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Best Product Placement of the Week: Julie Andrews, Pepsi and the Family Research Council

September 14, 2007 | By | No Comments


A basic in sales is: Know your market, Know your product, See a lot of people, Ask them all to buy.

A product logo seen on the screen, large or small, generates sales. A product placed in a movie will get a lot of people to see a product in use by celebrities. Tom McMahon, as usual, has a multiple matrix on product placement and the public good:

An Idea Whose Time Has Come: Strategic Product/Logo Placement To Cover Up The Naughty Bits

Say you’re the Program Director for Spike TV and you need to run a Julie Andrews movie. The Sound of Music is for the chicks, Mary Poppins for the kids, but the 1982 movie S.O.B. would be perfect.

And the movie would now pass, as McMahon suggests, the scrutiny of the Family Research Council…


ET and Reeses Pieces Another movie made in 1982, ET, also had a product placement. When Reeses Pieces were displayed and eaten in the classic movie E.T.:Extra-Terrestrial, sales tripled.

Hollywood says that movies reflect culture and really do not have a pushing or leading effect on behaviors.

This is, of course, nonsense. Very smart people spend a lot of very smart money to influence the public behavior through advertising in entertainment. Because it works.

Movies move our culture. But Hollywood does not often act in the public good — Hollywood should retain Tom McMahon to get it right.


Thank you (foot)notes:

And be sure to visit Tom McMahon’s 4-Block World.

See Snopes on the backstory of why Mars candy said “No” to ET and Hershey got the gig on one of the great marketing stories in Hollywood.

Full Disclosure: Your Business Blogger’s wife, Charmaine is employed by the Family Research Council.

Also see Does E.T. Really Prefer Reeses Pieces To M&M’s? Or Was He Paid To Like Them?

Read More

The Carnival of the Capitalists Is Here at Reasoned Audacity

August 25, 2007 | By | 5 Comments


The biggest complaint of the blogosphere is that the writing has no accountability, no third party oversight.

Except the carnivals. And the best business carnival in the business is The Carnival of the Capitalists.

Submissions, as the Alert Reader will know, are self-selected by the author, and edited and vetted by the carnival host. Not every article submission is accepted.


My friend Anita Campbell leads this week’s carnival with about the best collection of podcasts todate. This is an essential resource for anyone considering podcasting or who might want to be a guest on radio and podcasts — and who needs a list of the better podcasts. Anita Campbell presents 100 Small Business Audio Podcasts posted at Small Business Trends Radio | Small Business Information. Anita demonstrates here what is best about the blogosphere. (Full Disclosure: Your Business Blogger has written for Anita Campbell.)

Wayne Hurlbert tells us in Management techniques: Delegating responsibility,

As a company grows, the number of responsibilities grow right along with it. Not only do the number of departments expand, but their size and scope increases as well. Taken together, managing all departments and staff within the organization becomes too much for any one person. No one possesses the time or skills required for each and every job in the business. Delegation of responsibility is essential. It is here that problems can arise that can hurt the company’s performance.

Wayne, as usual, gets it right: One of the biggest challenges to the manager, especially the business owner, is to have staff that are less Boss reliant — and become more self reliant members of the team. Wayne Hurlbert is always worthwhile reading.

Brian at Financial Dominance shows us the new Illinois 529 Bright Start Savings plan and simply explains why this plan has went from one of the worst 529 plans in the US to one of the best. This article caught our attention: the Penta-Posse will be venturing to higher education soon (too soon…) We would have liked a bit more detail on the fee structure and how other states complicate this. But Brian points us to a way these education savings plans should work at Very Happy With Illinois 529 Savings Plan.

Douglas Galbi at purple motes has a thoughtful piece television serves couch potatoes

Don’t rush the lawyers if you have been wronged. Read this counter-intuitive, yet practical article by Carmen Van Kerckhove at Race in the Workplace with What to Do If You’re Experiencing Racial Discrimination At Work,

Think twice before reporting racial discrimination to your company’s human resources department. Why? Because it’s not always the most effective strategy.

