Think people don’t read something in to everything about the way you look and present yourself? Think again:
Those seeking clues as to what’s going on inside Procter & Gamble during these challenging economic times might do well to take a look at the firm’s just-released 2010 annual report to shareholders.
Right up front is a photo of Bob McDonald presiding over his first annual report as chairman and CEO of the Cincinnati-based consumer goods giant. It’s shot in profile, with McDonald wearing a conservative, dark, pin-striped suit, and looking off-camera.
That’s a big shift from the photos in recent years of A.G. Lafley, who had been chairman and CEO for eight years before his retirement in February. Lafley favored open-collared shirts and hadn’t appeared in a suit and tie since 2003.
The change in style is obvious. And glossy annual reports tend to be tightly controlled to convey precisely the messages and images that corporations want their shareholders, employees, and customers to receive. Few companies, if any, are more protective of their reputations than P&G.
P&G spokesman Paul Fox said people shouldn’t read anything into McDonald’s change of dress for the annual report photo.
“Tie or not, our purpose to touch and improve the lives of more consumers more completely in more parts of the world remains unchanged,” Fox said in an email.
Still, corporate annual reports are key tools for making strategic impressions, said LisaMarie Luccioni, a professor of communications at the University of Cincinnati and certified image professional. Whatever message McDonald’s photo conveys, it’s safe to assume it was meant to convey something, she said.
“I do think it is deliberate. When you’re talking about an annual report, you’re talking about the prime piece of nonverbal literature that represents not only the company but its vision, its leadership,” Luccioni said. “I am convinced that every picture, every word was very much scrutinized in an impression-management way.”
Of course, that excerpt is a rather extreme example–P&G is a huge company with loads of cash riding on perception–but it should give you pause when you consider your presentation to clients, partners, employees–heck everybody.
This isn’t about changing who you are. Certainly, you gotta be you (See: Writing, Redhead or Kramer, Shelly or Godin, Seth ). This is about putting your best foot forward, and thinking of how you will be perceived and what effect that perception will have on your bottom line.
Be reasonable. If you make your living as a banker, you better look like a banker. Doesn’t mean you can’t have style or be a tad irreverent at times–just remember nobody (especially these days) wants anyone being irreverent about their money. You’re a cook with long hair? Wear a hairnet–please. Sell real estate? Show clients around in a clean car.
I don’t shave everyday. It’s a thing with me–I hate shaving and my wife says a little stubble is attractive (honest!). However, I can assure you if I’m pitching to a conservative prospective client, I shave and will likely wear a suit. Maybe someday when I’m making huge coin that will be different; but for now, I shave. (It almost goes without saying; but if I am acting as a spokesperson for a client, of course I shave and look my best.)
Just as you shouldn’t show up to casual day at the office in sweat pants and a tube top (guys and gals), don’t run afoul of your business norms if it’s going to scare away the customers. Be yourself–but be smart about it. The default position is to present your best, most polished self.
Bear with me if you’ve heard this one, but my attention was captured by a postcard from the Honda dealership service center my wife uses. One side of the large postcard had a generic car-oriented graphic and the words “FREE Front End Alignment for Your Other Car.” In the lower right corner was the dealership and Honda logo.
Flip the card over and in fairly conversational copy you’re offered a free “truly freefour-wheel alignment for your non-Honda, never-before-serviced-at-our-facility, ‘other’ vehicle…”
The copy then goes on about how winter potholes play havoc with alignment–this is a good time to get your car checked before it screws up your tires, etc. The copy then answers the question most people have at this point “What’s the catch, why the heck are you doing this?”
“We at XXX simply want to prove to you that our world-class service department takes the best care of you and your car. Regardless of the make or model, we want you to confidently come to us when you need service…It’s as simple as that.”
A phone number and convenient online scheduling URL are given and the reminder that this is a “$150 value” and to “schedule today.”
