Inspiring the American Dream – in the Minnetonka Pool

It was as much by accident as it was just luck. About four years ago, sandwiched between my son’s first surgery to repair his broken collar bone and the second surgery to remove the plate and seven screws some months later, Ryan joined the Minnetonka Swim Club, in part because the schedule worked out. (BTW, he had a great catch but the tackle was greater.) While our family doesn’t live in the Minnetonka school district, Ryan was able to swim with this club through a community education program. The coaches and parents were incredibly welcoming. From the beginning this seemed like a special organization, but I had no idea how special until later.

In a sport ruled by hundredths of a second, I am going to bring a little less precision to this story—but you’ll get the big picture. In an age where parents battle video games and a sense of entitlement, here is a tale where hard work not only pays off, it inspires.

A couple years after we joined the swim club, swim parents organized the Anchor Club to fundraise for a new pool at the Minnetonka East Middle School. Their efforts resulted in an amazing new aquatic center built over and around an existing catacomb of long narrow hallways and dated locker-rooms. This beautiful facility now can and does host regional meets. A couple of coaching changes followed, and the current (very talented) roster is led by NCAA All-American swimmer, Ben Bartell.

Earlier this year, Coach Ben announced that fellow University of Minnesota alum David Plummer would join the team as assistant coach and would practice with the team (in the new pool) as he pursued his goal of becoming an Olympian. We were told this incredible journey would motivate and teach our swimmers. As a pre-Title IX mom, I don’t really have the same feel for sports as others, so while I thought this was all well and fine, I really underestimated what was to transpire.

Last Wednesday at the 2010 National Championships in Irvine, Calif., David Plummer took us all a step closer to Olympic dreams as he bested the favorite and the two-time Olympic champ Aaron Peirsol to win the 100-meter backstroke. As I watched the race live on swimnetwork.com, the realization of what just happened began to sink in.  Many commentators and spectators wondered out loud, “Who is David Plummer?,” but we knew. The group of Minnetonka swimmers and their families knew. And we were incredibly proud. It was literally a David and Goliath story—a virtual unknown became a national champ.

But if that wasn’t thrill enough, here is where I got really excited: when a still breathless David was interviewed after the race, he gave credit for his first place finish to his coach and hard work. OMG! I was watching the classic American Dream unfold; the chance for success against the odds. Success that follows the dream and hard work.

The simplicity of David’s response makes it both motivational in the pool and inspirational for life. I feel so lucky that my son, Ryan, can be involved in such a vibrant program with such incredible role models. Through the collective efforts Coach Ben and his staff, David and the parents of the Minnetonka Swim Club, Ryan and his teammates are encouraged to reach for their dreams in the pool. But more importantly I think these swimmers will take their work ethic beyond the pool—to lead them through life always in pursuit of their dreams.

You can join David’s journey to the 2012 Olympics too by reading David’s blog. See you in London.

-Pat Henning

I’m always surprised when I talk with someone and learn that they “don’t love baseball.” Really. How can this be? And there seem to be many. Not me. I’m not a big sports fan but have always loved baseball—from little league to the majors.

The ball park is the only place I look forward to eating a hot dog and actually savor every bite. At my local Wolner Field , there is something so alluring about eating dinner at the concessions stand. Is it because I’ve done my time as a parent “volunteer” behind the counter? Or maybe it’s that the sound of the popping corn and general chaos of kids jostling to buy candy and nacho chips is just plain fun.

Our new Minnesota major league ball park of course offers a way bigger experience than any little league park. The new Target Field is really a special place for fans, even for those that are not passionate about our American pastime. From the walk across downtown to the Plaza with its bronze statues positioned perfectly for snapshots to the trek up the stairs and around the (many) concession areas, there is a vibrancy and energy that is contagious. So far in this inaugural season, I’ve been to the stadium twice and my family members have each been there a couple of times on their own. Between us we’ve experienced four or five different vantage points. Each one is unique with great sight lines and surprising proximity to the field—even in the upper deck.

