One Naughty List To Really Avoid

Merry Christmas & Happy New Year to all!

Referring to the latter, one of the many end-of-year reports and predictions in the news caught my eye this morning. You can click HERE to see the whole story about one online expert's predictions of ten brands that will not survive 2014. Remember: it's not scientific and it's only one opinion but it is interesting.

In summary, the list includes:

a. Two automakers

b. Two magazines

c. One sports league

d. A camera maker

e. Three companies that I will group as "technology" (the list doesn't discriminate; even tech can fail today)

The big surprise...at least I am surprised...is the number one on the list: retail giant J.C. Penney. I know what you're thinking, that this prediction shouldn't be a surprise given the well-documented story of Penney's decline. The shock I see in this is the huge impact that effectively one marketing direction decision had on a company that has stood and prospered for many years. Things weren't great when Ron Johnson, one of the brains behind Apple's retail success, came in to get JCP back on track. That was 2012. A year and a half later, though, Johnson is gone along with any hope for the company's survival. He made marketing decisions that quickly spelled disaster. "This is not a turn-around situation," George Bradt, managing director of executive consulting firm PrimeGenesis told Business Insider recently about JCP. "This is a 'turn off the lights' situation."

Let this be a valuable lesson to advertising salespeople, ad buyers and retailers everywhere, especially small retailers who don't have big cash reserves. STOP the next time you as an ad rep or you as an SMB retailer buying ads find yourself in this conversation: "Yeah, I'm busy -- just keep running that same ad and we'll catch up soon" or "I threw this together. I'm not sure it will work but let's try it and see how it goes." No, don't do it.

Every marketing and advertising decision you do or don't make is going to impact your business, and could be the one that takes you down the dead end if you're not careful. Think, take time to review your options and plan out campaigns that make sense for you. Advertising is your business oxygen; it helps bring in fresh dollars to keep you breathing. Monitor results and don't stick with a plan that isn't working just because it's your plan.

All of us at FCPNY are here to support our member sales staffs with training and sales tools to help you help your clients. And if you are a retailer or business looking for help, we can connect you to local experts who can assist you. In short, we are here to try to make 2014 the year that your business grows and prospers. Contact us at 877-275-2726 or email me at tcuskey@fcpny.com. Best wishes for a great New Year!