Proposal Points to Consider

Proposals are more likely to result in elimination than winning. Sorry to say, but your prospects are going to be looking for losers first in a process that starts with a request for proposal (RFP). Let’s face it, it is a challenging economic environment and the buyers have an advantage now. If you must submit a proposal, think about winning strategies for putting your best foot forward. Remember the reviewers are looking for losers more than the winner in the opening round.

Just because you can doesn’t mean you should respond to a request for proposal. You need to have a GO/NO GO decision criteria. Sometimes an off-the-shelf response is okay but most of the time it makes sense to ask: What is specific to this project that we should include in our response?

Consider an executive summary. Take the time up-front to plan your strategy.Take the time to make it shorter. It takes more time to write shorter and more efficiently.” Mark Twain said “I didn't have time to write a short letter, so I wrote a long one instead.”

The number one reason for not winning is inadequate knowledge of the customer. 80% of wins are, at least in part, a result of a previous relationship. So don’t wait to learn about the customer and the specifics of their needs. It could be too late. Studies have shown that odds of winning increase with the number of people involved. So get people in your company involved in responding to proposals.

The average cost of preparing a proposal (in the construction field) is around $2,000-$4,000 per million bid. You need to quantify the costs. Your response to an RFP is for a client to BUY THEIR PROJECT not your capabilities. This is important to remember. A lot of companies fall into the trap of trying to tell te reader how great they are. They say things like: “We can deliver safely, on time and within budget. These are the things your competition will be saying too. How will you differentiate yourself?

Happy Hunting.

12 Reasons Why Marketing Has Lost Its Dazzle.

The marketing profession has lost some of its mystique lately. If you take the time to read this list, you probably care about marketing and allied professions that include product, brand, advertising, public relations, communications and business development. Here are a dozen observations I offer as contributing the new realities of being a marketer.

1. Media is not about mass marketing anymore. In fact, success stories from Lady Gaga to political elections are living proof that it ain’t about buying primetime TV anymore. To move people you need to think about grass roots and social media.
2. Advertising Agencies have lost their grip on clients. Mad Men are no longer cornering the market on unique selling propositions and brand strategy. It can happen much more organically now and it does.
3. Public Relations might be more actively leading marketers. Flacks have a much better handle on measuring web content and contributing to the frenetic world of instant gratification of information. It doesn’t feel like marketing as much as it is swimming in a sea of Likes, Tweets and Blogs.
4. Marketing is the new “undecided” major in college. Marketing students are too often unclear about what it really means to study marketing. Unfortunately, a marketing major has absolutely no edge over a smart finance, accounting or economics major in the job market – even for so called marketing jobs.
5. Companies are reluctant to invest in Marketing. In tough times, Marketers are not making a strong enough case for the longer term equity and payback.
6. Marketing Communications is too often an afterthought. Instead of planning and maintaining an integrated marketing communications program the tail is wagging the dog. The marketing department is playing catch up instead of leading.
7. Marketers are generally pretty bad at measuring results. In a tough economy, the CEO wants a return on an investment THIS YEAR. (Sad but true and the marketing maven isn’t ready to defend him/herself.) The quest for market share is being replaced by the much more one-to-one interface with consumers.
8. Market Research and the discipline of studying consumer buying behavior is losing too. Research methodology isn’t funded and analytics are coming from web activity and pop culture instead.
9. The sales function is finally getting some respect. The new hero in business is the impresario who can understand the market and match it with customer services and a bundle of value that starts with (drum roll) personal selling. Sales. Marketing isn’t fighting with Sales anymore. The sales function is now leading the way with data to support its quick reactions to the marketplace.
10. No more bandwagon. People are able to be much more selective about products that meet their preferences and needs. Being an individual is much cooler than being a conformist. So now it’s not about keeping up with the Jones’ but rather about having your own personal brand.
11. Culture trumps marketing. Southwest Airlines, Starbuck’s, Apple and Google are just a few companies that show us that living the brand is much more powerful than trying to apply a sort of ivory tower and remote marketing function.
12. Marketing isn’t magic. It can’t reverse an economic downturn or invent a breakthrough in a vacuum.

Still I hope there are marketers out there who believe the principles of marketing still apply. I hope a few enlightened companies understand that a systematic and routine application of marketing programming can and should be a part of a winning and profitable corporate strategy. Go Team.

A Rant About Advertising Copy and Design

I’ve spend a good portion of my career in advertising. I was inspired by my father early on. He owned and operated a successful design studio. I’ve been fortunate enough to be around some tremendous creative talent in New York, LA, Miami, Raleigh and St. Louis. Along the way, I’ve been a part of efforts to effectively communicate on behalf of cars, toys, frozen food, electronics and more. So I am perhaps more persnickety than most when it comes to evaluating advertising executions.

