YES! You can buy my vote, Randazzo's

After coming home from Randazzo's where I picked up items to make dinner the other night, I found this enclosed in my bag:

"Sweet!" ~Brenda Meller, Randazzo's shopper

As a pretty regular Randazzo's shopper, I thought this was a great way to reward me with little effort on my part to redeem my coupon.

As a marketer, I thought this technique was pure genius. Yes, they are in a way "buying" their votes in the contest. But who better to vote for your business than a frequent shopper? If I didn't shop at their store regularly, I probably would've pitched it right after seeing it.

They are not giving you $5 cash for your vote. They are giving you $5 off your shopping order of $30 or more. Now for me, I tend to spend right around this amount so this is a nice little incentive for me.

Why Randazzo's?
I buy my staples at Kroger's or sometimes Meijer's once a week. When I want a better vegetable and fruit selection -- or simply to avoid a "big" shopping trip, I go to Randazzo's.

I think Randazzo's is one of the best fruit markets in metro Detroit. There are several Randazzo's within a 15 mile radius of where I live, so admit I'm partial to them because of proximity. I remember when I was younger we used to shop at Randazzo's and I loved going on trips with my mom to pick out fruits and veggies. I remember buying the little plastic containers of nuts and sweets from way back then, and how in the summer they would open up their garage-style windows to let in the fresh air. Now that I have a child, I bring my son with me to Randazzo's and he counts out the brussel sprouts as he puts them in the bag, and sometimes we buy a fruit or veggie that we've never had just to try something new. Or we'll buy a few olives from their olive bar, just because.

They are not perfect by any means. My lettuce was a bit wilted from last night's trip - but it was cheap and my trip's to Randazzo's are always convenient. I'll let that lettuce slide because they make up for it over time. Last week, for example, I visited the Randazzo's at Metro Parkway and Garfield and they have a complete ready-made, hot dinner counter there (reminds me of Boston Market, but the Randazzo's buffet is much better IMO). I picked up eggplant parmigiana for me, chicken wings and homemade mac n cheese for my son, and pork loin for my husband. Plus a side of orzo pasta salad. Best $30 on a "homemade / carryout dinner" EVER. Plus it tasted homemade (not processed) with no effort on my part aside from opening the containers at home.

But I digress....


I Voted...Did You?
So tonight I went onto the Hour Detroit website to vote for Randazzo's and to earn my $5 coupon. Yes, it took a few minutes of effort and they're not listed so you have to manually type in their name on the appropriate category. But my handy flyer from Randazzo's gave me simple instructions on where to find them on the ballot, and what I should type in.

Less than 5 minutes later, I printed my confirmation page, shared a message about my vote on Facebook thanks to the Hour Detroit "share" button, and that's it.

Now I've got a voting confirmation page that earns me $5 off my next shopping trip at Randazzo's. (Do I sound like a walking commercial yet?) And I'm thinking I can't wait to treat myself to some homemade eggplant parmigiana again.

So yes, Randazzo's - you can buy my vote. And thank you for giving me an incentive to visit your store again soon.

I'm positively crazy about you

Think about some of your favorite products, brands, and retailers. How do they make you feel? How would you feel if they no longer existed?

A Love Story
While visiting a few retailers over the past weekend, I noticed how differently each experience can be. And each visit led me to a decision about whether to visit there. Ever again. And blog about them (ah yes, the power of social media...).

Somebody Moved My Cheese... er, Veggie Olga
Visit #1 was to Olga's on my way home from work on Friday. I haven't been to Olga's in a really long time. And I've been an Olga's customer for years. I even worked there for a few months in high school. I love their veggie Olga's. And while I think they are a bit on the pricey side for the food you get, I was hungry and didn't want to cook. So I called in a carryout order for myself and my family. A woman answered and I told her I'd like to place an order for carryout. She put me on hold. I waited. And waited. And waited. An eternity later (probably 4 minutes when you are hungry), a man answered the phone and took my order. I ordered a fresh veggie olga for myself with an extra side of sauce. (I had learned a while back to specify "fresh veggie olga" otherwise they give you the oriental veggie olga with way too much soy sauce). Plus a few other items for my family. He told me it would be ready in 10 - 15 minutes. I'm nearly in their parking lot by this point because I had been on hold so long.

