Who Wants To Tango?!

July 29th, 2008

Who Wants To Tango?!

98 Days until the rhythm returns…or, at least that’s what I’m hoping!

In 98 days this country will elect a new President…a new commander-in-chief!…a new sense of hope…a resurgence in confidence…or at least that’s what I am praying for! In 98 days perhaps business will have a rhythm again!

I was talking to my friend and long time client David Hunihan with Fidelity Homes in Sarasota. We were chatting about the peaks and valleys of our businesses and how the current business environment has no rhythm. One day you are slammed and there is a ray of light at the end of the tunnel…then the next day/week comes and that ray of light is an oncoming train. And then it flip-flops again. There seems to be no sense of urgency, no momentum and no rhythm.

So, why 98 days you ask? Well, in the year prior to electing a new president we see a 12-14% dip in our economy. We see a pause. A wait and see attitude pours over us (yes to a certain extent me as well) like a plague. Compound that with daily bad news, summer slow downs and everything else going on in the world today and business loses its rhythm.

So lets create a little rhythm…lets get a bit of momentum and make something happen! In my world (marketing, advertising & public relations) we are almost in October. Publications work 60+ days out from hitting the streets. Heck in another 30 days we will be playing Christmas music around here. Those smart people who have rhythm and can sense that they need to be prepared for the impending season will be prepared for the upswing…not a major upswing, a traditional 8-10% appreciation upswing. Those who are not prepared will have to sit this dance out and only hope that they are around long enough for the next one.

So again I ask, who wants to tango?!

Better Bring Your A-Game…

September 18th, 2007

Many of you have heard me speak about different influencers outside of our market that will be affecting this years buying public. Below is a front page article from this past Sunday’s Washington Post that paints probably the worst picture of doom and gloom that I have seen for our market (they even managed to work in a hurricane reference).

Now, I don’t publish this article to be an “Energy Vampire”…I simply publish this article to let you know what you will be up against this season. So as we go thru our pre-game mental check list know that information like this is going to be in the back of the buying public head.

This season we all better bring our A-Game!

Chris.

Sunbelt City in Grasp of Housing Undertow
Ripple Effect Could Be National Omen
By Neil Irwin and David Cho
Washington Post Staff Writers
Sunday, September 16, 2007; Page A01

FORT MYERS, Fla.– To understand how the housing bust may ripple through the broader American economy, look beyond the countless for-sale signs that dot this middle-class city. Instead, stop by Boater’s Landing, where salespeople sit idle, hoping someone will once again want to buy a boat.

Or visit the women answering phones at the local United Way, which is dealing with a flood of aid requests from the unemployed, whose numbers have nearly doubled in a year. Or talk to the Shevlins, a real-estate agent and a carpenter, whose combined incomes dropped from $350,000 to less than $60,000 in two years.

Across this city, even businesses that have little to do with real estate are reeling. Unemployment is up, sales are down and redevelopment ambitions have been scaled back.

The Sun Belt city of Fort Myers saw real estate and construction grow to dominate its economy, accounting in recent years for nearly one out of every four jobs. That meant the housing downturn hit swiftly here, making it a kind of early and extreme indicator of what might happen to the U.S. economy as a whole.

The effect could be less dramatic in places like Washington, where government contracting and other industries may provide a cushion. What the Federal Reserve is trying to determine, as it decides Tuesday how much to cut a key interest rate, is to what degree the rest of the U.S. economy will behave like that of Fort Myers.

Economists increasingly believe the housing downturn and related problems in mortgage lending will slow the U.S. economy. Barely a month ago, most economists viewed a recession as a distant possibility. Now they think there is more than a 1-in-3 chance that one is on the way — or even has already begun in cities like this.

“We are in a real estate recession,” said Laurance Baer, manager of the Fort Myers-based Baer’s Furniture chain, where sales are plummeting. “And we have an economy that’s much more tied to real estate than anyone realized.”

The Cape Coral-Fort Myers metropolitan area, home to about 570,000 people on the Gulf of Mexico halfway between Miami and Tampa, started bustling in the late 19th century as a winter home for northerners. Later families moved here, drawn by jobs in tourism and health care.

