As a young child, I fondly recall trips to the Friendly’s restaurant located in the center of Chicopee, Massachusetts, not far from the company headquarters in Wilbraham. It was located in an early strip mall that was anchored by a W.T. Grant five and dime store that later closed and was replaced as an F.W. Woolworth store which, of course, closed soon afterward. This was a time when competition was sparse and the American public needed to pay little regard to dietary concerns. It was not a time when a restaurant chain needed to either continually evolve or be cushioned by sister properties. For example, if business should slide at Olive Garden, the slack can be absorbed by Red Lobster, LongHorn Steakhouse, or one of the other chains operated by Darden Restaurants. In recent years, the handwriting has been on the wall for Friendly’s.

• Problem 1: Lack of diversification. Sun Capital Partners is a Florida-based investment firm without a broad restaurant portfolio or an apparent interest in food that extends beyond profits.

• Problem 2: The menu. Consumer patterns and tastes in dining have evolved in recent years, with a growing emphasis on healthy menus. The concentration at Friendly’s has remained desserts. Most of the people who I know who dine out frequently probably skip the dessert course 9 out of 10 times. Why are they going to eat at a restaurant where the dessert is the featured course?

• Problem 3: The ice cream. At one time, Friendly’s was a premium brand of ice cream. As times changed, it simply became an ice cream brand with name recognition. It is not a Häagen-Dazs, a Ben & Jerry’s, or an Edy’s. It became just another store brand of ice cream, pumped with air, artificial color, artificial flavor, and high-fructose corn syrup.

• Problem 4: Advertising. A couple of years back, Friendly’s introduced one of the most annoying TV advertising campaigns in history. A 30-second ad was seen daily on local stations within Friendly’s market. I cannot even estimate how many times I either changed the channel or turned off my television within two seconds of recognizing the start of this ad. You be the judge, although I have warned you that this ad is extremely annoying: I Wanna Go to Friendly’s: Mom’s Turn!

Will Friendly’s recover? Can nostalgia come to its rescue? I doubt it. Like so many other brand names from the 1950s, Friendly’s is probably destined to fade into oblivion. You may miss the original double-dip 5-cent ice cream cone or the Friendly’s Fribble; however, like childhood, there is simply no return to the past.

Yes, there are many very legitimate awards; however, for every legitimate award, there are probably 100 scams, and scams breed on the Internet. The scams have been proliferating recently. If you are told that you or your business is being nominated for an award – or is being presented with an award – it is probably best to think twice before you run out to buy a new tuxedo or evening dress.

How do you know if an award is a scam?
Follow a few guidelines, and ask a few questions.

Who is presenting the award? Do a Google search for the award. As you are typing in the name of the alleged award, is Google suggesting that it be followed by the word “scam”? I remember being called a few years ago (not coincidentally, during an election cycle) and being told that I was a small business leader who had been selected to be part of a recognition ceremony to be held in Washington. Sounds great, doesn’t it? Not exactly. It turns out that the “award” had been concocted by a PAC (political action committee) that was designed to generate support (in other words, financial contributions) for the National Republican Party. (Anybody who knows me realizes that dog was barking up the wrong tree!) Ironically, I know people who fell for the “award” and took the trip to be exploited in Washington, DC.

Is there an entry fee? We received a direct mail piece a few weeks ago, inviting us to enter our work for the Davey Awards. The direct mail piece looked like it was designed by an untalented 9 year old, but that was just the first tell-tale sign that something was fishy. To enter the competition, you need to pay a $99.00 single entry fee, a $185.00 campaign entry fee, or $270.00 to enter a so-called integrated campaign, or go all out and pay $305.00 to enter a marketing effectiveness category. The “final entry deadline” is July 29, 2011; however, you can request a deadline extension (presumably as long as you are capable of paying the entry fee or fees). Adding insult to injury, if you win one of the dubious awards, you will be billed a $175.00 “acceptance fee” for your statuette and certificate. We also received a similar direct mail piece from the Telly Awards. According to their website, they received 14,000 entries last year from small agencies that were hoping to promote their businesses, each paying a minimum entry fee of $85.00. Do the math. That means that this questionable award generated at least $1,190,000.00 for its promoters! Want to, once again, add insult to injury? If you “win” one of these dubious awards, you will be automatically charged an additional $170.00 for your award statuette (probably plastic) and your certificate. I guess this is a bargain compared to the Davey Awards, since the minimum entry fee is slightly less, and you will pay $5.00 less for your statuette if you “win”. It is no surprise that, if you search for “Telly Awards scam” on Google, there are currently 24,400 search results. The Telly Awards and Davey Awards are not alone in preying upon start-up companies that are eager (or desperate) to broaden their exposure. They are joined by the Webby Awards and many, many other questionable enterprises that appear to be in the business of generating entry fees and selling statuettes. Do you think that anyone who wins an Emmy, Academy Award, or Grammy pays for their award?

Are winners asked to make purchases? In addition to obvious scams like the Telly Awards statuettes and the RNC PAC, there are many other so-called “awards” where the winners are presented with the opportunity to spend money with the award presenters. Among my favorites are the various Who’s Who directories. Do not be thrown off by what appears to be a recognizable and once-respected name. For years, I have been asked to validate my nomination to “Who’s Who among Executives and Professionals”. The congratulatory letters read, “The Publishing Committee selected you as a potential candidate based not only upon your current standing, but focusing as well on criteria from executive and professional directories, associations, and trade journals. Given your background, the Director believes your profile makes a fitting addition to our publication. There is no fee nor obligation to be listed. As we are working off of secondary sources, we must receive verification from you that your profile is accurate. After receiving verification, we will validate your registry listing within seven business days. Once finalized, your listing will share prominent registry space with thousands of fellow accomplished individuals across the globe, each representing accomplishment within their own geographical area.”

I do not know a single successful businessperson who needs to be included in a directory of this nature. Despite what the promoters say, there will be a fee to be listed and, of course, you will be presented with the opportunity to purchase one or more of the (very expensive) printed directories. As useless as these directories are in these days of online reference sources, even public library reference departments no longer purchase these worthless volumes. About the only buyers are the same suckers who are proud to be listed therein. Go to Wikipedia to learn more about various Who’s Who scams. There are also 21,100,000 search results for the term “Who’s Who scam” on Google.

Does the award require a reciprocal link to the award website? If you remember the early days of the World Wide Web, there were an abundance of website awards that stroked the egos of early webmasters. Others attempted to enhance the SEO of the award-winning sites. In fact, in its early days, my own company presented the “Campground of the Month” awards. These were only presented to our clients, and they helped to enhance the recipient’s search engine ranking “back in the day”. We discontinued this site years ago. Today, if you search for “website awards” on Google, there are 350,000,000 search results. Most of these awards are totally worthless, randomly selecting “winners” who are encouraged to “proudly display” the award badge on their website, linking it back to the award website. Basically, these award sites are link farms that are trying to enhance their own SEO through a network of links. As time goes on, Google and the other search engine robots have gotten much better at ignoring these sites – and even penalizing the sites that are linked to or from them.

Is the award organizer the primary recipient of value from the award? Many regional newspapers, magazines, and radio and television stations present annual “Best Of” awards, covering a wide range of categories. The categories all happen to consist of potential advertisers, and the awards are almost universally run by the advertising departments of the publications or broadcast organizations. The awards that are compiled based upon the votes of readers or viewers at least carry a bit of credibility. Even in those instances, the voting process may require a visit to the sponsor’s website (and all of its accompanying self-promotional messages). In almost every instance, the business that is presenting the awards will supply certificates that winners are encouraged to display at their places of business, badges that may be displayed on their websites, and award icons that may be added to their print advertising. All of that awareness does more to promote the businesses that are presenting the awards than the award recipients themselves. Is it any surprise that these awards have been concocted by advertising departments, and that winners are encouraged to buy advertising to help to promote their awards? This type of award is not an outright scam, but I would caution recipients against being overly manipulated in the process of engaging in their own part of the self-promotion.

Is the award presenter and the award recipient the same organization? There are also many thinly-veiled attempts to cross-promote one’s business ventures by having one organization present an “award” to what is essentially another arm of the same organization. This is somewhat along the lines of having General Motors present an award to its Buick division as the “Automobile Manufacturer of the Year”. Nobody would fall for that. Or would they?

Let the Winner Beware

The bottom line is that we all like to be recognized for our efforts, but beware of being exploited by people who prey upon that fact. At my company, our efforts are acknowledged on a daily basis by the success that we generate on behalf of our clients. This is the best recognition possible … and all that we need.

