Steve Miller's Blog, page 18
August 3, 2017
Uncopyable Rock Star of the Week: Birkenstock
When you hear the word “Birkenstocks,” you no doubt think of the classic sandals you see me wearing in this photo.
I’d venture to say that even the most fashion-challenged could easily identify these by their distinctive style. They’re not exactly attractive by traditional standards – like the Moon River, they’re “wider than a mile.” But they have a comfy, quirky vibe that’s unique – and unapologetically down-to-earth.
Basically, they have an effortlessly cool cachet.
The Birkenstock company makes shoes in a lot of different styles. But I’m guessing their classic sandal is by far the best seller. Knock-offs might be identical, but they’re not Birkenstocks. When I lose mine, and can’t remember whether I left them by the TV or under the kitchen table, the question I ask is, “Has anyone seen my Birkenstocks?” Not sandals. Birkenstocks.
You don’t have to do a Google search to know that these are quality shoes (but I did, and they are). Birkenstocks are built for function. They’re made with the highest quality materials. Birkenstock invented the contoured footbed, which was introduced to the U.S. in 1930 – many years after Johann Birkenstock first started cobbling in Germany back in 1774.
I’ve owned this particular pair of Birkenstocks for at least 15 years. I looked today and found the same pair online for $125.00. I’d call that a pretty good bargain.
In honor of their distinctive style – as well as quality and value, Birkenstock is our Uncopyable Rockstar of the Week.
July 31, 2017
The One Thing You Can Do To Increase Marketing Results
In the 1991 movie, City Slickers, cowboy Curly (Jack Palance) shares his philosophy of life with Mitch (Billy Crystal). “One thing,” Curly says. “Just one thing. You stick to that and everything else don’t mean sh—.”
“That’s great,” Mitch says, “But what’s the one thing?”
“That’s what you’ve got to figure out.”
Marketing isn’t as deep as looking for the secret to life, but there is one thing most companies fail to understand and utilize in their marketing efforts.
What’s that one thing? Steve shares it in this week’s UNCOPYABLE BUSINESS.
Thanks for watching! Be sure to comment and share!
July 26, 2017
Uncopyable Rock Star of the week: Tom Shane
“Now YOU have a friend in the jewelry business.”
That line, delivered in Tom Shane’s distinct voice, is Uncopyable.
I used to think Tom Shane’s slightly nasally, yet earnest and friendly voice, was annoying. But I’ve come to enjoy this staple of radio in the Northwest. I heard it again recently when we were in California. I recognized it instantly.
If you live in one of Shane Co’s markets, you’ve no doubt heard that voice too. Shane Co is the largest family-owned retail jeweler in the US, and Tom Shane’s voice is featured in the longest-running radio ad campaign in the country.
During his commercials, Tom Shane connects personally with the listener. He boldly compares Shane Co to the competition. He tells us exactly how and why we’ll get more for our money when we buy from Shane Co. Their stones are more beautiful, he tells us. They have more sparkle. Every stone is hand-selected in Antwerp, Bankok, Tel Aviv or Mumbai. “Those other guys buy our rejects!” he proclaims.
Shane says the company delivers a better value by eliminating the middle man. That message may be copyable, but the delivery isn’t.
By using radio, he explains in this blog post, the customer can imagine exactly what THEY envision as the most beautiful style of jewelry, rather than seeing an ad with someone else’s definition. Shane reminds us in commercials that the company stands behind the product with a lifetime warranty, has non-commissioned salespeople, and features the largest selection of diamonds in every market they serve.
The commercials use humor, and are sometimes admittedly corny. Free lifetime cleaning is like “a spa for your jewelry,” he says. Last year’s holiday commercials featured clueless men who “blew it” by getting their girlfriends or wives utilitarian gifts like vacuum cleaners. Then, Tom Shane got the women on the phone to find out what they REALLY wanted – and of course it was jewelry.
Tom Shane’s commercials are entertaining, and even if contrived, communicate a real-life and approachable quality that’s inviting to customers who want an easy, low-pressure buying environment, and the best bang for the buck.
