Let's see what happens when you say 'thank you'

One of the running jokes that my cousins have about me is my letter writing. I have been known to write a letter or two when I feel a business has done wrong. My feeling is that when I am paying for a good or service, I expect it to meet my standard. (It should be noted that how much I have to pay depends on how upset I get. Getting a sub-par $3 Happy Meal doesn’t warrant a complaint; getting a sub-par $30 entree most definitely will.)

What is often overlooked (because it's not as funny) is how often I write complimentary letters. I recently wrote one to DSW, the shoe warehouse. I had purchased a pair of shoes and needed to return them. I paid cash for them and didn't have my receipt. I figured that even though I didn't have my receipt, I had given the cashier my rewards number, so they would be able look up my purchase and issue a refund. The store was 25 minutes from my house and since it's not on the way to anything else (i.e. work, church, friends), I had to make a special trip to return them. Which I did … only to find out they couldn’t issue me a refund because the cashier couldn’t look up my account. Had it not been for the pleasant manner of the store manager Chris and his willingness to help, this incident could have been bad for everyone in the near vicinity. Chris let me know that it was, in fact, possible to do; however I would have to wait until Monday when he could call customer service to get a copy of the receipt. His pleasant manner made me not care about having to make another special trip – which was made that Monday, when Chris had called to follow up and let me know he had a copy of the receipt. And when I showed up? Chris was at the register with the receipt copy before the associate had the chance to page him. That's definitely the type of service you rarely see in retail.

I'm curious to see how DSW will handle the e-mail I sent. We know that a company will often try to right a wrong with a coupon or apology. I wonder how they will right a right – not that I am expecting anything; I sent the e-mail because I wanted them to know what a great employee they had and how he managed to avoid an unpleasant experience and upset customer. I wish that more customer service employees were like him.

No matter the industry you are in, customer service should be a top a priority. Chris took a little bit of time from his day to make mine much better. Are you doing the same for your customers?

*A portion of this blog published originally on: Nadia's Notes

Nadia Zerka serves as account executive for Imagine Marketing.
Contact Nadia at nzerka@imnv.com

There’s not one time of year for a Warm Fuzzy

Nearly every summer since I was 14, I’ve attended Leadership Camp at Camp Lee Canyon. I started as a participant and moved on to become youth staff, a trainer, an assistant camp director and adult staff. During those years one thing has remained constant – the Warm Fuzzy Board.

Long before e-mail, text messages and social networking sites, there was the Warm Fuzzy Board. Similar to the postal service and hand-written notes, the Warm Fuzzy Board is a truly unique entity – no harsh or negative words must grace its surface. The board is typically lined with vibrant colors, and every single person at camp – from children to senior citizens, participants to medical and kitchen staff – have a mailbox (an envelope with their name on it and carefully placed stickers for decoration).

The best thing about the Warm Fuzzy Board is you don’t dread checking your mail. People write to you about the fun you’re having, what an amazing job you’re doing and overall how great of a person you are and how happy they are you are there.

Every business (and family) should have a Warm Fuzzy Board. Vibrant colors, stickers and envelopes are optional. Some companies get so involved with being busy they forget to tell their employees when something goes right, when they brighten a room or when they deserve a friendly pat on the back just for being themselves. When times are tough and the bottom line is truly at the bottom, people forget to thank the people around them, to let them know exactly how valuable they are to the company and the people around them.

As children – as evidenced by the Warm Fuzzy Board – positivity is paramount and adults encourage children to strive for greatness. Why should that end when we’re adults? I have friends who attend Leadership Camp every year as adult staff just for the Warm Fuzzy Board because it’s the only time of year they feel appreciated for work they do and the people they are. Just like the holidays, why save something special for one time a year? Warm fuzzies are equal-opportunity and can be delivered in person, via e-mail or text, social networking or the old fashioned way – scrawled on colorful paper, decorated with stickers, and put carefully in your company mailbox.

Tiffannie Bond is a media relations specialist at Imagine Marketing.
Contact Tiffannie at tbond@imnv.com

Closing out 2010: 10 tips for the everyday business pro

Although my profession allows me to encounter the everyday occurrences to highly complex situations on a daily basis, I still see trends in the marketing-communications arena that my clients have challenges in dealing with.

Below is my 2010 list of the top 10 most frequently asked questions I receive or situations I see clients faced with from time-to-time. Simple, actionable steps you can take now to help your business in 2011.

1. Failure to leverage opportunities – Most businesses overlook the many opportunities they have in leveraging dynamic content/materials they have on hand (news releases, copy writing etc.) into other communication playing fields – websites, social networking sites, blogs and everyday sales materials. Get the most out of your money and leverage these materials to give you the biggest bang for your marketing buck.

2. The personal touch still matters – It will always be considered good form to say “please” and “thank you.” P.S. Handwritten letters will also always be considered good form and are an excellent way to deepen business relationships – always.

3. For the love of … Please manage your online brand! – Media consumption is almost always rooted from Internet stories, social networking, blogs, videos and more nowadays. Please, I encourage you to create a Google Alerts account to help manage your online brand and to keep track of what “other people” are saying about you. Visit Google Alerts, add your first and last name as well as your company name (with quotation marks around your name and company name) and take advantage of this free and easy-to-use alert system. It won’t catch it all, but it’s a start.

4. Plan, plan, plan - Create your 2011 marketing plan now. It will give you focus to accomplish goals, adhere to a timeline and your budget. Just be sure to build in a 20% “cushion” for any “what ifs” that occur along the way. (And they will happen.)

5. Content is still king – Concerned about Google, Bing or Yahoo! search result rankings? It’s likely that old web content is the problem. Marketing pros recommend social networking, blogging, news feeds and more for a reason – not just simply to convince you that you still need them around for advice and support. It’s because dynamic content (i.e. new/relevant information) is key in driving search results and traffic to your website.

6. Follow up - You’d still be surprised to find that 90% of sales people STILL do not consistently follow up on leads and opportunities. (Yes, even in this challenging economy.) Blame it on the economy and us all being busier than we have ever been before. It doesn’t matter. If you’re the one who is following up, when no one else does, guess who gets the work?

7. “The Ask” still works - Don’t think you’re too humble to ask for referrals. In the name of free commerce everywhere, please ask for those business referrals.

8. Keep up-to-date on emerging markets and trends - It’s exhausting and nearly impossible to master every single aspect of your industry in today’s Internet age where information doubles in a matter of hours, minutes … seconds. No matter, you’re still the expert to your clients. If you’re not the guru in digital marketing, or your area of law, banking or retail, you still need to know what’s happening. Keep yourself informed. Then, surround yourself with the people who are hungry for knowledge, who want to (and are willing) to discover these “new frontiers.”

9. Relationships still matter - Customers want the newest, best and fastest product that works and they want to know the person, specifically, that is providing it to them. If it’s not you, then it’s you that needs to introduce your customer to the right provider. Customers will stay with you because they value your relationships since you are the person who brings them business success. BE the resource.

10. Healthy outside starts from a healthy core – Strength in all things in life comes from a strong core (thanks Denise Austin)... including your business. It doesn’t matter if you don’t have twenty minutes … or 20 seconds to spare. It’s absolutely critical to your organization’s success that you find a way to make time for staff development and internal team activities.

Amber Stidham is the director of strategic planning for Imagine Marketing.
Contact Amber at astidham@imnv.com

Murphy's Law: "If anything can go wrong, it will"

Weddings are a perfect example of Murphy's Law: "If anything can go wrong, it will"

During the last year, I’ve been an active participant and friend to two wedding parties. Other than the month they occurred and a couple minor details, the one thing they had in common was Murphy’s Law: “If anything can go wrong, it will.”

