It’s Foodie Friday, and today’s topic is the thought that we “eat with our eyes.” While sometimes you can smell food coming, most often our eyes are the first sensory organ we use as part of eating. It’s why many cooking shows (Chopped, Top Chef, etc.) grade dishes not only on taste and creativity but also how the dish is plated and its visual appeal. Since the rise of Instagram, eating with our eyes has taken on an entirely new dimension. As The Verge reported:
For years now, Instagram has sat at the center of trends in food and beverages. Rainbow-colored “unicorn foods” are often designed with Instagram in mind…Now some entrepreneurs are taking the idea a step further, designing their physical spaces in the hopes of inspiring the maximum number of photos. They’re commissioning neon signs bearing modestly sly double entendres, painting elaborate murals of tropical wildlife, and embedding floor tiles with branded greetings — all in the hopes that their guests will post them.
I’d encourage you to read the full piece, but it does raise a business thought in my mind. I did a little search for “love decor, food sucks” and got over 2.5 million results. In the course of helping people eat with their eyes and/or to gain social virality, many of these places have forgotten their primary mission: to cook great food. “Going viral” isn’t a strategy. While it may increase your visibility, as Chipotle will tell you, so will an e-coli outbreak. Gaining followers and visibility is ideally a reflection of the quality of what you’re doing.
Designing any business or product so that visual appeal is its primary focus is designing for failure. Yes, it’s smart marketing, but as with any marketing, there as to be, as Gertrude Stein said, a there there. We might eat with our eyes, but ultimately we want something more substantial than a great visual. None of us should forget that our customers may come based on good marketing, but they stay because of great a great product or service. Don’t you agree?
One thing that bad golfers do (and I’m speaking from personal experience here) is to misalign themselves. They might point the clubface at their target but they fail to get their hips, shoulders, and knees properly aligned. When they go to hit the shot, inevitably the ball goes someplace other than where the golfer desires.
I thought of that this morning as I read the results of a study on marketing compensation. Conducted by MediaPost, the study found that:
Agencies and their clients are far apart in terms of what they deem to be the most fair method of compensation, according to findings of a survey of advertiser and agency execs conducted recently by Advertiser Perceptions for MediaPost. While labor-based fees are the No. 1 method preferred by agencies (45%), incentive methods were the top choice among marketers (40%).
You might not be a marketing agency or a marketer, but there is something to be taken from that for whatever business you’re in. Think of a car’s four wheels. When they’re properly aligned, the car is easy to hold on the course you set. If one wheel is out of alignment, the car pulls left or right and you’re constantly having to fight to keep it heading where you want.
Your business is no different. Your goals and your customers’ goals have to be in alignment. So too do yours and your team’s. Being paid fairly is a critical part of the employer/employee relationship, and no one is going to do their best work if they feel like they’ve been treated unfairly. I’ve known agencies who’ve resigned clients because they felt that they were losing money servicing the account. I actually had a client who hired me to complete a project over a few weeks. When I presented the completed work in a little over a week, they asked to reduce what I was being paid since “it didn’t take as long as we thought.” In that case, it was my fault for not being sure that their expectations (how long it would take and the value of that time) were in alignment with how I did the work and the value of the project regardless of the time spent. Sure, I could have sat on the completed work until it was due, but that has no benefit to my client and only helps me justify what they’re paying.
All the wheels need to be aligned. The club face and your body need to be aligned. The goals and expectations of everyone in your organization need to be aligned, and that alignment must extend to your customers as well. Hard to do sometimes, but always worth it, right?
Filed under Consulting, Huh?
I’m going to start the week by running the risk of bumming you out. At least we’ll have the rest of the week to recover, right? I was looking at some analytics data this morning and as I looked at it, I realized that much of it is wrong. So is a lot of the other information this client is using to make decisions. Yours is too, by the way. I’ll explain why but along with the realization came an insight that I think will be helpful to your business.
When I began in digital we used server logs to track traffic. They were pretty accurate although pretty limited as well. Web analytics came along and the quantity and quality of the information we got about who was coming to our web sites, how they got there, and what they were doing improved quite a bit. As business people, we were able to make content and marketing decisions based on the data we were getting.
Things have grown quite a bit more complex over the last 20 years and that complexity has obscured much of the good, useful information. Anyone who knows analytics will tell you that much of the referral data you see (where traffic comes from) is wrong. “Direct” traffic is way overstated. “Referred” traffic is encumbered by referrer spam. A lot of so called direct traffic is really dark social traffic (I send you a link). Transfers from HTTPS to HTTP sites report as direct as well. Keyword data is “not available.”
