“Parting is such sweet sorrow,” so said Juliet to Romeo.

Breaking-up seems to be a lot easier for some people then it is for others.

In my sophomore year of high school my girlfriend of just over a year broke off our relationship. I was devastated but over time, I healed.

At the time of the break-up we talked extensively and I understood why we were not like Romeo and Juliet. I still think very highly of her and occasionally, our paths will cross and we have a grand time catching up.

In contrast, I dated a young lady in college for a short while. It ended abruptly. She didn’t return calls and went out of her way to avoid me. There wasn’t any horrific event to cause the split; she was just one of those people that would rather avoid a break-up than deal with it on an emotionally mature level.

Today, if I crossed paths with the ex-from college, I doubt our reunion would be as joyful and uplifting as my ex-from high school.

There is a segue between my past relationship wrecks and brand perceptions…… (Stick with me here)….

With my high school girl-friend dump, we were left with a great relationship that matured as we matured. This was a result of some really good communication and an understanding of why the relationship ended.

In that latter case, I think of my ex without much fondness. In fact, I think I’ve used a bad word or two to describe her. Let’s just say my brand experience wasn’t positive. It could be directly related the abruptness of the break-up and the avoidance issue.

It appears that many in business are also taking the easy road when it comes to the break-up. Not so much with client relationships that end, but more when it comes to casual business relationships.

We’ve had client break-ups and in almost every case there was dialogue and understanding. We just weren’t Romeo and Juliet. In some cases the relationship had a natural course that came to an end. Those brand impressions are intact and positive.

We’ve also been invited to demonstrate our skills for potential clients during a period of professional ‘courtship’. Often we go to extensive lengths to prepare, put on the good show and to follow up. It amazes me when those people pull the avoidance break-up tactic.

Recently a company was referred to us by a current client. We had a period of several months showing our potential, answering their questions and putting our best foot forward. Now we can’t even get the courtesy of a returned phone call or email to acknowledge our effort.

I guess its best that we know this now before entering into a relationship with a new client. But it still amazes me that people in business will display such a lack of maturity when it comes to relationships, even if they are casual at best.

Want to tarnish a brand, be it a personal or business brand? Simply do what my ex in college did – take the lazy way out when it comes to the breakup.

Message heard.

A friend of mine today told me she was disappointed because she had visited my blog several times and there was no new content. Message heard. If you’re going to communicate, you must do it with consistency.

Not that my blogs are compelling. Quite the contrary. But simply reducing thoughts to paper is cathartic in many ways. So for my own health and the entertainment of one life-long friend; here is a quick entry that comes with great passion:

I often yell at the TV. Today I yelled at the news of pending legislation that would require employers with 100 or more employees to provide a week of vacation each year for the purposes of fueling the economy. Pardon me, but this is total crap.

There is no argument to support this. Really. If you think there is, call me. Again, really.

Bill owns a company in San Diego and hires 100 employees. He doesn’t give paid vacation. People take time off when they need or want it and simply don’t get paid. But he pays well on an annual basis. The people he hires know this when they accept a position. He’s very accommodating and has a wonderful culture to work within. On average his employees stay with him for over 10 years, by choice.

If his average payroll is $40,000, then the new mandate will cost him over $80,000 a year, at minimum. This cost is for something the employees don’t necessarily need or want. Remember, these are happy, fulfilled employees who have free will to work where they want to work.

According to my math, an increase of $80,000 means that two employees could be at risk of losing their jobs; unless there is a corresponding increase in productivity because of the one week of hard earned vacation. Doubtful.

Fuelling the economy on the backs of small business is ridiculous. The invisible hand of capitalism is a much stronger ally in guaranteeing a happy workforce. If I don’t provide vacation, benefits and an occasional Snickers bar my employees will work elsewhere. Then I have nothing.

This is not a political statement but a practical one. Remember, this is a blog about small business. So, on behalf of small business owners everywhere I offer this one profound and mature comment regarding the pending vacation legislation – Hey, get outta my face.

Think anyone will hear my message?

Did you go to the Mega-Hype Event at the Sprint Center last week? Wow, what an event. Hope you didn’t miss it.

If you did miss it, here’s what happened.

An invitation went out to tens-of-thousands of people inviting them to the free Mega-Hype Event. All you had to do was register online and attend.

Invitations went out in the mail, by email and I think I even saw some billboards around the city. A friend of mine told me about the event. He seemed excited so I jumped aboard.

I went online, registered and even took the office staff.

The Sprint Center was quite a buzz. We went a little early since there was no assigned seating. It wasn’t a capacity crowd so finding a seat wasn’t a problem. That left us plenty of time to roam around and take in the sights.

I saw plenty of people I know at the Mega-Hype Event. A few clients, several people from my peer and mentoring groups. I even saw one of my students from KU and a distant cousin. It was nice to catch up on things.

The hum of thousands of voices was steady but without symmetry. There was no one topic being discussed. No one theme. There were just thousands of people talking with very few listening. It was a space being occupied by subtle noise.

Then it started. The lights dimmed and the crowd hushed. There was nothing on stage, no dramatic lighting and no music. Just a lone voice came over the speaker and said, “Welcome to social media. Have fun.”

The house lights came back up. We migrated around the room talking to the people we knew about what had just happened. We even struck up a few random conversations with those around us but nothing more than passing comments about what we had all experienced.

