Try doing something neat
Published on 05/08/1995 under Ad Strategy
In his recent book, The Pursuit of WOW! (Vintage Books 1994), Tom Peters encourages managers to ask themselves the question, "What are you doing that's neat?"
It's a great question, because if you're like me, you probably spend the vast majority of your time doing decidedly ordinary things. Most of us are constantly buried amidst an avalanche of paperwork and details that keep us from doing things that would otherwise make a difference.
I asked several of our industry leaders what they're doing these days that are neat. Their answers are encouraging, to say the least.
Mark Semmelmayer responded with two pages of things that he and his fellow marketing communications managers at Kimberly-Clark are doing. One involves a new production control data base that's designed to provide better cost, quality and time control over marcom projects.
When a project is defined, its requirements are modemed or auto-faxed to qualified vendors for the purpose of a quotation. They answer back the same way. A schedule is established, and the system uses modem or auto-fax to check progress as it proceeds.
When the project is complete, the data base is updated with final cost and time totals so that future estimates can be more accurate. Wow! Just like a laboratory scientist -- they learn from each effort to make the next one better.
Another change at Kimberly-Clark is the switching of all their computer design workstations to Mac-based Power PCs hooked to high-capacity, data-dedicated telephone lines. This creates a remote color/composition proofing system that allows on-line, real-time review and correction with printers who are similarly equipped, before cromalins, match prints or film is ever generated. Wow again!
Fergus O'Daly, president of Poppe Tyson in New York is excited about his agency's involvement in helping clients make use of the emerging information superhighway. And they're not just helping package information for interactive, electronic transmission, they're tackling the technological problems of how systems should be set-up to facilitate use by customers who need information.
In fact, Poppe Tyson is now a "server-provider" because they not only help you get on the internet, they provide the means for you to stay there, too.
"The internet is rapidly becoming an indispensable business-to-business communications vehicle," O'Daly said, "because it allows the customer to browse pages and pages of data, print out what they want, and request additional information without leaving their seat."
It also provides very sophisticated measurement opportunities. "We can set the program up so an advertiser can see how users spend their time and what information they're most interested in," O'Daly reported. "It goes way beyond inquiry counting as a measure of accountability."
On another eletronic information front, Susan Gauff, senior marketing and corporate communications director for Siemens-Rolm in Santa Clara, CA, relates a team effort to allow employees and customers to access documents like brochures, case histories, technical bulletins and other information via e-mail and automated fax. "This saves thousands of people having to file and retrieve hard copies of things they need, only to discover those things now may be out of date," she says.
This is coupled with a re-positioning of Siemens-Rolm as a "company that drives business results with technology." The effort involves a variety of computer-based tools aimed at CEOs and other top managers to help them calculate results before they buy. Double Wow!
Bob Goranson, senior account director with Chicago's award-winning Mobium agency, reports a unique partnership with a large magazine publisher to provide customized dealer support materials. "We utilize our data base technology and strong creative skills to develop customized dealer-specific catalogs, promotional pieces and point-of-purchase materials that are targeted to each dealer's customers and prospects," he said.
The magazine publisher then provides a specially tailored mailing list for use in distributing the materials. The result is a very efficient communications program.
On the other end of the spectrum, the "sales blitz" is alive and well in Atlanta according to Equifax's Paul Sherrington. "We decided that `marketing as usual' wasn't good enough," he said, "so we took a `marketing as unusual' approach to introduce our new healthcare information services group."
This included hosting a conference for more than 400 journalists and healthcare professionals. The conference featured a panel of industry experts discussing the future of healthcare and the role of information.
The conference was supported by a one-month ad blitz involving seven trade publications, news releases, a video presentation, tradeshow promotions and sales aid materials. An interactive PC-based sales presentation is also in the works.
Sherrington reports the phones at Equifax have been "ringing off the hook." "It's proof that the power of communications can bring quick, dramatic results," he said, "but you can't just put your toe in the water. You have to take the plunge." Wow and amen, brother.
In my small agency, we celebrate the special things we do each week at the beginning of our Monday staff meeting. We record the previous week's special acts in a "success book" and read them aloud to start the meeting, often passing around samples so everyone can see.
As Tom Peters says repeatedly in his book, it's very important to encourage innovation and constantly look for ways to differentiate our companies from others offering similar products and services. Often, the little things make all the difference.
By the way, Peters devotes several pages to the subject of unusual bathrooms (with photos!). Apparently even the most mundane of topics can cause someone to remember you in a special way.
So don't give up. Devote some time each day or week to thinking about ways to make your company stand out. In other words, try doing something neat.