While I'm waiting, I notice that there seem to be more staff members in the restaurant than patrons. Odd considering my hold time.

When I get home, I open my dinner and dive in, starving! But lo and behold, my veggie olga is not what my veggie olga used to be. It is now covered in some salty flavoring that reminded me of a curry powder or something similar. And there is some unidentified salty paste (pesto?) on the bottom under the salty veggies. It was pretty awful considering I had my tastebuds set on the fresh veggie olga with the sliced almonds. I checked my receipt and yes, it does read "fresh veggie olga."

I poked around and ate a few veggies that were salvageable, scraped off the odd pastey substance and salvaged the olga bread. That's good stuff.

Then I did what every web-savvy, dissatisfied customer does: I went online to the Olga's website and informed them of my disappointment in the meal. I didn't ask for a refund. I was curious what they would do and how long they would respond.

A day or two later I receive an email from one of their chefs explaining that what had was "... an updated version of the Fresh Veggie with more contemporary flavors and ingredients.  The addition of the hummus adds a vegan protein component as well, making the sandwich a complete vegetarian meal."

Yes, the email thanked me for contacting Olga's. Yes, the individual apologized that I didn't enjoy my meal. No, he did not offer to issue a refund or refer me back to the store. The email ends with this individual stating, "Thank you for being a loyal guest of Olga's" which seemed  bit wrong given the email exchange we just had. I felt like I had done something wrong by not agreeing with their menu change. I'm all for change. But if you are going to change a menu item, change the description. Or train your staff to inform customers of the recipe change. Had I been informed or asked to confirm the item with the new ingredients, I would've ordered something else or asked for a modification.

What's next you ask? Well, I told my husband. And now you're reading this. I won't go back to that store and I'm not sure if I'll visit another Olga's again. I felt a bit irritated that the menu item had the exact same name although a significant change had been made to the ingredients, and that the store did not mention it to me at the time of my order. I felt even more irritated after reading the email response, which explained the menu change from their point of view but did not offer to correct the situation.

My relationship with Olga's changed. I am no longer a loyal Olga's customer. You lost me. Maybe not forever, but I will unsubscribe from your emails. Olga's, I am no longer crazy about you.


It's Cold Stone Fun

"Cold Stone ROCKS." ~ Brenda Meller

The next day I took my son to Cold Stone Creamery for ice cream. Ironically enough, it was the middle of a snowstorm, but I figured what better way to ban the winter thoughts than to enjoy ice cream. I used an Entertainment Book Coupon to save some cash and my son enjoyed a kid's size creation with one topping for free. And I asked the woman behind the counter if I could order a kid's size for myself, too. Sure, she replied.

Now that was pleasant. :)

If you've ever been to Cold Stone Creamery, you know that when you give them a tip, the staff will sing a cute song about ice cream or something happy. On this snowy day, it looked like the woman was the only one in the store, but since she saved me a few bucks by giving me the kid's size, I gave her a $1 tip. She saw me throw it in the jar (and I warned my son that she might not sing) but she immediately saw it and called to her coworker in the back and they began singing. I thanked her and told her we didn't think she was going to sing, but she replied that her coworker has just arrived and they were happy to sing to us.

http://www.youtube.com/watch?v=ypJkq63Ihrs

Another pleasant surprise.

After enjoying our ice cream, I posted on Foursquare and mentioned my Entertainment Book Coupon which posted on my Twitter account and received an @ reply:

BestCouponsEnt EntertainmentCoupons

@brendameller Glad we could help you take on the snow :)

Cure for a Cold Winter Day: Cold Stone Creamery

And yet another pleasant surprise. Both Cold Stone Creamery and Entertainment Book showed me that they care about me. They both made me feel special.

I always look forward to visiting Cold Stone because it is always a pleasant, welcoming environment. Yes, it's a bit pricier than the local dairy boy, but the staff really seem to enjoy working there. I can't help but smile when I go into the store wondering what song they will sing when I give them a tip. That combined with the big glass display showing all their wonderful ice cream flavors and clear jars of candied and nut toppings makes me feel like a kid all over again. And their sizes are called "Like It, Love It, and Gotta Have It" based on how much of their delectable creation you want. Cold Stone: I 'm positively crazy about you.