Then we went back to the office and made an attempt to dig out from under the work we had missed while attending the Mega-Hype Event.

I draw this analogy because I often feel empty when I logout of a social media website. It seems that everyone is talking but nobody is listening. Who’s directing traffic? When does the headline act come on?

Remember, I’m a marketing generalist. All media have their place. As I continue to test, monitor and evaluate social media for our clients I still struggle with the ‘when’ and ‘why’.

I’m sure it will come to me soon.

Direct from the Twitter website FAQ….

How do you make money from Twitter?
Twitter has many appealing opportunities for generating revenue but we are holding off on implementation for now because we don't want to distract ourselves from the more important work at hand which is to create a compelling service and great user experience for millions of people around the world. While our business model is in a research phase, we spend more money than we make.

If you enjoy Twitter, then hope that they make money soon. Eventually, it’s a necessity. That said, as marketers we should be cautious but not pessimistic.

Cautious means not adding a Twitter-ist to your marketing staff just yet. Working social media into your marketing mix might be a prudent consideration. But a disproportionate investment in Twitter specifically, might be a little early.

No matter how much Oprah or Ashton sing the praises of this new media, without a revenue model there is a limited life. Of course, with Oprah as a Twit there is a greater likelihood of someone creating cash flow.

Pessimists and naysayers are simply media laggards. That’s nothing new. Lead or get out of the way, but I do agree that without obvious revenues and returns – your caution is warranted.

Marconi invented the radio, Gutenburg the printing press and Farnsworth the television – all without a proven way to monetize their inventions. But there is also a long list of lesser names whose inventions are a lost memory because of no money.

Risk and reward. Idea. Creation. Consumer acceptance. Then the pay day. That’s how it works. It just seems that more and more people these days want to jump in early without seeing the full landscape ahead.

I take out the trash. Literally.

Not many people know this but each Friday night, I empty the office trash. Every desk and every trash can.

Our employees know this and others close to EAG know this, but it’s not been general knowledge, nor need it be.

When there were just two of us in our basement, it made sense. When we moved into our office space, I continued to do it because it was easy and inexpensive. Then it became symbolic.

Now, we are preparing to move to even larger office space in a few months and I am contemplating, “do I still need to take out the trash?”

I think so. If not literally, then figuratively.

When we took on the challenge of working with small businesses we knew the risk. Some wouldn’t survive. And some haven’t. Initially it was traumatic but the loss was real and we came to understand it.

Now, three years later in our office and five years later as a business we’ve come to understand why many businesses fail. The owners stop taking out the trash.

As a small business owner there are responsibilities, task, duties – whatever you want to call them – that nobody else wants to do. As the owner, you have to do them. Taking out the trash just might be one of them.

The business owner whose arrogance, ego or pride doesn’t allow them to ‘get dirty’ is sending a message to employees that the job is easy. For small business owners the margin is narrow. To get the most of your employees you must demonstrate that you, the business owner, will do whatever it takes for the business to succeed.

I don’t expect my employees to take out the trash. I do that.

I do expect them to understand that small business owners will do whatever it takes to create jobs and a work environment that provides a valued quality of life for all.

Boulevard Beer, Indigo Wild, Roasterie Coffee, Beauty Brands. All are great ‘locally brewed’ brands that have grown beyond the borders of Kansas City.

But when I go to grandma’s house in St. Louis I must tell her not to buy those brands. She should buy local.

Recently I’ve had several ‘buy local’ campaigns come across my desk. Typically they come from a media outlet or small local retailer who wants me to keep our dollars in Kansas City.

“What about Suzie who owns the local Fastsigns franchise,” I ask. “She seems really nice and I consider her a small business owner.”

And what about the countless franchisees, licensees and others, who except for the fact that they send a few dollars to the corporate brand, struggle endlessly for local patrons? Should I not shop with them?

Back to Boulevard Beer, Beauty Brands and others – now that they have worked hard and grown beyond our market, are they considered big-band mega brands that we should avoid. Heck, how many people even know that Beauty Brands is home grown?

I think the ‘shop local’ pendulum has swung a little too far and we risk affecting those who truly need our support.

Want to have an impact? Make your mantra “buy domestic.”

With all due respect to some great Italian wines, we can live quite well with just California grapes. And you can buy your wine from any retailer. Any.

When put into action, my ‘buy domestic’ campaign really works. Here’s an example: Walk into Wal-mart and try to buy dog food with one catch – you can’t buy any product that isn’t made in the U.S. Good luck.

Now, go to locally owned Brookside Barkery at any of their three locations and ask for ‘domestic dog food’. Your odds of success are much better.

But caution. If we all do that and Brookside Barkery grows to 100 stores nationally, will we want to start a boycott because we only buy local?

Hmmmmmm?

Allow me to be brief and to the point. I am in the process of firing vendors.

Don’t be alarmed if you are a vendor of ours. This only affects a very few. I am firing vendors who fail to recognize that we are competitors based on their actions and words.

Let me be succinct: A logo is not a brand. A brand is not something you create and hand to someone. And a brand does not come in a nice little package with a bow.

Therefore, those of you have been providing us specialized services like website programming, signage and printing must recognize that you do not build brands. And when you promote that you design logos and build brands on your website, you are discounting what we do as subject matter experts. (I don’t use the expert word often, but I feel like it is warranted here).

