If you want 2012 to be a banner year, make sure you plan on how to get there. In today’s economy, you have to have a strategy in place to get from point A to point B … no exceptions. A simple, solid strategy makes it easier to see your goals and where you need to be at certain points during your fiscal year.

Here are a few simple areas to include in your plan for 2012:

1. Who is my target audience?

Do you need to better determine who you are approaching with your product or service? This should be done every year—a reassessment of who is buying your product now and who is not that should be.

2. What are my sales goals?

This area can be viewed in many ways. The most important, of course, is where you would like your total net sales to be at the end of each quarter. A lot of businesses make the mistake of planning out actual sales for six months or a year. If you break up your proposed 2012 year end figure into four quarter targets, it makes it a less daunting figure to obtain.

3. I need to market my product or service!

The key here is to market with an efficient strategy that is planned out at every angle. First, and I do mean first thing to do, is determine a budget for marketing/advertising. Doing this will better determine where to spend your marketing dollars. Then, do only a few things with consistency. Do not play the “onesie-twosie” game in a lot of different marketing mediums. This not only wastes your budget dollars, it’s a very ineffective way to market.

4. Develop a better passion for your product or service.

If you build it, they will come … true words built on passion. If a complete belief in what you present to the public is not there, you are making a big mistake. Simply put, if you don’t believe in what you are selling me, how can I develop the faith to buy it and then tell everyone I know?

5. Plan to network your business better.

That’s right, folks, you’re going to need to make the effort to attend your local Chamber networking events, business after hours and anything that includes a group of your business peers. It’s now a very social business world out there and I strongly advise you to not miss this boat.

If you concentrate and carefully plan a strategy for 2012 using these five areas, you will find that it takes away some of the stress of not knowing what to do. Not to mention, it may just take away the ever present “scramble tactic.” We’ve all heard the phrase “plan your work, work your plan” and it’s true. You must make every effort possible to follow what you put to paper (or hard drive).

Every year, small, medium and large businesses are noticing the game is changing … and it’s changing fast. It is leaving behind those that fail to position their business in all the right directions. With the New Year, make sure you take notice of and put to use all the free methods that make connecting your business to the masses easier. Facebook, Twitter, LinkedIn and several others are free and now act as the new “storefront” for many businesses. The extent of their reach is international if your play the social media game with diligence and intelligence.

Okay, so put down the party hats, streamers, horns, kiss baby New Year on the cheek, escort Father Time out the door for 2011 and get that 2012 plan together. No more of the same ole, same ole—your business will thank you come 2013.

QR codes are not new. In fact, they have been around since the mid 90’s. Originally invented by Toyota and used in car manufacturing, these two-dimensional codes have become very popular in the past couple of years because more and more of us carry the ultimate code scanner in our pocket: a Smartphone.

The QR code is the solution to a problem early Smartphone users experienced: It takes a long time to type a web address into your mobile web browser. That is to say, it’s too long for those of us used to instant gratification.

Nielsen recently released the latest statistics on Smartphone usage in the United States. Slowly but surely, Smartphones are taking over the mobile phone industry. As of July 2011, 40 percent of all mobile phones in use were Smartphones, such as iPhones or DROIDS.

EXAMPLES OF CLEVER USES FOR QR CODES

Several local organizations have already embraced QR technology. The Smith Mountain Lake Chamber of Commerce recently published a brochure with a QR code on the back. When scanned, the code provides all necessary contact information for the organization. Simple and relevant.

Lynchburg Regional Convention and Visitors Bureau has used QR codes in national and international marketing for the past couple of years. The QR codes have mainly been used in print ads to enable quick and easy download of the DiscoverLynchburg mobile app. The app itself is a progressive marketing tool and the use of the QR code to lead people to the app is effective.

WHAT TO THINK ABOUT WHEN USING QR CODES IN MARKETING

• Relevant for the application.

Since the user will be scanning with his mobile phone, be sure to link to a website that is optimized for viewing on a mobile device. This may sound obvious, but it’s a common mistake that companies make. Too often, when a QR code is scanned, the click simply leads to a company’s regular website that does not look good on a small screen. This will likely make the user feel like he wasted his time scanning the code.

• Relevant for the user.

