hazy stars

Sucker For Service

As evidenced by my latest impulse purchase, I'm a sucker for good service. My sister wanted to go to the Apple store in Easton and, upon being promised a Trader Joe's run, I agreed to make the trip with her. Instead of going into the awesome yet overwhelming Apple, I chose to venture into C.O. Bigelows.

The staff of C.O. Bigelows are always exceedingly friendly and helpful. As far as I know, they do not work on commission and are so hospitable purely because they want to be. Sometimes I really hate when sales associates bombard you all throughout a store with the questions "what are you looking for?" or "can I help yo find something?". Especially, when I'm "just looking".

In a store like C.O. Bigelow, where one can get lost and confused in the endless assortment of products, it is very beneficial to have mini-experts at every turn to help answer any questions one may have. Today, I did not need anything. I was simply looking to discover a possible need of mine that was not being met.

My second greeter was an exceptionally friendly man who asked me if I would like my hands washed with a sugar scrub. I had time to kill and nothing else to do, so I accepted his offer. He let me smell all of the options and washed each of my hands with a different, hand-selected scent. The experience was wonderful. He did everything for me - washed, dried, and lotion-ed up. The service came complete with a little massage. He answered all of my questions about the products and provided some excellent advice.

And so I was a sucker and bought the scrub. Do I really need it? No. Should I really be spending the little money I have on extravagant products? No. Does the purchase make me happy? Yes.

This is not the first time this has happened to me at this store, nor the first time it has happened else where. I've been convinced into buying many an articles of clothing because of sales attendants waiting on me head and feet ... and then giving me raving reviews.

Typically, I'm pretty frugal. But every once in awhile, I get caught in a good service trap. It is the power of influence. I'm a reciprocity slut - when people give me a great service, I show my appreciation by purchasing products.

And that is also why I try to avoid the stores that do this the best. Victorias Secret is one of those stores. If I stay away from the dressing room, I'm okay. But the second I enter that dressing room, the associates do everything in their power to find the perfect bra for my body and bust size. And once you find that perfect bra, it is very hard to walk away from it.

Excellent service should be primary to every marketer. Hiring the right people and providing them with key training and tools is essential to the success of companies.

Need help with your companies internal culture and marketing and communications strategies? Why not work with an advertising agency whose expertise is just that?

Young Isaac, Inc. We are an alliance of unique talents crafting messages to change behavior.

More Self-Promotion

Here is the full press release:

Contact: Jayme Soulati
             Young Isaac Public Relations
             937-312-1363

FOR IMMEDIATE RELEASE – Nov. 28, 2007

YOUNG ISAAC HIRES “PRIVATE EYE” TO EXPAND KNOWLEDGE PLANNING TEAM

COLUMBUS, Ohio – Young Isaac, Inc., the innovative marketing communications and advertising firm in Columbus, has snared Ohio State University graduate Ashley Routson, 24, as a “private detective” and associate planner within the firm’s Knowledge Planning group.

           Ashley’s role is to expand Young Isaac’s focus on consumer and marketplace insight gathering as well as keep abreast of trends.  Her 100 percent concentration on market research will contribute to Young Isaac’s ability to develop strengthened partnerships and strategies that pertain directly to client initiatives. 

           “The internet has spawned a plethora of information and Young Isaac is tapping research experts both internally and externally to help pinpoint, dissect and deliver trends and knowledge that benefit both clients and account teams alike,” said Mary Kall, CEO of Young Isaac.  “The addition of Ashley Routson, who brings keen curiosity and managerial skills to the team, enhances our firm’s core capabilities.”

           Ashley graduated with a Bachelor of Arts degree in psychology and criminology from The Ohio State University providing her with a solid footprint for work within Young Isaac’s Knowledge Planning group.   

 

About Young Isaac

           Young Isaac impacts consumers’ satisfied buying decisions by helping trustworthy clients execute high-impact creative marketing campaigns. As a 17-year-old Columbus firm, Young Isaac has an uncommon blend of empathy, experience and creativity. Its industry focus is education, health care and the financial sector.

Shameless Self Promotion

Right before Christmas, I recieved my very first Young Isaac press release. It was in the Sunday edition of the Columbus Dispatch. In addition to in house PR efforts, we also use outside resources. Our PR partner, Jayme Soulati prepared a delightful press release announcing me as Young Isaac's newest hire. Unfortunately, the Columbus Dispatch did not publish the entire release. However, I'm just grateful they picked it up to being with!!!

