Anne M. Obarski

Anne M. Obarski
The "Eye" on Performance working with organizations who want to become contagious!

Wednesday, December 3, 2008

Blockbuster has a blockbuster idea!

Blockbuster decided to build on their customer needs....at home entertainment. Interesting, since they have had a lot of competition from Netflex and the McDonalds Red Box as well as ones in grocery stores.
They became creative and set up a store in Reno, NV in such a way that if you want to reach the rentals, you’ll have to get past the game center with an array of Wii and Xbox accessories, high-definition TVs and mobile media devices, interactive games ready for play in leather chairs, and expanded snack racks with a cafe kiosk offering eats and drinks.
What better way to be contagious, but to "build" on what you already offer your customer.
Blockbuster, you had a contagious idea!
Posted by Anne Obarski at Wednesday, December 03, 2008 0 comments

Wednesday, November 12, 2008

Holiday business strategies- touch hearts

The holidays and the advertising that comes with it are going to be more "heartfelt" in '08. The Lowes stores aren't pitching value as much as they are pitching a "shopping experience" with their "Let's Holiday" approach. I can't wait to see their "magical" ads that make you feel like a kid again. Macy's is focusing on "Yes, Virginia, there is a Santa Claus" from the famous 1897 letter. Their "Believe" campaign with the letters to Santa boxes focus on sentimental, gentler times. Retailers are promoting the "inspiration" you'll find in our stores but also buying the practical things someone will need vs. just picking up anything just to have lots of presents to give. In my mind, promoting heartfelt buying makes much more sense at the holidays!
Posted by Anne Obarski at Wednesday, November 12, 2008 0 comments

Wednesday, October 15, 2008

Payless ShoeSource is Contagious in Customer Service

Payless ShoeSource plans to show their ability to be "green"! they are going to roll out a line of affordable, environmentally friendly handbags and shoe that will be made from hemp, organic cotton and linen, and recycled rubber outsoles.
I admire their decision even though they say it will only represent a small portion of their sales. They have changed their image by becoming far more fashionable in their designs so let's hope that translates over to their Eco friendly line!
Check them out at http://www.paylessshoesource.com
Posted by Anne Obarski at Wednesday, October 15, 2008 0 comments

Wednesday, October 8, 2008

Wegmans Food Markets are Contagious!

No matter what type of business you have, you want to "get what Wegmans has"! A history of being in business since 1916 they must have the business secrets they just might be able to share with the guys on Wall Street!
What appears to be their way to staying "fresh"...they have just made a "new" logo that looks like the family signature...a sure way to establish a "relationship" with their customers and be top of mind. They have also been listed in the 100 Best Companies to Work for as published in Fortune magazine...and not just once....but for 11 CONSECUTIVE years and this year they are number 3....my guess is that they are working for that number one spot!
Controversial or not, they have just made the decision to stop selling all tobacco products...good for you. A healthy store, selling healthy food, in a healthy atmosphere with healthy employees makes their brand contagious...in a good way. Wegmans......keep spreading it around!
See them at http://www.wegmans.com
Posted by Anne Obarski at Wednesday, October 08, 2008 0 comments

Tuesday, September 23, 2008

Employees love their Zappos!

Ok, I have a shoe fettish....shouldn't surprise you. And yes, I can find myself spending a huge amount of time on Zappos website, http://www.zappos.com because I love shoes. I also couldn't think of a more fun place to work. Well, guess what, Zappos employees believe that too.
I just read that Zappos published a "culture book" that is 300 pages and has testimonials from all of their employees commenting on what it is like to work for Zappos!

Now I ask you, could you do the same for the company that you work for? Could they publish a "book" with 300 pages of "love letters" to your company???

That's contagious!
Posted by Anne Obarski at Tuesday, September 23, 2008 2 comments

Friday, September 5, 2008

Word of Mouth Advertising

I have been saying it for years in my writing and in my speeches; the best way to create a buzz about your business is to tell other people...word of mouth!

I was reading an article the other day about Zappos on line shoe store and there was a quote from the Word of Mouth Advertising Association.....who knew!! Check it out at http://www.womma.com

I quote their website: "Consumers are more receptive to referral-based adverstising

I would check out this website to see the new ideas they have when it comes to "spreading the word" about your business. Obviously they are on top of it!!!

Now that is contagious!!!
Posted by Anne Obarski at Friday, September 05, 2008 0 comments

Tuesday, August 26, 2008

Staffing is your job

I was just at the opening of a new "lifestyle" retail center in an upscale area of Saint Louis.
They did a nice job of activities and entertainment for the kickoff.
What surprised me was that the New Balance store closed promtly at 6 p.m. while there were so many people still shopping until 9 p.m.

Bad choice New Balance.