Read on for a step-by-step guide on what to do if you believe your supervisor is discriminating against you because of your race…

See Jason Koeppe’s Strategic Internet Marketing Blog and A Step By Step Guide For Choosing the Right,

Effective keyword research is underrated. Really. And not just in its benefit and importance as it relates to SEO and online search marketing. Thoroughly understanding what keyword phrases your target audience is using to find you (your product or services) is literally invaluable. This knowledge is one of the best weapons you have in your business building arsenal and this weapon can be used both online and off. We’ll come back to that thought a bit later. For now, let’s dive right into how to effectively choose the best keywords for search marketing…

Nickel does the numbers in How to Make Money in the Stock Market (Revisited). The numbers are compelling. No charge.

Here are some youthful capitalists who are starting really early with their business plans: 5 Of The Youngest Entrepreneurs On Their Path To Success And Riches on thedigeratilife by the Silicon Valley Blogger.

Steven Silvers who can manage image better most anyone has Vick story prompts greyhound racing industry to defend itself earlier than usual. posted at Scatterbox by Steven Silvers,

The American Greyhound Track Operators Association rushes to spin some distance between the controversies surrounding its own industry and the nation’s new interest in illegal dog fighting.

Vick should have hired Silvers.

David Kam presents The Importance of Logo posted at

Gustav S submits 10 Reasons why only 4% of the population achieve their goals posted at

Ian Welsh has a Biblical reference Reaping What You Sow: Hedge Fund and Housing Bubble Edition posted at The Agonist,

What’s happening to the housing and financial markets right now is the entirely foreseeable consequence of past deliberate policy decisions by the Fed and the Bush administration. The reason a bail-out is finally occurring is because the people who matter are getting hurt.

Kurt Brouwer has Subprime and Stocks? What Happened? posted at Fundmastery Blog,

Financial markets around the globe have been weak and jittery in recent weeks. The following discussion is meant to give you some background on the subprime lending mess and how it spread throughout the financial markets.

Dax Desai writes What does the potential Fed rate cut mean? posted at Dax Desai, where he explains the effect of the potential Fed interest rate cut on investments.

Pawel Brodzinski presents 15 Ways to Be a Good Boss posted at Software Project Management,

Want to be a leader who will be followed by the team? Want to have employees working willingly on your success? Want to be a good boss?

Michael Fowke presents Canary Wharf: the new reality posted at Money is the way. All about investment banks in Canary Wharf and their new way of doing business.

Barry Welford presents Google Rankings Drive Sales – SEO Expectations posted at BPWrap – Internet Marketing From A Different Point Of View,

Some website owners assume that Google keyword search rankings directly affect sales. So a #1 position will be better than a #2 or #3 position. What counts is the bottom-line result and many other factors come into play in determining that.

Louise Manning presents What is business ethics? posted at The Human Imprint,

Politicians are trying too hard to pressure the Federal Reserve. If they aren’t stopped now, we’ll have a much harder time stopping them in a few years when they try to use an inflation tax to balance the budget.

Peter has Decide For the Success of Your Home Based Business posted at Make Money Online.

Read the Millionaire Mommy Next Door with How to Treat Affluenza: Spend Less and Live a Happier Life posted at Millionaire Mommy Next Door,

The number of “very happy” people peaked in 1957, and has remained fairly stable or declined ever since. Even though we consume twice as much as we did in the 1950s, people were just as happy when they had less. 86% of Americans who voluntarily cut back their consumption feel happier as a result.

wilson ng presents The Challenge of Providing Choice posted at Reflections of a BizDrivenLife,

Some people want a variety of choice, while some people want quality pre-selected information. Whether you are selling products or ideas, how many alternatives do you provide? Here is a short article on how the number of offerings affect decision-making.

Chief Family Officer presents Great Debate over at AFM: To Sell or Not To Sell? posted at Chief Family Officer.

FMF submits What I’d Do with a High-Paying, Unrewarding Job posted at Free Money Finance and read how he’s handled bad job situations

Alvaro Fernandez outlines The Ten Habits of Highly Effective Brains posted at Brain Fitness Blog with some tips to keep our brains sharp.