Happy Books
And my Entertainment Book? Now that's another surprise and delight moment. Who knew they would reply to my post? Not me! And their tweet was light hearted, too - showing their positive personality as a company. The result of that interaction will make me want to mention them more in my Foursquare check-ins when I use coupons, and you can bet I'll buy another Entertainment Book again.

I met their CEO once for coffee and she exemplifies true leadership and management. She even gave me a copy of a book at the end of our conversation for me to take with me. The book? The Oz Principle. I would have to guess that a CEO who reads books like these - and shares them with others - has a very strong, positive impact on her management team and employees. And those employees in turn like their jobs. And employees that like their jobs tend to be more positive to their customers. Entertainment Book: I 'm positively crazy about you.


Which Attracts You the Most?
So, which story did you enjoy reading the most? I'm sure you were hoping (as I was) that my Olga's story would've ended with a free dinner certificate or offer for a refund. But my happy story about Cold Stone ice cream probably made your mouth water and made you imagine what song they sang to us that day. And my comment about the Entertainment Book probably made you think about digging yours out to check out the coupons again.

I'd have to guess and say you like reading the positive stories. And as a customer, you probably enjoy shopping at places and dining at restaurants where you have a pleasant experience. And when you have an experience that exceeds your expectations in a very positive way, you probably tell a lot of people about it, and you visit there quite frequently. For these businesses, this means they keep our business (retaining customers) and they grow new business (referrals). When your experience falls well below your expectations, they lose your business (loss of repeat business). There are tons of stats out there that talk about the cost of gaining a new customer vs. retaining an existing one, and the lifetime value of repeat customers, but
what it means for me is love.

Have you shown your customers any love today? Start with the ones that are already crazy about you.

Yes, Women Buy Your Products. No, Laundry Soap Does Not Make Me Happy.

This blog post is a public service announcement from one woman with a voice (representing the millions of other women who feel the same way) directed to the countless number of companies out there who:

1. Have identified that a target market of women 25-54
2. Think that women find great joy and contentment in: clean floors, clean laundry, a clean toilet, minivans, 100% fruit juice for our children, etc. etc. etc. (insert stereotypical product purchased by women from circa 1950 to present here)
3. Think that women are the only ones who buy their products.

First of all, I commend any retailer, mass merchandiser, CPG manufacturer, ad agency, or market research company that is reading this blog. And furthermore if you pass it along to someone else who should read this, too. 

Second -- News flash: it is 2010 people. Um, the guys know where the grocery stores are, too. And with women representing just over 50% of the workforce, and slightly more women earning college degrees than men -- you can bet your precious ad dollars that there are many households like mine where my husband does the shopping. He picks out the cleaning products. He buys the juice. And he actually DOES take great joy in buying a new cleaning product. He prides himself on trying the newest stuff.

Don't get me wrong. I love being a mom and a wife. I am also proud to be a woman who has a very fulfilling, full time job. The time I spend with my son and husband is very valuable to me. And having "me" time to work is just as equally fulfilling for me. Nowhere in my list of things that make me happy will you find fabric softener that sticks like a magnet to the side of the dryer. And while I enjoy watching commercials (probably because I work in marketing), nothing makes me cringe more than a stereotypical commercial about women who are just so giddy because their kitchen floor is clean. Please. Even the silly mop sucking water from a straw while an 80's love ballad plays in the background is not going to get me to buy your product. Egad.

What gets me to buy something? Here's one example: 
I was watching Mad Men a few weeks ago (a great show for men and women, by the way, and I particularly enjoy watching the old boys' club and work environment that women had to live through) and during a commercial, they showed a retro spot about Klondike Bars. I appreciated the fact that they tied the commercial into the retro feeling of the show. Plus it's on at 10pm - prime snack time. My mouth was salivating and I told my hubby to buy Klondike Bars the next time he went grocery shopping.
==> focus on the relationship to the programming

How about cleaning products? Well, despite the popular belief that women take great joy in having a clean shower, believe me it's the LAST thing on my mind during often hectic weekends. What I like though is those commercials that focus on what the product does: there are some great Seventh Generation cleaning products at Target that don't have all the chemicals in them. Oh, and the scrubbing bubbles that do the cleaning for you. Those little buggers are like having a maid in my bathroom.
==> focus on the product and what it does - not on me and my frilly apron and endless smile from a well scrubbed tub.