Carefully think through what the QR code should provide the user. A coupon? An app? Something interesting? It’s important to remember that although QR codes are fairly new in marketing, the technology itself does not add value to a user—it’s what you offer the user after he or she took the time to scan your code that will make an impact.

• Keep it simple.

Don’t be too creative with how the code is integrated in your marketing material; the user needs to understand it’s a code. Also, most modern QR scanner apps allow for about 30 percent of the middle part of the code to be obstructed. That means that you can add a logo or an image in the middle if you like. But keep in mind that the scanning success rate will go down the more code pixels that you cover up.

HOW TO CREATE YOUR OWN QR CODE

Creating your own QR code for use in marketing could not be simpler. Many websites offer solutions and most of them are free. My favorite QR generator is Google’s URL shortener goo.gl.

Here’s how you do it: On your PC, simply copy the URL you would like your code to lead to. Then open http://goo.gl and paste in the URL. Click SHORTEN and copy your new shortened URL. Paste it into your web browser, but add .qr at the end. Hit enter, and voila! Your QR code has been created.

Google’s solution is great for three reasons:

1. It uses a shortened URL: Why does that matter, you ask? Scanning accuracy. The QR code is made up of pixels and the longer your URL is, the more pixels are needed and the greater the chance is for a scanner app to misunderstand the code.

2. It allows you to track usage: If you sign in with your Google account, all the URL’s you shorten will be saved in goo.gl history and any usage of the URL will be tracked and displayed under “Clicks.” Very useful if you want to see how well a QR code you placed in an ad worked.

3. It can generate a supersized code, fit to be printed in an ad. A regular QR code is around 150×150 pixels and may look blurry if printed. But if you follow the steps above and generate your code, and then change “150” to “500” in the URL string, you get a nice, big version of your code.

Use these tips wisely to crack the code and soon, your company’s newly created QR may help generate more business and revenue.

As a marketing person, I know that there are very important subjects that might interest you, like Search Engine Optimization (SEO), social media implementation, unique sales propositions and the list goes on. That’s all fine and dandy but it’s the very simple things that are under the microscope. And if you’re in any type of sales, you’re being scrutinized more than ever. You must come through and you have to perform or you’re out! Almost forgot, there is also the tremendous pressure that comes from knowing it’s a “do or die” situation. This all might sound overly dramatic but it’s true and businesses are closing every day. Now for the “let’s change things to make it better” part:

Be responsive.

Be giving.

Be proactive.

Be nice.

Be willing.

There you go—to be or not to be. You had better BE these things or suffer the consequences. Of course, your product, price and service needs to be at the top of its game, but these other elements provide the ever elusive value aspect of the pitch and sale.

I don’t need to tell you how tough competition is right now. The mindset today is that if one thing does not come through like I perceive it should, then I can always go to the other thing that is waiting just outside the door. And most times, it’s a better deal all the way around. Okay, so I pay a little more for it, but so what? They were willing to go the extra 100 miles, they emailed me back within minutes (and it was on the weekend) and made me know that my business meant the world to them. WOW! And guess what? I’m going back to them the next time and, more than likely, staying with them for the long haul. Oh, and the most important thing here is that I will tell my friends, neighbors, family, associates, people on the street and anybody that will listen that you must do business with these folks …. THEY ARE AWESOME!

So, did you get my point? Are you going to reevaluate your Business Value Model (BVM)? Your BVM needs to be checked out and realigned as much as your financials, sales figures, bottom line and HR tasks. Don’t have a BVM right now? My advice is to get one and get one structured soon. Do whatever you have to do to get your BVM right as rain. “Value Train” your business to make sure it is giving every current client and every prospect that walks through your doors more than they deserve. If you practice this as your new religion, your BVM will bear new fruit.

Let me share a little personal experience from my BVM. You may have even experienced this yourself. A client called me on a Friday afternoon and requested a task from me but told me that I could have it to them by that coming Monday. I had it to him late that Friday evening. I received a call from them on Saturday (and yes, I answer my phone on the weekends … you don’t?) and was told that I made them feel as if they were my only client. Boy, was that effort worth it or what!

