In this age of high tech social marketing tactics like Twitter, Facebook, YouTube, and Flickr to help engage the customer, it seems like face-to-face customer service tactics can get a bit lost. Well, I was fortunate to see that for some, old-fashioned customer service is still a priority. I recently experienced first-rate treatment at, believe it or not, an auto repair center.

I had been taking my truck to The Car Repair Company for routine maintenance and occasional repairs, but I hadn’t been in for a couple of years. Well, one day the maintenance light in my truck went on and so I took it to The Car Repair Company. They still had me on record and told me come on in and they’d take care of it.

Now here are the three things that I felt exemplified above normal customer service:

1. Like everyone in the car business, The Car Repair Company has had some challenges, but Jim Atkinson, the owner, was very upbeat when I came in. They normally will give you a lift to your work when you drop off your car. I thought with business being tight and all, that I would have get my own ride. But Jim, yes the owner, said that he would still take me to my office if I needed a lift, and he did.
2. They informed me that one of the repairs would take overnight, but I told them that I had no other transportation at my disposal, so I would bring in my truck in the morning. Jim felt that the repair on the lower ball joints should be done for safety reasons and offered to rent me a car and deduct the cost of the rental from the price of the repair. Not too many places would offer that.
3. I had one glitch on my transmission service, but I didn’t come back to The Car Repair Company for few weeks to get it checked out. Instead of saying it had been too long, Jim told me to just bring it in. A minor inspection and minor adjustment was done while I waited and at no cost to me.

I’ve always liked the Car Repair Company, but this one experience demonstrated a commitment to customer service that wasn’t just lip service. It solidified my loyalty to them over other service centers. Most importantly, it reminded me that as an agency, Park&Co needs to keep doing the most for our clients at every opportunity in order to keep their loyalty. Like The Car Repair Company, it’s what we demonstrate above the norm that makes the biggest and most lasting impressions on our clients.

Imagine a casual but elegant evening under the stars where you can mingle with the community as well as your friends and family. You’ll sample gourmet cuisine and watch a champion horseshow while supporting educational opportunities and scholarships for disadvantaged Arizonans!

This year’s Evening of Goodwill has been revamped into a casual night at a new location, Los Cedros. It is a world-class equestrian center and houses some of the most talented, beautiful horses in Arizona. Los Cedros is an actual citadel and its unique architecture lends itself to a casually elegant atmosphere.

The Evening of Goodwill is a wonderful and enjoyable way to help one of Arizona’s oldest and largest nonprofits build a foundation of self-sufficiency for those in need through the power of education. The proceeds are used for both post-secondary scholarships and education initiatives for at-risk youth attending their ecademie Charter High School. Casual wear, including denim, western wear and sundresses are all acceptable for guests. This year, ticket prices are $100 – with $40 of that being tax deductible. Park&Co is a proud sponsor of this event.

Please purchase your tickets today. Through your support, you help Goodwill of Central Arizona put people back to work. And at this time, this is a critical service to many.

Goodwill of Central Arizona’s 9th Annual Evening of Goodwill

• Saturday, October 3, 2009
• 5 PM - 10 PM
• Los Cedros, North Scottsdale.

For more information about sponsorship opportunities, silent auction donations, tickets and more, please visit eveningofgoodwillaz.org today.

I saw this adage.com article today with the headline: “What Crispin’s Lauded BK Work Doesn’t Do: Gain Ground on McD’s.” It definitely made me stop and think - what the______?  Crispin has rekindled interest in this long standing brand, developed clutter cutting creative (Whopper Virgins, Whopper Freakout), they debuted the Subservient Chicken, brought back the King (although a bit disturbing to me), and made the Whopper Family commercials a delight to watch. Crispin was Ad Age’s 2008 Agency of the Year for crying out loud. Now, with all this going for them, wouldn’t you think that everyone would be happy and BK sales were over the top?