I’m not trying to make your head hurt nor to get really wonky. The point is that if you’re relying on that data to make decisions, you’re really just guessing. It’s the same with much of your ad data. I’ve written before about the lack of transparency in the programmatic ad markets and that opaqueness obscures the validity of the data as well.
I can add search data, email data, and more to the list of what probably isn’t what you think it is, but all of this fostered a thought: what do we really know that’s truly actionable?
I can answer that. We can know how our products and services are really differentiated and how much better we are at solving peoples’ problems. We can know (yay review sites!) how good our customer service is. We can know how our revenues and costs and changing and we can ask why.
I’m the last guy to say we should ignore that large and growing amount of data every business gets each minute. But maybe the time has come to act on what we KNOW and less on what we really don’t. What do you think?
There is a relatively recent phenomenon in the food world which is our topic this Foodie Friday. I’m talking about the explosion of companies offering food kits. Blue Apron, Plated, Hello Fresh, and others have been joined by Amazon in offering up boxes of already measured and portioned ingredients along with the recipes that tell the cook how to combine and cook everything to create a meal. For busy people, not having to shop for ingredients or to research and think about recipes is a godsend. That said, there are several things I find wrong with meal kits and they just might be helpful as you think about your business as well.
I’ve tried Blue Apron. The food was pretty good and the quality of the ingredients was better than I expected. Not having to shop or to think about what I was making (once I’d chosen the meal from the website) saved time. That said, a less experienced cook wouldn’t really have been able to save much time. You still need to chop vegetables (although I know some kits have them pre-chopped – not great for flavor or texture!). You still need to be able to interpret the recipe and follow the instructions (which contain cooking terms inexperienced people might not quite grasp). And they’re not cheap: $10 per meal per person is generally a lot more than most people spend per portion on home-cooked meals.
The real issue I have is that you’re trying to change habits. How so? Many people dread going to the supermarket but most of the better cooks I know relish shopping. I know that many supermarkets now offer a service where you can shop online and the store will fill your order either for pickup or delivery. I’ve never used them because I’m picky about produce and I’m always looking for opportunistic specials to plan a menu around. That experience is taken away with these kits. You can’t keep them either. Like many folks, I’ll buy ingredients and when my plans change, I can freeze the proteins for later. That doesn’t really work here.
The people who don’t cook don’t do so because they either don’t know how or they don’t like it. They find recipes with more than three steps complicated (these kits often are a lot more). They’re slow – I can chop an onion in under 30 seconds. It might take an inexperienced cook a few minutes. They don’t have tools that make the jobs easier: sharp knives, the right pots and pans, a decent stove, etc. Meal kits don’t solve any of those things as they try to change people’s habits.
Pay more, save time shopping, and worry less doesn’t solve the basic problem: people don’t like to cook and this is an expensive program that doesn’t solve that problem. In addition, you’re adding another issue: managing the subscription online. And customers seem to be finding that as well. Blue Apron reported that customer retention is their number one issue. Business Insider reported that:
According to a new poll by Morning Consult and Money Magazine, 49% of respondents who canceled a meal kit service cited the cost as the biggest reason for their cancellation…Not liking the recipes (13%) and unavailability in their area (15%) were the second biggest factors for those who canceled their service and those who have never tried a meal kit service.
As we try to solve consumer’s problems we need to be sure we’re actually doing so, and doing so in a way that doesn’t create other problems. I’m not sure that meal kits meet that test. You?
Filed under Consulting, food
The gasoline that keeps a good portion of the sports machine running is sponsorship. I’m using the gasoline analogy today because there has been a high profile sponsorship dispute going on in the world of auto racing and I think it’s instructive to any of us who sell or buy pretty much anything.
You’ve probably heard of Danica Patrick, NASCAR‘s only female driver in its top-level series, The Monster Energy Cup. She drives for Stewart-Haas Racing (SHR), who sold the rights to sponsor her car in 2016 for several years. Somewhere along the line things went south and Nature’s Bakery terminated what was a three-year deal after the first year, claiming that SHR “did nothing other than collect Nature Bakery’s money”. An additional issue was that Danica personally endorsed a competing product (albeit one with no visibility on the car or around the races). SHR sued to recover the agreed-upon payments. As it turns out, Nature’s Bakery will sponsor four cars during this season, split between SHR’s drivers, as part of a settlement.
I spent a lot of years selling sports sponsorships and I know first-hand how hard it is sometimes not to over promise in your zealous pursuit of the sale. In this case, Nature’s Bakery was told to expect a 4-to-1 return on investment. The reality was there was no significant increase in sales. That could have been due to any number of reasons, including some that had to do with logistics and not with awareness, but it points to a core issue.