To give you an idea how I look at the art and craft of advertising allow me to share a critique of a real ad I encountered. It doesn’t matter what the product is – because it is in my judgment an utter failure as a piece of communication. It illustrates a bunch of violations to my own advertising sensibilities.

For starters:
The headline: “ABSOLUTELY THE BEST...PERIOD!” is meaningless puffery with ALL CAPS and Exclamation point! This empty claim in all capital letters with an exclamation point suggests that the speaker is screaming something urgent or important. The capital letters and the punctuation do nothing to reinforce a position, a brand promise or even a reason to read further. I hate ellipses - especially in a headline. It means something is going unsaid. When a copywriter starts using the exclamation point as a crutch, he usually can't stop. Sure enough in this particular ad a lame tag line is offered: “Home of the Brands You Trust!” The tagline has caps too but fewer. Should we assume the speaker is still screaming at us but not as loudly? Is this unsupported puffery less important that the headline puffery?

The body copy: The body copy is not body copy at all, it's catalogue copy. It just describes physical attributes and contents of the product. The copy begins with “Introducing” which is one of my least favorite words in ad copy. If the product is new and exciting you don’t need a drum roll. Phrases that begin "And Now," and "For extreme safety" are poorly structured. (Extreme safety? Really?) Advertising is supposed to offer information and help a prospective consumer differentiate a product. This ad fails again and again.

Logos and Marks: Companies sometimes become overwhelmed by legal issues, such as trade mark infringement and patent encroachments. It can sometimes result in wrecking the chances of telling a story. In the ad, we see no less than 13 registered trademarks. It has no less than nine logos. It might make the lawyers happy, but a page with that many logos and trademarks, is a communication that is crowded with client-directed mandatory elements. It reduces chances of getting a message across. To make matters worse, do we really need the five year warranty mark stamped in the sky?

The ad unit: The ad has too much going on. Most of it offers the reader nothing. Trade publication ads run into thousands of dollars invested. The creative team should be the first to beg for a smarter use of the space.

Product Photography: In this ad the product is shown in a static tabletop shot displaying the parts and pieces. The layout gets further cramped as it looks like the advertiser required an additional image of the product in use (an application shot). The product is for metalworking and offers dramatic sparks while in use. It could have been so much more engaging and dramatic. Unfortunately, the art direction is now completely hopeless. This ad is the quintessential attempt to “put ten pounds of shit into a five pound bag.” Of course, the toll free 800 number and website are included. (Will the people who answer the phone be ready and trained? Will the website really offer added value? Will the communications in those channels be a jumbled as this ad? I wonder.)

So many of these problems would have been avoided with a better process of thinking about the strategy and communication up-front. Responsible creative direction and respect for the reader are keys. The problems are a pretty good indicator that the advertiser is just going through the motions. The agency is just taking directives from the client. There is no fun, no passion and no energy. It’s no wonder advertising is getting a bad rap. It is no wonder that companies are not challenging there agencies to do breakthrough work. It is a shame and a waste of money. Fire the agency. Fire the product manager. Fire the stakeholders. Is everyone is asleep?

American Marketing Association and ME

My name is Wes Morgan and I am a marketer. An important piece of continuity in my profession has been my continuing involvement with the local chapter of the American Marketing Association in St. Louis since 1997.

My career journey includes a crazy tour of the advertising business that took me to New York, LA and back to New York…and on to Raleigh, North Carolina and Miami before being recruited to St. Louis at the end of 1996. I sometimes say (tongue in cheek)that I was instrumental in putting two local agencies (TBWA Chiat-Day and D’Arcy) out of business here before becoming a corporate Marketing Communications Specialist in 1998. Around that time, I become more involved in the American Marketing Association.

In 1997, I was asked if I could write a column for the Chapter Newsletter.
I ended up being editor and publisher of 33 issues of the TOPline newsletter over the next four years. I became VP of Communications and a board member in 1997 – Laura Rossman was President. Terry Monchein became president (97-98) and Stephanie Camden followed her (in 98-99). I became President elect in 1999. At that time, the honor of that position carried with it the job of running the student conference in February. That conference (2/2000) was at the Adam’s Mark Hotel Downtown (now the Hyatt Regency Riverfront) and included speakers from The Republic of Tea, The St. Louis Post Dispatch, The Brand Consultancy and Southwest Airlines.

As President of the Chapter (2000-2001) I was proud to be part of presenting another conference – This time at the Regal Riverfront Hotel, now the Millennium Hotel. Dennis Dunlop (CEO of the American Marketing Association) was a speaker along with notables from The Sporting News and Arthur Anderson (February 2001).

I stayed on for a second term as chapter President (2001-2002). Eventually, I was able to convince John Lewington to follow me as chapter president. He did a great job. I was delighted when the chapter gave him a lifetime achievement award.

