Christmas Day at Dave’s House

It’s Christmas Day and Dave Cox is entertaining his family is a fine style. He invited me to get a peek into the holiday at his home in Webster Groves and followed up text message. “Stop by for breakfast. We’re making omelets. Gene and Carol will be here.”
 
Not wanting to show up empty-handed, I quickly assembled a holiday bundle starting with the return/regift of a Sandbox backpack Dave gave me a few years ago. I added a few books from my marketing library: Eating the Big Fish by Adam Morgan, Acker’s book on Branding, Change by Design by IDEO’s CEO Tim Brown along with some random golf instruction CDs, Tarentino’s Reservoir Dogs, a water bottle from triple-A and a Book of Insults. The return of the backpack got a laugh from Dave. Unpacking for the benefit of Dave’s parents got some laughs too. Finishing big with the Giant Book of Insults. “Are you always this stupid or are you making a special effort today… Brains aren't everything. In fact in your case they're nothing…Don't let you mind wander - it's far too small to be let out on its own…” Dave’s dad is an especially good audience for such silliness.

Joyce is welcoming. Danny (Danniele) and Nicole are preoccupied with technology. A new Mini iPad tablet is a big hit. The house is decorated. The front room has a magnificent tree from the Holy Redeemer Tree Lot and the sunroom has an artificial tree that is pretty convincing as a staging area for presents. Stockings by the mantel have already been emptied and Sammy’s trip to Paris is assured. The gift is represented in French with a certificate (designed by Sandbox Creative, no doubt). The certificate will be cashed in this coming Summer (2013) – lucky girl!   

A complete set of parents (Dave’s and Joyce’s) are poised to partake in chef Dave’s omelet station with capable assist from Sammy (Samantha). Mushrooms, onions, peppers, tomatoes, bacon and more options are on view like a TV cooking show demonstration. Dave is running the show, “Next!” Maybe Uncle Gene and Carol are ready for the custom service.

Dave’s brother Steve Cox make a cameo long enough to show off his designer cowboy boots and his brother Michael is settled-in the dining room. “You are Dave’s youngest brother. The youngest is always the best.” He responds “You bet,” as I take my leave. (Lynn and I have tickets to see the first showing of the movie adaptation of Victor Hugo’s classic Les Miserables. I’m sure she’ll want to be at the Des Peres Theater early and get a good seat.)     

 

Bond. James Bond.

Author Ian Fleming and Publisher Jonathon Cape released James Bond Books and inspire a fifty year franchise of movies from 1962-2012:

Casino Royale (1953) James Bond is sent to play against and bankrupt Le Chiffre, the paymaster for a SMERSH-controlled trade union, in a high-stakes baccarat game in France.

Live and Let Die (1954) Bond is sent to the United States to investigate "Mr. Big", an agent of SMERSH and an underworld voodoo leader who is suspected of selling 17th century gold coins to finance Soviet spy operations in America.

Moonraker (1955) Bond joins M at Blades to stop a member, Sir Hugo Drax cheating at bridge. Bond is subsequently seconded onto Drax's staff on the "Moonraker", Britain's first nuclear missile project.

Diamonds are Forever (1956) Bond follows a diamond smuggling ring to America and establishes it is run by an American gang.

From Russia with Love (1957) Bond is targeted by SMERSH to be killed in a compromising situation on the Orient Express. He is lured to Istanbul by an attractive young cipher clerk, Corporal Tatiana Romanova, who claims to be defecting and bringing a Spektor, a Russian decoding device much coveted by MI6.

Dr. No (1958) Commander John Strangways, the head of MI6 Station J in Kingston, Jamaica, and his secretary both disappear and Bond is sent to investigate the matter.

Goldfinger (1959) Bond investigates the activities of Auric Goldfinger, a gold smuggler who M suspects of being connected to SMERSH and financing their western networks with his gold.

For Your Eyes Only (1960) Bond avenges the murder of M's closest friends.

Thunderball (1961) An international, non-aligned terrorist organisation, SPECTRE, have hijacked a NATO plane and seized its two nuclear bombs, which it uses to blackmail the western world.

The Spy Who Loved Me (1962) A young woman is alone, working at a motel when two thugs, hired by the owner, turn up to burn it down for the insurance.