So be on notice. If you are a printer and also claim to be a direct mail shop, a design shop and a brand builder – you will not likely work for us in the future.

Do what you do and do it well. But when you do what I do, you are a competitor.

Let me be the first to take the buzz out of the social media buzz.

I know there is a place for it but after my short, unscientific experience, I'm not so sure we haven't already reached the high-point.

So I signed on to facebook and took the plunge. For the next week I was captivated, if not addicted. I poked and posted, commented and uploaded. Then I was bored. I really didn't need to know that Suzie was contemplating a nap.

As a marketer I did take a more pragmatic look - demographically.

My personal database is approximately 60% men and 40% women. The ages, incomes and other demographics are somewhat diverse. If there is any skew it is largely because of what I do and who I do it with.

My Linked-in contacts are close to the same demographic mix as my personal database. 60/40.

My facebook friends - not so much. It is dominated by women under 40 and friend of my kids. In short, if I need to reach out to 18-25 year olds, I can do it.

That's not the root of my skepticism. It's more about the life cycle of users of facebook. I can't find anyone who is sticking with it. Even my son, a 20 year-old, took a week to before he accepted me as a friend (perhaps that's an indication of other issues).

My 25 year-old daughter is also 'over' facebook. As she says, "I don't know you, why am I now your friend." The drop off of the main demographic, like my children, is the greatest indicator of a problem.

Perhaps its because old guys like me have invaded the sanctity of facebook and my children's friends are disturbed by my presence in their friends-o-sphere. Maybe not.

At the end of all, I just didn't get it. What's the end game? He who has the most friends wins? Do I need a massive database and website to have dear friends over for dinner and drinks? I think not.

For now, its a gut instinct - nothing more. But I expect a dramatic un-buzzing of social media in the next two years. Let's watch it closely. It will be fun. (comment)

Twenty-two bright young minds are in my Entrepreneurial Marketing class at KU this spring. They're a hoot but its been an awakening experience and we're only in our second week.

I thought I understood generational differences from a marketing perspective. I've read and heard about Millennials and all their consumer nuances. But you really have to get to ground-level to really understand.

For example, we did a mock focus group on banks in our last class. I was trying to find out which banking services were most important to 21 year-olds about to graduate from college.

"What about bounced-check fees," I asked. Dead silence. "What's that," asked one curious senior.

I started to explain but before I could finish... "Oh, you mean overdraw protection on our debit cards," the class said in unison. "We don't use checks."

Silly me.

Text books are fine but if you really want to learn something, you've got to talk to people.

EAG went for a walk in the dark.

Periodically we do an outing. Sometimes we try a new restaurant. We're planning on going target shooting. Yesterday, we went to Union Station to experience Dialog in the Dark.

As they explain it...

Dialog in the Dark is a groundbreaking new Exhibition where blind or visually-impaired guides take your group on a life-changing journey. Dialog in the Dark encourages teamwork, communication, trust and understanding.

Dialog in the Dark is not an ordinary exhibit – it’s an experience that will awaken your senses, challenge prejudices and deepen your sense of self-awareness as you’re led through a series of fully-darkened galleries that replicate everyday environments.

I must admit I was extremely tentative about it. I don't like losing control of my environment or my senses. I don't like crowds, long lines or anarchy.

This was an amazing experience.

Obviously, you gain enormous respect for the obstacles visually impaired people face each day. But I also realized how much the sighted world adds to the burden. People simply talking over each other caused me to disorient my location. I couldn't follow a voice because others were speaking.

I guess in some ways the same is true in our sighted world. Too many people are speaking and not enough are listening with their other senses.

One hour out of our busy day won't change EAG dramatically. It will however, add a little bit to each of our experiences that, cumulatively, make us better people.

Take your kids to Dialog in the Dark or go yourself.

When it comes to the economy, is the glass half full or empty? Or, are we just drinking enough to forget about it?

I have been seriously engaged in about 30 conversations with clients, peers and educators regarding the impact of the current economy on small business. I started to create an optimistic white-paper on marketing strategies but I kept coming back the same conclusions.

As succinct as it may be, here is my take on economic “half-full, half-empty” discussion.

Businesses whose revenues are derived from too few clients may be in trouble. If more than 30 percent of revenues come from one customer or in some cases, one industry – there could be grave consequences if that customer suffers.

But this is not a situation unique to a down economy. A diversified customer base is a good business practice. It is just amplified at a time when any business can fail without warning.

Is the product or service you sell impacted by discretionary income? In short, do you sell coffee cups to Starbucks? If so, prepare for hard times. That too, should be no surprise.

But dig deeper on the issue of discretionary income. Do you sell pipe tubing to a plumbing manufacturer or wholesaler? Does that manufacturer build nothing but luxury hot tubs? If so, consider the consequences. Look long and hard down your customer pipeline for these red flags.

Lastly, what are your competitors going to do? My guess is that more than half of your competitors (no matter what industry you are in) are going to see things half empty and cut marketing dollars.

So what happens if you have a diversified customer base, have products and services insulated from discretionary purchases and look at your marketing from an optimistic vantage point? You gain market share.

Half full for me.

I'm back.

Took a little hiatus. A nap. Siesta. Went away for awhile.

No, not rehab. More like my own little market research trip.

Two months ago (August 20) I turned off my Blogging, Linked In and assorted other mind-numbing social networking experiences that were consuming my time.

