Archive for March, 2011

A Bricks and Mortar Model for Human Business on the Web

Posted on March 29, 2011. Filed under: Human Business, Jazz, Marketing, Social Media, Uncategorized | Tags: , , , , , , , , , , , , , |

Today’s musical post is Scrapple from the Apple, a 1950-60’s classic throwback featuring Gene Ammons on tenor sax, Eddie Buster on Hammond B-3 organ, and Gerald Donovan on drums. Read on for the relevance.

Every time I work with a client to establish a human approach to online marketing, my thoughts turn to Sneddon’s in Lambertville, N.J., across the Delaware River from New Hope, Penna. Sneddon's Sign Courtesy of Yelp

This wonderful, family-owned business is in its third generation of Sneddon ownership. Earlier it was known as Mutzie’s – a childhood hang of chef Gabrielle Hamilton whose book Blood, Bones and Butter at this moment tops the NY Times and Amazon best-seller’s list.

Walk into Sneddon’s and you’ve time travelled back to a 1950’s luncheonette with booths along one perimeter, formica-topped tables down the middle and a long counter on the other side with swivel stools facing the griddles and food prep surfaces. Inside Sneddon's with favorite waitress Terry
This picture of the interior of Sneddon’s courtesy of UrbanSpoon.com includes our favorite waitress Terry standing at the counter.

Sneddon’s is a community of locals, sophisticated, part-time/weekend residents from New York and day tripper tourists – all of whom are attracted by the friendly, unpretentious atmosphere of the place.

It delivers what its community values – simple, high quality food prepared with pride, reasonable prices, and a staff – from dishwashers, to cooks, to waitresses, to owners — that embraces the customers, remembers them by name, stops by their tables to chat and exchange updates on family, news, the weather and how their experience at Sneddon’s is going that day. I’m always confident that my eggs over easy and well-done Philly scrapple – a local breakfast meat – will come out prepared as ordered.

My mother has been lunching there almost daily for years, first with my stepfather and mentor John Walsh who died several years ago. The Sneddon’s folk have lived through my mother’s joys, health problems, community involvement, death of John with care and concern. I know that if she didn’t show up for lunch for more than a day or two they’d call her and if they felt it necessary dispatch someone to her home to be sure she was ok or help her in any way possible.

Since the Sneddon’s have owned it, the business has passed through three generations. Some days, all three generations are there — the current owners working, the previous ones stopping by to say hello or to bring fresh produce that they grow and contribute to the kitchen.

The staff – local and culturally diverse – also has family stopping in for an after-school snack or some other touchpoint with the loved one employed there. The whole environment is relaxed, friendly, no tension – a real pick-me-up regardless of what’s going on in life.

I try really hard to replicate something of the Sneddon’s experience on the websites, Facebook pages and other online communities of every client, regardless of what business they’re in. Sneddon’s is a successful, busy beehive full of hard-working and happy people. Its human spirit is something for other businesses to aspire to.

Please share your human business role models!

Advertisements
Read Full Post | Make a Comment ( 3 so far )

How the Worm is Turning for Newspapers

Posted on March 18, 2011. Filed under: Advertising, Content, Jazz, Marketing, Media, Newspapers | Tags: , , , , , , , , , , |

This post is about the continuing – and increasing pace of – the evolution of print newspapers into online entities. The musical post is not directly related. It’s a tribute to Joe Morello, the iconic drummer of the 1950s and ‘60s Dave Brubeck Quartet whose solo on Take Five is a jazz classic. We lost Joe this past week.

Joe Morello with Dave Brubeck Quartet

If there’s a thematic connection, it’s in the idea of evolution. Joe Morello helped evolve the way we think about rhythm. Listen to his killer technique on Far More Drums (in 5/4 time) from the album Time Further Out. Other personnel are Brubeck, piano, Paul Desmond, sax, Eugene Wright, bass.

Three things came to my attention this week that magnify the rapid move of newspapers away from a print platform. Two of them were widely reported.
• The L.A. times reported results of a study that show for the first time that online readership surpassed print readership by 46% to 40%.
• The New York Times announced it will erect its online subscription paywall on March 28.

I learned of the third thing as I worked with a client launching a new kind of medical practice who wanted to do some local print advertising here in the Fairfield County, Connecticut market. Over the past few years, Hearst Media has acquired all but one of the major dailies in the county, as well as a well-read chain of weekly community papers. I asked our sales rep for her help in putting together a three-month advertising plan in three of their community weeklies.

She proceeded to explain that for every dollar my client spent advertising online – which would include visibility on three major dailies and geo-targeting to the weeklies – and in a health and fitness-related magazine title, Hearst would match the spend 100% – dollar for dollar — in newspaper print advertising. That meant that a $10,000 budget, for example, would have a $20,000 equivalency.

It was a no-brainer for the client to cover both traditional and online bases for its original budget. And it made an enormous statement about the value being placed on print newspapers by the publisher. Even though the online advertising might be a bit pricey, we’ll know if it’s worth it when we get the traffic, page view and click-thru reports. There was no contract required so opting out is no problem.

A newspaper publisher giving away print to build online ad spends. Time was – til recently – that it was the other way around. The worm is most definitely turning!!

Read Full Post | Make a Comment ( 2 so far )

  • Enter your email address to follow my blog and receive notifications of new posts by email. Thanks for your support!

Liked it here?
Why not try sites on the blogroll...

%d bloggers like this: