Planning to Officially Break up with a Client this New Year?

The New Year always bring about change, renewed resolutions and the feeling of starting over.  So

when one of my clients said his company intended to break up with a challenging customer, I incredulously balked at the mere suggestion that he would no longer market to them. What was he thinking? It is one thing to break off the relationship, but quite another to stop marketing to past clients. But it did cause me to wonder. At what point is it appropriate to break up with a client and stop talking to them…forever?

No more sales letters. No more slick newsletters, email blasts or fancy event invitations. The client would no longer be privy to your creative genius or amazing sales offers. Nada. It’s over, and there’s nothing left to say.

Of course, who doesn’t re-evaluate client relations at the beginning of every year? Truth be told, I’ve had a few clients throughout the years who were such a pain to deal with that I have personally felt justified in terminating the relationships and giving them the silent treatment – sometimes not even waiting until the beginning of the year. So I understood my client’s position.

And when your company decides to sever the connection with the client from hell, usually it’s because things are dysfunctional or toxic – or worst yet, you’re losing money or your creative mojo. These are circumstances when stopping all communication is permitted. In those cases, it’s better to rip off the Band-Aid, end things abruptly, and not ever look back.

As marketers, it is important that we speak to all our stakeholders on a consistent basis. This includes prospects, past clients, end-users, vendors, suppliers, even industry influencers.  True, individual marketing campaigns require creating tailored marketing messages aimed at different audiences. But the extra effort is worth it.

But is it good business etiquette or even a smart use of time to continue to flaunt your value proposition in a customer’s face once it’s over? Well, as any woman will tell you, seeing her ex when she looks fabulous on the arm of another man, is almost euphoric. However, ultimately this little game of “see what you’re missing” does nothing for her unless she wants him back.

You’ll need to decide if you ever want to work with this particular customer again.

Conversely, at some point during our tenure, we’ve all had a client dump us. Whether we think it is warranted or not, the client simply says “no thanks” to our offer. Usually, when that happens, my first inclination is to say, goodbye, good riddance, and I’m no longer interested in a dialogue with you either. Hmph!

However, when I do that, I pass up an opportunity to analyze why things went wrong or understand where I can make improvements. More importantly, when we stop marketing to or communicating with a customer or stakeholder, we impede their path back to us. Why? Because people often have buyer’s remorse, which means it’s never over until it’s over.

Most of us have experienced buyer’s remorse, especially when it’s a costly purchase or when we have a major switch in brands. We have feelings of guilt, regret or second thoughts – all stemming from the psychology of conflicting thoughts or cognitive dissonance. If you’re like me, not only do you sometimes regret your choice, but wish you could just press the reset button and put things back the way they were.

Many clients who have “let you go” many times wish they could take you back.

In the case of ‘greener grass’ regret, you want to ensure you provide a worn brown path of return to you. Your continued communication allows past clients to save face, forgive misunderstandings, correct mistakes – and of course, it gives them time to miss you.  This path is easier for customers to find when you remain top of mind and continue to demonstrate value even when the relationship is over.

In other words, maintaining communications is important to both you and your past client.

Naturally, you don’t want to bombard a customer fresh from a break up (especially if the client feels wounded or betrayed) with a barrage of self-promoting messages. It’s probably wise to wait at least 90-days before you reach out with your first non-sales message. But without question, you should stay in touch.

Here’s how:

Start by asking for feedback – conduct a brief survey to learn more about why the relationship went south. Again, this is assuming you want to re-engage. Be sure to clearly articulate that you realize that they are no longer a client and that your communication was not sent in error, but is one of genuine curiosity.

Next, begin a specialized “woo” campaign with a series of slow, soft touches. Maybe send a copy of your newsletter, email a relevant content marketing article or link to a white paper. The point is to demonstrate your value and woo the client back with non-sales collateral.

Finally, never assume that past clients are not interested in your message or that they won’t refer business – even if it appears things didn’t work out between you. Let them tell you they no longer want to hear from you.

In today’s global business environment, we are all ultimately connected. Yesterday’s stakeholders (including vendors, suppliers and influencers) are tomorrow’s clients or at a minimum they can be evangelists for new business. A stakeholder who perhaps loved your service or product, but might have been overruled in an earlier decision-making process, could seek you out at a later time. Your name could come up in an entirely unrelated conversation because of your holiday eCard. Or a simple social media post could be shared and seen by a potential client outside your sphere of influence.

And it goes without saying that current customers should be recommending you. If they are not, you are either not providing a strong referral channel to make it easy for them to talk about you or the client is not crazy in love with you or your service.

So in 2017, if your business is planning to break up with a client or stakeholder, remember, marketing to past customers, is smart and requires a little finesse.  Keep in mind that it ain’t over ‘til it’s over.

4 Reasons Why Events Really Work (and can make your customers fall in love with your brand)!

Back in medieval times before Event Planning was an official job description, I landed a great job coordinating events and conferences. I wasn’t called an event manager or anything fancy like that. I was simply a marketing assistant tasked with coordinating a myriad of details for corporate events across the country. I thought, not bad for a pretty young thing with no experience!

I remember calling my mother, giddy with excitement, to share the news.

But like any loving parent concerned for her child’s financial future and perhaps lack of good judgment, she said, “Oh, honey, you might want to look for something else. I mean, how much money can there be in throwing parties.”

Well, we now know that the events and meeting planning industry contributes over $395 billion dollars to GDP totals and requires advanced management skills equal to an engineering project manager.

Sorry mom, but special events today are nothing like the swanky little soirees that you and dad use to throw for your friends.

Don’t get me wrong, my parent’s den parties were pretty epic. Lots of dancing, drinking, and tasty hors d'oeuvres which my mom spent all afternoon making. But if you share my mother’s belief that events are just about throwing parties with fancy finger foods, you’re ignoring one of the most powerful marketing tools on the shelf.

Events are one of the best marketing channels to reach your target audience.

