Marketing Lessons From A Shopping Trolley

A COSTCO store recently opened in Canberra and already has established a loyal customer following.  Locally COSTCO is reinventing grocery shopping like Macdonalds reinvented fast food and The Body Shop redefined buying soap. 

COSTCO at Canberra Airport resembles a factory more than a traditional retail.   Bulk goods are stacked on industrial pallets and there are no signs to guide shoppers.  A first time visitor can easily get lost navigating the wide, unmarked aisles. COSTCO never advertises and apart from a burst of pre- opening publicity, the store never makes the Canberra media.   In fact the whole COSTCO approach to marketing seems counter intuitive.

Yet while Australian stores watch online sales erode profits, Canbera shoppers head to COSTCO for necessities, lifestyle products and the occasional luxury item. And they gladly pay annual fees to do so.

A recent CNBC TV report investigated COSTCO's global marketing which attracts three million customers each day.  The 28 minute program showed consistency, value and surprise play key roles in COSTCO's success. 

COSTCO routinely delivers prices shoppers are willing to pay.  Enormous attention to detail goes into the selection and testing of products and the chain regualry springs a surprise on the shopper.  While most lines revolve around staples (globally COSTCO's meat sales top $4.5 billion each year and toliet paper is a #1 seller) from time to time high- end watches, jewellery and other exclusive items are also on sale. 

The combination of value, consistency and doing the unexpected invites people to talk about their COSTCO experience with passion and keenly recommend it to others.

Wouldn't it be wonderful if others we routinely deal with, used the same highly effectively marketing mix to generate positive word of mouth. 

Don't "Eastwood" Your Next Event

This month is Convention season as both major US political parties select their Presidential candidate for the  November 2012 Election.

Both Democrat and Republican gatherings are traditionally highly orchestrated and tightly run affairs.  So, it was quite the surprise when veteran  actor Clint Eastwood delivered a rambling 12 minute monologue to an empty chair, meant to represent President Obama.

Clint carried out the one-sided conversation with the imaginary leader of the free world (a long lost 60's phrase) that left everyone scratching their head.

It would have only been a few moments into the Eastwood monologue, when folks noticed the Hollywood tough guy was way off script.  The Republican event organizers, stage producers and other hands must have wished the earth would open and just swallow them up - or at least take Clint. The next day audiences of all descriptions- conventioneers and social media and TV audiences - were left wondering what Clint said and who checked what?

Events are a tool of the trade for PR people.  I have organised many in the last 20 years but fortunately never been Eastwooded in such the spectacular way Clint did to the Romney camp.  

I have witnessed the occasional speaker wander so far off their assigned topic, they needed a compass to find their way back to the audience.  And the more senior they are, the greater the potential there is for speakers to ramble and go off course.

If you are organising an event it is always wise to check beforehand: firstly that your scheduled speaker will show up but, more importantly to find out what they plan to say before they say it. So assure yourself the speakers at your next event will complement and not compete with the theme of your gathering.   

It takes diplomacy and persistent to tackle someone senior to find out what their pitch is.   Invariably you have to negotiate through the layers of ever-protective staff who surround VIPs and celebrities. 

But which would you prefer: making sure your speakers will reinforce the theme of your event or stand in the wings watching them Eastwood all your hard work.

Blogging Makeover To Sharpen The Edge

It's about time I put the atomic drop on my blogging.

After 20 000 page views and over 250 posts it's time to revamp my blogging style to make it more engaging, useful and a bit edgier.

So far most of the content on this blog has been about "how to" communications tools, tips and tactics. Hopefully folks have found value in this approach.

While I plan to continue to share these types of thoughts, it's time to branch out.

Today we are drowning in oceans of advertising, marketing and PR speak. And the really sad part is most of it is insufferably bad.

Therefore from time to time, as we come across poor communications, we will " call it out."  By the same token we'll also be quick to praise the good work of those who engage us with compelling, persuasive and helpful information.

So watch this space for the normal - we hope useful content - but also join in celebrating and critiquing some of the communications efforts that confront us each week.

New Sports Podcasts for Canberra

Justin Barrie shares insights for the new sports podcast series

Australia's national capital, Canberra, is home to many successful sporting leagues and clubs.

 

In the coming 12 months Sport and Recreation Services, part of the ACT Government, is offering Canberra's sports administrators free workshops to improve club performance in fundraising, marketing, managing volunteers and other key areas.

I'm helping Sport and Recreation Services to produce a four-part podcast series featuring local professionals involved in the workshops.

   

This morning I talked to Justin Barrie of Canberra-based company Design Managers Australia.  Justin shared insights into why your sports marketing mix needs social media, how clubs and codes can get started and the importance of social media planning. He also offered some interesting observations on social media during the recent London Olympics.

Check out the Canberra sports workshops here.

(I'll let you know when the podcasts are available.)  

Planning For Gold Medal PR

It seems the upcoming Olympics have created a local demand for PR skills.

Last week we were approached to provide PR workshops for sporting clubs, codes and large leagues in Australia's national capital.

Here are our early thoughts on the two workshops we are planning to offer. 


---------------------
Earn Media Coverage for Your Club
A media workshop for small clubs and codes
2 hours

Media coverage is one of the most effective ways your Club or Code can reach people to let them know what you are doing.  This workshop helps Club PR/media officers in smaller organisations attract media attention.  

This is a highly interactive session and covers:

• The duties of Club PR/media officers.
• Who are the Canberra media? 
• The single most important thing you can offer a media organization.
• Do your homework before approaching the media.
• Three media products your organization must have.
• Club spokespersons can be more valuable than gold medal winners.
• Four ways to go one on one with the media.
• Helpful resources for your PR/media role.

---------------------
Boost Your National Profile
Integrated communications for larger leagues
2 hours

This how to workshop is about developing an integrated communications campaign to boost the profile of ACT sporting organisations competing in national leagues.  

A highly interactive session it covers:

·          Why integrated communications is the new black.

·          Working with traditional media beyond the sports reporter in an era of change.

·          Social media: sometimes it should lead, sometimes it should follow.

·          Communications mash-ups for high impact results.

·          Build the right communications infrastructure on a small budget.  

Tell us what you think. How could we improve these workshops?