THE David Anderson

R.A.D. - Rockin Ad of the Day / Scotch-Brite

Wash the dishes or pay the bill?  The folks at Scotch-Brite (in Brazil) created a fantastic opportunity to engage new customers, build brand awareness, and brand value.  They teamed up with some restaurants and offered to pay for a meal if the customer would wash some dishes using the Scotch-Brite scrubbing sponge.  I'm sure there were some who turned down the offer but look at how much the customers are enjoying this experience!  Some even took video of the experience and no doubt shared it with friends.  Well done!

 

R.A.D. - Rockin Ad of the Day / Stihl

Clever spots from Australian firm, WhybinTBWATequila, on behalf of Stihl.  "Get real. Get outside." is a great line.  The younger generation now might not remember what life was like before Playstations, Tweeting, and Wi-fi, but my generation sure does.  Time to get me some power tools!

  

 

Windows 8 - New Logo

Like many new corporate logos, the new Microsoft Windows 8 logo has created a healthy debate.  You will find those that love the new simplistic design.  Other "flag" fanboys infer that the operating system itself will be dummied down like the logo.  While others claim that this is an attempt to become more Apple-like.

I also read that it is very appropriate to have four blue screens of death represent Microsoft but I feel that the literal interpretation of crafting a window icon along with an Arial-ish wordmark will serve Microsoft well.  I believe Time Magazine’s Harry McCracken had the best take...

“I don’t want to be wowed by my operating system–I want it to get out of my face, and not break, and generally be a platform for useful applications that make my life better rather than a glorious experience unto itself.”

Microsoft’s Sam Moreau explains the reasoning behind the minimalist look:

With Windows 8, we approached the logo redesign with a few key goals on mind.

1. We wanted the new logo to be both modern and classic by echoing the International Typographic Style (or Swiss design) that has been a great influence on our Metro style design philosophy. Using bold flat colors and clean lines and shapes, the new logo has the characteristics of way-finding design systems seen in airports and subways.

2. It was important that the new logo carries our Metro principle of being “Authentically Digital”. By that, we mean it does not try to emulate faux-industrial design characteristics such as materiality (glass, wood, plastic, etc.). It has motion – aligning with the fast and fluid style you’ll find throughout Windows 8.

3. Our final goal was for the new logo to be humble, yet confident. Welcoming you in with a slight tilt in perspective and when you change your color, the logo changes to reflect you. It is a “Personal” Computer after all.

Ultimately it will be the product experience that will drive the feelings about the brand, not the logo alone.  If the product "makes my life better" then the logo will be a success.

People Matter

We all know that Zappos highly values their people and in turn expects them to obsess over creating awesome experiences for their customers.  Ever wonder what drives that focus?  Here are their 10 Corporate Values:

1. Deliver "WOW!" through service.
2. Embrace and drive change.
3. Create fun and a little weirdness.
4. Be adventurous, creative and open-minded.
5. Pursue growth and learning.
6. Build open and honest relationships with communication.
7. Build a positive team and family spirit.
8. Do more with less.
9. Be passionate and determined.
10. Be humble.

Creating an environment of empowerment and unity will go along way to work out the kinks in any company.  Zappos CEO, Tony Hsieh (pronounced shay), believes that if, by using proven research, you can find a way to make people happy and more purposeful in their jobs, you will have a formula that can produce great and sustainable companies. “You can argue, which is the means and which is the end,” Hsieh said. “An altruistic view says happiness is the end. But if your goal is to build a long-term profitable business, then happiness is the means to achieve that.”

If you feel that your organization is struggling in this area, adopt the Zappos philosophy and try incorporating these values into your company.

Lead Your Prospects Down the Right Path

When you are fortunate enough to get a prospect on the hook, do you launch right into your “pitch”?  I equate that experience to visiting a website and having to wait for that irrelevant intro ad that you could care less about… such a waste of time.  So what is the best way to engage the prospect?  Start asking questions to find out why they called!

Even if you have been selling the same product for years, you might have a hunch but you don’t know for sure why this particular prospect is interested.  Here is how I like to handle these situations…

1. Find out why they called
   • Ask a question like, “What prompted you to look at this product/service?”
   • Really listen to their answer and pick out a few basic concepts to follow up on with more questions.

2. After they answer, restate in your words and make sure they confirm before moving on.
   • If you don’t restate what you heard it is possible that you misunderstood and it won’t do either of you any favors to head down a path that creates confusion or doesn’t answer their questions.

 Then, if both parties are on the same page, you can outline the necessary next steps to answer their questions and ultimately, close the deal.