In this impersonal digital age where customers are demanding more authentic connections, here are four reasons why event marketing works and should be at the top of your ‘to-do’ list:

1.  A well-produced event allows your brand to get intimate with customers and create moments. There is nothing more impactful than standing shoulder-to-shoulder with a client, as they experience your product or service or talk with you one-on-one. This is a chance to engage with clients and share details and insight that you couldn’t possibly do online. The bonus is you usually reach more than one client at a time.
2. Special events provide a stage for telling your story and a place to demonstrate what the brand stands for and let people know the people behind the brand. There is no better platform for telling the “why” of your business and to create unbreakable bonds than breaking bread together. Remember, facts tell, but stories sell – and this alone can grow your business.
3. If branding is the sum total of the customers’ experience, and it is, then events are an essential key to branding. Immerse your customers in unique and transformative experiences, and they will remember your brand forever.  People are no longer coming out for long presentations with wine & cheese. By invoking all five of a customer’s senses, you’re guaranteed to receive, ‘thank you from the bottom of my heart’ responses – these moments cannot be duplicated in a print ad or digital medium. Engaged customers will post, share and talk about their experience with others.
4. Events are the perfect binding energy for people to coalesce around – creating an ideal environment for collaboration with others. The gathering of a cool brand, customers, and a worthy cause will spark conversations and create synergy. I often partner my event with a charity to create a buzz that also attracts media attention – a win-win for everyone involved.
   
   

Even if you produce just one or two stellar events a year, this can intensify the effectiveness of your marketing – increase your SEO and boost your social media presence. Special events should be part of every savvy marketer’s integrated marketing strategy, complete with targeted goals and sophisticated messaging.

The people of Spain have a beautiful, almost untranslatable word called, sombremesa. This word embodies the concept of lingering table talk after a meal, digesting and savoring both the food and the friendship. My parents were the experts at excusing the kids and creating an atmosphere for adults to connect after dinner. And in dating, as in business, this intimate time is where the ‘make or break’ of the relationship is determined.

 If you want to cut through the noise in a crowded marketplace, gather people together for an event and entice them to stay for a little la sombremesa.

Salute!

5 Ridiculously Simple Cures for Your Boss’s Marketing ADHD

Here’s how it typically goes. First, there’s a vital targeted email that must go out. This is quickly outranked by an important digital letter addressing global news.  Then invitations to an impromptu top client event take priority, just as you realize that you have a great idea for your next blog post, which by the way, needs to go out immediately.  When will you write content for your website or newsletter? Which project is more important today?

Sound familiar?

If you find you or your team jumping from one “critical” marketing campaign to another or trying to accomplish too many initiatives, across too many verticals at one time, you could be suffering from what I call, MADHD or Marketing Attention-Deficit Hyperactivity Disorder.

The Attention Span of an 8-year-old

My oldest daughter was diagnosed with ADHD when she was younger. Extremely bright and bored by routine unchallenging work, she would bounce around the class, interrupting the teacher and students alike. As her parents, we had to find creative ways to harness her boundless energy so that she could focus and be successful. Business leaders can experience the same familiar symptoms as my unruly third grader, including hyperactivity, impulsivity, irritability, and even anxiety.

While MADHD may not be a board certified clinical diagnosis, it is a real psychological disorder none the less. And based on my conversations with small business owners, it is the result of having an agglomerate of creative ideas, that keeps them hopping from one marketing campaign to another. A costly distraction that could keep a business from reaching their goals.

In fact, author Gary Keller said, “success is built sequentially. It’s one thing at a time.”

 

Very often, it is in reaction to simple things like poor online engagement or slightly off open rates that can have a company chasing an extensive marketing wish list. But be aware that this can cause MADHD to show up as anger and frustration with the team, difficulty identifying systemic problems and without question, the inability of a leader to recognize opportunities.

Here are 5 simple things MADHD suffers can do to ease compulsive behavior:

• First, prepare a real marketing strategy. Creating a comprehensive plan of the, who, what, when, how, and especially why, will prevent distraction. I cannot emphasize enough the importance of understanding that your why should be the governing impetus behind everything you do.
• Create an “Idea or Creativity Box” (either virtual or hard copy).  Often a brain dump (brainstorm) provides relief from feeling compelled to implement everything that runs through your imagination. Some ideas might be good, but just not for right now – put those in the box for later!
• Measure every marketing campaign by your goals. Will doing this one thing count toward achieving one of your marketing goals? And if so, how? If the idea won’t yield quantifiable results, drop it in the Idea Box or toss the concept completely.
• Get laser focused on your customers’ top three or four challenges – then go about addressing one intentional solution at a time. Concentrating efforts on improving brand performance could reveal opportunities. This is also the perfect time to determine which social media platforms are right for you – your brand does not have to be on every single one of them.
• Let’s face it, everything cannot be a priority. Don’t drag your team on an MADHD roller coaster ride where the priority of every campaign rises and falls based on emotion, anxiety or impulsiveness. This type of ineffective hyperactivity leaves everyone spent and stressed out.

As someone who thrives on producing a plethora of unique and innovative ideas, I know how easy it is to become a bit harebrained when so many creative ideas are swirling around in your head. Just know that MADHD is not code for multitasking or efficiency, but rather a sign that a leader lacks strategy and direction in their marketing, and perhaps their business. However, the way I see it, by concentrating on a well thought-out marketing strategy you won’t be pulled in every direction by every new idea or shiny object. Remember the ancient proverb, “If you chase two rabbits, both will escape.”

Should Your Brand Talk About Race?

In the early 80s, most of my girlfriends and I smoked cigarettes – Newport to be exact. Their slogan, “Bold. Cold. Newport,” somehow resonated with us as bold, young African American women. We were taking charge and awakening our ethnic pride. Smoking cigarettes was a cool part of the journey; black pride and big afros were even cooler. The Newport brand had found a way to tap into how we were feeling.

Certainly, R.J. Reynolds wasn’t supporting the Black Pride Movement, but by using “Blaxploitation” themes and images, they were leveraging the Civil Rights Movement and the changing attitude on being black in America to enhance their brand. And they were not alone.

Race in advertising is not new. Most will remember the old United Colors of Benetton ads that set the tone for diversity back in the 90s. For years, companies have stood on various social platforms to sell their products. But in light of recent racially-charged tragedies, is it fair to ask your brand to tackle the potentially divisive topic of race relations in your advertising and marketing?

Should your brand talk about race?

Any brand worth their weight in salt has clearly identified consumer demographics. Therefore, it stands to reason that brands try to meet those market segments where they live. But as brands engage with consumers, and consumers with each other, customers have come to expect their favorite brands to care about what they care about. Why? Because candid dialogue shows that brands are connected to the hearts and minds of its customers. Brands that embrace social issues become part of the larger conversation and therefore an integral part of their consumer’s lives.