Yes, I am also a realist and know that we cannot hit the value mark every time. We have our home and personal life to live as well and cannot be all-consumed with our business life. From what I have witnessed lately, all the lives you lead need to work together to bring your BVM closer to the heart of your customer, client and prospect. You need to achieve a balance and if you do, you may realize your BVM is directly synced and very nicely, I might add, to your bottom line.

Well, it’s true. Or, at least, partly. Companies are using mind control techniques to influence your choices more than you think.

Are your decisions based on fact or feeling?

Marketing decisions are often made based on personal preference. “I hate red, so let’s make the ad blue.” “I don’t like to read, so let’s remove that text from the homepage.” Sometimes it’s the client who has strong feelings about creative specifics. Sometimes it’s the designer.

Marketing decisions are also made based on “gut feelings.” “I believe the target group would respond better to a blue ad.”

Companies that want to be double sure that its ads or marketing messages match its customers’ preferences may send a survey to gather input or even put together a focus group. After all, if you ask members of your target group directly what they think, you are sure to get the best answer, right? Not necessarily, according to some researchers. The preferences that customers express in a focus group are well intended, but are too often based on carefully thought-out, rational thoughts, rather than the brain’s subconscious response that is responsible for purchase decisions.

Neuro-marketing

In his book “Buyology—Truth and Lies About Why We Buy,” author and researcher, Martin Lindstrom, outlines supporting evidence for what is known as “neuro-marketing.”

Neuro-marketing refers to a field of marketing that scientifically measures consumers’ sensorimotor, cognitive and affective response to marketing stimuli. In other words, it measures the physiological responses consumers have to advertising and brands to determine its effect and the likelihood of purchase.

Lindstrom’s research has generated some very interesting results:

• Warning labels on tobacco seem to stimulate cravings. This could be a partial explanation as to why tobacco companies have been able to grow sales by 13 percent worldwide even though advertising of tobacco products is increasingly restricted or banned in most countries.
• The majority of product placements are ineffective. If the product being promoted has little or no connection to the context in which it is placed, consumers will not care. Well integrated products and services were proven to have some positive effect.
• There is a clear connection in the brain with how a religious person reacts to imagery depicting something meaningful to his or her faith, and how a person loyal to a specific brand reacts to that logo or product.
• Fear sells and sex doesn’t. Safety (security) and sex have long been seen as primal needs in humans. Lindstrom’s data shows that ads that focus on sex indeed grab our attention, but the actual message is ignored. However, the data validates the importance of safety and our need to control fear. Political advertising messages that build on fear are an effective means to influence voters.

Fear influences most purchase decisions

The notion of fear-driven marketing is nothing new. In fact, a surprising amount of the messages that surround and influence us can be traced back to fear. An obvious example is a burglar alarm. People buy expensive alarm systems because they want to reduce the risk of a break-in.

The car industry plays on those same emotions with safety ratings, airbags and high-end electronics that will help you avoid a crash. Car companies know that fear sells and they spend hundreds of millions to position themselves as the brand that keeps you safe.

Even a purchase as simple as clothing can be traced back to fear. A consumer may think that he will be passed up for a work promotion if he doesn’t look good enough. Another may be scared her colleagues will talk about her behind her back if she wears last year’s shoe style.

Consumers buy reassurance and peace of mind. Keep this in mind for your next advertising campaign.

Economy got you down? Marketing budget next to nothing? Guess what? Doing nothing is not really the smart way to go. In fact, it could help to sink the ship faster. I’m going out on a limb here to tell you that this is the absolute best time to gain market share on the competition. Many of us fail to recognize when times are tight, it is possible to outshine the competition. Technology today allows you to get your shine on with little or no cash outlay. So, what are the ways to do it?

There is this little-known angle called “social media” that could help you reach the exact demographic you want for your product or service. Facebook, Twitter and LinkedIn cost you nothing to set-up and could take you from zero to sales in no time flat. The catch is—you have to be diligent in your efforts with each.

Remember the days of “Show & Tell” as a kid? Well, we now have YouTube, which is essentially “show & tell” on steroids. It could not be simpler: Take a video with your smart phone or mini-digital recorder of your product or service, place it onto your YouTube channel and presto! You can go viral without being on any medication. (Sorry, lame social media joke!).

