As you may recall, I’m a mom of two sweet little girls and the thought of watching a movie about kids killing kids in a game of survival sickened me.

However, with all the hype and recommendations from my friends, I decided that I could overcome my apprehension if it really was such an exceptional movie.

Apparently I wasn’t the only one intrigued by “The Hunger Games.” It broke box office records, earning an astounding $155 million on opening weekend in North America alone.
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I did end up loving the story, and as an added bonus it was packed with marketing (and life) lessons like these:

Top Three Killer Brand Lessons from “The Hunger Games”
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.1. Make Your Brand Unforgettable.
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In the presentation of Katniss to the world, Cinna wanted to make sure that she stood out from the crowd, so he made Katniss “the girl who was on fire”… literally.  She had a synthetic flame right in her dress.  So when you’re up against your competition at the next tradeshow or sales meeting, remember that it helps to be the one on fire.  Make your unique differentiators shine (or in this case ignite) and get noticed AND remembered.
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2. Ensure Your Brand is Human.
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Katniss wasn’t sure how to introduce herself in her debut interview. It was critical that she was likable, so she could gain sponsors. So she did the smart thing and she was just herself – and the world loved her honesty. Today, it’s critical to be humanly relevant. There’s a ton of messaging being thrown at us everyday, and we are numb. Consumers want to feel something.  Connect with them on an emotional level, so they have something to root for – like your brand.
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3. Communicate Your Brand Loud and Clear.
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Now that you have the market’s attention – flaunt your talents!  Katniss was being ignored at the Gamemakers’ table, so she shot her arrow straight at them, and pinned the apple in the pig’s mouth to the wall. Her actions got attention and made an impression immediately.  Be bold and go bigger with your message.  Don’t be afraid to explore new channels for your current marketing mix to create a richer brand experience and strengthen connections to your brand.  As my boss says, “Go big or go home.”
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What is the most courageous (and successful) way you’ve communicated your brand lately?

Have you ever felt like you were being completely inundated by the sheer quantity of information that is constantly beating down your door with today’s technology channels?

I know I have.

Streams of data are trying to make their way in to our lives, and unfortunately not all of them are completely worthwhile! Whether it’s e-mail, text messages, mail, or social media– even for those in the marketing industry, the volume can become overwhelming. It doesn’t matter if you look to your computer, cell phone or tablet. The stream is always there, awaiting your attention.

This overload is exactly why it has become increasingly more important for you to find ways to make that stream have value for you!
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But…what actually is meaningful? How do you figure out what brings more value to your life?

Here are some quick and easy steps to start sorting through the marketing messages and other notifications you receive — and as a marketer or business owner, know that your prospects and customers are doing the same.

1. Decide What’s Valuable
Recognizing what you actually want in that stream is probably the most important step, and the answer is unique to each individual. Some may prefer personal messages from friends or family over all others, while others may prefer coupons or online deals.

2. Set Your Preferences
Whatever you value, it’s important that once you figure out the type of information that you want to see, that you have the ability to bring that information to the surface rapidly. This starts by weeding out what you don’t want.  Customize your Facebook news feed, unsubscribe from e-mail newsletters you normally delete anyway, and start un-following Twitter users whose tweets don’t inform or inspire you. It’s a little harder to filter your postal service mail, but just knowing what you want gives you an advantage in finding what you can keep for immediate response, and what you can set aside for later perusal.

3. Continue to Adjust
How did you get to be so overwhelmed with information in the first place? It happened gradually, and so will refocusing the information you receive.  You’ll have to take some time every so often to reevaluate messages, but communication that is worthwhile can and will increase the value of your life. It is a matter of maintaining the filtering process.

How do you deal with information overload?  How much time do you spend each day trying to sort through all the e-mails, messages, and notifications?

And how do you think this information overload is affecting today’s marketing channels?

Sometimes it pertains to the tasks and functions at the office from the previous day, and sometimes it focuses directly on communication with a client.  I like to sit back and reflect, and really get a firm grasp on how I was able to really leave my mark on that day.

A mentor of years past used to tell me ,

“The ability to lead doesn’t always deal with what you say, sometimes it deals with deciding what to do.”