On Her Majesty’s Secret Service (1963) Bond continues to search for Ernst Stavro Blofeld after the Thunderball incident. Through contact with the College of Arms in London Bond finds Blofeld based in Switzerland with a co-conspiritor, Irma Bunt.

You Only Live Twice (1964) After the murder of his wife, Bond begins to let his life slide. M gives him a last chance of redemption, to persuade the Japanese to share radio transmissions captured from the Soviet Union.

The Man With The Golden Gun (1965) Bond returns to London having been brainwashed by the Russians and assigned to kill M: the attempt ends in failure.

Octopussy and The Living Daylights (1966) Octopussy - Bond tracks down a World War II hero who had murdered his friend to steal a cache of Nazi gold. The Living Daylights - Bond is assigned sniper duty, but when he sees the sniper is a beautiful woman, he shoots the butt of her rifle instead of killing her.

Get with the Program

American Marketing Association Programming
Connect. Inform. Advance.

2012-2013

The American Marketing Association of St. Louis delivers great programming and seeks to promote marketing by connecting, informing, and advancing. What that really means is that we want to be better marketers, learn, network and grow as professionals. We set a goal to attract over 1,000 members and guests to our programs for the year. We expect to exceeded that mark comfortably with a full calendar. Join us. 

July 1, 2012 - Golf Outing at CCGC - Our fiscal year began as we kicked off the year with our annual golf outing at Creve Coeur Golf Course. Golfers braved temperatures over 100 degrees and others joined us for lunch-only that day.  

August 16, 2012 - The Voice of the Customer - Lon Zimmerman's presentation highlights how corporations and other organizations are finding value in Hearing the voice of the customer. Included will be examples of ways Hearing the voice of the customer has helped improve operations, sharpen marketing activities, and increase customer satisfaction and retention. Also discussed will be various methodologies being employed.

September 12, 2012 - Speed Networking  at Llyweln's Pub in Webster Groves beginning at 5:30pm. Join us for this after-hours event and meet members, guests and others interested in connecting and advancing in your profession and your career. Bring your best elevator speech and plenty of business cards.    

September 20, 2012 – Kraftig Launch Story Executives of the William K. Busch Brewing Company want you to know two things: They have no association with Anheuser-Busch InBev, even though their company's namesake and chairman is a great-grandson of A-B founder Adolphus Busch. And they are not setting out to make craft beers. William K. "Billy" Busch and Michael J. Brooks, Executive Advisor and partner to the company will be on hand to give you an inside look at the brewery's success since November 2011 product launches of Kräftig Lager and Kräftig Light  (pronounced CREF-tig, it is German for "powerful").

October 18, 2012 - Lessons from the Unconscious for Healthcare Phil Smith, Executive Creative Director of Prairie Dog/TCG with discuss how a growing body of evidence points to the unconscious as a dominant influencer of consumer behavior. Yet most marketing, particularly in healthcare, relies on traditional (conscious) qualitative research. Based on insights from recent leaders in this marketing movement, How Customers Think, Buyology, and The Culture Code, we expose gaps in current practices and illustrate opportunities with work from national brands. Join us as we expose the comical flaws in conventional focus group research and reconsider the truths in modern marketing.

November 15, 2012 - Sports Business Jim Woodcock of Fleishman-Hillard Jim leads the FH sports business practice which combines its global network with a seasoned point of view forged by dozens of professionals and decades of sports industry expertise. Senior Vice President Jim Woodcock leads Sports-related client work which includes planning and counsel to league and team executives, representation of ownership, crisis communications, branding, social media strategy, public affairs, media training, and global marketing and expansion.

November 29, 2012 - SKYFALL 007 - A special joint social event presented by the St. Louis chapters of American Marketing Association and the Business Marketing Association at the Werhenberg Five Star Lounge and Theater in Des Peres,, MO

January 17, 2013 - Stephen Reynolds, Director of Marketing and Player Development – Ameristar Casino. You can feel the excitement from miles away. Beyond the kinetic, high-speed flashing lights, the 74,000 square-foot porte cochère at Ameristar Casino Resort Spa the action inside. The stunning stained-glass skylights, 130,000-square foot casino and the Victorian design you can get insight into the latest, most popular slot and video poker machines, a wide variety of table games and one of the last live poker rooms in the market. Stephen will provide insight into marketing the  games, as well as the special player events offered at Ameristar.

