Branding expert and former National Restaurant Association senior staffer, consultant and Board of Directors Industry Representative Tom Kelley comments on media accusations made against Presidential candidate Herman Cain – and the need for a crisis communications plan — during feature interview with Brian Todd and Wolf Blitzer on CNN’s Situation Room.

Tom Kelley
Principal
Concept Branding Group

Tom,

Many Thanks for a job well done!
September of 2010 Tom Kelley contacted F&BA office inquiring about Allied Membership for his company—Concept Branding Group

As a result of our meeting and discussion Concept Branding agreed to provide Pro-Bono consultation to F&BA regarding corporate structure, marketing and branding

Tom immediately forged a great action working group resulting in a restructure of F&BA Corporate Officers that has better defined representation to members and the greater community.
Rework of all the solicitation and marketing pieces used to contact members, perspective members, industry stakeholders and community groups. The outcome has greatly enhanced our effectiveness to communicate who we are and what we represent.

The new perspective Tom provides to tradition warn methods has proven to be a winner that is helping the F&BA succeed in this challenging economy—BRAVO!

Stephen A Zolezzi
President, CEO
Food & Beverage Association San Diego County
“Hospitality’s Go-To Source”
3110 Camino del Rio South #315
San Diego, CA 92108
619-228-2291, fax 619-228-2297 cell-619-379-4300
www.foodnbeverage.org

When choosing a URL for your business – put some thought into the name and choose with caution.

Below is a list of URLs that weren’t thought out as well as they should have been…

1. A site called ‘Who Represents‘ where you can find the name of the agent that represents a celebrity. Their domain name… wait for it… is www.whorepresents.com (www.whorepresents.com)
2. Experts Exchange, a knowledge base where programmers can exchange advice and views at www.expertsexchange.com (www.expertsexchange.com)
3. Looking for a pen? Look no further than Pen Island at www.penisland.net (www.penisland.com)
4. Need a therapist? Try Therapist Finder at www.therapistfinder.com (www.therapistfinder.com)
5. Then of course, there’s the Italian Power Generator company…www.powergenitalia.com (www.powergenitalia.com)
6. And now, we have the Mole Station Native Nursery, based in New South Wales: www.molestationnursery.com (www.molestationnursery.com)
7. If you’re looking for computer software, there’s always www.ipanywhere.com (www.ipanywhere.com)
8. Welcome to the First Cumming Methodist Church. Their website is www.cummingfirst.com (www.cummingfirst.com)
9. Then, of course, there’s these brainless art designers, and their whacky website: www.speedofart.com (www.speedofart.com)
10. Want to holiday in Lake Tahoe? Try their brochure website at www.gotahoe.com (www.gotahoe.com)

These companies obviously didn’t come to us first.

If you are an owner/operator of an alcohol service establishment, you need to know the laws. More than just knowing the laws surrounding responsible service, you need to make “reasonable effort” to ensure your guests are safe and legal. In short, you need to understand what steps to take to ensure that your license is protected.

When I was in my late teens, I was a police cadet in Northern California. I was used by the police department and ABC investigators as a decoy to attempt to purchase alcohol from local businesses. Well, after 5 successful purchases, I was buying alcohol in liquor stores and restaurants/bars!

Not one person; liquor store clerk or restaurant server, asked me for an ID or questioned me when I ordered or placed the 6 pack on the counter. I was only 19 years old.

This cost the licensees a hefty fine and suspension of service. Now this was back in the 1980’s, laws were not as strict and fines were not as hefty, as they are today.

My point of all this…if you are not providing your service team with the knowledge of responsible service of alcohol, you are negligent in your standing as a licensee and risk future trouble with the ABC and local law enforcement agencies.

I have been involved in the hospitality industry now for over 20 years, starting as a door host and bartender, then taking the pay cut and getting into management. I have learned that taking the extra steps to ensure someone’s safety and well-being far outweighs the extra $1.00 tip I might receive for “hooking” someone up with a little extra pour. I also better understand the consequences of not knowing the laws regarding liability and responsibility in California. The difference is immeasurable when you know the facts.

TiPS is, Training for Intervention Procedures, and is one of the most comprehensive and in-depth training programs for responsible service of alcohol. As a certified TiPS instructor, I provide you with the knowledge and tools your team needs to understand their role as a server of alcohol and I provide a better understanding of liability and responsibility.

If you don’t know or understand the meaning of “reasonable effort,” TiPS training should be in your future and the future of your team today!

