“Life can only be understood backwards; but it must be lived forwards.”  – Soren Kierkegaard

The last quarter of 2016 is almost history and as we stand poised to welcome 2017 in less than 2 weeks, we hope for a future that is successful, rewarding and where your dreams will be realized. Having seen the start of more than a few “new business years” during my career, I’ve learned that you can do one of two things in preparation for the coming year. You can yet again try to create a brand new marketing strategy for the coming year or you can pause, look back and do some serious reflecting, resolving to change, or improve some aspect about how you will initiate your future marketing campaigns. For some people, looking back over the past year may be something better left in the rearview mirror; on the other hand, burying your head in the sand can be seen as the primary ingredient in a recipe for another disappointing year…and you know how much the CEO/President/Owner/Founder loves that kind of thinking. So, before one celebrates the dawn of a new year…take time to ask yourself what are you going to do to change? What does success in 2017 look like to you and your executive management team?

Speaking for myself and our firm, the end of each year is met with a healthy dose of optimism for the coming year. We see 2017 through a lens of hopefulness, that things will continue to get better. Is that just us or will you and your organization also view the coming year with a level of anticipation that you haven’t had for a few years? Hey, it’s been tough for most everyone out there but let’s remember that at least a few organizations — perhaps some of your own competitors — have fared better than most despite these trying times. So what have they done to plot a course for a more optimistic and profitable path for success in 2017?

Depending on marketplace factors coupled with how well you were able to strategically position and market your company, the past year was either seen as a success or another year of same-old, or even a disappointment.  The question that begs to be asked here is, how much of last year’s growth or lack thereof was because of something you had no control over, such as good or bad luck, and how much was because of something you specifically chose to do or not do?  I’ve found through personal experience this is the time to be totally honest with yourself.  As Sigmund Freud said, “Being entirely honest with oneself is a good exercise.”

Hey, I’m all for a bit of luck but you probably don’t want to continue betting future success on lucky things happening in the coming year.  With this in mind, here are a few questions to ask yourself as thought starters as you begin the process of looking in the rearview mirror at this past year and through your windshield to the next:

• What marketing activities worked for you and which ones didn’t in 2016?
• What 2 or 3 trends did you notice have taken place in your industry and outside of it that you need to incorporate into 2017 activities?
• What 5 pieces of really good customer feedback did you receive this past year that you need to take deliberate action on?
• Is there one part of your marketing activities that if it got more attention could yield better results?
• What are the 2 mission-critical initiatives that absolutely need to be accomplished by June 30th 2017?
• What are the top 3-5 problem areas that could impact your bottom line or stunt the growth of your brand if you don’t tackle them now?
• What are the 3-5 opportunities that could grow your bottom line, brand visibility and preference?
• How did your marketing (from strategy to execution) match up with your competitors? Was it “beige”- boring or was it “full of color”- impactful?
• What do you produce, offer or do that excites your audience and makes them think “Wow!”

As marketers, one thing we know for sure is that change will not stop in 2017. The marketplace will continue to shift on us, and so will the economy. But by reflecting back on 2016, taking control of your marketing activities rather than being tossed around by the waves in the market, along with thinking optimistically about what 2017 can hold, this New Year might actually be a year worth celebrating.  It will be for us and hopefully will be for you as well.

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Rolf Gutknecht is vice president, director of account services for LA ads. To discuss your thoughts with Rolf on this blog or any marketing matters, email via this link, or visit www.LAadsMarketing.com.  You can also connect with Rolf on LinkedIn.

Whittier, CA – LA ads client Rose Hills Memorial Park has been selected as this year’s winner of the prestigious ACE (American Cemetery Excellence) Award. The award, presented by American Cemetery & Cremation Magazine, one of the leading publications serving the funeral and cemetery industry, recognizes the most outstanding cemeteries both within the United States and abroad.

This year’s award honors the largest memorial park in North America, whose history spans 102 years, and reflects one of the most culturally diverse communities anywhere in the nation.  While Rose Hills provides approximately 9,000 burials annually, its commitment to caring, individualized service has remained its hallmark since its opening.  The cemetery has been acclaimed nationally for its cultural diversity, its social responsibility and its community involvement, including a massive water reclamation project that began well before California’s drought crisis, and the effort to literally reshape itself to offer aesthetically and spiritually exceptional spaces for burial and remembrance within in the principles of Feng Shui, reflecting its growing Asian community.  Throughout the year, Rose Hills hosts numerous religious, cultural and veterans’ events, drawing many thousands of attendees from across Southern California.