Second, the next day we went back to try out the only restaurant, BC Kitchen that I had never heard of. The wait was one hour and what was worse is that there were a dozen tables outside that they couldn't seat people at because they were understaffed.

Bad choice BC Kitchen.

There is no excuse for either of these situations to occur if management planned for this grand opening business.
This is the bad type of "contagiousness" any business owner would like to avoid. You see, I won't go back to either of these businesses and I just told the world.
Posted by Anne Obarski at Tuesday, August 26, 2008 0 comments

Thursday, July 17, 2008

McDonald's has always been Contagious!

Just read that McDonalds is holding a contest on MySpace for users to come up with a "new" jingle for the "old" jingle that went, "two all beef patties, special sauce ..." It is to celebrate the 40th anniversary of the Big Mac. So if you remember that jingle....you might not even HAVE a MySpace page!! It was a contagious jingle, and I guarantee most people over 50 remember it and can quote it. Here is the question? What do you do in your business that your customers can remember as well as "quote"!! Not that is contagious!!
Posted by Anne Obarski at Thursday, July 17, 2008 0 comments

Monday, July 14, 2008

Steve & Barry were a contagious business

Steve and Barry's was just added to the list of companies that have fallen on hard times. When you look at the names of Linen'n Things, Lillian Vernon, Sharper Image, you realize that no business is immune to tough times.
Even with the endorsements of high profile names like Sarah Jessica Parker, it wasn't enough to keep the budget priced retailer afloat.
Fast growth, rapid expansion and a tough financial market sent this once thriving retailer to the bankruptcy list.
Hope this last announcement isn't contagious!
Posted by Anne Obarski at Monday, July 14, 2008 0 comments

Wednesday, July 9, 2008

Pharmacies give Contagious Service

Just read that if pharmacies can afford one, that they can buy a robot that will accurately fill prescriptions so that the pharmacist can spend more time building relationships with customers/patients. A great way to make mom and pop pharmacies a destination vs. going to the big box pharmacies.
Now like anything else, if you free up time by doing one thing more efficiently, will you fill that time slot with other "duties" and not really focus on making the customer king?
Posted by Anne Obarski at Wednesday, July 09, 2008 0 comments

Monday, June 30, 2008

Catty Business Idea

A new game show is going to hit the market. "Think like a Cat Game Show" sponsered by Del Monte/ Meow Mix. There will be teams of humans vs cats on the show. Now if that would have been any of my cats that I have owned over the years, there would be a big YAWN, and back to sleep! Bet the sales of Meow Mix increase!! A contagious business idea!!
Posted by Anne Obarski at Monday, June 30, 2008 0 comments

Tuesday, June 3, 2008

Macy's pushing to be more contagious

Another reason to watch YouTube is coming. Macy's is going to start what they call, "webisodes" in the fall which will be posted on YouTube. The segments will be around a group of 5 young people who want to break into the music business. Bottom line, it will also help to promote it's "Gen Y" oriented clothing line, Ragged Road.
They claim that they will be able to measure who is watching and how viral it becomes.
Viral Idols ....on the road again!
Stay tuned for more contagious business ideas!
Posted by Anne Obarski at Tuesday, June 03, 2008 1 comments

Thursday, May 29, 2008

Wii Fit is Contagious

Ok, I admit it ....I love my new Wii Fit!
It is fun, it works my sad muscles and I hate the fact it made my avatar "fat"!
What a contagious piece of technology. What all Americans need....a fun exercise that keeps you motivated and laughing and wanting to improve.
I have muscles I never knew I had!
Off to see my fitness instructor!
Posted by Anne Obarski at Thursday, May 29, 2008 1 comments

Monday, May 5, 2008

Contagious Service Idea from QVC

I am always amazed to read how the big retailers go back to some of the basics to maintain their and improve their sales.

I recently read that QVC is looking at 3 things; host blogs, customer product reviews and streaming video that shows items currently on the air when it comes to their website.

Then, they are focusing on being more entertaining, improving their marketing, and working on their biggest sales drivers; word-of-mouth recommendations.

Sounds like any business, large or small, could benefit from constantly focusing on these areas to make their business Contagious!!
Posted by Anne Obarski at Monday, May 05, 2008 2 comments
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Big Advertising Strategies on a Small Business Budget!


By Anne M. Obarski

I am always amazed by business owners who say that they can't spend any money on advertising. Many of them validate that idea by saying, "Besides, most of my business is by referral." Building a business based on repeat and referral business is admirable. It simply means that clients are so pleased with the value of the product or service they receive on a consistent basis, that they become "cheerleaders" for that company. Consistency is the key word.

If a company combines a strong, branded advertising campaign to an already strong marketing and service program, that becomes the foundation for a successful business.
I use the example of a three legged stool. One leg is your product or service, the second leg is your marketing and advertising and the third is the customer service you or your employees offer, all on a consistent basis. If any one of the legs has a "weakness", the stool is going to wobble.

