Air Canada and Social Media... Who Knew!

When we think about a company’s brand, we often tend to think first of its visual identity: logo, colours, maybe the look and feel of their online presence.

Those are all key components of a brand, but something that is overlooked all too often is the experience of the brand.

Marketers like to say that your brand is actually the relationship with the customer; that is, the brand is the sum total of your customers’ experiences and interactions with your brand. With that in mind, you’ll want to make sure that when a customer interacts with your company in any context, from browsing your website to seeking customer service, they come away from the experience with a good impression.

Recently, I had just such an experience with one of the most well-known Canadian brands: Air Canada. This is a brand with more than its fair share of scars from poor customer service in the past. But with a carefully-planned social media strategy, they are going a long way towards healing those scars in the eyes of their most valuable customers: frequent fliers.

On a quiet Sunday afternoon, I received an automated email from Air Canada letting me know that the schedule for one of my bookings had been changed. This is fairly common, as they adjust their flight schedules frequently to match fluctuations in demand. Unfortunately for me, the new arrival time meant that I would be late for an important commitment. I suspected that they had a policy in place to deal with this sort of thing, but seeing as it was a Sunday and I didn’t want to spend my time on the phone, I decided to send a tweet to Air Canada’s official customer service Twitter account, asking for some general information about my situation. I was not expecting an immediate reply, and I did not necessarily need one since this booking was for a trip several weeks in the future.

Later that same evening, while having a sandwich in between flights at the Vancouver airport, my phone rang. To my surprise, it was a friendly Air Canada rep calling to let me know that she had seen my tweet, and wanted to take care of the situation for me quickly, rather than having me call the customer service line myself and wait on hold for an hour. She had taken the liberty of looking up my file to find my phone number, and she had all my booking information on hand so that we could quickly and painlessly choose a new flight schedule that suited me. No charge. And as an added personal touch, she had read enough of my recent tweets to know that I was in transit at the Vancouver airport at the time, and asked me how my trip was going.

After the call, I picked my jaw up from the floor and went back to my sandwich. Thirty seconds later, my updated flight itinerary landed in my inbox.

This is a great example of a company employee going way beyond the call of duty to quickly take care of a customer in need. It’s also an example of a company recognizing that they can use an effective social media strategy to save customers a great deal of time and effort, to make loyal customers feel valued – and to score some serious brand brownie points.

The whole experience left me feeling very confident that I had made the right choice flying with Air Canada, and it’s a feeling I will certainly remember next time I’m shopping around for a flight.

This is a great example of how a well-executed Internet Marketing and Social Media strategy will help you Build Your Business.

Floodlight Consultant - Bryson Gilbert - New Media Specialist
Donald Robichaud
FloodLight – Build Your Business
Kelowna / Ottawa / Toronto
Email
1-888-768-9415
http://www.floodlightconsulting.com/
http://donaldrobichaud.blogspot.com/

How debt crushes a business in Ottawa!!!

Borrowing money to acquire real assets or buy new equipment can lead to genuine improvements in a business’s opportunity to make better profits. Borrowing money in this situation is a reasonable bet, but it needs to be supported by a genuine plan and clear sightedness by management.

But borrowing money to solve business problems like cash flow shortfalls or finance receivables is a double-edged sword. Debt incurred for these purposes typically makes matters worse by crushing profits into the dirt. As debt increases, more and more of the daily, weekly and monthly revenues are assigned to service debt. Less and less goes to keeping the business healthy. Debt then forces businesses to borrow indirectly by slowing supplier payments, getting behind with payroll taxes, and cutting owner pay.

Then more borrowing takes place and the debt spiral takes a sickening lurch and the end is near.

Here is the mechanism.

People and businesses borrow money. Essentially this is a long term bet that the enterprise will generate the cash to repay the loan. But debt service charges are a fixed cost, like rent, payroll and lease payments, that do not rise and fall with revenues. You can cut purchases in response to a fall in revenues. You can cut hours; you can switch off power; you can lay off staff. But you cannot stop making debt payments without repercussions.

Moreover, the debt servicing amounts are taken directly from profits and if profits are not there or are slow to arrive, then the business can collapse.

This is why lenders want to see a concrete plan for recovery.

How to solve debt problems:

Borrowing more money to solve the immediate problem may be a great move, provided there is a credible strategy to return to manageable levels of debt. Quite often, however, there is no plan beyond wishful thinking.

So, having a written plan is step one. This plan must have good research and solid numbers backed up by that research. Quite often this will mean a better pricing strategy that builds in a pre-determined profitability on each transaction. Need a better pricing strategy? Then read my book Pricing Strategies for Small Business.

Step two, would be to devise written management targets to retire the new debt within a 2 to 4 year period. This should take the form of a cash management programme.