“We are extremely proud to be the recipient of this significant award,” said Rose Hills president and CEO, Patrick Monroe. “To be officially recognized as the best cemetery in the nation acknowledges our mission to serve our entire community with passion and excellence.”

In addition to its spectacular grounds and exceptional family service, Rose Hills was cited for being at the digital forefront, developing multiple websites, specialized landing pages, Facebook pages and other key social media platforms that speak to its many different audiences in their respective languages and cultures. Most recently, the cemetery launched a light-hearted series of YouTube videos (“Short Takes”) that answer questions people often want to know about cemeteries and funerals…but were afraid to ask.

From Cemetery & Cremation magazine: To help these groups feel “included,” Rose Hills has sought out multiple marketing agencies that specialize in selected populations. Today, three agencies serve Rose Hills: LA ads, responsible for English-language and “general” audiences and lead agency for creating the messaging strategy for all agencies; ARAS for Latino (Mexican) and other Spanish-speaking families; and InterTrend for reaching Asian communities, notably Chinese but also Korean, Vietnamese and others.

“People tend to think that a cemetery is about honoring preserving the past.  We feel here that Rose Hills is just as much about looking forward to the Future,” added Mr. Monroe.

Former ACE winners include Curlew Memory Gardens in Palm Harbor, Florida; Woodlawn Cemetery in the Bronx, New York; Springvale Botanical Cemetery in Victoria, Australia; and East Lawn Memorial Parks in Sacramento, California.

About Rose Hills Memorial Park & Mortuary

Founded in 1914, Rose Hills Memorial Park & Mortuary, #FD970, has since grown to be the largest memorial park in North America. It is a full-service memorial facility with a modern mortuary, flower shop, reception center, and premiere cemetery property to serve the community in both pre-need and at-need situations. It serves 10,000 families a year. Rose Hills is located in Whittier, California, with approximately 1,400 acres of property for current use or future development and is considered to be the largest single-operated cemetery in the world. Although it is purposely secluded, Rose Hills is only minutes away from any point in the Greater Los Angeles or Orange County area, and offers a full range of cemetery and funeral services to meet the memorialization needs of Southern California families. For information, visit www.rosehills.com.

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I’m so glad it’s over. Probably like you, my home phone was being called at an increasing rate the closer that we got to Election Day. Candidates’ faces and names were everywhere and on everything from direct mail to lawn signs and outdoor boards to TV and radio commercials.  As annoying as it was, there were a number of messaging strategies and tactics that caught my attention because they were executed exceedingly well, which, as marketers, we should consider adding to our communication toolkits for use tomorrow, next week or next month. For as we all know, your customer and prospects are still being bombarded with marketing messages each and every day by both you and your competitors.

So let me share with you some strategies and tactics used by politicians leading up to November 8th that are worth remembering today.

1)      Understand the takeaway

Truth is, these folks do have some things to teach us marketers, particularly regarding messaging. They see the world a bit differently than we do, and use techniques most people didn’t learn in school or on the job, such as: It’s Not What You Say, It’s What People Hear. You can have the best message in the world, but the person on the receiving end will always understand it through the prism of his or her own emotions, preconceptions, prejudices, and existing beliefs. We focus too much of our energy on finding the best way to sell our message, and too little on understanding the filters consumers have as we deliver it. Political marketers care more about takeaways than inputs.

2)     Make it look good

Did you see the biographic videos produced by the two Presidential candidates? They were extraordinarily well done. A number of other political ads were also well done from a storytelling and video perspective. They stayed on message concentrating on the one critical point (not 4 or 5 points) that they wanted to make sure was communicated. The videos were shot and narrated well. They didn’t hire amateurs to do their work but had expert writers and producers creating the content. Like with your business, there’s too much at stake to do cheap stuff because everyone knows what cheap means. People interpret what your company or brand stands for based on the quality of creative and the media channel it’s presented on. Don’t go out until you look good.