Shane says he knows there are people who hear his voice and immediately change the station. But when they’re in the market for jewelry, they pay attention. They immediately connect his voice with the company. And that makes Shane Co commercials, delivered by the one and only Tom Shane, our Uncopyable Rock Star of the week.
Uncopyable Rock Star of the week – Tom Shane
“Now YOU have a friend in the jewelry business.”
That line, delivered in Tom Shane’s distinct voice, is Uncopyable.
I used to think Tom Shane’s slightly nasally, yet earnest and friendly voice, was annoying. But I’ve come to enjoy this staple of radio in the Northwest. I heard it again recently when we were in California. I recognized it instantly.
If you live in one of Shane Co’s markets, you’ve no doubt heard that voice too. Shane Co is the largest family-owned retail jeweler in the US, and Tom Shane’s voice is featured in the longest-running radio ad campaign in the country.
During his commercials, Tom Shane connects personally with the listener. He boldly compares Shane Co to the competition. He tells us exactly how and why we’ll get more for our money when we buy from Shane Co. Their stones are more beautiful, he tells us. They have more sparkle. Every stone is hand-selected in Antwerp, Bankok, Tel Aviv or Mumbai. “Those other guys buy our rejects!” he proclaims.
Shane says the company delivers a better value by eliminating the middle man. That message may be copyable, but the delivery isn’t.
By using radio, he explains in this blog post, the customer can imagine exactly what THEY envision as the most beautiful style of jewelry, rather than seeing an ad with someone else’s definition. Shane reminds us in commercials that the company stands behind the product with a lifetime warranty, has non-commissioned salespeople, and features the largest selection of diamonds in every market they serve.
The commercials use humor, and are sometimes admittedly corny. Free lifetime cleaning is like “a spa for your jewelry,” he says. Last year’s holiday commercials featured clueless men who “blew it” by getting their girlfriends or wives utilitarian gifts like vacuum cleaners. Then, Tom Shane got the women on the phone to find out what they REALLY wanted – and of course it was jewelry.
Tom Shane’s commercials are entertaining, and even if contrived, communicate a real-life and approachable quality that’s inviting to customers who want an easy, low-pressure buying environment, and the best bang for the buck.
Shane says he knows there are people who hear his voice and immediately change the station. But when they’re in the market for jewelry, they pay attention. They immediately connect his voice with the company. And that makes Shane Co commercials, delivered by the one and only Tom Shane, our Uncopyable Rock Star of the week.
Tom Shane – Uncopyable Rock Star of the week
“Now YOU have a friend in the jewelry business.”
That line, delivered in Tom Shane’s distinct voice, is Uncopyable.
I used to think Tom Shane’s slightly nasally, yet earnest and friendly voice, was annoying. But I’ve come to enjoy this staple of radio in the Northwest. I heard it again recently when we were in California. I recognized it instantly.
If you live in one of Shane Co’s markets, you’ve no doubt heard that voice too. Shane Co is the largest family-owned retail jeweler in the US, and Tom Shane’s voice is featured in the longest-running radio ad campaign in the country.
During his commercials, Tom Shane connects personally with the listener. He boldly compares Shane Co to the competition. He tells us exactly how and why we’ll get more for our money when we buy from Shane Co. Their stones are more beautiful, he tells us. They have more sparkle. Every stone is hand-selected in Antwerp, Bankok, Tel Aviv or Mumbai. “Those other guys buy our rejects!” he proclaims.
Shane says the company delivers a better value by eliminating the middle man. That message may be copyable, but the delivery isn’t.
By using radio, he explains in this blog post, the customer can imagine exactly what THEY envision as the most beautiful style of jewelry, rather than seeing an ad with someone else’s definition. Shane reminds us in commercials that the company stands behind the product with a lifetime warranty, has non-commissioned salespeople, and features the largest selection of diamonds in every market they serve.
The commercials use humor, and are sometimes admittedly corny. Free lifetime cleaning is like “a spa for your jewelry,” he says. Last year’s holiday commercials featured clueless men who “blew it” by getting their girlfriends or wives utilitarian gifts like vacuum cleaners. Then, Tom Shane got the women on the phone to find out what they REALLY wanted – and of course it was jewelry.
