Thursday, December 24, 2009
Jerry Bernhart to Moderate Popular Tweetchat Jobs Forum
Multichannel marketing recruiter Jerry Bernhart has announced that he will be hosting a second Tweetchat on DM Jobs soon after the New Year
The online session allows participants, through the popular social media network Twitter, to exchange job leads, ask questions, share ideas and get advice on all things related to digital and direct marketing hiring and employment.
"We've decided to host another session in response to a large number of requests we've received since our fist session last August, " said Jerry Bernhart, Principal of Bernhart Associates Executive Search, LLC, in a statement. "There are still many unemployed direct marketers out there who could use all the help they can get."
For those unfamiliar with Tweetchat, Bernhart describes it as "texting on steroids," allowing an unlimited number of participants in a confidential forum to exchange informational tweets with one another almost instantaneously on a common topic. Bernhart said this session, like the first, will be open to any and all areas related to hiring and employment in digital and direct marketing, including job leads, resume preparation, interviewing tips, salaries, job offers, finding candidates, counteroffers, job descriptions and sources of hire. It also allows Tweetchatters to share links just like they would with one another on Twitter.
"This is also an excellent opportunity for employers to advertise open positions, " said Bernhart. "There will be a ready audience of motivated and experienced job hopefuls, and if they're not the right candidates they might know someone who is."
The Bernhart Tweetchat will take place Sunday, January 10, at 8 pm Eastern time. All that is needed to participate is a Twitter account. To join the session, go to Tweetchat.com, sign in with your Twitter username and password, enter DMCareers in the "enter hashtag to follow" box, then click on "Go" which will take you to the DMCareers chat room.
Visit our website at www.bernhart.com
Wednesday, December 23, 2009
6 key takeaways for getting a handle on this new-fangled social media customer service
From the Blog of Jim Gilbert- The Gilbert Direct Marketing Blog
A few weeks ago, I downloaded a Monopoly game from a company called GameHouse. My son was itching to play the computer version with us on our family night (mostly because I move too slow).
Visit our website at www.bernhart.com
A few weeks ago, I downloaded a Monopoly game from a company called GameHouse. My son was itching to play the computer version with us on our family night (mostly because I move too slow).
Downloading was a success, but I had problems finding the activation code for the software, so I went in search of a company contact.
I jumped on GameHouse’s website, and my first instinct was to look for a phone number to call its customer service department. If you read part 1 of my “You Lost Me There” series a few months back, you know that I’m an adamant believer in having your contact info prominently displayed on your website. Another one of my pet peeves is the ubiquitous page with the contact form. Or, more importantly, how long it takes to get a response from said form.
To me it’s simple: Make it easy to speak with me or my business goes elsewhere. I couldn’t find a satisfactory way to contact GameHouse, and I grew frustrated. But there was a big (really big) “Follow us on Twitter” button, so I clicked it. I sent a tweet to GameHouse — and the rest of its followers — on how I was having problems and was aggravated that its website had no contact info. For good measure, I joined its Facebook fan page and sent the same message.
It didn’t take GameHouse long to respond. Thanks to Kristy, who manages GameHouse’s Twitter presence, I had an easy way to establish communication with the company and resolve my issues. Turns out that I also ordered half a dozen copies of Monopoly as I tried to get the activation code. Kristy helped me get squared away with GameHouse’s billing department, too. It took about a week of back and forth to get all the additional orders credited to my account. Kristy had one of GameHouse’s customer service reps work closely with me throughout the process.
Then — and this one blows me away — about a week later I got a package from GameHouse with a different version of Monopoly inside. Also inside was a handwritten card thanking me “for my patience” signed by Kristy with the note: “A little gift for all your troubles.” My son loves it, and everywhere I go (including a lecture I did last week) I tell of my exceptional customer service experience with GameHouse. With this in mind, I offer up some useful pointers.
6 Customer Service Takeaways
- I sent my “You Lost Me There” article to Kristy, who said she’d pass it up the food chain. I hope GameHouse heeds my advice and makes it easier for customers to be served by adding a prominent phone number to its website. I’m not sure everybody will use Twitter like I did, however, meaning the potential for a negative customer service experience is present.
- I was also quite surprised by how seamless the customer service experience can be without “traditional” contact methods being in play. As a “stone age” customer, once I adapted I was happy again.
- Serve your customers in all channels. Social media is having a dramatic impact as a customer service tool; customers will self-select the channel of their choice.
- Exceptional customer service can (and should) be the rule in all channels — online and offline.
