Branding, Baltimore, and The Lifetime Millionaire

I had the privilege this past weekend to present a Marketing with Marty™ seminar at PC Synergy's PostalMate regional training event in Baltimore, Maryland. It was an honor to be asked to speak, and I was overjoyed to oblige!

The Marketing with Marty™ session I led was my newly revamped Inside Out Marketing 3.0. The class focuses on brand and image, and the essentialness of supporting your brand through the design, layout, atmosphere, and attitude of your brick and mortar store. We learn how to market our businesses from the inside out, getting it right at the core--inside our stores--so customers' experiences when they visit reinforce the positive feelings of the external marketing messages that they initially responded to. It's a fun class, and I love sharing it!

I drove to Baltimore, which gave me a few hours to catch up on my backlogged podcast queue. One of my favorite podcasts that I listen to faithfully and habitually is Lewis Howes' The School of Greatness. It's just plain inspiring.

I don't know how Lewis and his team vet his guests, but they have a knack for coming up with the most engaging, uplifting, and turn-your-life-upside-down-in-a-good-way humans that really make you think about your walk and expand your dreams of what could be … in business, relationships, health, wellness, and more.

One of Lewis's most recent episodes is a solo show titled "The Lifetime Millionaire," and it captivated me as I crept along the construction-laden stretch of I-81 called "Pennsylvania." The focus of the episode was branding.

Lewis shared how, on a recent trip to Buenos Aires, he noticed a pair of Coca-Cola branded shoes being sold alongside Reebok, Nike, and Adidas. He marveled at the intensity of the Coca-Cola brand that has such loyalty and power to put their logo on shoes--a place a soft drink brand should never be--and get a prime price for them!

Throughout the episode, Lewis mentioned brand and design as an investment with an invisible return. We can't measure the dollars we put into design with metrics, like we can with many other ventures. But the return is absolutely there, even if we can't wholly define it.

Branding is never final. Periodically, it needs to be revamped and recharged. Logos, slogans, and taglines don't last forever, and need to be updated to stay current and relevant. Websites and social media profiles need to be constantly tweaked, and completely overhauled from time to time. Each time we upgrade, we see more visits, more shares, more engagement, and more opportunity springing forth. Investment--both money and minutes--in photos and quality artwork will set us apart and above. As Lewis says, "The premium goes up when you invest in premium design."

As I idled through traffic, I listened, learned, and marveled at the simple, sensible, salient message that gave me a clearer understanding of branding--both for the necessary work I need to do on my own and for helping others with theirs. I strongly encourage you to listen to The Lifetime Millionaire episode, and subscribe to The School of Greatness podcast on iTunes. You'll be glad you did!

I had a blast in Baltimore, networking with others in our unique industry, learning, growing, taking stock of what we have, imagining what could be next, and thinking in new directions. Thank you, PC Synergy and attendees, for inviting me to be part of such a worthwhile weekend!

I look forward to presenting Inside Out Marketing 3.0 again in a few weeks at the Retail Shippers Expo in Las Vegas, Nevada. I hope to see you there!

#SchoolofGreatness #Branding #LifetimeMillionaire #LewisHowes #AskUncleMarty

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To listen to The Lifetime Millionaire and learn more about Lewis Howes and The School of Greatness, please visit lewishowes.com/podcast/the-lifetime-millionaire/.

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Originally published on the AMBC blog on July 19, 2016.

Team Cancer Crushers

I was diagnosed with a rare and aggressive non-Hodgkin lymphoma in the fall of 2012.

By God's grace, my cancer was detected in its early stages and treatment was expedited. With the help of a brilliant local oncology team and consultation from top specialists at the Dana-Farber Cancer Institute in Boston, we attacked the beast with heavy ammunition and intrepid optimism. 

In March of 2013, scan results declared "complete resolution and response to chemotherapy" and I transitioned from cancer patient to cancer survivor. I've been blessed with a favorable recovery journey ever since.

Without the miracle of modern medicine, exceptional caregivers, precious family and friends, and interceding prayers, I would never have fared through this episode as I have. Encouragement is simply receiving courage; for it, I can’t express my gratitude as fully as it needs to be. 

I'm very happy to once again participate in the American Cancer Society's Relay for Life as a co-captain of the Cancer Crushers: superheroes fighting for more tomorrows! 

The American Cancer Society does wonderful things for cancer patients, their caregivers, families, and friends. They help with screening and prevention, support survivors, and invest considerable amounts into research (something that is critical as we work together to beat cancer).

Please visit our team page to join Cancer Crushers, join another team in your neck of the woods, dedicate a luminaria, contact us to become one of our team's sponsors, or donate if you’re able. 

Thank you so very much for your support!

