Archive for the ‘Marketing’ Category

Should you boycott BP?

Friday, July 2nd, 2010

My answer is still yes.

BP does not own any gas stations.  That may be true.  But that is not a viable reason to not boycott BP gas stations.  I am loking around the web and I guess that BP and its mega conglomerate spin machine is doing its job.  There are a lot of people saying that boycotting BP is not a good idea.  They are saying that it will do no good and that you are only hurting the local economy.  I think it is just more spin.  As usual, I have my own opinions about the matter and have no problem sharing them with you in a long rant.

First off.  Oil continues to spill out of the ground and we have no way of stopping it.  You can watch it here.  There was a cap in place and lots of people thought that was it.  That cap failed and wreaked more damage.  Crude oil continues to rush into our ocean at a rate of unheard of proportions.  While we all sat back and trusted that our politicians to handle this disaster, BP ignored offers of help from other countries, from everyone in fact.  The CEO of BP said, “it is really a small spill for such a big ocean.”  Months have gone by and BP is responsible for the largest ecological and economical disaster in recent history (by my accounts-we have a long way to go before we see just how bad this will get).  TO me there is NO question that we should all be boycotting BP gasoline and BP stations.

Okay let’s look at the arguments by those who oppose boycotts of BP:

BP doesn’t own any gas stations.  True.  BP supplies to gasoline to franchise operations who sell their gasoline products and pay hefty fees every month to support the corporation and use their logo.  While I agree that it is really those franchisees who are hurt the most by a boycott, they can leave the group and buy their gasoline elsewhere.  Yes, they will lose money.  Yes, they are being hurt.  Yes, they will have to spend a load of cash to change over to a new supplier, and get rid of the BP logo.  Yes, it means new signs, new stationery, new supplier, new credit accounts, new everything.  Sorry, but sometimes in life you you make what turns out to be a mistake.  Just because you hitched your wagon to the wrong company, does not mean I should help support you as you support the mega corporation that has created this mess.  You picked the wrong company and I will not be giving you any more of my money to pass along to them.  At some point you have to say, “enough is enough,” and bow out gracefully.  Take your lumps and move on.  I feel for you here, as I have made plenty of decisions that turned out in hindsight to be the wrong ones for my future.  Being an adult means picking yourself up and moving on.  That is called business, get over it.  It has even been said that to boycott your local franchisee is unfair-I say to remain a part of the BP group is unfair.  Because they don’t want to lose money, we are all supposed to look away and ignore that there has been oil spilling into the Gulf for months because your supplier ignored its safety obligations and spent more money greasing palms than on stopping potential safety hazards. The longer they stay married to the BP brand the more money they will lose.  That is bad business and we are supposed to support bad business?  Would you buy crappy food just because the restaurant is near your house?  How about if you found out they bought their meat from a supplier that ignored health and safety violations and may have dangerous beef?

You are only hurting the local economy.  I don’t even get this argument.  This is obviously corporate spin at its best.  If you continue to drive, then you continue to buy gas.  Nearly all gas stations are franchises owned by a local business person, so switching from one brand to another will not hurt the local economy.  It only moves the money to the hands of another business owner.  Yeah the BP owner may lose money and have to lay off staff and even close.  But those dollars spent on gas are being spent somewhere, and if you choose another local franchise to shop at, then your money stays here.  That owner may have to hire more help and then jobs are created.  We do not have a local oil supply or a local refinery that is going to suffer.  So this whole argument makes no sense to me at all.  Switching from Coke to Pepsi will not hurt the local economy.  Switching from Great Lakes Brewery to Heineken will.  That is how supporting the local economy works.

You can’t stop using BP anyway.  There is some truth here.  BP sells its oil to all kinds of manufacturers.  That is why they delayed so long to start burning or decided to refuse help in the clean up  They planned on salvaging as much crude as possible.  Even if it isn’t good enough for gasoline, it might make plastic bags, lipsticks, even your detergent bottle.  So you can’t really boycott BP completely.  I imagine that if even manufacturers stopped buying BP petroleum, then they would sell it to a middle man who would turn around and sell it again as their own.  It might even be blended in with oil from multiple suppliers, so you never know where it is coming from.  All of this is true.  However, brands are built.  BP has spent a long time and a lot of money to build the BP brand.  They have also spent a ton of money trying to salvage their brand and their reputation.  A chunk of this money is coming from those of you who are supporting the local BP station who passes along their share in franchise fees to BP, as well as taking their profits in gasoline.  Big oil is big business.  When you stop buying BP gas, you are telling them that their brand is tarnished, and you are asking the franchisees to switch suppliers.  Some already have.