Soon after I had made the first two or three referrals, I began to realize that Divina A. Rutherford, the “senior account executive” (called a “referral agent” on the agreement) assigned to our account at Sage Payment Solutions, was using high-pressure sales techniques and attempting to sell our clients services that they did not need, a practice which was totally inconsistent with our company’s standards. At that point, I stopped referring our clients to Sage Payment Solutions and found another merchant services provider for my own company’s credit card transactions.

Unfortunately, once you sign an agreement with Sage Payment Solutions, it is very difficult to terminate that agreement. Time and again, over the course of these two years, I have had ACH debits from our bank account for specific services which we were not utilizing and which I had not authorized. I had to contact Sage Payment Solutions on several occasions to get these debits credited back to our account. Each time, I would explain that I would like to end our agreement; however, entering into an agreement with Sage Payment Solutions is akin to being held hostage.

On March 7, 2011, I received a statement in the mail from Sage Payment Solutions with a charge of $11.35 that was deducted from our account. This charge consisted of $9.25 for an “Annual 6050W Tax Filing” and $2.10 for “6050W Monthly Reporting”. This was the straw that broke the camel’s back. I contacted Ms. Rutherford and James Cummings, the Director of Project Management & Compliance working out of Sage’s offices in Lawrenceville, Georgia, who had assisted me in previous instances. My only response came from Ms. Rutherford, who wrote, “The charges for the IRS annual 6050W filing is (sic) required by the IRS from reporting entities to report payment card transactions and third party network transactions to the IRS for each calendar year beginning January 1,2011. As a result of this, we, Sage will be required to file an annual information return with the IRS and provide merchant payee with a corresponding form 1099-K, reporting monthly and annual gross sales, thus we have also the monthly reporting fee of $2.10. Again, this is a requirement from IRS and we are just in compliance. All processors not only us are required to do so. Thank you.” I replied that I understood the new IRS filing requirements; however, the IRS does not require that any fees be charged for the preparation and filing of those forms. I pointed out that I supply my company’s independent contractors with 1099-MISC forms, and that I never heard of a company attempting to charge a fee for doing so. I made it very clear that I wanted to cancel our account (that we have not used in nearly two years) and terminate our agreement.

I was sent a merchant account cancellation request form, which I faxed back to Sage Payment Solutions on March 9, 2011. The single-page form included two instances of language which referenced termination fees. I crossed out and initialed both occurrences of that language. Nobody subsequently contacted me with any indication that there was any sort of problem with those revisions, which were an essential part of the document that I signed. A week later, a $600.00 termination fee was debited from our bank account by Sage Payment Solutions. This is a serious matter and a charge that was made, not only without my authorization, but contrary to my specific intention. I called this to the attention of Divina Rutherford and James Cummings in an e-mail on March 16, 2011, clearly expecting to be reimbursed for this fraudulent charge. Other than an e-mail read receipt, there has been no response from either Ms. Rutherford or Mr. Cummings.

I cannot overemphasize my warning to anybody who may be considering doing business with Sage Payment Solutions. Based upon my experience, and the experience of others, you will get burned. Visit the following online resources, and you will discover that there have been instances upon instances of bad experiences with Sage Payment Solutions, with almost all complaints documenting excessive termination fees. Start with the Better Business Bureau, where Sage Payment Solutions has an “F” Rating … the worst possible business rating, based upon “failure to respond to 5 complaints”. I have filed my own complaint with the BBB of Metro Washington DC & Eastern Pennsylvania.

Another website, called “Rate Credit Card Processing Services”, includes 5 customer reviews for Sage Payment Solutions. Four of the five reviews gave the company a “1 star” (lowest possible) rating, citing unauthorized charges, difficulty in closing accounts, automatic renewals, and “early termination” fees ranging from $525.00 to $800.00. Can you imagine the average business attempting to charge a customer a “termination fee” of several hundred dollars because they wanted to take their business elsewhere? This is absurd!

The popular “Complaints Board” website shows 3 recent complaints against Sage Payment Solutions, citing unauthorized charges (including a $550.00 “cancellation fee”) and questionable practices. The complaints against Sage Payment Solutions even go international, with the Indian Consumer Complaints Forum posting a recent complaint for questionable practices.