- If your customer service isn’t exceptional, expect to see negative reviews expressed publicly. Also expect to see bad customer service stories spread virally. Had I not been totally satisfied by the work of Kristy and her team, this column would have read very differently.
- Upset customers can easily be turned into advocates with proper service. Today’s angry customer is tomorrow’s best customer.
Visit our website at www.bernhart.com
Friday, November 6, 2009
Guest Article: 10 Tips for Looking HOT on Internet Marketing Video by Jessica Kizorek
From the Blog of Jim Gilbert: The Gilbert Direct Marketing Blog
Preparing to be in front of a camera soon? Follow these ten tips or risk looking like a loser on video.
1. Look Me in the Eye
With the advent of the webcam, people are way more interested in looking at themselves perform in the video preview window than actually making eye contact with the person watching the video. Look into the camera. Straight into the lens. Don’t wander with those eyes…you have to be 10 times as engaging through online video to keep people from wandering off your page. Stare them down. Lock them in like a bomber pilot locks in on his target.
2. Be in the Spot Light
If your face is going to be the centerpiece of the video, make sure that it’s got the most light on it. People’s eyes will wander towards the light, so if there’s a bright window with little kids riding tricycles behind you…that’s what people will be watching. Viewers are like horses. Put blinders on them and tell their brain what they should focus on. Illuminate the key elements of the frame, whether that’s your face, a product or a logo. Place a smaller light to the opposite side (and a little behind) so that you have dimension and pop out from the background.
3. Speak Up
Computer stereos are notoriously insufficient when it comes to pumping up the volume. Most people think that the visual element is the most important when it comes to video, and underestimate the power audio has in communicating the message. Video is 50% visual, and 50% auditory. Use an external microphone whenever possible, or get close to the camera if it’s a cheap-o. Speak up, or else people will get frustrated when you make them struggle to hear what’s going on. When they can’t hear, they say “@*#% It.”
4. Think in Threes
Try and narrow your message down to three key ideas. Three ideas that you’ll communicate if you forget everything else. This keeps it simple, and helps you remember what you were saying if you go blank. The more simple your schpeel, the more relaxed you’ll be. Especially if the video is an interview or back and forth exchange.
5. Get Busy with the Mirror
Once you’ve got your three points identified, stand in front of the mirror. You can do it naked or with clothes on. Look yourself in the eye and let loose. Practice delivering your talk until you’re confident and relaxed. You may know what you’re talking about, but you have to convince yourself of that. After a while you’ll stop worrying what you look like and what other people will think. The more you practice in the mirror, the greater chance you have of looking like a natural once the camera’s red light comes on. If not, you’ll spend your energy second guessing yourself and looking like a stiff.
6. Up Close and Personal
Get closer. Closer. A little closer… Don’t be afraid to get close to the camera. Internet video players are pretty small, so don’t want to get lost on the wall paper in the background.
7. Befriend the Camera Girl
If you’re doing a professional shoot, chances are the camera girl knows more than you do about looking good on video. Ask her advice, and let her set up the scene. Listen to her coaching and suggestions. Ask to see the set through her monitor or LCD screen so you know which parts of you are in the frame. If she asks you to repeat a line or change your shirt, do it. She has your best interests at heart, and wants just as much for you to look good on video.
8. Wear Video Friendly Fashion
Be careful what you wear on camera. Red sometimes bleeds on television. Black and white can create too much contrast and throw off exposure, making your face too dark or too bright if you’re using a webcam or camera without manual controls. Avoid stripes, crazy patterns and sparkles, as the can cause noise or pixilation when the video is compressed for the Internet. You may not notice that you’re shirt is wrinkled or dirty, but the camera will. So make sure your clothes are freshly laundered or else be filled with regret once you see the play back.
9. Don’t Sweat it
Nothing will make you more nervous than sweat beads forming on your upper lip. Make sure the room you’ll be shooting in is cool so you don’t start to worry about whether you’re armpit sweat will show on camera. Give yourself one less thing to think about. Heat will make you uncomfortable, and the camera lens will catch that.
10. Act Like You Own the Joint
This may be the wrong way to word it, but seriously. You don’t want to come across arrogant, bit get pumped before you sit down. Stroke your own ego a little. You’ve got what it takes. 250,000 people may see it on YouTube, but it’s only video.
