Liz Strauss at Successful Blog

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January 18, 2012

Is Mountain Dew’s Marketing Campaign too Tough for Even Mice?

matt wrote this at 10:23 am

We have all heard the stories over the years of how some soft drinks can corrode one’s teeth and other body parts.

The question now is can a soft drink like Mountain Dew actually dissolve a mouse carcass?

A current small court battle involves an Illinois man who claims he discovered a deceased mouse in a can of Mountain Dew at work three years ago after taking a sip.

From a marketing standpoint, such a claim certainly can’t be good for the soft drink maker that goes by the slogan — “It’ll tickle yore innards”. Worse yet, the man claims he forwarded the mouse to PepsiCo, the soft drink’s parent company, only to reportedly have the rodent’s remains destroyed.

Call in the experts

In order to fight the court case (the individual is seeking $50,000 in damages), PepsiCo has called in experts to say that the claim of a rodent or any other foreign body in one of their soft drink products is simply false.

The experts pointed out that the Mountain Dew drink would have dissolved the mouse, turning it into a “jelly-like substance,” had it been in the can of fluid from the time of its bottling until the time the claimant opened it, 74 days later.

According to a spokesperson with the University of Rochester School of Medicine and Dentistry, he believed it was plausible that the soft drink could dissolve a mouse over a few months’ time. “But dissolving [the mouse] does not mean it will disappear, because you’ll still have the collagen and the soft tissue part. It will be like rubber,” he made clear in his remarks.

According to a 2004 study where human molars were soaked in Mountain Dew for 14 days (a period of time similar to about 13 years of normal beverage exposure, the researchers calculated) the molars’ enamel lost more than 6 percent of its volume. Meantime, molars placed in Coca Cola for two weeks lost slightly more than 1 percent of their enamel volume.

Will marketing take a hit?

While sales of Mountain Dew may not be impacted by the ongoing legal case, it does make it a little harder to market the soft drink, given the fact some may wonder what is coming out of each can.

In early 2011, a Washington State man claimed to have also discovered a dead mouse in a Monster Energy Drink product.

According to the man who filed a lawsuit, “Any time somebody talks about Monster I get a sick feeling in the bottom of my stomach. “I looked in the can and I saw the tail – the tip of the tail. And I just vomited everywhere,” said the young male, who sued for physical and emotional damages.

Needless to say, such reported incidents make it a tad more challenging for any brands to market their goods.

That being said, Pepsi has heavily invested in the marketing of Mountain Dew products over the last decade, securing some 80 percent of the citrus flavored soft drink sales nationwide.

While these two incidents do not appear to have impacted sales in a negative way, you can bet such claims will leave a bitter taste in the mouth of marketers at the respective soft drink companies.

Photo credit: bossip.com

Dave Thomas, who covers among other items starting a small business and business proposals, writes extensively for Business.com, an online resource destination for businesses of all sizes to research, find, and compare the products and services they need to run their businesses.


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January 17, 2012

Even Cheap Is Expensive When the Model Doesn’t Work

ME Liz Strauss wrote this at 7:16 am

What IS Reach?

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Once upon a time, I subscribed to the Chicago Tribune. (I apologize to the New York Times and my friends who Yankees fans. I also live in Wrigleyville.) I subscribed to daily delivery during the period that the Tribune won 11 Pulitzer Prizes. I’m not certain that I read any of the winning articles. Though the paper came as promised, with a job in the city, my schedule often didn’t offer me the time I wished to read it. Even when it did loosen a bit, I didn’t read every word of it.

So though the paper reached me. I wasn’t exposed it. I was on their list and I would bet that I was counted in their ad fees based on circulation.

My point is that reach only meant I was paying for it.
They didn’t have my eyeballs, impressions, or attention.

The traditional model of impressions, circulation, subscriptions has always been false.

The model of impressions and circulation numbers sold ads and justified advertising costs. I was the product the Tribune was selling. I was the demographic they were basing their numbers on. The people who bought the ads knew that I was supposed to be seeing, reading, and paying attention to those ads, but that there was know way to know if I was.

They were access to subscribers — much like the subscribers to my blog.
Do you believe for a second that they got access to every subscriber? Do you supposed every subscriber read every ad in every paper. Do you read everything you subscribe to — even most? (If you do, perhaps I should talk with you about some ads in the email that goes out with my blog.)

The impression, circulation, subscription model never delivered the numbers that it sold.

Now we’re applying that model to social media.

If I pay close attention and “prune” my power network just right, I should be able to connect to the perfect 150 power people who have each also connected to another 150 power people and so on outward. A mere two generations out would be a network of 3,375,000 power people. But just to hedge the bet, perhaps I should connect to 150,000.