Tom Shane’s commercials are entertaining, and even if contrived, communicate a real-life and approachable quality that’s inviting to customers who want an easy, low-pressure buying environment, and the best bang for the buck.
Shane says he knows there are people who hear his voice and immediately change the station. But when they’re in the market for jewelry, they pay attention. They immediately connect his voice with the company. And that makes Shane Co commercials, delivered by the one and only Tom Shane, our Uncopyable Rock Star of the week.
Tom Shane – Uncopyable example of the week
“Now YOU have a friend in the jewelry business.”
That line, delivered in Tom Shane’s distinct voice, is Uncopyable.
I used to think Tom Shane’s slightly nasally, yet earnest and friendly voice, was annoying. But I’ve come to enjoy this staple of radio in the Northwest. I heard it again in when we were in California. I recognized it instantly.
If you live in one of Shane Co’s markets, you’ve no doubt heard that voice too. Shane Co is the largest family-owned retail jeweler in the US. Shane’s voice is featured in the longest-running radio ad in the country.
During his commercials, Tom Shane connects personally with the listener. He boldly compares Shane Co to the competition. He tells us exactly how and why we’ll get more for our money when we buy from Shane Co. Their stones are more beautiful, he tells us. They have more sparkle. Every stone is hand-selected in Antwerp, Bankok, Tel Aviv and Mumbai. “Those other guys buy our rejects!” he proclaims.
Shane says the company delivers a better value by eliminating the middle man. That message may be copyable, but the delivery isn’t.
By using radio, he explains in this blog post, the customer can imagine exactly what THEY envision as the most beautiful style of jewelry, rather than seeing an ad with someone else’s definition. Shane reminds us in commercials that the company stands behind the product with a lifetime warranty, has non-commissioned salespeople, and features the largest selection of diamonds in every market they serve.
The commercials use humor, and are sometimes admittedly corny. Free lifetime cleaning is like “a spa for your jewelry,” he says. Last year’s holiday commercials featured clueless men who “blew it” by getting their girlfriends or wives utilitarian gifts like vacuum cleaners. Then, Tom Shane got the women on the phone to find out what they REALLY wanted – and of course it was jewelry.
The commercials are entertaining, and even if contrived, communicate a real-life and approachable quality that’s inviting to customers who want an easy, low-pressure buying environment, and the best bang for the buck.
Shane says he knows there are people who hear his voice and immediately change the station. But when they’re in the market for jewelry, they pay attention. They immediately connect his voice with the company. And that makes Shane Co commercials, delivered by the one and only Tom Shane, my Uncopyable pick of the week.
July 24, 2017
A Star Wars Hotel is Coming & I Can’t Wait
At last week’s D23 Expo, Walt Disney Parks & Resorts announced a new Star Wars-inspired resort will open in 2019.
The thought of a Star Wars themed hotel doesn’t really rev me up, but read what Bob Chapek, Chairman of Walt Disney Parks & Resorts, had to say:
“It’s unlike anything that exists today.” Bob said. “From the second you arrive, you will become a part of a Star Wars story! You’ll immediately become a citizen of the galaxy and experience all that entails, including dressing up in the proper attire. Once you leave Earth, you will discover a starship alive with characters, stories, and adventures that unfold all around you. It is 100% immersive, and the story will touch every single minute of your day, and it will culminate in a unique journey for every person who visits.”
Now THAT’S got my interest, both as a fan and a business person!
Even though we’re a couple of years away from opening, there are three immediate lessons we can all learn from this project. And guess what? I talk about them in this week’s UNCOPYABLE BUSINESS video!
Be sure to “Like” my video and share with your own BFFs!
July 20, 2017
Uncopyable Rock Star of the Week: Lee’s Discount Liquor
I burst out laughing when I saw this billboard for Lee’s Discount Liquor in Las Vegas.
Steve and I were in the midst of a slightly crazy road trip: Two weeks. 3200 miles. Just us – and the dog. (Okay, completely crazy.)
As we drove the Las Vegas highways, we saw more billboards. Each featured company founder Hae Un Lee and his son, Kenny, with more comical slogans:
“Alcohol – it’s cheaper than therapy.”
“I’m on a liquor diet. I’ve lost 3 days already. “
“I didn’t text you, Vodka did!”
