Bart Fricks, COO of the Copper Cellar Family of Restaurants, brings more than 27 years of restaurant experience to the table (yes, pun intended J). Previously with Mr. Gatti’s and then Ruby Tuesday, the man behind the Calhoun’s Restaurant Twitter handle @Calhouns, says being part of the “social party” gives him the opportunity to stay close to customers.  Fricks says that managing their many restaurant concepts within the Copper Cellar brand is a challenge but customers follow and engage with the restaurants they enjoy most. Their team, Fricks says it is definitely a group effort at this point, uses tools such as Hootsuite to help space out their posts so they don’t bombard customers all at once with messages from each concept.

The locally-loved restaurant brand first launched into the social web with Facebook pages for Smoky Mountain Brewery and Copper Cellar in the fall of 2009 followed shortly with pages for Calhoun’s and Chesapeake’s. By the end of 2009, the brand had accumulated 1,518 followers. It wasn’t until the group really started joining in the conversation that they saw the biggest increase in followers. Posting each concept’s daily specials, events, and responding to customer feedback and suggestions quickly has driven much of their success in continuing to grow in the social space.  Twitter proved to be a bit different story for the brand. Fricks says that in 2009 and 2010, they didn’t do a very good job with Twitter. He took over as the voice behind @Calhouns and began thanking people for following them, retweeting, and jumping in the conversation especially on #FollowFriday where you suggest that your friends “follow” others on Twitter. “More is better on Twitter,” says Fricks, as he encourages the group to be active in the space and comment on what others are saying.

Posting great food photos and monitoring searches like “Where to eat in Knoxville” has helped the brand expand their reach. Fricks says it’s easy to go after big numbers, using an app to buy followers for example, but he’s not interested in that.  His goal is for the brand “to be great at a few things” and not try to be everywhere such as places like Foursquare, Flickr, or Pinterest. For now, the brand is focusing on cultivating great conversations with their customers mainly on Facebook and Twitter.

My favorite conversation point of the luncheon is when Fricks exclaims, “I hate coupons.” Most people assume that restaurants are just going to be in the coupon business. He goes on to say that in his experience coupons have a way of abruptly bringing in clientele which the restaurant isn’t quite prepared for, and then service and food quality suffers. “You can’t just hire servers for 4 weeks and expect them to provide great service then let them go,” which is what would be required for a huge influx of customers which a deep offer coupon. To Fricks, great service and quality of food every time a guest comes in to one of their restaurants is the ultimate goal of the brand.

The Copper Cellar Family of Restaurants is continuing to expand its real estate in the digital and social space. New websites for each restaurant concept are coming soon, and Fricks says they are looking into hiring someone to manage their social strategy. So keep on the lookout for new great things coming from this local restaurant family!

After more than 100 years of canning goods and more than 20 years as a national brand, Bush Brothers & Co. has perfected its secret family recipe—in food products and marketing strategy. Scott Daniel, marketing director at Bush Brothers & Co., shared his company’s philosophy on giving customers what they want and doing it successfully at the April KAMA luncheon.

Add two cups of consumer research …

The “secret family recipe” that Bush Brothers & Co. uses as its marketing strategy starts with the consumer. The company’s immediate approach is to find something people want and find a way to make it in a great tasting and affordable way. How does Bush Brothers do that? Through millions of dollars spent on research each year. However, Daniel noted, “You do not need to have a million dollar budget to learn about your consumer.” He explained by mentioning several low budget ways to research a target audience including social media, surveys, ethnographies or even just talking to them—all methods marketers have at their fingertips.

Three tablespoons of open-mindedness …

“Avoid the marketer’s bias by looking outside your own lens when developing products,” said Daniel. Taking advantage of opportunities for engagement with your customers can prevent personal bias from affecting your marketing activities. Instead of doing what just works, do what your consumer wants. An example Daniel used was that if you talk to someone about baby food who doesn’t have kids, he or she is going to have a different opinion about how to reach the audience from what actually may be the correct way. We are all doing something in our business today that reflects our own personal ideas, and Daniel recommends we take a step back, look at research and visualize how the consumer wants to see a message.

A dash of promotion …

Most marketers struggle with promotion versus marketing. Daniel set a parameter that Bush Brothers follows and that the KAMA audience should follow, too. He said, “Promotion should be an element of your marketing plan, not how you go to market.” Since a promotion strategy just gets engagement, lift up a product or service that reflects your target’s needs and wants.

And sprinkle in fulfilling relationships.