When you’re selling anything, setting expectations and agreeing on how performance is going to be measured is key. In this case, many of the measures of awareness did rise significantly, but if the client’s goal was sales then the buyer and seller seem misaligned. Keeping expectations of both parties on the same page and in alignment must be the goal of all parties, and the documents shouldn’t be signed until that goal is reached.
There also seems to be some inexperience in sports sponsorship at work here. A team that has Coke as a sponsor might very well have athletes who endorse Pepsi. An arena with Mastercard as a building sponsor might see an athlete who plays in that building in an American Express commercial. Danica is one of NASCAR’s most visible drivers and her personal endorsements should have been identified to the buyers (even though anyone could find them easily on her personal website). Always remember that a good seller sits on the same side of the desk (figuratively speaking) as their buyer since you’re both trying to accomplish the same thing.
Aligned expectations, appropriate measures of reaching goals, and transparency are how sports sponsorships (and others too!) get done and stay on track. You with me?
I recently bought a Chromebook that has a touchscreen. I’ve been using a MacBook Air for half a dozen years as my primary computer but it has slowed to a crawl and work was taking much longer to get done. I debated replacing the Mac but then I took a hard look at what functions the laptop served. Over the last few years, nearly everything I have been doing is done in the cloud and having a device that’s basically a glorified web browser actually seemed like a good idea. I moved my accounting to a cloud-based system and started using the Google suite of office programs (Docs, Sheets, etc.) in lieu of the programs on my Mac. I’ve been a lot more productive and I got a large Android tablet out of it to boot (the Chromebook flips around to be a tablet!).
There are a few other things that I noticed. First, this device reminds me of the Mac when I first got it. The thing just works. It updates itself, it’s safe from malware, battery life is good, and it’s easy to add extensions to customize it to my liking. I can run any Android app the will run on a phone (admittedly, that’s often a so-so experience) and that opens up a ton of additional software on a bigger screen than my phone.
This isn’t a screed to get you to buy a Chromebook. The point, rather, is to get you to think about why you buy, build, hire, or otherwise add to your organization. Another Mac would have been overkill based on what I needed the device to do. I saved money (the Chromebook cost about half of what a new MacBook would have cost) and I’m more productive. We often spend our precious resources on unnecessary things and that’s bad management.
Some examples. Most of the people who buy Microsoft Word have no clue how to use most of its features. The same with Excel. They are both wonderfully powerful programs but there are so many features that they become difficult to use and simple tasks can become daunting. There are free programs out there, and there are some great alternatives to the Office suite that have 99% of what most of us will ever need. You buy less and get more.
Another one. I worked with some managers over the years who would always put new positions into their budgets. Did they need them? Nope, but since other departments were growing, they felt as if they had to grow too. A corporate form of keeping up with the Joneses, I guess. We can’t manage our businesses to impress other people or out of jealousy. We can’t spend on a Rolls Royce when all that’s called for in order to get the job done is a Volkswagen.
Buying less can often get us more. It certainly did in my case. Give it a try?
It’s Foodie Friday! Today I want to discuss grilling since I’m told that July is National Grilling Month (who knew). An article in AdWeek tipped me to that fact, along with the fact that how to grill steak is the most researched topic on YouTube, followed by grilling pork, chicken, and ribs.
I’m gratified that they used the term “grilling,” because, in a lot of places, the grill is known as the barbecue, as is what you’re doing when you cook on it. Barbecue, of course, is a very different food. It’s smoked, not grilled, over low heat. Grilling generally involves a high heat, either directly or indirectly applied to the food. Nevertheless, I have friends and family who ask if we’re going to “barbecue” some steaks. I made the error of saying I wanted to fire up the barbecue in front of some Southern friends and they wondered out loud if we were going to be eating in 5 or 6 hours, a reasonable amount of time for anything to be real ‘cue.
There is a business point in this. Often we say one thing without realizing that the people to whom we’re saying it are interpreting it as something entirely different. “Dressing” to my Yankee friends is something you put on a salad; in the South, it’s a bread-based side dish (like what we’d call stuffing). “Greens” up North are the base of a salad; down South, they’re usually cooked collards.
Part of being a good businessperson (and a great manager) is making sure not only that what you’ve said has been heard but also that the meaning you intended to convey is the meaning assigned to your statement. Lawyers tend to be very good at this, sometimes painfully so. There’s a reason why they’re as precise as they are, though, as our examples show.
I’ll grill something this weekend. I might barbecue as well (although it tends not to be a verb down South). I know the difference and will be sure that anyone to whom I mention what I’m cooking does as well. See the difference?