Did you miss me? Thought not.

So what happens if you turn off the text feature on your phone, shut down the blog and ignore winks from social websites? Not much. Sorry to say, not much at all.

Don't misunderstand. They certainly have value and a place in our lives and our marketing efforts. But sometimes you have to turn something off to measure the real value of its absence or presence. In this case, the jury is still out.

I'm back to blogging only because it's a wonderful respite in my frantic day of running a business. As far as all the other sites that make my eyes squint at a screen way-too-long, I'll be more selective.

Many people say, don't worry about getting somewhere, just enjoy the journey. Sorry, when it comes to both small business marketing and my precious time - a destination is important to me. See you at the finish line.

I love my bank. I guess I should say I love my banker.

www.MoBank.com

If I tell you why, perhaps you can parlay this into a tool to help you search for the perfect small business banker for you.

Let’s use bullet points (they’re convenient):

Everyone knows my name (at my bank). It’s not Cheers (the TV bar we all want to emulate) but they know who I am. Not just my banker, but even the President of the bank knows who I am.

They (my bank) understand small business. This is no small accomplishment.

Bank of America has an ad campaign claiming to understand small business. Do you see any form of sincerity in claiming to be the largest bank in the land and appreciating small business in the same breath?

My banker does the “drop-in”. The drop-in isn’t always appreciated but the sincere drop-in is very much acknowledged. Driving by my office, seeing me sitting on the porch with others, she (my banker) makes a u-turn and pulls in to say hi. That’s sincerity.

My bank is pro-active. Asking me questions, giving advice, and making suggestions that will help me grow my business… that’s what we do for our clients. My bank does that for me.

My bank has a series of classes for smaller businesses, helping them evolve and mature through education. Sure, you have to pay for the class but I’m pretty sure it’s not a big profit-center. It’s a serious commitment to helping small business grow. That’s sincerity.

Genuine likability. I genuinely like my attorney, my doctor, my insurance agent, my financial advisor , my banker and a great number of other people. Many others I tolerate.

If you don’t genuinely like somebody, why in the world would you trust them to help you with one of the most passionately important things in your life – your small business?

Yes, I like my bank. You should too.

Random stuff.

Online Voids
I've been mystery shopping professional home services. Everything from drywall to foundations. I can't believe how many times I've inquired through a website contact page only to get no response. None. One painter ranted on Craig's List about how all the other postings were amateur and he was a true professional. No response.

Pulp Fiction
Great line between Uma Thurman and John Travolta in the restaurant scene. She asks, "Do you listen or do you wait to speak." His response, "I wait to speak but I'm working on being a better listener." Ask somebody the question or answer it yourself.

Lending Tree
Another recent test-drive of mine. Perceived to be this great online portal of bankers competing for your loan dollars. Reality: Once you press 'send' the game is on for loan telemarketers to call and email you endlessly. Not really a complete online experience.

Web 2.0
All the buzz now from clients and peers. What happened to Web 1.0? It's evolution and maturity. All media has it. All technology has it. Now its a race to put a name on it.

I've talked about Men's Warehouse before. Whether or not you like the products they carry, they understand brand management and customer service better than most.

I blogged on a first-hand experience back in March. Now I'm back - in the store and blogging about the experience again.

Last week I dropped in because a hem was falling on a pair of pants. As always, they took the pants and went to work, stitching and pressing. I had a few minutes to wait so I grabbed a chair and something to read.

The 'something to read' was actually an internal Men's Warehouse newsletter. It wasn't intended to be read by a customer, I just happened to see it and started reading.

This was more of a magazine than a newsletter. It was 8 or 10 pages, glossy, well written and very, very strategic. From 'George's Message' to the sections on benefits and customer service, every page was a feel-good reinforcement of the Men's Warehouse brand.

I wanted to fill out a job application on the spot.

Granted, this is a large national brand with the resources to pull this off. But the reality is that many, many large brands do nothing like this at all. Communications to employees are often trivial and mundane and do nothing to reinforce the brand.

The Men's Warehouse newsletter was more exciting, uplifting and brand-specific as any of their consumer advertising. That's what it takes to make sure that my ten-minute interaction with one lone sales clerk is a positive experience. And it was.

My new mission is to ask all of our clients to look at their internal communications vehicles and raise the bar even higher. Remember the book Raving Fans? Start at home.

I read Sam's great blog yesterday on why the cable companies don't offer us more self-directed choice rather than bundled options that fit their need. Great exchange. In light of that article, and my two rants on the environment - I have to share this quickly.

I stopped by the office this morning and picked up yesterday's mail. From my Payroll company, who shall be nameless (another story), comes the following:

Dear Valued Client, (As Sam says, "If I'm so valued, how come they can't remember my name?") Anyway,

As we continue to look for ways to offer you the highest customer service, we are becoming more aware of our environmental footprint. Through this awareness, we look for ways to maintain our high standard of customer service while being more considerate to the environment.

(Insert a bunch of other BS) Beginning with this payroll you will no longer receive a paper invoice from us through the mail. The online invoice will replace your paper copy.

Sincerely...Blah, Blah, Blah.

Here's the problem. I want my paper invoice. I have carbon credits due me from my 20 years of composting (see previous blogs). I don't want to save this tree. And by the way, the invoice is 1 page. My payroll is about 20 pages. They come electronically and I print them all. As I said, I have carbon credits.