Good news for health insurance costs: Insureblog‘s Henry Stern reports that prices are moderating, and explains why.

Leon Gettler has original reporting with an Interview with AXS-One chairman and CEO Bill Lyons posted at Sox First,

An interview with AXS-One chairman and CEO Bill Lyons on why companies struggle with their electronic documents and how email is the new legal Chernobyl.

Wally Bock at Three Star Leadership says, Evidence-Based Management offers the manager some effective tools for making better decision. But it may be harder than you think to make the vision of what Evidence-Based Management can do match up with reality. See issues.

Nina presents Gay Affluence: fact, fiction, or somewhere in between? posted at Queercents,

Gay affluence is a myth and perhaps the most misunderstood fact about gays and lesbians. We are not wealthier. Or are we?

Rob May writes What Dasani Bottled Water Taught Me About Better Blogging posted at Businesspundit, A case study of Dasani provides insight into why blogging requires more than just quality posts.

Matthew Paulson presents Long Term Care Insurance: When It Makes Sense, When It Doesn’t. posted at

Where are interest rates headed? James Hamilton of Econbrowser concludes that the Fed has abandoned its 5.25% target for the fed funds rate, and, when it goes back to targeting, will pick a lower value, in Whee!

Charles H. Green presents It’s a Dog Eat Dog World, Isn’t It? posted at Trust Matters,

In an emerging business world that throws everyone together in constantly permutating ways, that old competitive nature we prized decades ago is becoming a bit of a millstone.

Babak presents Bond Market Screaming For Rate Cut – Fed Listening? posted at Trader’s Narrative.

Marlon J. Broussard presents The True value of Money in Our Age | MoneyBlog posted at MoneyBlog,

The point is not to just point out the fact that a dollar is only worth 4 cents (about the exact cost of printing, regardless of the denomination), but to shed light on some things you need to be mindful of…

Logan Flatt, CFA suggests A Simple, 3-Step Program posted at,

How would you like to live in crushing, abject poverty? Does the idea of living and sleeping on the streets of a major American city sound appealing to you? Would you like to grow old and penniless, spending your final days on this Earth barely getting by on the meager checks sent to you by some large government bureaucracy? Well, my friend, do I have the program for you.

Michelle Cramer warns us of A Bad Customer Service Experience posted at GreatFX Business Cards,

The customer, in fact, is not always right, but good customer service is treating her as though she is. Making the customer feel appreciated, even when they are not pleased, is the goal.

Next week’s carnival will be celebrated on September 3, 2007 at the Geek Practitioners Blog.

Managing Management Time Luncheons: Arlington, Baltimore & Washington, DC

August 3, 2007 | By | No Comments

Monkey Business Management Jack Linkletter said, “…‘Managing Management Time – Who’s Got the Monkey?’ was profound, entertaining, and practical – lots of insights that can readily be incorporated into your life…I strongly recommend…”

Caution: Invitation (and sales pitch) follows for management training.

Join your friends for lunch and get an overview on the Managing Management Time seminars.

In 1974 Harvard Business Review published Management Time: Who’s Got the Monkey, by Bill Oncken, Jr.. HBR introduces this management philosophy,

For managers to function effectively, they need to have as much discretionary time as possible. But where can they find it? They can’t take it away from activities mandated by their supervisors, nor can they really borrow it from time allocated to helping peers. The only viable solution is reducing the time spent handling subordinates’ problems.

“Life in the business world’s fast lane, for me, would be inconceivable without knowing and applying the business philosophy expressed in Monkey Business.” — Richard Viguerie

“Most recommendations you get about handling management are either useless or counter-productive. But in Monkey Business you get the best advice in the universe today.”– Paul Weyrich

Morton Blackwell, President of The Leadership Institute, writes about Monkey Business,


Monkey Business

by William Oncken III

There are three types of laws.

Man-made laws, the result of human legislation, vary from place to place and time to time. Some are wise. Some are foolish. Some are destructive. Some are unworkable and can’t ever be enforced. Some only apply to specific categories of people…

We can build and fly an airplane, but we’d get into big trouble if we ignored or forgot the physical laws about how gravity affects all objects.

