Just recently there was a CBS piece on President Obama and his attitude toward business — and profits — that every business owner ought to see. Fred Barnes, executive editor of The Weekly Standard uses four simple criteria to support the idea that the President is not a friend to business — his policies, his decisions, his appointments and lastly his own words.

Appointments to fill senior White House staff or cabinet posts have come from academia, think tanks, government and the law. As for anyone who’s actually run a business… met a payroll… hired and fired… the number here is ZERO. The closest you can come to business experience in senior Obama staff members, according to Barnes, is Defense Secretary Bob Gates and Eric Shinseki, Veterans Affairs Secretary, who both served on the boards of corporations. White House chief of staff Rahm Emanuel counts four years as an investment banker as part of his experience. Nor does the President himself bring any real-world business know-how, he was a lawyer, law school teacher and community organizer before his rise to the Presidency.

With the recent nomination of Sonia Sotomayor to the Supreme Court, concerns have been raised by conservatives about her anti-business track record. Two of her decisions — one involving employment discrimination and New Haven firefighters, the other a 2006 ruling in the Didden v. Village of Port Chester case — are given as evidence that she is not a friend to business. Forbes has an in depth piece that reveals a somewhat clearer, though just a bit less troubling, picture of the record.

Policies that include an announcement in early June where promises were made that recovery programs would be accelerated in response to criticism that the effects of the government backed stimulus aren’t materializing, despite the absurdly high price tag. There wasn’t anything new in the offing, nothing to encourage investment in business or to help create jobs in the private sector. To date the President’s policies have relied on more government spending and tightened regulation.

The way things have been going is cause for comment by respected thinker, judge and senior lecturer at the University of Chicago Law School Richard Posner who offers one of the best assessments of our current economic situation around. When it comes to the Obama administration actions he points out that, “Re-regulating banking, hauling bankers before congressional committees, passing laws tightening credit card lending, and capping bonuses all impede recovery,” he wrote in the Wall Street Journal. “All that is for later, once the economy is back on track.”

Decisions like what’s been done to GM and Chrysler; insisting on resignations of  top executives and supplying taxpayer funded subsidies that total millions. While investors are bullied and dealerships denied their rights, the United Auto Workers didn’t come out badly at all and remains largely unchanged. Another recent example of executive decisions comes from the handling of Delphi, a GM dependent auto parts maker that was to change hands without the required auction or open bidding until a judge stepped in to see that the rules were followed.

Words are the most troubling… especially since Barnes’ article points out there have been few favorable comments. One of the most insulting is the comment on doctors who order more tests for a patient because they make more money, showing what Mr. Obama termed, “a business mentality”. Obama has often referred to the time before he came to office as “an era of selfishness and greed”. 

So while business people everywhere might cringe at Mr. Barnes’ observations, it’s clear we can’t ignore them. It does seem that big business, far from innocent to be sure, has become the favored whipping boy of the administration. 

Mr. Obama has demonstrated many times that he has trouble trusting the free market… he’s told us right out that he thinks Americans are too caught up in money and profits… he insists he doesn’t want to meddle in business and then becomes involved in day to day operations and senior staffing choices. 

And finally, there’s this from website scatterbox… Steven Silvers apt summation of where we stand:

Taxpayers are now direct stakeholders in the financial and auto industries, and are swiftly becoming the safety net by which the nation’s housing, healthcare, energy and even news media industries will be supported while they are dramatically transformed. The President of the United States is both Commander in Chief and CEO. 

An unsettling state of affairs to be sure…

So it’s probably no surprise that marketers have their own version of an oft-repeated “truth”, one that is readily accepted at face value and regularly repeated by experts. In a smart and intriguing online piece by Philadelphia-based marketer Christian Shea, the research-backed truth is given in it’s entirety…

“All the research shows that companies that spend on marketing during a recession come out ahead of the competition as the economy rebounds.”

Sounds good, right? Combine this statement with the stories of both Proctor & Gamble and Chevrolet during the Great Depression and you’ve got many business owners wondering about the wisdom of cutting those marketing budgets.

Only Shea won’t let us accept this statement so readily… using the online piece to shine some light on the research (articles or papers) often said to support this idea. It’s important to understand that not all studies are created equal… and that research conclusions aren’t always easy to fit into a sound bite or headline. When it comes to increased marketing spending during a recession, Shea’s search uncovered 6 studies to support the idea — 2 from 1979, 1 from 1980, 1 from 1982, 1 from 1986, and the most recent in 1993. Not exactly the most current, are they?