February 22, 2013 – Remarkable Leadership - the 52nd Annual Conference theme at Missouri History Museum at Forest Park (Event is from 7:30 a.m. to 1:00 and includes agency tours following). This year’s conference is hosted by Master of Ceremonies Bill Ellis (Branding for Results). The program will include Presentations from Andrew Grinch, Associate AD, University of Missouri Athletic Department (rebranding the Mizzou Tigers); Nancy Schnoebelen, Director of Advancement Communications and Barb Meyer, Vice President Marketing and Communications (crisis communications after St. John’s Mercy in Joplin was destroyed in a tornado in May 2011); Eliot Robia, Market Strategist from Pixel Farm of Minneapolis (the emerging trends in Mobile Marketing); and Keynote speaker Kevin Eikenberry, author of Remarkable Leadership. 

March 21, 2013 - Elizabeth Frantz, Social Media Editor at Better Homes and Gardens will be our speaker. Better Homes and Gardens, the magazine, is still read by more 7.5 million people. Our March speaker will share with us how the brand that began in 1922 is responding to the digital age in a big way. If you are interested in cooking, gardening, crafts, healthy living, decorating, entertaining or just want to hear about a remarkable brand and where it is headed, don’t miss this special event.

April 19, 2013 – Pew State of the Media report and panel discussion at UMSL/WMU facility on Grand (next to channel 9 ad around the corner from the Fabulous Fox Theater). In addition to this exciting venue the format will be an afternoon function from 4:30-6:30 p.m. This is a special joint presentation of the St. Louis Chapters of the American Marketing Association (AMA) and Public Relations Society of America (PRSA)

May 16, 2013 – Jim Holbrook. Executive Vice President of Marketing, Post Holdings Post is a leading manufacturer, marketer and distributor of branded ready-to-eat cereals. Post has leveraged the strength of its brands, category expertise, and over a century of institutional knowledge to create a diverse portfolio of cereals that enhance the lives of consumers, bringing quality foods to the breakfast table since the company's founding in 1897. Post's portfolio of brands includes diverse offerings such as Honey Bunches of Oats®, Pebbles®, Post Selects®, Great Grains®, Spoon Size® Shredded Wheat, Post® Raisin Bran, Grape-Nuts®, and Honeycomb®.

Save the dates and register on line at www.ama-stl.org. Programs are the third Thurday of each month. April event with PRSA starts at 4:30 at UMSL venue on Grand Avene (adjacent to channel 9). 

 

Revisit with HBE

Meeting with FSK (Fred Strange Kummer) on Saturday 1/22/2005

In 1998 I walked into HBE with no preconceptions. It was only later that I heard the stories of this successful privately-held firm and its founder Fred S. Kummer. As things turned out – I was offered a job in support of the Design-Build marketing to the Healthcare and Financial markets.  I managed to prosper as head of marketing eventually adding the hotels as part of my marketing responsibilities. (Adam’s Mark Hotels and Resorts was a chain of 24 in its system.) By Spring of 2001 I was dismissed by Fred Kummer personally. “We’re gonna do things differently around here.”  Still, considering the mitigating circumstances of the company during that time – a pretty fair run.

Hospital Design and Consutruction sales were lagging and the Hotels found themselves in the spotlight over charges of a pattern racial discrimination – charges by the Attorney General of the United States, Janet Reno. Only Financial Facilities seemed to be growing steadily.

In 2001, just about 60 days after leaving HBE, I joined Clayco. Another tour of about three years and I was dismissed from my position as Director of Corporate Communcations by Clayco CEO Bob Clark. Much of the job at Clayco was remarkably similar to the position I held at HBE (without the hotels). The programs and position I developed at Clayco were running smoothly enough by 2004, that Bob Clark felt he could relieve me of my duties in favor of a promotion for a loyal employee of ten years. (This came as a bit of a surprise, as my replacement had no marketing, advertising or public relations training. In fact no college degree – but Bob decided to give her a shot – and me the boot.)