On the contrary, I’ve never seen calmer brides. It was in their plan things would inevitably go wrong and the people they had around them were empowered to just fix it. No matter what it was. On the day of her wedding, the last thing a bride wants is to be told something is going wrong (unless it’s something she can fix). I think this is the true reason for bridesmaids – they’re body guards. Protect the dress.

On the other hand, it’s a brilliant marketing and business model. The client is the bride. And although there are times they are included in the things-that-could-go-wrong meeting, it is our job, as their bridesmaids, to protect them from the little things that happen and to help them plan for everything possible – and a few of the impossible.

It’s our jobs as marketing professionals to prepare our clients for almost everything – almost. There is no way to predict the mysteries in life. If we could, we’d be the hottest marketing firm on the planet (although we think we are anyway). But since the last time I checked the storage closet we are fresh out of crystal balls, we have to go with what we know.

The best thing my bride friends did was prepare their bridesmaids and other helpers around them for what could happen. They knew nothing catastrophic would likely go wrong, but there are little things that often can’t be helped. And they knew it.

Knowing was half the battle.

Clients who are flexible and allow things to be solved and roll off their backs are like having the world’s best bride. Calm. Collected. Trusting.

No event is ever flawless and most of the time, not every single person in the room is going to be completely happy. Weddings, like marketing professionals, aren’t ever perfect. But if we’re good at what we do, and prepare our clients for the aisle ahead, it makes the perfect occasion.

Tiffannie Bond is a media relations specialist at Imagine Marketing.
Contact Tiffannie at tbond@imnv.com

When life gives you lemons, sell lemonade

When I was a kid, I had this great lemonade stand. Built by my dad, it was wooden, with a counter, shelves and an area for storage. The most important part to my 8-year-old self was it was painted yellow with orange flowers and had “Lemonade 10¢” scrawled in my mom’s pristine handwriting on a built-in sign across the top. My friend and I spent many a summer afternoon working that lemonade stand. At 10 cents a pop, we knew it was going to take awhile to save the money to see “Annie.” But if the mail carrier had to buy a glass every day, we were determined to make it happen.

Recently, my dance team started selling bracelets to raise money to perform at Disneyland. The goal: $300 per child. The bracelets: $2 each – a lofty goal similar to my lemonade stand gig. Upon getting her bag of 10 bracelets to sell, one of my dancers immediately put one on her wrist and said, “Advertising!”

Even kids understand that if you want to sell something, and make people aware of your product, advertising is a key ingredient. The most important part of getting your word out there is to tailor your message, your branding specifically to your business. My mother taught me this when she painted the perfect letters and orange flowers onto my lemonade stand. And my teenage dancer knew the only way to sell those black and red silicone bracelets with stars and “Shut up and dance” written on them to her friends was to wear one and show them how cool it would look once they put it on.

Albeit little campaigns, each was tailored to fit the business at hand. I wouldn’t have sold much lemonade walking around with a glass in my hand, and it would be just as difficult trying to sell bracelets sitting on the sidewalk in front of my parent’s house on a quiet residential street. Each campaign worked for the product and the “business” that was trying to sell it.

At the end of the day, my friend and I got to see “Annie” in the movie theater as promised, and so far, the bracelets are selling well. Anyone have a need for a black and red bracelet? They have stars on them.

Tiffannie Bond is the media relations specialist at Imagine Marketing.
Contact Tiffannie at tbond@imnv.com

Brand investment and protection from distractions (Squirrel!)

The month of October is especially exciting for me. There are a couple of reasons: 1) As a Las Vegan I love fall. It allows me to resurface from my rock, which shades me from our scorching hot summer weather, and 2) this month is an annual reminder of why people with my personality type (ENTJ – a Myers-Briggs type) and career go hand-in-hand.

I was reminded of these reasons over the last three weeks while volunteering my time to help induct a new class into Leadership Henderson, a program near and dear to my heart, and by my 2011 planning efforts for our firm’s clientele as they’re preparing to take one giant leap forward come this January, just as we all hope to do.

More specifically, all of this is a strong reminder of just how powerful repetitive marketing is to any organization. We preach repetition daily here at Imagine Marketing, but it always seems to be one of the most difficult marketing lessons for our clients to understand and take hold of.

The reason? It’s easy to get distracted. (Squirrel!)

While it’s necessary large and small organizations have the ability to be nimble and responsive to customer needs, it’s often difficult for those same organizations to identify what areas of their marketing and sales program must be nimble while maintaining and building a consistent brand. That’s where I come in. (Did I mention my personality type?)

Over the last 10 years, more times than I can possibly count, I’ve heard business people say they attended an event once and nothing came from it (distraction) or seen them change the name of their company after investing in their brand for two years because their 12-year-old daughter didn’t like it (distraction). The funny thing? I typically only hear from these people once because they’re not around long enough to develop their business.

The successful folks are the people who believe in implementing a repetitive marketing program because they understand that marketing is a process, not an event. Despite the distractions that will (and they always do) arise, they remain committed and invested in their brand and do their best to implement a sound marketing plan ahead of time to help them remain repetitive in their efforts while providing them a reason NOT to be distracted from items that pop up.

Rarely do people enjoy planning for their business, but it’s necessary. (I head up planning efforts at our place. Teamers say I’m great at it. I think I was voted “off the island” while I was out at a meeting one day.) Regardless of your like or dislike of developing a marketing plan, it serves as a vital component to your business operations and, just as in others facets of your company, repetition is a key element to success.

Repetition in marketing, which often comes from having a master marketing plan in place, will allow your organization to gain greater brand momentum, helping you to move from “it didn’t work the one time I attended” to having multiple people tell you, “I’ve seen your company everywhere.”

So, I encourage you to evaluate your current marketing program for inconsistencies to see where improvements can be made. If you are attending events, are you ensuring you are connecting with your leads or attending events in a repetitive fashion? If you are distributing e-newsletters, are they uniform in brand appearance and caliber of messaging? If you are seeking media opportunities, are you sending newsworthy information their way and consistently reaching out to your contacts?

The opportunities are there so long as you are willing to make the investment in a consistent (repetitive) brand and follow your overall vision, which is easier to stick to when you have a plan in place.

Amber Stidham serves as Director of Strategic Planning for Imagine Marketing.
Contact Amber at astidham@imnv.com

Transparent when transparency wasn’t cool

Here at Imagine, we like to say we’re a different kind of company. Saturn (the car folks, not the planet) used to say that, too. But they’re not around anymore, so we co-opted their tagline. I hope it’s not bad luck.

Of course, when you say things like that, you need to back it up. We have to hold ourselves to a higher standard or people will be quick to point out our shortcomings. Recently, we were given yet another opportunity to walk the walk. Ehsan Kaveh, a loyal and valuable team member for more than eight years, resigned a couple of weeks ago to make his way in the world. He handled it in a very professional manner, giving us two week’s notice to ensure a smooth and orderly transition. Most companies, upon getting that kind of news, fire the employee on the spot. My wife worked for a place where a security guard escorted her ex-coworker to her desk and watched while she cleaned it out, making sure she didn’t steal any paper clips or rubber bands. I’ve never understood this kind of thinking. It’s bad for morale and bad for business.

In the past, when I’ve called companies to ask for a particular individual, I’ve been told that person “is no longer with us.” Makes it sound like he or she is dead. Even worse, they never tell you where that person went (whether it’s heaven or a competitor). So I’m left wondering what happened and how it will affect my dealings with the company. It’s also prime breeding ground for rumors. Not a smart way to handle things.