Nice Job, Subaru. 

Brenda Meller

How about cars? There's a great a great commercial - I think by Subaru, where the dad sees his little girl in the driver's seat taking off. Then the camera flashes back and she's suddenly a teenager. Guess what? No women in the commercial at all. And it still appealed to me.
==> you don't need to show women in the commercial to appeal to women buyers.
http://www.youtube.com/subaru#p/a/u/4/2qf8OGLqE1s

So for all of you companies out there pouring millions of dollars into your fancy ad campaigns - I beg of you - please check your calendars. It is not 1950. You don't need to follow the same ridiculous stereotypical storylines. Not all women are the homemakers anymore. (Do they still even exist?) Not all women do the shopping. And when we do see your commercials, if it offends us, chances are we aren't going to buy your product. And we'll complain to our friends about them on Facebook, so they won't like you either.

There, I've had my say. And I'll be happy to offer more comments - as would many of my female friends. All aged 25-54.

Staying Current with Trends is NOT a Fad

Nowadays it seems everyone has an e-newsletter, a Facebook page, a Twitter page, a YouTube channel, etc. etc. As an inquisitive marketer I'm always hungry for information and I admit I have a "To Be Read" folder in my Outlook that is never read (it's impossible to find that spare 1/2 hour a day). And once or twice a year, that folder is emptied without a second thought. 

"An entertaining must-read." - Brenda Meller

I'm sure there are tons of great articles and nuggets of information. But there's also a lot of recycled info that's pretty useless, or worse, outdated. 

If you're a marketer like me, you like to keep a pulse on what's hot and what's current, and also keep an eye open for what's next. 

There's a great e-newsletter that I opened today that inspired this blog entry: from Springwise.com. 

Read and subscribe here: http://springwise.com/weekly/2010-07-28.htm 

Here are just a few trends they highlighted in this week's and last week's issue. I'm citing the sentences that summarize each story the best, and that piqued my curiosity.

• "31Projects is a new online platform that helps connect such graduate students with companies and organizations in need of business expertise."

This could be yours... for a swap.

• "Luxe Home Swap allows people with high-end dwellings to swap accommodation with others all over the world."

Apparently he can get his own doggie bag.

• "FIDO FACTOR — Fido Factor is a US directory of dog-friendly restaurants, venues, bookstores and other establishments."

I hope you enjoy the read. And I'd love to hear your favorite marketing / inspiration sites, too. Because watching trends will never go out of style.

The Power of Volunteering

I attended a great networking session at Lighthouse of Oakland County today. They started a new program offering job seekers a free monthly breakfast plus workshops led by individuals in the community.

Beth Grossman, an Executive Search Director from Angott Search Group, spoke about a variety of candidates she has worked with who have use their career transition time to volunteer at a charity or other non-profit organization.

Twelve hours after the presentation, here is what is most memorable for me:

1. Volunteering fills that gap in your resume. It demonstrates your desire to stay active and be productive. Plus it gives you something current to talk about in an interview.

2. Being a volunteer can help to lift your spirits. It's tough being unemployed. It's frustrating. And knowing you're not alone doesn't always help. By volunteering your time to help a cause that you are passionate about, you redirect your energy toward helping others. And that feels good.

3. If you're trying to change industries and don't have work experience in your desired area yet, you may be able to gain some experience in a volunteer capacity. That may be just enough to open doors for your next career.

4. When you volunteer and assist at events such as those put on by Lighthouse, you have the opportunity to mingle and interact with a variety of working professionals. Sometimes these individuals are board members or senior executives. And making a name for yourself in a volunteer capacity will give them a very favorable impression of you.

5. It's nice to get out of the house. Or the library. Or the Michigan Works office. There can be something quite calming about working in an office setting that you can't quite achieve at your home office. If you miss the interaction and hustle of office work, you may be able to find a temporary office space as a volunteer.

6. Volunteering gives you something to talk about to friends and family, instead of rehashing your job search. We know they all mean well, but hearing "you'll find something soon" and the gentle head nodding and acknowledgment of the hours you logged on Monster this week can get old really quick.

