How Sainsbury responded, is a textbook example of how other companies should handle customer service. The response isn’t dry, and stock. It’s a personalized response to the little girl, that uses language a three year old can understand. Also attached was a £3 (almost $5) gift card – enough to buy the bread and some sweets.

Lily’s mom posted the original response letter on her blog site, and though the response received some attention from blog sites, Twitter and Facebook, it really went viral of January of this year. The letter has been “Liked” nearly 150,000 times, and shared nearly 50,000 times on Facebook, and it’s been commented on thousands of times.

This simple act, of Sainsbury’s responding to a little girl, has generated a massive amount of publicity that would have otherwise cost thousands upon thousands of dollars for the company. Companies should not be afraid to embrace social media. A well laid out social media strategy will be a benefit to your company.

In the trucking industry for example, each major social media platform has its suitable uses. Facebook for example, is a great place for hiring drivers, as well as building company culture around your employees and your brand. LinkedIn is a great way to generate leads as well as network. Canadian carriers are under-utilizing social media, and it’s time for them to, get on board.

“What is Google Analytics?” “Why should I use Google Analytics?” “How can I make money from Google Analytics?” “Why would I PAY to use Google Analytics?”

Well… I’ll answer the last question first, Google Analytics is FREE!

Now to the first question; Google Analytics is a system that tracks and displays critical information of your websites performance. In short, it shows you who is using and viewing your website. It shows you where your visitors are coming from, how long they stay on your site, which page is most popular, and so much more.

Next question… If you have a website, then it makes sense to utilize Google Analytics to allow you to understand how well your website is working for you. You will see that if your homepage has a high bounce rate then your website is not engaging potential clients. Your marketing and advertising strategy may be driving the wrong type of customer to your site, or it may be time for a refreshed design or a clearer more impactful message. (Bounce Rate is an averaged percentage between the number of visitors who leave your site immediately and the number who stay and click through to multiple pages.)

“How can I make money from Google Analytics?” It’s not that you can make money from signing up but it will help you earn money. Most people reading this blog will be in B2B rather than B2C so ecommerce and tracking ROI from direct sales through your website is not relevant. However, there are ways to ensure your web presence is earning dollars. You can set goals; for non-ecommerce sites, goals would be what you want your website to accomplish whether it’s filling out a form, downloading a file, or emailing you. Values can be placed on certain goals if you need $ numbers to work with. Our IT guru Jerry wrote a previous blog article explaining Google Analytics in greater detail. http://www.trypm.com/blog/2011/05/27/google-analytics-interpreting-key-metrics-for-a-transportation-related-website/

10 Benefits of Google Analytics

1- Allows you to see how many people are visiting your website

2- Allows you to see how many returning vs. new visitors you are getting

3- Allows you to see where your visitors are coming from

4- Allows you to see how long visitors are on your site and how many pages they view

5- Allows you to see what the most popular page on your site is

6- Allows you to see how your visitors found your site

7- Allows you to see what the most common search terms are

8- Allows you to see a comparison to previous performance

9- Allows you to see which sites you are getting the most referrals from

10- Allows you to see how you stack up against other similar websites if you choose to submit yours

The other option is to market yourself through Google AdWords which I will explain in my next blog post. AdWords will take a bit of an investment but it, in combination with Google Analytics, will allow you to target your message more appropriately and spend your marketing dollars more effectively.

So how do you decide how much buy-in to get from the troops? When to listen and who to listen too? Who knows best? When and where does “the buck stop here”? Let’s sidetrack for a minute to the fundamental principals of executive decision making at the highest level… business innovation. In simple terms, at the front end of the process every idea is a good idea. After every goofy and insightful suggestion is exhausted, the process of elimination occurs to get the best idea in place that can solve the problem or create the new product.

I believe most leaders (be it of a department, a company, or a country) are both effective problem solvers and delegators. The best ones know when to call in specialists to assist and trust them to do the job at hand. The worst ones revert to “If I want your opinion I’ll give it to you”. Like most things it’s a matter of balance and from my viewpoint it’s a hard balance to achieve.