3)     Be the genuine article

Business marketing sometimes seems to stretch the truth a bit too much. When marketing messages are sufficiently visible and sufficiently wrong, the press will get wind and call you on the truth of your marketing. Transparency of your brand could never be more important. It is less about giving the appearance of perfection and more about being genuine and human as we build relationships. While it’s critically important to craft your story and advocate for the benefits of your product or service, it’s not fine to lie about them. My mom use to tell me “Lies have short legs,” meaning you can’t outrun the truth …so don’t stretch.

4)     You are who you say you are

In the world of politics, I would argue that there’s nothing as important as branding and having people recognize what the brand stands for. Brand consistency is always maintained.  Unlike politicians, too many companies struggle with this, swinging wildly from one branding concept to another. In political ads, everything from the taglines to the logos to the visuals has been choreographed beautifully. Get your branding figured out right now. Here are a few questions to ask yourself to determine if your branding is clear:

• Could your customers tell you what your tagline is?
• Could company employees draw your logo?
• Can any employee explain in 10-15 seconds why your company can do it better than the competition?

5)     Be social…not antisocial

Politicians don’t just post stuff to their respective Twitter or Facebook accounts and hope people will read it. Rather, they actually engage with their social media audience. They post images and video. They have their immediate families and supporters use social media regularly. How is your company using social media to spread the good word about your company? I’ll be the first to say that spending a lot of time, money and resources on social media is not right for every company, maybe not even yours, but without some presence, you’re letting the competition become more visible and be seen as a legitimate business partner at your expense.

6)     Tell the story again and again

Why are most political ads annoying? Some of it is the content, but I think most of the annoyance is the sheer quantity of political advertising as elections draw near. But politicians know one thing: without a communications budget that allows you to be out in the market in a way that shows you’re a player, you won’t get the job done. Far too many companies who do “invisible marketing” base their companies short and long term success on thinking that customers will pick them over a brand that’s actively marketing and better known. The takeaway is that repetition is key …but too much repetition annoys.

As I said earlier, I’m glad the madness of the political advertising season is over. But I’m grateful to have observed it from a marketer’s perspective, because it’s a reminder that each and every day customers and prospects are voting who they want to do business with.  Let the winner be you.

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Fulfillment isn’t always what it’s cracked up to be, especially in business.  Consider a conversation I had today with one of our media reps that revealed why so many B2B ads aren’t just bland but simply bad.  This was in response to why an ad appeared in their publication quite differently from what the advertiser expected.  (We didn’t do this ad, so we’re off the hook!)  When we asked the rep why the ad didn’t fit the space properly, and why the publication didn’t contact the advertiser to discuss the problem, the answer was they’re so used to getting poorly-designed ads, they’ve just come to accept what they’re sent without question.

How shocking this answer was to us!  And yet, it so perfectly identifies the state of things across many of the industries in which we work.

The real problem is that in the last several decades, the role of marketing has been relegated to fulfilling.  In other words, it seems the task these days is to “get the ad into the pub,” and not worry about whether the ad is great and shifts the attention of the audience.  Advertisements, websites, collateral and all other marketing communications are less effective today it seems because they’re just space-fillers.  The media plan says they have to be there.  So the result is lots of media space or air time taken up with ad messages that aren’t merely forgettable but are also not produced or placed that well.

So it’s time for anyone who is responsible for advertising and marketing to look in the mirror and ask, “Am I a fulfiller or a marketer?  Is marketing a task to be checked off on my list of the day’s activities or do I delight in the prospect of arriving at a plan so smart and unexpected, it makes me giggle?”  Fulfillment is great in the abstract, but a killer in business.

I’ve often said that marketing is a self-fulfilling prophesy:  if you believe it works, you’ll invest yourself and your resources into it fully and – Voilà!- it works; or if you doubt its effectiveness, you’ll put in the minimal efforts (in other words, simply fulfill the order) without great enthusiasm and you’ll also be proven right.

Every piece of communication from your desktop is an opportunity to invigorate sales and renew a conversation with your customer…if you believe it will.

It means, in some cases, looking at the internal team who are engaged in your marketing.  Are they people who majored in advertising and marketing in school, and are they still “students” of it today?  Or did they move across from the HR or accounting department because nobody else wanted the job?  Are they fully invested employing great marketing to grow your operation, or are they also juggling bookkeeping, sales, IT and family services all at the same time?  Are you taking full advantage of outside resources who aren’t just design shops and web programmers but genuine marketing specialists, who will challenge and surprise you and are willing to own up to the results?

