The other day I was listening to some radio spots produced by a marketing/PR company in Utah. These people have really generated some good stuff. The spots are undeniably creative and loaded with off-beat and often deadpan humor.

Right up my alley.

Picture yourself driving along some highway in Utah and this comes on the radio - Pair Pass.

I didn’t realize it at first but my 18 year old daughter was nearby and listening. I told her these ads were done by Crowell Advertising of Salt Lake City. We were getting quite a kick out of them.

After I played four or five spots, she asked, “Is everyone in Utah this funny?”

I said, “I have no idea. I don’t know very many people from Utah!”

I had visited the Crowell web site before - strictly for entertainment purposes - but now they’ve added more material so there’s an even better cross-section of their work.

With billings reportedly reaching $26 million, the Crowell team has earned some serious bragging rights - yet they seem quite content to take self-depreciating jabs at themselves instead. I’ve got a feeling taking yourself too seriously at Crowell is as forbidden as putting thumb tacks on the bosses chair.

I rather enjoy the work these folks are doing and apparently they have a lot of clients who feel the same way. Just breezing through their site gives you a good feel for their innovative style and maybe… just maybe… a peek into their corporate culture.

Want a quick lesson in marketing? Give them a visit.

And, by the way, I know what you’re thinking… and you’re wrong. Just because my name is Crowell doesn’t mean… well… here’s my official, 110% honest disclaimer.

I am not (nor is anyone at Impact Hollow.com) in any way, shape or form, involved with, associated with, or connected with Crowell Advertising. I have never met with or talked to anyone at Crowell Advertising, and frankly, I’ve yet to even visit Utah. For that matter, I’m not related to Elmer Crowell the famous decoy maker, Rodney Crowell the famous country music singer/song writer, Germane Crowell the famous football player… and I’m not even from Crowell, Texas. 

Just visit the Crowell Advertising site and have some fun. For crying out loud, you’ve earned it.

© 2009 All rights reserved. This material may be republished provided credit is given to the author and ImpactHollow.com.

It’s really against my better judgment to publish this article. You’ll understand why in a moment - but I’m going to do it anyway because there is a really solid lesson to be learned from it.

Take a look at the picture below. It’s from the Record Journal, a daily newspaper in Meriden, Connecticut. The accompanying article featured the usual coming of spring stuff, analyzing the local ice cream scene.

The photo’s background is over exposed but regardless, do you see anything inappropriate there?

How about the ice cream sundae called the "Fudgepacker"?

If by chance you don’t know what the term "Fudgepacker" refers to, good for you. Stop reading. You’ve kept a good distance from the gutter and you should be congratulated. Let’s not ruin it.

For the rest of us, let’s take a closer look.

I’m guessing the owner of this ice cream store was either trying to be funny, thought he was being clever, or had some deep rooted desire for his business to fail. Probably the latter.

In the photo, some smaller print gives a little more detail about this ice cream dish. If you can’t make it out, it says, " Two heaps of soft ice cream and one L-O-N-G banana… gobs of fudge”, etc.

From a marketing standpoint this was one of the stupidest ideas I’ve seen… ever. How it got into a mainstream newspaper is another question. Somebody call the editor of the Record Journal and see if he (or she) was on some kind of hallucinogen.

The ice cream shop was known as the "Frozen Palette". It was located on North Colony Road in Meriden. Probably the biggest question here is - just who were they trying to marketing to?

Would you take your kids to an ice cream store that offers a sundae named after a slur or derogatory term referring to a#%& sex?

And then to have it appear in your local newspaper? Wow! Why not just throw yourself off a cliff? Clearly it was some kind of business death wish… and it worked. Frozen Palette went out of business a little while after this article ran. Today it’s only claims to fame are the Record Journal article and this ImpactHollow.com post.

Anyway, the picture, as poor as it is, was taken by Record Journal photographer David Bruneau. The article was written by reporter Stacy M. Calcagni. The ice cream entrepreneur in the picture is Sebastian Paguni, Jr. Congratulations to all for providing the rest of us with a really valuable lesson. A first-hand look at a real public relations train wreck.

The moral of the story? Guard your business reputation. Worry about it. Your every word and every action is sending a message. It’s not something to be taken lightly.