The reality is that this is a cost cutting move on the part of the Payroll company, forced on the customer and wrapped in environmental guilt. It will go largely unnoticed.

Except in this lone office in the Crossroads. See, this Payroll company has been dropping the ball big-time over the past six months and if there is one thing you don't do is screw with peoples pay. This may be the straw that breaks the camel.

Coming full circle to marketing, branding is cumulative. Cumulative touch-points and interactions create the emotional connection between a brand and the rest of us. In today's competitive brand-space we want companies to get it right the first time and give us choice.

Yesterday I pulled up along side a Hummer. Not the one in this picture, of course. But I like this picture, although I’m not sure 10 tons of metal can get off the ground. I tend to exaggerate.

After blogging the day before on my compost pile and ‘going green’ in advertising, I had an unusual feeling while sitting at the stop light next to this behemoth of a car.

I couldn’t see in the windows very well but I remembered when I used to see a Hummer and had a great sense of envy. More than being jealous of someone driving a high-end automobile, a Hummer always was powerful and overshadowing.

Whoever drove a Hummer must not only have a few bucks, they must be a person of strength and definitely successful. Not accidentally successful, but determined to be on top.

But yesterday I felt differently. Yesterday I was embarrassed for the driver of this Hummer.

I’m not sure why I felt embarrassed but that was definitely the emotion. In fact, I thought how lucky he was to have heavily tinted windows.

Embarrassed for him? Yeah, how can someone not get it? Have we turned the corner enough to look at someone driving a Hummer and yell out the window, “Hey, get your big fat carbon footprint off my space.”

I wished I would have thought of saying that during that long red light. He wouldn’t have heard me and probably not understood, but I would have smiled inside.

Next time.

I own a pitchfork. I’ve owned a pitchfork for a long time.

What do I do with my pitchfork? I turn my compost pile. I’ve turned my compost pile for 20 years or more. With 8 trees in our yard and a summers worth of grass clippings, my compost pile takes some work.

Where am I going with this Green Acres visual? I seem to be struggling with all the marketing dollars being thrown around, telling people we’re ‘green’ as if it were a medal of courage.

Don’t get me wrong. I’m not a global warming naysayer. Nor am I a tree-hugging environmentalist. I’m a pragmatist and a marketer who strongly believes that there is more power in what you do than what you say.

What triggered this blog?

I just saw a promo for the local Fox affiliate. The message; wash your clothes in cold water and save the earth. Fox 4 is Green.

Big freakin’ deal.

If you want to do something environmental that means more, how about throwing a few less radio waves at my head.

I’ve witnessed an awful lot of companies hanging a green shield on their door lately. “Do business with us because, well, we recycle.” “Buy from us because we use those curly light bulbs and that must be good.”

We get it. Some of us have gotten it for a long time. Recycling, environmental stewardship and practical sensibilities are not new. They just seem to be popular marketing mantras lately.

For those of you who are considering investing in a green campaign, save your money. It’s too late. It’s not a point of distinction and it’s not a competitive advantage, although I do encourage you to buy a pitchfork.

Twenty years ago one fall, when I saw my bags of leaves stacked neatly waiting for the trash man to carry away for a 1000 year nesting at the landfill, I got the message. Nobody had to tell me in an ad campaign.

Do the right thing. Do it now. No need to tell me about it. I’m good.

Cash is king. Familiar with that phrase? It simply means that as a business, unless you collect the money from the sales you make, you have no business.

At the Kauffman Foundation’s FastTrac Program where I am a Small Business Coach, we preach this mantra endlessly. Not collecting is one of the most frequent failings of small business. We like to sell products and services but hesitate to collect on time.

Why the blog? We’re starting to see a rise in slow payment and even some defaults in the industry. In some cases its economic, in other cases its arrogance and selfishness on the part of the debtor.

At EAG we’ve been very fortunate collecting from our sales even though we serve a number of start-ups and smaller businesses who tend to be volatile. We are blessed with fair and engaged clients. But we’re also relentless in our collection efforts – as should everyone.

We pay every single bill we owe on time. And if for some reason there is a delay, we pick up the phone and call our vendor well in advance to discuss the issue. It’s all about mutual respect and fair play.

What has this do to with marketing? Everything. Business is about survival and cash is the oxygen of survival. It’s also about image. Leave us hanging on a debt and you can be sure I will tell plenty of other business owners.

Look at your aging receivables. See any problems you need to address? Talk to your customers politely at first but be relentless. It’s your right to be paid and you have an obligation to your employees to keep the cash flowing.

As I told one former client who decided that paying on time was an option, “Which employee do you want me to tell they won’t get paid this week because you don’t feel like paying your bill?” Message heard.

Budweiser for sale? I don't think so.

Forget the obvious; we shouldn't sell iconic American assets to foreign countries - even if they are commercial brands. I'd rather sell the Statue of Liberty to Belgium than Michelob.

Yes, I know that Europeans have a deeper, longer history with beer than we do in this country but really, there is no middle ground. Could you imagine a British country buying an American beer? Have you ever accidentally sipped a warm beer?

If you need a really good reason to protest the Bud sale, simply search online for European TV commercials. Even the award winners don't have much going for them. If you take away the sexual overtones and the liberal rules on nudity, you don't have much - except sex and nudity (perhaps I should rethink my position on this). Anyway...