The days of being down and out when the economy is doing the same are over. You have the tools available to you at no cost to start making a difference in your sales. I’m sure most of you have heard of the phrase “word-of-mouth.” In its simplest form, that’s what social media is all about. The positive word-of-mouth that can spread within Facebook and Twitter is incredible … and fast. A word of caution—Please use social media responsibly … I beg you! Remember, negative word-of-mouth travels faster.

Aside from social media, don’t forget about the power of free email. If you have a good database of customers, then you have a solid list of happy folks who already like what you do or sell. In tough times, you need to reach out to them. However, you need to reach out to them consistently and creatively to attract their attention. There is a huge amount of organizational email software out there, like Constant Contact (some of them free for a certain amount of email addresses), that give you the ability to touch those customers in a memorable way.

Now, let’s put away the technology for a moment and go out! That’s right, let’s go networking! Old school is still the way to go in connecting with new prospects. You can always find a networking occasion if you check your local Chamber of Commerce. Face-to-face contact will never grow old and needs to happen to be successful … PERIOD.

So, there you have it—four ways that can set you apart from the competition, help you gain market share and they cost you next to nothing, except your time. Let’s review:

1. Social Media

2. YouTube

3. Organizational Email Software

4. Networking Events

5. Effort

Yes, I almost forgot … there is a fifth element you have to include to make any of these work. The effort you put into it will determine the success or failure of these outlets. If you own or run a business, you’re fully aware that “effort” (aka—hard work) is one variable that needs to remain the constant for a successful outcome.

Technology, literally at our fingertips, makes life easier for us all. For the most part, it’s not that cost inhibitive and can quickly become intuitive to your specific needs. Integrating the above five cost-effective strategies to improve your sales brings a new slant to the old phrase, “The best things in your sales life are free.”

Jack’s Better Brand of You group can be found on LinkedIn.

I am the loyal customer of a certain satellite TV provider. I have been with them for almost 10 years. Their service is fairly reliable, their prices are fair enough and I know where to find all my favorite channels. But there’s one major problem in our relationship: the best offers they advertise are exclusively for NEW customers. Folks like me who have stuck with them for years are apparently not as valuable to their business as the new people they acquire. Somehow, I have stayed with them, but not everybody is. A friend of mine recently switched to a new provider because he got so upset about the deals new customers were getting and at the same time, his rates were increasing! That was the final straw for him when he switched.

What would have made him stay? Would the company have had to extend the same offers to him as they did to new customers? Or could they have offered him a free month or so of HBO or something similar to make him feel like they cared? What would have been enough for him to stay? The only way for them to find out would have been to ask!

Loyalty has always been important for business. Take the corner grocer from the 1950s. He knew his customers by name. He knew what they bought regularly and what new products they might like. Today’s successful businesses have found ways to gather that type of information and use it to recognize and serve their customers better.

By setting up a simple customer database, you can find new ways to bring value to your clients and build loyalty, encourage referrals and drive repeat sales. In a word, it’s called retention and it’s more important than you can imagine.

The key to successful retention is to provide customers with value. This type of marketing only works if there is a clear benefit for the consumer. If they can see the value for them, they will pay closer attention to your message and they will more like respond or act on it.

How do you start? It’s always a good idea to begin with a strategy. There is no “one size fits all” strategy, but there are a few to consider before devising your plan.

Welcome & Thank You. It’s sometimes the simplest things that encourage loyalty. It may be a jewelry store sales clerk that sends a handwritten thank you note after a purchase or a hotel manager that sends a complimentary bottle of water up to a customer’s hotel room after checking in. These are the small things that people remember.

Event driven communication. Many businesses reward their customers with small freebies or special discount offers on their birthday or anniversary. The cost of a free dessert, for example, is a low price to pay to get a patron to feel special when they come month after month for that steak dinner they like so much.

Membership program. Your local mega mart is already doing this—and learning a lot about their customers in the process. The simple premise is that membership card carriers are identified in the computer system even before they make their next purchase. The store knows what items you are most likely to buy based on your previous purchases and even what items they have the best chance of enticing you with by providing special coupons in the mail. By doing so, the store rewards you with a discount on certain items and they can connect your personal information to a valuable marketing strategy, customized just for you.

Frequent buyer program. This is similar to membership programs, but based on quantity. Airlines have long done a good job of driving loyalty through their frequent flyer programs, and so have credit card companies. The benefit for the company is obvious: Once you’ve purchased the product or service, you will come back to gain more points or miles. Frequent buyer programs can be very simple, yet very powerful.