This upper level perch (behind home plate ten rows from the very top) is where I was lucky enough to see the Twins take on the Yankees last Tuesday. Also lucky was the location of the concession area, just a few feet from the last stairs that took me to my seat.  With hot dog in hand, the game began. The view of the field, downtown and the (very) big, high-def screen and scoreboard were amazing. As the clouds rolled in, my sunglasses were removed and the temperature took a noticeable drop. With the canopy to shield us from the impending storm, it was a dry spot to watch spectacular lightning. Okay, that probably wasn’t that smart, but the thunder let us know it was still safely further away than striking distance. It was only from watching that fabulous screen that I realized it was raining. Soon the fun was over—the first rain delay of the stadium.

Fan or not, it is worth your time to take a trip to the new Twin’s ball park. And for those with more discriminating tastes, there are many, many more food choices than the hot dog.

-Pat Henning

I spotted a full-page ad from General Motors in last Thursday’s StarTribune. It read:

“We’re proud to announce:
We’ve repaid our government loan.
In full.
With interest.
Five years ahead of the original schedule.”

Grammatical and punctuation errors aside (because we all know good ad copy transcends these rules), an all-copy ad from GM intrigued me enough to read to the end. Really, they paid it all back, already? It goes on about making Americans proud of them again, and yada yada we’ve got this great warranty to guarantee quality, and blah blah we’ve repaid our loan five years early, in case you didn’t see this proud declaration in the headline.

With all the back-slapping going on throughout this glorious GM copy, I wondered why didn’t it say, “thank you America for giving us the money to emerge from bankruptcy.” (They did emerge, didn’t they? It’s so hard to remember who has and who hasn’t. The people I know who filed bankruptcy in the last 18 months haven’t emerged yet, but they’re not out to make America proud I guess.)

“Thank you” is a phrase that deserves pedestal treatment, especially in marketing. Customers, suppliers and taxpayers deserve (and respond well to) a well-intentioned thanks. This “thank you” idea was to be the focus of this blog post—how a good old-fashioned “thank you” seems to be getting the cold shoulder these days.

However, OMG, when I checked on-line to see what other stories might have popped up recently about the making-America-proud car company, I was shocked to learn from Fox News (don’t panic, it was an AP story) that General Motors Co. has repaid the $8.1 billion in loans it got from the U.S. and Canadian governments. Okay, that part wasn’t shocking because the ad told me so. This was shocking: GM still owes $45.3 billion to the U.S. and $8.1 billion to Canada.

GM got a total of $52 billion from the U.S. government and $9.5 billion from the Canadian and Ontario governments. While part was called a loan and part was a cash-for-ownership-of-worthless-shares deal (which is also to be repaid or bought out), the company appears to be actively promoting a half truth of payment in full. Well actually it’s 13% of the truth.

I am glad GM is buying full page ads. It helps local papers on the revenue side. But now that I know the facts, I am appalled that someone at GM corporate approved an ad that so boldly lacks integrity.

But back to my original intent of effective marketing.

I’m proud to announce:
Truthfulness and Thank you.
In full.
With interest.
Will earn long-term loyalty from your customers.

-Pat Henning

 NBC’s plans to return late night host Jay Leno to the 10:35 pm CST spot while pushing co-worker Conan O’Brien back a half hour to 11:05 pm has caused quite a ruckus – creating good entertainment all in its own right. In fact, who needs to tune into the Tonight Show for a laugh when Conan issues a statement addressed to “People of Earth.” His statement continued, “In the last few days, I’ve been getting a lot of sympathy calls, and I want to start by making it clear that no one should waste a second feeling sorry for me.” Blah, blah, blah.

 Well, I don’t feel sorry for Conan. NBC owns the Tonight Show property and they can pretty much do with it want they want. However, I do feel sorry for the other employees that must work in this mess.