We don’t want to be those guys. We’re more transparent than that. In fact, we were transparent when transparency wasn’t cool (with apologies to Barbara Mandrell). So here’s what happened. Ehsan decided to move on. No hard feelings on either side. We’ll miss him. We wish him well. And the door’s always open for him to come back and visit – especially if he wants to show up with a couple of pizzas around lunchtime.

Brian Rouff is the managing partner at Imagine Marketing.
Contact Brian at brouff@imnv.com

It’s the experience that counts

Recently I took a trip to Disneyland with my boyfriend, Adam, and his 12-year-old daughter, Niki. At what seemed like every shop we stopped in during our amusement park visit, Niki would ask for two quarters and a penny. You may ask yourself, why the 51 cents? (We all know spare change doesn’t even allow you a day’s worth of locker rental at Disneyland.)

Niki wanted the change so she could smash and imprint the penny (at the cost of 50 cents) with a Disney-themed image using a coin pressing machine. Unfortunately, we never had exact change at the right time while we were at the park, so Niki left without what she had wanted most.

Luckily, we visited Hollywood Boulevard before we left California and again found a coin press. This time I had the right change and was happy to see her get something she had seemed fixated on for most of the trip. You can understand my surprise when, the day after we returned home, I found the imprinted penny abandoned in the back of my car.

Fast forward a week and I’m returning to my office with a coworker after a meeting when I spot the now oval coin. I tell my co-worker the tale.

“It wasn’t about the penny, Megan,” he says. “It was about the experience.”

This is a truth that is nice to have reiterated from time to time. I continue to reflect back on this statement and how it relates to business and marketing strategies. In fact, my day-to-day work life revolves around helping other businesses create memorable experiences for their customers. It’s through experiences that emotional connections are formed, and it has been proven time and again that most decisions are made based on emotion, then supported by logic.

Here’s the lesson to be learned: creating an experience is a results-driven strategy and also the most fulfilling strategy. The trick in creating positive results is that it must be genuine and directed at the right people. By looking at every piece of your business that touches your customer as part of the experience, you are taking the control of what message you are sending out. From customer service to invoicing your client, you have the power to create an experience.

What kind of experience are you creating for your customers right now? I encourage your feedback and sharing of ideas.

Megan Lane is an account executive at Imagine Marketing.
Contact Megan at mlane@imnv.com

Stan Lee method of creating comics based on trust

I have always been a Stan Lee fan – mainly for his creative accomplishments and innovation in the field of comic books. If you don’t already know, he is the creator of Marvel Comics.

During the early years he was confronted with the daunting task of creating a 32-page graphic novel on deadline. He figured out that the smartest thing he could do is trust his artists to help tell the stories. He would give them a basic idea of a plot and then allow them to draw how they imagined the story going. Lee would then write the copy after the drawings were done. Although the method may seem unorthodox, it did produce interesting story development. Stan relinquished control of his own ideas to others because he realized that the efficiency of the outcome and the talent of the artist would produce excellent work on deadline. This is a great example of maximizing your creative capabilities around a structured need.

Below is an excerpt from an interview Stan had with "Rascally" Roy Thomas, another creative genius, via telephone:

Stan: I did full scripts in the beginning, but then I found out how good he was just creating his own little sequence of pictures—and I did it in the beginning with Ditko, too—but when I found out how good they were, I realized that, "Gee, I don't have to do it—I get a better story by just letting them run free."

Interviewer: The amazing thing is, not only could you get Jack and Steve to do it, but that other artists who had always worked from scripts—Dick Ayers, Don Heck, and others—could also learn to do it and be quite successful with a little training from you.

Stan: I will admit that a lot of them were very nervous about it, and very unhappy about being asked to do it. But then they loved it after a while.

Interviewer: I think that John Buscema, too, thought it was a little strange at first, but got to really like it. Then, when someone would give him a full script, he didn't like that.

Stan: Absolutely right. John Buscema is amazing. He was never thought of—it's not the popular idea that he was the most creative guy, storywise. And yet, he was as creative as anybody else—probably as creative as Jack. Well, you worked with John.

Interviewer: Sure, quite a bit: Conan, Avengers.

Stan: He only needed a few words. He didn't even want a big synopsis; he wanted the skimpiest outline, because he wanted to do it his way. And his way was always great!

Interviewer: I remember plotting the first story of this villain called the Man-Ape in The Avengers with him for five or ten minutes over the phone. I wanted to give him more, and he said, "Nah, that's enough." [laughs]

Stan: That's exactly what he did with me. And I was never disappointed.

[Entire Interview]

A great example of creative teamwork and someone willing to give up creative control for the sake of producing the best product on a deadline.

Alex Raffi is a partner and the creative director for Imagine Marketing.
Contact Alex at araffi@imnv.com

“We’ll Figure it Out”

My business partner Alex Raffi has a favorite saying: “We’ll figure it out.” He says this when we’re in the middle of a particularly sticky situation; some graphic design challenge or technical compatibility issue that isn’t in the manual. (Confession: We don’t even own a manual.) We’re on a tight deadline, the client is counting on us, and we find ourselves, once again, in uncharted territory.

Know what happens? We figure it out. Always. Sometimes it doesn’t look exactly the way we had envisioned it. (Usually it’s better.) But after all these years together, our team has confidence we can make things work. That’s because two (or five or eight) heads are better than one. One of my standard jokes is that, when we put our heads together, we have a whole brain. Like most jokes, it’s based on truth.

This, it seems to me, is the essence of creativity. We don’t care how we get to the solution, just as long as we do. Elementary school teachers would hate us because we can’t show our work. (But we can duplicate it.) It’s a messy process. Creativity always is. Sometimes, if we think they can “hang” (as my kids say), we’ll invite the client in to collaborate. But most clients only care about the final product, as well they should. It’s similar to when I drop my truck off at the mechanic’s. I don’t want to watch them take the engine apart or see dozens of pieces strewn all over the garage floor. (Besides, they charge extra to watch.) I just want to come in, pick it up, turn the key and hear the engine turn over smoothly.

That “can-do” attitude has permeated our entire organization. It’s become part of our cultural fabric. It reminds me of that old inspirational sign: “The difficult we do immediately. The impossible may take a little time.”

But not too much time. After all, we’re on deadline.

Brian Rouff is the managing partner of Imagine Marketing.
Contact Brian at brouff@imnv.com

Grandma knows best

Growing up, I spent a lot of time at Grandma Anne’s house. Each morning on her way to work, my mom dropped me off, and Grandma Anne took it from there. She made breakfast, she packed my lunch, she walked me and a friend to elementary school and came back after school to walk us home. She made afternoon snacks for me and, if applicable, my friends, and made sure I finished all my homework. She hosted birthday parties. If I was sick, she took care of me while my parents were at work. She played games and did puzzles and baked treats. Nothing was too much for Grandma Anne to handle.

Grandma Anne was also big on teaching me life lessons. It seemed she was determined that, if nothing else, I would learn these two things from her: “Time doesn’t wait for us, Melissa” and “Take pride in your work.”

I heard the second of the two most often thanks to Grandma Anne’s daily review of my homework assignments. “Don’t you take pride in your work, Melissa?”she would ask each time she looked at an assignment that involved my handwriting or, God forbid, math (Much to her chagrin, any white space on the paper was, to me, the perfect place to work out a problem. Scrap paper? Please.). It must have irked her to no end when my answer to that question was almost always: “No. It’s homework; who cares what it looks like?”

Looking back, it turns out Grandma Anne’s lessons were some of the best in the business. Luckily for me, I learned them despite myself.