The 1986 study, out of the Laboratory of Advertising Performance at McGraw-Hill, looked at the 1981-1982 recession and is the one most often quoted by marketing experts. The idea here is that if you cut your communications to your customers (either current or potential ones) and your competitors increase their communications, customers will probably move to the company that’s working for their business. Makes sense, right?

Fast forward 23 years to the most recent research from a 2005 study that appeared in the International Journal of Research In Marketing titled “Turning adversity into advantage: Does proactive marketing during a recession pay off?“. This work discusses proactive marketing during a recession, agreeing that companies who actively market during a slow economy claim positive results from the effort. Seldom mentioned is the caution of the researchers — this advice does not apply to all businesses.

The thinking is that hugely visible consumer brands… MAC or Coke for example, are better served by not cutting marketing campaigns during these times. The cutbacks are seen by customers as a sign of weakness… a lack of confidence that is destructive to the brand, and the company, in the long run.

Taking this advice to heart, and then some is car maker Hyundai  pouncing on cutbacks in advertising by other car makers to pick up some plumb sponsorships. Think the Oscars and SuperBowl. Another company spending on marketing despite the economic emergency — AirTran Airways, a Florida-based discount airline that’s put millions into a combination TV and digital media campaign, despite the qualms of the financial guys.

As for the rest of us, the 2005 work recognizes that many businesses have other ways of spreading the word about a product or service — use these and make strategic cuts in marketing expenses where you can. Online marketing can be used to promote your product or services in a less expensive, but more targeted way. The sales staff or business development teams you have in place now are another means to get the word out. The good news is that reductions in marketing spending for the year won’t hurt your brand as much, so long as you keep up everything else.

Armed with his look at the nearly 30 year old studies, Shea recommends that business owners need to plan marketing appropriately during these tough times. 

Business owners can find some intriguing and useful insights on recession-era marketing at Advertising Age. A piece in Business Week explores the drop in spending by some big names, and the opportunity that other businesses are making for themselves. 

Just as with your personal budget, you’ll want to be smart about how you spend your business marketing dollars during these times. While it’s true that customers may not be buying (or calling) as much… they’re still listening and looking. Marketing campaigns, even scaled back ones, do come with some pretty impressive, though intangible, benefits, especially as others are cutting back. They leave customers, and potential ones, with a positive image of your company and keep your business top of mind when the time to buy does arrive.

Now, as always, you shouldn’t launch any marketing campaign until you’ve set some solid, measurable goals. What exactly do you want to achieve? How will you measure the results? If you can’t reach your goal with the money you have… scrap the campaign and focus on something else… something that you can achieve and measure.

Also… a word of caution about social media’s ability to fill the marketing void. Sure these services are free, but remember that the time you (or employees) spend on tweeting and such does have a cost. Like marketing campaigns, to be effective social media has to have an established plan, guidelines on content, a coordinated, professional presentation as well as measurable results. 

In the end, during good times or bad, every business needs to fight to hold on to current customers and win new ones. Marketing is only one part of that. Be creative with your pricing, keep improving your product or service, go the extra mile, resolve customer service issues quickly and with a smile, work harder than your competitors. Plan your marketing with care and asses the results of any campaign carefully.

Canvas tote bags are an especially good choice now that the warmer weather is here. These bags are the must-have for the beach or the gym, a day bag for a busy family, as a place to organize your reading materials or other essentials.

In fact, the Advertising Specialties Institute, ASI estimates tote bags offer a business over 1,000 impressions per month. That’s rather impressive return, and the reason why advertising specialty items like these totes are so much more effective than TV or radio advertising.

What’s more, these reusable bags are so much better for the environment than single use plastic bags… look around and you’ll notice that more and more of us are getting used to carrying them when we shop. Environmental awareness isn’t a fad… it’s here to stay, and your company can align itself with this all-important effort by making tote bags part of your promotional plan.

Beyond being good for the environment, tote bags are an item that people see as having value… something that can be used again and again. This perceived value reflects well on your business… sending a message about quality and value that is reinforced every time someone reaches for that bag. Which is why you want to be sure that tote you choose is well made… something with solid construction, durable straps and imprinting that’s first rate — so that your company name and logo look their best. Quality shows… and it matters.

As you’d expect, there are pricey, chi-chi options from Chanel and Louis Vuitton, though most tote bags are simple, functional carry-alls that offer a ready canvas for your business name and logo. There are lots of colors and styles… something to suit just about anyone… to make your logo and name look great. And since your imprint appears on both sides… people see your business name no matter which side is facing out.

You might come across reports of re-usable shopping bags breeding bacteria — a scary thought to be sure. But before you make any decision… understand that the research was funded by Canada’s Plastics Industry Council Association, and while it is possible for a bit of water and a trace amount of food contamination (meat juices for example) to foster bacteria in the dark interior of the folded bag… this can easily be avoided without a return to landfill clogging plastic bags.