7. Volunteering gives you a chance to help give back. Maybe you're a whiz at Excel spreadsheets. Or perhaps you've worked as a marketing director. Or maybe you simply enjoyed supporting a team in an administrative role. We all know every company has had to cut back, and many companies are struggling because they can't afford to build back their teams... yet. Non-profits and charities have their own challenges. Many organizations like Lighthouse are finding themselves in the unique situation of finding that previous donors are now clients needing help. You've got the time and expertise, why not volunteer? You might not have the dollars to donate, but you have intellectual insight which can be equally valuable.

So now I've got you convinced to look for some volunteer work. Where do you start?

Pick a charity. Any charity. Preferably one where you have a personal connection or personal interest. Here are a few suggestions to help you get started:

• You could consider the American Cancer Society because you lost a loved one to cancer. My mom lost her battle with cancer when she was 46. One of my personal goals is to someday volunteer for the American Cancer Society, hopefully in a speaking  role.
• If you love kids, you could consider ChildHungerEndsHere.com. The Twitter hashtag is #fightchildhunger. This program serves Forgotten Harvest, Gleaners and Food Gatherers in SE Michigan. Two good friends of mine, Jennifer Marsik Friess and Susan Ferraro of Volare Public Relations have been assisting this program, and they've recruited me to help. 
• Lighthouse of Oakland County has a great volunteer program in place, and many success stories as a result. They mentioned their goal of providing support and inspiration to move people from crisis to self-efficiency. This is in the form of housing, food, counseling, and much more.
• Need something to sweeten the deal? Target is offering a "Scoop it Forward" promotion where you can earn some Ben Jerry's ice cream just for volunteering at a local charity. You just enter your hometown (or metro area) and follow the instructions to find volunteer opps.

Do you work for a charity and need volunteers? Reply to this post.

Are you a job seeker who needs experience to fill a gap on your resume? Reply to this post and tell us what type of volunteer work you are seeking. Or, better yet, contact the PR dept of your desired charity. 

We all can work together to help one another move forward. Don't you agree?

Need Help? Hire an Intern (You'll thank me later...)

The economy has forced us all to tighten our belts, possibly reduce our staff, and for some folks, find a new career altogether. Some of the jobs that were eliminated aren't coming back - requiring refocus.

What this means for all of us is that we need to work more efficiently with reduced resources. I always joke that if you feel that you are overwhelmed at work, then you are working at capacity and that's a good thing. :)

I'm noticing a lot of connections lately who are hesitant to post a job opening because they are leery of being overwhelmed by responses. Or, they are seeking to hire a contract position and if business continues to grow, they may expand it to full-time. All good signals that things are starting to rebound.

From the job seeker perspective, they may be seeking new positions in new industries, and have little to no experience in these areas. And we all know how hard it is to find a job when you have no experience in that area.

This brings me to the topic of today's blog: interns. I'm a big fan. And I'm referring to paid internships - not free labor. That's just not right, in my opinion.

When you find the right intern, you'll find someone who is eager to learn, hungry for work, interested in the job / your company, and a dedicated employee. You get the benefit of having a second pair of hands, at a low cost, without a full-time commitment. Plus you are helping someone to get a foot in the door of a new industry, and possibly in a new position. They get the benefit of gaining valuable on-the-job experience.

I've recruited and hired several interns throughout my career and have always had a positive experience.

Keep in mind though that interns aren't always college students. Sometimes they are experienced individuals who are changing industries. The advantage here is that experienced workers (or, older workers) are more reliable, confident in their abilities, and sometimes more polished. I give everyone equal consideration when it comes to applying for an internship. I'm more concerned that they are seeking an internship for the right reasons -- a foot in the door in the industry -- than how many years they have been in the workforce. If I'm reading in between the lines that the only reason they want the internship is for the money, or to get out of the house, etc., then they aren't a serious candidate. I'm seeking interest, passion, and enthusiasm. Because if you have those traits, you'll be a great intern.

Many colleges and universities offer Career Services to their students and alumni, and often will help you develop and post paid internships. My employer, Walsh College, helped me with my internship posting and I would gladly refer them.

What do you think? Have you hired interns before? What value do they offer you -- both personally and professionally?

Powerful Women -- quick... who comes to mind?

Without thinking about it too much, who comes to mind when you think of Powerful Women?

I'll give you a minute.

Okay, done?