As a marketing pro you may feel powerless to make a difference, yet almost compelled to say something, because you feel so strongly about what is happening in our society today. This is might be especially true if you market to a specific ethnic customer. Perhaps now is the right time for your brand to make a public statement and become part of a national conversation. However, before you run off to buy dashikis for your entire executive staff, leaders should decide if their brand is ready for this new found social responsibility. Here are a few things to consider before your brand leaps into the calescent waters of race relations.

·       Is this social campaign a fit for your brand?

Savvy marketers have discovered that branding is more than just the company logo, colors, and icons. Your brand is the sum total of the customer experience, in addition to those graphic components. It is what customers say about you to each other that determines your brand. Will your social message fit if the brand is fun, playful or a little left of center? What about if your brand is centered on customer care? Or could your advertisement shake your brand’s foundation because it is so far removed from what you stand for? Know thyself before you embark on swaying others.

·       Do your core values align with your public voice against racism or violence?

You are probably thinking a fight against racism or violence should be part of every company’s core values. Not necessarily. If your brand has never addressed social issues before, or if it leans toward a conservative, predominately white old-guard customer base, customers may have little to no comprehension of a racial divide. They may wonder what has gotten into you or what on earth you are talking about. Make sure your brand’s social narrative matches the company’s values. Otherwise, it could be difficult to demonstrate a genuine desire to improve race relations or the brand’s position against violence. You may need to start slowly with education first.

Starbucks was able to successfully initiate “Race Together” because the campaign is aligned with their corporate values of care, warmth, and belonging. And while writing about race on coffee cups wasn’t embraced by everyone, we witnessed a company willing to risk criticism in an effort to start an authentic dialogue about race in America. It would seem that CEO, Howard Schultz is still very much committed to making a difference and ushering in change through candid conversations, one cup at a time.

·       What is your goal for stating your brand’s social position?

This is where you must carefully examine your intentions. What are your motivations for injecting your brand into this controversial issue? Are you simply trying to sell more product?  Is this just a PSA? Are you attempting to be seen riding the wave of a trending hot topic? Or are you trying to show empathy or perhaps demonstrate a commitment to a specific segment of your market? Is your brand taking a stance or choosing a side? And yes, there is a difference. Before you go public, make sure you understand the WHY of your brand’s decision.

This is also where marketers should set important outcome goals? For example, if you are hoping your social marketing will gain online followers or customers, how many do you hope to gain and within what time frame? Carefully consider, what is the point of playing 'the race card’ because you will need to weigh the cost.

·       Do not create your social marketing campaign in a bubble or ivory tower.

It is imperative that you connect with those on the front lines, conduct focus groups, and talk to people to gain valuable insight into this very complicated issue. How can you talk about changing belief systems when you don’t know what those beliefs and perceptions are? You will want to have many candid interviews with a diverse group of customers about their experiences and their opinions about race relations, especially as it relates to your brand. Do not assume you know or understand cultural norms.

The Old Spice ad featuring the shirtless black man on a horse was a huge hit for Procter & Gamble. But many critics were quick to point out that the ads were reminiscent of the “Mandingo-stud” ads of the 70s. The same can be said about the new Allstate commercials featuring actress/comedian Leslie Jones. The 30-second spots have sparked controversy and debate about the perceived image of black women as being over-sexualized, aggressive and masculine looking. Brands need “straight-from-the-horse’s-mouth” feedback and guidance on the best language and images to use to express their position. You don’t want your good intentions to be misconstrued, or worst, insulting.

·       Are you prepared to deal with and manage consumer push-back?

Three years ago General Mills tried a subtle approach to diversity with their Cheerios brand cereal. The commercials showing an interracial couple (with a biracial child) got people talking about race. In fact, the Internet was all abuzz. Unfortunately, some of the online comments were rude, racists and downright hateful. Later, a few pundits questioned if GM might have planted the controversial posts themselves in order to gain public support for their bravery—although that is highly doubtful.

Earlier this year, Old Navy sauntered down the racial acceptance aisle with another ad featuring an interracial couple and biracial child. However, again, there was public backlash with some very ugly comments – one Twitter user went so far as to accuse Old Navy of “supporting the genocide of the white race!”

Most recently in response to the tragic and senseless deaths in Dallas, Falcon Heights and Baton Rouge, music streaming giant, Pandora tweeted a sympathetic message that said, “Our hearts ache for all those who unfairly lost their lives.” The public response was swift, abundant, and sometimes heartbreaking to read. Hundreds vowed to cancel their Pandora subscriptions or boycott the service simply because the company included the hashtag #Blacklivesmatter.  The core message of #Blacklivesmatters is that the lives of African Americans matter as MUCH as the lives of others – not MORE than. And unequivocally and without question, does it remotely imply that Blue lives matter least of all. But this meaning often gets lost. 

Is your brand prepared to deal with customers who won’t like the stance you’ve taken or misunderstand your narrative? Leaders better have a contingency plan for addressing negativity because it will surely come. Unfortunately, it’s the world we live in and also why these discussions are so critically important.

Race in America is a very large and complex hairy beast that is more arduous to tame than say, Saving the Whales or Feeding The Homeless. Conversations about race, or lack thereof, expose the underbelly of our most righteous and most wretched core values, then feasts on our sacredly held beliefs. For this reason alone you may decide that the topic is far too heavy for your brand to bear. No one would find fault with your decision. Racism is the last frontier of human cataclysm that won’t be solved by one ad, one commercial or one post. But it’s a start.

It is CREATIVE!

If you’ve ever sat anxiously in a meeting amongst your peers, each of you doodling crop circles and flowers on a yellow note pad, or if a blinking cursor on a clean white screen sends you day-dreaming about your vacation or what you’re having for lunch, then you know getting those creative juices flowing takes a tremendous amount of energy. What sounds like child’s play is really an acquired ability to push boundaries and work hard at break-away thinking.

Ambitious new ideas, not just a re-hashed modified version of last year’s concepts, mean using imagination for real innovation. Creativity is being able to see what could be and not what is.

Here are three approaches to the question I get asked the most, so how do you create ‘creativity’?

1. Let go of the need to be right. True invention is neither right nor wrong it just is – usually left to the interpretation of the end user. In fact, most visionary ideas are never politically correct – after all, who would pay for a drink of water? Or pay an entrance fee into a retail store? Is there a realtor willing to donate a percentage of proceeds to a buyer/seller’s charity in order to sell more houses? This is the basis for my mantra, “Don’t compete, create!” Stop copying your competitors or coloring within the lines of industry standards. Start focusing on creating something new – let go of the need to be correct or proper. Then you’ll be competing with your own ability to ideate – instead of appearing lazy or worst yet, conforming to mediocrity because you duplicated someone else’s creativity.