Interestingly enough, my old position at HBE became open. I put off contacting HBE for a while until I concluded that I was being too prideful but staying away from my past employer. When the job was officially advertised, I threw my hat in the ring. I completed the on-line application. I contacted the head of personnel (Jim O’Daniel) and had conversations with several people I still knew inside the organization. I also called the head of Healthcare Facilities (Steve Dailey) and even he ewncouraged me to apply. I know my application reached Fred Kummer. I know he asked to see my “file” from my previous tour of duty.

On a chilly St. Louis Saturday Morning (1/22/05) I decided to drop in on Fred. He’s always in on Saturdays. Sure enough, 9:30am when I arrived at his office on the 6^th Floor, Fred was hunched over a set of architectural plans.

W: Good Morning Fred. (I said loud enough to cause him to turn around.)

FSK: Hello

W: (Steping into his office) I saw your car outside and thought I’d drop in and see you.

FSK: What can I do for you? As if I don’t already know.

Fred was in good spirits and was happy to be caught at a quiet moment in his office on the weekend. He invited me to sit down.

W: Fred, I want you to know that I had nothing to do with the recent defections from your Financial Facilities group. (Last Saturday’s St. Louis Post Dispatch had an article about six employees joining Clayco from HBE. I had heard rumors that this might be in the works. In fact, several months ago Fred and Bob Clark spent two days together in Fred's office with Bob Clark broaching the topic of mearging “our two companies”)

FSK: Well, you know Paul (Barrath) should have made decisions that were good for the company instead of making decisions that he perceived to be good for Paul. Lombardo’s best days are behind him. (Tom Lombardo) and Clarence Steele wanted to work out of Arizona. The woman (Mary Smolar – Fred did not name her by name) was pretty good I understand and we tried to keep her. The young man…(Scott Florini). At this point Fred did not finish his sentence. (A common part of Fred’s speech patterns is to leave a thought unfinished as he switches gears.)

FSK: You, as I recall are a lazy person. There are people who feel the closer they get to the top the less they have to work. I’d put you in that group.

W: (How do you respond to such an insult? Especially as he delivers the message with such a matter of fact tone. I simply nodded to confirm that I was listening.)

FSK: Where are you now?

W: I was with Clayco for the past three years Fred. But I’m no longer with them.

FSK: I wasn’t aware of that. (This clearly peaked his interest and set off some discussion of his meetings with Bob Clark). You know Clark came in here and we spent a couple of days together. He said that he’d like to set up his office right here and shadow me. That got me thinking.

Having had the benefit of working here before, I was able to understand 90% of what Fred was talking about when he rattled off some names of those he’s brought closer to him in proximity of offices. He mentioned Matt Nail (“…got himself into trouble and was afraid to ask for help” and “…I tried to get him back into construction”), Gene Kemp (“He and Paul were similar in doing things….I fired Gene and brought in….who is doing a fine job.)

FSK: People think I’m mean.

W: I’ve heard that Fred.

FSK: (with a wry smile) I’m just misunderstood. (pause) You know, we’re looking for someon like Nancy Kornwell (I recall hearing Fred mention this name before – She’s a marketing person that well pre-dates me but one that left a lasting impression with Fred I guess). Someone strong. A real pro. I’m not sure you…(He doesn’t finish the sentence – but I take it to mean he’s not convinced I’m the guy to put in that spot again.)

W: Fred I brought some samples of things I did a Clayco. You can have them.

FSK: (Fred thumbed through some of the pages of profiles, press coverage and other elements I had bound into a GBC binder along with a Clayco overview/capabilities piece I developed – I refer to as the “square book. He asked a few questions about projects shown in the book.) Very Nice.

FSK: Who did you work for?

W: Bob Clark primarily.

FSK: Is he a hard worker?

W: I wouln’t say so Fred. Not like you anyway. Bob does a lot of local networking. He’s not in the office all the time. He goes out to lunch. In many ways you and Bob Clark are very similar but this is not one of them. (Fred probed a bit about there similarities and differences. He revealed that Sal Ruffino was going to join HBE as an Operations VP. I assured him that Sal was a good guy and tried to explain why Bob made changes to the Concrete Group in spite of the fact that he had bragged about the money that group made for Clayco.)