In recent years, national home builders poured in and investors followed, believing they could make fortunes from the run-up in real estate. Many houses tripled in value in half a decade. Owners began taking large amounts of money out of their homes, through mortgage refinancing and home-equity loans. Residents borrowed money against their homes equivalent to 15.2 percent of their disposable incomes in 2006, according to Moody’s Economy.com.

New Lexuses and BMWs flew off lots. “You would have an electrician, a single guy driving around in a truck,” said William P. Valenti, a longtime banker. “All of a sudden, there’s so much work to go around that he hires a dozen guys, and buys three more trucks, and rents warehouse space.”

The region added jobs at a 9.2 percent pace in 2004, and the jobless rate fell to 2.5 percent.

“You could make a lot of mistakes and still make money,” Valenti said. “People thought it would always be that way.”

William Coleman, 50, who was a senior superintendent at a home builder, learned how quickly things could change. He lost his job in January. Now he’s pouring concrete in a parking lot. His income dropped from $100,000 to $60,000. But Coleman says he feels lucky. His new employer had 250 workers last year. Now it has 30.

“I had to take the only job that was available,” he said. “Everybody’s looking for work.”

Permits for new homes in the first seven months of 2007 are down 70 percent from 2005, with housing prices sliding back to their 2002 levels.

The job market followed. The unemployment rate was up to 4.7 percent in July. But the real picture may be worse than the numbers indicate, says Michael Reitmann of the Building Industry Association. The jobless rate does not account for the workers, many of them immigrants who have simply moved away as the economy has softened.

For the past two years, Kelly Fuelcher and three colleagues in the United Way office have answered 50 or 60 phone calls a day from people needing job training, help with bills or other assistance.

Since the beginning of summer, the number of calls has nearly doubled, to a hundred or so per day — the most ever, except after hurricanes.

When the construction industry was first slowing, much of the demand for social services came from Latino immigrants, laborers who found themselves without an income. Lately, however, “it’s everybody,” Fuelcher said. “It runs the gamut of economic status.”

That has made hiring easy at some stores. When times were good, Baer’s Furniture could not find enough staffers. When the retailer recently posted openings for two sales people, it got 170 applicants.

There are signs that these problems are seeping into many regions of the country. Job growth was halted in August as the nation shed 4,000 jobs, stunning economists who had not thought that the housing bust would so dramatically affect hiring.

The weak job market and slumping wages in Fort Myers are triggering a worrisome drop-off in consumer spending, which nationally accounts for 70 percent of the economy.

During the boom year of 2005, the take-home pay of Dawn Shevlin’s family reached $350,000. That year, she and her husband bought two pickup trucks and a boat, and started building a custom home on a handsome beachfront lot.

This year, Shevlin, a real estate agent, sold hardly any homes. Her husband’s carpentry business is “dead in the water.” They have been unable to sell a second home they own.

Every night, she said, “we fight over every dollar.” With their income below $60,000, they have more bills than they can pay and have ruled out any big purchases. Even dinner at a modest restaurant is too great an extravagance.

Shevlin says she is trying to get a steady job as an airport security officer, but the competition is fierce. “I’m 45 years old and I feel like I should be going to a higher place in my career,” she said. “Instead I’m taking 20 steps back.”

With families like the Shevlins curbing their spending, retailers are suffering.

Boat sales have dropped 30 to 40 percent, estimated Larry Jones, who moved from Warrenton three years ago to manage Boater’s Landing, a chain that sells boats from $10,000 to $1 million. Jones is concerned the most about upper middle-class buyers, who have closed their wallets. His dealership in nearby Naples, which is home to some of the wealthiest people in Southwest Florida, is suffering more than any other in the chain.

“No matter how favorable the financing or no matter how cheap the price gets, it’s not bringing the buyer back,” Jones said.

These ripple effects worry economists.

“A big issue is whether developments in the relatively small housing sector will spread to the large consumption sector, perhaps through declines in house prices,” Janet L. Yellen, San Francisco Federal Reserve Bank president, said in a speech last week. “Should the decline in house prices occur in the context of rising unemployment, the risks could be significant.”