In other words, at the bottom line, is marketing a joy…or is it a job?

Think carefully about how you answer this.  Because your company’s success hangs in the balance.

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Rolf Gutknecht is vice president, director of account services for LA ads. To discuss your thoughts with Rolf on this blog or any marketing matters, email via this link, or visit www.LAadsMarketing.com.  You can also connect with Rolf on LinkedIn.

Just the other day my daughter told me that Facebook let her know that 6 years ago we brought home our German and Australian Shepherd mix whom we named Sadie. While I wasn’t sure we needed another dog at the time, I’m sure glad we decided to do so as Sadie’s been a wonderful dog. I mean, wonderful!  So, where’s all this going? Stay with me.

In the beginning, we were called by a dog rescue association we had connected with.  They said they were getting a few dogs within a couple of days and, based on our interest in the Australian Shepherd breed, we might be very interested. So on that day we went, and while we were playing with the dogs, it became clear that this little one was an “A-personality” pup, full of energy and a little headstrong. When I told my family that she was the one I wanted, they asked why.  I told them that I wanted a dog that was going to give me a bit of a run for my money and based on what I saw of her, my thinking was that she’d be the smartest, healthiest and probably the most rascally of the bunch.  In this case, I was right and I’m glad I went with Sadie versus some of the other dogs who were more on the passive “follow you all around the house” side. With all that as the backdrop, there’s a lesson here about developing effective, sales-producing marketing campaigns.  I told you we were going to get there.

• As we look at the full assortment of marketing techniques and media from which to choose (we only have so much time, money and resources so we can’t do everything), should we automatically select the tactics “everyone” is choosing? I mean, not all social media platforms work for all businesses.  Running ads in trade pubs isn’t the right thing for a number of companies… especially in today’s economy. And so on. Going along with the crowd or doing what your competitor is doing is no way to create enough difference in the mind of the consumer to make them say “Hey, I like what they’re doing. I like the way they think.”
• Is the seemingly smoothest short-term path necessarily the best longer-term strategy? I think we all understand that generating sales now, as well as priming the pump for future sales, is what our focus should be. That said, instituting one tactic after another, in lieu of an overall strategy is, well, short-sighted. Even the most apparently brilliant tactic can have an upsetting effect on a business strategy.  Have you thought through the “down-the-road” potential consequences of the path you’ve chosen? For example, about 15 years ago, during the Christmas shopping season, Jos. A. Banks, a men’s clothing store, started running promotions like “Buy 1 shirt, get 2 Free.” Or “Buy 1 suit at regular price and we’ll give you 2 suit jackets, 2 ties, and 1 sweater for Free.” Crazy!  As a result, people packed the stores, and sales soared. But because they’ve become known for these over-the-top sales promotions, their stores are pretty much empty during non-sale periods. The successful short term tactic of driving sales with unbelievable promotions has gotten them a reputation of the store to visit only during their big sales events – but not at other times.
• Regardless of the tactic or path we take in business or in marketing, there’s always going to be a commitment of time and resources to get the project funded and finished. So, knowing that, are we better off putting more time and work at the front-end – where serious discussion, planning and thought take place – or speed ahead following the templates and guides that the “marketing experts” advise you do?

So with all that in mind, let’s go back to my experience in picking Sadie:

When you design your business and marketing strategy, will you go with the easy way – following what others are doing – picking the dog most others would – or do you challenge yourself to go beyond the accepted norms, to think for yourself, to dare to be different, to self-define the limits of what is possible?  History has shown the most successful companies have chosen the puppy who doesn’t act like the others.

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Rolf Gutknecht is vice president, director of account services for LA ads. To discuss your thoughts with Rolf on this blog or any marketing matters, email via this link, or visit www.LAadsMarketing.com.  You can also connect with Rolf on LinkedIn.

Oh, the world of numbers. To those involved in Marketing, it goes with the territory. We look at the marketplace and how many prospective customers there might be. We slice and dice demographic information and analyze demographic trends. We do quantitative market research. We fixate on how many likes, follows, shares, retweets, etc. have occurred. And we’re not finished yet as new and more “effective” metrics are constantly being developed. While tracking marketing numbers isn’t like keeping up with the stats of, say, baseball, for many marketers, numbers are almost everything. And for some, they are everything.