I've never seen a European TV commercial that brought tears to my eyes simply because of a horse. Do they even have frogs that talk in Europe? I don't think so.

I know that its unlikely advertising agencies will change as a result of the AB sale but really, can we afford to take that chance. This is Americana at its best. I say 'no' to the AB sale.

Is my 15 minutes of fame gone forever?

If you've read my profile you realize that I'm a little concerned about giving up my 15 minutes of fame too soon.

If I can stretch that to 16 or 17 minutes I'd be much more pleased. And I'm certainly aware of the fine line between famous and infamous.

So when I was asked to be profiled in Flourish Magazine, I was hesitant. It's not my thing. Especially when the photographer (who is very good) captures every pore on my worn and weathered face.

But some very wise and persuasive women convinced me to do it. I must say I was pleased with the outcome. Not pleased from a vanity standpoint, I was pleased with the tone. It was honest. Yes, that's who I am and that's who EAG is. Yes, that's us.

I've been asked about the rewards of PR like this. I don't know if this is exactly my 15 minutes of fame. Besides a few very nice comments from peers, it's been a non-event except for one wonderful moment.

I sent a copy to my mother. She cried.

I'm not exactly sure why she cried but I suspect it is a good thing. Last year, when I turned 46, I convinced her that I wasn't going to law school and I would probably never be a lawyer. Although I am an ordained minister according to the Universal Life Church (ordain for free at http://www.getordained.org/), she wasn't as impressed with my venture into online ministries.

I thought about becoming a Kentucky Colonel but the process isn't as simple as becoming a minister online and I don't think Mom would cry about that either. So, why the tears?

I'm not sure but she must be proud. If she's proud then it must be because something in that article came across honest and sincere. Sure, she wanted a lawyer in the family but she didn't teach me law. She taught me integrity, honesty, conviction and hard work.

Perhaps the article was my 15 minutes. If so, that's fine. I can live with that without any disappointment. I think Mom can live without me becoming a lawyer.

But if the average person can read the Flourish article in 6 minutes, then I still have 9 more minutes of fame coming my way. Maybe I'll post a video on YouTube. Or not.

Read the Flourish article....http://eagadv.com/resources.htm#News

T-Bones Opening Night.

Our third-annual T-Bones night out. EAG's annual pilgrimage to baseball's alternative hot-spot.

Something about minor league ball draws parallels to what we do at EAG. There are lots of ball players who will probably never make it to the big leagues but playing their hearts out for the love of the game.

Makes you think about small business owners who labor for the love of it.

A good time was had by all.

Always take the high road. Always.

In late December we were awarded a new account, although the beginning of the relationship was a little tenuous. I'm not sure they knew what they wanted, but it was our job to help them figure it out.

By mid-January, before ever had our first meeting, they hired a 'marketing person'. I use that term loosely. This was an accounting firm. They hired an accountant who liked to dabble in marketing.

In any case, things soured slightly over the next few months has we failed to really understand each other. This happens. New guy with a different agenda. By April we were given notice that the relationship would end before it ever really got stated.

Again, not a problem until the client decided they didn't want to pay a portion of their bill. They didn't quite understand where fees were coming from with regard to their contract, although it was clearly spelled out. But the irony was, they stopped paying for media that the client asked us to place. It wasn't like they were disputing agency services or something undefinable. Simply put, right hand didn't now what left hand (in this case, new marketing guy) was doing.

After a few agonizing weeks of creating detail upon detail, they finally paid the bill. No apology. No explanation. No acknowledgement of any kind. Just a lot of bitter tone, although we went out of our way to be help them understand the billing process.

Nearly three weeks passed and we got a call from a local publication. It seems the publication wanted to pick up on a press release we had sent out some two months ago for this client. Now they wanted details, a photo and some background.

Dilemma - do we just turn a blind eye and forget we got the message from the media outlet?

Although tempting, Karma is a bitch, so we contacted the former client advising them that they should contact the media outlet. And what did we get in return? Nothing. Nadda. Zip. Not even a 'thank you'.

Wait, they did send one email back asking us if we could find the phone number of the media outlet for them. We laughed and moved on.

There. Now I have vented and I feel better. All is good and we took the high road (except for this one blog). Karma excludes blogs.

Things that make me go, huh?

In my driveway was a small plastic bag. I thought it was trash.

On closer inspection I saw it was a small sandwich bag of the reclosable variety (Ziploc is a brand name and this may not have been a Ziploc bag).

In any case, the small bag held a rock and a business card. The business card was promoting a new business in the area - window installation.

This, my friends, is direct marketing. Perhaps also falling into the "outdoor" category.

I must admit the brilliance of adding the rock which will keep the outdoor advertising from blowing away in a stiff wind. And using a reclosable sandwich bag will keep moisture out and the advertising message protected from the elements.

I searched my marketing text books and even blogged 'sandwich bag advertising' and didn't find much. Needless to say, this is a new one I hadn't considered.

Good or bad? Depends on your vantage point.

If this is an established company with the capacity to get out a substantive message to a targeted audience, then this is pretty dumb. But if it's a guy (or girl) working hard to get their business going and money is not in supply, then I give them credit for doing something.

Here are some suggestions for anyone considering the rock-in-bag method of advertising:

• Use small rocks and avoid windows.
• Buy sandwich bags in bulk and don't use bags branded with some other business - like extra Walmart bags you have lying around the house.
• Make sure your message is brand-specific and promotes your best attributes (oh, never mind).
• Target the appropriate neighborhood - not your own. Trust me on this one.

