Transcript of Frankel's Free Clinic October 30, 2000

RobFrankel (10/30/2000 9:02 AM): Yikes, I'm late....

RobFrankel (10/30/2000 9:03 AM): Anyone here? Or is this going to be an easy day?

RobFrankel (10/30/2000 9:04 AM): I will be standing by, until 10 AM in case anyone needs anything. (10/30/2000 9:05 AM): Entered the room.

RobFrankel (10/30/2000 9:05 AM): That is, if the server is responding correctly.. (10/30/2000 9:05 AM): ooh, a private session, perhaps? (10/30/2000 9:06 AM): usually I just lurk, but this would be too good to pass up

RobFrankel (10/30/2000 9:06 AM): Looks that way...very slow time of the season, I expect. That and Pacific Standard Time Change.

Fraser McCulloch (10/30/2000 9:06 AM): Entered the room. (10/30/2000 9:06 AM): but it would be 10 am! not 8am. (10/30/2000 9:07 AM): Entered the room.

Arik Schenkler ( (10/30/2000 9:07 AM): Entered the room. (10/30/2000 9:07 AM): Hi Fraser. So, Rob, what are the kids gonna be for Halloween?

RobFrankel (10/30/2000 9:07 AM): ...or I could be wrong....but I do think that people probably will show up at 10 AM, because they didn't realize that the west coast changed time.

RobFrankel (10/30/2000 9:08 AM): Halloween: Dr. Evil, Titanium Ranger and Cubone.

Fraser McCulloch (10/30/2000 9:08 AM): Well the clocks in UK have changed and its pitch black outside (10/30/2000 9:08 AM): oh that's right, the world -is- bigger than L.A.

RobFrankel (10/30/2000 9:08 AM): Hi Fraser....what's up? (10/30/2000 9:08 AM): I'll use this slow time to thank Rob for his mid-week advice. Thanks, Rob! (10/30/2000 9:08 AM): what's a Cubone?

RobFrankel (10/30/2000 9:09 AM): Pokemon character....

RobFrankel (10/30/2000 9:09 AM): No prob, Steve...This has been a very interesting week.

Fraser McCulloch (10/30/2000 9:10 AM): Rob, I am looking to go solo within marketing and create own brand (10/30/2000 9:10 AM): oh, I only know the critical few. When a kid sees that you know the difference between Charmander and Charmeleon, they're way more willing to talk to you.

RobFrankel (10/30/2000 9:10 AM): Alright Fraser!

Fraser McCulloch (10/30/2000 9:11 AM): Rob, I am looking to go solo within marketing and create own brand

RobFrankel (10/30/2000 9:11 AM): That's great can I help?

Fraser McCulloch (10/30/2000 9:13 AM): Rob, I've covered all disciplines but all marketing is moving on line and getting left behind, so its kind of a reinvention needed

Fraser McCulloch (10/30/2000 9:14 AM): I do have a brand personality/values in mind but where do I add value is a problem I cannot resolve

RobFrankel (10/30/2000 9:14 AM): Not as much as you think, Fraser. The online thing affected me two ways: First and foremost, it made it easier for people all over the world to find me. Second, there was a little online marketing expertise to offer.

RobFrankel (10/30/2000 9:15 AM): My Point is that your marketing knowledge will make the leap, most of it anyway. The online component is more a marketing tool for yourself, unless you plan to switch to an "online marketer".

RobFrankel (10/30/2000 9:15 AM): What kind of marketing are you doing?

Fraser McCulloch (10/30/2000 9:16 AM): Sponsorship, really small in UK

Fraser McCulloch (10/30/2000 9:16 AM): sorry, sports sponsorship

RobFrankel (10/30/2000 9:16 AM): Fraser, there are so many dopes who profess to market sponsorships who can't deliver the goods, that you should be able to slam dunk this.

Clay ( (10/30/2000 9:17 AM): Entered the room.

RobFrankel (10/30/2000 9:17 AM): But you may want to expand your specific sponsorships into a broader practice of a guy who can structure partnerships for every kind of entity.

Fraser McCulloch (10/30/2000 9:18 AM): true - I am an ex-has been golfer, so I know the commercial/sponsorship side as well the sports guy perspective

RobFrankel (10/30/2000 9:19 AM): I can tell you this: I just talked with a FrankelBee who has been calling me for almost two years, trying to monetize his site. But he can't do it by himself. He's too tied in to his own site. If you come in and offer to broker sponsorships for sites, you'd be a very popular man.

