The Renaissance Marketeer

I recently took a trip to Florence Italy with my wife. The city was awash with beautiful architecture, paintings, sculpture, and ideas. While walking, I had a perpetual-jaw-drop as we strolled through streets laden with history and gilded with ingenuity. With a towering duomo ever present piercing the sky, I read how many products were constructed by a select few individuals. These individuals would master medium-after-medium and each new technique would compliment the following. It's suggested that the reason why Florentine Michelangelo’s paintings were so brilliant were simply because he applied his expertise of 3 dimensional sculptures to two dimensional paintings.

For Florentine greats wearing multiple hats was a norm, but now-a-days that's true for all of us. Many from this generations workforce (has or will) jump from responsibility to responsibility. The downside is there is a lack of specialists. The good side is that we have the opportunity for quality input from every angle of experience - making the end product that much more valuable. Aspen like others in logistics has a small sales and marketing team, but the diversity in experience brings service and insight that resonate with the customer. The reason is the same as the mastery of mediums, the culmination of experiences compliment each other and allow us to understand needs with a clearer vision.

I encourage our team to do what ever they feel comfortable with, but to tap into each others insight as much as possible. I think the unique qualities of each of our experiences mold our messages. When we challenge each other I see each individual’s history becoming more and more defined in the end product. The most challenged usually result with most resonating and significant product.

Under Pressure

By April Terreri
Under Pressure
Cold Chain Report

From: Food Logistics Magazine July/August 2010 Issue

View full article here: http://www.foodlogistics.com/print/Food-Logistics/Under-Pressure/1$3906

The uncertain economy is putting more pressure than ever on the cold chain industry. Food manufacturers and distributors are looking to their warehousing and transportation providers for guidance to control costs while still expecting high-level services. Providers, meanwhile, are faced with tight capacity, decreasing inventory volumes, dramatic changes in customers’ supply chains and slow payment problems. Despite these harsh deterrents, providers are figuring out ways not only to stay in business, but to offer customers innovative and cost-effective solutions to manage their cold supply chains more efficiently. We will discuss some top trends affecting the industry today, followed by a roundtable discussion among industry participants.
The pressures to providers have been ramped up even more after the dismal year that was 2009, reports Jack Ampuja, president and CEO of Buffalo, NY-based Supply Chain Optimizers. “The top concern last year was simply to maintain revenues,” he says. “Just about everyone’s revenues and profit margins decreased and companies in the industry were simply trying to hold onto their market share.”

3PL Finds Creative Approaches to Improving Morale of Warehouse Workers

Choose your own uniform and break rooms build loyalty at this third party logistics provider.

From Distribution Center Management Newsletter August 5, 2010: Click Here


Managers at Aspen Logistics know that employee loyalty is a thing of the past.
"There's no real long-term dedication like there was with the baby boom generation," says Chris Ticknor,
Aspen's corporate marketing manager. "Now, everybody is a free agent."
But, instead of bemoaning the generation gap, Ticknor tells industry newsletter "Distribution Center
Management," that Aspen has adapted to it.
For starters, Aspen, a 3PL based in Montebello, CA, allows employees to choose their own uniforms. The
choices include hats, shirts, jackets, and sweatshirts in different colors and with different logos.
"They've been pretty excited about it," Ticknor says. "It gives them a little bit more personalization."
Aspen also tries to create a relaxed vibe in break rooms, which are outfitted with Ping-Pong tables and
flatscreen TVs.
"We know the guys are working odd hours, and jobs are 24-7-365 now," Ticknor says. "We want to make
the work space as comfortable as possible."

Logistics Quarterly Magazine - Volume 16, Issue 1, 2010 - Connie Anderson Interview

Logistics Quarterly Magazine - Volume 16, Issue 1, 2010 - Connie Anderson Interview

Is Customer Service changing for the better?

Is the role of customer service changing for the better? I certainly don’t think so. How many times have you called an organization to get stuck in phone hell? By the time I’ve pressed 5 buttons, said my name, my account number, my firstborn – I still am not anywhere closer to where I want to be. I just want to TALK TO SOMEONE!

But that’s not the way of the world nowadays. Not only have we introduced systems to handle these types of tasks (of course, to improve the bottom line!), we now have a new generation of workers that don’t get it . . . unless you text them!

That’s the new challenge, in my mind, going forward as a service organization. How do you get the young worker engaged in actually talking to a customer?

Email is a great resource but so many “vibes” can be taken if you type anything just a little wrong. I MEAN, CAPS CAN BE YELLING or CAN MEAN I’M TRYING TO PUT IMPORTANCE ON SOMETHING. Or the way I said it had the wrong “tone”. You didn’t think about that did you? Not only do you need to train someone on how to speak respectfully to a customer but now you have to train them on doing that in writing too! Double the fun!

I have 3 sons in college who will be entering the workforce in the next decade (hopefully!). I look at them and wonder . . . could they handle a customer service job? Now, I know that there are a lot of people that are not made for customer service but I’m talking about – can they communicate with someone and handle a problem? They’ll need to do that in any job position they hold. They’ll need to communicate effectively. Will they be able to do that if their cell phones are not in their hands? What will they do when they realize they actually have to have eye contact with someone as they talk? Will they be able to put the cell phone down long enough to actually be productive? And productivity doesn’t mean 1000 texts per month! It’s scary!

At one point, those of us in business were concerned about the multi-lingual workforce that we would need to train. Have you seen the Internet lingo? Hey, I grew up in the acronym world – and you remember “pig latin” when you were a kid? But, boy, they have definitely got us beat! They have their own language! LOL (Laughing out Loud OR Lots of Love) KIR (Keep it Real) KHYF (Know how you feel) PA (Parent Alert) and it goes on . . .