Well, unfortunately, according to the article, there are differing opinions on what a success Crispin’s campaigns have shown at the register and how they compare against the 300 pound gorilla in the room – McDonald’s. From a branding perspective, Crispin really has done a great deal to revitalize the chain. Remember, BK had gone through four agencies in four years before hiring Crispin, and BK did pass up Wendy’s for the #2 spot in burger chains during Crispin’s watch. But McDonald’s is still way out front of everybody and gaining share (is that really surprising to anyone?). And there was some controversy over two TV ads, Sponge Bob Square Butt and the banned Texican Whopper.

According to the adage.com article, there also seems to be rumblings from the front line franchisees that there is a decline in traffic and sales and there is too narrow a focus on the young male targets. Having worked on franchise accounts, I understand the power and influence of their voice and how they can impact advertising campaigns.

This article just confirms to me a harsh advertising reality. An advertising campaign must move the needle per the client’s expectation. That’s really the bottom line. Even a creative powerhouse like Crispin, with all the great work they’ve done for clients and accolades lavished upon them, there is this one litmus test that has to be passed. And in some cases, in the client’s view, Crispin didn’t.

A few examples:

1. Crispin resigned the Miller Lite account due to differences in strategy. Coincidentally, Miller said they pulled the popular “Man Law” campaign developed by Crispin due to declining sales.

2. ConAgra Foods left Crispin, who resurrected the deceased Orville Redenbacher in a series of commercials that generated tons of buzz, but it seemed mostly negative.

3. And who knows what happened with the Nike Running Shoes account. The relationship lasted about one year. With those two companies and their philosophies, it would seem like a marketing match made in heaven.

But no matter what, Crispin will undoubtedly continue to push/rip the envelope, do great work, win accounts and make headlines for both themselves and for their clients (hey, I’m blogging about them). For any agency, that’s a very nice place to be.

Resolution Copper Mining (RCM) has recently launched a new outreach campaign to help educate the public on their copper mining project in Superior, Arizona. Park&Co was tasked with developing a creative platform that would be used in a new website, print ads, collateral materials and email marketing.

Now right off the bat, many people might think, “Man, how interesting could it be to talk about a mine?”

Well, let me tell you. In my experience, every client has an opportunity to have their communications be memorable, effective and very creative. They can set themselves apart from what may be considered the industry norm. RCM was just such a client and the campaign was a classic case study of working in a true partnership that elevated everyone’s game.

The campaign was based on the fundamentals -  solid primary consumer and industry research from Dr. Bruce Merrill, Ph.D., Cronkite-Eight Poll and Elliott D. Pollack & Company. Just as important was the open sharing of information and viewpoints from RCM executive staff, consultants like Policy Development Group and Park&Co. The end goal of educating people and building support for the mining project was the focal point of every planning session.  With such focused cooperation, when it came time to start developing the creative platform, there was a strong, definitive, strategic direction for the campaign. It’s amazing what the effect of having a clear objective can do for developing compelling creative executions.

The outreach efforts needed to highlight all the straightforward facts and figures of the mining project and also inspire a sense of local community with an emphasis on the potential of a better future for Arizona. Not an easy task in today’s world, especially on a modest marketing budget. So, we dove right in with big smiles on our faces. I mean, we’re supposed to solve problems and get results on for our clients, right! (I’m sure I read that in some ad book somewhere).

Well, I could go on and on about the final campaign executions and how excited the client is. But as they say, a picture is worth a thousand words. So the best way to get a better taste of the campaign is to visit RCM’s new website securearizonasfuture.com. Once there, you might even be compelled to sign up to “Stay Informed” and get RCM updates as you discover the fascinating world of copper mining. We know that people are doing that now. Isn’t it great how you can track everything on the web.

Wow! Who would’ve thunk it. It’s cool to talk about a mine.

I’ve been in and around advertising for more years than I care to mention. When I first got in the business, everyone warned me about the stress of working in an agency. After all, advertising account executives are listed in the top five most stressful jobs according to Careercast.com. Yep, working in an agency would eventually wreak havoc on my health, psyche, personal time and sense of humor.

