We’ve all become accustomed to the use of acronyms in everyday life.  OMG, JK and LMK are just a few of the text short cuts our smartphones have popularized.  But when someone recently asked me about ZMOT, I had to investigate.  So what IS it exactly?

Zero Moment of Truth (ZMOT) is that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product or service (or potential boyfriend) you’re thinking about trying or buying. I’m sure you know what I mean — you probably do web searches like this every day.  — Jim Lecinski, Managing Director, U.S. Sales & Service for Google

The full book is well worth a read, but simply put, ZMOT is the new way in which consumers are integrating an online component into their shopping experience.  By adding a step to what was once thought of as a 3-step model, (Stimulus, Shelf, Experience) consumers are empowered with digital information and they know how to use it!  As marketers we need to win at ZMOT, and here’s how:

1. Put Someone in Charge
2. Find Your Zero Moments
3. Answer the Questions People Are Asking
4. Optimize for ZMOT
5. Be Fast
6. Don’t Forget Video
7. Jump In

I am writing today about a matter very near and dear to my heart. As a Marketing professional (former waitress, retail clerk & telemarketer,) customer service is familiar territory. And it isn’t easy; in fact, I have more respect for customer service representatives than I do for most professions. That being said, it PAINS me every time I have to pick up the phone and call customer service, ANY customer service (save a few that I will list as the silver lining below.)

And I don’t mean to kill the messenger either, but what is the deal?!?!?!! I know you get a million complaints a day – but your job is to SERVE the CUSTOMER (it’s in your title after all;-) And if you can’t take the heat, GET OFF THE PHONE!!!!!! I have had more trouble with one company (who shall remain nameless, but appears in the following SNL skit) that I am literally at my wits end!!!! I have written letters (since the phone calls obviously get me nowhere) upon letters, to no avail. You would think, in this current economic situation, companies would be doing EVERYTHING they can to hold onto their customers…

If you don’t have time for the whole clip, skip to about 3:30

The silver lining, as promised, is the following companies, whose customer service literally sets them apart. I highly recommend:

- Charles Schwab
- OC Mazda
- Verizon Wireless

I’m no occupier, but here’s a hint to big companies… THINK SMALL – it’s the little people that count and social media gives us a LOUD voice!

Please forward this to your friends and let me know your thoughts! I’m on a mission to be heard!

The Coca-Cola Company

We’ve discussed cross-promotional marketing at length and these days; it’s more abundant than ever. Coke’s holiday cans, though controversial, were a nod to their partnership with the World Wildlife Fund. Coinstar now waives fees when you cash in for a Starbucks gift card or Gap e-certificate. And airline miles add up quickly and can be used, not only for flights, but online purchases as well! It never ceases to amaze me how effective marketing truly sets your brand apart and cross-promotional marketing, when done correctly, can be extremely effective.

At a recent trade show, I was blown away by the difference between the obvious industry leaders and everyone else. The leaders knew exactly how to get your attention (and isn’t that what marketing is in a nutshell?) Their message was clear, consistent and concise. The takeaways weren’t gimmicky and you left feeling informed, a cross-promotional success story!

A truly effective marketing campaign requires a solid strategy and integrating cross-promotional marketing maybe just the ticket!

What are your thoughts on cross-promotional marketing?  What effective cross-promotional strategies have you found?

Before you dig into dinner, here are some Thanksgiving Myths and Facts, provided by National Geographic.

• Do you know what was served at the first Thanksgiving?
• Does turkey REALLY make you sleepy?
• How does a turkey get a pardon from the President?

From our family to yours, have a safe and happy holiday!

I still remember my first time like it was yesterday. I cringed in horror at the thought, let alone the act, in which I was about to partake. It repulsed me to think I would be joining the youth culture in what would surely be their demise. And what would my parents think? But they were young once too, they must’ve experimented. So I sat back, reached out my hand and let the journey begin.

It started slowly at first; once a week, then twice, but before I knew it I was doing it daily, even multiple times a day, spiraling completely out of control. I’m talking, of course, about social media.

The more invested I became, the more useful I began to find these tools, each of their own accord. And now, as a self-proclaimed junkie, here are my reasons:

Why I Like LinkedIn:

LinkedIn is by far and away my favorite tool. It’s a working resume that allows you to connect with companies as well as individuals. You can add events, a reading list, even link your Twitter account. If you do ONE thing in social media, this (in my opinion) is the way to go.

Why I Like Twitter:

I will be the first to admit, Twitter used to overwhelm and annoy me. I was the person like, “Who wants to know what I had for lunch today?!” I completely did not understand its purpose. But the more I immerse myself in it, the more I love it. The list function is perfect for following specific individuals or topics. And it’s a great way to get current events without having to visit a bunch of websites. Finally, if you write a blog, Twitter is an absolute must.

Why I Like Quora:

Again, Quora used to overwhelm me. I’m still scared to ask a question, but it’s a phenomenal resource for getting answers. Quora is my go-to resource for answering my own questions.

Why I Like Google+

So far, the only reason I like Google + is because of how much I dislike Facebook. I haven’t really used it much, aside from sharing a few pictures, but I see its potential.

Not all tools are for everyone or every business.  Get to know your audience, engage them and watch your business grow!

In a world where men get manicures and women race IndyCar, leave it to the soft drink industry to stir up sexism. Dr. Pepper has created a controversial campaign, “It’s Not for Women” to make a diet soda appeal to men.

And frankly, it’s about time someone stirred the pot!! We’re so uptight, especially when it comes to advertising, about who we’re going to offend that no one says ANYTHING anymore. C’mon people, it’s FUNNY… And I’m a woman!! I’m not mad that they “accuse” me of liking romantic comedies… I DO like them! But so do a lot of men… Just as men drink diet soda, women drink beer and we shouldn’t feel badly about it.

Bottom’s up!

I would be remiss if I didn’t participate in the conversation surrounding Steve Jobs’ highly publicized passing earlier this week.

An American icon, Jobs is being called today’s Thomas Edison.  His remarkable role as Apple’s leader makes him synonymous with the brand.  Jobs, a pioneer in both marketing and technology, single-handedly changed these industries forever.

Although he was extremely private, he was infamous for his attention to detail and perfectionism.  His Stanford commencement address encapsulates his extraordinary life.  Our world is a better place because of him.  RIP.

We often talk in great detail about social media and best practices, but it’s not often we see companies embracing social media with engaging campaigns. And when we do, it’s definitely worth sharing.

Chobani Yogurt’s campaign using real-life customers from the social-sphere caught my eye a few months ago. Now Audi has taken a safe driving pledge, combined it with a sweepstakes and added the social media component to boot.

Check it out and let us know what you think!

Recycling is a word we use commonly today.  We think more about our environmental “footprint” than we ever have and consciously support “green” efforts.  Segueing from paper mail to electronic seemed the natural and eco-friendly choice.  But have you ever considered the e-waste you’re producing and its potential harmful effects?

I hadn’t either until a recent presentation by Lester Lithograph on sustainability.  Paperless actually comes at a cost*, just how much may surprise you:

• 24% annual growth of energy consumption at U.S. data centers

• 62 trillion spam emails are sent every year, contributing greenhouse gases equivalent to two billion gallons of gasoline

• Over 200 million items of e-waste are thrown away every year in the U.S.

• 70% of toxic waste in U.S. landfills comes from e-waste

And most shocking of all… Reading the news online produces more CO2 per year, per reader, than reading a printed newspaper!

But it’s not all facts and figures; the idea is to find the right balance between the environment and your communications.  Design with sustainability in mind and consider all your options before making recommendations to your client.

*All facts and figures supplied by NewPage Corporation.