I sincerely apologize to any clients who were referred to Sage Payment Solutions in early 2009. To anyone else, at the risk of repeating myself, I can only suggest avoiding Sage Payment Solutions under any and all circumstances!

April 2011 Follow-Up: After this post and the filing of a complaint with the appropriate office of the Better Business Bureau, Sage Payment Solutions has refunded the fraudulent charges that I have addressed. I appreciate the refunds; however, it would be nice if the company routinely did the right thing without requiring this type of pressure.

I am amazed at how often I will look at somebody’s website, either homemade or built by a careless webmaster or simply not updated to meet current standards, and think, “This business has no idea what their site looks like in Internet Explorer 8 (or, conversely, Firefox).” Some people use Firefox and have never viewed their site in Internet Explorer, or use an older version of Internet Explorer and have never seen their site in Internet Explorer 8. Others might be running Macs and have not seen how their site appears to the vast majority of visitors on the Windows platform. In other instances, sites have been built to resize to a percentage of available pixel width on the viewer’s monitor … a true formula for disaster, with text and graphics reflowing out of control. In many cases, there would be some rude awakenings. I wonder if people know how their sites appear on a large monitor with a high screen resolution, and you cannot afford to ignore visitors to your site running on a variety of other platforms, from Linux to iPhones.

It is time for a reality check. Using one of our high traffic website’s Google Analytics statistics for the past 30 days, 71.35% of visitors are using Internet Explorer, 16.11% are using Firefox, 7.74% are using Safari, 3.85% are using Chrome, and 0.16% are using Opera, but that is only half of the story. What we have discovered is that, in an attempt to build sites that are compatible with the latest browser versions, without careful testing, it is easy to have a site that looks fine in Internet Explorer 8, but looks bad in Internet Explorer 7 and even worse in Internet Explorer 6. Unlike Firefox, which goes out of its way to encourage users to quickly and easily update to the latest release, many users are running older versions of Internet Explorer, despite the serious security implications involved. Using the same site’s Google Analytics stats, Internet Explorer users break down as follows: 65.88% are using Internet Explorer 8, 24.27% are using Internet Explorer 7, and 9.85% are still using Internet Explorer 6!

If your site looks gorgeous on your monitor, I would suggest that you do not sit back on your laurels and presume that everyone else is enjoying the same experience. You need to do some testing and, if necessary, some reverse engineering in order to insure backward compatibility with older browsers. Keep in mind that, under our statistics, approximately 25% of current visitors to your site are likely to be using an OLD version of Internet Explorer … old versions that may not support such commonly used features as layers and transparency.

If you do not have the benefit of a computer with older browsers installed on a test platform, there are some free online tools that will help you to identify browser compatibility problems. I recommend the following:
Browser Shots will allow you to generate screen shots of any URL in your choices from over 75 browser variations on the Windows, Linux, and Mac platforms.
http://browsershots.org/
IE NetRenderer is a somewhat faster and more streamlined tool that will allow you to check a page in Internet Explorer 8, 7, 6 or 5.5. It will allow you to quickly identify any problems.
http://ipinfo.info/netrenderer/

Once you have identified problems, then you can ask your webmaster to program the necessary fixes. If your webmaster does not know how to make the necessary programming changes (or just brushes you off by suggesting that you convert your site to run under a content management system), it may be time to consider a change.

The biggest problem with the first generation of online mapping (most notably MapQuest) was that the locations were often incorrect, particularly if your business was in a remote location or did not have a precise street address. It is no surprise that many websites still warn visitors not to use online mapping services for travel directions. With the advent of both nationwide 911 standards and GPS coordinates, many of those early issues have either been addressed or are easy to correct. In some instances, online mapping software might still be inappropriate for your particular business. For example, if you run a campground and the service insists upon sending travelers over routes that include covered bridges or steep grades that are either impossible to cross or dangerous to navigate with a large RV, online mapping may not be right for you. In fact, the same problems might occur when drivers use their vehicles’ GPS navigation systems. These are exceptions that will probably still mandate the use of carefully written travel directions and custom-built static maps.