© 2009 All rights reserved. This material may be republished provided credit is given to the author and ImpactHollow.com.

Since the 1980’s Disney has been universally recognized and praised as a leader in “service through people”. Nobody seems to work at it harder, and few have reaped greater rewards for their efforts.

Like Disney, if you are serious about driving your business somewhere well beyond average and ordinary, I’d suggest you pick up a copy of  Creating Magic by Lee Cockerell. It’s an inspiring read that advocates Disney’s participation style management and with fewer than 300 pages, you won’t have to devote an inordinate amount of time reading  it.

Lee is the retired Executive Vice President, Operations, Walt Disney World Resort. Frankly, anyone who has his own window above the shops on Main Street U.S.A. must have made a giant contribution to Disney… and that Mr. Cockerell has.

Creating Magic gives everyday entrepreneurs a road map to personally developing the leadership qualities necessary to build an effective team and deal effectively with clients and customers.

My copy of Creating Magic is an early, unedited proof so the final version may vary slightly, but I couldn’t put the damn thing down. I found it fascinating, informative and it turned me into a real Lee Cockerell fan.

Lee has a blog that I visit regularly. There, he posts messages and quotes that always seem relevant and, I admit, inspirational. There’s an audio clip you can listen to while there.

Perhaps what I like most about the guy is that he’s the real deal – not some guru wannabe. He’s been there – done that. He comes across honest, sincere, humble and brilliant… in a common sense kind of way. The really good news here is that all this material is directly applicable to your business… and mine.

The book is somewhat based on the principles taught at the Disney Institute and while attending the exclusive three or five day institute programs is costly (as in thousands of dollars), Creating Magic can be had for $16.47 at Amazon.

Maybe it’s just me, but anytime a company that spends millions on leadership development offers their secrets and proven formulas for $16.47, I’ve got my credit card fired up and ready to go.

It’s also interesting to note that many business owners have purchased copies of Creating Magic for their managers. After you read this book, you’ll understand why.

© 2009 Charlie Crowell All rights reserved. This material may be republished provided credit is given to the author and ImpactHollow.com.

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Ever since the movie Wall Street was released in 1987, there has been  an ongoing (and usually lopsided) debate about greed.

In the movie, investor and inside trader Gordon Gekko, played by Michael Douglas, gives a speech to the shareholders of a money-losing company called Teldar Paper.

Gekko says, “The point is, ladies and gentlemen, that greed – for lack of a better word – is good. Greed is right. Greed works. Greed clarifies, cuts through and captures the essence of the evolutionary sprit. Greed, in all its forms – greed for life, for money, for love, knowledge – has marked the upward surge of mankind. And greed – you mark my words – will not only save Teldar Paper but that other malfunctioning corporation called the U.S.A.

As politically incorrect as it may be, especially in these times of economic peril, Gekko was absolutely right.

American Heritage Dictionary defines greed as “an excessive desire to acquire or posse more than one needs or deserves, especially with respect to material wealth.”

What a ridiculous definition! Right off the bat it raises more questions than it answers.

What constitutes an “excessive desire”? Excessiveness to one might be woefully inadequate to another. Who gets to make that call?

And who gets to decide how much one “needs or deserves”? Last time I looked, we were still operating as a free-market system where, for the most part, people are rewarded in direct proportion to their contribution.

The truth is, we are all greedy. It’s human nature. You might not like the word but it fits. By being greedy (in other words, going after what you want) you’ll do more for the human race than in any other way.

Why? Because the only way you can get what you want is by providing some sort of valuable product or service to others. And the more you want, the more intensely you’ll have to work to get it - the greater will be your contribution. That’s how it works.

Greed is good. It’s as good as the ability to provide for your children – as good as the doctor’s bills it pays – the education it provides - the safety and security it affords - the dreams it fulfills – the jobs it creates – the taxes it pays – and it can also enable you to help others who are perhaps less ambitious, or,  for whatever the reason, unable to help themselves.

Now, to be sure, greed has a dark side. Gordon Gekko was, after all, a villain. Once you enter the realm of illegal, immoral or unethical behavior, then greed takes on a whole different meaning.