#CancerCrushers #AmericanCancerSociety #RelayforLife #CrushinIt #AskUncleMarty

The Importance of Back-End Customer Service

My brother has been working with me for a few weeks, helping me out during my busy season. And during the last few weeks, he's spent a lot of time on countless calls to the company from which he recently bought a custom computer.

This company, which shall remain nameless, is the best of the best in custom computers. When my brother was shopping around, their customer service was top notch. They even called him after he'd had the computer for a week or two, just to make sure everything was as it should be.

But now there's an issue, and the situation has been flipped around completely. My brother has spent hours on the phone, on hold, trying to reach someone who can help. A couple of times he's reached someone who couldn't immediately help, but took his number and promised to call him right back … and never did.

The computer is still under warranty--a warranty that my brother paid an extra $300.00 for--yet he's had a nightmare of a time getting anyone who can help him. All he needs is an RMA number, and for them to arrange for shipping so his computer can get the service it needs. It shouldn't be complicated.

Customer service is not just front-end. In fact, back-end customer service is even more important, yet it's often overlooked because it's not considered marketing; it's not considered visible.

But it is visible. A customer with a positive resolution to an issue will be much more likely to tell people about their experience, and negative outcomes exponentially more so. It's word-of-mouth, and it's your reputation; it's everything.

Reputation is no longer contained to our zip codes. In our social media age, reputation is global. It's reflected in our communications, in our recommendations, and in our reviews. And sometimes the best reviews are the results of resolutions to bad situations.

Stuff happens. Maybe you overlooked something on an order, had a shipping claim, guaranteed something that requires service, or failed to fully explain a policy up front. This stuff can lead to a concerned customer. How you handle that concerned customer is what will set you apart, and what will allow you to soar or to cause you to crash and burn.

Unfortunate events, handled correctly, can show your customers your level of professionalism, care, and admirable intentions. In the same token, unfortunate events, handled incorrectly, can be detrimental.

So next time a situation arises where you need to take action, show your best back-end customer service. Work with your customer to make it right.

Making it right is never wrong.

#MakeItRight #CustomerService #AskUncleMarty

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Originally published on the AMBC blog on May 31, 2016.

A Cat, a Bucket, and a Snow Shovel

This piece was originally written on August 12, 2015.

I had one of the most terrifying experiences of my life last night.

Usually, when I get home from work, Comet (my cat) is full of excitement. He meows uncontrollably until I open the door, then he purrs and rubs up against my legs, and then lies down on his back so I can rub his belly and snuggle for a while. He follows me from room to room all evening and, if for some reason he wanders, I just call his name and he comes bolting to wherever I am. He and I are pretty tight.

But last night he wasn't there. I called for him and got no response. I went down into the basement and called again, and soon heard his cries coming from underneath an old dust-collecting weight bench. He just stared at me, meowing, but wouldn't come to me.

I crouched to see what was wrong, and found that he had cornered a snake under the bench and was guarding it, calling for me, not really knowing what to do next.

Now, you should know that I have a very stark, inexplicable fear of snakes. I can't even look at a picture of a snake without my heart racing and my breath shortening. They're at the very top of my phobia list, followed closely by chain saws, aggressive bees, drowning, haunted houses, and most lizards.

So, naturally, my first reaction was to scream--no, shriek. The grown man that I am suddenly turned into a little child throwing a tantrum. I screamed, jumped up and down, whimpered, and even yelled for my mom (who was, of course, miles away at her own house). I spun my wheels in panic so much that Comet started to forget about the snake and looked at me with his head tilted, curiously.

Now, I should also explain that this was a little itty-bitty snake. It was probably 12 inches long, perhaps a young garter snake. I don't know. I didn't look closely; I couldn't look closely. But small snakes actually petrify me more than big snakes. They can sneak into your room, under your sheets, or pop out of the toilet without warning. They're terrifying!

After a few deep breaths, I tried to figure out how to get that scary serpent out of my house.

I found an old bucket and then got a snow shovel out of the garage. Then I scooted the snake to the middle of the floor with the shovel, scooped it up, and dropped it in the bucket.

But I missed.

The snake fell half in and half out, and quickly slithered back onto the floor and made a beeline toward the washer and dryer. But I headed it off at the pass! Scooped up again, my second attempt at bucket snake dropping was a success and then the lid quickly snapped on.

Now what? What do I do with this thing!?

I have a couple of creeks in my back yard. So I ran, bucket held out as far away from my body as possible, squealing a little under my breath, stopped on the first creek bank and opened the bucket lid. Then I reared back and launched the snake as far as I could. It landed on a little island in the creek and slithered away.

I went back inside, thanked Comet profusely for saving us from a snake invasion, and then took one of the longest showers of my life.