 It’s no laughing matter when an employee airs grievances publicly. Sure, most companies don’t deal with mega stars like Conan and Leno, but most companies do have a couple of super-talented, overly confident employees. You know who they are. While stars like Conan have instant access to the national media, your employees now can make a similar impact through Facebook, blogs, Twitter and the like. Without defined expectations and an established culture, these folks’ energy can migrate to advancing themselves rather than working for the common good of the enterprise. The results can be devastating both financially and culturally. The financial element for NBC could likely run into tens of millions but what of the untold cost to the culture or its brand?

 Again most companies’ playing field is much different than this situation at NBC, but the network’s plight is still instructive. Does your company have guidance in place to filter out the Conans before they begin destructive behavior. Do you rally the troops around the common cause with their every action every day? Establishing a shared values culture provides just that. While morally neutral, these values define expected behavior and enhance each individual action. The shared values provide customers with a consistent experience from shipping to sales, and allows a company to more readily achieve it goals. Investing in internal communications and the culture is often a tough sell, but take note; it ALWAYS provides a positive financial return.

 We know NBC has worked hard in developing its cast of employees over the years and maybe its culture. In entertainment, a guy like Conan probably seemed liked a great talent who could connect with audiences and advertisers. But I’m not sure the People of Earth (including those who watch late-night television) hold Conan in higher regard now that they know of his grievance with his employer (a clever ploy to distribute his resume broadly) or how he feels about his hair.

 -Pat Henning

Yes, it’s a revolution in communication. Social media is transforming the speed and breadth of conversations. We’ve come a long way from Alexander Graham Bell’s invention 134 years ago: voicemail, blogs, Facebook, LinkedIn, Twitter, YouTube, Flickr and the like. Personal use blurs commercial applications.

 No, it does not change everything you know about communicating. Quite the contrary. Social media is reinforcing the most basic rules of good communications.

 Rule 1
If you can’t say anything nice, don’t say it.

While self explanatory, this concept is further explored in my blog post from August 29. 

 Rule 2
When you must say something that’s not nice, don’t write online what you don’t want your spouse, co-workers or customers to see.

There are times of course when topics addressed don’t fall into the “nice” category. With social media giving access to every electronic word you key, you must be aware that others will see it—including competitors. Words originating on paper can land in cyber space too. Just last week I found a client’s confidential letter from 3 years ago regarding a price increase on the first page of a Google search. Ouch. Their customer, perhaps unwittingly, made a pdf of their letter. Pdfs are fully searchable format.

 Rule 3
The rules of slander and libel still apply.

Even folks who post anonymously are being held to this standard. Google’s records are now routinely subpoenaed. A New York model recently sued and won over a derogatory, anonymous post. See Rule Number 1 and one of our previous False Beliefs.

 Rule 4
To get someone’s attention in a noisy room, whisper.

Everyone’s had a grade school teacher who used this trick. Don’t shout over a crowd. Whisper and the room will become intrigued and quiet down to catch what you are saying. That’s the secret of Twitter – it’s a micro blog. It allows you to reach a small targeted audience that is really interested in what you have to say. That’s why Twitter and company blogs can be so powerful for B2B.

 Rule 5
It’s the message that matters.

This is the most important and the most enduring rule of all communications. Social media or conventional, it’s the message that matters— not the technology. Twitter is not a strategy; it’s a channel to convey your message.

 Rule 6, Rule 7, Rule 8, Rule 9, Rule 10
See Rule 5.

- Pat Henning

Thanksgiving is upon us! It’s time to pile our plates high with turkey, yams and pumpkin pie.  But before we do, we asked ourselves, “What are you thankful for this year?”  Here’s how we replied…

Steph is thankful for her clarity and sanity.

Whitney is thankful for her family. “They can always make me laugh and have given me such unwavering support throughout this year.”

Trevor is most thankful for “my beautiful, healthy baby girl Luella. I am also thankful for how stinkin’ happy she is all the time!”

Joy is thankful that, “even though my family lives in three different states, we will all be together for Thanksgiving!”

Patricia is thankful for the trust our clients have placed in us during this challenging 2009.

Patrick is thankful that our agency was able to withstand the economic downturn and that our clients have generally weathered the storm very well.