About Jessica Kizorek
Jessica Kizorek is a keynote speaker, Internet video expert and the respected author of three books on the subject of video marketing and the Internet. Jessica Kizorek has made it her mission to keep marketers in the loop with her keynote speeches and seminars on the latest in online video, online branding, consumer marketing trends, plus how social media marketing can be a valuable channel within integrated marketing campaigns.
Jessica has produced video content on all seven continents and was nominated as one of CNN’s “Young People Who Rock” for her passion in documenting the impact of humanitarian efforts around the globe. Jessica Kizorek has been invited to deliver keynote speeches about online video, video marketing and Internet fundraising for many corporate meetings, trade associations, national conferences and non-profit groups.
Since graduating Magna Cum Laude and Phi Beta Kappa from the University of Colorado, Jessica Kizorek’s company (The Viral Pulse - www.TheViralPulse.com) has produced video and digital media for clients such as Bacardi, Hyatt Hotels and Moet Hennessy.
As an adjunct professor at the prestigious Miami Ad School, Jessica Kizorek has also been published as an expert in the online video marketing field by industry journals such as The American Association of Advertising Agencies, MediaPost and iMedia Connection.
Visit our website at www.bernhart.com
Preparing to be in front of a camera soon? Follow these ten tips or risk looking like a loser on video.
1. Look Me in the Eye
With the advent of the webcam, people are way more interested in looking at themselves perform in the video preview window than actually making eye contact with the person watching the video. Look into the camera. Straight into the lens. Don’t wander with those eyes…you have to be 10 times as engaging through online video to keep people from wandering off your page. Stare them down. Lock them in like a bomber pilot locks in on his target.
2. Be in the Spot Light
If your face is going to be the centerpiece of the video, make sure that it’s got the most light on it. People’s eyes will wander towards the light, so if there’s a bright window with little kids riding tricycles behind you…that’s what people will be watching. Viewers are like horses. Put blinders on them and tell their brain what they should focus on. Illuminate the key elements of the frame, whether that’s your face, a product or a logo. Place a smaller light to the opposite side (and a little behind) so that you have dimension and pop out from the background.
3. Speak Up
Computer stereos are notoriously insufficient when it comes to pumping up the volume. Most people think that the visual element is the most important when it comes to video, and underestimate the power audio has in communicating the message. Video is 50% visual, and 50% auditory. Use an external microphone whenever possible, or get close to the camera if it’s a cheap-o. Speak up, or else people will get frustrated when you make them struggle to hear what’s going on. When they can’t hear, they say “@*#% It.”
4. Think in Threes
Try and narrow your message down to three key ideas. Three ideas that you’ll communicate if you forget everything else. This keeps it simple, and helps you remember what you were saying if you go blank. The more simple your schpeel, the more relaxed you’ll be. Especially if the video is an interview or back and forth exchange.
5. Get Busy with the Mirror
Once you’ve got your three points identified, stand in front of the mirror. You can do it naked or with clothes on. Look yourself in the eye and let loose. Practice delivering your talk until you’re confident and relaxed. You may know what you’re talking about, but you have to convince yourself of that. After a while you’ll stop worrying what you look like and what other people will think. The more you practice in the mirror, the greater chance you have of looking like a natural once the camera’s red light comes on. If not, you’ll spend your energy second guessing yourself and looking like a stiff.
6. Up Close and Personal
Get closer. Closer. A little closer… Don’t be afraid to get close to the camera. Internet video players are pretty small, so don’t want to get lost on the wall paper in the background.
7. Befriend the Camera Girl
If you’re doing a professional shoot, chances are the camera girl knows more than you do about looking good on video. Ask her advice, and let her set up the scene. Listen to her coaching and suggestions. Ask to see the set through her monitor or LCD screen so you know which parts of you are in the frame. If she asks you to repeat a line or change your shirt, do it. She has your best interests at heart, and wants just as much for you to look good on video.
8. Wear Video Friendly Fashion
Be careful what you wear on camera. Red sometimes bleeds on television. Black and white can create too much contrast and throw off exposure, making your face too dark or too bright if you’re using a webcam or camera without manual controls. Avoid stripes, crazy patterns and sparkles, as the can cause noise or pixilation when the video is compressed for the Internet. You may not notice that you’re shirt is wrinkled or dirty, but the camera will. So make sure your clothes are freshly laundered or else be filled with regret once you see the play back.
9. Don’t Sweat it
Nothing will make you more nervous than sweat beads forming on your upper lip. Make sure the room you’ll be shooting in is cool so you don’t start to worry about whether you’re armpit sweat will show on camera. Give yourself one less thing to think about. Heat will make you uncomfortable, and the camera lens will catch that.