Instead. be proactive and a source of reliable information — tell anyone who might use a tote for groceries that meat should b e put in a single use, plastic bag from the store first so there’s no leaking of fluid that can stay in the bag you’ll be using next week. Regular washing, in the warmest water recommended, is also a simple, safe way to keep bacteria and other nasty organisms away.

And even though school’s almost over for the year, reusable lunch bags are a smaller version of the handy tote that also gets seen again and again. Bringing a lunch to work not only makes good financial sense during these tight economic times… today’s smart little lunch bags are anything but brown and boring. Good for the environment too, you’ll want to choose lunch bags that are easy to wipe clean, hold a standard sized lunch and fold flat… all while keeping your logo and business name looking good before lots of pairs of eyes.

No matter which type of tote you choose… a re-usable lunch box or canvas tote bag, you’ll be investing in a smart way to showcase your business name and logo all over town.

In fact, within the last few weeks we’ve been provided with two remarkably good examples of promotional failure that hurt the brand they were supposed to be helping - leaving a hard to overcome hurdle for the products moving forward. To find a promotional campaign that is succeeding rather well, we need look back to the beginning of 2009, though the campaign is in it’s next phase now.

Let’s begin with the mis-steps… the most dangerous of these detailed in the recent story of a Pepsi April 2009 promotion that advertised a give away of 250 pairs of tickets for the opening day game at the New York Yankees new stadium. Since ticket prices make a game out of reach financially for almost any regular fan, this promotion caught on. New Yorkers (testy on a good day) came out in droves, lining up hours in advance for a chance at a pair of tickets for opening day. 

Only Pepsi didn’t have the right permits to give out the tickets, changed the giveaway location at the last minute forcing a mass stampede to the new spot, had promised more pairs of tickets than they actually had… and, worst of all, the tickets were for a game in JUNE, not opening day as many had been lead to believe. 

Police were called when the crowd began shouting “Pepsi sucks… Pepsi sucks!” and dumping the soda in the street. Then the news got hold of the story, and bloggers (like me) won’t let it die. In the end the brand suffered… not a crushing blow certainly, but a needless one. The whole episode hardly inspires confidence.

Take Home Lesson: Always plan any promotion with care… proper permits, straightforward messaging, being sure everyone knows their role. It doesn’t hurt to have some contingency plans in mind in case something goes wrong.

Not to be outdone, consider the recent endorsement by Oprah of Kentucky Fried Chicken’s (sorry, I mean KFC’s) new menu offering - grilled chicken. It seems that Oprah, in a misguided effort to lend a helping hand in times of economic stress, offered a downloadable coupon (good from May 5 to May 19) for a free grilled chicken meal, during a recent broadcast of her show - the show seen daily by an audience estimated at 10 million. Lines formed, parking lots filled… and everyone waited, while hapless KFC franchise owners, who’d reportedly been given little notice, tried to keep up. A good number refused to honor the coupons at all.

Riots, verbal abuse and an almost total breakdown of KFC’s supply chain were the result. The expected number of meals to be given away free at each KFC jumped from 125 the day of the broadcast to almost 800 per day, per location afterward. This pace has been the same every day since. In case you’re keeping track… that’s 4.5 million meals… more than 9 million pieces of grilled chicken.

Overwhelmed, the stores ran out of everything from the chicken and sides to the containers. Caught squarely in its own promotional nightmare, KFC has since decided to mail customers coupons instead. You can get a raincheck by bringing your downloaded coupon to a store and filing out a form with your name and address - you’ll get the free meal coupon by regular mail. In the meantime, you can buy the new grilled chicken meal for $3.99 and get a drink for free.

The backlash against Oprah from vegetarians (not to mention anyone trying to eat healthy) and the animal rights crowd has been vocal and well deserved. The PETA “Person of the Year” has been called hypocrical for supporting an offer from KFC while running heart wrenching shows on factory farming and puppy mills not all that long ago.

Take Home Lesson: Communication of your offer to employees and suppliers is key to a unified, professional effort that achieves its ends. Big names (or local ones) come with baggage (now or possibly later) that might taint your brand … so choose your spokesperson carefully.

There are many other examples of giveaways gone wrong, here’s a list of five others that will have you shaking your head and wondering if those responsible are still employed by these companies. Sports fans will get a kick out of some ballpark promotions that have gone horribly, horribly wrong, be sure to amuse yourself with these here.

