Apr 11 2012

Popcorn, Soda, Candy? – Check! The Details Are Done So It’s Gonna Be A Great Movie!

I love watching a really great movie, and although every person may have their own definition as to what constitutes a “great movie”, mine evolves around more than just a story line, the level of action, and of course great actors and actresses who bring the story to life in the first place.  It’s the special attention to every little detail that goes into telling it.  Some of my examples of a great movie are Star Wars, Jaws, Shawshank Redemption, Forest Gump, Gone With The Wind, The Patriot, Green Mile, The Color Purple, Cast Away, Braveheart, Dolores Claiborne, Titanic, Pirates Of The Caribbean, Million Dollar Baby, Harry Potter, Saving Private Ryan, Misery, Perfect Storm, Apollo 13, just to name a few.

My latest favorite that I’ve just seen is the 2005 version of “Pride And Prejudice” which was directed by Joe Wright and featured Keira Knightly, Mathew McFayden, Donald Sutherland, Brenda Blethyn, Tom Hollander, Judi Dench and many others.  I am usually a late viewer of most movies and have never seen any earlier versions or read the book.  I know that this story is a classic in literature and Jane Austin’s writing is loved by many, but I believe that the extensive attention to detail in this version helps the actors & actresses to tell the story amazingly well.  For the guys out there – not that you would, but don’t bother trying to see this movie to compare to my list because this movie is without a doubt – a “chick flick”.  But I know you’ll completely understand what I’m talking about if you like one of the “guy” movies in my list above.

Every scene has been painstakingly thought out (or appears so) so that it isn’t just telling the story,but also several small sub-thoughts and stories.  For example, in the opening scene it is telling you how Elizabeth likes to walk outdoors and read.  They could have just shown a shot of her reading a book or just coming back from a walk.  Instead, the scene opens with a peaceful early morning sun rising over the trees onto the meadow that is still covered with dew, then going to an upshot from the ground as she’s walking that shows her smiling as she reads a good book, as well as the beautiful sky and morning sun rays, tree line and rolling hills behind her.

As she arrives at her house, Elizabeth walks across the wood and concrete bridge and you see some geese jump off the bridge to join the other geese swimming in the water.  Elizabeth then walks through the different clothes lines of white linens hanging to dry looking over at the house workers as they are bathing a dog.  Then the camera enters into the house through a side door (the view is as if you were walking through the door yourself) to the dining room as another dog just starts to trot through the room and you see all of the sewing projects strewn out on the table, the middle sister practicing on the piano, the other daughters giggling & running through the room, all the different wall colors, the distressed looking walls-furniture-doors, different paintings and candle holders, the dad moving his potted orchid plant from one room to another.  Instead of just showing the dog being bathed out front, I wonder what made them choose to have a second dog trot through the dining room as the camera started showing that angle.  Then, as they panned the camera around through the back door you see Elizabeth as she strolls around the back of the house and you see another house worker throwing feed onto the ground for some geese and chickens, while the same dog trots past them and out of the shot (viewed through the spindles on the back porch railing – which are antique-looking golden yellow).  All of this happening while the piano theme music is playing, which really takes the movie to another level.

Of course, being jaded from the industry my first thought at some images was “Is that mold on that door frame?” and “They need to power wash the outside of the house.” I chuckle as I tell the industry voice in my head “Be quiet! I’m trying to watch the movie!”

In another scene where Elizabeth has turned down the marriage proposal from Mr. Collins and is running down the dirt path away from the house toward the lake, the mother is running after her and there are 40+ geese honking indignantly as they run away in front of her across the bridge and kicking up the dust along the dirt path.

Unable to catch Elizabeth, her mother comes back to the house out of breath to demand that her father go reason with her.  The camera is shooting the scene through the ladder that he is standing on in his study, which almost makes it feel as though you’re peeking in on their conversation.  You can see the shadowed outline of some of the objects on the shelves, see Mr. Collins down the hall looking anxiously out the door, and then Elizabeth’s father finishes the conversation by moving the orchid again.  Next you see a shot of Elizabeth at the lake before her parents confront her, where another 15 or so geese fly low across the lake.  It makes me wonder . . . were the geese already there and they just happened to be caught in those shots or was that another detail they planned?  If it was planned, how many takes would they have to shoot to “get it right?”  How many geese did they USE in this movie anyway?  Did they come with the location and have to be incorporated into the movie or did they bring them in just for the movie to make it seem more like a farm?

The really great movies give the time and attention to all of the little details that many people may not even notice at first glance.  They give a movie that special feeling that people can’t always put their finger on, but they know when they have seen a great movie.