National retail sales, excluding the volatile automotive sector, fell 0.4 percent in August, the Commerce Department said on Friday, more than had been expected and raising some alarm among economists.

But so far this downturn is playing out differently across the country. For instance, in the Washington area, housing prices have gone way up and consumers rely on home-equity loans as much as in Fort Myers. But housing is not the predominant source of job growth. Only an eighth of jobs in the Washington area are real estate-related, which has lessened the impact of the housing slowdown.

Overall though, economists have grown more pessimistic. According to a survey by Blue Chip Economic Indicators a month ago, economists said the odds of a recession in the next year have risen to one in three, up from one in four a month ago.

The major question is whether areas like Fort Myers have gone through the worst or if they are still heading downward. There are signs of both. It could take two years to sell all the houses currently on the market, and a Manpower Inc. survey of businesses found that a third planned to reduce their employee count in the fourth quarter.

Still, some real estate agents say a few buyers are returning, attracted by cheap prices, a potentially optimistic sign.

“The sooner the excessive prices correct, the sooner these markets can get back to growing again,” said Mark Vitner, a senior economist at Wachovia. “It’s just painful while it’s happening.”

To be an ass or not be an ass? That is the question.

September 14th, 2007

When you woke up this morning, you had a choice…you could be happy or you could be an ass. People around my office have a 50/50 shot these days.

I was with a group of business people/community leaders last night at the Cape Coral Community Foundation’s Discover The Hidden Treasures Art Auction (what an awesome event), and I observed a very interesting thing as I wandered about the room. I would divide the crowd into three categories:

1) Positive People
2) Assholes
3) People I Don’t Know

Positive People talked about things that are good in today’s market. People like Martin Haas from Entech Computers. He and I talked about our recent decision to hire each other’s services and what a great impact we were both realizing from this relationship. Or, Bob Knickman from the Chamber who was talking about the great success he has been having pimping a new TV show that will focus on positive news about our great city (Cape Coral). Wayne Kirkwood, Rich Barton, Bob Knight, Steve Pohlman, Judy Kenny, Beth Sanger, Barb Adams (just to name a few)…all these people beaming with enthusiasm and positive stories.

On the other hand I also got to talk to a few Assholes who wanted to bend my ear about how the current market is screwing them, and why its not their fault and laying blame. Now, I am not going to name names (you know who you are). But, by the end of the night, these people found themselves standing alone. They found themselves scanning the room for someone to interact with. Their eye’s met no one. “Energy Vampires” who try to suck the life out of Positive People? Maybe.

As for People I Don’t Know, they seemed to enjoy themselves, appreciating the art, the venue, free food, booze and just life in general.

Positive People enjoyed each other’s company, bid on artwork, drank wine, and seemed to attract more and more people to their groups. They laughed and hugged and some even dressed like pirates. Assholes found themselves otherwise.

I guess all I am trying to say here is, that you have a choice. That choice seems to affect those around you. If you translate that to business relationships, people want to work with forward-thinking, happy companies and the people who work there. So be happy in all you do, business and otherwise, and you will find that your sphere of influence and opportunity will grow presenting you with limitless opportunities. I’m Positive about this.

Pack-A-Pack Summer Service Project

August 15th, 2007

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Chelsea Spiro lead Spiro & Associates in an internal community project called Pack-A-Pack, created to benefit students who couldn’t afford school supplies. However, unlike the similar drives at grocery stores, our donation was specific to one charity, the Cape Coral Caring Center. The Cape Coral Caring Center is a not-for-profit organization that specializes in family assistance programs, such as food donations and emergency relief.

Our goal was to fill 30 backpacks with school supplies by the first week in August. We exceeded our goal by packing more than 60 backpacks and donating additional school supplies.

Like the clothing drive we conducted last summer, we had phenomenal support from our clients, vendors, staff and friends with this project. We’ve received over $1,500 in monetary donations as well as over $200 in gift cards to stores like Target and Office Max. Additionally, we’ve received the actual supplies themselves to fill the 60 backpacks we received, most of which were generously donated to us by Kevin Spencer of VF Jeanswear.

