Alright, I can’t keep my mouth shut any more.  They’ve screwed up too many times to not say anything.  And of course, I’m talking about Netflix!

I know everyone seems to be writing about the Netflix “debacle” these days, but it has gone too far and I feel the need to speak my mind too. Unless you are anti-internet and anti-news (or you live under a rock), you have most likely seen Netflix making headlines; each message more negative than the previous.

Within 90 days, Netflix has taken customers on more twists and turns than a day at Cedar Point Amusement Park!

Here’s a quick recap of the roller coaster ride that has been Netflix’s news releases over the past few months:

First, the company announced on July 12, 2011 that it was separating DVDs by mail and unlimited streaming into separate plans, which could lead up to a 60% price increase for customers who wanted both. This resulted in the inevitable: a plummeting stock price and a loss of over 1 million customers.

Then, to rub salt in the wounds of millions, Reed Hastings, the co-founder and CEO of Netflix, personally announced that the DVD mail service was going to be renamed Qwikster and that customers would access a completely different website for DVDs than the existing Netflix streaming site.  Even worse, subscribers of both Netflix and Qwikster would be billed separately!

Hastings’ meandering message started by saying that he “messed up” and “owed everyone and explanation,” but essentially still failed to explain why it was necessary to introduce the new pricing strategy and left customers with more questions than they already had.

And now they’re at it again, announcing on October 10, 2011 that DVDs will be staying at Netflix.com and there will be no Qwikster.  They are basically saying that it was all just a bad dream and to ignore everything they said before (and more importantly, let’s never mention the whole Qwikster Twitter name fiasco again).

Look, I get it.

Netflix is growing company that needs to invest in their digital infrastructure in order to be able to offer better quality streaming and make more movies and shows available to customers. And in order to do that, the company needs to generate more revenue.  It’s simple business principles really.  But they have done a pretty crappy job communicating that to customers in my opinion.

This experience, however, has not been all negative. Netflix and other companies, B2B and B2C alike, can take some lessons from the Netflix debacle:

• Communication is key

Hastings introduced the price changes through press releases rather than addressing existing customers first. Customer loyalty has always been and will always be at the center of a good corporation, and it is as important as ever to provide existing customers with the service and respect they expect to receive.

• Planning and strategy is vital to successfully implementing change

Let’s face it, not many people embrace change; especially when there is a price increase attached to it. By planning in advance, establishing a more gradual timeline and implementing this change in a more strategic way that benefits both the company and the customers, this change could have been successfully implemented.

• Understand your customers

This point cannot be stressed enough. By doing some simple research before undergoing this initiative, Netflix could have seen that customers wouldn’t take to this plan and could have avoiding this debacle altogether. Always understand your customer and try to figure out exactly what they are looking for!

Let’s not forget that less than a year ago, Netflix was seen as an innovative company who was single-handedly changing the movie watching industry altogether, and was even branded as the “industry hulk” by the WallStreet Journal in December 2010.

A lot has changed since then, but its reputation is not beyond repair. The real question now is whether Netflix can regain some of its lost customers and continue to create loyalty to the Netflix brand. If not, there will be plenty of competitors looking to swoop in.

Do you think Netflix has gotten all the bad news releases out of its system? Are you a Netflix customer? If so, are you sticking with Netflix, even after they continue to throw you curve balls?

To set the record straight, this is not a personal ad.

A few weeks ago I happened upon a book review for Just My Type, a book that makes the complexities of typography simple for us amateurs to grasp. Needless to say, it’s on my list of books to tackle, but it got me thinking about it.

Working at a B2B advertising agency and hanging around creative types, you’re bound to get into philosophical discussions about typography. We all have fonts that we admire and abhor. However, there is a method to the madness, especially when it comes to selecting a font to further convey your business’ brand.

There is a brilliant article in Communication Arts (aka CA) on “How to Explain Why Typography Matters”, by Thomas Phinney. One of my favorite takes from the article is when Phinney likens typography to fashion. It’s all about trends, styles and getting that “look” you’re going for.

Here is the breakdown for font fashionistas:

• Paris runways = display typography (creating a memorable style)
• Everyday clothing = body text (communicating more subtly)

Fashion Font by Yvette Lang. Image courtesy of a212

See, fonts can be incredibly fashionable. Oh and you’ll be jazzed to know that Phinney’s article discusses the fact that more sophisticated research techniques are beginning to show how good typography affects a reader’s mood and even performance on other tasks.