For the rest of us, Google has provided a solution in the form of Google Maps. Google Maps are fully customizable to fit any page layout, and users can pan, zoom in or out, and generate travel directions directly from any point of origin to your door. Better yet, Google will allow you to make changes to your Google Maps listing, including the addition of your Web address, keywords, a 200 word description … even up to 10 photos from your website. Best of all, they make the process simple. Here are step-by-step instructions:

First, go to the Google Maps website: http://maps.google.com/. (You can also simply go to Google, do a search, then choose the “Maps” option at the top of the page.) Either way, enter the name of your business in the search box. Hopefully, it will appear as the sole entry in the search results. In rare instances, Google Maps may not be aware of your business, in which case you might try entering your exact street address. (If more than one listing appears for your business, you can request removal of any duplicates.) Click on the resulting link to go to your map, then click on the “edit” and “claim your business” links in the information balloon which overlays your map. Choose the “edit my business information” option, then click “continue”. (Alternately, you can click on the “more info” link next to your business in the Search Results frame on the left, then choose the “Add or edit your business” link.) On this next page, you can correct your marker location or any of your listing information. You will be able to add your Web address, e-mail address, alternate phone numbers, and more … including a 200 character description of your business. On subsequent pages, you can add your business hours, types of payment that you accept, up to 10 photos, even a link to a YouTube video or an online coupon … all for free! (Later, you can also ask satisfied customers to go to this page, click on the “write a review” link, and write favorable reviews that will help to persuade new customers to come your way.) Once you are done making your additions and corrections, ask for a telephone validation, choose the “call me now” option, and the process will be complete as soon as you type the assigned 4-digit PIN number into your telephone keypad when the automated phone call arrives seconds later. Most changes will appear within only minutes or hours, although significant corrections to the location of your business (the marker on the map) will be confirmed by a human editor and take longer to implement.

Now that you have enhanced your listing (and made any necessary corrections), you are ready to add this map functionality to your website. This process is slightly more complex. If you are uncomfortable with HTML or do not directly maintain your website yourself, replacing the existing map on your website with this code should be easy enough for your webmaster to implement in less than ten minutes. Go back to your Google Maps listing, then choose the “Link to this page” option in the upper right of the page, then choose the “Customize and preview embedded map” option. Choose the “Custom Map Size” option, and enter the width and height (in pixels) that will best fit your page layout. (If this seems too complex to you, you can always choose one of the “Small”, “Medium”, or “Large” preset options.) Copy and paste the resulting HTML into the location on your website’s travel directions page where you would like the map to appear. (If you would like to make the map look a bit cleaner on your page, I would suggest deleting the HTML after the </iframe> closing tag.) That’s all there is to it!

Compare this professional, highly interactive map that now appears on your website with the hand-drawn, confusing map that you might have been using before (and that your competitors may still be using on their websites). Now go back to your Google Maps listing, click on the “more info” link, and see the enhancements that you’ve made, fully aware the similar enhancements probably do not appear alongside of your competitors’ listings because they will not have taken the time to follow these simple steps. The entire process will take very little time, probably less than 20 minutes. As a bonus, keep in mind that your Google Maps results page will also represent one more inbound link to your website, enhancing your site’s search engine ranking!

This article was originally written in August 2008 for Northeast In-Sites, the newsletter of the Northeast Campground Association. It was later reprinted in Woodall’s Campground Management.

We are living in a society that is obsessed with litigation. We are also living in a society where our rights to personal privacy are under constant attack. When it comes to advertising photography, my recommendation is that you do your best to protect both your interests and the rights of your guests. Never, under any circumstances, take a photograph of anybody without their advance knowledge or, in the instance of a once in a lifetime candid photo opportunity, by getting their express permission immediately afterward. Always remember that you are taking photographs, not snapshots.

Nobody plans a vacation at a campground (or anywhere else) with either the intention or expectation of becoming a model. On the other hand, over 99% of your guests will be thrilled to be a part of a photo shoot and will go out of their way to be cooperative. Nonetheless, it is important that you at least get people’s implied, if not their signed, consent. I am pleased to provide you with a model waiver template which you are free to use; however, it is important to presume that no waiver or release will ever hold up in court. The rights of the individual will always prevail. The primary purpose of a release is to weed out potential problems from that one person in a thousand who would like to get rich quick and own your business, with the help of his attorney brother-in-law.

If a release is so powerless, when and why should it be used? In a public setting, where nobody is being held up to ridicule, I have always followed two rules:

1. If there are fewer than 7 people in a photo, get them each to sign a release.

2. If there are more than 7 people in a photo, but anybody is prominently featured in the center or foreground, get signed releases.