Similarly, there’s a wealth of hard-won, trial-and-error knowledge about the world of human endeavor. Some actions produce better results than others. Those who would lead others in any activity, from politics to business, should seek out and study the best sources of wisdom about what makes someone a successful leader…

Think deeply about the principles presented. Everything you hope to achieve in your current job and all future jobs may depend on your understanding and application of this wisdom.

Pick a location and date,

23 August in Arlington, Virginia for the Susan B. Anthony List

24 August in Baltimore for The Harbour League


16 October in Washington, DC at the Free Congress Foundation with Connie Marshner, of Raphael Consulting Services.

Managing Management Time is not just about time management; it’s a complete course in management.”

Ken Blanchard


Thank you (foot)notes:

For more information and propaganda on management training visit Management Training of DC, LLC.

Bill Oncken is on target! Monkey Business is serious management. Public sector, private sector — Monkey Business will get you the discretionary management time you need. Monkey Business stands the test of time…your time! John Wesley Yoest, Jr. [fomer] Assistant Secretary of Health and Human Resources, The Commonwealth of Virginia

Full Disclosure: Your Business Blogger penned a book blurb for Bill Oncken in 2000.

27 Oct



Sandler Sales Technique: Selling Tangible and Intangibles

October 27, 2006 | By | 2 Comments


No Solicitors Allowed

acquired by Your Business Blogger

ca 1971 Your Business Blogger has always been a peddler. A very lazy peddler, which meant two things:

1) I had to learn shortcuts, and,

2) I was destined for management.

A hundred years ago, I started out selling vacuum cleaners cold-calling door to door.

Cold. Calling. O Joy.


Sales shoe leather Yes, that law of large numbers worked — wearing out shoe leather knocking on hundreds of doors — but it really wasn’t much fun for me. And not much fun for the home owner either. Around 1986 or so, I sought out the smartest sales guy on the planet who had the same latitude for lazy as me.

I decided to meet with David Sandler, the founder of the Sandler Sales Institute.

After listening to him for a few minutes, I was intrigued by his system and his style, but I wanted to know more. I ventured a timid question.

He looked at me. Then he told me to get out of the room. He wasn’t smiling.


Charmaine at the highest level of sales –

selling an idea; an intangible He was selling.

He got my attention: I come, willing to sit through his sales pitch and he tells me, me! to get lost. The program was expensive and lightweight nobodies couldn’t afford his sales program.

Those weren’t his exact words. But close.

And, of course, I couldn’t afford it.

And, of course, I had to have it.

Among The Sandler Rules,

When faced with stalls, objections, or put-offs, you must eliminate them or it’s over.

Inspect what you expect.

You can’t lose what you don’t have.

If you wait until the presentation to close the sale, you put too much pressure on the prospect and yourself.

It was the best 850 bucks I ever spent.

I learned to ask stupid questions (which comes quite naturally to me) like,

What does that mean?

Why am I here?

It doesn’t look like you’re interested?

And when all else fails,

Is it over?

That last one is my favorite. When at the end of the sales process and it doesn’t look like the sale is coming and you are about to get thrown out, ask,

Is it over?

In decades a-peddling I’ve only had two prospects say yes, it’s over, now get lost.

(Hint: Guys, don’t be asking this question when you’re dating. You will get many, many yes’s. Not that I’d know.)

Sandler’s Sales System is not for everyone — but it works even for those who don’t like it.

But I try to steer clients to Sandler because my small business owners work too hard. This is an unfortunate trend. The Boss should never work too hard.

The core concept of this sales program is of hyper-sales-qualification. Do not attempt without adult supervision. There is no better skill set to sell tangibles or intangibles. Selling things or ideas, Sandler is best.

I haven’t made a cold-call since.

My prospective clients call me.


Thank you (foot)notes:

This is an unpaid endorsement for continuing education and the Sandler sales process.

David Sandler died in 1995. And left the world a better place.