Other loyalty program efforts might include extended warranties, enhanced support, satisfaction surveys and more. What works for your business will depend on your specific market and the types of customers you have. One thing is clear: It doesn’t have to cost a lot of money to show your regulars that you care. Can you afford not to do something?

Lately, I’ve seen a lot of print, Web sites and TV spots that put everything but the kitchen sink in these marketing pieces (and I have even seen the sink in some). Hey, I understand that in our current economy we have to get the words out (notice I say “words,” plural). Marketing dollars are at an all-time premium and there is no getting around the fact that time is money. Which is exactly why your marketing content needs to be well thought out to get the most impact from your product or service.

Okay class, settle down and take these marketing message points down and live by them.

1. Find your Unique Selling Position (USP). This is the “one-of-a-kind” factor that sets you apart from the competition.

2. “Simple, clean and neat.” Think of these three words when building your message.

3. Show how your product or service will benefit the user. Don’t make the ad all about you. Make it about the customer and how it will help them.

4. Save the details for your face-to-face with a customer. No small print disclaimers … please, I beg you.

5. Make sure your visuals are sharp and not fuzzy. There is nothing worse than making your potential customer think he needs to go to the eye doctor.

6. Offer an incentive. These days, folks like an offer they can’t refuse, so give them one.

We are on complete overload with information these days. Bombarded is putting it mildly. Making our way through the media woods in determining what we want and what we do not becomes harder every day. So, if you present an ad that gets to the point quickly and gives a solid reason to consider your offering right away—SOLD—you have a new customer.

Ridiculously simple ads are the most memorable, I assure you. Not convinced? There is a little company called Apple that goes to the extreme of less is more. Everyone on the planet recognizes them and their media visuals are so clean and concise you get the message even before it starts.

Even back in the Golden Age of Marketing, some got it right. Let’s not forget what Coke did with their simple message, “Adds Life”. And we all “Just Do It” with Nike. Can you see the pattern here? These companies are all very successful and have remained that way even after all these years. Why? Their message is simple and their products are iconic. Isn’t that where you want your product or service to be?

In your renewed approach to external marketing, remember this: Your personal, face-to-face presentation is better than any ad you could ever create. What does this mean, you ask? Your ads should not be built to answer every question possible. They should only entice that prospective customer to want more information directly from you. Your ads get them in the door and then the rest is up to you. If you answer all their questions in an ad, then there is no reason for them to call or visit you … mission NOT accomplished.

If you think about it, simple messages throughout our lives have made the most impact and were building blocks for what we know now.

1. “Fun With Dick and Jane” is how most of us learned how to read. Yes, we were children then but we still remember it.

2. Red means “Stop!” Green means “Go!” Could we drive our vehicles and be safe without these colors and their simple meanings?

3. We all know the phrase “Eat at Joe’s.” We don’t know who Joe is, but this message is so simple, and yet, we all want to eat there.

Direct, simple and memorable. As a business, it’s what we strive to be to our customers. As a consumer now, more than ever, it’s what we want from your message to us.