Finally, make your customers proud of your relationship with them. If your brand delivers a fulfilling experience for your target audience, they will purchase your product no matter the price. An example given by Daniel was that, more often than not, Folgers will beat Starbucks in a blind taste test setting. However, when picking a  brand, consumers will most often choose Starbucks because of the relationship the brand has formed.

Mix and serve immediately.

When cultivated, these elements can result in a marketing strategy that will really stand out. KAMA luncheon attendees all learned valuable lessons from Daniel this month, and we didn’t even need Duke, the iconic Bush Beans dog, there to spill the beans.

Guest speaker Randy Boyd, CEO of Radio Systems Corporation (RSC), hit home with the attendees at the March KAMA Luncheon when he stated that his employees live and talk about the company’s values every day instead of only pulling out the list at each monthly staff meeting.

Boyd shared the seven values that are prevalent in his associates’ daily lives:

1.)  “Try a lot of stuff and see what works.”

Boyd points out that in order to innovate, you must fail; therefore, he encourages his employees to not be afraid of failure.

2.)  “Be honest.”

“Trust from customers comes from honesty,” said Boyd. It is necessary to be honest within the organization and to be honest with customers in order to have a successful brand following.

3.)  “Create an environment of openness and equality.”

There is a feeling of equality in the many offices operated by RSC, with Boyd even going so far as to ensure that he does not have a special parking spot or a bigger desk than his associates. He is even known to move randomly to departments around the office!

4.)  “Create win-win-win solutions.”

In order for there to be a win-win-win solution, a company must take into account itself, the expansion of time horizons that enable a win for both parties and all other parties affected.

5.)  “Invest in associates.”

Boyd shared the strong focus RSC has on the personal development of its associates by noting that there are dogs always in the office, and that RSC pays for its associates to attend additional schooling.

6.)  “Listen.”

Everyone has three processes of listening, according to Boyd. RSC encourages its employees to hone their processes of listening to become a better communicator and professional.

 7.)  “Have an organization that’s built to last.”

Boyd stressed that building something that will last beyond your tenure is an important thing to take in to consideration.

Boyd’s success is palpable thanks in part to this value system, which shows us that the values he instills in his company are ones that we all can try to practice and learn from today.

To kick-off the first KAMA luncheon of 2012, we were delighted to have Kim Trent, Executive Director of Knox Heritage, speak on behalf of her organization. Knox Heritage works to preserve structures and places with historic or cultural significance in Knox County. Founded on April 1, 1974, Kim joked that “fools did rush in” on that fateful day. With a board of directors of 30 community leaders, Knox Heritage provides education for the community and is truly a preservation based economic development organization. In a nutshell, Kim said that, “real estate is what it really comes down to and saving buildings.”

The Culture Change Challenge

In the past, Kim said that preservation is a national issue that fights age old stereotypes of “little old ladies and white guys in suits.” Other erroneous images Kim conjured included “Hysterical Preservationists”, “The Paint Police,” and “A Culture of No”. Speaking of culture, one of the most important points Kim made was Knox Heritage had to change the culture internally before changing it externally. In the 80′s and 90′s, Knox Heritage was faced with declining membership, a decreased role in decision making, very little political influence, and no staff (not to mention money).

Shifting Attitudes – Shifting Communications

To move from a reactionary, resource strapped organization, Kim explained that Knox Heritage had to deal with shifting attitudes and shifting communications. In 1996, Knox Heritage shifted focus to economic development and added professional development people to the board. In 1998, a City of Knoxville budget survey revealed that 80 to 90% of those surveyed supported historical preservation. This game changing information helped create the Vintage Homes Program, which became a developer and job creator. In 2001, a survey of Knox County residents exposed a lack of brand name recognition for Knox Heritage, furthering the cause for more resources. Financial support came in for staff and to save historic places while pro-preservationists gained seats on city council. Kim explained that the creation of the Summer Supper Series went a long way towards building brand awareness in a fun, hip way while the J. Allen Smith House debate (and eventual destruction) brought enormous PR and name recognition.

Where We Are Now

While Knox Heritage has seen its fair share of change during the last 15 years, Kim was quick to point out that she and her organization are still learning and their evolution continues. With a 400% increase in membership, staff of five, a lead role in local decisions, and more financial resources, Knox Heritage has really shifted into high gear. In order to keep up the pace, Kim said that they have to be problem solvers and ready to overcome objectives. Perhaps the most poignant shift in thinking is Knox Heritage’s mission to “make it all about people, not buildings.”