Step 3 would be to work that strategy to retire the debt and get into the habit of retiring debt.

But what happens if the problem is truly intractable?

When this position is reached, it is possible to park the debt while rebuilding the business. Sometimes the solutions are harsh and sometimes lengthy. If it took a few years to get to that unhappy position, then it will not be a five minute fix. But it can be done.

This typically involves convincing the creditors to stand by for a limited period. But assets pledged against the debt are in danger of being seized. That pledge could have been for the receivables, equipment, vehicles and even personal homes.

When the plan starts to work?

When the plan is underway and the cash comes in it is perfectly normal to think that all problems are solved. But you are wrong. Why?

Even the re-payment of debt has to be managed. Some debts are more dangerous than others even if they have lower costs attached. Debts for payroll taxes can lead to seizure of bank accounts. Debts to workman’s compensation can lead to the premises being locked down. Debts against assets can lead to the assets being seized.

What to do? Refer to the cash flow plan. It is unwise to pay “soft” debt before the dangerous ones. If your plan was accepted by the creditors, then work the plan. Pay early or at least on time. Rebuild your credibility and please stop whining.

Next, pay the high interest rate debt first. And when you can utilize some credit availability to move high interest to lower interest, then do so.

Finally, when the worry of debt is gone and cash is not totally dedicated to servicing that debt, you can Build Your Business.

Remember that the people who worry least about money or a temporary downturn in business are debt free and have low fixed costs. You want to be there.

To discuss your debt challenges call:

Floodlight Business Consultant:

Andrew D. Gregson B.A., M.A. M.Sc.(Econ)
Kelowna, BC, Canada V1Y 8A6
toll free: (888) 959-0752
Andrew@pricingstrategies.ca

"One hour per day of study will put you at the top of your field within three years. Within five years you'll be a national authority. In seven years, you can be one of the best people in the world at what you do."

Earl Nightingale

1921-1989, Author and Speaker http://amplify.com/u/a13sk8

"Stand up to your obstacles and do something about them. You will find that they haven't half the strength you think they have."

Norman Vincent Peale

1898-1993, Author of The Power of Positive Thinking http://amplify.com/u/a127ru

Digital Oil Change a new marketing vehicle!!!

As a marketing consultant and business coach I have been challenged by my clients in the last while to find new and innovative ways to market their products locally in Kelowna.

Many of my clients prefer not to use traditional mediums of radio, TV and newspaper. They tend to leverage the internet with websites, blogs and various social media sites including Twitter, Facebook, LinkedIn and marketing tools like Twongo.

I did not think I’d find the next marketing opportunity when I was changing the oil in my car.

Last week I visited Mobil 1 Lube Express on Enterprise Way to do an oil change on my 1976 Pontiac Lemans classic car. I was in for a simple oil and filter. I like Mobil 1 Lube Express for their great service and pleasant staff.

Sitting in my car I noticed a large LCD screen and I thought this was pretty interesting as I could watch my sport updates.

Within a few minutes of starting the oil change Pat Chassie, the owner of Mobil 1 Lube Express, came over and explained that they had just added some new technology the ‘Pit Cam’ to enhance the service levels at his location.

Pat said “We wanted to have the ability to show clients the problems they have with their cars or just review what we have completed with the customer. Our insurance does not allow clients in the basement of the shop, so live video feed was a great option”.

The solution was a new product from Northern Computer; Digital Signage Solutions as it serves a dual purpose.

Number one: It allows Pat’s crew to visually show the issues under the car immediately through the camera to the clients.... Example.... In my case they were able to show me on the screen the oil pan for my car and that it had an oil film on the exterior, which means I needed to have the gasket changed before it became a bigger problem.

Number two: It allows Mobil 1 Lube Express to feature products and services on the screen to a captive audience.

That’s when the light bulb went on!!!!

I asked Pat if he was going to do some additional advertising.

At this point he smiled and said....”Yes, we have a few advertisers lined up, but we’d love your help.”

Not only do I have a few ideas ......I have a few clients looking for new avenues to market their business to a targeted audience.

In discussions with Pat I came to realize that this will be a great opportunity at a fraction of the cost of traditional advertising.

He also mentioned that Northern Computer will be doing some presentations in the next while to explain the technology and its many uses.

All in all the Pontiac Lemans is running great and I have found another way to help my clients.

Technology is moving so fast and allows you to Build Your Business with new and innovative ways.

To learn more contact Pat directly at Mobil 1 Lube Express or John Gibson at Northern Computer.

Donald Robichaud
FloodLight – Build Your Business
Kelowna / Ottawa / Toronto
Email
1-888-768-9415
http://www.floodlightconsulting.com/
http://donaldrobichaud.blogspot.com/

"Once you replace negative thoughts with positive ones, you'll start having positive results."