And finally, Don't deliver your sandwich bag advertising on trash day. It tends to minimize your delivery effectiveness.

Live your brand. Trite but true. Here’s just one more example and why it’s still important to watch what the big brands do – and then apply it to small business practices.

Last Friday one of our favorite clients (and a personal friend) called. “Hey, I need a tradeshow board for the Chamber Small Business Celebration next week”. It was less than 5 days before the event, including the weekend.

I held up the phone to the office staff and they all laughed out loud. The client could take it. He’s use to it and as I said, he’s a friend. Then I told him to be in the office Monday at 8 a.m. and we’d get it done.

After the fact, we didn’t have to do the board – but you get the idea. Do whatever it takes to satisfy the customer.

On the day of the Chamber Small Business Celebration I had not planned my wardrobe appropriately or it was too dark that morning, but I left the house with one-too-many patterns in my shirt, tie and sport coat.

In desperation I stopped at Men’s Warehouse. It was 9:15 and they didn’t open until 10:00, but I saw my opportunity. When the UPS driver opened the back door, I slipped in and somewhat startled the manager who was preparing for the day.

“I need help…. As you can see,” pointing to my conflicting patterns. “Can I buy a tie?”

Twenty minutes later the manager had searched about 100 ties and found something to save the day. Out and on my way, I realized that I had just encountered another company that truly lives their brand.

Big or small business. Do what you say and say what you do. Gotta love it.

What happens in Vegas stays in Vegas. Good.

I had a few extra moments to reflect on my return from Vegas after speaking at the ARA convention (see blog from yesterday).

As a footnote to the previous Southwest Airlines blog, anyone who has flown SWA can appreciate this – my boarding number was C-29. The last of the last. C-30 didn’t even bother showing up realizing he would have to sit in the bathroom.

But the seating Gods were with me. I scored the exit row aisle seat. I hesitated, thinking “why is the exit row available,” but no matter. The flight was uneventful.

Back to Vegas.

It’s been a number of years since I’ve been to Vegas and it has changed a lot. Traffic is horrific, shopping is better, hotels are bigger, a lot of things are more expensive, and the casinos seem smaller. Most notable, customer service has changed.

Vegas use to be affordable luxury. Live like the rich for a few days. Imagine you’re jet-setting and gorge on all-you-can-eat buffets. But now Vegas is more like ‘Disneyland meets Jägermeister’.

Vegas has become a stand-in-line, wait your turn, vacation on adrenalin. How much can you cram into a day, a night or a weekend? But what’s missing is any sense of personalization that you use to get at many of the upper end hotels, (unless you are a high-roller).

The bellman and concierge don’t remember your name. You might never see the same desk clerk or waiter twice. It’s always been a service-based destination but now the entire community feels that way. Every one is transient. Nobody needs or wants to know your name.

I guess there is a place for that. Mass entertainment, mass appeal and of course, the masses.

The Vegas brand has changed. It’s changed a lot. What happens in Vegas stays in Vegas and I can see why.

I’m blogging at 30,000 feet.

Well, not really. I’m writing what I will eventually upload to my blog but it’s basically the same thing.

I’m on my way to speak to the Awards and Recognition Association on the subject “Big Brand Strategies for Small Business.” Ironically, I’m flying Southwest Airlines, the airline that is a major topic of my presentation. (You can request the presentation on our website but it won’t make much sense without me. Dinner at your house?)

I’ve been using Southwest as an example of strong brand positioning for about 5 years. Their unique positioning story goes back much further but my attention to it has only been recent.

The most remarkable thing about Southwest and their brand position is not how well they live and Luv the brand, its how all the other airlines still don’t get it.

This is not rocket science. Well, kind of – but how come no other airline has ever tried seriously to create a niche positioning in the market? Heck, why didn’t any other airline simply copy Southwest? Rhetorical question.

Now I know there are some of you (somewhere) who would challenge me by suggesting other airlines that successfully created a unique position in consumer minds. Whatever.

Chocolate chip cookies are not a brand position. It’s a gimmick. An icon at best.

But even if you can come up with an airline that you think successfully created a competitive brand position, allow me to throw a challenge to your hypothesis. Consider financial success in the equation.

Yeah, marketers often forget about that part – profit.

Determine “your airlines” height of brand awareness and success, and pick any six month period. Go to any online stock ticker or dig deeper into a historical financial database and make the comparison. Yup, probably going to surprise you.

I wish this airline had in-flight internet access because I could really support my own beliefs in this blog but alas, its not so. So I’ll have to make the statement on bold speculation that over the long haul, Southwest’s financial performance has out-branded its competitors. (Let me know if you prove me wrong.)

Descending on Vegas – I think I see Barry Manilow.

P.S., There were 34 peanuts in my bag. I didn’t say they were without flaws.

What can brown do for you?

Never did like that campaign, but it’s what they’ve got. Might as well live it.

I like UPS, always have. One of my lifetime friends is a hero-in-a-brown truck. We walked the picket line together the last time UPS went on strike. I just wanted to live the experience – and it was an experience.

Today our UPS driver, Chris, delivered us a potential new client. A company right down the street is looking for a company like ours. No, not a company similar to ours… They want our company. Well, that’s what’s in my head. We’ll see if that’s true when we meet.