"Ransom Notes" Campaign Cancelled

After only 2 weeks of face time, The Child Study Center at New York University has terminated its advertising campaign aimed at raising awareness of children’s mental and neurological disorders. The pro bono campaign, created by the advertising agency BBDO, used ransom notes containing ominous messages constructed of newspaper clippings. Each ransom note addressed the effects of critical psychological disorders afflicting today's children. You can see more on my previous blog, We Have YOUR Child.

The ads received an extremely negative reaction from many angry parents and mental health advocates. They feel that the ads reinforced negative stereotypes. Hardworking, caring parents felt the ads insinuated they were not doing enough to help their children.

Despite negative publicity, Dr. Harold S. Koplewicz, the Child Study Center’s founder and director, does not think any ground has been lost. In fact he is optimistic about the success of the short-lived campaign.

In an article in the NY Times he commented, “It’s the first time that the issue of children’s mental health has gotten national attention without being precipitated by a shooting at a high school or college."

I'm rather disappointed the campaign did not last any longer. In fact, I was hoping to see the ads while visiting NYC over the holidays. Unfortunately, they had already been cancelled. I still maintain that the campaign was brilliant. This is coming from someone who has suffered from severe depression (one of the illnesses addressed in the campaign). On top of that, I studied psychology as well as taught special education summer school. I think this experience establishes my credibility to critique the campaign.

These psychological and neurological disorders are real. They are severe illnesses. Ignoring them is detrimental to the health and happiness of the children. The objective of the campaign was not to insult anyone. It was merely to raise awareness about an issue that most often goes ignored.

Negative attention. Positive attention. People took notice. That is what matters.

We have YOUR child

“We have your son. We will make sure he will no longer be able to care for himself or interact socially as long as he lives,” –Autism.

BBDO, an Omnicom agency, recently introduced a pro-bono public service campaign for the New York University Child Study Center. The provocative campaign features simulations of classic ransom notes, sporting ominous messages from personified psychological disorders. To complete the effect, each message is composed of words clipped from a newspaper.

“We have your daughter. We are going to force her to wash her hands until they are raw, every day. This is only the beginning.” -OCD

The campaign’s overarching theme is that 12 million children “are held hostage by a psychiatric disorder.” These disorders rob children of the ability to learn, make and keep friends and enjoy life. Its goal is to generate awareness about the prevalence and severity of children’s mental disorders.

As of now, the ransom ads appear in kiosks, construction sites, and bulletin spaces across New York City as well as New York magazine and Newsweek.

The edgy campaign has stirred up mixed emotions. Many parents of children with psychological disorders as well as mental health workers and advocates are outraged. The Autistic Self Advocacy Network, a national grass-roots organization of children and adults, is circulating a petition asking the Child Study Center to end the campaign.

I understand why parents would have a hard time accepting these ads. No parent in their right mind wants their child to suffer from a psychiatric disorder. Ignoring their illness, pretending it doesn't exist, does not do the child any good.

Being someone who has studied psychology, taught special ed (experienced with autism), as well as suffered from severe depression - my opinion on this campaign is very relevant. I think it is brilliant. It is an excellent, attention-getting way to create awareness about crucial childhood psychoses. Sure it may seem brash, but rainbow ads with ponies and butterflies have not worked this well.

Negative attention. Positive attention. People are noticing. That is what matters.

Young Isaac Holiday Press Release

COLUMBUS, Ohio, Dec. 10 /PRNewswire/ -- At a time when people and companies are gearing up to make end-of-year charitable contributions, Young Isaac, Inc., the innovative marketing communications and advertising firm in Columbus, is launching its annual philanthropy program featuring an $8 blank check.

A list of nearly 500 Young Isaac clients and friends are mailed a check with the payee left blank. Each person is encouraged to earmark the $8 to a charity of their choice and perhaps send additional funds at the same time, which Young Isaac does not track.

"This is a philanthropic exercise to encourage development of charitable giving on a regular basis," said Artie Isaac, founder and president of Young Isaac. "Annually, we hope to exceed a 50 percent rate of redemption, which is tremendous when you consider most direct marketing campaigns yield 3 percent, if lucky. What's unfortunate is that nearly half of the checks we send are tossed in the circular file!"