Now, of course, I exaggerate . . . but not by much! The communication tools by the younger generation makes the rest of us re-think how our business is going to be run. Look at this . . . I’m actually blogging! I have a Facebook account (which I love). I actually text my kids all the time (yes, with FULL sentences). And you gotta LOVE IM! But, the biggest difference is if we’re all in the same room – what the heck, let’s talk!

So, my question is, what is the next phase to customer service for a service organization . . . where SERVICE is our product? Do we need to train on grammer? Where each sentence starts with a capital and ends with a period? What the heck, let’s add a comma in there once in awhile. Well, I don’t have the answers yet but it’s definitely something that keeps me awake at night . . . can you imagine losing business because we aren’t communicating properly with the customer. Ugh! Or the email that was sent,
“JFI KYPO INMP LOL OO Z”
(Translation: Just for information, keep your pants on - it’s not my problem. Lots of love (I hope) Over and Out, Zach)

Well, it’s a changing world! But I would like to share my agony. If any of you have the answers (and don’t say, you just have to train them! duh!) please feel free to text me. MTFBWY. (may the force be with you)

“Flyers, Advertisements, e-Blasts . . . Oh My,” The New Marketing to Quick Decision Making

Instant satisfaction is the name of the game. Being on the tail end of an information revolution and firmly entrenched in the “information age” we find that business is being conducted at rapid pace. Who knew 20 years ago that the manufacturing office in Bangladesh would be able to have weekly video conferences with corporate headquarters in New Jersey and sales in Chicago. Well today that era has arrived and because of that people don’t have the opportunity to draw out their analysis of projects while communications float through the postal systems or various lines of communications. Communication is direct, instantaneous, and in many cases overbearing. This is why people are making their decisions “NOW,” on what is in front of their face. They are utilizing what is familiar rather than sifting through the copious amount of sales material that floats across their computer screens. Old marketing techniques are too slow to accommodate the split-decisions and low level research that is conducted by today’s workforce. Because of this, Marketing has been pushed into a position of communicating a seemingly passive, yet fully available choice-making role through diverse media platforms.

At no time in recent history has marketing been put in such a critical role of capturing business and achieving the bottom line. No longer is it just the branding and/or artillery-shot to lead generation and sparking interest. It’s available, spread-out, and responsive to capitalize on immediate needs when they arise. Marketing Departments now tap into tools of communication that if used properly, will be the go-to asset for companies to utilize for quick solutions to sudden issues. Aspen’s Marketing department is developing that sort of “go-to” relationship with its clients. We are gaining the trust of our current and potential clients by making available valuable and current information that is not forced on in a "sales-ey" way. Rather the focus is on availability of the information on multiple mediums. So clients can have easy access when looking for potential services. Our job is to expose resources rather than push solutions; sort of like showing them the keys to the tool box rather than taking up their time describing a hammer.

People want choices with immediate-decision-making being the constant antagonist. We want to expedite well-informed decisions by offering direction to the access of choices. Statistics, studies, whitepapers are available to back-up our value and to make comparisons, but given when decision makers want more substance. Unlike old marketing and sales techniques, we are not hastily bombarding information on our services that can draw out deadlines. We want choices made with as much data available to justify action. Our focus is to market ourselves among other things, as a provider to go-to when a need arises and to cater to those who need either quick action or an in-depth analysis of solutions.

Simplicity of Recognition is Priceless...

With our nation and state economic roller coaster, we've been cutting back and saving every penny possible-at home and in the workplace. As an employer in the Logistics Industry, it becomes harder and harder to balance the company's checkbook while providing effective associate recognition programs. There is still HOPE no matter how tough the economic situation may be...let me explain.

This past weekend I lost my little best friend, my dog. She fled after our gardener left the gate open. I had her since she was a tiny 6 week old pup. She never wanted an expensive treat, a fancy pillow to sleep, nor fancy dog food. All she ever wanted was for me to recognize her, provided food and a warm place to sleep along with the simplicity of a pat on the back. I noticed that when I did those things she demonstrated her happiness by wagging her tail rapidly and would almost smile, if she could. When I'd wake up or arrived home, she would always wait for me by the door so I could pat and acknowledge her. In return, my dog had always been there for me in good and bad times. During tragic moments in my life, when my kids were off with friends and I was home alone, she would sit next to me to keep me company. She was always there when I got ready for work, as cooked in the kitchen, and as I would fall asleep for the night... she was always there. She was never too far and tried to walk along side of me as much as she could~I sure miss her.

In the workplace, acknowledgement and recognition is not so different. One might not realize the importance of greeting someone with a “Good Morning, Hello, or a How are you?” How about when an associate finishes projects early, when co-workers help each other, or when an associate goes above and beyond for the Company. Do we remember to thank them with simple gestures~ a smile, a pat on the back or most important, a thank you? As Manager/Supervisors, one may assume that recognizing associates with materialistic objects (gift cards, bonuses, etc.) will illustrate the value of how much one “really” appreciates that person. Occasionally, material recognition is well deserved and should be given, but there are times that saying “Thank You”, sending a personalized note/card, or announcing one's gratitude for an associate and/or the team's efforts during a staff meeting reassures how much you appreciate them. This gesture sends out a powerful statement that no gift card value can ever hold.

With the recently lose of my little best friend, it has reminded me on how important it is to express one's gratitude and not take someone or something for granted. When associates leave our company, we loose a part of us regardless how long or short they have been employed, the loss is still a loss. Aspen strives on not losing any associate especially for the simple lack of recognizing or acknowledging their contributions to our company. "THANK YOU!, GREAT JOB!, I APPRECIATE YOU!".... the simplicity of recognition goes a long way and it's priceless... just like our associates.