“The number of medals on an officer’s breast varies in inverse proportion to the square of the distance of his duties from the front line.”
–Charles Edward Montague

Translation: if you want to succeed in battle, you have to get out of your office and know what’s going on at the front line. The customer/front line employee interaction can make or break your business. There are some companies who understand the importance of this brand touchpoint, and others are handing over their customers to the competition.

A few questions for any of the business owners or leadership to get battle ready.
Question 1.
Are you the commander in chief of a business that has humans as customers?

Question 2.
Do you have frontline employees that deal with your customers?

Question 3.
Do you know what is going on, on the front line? That is a HUGE part of your brand and if you don’t know what’s going on out there, you could be in for a rude surprise, and, worse, you probably won’t earn a lot of medals, as Mr. Montague pointed out.

If you answered “yes” to 1 and 2 and “no” to 3, you might find these observations helpful.
Providing great service is something that is so easy to do, yet few companies excel at it. Look at Zappos.com. How many online shoe stores are there out there? I’d bet I’d have to use all the fingers on both hands to count. My personal choice for finding shoes on line has been Zappos.com for at least five years. The overwhelming reason I choose them is because they always make the transaction easy, they exceed my expectations and every time I have had to deal with a customer service representative they have been pleasant and beyond helpful. Tony Hsieh founder of Zappos just released his new book called Delivering Happiness: A Path to Profits, Passion, and Purpose. It’s a great story.

On the other hand, I witnessed a disgruntled frontline employee who, I am sure, was responsible for driving customers away. A long time ago, in a career path far, far away, I was working for an equine (horses) veterinarian. A fellow assistant had a wildly unpredictable temper. She would be sweet so some clients, and downright rude to others. She would accommodate the ones that she liked and make scheduling, and life, difficult for those whom she did not like. She was kind to some of our patients (horses) and a little rough with those that were not her favorites. It made the working environment toxic and caused the clinic to lose some accounts. To make matters worse, she wasn’t the most competent at her job. Our boss, the owner of the clinic, had no idea that this behavior was occurring. She was not involved in making sure that her face of her brand which was directly touching customers was a happy, helpful, cheerful one. She also never followed up with clients who left to find out why. Don’t let this happen to you.

Six steps to ensure your frontline will help defend your brand and win business battles

1) Empower employees. Give them ability to make some decisions on the fly to accommodate customers. Don’t have them constantly telling customers, “um, let me speak to my manager.”

2) Hire for personality and competence. I will take a pleasant person with a great attitude and a willingness to learn over a cranky genius on my frontline any day.

3) Have people that can wear a great mood game face. We all fall into a funky mood sometimes, or have a lot on our mind from stresses outside work. Find people that can come into work, take a deep breath and put on a happy face. Frontline employees will also encounter what I call a “hammerhead” (aka big jerk) every so often. Teach them how to focus on the problem, not the person, and try to get things resolved to that everyone is happy.

3) Support your employees, don’t throw them under the bus. If a customer is rude and wrong, support your employees. The customer is not always right, and your staff should not have to put up with abuse.

4) Reward them. Their job is an important part of your brand. Compensate fairly for the hard work that they do, providing excellent customer service is a skill.

5) Acknowledge the work verbally. A “thank you” and words of appreciation go a long way.

6) If you can’t get out and witness the customer/employee interaction yourself, have a friend act as a secret shopper and do some reconnaissance. Yep, good old fashioned espionage. If the findings are not good, work on steps 1-5.