Since 2001, Young Isaac has invested more than $60,000 to concept, design and produce the philanthropy program. Indirect donations to regional and national charities have totaled approximately $6,000 which constitutes 750 checks at $8 each for a 45 percent average rate of return. In 2006, there were 120 not-for-profit beneficiaries of Young Isaac's charitable giving program. (A list of the 2006 organizations is available.) Recipients include faith-based organizations; children's groups; health care foundations and hospitals; homeless and women's shelters; social service groups; and more.

About Young Isaac

Young Isaac impacts consumers' satisfied buying decisions by helping trustworthy clients execute high-impact creative marketing campaigns. As a 17- year-old Columbus firm, Young Isaac has an uncommon blend of empathy, experience and creativity. Its industry focus is education, health care and the financial sector.

SOURCE Young Isaac, Inc.

Lose 10lbs in a FLASH ... literally

You can lose ten pounds in a matter of seconds. Really.

There is hope for those who have exhausted the excuse, "The camera adds ten pounds."

Now celebrities are not the only ones who can have digitally enhanced photos. The innovative technology behind HP digital cameras is taking Photoshop one-step further with its new "slimming" feature.

The slimming feature, available on select HP digital camera models, is a subtle effect that can instantly trim off pounds from subjects in photos. The promise is that the subjects will still look like themselves, just a subtle few pounds slimmer. After using the feature, camera owners will be able to choose between the original and enhanced photos.

I'm really torn about this idea. If a camera feature can elevate self-esteem and foster confidence, then perhaps it is a positive thing. On the other hand, self-esteem founded on false pretenses is doomed for problems.

Personally, I think this feature is a good business move. It feeds right into the American culture of vanity. Many digital camera owners already Photoshop and digitally enhance photos. A slimming feature is yet another tool for image conscious consumers to play with. I guarantee many people have been wishing for it. Kudos to HP for being the first to offer it.

Would I pay for it? Currently, I do not need the "slimming feature" and never intend on reaching the point where I would need it. I would not buy the camera solely for the feature. If I bought one that it came on, I think I'd be tempted to play with it.

I'm interested to see how popular this becomes.

A+ For Childhood Obesity

We never ate at McDonald's when I was growing up. In fact, my family rarely ever ate fast food.

As a freshman in college, fast food was probably the most affordable option. Unfortunately, I ate more than my fair share of it during the course of that year. Yet, I never chose McDonald's.

After taking some enlightening college courses, globalization became very important to me. Professors showed me documentaries shedding light on the issue, identifying the companies responsible for destroying the economies and cultures of 3rd world nations. And what do you know? A major player in globalizing the world is good ol' Mckie D's.

Even though I was never a McDonald's patron, after watching these documentaries I made a vow to myself and the world to never step foot in one again. (Listen, I'm aware that there are hundreds of companies globalizing the world. You have to pick your battles. This is one of mine. It is not nearly enough, but it is a small step).

Then Fast Food Nation came out in book and on film. Obviously, you have to be pretty ignorant to think fast food has no negative effects on health. And if for some reason people thought it was healthy, Fast Food Nation did a great job of proving otherwise. The documentary showed how a diet of fast food really effects physical and mental health.

There are hundreds of studies linking fast food to obesity. There is also extensive research connecting childhood obesity to fast food. FAST FOOD = OBESITY = ILLNESS.

Ronald McDonald is the modern day Pied Piper. He draws the children to his food of death through the offering of cheap toys. Those toys in no way make up for the emotional and physical turmoil that surrounds a life of obesity.

Recently, fast food has gotten a revamping. Many fast food establishments are offering healthier options of their menus. Some have even joined the Better Business Bureau's Children's Food and Advertising Initiative. McDonald’s was one of these 11 companies, all pledging to either ban advertising to children under 12 or limit them to food and snacks that meet certain nutritional guidelines. (Yea, like fried white meat chicken and a side of nutrient free apple slices with caramel dipping sauce? OH COME ON).

Well, McDonald's failed to make the grades. Here is an article. And another. Oh, and one more.

For a mere printing cost of $1600, McDonald's struck a deal with the school district board of Seminole County, Florida allowing them to offer Happy Meal coupons on the covers of its report card jackets. With 27,000 elementary school kids taking their report-card jackets home to be signed three or four times a year, that's less than 2 cents per impression. What a steal...

Students can cash their coupons in for a free meal by presenting their report cards. The stipulations are that only children who earn all A's and B's, have two or fewer absences or exhibit good behavior are entitled to a free happy meal.

What is the lesson to be learned here? Kids, get good grades and we'll give you obesity.

