Author: Shel Horowitz—Green/Ethical Business Expert

A lifelong activist, profitability and marketing specialist Shel Horowitz’s mission is to fix crises like hunger, poverty, racism, war, and catastrophic climate change—by showing the business world how fixing them can make a profit. An author, international speaker, and TEDx Talker, his award-winning 10th book, Guerrilla Marketing to Heal the World, lays out a blueprint for creating and MARKETING those profitable change-making products and services. He is happy to help you craft your messaging and develop profit strategies. Learn more (and download excerpts from the book) at http://goingbeyondsustainability.com

By Posted on Posted in Demographics/Psychographics, Diversity, General Commentary, language, Shel's Personal Life

I’ve always loved new places. Tomorrow, I’m going to a place where the dominant language and culture are French, a place I’ve never been before—though close to two places I’ve been several times.

And I’m going by car.

Even though on the surface, English-speaking Canada seems like the United States, they’re actually very different. And Francophone Quebec Province, where we’re headed, is much more different. Past visits have felt more like visiting France than the U.S.

Europeans have very close borders, and I would consider that a blessing. Drive 200 miles or so and you’re in another land—different language, until recently and still in many cases different money, different customs, different food. It’s amazing how different, for instance, it was in Glucholatzi, Poland, compared to Zlate Hore, Czech Republic, just three miles away. The architecture, language, and food were all different (we ate better in Poland.)

Despite the clear demarcations, Europeans have a sense of world citizenship that many Americans lack. It’s rare to find a European under age 40 who only speaks one language, and common to find people who speak four or five. They understand that events a few hundred miles away in another country affect them, while US media provides an appallingly US-centric perspective that in my opinion is seriously flawed, and creates a skewed worldview.

For those of us who live in the northern or southwestern United States, another country is close enough to drive to. I’ve made at least 12 trips to Canada, And in our trips to Arizona, California, and Texas, we’ve crossed into Mexico several times.

Tomorrow, our destination is a small town east of Montreal and west of Quebec City. I expect it might be a good deal more French than its larger neighbors. I will have to rely on Spanish cognates—I can have a conversation in Spanish, as long as the other person isn’t too fussy about grammar—and my wife’s high school French. It’s good once in a while to have the experience of being the minority in a different culture, and it’s amazing how much communication can happen with sign language, drawing pictures, and a few phrases.

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By Posted on Posted in Business Ethics, Customer Service as Marketing, Shel's Personal Life Tagged with , ,

I sent an article around by Seth Godin, talking about how bullying buyers of expensive items shot themselves in the foot when they try to tear down the seller, or the quality of the item.

My friend Jacqueline Church Simonds from Beagle Bay Books responded with a story of how Mitchell Volvo in Simsbury CT, earned her undying love:

After we expressed interest in the V70 wagon, the dealer sat us down and said, “You’re intelligent, educated buyers. You know how to look on the Internet and see what my competitors are asking for in 5 surrounding states. Here’s the price that makes money for me and gives you a deal besides.”

The only dickering we did was on my 100k Taurus. He was genuinely chagrined he could only give us $2k trade-in on it. Since I’d been trying to sell it for 6 months, I caved. It was better than having it towed.

I’ve yet to find a dealer who treated me as fairly.

Thirteen years later, she still sings that dealer’s praises. Isn’t that what you want your clients and customers to do?

By contrast, I had such a bad experience in 2003 at Northampton Toyota (since sold to a dealer organization that I have no complaints about) in Massachusetts that I wouldn’t even go back there for a tube of touch-up paint until the dealership was sold and the management changed. I won’t give you the whole sordid story, but here’s one piece of it: the phone call a couple of weeks into the process that said “you have 24 hours to get your car out of our lot, and by the way, the engine is in pieces in the trunk.”

Amazingly, when we went in to a local used car dealer to see about replacing this car, he said, “it’s only got 71,000 miles and all it needs is a new engine? You could drive that car for many more years!” He actually brokered a used engine for us and arranged for a specialized shop to install it—giving up an easy sale but earning a lot of referrals from us over the coming years. And he was right; we drove that car eight more years, until 2011.

The ultra-shabby weeks-long encounter with Northampton Toyota’s service department was so bad that I wrote a five-page letter to Toyota’s vice president for US customer service. The response I got from them was too little and waaaay too late (two months to get a form response asking me to call a customer service center that turned out to be in India, with a representative who had not seen and could not access my letter—and another two months to get the letter with the inadequate and inappropriate make-good).