At the time I had a narrow-minded perception of what he meant. As I got older and I began to study things that interested me, I really started to focus on leaders from different fields. These leaders fascinated me, and I started to see a common trend among those I admired.

They all seemed to operate with this sort of thought process: this is how I will lead, this is what I’m going to do, and this will be the impact.
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I think one of my favorite leadership and impact stories deals with NBA Hall of Fame Coach Red Auerbach, and the day that he snubbed the local legend Bob Cousey during the 1950 NBA draft.

Instead of selecting the hometown legend Cousey, he drafted the first African-American ever selected by an NBA team, Chuck Cooper.

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Red didn’t care about the Boston public’s opinion, he knew they would be upset, but he was committed to making an impact on the team and community that day.

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We can’t all make earth-shaking decisions like Red’s on a daily basis; however, we can focus on making decisions that leave a positive impact on those that make your business: your customers.  Not every impact has to be major, but focus the ones that will continue to bring value to customers.  Impacts they can see can allow you to become recognized as leader in your industry to them.

Focus on the little things such as service and knowledge; items that customers can quickly recognize that will help leave a lasting impression. Make gestures from calling your current customers and thanking them for their business every month, to inviting a key client to breakfast (when was the last time you invited someone to a breakfast instead of lunch?) and asking for their feedback.  It could even mean planning and holding a customer appreciation day once every quarter, or simply, writing a thoughtful blog post or newsletter article to engage customers so they can get to know you – being real, and personable can make an impact too.

What have you done recently that has made an impact on a valued customer or your business as a whole?

Even me.

Can anyone relate?

I’m betting that even back in 1992, Zack Morris could.

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A recent experience showed me just how important that mobile connection has become—-whether you’re the marketer, or the consumer.

The other day I took off to run an errand over lunch and mistakenly forgot my cell phone. I didn’t realize it right away…otherwise I would have headed back to the office and reclaimed my most prized possession–but I was in a hurry.

Upon getting on the elevators, three others had joined me on the next floor. Each was on their mobile devices. (At this point, I had still no idea that my phone was left behind. I simply chuckled to myself that all three of these people were on their phones at the same time.)

When I was halfway to the store and thought about making a quick phone call. I started rummaging through my purse only to realize my phone wasn’t there!  What was I going to do now?  Forget making that phone call. No chance I would be able to check e-mail at the store to utilize the coupon I had been storing for that shopping trip.

Gulp. Yes, now I would have to remember everything without accessing my phone. Yikes!

How did we navigate the world before cell phone, let alone comprehensive mobile devices and all they’re now capable of?

So much has changed. As a digital marketer I realize the opportunity to reach out to customers on their mobile devices is such a fantastic thing. We can send out timely e-mail or mobile messages and drive consumer engagement and even purchases.  Think of all the consumers, who, like me, have a constant need to keep their mobile device with them.  If you’re not using mobile in your marketing mix–how much are you missing out on?

As a marketer, I subscribe to so many digital programs to stay aware of what’s going on in the world of digital marketing.  As a consumer, I have grown accustomed to using mobile opportunities to find the closest deal, or to stay in the loop with family and friends…there is so much you can do with mobile now.

I’m extremely curious how much more these devices are going to proliferate our lives in the next few years. According to Internet Retailer, smart phone adoption grew by over 46% in February 2012. Is it truly the year of mobile? I would tend to agree…after my brief scare of being disconnected, I wouldn’t soon go without my phone again!

How about you? Do you also feel like you’re missing an extension of yourself when you find your phone missing? How much further will mobile dependence go?

Remember last year, when we talked about not only Why Guerrilla Marketing is Okay—but why it really can work?

As consumers, we’re so inundated with marketing messages on a daily, hourly—even down to the minute—basis, that we hardly pay attention anymore.  A call to action like “Contact Us” or “Free Gift with Purchase” just doesn’t do the job.  We’ve been desensitized.

That’s why when crazy stunts are pulled, especially by big brands, we’re all eyes and ears.  No longer are these companies content to sit back and just look professional for the sake of looking like a “good ol’ reliable business.”  In the digital, over-advertised age, that can come with a cost.