Six Steps to Your Perfect Introduction From the Podium

September 18, 2006 | By | No Comments


Steve Forbes

Washington Post A few years ago Your Business Blogger was privileged and honored to introduce Steve Forbes at a fundraising event with 950 of my closest friends. I was tempted to honor him with the most flattering, and shortest intro by saying, “Here’s Steve Forbes, who needs no introduction…”

But most of us will.

Need an introduction.

So when your big break comes, that magic moment arrives — how do you that know you’ll get that classy intro, with just the right touch?

You know your introduction will be perfect. Because you will write it.

History was very good to Winston Churchill because Winston Churchill wrote it himself. Here’s a brief history outline — to write your own story:

1) Short. Two minutes, 250 words.

2) Welcome. Say hello as if to a single person. Forget the other 949.

3) Bio. The current gig, then what you are best known for. Credentials and qualifications.

4) Topic. The topic.

5) So What? Review the key questions of why we are all here and why we should care

6) Clap. Join me in welcoming and start clapping…

Remember, a good introduction serves as a stepping stone, bridge, a segue to the Keynoter to begin for a smooth and exciting transition.

Not a bad introduction. The worst introduction I’ve experienced was a joke. Literally. And I didn’t like not being in on the joke — it wasn’t funny because I swallowed the bait whole.

I was working a trade show and sat in on some breakfast speechifying. The Headliner, a Hal Becker, Mr. Motivational Speaker, supplied — later, we learned — his own introductory remarks, as Your Business Blogger suggests here. However, Becker’s “background” included a series of terminal degrees from Ivy League universities and instructing at medical schools. Very, very impressive. But I should have known that a Nobel Laureate would not be speaking to this group.

This group being any group in which I was a member.

But, I settled back to enjoy the speech. I know a bit about hospitals, my wife knows a bit about academia – I thought I was going to get some learning.

Instead I got surprised. The speaker was only [gasp] an ordinary business guy. I was duped. Which is, well, nothing new.

My expectations were not managed with me not seeing the ol’ switcheroo. Everyone else thought the guy was a hoot.

I didn’t hear the speech, which I am told, was very good.

But this Keynoter Hal Becker forgot Rule One in public speaking: Only experts should use humor.


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Thank you (foot)notes:

Hal Becker does have quite a resume, even with a poor sense of humor — he was the number one salesman at one time in Xerox’s 11,000 person sales force. He is well worth his $7,500 speaking fee. Just introduce him yourself.

Getting Business Done On 9.11.01

September 9, 2006 | By | No Comments


Dad & The Dude

prepared for war

September 11, 2001

photo credit:

Charmaine Yoest, Ph.D. Just after 9am on 9.11, I was doing what all business owners were doing: selling something. I was on the phone with a client. Making a pitch to attend a series of seminars, with CNN on in the background. I was a bit distracted by the live feed of a burning building.

While making ‘the ask,’ it was clear that my customer was not aware that we had just been attacked. I wanted to say something, like, Turn on your TV and stare at real pain. It just didn’t look real. I continued instead with the conversation. Your Business Blogger is not normally so focused. In denial, perhaps. Disasters are not normally good for business.

There was work to be done. My next class was on September 19.

And I didn’t want the customer on the other end of the phone distracted until the sale was closed. Then we could go to war.

The deal done, I noticed my boy, The Dude, was concerned that the attacks would continue down to us in Charlottesville, Virginia. “We got to get ready!” he shouts and scampers around digging up my old uniform, boots, saber and his grandfather’s bayonet. (Old soldiers never die, they just file away. Apologies to MacArthur.)

The Dude spent the rest of the morning marching outside our front door. Looking out for terrorists. It must have worked.

Charlottesville was not attacked.

But we were affected. Everyone was. But I wasn’t sure that the bank was going to delay getting their money over a pesky act of war. I still had to earn a living.

How would the war affect business? Not the macro, but mine? I had a seminar and clients coming into town in little over a week and the world was on fire. Would anyone show up? Would anyone care?

We North Americans do business like we do war. We win. Donald Trump becomes Victor Davis Hanson. At 8 am on 19 September 2001, 86 professionals showed up and got down to business. A packed room.