Now for the promotional effort, that while not giving away a tangible item, is nonetheless quite successful…  leaving people with a positive feeling toward the brand. T-Mobile took an average January morning at a Liverpool Street Station in London and turned it into an impromptu dance party where 400 people broke into a professionally choreographed dance to some pretty toe-tapping tunes. Known as The T-Mobile Dance… the dancers were given two instructions - remember the steps, invite someone nearby to join in. By the end of the  two-and-a-half minutes of the video, everyone in the crowd is on their feet, moving to the music.

The only reference to the phones is how people in the crowd are using them to take pictures or share the news of the event with friends. No price points… no plan restrictions… no sell at all. Just a feeling… and a rather good one at that.

The video, shot in January 2009, has been viewed over 11 million times on YouTube, and has seemingly has the same effect on those who watch it as it did on those who were there. Not only does it put a smile on your face, but it brings attention to the company’s tagline (”Life’s for Sharing”) in a unique and out of the ordinary way.

I’m not sure I’ll buy one of their phones next time… but I like them. They stand out to me now.

The innovative campaign has just moved to its next step… from dancing to sing alongs, the latest featuring singer Pink, 13,500 extras and a huge video screen with the words to Hey Jude and other classics displayed so everyone could see. The video was shot on April 30 in London’s Trafalgar Square and is now on the T-Mobile channel on YouTube (lifesforsharing). More sing alongs are expected.

If you’d rather your next promotion not be lumped with some of the more famous (or infamous) failures you’ve read about, check out this fantastic list of suggestions on giveaways, the work of Christa Hoyland. Aimed at restaurants, it has lots of great tips for any business… certainly some things to think about before you get started on your next business promotion or giveaway.

A recent Harvard School of Public Health poll found that 17% of those surveyed were avoiding Mexican restaurants or grocery stores. This too is unnecessary. 

As you’ve no doubt noticed, mainstream media reports are constant and intended to alarm. As of today 500 schools in the U.S. have been closed, though more closing may come. There have been cancellations of high school sporting events and track and field competitions, even proms in southern states, as well as Fort Worth’s annual Mayfest, expected to bring 200,000 visitors to the area during the four day event. 

Not surprisingly, Vice President Biden’s unfortunate comments on the risks of travel using mass transit, a mere 12 hours after his President urged calm, only added to the confusion and fear. Still the World Health Organization continues to make no restriction on travel of any kind, or suggest the closing of borders. Interesting that Continental Airlines, the nation’s biggest air carrier to Mexico, is cutting back flights by 40%, but will still serve all 29 Mexican destinations.

It’s time like these when the Internet becomes a valuable resource for all of us — both the CDC and WHO have websites where you can go to get the latest flu details… without the hype. As of today the U.S. has 286 lab confirmed cases of swine flu, while around the world 21 countries have reported a total of 1085 cases. A total of 16 deaths (25 in Mexico, still 1 in the U.S.) have been reported so far.  The situation is changing rapidly, and there are frequent updates as events warrant.

The good news seems to be that the strain, while spreading widely. may not be as severe as first feared. Experts already know that this flu does not contain some of the genes that made the 1918 Spanish flu so deadly. 

Staying informed keeps you from being taken in by the panic… instead you show yourself to be a calm, knowledgeable resource. A clear head in a crisis. No matter what business you’re in… or what you do, this is a good thing.

Experts are convinced we’ll be able to create a vaccine for A(H1N1)… work is already underway. The trouble is, vaccine making and distributing isn’t a quick process…  not to mention the calculated risk scientists take every year in choosing which strains of flu to protect against. The earliest we’re likely to see any type of A(H1N1) vaccine is four to six months… this fall perhaps.

In the meantime, what can you do to keep yourself, your employees and your customers healthy? Here are some common sense suggestions from the experts.

• Wash your hands with soap and water frequently, for at least a chorus of Happy Birthday. If you aren’t able to use soap and water, hand sanitizers are an excellent choice, available in small bottles, as clips or pens, or even in handy sprayers.
• If you feel a cough or a sneeze coming, cover your nose and mouth with a tissue and dispose of it right away. If you don’t have a tissue, cough or sneeze into the crook of your elbow or your armpit.
• Stay away from anyone who has a cough or a fever, is sneezing or is complaining of flu-like symptoms. If you must be around someone who is ill, wash your hands thoroughly after any contact with them, or use hand sanitizer. Don’t drink from their cup. share utensils or use their phone.
• Encourage employees to stay home if they are ill or dealing with flu-like symptoms, you might want to provide them with a helpful cold-n-flu kit to speed their recovery. Being short staffed for a few days is better than spreading sickness to your entire workforce.
• If you start developing flu-like symptoms, don’t push yourself to go to work, or try and wait it out. Call your doctor for advice or an appointment, especially if you’ve traveled to Mexico recently or have another underlying health condition.