Changing Perceptions

Far from the image of “little old ladies” or “white men in suits”, Kim wrapped up her presentation by painting a picture of her vision of Knox Heritage now and in the future. In addition to being entrepreneurial problem solvers, Kim was keen to note that you have to be able to sell no matter what your brand or product. Understanding marketing communications and keeping relationships honest with the media and citizens are core disciplines at Knox Heritage. Ultimately, Kim said, “Success is when we succeed in saving more places.”

For more information about Knox Heritage, please visit their website.

As I was waiting in line at the cash registers at Wal-Mart at 9 p.m. on Friday, Nov. 25, I saw this tweet from @LauraLPotts: “Black Friday is like zombie apocalypse: you’re either one of them, or you’re locked inside praying that loved ones don’t get trampled.”

Of course, I was “one of them.” I arrived at Wal-Mart in Oak Ridge at 8:30 p.m. the night before Black Friday with a team of five. We all had our hit list, cell phones charged, tennis shoes laced up tight, credit cards in pocket, and white knuckles clasping buggies.

A few of the rules from the movie Zombieland always apply to Black Friday shopping:

10:05 p.m.
A train of five buggies full of over-sized boxes and children’s toys rush out of Wal-Mart, dodging cars, late shoppers, and security guards. Our next stop: Target in Turkey Creek for midnight deals.

11 p.m.
We arrive at Target in Turkey Creek to find a line all the way back to Wal-Mart. It reminded me of the line to Space Mountain at Disney World. It was worse than Cumberland Ave. after a UT win against Florida, and longer than the line to the Apple store on tax-free weekend.

All the shopping “zombies” were bundled up, with cell phones and advertising circulars in hand. Cars drove by and the passengers just stared, people took pictures of the crowds, and groups of shoppers huddled together with an occasional burst of laughter (Zombieland rule #32: enjoy the little things).

I kept looking for the crazy Target woman I had seen on the television commercials. She must have been at the front of the line.

12:20 a.m.
We approached the entrance. A man in a red Target coat was blasting directives through a microphone while we were funneled into a maze of metal bike racks, squeezing everyone into a single-file line. We scurried as fast as we could to grab the one item on our hit list. As we were exiting, I notice that hundreds of people still hadn’t entered the store yet.

12:45 a.m.
We arrive at Kohl’s in Farragut. We scurry inside, grab the items on our hit list, and then stand in line for two and a half hours. Kohl’s was the bottleneck in our Black Friday adventure. It was like I-40 on a Friday afternoon near Cedar Bluff.

After we left Kohl’s, we visited the remaining stores on our hit list until 6 a.m.  Our cars were full. Success was ours. I slept like a log until 10 a.m., and headed back to Turkey Creek for round two. I felt like a zombie.

Click here to download Evan’s presentation (2MB PDF).

Mobile technology. It’s one of the most accessible and fastest growing communication tools of our time—as many as 24 percent of people even go so far as to describe their iPhone as an extension of their brain or body. The current push many marketing strategies are making into the mobile world has made this topic highly relevant to members of the Knoxville American Marketing Association. That’s why taking advantage of these trends and statistics was the focus of KAMA’s November luncheon speaker Evan Carroll of Capstrat.

Because “we carry this medium in our pockets at all time,” Carroll covered many aspects of how to reach people through mobile technology including smart phones, tablets, apps, QR codes and more. He also talked about the way to incorporate mobile technology into traditional marketing and advertising strategies on TV, radio and in print. Some of Carroll’s main points for us to take away are as follows:

“Forty percent of tablet and smartphone owners use them while watching TV.” Carroll used this Nielson statistic to explain how important it is for brands to reach out to mobile users through TV by directing them to their mobile apps or mobile websites. Since almost half of mobile users are interacting with technology while watching TV, this is one of the easiest ways to reach a large audience through mobile. iPhone and Android apps are also becoming highly valued as mobile continues to grow, however Carroll reminded us to keep in mind that apps are not right for everyone.

“We can use mobile as a response to radio.” After playing a brief sound clip of a radio advertisement that asks users to text the company instead of call it, Carroll explained that through mobile technology, we can make it easier and more comfortable for our target audiences to engage with the brand. People have become more hesitant to call a “stranger” these days, so texting is a much more comfortable form of interacting with an unfamiliar person.

“Print is becoming an interactive experience.” Tablets are changing the way people consume content, and are making print a more interactive experience. The iPad and Kindle, as Carroll used for examples, offer huge opportunities for advertising that will be seen by people in their daily routine.