The free lunch helped.

Even my business partner, Faisal Alam, came down from New York City to join us. He is Muslim.

The country was mourning, but on the move.

I started with a minute of silence in remembrance of those lost in the World Trade Towers.

Then we all got back to work. Each making the world a better place. Even with a war on.


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Thank you (foot)notes:


Basil’s Blog has open trackbacks.

California Conservative has Open Post 9.11.

06 Jul



The New Sales Cycle: Forecast Failure in 8 Easy Steps

July 6, 2006 | By | 2 Comments

Every motivational speaker uses Babe Ruth as the example to just keep swinging for the fences. Joy always comes with persistence. Keep Swinging!

This is a lie.


Your Business Blogger

with sales baubles:

Always avoid

braggards and


like this.

Managing salesfolks is the best job in the world.

And the worst job in the world. Your Business Blogger has had a number of sales teams full of Babe Ruths. The swings, the misses, the whining. The winning.

The pain. Even for the Babe, striking out would hurt.

But not all sales guys have Ruth’s talent.

Most fail.

And here is the script so that you, too, can see failure coming down the track. Like a whistle before the train wreck, listen for these clues.

It starts in the interview. The bragging sales guy [ tout chapeau aucun betail ]says, “Hire me…”

1) I can sell anything, (You Want Refrigerators in Antarctica? I’m Your Man) and so he begins,

2) Exaggerate the client’s interest, (They Love Us, Baby) with

3) Unfounded optimism, (The Deal is Done — Good as Booked) then

4) Excuses Galore, (The Order is Coming — Next Quarter, You Can Take That to the Bank) — here it is:

5) Disaster, (My Contact Quit, Stabbed in the Back, Poor Bugger.) followed by

6) More Optimism (We’ll get ‘em Next Quarter — Guaranteed) and later

7) Finger Pointing (It’s a terrible territory; It’s not the man — it’s the land.) finally

8) Abandonment (Great concept; a little too soon…Sign this expense report.)

And he’s off to another start-up making even more money. (Not that I’d know.)

So, if your need something to sell; You Want Refrigerators in Anartica? I’m Your Man.

Meanwhile, check out my upcoming post on working with super star Bono — coming tomorrow. U 2 can be a star. (See #2 and #3 above.) “Hire me…”


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Thank you (foot)notes:

Be sure to know When to Quit.

And visit my weekly column in Anita Campbell’s Small Business Trends.

Sales: Never Give Up vs Never Going to Happen

June 21, 2006 | By | No Comments

sales_shoe_leather.jpgYour Business Blogger often advises sales guys on peddling products, programs, services. Tangibles and intangibles.

We know Winston Churchill’s 1941 quote to Never never never give up. And in 1813, Captain James Lawrence said, “Boys, Don’t give up the ship.” The American Way to Never Say Die. (Well, Churchill was half American.)

So, three options: 1. When to know when to go once more into the breach? (Shakespeare thinks like an American. Or is it the other way around?) And 2. When to pick a hill to die on, or 3. When to go home.

Most often we sales guys pick # three too soon.

And of the three, which one is best? What is needed?

Into the breach with “Persistence, Persistence, Persistence,” says Gloria Berthold, President of TargetGov

Gloria reminds us that sales reps often quit too soon. They will bail out before they get tossed out.

Persistence. I was fortunate to have a sales trainer over two decades ago who taught how to measure persistence. In the high-pressure elite cadre of medical sales. His advice:

If you’re not getting thrown out of an account once a month, you’re not working hard enough.

This is always a challenge: balancing being nice, with being good . . .and persistent.

Sorry. Being nice is over-rated. Your Business Blogger always recommends being good.

But most of us sales guys want to be nice and good and never want to quit.

So when does persistence begin to look like lunacy?

Typical sales managers will typically berate their teams to never give up! to keep pounding the pavement! overcome that objection! flog that prospect!

I know. Your Humble Business Blogger used to do the berating.