Okay, it doesn’t take a rocket scientist to figure out the marketing value of this promotion:
The dealership probably sent these cards only to active customers–those customers (like my wife) who bring in their Honda for regular oil changes, tune ups, etc. They want to double their business from these presumably satisfied customers; guessing that most customers have two cars (like us)– and that if they don’t have another car on their service roster from that family address there’s a reason. The reason is likely that it’s a different make of car, purchased elsewhere (Yup, that’s us); therefore it’s being serviced elsewhere. Of course, the Honda dealership wants that car in their service bay.
They find your alignment indeed does need work, and true to their promotional material they do it for free. That makes you happy and predisposed to coming back, right?
There’s every chance that they may find something else wrong with your car and offer you an incentive to fix it while you’re there–the classic up-sell.
If they don’t find anything wrong, they’re banking on their service personnel’s professionalism, the shuttle service or the coffee in the waiting lounge to make you think of them when your car does need service. Heck you might even kill time and wander the lot looking at the new Hondas…
If nothing else, they have touched a regular customer with a generous offer–this increases brand loyalty. As you know, the news media is rife with stories of automobile companies across the board scrambling to retain market share.
Pretty smart. It cost them comparatively very little to print and send the postcard; even if only 2-3% of this cohort responds it’s a success.
And yep…I just scheduled an appointment to have my car alignment looked at. I’ll let you know how it goes.
Until then, what do you think of this promotion? Could it be translated into something your business could try? The comments bay is open–honk first, then drive on in.
Top question from many, many businesspersons I have encountered since last year: What should I do?
The question was centered on marketing and public relations efforts. It was often an awkward situation to have people of action, people used to taking risks–people who owned their own businesses–shaken by the severe economic downturn enough to question their customer outreach.
It’s completely understandable. Besides their own interests, these business owners and executives have the livelihoods of many people riding on the economy’s effect on their business.
I was honored to speak earlier this year to groups of business leaders and offer my perspectives on the troubling question of how to handle Marketing & PR in an Economic Downturn.
Citing the very handy (and yes, very well-used example) of Kellogg’s Vs. Post, two companies that duked it out in the Great Depression for breakfast cereal market supremacy (hint: one advertised, one didn’t…click here for a great article about this from The New Yorker) I imparted my top tips on making it during these challenging times:
Stay Out of the Bunker Companies that adopt a bunker mentality—cutting marketing and public relations activities in an attempt to save money—will ultimately damage their position in the market. This will afford competitors an opportunity to seize market share.
Re-evaluate Your Marketing Strategy Refusing to cut your marketing/public relations activity doesn’t mean you continue business as usual. Make certain your advertising and overall marketing/PR strategies are effective. Are you reaching your target market through the channels you currently use? Should that newspaper dollar go to radio or TV? Are you using social marketing tools?
Tell Your Story Public Relations is not a wholly reactive discipline—it’s not just there to serve as a buffer for bad news. A good public relations professional constantly works to identify the most compelling (interesting, sexy, exciting, timely) elements of your organization and packaging it for the news media. Through established relationships with the media gatekeepers and correctly-packaged (newsworthy) information, your Public Relations professional can potentially get your company that great feature on the front page of the business section or a sound bite on the 5 o’clock news. This brand-centric strategy improves visibility and credibility.
Integrate Special Events into Your Marketing & PR Plan Whether you sponsor a community festival, host an industry conference or honor your employees with a recognition dinner, budget-appropriate special events firmly reinforce the image of your company as solid, bullish on the economy and moving forward.
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What do you plan to do about your marketing and public relations? Leave a comment.
Also, I enjoy talking to business and non-profit groups about these concepts, so contact me if you’d like to schedule a speaker.
Bear with me if you’ve heard this one, but my attention was captured by a postcard from the Honda dealership service center my wife uses. One side of the large postcard had a generic car-oriented graphic and the words “FREE Front End Alignment for Your Other Car.” In the lower right corner was the dealership and Honda logo.