All this information doesn’t even cover one of the last stats that Carroll left us with—the fact that more than 72 million people access social media from their mobile devices, which are a key component powering social media.

Carroll summed up his stance on mobile with one statement: “Companies that are not thinking about mobile are jeopardizing their future.” Maybe now’s the time for your marketing practices to become more mobile.

“When Stephen A. Burroughs was in the womb
his mother could feel his beard kicking.”

The Knoxville chapter of the American Marketing Association hosted viral Internet sensation and local personal injury attorney, Stephen A. Burroughs at its October luncheon at The Orangery. KAMA’s theme this year is “Shift Happens,” because it’s not business as usual any more, due to changes in demographics, economics and technology. Burroughs was speaking to the change in his marketing strategy and the impact the recently launched Facebook memes page has had on his business.

The story about the University of Tennessee freshman who created the tongue-in-cheek Facebook page has been well documented by Carly Harrington in the Knoxville News Sentinel. The Stephen A. Burroughs Memes page gained 21,000 fans virtually overnight and led to Swagfest, a party at the Sunsphere attended by 14,000 members of Burroughs’ “swag posse.” Talk about a branding bonanza – you can’t buy that kind of awareness and exposure. Not to say Burroughs hasn’t been spending heavily on outdoor advertising and bus wraps over the past several years. He said he took advantage of a downturn in the economy that left billboards vacant to negotiate a sweet deal with Lamar Advertising.

The man himself, Stephen A. Burroughs

This deal has made Burroughs omnipresent, or “top-of-mind” as we say in the biz, plastering his face on 31 outdoor boards and more than a dozen KAT buses. Burroughs had perfected his “Blue Steel” gaze and had become something of a Knoxville celebrity even before the memes page took off, catapulting him to viral marketing legend status. Now he’s Knoxville’s own “Old Spice Guy,” if you will. Or perhaps “The Most Interesting Lawyer in the World,” in a nod to the famous Dos Equis campaign.

Laura Bower and Dottie Ramsey

Burroughs delighted KAMA’s audience of marketing professionals with anecdotes about Swagfest, like the one about the girl who tattooed “SAB” on her forearm. “The whole thing was pretty surreal,” he said. Burroughs is already planning Swagfest 2, but he’s eyeing corporate sponsors and considering a charitable slant for the event.

“Right now, I’m in the hole,” said Burroughs, when asked about the return on his six-figure investment in Swagfest. However, he believes he’s building brand recognition with future clients.  After all, his business model is driven by car wrecks; he’s ready to help “when the need arises.”

“It’s not like someone’s going to say ‘Stephen seems really cool. I think I’ll go get an injury,’” quipped Burroughs.

Just Desserts

Burroughs described his evolution from radio to TV to outdoor advertising, which he thinks is the ideal channel for him. On TV you have to be outrageous – the guy in the giant monkey suit, according to Burroughs.  He aspires to a more professional image.

“The message has to fit the medium,” he said.

Who says this guy doesn’t know marketing?

*This post is used with permission. The original blog can be viewed at knoxify.com

Oak Ridge Associated Universities (ORAU) has a full-time regular and a full-time temporary opening for a Communications Specialist 2–#11-092. The position is engaged in all facets of communications and some marketing/branding. For more details and to apply, click here.

Please direct all resumes and applications to the online application system at the link above. Inquiries can be made to ORAU’s HR Department at 576-6051 or work@orau.gov.

“Markets are conversations.”  –The Cluetrain Manifesto

Facebook has more than 800 million users.Twitter has 200 million users.  Google+ just hit the 50 million user mark, making it the fastest growing website ever. Moms and Millennials, Boomers and Tweens – everybody’s texting, tweeting, posting and blogging via desktops, laptops and mobile devices. And brands are falling all over themselves in the mad dash to reach consumers via social networks and join the conversation. But what about business-to-business communications? How are companies talking to each other?

In the B2B arena, the conversation is decidedly different. While B2B buyers have very high social participation, their primary goal in the social media space is to establish themselves as subject matter experts and then build relationships for future lead generation. Social media is based on relationships. Relationships help make B2B buying decisions. Word of mouth, whether online or offline, is still the most effective means of advertising. Particularly in the corporate world, personal endorsements and referrals validate business decisions.

As Ford CMO James Farley famously said, “You can’t just say it. You have to get other people to say it to each other.”