Thing is any message I send to my own group only gets read the same as the Tribune did … when they have time. I’m not foolish enough to believe more than that.

Reach is not a guarantee of engagement, participation or even exposure.
Reach is merely a possibility.

Andrew Smith at marcom international points out,

“For decades, PR has been seen by many marketeers as “cheap reach via editorial” – in other words, the goal of PR was to gain editorial coverage that provided the greatest number of opportunities to see – at a significantly lower cost than advertising.”

But even cheap is expensive if no one is paying attention.

How do we tell the folks who don’t want to know?

–ME “Liz” Strauss
Work with Liz on your business!!

Buy the Insider’s Guide to Online Conversation.


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January 16, 2012

Fire Up a Kindle Fire & Re-Kindle that Resolution to Be Tobacco-less in 2012!

ME Liz Strauss wrote this at 9:50 pm

They’re Letting Me Do This!

You might recall a post I wrote called Mission: When My Mom Died and Who Saved My Life. Since then, I’ve been a fan and an advocate of Safe Cig. I’ve joined their team and have my own Safe Cig battery charger in the USB of my computer. I’m proud to be working with them.

Today, I’m teaming up with the folks at The Safe Cig to move the mission to see a tobacco-less world. And I get to offer anyone over 18 in the US a chance to win:

_________________________________________________________________

Here’s what you do to enter and get a chance to win!

Post your entry by midnight Pacitic time on January 25, 2012

1. Choose a who, a what, or a where that refuels you, that fires up your life.
2. Take, make, or find a free image to represent . Write a caption starting with words “Dear Safe Cig, My life is fired up by … ” no longer than 50 words.
3. Post it on http://www.facebook.com/thesafecig/
Share it on your wall too.
SEE: the sample entry picture and caption that follows.

SAMPLE ENTRY


Dear Safe Cig My life is fired up by the color and music in the people, places, and things that inspire me.

ENTER a new image of something you love EVERY DAY if you like.

_________________________________________________________________

Here’s how we’ll pick …

The winner will be announced on The Safe Cig Facebook page by noon Pacific Time on January 27, 2012

What a great way to start off the New Year again.
Do this for yourself or for someone you love … for life.

Any Questions??

Be irresistible.

Liz


Filed under Great Finds, Successful Blog | 2 Comments »


January 16, 2012

Making Sales for Small Businesses More Predictable

ME Liz Strauss wrote this at 12:45 pm

A Guest Post
by Cynthia Kocialski

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Seeing Sales as a Solution

Every business needs revenue and the more the better. Most don’t have cash reserves or access to capital like the big corporations to shore up operating expenses, and so getting sales right is crucial. What every small business wants to know is how they can increase sales with minimal effort and how their sales can be more effective.

I have to admit I didn’t begin with a background in sales. I had to learn it by doing. Everyone does it this way. As far as I know there aren’t any college degrees in sales. As I’ve gone through many start-ups, my view of sales is far from where I begin on my first start-up.

Without a sales background, I had an immediate dislike of this business function. It seemed a necessary evil. If someone mentioned sales to me in those early days, I’d cringe. I had visions of a sleazy used car salesman that would lie and cheat his way to closing the sale.

Now, I have a completely different outlook. Why? I looked at the sales from the customer’s point of view. As any customer, I have many problems in desperate need of solutions. Most of my issues don’t have easy-to-find answers. I want to know if someone can fix my problems. I want them to tell me about their solution. I am tired of dealing with the problem and I want it to go away forever, never to come back to bother me again.

Let’s flip back to the sales side, your customer wants you to tell them the solution to their problem. You are doing them a favor. You aren’t bothering them; they want to talk to you. It’s only when you are trying to sell them something they don’t need or want that you’re acting like a sleazy, greedy, unethical used-car sales person.

Once I was able to see myself as not becoming the used car salesman, I was able to embrace sales and learn how to do it much better.

Focus on the Customer

The first place to start is to begin by reviewing your sales of the past several months and to conduct some customer interviews. You want both the good and the bad customers, but focus two-thirds of your efforts on the satisfied customers. For your existing customers, answer the following questions among your staff before conducting any interviews. Then look for similarities among customers.

Customer interviews are important. You hear established business talking about how they have lost touch with the customer all the time. If your company doesn’t have any customers or your closing rates are low then customer interviews are immensely useful. I’ve sent my staff back to call on failed sales to ask questions. Most former prospects or potential customers will spend 15 minutes on the phone with you. You don’t need many phone interviews, 15 or 20 are enough. Patterns emerge quickly.