As an observer of leaders within the transportation sector for the last twenty years, I’ve seen all kinds. Some who are close minded to any new thinking, some that can’t decide, some that decide to quick, some that flip flop, some that run decisions by everybody (including close relatives), others that don’t let anyone in on what they’re thinking, a few that are extremely decisive, some surprisingly approachable, and those that are for the most part unapproachable by design. The commonality is they all run successful companies, have team members that complement there strengths and weaknesses and somehow find a way to keep all the balls bouncing in more or less the right direction.

In an ideal world I believe a good leader gets buy-in at the senior management level and that their senior managers are in touch with the needs and thinking of the troops. Decisions are not a democracy or a dictatorship. And a good leader knows when and how to bring the troops together, is decisive, cares about the people that make up their team and doesn’t keep that fact a secret.

I continue to learn about the decision making process and the responsibility of being a leader:

• You can’t touch everything and if you are attempting to, you are not building an effective team around you or giving your people the opportunities they deserve
• You have to let people fail to learn and grow, and many people have more capabilities then you or they are aware of. It is our job as leaders to understand their strengths and steer them to the right seat on the bus within or outside our organizations
• When your level of confidence is based on what you know and not a tactic to cover up what you don’t know, it is a powerful tool in business and in life

Lee’s Quote for the day

“Forget process, bonuses and perks of all kind. Honest and frequent communication is the most powerful tool we have to build the teams, the relationships and the success we deserve… we have the skills, we just need to remind ourselves to use them on a regular basis!”

I gave our team the following objectives, stepped back and let them loose. You can be the judge of how well these have been achieved. A taste of our new marketing is featured in the February 2011 issue of CT&L and we needed to coordinate our new web with that release date. The directives were as follows and can act as a helpful guideline for anyone in the process of updating their site.

Message first - It’s great to be clever but it’s critical to communicate…if you can combine the two it becomes memorable and creates impact

Front door message-  Lead with your strength which in our case is 22 years of experience marketing  the transportation industry. It’s important not to cast too wide a net and weight your product offerings so that people get a real sense of who you are and what you do…in short order

Side door message - Leave the door open to other opportunities which for us is the fact that our process works for any industry. You need to back that side door message up with hard facts to make it believable.

Easy to navigate - With the help of Google Analytics you can track how customers are reacting to your site through a number of metrics. Most come to your site to get contact info and get an overall impression if this is a company they want to deal with. Ease of navigation is a key element.

Warm and personal – Our clients are becoming directly involved with a higher proportion of our staff. It’s a function of running lean and streamlining communications. In general terms, we believe it is important that your web has a personality that reflects your company. A few real shots mixed in with a stock library can help accomplish this. Yes people leave but the web can be updated very easily. It’s a more dynamic and flexible media that you can measure a return on.

Assess the brand – Take a look at your brand elements. Do they need a tweak. Is your tag line unique and does it help establish a persona for the company. In B2B you can change elements of your brand without so much as a ripple in the stream. Be open to subtle change. It can breathe new life into your marketing.

Incorporate social media – We continue to experiment in this area. Our blog efforts have shown the most return. You need a champion to lead this charge. Anything that brings fresh content to your site helps promote your company and raise your ranking on search engines

Engage SEO (search engine optimization) – There is an expense to this and it varies on the size of the site and how deep you want to go with. We plan on taking it all the way. Why? It works and you can clearly measure the results (With Google Analytics) and fine tune it for even greater benefit in the future

Meet the Deadline - It’s important to set a date and work towards it with diligence. You get a certain flow that takes the project to a higher level. When too much time goes by where the project is parked on a shelf, it’s increasingly hard to get it off the bottom of the pile and successfully launched.

Lee’s quote for the day

“Change is good and engaging proper SEO powers your site like fuel powers your vehicle. Doing one without the other doesn’t make much sense or get you any further down the road”

It’s basically a spin on the economic theory of marginal utility. What are you willing to give up of “A” to get more of “B”? There is always a trade off. I think it would be an interesting exercise for employees, managers and owners alike to put on a different thinking hat the next time a decision has to be made.