RobFrankel (10/30/2000 9:19 AM): Also, consider moving into the American space. Sports is huge here.

RobFrankel (10/30/2000 9:19 AM): All it takes is one or two deals for you to close in order to showcase them to others and sign them on.

RobFrankel (10/30/2000 9:20 AM): Then, if you can deliver the goods, you can also earn $ as a consultant, showing each partner how to increase response to their sponsorships.

Fraser McCulloch (10/30/2000 9:21 AM): I am beginning to see things more clearly now. So be niche and international - this is good.

RobFrankel (10/30/2000 9:21 AM): This is what I do for FrankelBiz (and other clients) and it really works! In fact, FrankelBiz has outpulled EVERY other list (and more expensive ones) it has ever run against!

Fraser McCulloch (10/30/2000 9:22 AM): So you mean, focus on sponsorship, internationally bring 2 parties together who mutually benefit from the sponsorship assets and values

RobFrankel (10/30/2000 9:22 AM): Fraser -- and everyone else watching -- this is important: Just because You know what you know, doesn't mean THEY know what you know. And that's where the money is. Stuff that seems stupidly easy for you is impossible for others. That's why they hire you.

RobFrankel (10/30/2000 9:23 AM): Exactly, Fraser. Then offer to go over the deal as a consultant to improve response, based on your years of expertise.

RobFrankel (10/30/2000 9:23 AM): Anyone else want to jump in?

Fraser McCulloch (10/30/2000 9:24 AM): Very true - I have been thru 2 years of agony in sponsorship - pay back time !

RobFrankel (10/30/2000 9:25 AM): Fraser, as you can see in FrankelBiz, putting people together in a trusted, effective environment is a very powerful ability that others value.

Clay ( (10/30/2000 9:25 AM): Question about company name: My company makes and sells therapy software for stroke survivors. Teaches them to talk, read, write again, etc....Question:

RobFrankel (10/30/2000 9:25 AM): Go Clay....

Clay ( (10/30/2000 9:25 AM): My question: our name is Bungalow Software (because we started in a house (bungalow) and it's for home therapy)... (10/30/2000 9:25 AM): Entered the room.

Clay ( (10/30/2000 9:26 AM): I've always been concerned that the name isn't clear, but we're established (after 5 years) and I'd like to make the name part of our unique brand, or at least *memorable*. Ideas for that? anyone?

Fraser McCulloch (10/30/2000 9:27 AM): Rob, thanks ever so much, I think my soul searching and sleepless nights are over

Clay ( (10/30/2000 9:27 AM): (by name "isn't too clear" I mean WHAT we do isn't obvious from the name.

John Butler (10/30/2000 9:27 AM): Entered the room.

RobFrankel (10/30/2000 9:28 AM): No problem Fraser, my pleasure. Send me a check when you can <G>...Actually, do stay in touch, because you and I know that sponsorships are the way up from here, and I will always need resources...

RobFrankel (10/30/2000 9:28 AM): Clay, I devoted a chapter on this in my book...and this is serious. DON'T make the mistake of naming the software company for the product. That would be a real serious issue, because you hitch your wagon to one horse.

Thanks Rob for advice last week regarding buyout. Term sheet didn't resemble oral agreement ... (10/30/2000 9:29 AM): Entered the room.

RobFrankel (10/30/2000 9:29 AM): Personally, I believe the name is a big problem for you, but it's a problem that many inventors face: naming and branding from their own agenda instead of their audiences'. If you plan to grow, you should seriously think about a brand strategy

RobFrankel (10/30/2000 9:30 AM): Mickie, I'm assuming that's you about the term sheet. log out and log back on.... (10/30/2000 9:30 AM): Entered the room. (10/30/2000 9:30 AM): yeah, I guess I got logged out

Fraser McCulloch (10/30/2000 9:30 AM): Rob, no problems, the sponsorships I been working on are very high level, do you want my email address off line ?

Clay ( (10/30/2000 9:30 AM): Read the book, and yes, that's why we picked a rather generic name. To make the company flexible. I'd like to link the name to our brand. What do you think is wrong with name (specifically)?

RobFrankel (10/30/2000 9:31 AM): I want ALL you contact information off-line, Fraser. E-mail it when you can.