Now comes the real question . . . what kind of “movie” are YOU making each day?  Is it one that deserves a Grammy or is it just a low-budget straight-to-DVD kind of movie? Your movie encompasses your everyday life, your work, your family, etc.  In each scene are you just reading the lines without passion or spirit, do you remain silent because you forgot your lines completely, are you walking from point “A” to point “B” because that’s what the script says you should do, or maybe just waiting for the director to yell “cut” so you can go home for the day?  Or are you really putting your heart and soul into your character and movie set each day, putting enough energy and thought into all of those extra details, making a major impact and telling an amazing story to the people around you that are watching it?  Everyone has the ability to be a top movie producer like Steven Spielberg, Ron Howard, Robert Zemeckis, James Cameron, Tim Burton, Pride & Prejudice’s Joe Wright or so many others to create your own life movie.  Just take a cue from their attention to details and apply it to the making of your own life “great movie”.

Feb 03 2010

Do We Make Our Customers Feel Like “Heroes”?

I stopped at the bank to make a deposit yesterday.   Our normal branch hadn’t opened yet and I figured I’d stop by a different branch that was on the way to the store.  While waiting for the teller clerk, I overheard the drive-thru teller telling a customer “Thank You For Banking With _______, We Appreciate Your Business At __________, And Have A Nice Day”.

Although the teller was cheerful and pleasant with this statement, my first thought was “UGH – I hate canned greetings, closings, etc.!”  They’re just not personal and it’s always about the company and not about the customer.

Once the teller clerk was free, she greeted me with a warm smile, “Hi – how are you today?” & “How Can I Help You?”.  As she was processing the deposit, she said “I see you’re a Hero today”.  I looked at her puzzled and said “What?”.  She said “Your Sweatshirt says you’re a Hero”.

I looked down and, sure enough, my red sweatshirt that says “Cherokee” on the front was covered by my jacket and all you saw was “Hero”.  We both had a laugh about not even thinking that the word hero was in cherokee and I joked about now needing to find a cape and go save the world – no pressure!  She ended with “Is There Anything Else I Can Help You With Today, Anne Marie?” and “I Hope You Have A Great Weekend!”

How different were these two tellers at the same bank?  Do you think the customer that went through the drive-thru called their friends/family to say “Hey!  Did you know that ________ is glad that I do business with them and ________ appreciates my business and wants me to have a nice day?”

When I got in my car to leave the bank I called my husband and told him “Hey, did you know I’m a Hero today?”  To which he replied “You’re my hero every day baby!” (Great answer and that’s why he’s THE MAN!)  I told him the story and he said he would start going to that branch instead of our normal branch from now on.  I then went to the store where, I normally like to think that I try to be cheerful and helpful as I go through my day, but found myself feeling “extra” cheerful and helpful to those around me.  I FELT like a hero.  All because of a small conversation with a bank teller from something that she observed, rather than her just giving me a canned sales greeting/closing.

That’s what I hope that everyone in our industry learns and appreciates – the tremendous power we have to influence the customers that we interact with on a daily basis.  It’s that extra effort to make a personal conversation rather than the canned salesman blah.

What can your teams do every day to make your customers feel like “Heroes”?

-Anne Marie

Jan 08 2010

Your Success Depends On Your Best Service

Good blog link about giving even the “worst” customers our best service possible.  Written about freelancers, but I think it could apply to any industry:

Why Your Worst Clients Should Still Get Your Best Service

Have you been giving all of your customers your best service, regardless of their response or attitude?

-Anne Marie

Dec 26 2009

Miracle on Social Media Street

Saw this great blog post by Toby Bloomberg on Twitter that compares Social Media today to the marketing concept in “Miracle on 34th Street” – I couldn’t agree more and talk about this movie in one of my seminars :) – MERRY CHRISTMAS!

Miracle on the Social Media Street

-Anne Marie


Dec 15 2009

Feature Benefits . . . And Wal-Mart?

With two kids in college, the budget is tight to say the least.  That’s why I love grocery shopping at places like Wal-Mart for the budget-friendly pricing and convenience of being able to get everything I need in just one trip.  Their marketing campaigns are always changing and often ahead of the times to meet the current economic trends.  From the 2007 slogan change from “Always Low Prices” to “Save Money . . . Live Better” –  which was just ahead of the starting point of the recession –  to the recent commercials that point out the “feature-benefits” of shopping at Wal-Mart:

1.    Breakfast Commercial: Instead of going out to breakfast for $5 you could eat at home for $2.  By eating at home just 1x per week,a family of four could save $880/year.  Save Money . . . Live Better.  Wal-Mart.

2.    Party Commercial: You’re having a party and you could drive all over town getting supplies or you could get them all in one stop – at Wal-Mart.  Saving Money, Time, and Gas?  Now That’s something to celebrate!  Save Money . . . Live Better.  Wal-Mart.

