There is a severe shortage of organ donations in America; approximately 98,000 individuals are on a wait list hoping for a solution which oftentimes seems hopeless. 71,000 need a kidney to end the three-day-a-week, three-hour-a-day dialysis regime. Many men, women and children languish on this list for ten years or longer — nineteen succumb every day prior to receiving a desperately-needed organ transplant. The problem is getting worse.

According to a Fortune 100 company actuarial analysis, our unique solution appears to be the answer for rapidly fulfilling this shortage. It is lawful and it does not take advantage of human beings in the third world. After initial start-up capitalization the program will be self-sustaining in perpetuity.

The problem is to create a strategy to turn what is currently a yucky or unmentionable topic into an unyucky topic which will become a household word and a point of public pride.

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Jay’s Answer: This is similar problem to how to sell life insurance. The benefit of the service only occurs after you’re dead, so you need to convince people to think of others, leaving a legacy after you’re gone.

One idea is to focus on celebrity endorsements – everyone from sports stars, politicians, to actors. The message is simply, “I care about my fellow human beings enough to gift them something precious that I no longer have a use for”. Making the process of organ donation public will help.

The second part is to tell real stories about how the donor recipient and the donor’s family have met. In that way, the donor’s life actually continues on.

Our company will be holding one it’s kick off meeting where we choose 12-13 vendors who products we are going to feature/push throughout the year (I work for an industrial supplier). Our outside sales reps, customer service and purchasing teams all attend the meeting.

The meeting format is featured presentations from 2-3 vendors in the morning, followed by a mini-trade show, lunch and individual planning sessions in the afternoon.

The trade show is meant to feature products and the planning session is where the vendor reps and outside sales person and their customer service person to set goals and figure out which customers would benefit from the product.

Now, here is the problem. During the trade show last year, the outside sales team took it very seriously and made good use of the time. A majority of the customer service team, however, did not. They rushed through the booths and spent the rest of the time gossiping.

I need to come up with some ways to get them interested, engaged and excited about the trade show (and whole day really). One thing I’ve come up with is to have each vendor submit a question and then make a “trade show quiz” which would force everyone to actually look at the booths/products for the answer. Then completed and correct quizzes will be submitted for a drawing for gift certificates, etc. The other idea I had is to request the vendors have more hands on demonstrations. Besides that, I’m tapped out. Any suggestions?

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Jay’s Answer: Remember the Groucho Marx show, “You Bet Your Life”? Each show featured a secret word, that when spoken by the guest, rewarded them with cash.

Before the trade show, have each vendor pick a word (or phrase) that’s their secret word. The vendor should pick a word that involves the benefit or problem that the vendor’s product solves. Now the game is that each team goes through the booths, and has to engage each vendor with an actual conversation to help figure out the secret word. If, after 5 minutes, the word doesn’t come up, they still get the prize ticket. The point is, they have to think smart about the product to discern the benefit/problem or they have to converse (and possibly not be able to visit all the booths).

The team that collects the most prize tickets wins a tangible prize: cash, iPods, dinner gift certificates, bottles of wine, etc.

A quiz tends to be too focused: I ask the vendor for their answer, and go to the next vendor.

If you are not going to engage in a whole PR program but simply want to be on Analysts radar, part of their research and on the “recommended” lists when potential customers go looking, what are your best do’s and don’ts that you can suggest. What is the best plan to get in their in the most cost effective manner?

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Jay’s Answer: You want to become an authority. Here are some suggestions:

• Make sure you have a website with lots of detailed white papers.
• Get your website search optimized.
• Write a book (or two) – even if you self-publish it.
• Get testimonials for book & your work from well-known names in your community.
• Blog.
• Volunteer – you never know who’ll you meet.
• Network – online, in-person.
• Introduce yourself to the analysts. First, review their work. Compliment or begin a conversation about something you read. Give them juicy tips/leads.
• Press Releases – if you have something notable to say.

I am currently doing my masters in International Marketing and have been reading a large bit of material on rebranding and relaunching an existent product or service.. I was particularly looking at the hospitality industry – hotel for instance. If a hotel (say for instance a budget hotel ) were to rebrand to create some sort of differentiation for instance if a premier travel inn were to change to premier inn in the hope to differentiate from travel inns while still retain its promise of ‘premier’ service ..how would it go about relaunching itself to the value conscious customers. What kind of marketing tools could be used at this stage. From what I have read – the first step is to have an internal exercise of sorts to ensure that staff and employees comprehend and reflect the new brand promise that the hotel/organization has to offer. Now for external communication- what would you consider to be a categorical and more over logical step by step campaign and how much would one spend on each exercise given say a budget of x and pertaining to the hospitality industry?

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Jay’s Answer: Contrast this problem with a new hotel that’s launching. What steps would they use to attract guests?

The rebranding has the benefit/burden of an existing name, but the same needs. A press release describing the new hotel’s focus is a great first step – it’ll get the word out to travel media.

If the target market is value-conscious consumers, then price is #1. Have a low-price guarantee (not ideal long-term, though). Alternatively, offer a package price that’s cheaper than the a la carte options: room + meals, room + tours, room + spa, room + car, etc.

What you ultimately want is a great published review (both by independent reviewers and guests). Create a (moderated) blog for the hotel – allow guest comments to comment on what they loved and didn’t. The goal is to create a fanatic fan base, which is ultimately what will get people to visit.

TileStyle is a high end tile store with a very affluent customer base. We are moving premises and want to communicate this all of our customers through marketing literature, flyers etc. I was thinking of developing some sort of a sophisticated character preferably a man, I also need some sort of tagline. My thoughts were on a piped piper type character leading everyone or a James Bond character with a License to Tile!

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Jay’s Answer: Why not a tile setter laying down a path of tiles from your old location to your new one?

My client has spent millions of pounds refurbishing and re-launching some nightclubs and late bars but this has not resulted in increased sales! Each re-launch is promoted heavily in the local area and the work is conducted to a high standard by professional design & build companies. The “look” is exciting and vibrant and has featured in many trade magazines.

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Jay’s Answer: Basically, if they’ve been redone, they are to be considered “new” bars, not updates of the familiar. During the remodel, patrons have found other “favorites”.

How does your client’s offering compare with his popular competition? Why should people want to switch?

As for ideas, I don’t know your demographic, and even if I did, I probably don’t live in the area. Therefore, bring in focus groups (paid) of your target demographic. This will be a two-fer: you’ll get some input of likes/dislikes, and you’ll get them in the door (which can create a word-of-mouth effect). The key is to simply get used to coming (back) to the locations – anything that can bring them in (special events, free nights, contests, etc.) will start the ball rolling.

I have a physician client that is well-thought of in the community but who has moved to several different practices in the past few years and is now on his own. He had a a client base that was more medicare heavy and he would like to now recruit new patients with insurance and capable of paying their co-pays!

I would appreciate any ideas to put into a potential proposal. He’s already mined his past patient list and done the rotary circuit- even ran several print ads but has not seen much benefit. I’m thinking he needs a major referral network or may need to approach some individual businesses and offer to treat their patients for a fixed yearly base.

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Jay’s Answer: A person finds a physician from referrals, not from the yellow pages (unless it’s an emergency). Here are some ideas:

• Contact new homeowners & renters in the area
• Sponsor talks on a variety of topics that you specialize in ("Info Night").
• Write articles for the local newspaper ("Ask The Doctor").