10. Act Like You Own the Joint
This may be the wrong way to word it, but seriously. You don’t want to come across arrogant, bit get pumped before you sit down. Stroke your own ego a little. You’ve got what it takes. 250,000 people may see it on YouTube, but it’s only video.
About Jessica Kizorek
Jessica Kizorek is a keynote speaker, Internet video expert and the respected author of three books on the subject of video marketing and the Internet. Jessica Kizorek has made it her mission to keep marketers in the loop with her keynote speeches and seminars on the latest in online video, online branding, consumer marketing trends, plus how social media marketing can be a valuable channel within integrated marketing campaigns.
Jessica has produced video content on all seven continents and was nominated as one of CNN’s “Young People Who Rock” for her passion in documenting the impact of humanitarian efforts around the globe. Jessica Kizorek has been invited to deliver keynote speeches about online video, video marketing and Internet fundraising for many corporate meetings, trade associations, national conferences and non-profit groups.
Since graduating Magna Cum Laude and Phi Beta Kappa from the University of Colorado, Jessica Kizorek’s company (The Viral Pulse - www.TheViralPulse.com) has produced video and digital media for clients such as Bacardi, Hyatt Hotels and Moet Hennessy.
As an adjunct professor at the prestigious Miami Ad School, Jessica Kizorek has also been published as an expert in the online video marketing field by industry journals such as The American Association of Advertising Agencies, MediaPost and iMedia Connection.
Visit our website at www.bernhart.com
Wednesday, October 28, 2009
Kudos, an open letter (and a warning) to the USPS Postmaster General (spread this around)
From the Blog of Jim Gilbert- The Gilbert Direct Marketing Blog
Over the years I’ve been super vocal about my dislike for the U.S. Postal Service and its less-than-forward-thinking bureaucracy. When it slammed direct marketers with a 20 percent postal increase back in 2007, I went (pun intended) postal on it in my Catalog Success Magazine Column.
Earlier this year after it announced its summer postage sale, I was optimistic. But once I looked at the fine print (i.e., how much you had to mail to qualify), I was critical then, too.
I try to be fair in the offering of my opinions.
Therefore, I have to applaud the USPS for its announcement last week that there would not be a postal rate increase in 2010 for dominant classes.
For those of you not aware yet, last week the Postmaster General sent out a memo announcing no 2010 rate increase, which has spread around the internet faster than a scandalous YouTube video goes viral. That memo can be reviewed here.
I know, I know: Postal rates are already ridiculously and restrictively high, but at least mailers can build their 2010 mail plans without having to cut circ from marginal lists and housefile segments.
But along with my kudos to our Postmaster and the USPS, I also want to put them on notice. Here goes:
Dear Mr. Postmaster General, You’ve started a trend here. Between the postal summer sale and now this offer to keep postal rates stable in 2010, catalog and direct mailers believe that you may actually be interested in working to our benefit. We look forward to the next postal sale, and hope that the USPS opens it up to smaller mailers to take advantage of. We truly hope that you’ll continue to stop thinking like a bureaucracy and encourage more mail volume with innovative special offers and such.
But we’re also wary. Direct marketers are wary because the USPS holds a great deal of power and leverage over us. The last substantial postal rate increase nearly put us under with rate increases of 20 percent-plus. What was the USPS thinking? That move single-handedly drove more and more mailers into the online world. If we were to do the math, we believe the increase in postage actually caused your revenues to go down due to less mail in the mailstream.
Remember this Mr. Postmaster General: Every penny more it costs us to mail means we need to generate about two cents more per catalog and direct mail piece mailed just to breakeven. In this economy, we need every opportunity we can get to mail profitably. We’re struggling to stay alive and keep our workers employed and our customers satisfied.
Keep up the good work, Mr. Postmaster. Please continue this trend.
Sincerely, The Direct Mail Industry
As to you, my loyal readers, I encourage you to send your letters to the Postmaster General (or just copy mine and send it). Make your voice heard! Remember, the squeaky wheel gets the grease.
Reach the Postmaster General at the following:
The Honorable John E. Potter Postmaster General
U.S. Postal Service
475 L’Enfant Plaza, SW
Washington, DC 20260-0010
Email: pmgceo@usps.gov
Speak to you next week, when I’ll discuss a tactic to help you reduce mail costs by doing a specific suppression on your housefile and list rentals.