Advertising is a tough business with more than its share of ups and downs. Clients lose the love for their agency and find that spark with another. A major account leaves and half your happy hour buddies are gone the next week. New marketing directors bring new insights, ideas, and sometimes other agencies with them. The office coffee machine is broken so you don’t have that first shot of caffeine you need in the morning.

Well, I’m happy to say that after many years at a variety of agencies, working on national accounts and small local start-ups, I don’t have an ulcer, I don’t have to see a therapist, I still have time for fun, and my sense of humor is probably better (it has to be in our business).

Why have I been so fortunate? I think its because of some advice from great people I have been fortunate to work with.

1. As many a wise man/woman has said, two heads are better than one; five heads are better than two. You really need a team to tackle all the challenges that agencies face. If you think you can do it all on your own, you will need a therapist soon and your family will hate you.

2. One of my mentors told me to survive in this business you have to try to stay on an even keel. It’s the drastic ups and downs that kill you. Hit a home run? Celebrate and fully appreciate it, but don’t feel bulletproof. You badly miss the mark for the client?  Feel the pain and learn from it, but don’t go into the black hole of depression. In either case, remember, tomorrow is a new day and you could win the lottery.

3. I don’t want to diminish what we do (and some clients will hate to hear this), but with a few exceptions, what we produce isn’t saving lives. We don’t perform brain surgery or pull people from burning buildings. We do educate, stimulate and propagate. Keep it in perspective or your life might be in danger.

4. Always try to manage expectations with the client and with the agency staff.  If you make sure people know what to expect, then very few surprises will pop up that you have to stress about. That’ll help keep that ulcer away.

5. Since our business is hard and we spend so much time at work, make an effort to identify and appreciate the talents in the people you labor with – both clients and staff. Sometimes finding what you can appreciate isn’t always easy. But if you build on that and nurture relationships, work may not be any easier, but it will be more bearable. Heck, it might even be more fun.

6. I’ve always had a desk drawer full of chocolates in my office. One Twix or Kit Kat and dark clouds seem to fade away. Not only for me, but the rest of the staff who snag a few during the day. Chocolate - the miracle drug.

7. Make time to watch the Simpsons to fight off the blahs. Is there anything that this show can’t cure?

But the biggest reason I survived in this crazy business is because I love what I do. Corny, I know. But if you don’t love advertising, there are much easier ways to make money.

That’s about it.

Oh, wait. Kraft Macaroni & Cheese - 10 boxes for $5. Keeps me going strong.

You just can’t get away from it right now. Every day I read the newspaper, I listen to the radio, I watch TV and the news just depresses me. Unemployment is up, disposal cash is down, it takes a small business loan to gas up my truck, and client budgets are dwindling. With so much that is unsettling right now, like everyone else, I am being ultra conservative with my lifestyle. Now, there isn’t a whole heck of a lot I can do personally to change the entire economic woes of the nation, but I can try to make my little place in the world a bit better. So I decided not to focus on any of the bad, but focus on the good that was happening right at home. And in doing so I have discovered some unexpected benefits.

