The Soft Pitch

I realize Michelle Gorel and are two of the folks here who are leading the charge into social media, with blogs, twitter, video, forums and avnetondemand.com, etc but the foundation of Avnet’s growth success is based on branding and advertising.

Advertising in trade publications still works…all these digital tactics are good but I do not believe they enhance Avnet’s brand or seek out new buyers who do not know about our values, lines, solutions and services. Print drives people to our web offerings. IF more publications fail how will we market our company in the future…spam emails or just yell from the street corners?

In fact I will give a public apology now, Avnet along with our main competitor had a tremendous negative impact on the publishing eco-system. In the past decade as we both acquired companies, we also eliminated advertisers….thus sealing the fate of many excellent publications that served our industry.

The pendulum seems to have shifted too far to digital when ads, seminars and personality are still relevant. Our 2nd X-Fest global seminar series which just kicked off is a stellar effort with Xilinix and other component suppliers to educate our customers. This old marketing tactic is still around and kicking….I remember the great open house programs Hamilton Avnet did in the 80’s. 

Again, Avnet will push the envelope with digital efforts like our AvnetOnDemand.com but our marketing approach is to also to get in trenches with our customers and suppliers with relevant training like X-Fest and some good old advertising. Stay tuned.

Several years ago, I was reading a self-help book, I really can’t remember which one –either from the guru of positive thinking Tony Robbins or from king of the one-line success quips Zig Ziglar or maybe even someone else.  It doesn’t really matter as the lesson was simply around “the most important words in the English language.” Since then, I’ve read many different versions of the same sort of list, but one of the things that strikes me is the list almost always includes “Thank You,” and so I’ve come up with my own list of the most powerful words, and it starts with “Thank You.” Those are short, simple words with a potent punch.  Sharing appreciation by saying “Thank You” makes you step out of yourself even if just for a second and acknowledge to the world that you’re not an island and others are an important part of what happens every day.  These words are so important they can make or break a marriage, because if no one appreciates you, why bother with doing the dishes after dinner or even making dinner to begin with? A sincere Thank You can let a child know how special that hand-made birthday card was to you. Or can let a friend know you appreciate them listening to your latest rant about car repairs. Or let a customer that you appreciate their business.

I was tickled last year when Avnet decided to participate globally in Customer Service Week and adopted the theme of “Just Say Thank You.”  It worked so well, we kept it this year for Customer Service Week again.  So we here at Avnet are celebrating Customer Service Week by doing our best to reach out to thousands of customers this week with a simple little message – “Thank You.”  There are videos from Rick Hamada, Avnet Chief Operating Officer, from Patrick Zammit , the president of our components group in Europe, e-card messages, internal training programs, customer appreciation events with moon cakes and balloons, and a whole lot of thanking going on internally and externally.  The point is to just say “Thank You” to our customers and suppliers for doing business with us.  We want all of you to know, that we appreciate you choosing Avnet. 

So here I am, chiming in to say “Thank You” for reading this blog.  Al and I appreciate your comments, questions and the few minutes you spend with us reading our random musing on baseball and all things Avnet.

Michelle

PS – The other most important words in the English language? Here’s my list: Please, Sorry, and Help.  Do you have a list of the most powerful words?

Seems I’m frequently writing in this blog about Avnet employees getting involved in the community.  Probably because it happens around here so much, it’s not really “hard news,” and dang it, it’s important!  At the end of the day, people matter more than things or money.  In my family, we try to always keep that in focus – so when my daughter busted a china plate the other day, I just shrugged. My husband shouted “Touch Down!” and my daughter? She got out the vacuum cleaner.

Why do I mention this?  It’s a value I see across all of Avnet.  Yes, we’re here to grow the business, return value to our customers, suppliers and shareholders.  But we’re still people who care about people.

So two things to share – why is there a ceiling-high wire bin by our employee cafeteria filled to the brim with pillows, blankets and sheets?  Because our local Arizona chapter of Avnet Cares partnered with Bridging Arizona Furniture Bank and IKEA for a pillow drive.  The goal is to make sure no kid is sleeping on the floor – and we can help by donating bedding, and boy did we in a big way!  When this is over, it looks like donations from our 5 Phoenix facilities will total up to a few hundred pillows!

19-time Blood Donor Ryan and Family

Then there’s this – several times a year the United Services Bloodmobile shows up in an Avnet parking lot and employees trot out, expose their veins, give blood and then drink orange juice.  Here’s the cool part: one of our employees, Shawn Ryan has just been announced as the winner of a 2009 Saturn through the United Blood Services “Drive Away a Hero”  campaign!  Nearly 55,000 blood donors between June 1 and August 31 were automatically entered to win during the campaign to increase summer blood donations.  The eight finalists drawn throughout the campaign gathered yesterday for the Grand Prize Ceremony at United Blood Services headquarters in Scottsdale.  Each finalist was awarded a key to try their luck in one of eight new Saturns at the event.  Ryan was the blood donor who drove away the proud winner of a 2009 Saturn Aura and a hero to Arizona hospital patients.

 Ryan garnered his spot in United Blood Services Saturn Grand Prize Ceremony when he donated at the Avnet Chandler blood drive on August 6.  His commitment has grown with each of his 19 donations on record with United Blood Services.  “My mom always told me I had a gift to share,” Ryan said after he learned he was the universal donor with type O-negative blood.  It became even more personal for him about five years ago when his child required a blood transfusion.  Reflecting on that time in his life, Ryan was prompted to select case number “5” in the Grand Prize Ceremony, which secretly contained the winning key to the Saturn labeled “O-negative.”  “As soon as I saw the cars with the different blood types on them, I was hoping to get the O-negative car,” Ryan said.  He was cheered on by his wife Gioia and kids, Liam and Olive.

