Earlier this month, JCPenney announced that its CEO of 17 months, Ron Johnson, was relieved of his duties after a calamitous tenure marked by store closings, lawsuits and an unprecedented 32 percent drop in sales.  From the beginning, many marketing professionals questioned the dramatic shift that Johnson implemented based on his experience at Apple and Target.  From the benefit of hindsight and maybe a little touch of reality, it’s easy to see why Johnson’s strategy didn’t pan out. He failed to adhere to one of the most basic principles of marketing: know your audience.

It sounds so trite and obvious, but the facts speak for themselves. Johnson entered into his new job with the mindset that he could retrain the JCPenney customer. He did away with Penney’s tried and true retail structure of sales and coupons and introduced “fair and square pricing,” that is, the store was never going to put its products on sale because they were already at rock bottom prices. It didn’t help that the system put in place seemed complicated to consumers. Shoppers who loved scoring a deal and feeling like they got an item “for a steal” were turned off by this and took their business to other department stores that did lure customers in with doorbusters and “lowest price of the season” promotions.

At SKM Group, we take pride in getting into the mindset of not only our clients, but their customers as well. We are strong advocates of market and consumer research;  getting to know customer expectations and perceptions before trying to influence their purchasing decisions. We’ve conducted focus groups on behalf of clients who have a more complex product or service so that we can better understand their customer base and form effective marketing strategies and tactics that get results.  How can we advise companies on how to best communicate with their audience if we don’t know anything about them?  What’s important to them?  How do they like to receive their communications? Does one message or theme resonate better than another?  Smart companies view their audience as people, not just numbers, and take the time to learn about them accordingly.  We’re happy to play a hand in this and urge our clients to view JCPenney’s downfall as a cautionary tale.

The bottom line was that Johnson tried to force a strategy on consumers that they weren’t interested in.  It may have worked with high-priced electronics or an upscale retail brand, but JCPenney appealed to and had success with Middle America, not the ultra-hip millennials it was trying to court.  A customer in the market for the latest Apple gadget or a discount version of a high-end scarf does not have the same mindset as someone who wants a pair of Dockers khakis or a Kitchen Aid mixer.

In the end, the customers voted with their feet and found comparable products elsewhere.  I think the new, permanent CEO (former CEO Mike Ullman was reappointed on an interim basis) has his or her work cut out. As we know, it’s a lot harder to win customers back than it is to keep them happy in the first place. The retailer has slowly started to reintroduce sales and coupons. After a visit to a local store in the midst of a remodel, I can’t deny it does look better than its tired former self. So I’m optimistic JCPenney can ultimately win its old customer base back; I only hope it’s before the once ample cash reserves are depleted.  JCPenney doesn’t have any time to lose.

Bryan LeFauve
Executive Vice President

Healthcare is a huge part of our national conversation and all of our daily lives. It’s certainly top of mind for us at SKM Group, and we love doing healthcare work because it’s easy to focus on a consumer when we’re always walking in their shoes. The most successful healthcare marketing empathizes with the consumer. It lets them know that we’ve all been patients at one time or another in our lives. And while none of us like getting sick, we all feel better knowing where to go if we do.

The combined healthcare experience and expertise of the team at SKM Group is comprehensive—from health insurance to hospitals to senior care marketing—SKM has helped many healthcare organizations move toward their goals with our full range of marketing capabilities. For a fuller picture, you can click here to see more of our highlighted work.

Healthcare marketing not only feels good because of all the good it can do, but it also has the potential to win awards. One example is our “Buffalo Babies” campaign for Kaleida Health, which won a Gold ADDY very recently. Check it out here:

Despite all of our experience, healthcare is constantly changing. SKM Group has an eye on the future of healthcare marketing and how it will affect delivering on our capabilities. We’re poised to consistently update our knowledge of the healthcare consumer, going deeper and identifying trends that can help organizations reach their audience better and get results.

One particular trend shows increasing “health engagement”1, or the healthcare consumer being more active and involved in their own health. Health information is the fastest growing search category on mobile devices, according to comScore and MobileLens, with 70% of all mobile searches resulting in action within one hour, according to Mobile Marketer. So if mobile marketing isn’t currently a part of your communications mix, maybe you ought to consider adding it in.

The SKM healthcare strategy is built around engaging our deep knowledge of the patient. Our lead strategic left brain, EVP Bryan Lefauve, had this to say about today’s healthcare patient:

The patient today is much more educated about their health, treatment options, outcomes and other critical health information. They have significantly more choices for healthcare. We have to be sure that our marketing reflects that our clients are the best choice for patients to realize their desired outcome.

So, health engagement is more than just being the most visible and actionable on a mobile platform. It’s about making a connection. No matter where you are in a patient’s healthcare continuum, you can expect that patient to be in complete charge of their health. Your relationship with them is only one of many that ensures a healthy life—relationships that can recommend spinning classes for seniors or heal a surgical patient faster.

