In a time of communications proliferation, there is a push from PR and marketing executives to use the same word to mean everything. Reminiscent of Orwellian newspeak in 1984,
the proliferation of the term "solutions" needs to be curtailed, and PR executives must have the strategy of conviction to explain why this word reflects abject failure.
In merely four days, "solutions" was used a staggering 17,237 times in releases sent over a major wire service. There are solutions to every problem, which has been given
almost tangible status. Solutions abound, but rarely do you find companies offering real answers to specific needs. Food is no longer food, but rather a nourishment solution. Pets
are not pets, but actually a loneliness solution. And, this lunacy reflects actual advertising campaigns.
Consumers are not buying what "solutions"-oriented PR and marketing executives are trying to sell, and it seems most companies have forgotten a basic tenant of advertising and
public relations - find what makes your organization unique and market the hell out of it. Consumer confidence is at staggering lows. It appears few have confidence in buying
"solutions," and less are willing to be leaders.
In a random audit of five major magazines in the supply chain industry, a solution was offered as the product or service for sale 60% of the time. Indeed, the magazines want
the advertising to produce results - it is good for business.
As advertising dries up because it is not producing measurable results, magazines fold, workers are layed off and media relations mavens are forced into smaller news holes.
Most articles containing the word "solutions" are deleted before ever making it to the desk of the top tier news editor. Believe it, these folks use filters so that if any e-mails
or letters contain words like "solution" they are automatically sent to File 13.
CEOs must start asking for results based on sound market research, then empower their PR and marketing executives to find creative ways to pander the pansies. Likewise, we need
to stop taking much of the lingo from so called "experts," stop swallowing the blue pill and apply solid marketing principles and some common sense - explain the benefits to
potential customers from their point of view. If you think you are doing that by offering up "solutions," think again.
Consumers have lost faith not because they don't want to buy, but rather they simply don't understand what is for sale, why they need it and what it does for them.
Potential buyers are bombarded by exaggerated promises, overblown claims and enough hyperbole to make P.T. Barnum blush. The use of this awful term by hundreds of companies is
done for three reasons - lazy and uncreative marketing people, lack of anything real to say, and a need to further confuse prospective buyers because most marketing executives
fail to find a real differentiator.
Solutions, Solutions, Solutions
I feel like the Jan Brady of marketing, and solutions is my Marsha.
Apparently, each of these solutions also increases efficiency, lowers costs and enhances ROI - a marriage made in marketing hell. Most consumers are savvier than that.
Unfortunately, their PR and marketing counterparts on the B2B side appear to care little about doing work that can be measured against core business objectives. Continuing to ram
obfuscatory phrases down the throats of potential B2B marketing partners then sitting by idly and complaining that the economy is so tough and that no one is buying - well, look
no further than the pill each of you have swallowed.
B2B companies need to bring in a fresh perspective to their marketing teams, and the executives need to set a goal, provide a budget and assistance, then leave the marketing
team to be judged on the results, not the minutia involved. The problem is, marketing is sexy and everyone thinks that because they are in charge of a company, they are qualified
to lead the marketing efforts - successful CEOs know better. Many efforts are old, stodgy and could stand to take a lesson from some of its brash consumer counterparts.
In addition, many PR pros and marketers in B2B have been removed from what I call the "success/fail" equation because they are being told each move to make and -- when the
program fails -- the CEOs have no one to blame but themselves. Provide direction, assistance, and a budget, and get out of the way. Most important - hire whom you trust to bring
objectivity to your efforts, and marketing based on sound research, expertise and key messages the market will bear.
Your Job on the Line?
Also keep in mind: if they follow the program to the letter based on what the CEO is saying, without taking into account solid marketing principles, they will be the one hung
out to dry when the program does not work. The CEO will not blame himself for your failure - you simply didn't "do it right." Then, you may ask yourself if you have a "solution"
to unemployment. Removal from the "success/fail" equation actually augments your chances of being the scapegoat.
Long-term success is achieved when executives seek tangible services designed to achieve a specific level of success for your organization, mitigate the risk you would
undertake if you did it alone, and ultimately put forth solid, measurable programs. And, it needs to be constantly evaluated against benchmark data and updated based on key
performance indicators, not a potential vendor salesman.
You must find what separates your organization and makes it unique for a prospective buyer. Bring your objectivity back into the boardroom, then simply do what you do - you
will see results.
Contact: Rodger Roeser, APR, Eisen Management, [email protected], 859.586.4360