Carol is so thankful for Makarei, her little granddaughter. “We get up at 4:30 in the morning to get ready for work and school.  On Saturdays she has piano lessons and choir practice.  She goes with me to Lay Organization and Missionary Society meetings and stays in a separate room dancing and singing.  Makarei is the joy of my life and I am so happy to have her in my life.”

Chad is thankful for his family.

Randy is thankful that his cousin Trent returned safely from Djibouti, Africa, after spending a 7-month tour of duty in the Marines.

Jenny is thankful for the small group she joined recently through her church. “We meet each Sunday night for a time of faith, fun and fellowship. It has already been such a gift and a wonderful way to start a new week. And our host is truly Rachael Ray Jr. so I leave each week with lunch for Monday!”

Jeron is thankful the economy has reminded him (and certainly many others) how much more valuable family, health and friendships are than material items.

Jane is very thankful to have a wonderful, big family that surrounds her with love and support. “I am also thankful that both Dan and I are employed and that our family is healthy and happy. And I am thankful to have been fortunate to have adopted such an amazing, loving dog to add to our family…we are so blessed to be able to share every moment of Lily’s life.”

What are you most thankful for this year?

We hope you enjoy your holiday with family, friends and those closest to you. Happy Thanksgiving from all of your friends at SCG!

All the work building the brand. Countless hours perfecting products, designing stores and selecting colors to create just the right ambiance. Navigating the harsh 2009 economy. And if you are a coffee shop (as this blog will spotlight), there is McDonald’s in a stare down trying to lap up your latte sales.

After years of running the high hurdles to create a connection with customers, it is mind numbing to think that a lone employee can sabotage the whole efforts with an offhand comment. Could it really happen?

Well it can. And it did.

Photo courtesy of DisplayFakeFoods.com

It was 3:00 pm.  I plunked down $4 for a Chai Tea Skim Latte to treat myself for a week of valiant efforts. The barista was complaining to her co-worker, “Are we always this busy on Friday afternoon?” Standing next to the pick-up counter, I asked what’s bad about being busy. (Isn’t it a feat of enormous success to be busy with customers?) Without looking at me, she answered that when she was busy, she couldn’t clean up as she went which meant she had to stay later. Her co-worker just walked away.  Embarrassed? Bored? Who knows. And, from my perspective, who cares (anymore.)

Her slacker attitude not only dampened my enthusiasm for my Chai tea, but it made me think differently about my skyway coffee shop. Now, I might be inclined to go elsewhere for my afternoon pick-me-ups, if only to help this barista be a little happier.

Investing in an employee culture is critical for long-term success. Culture counts, and in a big way. Creating the right culture with shared values and investing in ongoing employee communications is far from a luxury—it’s an insurance policy to protect the significant investment in your brand. Will it keep all employees from alienating a customer sometime? No, probably not all, but it will help. And your customers will say thanks a latte.

- Patricia Henning

“Oh no! This is terrible,” I exclaimed. Stephanie rushed into my office to see what had gone so horribly awry. Disappointment. Despair. Expectations dashed. Global commerce stymied. And I still needed a winter coat.

It started in one of our agency’s creative meetings. We were reviewing trends in teen magazines and there before me on a glossy full page, an image ad from InStyle was the perfect answer to my winter coat search. With only a brand name from the ad to guide me, off to the World Wide Web I went to track down this (beautiful) Betty Barclay Outdoor mid-length coat. Perhaps if I had realized that we were leafing through the UK version of this magazine, I would have stopped here.

I easily track down the company site. Its dot-com address provides no hint of the troubles that lie before me. The site copy is encouraging: this brand is available in 60 countries, through 3,500 retailers on all continents. I wade through the site; find the coat (#4344); and assess the price. It seems reasonable at €219, and I’m certain VISA will provide currency translation from my dollar-based account. Last step: access on-line ordering. This makes me pause. It is in German only. This is no problem, really, I figure. Our global on-line shopping carts must be fairly standardized. So, as an English-only-speaker, I make it all the way to check-out. One mix-up with placing two coats in the shopping cart is resolved with an e-mail to our agency’s Swiss friend whose native language is German.