Anyway, Chris is gregarious, friendly and always ready for lunch and a laugh. I bet he knows more people in our building then anybody. And he’s always interested in what’s going on around him. Truly interested. And so when the president of a company down the street mentioned he was looking for marketing help – Chris jumped right in and said, “I’ve got your company.”

Chris is a great messenger but would you ever think your marketing message could be delivered in a big-brown truck? We didn’t either.

Look around. Who are your messengers? You may not even know. But if you ignore the fact that your business touches people every day, you will miss great opportunities to expose your brand.

We don’t treat Chris like a delivery guy. We don’t treat anyone that way. And we never expected him or anyone to be our messenger. But by living true to who we are we will likely have the right face on at the right time.

Don’t you just love idealism?

I like new shoes. I don't venture out shoe shopping too often but I do like the occassional pair of really good shoes at a good price.

That's why there is Bob Jones Shoes in the Crossroads.

My son came home from college for some quick clothes shopping in advance of on-campus interviews. The clothes fit well. Nothing too formal. A basic blue blazer and utility minded gray slacks. Then we went shoe shopping.

At a size 13, selection was a slightly limited for my son but there was still plenty to choose from. He really liked the Allen Edmonds. "Dad, these are more comfortable than my tennis shoes." Welcome to the world of quality shoes. In one of those classic life-lessons that you pass down moments I said, "take care of your shoes and they will take care of you." What?

I digress.

On a cold Saturday in February in downtown Kansas City people were smiling and happy. They were buying shoes. The isles are narrow and floors are bare. I didn't notice any soothing music but really love the smell of new leather.

There was always a helping hand close by or a shoe horn ready to be pulled from a breast pocket. The cashiers were working feverishly while affectionitly giving each other a hard time. And nobody, I mean nobody, left empty handed.

Small business marketing and brand simplicity at its best. Bob Jones promises a choice of quality brand shoes - and with names like Allen Edmonds, they deliver on that count. They were neatly stacked from floor to ceiling in every size you need, even 13. It was easy, convenient, friendly, warm, and value-minded. Even my 19 year old son enjoyed shoe shopping.

I don't know if there is a Bob Jones, but if he's reading - kudos. Nice job living your promise.

Small Business Miracles?

What in the world does that mean? It’s been our tag line for almost three years and although I can still articulate the meaning, I thoroughly enjoy the moments when I can ‘live the meaning’.

This week I had two occurrences to smile and revel in the fact that this was the right choice in positioning our business.

During the week both my tax accountant and my benefits advisor called to discuss very important aspects of our business, taxes and health care benefits. We are at a critical juncture in determining ongoing health care benefits for our employees and, of course its tax time.

There was a moment in both discussions when I became internally frustrated at the depth of detail. At almost the same moment both trusted advisors recognized that they were providing more verbal-expertise than I wanted or needed, and they stopped to acknowledge the moment.

“Do you want me to take care of this for you?” These were words that were melodic tone to my ears. “Yes,” I said. “You are the expert and I trust your judgment.” The latter not being a literal quote but certainly the thoughts in my mind.

There is a common thread of DNA in small business owners. Both my accountant and my benefits advisor are small business owners and they understand this link of commonality. Unlike a large corporate entity, we are all in desperate need of help to run our businesses.

So I see “mega-bank’s” billboard on the way home from work (after 14 hours) and it says, ‘we understand small businesses'. Bullshit. Unless you are working from the same DNA, you can’t fully understand where we’ve come from or where we are going.

Here’s my point. ‘Small Business Miracles’ is the convergence of seriously hard work, a little karma or divine intervention (your choice) and the recognition that we are a fraternity of business owners with a truly unique make-up, mission and purpose. It’s not about solving some huge world need, it’s about survival.

If we share Small Business DNA, you get it. If not, you’re not reading this anyway. Ironic, isn’t it?

Clicking on all cylinders.

We don’t use as many car metaphors as we once did. Must be that we don’t look under the hood as much any more.

Today we had a client meeting and seemed to be clicking on all cylinders. I say this with reflection because going into the meeting we were anything but confident.

Not that we didn’t know our stuff. We certainly did – we’ve done this before. It’s just that we were so rushed that we literally walked into the client with three of us each possessing our own objectives and tasks but none of us quite sure what the other was going to do.

But it all worked and it worked well. I wonder why?

On the way out the door Karrin said, “I like working with these B2B industrial clients. They’re really comfortable.”

Then I understood. We’ve finally hit our stride and found our place in the market. It’s got nothing to do with the B2B or industrial customer; it all has to do with comfort. We found a comfort zone with clients based on a lot of factors, least of which is the industry in which they operate.

Today we showed that we can go into any industry, dig really deep and come out understanding their business well enough to make the transition to our business. We never, ever act as if we know their business better then they do. Never.

They didn’t talk down to us. We didn’t talk down to them. We don’t know it all. They don’t know it all. We made some suggestions. Some they liked and some they didn’t. We weren’t offended by the “no’s” and we enjoyed the smiles. It was really comfortable.

When I go to a movie theatre I’ll change my seat 2 or 3 times, avoiding noise, drafts and bad sound spots – all in an attempt to thoroughly enjoy my next two hours.

I guess the same is true when it comes to clients. Find your comfort zone.