Have you ever had a wobbly table or stool in your home? You probably tried to fix it by putting something under it to stabilize it. It was just a "band-aid" and not a true correction. It fixes the problem for a while, but sooner or later it will start to wobble again and at that point you probably say it is time to replace it.

Customers will be happy to be a cheerleader for you if you are consistent in how you run your business. After all, their reputation of referring a good company is on the line.
Each of us has the ability to recommend or discredit a company based on past experiences. What is more important is that we have a circle of contacts that could either become a referral stream or a business choker.

Companies would be smart to study the three following statements and focus on how that could affect your "word of mouth advertising".

1. You don't know who I know!

I am in the midst of selling a home. I think I would rather have brain surgery than go through this again. I have bought and sold 5 houses in my life and this has been the worst. I firmly believe that the job of a real estate person is to make the job of "selling" the house as easy as possible. That is, if they are willing to do the work to make things happen seamlessly.

I chose my real estate person because her name was everywhere in my town; mistake number one. Mistake number two was that I didn't interview at least three potential agents to find out what their plans would be to sell my home in the shortest amount of time. Her focus is on how many houses she can list and not the service she could offer in order to make me a happy customer. I have told everyone I know that I would never use her if I had to do it all over again.

Unhappy customers like to tell other people and that is a fact. 95 % of unhappy customers leave a business because of uncaring employees. Unfortunately, I have a binding contract and I am stuck. I have a reputation of being the person to call when you need just about anything because everyone knows what I do for a living. You can imagine how many people I can influence with just one sentence. Now the question is, what will that sentence sound like?

Do your employees realize the importance of treating each and ever customer like they have a golden tongue? They can build your reputation or ruin it with the words, "I wouldn't use anyone else but….." The question is, "Is your name the one that follows the word "but"?


2. I don't know who YOU know!

Every business owner loves to hear a client say that they were referred by another happy customer! Day after day you probably have new customers walking through your doors who were referred and you didn't know it!

So how can we increase that number? One simple word, "ask"! A basic sales class will teach you that if you don't ask for the sale you won't get it. So why don't we ask for referrals? We are scared of the answer; "I don't know anyone". That is like asking a person the age old question; "May I help you?" You know the answer is going to be; "No, I'm just looking".

I recommend changing the request to: "Mrs. Smith, I know you have shopped here a long time. I hope that you will mention our name when one of your friends is looking for ….."
Better yet, tell Mrs. Smith that for every third person she refers who come in and actually buy, you will give her 25% off her next purchase!

Everyone knows someone who can use what you offer at some time. The point is to use your own mouth and become a shameless self promoter! Just ask!


3. Have a "Super Bowl" commercial!

Do you remember what kind of hype occurs just before the Super Bowl? Football, yes; but the biggest hype is about the commercials during the game. There are teasers before the game and then there are "arm chair quarterbacks" critiquing the commercials on the early news channels on Monday morning. So what makes them so important? They are memorable and they are repeatable.

That's where big business and small business owners differ. Big businesses realize that if you are out of sight you are out of mind. They spend billions on advertising to make sure you don't forget. If I said the words, Target, Dell, Wal-Mart, McDonald's and gave you crayons and asked you to draw their logos, you probably could without even having an artistic background. Those logos are embedded in our brains. Strategically executed like a well run battle plan!

However, you may be saying; "I'm not one of the "big guns" and I could never begin to develop an advertising plan like that." You probably can't. But what you can do is create a 30-second commercial that perfectly describes what you do so that your "cheerleaders" can repeat it to everyone they know.

Here is an example. I have a favorite restaurant in my town that I love to recommend. When anyone asks where I think they should go to eat, I become the biggest cheerleader for this family owned restaurant. I say, "You have to go to _____because they have the best cold salmon salad that will ever pass through your lips and the atmosphere and service are unbeatable." If you just screwed up your nose when I said salmon, then how about the hot apple pie and cinnamon ice cream dessert that is to die for.

Each and every one of us has done commercials for businesses that we like to do business with. What do you do that is unique or different that makes you and your business memorable. If you could eavesdrop on a conversation between one of your satisfied customers and a potential client, how would they describe you and what you do?

You'd be surprised the different ways people would describe your business. The question is, are they pin-pointing what you want to be known for? If not, then maybe your "Super Bowl" commercial isn't memorable enough. Work on a sentence that describes you or your business and practice saying it whenever you meet someone who asks; "so tell me about your business." I once worked with a financial planner who said that people walked the other way when he told them what he did. I said, "Why don't you tell people that you help them sleep better at night." He really looked puzzled, but the end result of managing your finances well is that you probably will sleep better at night. It also was a definite conversation starter!

You may not have the million dollar advertising budget, but you could have word of mouth advertising that affects millions.