But there are times when sales reps need to spend more time hyper-qualifying a prospect before any time is wasted. No need to talk with 5 cold call strangers per day, when one warm referral will get quota.

Persist, to be sure. But Qualify, Qualify, Qualify.

And then you will never be able to quit.

Read more at Small Business Trends with Sales Persistence & Knowing When To Stop. Your Business Blogger has a weekly column that runs on Tuesdays. Do visit for the best for small businesses.


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Thank you (foot)notes:

Small Business Trends is the creation of Anita Campbell.

John Wanamaker: Marketer, Post Master, Mason

May 24, 2006 | By | No Comments


John Wanamaker


1838 — 1922

Your Business Blogger is in the City of Brotherly Love for a trade show and clients. And for a business Hajj; traveling to the statue of John Wanamaker, patron saint of modern marketing.

And who was most concerned about the return on the investment of his marketing budget:

Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.

Wanamaker opened his first store in Philadelphia in 1861 with the revolutionary guarantee, “One price and goods returnable.”

Saint John is credited with opening the first department store — John Wanamaker & Co. also known as “The Grand Depot.”

US President Benjamin Harrison must have seen the cross over applications of Wanamaker’s marketing genius to the, the …Post Office.

(This is America!)

Wanamaker is acknowledged with producing the first commemorative stamp. Where Marketing meets government.

He also was a Presbyterian who founded the Bethany Sunday School, and was Worshipful Master of his Masonic Lodge.


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Thank you (foot)notes:

Also see Benjamin Franklin’s business model combining the Post Office and blogging newspapers.

18 May



What is the Best Marketing Tool?

May 18, 2006 | By | 2 Comments


Sports Illustrated A good marketing campaign includes reach, frequency and awareness. A great campaign would have a branding image installed in:

100% of all businesses.

Viewed by each office worker five times a day.

Five days a week.

50 weeks per year.

What gives a business that measure of exposure? A $100K billboard? Permission-based email blast with girlie content?

Nope. You have one on your wall now.

A calendar. Low tech. Dates on a grid. Paper on a nail. Common as paper clips.

You have a PDA down in your pocket. But there’s a calendar at eye level.

Lots of them.

If you are at work in a cubicle, you have an average of 2.5 each. At home you have four calendars.

Smart marketers understand that a calendar tells a story. Like a business card. And that calendars can be a business card on a wall.

Joe Bunsness from Triumph Calendars, Norwood Promotional Products reminds us that the research is compelling:

86% of people remember what the message is on the calendar or who gave them the calendar.

83% of organizations purchase the products of the business who supplied the calendar.

70% of what is heard is forgotten, but…

80% of what is seen, is retained.

What is experienced for 30 days becomes a habit.


The lowly calendar as

marketing vehicleSo send out 100 calendars with your logo and contact info. What happens? And how do we know?

Running the numbers down a funnel is easy. Research has also provided some predictability in what happens next:

Assume a cost of $3.00 per calendar. For every 100 calendars sent to a client:

An estimated 50% of the calendars will be hung up on the end-users’ wall.

A calendar is viewed five times per day per person.

A calendar is viewed by 1.5 persons per day.

A calendar is hung in an office open 5 days per week,

50 weeks per year.

I’ll the math, if you don’t mind.

100 X .5 X 5 X 1.5 X 5 X 50 = 93,750

If you would allow me a +/- 10% variance, the campaign could have 100,000 impressions for $300. (Marketers always round up.) Or .003 cents per impression. Cost would be a penny for three viewings. Cheap eyeballs.

At least compared to Super Bowls ad rates. $2.4 million / 86.8 million viewers. Nets to .03 cents per viewer.

So calendars are 10 times better than a Super Bowl ad. Even if you had a 7 figure ad budget.

Calendars can help your clients memorize your message. One day at a time.



Calendars, the

perfect marketing toolWas this helpful? Do comment.

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Thank you (foot)notes:

Full Disclosure: Your Business Blogger owns a calendar company and has a patent pending for a particular market segment. Unfortunately this is not a sales pitch. My calendars are not for sale to the general public. But you should still consider calendars as a marketing tool.