So, who came to mind for you?

At the top of my list were Hillary Clinton, Nancy Pelosi, Oprah, Suze Orman, Ellen Degeneres, and maybe a musician or two (Lady Gaga, Madonna, Britney Spears). I'll admit Sarah Palin was an afterthought for me. And she always reminds me of Tina Fey.

Thinking that I might be biased because I'm a woman, I asked my husband the same question. Surprisingly, his answers were similar. He also debated whether the Queen of England was powerful or not, and I prodded him to skip her if he wasn't sure and to name off as many women as he could.

What if I were to ask you to name Powerful Women who were local to your city/state? For me, Jennifer Granholm (Michigan's governor) comes to mind. As does Michelle Hodges (President of Troy Chamber of Commerce), Stephanie Bergeron (president of Walsh College), Terry Barclay (President of Inforum Michigan), Rhonda Walker (WDIV reporter, whom I heard speaking at an event last week), and Beth Chappell (President and CEO of the Detroit Economic Club). I'm sure there are dozens of others but those come to mind for me.

Now what if I were to ask to name Powerful Men? Or, Powerful People? Chances are, your list would be filled with politicians, businessmen, entrepreneurs, etc. etc. You'd probably mention a few CEOs who are men, too. If you had to name any CEOs who are women, you'd probably be hard-pressed to name a few.

Maybe this exercise was really easy for you because you follow Powerful People on a regular basis. And if you're not interested in Powerful People at all, you're not reading this post (yes, I'm talking to you... oh wait, you ARE reading this...).

There's been a shift over the past few years with more women moving into leadership positions. This was definitely highlighted by the last presidential campaign. As women, we know that we're still under-represented in many industries and within leadership positions. I was at an Inforum Michigan event today where one of the speakers was (is) a powerful woman: Charlene Begley (president and CEO of GE Home & Business Solutions and a senior vice president for GE). She mentioned that in her current role, she typically travels Monday through Friday. She further explained that up until a few years ago, her job did not require her to travel this much.

A question was asked during the event about work/life balance, and about women moving into leadership positions. Often women will not ask for promotions or more challenging roles. Some women don't think they are competent enough - nor do they want the added responsibility - that may come with those roles. Still many others who may be the breadwinner for the family are still the primary caregiver. We will make choices about having a successful career, but when it comes to deciding whether to accelerate into senior leadership positions, the family wins out.

I'll admit in some ways, it is our responsibility as women to find a careful balance between career success and personal/family happiness. Too often you see women who have successful careers who end up divorced, or without children by choice because the timing is never right. Having a supportive spouse and an extended network of family members and friends to help with family care-giving helps. And from there, it's up to us to decide how far we want to go in our career.

In other ways, our careers may be limited by the culture of the company. I've seen the good ole boys network alive and well at past employers and know I'm not alone in this observation. Even though we want to move ahead and move into leadership, the opportunities never come to fruition. Certain women acknowledge this and move on to find success elsewhere. Others accept the culture and come to terms with the environment.

Ultimately, it's up to each person to decide for herself -- or himself -- how far they want to go in their career and the choices or changes that will need to be made to achieve those goals.

As for me, I find it inspirational but also necessary to look around and identify Powerful Women. They can share their learnings. They pave the road for so many women behind them. They serve as mentors -- some directly, and others indirectly.

So who else is a Powerful Woman to me? In addition to the above, I think the list should include those who are just starting out in their careers and already demonstrating a quest for knowledge, and pursuit for excellent in any task - large or small. Amber Kaipio @akaipio, is a marketing intern at Walsh College who exemplifies this.

It should also include women in the Detroit Social Media community who are experts at building relationships and networking. Shelli Gutholm @shelligutholm, Carrie Roeder @ideationista, and Jennifer Marsik Friess @JenMarsikFriess to name a few.

Plus it should include those who have great presence in any group - positive energy, and a genuine, likeable woman. The kind of women who immediately bring a smile to your face and make you feel special, whether you're meeting with them one-on-one or see them in passing at a huge networking event. Susan Gibson at Corp! Magazine, Lori Williams @loritwilliams, Patty Buccellato of Refined Images, Tember Shea of Inforum Michigan, are a few that come to mind for me.

What do you think? Who comes to mind for you as a "Powerful Woman"?