2. Be absolutely fearless! Fearless in your thinking, fearless in your capacity to make mistakes and absolutely fearless that no idea is too radical. Without the willingness to look foolish, it’s hard to break idea barriers. Don’t be afraid to explore the ridiculous, the outrageous, or the unknown. Before you declare “it won’t work,” “we can’t do that,” or “it will never fly,” examine it through the lens of “what if.” Apply cross-over concepts from other (non-competing) businesses. Case in point, if hand-held POS check-out works for car rentals, why aren’t they used in department stores? And if I can test a new lipstick or test drive a car, why isn’t there a method to test the acuity of a doctor or lawyer? No, not every idea will be a new iPad®, but can you imagine what Apple's brainstorming sessions were like when someone first suggested this new application? A new idea should make your palms sweat, your stomach churn, cause dizziness and/or insomnia; otherwise you’re probably playing it too safe.

3. Write down all the assumptions you have and throw them in the trash. No, wait! Maybe not in the trash just yet, because you can use them to spawn new ideas. Who said a restaurant’s price point should be based on food cost – suppose it was calculated on time? If I can ride standing on a bus or train, why can’t I ride standing in an airplane? And shouldn’t the price of a movie ticket cost less for a film that’s been on ‘the shelf’ for a month and more for a block buster new release? Or better yet, when will a savvy movie theatre introduce a VIP section (with reserved seating and table service)? Genuine creativity demands that you challenge all assumptions in order to discover great ideas.

Ideate real creativity to set you and your brand apart. By continually looking for new ideas and innovation, everywhere, all the time, you’ll build your creative muscle and break idea barriers. Don’t compete, create!

It is EASY!

Three Easy "Must-Do" Ideas to Effectively Market to Women!

"Femarketing" (our coined catch-phrase) no longer refers to a sub-category, but is a concentration on an emerging dominate market valued at over $5 Trillion...and growing. Gone are the days of powder puffs, froufrou, pink hearts and old-fashioned notions about femininity when it comes to marketing to women. Female marketing is big business.

Case in point, women brush their teeth much the same way men do. In fact, women use most products and services the same way men do. Smart businesses know they can no longer just paint their existing brand pink when marketing to women. Meaning over-using a misguided "for women" focus or a non-existent female benefit.

There are endless methods businesses can incorporate to engage women, and profit from this new marketplace. Here are three ideas your business should use to create real female-centric marketing that reaches the mammoth eighty percent of U.S. households where women are making the buying decisions:

Include women on your team
This doesn't mean simply hiring more women executives, HR managers or administrative assistants. Try building a team of investigators that will touch/feel/experience your brand in the real world; then make sure women are on that team! The feedback and contrasting viewpoints women bring to design and development is critical to the success of your brand. Women will help you identify and attend to important details that make a difference in how she perceives your business. Make sure her voice is heard before you attempt to sell to her.

Incorporate images of real every day women in your ad campaigns and marketing collateral.
"...Are they serious?" This is the question women ask when it comes to many ad campaigns. For example, women are turning the pages with barely a glance at premium liquor or the glossy 4-color car ads. Why? Because most of the time the gorgeous 22-yr old babe model provocatively dressed, doesn't look like her or any of her friends; but instead is some man's fantasy. Be careful that your marketing is not alienating – or worse yet, condescending! The success of the Dove soap campaign for Real Beauty is anchored in the ability of women to globally relate and identify with the images. Make sure she can clearly see herself in your marketing.

Create a platform for women to share and form spontaneous communities.
In today's new 'word-of-mouth' marketing, social media has become the Queen (and hub) of what women have loved doing for years. Connecting. Now the ability for women to share ideas, feelings, dreams, fears and more importantly, information is happening at light speed. Research shows social media among women almost doubled over last year. Providing her a way to talk about the pleasures she found around your product appeals to her sense of community, and helps her find points of commonality and affiliation. Make sure your brand connects her to your product as well as to other women.

It Is Here!

My top seven event marketing trends for 2010 are here! And even if you don’t know the difference between a tweet and a yelp, understand that the educated, informed and active consumer is alive and well, and traditional marketing channels have passed away. Marketers will discover that to stay in the game in 2010 will require, more than ever, agility and a willingness to venture into uncharted waters with new and adaptive innovations. The time has come to explore, ideate and gamble – to tear down the walls that separate people from each other and their views about your product. Here is one of my top seven event marketing trends for 2010. Businesses should note the emergence of a ‘transparency and honesty’ theme that is rising to the top.

1. Social, Media, Networking…Oh, My!

No longer considered a tween fad (think Myspace) or a place for grandma to post pictures, social media will effortlessly meld personal and professional, online with brick & mortar and provide cohesion between brands and their customers. This trend to build customer-centric communities that incorporate internal collaboration, extending a company’s tentacles out into their customer and partner networks, will continue to grow and up the ante in 2010 [btw, according to eMarketer U.S. ad spending on social networks will show a 7 percent increase in 2010, to $1.3 billion]. Savvy marketers can stay ahead of the curve next year by introducing events + video into their social media efforts. This trinity marriage should result in more engaging content, a dynamic way to hear and interact with customers, and produce ‘infections messaging’ that travel faster than ever before. Social media might well become the base in the marketing mix topped off with the event experience, and the spice of video, as brands remove the layers between themselves and the customer. In 2010, custom created events using branded social networking will be the norm for persuasion through organically fitting into the consumer’s social sphere – developing, connecting and engaging loyal fans and customers.

To receive my other event marketing trends for 2010, please sign-up at http://www.creativitymadefresh.com/.

It is acceptable.

The Christmas holidays are the perfect time to celebrate. And a celebration can, and should be, centered on meaningful expressions, that are not necessarily tied to religious beliefs (i.e. the end of a good fiscal year, surviving a tough economy or an appreciation for what you have).

With that said, the question of gift giving to clients always comes to the surface this time of year. Not only is giving gifts to clients acceptable, I believe most businesses could benefit greatly if they would treat their valued customers like a love interest or a really hot date. This is a time to remember those that matter. An appropriately matched client gift can go a long way in cementing relationships, and securing future business. Therefore, client gifts should be carefully chosen to be meaningful and produce the greatest return. I adamantly urge businesses NOT to send clients 'gifts' emblazoned with their own company logo, phone number or URL address. The last thing a company wants is to appear cheesy, self-promoting or disingenuous.