3.    Grocery Shopping Commercial: Let’s say you spend $100/Week at the supermarket on these kinds of items.  If you bought these kinds of groceries at Wal-Mart, you could save on average over $700/year.  What could you do with all that money?  Save Money . . . Live Better.  Wal-Mart.

4.    Lunch Saver Commercial: By bringing your lunch 2x per week, you can save an average of $500 per year.  Save Money . . . Live Better.  Wal-Mart.

5.    Recent In-Store Benefit Commercial: Woman clerk in Wal-Mart goes around greeting individual customers and pointing out feature-benefit items they could purchase in the store to make their life/activities even better.  Save Money . . . Live Better.  Wal-Mart.

On Wal-Mart’s www.SaveMoneyLiveBetter.com website:

  • They  have an ongoing $$ counter which shows how much money Wal-Mart has saved American families since January 1st, 2009.
  • Customers can add their own savings stories of what they could do with the money they save by shopping at Wal-Mart.
  • Customers can add why they love shopping at Wal-Mart.
  • Describes Sam Walton’s statement “There’s Only One Boss.  The Customer.” and his belief in saving the customers money so that they can live better.

This is a great training example for this economy and how we need to point out the money savings benefit that we provide our customers when they choose our communities for their new Home:

1.    How much gas can your residents save by living in your community?  It’s not enough to say “If you lived here you’d be home now”.  They need to see a $ sign associated with a location.  How close is the nearest grocery store, gym, school, library, pet vet/groomer, pharmacy, etc.?  You could calculate an “average” $ saved/year by not having to drive too far for these places (especially if some of your competitors are farther away and less convenient).  If you have larger employers in the area, maybe put together a cost savings sheet by location for employees of those companies “If You Relocate From “x” Area, You’d Save $/Year in Gas Just Going To/From Work”.

2.    Don’t have a fireplace?  Calculate an average $/year saved by not having their heating and a/c leaking through the chimney.

3.    Fitness Center?  Calculate the $ saved/year in fitness center club dues and possibly add in the savings in overall improved health.  Find a study that shows the average medical costs associated with poor health –vs- being healthier, here is just a couple of examples:

http://www.dartmouthatlas.org/

http://abcnews.go.com/Health/Healthday/story?id=8184975&page=1&page=1

4.    Accept packages?  Calculate the $ saved/year in not having to go to the post office, Fed-Ex, UPS, etc. to pick up a missed package.  Possibly calculate based on 1 package/month, quarter, etc.

5.    Food – Of course, everyone has a kitchen, but we need to explain this like Wal-Mart, point out the $/year they could save by cooking meals in their new apartment home.  Maybe even include a new cookware set to start them off and a cookbook (which you can get very inexpensive at Wal-Mart) J

6.    Utilities – It’s not enough any more to say “Energy-Efficient” because everyone says that.  Check out the energy-savings listed on the side of your HVAC, water heaters, heat pumps, etc. and calculate a $/year savings for the customer.  Also calculate out a $/year if you have those 5% electric company discounts so they can see what that really means to the budget.

7.    Car Wash – Calculate $/year saved compared to going to the local do-it-yourself car wash, as well as the full service car wash areas.  Customers might be surprised how much money they can save on alone.

8.    Coffee Bar – Just like Wal-Mart, calculate $/year they could save –vs- going out to StarBucks, McDonalds, Dunkin Donuts, etc.

Let’s help our customers to “Save Money . . . Live Better” when they choose our communities as their new Home.

…..

Anne Marie

Dec 02 2009

Marketing To The Inner Child

I have long held the belief that the way to a customer’s heart is through their stomachs and their inner child.  Check out this link, as I couldn’t have said it better:

What My Five-Year-Old Son Taught Me About Marketing

…..

ams

Nov 03 2009

To Be…..or Not To Be ‘Free’

When will companies learn that people are stressed out, worried, short on $$, and tired of being “had”?

Papa John’s Pizza had been pushing a Free pizza promotion on Facebook.  For everyone that clicked to follow them on Facebook, effective today you can go to their website, enter your email address, and receive the promotion code for their “Free” medium pizza.  However, what Customers find when they get there is that it’s not actually “Free” – but only good with a $10 online order.

Really?

Some people might think that it’s only pizza – so what’s the big deal?

The big deal is the 1st sentence.  Don’t advertise, hint towards, or give the impression for something that you don’t actually (or don’t intend) to deliver – especially in this economy. The backlash can be brutal – just see PapaJohn’s customer comments for this promotion:

Are we truly delivering what we promote to our customers?

-ams