I am just delighted…until I find that the ship-to country (“land”) can only be designated as Deutschland. I continue clicking several times in the box just in case persistence will change the outcome.

The site copy did say “all continents.” So I quickly searched the US and Canada. I track down just one store in North America (Edward Chapman Woman in Vancouver). Promising…I call the store. No! Another major set-back. The sales rep says that they don’t ship to the States. This is the point where I exclaimed what a terrible situation this was.

There might be a case here for brick and mortar retail but my next step (because in-store shopping seems daunting at times and I desperately needed a winter coat) was to shop a local store’s site. I found a coat I liked. It’s a British brand assembled by an EU neighbor. Shipped and delivered to my doorstep I am quite content with my purchase.

What’s the point of all this? I think it shows that if you market globally, prospects must be given guidance on how to buy the product from across the globe or you risk alienation of potential customers. If a product is only available in one region, indicate that. Does your company have a global presence? Have you thought about global shopping? It’s something every marketing manager should consider.

- Patricia Henning

With so much attention tuned into social media, as marketers it’s easy to dismiss the potential impact of traditional media relations in print. It is still incredibly effective to move prospects from unaware to aware to trial to raving fans. To explore this further, let’s take a (very) short quiz:

1) Would you pay $9 for a jar of tomato sauce?
2) Would you actively seek out a $9 jar of tomato sauce?

Most would say “no” to the first question and “hell no” to the second. However, my answers are: I did and I have – and I will again. How did this lunacy occur?

A short product review in the September ‘09 issue of Cooking Light caught my eye. Four brands of tomato sauce were tested and Rao’s was the judges’ top pick. (I had never heard of Rao’s.) The first sentence in the review addressed the obvious objection, “We can hear you now – $9 for a jar of tomato sauce?” The reviewer continues on how a half jar can feed 4 at a dollar-and-change per serving. I thought, this sounds kind of crazy but for nine dollars I have to try it. Truth be told, part of my motivation was to convince the Prego-nation purists at my house that there are other ways to enjoy pasta.

When I served Rao’s for the first time with hot spaghetti noodles, surprisingly the purists nodded with mild approval. This was big, very big. (I actually thought it was the best sauce I’d ever had, at home or elsewhere. Even sopped up some with my bread.) The next week we reverted to Prego without comment. On the third week, out came the second bottle of Rao’s (see question 2 above) to rave reviews. The bonds of Prego had been broken! And we’re now buying $9 tomato sauce and loving it.

The lesson here is not that I am a spendthrift but that I’m now blogging about a premium-priced product that I learned about in print. And there are millions of other web hits for Rao’s. With on-line prices ranging from $9 to $11 a bottle plus shipping, the traditional grocery store seems like a bargain. Maybe print brings us back to the future.

-Patricia Henning

Despite several open chairs at a local festival stage program I attended recently, my family had to stand while we ate our burgers during my daughter’s singing group performance. Sigh. Seems like every few months I get completely annoyed at an event where all the empty seats are “saved.”

I am not alone.

A quick Google search revealed 85 million results for “saving seats.” Apparently this is a great national debate.

Bloggers go into great detail about their outrage on saving seats or being asked to save seats, often by complete strangers. Church and movies are oft mentioned venues. Church??? Most are opposed to this practice. Although, not all. One woman from Texas was upset when she tried unsuccessfully to save a seat for her ailing mother. Her attempt to use a shopping bag to save a seat was foiled by another who just tossed it aside. Then there are polls asking others to weigh in on whether to save or not to save. Like my son, others ponder if it is okay to save the seats when someone has to go to the bathroom?

I was just glad when the seat-saver near us quietly abandoned her territory. It would have been nice if she informed us of her change in plans but I took what I could get. Who knows? Maybe she left for the bathroom. Although our burgers were long gone, we sat down to enjoy the show.

We probably can’t end this debate but I vote “no saving.” However I would give up my seat for the older woman. Your thoughts?

-Patricia Henning