I prefer giving gifts that the client can actually use or will remember well past the holidays. Free shipping, account upgrade, a gym membership, a service, magazine or recreational subscription; or a monthly pizza delivery for the office, will have a significant impact on your business being remembered. Or surprise a client by organizing a crowd sourcing collaboration focused on their core business. Also, picking up the tab for drinks and dinner can be much more cost effective (and more personal) than purchasing advertising in a trade magazine.

My mantra is, 'Give the unexpected that is so unique and innovative that it causes customers to remember, and competitors to envy, the way you do business'.

It is Time!

Today I had an opportunity to pitch my creative ideas and insights to a journalist from a major on-line publication about strategies Cadillac might use to revitalize their brand.

Part of the problem as I see it is, GM has become like a gigantic, big-budget locomotive engine that appears oblivious to the changing landscape; puffing along, and up until recently, quite complacent and comfortable. What I suggested is that both GM and the Cadillac brand, need to create a cultural message (think Volkswagen van), seek out "uncomfortable and unsafe" marketing channels, and learn to obsess about their customers.

It is time for auto manufacturers to re-discover their story; the cultural and social "why" behind the purchase. Forty years ago, car models conveyed the lifestyle, and reflected the views/values of, the customer -- that some how got lost in MPG's, RPM's and the MSP! There is a sexy Cadillac swagger out there that remains undiscovered and untapped.

What's your story? Isn't it time to start telling instead of selling?

Wishing you success!

Deborah

It is True!

I read recently new information that I was already aware of. The traditional press release is DEAD! Yep. Gone, buried and about as obsolete as an 8-track tape!

That's because media outlets today are looking for the the story behind the boring statistics and mundane everyday occurrences. At CMF, one of the things we pride ourselves on is that we know the difference between a good headline and great story.

Jeremy Gutsche, trendhunter and author of the new book Exploiting Chaos, says rule #1 is to relentlessly obsess about your story! In other words you should be constantly discovering and evaluating viral trends and innovation and how and where you fit into the creative structure.

It is true! Today's global marketplace demands that you create and cultivate your story into something that connects you, your message, your brand in order to travel faster than ever before!

Wishing you success!
Deborah

IN OTHER NEWS...Traditional Marketing Pronounced Dead!

Funeral services for Traditional Marketing were held recently and sadly, only a few people were in attendance. That’s because most entrepreneurs and small business owners were completely unaware that traditional channels and campaigns (including guerrilla marketing) died and are no longer as effective.

As the owner of a small (and I like to think, emerging) creative marketing company, one of the biggest challenges I face is convincing clients that today they absolutely must provide a real customer experience that is connected to their brand; one that taps into the customer's behavior [see my blog "Branding From My Mother's Kitchen" 11-08]. Otherwise, promotion without behavior or branding that does not DO something is as purposeless as tits on a bull and produces little to no bottom-line results.

So, what is the latest marketing innovational shift you ask? Ladies and gentlemen, we have entered into a NEW age of marketing where successful brands (that also includes YOU as the brand) are harnessing the power of social media + video + special events. And THAT, my friends = NEW MEDIA and the wave of the future -- this is the cutting edge of where you absolutely must be if you plan to move your business to the next level. Lag on this and you will definitely lose!

When I first started in this business back in the early ‘80’s (I know, I’m dating myself), working in the world of corporate special events and meeting planning wasn’t even a career choice. In fact, my first job in the business, I was hired as a “marketing assistant.” I vividly remember telephoning my mother all excited about this new job I just started. The first thing my mother said to me was, “…oh baby, you might want to look for something else because there can’t be much money in planning events…” Who knew, I know I didn’t, that corporations spent hundreds of thousands of dollars on meetings, conferences, special events for everything from promoting new products to boosting company morale.

So it is with pride and awe that I watch special events evolve to become a pivotal and necessary player in this NEW MEDIA. Suddenly incorporating an event into the marketing mix is a way to give your customers something to DO (and say) about your brand. Cutting-edge businesses are discovering the power that a single event, video taped and then shared through social networking (i.e. WACPTV, Facebook, LinkedIn, Twitter, et al), can have on their brand.

The use of video has become the standard medium (for now) to broadcast news, events and entertainment. Posting video on UGC (User Generated Content) social websites provides key brand interactivity and recognition – becoming THE catalyst for brand advocates and evangelists. In other words, customers will view your video, reply with views and opinions, and then share that information with others. And all this viral buzz is done without the purchase of print ads, radio or television spots or direct mail marketing (old traditional marketing channels). In fact, U.S. ad spending continues to decline.

Take for example, the uncanny rise the ‘Britain’s Got Talent’ contestant, Susan Boyle which has led to more than 100 million hits on YouTube (making it the most popular video in YouTube's history – good lawd, before tweezers!). You would think that Susan or at least the TV show is profiting a nice hefty dividend check? But according to Google "That video is not being monetized." That means that $500,000 and change in licensing fees and more than $1M in overlay ad revenue are being left on the table. The digital age provides opportunities, but only if marketers know how to grab them.

Even though I do think there is still a place for some traditional print marketing and TV/radio commercials. They definitely do not dominate like they used to so you should use sparingly (and wisely). Therefore, the idea is not to throw money at your customers through expensive ads and commercials -- because the average person is not willing to retain or use your brand’s message (which, according to author Jonathan Baskin, is a little over 1 million messages a year).

Involving customers in events, captured on video and shared through social networking will create a much larger promotional splash and actually inspire (WOM) evangelism. Take a look at how Saturn used a “House Party” mega-event and partnered with TLC’s Real Simple Real Life as their social media channel to increase brand awareness by 38%. Give customers (brand) freedom to experience what matters most and a way to share their views and opinions and they will not only embrace your brand, but encourage others to as well.

Okay, so I’m hanging up my Black dress now and dusting off my red (party) stilettos – look for my video-blog on a social network near you!

Deborah Porter

dporter@creativitymadefresh.com

http://www.creativitymadefresh.com/

702-505-7110

Is BLACK the NEW BLACK?