That’s why trust is so important. Without trust, your patient can find another specialist, hospital or insurance provider without losing step. Trustworthy communication starts with tone: is it inspirational and positive for your patient? Does it use words that anyone can understand? How can you help your patients help themselves? These are good starting points for building trust in all your communications.

In summary, healthcare marketing in today’s world must do two things: be where your patients want to engage with you and continuously build trust in all communications. SKM Group is poised to reach the modern healthcare consumer in these ways for our healthcare clients, all while constantly keeping a finger on their pulse to adapt quickly to change.

Ever wonder why people open their mail over the trash can? Or why companies keep sending you mail when you don’t buy what they’re selling? Well, it’s because someone is buying what they’re selling.

My husband always tosses our non-important mail (by the way, I never call it junk mail because to me, no matter what it is, it isn’t junk. It’s just non-important to me at the time). He’ll say, “Why do these companies keep sending me this stuff? I just throw it out. I bet that’s what everyone is doing.”  What he doesn’t realize is that a company ONLY needs one to two percent of the people getting a direct mail piece to open it, read it and buy it.  If they can capture that small percentage of the audience, guess what? It’s a big win.  So I tell him, “Toss it if you don’t want it. Believe me, someone else is interested, reading it now and buying it.”

I offer this story because that’s the foundation for direct mail.  Good direct mail is looking for the people who want or need the products or services we’re selling. As a direct marketing agency, SKM Group’s job is to help our clients refine the list (whether it’s a customer file or an outside prospect list that we purchase) and make sure that the people who receive the piece have the potential to want or need what the client is offering.  It doesn’t always mean they’ll buy the first time, but the goal is that they are potential buyers.  Timing is the next factor.  Sometimes it takes five, ten or 15 messages before the target will make that purchase.  Messages can come solely through direct mail or they can be a combination of other media channels like email, online banner ads, radio, TV, etc.  Therefore, the marketing plan we develop may include a mix of alternative media channels (some of them less expensive) because in some cases, we just need to get the message out to create greater awareness. Then the direct mail can be more impactful when it finally arrives in your mailbox.  There is no perfect formula, which is why testing and tracking is so important.

In addition to ensuring that the list is as accurate as possible, we also need to make certain the offer, message and timing are spot on in order to appeal to our clients’ specific target audiences.

This is just part of our expertise. From the time a project comes through the door to getting it printed, mailed and seeing the results come back, SKM is a full-service agency in every sense of the word. Our skilled data and production department provides back-end analysis and ROI reporting that helps determine the direction of future work based on testing and results. We can also incorporate our focus group services and capabilities to determine what resonates with and motivates consumers, as well as make recommendations about which negative response triggers to avoid.

No matter what the scope of the project, SKM has the tools and resources to run small or large direct mail campaigns. From thousands to millions of pieces, SKM can handle the job. And we have long-standing, solid relationships with a variety of production resources that allow us the ability to find the right fit for our clients, every time.

Micky Farber
Senior Vice President
Account Service & Direct Marketing

While it’s usually my job to coach others in the intricacies of media interviews, I recently had the opportunity to sit in the hot seat and be the one on camera, once for the New York City PBS affiliate and once for our local NBC affiliate. Being interviewed, even when you are thoroughly versed in the subject matter, can be nerve-wracking at best, with worries about “looking dumb” or worse, saying the wrong thing.  Feeling this way is perfectly normal, and as someone who’s been there, done that, I’m here to provide some pointers and advice that will hopefully quell some of those interview jitters:

1.  Information is power. Don’t be shy about asking the reporter’s name (including how to spell it) and what outlet he or she is from. If time allows, this gives you the opportunity to do some research before the interview, such as the outlet’s key audience or the reporter’s writing or broadcast style.  It’s okay to ask the reporter to expand a little bit on what he or she is looking for so you can get a more specific idea on what to discuss and information to share.  However, it’s unprofessional to ask for a set of questions in advance of the interview.  And never, ever ask to review the story before it’s published or aired.

2.  Practice, practice, practice. Whether you have 10 days or 10 minutes to prepare for the interview, take every opportunity to hone your message and delivery.  Start by writing your message points in short, understandable sentences, since reporters, whether they’re in print or broadcast, think in sound bites. Separate each subject or idea by bullet points in order of importance and make sure each one answers the question, “why does this matter?”  Avoid industry-speak and jargon, since 99.9 percent of the audience won’t know what you’re talking about and your message will be lost. Say your message points over and over again until it feels natural.  If you have the time, practice in front of someone, or in front of a mirror. You might even want to make a video of yourself and play it back to see how you come across to an outside observer (more on that later).