I had occasion to do this in a small way a couple of weeks ago. We had to decide whether to replace or replenish an $8,000 colour laser printer. The consumables on the 4 year old printer were getting expensive and there were 3 costly imaging units to replace. We also had a number of supplies for the existing printer we couldn’t return. The decision, see if we could sell the existing printer and supplies first on eBay. The result, there wasn’t much demand or value for either. The end game, we discovered there were plenty of supplies for our existing printer on eBay, at a fraction of what we had been paying…making our existing printer viable to operate again.

I had put on the hat I wore when I started the company. A time when every dollar counted. I believe it was the right decision and sends a message within our company that if we can save money (with the very important condition of not compromising quality or wasting valuable time)… it’s the right way to go.

My job has allowed me to chat extensively with transport carriers of all descriptions and sizes. I’ve heard lots of stories like this (on a much bigger scale) where hundreds of thousands of dollars have been saved by putting on a thinking hat that was more common “back in the day”.  The recession has forced the survivors to get our “mojo workin”…  and it’s good for business big and small.

Lee’s quote for the day

“A recession is a great teacher if you choose to listen closely and take your seat at the front of the class.”

Shift to small town New Brunswick. I had to visit recently on a family matter and stopped by the busy little Tim’s that has graced the community of less than 1000 for about 10 years now. Even the old boys that used to hang out at the barber shop and local gas station have migrated up the hill to their new spot and are quite comfortable calling Tim’s home.

For the most part, East Coasters have a reputation for being pretty friendly but when I took a spin through to get my morning coffee I didn’t hear the “Hello my name is…” greeting. Inquisitive person that I am, I mentioned my story to the lady serving me at the window. Her response was something like “Yes, we got some CD down from Ontario but I can’t see us doing that.” She proceeded to get my order and left me with these final and sincere words,”You have a good day now honey pie!”Friendly enough wouldn’t you say?

For all of us that have tried to initiate new processes and procedures is there a lesson to be learned? I think so. We tend to create all encompassing policies because we are either afraid to or are not able to single out individuals causing us grief in some way. Do most hourly employees punch time cards because at some point everyone was fudging their hours or because a few were? Are trucking companies religious about measuring on time performance because they were always late or because they messed up less than 5% of the time? Has anyone created a long list of rules and regulations for everyone because a small percentage of people are doing the equivalent of “peeing in the pool”…and does that sign on the wall actually stop those individuals from doing so in the future?”

I remember a blackout happening in Fredericton, NB where I went to university. At first it was “yahoo” with speeding cars everywhere but within a few hours there was self managed order without a street light or policeman in sight. In “Good to Great”, the author promotes self managed order as the key to business sustainability. It’s a leap of faith that requires a huge amount of trust. For the time being it seems the rotten apple continues to set the environment for the basket.

Lee’s quote for the day

“For the most part, the only thing tougher than initiating change is being on the receiving end of it.”

How do we (meaning everyone managing a department or business) translate that type of co-operative spirit into meeting the daily change and challenge we face in our day to day business? My thoughts follow and hopefully some of you will share yours as well.

Don’t compromise on talent.  There just isn’t room for weak links or rotten apples. The recession gave this weeding out process a kick start and we all need to be careful as we add new members back to our team.

A common goal. This is a big one. Even at the highest levels of management we see a disconnect and lack of clarity when it comes to long term objectives and vision. This is multiplied by 10 as it goes down through the ranks.

Share the victories. It is never what “I” did; it is what “we” accomplished. Remember to check “ego” at the door and genuinely share the glory.

Switch from fire fighters to wedding planners. There is bound to be some fire fighting with business but if it’s all you’re doing there are some fundamental processes that need addressing. It’s a much better feeling planning your day vs. chasing your tail…less stressful and much more productive.

Rewards. Money is great and appreciated but kind words have power too.