The more I observe, the more I'm convinced that we truly are a curious nation of followers. A few months ago, I wrote about America’s brand, asking the question what does “Brand America” look and feel like? Beyond the American flag, apple pie, spacious skies and purple mountains majesty, I asked if we’ve made lasting changes to our views and perceptions about race in our country – did we wake up on November 5th to a new icon that says we feel differently about each other?

Well, I dunno if we’ve made lasting changes; tremendous strides? Yes. Lasting changes? I’m not so sure. But I can say that what I’m witnessing now borders on the ridiculous, and is very typical of the American way. And that is to be ‘Fashionably Black’. Not a reverse discrimination per se, but suddenly, it is very trendy to have Blacks in leadership, on our boards, committees, and running our companies. Black is the New Black!

Now before you judge my views as bias (Good Lawd, I can hear the NAACP calling for my card). I am an African-American woman who proudly voted for President Obama, who supports Black initiatives along with select Black organizations. I believe in diversity, fairness and equal opportunity. But I question the sincerity of any organization that has had no history of African-American inclusion suddenly wanting to engage Blacks in leadership. And not necessarily because the person is the best at what they do or the most qualified (although they could be), or because it demonstrates a company’s earnest desire for diversity. No, many businesses are just following a perceived trend. From the nomination of Michael Steele as the new Chairman of the RNC to Mike Paul, publicly demanding that the PR Society seat a Black member on its executive board, companies are scrambling to include more African-Americans in prominent positions. Yet there are countless numbers of companies that have no diversity whatsoever. Okay, so you’re thinking, so what’s the problem? Well for one, any company that would follow a “jump-on-the-band-wagon” trend is sure to disengage when the fad has passed. Second, ‘Fashionably Black’ rings disingenuous – did it take electing a Black man as the leader of the free world for us to realize there were no Black leaders in our companies? Did your company embrace diversity before November 4? How many African-Americans were a keynote speaker or spokesperson for your product, or invited to your party or a preferred vendor before the election and how many are you seeking out now?

But this brings up a more serious phenomenon in business, and that is our propensity to be followers rather than innovators, creators and real visionaries. One of the reasons President Obama was successful in his bid for the white house, was his audacity to do the outrageous, the unthinkable, to stand out, and then run the most unique political campaign in our nation’s history. The fact that he did all this is as a Black man was an added bonus of fortitude to the package. And don’t get me wrong, I don’t have a problem following some of today’s trends (why re-invent the wheel?) – I enjoy my iPod, text-messaging, Apple martinis and hair extensions. But I also recognize that trendy phrases like, “your call is very important to us,” “how may I direct your call?” “service first” are all very passé and meaningless idioms. We do it because someone else did it. That’s because growing this country, like growing your brand, requires a business to be innovative and a front-runner of the unthinkable – inventing a brand, new bar, not following the herd under the old one.

If we want true economic recovery we can’t get stuck at the top of this victory hill (none of us is allowed to rest on the coat tails of President Obama’s blackness). We must bravely go out and create something new, something cutting edge in our businesses, our marketing campaigns, our events and promotions. And if that means including more African-Americans in our organizations, that’s even better! But don’t follow what has been done (there is only one Barack); instead blaze a new trail, a new path. Be original. Be uniquely you. In fact, I encourage each of you to be so daring, so brash and brazen that it makes your insides churn with fear just thinking about what you’re planning to do. Because only then can you be a creator of the next big thing, the next impossible endeavor – which is the backbone of America’s ingenuity – it’s our brand! And by all means hire me to aid you in pushing new, creative boundaries – but not because I’m ‘Fashionably Black’, but because I share your company’s vision for setting a new bar!

Is Your Client Madly in Love With You?

Most of my girlfriends will attest, that I’m pretty happy being a single woman (most of the time) and I don’t normally flash my high-beams at a man when I’m at a party or social function. And yes, there have been many BFF discussions over martinis whether a woman can be married if she really wants to be, but I feel that my ‘dilemma’ is that I have yet to meet “the one.” In truth, I’ve decided to hold out for a man that will look at me the way Barack looks at Michelle – and yes, Mr. President-elect, we have noticed those subtle pats on her backside. But it’s very simple. I want his glance, his mere gaze to make me forget myself and where we are, and have us pause to ponder our destiny. I want others to not only admire our PDA, but envy our powerful magnetic bond. Like when Jerry Maguire finally reaches Rod Tidwell in the locker room and everyone around them feels their reverberating connection – none more than Cushman; who turns to Bob Sugar and says, “…why don’t we ever hug like that?’ So it’s not surprising that while creating Valentine’s Day party ideas this week for a hot nightclub here in Las Vegas, romance has permeated the air in my office. And I begin to explore the correlation between the man/woman relationship and the relationship we have with our customers and clients. Because I’ve determined that at the very least, I want my clients to love my creativity, and feel that the services I provide are so incredible it causes even my competitors to envy or admire the way I do business!

So much of what event marketers and producers do, requires us to be more intuitive to our customer’s goals, objectives and sometimes personal preferences. We must court the client in order to generate intangible ideas in a highly creative process that often results in emotional responses from clients and guests alike; responses that can build or destroy the relationship with the client. Because a smoking hot event can exponentially say to the world that you are hip, sophisticated, and innovative, or if lack luster can prove you to be a traditional stick-in-the mud with no vision. But it is far better to have raw emotions (and be either loved or hated) than to have a mediocre relationship with a client.

So in our new experiential-social economy, I’ve put together ways to help you go from dating or just hooking up, to producing a client that is in love with what you do and how you do it. In fact, I believe most businesses could benefit if they would treat their customers like a love interest or a really hot date.

Wooing (Muuhwhaaa…)

Wooing is that dating period of slowly getting to know each other, and it is a necessary part of the relationship (and the sale). Take the time to get to know the players and let them get to know the real you. However, now is NOT the time to discuss your previous client’s flaws, reveal that your team’s creative process involves coloring books and a bottle of Patron, or that you’re driving your parent’s second car! I’m not at all advocating being deceptive when pitching to a client, but you do want to present your best talents and unique abilities and avoid any embarrassing attributes. Concentrate on divulging how your talents can benefit the client’s business; and why you are someone they should get to know. A prominent woman speaker once said that she advises women to go on that first date wearing little or no make-up and Saturday morning ‘bed hair’ so that a man knows exactly what he was getting. You know, keepin’ it real! Well, bravo my brave sisters; you go right ahead -- because I, for one, won’t be showing up for any date without my MAC cosmetics and Bobby Brown lip glaze -- although I don’t believe in putting on airs -– for a man or for a new client. What I do strongly believe in is being my authentic self and presenting personal best.

