Concept:  Merchandising is the promotion of products while marketing is the promotion of an experience. The biggest mistake I see in sales pitches and corporate campaigns is the promotion of product features.

Rick Davis

Case Study: Domino's Pizza made a brand based on the promise of "30-minute delivery guaranteed or it's free."  They encountered problems with this promise, most notably accidents that occurred due to drivers striving to fulfill the promise.  So Domino's abandoned their brand completely and has lately been promoting the amazing pizza crust that they developed in laboratories over a three-year test period.  Yum....sounds exciting to consider a chemical lab tinkering with a formula for pizza crust when the world has been rife with delicious recipes for years. 

Meanwhile, Jimmy Johns has taken the lead in fast delivery. Very fast. Comically fast. See an old man hearing his doorbell ring as he hangs up the phone while ordering and asks the delivery man, "What took you so long?"  Listen to the radio spot where the state trooper pulls over the Jimmy Johns' delivery man and ultimately challenges him to a race. The delivery man is certain he'll win the race, noting that the trooper drives a 454 hemi-equipped Cougar while the delivery man is on a ten-speed.  Funny.  Impactful.

It's not just that Jimmy Johns is targeting the obvious competition of Subway, Pot Belly, or Quiznos. Jimmy Johns gets that they are competing against all home delivery of meals including sandwiches, pizza, Asian, otherwise. I don't know if Jimmy Johns makes good food or not, although I do know Subway serves sandwiches on cardboard bread and Pot Belly or Quiznos heated sandwiches will be cold by the time they are delivered.  So, although I don't order fast food delivery, I would first order Jimmy Johns if I did.

Application:  Stop selling the products and empty promise of "good service." Tell your clients what they should tangibly expect when they do business with you.  If it ain't different from your competition, then you won't be remembered. Forget the merchandise. Sell the marketing promise.

NOTE: If you need help writing copy for your website or promotional tools, please feel free to schedule a dialogue. It's a service I frequently provide clients and a promise that I WILL help you differentiate from your competition.

Our thanks to Rick Davis for this tip. You can contact Rick at:

rickdavis@buildingleaders.com

www.buildingleaders.com 

773-769-4409  

Ohio Senators Propose LEED Ban...   

Source: Eco-Building Pulse, November 8, 2013

The Seven-Year Itch... It's getting harder and harder to find reasons why the U.S. economy is screwed, blued, and tattooed. But experts keep trying; one new study even claims homeownership is destroying Western civilization. The LBM channel actually does have a serious problem, though: As housing recovers, eventually you're going to need fresh talent-and after seven years in the dumps, the pipeline is bone dry. Read more.

Source: Greg Brooks, Building Supply Channel, Inc., November 19, 2013

Small Business is Divided Over Hiking the Minimum Wage... Raising the federal minimum wage to $9.50 would be bad for small businesses, yet almost half of small business owners support a hike, according to a new survey of about 600 owners published today by Wells Fargo and Gallup. Read more.

Source: Bloomberg Businessweek, November 21, 2013

Permits Hit the Million Mark... After a delay of several weeks in the aftermath of the government shutdown, the U.S. Census Bureau has finally released building permits data for September and October - both show strong growth. Read more.

Source: Home Channel News, November 26, 2013

Unauthorized Raises for Department Heads in Arkansas... It appears it pays to be at the top of the food chain in state government. Literally. During the 89^th General Assembly in the spring of 2013, the state legislature authorized a 2% COLA (cost of living adjustment) for state employees. But it appears someone else has authorized larger raises for 49 department heads and executives in state government. Read more.

Source: State Senator Alan Clark, November 26, 2013

You've Just Fired Someone. Now What? If you have employees, it is almost inevitable you will have to fire someone someday. What do you do with the rest of the workforce after you have freed up the future of an employee who was not a good fit for your company? Read more.

Source: Remodeling Magazine, November 22, 2013

Try this quick True/False test to see how much you know about proper lifting techniques and back safety.

1)    Using just fingers to grasp the load gives better control and grip for lifting.

2)    Stand with your feet apart and away from the load for more stability and lifting maneuverability.

3)    Back pain accounts for a major portion of all recorded absences from work.

4)    Back pain is the third leading cause of physical limitation and disability.

5)    Using the legs and back equally for lifting is the most efficient and least damaging method.

6)    Having someone help you lift something can create awkward and inconsistent lifting techniques, which can cause accidents.

How did you do? Did this quick quiz reveal a need for more information on back safety and preferred lifting methods? Federated's Packaged Programs, Back Safety #1 and Back Safety #2, were created for clients to inform and remind their employees of the importance of keeping their backs healthy. Call the Risk Management Resource Center at 1-800-838-1760 for ordering details.

This article provided courtesy of Federated Mutual Insurance Company, your association's recommended insurer.

"Gratitude is not only the greatest of virtues, but the parent of all the others."

~Sir Winston Churchill