3.  Silence is golden.  Be aware that even when you’re not in a crisis or controversial situation, reporters can sometimes use silence as a way to get you to fill in the gap with nervous chatter and you may inadvertently say something that doesn’t come out the right way or reveal something you wish you hadn’t. After you’ve made your point and are satisfied with the answer, there’s nothing wrong with sitting there and smiling at the reporter, ready for the next question.

4.  It’s not just what you say, but how you say it. This is where taping a mock interview really comes in handy.  While it’s not such a big deal for phone or radio interviews, there are so many individual quirks and habits we all have that we’re not aware of.  Do you say “uh” a lot?  Do you cross your arms and look away from the reporter? Do you forget to smile? You could have the best news in the world, but if your body language comes across as dishonest or hostile, it’ll affect the message.

5.  Dress for success.  Keeping in mind your company’s culture, your appearance should reflect your brand, but also make you comfortable at the same time.  If your company is business casual and you show up to the interview in a suit, it will automatically put you on edge. Generally speaking, a white button down shirt will wash you out under a camera’s bright lights and eyeglasses can reflect the overhead lighting. Small, busy patterns and stripes don’t come across well on camera.  Darker, muted colors are best, and if you wear a button down shirt, light or medium blue is a good option. Don’t miss the opportunity to get your brand on camera; if you have a shirt with your company’s logo on it, definitely wear it.

I think the mistake a lot of interview subjects make is assuming they are not in control.  On the contrary, the interview wouldn’t be possible if it weren’t for your experience and expertise. You have something to say, and it’s the reporter’s job to relay the information to his or her readers/listeners/viewers. Treat the reporter like any other educated, hardworking individual, but understand that you call the shots. Have confidence in your information and delivery, and you’ll instill that confidence in the reporter—and his or her audience (which, in the end, is your company’s audience, too).

Tara Erwin
Public Relations

Congratulations to Graphic Designer, Lisa Dojnik, for winning our Quarterly Missionary Award! Lisa has done a lot of heavy lifting for a variety of our clients over the past few months, such as TOPS Markets and the SPCA Serving Erie County. Her commitment to the agency and high quality of work is commendable, and we couldn’t be more appreciative. Thanks, Lisa, for being such an asset to our team!

Buttoned up.  Formal. Conventional.  Those would not be the words to describe Tim Marren and Andrew Ucci, SKM Group’s two newest additions to the creative department.  In addition to both being copywriters proficient in their craft, these guys have diverse interests and experiences that greatly add to their ability to bring a fresh new perspective to their work.  Here’s a brief glimpse into their worlds:

Tim Marren, Senior Copywriter

Tim joins us from J. Fitzgerald Group and also previously served as managing editor at the Lockport Union-Sun & Journal.   At SKM Group, Tim will use his power of the pen to provide concepts and rationales for written content, ultimately creating engaging, conversational copy that moves or directs a target audience.  Tim is a graduate of Buffalo State College and has his bachelor’s in communications with a concentration in print journalism. When not playing hockey in senior or pond hockey leagues, Tim can be found training for 5Ks or half marathon races and obsessing over his celebrity crush, Wayne Gretzky. He lives in Tonawanda with his wife, Katie, and their 10 month-old daughter, Lydia.

Tim on his brushes with fame:

“During my journalism career, I met a number of famous or infamous people: Hillary Clinton, O.J. Simpson, Rudy Giuliani, Jeanine Pirro, Chuck Schumer, George Pataki, Oliver North and more.  Snopes.com also cited me and the Union-Sun once.  It was pretty cool and is still on their site.”

Andrew Ucci, Copywriter

A Western New York native, Andrew spent the past 10 years in Boston, earning his bachelor’s in English at the University of Massachusetts and exploring some interesting career paths such as a bicycle messenger and even studied restoration carpentry at the North Bennet Street School.  His most recent position was as an account specialist at Specific Media in Boston.   As a copywriter, Andrew will work with the rest of the creative team to write compelling, powerful copy in a variety of advertising mediums, including print, broadcast and digital. Besides being the greatest uncle ever to his six-year-old twin niece and nephew, Andrew loves the great outdoors and can be found camping, fishing…or ready to try a new experience.

Andrew on being adventurous:

“It’s amazing the experiences that you encounter when things don’t go according to a regimented plan.  In my opinion, that is when the good stuff happens…when you say yes to the unexpected.  So I try to never rest on my laurels and get up and out often…usually with no particular place to go or be, but I wouldn’t have it any other way.”

Tara Erwin
Public Relations

A gigantic round of applause is in order for Jamie Zielonko, newly appointed  Senior Account Executive.  Jamie worked hard to ensure all elements ran smoothly for the launch of Orchard Fresh specialty store in Orchard Park, NY, owned and operated by our client, TOPS Markets.  On top of that, Jamie won SKM’s monthly Missionary Award for exceptional work. Congrats on both the win and the promotion Jamie, you certainly deserve it!