They’re all (finally) understanding that they need to do more.  They need to capture their customers’ attention.  They need to connect.

This week TNT released a great example of this via video, and it went viral. Released only two days ago, and to this particular second, over 112 million hits. Watch.  Take the whopping 1 minute and 45 seconds, and you’ll get it.

What’s your take on TNT’s off-the-wall ad?

What other different, guerilla-style campaigns have gotten your attention?

I try to think of creative answers that will satisfy her, but she only fires back that problematic word: why.  I have come to realize that I don’t always know the answer to the “why?” and sometimes making stuff up just isn’t good enough.

This made me think about branding and how we as marketers don’t always don’t do a good job of answering “the why”.   As I look to my own brand hero, Apple, I ask myself – How do they do it?  How do they inspire and command brand loyalty?  Is it because they can actually answer my three year old’s question?

Could it really be that simple?

In his concept of the Golden Circle, Simon Sinek proposes that we should think, act and communicate the opposite of everyone else.

He says to start with the why – the purpose, cause or belief that drives every one of us.  Sure, it’s easy to focus on what you do and it’s even better if you can explain how you do it.

But does that really inspire anyone to buy something from you? Probably not.

I specialize in brand marketing, and I can tell you that the most challenging aspect is getting to “the why”.  Let’s look at Bluewater.  Sure it’s easy to talk about what we do: we provide one to one marketing services.  Let’s take it one step further and talk about how we do it… we combine marketing strategy with smart technology to create integrated, one to one marketing campaigns.  So what?  Where’s the magic and why should others believe the brand is special?

Apple is a perfect example of how to start with “the why”.  They don’t tell their brand story from the outside in like this: “We make great computers.  They are beautifully designed, and they have a better interface. Want to buy our computers?”  Not really.
Instead Apple’s brand message starts from the inside out: from the core, the purpose, the real meaning.

It goes something like this: “We believe in thinking differently.  Everything we do challenges the status quo. The way we challenge the status quo is by making beautifully designed computers that are simple to use.  Want to buy our computers?” Yes please, and maybe throw in an iPhone, too!

If you are wondering why your brand is just like everyone else in the market than you are not answering the real question – why? What inspired your company to do what it does? What did the founders of your brand believe in? Dig deeper into the DNA of your company.  You might be surprised at what you find.  I know I was.

I recently lead a why-based brand messaging exercise for Bluewater, and I uncovered the whole reason I was attracted to working here.  They are real people who do great work for their clients.  When you invite Bluewater into your marketing campaigns, you become part of a family who watches over you and makes sure that you are successful – why? Because it matters to all of us.  The DNA of this company is to believe in clients dream and help make it a reality.

Now when my daughter asks me “why”, I look at her proudly like she’s a little genius.  Her pursuit of “the why” makes me take a harder look at the brands around me and think about what they are asking me to believe.

Why do I so thoroughly enjoy my decaf cappuccino at Caribou Coffee? Why do I pay more to shop at Target?  Why does my three-year old love My Little Pony?

How about you? What brands inspire you and… why, why, why?

I always thought good customer service was a given, and when good customer service doesn’t happen, I’m quick to give the benefit of the doubt, or consider it a fluke.

Bluewater prides itself on great customer service– but then again doesn’t everybody? Sometimes that’s debatable.

Real life situations are a constant reminder to me that saying it and actually doing it are two different things.

Here are just a few scenarios I’ve recently encountered where customer service had the opportunity to shine: (But shouldn’t it always, regardless of the circumstances?)

- Last month I took a day business trip (flying in and out the same day).  The pilot attempted take-off, only to suddenly abort and bring us back to the gate due to mechanical problems.  Yes, things happen that nobody can predict, and mistakes happen.  However, sitting in the airport for six hours, only to find out that the flight was canceled and then given only a $50 travel voucher for another trip was a problem.  Was my 14 hours (time spent sitting in the airport, spending another night in a hotel to catch a flight out the next day) only worth $50? That’s a value calculation of only $3.57/hour!