1. I have re-kindled my love of pasta - Kraft Macaroni & Cheese (10 boxes for $5.00) and ramen noodles (10 packages for $1.00).
2. That old Nike warm up suit I had in the closet for years is now very attractive again and putting it on is cheaper than turning the heater on in my home.
3. Goodwill rocks. Good music, movies and books – great entertainment at a fraction of the cost and you help people get jobs when you buy. Very cool.
4. I’m glad I got into hiking years ago. Instead of driving to the grocery store, I put on my internal frame backpack, jump on my bike and get the week’s groceries. Plenty of room in the back pack for milk, bread, cereal, dog food and 10 boxes of Kraft Macaroni & Cheese. Great exercise, too.
5. 99¢ Value Menus rock. ‘Nuff said.
6. Instead going out to a restaurant, I am sharpening my culinary skills (and saving money) by cooking at home. It’s amazing what you can do with a can of tuna, some salt and pepper and a box of Kraft Macaroni & Cheese.
7. Candles don’t have to be used only for special evening occasions. They can be used any time. They give off light and heat. Hey, Abe Lincoln didn’t do too shabby using candles, so why not me.
8. Online banking rocks. No stamps and saves some trees. Go Green!
9. I never was much of coupon collector, but I have discovered the gold that waits in those little slips of paper. Example; $1.00 off on Frosted Mini Wheats. I save $1.00 and now I can get 10 more packages of ramen noodles. Sweet!
10. Looking for free entertainment has opened up a whole new world of possibilities. People watching at the mall gives me more hands on insight into people and demographic differences, which is good for my job. Free concerts showcase some very good local talent. And the Farmers Market takes me back to my joyous boyhood farming roots.

Even though times are tough, focusing on the good things (as small as they might be) makes it a little easier for me to face each day with a bit of a smile.

Please excuse me. Got to take my mac & cheese off the stove. Mmmmm. Lunch fit for a king.

I am a big fan of the AMC cable series Mad Men. I like the show’s accuracy in depicting the style, the attitude, and the persona of the era. Being in advertising, I like the storylines specific to the business — clients, creative inspiration, and how management works. Sometimes the show does get a bit slow, but what I really enjoy is the writing and the little gems that come out of the show’s dialogue, particularly from the main character, Don Draper. Draper is fictional New York agency Sterling Cooper’s stellar creative director. He is also the stud of the show. (Darn. Why can’t account guys be the studs?) His comments aren’t unique or earth shattering, but to me they are well delivered reminders of what makes this crazy business interesting and why I think I stay in it.

Here is just a sampling of my favorite Draperisms.

• “There has to be advertising for people who don’t have a sense of humor.”
• “Part of this job is doing things you don’t want to do.”
• “Young campaigns don’t necessarily come from young people.”
• “Clients don’t understand. Their success is related to standing out, not fitting in. One wants to be the needle in the haystack, not a haystack.”
• “There’s life and there’s work.”
• On the idea that sex sells: “Just so you know, the people who talk that way think that monkeys can do this. And they take all this monkey crap and just stick it in a briefcase, completely unaware that their success depends on something more than their shoeshine. You are the product. You, feeling something. That’s what sells. Not them. Not sex. They can’t do what we do and they hate us for it.”
• Draper to his administrative assistant: “You do not cover for me. You manage people’s expectations.”
• On presenting a controversial prime time TV show to a conservative client: “Controversy means viewers. Women will find a way to watch this. Maybe just because they don’t want to get left out. It’s catharsis. That’s hard to come by. There are limits to what you get from daytime.”
• On showing only one concept for a new business pitch: “I don’t care if we are just selling a point of view, but we have to commit to one thing. They don’t like wiggle room. They like to see us blowing up bridges behind us.”
• On the creative team showing different elements of a campaign: “We’ve got a lot of bricks, but I don’t know what the building looks like.”
• On a heart-to-heart meeting with the head of accounts: “You’re pitching more to me than you have to clients. You’ve been selling their ideas to me more than mine to them.”
• After an impressive idea is not used — but is loved — by the client: “I think we bought a couple of years of security. If they ever decide they want to go that way, they know we can do it.”

Maybe you have favorite Draperisms or lines from the other characters. Please feel free to share.

You can find out more about Mad Men here.

During down economic times, many companies face tough decisions. Sales are down, price-cutting is prevalent, staff is being reduced and lack of revenue is killing them. These are extremely difficult realities to deal with and even harder for companies to figure out the best way to navigate these stormy waters.

Unfortunately, marketing (and in turn advertising) is usually one of the first places that companies look to help save the bottom line. Seems to makes sense. It is an expense that they can save now. If the company goes dark for a while they should be okay, customers will still be there later. Then when times get better they’ll reinstate the marketing budget.