Trimania took over the Tri-Main building this past Saturday in Buffalo, NY. It was the 5^th year the event of bands, DJs, performers, visual artists, comedians, poets and more came together in support of the Buffalo Arts Studios.

This year, I got to participate in the festivities as a spectator and artist via You and Who, a locally based company that donates a t-shirt to a charitable organization for each one sold. Three artists (myself included) came down, busted out our laptops and got to work on some monster-themed t-shirts while our desktop was projected onto a large wall across from us. It was an interesting opportunity to show the process of how an image or sketch gets brought from paper to computer, modified and enhanced with graphic arts software, and the resulting product. Awesome t-shirts!

I feel the whole event is unique in that you get to see creative minds in the middle of their work and interact with them, unlike at a typical art gallery.

Our Art Director, Rob Murphy, and Copywriter, Andrew Ucci, attended as well and had some thoughts on the event.

“This was my first Trimania. I was impressed by the diversity of people that came to see what this event was about—people in the arts’ scene and out. It’s a unique event that gives some people that aren’t closely associated with the art scene in Buffalo time to see some of what this town has to offer. I have lived in larger cities in different parts of the country and the art scenes there don’t compete with what Buffalo has going on. Just being able to walk into someone’s studio and ask what they were thinking when they made a certain piece is a cool thing to be able to do. The bands, the bellydancers and the photographers impressed me the most. Love the live music and art combination.”

– Rob Murphy

“I recently relocated to Buffalo from Boston and was excited about the opportunity to see some open studios, which was something that I did fairly often there due to living in close proximity to a lot of studios. First, I was impressed by the great diversity of the art that is being produced at the Tri-Main building—and that is what I have always really liked about open studios—and what I would expect to see in Buffalo. I was encouraged to see the community-based art programs for people with disabilities right next door to individual artists who are creating new and exciting original art. I feel that this city has a tremendous amount of potential for being a home for a thriving arts community and would very much like to see more events like Trimania.”

– Andrew Ucci

Terri Swiatek
Interactive Designer

Dana Zilka, Jr. Accounting Clerk

Dana joins us from Superior Staffing at HSBC Mortgage, where she worked in the records administration department.  At SKM, she is responsible for a variety of functions in support of the agency’s accounting needs.  She holds an associate’s degree in business with a concentration in accounting from Erie Community College and has also had her own sewing and craft business for the past 15 years.

Dana on being “sew” crafty:

“I love to sew.  I find that it relaxes me and helps to get my creative juices flowing. My grandmother taught me when I was 13. Although family and friends ask me to sew for them I get most of my business through my website and when I do craft shows.  The main things I sew are valances and kitchen chair pads. The most unique things I have ever sewn are the panels and wing envelopes for an actual Piper Airplane my neighbor is building.”

Terri Swiatek, Interactive Designer

As an interactive designer, Terri works with the creative team and AEs to design, develop and test client digital communication tools like e-mails, websites, social media design elements and SEM.  She has a BFA in graphic design from Daemen College and was previously at Travers Collins. Terri is a board member and digital communications chair of the Ad Club of Buffalo as well as a BN360 advisory board member.

Terri on the work/life balance:

“Lots of women get their degrees and start careers while raising families these days but I feel like it’s a real feather in my cap and I’m extremely proud of being a good mom and employee.  Having family and friends here for support and to pitch in helps a lot, too.  I couldn’t do it without them.  It also helps to work at progressive companies that are family-friendly. My son Dylan, who’s nine, keeps me grounded but also provides an inside look into what’s current and trendy. He never fails to give me an honest opinion when one is needed.”

Tara Erwin
Public Relations

Ethan Allen, a well-known high-end furniture store, came to us with a unique problem. Corporately and nationwide, the brand was known for its elegance and sophistication. Regionally, however, that translated into a perception of expensive furniture that didn’t fit in many WNY homes.

What was lost in translation was that Ethan Allen has been locally owned and operated for over 33 years. The owners, interior designers and staff had a wealth of experience in furnishing Buffalo homes. So the problem became how to re-educate the WNY market to the fact that Ethan Allen was a Buffalo staple.

It started with SKM recommending a name change from “Ethan Allen” to “Ethan Allen of Western New York.” We locked that up with a new tagline “Making WNY Feel At Home” to really drive the point home. (pun intended) Then we executed a branding campaign around the theme “This is Buffalo. This is where you live.” Utilizing online and Facebook ads, Pinterest pages, direct marketing, print and TV, SKM Group launched an integrated campaign that let everyone in WNY know that Ethan Allen of WNY had the ability to turn their home into a place where they truly live.

The results were increased store traffic, sales and interior design appointments as well as a noticeably younger demographic seen wandering around the showroom floor.

Monish Bhattacharyya
Executive Creative Director