- Recently I asked a vendor for some information on a shipment.  I never heard back.  So I asked again, thinking maybe my previous message had gone undelivered.  Once again, I didn’t hear back. So I asked a third time and finally received an answer back, but only a response to part of my question.  (Did I mention this was over the course of 2 weeks?)   They did not address my complete question nor did they acknowledge in a timely manner that I even had asked it in the first place.  Seriously?

Situations, mistakes and issues occur– and nobody is perfect.  It’s how you deal with the situation that differentiates you.  In all three situations the following great customer service tactics could have improved each situation:

1. Communication.
If you don’t know, say so (or say that you are working on it).  Frequent updates or acknowledgements of the situation or request are so important.

2. Reaction.
Getting answers and or information to a consumer in a timely fashion is key.

3. Correction.
Own up to the problem, ask what you can do to make it right, and state how it will be corrected.  Don’t forget to explain what measures are being put in place to prevent it from happening again.

Reacting, over-communicating, and trying to make it right by taking a step above and beyond are all things that can lead to keeping a customer happy and increasing their willingness to come back.

Don’t wait to let your customer service shine when an issue arises. It should shine all the time!

What situations have you come up against that were—-or could have been—-made right with great customer service?

On February 14^th, we completed yet another Bluewater Gives Back project. We contacted Feed My Starving Children to find out about volunteer opportunities. As it turns out, they constantly need volunteers!

So, the Bluewater Team headed to the Feed My Starving Children packing location in Eagan, MN to help hand-pack life saving meals to be shipped all over the world to children and families in need!

Feed My Starving Children (FMSC), a Christian non profit organization, was founded in 1987. The approach is simple: Volunteers hand-pack meals specially formulated for malnourished children, and they send them to partners building more successful communities in nearly 70 countries around the world. Every day, FMSC produces enough food for340,000 children. Each of these meals costs only 24¢ to make and 93% of total donations support the food program.

Our Bluewater team of 10 people, plus groups of volunteers from area schools and other organizations worked for approximately 2 hours pack thousands of meals. The time flew by, as FMSC played music and we had the opportunity to chat with and get to know the other volunteers we were grouped with. At the end of the session, we were shown the pallets we packed, & found out our shipment would be sent to North Korea the next day!

If you are interested in supporting Feed My Starving Children (by volunteering or donating), click here for more details. It was a fantastic experience that we’ll definitely be repeating!

Things have been crazy  (in a good way!) for Bluewater as we wrap up 2011, and it’s all for the best–which is of course, yet to come in 2012.

Thanks to our wonderful team, partners, and clients, we’ve had a fantastic year, and all of us at Bluewater are hard at work on an even better tomorrow.

So, be on the lookout for updates on all the exciting changes we’ll be making in 2012!

Here are five great ways to do so that give you a little promotional power as well!

• Gift Card Discount
This is turning into a popular way to get more sales in gift cards and certificates.  You might offer $5.00 off a $25 gift card, $10 off of a $50 gift card, etc.  Determine a discount that you’re comfortable with and market it!

• Gift with Purchase
A lot of retailers offer a free gift with purchase.  The key here is to find a balance between what your customers would like and find valuable, and making sure you don’t break the bank!

• Adopt a Customer
Depending upon your industry, you may know of someone in need of your product or service who can’t afford it.  Why  not offer some assistance!  Adopt a customer and provide them with  a product or service that would make their life easier.  Or, ask your current customers if they know someone—you may be able to help someone out and gain future business as a bonus!

• Random Act of Giving
Everyone has customers they just love.  You know, those ones that are always nice.  They appreciate your business.  They give you warm fuzzies.  Give them right back by surprising them with a complimentary upgrade or special freebie.

• Matching Gifts
This is a great sales boost idea, especially for a very short duration like a 1-day sale.  Match the amount of a certificate or gift card purchased up to a certain amount that you’re comfortable with.  For example, someone who buys a $25 gift certificate for someone else would receive an additional $25.  If you’re not comfortable with matching an amount, the first bullet point of a gift card discount might be a better fit for you.

Do you give any gifts to your customers to show your appreciation during the Holiday season?  And do you combine it with your marketing to increase sales?  We want to hear about what you do!