Willie Nelson

Singer-Songwriter http://amplify.com/u/b10pxf

"Every great dream begins with a dreamer. Always remember, you have within you the strength, the patience and the passion to reach for the stars to change the world."

Harriet Tubman

1822-1913, Abolitionist http://amplify.com/u/byt3i

Reaching your business goals in 2011

Are you on track?

Amplify’d from www.floodlightconsulting.com

The first quarter of 2011 is over and we are well into the spring. .

This is a great time to review your business goals for the year and your results for the first quarter of the year.

Are you on track?

I’ve had many discussions with business owners and entrepreneurs in small to medium sized companies and some are struggling to find new leads, close sales, and grow their business. In fact, some are losing market share or seeing sales decline, and aren’t sure what to do. When I ask if they’re experts in their field or whether they have a plan, I get all types of answers from, “I’m not sure what to do”, to, “I’m not smart enough”, or even worse, “It’s the market’s fault”.

If you’re not an expert in your field and fully confident of your products and services, then your customers and potential customers will sense your weakness and not be motivated to purchase from you. Read more at www.floodlightconsulting.com

 

See this Amp at http://amplify.com/u/by957

"The thing always happens that you really believe in; and the belief in a thing makes it happen."

Frank Lloyd Wright

1867-1959, Architect, Writer and Educator http://amplify.com/u/by5tm

Million Shoe Mission - Soles4Souls

We need your help – Sponsorship Support – Soles4Souls

Amplify’d from www.floodlightconsulting.com

As the owner of Floodlight Consulting it’s important that every year my wife Donna and I connect with the community and the generosity of its people.

Last year I became a Sponsor of the Soles4Souls campaign and it was one of the most uplifting experiences of my life.

From this  small Canadian city Kelowna, we were able to help the local charities and then also assist the people in Haiti with such a simple donation as a pair of shoes.

We were able to gently touch the lives of 40,000 souls.

This year we have expanded the Soles4Souls campaign and with the help of the Sunrise Rotary of Kelowna we are once again collecting shoes up and down the valley.

*The funds raised are for the operation of the campaign and 50% of the fund will be used to purchase shoes in your name. You will also be listed as a sponor on our website http://www.soles4soulscanada.com Read more at www.floodlightconsulting.com

 

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"What is the difference between an obstacle and an opportunity? Our attitude toward it. Every opportunity has a difficulty, and every difficulty has an opportunity."

J. Sidlow Baxter

1903-1999, Author and Theologian http://amplify.com/u/bx487

In the last few weeks we discussed how to define a great Mission Statement and we covered the importance of a great Vision Statement. This week we will focus on your Company Values.







Values:Strong values will be those which actually operate in practice. Your company values underpin the vision and the mission. No business is value-free and it is important to be explicit about those values that are essential to the business achieving its vision. If values are not made explicit, then the values of the most dominant people are likely to be those which actually operate in practice.



If you do not define your company values, the company will be adrift without proper direction.



Four key questions to define your Company Values:



What are the values that are important to you as the business owner?

What are the values that will be important to your team members?

What are the..........



http://www.floodlightconsulting.com/2011/03/24/how-to-define-your-company-values/ http://amplify.com/u/bwf41

PVR Means – Persistent Video Recollectio

Interesting post by Ted Farr dealing with branding in the changing world of technology.. Don

Amplify’d from tedfarrmedia.wordpress.com

Stopped being an “early adopter” of new technology years ago. The speed of change is so fast that the big dollars for new and improved today will be affordable dollars in a matter of months, maybe a year. Paid $950 dollars for the first front loading Sony Betamax back in the day and that was wholesale. By the time it finally broke down, the latest VHS machine was around $200. Today the DVD player has become disposable. Under $100 dollars for better than decent. It breaks, throw it away and buy another.

TV commercials might be even more effective. In the pre PVR days, commercial breaks provided that 3-4 minutes to check another channel, hit the fridge, get another cookie, chat about the last segment, play with the dog, anything but pay attention to the commercials. But they got me. Dammit! Fast forward means I have to pay attention in order to hit the play button at just the right time. Fast forward is actually fast. 30 second commercials fly by, no sound, no advertising claims, no bad jingles, no stupid story lines. But hold on! I am remembering words on screen that are there just long enough to be an impression, a logo that is sharp and colourful and well defined. Got me to thinking. Not an original thought I hope. If I were to produce a 30 second tv commercial right now, I would want to make sure the message is strong in fast forward. How many more of these quick messages do you see because you are watching more episodes of more shows. Read more at tedfarrmedia.wordpress.com

 

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Oil Prices rising

Amplify’d from money.canoe.ca

Oil price tops $116 as Libya airstrikes continue

Oil prices rose by $2 a barrel on Monday as a wave of U.N.-mandated airstrikes on Libya and proliferating unrest in the Middle East fanned concerns about oil supply from the region.