I am not insensitive to the challenges facing companies today. I understand the hard financial decisions that need to happen during down markets. I’ve lived through a few. And each company is different, their business model is different and their objectives are different, so my thoughts may not apply to all. But in my most simplistic viewpoint – if revenues are down, wouldn’t you want to support the area that should help generate business for your company?

Here’s some food for thought from an article on MacTech.com:

“In a study of U.S. recessions, McGraw-Hill Research analyzed 600 companies covering 16 different SIC industries from 1980 through 1985. The results showed that business-to-business firms that maintained or increased their advertising expenditures during the 1981-1982 recession averaged significantly higher sales growth, both during the recession and for the following three years, than those that eliminated or decreased advertising. By 1985, sales of companies that were aggressive recession advertisers had risen 256% over those that didn’t keep up their advertising. Sales for the companies studied were relatively even before the recession, but varied sharply during and after it. Companies that cut advertising during both of the recessionary years maintained flat sales during the period and only modest sales growth in the following two years. In contrast, the companies that maintained their advertising experienced significant sales growth throughout the four-year period.

“A series of six studies conducted by the research firm of Meldrum & Fewsmith showed conclusively that advertising aggressively during recessions not only increases sales but increases profits. This fact has held true for all post-World War II recessions studied by American Business Press starting in 1949.”

You can read the entire article here.

Based on the research, there are tangible reasons for turning it up in a down market. And yes, tough times call for tough decisions, so there are no easy answers. And marketing isn’t necessarily the silver bullet that will make everything all right for every company. But marketing can be an integral investment (not an expense) that can help sustain the organization through tough times now and reap greater rewards in the future.

Park&Co entered two video projects for Global Water in the 29th Annual Telly Awards competition. Global Water and Park&Co received two Bronze Telly Awards for the entries Water Crisis and Global Water LEED Building.

The Water Crisis video tells the compelling story of the growing worldwide water scarcity problem and the need for water recycling as seen through the eyes of children. This is not the first time the Water Crisis video has received recognition. The video recently won an award at the 2008 Utilities Communicators International annual competition,, which recognizes and rewards creative excellence in advertising for gas, electric, cable, water and telephone utilities sectors.

The Global Water LEED Building video gives a unique tour of Global Water’s LEED-certified (LEED stands for Leadership in Energy and Environmental Design) customer service center, the first LEED-certified utility in Pinal County, Arizona. The engaging and amusing tour is hosted by two super heroes — Resource Guy and Resource Gal — who were the brainchild of Park&Co and Global Water. The goal of the video was to be both entertaining and educational to kids and their parents to inform them on the positive environmental impact Global Water has by being “green” in their operations.

Founded in 1978, the Telly Awards is the premier awards honoring outstanding local, regional, and cable TV commercial and programs, as well as the finest video and film production in the world. The annual competition receives in excess of 14,000 entries each year.

You can watch the Water Crisis video on our website. To learn more about Global Water, visit their website.

Park&Co entered three projects for Global Water’s “Reality” print campaign and “Water Crisis” video in the 2008 Utility Communicators International Better Communications Competition. Global Water and Park&Co went 3-for-3, winning an award in each category:

• Single Newspaper Ad - Image or Public Relations - “The Writing’s on the Wall”
• Series of Newspaper Ads - Image or Public Relations - The “Reality” Campaign: “The Writing’s on the Wall”, “160,000 People Moved Here Last Year and Not One Brought Water Along” and “Water Recycling Can Seem Expensive, Until You Run Out.”
• Advertising Potpourri - “Water Crisis” Video

The UCI BCC is an annual competition, recognizing and rewarding creative excellence in the art of advertising for the gas, electric, cable, water, and telephone utilities sectors. Judged by peers, the BCC is a prestigious competition which draws entries from utilities of all sizes. The BCC is the oldest awards program for utility communicators.

To view the winning entires, visit the Print Portfolio and the Video Portfolio pages on our website. To learn more about Global Water, visit their website.