To mark our success, we were featured at the Cape Coral Caring Center for WINK-TV’s Judd Cribbs Show. To view the video clip, Please click here:

Thank you to all who participated!

Builders (and Spiro & Associates) Care

May 22nd, 2007

Exterior Prep

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Occasionally Spiro & Associates has the opportunity to be involved in something great. This week we had the privilege of partnering with Engle Homes and some of our other vendors to implement a public relations campaign that included live web coverage of the complete re-construction of the home of a very deserving family in downtown Fort Myers.

The home belongs to an elderly Fort Myers woman named Rosemary Johnson. She is the primary caregiver for two adult children with disabilities and one teen-aged grandson with special needs. She has owned her home for 29 years and it was in danger of being condemned due to exposed wiring, mold, bad flooring, and bad plumbing.

Engle Homes’ Southwest Florida division and area non-profit group, Builders Care, put together an All-Star team including their best vendors, trade partners and staff members to provide much needed improvements to the home over a period of just nine days.

It took more than 200 volunteers and almost $100,000 to make this happen.

The project will conclude on May 24th when Engle Homes and Builders Care brings the Johnson family home.

In an effort to provide a play-by-play of the entire experience, Spiro & Associates partnered with the awesome team at Entech Computer Systems and EMCC Web Design to set up a live web cam to cover the project. Our efforts dovetailed with Engle Homes’ current marketing campaign and the efforts of the marketing team at Builders Care.

Set-up involved a web camera, wireless router, cell card, 200 feet of extension cord and the technical assistance of some very nice people (Jake you are my hero).

You can check out the project and the cool technology that lets us bring it to you when you visit www.EngleEvent.com.

You will need to use Internet Explorer and lower the settings on your Internet security to allow for Active X controls to be installed to be able to view the live footage. However, because technology is so cool, you can also view a slideshow of the previous day’s footage just by clicking on the link “Day 1,” “Day 2,” etc.

Not only is the web cam cool, it is bringing a heightened level of awareness to the project. Each day the site is receiving an average of 100 new visitors who are coming back throughout the day to check progress and are clicking through several pages – and linking to partner web sites.

Pretty great, huh?

Three Screens = Future of Advertising

May 16th, 2007

Many of us wake up each morning, tune into the news as we get ready, head to the office and check the headlines on our computer, then go about our day receiving regular e-mails and updates on our PDA’s. (For those of you who know me, you know this is all too true).

What if at each step along the way – you also received an ad, be it a logo, link or image – that was so integrated into the way you got your information, that you could just click and link yourself to information about products and services that were topic appropriate and therefore meaningful to you?

This is the future of advertising. As consumers become savvier, advertisers are getting smarter about the targeting and placement of their messages. We look at screens all day, and many of them have ads that we ignore. But as the ads become more subject appropriate – like an ad for the Outback Steakhouse curbside pick-up service on NBC-2’s 5 p.m. update – then the method becomes less intrusive and more effective.

The three screens – television, computer and PDA – are quickly becoming the only relevant communications tools. The ability to advertise across all three mediums is not something coming in the future, its available now.

Already we can download entertainment from our computer to our PDA that is also available for our televisions. Ad placement that blends across all three screens is the obvious next step. Advertiser Hardees is another great example of this trend. They offer coupons via PDA in an effort to create customer loyalty.

Spiro & Associates is already working with some of our clients on making this trend a reality. In conjunction with area news providers and telecommunications company AT&T, integration of the three screens is something that is a reality in 2007.

Christopher T. Spiro
CEO and Creative Director

Full text of Hardeees Article:

Hardee’s connects with mobile device users, offers discounts

By ALAN J. LIDDLE

Hardee’s partnered with Cellfire Inc. to offer a mobile-coupon promotion to customers in St. Louis and Indianapolis.

Looking to grow sales and cut costs, 1,945-unit Hardee’s, based here, is offering buy-one-get-one-free deals to consumers in Indianapolis and St. Louis who use the Cellfire Inc. mobile-coupon service for cell phones and wireless-computing devices.