But for most of us, greed gets us out of bed in the morning and provides much needed direction in our lives. Going full tilt after the things we want is very healthy indeed. And it has lead to most of the great creative and innovative strides of mankind.

So get good and greedy – for lack of a better word. It’s a necessary step toward accomplishment.

And, by the way, a sequel to Wall Street entitled Money Never Sleeps is currently in the works. It looks like Michael Douglas is returning as Gordon Gekko… so I guess the debate will continue.

But at least now you know the truth.

Do you agree or disagree?

Have an opinion or comment?

We’d love to hear your thoughts!

Copyright 2009 ImpactHollow.com. The information contained in this blog may not be published, broadcast, rewritten or otherwise distributed without the prior written authority of ImpactHollow.com.

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Let’s face it. Today it’s all about communicating. Whether it’s in print, online, video, audio or in person, how well you communicate will play a big part in your success. What the heck. Get real good at it and you might get elected president.

 So here’s our tip of the day. Seeing how great writing is an acquired skill, you simply need to do more of it. The best way is to keep a journal.

Sounds like work? It’s really not.

It’s truly amazing how fast writing skills develop with a steady diet of practice. Contrary to what many wish was true, great writing can’t be faked, borrowed, bought or stolen. There are no quick fixes and no miracle books or programs that will do the trick for you. Like any skill worth having, it takes practice.

Keeping a journal is time well spent and serves many purposes… and it’s easy. It’s about the easiest form of writing there is. No research, no worries about spelling, punctuation or grammar. You simply write off the top of your head. And it can be done in just a few minutes whenever it’s convenient for you.

You can make entries daily or maybe a few times a week. You’ll be amazed how quickly you have a full-fledged book of your thoughts, experiences and life.

 Personally, I recommend you use a hardcover journal rather than sit at your computer and do it. Write it out by hand. It’s more personal that way and you can do it anywhere – while watching TV, waiting for the kids to get out of the orthodontist office, on vacation, literally anywhere, anytime.

 You can get a blank journal at any bookstore. They range from expensive leather bound show pieces to modest five dollar versions. Then leave it where you will see it regularly.

Putting your thoughts on paper can really be fun and it forces you to reflect a bit on how things are going. And it really is a leisure activity. Kick your shoes off, put your feet up and write.

 And then consider this. Imagine a long lost uncle suddenly called to tell you he has your great, great, great, grandfather’s journal from 1860. How fascinating it would be. What interesting, rich details you’d discover in such a book.

 Well, your journal could play the same role generations from now. Your life is more interesting than you might think. In the meantime, you’ll be developing really valuable, conversational communicative skills that will serve you well for years to come… and those skills just might make you rich.

by Charlie Crowell

A while back I wrote a piece about Stew Leonard’s, the world’s busiest dairy store. This is sort of a follow up to it. To say that ”Stew’s” is innovative and creative might be a gross understatement… but the store wasn’t always the fun filled, imaginative place it is today. The business had a rather humble beginning. It wasn’t until they adopted the “How can we better serve our customers” philosophy that things seem to really get going.

I was up in Connecticut recently and stopped at the Stew Leonard’s in Danbury. I took these pictures because I wanted to show you why “Stew’s” is sometimes called the Disneyland of dairy stores.

It wasn’t particularly busy when I was there because it was late in the evening… but things were still humming along.

Keep in mind that the characters in the photos are animated. They move, dance, talk and sing. The songs are cheerful Stew Leonard songs. A little corny but no one is complaining. During any visit you will see kids memorized by these performing farm animals and products.

But even this doesn’t tell the whole story. There’s a little matter of great service, enthusiastic employees, and a super line-up of products and services. No wonder marketers and operations people fly in from around the world to partake in this phenomenon.  

Do you agree or disagree? Have an opinion or comment? We’d love to hear your thoughts!

Copyright 2009 ImpactHollow.com. The information contained in this blog may not be published, broadcast, rewritten or otherwise distributed without the prior written authority of ImpactHollow.com.

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Would you like to submit an article for publication at ImpactHollow.com? If you have marketing or business operational expertise you’d like to share with other business owners, how to’s, or general business-related articles, please feel free to send them our way. We’ll be glad to consider them. Email Chescrowel@aol.com

by Charlie Crowell

This is part of an ongoing discussion about promotional vehicles. The core question is - Should your business have one?