Nearly an hour passed. I got up and said goodbye. Friendly meeting. Fred insisted he was going to review 500 resumes for the Marketing job. I indicated that I understood if he felt that I wasn’t the right guy.

Finally, I stopped into Jim O’Daniel’s office to let him know that I had met with Fred. Jim was grateful that I informed him. Poor Jim is nearly always in on Saturday because that is the time Fred is most likely to interview potential employees.

As it happens, FSK offered me the job. It didn’t last. 18 months later I was Global Communications Director at Thermadyne. Of course I have to thank HBE for the experience as I was able to do work (projects mostly) for Crossland Construction, ARCO and Frontenac Engineering between 2010-2012. That HBE position has opened up twice since 2010 - I know because someone always brings it to my attention.      

Sellin' the Result.

Tom Ruwich is founder of MarketVolt, a powerful email marketing software firm offering guidance to help you turn prospects into customers and customers into clients with maximum lifetime value. MarketVolt's web-based software is designed to make it as easy as possible for you to put the right information in front of the right people at the right time. Tom is a writer and former journalist with a degree in History from Yale. He is an entrepreneur. He’s a smart dude and a smart businessman too.

I have seen Tom make presentations to audiences on several occasions. Typically he focuses on the importance of CONTENT. His persuasive argument favors a disciplined approach to understanding your target and managing a message strategy. He advocates building a matrix FAQs or frequently asked questions,“should be asked” questions, objections, competitive alternatives etc. and filling it out with compelling arguments for your brand. I agree fully with such a sound methodology. I am a marketing communications specialist. Of course I concur.

I sell the same thing, on the surface at least. You see Tom wants you to sign up for MarketVolt. His website says: “MarketVolt - Because we help you market more productively and comfortably. Better software empowers you to work an get the job done with ease — with maximum efficiency and minimum hassle. Extraordinary support gives you confidence. We have your back and we will help you succeed,” and goes on to say “Flexible plans gives you freedom and options. You can do it all yourself or engage us to help. Your choice. Fair and flexible pricing. Pricing plans start under $1 per day….”

Now that is decidedly different sell at the end, isn’t it? Once you’ve nodded your head yes to every step of the way, the close is about signing up for an annuity payment each month. It’s exactly like the argument for a health club membership. You sell the fitness, health and improved quality of life. You don’t see the sweat and agony of daily workouts. You are willing to pay for an easy, comfortable success. You have a vision of a healthier company or a fitter you. And just like that state-of-the-art gym/health club facility, MarketVolt does you no good if you don’t use it.

So what I realize is this. I’m selling the same thing (the result) but I can’t make you do the work. Unlike MarketVolt I don’t get paid for your lack of performance. I have no software, gym or unused tools to point to if you just don’t want to do at least some of the work. Does that seem unfair to you?

P.S. Plans starting at $1 a day ($365 annually). If you are not completely satisfied - blame yourself, renew, upgrade, wish harder or do some work on the CONTENT.    

Cut to the Chase

Thermadyne, (now known as Victor Technologies) launched the Thermal Dynamics True Series plasma cutting system line with a significant marketing program that helped the company reverse a declining share trend. As the global communications director for the company at the time, I feel compelled to say the company owes a debt of thanks to Geile Leon Marketing Communications, Sandbox Creative and Brighton Communications' PR Group. Here's the story as reported by the St. Louis Post Dispatch:

ST. LOUIS POST-DISPATCH
Thermadyne's new tool takes cutting to a deeper level Christopher Boyce
Friday, Nov. 16, 2007

When Thermadyne Holdings Corp. opened its booth Sunday in Chicago at the largest welding trade show in North America, officials hoped to start a buzz with the company's new metal-cutting system. While a buzz-worthy product at a welding trade show may not sound exciting to many, the Chesterfield-based company is plenty excited about the torch-like Cutmaster True Series plasma cutter from its Thermal Dynamics division — a new product expected to bring $5 million to $6 million in sales to the company in 2008. The tool, used to cut metals in construction and other industries, offers advances in portability and ease of use not previously available. Yet even with its new features, perhaps the most creative aspect about the tool may be Thermadyne's marketing. The company is going against the industry practice of emphasizing the tool's maximum work capacity, by instead touting its recommended capacity. "You can buy a machine that's able to cut a certain thickness, but you wouldn't recommend doing that all day," said Wes Morgan, director of global communications for Thermadyne. "I don't want to suggest the industry is dishonest, but there's a lot of different users out there."Users who regularly test the limits of a cutter's stated capacity are sometimes disappointed," Morgan said. The Cutmaster will have a series of models, each designed to cut metals of different thicknesses. The truth-in-advertising slant is the inspiration for the tool's "True Series" moniker. Essentially, a model designed to cut through a three-quarter-inch thick piece of steel will do that regularly, and advertising will concentrate on that figure. However, the model will have the ability to cut up to 1 1/2 inches on a less-frequent basis.