When conducting customer interviews, add a few more questions to the list above. Prepare the questions you want answered ahead of time, but always be prepared to let the customer take the conversation where they want it to go.

Why did you do all this work? Sales is a search for the customers that are most likely to buy. The shotgun approach of talking to anyone and everyone, hoping that someone will buy is not effective. You need to know who your most satisfied and happiest customers are and why they are buying. For example, if your happiest customers are using feature X with benefit Y, then why is this tenth on the list in your marketing materials. You want to find more like them, and not waste your time with the others.

_____
Author’s Bio:
Cynthia Kocialski is the founder of three tech start-ups companies. In the past 15 years, she has been involved in dozens of start-ups. Cynthia writes the Start-up Entrepreneurs’ Blog and has written the book, “Startup From The Ground Up – Practical Insights for Entrepreneurs, How to Go from an Idea to New Business.”

_____
Thanks, Cynthia!

Be irresistible.
–ME “Liz” Strauss
Work with Liz on your business!!

Buy the Insider’s Guide to Online Conversation.


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January 16, 2012

Are You Using History Strategically … to Claim Your Business and Life Future?

ME Liz Strauss wrote this at 7:44 am

History Invents Itself

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The town I grew up in had a population of 20,000 people. The school I went to kept the same kids in the same classes all through 8 grades … then many of us went to the same high school.By third grade the first week of school held few surprises. I suppose that way good in some ways.

But in one way that situation made for a terribly skewed view of how the world worked.

We grew up in a universe where the people rarely changed. That was true in too many ways.
We rarely changed in that

The “kid who wet his pants in first grade” was still that “kid who wet his pants in first grade” on the day he graduated high school. And I can still tell you his name today.

Anyone who’s ever attended a family or school reunion knows what this means. We live up to the stories that define us and sometimes when we get back to the people who were there when those stories first came to be, we revert to being who we were when the story happened.

We believe that our history defines our present.
Don’t believe that. Claim the right to define your business and your life.

The Place of History in Business and in Life

We’ve all heard that history repeats itself. That those who don’t pay attention to it’s lessons are bound to end up learning them again. But not all of histories lessons remain important and relevant. And staying tied to them when situation, skills, and experience change isn’t always a good thing.

That boy who had a bathroom accident at age 6 is now quite successful business man. The people he meets today never see him as that “kid who wet his pants in first grade.” Part of the man’s success is that he knows that story from the past might be true, but it’s irrelevant. He doesn’t let it define the person he is today.

The gorgeous cheerleader named “Cookie” who had straight As, personality, and the coolest crowd going for her in high school is now working as bartender in that small town of 20,000. She still tries to live the old stories, but they’ve faded.

History can be dangerous in it’s ability to keep us stuck in the past. Like a fifteen-year-old hairstyle, if you’re still telling a story from the past to define why your life or your business isn’t good — the story isn’t working for you.

Wisdom comes when we learn from history and use it to write a new and more successful story now. That’s true of business as well as life.

Using History Strategically to Claim the Future

Once SEARS was the World’s Largest Store and named a radio station WLS to celebrate that. The catalog won that title is gone. ABC bought WLS in 1960 and the SEARS Tower was sold in 1994.

Sears story of past success is irrelevant, unless they look at how a future SEARS might apply what they did in the context of a 21-century Internet environment. Even with the same vision and mission, Sears is in a new position with new conditions. They’ll need to make new decisions, build new networks, and new systems to find the unique opportunities to build success — much as they did in the late 19th and early 20th Centuries.

Numbers are important and useful, but they are not as deep as the questions we ask. All numbers we have — sales numbers, revenue numbers, even responses to commercials, ads and blog posts — report history, the success or failure of we did in the past. We can set new goals and build new plans with numbers to measure them, but once we execute to where the measurement occurs that action is past. Those mile markers on the road, at best, show us how far we’ve come.

History can’t drive the present into the future. The right questions will lead to our best true story now. A typical view of history and numbers will inform that, but the right questions will ask:

In other words, use history to benchmark how you’ve grown and to guide your path. But make your one true story about who you are and where you’re going and why your history doesn’t draw the picture only adds nuance to the colors.

Research and mine your history to know what was and might have been true once. Then interpret and reapply that lesson to the new situation, skills, and experience to use history to invent a new future — combining what you wish you knew then, what you know now, and the two offer unique future opportunities for you to go.

Are you using history to claim your business and life opportunities?

–ME “Liz” Strauss
Work with Liz on your business!!

Buy the Insider’s Guide to Online Conversation.


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