Now, I’m pretty good at math. So, numbers don’t give me cold sweats, but truth be told, when it comes to marketing, I’m not a Big Data guy at all. I’m not one to get all caught up in the numbers game. The reason being that while I’m an “account guy,” I understand what really good creative, execution and integration will do toward driving sales compared to run-of-the-mill stuff. On more than one occasion, our agency has spoken with prospective clients who tell us how their marketing metrics are sucking wind. Our first response is: “Let’s look at the creative you’re running and what it’s saying.” When it’s shown to us, there’s little doubt what is creating the angst.

For my liking, there are far too many marketers that rely heavily on numbers to drive the marketing decisions. Everything has to have a value and must be measured. A former boss of mine who came from a LARGE national company once said to me after meeting with a “numbers marketer” that marketing is not a paint-by-numbers game where if you follow the color assignments and stay within the lines, the end result would be a beautiful painting. Viola! Instant success…without expending much thought, energy or creativity. And, that’s what I fear is what is happening to marketing.

From where I sit, you can see when this takes place. Look at a TV commercial, or radio spot, or tradeshow booth, or go online. There seems to be more and more marketers who are buying into templates, guides and models. It’s as if the marketplace is just a large paint canvas fractured into tiny parts, which, if you paint each activity with the right color and stay within the lines, you’ll have a winning marketing program. Not so! What I believe happens more times than not is that you don’t end up with a masterpiece but rather a painting of dogs sitting around the table playing poker…you know the one.

For a marketing program to be as clever, contemporary, and inviting enough to gain your audience’s attention, it requires meaningful thought, understanding, listening and… creativity. Uniqueness. Unfortunately, creativity and emotion are often scrubbed clean (and out of the picture) much to the happiness of many marketers who rely merely on data.

Yet some brands manage to break-away from the status quo and attain results.  These brands — and those people who oversee them — combine experience and talent with a commitment to being fearless.

And then other brands try to find equal results by copying them. Remember “Got Milk”? Soon after, we saw “Got Plumber” and “Got Rice” and “Got …whatever” In the case of our agency, we developed a marketing program for a client that used a weeping angel statue (like you find in cemeteries) to demonstrate how one would feel using the wrong type of business software. Hardly a few months after, a direct competitor used strikingly similar imagery and messaging. Really?!? I guess imitating was their template to seeing better results rather than trying to come up with something original themselves. They (the competitor) were trying to paint-by-numbers into a template not of their own making.

So what are the takeaways from all of this:
• Having metrics drive all your marketing decisions, void of smart, clever, on-point messaging that resonates with your audience, is a road with a dead-end. Which is probably not what you really want.
• Templates and “how to” guides do not lend themselves to creativity.
• If you are responsible for marketing, it is your job to think differently. Painting by the numbers and staying within the lines won’t yield profits.
• BONUS: “The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting until you say and do things imaginatively, originally, freshly.” – Bill Bernbach

In the end, while numbers and data help marketers define the market and opportunities that present themselves, as well as quantifying the buyer’s journey, remember that lasting relationships and brand loyalty are the result of original thinking.

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Rolf Gutknecht is vice president, director of account services for LA ads. To discuss your thoughts with Rolf on this blog or any marketing matters, email via this link, or visit www.LAadsMarketing.com.  You can also connect with Rolf on LinkedIn.

Some people say “Opportunity comes knocking once or twice in a lifetime.” Well, that’s not actually true in my experience.  So many times we’re in these situations when an opportunity comes across our desk or we’ll have a chance to connect with someone… or something will literally be staring us in the face. So many times we question the opportunity. So many times we have to think about it. And so many times we miss it. This is what I’ve learned about opportunity: it does comes knocking.  And it actually comes knocking more times than most people would like to admit.. What I’ve experienced is that opportunity is literally in front of your face on a regular daily basis…over and over and over again. Opportunity comes in all shapes and sizes.  There’s no telling how many opportunities we’ve missed that could have dramatically changed the course of our lives and company fortunes.