• “Time doesn’t wait for us.” Arrive early. Meet deadlines. Respect others’ time.
• “Take pride in your work.” Or, “Anything worth doing is worth doing well.” No matter what you’re doing, do the best job you can. Do things right the first time. Be known as someone who’s dependable and doesn’t need to be micromanaged. Have standards and adhere to them.

And one more she taught by example instead of with words:

• Be the best you can be. If you’re a sales person, be the company’s top seller. If you’re a business owner, run the best business in the industry. And if you’re going to be a grandma, be the best, wisest grandma around.

Melissa Rothermel serves as director of media relations for Imagine Marketing.
Contact Melissa at mrothermel@imnv.com.

Customer service philosophies from the cartoon world

As an adult, I can honestly say, I’ve learned a lot from cartoons. Bugs Bunny’s instant black hole and Wyle E. Coyote’s antics aside, the business of cartoons impressed many customer service techniques on me while I worked for a large cartoon retail store during college. And many of those ideals still crop up on a daily basis. The company wasn’t Nordstrom’s or Tiffany and Co., but the expectations I have for customer service is largely based on what I learned surrounded by Marvin the Martian figurines and Tasmanian Devil T-shirts. And it quickly became apparent those skills transcended work – they were skills for life.

Never say “I don’t know” - This phrase was a big red X in the cartoon world. We were expected to replace it with “I will find out for you.” And, over the years, it’s really worked for me. When anyone asks me a question, if I don’t know, I’ll find out. Granted, Google has made things a lot easier in this realm, but for the most part, when you are known as someone who can either find the answer or exhaust all possible resources trying, it creates trust and dependability. Every client, no matter the business, wants those two traits.

Say “please” and “thank you” - This should be a no-brainer but it’s commonly forgotten. I can’t tell you how many times a “thank you” would’ve made a stressful situation better or “please” makes doing a daunting task less daunting.

Be nice - Whether you’re letting down a hopeful mother who just wanted a Tiny Toons T-shirt for her toddler or speaking to a client who is having a generally bad day and taking it out on you, nice is usually the way to go. “Kill them with kindness” has never been more true. Understanding where someone is coming from also helps. We’ve all had bad days, but it makes it a little easier to take when the person delivering the bad news is nice about it.

Call or e-mail people back when they reach out to you - In a world of Facebook, text messages and smart phones, the only means left out of our modern communication reach are antiquated smoke signals, pigeons and Morris Code. The other ways are more convenient when you’re trying to reach someone but not as convenient when you’re the person being reached. In the cartoon retail business, building relationships with other stores meant calling them back and sending them inventory when they needed it – promptly. This method applies to business and real life. When you call people back, they know you respect them. Even if it’s answering a question via text, getting back to people is important.

If it’s just as easy for you to do, do it - When a customer asked for a size or character we didn’t have at the store, we would offer to call another store. It seems simple enough, but there have been many times I’ve been in stores and the option is just not available. I have to do it myself. Today, there are many things in life I would rather people do themselves, but sometimes going the extra mile creates contentment. For example, a client calls and makes a simple request. It’s probably just as easy for them to find the answer themselves, but when you do it, you get more out of the relationship – dependability. In a sense, you just made their lives easier if only for a few minutes.

Follow up - Following up with clients who purchased high-end animation artwork at the store was the stronghold of the company’s customer service. Did the framed piece arrive in time for Timmy’s birthday? Did the sculpture of Daffy Duck arrive intact? If a client had a big meeting, follow up to see how it went. The feeling that someone cares goes along way.

Don’t be afraid to pick up the phone and call - In an e-mail-heavy world, it’s easy to get caught up sending an e-mail instead of picking up the phone. There is nothing to lose by speaking to someone voice to voice. Sometimes, a person on the other end makes all the difference. Swallowing a communication form of stage fright may make the difference between a positive experience where everything gets done quickly and a slow moving one filled with frustration and miscommunication.

These ideals go beyond just working in retail – they work in everyday business as well, no matter your line of work. Customer service isn’t just about the customer; it’s about the people around you and the environment you create. A positive environment creates positive results. And it’s pretty difficult not to be positive around cartoons.

Thanks, Bugs Bunny.

Tiffannie Bond is the media relations specialist at Imagine Marketing.
Contact Tiffannie at tbond@imnv.com

Contestant implements marketing techniques to come out on top

Currently I'm watching “The Great Food Truck Race,” a reality show that pits gourmet food trucks against one another as they travel from city to city. Each week, the team with the lowest profits is sent home.

Nom Nom Truck caught my attention after winning the first two weeks with profits nearly double those of the second place team. Not knowing how delicious the food produced by any of the trucks is, though I imagine it's all mouthwatering, I began deducing other reasons for their success.

The owners of the Nom Nom Truck are business school graduates, and their savvy and understanding of marketing shows in their results. On the show I've noticed two things making a big difference for them.

1) Media Relations. As the team approached its next destination, Santa Fe, NM, they got in touch with a local paper and were able to get a mention in it that the "famous" Nom Nom Truck would be in town for the day. The soon-to-be fans came in droves, overwhelming the truck. A second truck tried to piggyback off Nom Nom Truck's newspaper mention and set up shop right next to them. But it was clear the patrons were there to try out the truck they'd heard so much about and showed no interest in the other truck, which ended up being the bottom team and going home that week.

2) Graphics. Nom Nom Truck has created a visually pleasing brand that they consistently implement into all of their materials. They use a bright yellow and green scheme throughout, which is most apparent on their truck. (Other trucks on the show have resorted to remaining white and slapping a logo on the side.) The visual appeal of the Nom Nom Truck draws people to it, curious what it is and what it's offering.

On “The Great Food Truck Race,” the sole thing determining a team’s success is its profits. That may not always be the only measure of success in business, but it does serve as a reminder that, at times, having a great product may not be enough.

Wes Thurman serves as art director for Imagine Marketing.
Contact Wes at wthurman@imnv.com

Talent requires enormous time

Mastery of any skill comes from the vigorous and consistent practice of it and having the opportunity to immerse yourself in it as much as possible. I think that everyone, EVERYONE, has greatness within them.

Greatness is not a thing that is granted at birth, in my opinion. I am a pretty good artist – not great by any stretch of the imagination, but still I’ve often had people say to me, “I wish I could draw like you.” The fact is that if they would have spent the hundreds of hours I have, and still do, drawing or creating art in general, and if they had had the fortune of living in the nurturing environment that saw that kind of creativity as a strength, they would be as good – if not better – than me. I would be hard-pressed to think of a day since I could hold a pencil that I didn’t do something artistic or creative. My need to constantly experiment creatively is insatiable.

In the book “Outliers: The Story of Success,” by Malcolm Gladwell, it is suggested that a big reason for the success of the Beatles was the time they spent playing together as a coherent group in front of an audience. Before ever setting foot in America, the Beatles went to Hamburg as teenagers and played as the house band doing eight-hour sets seven days a week for months at a stretch. This experience must have given them the time and experience needed to discover what people liked and disliked most about their music, allowing them to develop a refined view of their strengths and weaknesses as a group. They put in the time and work necessary to achieve the sounds that made them a success. It’s a thing that is developed not only through hard work, but also by their environment, opportunity and people around them.

Gladwell also discusses a notion known as the “10,000-hour rule,” the idea that any kind of cognitively complex discipline can be mastered almost without exception as a result of logging at least 10,000 hours of intensive practice in that skill. I have always considered talent in any field to be like a muscle. The more you do anything, the more likely you will be to understand the dynamics through trial and error or analysis of the processes. I am willing to bet that the world’s greatest artist – someone who would capture the imagination of millions and produce artwork that inspires leaders of nations to end poverty – is sitting in the untapped mind of a young girl living in poverty without access to clean water, let alone a paint brush or a computer.