So what did I do the next time I needed a car, a year and a half after this incident? After driving nothing but Toyotas and one Toyota clone (labeled as a Chevrolet Nova) since 1982, I took my money elsewhere, because earning my loyalty was obviously not a priority for this company. I bought a brand new car that for the first time in 22 years, was not a Toyota and not designed by Toyota. Then, last year, the replacement engine on the old Corolla finally gave out, when the car was 14 years old and the odometer read something like 167,000 miles. We did buy a Toyota to replace it, but we bought it used, so no money in Toyota’s pocket on that sale. And just last week, I helped my stepfather buy a new car. He’s had several Toyotas over the years—but he bought a brand new Honda.

In other words, in the past 9 years, the imbecilic treatment we received from the service department combined with the laughable response from corporate has diverted three large sales away from Toyota—three sales that would have been theirs for the taking, if they’d only just made us feel that we mattered.

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By Posted on Posted in Democracy, Entrepreneurship, media-general, Publishing Tagged with , , , ,

He doesn’t just disagree; Warren Buffett just bought 63 newspapers, including 25 daily papers. In his letter to the publishers and editors of his new properties, he lays out a rosy future for papers that focus on local news, and notes his lifelong love of newspapering, which runs in his family. He even delivered papers in Washington, DC for four years.

Like me, he sees a free press as an essential cornerstone of democracy, and he promises editiorial independence from the bean-counters. I personally have my doubts if mainstream media can regain its credibility in a world where so many media properties convey the message of their corporate masters. It will be refreshing if the papers in the Buffett group can really show their independence.

Click the link above to read his letter.

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By Posted on Posted in Advertising, Marketing Techniques and Philosophies, Marketing Trends/News, Web 2.0/Social Media Tagged with , , , , , , ,

Just found this great article on traditional, marketer-driven outbound (“push”) marketing versus consumer-driven inbound (“pull”) marketing—and it had a really good insight I want to share with you:

Whereas outbound marketing often provided consumers with fantasies (think of Budweiser commercials or luxury car ads,) inbound marketing provides consumers with facts. People aren’t researching and gathering information on what fantasy a company is trying to sell them on, they are researching the efficacy of their products, and (with ever-growing regularity) the social and environmental policies of specific brands.

If you’ve followed me for a while, you know that I’m a huge believer in pull marketing, in putting the consumer in the driver’s seat to actively seek out solutions and find you. All the way back in 1985, when I published my first marketing book, I talked about effective Yellow Pages presence. Yellow Pages was the web browser of its time, a way to seek out and compare all the providers of a service and make a decision based on who could serve you best. By the time I did my most recent (sixth) marketing book, the award-winning and category-best-selling Guerrilla Marketing Goes Green, I devoted significant space to inbound/pull strategies, from social media to Internet discussion groups. This kind of marketing is not at all intrusive; in fact, it’s welcomed.

But the insight that the reason it works so well is that it’s based in fact rather than fantasy is something I’ve never articulated. And I find it particularly interesting because the common marketing wisdom is that emotions do the selling, and intellect serves only to justify the purchase to others. I’ve never believed that; I have said for years that the best selling uses both emotion and rationality, complementing each other. To put it another way, selling is much easier when the buyer has both the need and the desire. Either one by itself is rarely enough to close a purchase.

By coincidence, I’m reading a book right now that says businesses don’t need to advertise—but it makes a huge exception for directory listings (including Yellow Pages and search engine ads). I was having trouble with that differentiation, until I read this article. Now I finally understand what the authors are getting at: advertising = fantasy, while listings = fact.

I’m not sure I agree, but at least now I see where they’re coming from.

What do you think—and feel—about this? Please share below.

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By Posted on Posted in Energy & Sustainability, Ethics in Government, Politics Tagged with , ,

I was out of the country and missed this important news: it is now illegal to conduct fracking in the state of Vermont.

Fracking—a highly toxic method of extracting natural gas by filling rocks with poisonous chemicals and blowing them apart—has been linked to severe water pollution, among other problems.

This continues Vermont’s record of progressive legislation that includes forcing the owners of Vermont Yankee to abide by the end of its original licensing term (unfortunately overridden by a federal judge who, in my opinion and the opinion of many others, wildly overreached his authority) and providing universal health care.

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By Posted on Posted in Abundance and Prosperity, Energy & Sustainability, Shel's Personal Life Tagged with , ,

Okay, I admit it. While I see catastrophic climate change as a deep and real danger, I do find some comfort in the short term.

It was great that I barely had to pick up the snow shovel last winter. And it’s great that we’re already gathering blueberries off our bush, about three weeks early. The irises were in almost a month early, bringing welcome color to our yard.

And the zucchini is flowering already; we’ll be eating it soon. That’s usually mid-July, here in Western Massachusetts.

I’m looking forward to a long and productive garden season, especially welcome because last year’s garden got destroyed halfway through the season by Hurricane Irene.