You also might want to consider some of these suggestions for addressing the concerns of customers or clients as you run your business during the outbreak…

• Wipe down your phone, keyboard, mouse, door handles, countertops and any other often touched surface at least once a day with an antibacterial wipe or other cleaning solution to keep these surfaces clean.
• Keep antibacterial wipes, hand sanitizer and tissues on hand for everyone to use.
• Post links to the CDC or WHO on your website, or be sure walk in customers can see the latest news… display the pages on a laptop or print out reports if you like.
• Cleanliness in the places customers and clients can see goes a long way toward reassuring them about the places they can’t. Restaurants, bars and coffee shops must be especially aware of this now… keep restrooms tidy, enforce hand washing for all employees and post your cleaning process or health certification for all to see. 
• Try not to create confined spaces with lots of people, some of whom might not know they are sick yet. If you own a movie theater, conference space or other gathering place, focus on air circulation and keeping things sparkling clean.

Naturally it’s scary to think of a microscopic organism, moving at will across the world, sending so many of us strong, healthy, far-more-advanced creatures to our beds… feeling miserable. It’s hard to imagine something so small can really be that powerful. And yet it can.

Our power comes not from our size… our complexity or our technology, but rather our innate ability to face down fear with facts and move forward. This is what we all must do now.

In the current shaky economy, businesses are looking for every edge, and many boutiques, auto dealerships and small retailers are considering scents as marketing tools. The thinking goes that a particular scent, attached to a brand or place, deepens the connection with the consumer. Some of the retailers who use scent today are giants like Bloomingdales, Nordstrom, Macy’s and Lane Bryant, as well as more specialized shops like Hallmark, Guess? and Abercrombie & Finch. Anyone who’s been inside tween hangout Hollister can attest to the liberal use of scent (though not light) on the shopping floor. What’s more, stories like this one underscore how savvy marketers outside of retail are increasingly drawn to subliminal techniques to advertise — smell being one of the most popular and promising of all.

And unlike nearly 80% of advertising, smell is something you can’t block permanently. Adults breathe from 18,000-30,000 times each day. There’s no TiVo or iPod for smells, which is why this approach is so appealing. 

Science has long known that smells have an impact on us, in fact they’re tied to the center of the brain that deals with emotions and decision making. This sense can make us salivate… change our heart rate, attract or repel, stir memories… and quite probably make us buy things too. Not surprisingly there’s been lots of work done on the effects of scent on the consumer, with studies citing sales increases of 20-90% when some scents are used. The Scent Marketing Institute actually has a list of ten scents, and the powerful feelings they evoke. 

As an example of how evolved and popular scent marketing has become, a particularly busy Atlanta airport recently started dispensing a pleasing, relaxing fragrance known as “Breeze” — thought to elevate mood — throughout the facility. It’s been so successful that bigwigs have decided to have an exclusive scent created just for that facility. There are a number of companies like Air Aroma, ScentAir and Prolitec that work in the area of developing scents that stimulate the brain’s pleasure centers. Such stimulation puts you in a better mood… and the thinking is that this enhanced mood makes you more willing to buy.

Research has also found that scent impacts our perception of time passing and the size of a space. Scented products are often considered to be higher quality than unscented ones. What better time of year to stop and notice the smells around you… see the strength of the memories they evoke, the way they make you feel and act. Our sense of smell has a power we don’t even think about, though it can have profound influences on the things we do.

If you’d like to look into using scent in your own business, experts recommend staying away from candles (fire hazard), air fresheners (hard to control and offer limited selection of scents) or spray on perfumes (sticky) and looking at a professional scent delivery system. These either blow air through a scented substance, or spray small particles of fragrant oil into the air using your existing heating/air conditioning system. Lease of these systems can cost from $100-$150 a month as well as the expense of the refills… other prices can range in the $40 per square foot range. Smaller spaces may benefit from portable units.

If you use scent, remember… don’t overdo. Less is more. And be sure that using scent is appropriate and something your customers (or potential ones) will like. Always bear in mind that there are those with chemical hyper-sensitivities or medical conditions that may find a smell particularly unappealing. If scent marketing isn’t something you can do in your own business, at least you know that other businesses might be doing it to you. 

To learn more about the scent marketing industry and scent news, visit www.askthewhiffguys.com. The book Whiff! The Revolution of Scent Communication in the Information Age is available through amazon.

Some examples of successful family owned businesses who hold onto their family roots include SC Johnson, E & J Gallo Wines and Columbia Sportswear.