I was an active board member during terms of John Lewington (02-03), Susan Davis (03-04), Dan Diveley (04-05), Steve Condor (05-06), Lauren Kolbe (06-07), and less so for Mike McNamera (07-08) and Richard Arthur (08-09)

In January 0f 2009, I indicated an interest in rejoining the board as VP Membership. Melissa Keim (09-10) was good enough to invite me to participate again. I was happy to stay involved through the presidential terms of Dan McGrath (09-10) as Co-VP Membership and Christine Chamberlain (10-11) working on special events (Golf Outing and Conference). I have been annual golf outing chairman for more than 20 years (since 1997).

In April of 2012 I attended my fifth American Marketing Association chapter leadership summit in Chicago as President Elect with incoming president Steve Thomas (2012-2013). It was great reconnecting with Dennis Dunlap (AMA CEO and others at IH) not to mention chapter leaders from Houston, Dallas, Lincoln, Cleveland and around the country. I accepted responsibility for leading programming and managed to get an impressive line up in the works: Golf Outing (July), Networking and Lon Zimmerman on research (August), Kraftig Beer (September), Phil Smith on Healthcare Marketing (Prairie Dog from KC in October), Jim Woodcock on Sports Marketing for November, a special joint holiday viewing of SKYFALL 007.

We rounded out the year with Ameristar (January), Social Media leader from Better Homes & Gardens (Mar) and Post Holdings (May) and Biz Library (June).

Our Remarkable Leadership conference in February 2013 managed to go on in spite of a bit of snow and ice with Elliot Robia (Pixel Farm of MN), Andrew Grinch (Mizzou athletic department), Mercy Healthcare and Kevin Eikenberry (via Skype). 

I have enjoyed contributing to the success of the annual golf outing in July (of which I have been chairman since 1999). I was invited to be a board member again for presidents Bev Feris, Anna Qualls, Pier Alsup, Bob Mastis, Courtney Mahlandt, Mark Denk. and am looking forward to Annie McBride as president elect in (2013-14; 2014-15; 2015-16, 2016-17, 2017-18, 2018-19). I am looking forward to Annie McBride as she is president elect for 2019-2020.

In addition, for the 2013-2014 year, I was able to deliver Gabe Lozano for August kick off of programming. Another thing I am proud of is the engagement of two collegiate chapters (UMSL and SLU). I was instrumental in fortifying the UMSL collegiate chapter as part of the chapters outreach initiatives which also lead to our chapters involvement in UMSL's digital marketing advisory board.

I still believe the AMA is the best professional association in St. Louis, even though I also participate as a member of the AAF (AdClub), BMA (Business Marketing Association), PRSA (Public Relations Society of America) and others. I am fond of reminding folks that Without Marketing, Nothing Happens.

Updated May 5, 2012, and Mar 21, 2013, November 2, 2013 and January 25, 2015 and May 2017 by wam

Emerging through Tough Economic Times

Emerging through a recession or economic downturn depends a great deal on managing through rough patches and making some key decisions along the way that allow you to come out a better and stronger enterprise.

Most of us have faced the hard reality of acting quickly and decisively with regard to cost structure and continuing operations. Many have moved swiftly to cut expenses and make changes. Changes included practical things and some creative things to cut our overhead, selling and general administration expenses. Tough decisions had to be made in recent years but the best managed firms will emerge smarter, stronger and better companies.

We’re not out of the woods, but we have to hope for and be well-poised for global recovery if not a boom. Confidence is an essential ingredient and the fuel we need as we cautiously move forward with our business plans.

Keep analyzing industry segments. Work with distributor partners. Look for ways to improve productivity, decrease costly downtime (due to things such as welder fatigue) and ways to improve consumable parts life. Industries ranging from construction to shipbuilding will certainly have an impact. Some examples: Commercial and Residential construction and investments in infrastructure may account for as much as 25% the business for welding and cutting hard goods. Oil & Gas/Energy, Transportation, Railroad car production, Trailer manufacturing, Automotive/automotive after-markets, ship-building, aerospace and mining are industry segments that we must understand to better serve metalworking and fabrication needs.

Monitor currency exchanges and changing economies. Currencies, free trade agreements (such as LAFTA and NAFTA) and other global conditions can result in big shifts in demand for products.

Government regulatory issues. Safety, listing agency and government regulatory concerns will always have an impact.

Shifts in skilled labor. Supply and demand of labor and the economic outlook for these various skilled professions will continue to grow. As global economies look at ways to meet demand.

Consolidation of distribution. A trend that will continue to have an impact is the global trend towards consolidation of distributors. Just look at the comparison of Airgas and Praxair versus a few years ago. As key distribution channel leaders get stronger, manufactures and suppliers need to get better and be more responsive.