Customers of the 114 participating Hardee’s restaurants have access to digital coupons via their Web-enabled phones or wireless PDAs after downloading free software at www.cellfire.com or surfing the ancillary “Cellfire Express” Web page found at that URL. They show a cashier the code on their mobile-device screen to redeem coupons for Hardee’s Buffalo Chicken Sandwich, Monster Biscuit or Large Chili Fries.

“We’re always interested in trying to gain experience with new technologies,” said Brad Haley, executive vice president of marketing for Hardee’s. Asked about consumer response to the promotion, which launched Feb. 19, he said: “It is too soon to tell. This is something we’ll probably be testing over a matter of months, not weeks.”

Jeff Chasney, chief information officer for Hardee’s parent CKE Restaurants Inc. of Carpinteria, Calif., said security aimed at thwarting coupon counterfeiting is likely to become a bigger issue if the quick-service sandwich chain moves beyond the test stage. Sources at San Jose, Calif.-based Cellfire said the company takes multiple steps to prevent such fraud.

Selected branches of the T.G.I. Friday’s casual-dining chain have accepted mobile coupons distributed by Cellfire since mid-2006. Domino’s Pizza outlets in the San Francisco Bay Area began accepting them in early March. That company’s arrangement permits consumers holding the mobile coupons to simply click on a link to have their cell phones dial the nearest Domino’s store to place an order.

In late 2005, more than 600 Southern California McDonald’s restaurants accepted mobile coupons for a limited time for free McFlurry desserts. Customers could request those discounts via text message. Gamut Industries provided the underlying technology and services for that campaign, as well as another in 2006 for McDonald’s users in Washington and Oregon.

Haley noted that two aspects of mobile coupons were of particular interest to Hardee’s.

“One is the sales-building potential, and the other is the cost-avoidance piece,” or the elimination of expenses tied to printing and distributing conventional coupons, he said.

Hardee’s found Cellfire’s technology “intriguing,” Haley said, because “it delivers coupons to a group that does not traditionally respond to printed coupons—younger males.” He said the mobile coupons have been promoted using publicity and public relations, such as an in-restaurant event featuring a ketchup-filled dunking tank. Cellfire sources said Hardee’s also is using printed bag stuffers to spread the word.

“About 63 percent of our consumer base is between 13 and 34 [years old],” said Brent Dusing, chief executive of Cellfire, explaining why restaurant companies—and quick-service chains in particular—might be interested in his company’s technology. He added that it’s less expensive to put a coupon on someone’s cell phone than to deliver a paper enticement to their mailbox.

The results of initial mobile coupon campaigns, too, might interest some foodservice business owners, Dusing said.

“We’re seeing redemption rates as high as 10 [percent] to 15 percent, while the industry average paper response is 0.63, or less than 1 percent,” he said.

Another compelling aspect of mobile-coupon distribution, Dusing said, is that it can serve as a platform for customer relationship management activities and generate data for creating or fine-tuning marketing and promotional initiatives. The Cellfire registration process creates a one-to-one link with consumers, who almost always have their cell phones or PDAs with them, and consumer use of the technology to search out, retrieve and redeem mobile coupons creates a data-rich “click stream,” he explained.

The technology supporting Cellfire’s mobile coupons appears to have “good back-end controls to verify redemptions,” Haley of Hardee’s said.

Dusing added that his company’s security features include “disappearing coupons,” or coupons that are erased from a user’s cell phone by Cellfire’s software after a certain number of uses; coupon expiration dates; graphics and logos that serve as watermarks of sorts; and the data trails that are a natural byproduct of the technology.

CKE’s Chasney has done a preliminary analysis of possible digital-coupon counterfeiting tactics. He said that even with Cellfire’s security measures in place, additional safeguards likely would be necessary if Hardee’s expanded mobile couponing.

“Marketing is first performing a proof-of-concept,” said Chasney, who also is CKE’s executive vice president of strategic planning. “Should it appear that cell phone coupons become attractive, we will then address the technology and fraud-prevention aspects.”

Though Haley declined to discuss the specific costs associated with the two-market test of mobile coupons, he emphasized that the agreement with Cellfire is “pretty much a pay-for-performance” arrangement.