Visit our website at www.bernhart.com
Over the years I’ve been super vocal about my dislike for the U.S. Postal Service and its less-than-forward-thinking bureaucracy. When it slammed direct marketers with a 20 percent postal increase back in 2007, I went (pun intended) postal on it in my Catalog Success Magazine Column.
Earlier this year after it announced its summer postage sale, I was optimistic. But once I looked at the fine print (i.e., how much you had to mail to qualify), I was critical then, too.
I try to be fair in the offering of my opinions.
Therefore, I have to applaud the USPS for its announcement last week that there would not be a postal rate increase in 2010 for dominant classes.
For those of you not aware yet, last week the Postmaster General sent out a memo announcing no 2010 rate increase, which has spread around the internet faster than a scandalous YouTube video goes viral. That memo can be reviewed here.
I know, I know: Postal rates are already ridiculously and restrictively high, but at least mailers can build their 2010 mail plans without having to cut circ from marginal lists and housefile segments.
But along with my kudos to our Postmaster and the USPS, I also want to put them on notice. Here goes:
Dear Mr. Postmaster General, You’ve started a trend here. Between the postal summer sale and now this offer to keep postal rates stable in 2010, catalog and direct mailers believe that you may actually be interested in working to our benefit. We look forward to the next postal sale, and hope that the USPS opens it up to smaller mailers to take advantage of. We truly hope that you’ll continue to stop thinking like a bureaucracy and encourage more mail volume with innovative special offers and such.
But we’re also wary. Direct marketers are wary because the USPS holds a great deal of power and leverage over us. The last substantial postal rate increase nearly put us under with rate increases of 20 percent-plus. What was the USPS thinking? That move single-handedly drove more and more mailers into the online world. If we were to do the math, we believe the increase in postage actually caused your revenues to go down due to less mail in the mailstream.
Remember this Mr. Postmaster General: Every penny more it costs us to mail means we need to generate about two cents more per catalog and direct mail piece mailed just to breakeven. In this economy, we need every opportunity we can get to mail profitably. We’re struggling to stay alive and keep our workers employed and our customers satisfied.
Keep up the good work, Mr. Postmaster. Please continue this trend.
Sincerely, The Direct Mail Industry
As to you, my loyal readers, I encourage you to send your letters to the Postmaster General (or just copy mine and send it). Make your voice heard! Remember, the squeaky wheel gets the grease.
Reach the Postmaster General at the following:
The Honorable John E. Potter Postmaster General
U.S. Postal Service
475 L’Enfant Plaza, SW
Washington, DC 20260-0010
Email: pmgceo@usps.gov
Speak to you next week, when I’ll discuss a tactic to help you reduce mail costs by doing a specific suppression on your housefile and list rentals.
Visit our website at www.bernhart.com
Friday, October 16, 2009
US Postal Service makes a bold statement: No 2010 postal increases!
From the Blog of Jim Gilbert- The Gilbert Direct Marketing Blog
Note from Jim: The USPS may have finally learned the lesson that higher postal prices drive down direct mail volume – resulting in lowered not increased revenues.
Note from Jim: The USPS may have finally learned the lesson that higher postal prices drive down direct mail volume – resulting in lowered not increased revenues.
To Postal Service Customers:
Many of you have expressed concerns regarding mailing costs for 2010. The tough economic climate has presented significant challenges to all of us and pessimistic speculation has suggested that postal prices could increase by as much as 10 percent.
As we begin a new fiscal year and as many of you, our business clients, are preparing your 2010 operating budgets, we want to end all speculation.
The Postal Service will not increase prices for market dominant products in calendar year 2010.
Simply stated, there will not be a price increase for market dominant products including First-Class Mail, Standard Mail, periodicals, and single-piece Parcel Post. There will be no exigent price increase for these products.
This is the right decision at the right time for the right reason. Promoting the value of mail and encouraging its continued use is essential for jobs, the economy, and the future of both the Postal Service and the mailing industry.
While increasing prices might have generated revenue for the Postal Service in the short term, the long term effect could drive additional mail out of the system. We want mailers to continue to invest in mail to grow their business, communicate with valued customers, and maintain a strong presence in the marketplace. Changes in pricing for our competitive products—Priority Mail, Express Mail, Parcel Select, and most international products—are under consideration. We expect to announce a decision in November.
We are committed to working with customers to find ways to grow the mail through innovative incentives like the Summer Sale and contract pricing. Mail is the most effective means of communication and advertising and we will continue to work together to increase the value of the mail. Mail is a smart investment for the future.
John E. Potter
Visit our website at www.bernhart.com
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