Clay ( (10/30/2000 9:31 AM): BTW, one advantage we have is that we stand out from all of the "interactive therapeutics" and other technically (but precisely) named companies. Our name is *warm* and I'd that's how WE differentiate ourselves

RobFrankel (10/30/2000 9:32 AM): Okay, Clay. The first thing that's wrong with both names is that there's no benefit communicated. Not that it has to be literal, but it should be somewhere in the ballpark.

RobFrankel (10/30/2000 9:33 AM): No reason that you can't be clear AND warm. Also, there is a delicate balance between looking warm and looking too homegrown. Too much "down home" stuff can reduce your credibility. Too little reduces the warmth.

RobFrankel (10/30/2000 9:34 AM): That having been said, though, you should remember that the name is only PART of the brand culture. Don't expect the name to do all the heavy lifting. Your brand culture resonates throughout your company and its practices.

Clay ( (10/30/2000 9:35 AM): I agree 100%, so I thought I'd start with the rest of the brand and see if that can be tied into the name (if not, we can change the name).

RobFrankel (10/30/2000 9:35 AM): So much of the brand culture lives in the aftermarket services and support, not to mention how the software is designed.

RobFrankel (10/30/2000 9:36 AM): Is Bungalow software ever planning to go into other fields of software, or sticking to biomed stuff?

Clay ( (10/30/2000 9:36 AM): Our brand is about empowering the patients (stroke survivors) themselves. What separates us is that we have a LOT of close contact with the customers. We provide a lot of hand-holding and advice, and a free newsletter to 3,000+ survivors. We've got great word of mouth. So, I'd like to at least tie that into the name a little.

Clay ( (10/30/2000 9:37 AM): We have no plans for other fields. Staying with therapy software.

Clay ( (10/30/2000 9:38 AM): Have considered a therapy oriented name but there are a LOT of those companies and the names are difficult to distinguish. In fact, as I mentioned, one adv. of "Bungalow" is that it's so odd it's very memorable, especially once someone has read our "about us"

RobFrankel (10/30/2000 9:38 AM): That's fine. I could live with Bungalow, what's the name of the software product?

Clay ( (10/30/2000 9:39 AM): 14 programs. Most popular are a series called "AphasiaTutor " #0,1,2,3,and 4. (I know, bad names, but they outsell the "better" names such as Direction Following and Traffic Tutor by 4 to 1.

Clay ( (10/30/2000 9:40 AM): (I admit that the product names are a problem. Complicated, etc. But the plus is that when someone HAS "aphasia" (90% of our customers do) we IMMEDIATELY niche ourselves with the word "aphasia" in the product.

RobFrankel (10/30/2000 9:40 AM): Hey, I'd rather be clear than clever. But I would work harder on the names if you keep Bungalow as the master brand. You might also want to add something to Bungalow to communicate its field specialty.

Clay ( (10/30/2000 9:40 AM): example: AphasiaTutor 1: Letters and Words. (exact, but not pretty)

Clay ( (10/30/2000 9:41 AM): So... Bungalow Home Therapy, etc.

RobFrankel (10/30/2000 9:42 AM): Or give the product line a brand, offered by Bungalow: Home Therapy Series (not creative but you get the idea). Now you can sell the set where people are expecting exact stuff.

RobFrankel (10/30/2000 9:42 AM): I should also point out that when you brand collections and sets you sell more product (which may or may not be the case for you considering which symptoms people have)

Clay ( (10/30/2000 9:43 AM): sort of like a "sub brand?"

RobFrankel (10/30/2000 9:44 AM): I know it sounds weird, but you could have an Aphasia Pack, which also give you the opportunity to in-pack other products like tapes and stuff. If you really are warm and fuzzy, a cassette tape would be really cool.

Clay ( (10/30/2000 9:44 AM): Yes, by creating the AphasiaTutor "series" (5 programs) we doubled our average sales, by including some heavy discounts. You may recall my question about that a few months ago (yeah, right <G>).

RobFrankel (10/30/2000 9:45 AM): Yeah, I think that perhaps there's an opportunity for packaged groups to be named more warmly and with more benefits.

RobFrankel (10/30/2000 9:45 AM): (Any other questions? We started late today)

Clay ( (10/30/2000 9:45 AM): Do you think focus more on this "product line brand" in marketing? (very small Bungalow Software, very big "Home therapy series"?

Clay ( (10/30/2000 9:46 AM): BTW, Aphasia Pack is what we started calling the package of 5 programs. (Are you psychic?)