An article by Cindy Krischer Goodman in the Miami Herald this week took an in-depth look at how family owned businesses are managing during these tough economic times. The story investigated a variety of businesses in different industries and found what you might expect of these hardy, hardworking entrepreneurs — they’re banding together, buckling down and facing whatever comes. Reassuring in the midst of all the gloomy economic news swirling about.

A recent report published by the Institute for Family-Owned Business gives us the reasons why — family run operations have some pretty solid advantages that are especially valuable in this type of economic slowdown — flexibility, emotional support within the business, as well as solid relationships with both vendors and financial institutions.

These businesses can bend and adapt in ways that other companies, staffed by traditional employees never can. The report confirmed that a family business can adjust better during tough times, especially since it has employees who’ll work longer hours for less money… chip in on holidays and weekends… support each other as only another family member can. Everyone who woks for you has the same objective, the same goals and because you understand this, you’re likely to forgive a whole lot.

Add this to the business relationships that have been build over generations by the family. Suppliers know you. Banks know you. You’re involved in the community… a fixture. This takes time to build, but offers invaluable support when the economy turns.

This isn’t to say there aren’t challenges to a family run business — these certainly exist. Mixing family and business can be a dangerous combination… disagreements, power struggles and uncertainty take a toll. And yet of our nation’s 7 million businesses of less than 100 employees, 20% are owned and operated by families.

If you happen to be one of these, you probably know there are a variety of resources for family run businesses. As a happy co-incidence, BusinessWeek offers a special report on this type of business… tips on innovation, building a lasting business and how those quirky, free thinking Generation Y kids might just rewrite the rules. You might also look at some of the interesting internet resources out there now.

It’s the time of year when men’s college basketball takes center stage… as an impossible number of teams are whittled down to two in a series of must-win games. This year the NCAA tournament begins March 19 and culminates on April 6 in Detroit. This is the kind of sports where every game is a must win… experience counts and upsets come out of nowhere. Some consider it the last form of pure basketball you’ll find today… no endorsements, no money, just the game.. Not always do the favorites win it all, and for March Madness fanatics these few, intense days of endless games are among the most anticipated of the last gasps of the month.

Personally, I love the hope of a few non NBA bound, living the moment players having the games of their lives and upsetting a bunch of cock-sure all American’s who’ve had nothing but easy athletic success and the adulation that comes with it. It’s the ultimate chance to root for the underdog, and unique in that this tournament gives that underdog as much of a chance as any school to be in.

Just how far dedication to the tourney goes is aptly demonstrated by the ingenious ways to watch… developed no doubt because the play begins in earnest at 12:00 PM a Thursday… a work day for even the most rabid college sports fans. Fortunately (or unfortunately depending on your perspective) echnology brings us free online streaming of every game at mmod.ncaa.com. What’s truly ingenious about this way of indulging in your favorite pastime is that you can quickly cover your misuse of internet bandwith by clicking on the “Boss Button” and a fake spreadsheet will pop up just as he (or she) enters your office. Last year, the “Boss Button” recorded over 2.5 million clicks. 

This year there’s an application for your iPhone, at $4.95, that allows you to watch the games, all 63 of them, anywhere you have a Wi-Fi connection. Dedicated fans are beyond thrilled.

If only all this creativity and ingenuity could be harnessed for good… what a world it would be!

Some well known names are using the tournament to promotional advantage. This year KFC (once Kentucky Fried Chicken) is again sponsoring the Tournament Pick’ Em game on the Yahoo Sports website that offers a grand prize of $1,000,000. Of course you have to make all 63 picks correctly to win… no easy task to be sure. Myspace is teaming with Coke’s Vitaminwater for a contest with a prize of $10,000 for making the most accurate picks from the brackets. and “official” NCAA tournament pizza Papa Johns, is offering any new FaceBook friends who join between March 16th to March 24, 2009 a chance to win two tickets to the final game.

Coke Zero is taking a different tack… presenting college basketball fans with a chance for 30 seconds of fame — by logging on and uploading their most fanatical photos or videos relating to a favorite college team — a fantastic display of school spirit and fan madness. Judges from Coke Zero will look for passion, unpredictability, intensity and creativity in choosing a winner for a “Taste the Madness” spot scheduled to appear just before the tip-off of the men’s championship game.

Even Sirius XM Satelite Radio is getting into the mix, offering a March Melee where players can make bracket picks (or re-picks) and have a chance at winning a NYC Adventure. It costs nothing to play, it’s cool to have an option that let’s you recover from first round disasters.

These companies have come to recognize a simple fact — people love to win things. 

