Spark into Marketing » brand

Climate Change summit in Copenhagen – positive impression from World Vision

jeanspark — Thu, 10 Dec 2009 13:46:15 +0000

: Image by Getty Images via Daylife

The Climate change summit in Copenhagen will affect us all, and we have to hope that concerted action will be taken. So often in the media we hear about the warring parties and the lack of agreement, but maybe this time it will be different.

I was encouraged to read WorldVision’s blog from Copenhagen which was enthusiastic about how much is being achieved in the more southern countries of the world, such as Mali. There the village women have managed to make a real difference to climate change.

World Vision is one of the charities I support. I do so with regular giving which goes directly to a boy who has written to me and I to him, and the money I provide not only helps him but also touches his community. His mother has recently died and it is good to know that my support can really make a difference.

One way to influence people is to deal in shock tactics and fear – and usually this more heavy handed approach is effective at a small business level as well as when dealing with governments. However the more long-lasting way is to be an organisation – a company a brand - that exudes positive values and is a pleasure to be with. Good customer service, relevant information, courtesy, a can-do attitude which builds trust and loyalty over the long-term.

From a marketing perspective World Vision look after me with information and interesting ways that I can maintain contact. Their dealings with me are very personal and related to the boy I support. They have sent a Christmas Card for me to send off, and – quite naturally – have asked for additional funds. I like to support organisations that – as the song says – accentuate the positive. Reading the blog from World Vision at the conference helps me to feel that my principles are allied to theirs. This is likely to encourage me to remain a supporter.

If your business does deal in shock and problems it can be a good way to create attention, but it is not sustainable. For long-term good relations with clients or supporters it is better to offer a wonderful service and treat them well with courtesy and relevant information.

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Face to face networking BNI is the daddy

jeanspark — Fri, 15 May 2009 11:14:19 +0000

BNI organises breakfast networking meetings worldwide and last year attributed £ 192,000,000 of business to BNI members. This makes BNI a global economy in its own right.

This figure (or its yearly equivalent) is read out each week in meetings and largely goes unnoticed by members. It does not directly impact their own business, or their conversations with friends, business partners or visitors. And quite rightly, since they have mostly been up since 5:30 am, hot coffee and breakfast are a priority. (Think Maslow.)

This figure is the equivalent of the GDP of a number of countries, but produced from fragmented sources. So there is no big story or something for the media to get their arms round.

Instead the drama of playing fast and loose with other people’s money (bankers), or grabbing for themselves and paying no tax (politicians), the members of BNI are typically using their own money and contributing to the national revenue. They are working away quietly. In fact, Charlie Lawson who has recently taken over the running of BNI in the UK wants BNI members to help themselves and the economy ” I want to help you pay more tax”.

But as well as sticking a BNI label on spending that might have occurred anyway and was re-directed, I guess that the members created business opportunities and money where none would have existed before.

Is this the answer to the recession? Small businesses stepping up?

If all the money made from all the networking groups were laid end to end and counted I am sure that would boost confidence to get us through a recession faster.

BNI is the daddy of networking because of its size, global reach and longevity…and for the moment we will leave the money to one side.

Started by Dr Ivan Misner at his kitchen table in California, BNI grew organically as an extension of meeting up regularly with friends who had businesses. The members created opportunities for each other by passing on a “warm lead” or referral obtained by word of mouth not by looking in Yellow Page

Recommendations with a personal endorsement are the currency of golf clubs, old boy networks and mums at the school gates, yet Ivan Misner’s approach was revolutionary at the time. It made the referral system transparent and inclusive, and it also made it ethical. The idea began to spread when the second accountant/CPA wanted to join them for breakfast which caused a moral dilemma about who would get the business. So a new group (or “chapter” in the BNI lingo) was created.

BNI was brought to the UK 13 years ago by Martin and Gillian Lawson who saw it is action in Canada (presumably under the care of Steve Lawson – yes note the surname!). Their drive contributed to the fact that the UK became the fastest growing country worldwide for BNI.

However, during the last 13 years the networking explosion on line and offline has meant many new groups have started. Whether directly or indirectly they have been able to capitalise on positioning themselves as being “better than BNI”.

This means that BNI is the daddy – ie is the organisation that is the benchmark.

In terms of developing the brand this poses a number of problems for the new team of Charlie Lawson and Tim Cook who will be taking the organisation forward.

Next post will appear in two days time. Please add any comments or thoughts…thanks!

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innocent drinks and Coca Cola

jeanspark — Mon, 13 Apr 2009 14:16:28 +0000

So innocent drinks have sold 10% – 20% of their company to Coca Cola and got £ 30 m. innocent have been going for 10 years and wanted to expand into Europe and apparently they will put none of the money into shareholder pockets but use it to get their drinks into fridges in Europe.

innocent have one of the great brands and look as though they do what they promise. I once asked Richard (the marketing one, I think)) whether their logo of a type of smiley face, was actually drawn in a matter of seconds with a felt tip pen…which is what it looks like. He said that yes, the person they were talking to just pulled out a felt tip pen and drew it. (I think it was in red not black). Good story – we love natural and authentic!

So will they continue to be authentic while having Coca Cola as a shareholder? Hard to say but from innocent’s track record you have to assume the chances are good. As a small shareholder Coca Cola will not be able to influence decisions but it probably depends on the potential size of the European market and how much access will be through Coca Cola.

Access to market is a very real currency which could have far more value than a “mere” £30 million. .. and may be pointed out in the boardroom in the future.

The warmth and cuddliness of the innocent brand will re-examined. I would guess that very few people who choose innocent drinks now actively drink Coca Cola or view it as a saviour. But it is sensible footwork on the part of Coke to ally with a smaller authentic product. As innocent have hinted the big coup would be to change some of Coca Cola’s ways ..

http://www.innocentdrinks.co.uk/a-letter-from-the-founders/

Good luck to them. Business is business and you have to expand or die .. but we hope it will not be the slaughter / or diluting of the innocent brand.

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