1. Host a cook-out:
   Invite your clients or best customers to a cook-out. It doesn’t have to be costly and doesn’t require a lot of preparation. Bring a simple charcoal grill to the office parking lot, pick up some hot dogs and fill a cooler with drinks and you have a party. A few items for s’mores wouldn’t be a bad idea either.
2. Speak at an event or club:
   During the summer months, clubs like Rotary and Kiwanis continue to meet, but some find it harder to book speakers. Come up with a topic and offer your services to a member you know; it won’t cost you anything and it will give you some valuable visibility. Don’t push your services or products too hard though. Instead, use the opportunity to share your experience or simply some fun stories.
3. Be cool!
   If you want to increase foot traffic to your business, put up a sign on your door for a free water bottle give-away. Ice cream works well too. For every 10 people who come in for the freebie, you are sure to get at least one or two customers you otherwise would not have connected with. Plus, the give-away shows that you care about people and you understand your customer’s needs.
4. Dip your toes in Social Media:
   If you haven’t taken advantage of all the great social media tools available to you, take some time this summer to research how they work and how they can benefit you. Then, get started! You can start small and master one tool before moving on to another.
5. Write an article:
   Come up with some topics for articles that benefit your business or positions you as a subject matter expert and start writing. Industry magazines and newspapers tend to operate with limited staff during the summer months so your chances of getting published are higher. If the idea of writing an article overwhelms you, think of something new or exciting that your business is doing, and write a simple press release about it.
6. Update your ads:
   Many businesses use the same ads throughout the year, but summer is a great time to update your message with a sunny theme. Make your message more relevant to the season and get noticed by your customers.
7. Go on a date:
   Call a handful of your best clients and book lunch dates with them. Chances are, their schedules are a little more open in the summer months and you can get some valuable face time.
8. Use holidays to your advantage:
   There are several not-so-obvious holidays to build themes and promotions around during the summer. June 8th is Best Friends Day, while July 17th is National Ice Cream Day, for example. Use these to your advantage to help get your name out in the community.
9. Get ready for back-to-school:
   If you’re in retail, start planning your back-to-school promotions now. In fact, if your marketing plan isn’t up-to-date, map out a promotional calendar and start planning your activities in advance. The holiday season can sneak up on you, so get prepared early.

10.  Summer promo gifts:
Prepare some summer promotional gifts for your customers or clients. A fan, Frisbee or beach ball might do the trick—or why not a bottle of your private label barbecue sauce? Remember to make it relevant to your brand, as well as for the recipient.

11.  Partner with another business:
If you have some additional time on your hands this summer, it may be a good time to consider a joint promotion or partnership with another business. Is there something you offer that may benefit the clients of another company? You may be surprised at how receptive a business owner will be to a unique idea that benefits both of you.

12.  Create an email signature:
Is the bottom of your email empty? Don’t waste the opportunity to set up a new email signature and begin to brand your business with every email. Consider including a sentence about a new promotion or product line and you just might grow your business!

There are many great facets of Social Media that makes it a truly incredible tool to help us connect (and re-connect) with loved ones and those we have not seen in years. Also, to help motivate and inspire others to better themselves through some words of wisdom is very commendable. Even to help promote business in efforts to make us more successful is a smart move. The good reasons to use Social Media are endless.

Now onto the bad reasons to use Social Media: 1) Letting folks know where you are in every second of your day. It is not really necessary and sometimes a bit creepy. 2) Posting compromising comments and photos. I mean, come on people! It’s the internet—everybody in the world can now see it once you hit “Enter.” 3) Cyber Love Notes. These happen to be my all-time favorite reason to use Social Media … posting endearing comments to your spouse (who may or may not be physically within 10 feet of you) and then they actually respond back to it with a post. How romantic?

As a society, we complain about a technological “Big Brother” watching us in everything we do. We want our privacy back, so why would you give it up in the first place? We do just that when we place our entire lives up for display through Social Media. Which brings me to a couple of other forsaken points, such as, what happened to keeping secrets and a private moment between two people, not 345? Skeletons are no longer in the closet. With Social Media as the key, we’re now tripping over all of the bones that have fallen onto the floor. We need to have a “Responsible and Proper Usage of Social Media” manual as intensive as the ones we have for the proper usage of a handgun, car, power tools, etc.

So how does all this rant relate to business you ask? Social Media is now the new Cold Call. Actually, we can stop calling it a “Cold Call” and upgrade the name to “Warm Call.” The combination of Facebook, LinkedIn and Twitter allows us to “virtually” get to know people and prospects in a way that prepares us with a more informed approach.

I have experienced a few successes from the proper use of Social Media—emphasis on the word “proper.” With a little research, you can find out likes and dislikes of a person, the way they conduct business, their philosophies and beliefs and many other facts and figures that can make your “Warm Call” more productive and profitable.

Then, there is the opposite side of this coin which, of course, is that your prospects and clients can see everything about you using the same Social Media. Here’s where the word “responsible” comes into play. If you do not really give great thought to what you post, you could be in for a rude awakening. You may conduct your business life with the utmost professionalism. If your social life is not as professional, it could cost you greatly.

Let’s say you do conduct your social life (and postings) with great care. What are your connections posting that could hurt you? Are there some folks you should de-friend? We are now even more accountable for what we do and say than ever before. And what we do, say and text follows us around forever. So, why not take a renewed direction with our Social Media and make it a way to help, inspire and promote good thoughts, products and services.