Often it comes in the most camouflaged ways and you miss it because you’re looking for the big mountain instead of the small molehill that will turn into a mountain. Every tree started with a seed that was planted in the ground. And sometimes the opportunity is not big and bright and shiny. Sometimes it’s camouflaged but with some thinking and effort it shows itself off.  Sometimes it’s camouflaged as a person within your industry, like a media rep or someone whose name you came across in a trade journal. But rather than reach out to them, you say “it’s more important to do this” or “what would this person think?”  So my message is to pay attention to opportunity that’s in front of you all the time. Opportunity is abundant when you keep your eyes open and some of the biggest opportunities come disguised so being mindful and aware is critical in order not to miss out.

There are stories after stories of people who in their daily lives have seen or experienced something that made them think in ways they hadn’t before. Whether it’s how the first ATM machine was developed when a gentleman short on cash walked by a vending machine for chocolate bars and thought “why couldn’t machines like this dispense cash?”  Or the case of a man and his dog returning home from a walk through the woods covered in cockleburs…you know, those little tiny burs that attach themselves to clothes and pet fur. After some thought and experimentation, he received the patent for his invention: Velcro®.  Or when you or your marketing team capitalized on a customer’s need or desire and created a new marketing programs that allowed customers to see how your product helped solve that need for them.  And they did it before your competitors even knew what hit em’.  To be successful we need to understand as much as possible and constantly be adapting to a changing world.

Can you look back and say you’ve seized every opportunity that you’ve seen?  Is it that you missed the opportunities altogether or that you knew they were there, but couldn’t take advantage of them at the moment?  We all are in the same boat in that regard but either way, the result is the same…that ship sailed.

So, why do some people and companies see opportunities to market their products and services when so many others don’t?  Here are a few reasons to consider as they apply to your business:

• Some organizations encourage people to be open to possibilities. They want people to “live in the moment.” It’s about having an open mind and being curious. Thinking about how successful marketing programs in other industries could be adapted for your business. Every industry has them, and they’re out there for the picking.
• Opportunities are sometimes born out of setbacks. Unfortunately, rather than see the setback as a learning experience and an opportunity to create something new and improved, the sting of disappointment lingers and higher-ups only point fingers rather than open new doors.
• Management procrastinates and hesitates until the window of opportunity closes. They don’t grab hold before the opportunity’s gone. It could be a wonderful co-branded marketing program or a sponsorship at a trade event or an opportunity to provide content to a media outlet where many prospects and customers will be able to read your thoughts. But overthinking or not being ready to pull the trigger happens and “poof”… gone! Only to find out that a competitor has jumped on that very same opportunity your company passed on.
• Not all opportunities are created equal. As the quote goes: “…it’s sometimes dressed up as work.” Which for some businesses means that’s more than they want to invest in.  Last I looked, a great opportunity hasn’t dropped in too many laps where no effort was required. It’s about hunting the opportunity down. And about being willing to build up a sweat to work it.
• Follow through. Not being distracted with fleeting doubts and other surprises that pop up. It’s about doing the work that’s needed…till the end. How many times have you seen a marketing program put together that looks good and performs like it should…but ends too soon or not all the tasks are completed? Leads not passed on; sales people not given all they need to tie up the business; etc.? The follow-through and follow-up process lays an egg and internal people – and more importantly customers and prospects – are left with a sour taste.

So, when opportunities come knocking, and they do every day, help yourself and your company by having the right mindset to open the door and welcome them in.

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Rolf Gutknecht is vice president, director of account services for LA ads. To discuss your thoughts with Rolf on this blog or any marketing matters, email via this link, or visit www.LAadsMarketing.com.  You can also connect with Rolf on LinkedIn.

Medical Illumination is one of the leading manufacturers of surgical lighting, and have led the way in low-heat-emitting LED surgery lights. Our new print ad dramatizes the experience of operating under traditional halogen or incandescent lights versus MI’s ultra-cool LEDs.

The ads ranked among the highest-read ads in their respective publications based on readership surveys. Here’s what some of the readers had to say:

“Excellent ad—good eye-catching display and offers an explanation of why I should go to the website and review their products.”

“Graphics got my attention and made me want to read the ad.”

“Great image—we’ve all been there!”

“Perfectly explains and the pic is humorous because we’ve all been there!”

“This ad is effective as it is because it shows me something I can relate to.”

“This is what I purchased.”