A third rule might be to always get signed releases for any children whom you photograph, remembering that only a parent of a minor has the legal authority to act in this manner.

If you take a photograph and a person balks about signing the release, refuses to sign the release, jokes about compensation or a lawsuit, or the subject is a minor who is not accompanied by a parent, make a note to not only not use the photo but to destroy the photo in order to prevent it from ever being used unintentionally or without your knowledge (but, as the photographer, with your ultimate responsibility). Should you hire a photographer to take photos on your behalf, you will share any liability which results from that photographer’s failure to exercise due diligence in obtaining a release.

Some resorts incorporate a blanket release into their registration agreement; however, these are much less likely to hold water in court than a signed release (which is already as water-tight as a colander) and are perhaps little better than no release at all.

Again, if you are hiring a photographer, you should be aware of precisely what it is that you are purchasing. As with stock photography, you need to know what rights are being conveyed. Just as certainly as stock photography will always require payment of a fee, no reputable photographer will ever perform what is legally defined as “work for hire”. You will not be purchasing the actual photographs (which is essentially virtual property anyway now that almost all photography is digital) but the rights to use those photographs. If there are any restrictions on their use, aside from actual ownership itself, be sure to get those limitations defined in advance.

Read the entire online seminar by clicking here.

Anyway, the client pointed out that she gets similar solicitations (via both spam and telemarketing) on a weekly basis. To her credit, she questioned how they repeatedly find her site if is allegedly so hard to find. Good point! She also questioned how it could be possible for everybody to always be in the top ten search results. The answers are that software robots are used to harvest search results and then to harvest either an e-mail address that is linked directly from the site or is associated with the site’s registration. The spam usually starts with the statement that the sender has “just visited your site”, and that is somewhat true, except that they don’t ever point out that it was actually software on autopilot that found your site.

In the pitch to our client, it was pointed out that her campground “ranked in position 53 in Google for the phrase ‘Campgrounds New York’”. (Gee, I wonder if every New York campground received this same spam solicitation.) As I pointed out to our client, the very broad term “Campgrounds New York” that was used for the example is absurd. Nobody can expect to be at the top of that page of results other than CONY (the Campground Owners of New York) and similar directories of New York Campgrounds. For her business to come in at # 53 for such a broad term is actually quite good when one considers that there are over 200 CONY members.

What the spammers didn’t point out was that our client’s website is the #4 result (and the very first actual campground result) for the logical terms “Thousand Islands Camping” and “Thousand Islands Campground”? Of course not! That wouldn’t suit the effectiveness of their sales pitch. They would be happy to take the client’s money to improve her search position for terms that could only possibly come at the expense of her site’s position for the most important terms.

My advice to my client, and to the readers of this post, is to be very skeptical in reacting to spam like this. Anybody can come up with a set of keyword phrases that can make any business look very bad while ignoring any relevant keyword phrases that might not serve their purposes. Please do not even think of responding to people who conduct their business in this fashion because that is why we all continually get spammed. If even 1% of the people who receive spam like this respond to the “offer”, the spammers are making money and will continue in their practices.

This post may now be found in its entirety at http://willimansett.com/.

When we offered marketing solutions to our clients in the ski industry, we closely examined what was being done at Killington, Vail, Stowe, Sun Valley, Park City, Aspen, Vail, Jackson Hole and others, including the big resorts in Canada and Europe. The same thing has happened with our clients in the amusement park and attractions industry, where everyone has visited Disney World and has come back with higher expectations. The same thing happened as well with our campground clients, where every camper has at one time or another stayed at a five-star resort. In every instance, the idea is not to present your business as something that it isn’t, but to present the unique advantages that your business offers that allow it to remain relevant in the overall scheme of evolving consumer expectations. You need to closely examine – and visit – the leaders within your industry, as well as industries that compete for the same consumer dollars. Then come back and see how you can apply the lessons learned to make your business hold greater appeal to both your existing clientele and an expanding base of prospects. In almost every instance, the issue is not size but the quality and level of services that you are able to provide. You know your clientele better than anyone else, so you should know exactly which services are the ones that they will most highly value and appreciate. Offer them those, with a smile and a personal touch!