If we believe that each of us holds that kind of potential and make the effort to bring it out in one other, can you imagine the greatness we’ll achieve for our future generations? I often use this metaphor to try and explain my ideas on creativity: I see the mind as a huge hall of rooms. Every room contains the ability needed for any particular skill. These rooms exist in all of us. Some of us are born with the doors to some of these rooms wide open. Some are closed and others are locked, but not impenetrable. Gaining greatness in the skill associated with that room requires accessing it first. Then living in it for a very long time. Going forward and helping build a better world for our future generations requires us to tap into our own greatness and live there for a while.

The potential is endless for the person who 1.) understands that they have the ability to do anything they are willing to put the time into and 2.) puts in the time needed to achieve their goals. That coupled with the love and support of the people around them is the best formula for achieving greatness.

Alex Raffi serves as creative director for Imagine Marketing.
Contact Alex at araffi@imnv.com

Five easy-to-use tips to help you keep clients

I know a thing or two about marketing and sales, despite how entertainment media may portray marketing professionals, especially females. My career is a bit more complex than an event planner screaming at subordinates, as E!’s “The Spin Crowd” and the character Shauna Roberts from “Entourage” love to do. It’s scripted for television and the more tension the more it sells.

In the real world, I approach marketing in a holistic way, with attention to detail. My clients expect it as do I. In fact, I consider it my duty to ensure I constantly provide them with big picture marketing insight and action while never forgetting about the details that matter.

Speaking of details, below are a handful of tactics business owners/executives can easily use to enhance their current client relationships while staying sensitive to our current economic budget crunch. And, as we all know, it takes less energy and money to keep and grow a client than it does to find new ones.

Thank your clients for their business – Mail a simple letter to your clients to thank them for their continued business at least once per year. Meanwhile, make certain you periodically thank them via email if you correspond regularly. For instance, write your email as you normally would and simply add: “Thank you for your business.” It’s easy. It’s simple. It makes an impact on your clients. Every time I send letters to clients, they make it a point to tell me how nice it was to receive it and that they’re happy with my services.

Introduce your clients to your contacts – If you’re in the professional services sector, this can be especially helpful to you. One great big happy family is the idea on this one. Clients appreciate feeling valuable, want to meet other people who are valuable and will see you (and your ability to serve as the “go to” connection guy/gal) in an entirely new light. Clients can seek the services you offer elsewhere, but they cannot replace the relationships you help them build with others.

Deliver your clients a treat – A fruit bouquet, a dozen doughnuts, two movie tickets …all are affordable options that will help remind your clients that you are thinking about them and appreciate their business. (I’ve even gifted boxes of Cheez-Its crackers, cupcakes to flower adorned children’s hair clips to clients – whom I consider more as friends over the years.) It doesn’t matter the price tag associated with the gift. Instead, think of it like a typical dating ritual… it’s the thought that counts.

Instead of an expensive client gala, organize small meet-and-greets – Don’t get me wrong. High-end galas have their place with some folks in the B2B industry, but for most, small meet-and-greets can accomplish just as much with less money and time. I have a small group I organize every other month and a 20-person private wine making group I’m a part of that meets six times per year as well. Six months ago my “A-team” coffee group were all strangers, now we invite one another to birthday parties, holiday BBQs and more. Did I mention they all do business together now too?

Share a cause with your clients – Invite your clients to participate in a walk-a-thon or another cause you believe in. I have a coworker that shaves his head every year to raise money in the name of childhood cancer research. (Clients LOVE it.) People naturally want to help and want to be involved – so long as it does not cut into their family and “down” time. Involving them in this way allows them to see a personal side of you, your business and gives them an easy way to participate and build a relationship with you.

*Blog originally appeared at: The Biz-E Gal: Life as a Marketing Pro & Parent

Amber Stidham is the director of strategic planning at Imagine Marketing.
Contact Amber at astidham@imnv.com

Determining who is “deserving” – marketing applications for any situation

A few months ago, I wrote a blog about dog marketing strategies. My grandson and I went to the animal shelter and noticed that the way the occupants presented themselves greatly influenced whether they found a new home.

Recently, it occurred to me that homeless people are the same way. Now, before you get all politically correct on me, I’m not equating dogs with the homeless. What I am saying is that marketing impacts every aspect of our lives. (Of course I’d say that; I’m a marketer.)

As I make my appointed rounds, I always keep a buck or two handy in case I run into a deserving homeless type. (My wife says I’m a soft touch and she’s probably right. But it’s not all altruism. I’m sure I could use the good karma.) How do I determine who is “deserving?” It’s completely superficial, I can assure you.

Here’s a partial list of who gets the nod:
• Anyone with a dog
• Anyone with a crutch (or a limp)
• Anyone with a kid
• Women
• Men in military garb

Now I realize that some of these are just props. But that’s okay. They get extra credit for creativity. And speaking of creativity, I’m also a sucker for clever signs:
• “Time Traveler – Help! Need Money for New Flux Capacitor.”
• “Homeless Jedi”
• “Will Code HTML for Food”
• “Betcha Can’t Hit Me With a Quarter”
• “Will Take Verbal Abuse for $1.00”
• “Out of Luck, Need a Buck” (I love poetry I can understand)

On the flip side, here’s how not to get my money:
• Just sit there
• Look crazy (like you’ll hurt me as soon as I roll down my window)
• Act overly aggressive
• Drink beer
• Have your expensive bike or backpack stashed behind a bush

And here’s how not to get my repeat business (because many homeless folks stake out the same corner):
• Don’t thank me
• Look disappointed
• Reach too far into my vehicle
• Display a sign about needing money to leave town (and never leave town)

I hope I’ve made my case that the basic rules of marketing apply no matter the situation (or even the species). I’d enjoy hearing from you. A dollar for your thoughts.

Brian Rouff is the managing partner at Imagine Marketing.
Contact Brian at brouff@imnv.com

No matter your business, we’re all in the business of sales.

I don’t know about you, but I have a love-hate relationship with professionals whose sole purpose is to sell me something – television, print and radio advertising representatives, online digital video sales people, photographers telling me I need to use their services, trade organizations saying I need to “belong.”

No matter the source, we’re all selling one another something. I spend a great deal of my time wading through sales opportunities as the “gatekeeper” for my clients. It’s an undertaking all its own, but it’s a responsibility I don’t take lightly and the due diligence my clients expect of me and our firm.

Have you ever noticed that good sales people often aren’t thought of as sales people at all? Instead, they’re “friends.” Being a trusted “friend” can be key in successful sales. And, in today’s tough environment, more sales people should become “friends” with prospective clients.

More often than not, I come into contact with some of the most unlikeable sales characters. What makes them un-“friendly” sales people? I’ll let you be the judge.

(All actual incidents took place just this last month.)

Placing an initial sales call on any given Friday afternoon. Unless it’s necessary, I do my best NOT to contact clients on Fridays. No matter how nice of a person I think I may be, I’m likely the last person (i.e. their vendor) my clients want to speak with as they’re wrapping up their week and business at hand.

Placing a sales call to their cell phone, when they’re not immediately available on their office line. I realize our world is more mobile than ever before. However, there is still a professional code of conduct that exists; you must respect the privacy of someone’s cell phone number until you get the “okay” to regularly call it.

Not doing ANY homework. I always try to do homework so I can better recommend to my clients why they should do “this” or “that.” Just like my clients, I’m not receptive to people who call and ask me for money without telling me, specifically, how I (or my clients) may stand to benefit from the investment.

Tardiness. I don’t mind waiting an extra 10-15 minutes for a phone call or for a sales person to arrive at my office – if I know you. It’s an entirely different situation if you called me and are soliciting me for thousands of dollars, and then either no call, no show or stop by 30 minutes later than our scheduled meeting time.