 It’s all about the people!

The Business Marketing Association (BMA) Phoenix and the Arizona Technology Council held the first ever Marketing Technology Summit 2009 on September 15th at the Arizona Biltmore Resort and Spa. More than 375 marketing and technology professionals attended the conference, which featured a keynote presentation, two panel discussions and a networking and technology showcase with 50 exhibition booths. MY fav was our own Michelle Gorel with Cisco’s Brad Whitworth. Marketing experts shared real-life perspectives on what’s working, what’s not, and how to measure success in the emerging world of digital and social marketing.

The overwhelming response to this event points to an underlying need in the Arizona business community for more information about technology that can enhance productivity, creativity and ultimately the brand of companies. The Marketing Technology Summit connected marketing professionals with people and businesses versus just luncheon speakers that most associations put on. Rumor has it no BMA chapter has done this before, and based on the success of the program we will do it again here. This is what makes me tick, doing things not done before…BUT our BMA PHX Chapter board made it happen…a board that works, wanted to make a difference and helped educate seemed to really resonant with everyone. What also kicked butt was the smiles on the faces of the exhibitors who were getting quality leads…many had ever done anything like this before.

Emceed by Steven Zylstra, president and CEO of the Arizona Technology Council, the conference revealed how marketers must contend with the radical changes that technology is driving in their field…like search optimization. Marketing executives discussed strategies for implementing technology to advance their brand and demand generation efforts and shared insights on measuring returns on investment for the C-Suite…which of course no one knows.

The coolest thing was BMA National president and big kahuna Gary Slack and B to B magazine’s editor Ellis Booker both flew in from Chicago to be at the program. They were kind to be on a panel with me for just our local members…they were the pros that know everything…wish we had them on for longer! One question i wanted to hear is my hometown Chicago getting the Olympics? They know there are hurdles but we have a good chance.

I’m the local president of BMA…could not be prouder.

To view photos, videos, and presentations from the event, please visit http://www.bmaphoenix.org/events.asp

To view feedback from attendees via Twitter, search #PhxMTS here: http://search.twitter.com/

The Business Marketing Association, Phoenix
Begun in 1922 as the National Industrial Advertising Association, today’s Business Marketing Association represents a lifetime of expertise in business-to-business marketing and communications strategy and tactics. The Phoenix chapter was established in 2008. They meet every third Tuesday afternoon with workshops and programs that enhance members’ marketing knowledge and careers.

I’m upset.  My good friend, and one of best teammates I’ve had in my 20 plus years of Molex softball almost died on the softball field of a heart attack. While on deck at the 16 Inch ASA Nationals in Cedar Rapids, Iowa, he collapsed. Only the fast action of a fan (who happened to be a nurse watching her husband play) and two other players (who just happened to be firemen) got him breathing again, while waiting for an ambulance that was delayed at a railroad crossing, due to a freight train.  The ambulance eventually came, shocked Steve and got him to the Mercy Medical Center. He had stint surgery and is still in very guarded condition.

I should have been relieved, and at first I was. But now, that relief has turned into a very deep concern. This is a big event in softball. It attracts 40 teams and alot of fans,  so organizers probably worked on this for over a year. Here’s what concerns me:  in all that planning time did the organizing committe even discuss having a paramedic on site?  Sadly after it happened they still did not add a paramedic on site the next days.

Many years ago, when I worked at Molex, per instructions of the president we had a paramedic at every event. At Avnet, we always have paramedics and/ or security at Avnet softball and football games, as well as big meetings. Our company leaders are concerned about the safety and well being of their employees and guests. At our Avnet sporting events paramedics have handeled any number of things from minor scratches, pulled muscles to broken wrists on the spot. Once, at Molex picnic, a child turned blue after getting food lodged in it’s throat. Close by paramedics turned that incident from potential tragity, to a bad scare.

At Forest Park each year they hold their huge softball tournament with thousands of fans, paramedics are there.

Sure, there’s cost involved. But it’s not a back breaker…..budget for it. Organizers who are trying to put on successful events should be consious of safety issues when that many people are expected (my guess is they are)…this NOT just about softball organizers in Iowa it’s anywhere events are held…think about all the events you or your kids are involved in at parks and at large meetings everyday.

I find it funny that most parks have signs warning people away from certain areas because it’s not safe. How about some useful safety signs…like how to help someone choking, where a first aid box might be, closest fire dept, and yes, where is the nearest defibulator. 

At Avnet facilities defibulators are noticeable.  I have been trained on the device and our events people are asked to be trained in CPR too. Hopefully, I will never have to use it, as I’m not entirely sure how well I would respond. Even without paramedics on the scene,  if the equipment was available,  the firemen/players on the scene could have revived Steve sooner. But, again, it was just luck that they were even there.  I can’t let myself think where my friend would be now if  those firemen didn’t love 16″ softball.

If I organized softball or other major events I would insist on these things:

1) The local fire department be aware of the event

2) A paramedic on duty at all times

3) First Aid kit and Defibulator on site

4) Basic first aid signs visible all around the area

5) Any organizer, umpire or player certified in CPR make themselves known

Let’s not put all the pressure on the organizers or the assiocations involved.  To certain degree, we can all take some responsibility for our own safety by simply asking “what if ?” and then making sure that whoever is in charge has a satisfactory answer.

Steve is still not out this at all, he is awake and breathing on his own, but he is in very guarded condition. Steve has played for over 3 decades, so 16 inch softball nation is praying for him.  Mr or Mrs organizer,  park director or event planner, I  know you plan these events only to benefit our youth and adults.  I sincerely appreciate the work you do but,  please, please  take that one step further to avoid any unnecessary tragedy. Hope that everything will be ok  is not a strategy. Don’t hope there are nurses, firemen or policemen in the crowd.