RobFrankel (10/30/2000 9:46 AM): From what I can tell, Clay, this is a neat way of retaining the "small/we care'" brand with the "we know what you need to resolve your problem" professionalism

RobFrankel (10/30/2000 9:48 AM): Not psychic, but I make an amazing amount of money on the side writing fortune cookies.

RobFrankel (10/30/2000 9:50 AM): Now you need to spruce up your website..and make it more brand expressive,

RobFrankel (10/30/2000 9:50 AM): Anyone else while we have time?

Fraser McCulloch (10/30/2000 9:51 AM): Rob, emailed you details

RobFrankel (10/30/2000 9:51 AM): Thanks, Fraser. Got it. Clay, you should really play up the husband and wife thing more.

Fraser McCulloch (10/30/2000 9:52 AM): regards previous conversation, what would be the best starting point, focus on sponsorship or certain clients or certain mediums ?

RobFrankel (10/30/2000 9:52 AM): (TEN MINUTE WARNING)

Clay ( (10/30/2000 9:52 AM): Do you think it would make sense to tie our brand qualities to Bungalow ("our little home to your little home" etc.) to make the Bungalow part have more meaning? (or am I beating a dead albatross?)

RobFrankel (10/30/2000 9:54 AM): No Clay, I think you're right on. Your site is pretty basic. It could stand a little more warmth. I think you're on the right track. But it will be a question of balance: dial up the warmth, but not at the expense of professionalism. BTW, how much of your sales are online? How much offline?

RobFrankel (10/30/2000 9:55 AM): What I mean is that your brand needs to be expressed much more strongly. It's basically there, just too shy.

Clay ( (10/30/2000 9:56 AM): We do probably 10% through online ORDERS, but probably 50% of our sales originate online (through a download, etc. and then a catalog or a phone order). So web is important to us mostly as a sales brochure/informational.

Clay ( (10/30/2000 9:56 AM): When you say "right on" do you mean no need to tie brand more to Bungalow "theme"?

RobFrankel (10/30/2000 9:57 AM): That's fine. If you originate sales on line, that's 60% online sales. You might be closing them by phone, but you're selling them on the web. You may want to look at that a bit more closely.

RobFrankel (10/30/2000 9:58 AM): I think your husband/wife thing, coupled with the Bungalow "small/care" gig are very true and credible. If you come across as a product that realizes that warmth is an important part of the healing process, that makes it fit for me.

RobFrankel (10/30/2000 9:59 AM): (TWO MINUTES)

Clay ( (10/30/2000 9:59 AM): by "look at that more closely" do you mean investigate why so many online sales are completed offline ? (I have, it's because people need hand holding. We also provide a LOT of education during the order process. We get a lot of positive feedback on that. We also..

RobFrankel (10/30/2000 9:59 AM): It also makes it a powerful brand strategy that covers your entire offering.

Clay ( (10/30/2000 10:00 AM): provide a lot of patient tech support. (We get more referrals when someone has TROUBLE *even when our fault partly) than plain sales. Gives us a chance to demonstrate our kind support.

RobFrankel (10/30/2000 10:01 AM): No Clay, what I mean is that you need to integrate everything you've got and step it up a level in terms of brand presentation. Overall, I think you're on the right track. There are issues at your site that can be stepped up. For example, listing prices separately from the order form might be cutting into sales.

RobFrankel (10/30/2000 10:02 AM): Showing a personal testimonial on the home page is good, but at present, it overtakes your company's presentation.

Clay ( (10/30/2000 10:02 AM): Hmmm.. can you elaborate on "overtakes..." (I know we're almost out of time)

RobFrankel (10/30/2000 10:03 AM): Think of it this way: people looking for what you've got need to say "Aha! THESE are the kind of people I've been looking for!" when they hit your page. Your company has to say, "Hey, we know you've been searching for just the right product. Let us tell you why you've finally found what you're looking for."

RobFrankel (10/30/2000 10:04 AM): (We'll go a little over today in case anyone signs on late due to the time change)

Clay ( (10/30/2000 10:04 AM): Thanks! Great suggestions.

RobFrankel (10/30/2000 10:05 AM): Okay, everyone, hope that helped! Spread the word that we're on Pacific Standard Time now! Have a great week!

Fraser McCulloch (10/30/2000 10:06 AM): Cheers Rob, enjoyed it

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