Randomly showing up at the office – and staying for 30 minutes. I get it. Face time is good. I periodically stop by our clients’ offices as well, but a good sales person knows how to strike that delicate balance between quality “face time” and interfering with day-to-day business operations.

Responding to specific questions with rhetoric. All businesses have a specific, strategic message – key phrases and statistics – they want to communicate with clients, vendors and the community. As a marketing professional, I understand that. But if I ask you a specific question about your product or service, please answer it directly. My day-to-day business endeavors are based largely on trust, and if I don’t feel you’re going to give it to me straight, I’ll look for someone who will.

Regardless of my rant, there are still a number of sales “rock stars” out there. People I have thoroughly enjoyed doing business with for more than a decade, although I don’t think of them as sales people at all. Instead, they’re my “friends.” They’re there to lend a helping hand, provide insight when sought after, and keep me in the loop when it concerns their business and industry.

They’re resources I use time and again, and as a result, do business with. They’re “friends” – the best kind of business people who also happen to be great sales people.

Amber Stidham is the director of strategic planning at Imagine Marketing.
Contact Amber at astidham@imnv.com

How a restaurant could have turned a catastrophe into an opportunity

A couple of weeks ago my colleague, Megan Lane, wrote about businesses that have problems dealing with marketing campaigns that are “too successful.” This week, my wife and I experienced that situation first-hand.

One of our favorite local Chinese restaurant chains offered a “2 Entrees for $10” special in honor of its 10th anniversary. When we pulled into the parking lot, I was pleasantly surprised to see a fair amount of vehicles but plenty of spaces still available. Once inside, we discovered why.

Earlier that evening, the promotion attracted so many people, the restaurant shut down its dining room. “The kitchen couldn’t handle it,” was the only explanation the hostess gave us. We could still order takeout, but it would be a minimum 90-minute wait. Sorry, but I didn’t cool my heels that long for Springsteen tickets. There was no apology as we headed for the door (possibly for the last time).

Clearly, this establishment was unprepared for the onslaught of guests and they panicked. Shutting down the dining room was the only “solution” they could come up with when things began to spiral out of control. Cooler heads and a little creative thinking could have turned this into a win for everyone. Instead, I’m sure we’re not the only regulars feeling alienated and disappointed.

Here are a few ideas they could have implemented on-the-fly.

Post a sign in the window – Allowing customers to walk in and get ambushed by bad news was a big mistake. A little advance warning could have softened the blow.

Manager – Where was this guy? He left the staff to do the dirty work – and didn’t even prep them properly. I’m picturing him cowering in the back until closing time.

Apology – A few sincere words could have made a big difference.

Complimentary beverages – For those choosing to wait for take-out, a free cold drink would have been a nice gesture.

Bounce-back coupons – Here was a genuine missed opportunity. You’ve got a room full of loyal patrons (becoming less loyal by the second). Why not print up some home-made flyers giving them a chance to redeem the same special anytime during August? Or the manager could write it on the back of his business card. Oh, wait. See above.

Obviously, in the grand scheme of things, this is a minor annoyance. But one that could have been easily avoided. They’re lucky I don’t own the Mexican food place across the parking lot. I would have passed out coupons to all the upset customers on their way out. That’s guerilla marketing at its finest.

Brian Rouff is the managing partner at Imagine Marketing.
Contact Brian at brouff@imnv.com

Selling yourself through other people’s products

I recently purchased a swimsuit from a Florida-based retailer. I realize we’re nearly halfway through summer already, but it’s Vegas. I figure I still have a good three to four months of use I can get out of my new suit this year.

To my delight, I received my swimsuit by mail this week. Better yet, as a marketer, I was even more delighted to see promotional flyers included in my package, all of which were from outside companies who sold moisturizers, jewelry and ceramic figurines. I tried to resist browsing through the flyers, but to no avail. All flyers were read thoroughly – except for the figurine piece. (Ceramics aren’t my thing.)

The swimwear company, and its partner advertisers, snagged me. They successfully targeted their demographic of 30-something women who somewhat take an interest in their appearance. Therefore, I browsed.

There’s a good lesson to reiterate from my experience, one that is often overlooked by businesses, and that is the importance of knowing your audience and finding partnership opportunities that provide you access to your audience. The opportunities are always there if you look hard enough.

In my case, they got me and got me good. (I expect to receive my moisturizers via mail next week.)

*Blog originally appeared at: The Biz-E Gal: Life as a Marketing Pro & Parent

Amber Stidham is the director of strategic planning at Imagine Marketing.
Contact Amber at astidham@imnv.com

Diversification can save your bacon

During the ancient days of marketing – roughly three years ago – I believed that businesses should focus on a very narrow set of skills, products and services. That philosophy had always served me and my clients well during my three decades in the field.

Recent economic developments have led me to rethink my position. While companies like Southwest Airlines and In-N-Out Burger continue to outperform their competition by concentrating on a few things, I’ve come to realize it’s a potentially risky position for the rest of us mortals.

Here at Imagine Marketing, through a combination of luck, necessity and design, we’ve managed to dodge a whole machine gun full of bullets by being diversified. Diversification means different things to different people. Recently, I read an investment book that said if you put all your money into stocks and mutual funds, even if they run the gamut from small caps to index funds, you’re not really diversified. It helps to be in real estate, commodities, gold and silver, etc. If one or more sectors take a dive, the hope is that another will pick up the slack.

Imagine Marketing, as far as I can tell, is diversified in these areas:

Clientele – Marketing firms that relied heavily on gaming, automotive and construction have seen those large-scale clients evaporate. For good or for bad, we were never a major player in those arenas. Our clients are all over the board: medical, legal, HR, architecture, sports, engineering, financial, retail, education, government, nonprofit, union and more. While some have been hit very hard, others have taken advantage of new opportunities. And we like to think we’ve helped.

Expertise – We’re good at a lot of different stuff. (As Muhammad Ali once said, “It ain’t bragging if you can back it up.”) Some of the areas where we excel include strategic planning, graphic design, copy writing, public and media relations, social media, facilitation, training, public outreach, video production, animation and consultation. Oh, and we’re nice people to work with (if I do say so myself).

Geography – For those of us who have called Las Vegas home for many years, it’s hard to believe that other parts of the country are doing much better than we are. Thanks to virtual-this and e-that, there’s no reason we can’t ply our trade anywhere. Which is exactly what we’ve been doing.

People – Our team couldn’t be more different in personality, temperament, strengths, weaknesses, skills and work styles. Some of us are “shoot first and ask questions later” types, while others process everything, and I do mean everything, through the analytical meat grinder. But together, there’s nothing we can’t accomplish. I wouldn’t want it any other way. You couldn’t have a bunch of people like me, for example, or they’d multitask their way into oblivion.

So diversification has saved our bacon on more than one occasion. Of course, we have to be ever-vigilant about not losing focus. But that certainly beats losing business.

Brian Rouff is the managing partner at Imagine Marketing.
Contact Brian at brouff@imnv.com

Can a marketing strategy work too well?

A few months back, a friend of mine sent me a link to coupon website called Groupon.com, a web-based coupon site that sends deeply discounted local daily deals directly to your e-mail. From coupons for restaurants to family activities, the site seems to offer something for everyone. The only catch for the consumer is that the site sets a minimum of how many people must buy the deal before it is active. And, in my experience involving this site, this requirement hasn’t proven to be that big of an issue.

The deal of the day that hooked me was 20 Bikram yoga classes for $25. Granted, yoga’s not for everyone, but to me it was an awesome deal. I saw value in spending the money and so I did. Since that time, I’ve become an avid follower of this coupon site.