TiPS Certification Training— prepare your team today

TiPS–Training for Intervention Procedures is a dynamic, skills-based training program designed to prevent intoxication, drunk driving, and underage drinking by enhancing the fundamental “people skills” of servers, sellers, and consumers of alcohol. TiPS provides individuals the knowledge and confidence they need to recognize potential alcohol-related problems and intervene to prevent alcohol related tragedies.

How can TiPS help your business?

Legal Protection – In third-party liquor liability lawsuits, TiPS provides a “reasonable efforts defense.”

Staff Professionalism - TiPS training enhances the skills of your employees who in turn offer improved service to your customers.

Insurance Discounts - Many insurance companies provide discounts to establishments whose employees are TiPS-certified.

Enhanced Community Standing - TiPS leads the way in framing the debate about responsible alcohol service and clarifying the distinction between drinking and drunkenness.

We come to your restaurant or bar and train your team in one session.

Concept Branding Group will also create a comprehensive alcohol awareness handbook and service guidelines catered to your business. This will provide you the foundation for future training and accountability amongst your team.

Laws have changed and if your not aware of changes and your responsibility as a licensee or server of alcohol, you are jeopardizing your future.

Protect yourself, your employees, and your guests by scheduling a TiPS training now!

To learn more about the training program or schedule your training, please contact Steve Gostin at stevegostin@conceptbrandinggroup.com or 949.322.5771.

Restaurants, retailers and other small businesses constantly receive tons of solicitations from all kinds of ad agencies, marketing and PR firms, design firms, and consultants. Unfortunately, not everyone is ready for a full brand make over, PR, or publicity roll out. Don’t sell yourself short and sign up for what appears, on the surface, to be an appealing offer of getting some quick media mentions. The “quick fix” they promote may not provide you with the long-term benefits you really need!

What’s critical is that your business plan is solid and that your brand story and promise are properly in place – and, the key, that you are truly delivering on that promise. Only then can you look towards building a strong, resonating brand, online presence, public profile, community outreach partnerships, etc.

Remember that you are only as good as your client base perceives you to be. What is their perception of you and your business today?

Typical agencies and PR firms aren’t made up of people with true retail, restaurant, or hospitality operational backgrounds – yes, operations, front and back of the house. Consequently they have no real knowledge of how to guide you through all the elements of building the rock solid brand you will need BEFORE aggressively entering the marketing marketplace.

Take some time. Look closely at the bios of firms that approach you. Only go with folks who understand the heart and soul of branding and are able to dovetail that with a firm grasp of the actual, day to day, running of a retail food or restaurant business. Make sure that, when asked, they CAN absolutely help you finish properly, and appropriately, in building out your business plan. Don’t just settle for a PR plan.

Lesson 4: The Racing Line

WARNING: Don’t use this to go get groceries, but it is standard on the race track.

The most important technical skill to develop, on a race track, is the ability to find, maintain, and constantly fine tune “the racing line”. Listen to any motor sports event, on TV, and you’ll hear the drivers, and commentators, talking about “the line”. The simplest definition of the racing line is this: The shortest distance around the track. However, it’s not that simple. Once you find the “shortest distance” you adjust to find the “quickest way around”. And, since racing involves multiple types of turns, like: turns leading onto straights, turns leading into other turns, declining radius turns, chicanes, etc. you can see how “the shortest distance” quickly becomes a non issue. In the illustration above, for example, “1” represents the braking zone at the end of a straight, “A” represents the “apex” or the point at which you want to be closest to the inside of the turn, and “2” represents the “track out point” or the area in which, since this particular turn leads back onto a straight, the driver wants to be back on full throttle and straightening out the steering wheel. Do it right. Do it smoothly. Link all the turns and straights together. And it’s like ballet. Do it wrong and it can quickly go very wrong. Next time: Basics Number 5: Types of Turns.

And the metaphor is:

Just like a race car, your business needs to gain and maintain velocity. You must set your plan up properly. Nail your “apex”. Hit your exit at full speed. Do it all under control. And set up for the next series of turns.

Are you gaining velocity?

I’m Larry. On the weekends I’m either driving a race car or teaching someone else how. During the week I’m the Creative Director at AccessPoint Media Group. Flag us down. Let us help you find your correct position in the market place. And get you on a winning track with your small business. Call to action: Let’s get you moving. Send me a quick note.

Lesson 5: Types of Turns

WARNING: Don’t use this to go get groceries, but it is standard on the race track.

