Be-More-Effective: March 2008

Monday, March 31, 2008

Youtube adds Utility

Adage reports that Youtube is now offering audience tracking tools. It seemed only a matter of time before this would happen. Now that Google owns the video sharing site, it only makes sense that the company would utilize internal synergies. Surprisingly, it did take awhile for Youtube to take advantage of Google's analytics abilities, but some lag is to be expected with such an acquisition. Which begs the question, how effective would Microsoft acutally be at integrating the two different cultures should its bid for Yahoo be successful?

Monday, March 24, 2008

Kentucky uh....Grilled Chicken??

USA Today reported today that KFC is about to undergo some major transformations. What’s new? Oh, just an overhaul of their brand image. According to the article, in the plan is a makeover of the famous bucket as well as a new “Now Grilling Sign.” The goal is to give grilled chicken equal billing. It will be interesting to watch this transformation, and how well the company maintains its brand identity.

Here is the article: (Click for the entire article)
KFC goes to the grill
LOUISVILLE (AP) — What in the name of
Colonel Harland Sanders is going on at KFC? The chain built by his secret recipe for fried chicken is about to give equal billing to, gulp, grilled chicken. Kentucky Fried Chicken customers will be greeted eventually by lighted "Now Grilling" signs, starting in coming weeks in select U.S. cities. Storefront signs will be altered to promote the new product — called Kentucky Grilled Chicken. Even the brand's ubiquitous chicken buckets will get a makeover.
HEALTHIER OPTIONS: KFC plans 'important' trans fat 'milestone'
RELATED: KFC asks for papal approval of new fish sandwich
ORIGINAL: KFC 'secret' recipe locked away
"This is transformational for our brand," said Doug Hasselo, KFC's chief food innovation officer.
Louisville-based KFC, a subsidiary of Yum Brands (YUM), hopes grilled chicken will lure back health-conscious consumers who dropped fried chicken from their diets, or cut back on indulging.
KFC announced last year that fried chicken at all its U.S. restaurants had zero grams of trans fat per serving after the chain switched cooking oils. KFC says the grilled chicken has significantly fewer calories and fat, plus much less sodium, than its Original Recipe fried chicken that launched the brand more than a half-century ago.

Friday, March 21, 2008

Building an Effective Referral Program (Linkedin ?)

Another linkedin question
Question:

I am looking to build upon my company´s referral program I work with a Marketing company with ties in the Cancun Travel, and Tourism industry. I am apart of their newly formed referral program, and was recently brought in due to my previous success in the sales department. They already had the following in place: Referral Program Promotional Post Cards (4 per Owner meant to be given to friends) Special Promotional Prices to recipients of Referral Program Specifically targeted Email & Direct Mail Campaigns Establishment of a Refer a friend discount (click here for the entire question and all answers)

My answer:

The first thing I would recommend is researching why(why not) an Owner
recommends his/her friends. Often, the reason someone won't do something is a
lack of understanding.
Do they understand exactly what they are supposed to do?
More importantly, do they understand what's in it for them?
Do they understand what's in it for their family and friends?
Do they know how you will follow-up with their family and friends? (I.E. are you going to pester them? High pressure sales?)
Secondly, I agree with the importance of follow-up, and as David mentioned, actually asking for referrals rather than relying on passive methods only. In my experience, the best way to increase referrals is to create a culture where giving referrals is exciting and completely normal. One way to do this is through the promotion of third party stories. Find some case studies of Owners who referred their friends and then went on vacations together and had a blast. (Don't forget to talk about all of the discounts, incentives etc. that both parties enjoyed as a result of the referral program

Thursday, March 13, 2008

Taking the Leap

About 2 months ago (before this blog existed), the following question was posted on LinkedIn:

Taking a quantum leap...

From your experience, what is the biggest obstacle already successful individuals face in taking their lives to the next level?

Here was my response:

“I believe Jim Collins has an excellent answer for this in his book Good to Great. He suggests that "good" is acutally the enemy of "great". I believe this is why many people do not take it to the next level ( or become great). They are content with being good. I also believe the standards we set for ourselves have a significant impact on our results. We must constantly reevaluate our own personal (or corporate, family etc.) performance standards in order to grow. When the level you are at no longer excites you, drives you, impassionates you, you have to change your standards and push yourself further.”

I decided to start posting some of my answers to questions on LinkedIn because I don't have as much time to dedicate to the blog as I would like.

Monday, March 10, 2008

Best Business Books of All Time

Recently, on linkedin, I posed the question: "What is the greatest business/self-help book of all time?" The question had a great response that I thought I would share. Below is a list of the books suggested by fellow linkedin members. (The list is in no particular order, and duplicates have been only listed once.)

I debated back and forth whether I should post the entire list. In the end, I decided to post most of the suggestions that were given to me. I was surprised at the variety. Have one to add? Please leave your suggestions in the comments section or email me.