During an economic time when money is especially tight for most all of us, coupon sites like this one are great for consumers. But, do they really work for the small businesses that use them as part of their marketing mix?

A recent article published in Business Week addresses this question head on. According to the article, sometimes it works too well.

Last October, when Philz Coffee offered users of the coupon website Groupon discounted gift cards for in-store pickup, Jacob Jaber, president of the San Francisco coffee chain, figured on a few hundred takers. He got more than 2,000. "I nowhere near projected the amount of people that showed up," says Jaber. "We just weren't prepared for it." He ran out of cards, irritating customers, and says he'll probably stick with word-of-mouth marketing from now on.

What concerns me most on Jaber’s situation is why a company would choose not to use a marketing tool that obviously worked for them – scratch that – worked remarkably well for them? Rather than throw up your arms and go back to employing old strategies that work only some of the time, I recommend learning from the experience, retooling expectations and trying again.

The point of running a business is to be successful at what you do. It’s always surprising to me when I see people quick to run the other way at the first sign of challenge. Every challenge is an opportunity that has yet to be discovered.

As for Groupon.com and other similar sites, they too are learning and retooling their service to better serve customers.

Megan Lane is an account executive for Imagine Marketing.
Contact Megan at mlane@imnv.com

“Are you ready for the pain?”

The fourth grade was no treat for me. I was a skinny kid then (hard to believe looking at me now), debilitatingly shy (again, hard to believe) and a constant daydreamer (which placed me on the low end of average when it came to academics). Compounded by the fact that I was new to Good Shepherds Catholic School in Beverly Hills, Calif., and of course you’d end up with an awkward kid like me, right? As a result, I spent a great deal of my early scholastic career avoiding being picked on. (That's me to the left.)

The only classmate who had a more difficult time than I did was a boy named Steven, who had the misfortune of being nearsighted, a straight-A student and overweight. He just happened to draw more negative attention than I did. Even at an early age, I quickly learned that my best defense against the school bullies was to stay within range of Steven. Who’d want to pick on me when they had Steven nearby to pick on instead?

It was at the tender age of 9, while staying in range of Steven, that an event – one that would teach me a lesson I would never forget – occurred at recess. The school bully, Calvin Coolidge, decided he’d gather a group of boys, including Steven and me, to play a game of circle. It was a pretty simple game. Everyone stood in a circle and, at the whistle, all tried to push one another out. The last one left (usually Calvin) was the winner and dubbed the “boss” of the playground.

I was usually one of the first kids to hit the asphalt outside the circle, and this day was no different. Steven, on the other hand, found a nice position in the center where he stood, immobile and terrified with his arms crossed hoping nobody would notice him. The game progressed quickly. Many scrapes and bruises later, everyone found themselves looking in from the outside of the circle. Everyone, that is, except Steven and the meanest, toughest, most freakishly over-developed boy in the school, Calvin.

In kid terms, Calvin was out for blood. He circled Steven, looking him up and down as he panted, sweat dripping off his face.

“You’re next fatty,” Calvin repeatedly said. “Are you ready for the pain?” Steven steadied himself. “Here it comes,” shouted Calvin. Calvin charged at Steven, bounced off of him and hit the ground as if he were made of rubber. Steven didn’t budge – not even an inch.

This is when something strange began to happen. We all realized that Calvin may have met his match. He continued to try to push Steven out of the circle, but, still, Steven would not budge. My classmates began chanting: “Steven! Steven! Steven!” It was then Steven opened his eyes for the first time since the beginning of the game. As he looked out over the crowd – a sea of kids and a nun – that had gathered to watch and cheer him on, the look of fear quickly switched to that of confusion before slowly shifting to one of confidence. Steven crouched, placing one hand to the ground, faced Calvin, charged and knocked him out of the circle with force. He was victorious.

Steven was the hero of the day, the “circle king,” the center of attention, and stood taller than I’d ever seen him. Actually, we both stood a little taller that day. And although Steven eventually went back to being the “fat kid” others would pick on, he no longer cowered. He faced his tormenters, perhaps not with the dramatic flair he displayed that afternoon in the circle, but enough to where his days at school became much more bearable. I still hung out with Steven at the playground, not because I feared Calvin, but because I respected Steven.

You never know where inspiration will come from. And you never really know what is possible until you muster up the courage to face challenges or people who torment you. Now, whenever I’m faced with a situation that may feel impossible or intimidating, I face those fears and think of Steven and Calvin. I knock the problem out of that circle because that circle is mine.

Alex Raffi is a partner and the creative director for Imagine Marketing.
Contact Alex at araffi@imnv.com

Eliciting response

My entire profession revolves around one goal: eliciting a response from people. If I do it correctly, and that’s what I’m paid to do, the response I receive is the one I wanted – whether it’s the public responding to an advertising message or a news article, or two of my contacts responding well to meeting one another and discovering how they can create a new and fruitful professional relationship together.

Any way you have it, my job requires me to be an expert in ensuring people, many times perfect strangers, answer my calls or make time to meet with me so I can get my message across on behalf of my clients. And you know, after 10 years, I do pretty well at it. Or, at least other people think I do, which is why I’m writing this blog. (Really, someone asked me to write this blog.)

There’s no “trade secret” to how I get things done, but there are a few rules I employ each and every day when it comes to doing business. Perhaps these tips will help you as well.

First, answer the “what’s in it for them” question before you contact a person you plan to ask a favor or make a request from. Nearly everyone you know, or don’t know, will respond more favorably to your requests if you start by telling them why they should care about your needs. It doesn’t need to be a hard sell – just a note to start your conversation.

Second, be clear and brief when making your request. This one’s important to me. Let’s talk e-mail first. Whatever the matter is, make it a self imposed rule that you do not make others dig through 5-6 “pages” of e-mails to figure out what it is you’re asking them for. Why? Recipients don’t enjoy reading them and, to be perfectly blunt, they often figure that if you, the sender, are too “lazy” to craft a brief message that gets right to the point that it’s also highly likely you won’t respect their time responding to your request. Essentially, don’t be a pain in the you-know-what if you’re asking someone else to give you a helping hand.

My No. 1 pet peeve is professionals who send “see below” e-mails asking me to sift through 20 back-and-forth e-mail conversations just to learn a simple fact that could have been stated quickly to get things moving ahead.

Now, imagine the recipient’s reaction when he/she is faced with having to sort through loads of e-mails to respond to a simple request … or a favor? (Not good.) This is a small (yet very large) issue many professionals can improve upon in order to elicit more favorable and quicker responses and, as a result, improve their results. Additionally, many professionals read e-mails from their smart phones, which often do not easily display long e-mails. This means an even longer wait time on your end if you’re seeking a response from a contact.

Part two: phone calls. No matter how passionate you are about your own needs and how much of a priority they are to you, do not leave convoluted voice messages that last more than 30 seconds or earmark them as a “high priority” or an “emergency” unless they are. (Same goes for e-mails.) Be concise, state your case, always leave your name, the time and date you called and repeat your phone number – slowly – two times at the end of the message. Respect their time by leaving a short message and don’t give your contacts an excuse for not responding to your call.

Third, say “please,” “thank you” and while you do it, briefly remind people again why they are responding to your need. These little words work like magic. Also, reminding people about how and why they’re responding to you maintains focus on your specific needs and shows them that action and results are being accomplished, thereby eliciting a stronger response and helping you to develop a better working relationship with new contacts.

These are a few basic, easy-to-use tactics that have aided me in moving efforts along in a quick and straightforward manner over the years. I hope you find these few tips to be as helpful as I have.