Not only did these billboards get Steve’s and my attention, we started looking for more of them, because they were so entertaining.
Are the billboards over the top? Offensive? Some people might think so. But as the attached article explains, most people get the joke.
“We are goofy, funny and a little edgy,” Kenny Lee says.
Personally, I love it. Each billboard sends a message to Lee’s Discount Liquor’s “Moose” — their prospects. As for people who are offended? Those people aren’t their Moose. What they think doesn’t really matter.
Lee’s Discount Liquor sells something pretty darn simple: liquor at a discount. The billboards work because they get their Moose’s attention and deliver a message that resonates. Lee’s Discount Liquor is now the largest liquor chain in Las Vegas, with plans for continued growth.
By connecting their own faces with their brand and delivering billboard messages that are funny, edgy and a little controversial, Lee’s Discount Liquor is our Uncopyable Rock Star of the Week.
(Want more? Subscribe to Steve’s awesome weekly video, “Uncopyable Ramblings,” by clicking the orange button on the right.)
Uncopyable Rock Star of the Week
I burst out laughing when I saw this billboard for Lee’s Discount Liquor in Las Vegas.
Steve and I were in the midst of a slightly crazy road trip: Two weeks. 3200 miles. Just us – and the dog. (Okay, completely crazy.)
As we drove the Las Vegas highways, we saw more billboards. Each featured company founder Hae Un Lee and his son, Kenny, with more comical slogans:
“Alcohol – it’s cheaper than therapy.”
“I’m on a liquor diet. I’ve lost 3 days already. “
“I didn’t text you, Vodka did!”
Not only did these billboards get Steve’s and my attention, we started looking for more of them, because they were so entertaining.
Are the billboards over the top? Offensive? Some people might think so. But as the attached article explains, most people get the joke.
“We are goofy, funny and a little edgy,” Kenny Lee says.
Personally, I love it. Each billboard sends a message to Lee’s Discount Liquor’s “Moose” — their prospects. As for people who are offended? Those people aren’t their Moose. What they think doesn’t really matter.
Lee’s Discount Liquor sells something pretty darn simple: liquor at a discount. The billboards work because they get their Moose’s attention and deliver a message that resonates. Lee’s Discount Liquor is now the largest liquor chain in Las Vegas, with plans for continued growth.
By connecting their own faces with their brand and delivering billboard messages that are funny, edgy and a little controversial, Lee’s Discount Liquor is our Uncopyable Rock Star of the Week.
(Want more? Subscribe to Steve’s awesome weekly video, “Uncopyable Ramblings,” by clicking the orange button on the right.)
Steal This: Uncopyable Example of the Week
I burst out laughing when I saw this billboard for Lee’s Discount Liquor in Las Vegas.
Steve and I were in the midst of a slightly crazy road trip: Two weeks. 3200 miles. Just us – and the dog. (Okay, completely crazy.)
As we drove the Las Vegas highways, we saw more billboards. Each featured company founder Hae Un Lee and his son, Kenny, with more comical slogans:
“Alcohol – it’s cheaper than therapy.”
“I’m on a liquor diet. I’ve lost 3 days already. “
“I didn’t text you, Vodka did!”
Not only did these billboards get Steve’s and my attention, we started looking for more of them, because they were so entertaining.
Are the billboards over the top? Offensive? Some people might think so. But as the attached article explains, most people get the joke.
“We are goofy, funny and a little edgy,” Kenny Lee says.
Personally, I love it. Each billboard sends a message to Lee’s Discount Liquor’s “Moose” — their prospects. As for people who are offended? Those people aren’t their Moose. What they think doesn’t really matter.
Lee’s Discount Liquor sells something pretty darn simple: liquor at a discount. The billboards work because they get their Moose’s attention and deliver a message that resonates. Lee’s Discount Liquor is now the largest liquor chain in Las Vegas, with plans for continued growth.
By connecting their own faces with their brand and delivering billboard messages that are funny, edgy and a little controversial, Lee’s Discount Liquor is an example of a business that’s Uncopyable.
(Want more? Subscribe to Steve’s awesome weekly video, “Uncopyable Ramblings,” by clicking the orange button on the right.)