The answer isn’t simple. We say, definitely maybe… but probably not.

We’ll dig deeper into this topic later but today I thought we’d take a quick look at what could be called “extreme promotional vehicles”. These are cars, trucks and even buses that are so dramatic that they become minor attractions in their own right.

When people start taking pictures of your vehicle and want to be photographed with your vehicle, you just might be on to something.

Here are a couple examples – the first being a Hummer wrapped in cartoon characters. If you don’t recognize any of the characters it’s because they are seen on Teletoon, the Canadian kid’s network. 

Then there is the Disney Vacation Club bus used at the Walt Disney World Resort in Florida. What Disney did was take an old 1937 White bus (White was the name of the company that manufactured the bus), restored it and slapped the DVC logo on the sides.

It’s an interesting old bus with a history. Hundreds of these things were built for the national parks out west. Often called Yellowstone buses, the top was canvas and could be rolled back allowing tourist to stick their heads out for better viewing of mountains, geysers, canyons and wildlife.

 Anyway, Disney modernized their bus, updated the drvetrain and, of course, added air conditioning.

It’s an example of a promotional vehicle that is so unique that pictures of it can be found in personal photo albums around the world. People are just attracted to it.

The bottom line here, as it applied to your small business, is this. Will a promotional vehicle actually help you sell more of your products and/or services? Is it worth the expense? Will you get a decent return on it? Will the return be measurable? And finally, could the money be better spent in other, more lucrative areas?

Tough questions that should be applied to any expenditure.

 Do you agree or disagree? Have an opinion or comment? POST IT!

Copyright 2009 ImpactHollow.com. The information contained in this blog may not be published, broadcast, rewritten or otherwise distributed without the prior written authority of ImpactHollow.com.

Submit An Article for Consideration!
Would you like to submit an article for publication at ImpactHollow.com? If you have marketing or business operational expertise you’d like to share with other business owners, how to’s, or general business-related articles, please feel free to send them our way. We’ll be glad to consider them. Email Chescrowel@aol.com

by Charlie Crowell

If you could sit down with your customers and ask them to bare their souls, and really tell you what they think about your marketing efforts, you might hear something like this;

“I am not a target, I am a person. Don’t market, communicate.

I don’t like to buy from businesses; I like to buy from people.

I dislike companies for the same reason I dislike people.

Stop bragging – it’s disgusting.

Why is your marketing voice different from your real voice?

Tell me what you can’t do too. Your product isn’t everything to everybody.

Stop with the arrogant, selfish inflated claims!”

Every marketing department in the world - and every copywriter - should have those words pasted to their computer screens.

There is so much silly, over-blown hype in advertising today that it truly is “disgusting”… and insulting. Part of the problem is that too many copywriters think it’s their duty to sensationalize products and services rather than simply communicate with people.

And, what business owners don’t realize when they approve this nonsense, they are degrading their business, they look desperate, and most people see right through the whole mess anyway.

It’s really no different than some arrogant, know-it-all neighbor or sister-in-law trying to force their opinions on you. You avoid them for the same reason that you avoid businesses with that behavior.  They insult your intelligence. They are often so wrapped up in themselves that they can’t possibly be looking out for your best interests. They are self-serving, self-centered and self-absorbed… and it shows.

The quote above, by the way, came from a speaker at the Marketing Sherpa Email Summit & Expo held in Miami. I managed to get the quote on paper but missed the speaker’s name, for which I apologize.  

Anyway, I had never heard anyone speak on the subject, from the customer’s point of view, quite so clearly. That single thought provoking quote was worth the price of admission… and now you got it for free.

 Do you Agree or Disagree? Have a Comment? POST IT!

Copyright 2009 ImpactHollow.com. The information contained in this blog may not be published, broadcast, rewritten or otherwise distributed without the prior written authority of ImpactHollow.com.

Submit An Article for Consideration!
Would you like to submit an article for publication at ImpactHollow.com? If you have marketing or business operational expertise you’d like to share with other business owners, how to’s, or general business-related articles, please feel free to send them our way. We’ll be glad to consider them. Email Chescrowel@aol.com

How I Turned $2000 into $150,000… seriously!