Did the typography used for this blog make you smile? What’s your favorite font?

Every B2B marketer can attest to the amount of email and project management is demanded of us day-to-day. Sometimes it feels as though we’re trapped in email all day long, responding and reacting. Our attention to marketing projects veer and are redirected.

Image credit: moneysavingmom.com

In our profession of communication and execution, it’s important we organize our day so that we keep a clear mind and focus on marketing strategies and goals. Your clients will appreciate your organization and more profit will come from your efficient use of time and budget.

I’m recently a new fan of Productivity Pro, Laura Stack, (as is our traffic manager) and admire her tips for increasing productivity and organization.

Some that I’ve adopted and customized to my work style are:

• Make a short to-do list each morning of the marketing projects that HAVE to happen that day. This helps keep your TOP priorities in line each day so you meet deadlines.
• Do the task you’re least looking forward to first. Tackling it first will allow you to not procrastinate. Plus, we’re usually more productive in the morning.
• Organize as you go. Files your notes from meetings, de-clutter your desk and file your emails by project or topic.
• Don’t let email take over your life. Reform within your means so email doesn’t interfere with your projects at hand. This might mean responding to email at certain times of the day instead of immediately.
• Get rid of time-wasters. What makes you feel unproductive – tweeting, office chatter, etc.? Stay away from these activities and keep your eye on the prize.
• Don’t forget to step away sometimes. A small break will help you re-group your mind and stay on track.

Feel free to test these out for yourself! If these don’t fit your work style, you can visit Stack’s blog for other tips that might resonate better with your situation.

Organizing your day will quickly turn your marketing edge around. Projects will be completed on time. Reporting will be done more efficiently. Strategies will be executed. New ideas will flourish.

You may also notice that you provide friendlier customer service, which helps build trust and stronger client relationships. You’ll also feel more motivated to excel and improve in areas you’ve been struggling with. Plus, you might be a happier person all around if you feel ahead of the game on projects.

What do you do to keep yourself organized?

In business, the term branding one of the most misused and misunderstood marketing buzzwords. In recent years, the seemingly straight-forward but actually ambiguous phrase Return on Investment or “ROI” has made a run at eclipsing branding as the “concept de jour”– often discussed, but a lack of analytics or visibility to the right metrics creates a failure to follow-through (that is a topic for another post).

The fact is there are few strong B2B brands out in the marketplace today. During the “roaring 00s” (at least pre-recession) many businesses found success riding the economic tidal wave, but left their brand and brand strategy out treading water.

Now, companies are realizing while they achieved paramount success in the past decade, many B2B markets were left commoditized, and without a clear leader in many industries and product categories.

The result is a glut of organizations who are again prioritizing their brand, but without an understanding of where to get started. Many of the B2B organizations I encounter possess the foundational elements and raw materials on which a brand can be built. The challenge is getting them to start thinking and acting outside of themselves in order to articulate their brand in a way that has value and resonates with customers and prospects.

When preparing recently for the 2011 Marketing Technology Summit, I had an interesting discussion with Greg Head, CMO at InfusionSoft. He mentioned that the philosophy he has tried to instill within the leadership of organizations he has worked with is very succinctly summarized as “focus to grow.”

To me, this simple phrase says it all. It works when applied to the products a company sells, the services a company offers, the markets in which a company operates and the target audiences a company interacts with.

Of greater interest to me was the power the statement has when applied to creating and fostering a strong brand. The simple outcome that companies need to strive for is to create a focused brand position that:

• Is operationally coherent;
• Provides distinction from competitors;
• Aligns with the current and future needs of their industry; and,
• Allows room for the organization to evolve over time.

Many times companies feel that if they choose one thing to represent the essence of their company, they’ll be limiting themselves. The reality is that if you own one thing well in the minds of the customer, you’ll earn their trust to be able to offer them other products and services they value, as long as it relates back to that core brand promise.

The right brand position for any organization will not only allow you to own one thing well, but will also be flexible enough to act as an entry point to any number of conversations with customers.

The first step is to set a process by which you can identify, narrow and articulate the focus of your brand. That becomes the start, but the future becomes a branding journey that requires constant attention and through any ebbs and flows within the economy, acts as a life preserver to provide distinction and direction for your company, so that it is never left treading water.

Has your brand been neglected? Is it time to refresh your brand to align it with today’s market conditions?