Product rationalization and product integrity. It is more important than ever. A better and more comprehensive line of offerings doesn’t necessarily mean proliferation. It is important to protect brands/product lines from illegal and inferior knock offs to protect the integrity and trustworthiness of channels and manufactures.

Keep the lines of communications open. Talk time to keep employees informed. Distributor and manufacturers need to have regular meetings and collaborate for business success.

Marketing and advertising needs to be restored. Careful investments need to be made to keep a sustained presence out in the marketplace. Companies who advertise through recessionary periods generally come out on the other end better off in the long run. Social media and other low cost tools are available.

The world is getting smaller. We are seeing a truly global economy. Examples include everything from global sourcing of components and global sourcing of labor to cost containment and manufacturing strategies.

Product innovation. In spite of the economic downturn we must move ahead albeit more selectively, always looking for ways to engineer better, higher performance tools and processes with an eye toward greater productivity.

Training. Everywhere we look, distributors and manufacturers need to get comfortable selling product. End users are screaming for qualified help as they struggle with purchase decisions, application questions and repair functions.

Knuckle Ball Hero

Hoyt Wilhelm is one of my heroes. He played for nine Major League Baseball teams: his clubs included the New York Giants (1952-56), Baltimore Orioles (1958-62), Chicago White Sox (1963-68), and spells with the St. Louis Cardinals, Cleveland Indians, California Angels, Atlanta Braves, Chicago Cubs, and Los Angeles Dodgers.

Wilhelm was best known for his knuckleball, which enabled him to have great longevity; occasionally as a starting pitcher, but mainly as a specialist relief man. Hoyt was an extremely durable and effective relief pitcher. Hoyt Wilhelm once said: "I don't even try to fool anybody. I just throw the knuckleball 85 to 90 percent of the time. You don't need variations, because the damn ball jumps around so crazily, it's like having a hundred pitches."

Hoyt was a special player with an incredible specialty. Hoyt’s ability to throw a knuckleball made him one of the all time great relief pitchers. He went with what he had and enjoyed a wonderful career in the process. In my book though, Hoyt was one of those rare people in this world who are destined for greatness.

Consider some of his lifetime highlights:
• Before he even got a chance to play professional baseball he earned a Purple Heart, having been injured in the Battle of the Bulge in WWII.
• He hit a home run in his first at bat as a major leaguer in 1952.
• He was named an All Star in his second season in the majors.
• In 1954, he became a World Series Champion with the New York Giants.
• In 1958 he pitched a no-hitter against the New York Yankees (who went on to win the World Series).
• He pitched his last game just 16 days short of his fiftieth birthday in July of 1972.
• He was named into the Hall of Fame in 1985.

Sadly, the world lost Hoyt Wilhelm in 2002 at the age of 90.
Hoyt had what heroes always have. They believe in themselves and in their own unique ability.

Geaux. Geaux. Geaux.

Bill is a LSU Tiger and the French influence in Louisiana is undeniable so they like to say “Geaux Tigers!” when they root for their teams. The football program will be facing a serious challenge when they meet the Alabama Tide on the gridiron this coming week. This game could have national championship implications.

I am a Hurricane and while I miss the swagger UM made legendary, I’m glad the U is somehow deflecting the white hot spotlight of media attention these days. The Canes are playing out a respectable if not a championship season this year. It makes me smile a little, since I remember when my alma mater was thinking about eliminating collegiate football altogether. It was back in the 1970’s. (Can you imagine the NFL today if those gadflies has won that debate back in the day? A former Hurricane can be seen on national television every week. Canes have Super Bowl rings. The swagger lives in great players like Baltimore Raven Ray Lewis and a long list of others. I love being a part of that tradition and the one that evolves even today.)

I had the pleasure of watching the Miami Hurricanes against THE Ohio State University last year in Columbus. It was fantastic to be there with my son, who is also a proud Hurricane alumni. We were on the fifty yard line at the Shoe! (We lost that contest but it was so cool, and a little scary, being among the minority in Miami gear and in the middle of all those Buckeye fans.) Ohio State played Miami away this year. We won this time. I watched it from my couch at home on TV. The Canes now play their home games in the same venue in which the NFL Miami Dolphins play.

I’m just sayin’ the U is a place like no other. The school is moving up the ranks as one of the nation’s best academically too. It ranks near the top in research. The University of Miami once aspired to be the Harvard of the South. (But I can assure you no-one is wearing flip flops as they move across campus in Cambridge, Massachusetts in February and I’ll bet there are plenty of Ivy Leaguers who wish they were in South Florida instead of New England between classes and on weekends when the snow flies and temperatures drop.)

Here I am Rockin’ like a Hurricane! I’m sorry. I do understand school pride and I do wish Bill and his alma mater all the best. I just don’t really have a dog in that fight. I certainly understand though. Geaux Tigers. Enjoy the game Bill.