Now if these contests are a little out of your league… don’t give up on the idea of this type of promotion altogether. There are ways for small businesses to use these approaches that are both effective and affordable. Begin by looking for a natural tie to your business… the NCAA tournament is ideal for any sports related business, a small, pub style restaurant or anyone who offers products (like pizza, fast food and drinks) that are typically part of cheering on your favorite team. Even if you supply printouts of the brackets, or link to them on your website, you’ll be doing something to engage customers, employees and others.

If all else fails, consider a promotional offer that ties into the college tournament. Our offer is simple, but is a great way to let our customers know we’re fans… we get the madness too. And if our favorite team manages to make it into the Elite Eight or Final Four… well so much the better. 

If you do go the contest route, think long and hard about the prizes you’ll offer. Million dollar contests are fine for big budget marketing, but in the real world you’re trying to promote your business with fewer dollars. If a suitable money prize isn’t an option, consider other valuable options. Gift cards can be nice choices. Another thing to think about with big money prizes — odds of winning are remote, and everyone knows this. By having prizes that appear more attainable, but yet still valuable, or offering multiple prizes instead of one giant one — you create a contest that goes a long way toward generating interest and getting people to enter.

Another thing about multiple winners… it builds an army of loyal followers instead of just one. An investment in quality promotional products as contest prizes can be a great way to build customer loyalty and get your business noticed not just once, but many, many times. 

So look for your chances to tie college basketball — men’s or women’s — to your promotional efforts. If you’re still not sure, consider the survey conducted before the start of the NCAA tournament this year. At least 45% of Americans are planning on entering at least one pool, with more women (50%) than men (42%) taking part. 

The interest is there… your challenge is to find out how to use it to your best business advantage.

What do your customers need? What will keep them coming back to you instead of someone else? How can you stand out from the pack? Beyond your product or service, it’s the service you offer to your customers that can make the most difference in your success. A 2007 piece by international trainer and business consultant Laurie Brown in Corporate Logo magazine mentioned seven qualities of standout customer service that can take any business, yours included, to the next level. These are…

1. You need to be accessible so it’s easy for customers to do business with you.
2. Your business hours should be compatible with your clients’ needs.
3. Be sure to greet customers warmly, on the phone or in person. Smile.
4. Always say “yes” so long as the request is not illegal, immoral or unethical… or “Let me see what I can do.” if you can’t say yes right away.
5. Own your customers needs and issues — and let them know you’ll do whatever it takes to resolve the problem.
6. Keep up with customer needs — do what you can to exceed their expectations.
7. Show your ability and expertise — read what your customers read, learn something new, learn about your competitors or find out what others are saying about you.

Where once you might have dismissed the customer service aspect of your business… in today’s economic climate you can’t afford to do that. Research shows that good customer services leaves a business with happier, more loyal customers… people who will share their experience with others. In today’s environment, for a company to distinguish itself, customer service needs to be a way of doing business — not just for the owner, but for every single person who works there.

Another thing to remember about standout customer service, it doesn’t have to be grand gestures or constant contact. Little things count a whole lot… as illustrated by the story of a gas station in my town that’s staffed by approachable guys who readily take a look at a problem… top off a fluid or adjust something for free. No charge and done with a smile. Guess where I go for every fill up? And when my car starts making strange sounds… I do what it takes to get the car to that one station.

Just as loyal customers can be a boon to your business, the dissatisfied ones can hurt you a whole lot, especially in certain types of industries. There are statistics quoted that have 91% of your dissatisfied customers leaving for good. Of those who complain, 56% to as many as 70% will give you another chance, if you resolved the problem with respect, courtesy and efficiency.

When it comes to having standout customer service, here are some key phrases, courtesy of Mac Anderson, author of Customer Love: Great Stories Of Great Service for you (and anyone who interacts with customers) to keep in mind…

“I apologize for our mistake. Let me make it right.”
There’s absolutely no upside to making excuses or denying what you’re being told. Think how you’d like this handled if you were in the customer’s place. You want to be heard and acknowledged… and this is just what you and your staff need to do — when something goes awry, listen to the customer, offer a genuine apology, and then find out what you can do to set things right.

“Thank you for your business. Please come back again.”
Keeping a current customer is far more affordable (5 to 6 times cheaper than getting a new one), and immediate (it takes 7 to 8 exposures before people act), then winning prospective ones. Remembering to thank a current customer for their business, a referral or an especially large purchase is a rare treat for people these days. 

“I’m not sure, but I will find out.”
No one always has the answer… and most people understand this and respect your honesty for admitting it. Rather than stammering as you try to come up with something on the spot, acknowledge that you don’t have the information — but that you’re going to get it. A response like this shows a customer you understand it’s your job to find the answer for them, and over time builds trust and confidence in your abilities.