By Charlie Crowell

     These little buildings were added to our old ice cream store in our never ending effort to differentiate ourselves from the competition. This was just part of our overall plan but I’m pleased to say, it worked. 

     The buildings were constructed by a local carpenter in Cheshire, CT at a cost of $2000. I had drawn up the concept, giving our handyman a good idea of what I wanted – he took it from there.

     He showed up one evening with the buildings on his flat bed trailer. It was a busy night and getting the structures inside was a bit of a challenge. The carpenter had built them separately so they would fit through a picture window opening once we removed the glass.

     The houses were slid into position, bolted together and the washable paneling on the inside installed. With that, the carpenter’s work was done but even before he left, kids were already exploring the new habitat.

     There was still more work to be done however. That night, after we closed, I primered the buildings. The next night I painted them, installed frosted windows and installed some lighting upstairs.

     The buildings were an immediate and ongoing hit and I admit, I felt like Walt Disney, only on a minuscule scale. Kids never tired of the buildings, and they never stopped wondering who lived upstairs. Around this time of year, we had Christmas carols coming from the second story which further convinced little kids someone was up there.

      Our ice cream store had originally been a Carvel franchise. One of the joys of breaking away from Carvel was that we could get as creative as we wanted.

     And yes, I was subjected to criticism when I first announced the plan for these pint size houses. My own wife thought I was being an idiot. But that’s part of the fun. When people start ripping your ideas apart, you know you’re onto something.

     In the end, the buildings cost $2000 to build but we estimate they brought in somewhere around $150,000 in revenues from the time we introduced them until we sold the business three years later.

     Which brings us back to the title of this post – “Creativity – A Great Substitute for Cash!”

     Most small businesses don’t have the financial strength to compete with the big guys, but creativity can level the playing field in a hurry. How’s your creativity doing?

 Do you Agree or Disagree? Have a Comment? POST IT!

 Copyright 2008 ImpactHollow.com. The information contained in this blog may not be published, broadcast, rewritten or otherwise distributed without the prior written authority of ImpactHollow.com.

Let’s face it. Being a teenager isn’t always that great. Their world’s are constantly changing. They are going through some serious physical and emotional changes, they are subjected to pressure from peers and many are from single-parent homes or homes where both parents work. Plus they are bombarded by unrealistic and often bizarre media imagines that can exercise great and damaging influences on them.

To a large degree, being a teenager means being a walking, talking contradiction. They see themselves as staunch individuals, yet they cling to their social groups so tightly that they dress alike, talk alike and behave alike to the point that individuality seems nonexistent.

Teens naturally like to learn new things but they resist being taught - another contradiction. They see being taught job skills as unnecessary, boring or embarrassing.

They also fight for independence - but at the same time demand to be taken care of.

Physiologist agree, teens can get bored easily, have freightingly limited time perspective, can be subjected to mood swings and are often victims of that relentless peer pressure.

As employees, they can range from problem laden disasters – to helpful, hardworking, dedicated assets to your business.

For best results, start at the beginning – the interview.

Fortunately, teens aren’t anywhere near as sophisticated as more seasoned job hunters. They are not as good at telling you what you want to hear.

Hit them with questions that will give you indications about their work ethic. Find out if their parents are supportive about them working. Ask them if any of their friends have jobs. Ask them about school activities. Such involvement is usually a good sign provided they have enough time to actually work. Good grades tend to be a positive too.

Then let them know the job requires some sacrifices and that they will have some learning to do. If you have a dress policy – explain it up front. Teens can be pretty sensitive when it comes to what they wear (which goes back to that not-so staunch individualism mentioned above).

The goal here is not to scare them away. It’s just that by hiring them, you are entering into a relationship. All relationship can be tricky so you want to stack the cards in your favor to insure it works.

Probably the greatest leap forward for any small business toward making the teen employee work experience successful is to write out the questions you need to ask during an interview. Don’t rely on memory. Take the whole process seriously. Write down 20 or 30 penetrating questions and use them when talking to these kids. It will be endlessly helpful. The little bit of time required to do this will pay big dividends.

Copyright 2008 ImpactHollow.com. The information contained in this blog may not be published, broadcast, rewritten or otherwise distributed without the prior written authority of ImpactHollow.com.