Ashley's Edition on How To Get Promoted

Drawing on past success, I've decided to add on a few of my own tips on "How to Get Promoted."

22. BE AMBITIOUS

Brutus killed Caesar, not ambition. Do not wait for someone else to carve your path, make your own. Finding new answers is good. Creating new questions is even better. Jump the gun and run like the wind.

23. LEAVE THE PAST BEHIND

Keep your eyes focused in front of you, looking back only wastes valuable time. Do not harp on things you cannot change. What's done is done and cannot be undone. Learn your lesson, suck it up, and move on.

24. INNOVATE

Sometimes things do not go according to plan. Change is like quick-sand; the more you fight it, the deeper you sink. Those who are quick on their feet and can readily adapt will survive.

25. BE A CHAMELEON

Wear multiple hats. The most interesting individuals have multiple facets to their personality. If you only show one trait, people will find you boring. Those with the ability to interact with a variety of people across a spectrum of situations will always have full calendars.

26. DON'T DREAM IT, BE IT

Mahatmas Gandhi said it best; "Be the change you wish to see in the world." If Cinderella did not go to the ball she would never have married Prince Charming. Be accountable, make your dreams actionable. Nike has made a fortune on its motto, and you should too. "Just do it."

"We are such stuff as dreams are made on." -William Shakespeare

27. WANT IT

Really want it. The more you visualize yourself being successful, the more likely it will happen. Decide what is important to you and allow every inch of your body to crave it. Focus on what you need most in life, want it more than anything, then get it.

Note: While most people went with famous quotes for the high school yearbook, I chose to use something short, sweet, and personal: "No fears. No limits. No regrets." That just about sums it up.

The 3rd Installment of HTGP

This is quite possibly one of the easiest blogs to write. Let us recap. Artie, my mentor first - boss second, has impressive credentials. Including working for the big dogs at Ogilvy & Mather in NYC. I've made it my job to snoop through his old files. Recently, I found something quite interesting written by Andrew Kershaw for the Ogilvy & Mather associates. It is called, "How to Be Promoted." Artie added on a few of his own suggestions and passed it around Young Isaac in 1990. I'm reviving it since the information is just as relevant today as it was then.

Review:

1. Listen
2. Ask questions
3. Read
4. Write well
5. Be a good presenter
6. Don't talk too much
7. Be sure of your facts
8. Speak out
9. Do more than asked
10. Anticipate

And now, without further ado...

11. MAKE SURE YOU ARE NOTICED

Or heard. The squeaky wheel and all that. But let it be a musical squeak. A Hungarian proverb says, rather crudely, "Not even a Mother can hear the words of her mute child."

(Artie wears a bow tie. I blind others with my hair. How do you stand out?)

12. DON'T ASK FOR A RAISE

When you ask for a raise, your boss -- if he is good -- will feel that he has failed. Either you are worth a raise, in which case he will feel guilty because he did not get you one. Or you are not worth a raise, in which case he will feel guilty because he did not explain things to you.

The proper course is to ask for more work, or for more responsibility. Oddly enough what matters is not what you earn now, but what you will earn in the future.

13. THANK PEOPLE

A lot of people, little people, will help smooth your career, and make you more successful. Be sure to thank them, loudly, and in public, or in writing. You graciousness will redound to your credit.

14. HAVE VARIED INTERESTS

Being good at a job is okay, but it tends to make you deadly dull if that is all you know. Most people have one hobby or special interest -- the outstanding people in this world are able to converse intelligently about dozens and dozens of subjects. (Note: see Ashley)

The more you know, the more valuable and interesting you are. And let you interests be known to the world; don't hide your light under a bushel.

15. KEEP FIT

Exercise, take holidays. Nobody can maintain intellectual equilibrium without physical exercise and relaxation. Your cheerfulness, your concentration, and your optimism --which should be infectious -- are adversely affected by keeping your nose to the grindstone for too long.

I've given you fifteen tips for getting promoted. None will help if you are not good at your job.

None will help if you do not work hard. And none will help if you don't enjoy what you do, your colleagues in the agency and the client.

If anyone thinks, in years to come, that I gave bad advice, ask for your money back! (This is Andrew speaking, not me. You will not get money from me).

I've not mentioned the key issue. How important is it to you to get promoted? How important is career progress in relation to family, home life, your hobby, adequate leisure, etc.

Don't be surprised -- ever -- that the person who puts career ahead of all else gets promoted faster.

Until next time...