Roy's Blog: February 2016

February 6, 2016

Do you have customers or supporters?

Do you have customers or supporters?

A recent article by Jeff Goulding is an excellent rant on the plan The Liverpool Football Club had to increase match ticket prices.

Jeff states “The club’s marketing strategy has been based on the suggestion that we are all one happy family. However, it’s now plain as day that, actually the ‘family’ is just another revenue stream.
We are customers not supporters.
To them our role is simply to turn up in our droves and hand over our hard earned cash. Then on full-time traipse into the club shop and spend some more. If you can’t get to the game, never fear they’ve found other ways to liberate you of your money.”

WOW! A very hard line on an organization that has a legacy of having “raving fans”.

But what about your organization?

Do you consider the folks that do business with you everyday customers or supporters?

Are the decisions you make aimed at keeping “the family” together?

Do you place the needs of the family ahead of the organization?

Do you build relationships or conduct transactions?

Do you offer your best deals to your supporters BEFORE anyone else?

Actions speak volumes about who you are and what you value; examine your behaviour.

Please don’t speak of “family” and place sales in the lead position.


Check out my BE DiFFERENT or be dead Book Series

Other articles you might like
Schooled in #marketing by The Grateful Dead
Marketing is in the “feelings creation” game
Today’s marketing doesn’t cut it


  • Posted 2.6.16 at 06:59 am by Roy Osing
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February 3, 2016

You can put lipstick on a pig but it’s still a pig

I always find it curious when companies decide to rebrand themselves and nothing changes. They create a new identity with a flashy new logo and tag line but the essence of the organization carries on the way it always has.

The Toronto Maple Leafs chose a new logo for the 2016-17 season. Leafs president Brendan Shanahan said in a release. “This is our goal for the next chapter in Leafs history. We are committed to restoring the Toronto Maple Leafs to a proud and prominent place and this classic logo will connect the team’s championship legacy with an exciting and proud future for our players, our city and for our fans.”

I get the intent behind the new logo, but wonder what the new strategy is that will change the performance of the team. I know the logo by itself won’t. It’s may be sexy but it won’t deliver the change that management is hoping to achieve.

This is typical of so many organizations.

They overhaul their web sites with a new look and feel. Advertising messages change stressing an aspect of the organization they feel is now important (connecting “... the team’s championship legacy with an exciting and proud future…” in the Leaf’s case).

But there is no change in performance. The same service delivery problems persist; the same employee morale issues remain and competitive vulnerabilities continue despite the fact that HOW the organization is visually presented to the market has been morphed into something different.

You can put lipstick on a pig, but…

Your brand should be the LAST thing that is changed. Changing an organization isn’t about changing its look; it’s about changing its strategy and values and THEN how it intends to communicate it’s new direction to the customers it chooses to serve.

The new brand becomes the expression of the new purpose, direction and values of the organization, it doesn’t lead it.

So, before getting all pumped up about your new look, let us see what you intend to do differently as an organization to take your performance to another level.

How do you intend to enhance your team skills and competencies, increase revenues and manage costs more effectively.

What new values do you aspire to that are in keeping with your new strategy?

And lastly, how do you intend to communicate this new game plan to the market…. enter the new logo, web site and advertising.

If all you are doing is aspiring to do better, forget the rebranding investment. Hopes and prayers deliver nothing; intent is shallow.

What SPECIFICALLY, Toronto Maple Leafs, do you intend to do in the next 6 months to put you on a path to win the Stanley Cup?

The new logo won’t.


Check out my BE DiFFERENT or be dead Book Series

Other articles you might like
Answer 3 questions and you have your #BusinessStrategy”
Your business proposal is useless unless…
Don’t let marketing brand anything!

  • Posted 2.3.16 at 12:00 pm by Roy Osing
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February 1, 2016

Market to ME! Marketing to the crowd sucks

I am not average.

I am not common.

I am NOT a digit in the lowest common denominator.

I am not like anyone else.

I am not a member of the herd; a part of the mass.

I am special.

My DNA is unique.

I have wants and desires like no other person.

Market to ME; serve ME and I will return the favour.

Continue to treat me like everyone else: like a “market segment”; like a common entity and I will avoid you.


Check out my BE DiFFERENT or be dead Book Series

Other articles you might like
That’s why there’s chocolate and vanilla
If you can’t pass this test you’re NOT customer focused
A person trumps a population

  • Posted 2.1.16 at 04:19 am by Roy Osing
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January 25, 2016

5 steps to stay organized

@buizachristina during @10kcoffees Group Chat asked me “How do you stay organized?”

So many things to do.

So many people to satisfy.

So many demands on your time.

So many distractions.

In this milieu you can stay organized only if you START organized.

These are 5 critical steps to get you going on the right track.

1. Understand the objectives you’ve been asked to achieve. If they are vague ask for clarification. Chasing unclear objectives is a waste of your precious time and energy and will prevent you from being a high performance individual. All it does is increase your anxiety level.

2. Determine 3 priorities that will get you 80% there. Forget the to-do list; you can’t juggle 10 projects in the air and hope to accomplish anything brilliant in any one of them. Organization is all about being FOCUSED on a few things that really matter.

3. Eliminate the activities that don’t relate to your priorities. This is your to-don’t list. If it’s not related to your main agenda, kill it. Or it will kill you.

4. Don’t get sucked in with “yummy incoming”. Once you have set your priorities there will be new temptations that try and pull you off your course. Don’t go there. Yummy will force you back into the “run around” mode.

5. Stay in touch with your the results and adjust as you go. Plans rarely turn out the way you intend. Be prepared to modify what you are doing or completely change direction and go Plan “B”.

If you can be calm and still in the moment when the world swirls around you; if you can maintain your focus when there are so many other possibilities to chase, you will not only be organized you will stand apart from everyone else.

You will be noticed.

You will be successful.

Check out my BE DiFFERENT or be dead Book Series

Other articles you might like
Your #career will stand-out if you’re the Passionate Messenger of Change
A brilliant excuse for achieving nothing
Six big challenges Millennials face in their careers

  • Posted 1.25.16 at 04:09 am by Roy Osing
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