I invite you to share your own tips with us.

Amber Stidham is the director of strategic planning at Imagine Marketing.
Contact Amber at astidham@imnv.com

Ancient History [10th Anniv. Special Edition]

I first met D.J. Allen, the founder of Imagine Marketing, back in 1997. We both served on the marketing and Heritage Days committees of the Henderson Chamber of Commerce. Committee members have a tendency to “talk a good game” but not produce anything tangible. D.J. was one of the few people who did what he said he was going to do. I remember commenting to my wife that I had met a “sharp young man” – yes, I really talk like that – and I had a feeling we might work together someday. I’m not exactly known for my psychic abilities, but that was a good call.

At the time, I owned a small Henderson-based firm called In-House Advertising (because it originally started in my house). D.J. worked for the now-defunct “Henderson Home News,” managing the display advertising department and, if memory serves (which it sometimes doesn’t), doing a weekly sports column. I had begun writing novels on the side and, in the back of my mind, started toying with the idea of selling my ad biz. D.J. seemed like a logical candidate. Over the next couple of years, we kicked this idea around over a series of lunches. We may not have accomplished much, but we always ate well.

Of course, things don’t always work out exactly the way you planned. Rather than buying me out, D.J. decided to open his own company and bring me in as an occasional consultant. My first advice involved what to name the new venture. I recommended going with marketing instead of advertising (“advertising” being too limiting), and not to name the business after himself (so it wouldn’t be too closely identified with one person). He cooked up “Imagine Marketing” on his own. I like the name; it accurately captures his vision of creating a different kind of firm. I know everyone says that, but we really mean it. (Honest.)

In 2000, D.J. ran Imagine part-time out of his house while still keeping his day job. In early 2001, he called me to say he was ready to jump in with both feet. We met for a really long lunch at Charlie Holder’s on Boulder Highway, where we scribbled our ideas down on napkins and placemats. I’m sorry I didn’t save those for the Imagine archives.

I won’t go into all the milestones (we’ve put together a timeline for that), other than to say that, slowly but surely, I got more and more involved with the Imagine team. In 2005, our companies officially merged and I became a partner. In 2008, D.J. – a huge sports fan and UNLV alum – got the once-in-a-lifetime opportunity to handle the marketing and PR for Coach Lon Kruger and the Runnin’ Rebel men’s basketball program. To make this happen, he asked me to manage the day-to-day operations at Imagine. So he went off to live the dream. And I took over the corner office.

It’s been a challenging couple of years for us (as it has for everyone). Almost immediately, the economy went south and Imagine had to reinvent itself to better serve our clients. I’m proud of what we’ve accomplished. In my three decades plus in this business, I’ve never worked with a smarter, more dedicated group of professionals. They’ve answered every challenge with a remarkable team spirit that is truly contagious. As we enter our second decade, we’re a stronger organization, with our team and our capabilities fully-intact, and with big ideas for the future.

As for me, this is my last hurrah in the marketing game. When I finally get to ride off into the sunset, it will be with a sense of knowing that I was part of something very special. And that makes me a lucky guy.

Brian Rouff is the managing partner at Imagine Marketing.
Contact Brian at brouff@imnv.com

20 Lessons from the Past 10 Years [10th Anniv. Special Edition]

There are a lot of things we have learned over the past 10 years. If you don’t mind, we would like to use this platform of the 10th anniversary celebration of Imagine to share 20 of those lessons:

1. Stay patient, stay humble.
2. “Cash” and “flow” are the two most important words in business.
3. Tragedy plus time equals comedy.
4. Success is a process – not an event.
5. When in doubt… more white space.
6. Every meeting is a sales meeting.
7. Don’t hire new employees – recruit them. (Poor hiring practices are the No. 1 mistake made by most businesses.)
8. Crave partnerships. If I want to help you as much as you want to help me, we’re going to make magic happen.
9. If you surround yourself by people better than you, you can all accomplish great things.
10. Write thank you notes.
11. Read Socrates and Franklin. (Those cats knew what they were talking about.)
12. Be the One.
13. Marry up.
14. Seek good coaches to help you in life.
15. Don’t give the people closest to you the remains of your day. (Thanks, Rick.)
16. Sometimes saying “No” now is better than saying “I’m sorry” later.
17. We’re all special needs kids. After all, we all need love.
18. Make plays for your teammates.
19. Become comfortable with being uncomfortable. (Thanks, Rick. A different Rick.)
20. Imitate Jesus.

To all of those who have supported us throughout the years, thank you. It has meant more than you will ever know. Peace.

D.J. Allen is the founder/head visionary of Imagine Marketing.
Contact D.J. at dallen@imnv.com

42 [10th Anniv. Special Edition]

Imagine marketing is a place I have dedicated myself to for the last 10 years. Collectively, we have always thought of and treated Imagine as more than just a place to work. We put into our company what we put into life.

I’m proud of what we, as a team, have accomplished over the years and of the people who call our firm their professional “home” as well. I’m proud of the caliber of clients we have and that we have survived a brutal economy with dignity and perseverance tempered from the hard work of some of the best people I’ve ever had the pleasure to know. I truly believe the people at Imagine Marketing get “it.”

But what is “it” really? What is the purpose of “it” all? Why do we come to work every morning?

In the hilarious book titled, "The Hitchhikers Guide to the Galaxy," authored by Douglas Adams, there is a moment when a famous question is posed: “What is the answer to the ultimate question of life, the universe and everything?” After inputting the question into a super computer, the answer that was provided was “42.” The computer, noticing the confusion its answer caused the people, explained further to say that the true problem is that nobody really understands the question. Hence, the reason they also did not understand the answer.



I think I’ve found the right question. I’ve listed the process I went through to find the correct question to the meaning of life below.

1) Are you happy?
2) Do you laugh daily?
3) Are you loved by someone?
4) Do you love someone?
5) Are you challenged daily?
6) Are you proud of your work?
7) Are you proud of your choices?
8) Can you trust the people around you?
9) Can you solve problems?
10) Are you contributing to the life of others?
11) Are you a good person?
12) Are you doing your best?
13) Are you teaching?
14) Are you learning?
15) Are you part of the solution?
16) Do you have empathy?
17) Do you try to make a difference?
18) Do you make time for yourself?
19) Do you hold the door open for others? (Symbolically and literally.)
20) Do you try to experience other cultures?
21) Do you try to surprise yourself?
22) Do you wonder why things are the way they are?
23) Do you work to live, instead of live to work?
24) Do you do things that are hard?
25) Do you tell people what you like about them?
26) Do you allow yourself to have your mind changed?
27) Are you able to manage your ego constructively?
28) Are you brave enough to try to understand the pain of others?
29) Have you ever helped a stranger?
30) Have you ever attempted to create art?
31) Have you ever shed tears of pride and joy?
32) Do you appreciate what you have, no matter how little?
33) Have you ever expressed your true self to anyone?
34) Have you ever stood up for someone who needed help?
35) Have you ever forgiven an enemy?
36) Have you ever given help anonymously?
37) Do you ever make time to notice something beautiful?
38) Do you try to improve the lives of those around you?
39) Do you listen?
40) Do you see?
41) Do you lead by example?
42) Do you share what you’ve learned?

Finally, I think that the real question to the answer of life, the universe and everything is this.

How many of these questions can you answer “yes” to? If your answer is “42” then you’ve figured out the answer already.

We will continue to do our best in work and life in the years to come. We hope you will join us on our journey. Thanks for an amazing decade. Here’s to many years of success in the future.

Alex Raffi is a shareholder and the creative director for Imagine Marketing.
Contact Alex at araffi@imnv.com