An Exclusive Relationship (Of course I trust you…)

Have you ever really discussed exclusivity with your customer? In other words is the client even aware that your company wants to date exclusively with the possibility of marriage? If your client is still putting out an RFP for every single event or marketing project, something is wrong with your relationship. Seriously, you may be assuming that the client is all yours, when in fact they spread out their projects to one or more of your competitors. But when you have developed a strong bond with a client, they know that even if you can’t provide the service they need, they can come to you for the best possible recommendation or referral. What’s important about this is you have control and can refer a trusted source; someone that you can or will partner with. I make certain that anytime I must make a referral to another business that they also share my passion for excellence – and it’s a business that will ultimately refer me. And while I am secure in my client relationships (able to refer without creativity envy), I don’t want my clients being ‘intimate’ with some other company and then coming back infecting my team with highly contagious bad vibes, demanding attitudes and low budget (cheap) expectations. Use protection!

Communication (What’s your name again?...)

Okay, can I just tell you right now that if a man doesn’t call me the next day after a night of intimacy, there will never be an encore performance. Or if this said man calls me only when he has ah, um shall I say, “needs,” I consider this to be an official booty-call and subsequently will block his phone number. So if that makes sense socially, why on earth do companies only contact their clients when there’s a sale to be made, or a need to talk about the latest-and-greatest new product? How often do we complete flawless operation of an event or production, and then stop communicating with the client for months at a time. No ‘follow-up’. No ‘what’s next’. No ‘do you still like me’. You would be shocked to know that a producer of a major world expo doesn’t contact their attendees again until a few months before the next expo. And they are not alone. An accomplished paramour will stay in communication (with love notes, late-night phone calls) right up until the time for the next soiree! For heaven sakes, stay in contact with your clients! Geez!

Gifts (For me?...)

From a single rose to diamond jewelry and everything in between, women love receiving gifts from a man she’s dating! It demonstrates his sincerity and level of interest. So, what is your excuse for not sending thank you or congratulatory gifts to your clients? Even in a down-turned economy, it costs very little to bring coffee, donuts or snacks to your meetings – don’t be labeled a ‘cheap date’ because the client will remember this when the market turns around (and it will). Okay, if you must cut-back, cut the office supplies budget, but leave money to spring for client lunch, dinner or drinks – this will go a lot further in cementing the relationship. And may I digress for just a moment? Pahleeze, don’t send clients ‘gifts’ encased with your logo, phone number or URL address. This smacks of cheesy, self-promotion and appears disingenuous. Save the company logo and a picture of your dog, Sparkie, for pens, hats and other small promotional give-aways and give ‘gifts’ that the client can actually use. Picking up the tab for drinks and dinner can be much more cost effective than purchasing advertising in a trade magazine or main stream publication –socializing with the client is much more personal!

As we prepare to enter a new year, it is important to me to make everyday count and to engage with people I respect, admire and/or care about (whether in love or in business). Wouldn’t it be fantastic if in 2009, whenever possible, each of us could choose to work with clients that we are genuinely happy with? I’ve been fortunate so far to only work with clients I really like (even in this recession). And I admit that it’s the initial falling-in-love stage with the client that I enjoy the most. Meanwhile, I’m still waiting for my own ‘love connection’ with a man who will make me want to share my bathroom vanity, remote control and shoe rack.

Branding Wisdom From My Mother's Kitchen

Exactly what is branding? No, I mean really; beyond the Wikipedia definition, what do we mean when we throw around the word, “branding” sitting in a strategy meeting trying to look cool and sound sophisticated? For far too long, branding was seen as just the use of logos, icons, symbols and the corporate name. But if you’re a smart marketer or business leader, you know that creating and establishing brand identity is far more reaching than a color-coordinated ad campaign. Powerful branding has exponentially morphed into the sum total of the audience’s experience. Branding now reflects the views and perceptions imprinted in the consumer’s mind until that psychological interaction shapes their behavior. It all boils down to an emotional experience – the way you handle your customers, how well you deliver products, promises and services. Susan Allen, owner of Out The Box, states, “…Branding means starting with your values and beliefs, projecting these into everything you do, and going forward from there…”

My mother was an incredible cook. Her down-home southern styled meals were served with warmth and genuine hospitality. And all you had to do was ask someone if they were going to Katie’s house for dinner after church and their mouth would water! Mom didn’t skimp on ingredients, spices or portions when the economy was bad. And she never cut the guest list or ask for donations when food costs went up; nor were people asked to leave early or do the dishes. Her caring personality, smile and awesome recipes were her brand. It was the experience of good times, laughs, a warm kitchen filled with love and a stomach full of the most delicious food you’d ever eat that people remembered. And that's what created her brand.

Krispy Kreme use to be a powerful brand until we bit into too many dry donuts left too long in the AM/PM kiosk – damn, did they forget what the “HOT” light sign did to our taste buds? I use to hide the empty KK box in the outside garbage can so my boyfriend at the time wouldn’t know I had eaten the entire dozen in an 8-hour period! My weekly trips to their stores have dwindled to once or twice a year now. United Airlines was the crème de la crème of airlines (my mother wore white gloves back in the ‘60’s when we flew) until they left too many passengers stranded for hours at too many gates, or left us at the mercy of rude and over-worked (and sometimes not so attractive I might add) flight attendants – with nothing more than a half-can of Coke and less than an ounce of peanuts. But boy aren’t their new commercials great? But now if I have to fly United, I won’t go.

So what does brand America look and feel like? Like many Americans I wept and cheered on election night at the audacity of hope, the possibility for greatness and the millions of cracks made in racial barriers. But I have to ask, did the election of Barack Obama as president of the United States, improve America’s brand? Because beyond the brand – you know, the American flag, record voter turn-out, spacious skies and purple mountains majesty – have we made lasting changes to our views and perceptions about race in our country – did we wake up on November 5th feeling differently about each other?