In my last BLOG I talked about the importance of finding the racing line. That was a perfect introduction in to the subject of “turn classifications” as the two subjects are both important, and linked. In books like “Secrets of Solo Racing” by Henry Watts and “Going Faster” by the Skip Barber Racing School the authors go into great detail on this subject. I highly recommend these two books to anyone serious about wanting to learn to drive competitively. The three illustrations above show the three basic types of turns. On each illustration I’ve shown the basic line. Following is a brief description of each turn type followed by its associated execution: Type 1 – A turn, at the end of a straight, that leads onto another straight. In fast, brake hard and late, late apex, and on the throttle early. Type 2 – A turn leading onto another turn. In slow, “sacrifice” the first part of the turn with an early apex, late or geometric apex, back on the throttle as soon as possible. Type 3 – A series of turns (linked turns) that require a slower speed. Of course the final turn will lead onto a straight, so the whole idea of a type 3 is how you set up for that straightaway. Get through the first part scrubbing off as little speed as possible while maintaining good car balance, set yourself up to late apex the final part of the turn, then on the throttle early as you apex the last turn. Linking all these types of turns together, while driving the proper line, is all about keeping the car balanced. Drive too slow and you lose the race. Drive too fast and you end up off balance and scrubbing off a lot of your momentum, in the turns, in order to get the car back down to a manageable speed. Do it just right and it’s a thing of beauty. Next time: Basics Number 6: Traction Management.

And the metaphor is:

Just like a race car driver, your business needs to be competitive at speed. You need to be experienced and savvy in order to negotiate the twists and turns ahead. And you need to link it all together while keeping things balanced. Too slow and the competition pulls away. Too fast and you’re out of control. But do it just right and it’s a thing of beauty.

Are you balanced and under control?

I’m Larry. On the weekends I’m either driving a race car or teaching someone else how. During the week I’m the Creative Director at AccessPoint Media Group. Flag us down. Let us help you find your correct position in the market place. And get you on a winning track with your small business. Call to action: Let’s get you moving. Send me a quick note.

Have you ever gone out to dinner and had the server from Hell!

I mean, you go to a relatively nice place to eat, maybe with your spouse or on a date. You know you’re going to drop at least $200 or more for dinner. (While that may not seem like a lot of money to you, for most of us, it is.)
You go to the restaurant, get seated, and you sit. You sit. And you sit. Finally, after a while, you have a server approach you only to say, I’ll be with you in a moment! Finally, your server comes back and has this negative attitude, as though you are an inconvenience to him or her for being there.

The drinks take a long time to arrive, and one of them is wrong. The appetizer is cold. Your meal takes nearly 45 minutes to come out and your server, never once, stops by to explain what and why. Tables that arrived after you are already being served and you don’t know why!

Does any of this sound like a meal you have experienced it in the past? Recently?

So where has hospitality gone? While I’m not saying every experience is this way, I am saying it happens more often than not, and we all know it! But what gets done about it? Who is responsible for making sure these experiences don’t happen again?

You are — the owner or operator or manager.

If you are not setting the expectations of how your guests are to be treated, then you are not providing the knowledge and education to your team for effective hospitality service. But more than this, you are creating a negative atmosphere in your restaurant, which is costing you money!

Wonder why your restaurant is not as full as it once was?

Look at Yelp and review the comments people are leaving. We live in an age where technology surrounds us and word of mouth is much faster than it ever was. I manage a restaurant where I saw a guest actually on Yelp, writing a review of her experience before she finished dessert! Thankfully, it was a good one!
So if you are not teaching your team the steps of service and providing expectations of them and how they serve your guests, you are costing your business money! Take the time, find out how to provide the knowledge of hospitality to your guests and share it with your team.

Hospitality is about serving, providing, and caring. But most of all, it’s about people.

As a designer it’s always important to understand the principles of design.  Applying these principles is sure to spiff-up your designs in no time.
All you have to do is Know Your C.R.A.P

Contrast
Elements that aren’t the same should be very different so they stand out, making them “slightly different” confuses the viewer into seeing a relation that doesn’t exist. Strong contrast between elements on the page allows the viewer’s eye to flow from one to another down the page instead of creating a sea of similarity that’s boring and not communicative.

Repetition
Repeat styles down the page for a cohesive feel if you style related elements the same way in one area; continue that trend for other areas for consistency.

Alignment
Everything on the page needs to be visually connected to something else, nothing should be out of place or distinct from all other design elements.

Proximity
Proximity creates related meaning: elements that are related should be grouped together; whereas separate design elements should have enough space in between to communicate they are different.

Using these principles will surely help in any design – be it web or print.