“We don’t pay for distribution of [digital] coupons. We pay on redemptions,” said Haley, who is also executive vice president of marketing at Carl’s Jr., CKE Restaurants’ other quick-service sandwich chain.

The Hardee’s mobile-coupon experiment comes on the heels of last year’s cell-phone-based “Burger Slayer” promotion involving both Hardee’s and Carl’s Jr. And it is running at the same time as a promotion of the Buffalo Chicken Sandwich at Carl’s and Hardee’s.

The Buffalo Chicken Sandwich marketing effort features a micro website at www.spicybuffalo.com, where visitors can program a virtual waitress to extend to friends a customized e-mail video invitation to dine together.

Mobile coupons being accepted at some T.G.I. Friday’s units offer users a free appetizer with the purchase of two entrées or $5 off on any food purchase of $15 or more. The mobile coupons being accepted at Bay Area Domino’s Pizza stores feature such offers as “The Perfect Meal,” or a medium, two-topping pizza, a 2-liter bottle of soda and a bread item, for $20.99, and a small, three-topping pizza and 10 Buffalo Wings for $15.99.

Spiro & Associates: Corrupting youth since 1992

March 28th, 2007

Today, the agency had the privilege of hosting 21 Cape Coral high school students, who were selected to participate in the Cape Coral Chamber of Commerce Junior Leadership program. Our gig was “Marketing and Advertising” day.

It began with breakfast and a short lecture from Chris, before the students were assigned a branding exercise. They were tasked with creating an ad that branded themselves - whether to a prospective college, sports team or other audience. We opened a fajita bar for lunch, midway through the students’ three presentations and presented the top three ads (see below) with an “Excellence in Branding” award and tickets to Sun Splash Waterpark.

We want to thank all the program organizers from the Chamber and the students. They were a terrific audience and we were inspired by their energy and enthusiasm.

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FREE ADVICE WEEK at Spiro & Associates

March 5th, 2007
Just to show how much we love readers, guests and commentators on RedAmpersand.com we are dispensing FREE ADVICE. Email your advertising, marketing or public relations related query to Chris at cspiro@spiroandassociates.com within the next three days. He’ll post the questions (anonymously) and the answers on our blog. So dust off that decade-old marketing plan and email Chris to solve your communication conundrum.

Google: the modern, model employer

March 2nd, 2007

Inspired by an editorial in PR Week, we wanted to share a little-discussed marketing secret: Happy employees and motivated employees make productive employees, which makes happy customers. Google is on the forefront of fostering innovation internally and engaging their employees. Check out the article accompanying their recognition as the number one company to work for in Fortune magazine.

The perks, which include dining in one of 11 gourmet cafeterias for free, get your hair cut and oil changed on site and attend weekly TGIF parties, will amaze you. Perhaps it will remind you that how employees feel about themselves and their organization can affect your bottom line (read: Google shares trade above $400).

PRress Junkette: Something for the ladies

February 9th, 2007

With all this sports talk, I thought I’d dig deep into a more female frame of mind, discussing the promotion of designer duds. It’s that time of year again — red carpet season, where the biggest PR coup you can achieve is getting a starlet to wear your design, strut her stuff on the carpet and drop your name hundreds of times to news outlets across the world! If only it were that easy….

Here are some fun facts about award season PR, courtesy of Ad Age.com:

  • Designers no longer just count on one star, but target different celebrities or groups for different events to maximize their exposure during awards season, which lasts from January to March.
  • In 2006, advertisers paid $1.7 million for 30 seconds of airtime during the Academy Awards broadcast. Designers shell out similar expenses in order to get stars to wear just one of their designs.
  • It pays off: People magazine’s verified rate base of 3.4 million jumped by 300,000 for its annual Oscar Style issue in 2006. On Jan. 16, the day after the Golden Globes, People.com drew 39.6 million page views, the highest single-day page view record in the site’s history, according to a People spokeswoman.
  • Designers rely heavily on establishing relationships with stars. Because there is no guarantee a celebrity will show up in your dress, designers start profiling award nominees to woo as early as November.