As for me, I’m dedicated to using Social Media in efforts to bring spirited discussions and ideas that keep improving the brand of YOU. Remember, with some Social Media, you only have 140 characters (that’s a mere nine seconds) at your disposal, so take the time to make it meaningful.

The beauty of Social Media is that we now have our very own portable networking group at our fingertips. In an instant, we can communicate things that will improve our reputation, our brand, our relationships, and ultimately, our bottom line. However, we must be mindful to use Social Media in a responsible manner. The Information Age has benefited us greatly over the last decade. But knowing you’ve just arrived at Taco Bell at 4 p.m. on a Tuesday is really a bit too much information for anyone. Life still needs to have its little mysteries … right?

Jack’s “A Better Brand of You” group can be found on LinkedIn.

In the commercial, a kid sporting a mini Darth Vader costume walks around in a home, trying to make things move using mind control (like Darth Vader in the Star Wars movies, but less violent, of course). The boy dramatically waves his hands at the dog, a doll and then a sandwich. As he performs each magical move, nothing happens and he becomes frustrated and gives up. Moments later, his dad comes home and parks his new, shiny car in the driveway. The young Darth Vader runs out to give “The Force” one more try by waving his hands over the car’s hood. Low and behold, the lights come on and the car engine starts! Cut to the kitchen window where the dad winks at the mom and you see that he secretly used the remote ignition key in his hand to start the car.

It’s easy to see why I (and much of America) loved the ad. It’s cute, funny and even has that feel-good, Hollywood style ending. It’s like a mini movie where the hero overcomes his struggles against all odds and its over in 60 seconds. There’s just one problem: It doesn’t make me want to buy whatever car it’s supposed to be selling. Heck, I even had to go to YouTube to watch it again just so I could remember the model name of the car to write this article!

Spoiler alert: The commercial is for the new VW Passat and it starts at just under $12,000. I’m sure it’s a terrific car—Volkswagen must think so since they would have spent around $1 million for the commercial spot and another $4 million for airtime. I have no idea what the profit margin is on a VW Passat, but they would need to sell quite of a lot of cars to see any return on their $5 million investment.

The strategic mistake that Volkswagen made was to let “funny” and “cute” win over the core message of the ad. How did that happen? The kindest interpretation would be that the folks at VW simply hoped the Star Wars connection and the good feeling you got while watching the commercial would reflect favorably on their brand in the end. Another interpretation is that vanity caused the ad to fail. It’s the idea that somehow the hope of becoming a “viral sensation” that generates millions of hits on YouTube will take priority over the message.

How can you avoid the pitfalls VW fell into and ensure your ad stays on message, while delivering on funny? Here are three ways to go about it:

1. Focus on the obvious. The VW ad did not promote the brand, product or feature it was designed to sell in a strong enough way. Never let the creative approach bury your most obvious message. Humor can make for an influential marketing message, but if the joke doesn’t connect to your product, you need to start over.

If your ad agency or exec insists on that cute but “empty” ad script, it may be because they prioritize winning awards for the ad over your sales success.

2. Differentiate. Nothing in the ad separates the product from its competition. The VW could have been replaced with a Lexus or a Honda and nobody would have noticed. The key to any marketing effort is to present the things about your product that customers care about that differentiate you from your competition.

3. Promote what matters. The only product feature integrated into the story was the remote ignition, arguably one of the least important features of a new car in the bigger scale of things. I wonder if the VW team was hoping the remote ignition feature would be identified as a “luxury” feature and that luxury on a $12,000 car would be seen as positive differentiation, but somehow, I doubt it.

Humor can be a very powerful tool in marketing, but it’s not always easy to get it right and the risk of it backfiring can be quite high. Also, what is funny to one group may be stupid or offensive to another.

One Super Bowl ad that, in my opinion, got it all right was the Teleflora spot with Faith Hill. She is by the computer with a young man, helping him decide what to write on the note to go with the flowers he is ordering for a girl. I won’t spoil the fun, (go check it out on YouTube) but Teleflora includes all the ingredients for a successful ad—with humor aimed squarely at their bull’s eye target of young men.