The cutters are often used in various construction applications, for instance, to put bolt holes in steel beams and bevel pipes. They also are used in auto body shops and by hobbyists. Last year, an earlier model of Thermadyne's plasma cutters was used by emergency services personnel to cut open a soda vending machine when a 12-year-old got his hand stuck in it. Cutting products comprise about 15 percent of Thermadyne's $451 million in total sales for 2006. That percentage should grow if the product achieves its expected popularity, said Kent Swart, market manager for Thermal Dynamics, which has its engineering and manufacturing locations in West Lebanon, N.H.. The new plasma cutter — which looks something like an industrial strength pressure washer — is equipped with an LED panel to notify users of the proper conditions for use, such as having necessary air supply or having the proper connections for the torch, Swart said. Users will be able to self-diagnose and, in some cases, fix problems that might otherwise interrupt their work. The manufacturer also has shed the weight of five models of the tool, with most dropping to around 50 pounds from more than 80 pounds for some models. Swart said that weight reduction allows for portability that could make the cutter a hit for Thermadyne.

"I don't know if it's an iPhone, but it's at least a (Motorola) Razr," said Swart, a former mechanical engineer, making a comparison to the well-known cellular products. "The technology isn't changed. … But when I was purchasing equipment, it was always about ease of use and keeping it running."

cboyce@post-dispatch.com | 314-340-8345

It just isn't fair

A college professor teaching Business Ethics began his lecture one night by writing on the board  - LIFE ISN’T FAIR. He got our attention. “Poverty, illness, natural disasters are not fair, yet these things happen. Your girlfriend or boyfriend dumps you without any reason. Your prospective employer hires his son-in-law instead of you. These things happen. It’s not fair. Class, always remember, that LIFE ISN’T FAIR.” That professor made a strong point. I will never forget that class. I will never forget that lecture in particular.

A Little League baseball game is being officiated and coached on a Spring afternoon. The home fans are screaming at officials at a close call. The coach tries to be fair by giving everyone on the team some playing time. If you have been to a kids’ Little League baseball game recently, you know the crowd of parents and friends can be pretty tough coaches. They want their kids to achieve and have a chance to succeed. They demand fairness!        

Baltusrol Golf Club in northern New Jersey is synonymous with championship golf. It has a rich heritage that dates back to 1895. It is considered one of the country's premier private golf clubs. Preeminent golf course architect Robert Trent Jones was invited to make some changes to the course in the early 1950’s. Considering #4 at Baltrusal, Jones lengthened it by nearly 70 yards, gave it a longer carry (over a pond), re-shaped of the bunkers and added the distinctive rock wall. The result is a stunning par-3 that stands out as one of the top ranked holes in the world of golf. When the hole was opened for play, Jones was criticized by members for making the hole too difficult.  "Let's go play the hole and see if there is anything that needs to be done," Jones suggested as he led the principal critic along with head pro Johnny Farrell and C.P. Burgess, General Chairman of the 1954 Open Championship, to the fourth tee.  They all struck shots. Jones struck his and sank it for a hole-in-one!  "Gentlemen, I think the hole is eminently fair," the architect is reported to have said.

Life isn’t fair! Yet, you should try to enjoy life and all the good things in it. Take the bad with the good. Maybe it won’t seem fair all of the time. Do your best to have a positive outlook. Look for the beauty in things. Good luck and good fortune happen too.  It’s a joy to watch a little league game regardless of who scores the most runs. It’s a marvel to see or get a hole in one!  Be hopeful. Be optimistic. Maybe today will be your lucky day. I hope so.