Lee’s quote for the day

“What’s better than feeling like a valued part of a winning team? Absolutely nothing!”

When things are going well, it’s easy to make the mistake of thinking you’re more or less invincible. I’ve come to realize all business walks a tightrope and even with a net, it’s tough to recover from a fall like most have gone through this past couple of years. For those of us big and small who survived, it’s been an education in humility.

Business by its nature is made up of peaks and valleys. You can never let up. The hard work and focus we’ve all applied during this past recessional valley needs to continue even when we find ourselves nearing the next peak. Like the song says, “keep your eye on the road and your hands upon the wheel.”

I believe the business world has shifted to a new path that none of us have gone down before.

A long standing supplier to our company closed its doors last week. We moved away from them 2 years ago after 10 years of being a loyal customer. Why? They didn’t listen or respond to some key concerns we had. Instead the owner bad mouthed his competition and dismissed our request as some kind of bluff. As it turns out, he was easily replaced by a better alternative. That being said, I was still truly sorry to see his business fail… it was an unnecessary tragedy.

Lee’s Quote for the Day

“Having your own business for twenty years is just like a marriage but without the sex…on second thought, having your own business is exactly like being married.”

Jumping sideways… we motorcycled out to Port Perry on the weekend to meet up with friends for a bite. We had lived out that way for a couple of years and like to go back on occasion. It’s a big bike town and they have a local bike night on Thursday’s during the summer.

Another step sideways…after our bike trip we went to a pub near our place in Toronto where for the last several months I have been jamming with the local band there. It’s a great release and I thoroughly enjoy it, as the level of musicianship is pretty good.

The revelation… As I spent a little time with our niece and followed it with activities that I engaged in when I was around her age, I came to the realization that as much as I have changed I am fundamentally the same guy today that I’ve always been. The package I present myself in has changed and I reveal and hide different characteristics now then when I was a kid.

The marketing application? Even if the essence of your company is similar to what it has always been, the packaging of that product has infinite possibilities. Of all the characteristics that make up your company you can choose to bring something to the forefront that has historically been in the background. If you have been quiet… you can be loud. If you have been all encompassing… you can be specific. It’s not changing the essence of your company so much as it is altering your perception to better suit current market conditions.

This type of repositioning can bring excitement to your brand and the people working there. You can effectively fill in the cracks and crevices that show with business maturity…a little botox for the bizz!

Lee’s quote for the day:

“If you find there is nothing to get excited about at your company haul out the “Marketing Shake and Bake”. Hey, if you can shake up a pack of dead chicken and make it palatable…
just think what you could accomplish by spicing up your company!”

Working in marketing has allowed me an opportunity to meet many successful business leaders. Our process of discovery before rolling out a marketing program has given me an even greater opportunity to have in depth discussions with these visionary entrepreneurs.

Your chance for greatness can be realized if you adopt their common entrepreneurial traits. They’re excited about what they do, they know their business inside out and they are without exception… workaholics. Life balance may have escaped them but business needs leaders and the ones I’ve met seem comfortable with their calling. Maybe like sharks that need to keep swimming to stay alive, true entrepreneurs need to keep building their business for the same reason.

Assuming the best and being prepared for the worst are characteristics that put these individuals on a pedestal far above us common folk. I used to be in awe of their bigger than life personas. Over time, that awe has transformed to respect and the realization that the people running 2 million, 20 million or 200 million dollar companies have many similar characteristics.

Off comes the cloak of mystery. The truth is these entrepreneurs have learned and applied these simple lessons and you can take these 5 undisputable facts to the bank too:

1. Multiply your efforts through others.
2. Attract and keep great people.
3. Focus on your unique ability and delegate what you dislike or are not particularly good at to capable individuals on your team.
4. Make the bold move and seize the moment when it presents itself.
5. Let success build your confidence and increased confidence build your success.

Lee’s Quote for the day

“If you find something you love, that there is a market for, become really good at it, hang in there long enough, and add a little WYAO… success will be yours.”