"With the nature of the external military involvement becoming clearer, there is a further escalation of the situation, and the damage to infrastructure might be larger, keeping Libya out of the oil market for longer," said Amrita Sen, an analyst at Barclays Capital.

"The market is very headline driven and we don't know what the next headline from Libya or Japan will be," said Olivier Jakob, an oil analyst at Petromatrix.

"The main question for the oil markets is how long production outage could last ... We could end up by having two countries or a protracted civil war. We assume Libyan oil exports will be zero for the next six months," said Mike Wittner, Head of Commodities Research at Societe Generale. Read more at money.canoe.ca

See this Amp at http://amplify.com/u/bvw2r

On Line Coupons

My clients are finding that this is a great marketing tool. Most are reducing their traditional marketing costs and spending the money with this new service.

Amplify’d from www.imediaconnection.com

Drive Consumers with Online Coupons

In order to tap into this demand for coupons you need to determine what consumer behavior you want to reward, and then figure out a suitable reward. Here are a few generic examples that achieve various business objectives: Read more at www.imediaconnection.com

 

See this Amp at http://amplify.com/u/bvw0w

"It's the little things that make the big things possible. Only close attention to the fine details of any operation makes the operation first class."

John Willard Marriott

1900-1985, Entrepreneur and Founder of Marriott Corporation http://amplify.com/u/bvvza

The Malarkeys latest release just in time for St. Patrick’s Day - Right as Rain



http://www.youtube.com/watch?v=IzzrTosVBFI http://amplify.com/u/buylk

"We often take for granted the very things that most deserve our gratitude."

Cynthia Ozick

Writer http://amplify.com/u/buaux

"We all have to start with ourselves. It is time to walk the talk. Take the journey of making very difficult decisions. Start removing things from your life that are not filling your cup and adding things that bring joy in to your life."Lisa HammondAuthor of Dream Big http://amplify.com/u/bsljb

"Everybody is like a magnet. You attract to yourself reflections of that which you are. If you're friendly, then everybody else seems to be friendly too."Dr. David HawkinsPhysician and Lecturer http://amplify.com/u/bs03e

The most important resource of a business today is it’s people. This is increasingly meaningful not merely as rhetoric but also in practice.If we depend more and more on fewer people and if the loyalty of these people, particularly managers, can no longer be assumed but rather must be earned and retained, then clearly we need to be concerned about how we utilize them, develop them and resource them.We also need to consider the opportunities for rewards, promotion and success which we provide. If changes depend upon the people who implement them one must be concerned to ensure that those people possess the necessary skills. If those same people are motivated by challenge and opportunity then we must provide that as well.If we are to bring people together effectively, then we must adopt managerial styles conducive to learning, to development, to creating and to ........ http://amplify.com/u/aqiav http://amplify.com/u/brnpd

"The person who makes a success of living is the one who sees his goal steadily and aims for it unswervingly. That is dedication."Cecil B. DeMille1881-1959, Film Director and Producer http://amplify.com/u/brgz6

"The secret of joy in work is contained in one word - excellence. To know how to do something well is to enjoy it."Pearl Buck1892-1973, Winner of both the Pulitzer and Nobel Prize for her writing. http://amplify.com/u/brbb5

TIPS TO SUCCESSFUL PRICING STRATEGIES Part 1 of 5 http://amplify.com/u/aqnip This is a great series of articles by Andrew Gregson of Pricing Strategies that I will be posting on my website over the next few weeks. DonAlways when I begin my speeches or my workshops, I tell the participants that I cannot instruct them to price their widget at $4.95. Rather, I plan to teach my audience advanced ways of thinking about pricing and several methodologies to help them make informed and intelligent pricing decisions.Don’t follow the crowd!For most small businesses, the everyday pricing regime starts with checking the competition’s rates and prices, and then following the crowd. This is even the recommended strategy in many popular guides for small business.During the days of prohibition, 25 of Chicago’s top bootleggers were rounded up in a surprise raid. During their arraignment, the judge asked the usual questions, including the occupation of each suspect. The first twenty-four were a http://amplify.com/u/bqniw

"You'll seldom experience regret for anything that you've done. It is what you haven't done that will torment you. The message, therefore, is clear. Do it! Develop an appreciation for the present moment. Seize every second of your life and savor it. Value your present moments. Using them up in any self-defeating ways means you've lost them forever."Wayne DyerAuthor and Speaker http://amplify.com/u/bqji3