“What else can I do for you?”
Be ready to go the extra mile… do the unexpected extra no one does anymore. Look for ways to be helpful… to give just a bit more. Acknowledge a birthday or special occasion. Reward loyalty, These are all examples of customer service at it’s finest, and so rare that anyone who offers these kinds of extras immediately stands out.

“What is most convenient for you?”
It’s an unexpected (but oh-so-appreciated) courtesy when someone asks what works best for you. Just think about the last time someone did that for you… and how it made you feel. As if your time has value. Respected and appreciated… which is just how you want customers of your business to feel. 

“How did we do?”
Beyond showing customers and clients you care a bout your business… this question gives you some incredibly valuable feedback. What you learn will help you understand your company’s strengths and weakness as well as find areas for improvement. Those who do business with you have a unique perspective they’d love to share… if you take the time to ask and listen to the answer. 

“Glad you’re here!”
Nothing beats a cheerful welcome… whether in person or online. Feeling comfortable encourages buyers to relax… to be open and to spend. What’s more, a customer is more likely to return to a place that left him or her with good feelings than one that was cold and stilted. Never underestimate the value of a smile and a cheerful greeting.

Hopefully you’ve come to recognize how important standout customer service is to your business. Not only does it help you build a loyal customer base, but by going that extra mile… doing an unexpected something… offering expertise and accessibility you’ll distinguish your business from all the rest. And these days, being the company with this level of customer service is more of an advantage than ever before.

As a former copywriter for a large print cataloger I might once have shouted “Print!” at the top of my lungs… but having spent almost as much time working online, and seeing the way the internet and technology are changing things… I’m not so sure anymore. The working generations behind us are more tech-savvy than ever, for them shopping online is comfortable and familiar… a way of life. Convenience and instant access are hard to beat.

And yet my mailbox continues to groan under the weight of a steady stream of printed catalogs.

What these pieces have in their favor is quite simply that you can hold and touch them… turn the pages and view the color photos… read the compelling descriptions and enjoy all that glossy paper. Catalogs are an experience as much as a way to sell things… a chance to browse the line before settling on one (or more) items. There are any number of sizes and quality levels for printed catalogs… the choices depend on your products and audience, objective, manner of distribution and budget. Companies, or the creative pros they hire, put amazing amounts of time and energy into laying out the copy and visuals of the book… a piece that must represent the product line… get attention and convince the reader to buy… while also delivering some carefully crafted, highly targeted marketing messages. 

And while web sales keep growing, according to figures from the Direct Marketers Association collected during April and May 2008, printed catalogs continue to be responsible for 50% of sales for respondents to their yearly State of the Catalog Industry survey. It seems those paper catalogs will be with us for a while yet.

Many businesses continue to use print catalogs because customers like them… some products, like clothing, lend themselves to being sold through a paper catalog. There are also industries where buyers don’t spend their days in front of a computer screen — shopping and ordering online are more cumbersome for them. 

One techie twist that’s come to printed catalogs is that the electronic forms of the book can be loaded onto a CD or thumb drive and given to customers. Those who order a lot will appreciate the convenience, as well as your efforts for the environment. You might also want to look into making your catalog downloadable from your website so that it can be brought directly to a customers computer. 

Beyond ever-improving technology, online catalogs have gotten a huge boost from the environmental (green) movement. The interest in saving trees, reducing waste and being more efficient overall is really taking hold. The paperless version of a catalog does all this… making it more popular, more cutting edge than it might have been.

Online catalogs do require some technical know-how, and a significant investment of time for photography and other behind the scenes work so that products are shown in all their glory. Once the information is online, keeping it current is far faster and easier than with a printed catalog. In these days of rising distribution and postage costs, online catalogs eliminate these type of expenses, offering unlimited, 24/7 access and instant availability to those around the corner or across the globe.

What’s more, an online catalog doesn’t take up any space on the shelf in your office… or in your recycling bin. Or in that landflll.

Whether you go printed or online, any good promotional catalog should…

• be easy to use… find what you need fast and be able to order it
• show the product line to best advantage… all the colors, sizes and shapes available
• make ordering easy and checking order status simple
• deliver a consistent, recognizable marketing message

When it comes to your own catalog choices… think first about your customers. How do they prefer to buy from you? How do they like to communicate with you? Are they comfortable using technology? Just because you have a website, doesn’t mean you must have an online catalog… in the end you want your customer’s experience with your company, online or off, to be positive and memorable.

You’ll also want to think about your products. Can you show them in an online catalog format at an acceptable quality level? Will colors be accurate? Are the choices customers make simple, or complex? Could online ordering make mistakes and returns more likely? These too are important considerations.

In the end, both printed and online catalogs have their value… and will likely co-exist (just like Mac and PC), in peace, for quite some time.