Still, these comforts will seem like distant dreams if the worst predictions of climate change come true.

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By Posted on Posted in Arts & Entertainment, People Helping People, Reviews Tagged with , , , ,

“Everything will be all right in the end. If it is not all right, then it is not yet the end.”

—Sonny (Dev Patel), in “The Best Exotic Marigold Hotel”

What a delight! The more you’ve traveled in developing countries, the more you will relate to this charming and yet deeply socially conscious movie (I have not been to India, but I found that my experiences in Latin America—and particularly Mexico—made it very easy to relate to the characters and their adventures.)

First off, it’s an excellent window on India—not the glitzy and modern upper-class Mumbai or Delhi of so many Bollywood movies, but the noisy, colorful, aromatic and yes, gritty reality of the working classes and poor of a less touristed Indian city (Jaipur). Yes, pretty much every one has a mobile phone, the hotel owner has a computer (a very ancient one), and three of the characters work at an Internet customer service company. Yet feels like an India pretty much unaffected by rapid technological change, and I found that quite charming.

Second, it’s another terrific performance by Dev Patel (you’ll recognize him; he played the lead in “Slumdog Millionaire”), this time as the eternally optimistic keeper of the decrepit rusk of a hotel that he’s trying to reinvent as “The Best Exotic Marigold Hotel for the Elderly & Beautiful.”

We get to follow his first group of guests, a diverse bunch of aging Brits with a big range of reasons for making the trip. Some wholeheartedly embrace the adventure, one hides from it, and one enters the tableaux as an anti-black, anti-Indian racist who only crossed continents to get a faster and much less expensive hip replacement. Love interests and friendships spring up all over the place, including one traveler’s search for his long-lost male lover from 40 years earlier.

Besides the exotic travel and romantic comedy aspects, the movie addresses many issues at play in both India and the West: untouchability, arranged marriages versus love relationships, the economic collapse, same-sex relationships, racism, poverty, the place of secrets versus sharing in a relationship, cultural immersion versus tourism, family dynamics, and rose-colored-glasses optimism versus “business reality.”

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By Posted on Posted in Advertising, Green Business, Green Marketing, Marketing Techniques and Philosophies Tagged with , , , ,

When making any marketing purchase, you want to know what it will bring you. Too many business owners forget that step, and buy blindly, wasting a ton of money.

This morning, I got a call from a promotional products salesman that illustrates this all-too-well. This a  real conversation, as best as I can transcribe it from memory:

Me: I don’t do advertising specialties, because I don’t even meet most of my clients. I get them from my books, from online networking, from my speeches…

Salesman: Would you like more traffic to your website? We do these beautiful laser-engraved pens with your website URL.

Me: I already get about 50,000 visits a month to my site.

Salesman: Well, imagine hundreds of thousands more visitors.

 

Pens with URLs no one will type in
Would you type in a URL from these pens?

Me: You think I’m going to get hundreds of thousands of visitors by giving out pens? Let me ask you—when was the last time you visited a website because someone gave you a pen with the URL?

Salesman: Most of the pens I’ve seen don’t have URLs.

Me: Well, I’ve seen plenty that do. I read every printed pen I get. And I can’t think of a single one that got me to type in the URL.

First of all, the guy is out of touch. URLs have been appearing on pens for years. I did a quick survey of ten random custom pens in my stash; half had a URL, and some of the others, like a pen from Hyatt hotels, didn’t really need one because the URL is obvious. If you’re going to do any kind of promotional product, you want your URL nice and prominent on it. And second, he was so completely clueless about the ROI for me. The ROI for him is obvious: a commission. But what’s the benefit to me? Zero.

Mind you, I’m not dissing the category of promotional items. I’ve seen examples that work well: an auto sunshade with huge block letters on both sides, promoting a mayoral candidate (she won)…a mug that stays on your desk as a reminder, month after month, a solar calculator promoting a solar energy consultant…lawn signs with the silhouette of the mountain a local environmental group was trying to save, along with both phone and URL (they won).

In fact, I’m actually planning to experiment with a small run of imprinted seed packages; I believe they will harmonize with my message of business growth through green principles. I’ll hand these out when I speak at green business conferences, and maybe throw a few out to the audience for answering questions correctly in general business conferences.

Promotional products make sense when there’s not only a good fit between the marketing vehicle and the brand, but also a good fit between the utility of the product and the visibility of the marketing message. On that last, it’s the difference between items like pens or worse, sunglasses, where the marketing message is hard to read and too small to do much branding anyway—and something that actually might be useful for marketing, say, a t-shirt or tote bag, where the message can easily attract attention.

What are some of the best and worst marketing purchases you’ve made (or seen), from an ROI perspective? Comment below.

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