Unless you are planning on going to the Gulf and volunteering to wash wildlife, there is little that you can do right now to stem the results of this disaster.  One is to contact British Parliament and tell them to rein in one of their corporations.  Another is to contact your congress person and tell them how fed up you are-even write the president!  But the biggest thing that you can do is to stop buying BP gasoline.  You have to spend your money where it matters.  By boycotting BP you are helping to stop further disasters.  I would bet that right now, other oil companies are double checking their oil rigs to prevent this from happening to them.  If we ignore it, why wouldn’t they?

Really, the only way to stop this kind of abuse is to stop using so much fossil fuels.  But don’t get me going on that….

We don’t need your newsletter

Friday, June 25th, 2010

One thing that people think is that you can send anyone an email anytime.  Sure, if we have something to say to each other, even if it is a simple add me to your database or nice meeting you, then great.  I even welcome the personal, “This is what I do, and this is my company.  Can we help each other?”  However, just because we met at a party and I told you about myself and gave you a card, does not mean you should add me to your company’s newsletter email list for soap dispensers or floor wax spreaders.

These are interesting times.  Just a decade or so ago, the best way to reach your audience was to buy an ad.  Whether you made a commercial for television, made a radio spot, put an ad in a trade publication, or  even put an ad in the yellow pages or Better Homes and Gardens, traditional media marketing had the best sell through and response.  Still, people continued to create and send direct mail marketing to land in your mailbox.  Even now, I get ads and junk mail, though I have used some tools to reduce its amount significantly.  (I went to the Direct Marketing Association and signed up to reduce my junk mail clutter.  Surprisingly it seems to have worked.)  So how does one find your customers and get them to buy?  Most people turn to the internet.

Now, I have never really been bothered by spam.  I figure that spam is better than junk mail which takes paper, energy and more to produce.  However, I am now rethinking that.  Spam creation and distribution takes up a huge amount of energy that could easily be applied to more productive measures.  Furthermore, as people tighten their spam filters, it makes it harder for real email to get through-both from and to us.  So, it really begins to bother me when I talk to a salesperson and then they add me to their distribution list.  I hate signing up for anything online, as that just adds me to an email list that is sold around the net.  What I don’t get is that this is the same distribution model that was used for junk mail, and while it didn’t work for them, why would it start to work now.

When we started this business, I admit I rushed out to try and connect with every person I could and add them to my email list.  I didn’t send out a bunch of emails, but at least I had them in my Rolodex.  Problem is, now a few years later, a large portion have moved on to new ventures and new jobs.  What good is having a huge contact database if it is not accurate and most of them don’t do you any good.  When we started doing online branding and social media marketing as a service, I sent out our only email blast.  It was the perfect  time to clean up my database of old unusable emails and to remove contacts that didn’t want to hear from me.  Question is, I don’t know how many of them ended up in a spam filter anyway and how much time I wasted trying to get those emails to them.

So, if traditional methods do not work, then what does?  Social media and the internet.  People have turned to the newsletter as a way to get their message across.  While this sounds good, it is misleading.  Yes, people need to get added to the list, they may even have to sign up to get your content.  But i a world of spam, where hundreds of emails cross the desk of busy individuals, then your newsletter goes to the bottom of the read list.  By the time time they get the time to read it (if ever), you may have sent out another one or two.  Usually they are deleted without ever being read.  So what is the answer?

First off, if you do not have a blog these days, then you are missing the opportunity to add fresh new content to your website on a regular basis.  This new content is needed to drive traffic to your site.  Otherwise, your site becomes a billboard that most people have seen, but few pay attention to.  Secondly, you need to add social media to your marketing routine.  But adding it and using it are two different things.  If you only use twitter to talk about what you had for breakfast, then you are not really building the kinds of relationships that matter.  Facebook may be a time waster for lots of people, but so is television.  If you can get your message across to just a portion of the millions (or is it billions today) of Facebook users out there, then you are doing better than many.  Besides, if your friends “like” your site, then their friends see that and might check you out.  In this economy, word of mouth does more to promote your brand than any advertisement ever could.  Personal relationships are what matter.  These days, employers rarely even look at resumes and applications anymore.  They skim sites like LinkedIn for potential employees.  Service seekers are more likely to ask their twitter followers for recommendations than to check the Better Business Bureau.  Customers ask their friends where to eat, what to buy and who to hire for many of their goods and services.  So why are you wasting your time sending out a newsletter?

I personally am on a mission to reduce my email clutter.  I just unlisted myself from dozens of spam sending services.  I opted out of at least 15 newsletters today alone.  I didn’t want most of them in the first place.  We live in an online world with a 110 volt plug at the end, and if you are using email as your best means of advertising, then you are missing the boat.  Just my opinion.  If you don’t agree that is fine, but don’t tell me in a newsletter, because I won’t read it.