Comet's demeanor as we went to bed was one of a proud, homestead-protecting, hero guard cat. It was adorable. He got lots of treats and a little kitty massage.

For most people, this experience would be no big deal at all. In fact, it could possibly be quite routine. But I'm not most people. I'm sure there are a lot of things that you couldn't handle that I'd be totally okay with. Phobias are funny like that.

If you ever have a snake in your house, please don't call me. But if you do, I'll send Comet over, along with a bucket and a snow shovel. Then you're on your own.

#PrinceComet #Phobias #CatsRule #AskUncleMarty

May the Schwartz Be with You

This piece was originally written on July 15, 2015.

Tonight, the FAO Schwartz flagship store on 5th Avenue in New York closes its doors.

There are few things in this world that give warm, fuzzy feelings like a visit to this New York landmark. Now its presence will just have to remain in our memories--our fond, fond memories.

When I was young, my grandmother would often take me there as a special treat. She and I would have a city day, take the train in, people watch, and inevitably stop at our favorite toy store to get the latest He-Man toy to keep my Masters of the Universe collection complete. She spoiled us--individually, so we felt incredibly special--in any way that she could.

A few years ago, I worked with Banana Republic on the visuals team at their flagship 5th Avenue store. We'd create window displays and in-store displays. Because we primarily worked at night when the store was closed, I'd often walk up 5th Avenue during our 3AM "lunch" breaks, look in windows, and take inspiration from other shops. Rarely could a display rock it at the same caliber as FAO Schwartz!

I believe there was an unspoken contract that your mind signed when you walked under that big ol' red and gold awning:
- Leave your worries on the street.
- Eat as much candy and ice cream as you want, guilt free.
- Be a kid again, no matter how old you've become.

As a business person, I completely understand this incredibly difficult decision that had to be made to close those grand doors. However, as that little kid that still gets giddy when he sees a giant pile of stuffed elephants, I have a hard time imagining the greatest city in the world without its cherry.

Rest in peace, big piano.

#FAOSchwartz #NewYork #FifthAvenue #BigPiano #AskUncleMarty

Maui

I'm a very private person by nature--an observer. I don't let it all hang out.

For my 30th birthday, seven years ago now, I took a two-week vacation to Hawaii. I wanted to get away, get a tan, snorkel, and decompress.

I went alone. I love to travel alone.

While I was on Maui, staying at an adorable little inn overlooking a picturesque cove full of Orcas and newleyweds, I learned about a nude beach that wasn't too far away. Figuring I'd shake things up a bit, I went to check it out.

To get to the nude beach, not sanctioned by the state, you had to go to a more mainstream beach and then climb up a lava tube and over a cliff. That alone was exciting, but not nearly as entertaining as the little beach that I found on the other side.

The beach was beautiful--tucked away, serene, and full of naked people of all shapes and sizes.

Not everyone was showing their full monty. Some of us were there purely on sightseeing expeditions, never intending to bare our bare bums. So I chose a bathing suit over my birthday suit, however I did muster up the chutzpah to wear a less conservative one than my normal beach boardies. You know, "When in Rome..."

Watching the bathers being so free, owning every inch of themselves as they splayed in the sand, splashed in the waves, and frolicked in the surf, completely comfortable with their skin to the wind, I realized something about myself: I keep much of me very guarded.

I don't think being guarded is necessarily a bad quality. It has its merits. But there is a balance to be struck between sensitivity and principal; between compassion and passion. So consider this blog my attempt to shed a metaphoric layer or two.

At least, that's how I see it.

#Maui #Hawaii #BirthdaySuit #AskUncleMarty

A Few Limes

I had a blog before this one, titled A Few Limes.

I never told anyone about it.

The fact is, A Few Limes never really got off the ground. I started it, restarted it, took it down, and then restarted it again. It became more of a frustration than a boon, and quickly found a home on the back burner alongside countless other projects that I had high hopes for.

I had another blog before A Few Limes. It was titled TLC: The Lymphoma Chronicles. Its purpose was to keep my friends and family up to date during a very scary, trying time as I battled--and beat--a rare and very aggressive form of non-Hodgkin lymphoma.

TLC was good for me. It was necessary. I kept at it and reaped its reward: pulling through an intense treatment regimen with most of my sanity intact.

I hosted TLC on CaringBridge (a wonderful site, quite worthy of support) and I kept it secure and password protected. After officially becoming a cancer survivor just over three years ago, I took TLC down, but hope to someday turn that grand, harrowing, monumental, ridiculous experience into a book--a bestseller, of course.

With every good intention, I'm going to try my best to keep up with Ask Uncle Marty. 

It'll be good for me.

#AFewLimes #Blogging #AskUncleMarty