A primary concern of relationship marketers is migrating interactions to a lower-cost communications channel. That’s what makes social media so appealing: the prospect of building an audience of pre-qualified brand advocates on an owned media channel with minimal cost. The undisputed social media channel for B2B communication is LinkedIn.

Eighty percent of companies use LinkedIn for recruitment. Talking shop is expected on this platform, which boasts an advanced search option that allows users to sort by region, business category and other specifics. Setting up a company profile, establishing industry groups and encouraging employees to create personal profiles and “connect” with colleagues are all ways to build meaningful B2B relationships. LinkedIn is an online Rotary Club. It’s digital word of mouth.

According to Christine Moorman, senior professor of business administration at The Fuqua School of Business, Duke University, while marketers, in general, expect to increase social media spending over the next five years, B2B product sector companies anticipate lower budgets going forward. Moorman hypothesized that CMOs don’t believe social media activities are appropriately integrated into their companies’ overall marketing strategies. In other words, there’s an urgency to utilize social media tools, even without a comprehensive plan in place.

“Firms are in a period of experimentation and observation about social media. Like television advertising in the 1950s, this period will define winners and losers of this generation’s firms,” Moorman said.

So whether your goal is lead generation, networking, brand management or establishing your company as the thought leader in your field, social media is where it all happens. While the physical handshake and business card exchange haven’t gone away, they are increasingly a precursor to or follow up after a digital dialogue. Get used to it.

“Transparency and conversation are to the Web 2.0 culture what ‘productivity’ and ‘innovation’ are to corporate culture.” – SAP

Slow down and think about it. Incorporate social media into a holistic, integrated marketing plan.  Don’t put tactics before strategies. B2B marketing traditionally lags B2C marketing in terms of innovation, so learn from other people’s mistakes and formulate a well-thought out approach to social media communications.

“Things have changed.” – Bob Dylan

Indeed.

*This post is used with permission. The original blog can be viewed at talkstreetsmart.com

We have officially kicked off the KAMA 2011-2012 season, and we started off with a bang! The featured speaker at our September 14th luncheon, Angel Martinez, was not only interesting, knowledgeable, and full of great ideas, he was entertaining and engaging as well. Before he could begin his presentation, he said he needed to get his “prop.” The “prop” turned out to be a beautiful black cowboy hat he perched atop his head. Combine that with his authentic bolo tie, and we all knew we were dealing with a true Texan.

Angel is a fifth generation Texan from the small town of Brownsville, TX which is about 98% Hispanic. The importance of this distinction came to light a bit later in the presentation, but he was pointing out that he is one of the 16 million “assimilated” Hispanics of the 50.5 million total comprising the largest minority of the current US population. Insightfully delivered, Angel grouped Hispanics into 3 segments: fully assimilated, bi-assimilated, and unassimilated. When considering marketing to a Hispanic community, age, gender, education, and English language fluency are not important. Their level of “sophistication” or experience with a product is more important. Meaning, if one has seen, used, experienced a particular product previously, when a new line, flavor, version comes to market, Hispanics are more likely to engage with that product over one they haven’t seen. He or she may not be educated or speak English extremely well, but he or she has experience and buying power based on that fact alone.

The “wow factor” of Angel’s presentation hit hard when he started firing off census data regarding the Hispanic population in the US. Currently 50.5 million over last year’s number of 35 million. Hispanics count for more than ½ of the nation’s growth over last year. For a more local view, currently there are 290,000 Hispanics in the state of Tennessee. In Knoxville, the number has tripled in the last year from about 2,700 to over 8,200. It is a trend that we all certainly can’t ignore.

Hispanics, like any group of people or culture, have their own way they liked to be marketed to or “loved on” as Angel put it. They are a very faith-based community that heavily responds to messages of hope and courage in marketing campaigns. Their communities are family centered and matriarchal in nature where women often make the household or buying decisions. In much contrast to the norms of US where mixing business with religion is shied away from, to the Hispanic community it is viewed holistically to the point that religion should be included in business decisions. There must be a symbiotic relationship between the two. Doing business without realizing how it will affect people and communities isn’t good, but you also can’t be all about purpose alone. To paraphrase Angel, “You can’t put ‘purpose’ in an envelope to pay your mortgage.” There has to be a good balance.

Angel closed his presentation with some very inspiring quotes, one of which I will leave with you which was said to have been spoken by Ghandi’s son.

“The US should be a really good salad. Let the tomato be the tomato. The cucumber be the cucumber. The lettuce be the lettuce. Then they all come together to make one really good salad.”