If I had a dollar for every blog, news article and quote that touts instruction on how to market your brand in a down economy, I could probably pay off most, if not all, the $ trillion national debt. Every business guru and pundit has sage advice on how to get focused, how to concentrate your efforts on your core customers. And most of what has been said has really been right on the money. But providing an incredible customer experience should have been happening all the time. Akin to what I call, the 911 share & care syndrome, excellent treatment of our customers is a behavior phenomenon that should be the norm. Why must we wait until a down-turned economy to start paying attention to our best customers, offering the best service with the most competitive pricing, or to reduce ineffective ads and promotions and begin thinking creatively for branding solutions? Effective branding shouldn’t be reactive to a bad economy or any other external forces, but should be an on-going persuasive experience that produces tangible results from our target audience. As author Jonathan Baskin points out in his book, Branding Only Works On Cattle, behavior trumps branding every time!

So in essence, branding isn’t the cool pictures, a killer logo or really funny creative ads. Branding is the sum total of the experiences of your audience. And it isn’t true branding until those attributes, and the created value, gets communicated through your actions and in turn influences the mind and thoughts of your audience. As my mother would say, it ain’t what you say baby, it’s what you do! Mom, you were absolutely right!

Entertain Us Already -- Please!

This week while helping a friend plan a baby shower, we were discussing different venues for our Big Belly event. But when she mentioned Caylix Jazz Supper club here in Las Vegas, I quickly pointed out that they may not be around by the date for our party. It made me wonder how many other businesses won’t be around in 6 months if they continue on with business as usual. Caylix Jazz Supper Club is a gorgeous venue with killer ambience, décor and a great location. But their service is some of the worst I’ve experienced in Las Vegas, with over-price low-value-slow-to-arrive food, run by aloof and clueless management. While sad, but true, without immediate marketing 'adjustments' they won’t be open much longer.

A new economy has arrived people! And if your business is directly involved with any component of entertainment, special events or F&B service, now more than ever, you will need to change how you provide the business of entertainment. No longer will ho-hum event(s) or mediocre service be acceptable. Elements that are entertaining, wildly exciting and vastly different from anything consumers have done or seen before will set the bar – this is especially true for any type of soirée hosted here in Las Vegas – the mecca of ‘experience marketing’.

Case in point, why on earth in the middle of the fiercest battle ground for the consumer’s dollar and attention would Jay-Z’s 40/40 club Las Vegas give us coffee – plain, no cream, no sugar and definitely no added foam and sometimes not even hot. It broke my heart to see the posh VIP sports venue close their doors last month so soon after opening, when many of their marketing faux pas might have been easily avoided [the official statement is they sold--okay...]. Today businesses like 40/40 need brand managers who not only understand the nuances of the brand and hot marketing trends, but more importantly have their ear to the heart beat of the customer. [Shameless Self-promotion: if your club, restaurant or venue hasn’t hired a mystery shopper who can also provide you with feedback and marketing solutions, please stop reading and call me immediately so we can get you started -- geez]. Unfortunately, the 40/40 Club Las Vegas never gave us the swagger its namesake is known for – management never took us past a boring-ass happy hour with inexperienced, inattentive wait-staff to a world where grown-ups got to play hard (centered around sports). Celebrity name or endorsement alone isn’t enough – especially now that our hard-earned play money is harder to come by. Our down-turned economy will cause consumers to demand more than "corporate speak" over the chicken dinner and jazz trio!

And can I digress for just a moment? What marketer worth their weight in salt doesn’t at least collect basic demog info on party goers in order to stay in touch and market their product? Take the Ceren Vodka Launch several months ago, hosted by Cedric The Entertainer (whom I LOVE btw) at the doomed 40/40 hot spot. And while Cedric’s Grand Prix race car might have been on display in Denver, it wasn’t in Las Vegas! Not only was the event lack luster at best with absolutely nothing “special” about it (can we at least smell exhaust fumes?), we were never even asked our opinion about the vodka after we FINALLY got to taste it. A total waste of marketing dollars. I felt like if the 40/40 Club had NID (No Imagination Disease), Ceren Vodka also tested positive (it is known to be highly contagious). Pity, I guess the importer, Rio Blano Spirits didn’t feel collecting consumer information was important. In Las Vegas? Where the average audience yields regional, national as well as international consumers. I could go on; there are others. For example, the MB shoe store, in the Wynn Las Vegas who just this month hosted an in-store promotion for a we-are-all-so-very-over-it Sex And The City DVD release. But I won’t. But pahleeze, don’t make me come over there VY and hit you in the head with my creativity spoon!!

The trend is this. Consumers are opting out of traditional marketing channels like never before (i.e. spam filters, pop-up blockers, Sirius radio, TiVo, DNC registry). That means that a special event has the potential to be the perfect medium for making a memorable and lasting imprint on your target audience. But in order to truly connect with your customers in an almost cognitive way your event has to be knock-your-socks-off-when’s-the-next-shindig experience. Lackluster products or service won’t survive in the new economy. To survive the tough times ahead, businesses must wake up and figure out how to give customers entertainment vastly different from anything they’ve done before or they might as well hit the snooze button and sleep-in for the next 5 years. Meanwhile, I wonder if we can we take a bunch of pregnant women to the Blue Martini – talk about the exceptional standard? Question. Why in the hell doesn’t Hank Serrano (the GM) hold classes on ‘how to give excellent service’?

Sex And The City in Sin City!

Gurlfriends, come get Carried away at the hottest party of the year for the hottest movie of the year, in the hottest city on earth!! We cordially invite you and your friends to join us in Las Vegas for a “Manolos and Martinis” Sex And The City Party. Join us on Sunday, May 18th at 5:00 PM as we celebrate Carrie, Samantha, Charlotte and Miranda in their continuing saga. You will be treated to the Manolo Blahnik Spring collection and see the spectacular shoes featured in the film. There’s an appearance and book signing by Ms. Ollie Levy, one of the original HBO writers of the show. Enjoy complimentary yummy hors d'oeuvres, martinis and 'Metropolians' our signatue party cocktail (courtesy of our Vodka sponsor). Plus there's a fabulous Shoe Fashion Show Extravaganza by Fabreana Shoe Store and Manolo Blahnik, SATC trivia contests, fan favorite episodes, short SATC tribute film, games, prizes, and many more lovely surprises!

But more importantly be fashion-conscience: donate a pair of new/gently worn shoes to Soles4Souls (www.soles4souls.org) and you could win a pair of tickets to the advance screening of the Sex And The City movie (opening in theatres May 30). Hurry! This event is guaranteed to sell-out! For tickets ($25 pp) go to: http://www.satclv.com/ The Brass Lounge is located at 425 Fremont St., Las Vegas, NV 89101 (702-382-1182). WE HOPE TO SEE YOU THERE!