18 July 2004 - Creating desire for weight loss in Atkins TV commercials

Tom Peters, the business and marketing guru is critical of the new Atkins Nutritionals TV commercials. He says the Meet Chicks commercial belongs in the Museum of Badvertising.

I'm guessing that Tom took a negative view of the "Atkins helped me pick up chicks" tag line delivered by the bloke in the ad. This ad is more provocative in a line of "If you want to change your life, Atkins can help" themed commercials.

The other ads say Atkins helped me get off the couch, beat my son-in-law at squash, get married, get out of the house, beat my junk food cravings and find a dog.

Whatever your opinion of these commercials, they highlight an emotional trigger to start a weight loss or shape up program. What is or will be your strong emotional trigger to take action, eat well and stay active? Turn your trigger into a even stronger goal and go for it!

16 July 2004 - Do you give 5-star experiences?

If you are going to enjoy eating high-fat-sugar foods, you at least want to enjoy the experience, right! The perfect food experience rates 5-stars, just like an occasional overindulgence at a great restaurant. The food tasted fantastic, the presentation was magnificent and the staff were flawless in their delivery.

Unfortunately, it can be a challenge to find the 5-stars in any food experience aligned at all once. Here are two examples, from lunch today...

1. I visited a McDonalds (Panther's at Penrith, NSW Australia) to try their "New Improved" Salads Plus menu. I ate a Lean Beef Burger, which with a smaller serve size and less fat gives you 1250 kJ versus a Big Mac at 2010 kJ. Feeling pretty good making these caloric savings, I asked for the nutrition information, excited to see what other energy savings could be made with the new menu items. They didn't have nutrition information for the new items and I left disappointed and hungry for information.

2. My second experience left my taste bud disapointed. Across the car park from McDonalds was Krispy Kreme. Having heard the hype but not having tried a Krispy Kreme doughnut, I went in to purchase a sample. After 10-15 minutes in the cue, which I had been warned was part of the deal ('experience'), I was told that it would be a five minute wait for a plain doughnut.

I was not impressed with being told to wait even longer, after watching dozens of fresh doughnuts being boxed before my taste buds. In line with my new zero-tolerance food service policy I asked to speak to the manager and informed her of my frustration. She told me about machines breaking down and that everyone else is waiting like me. I suggested they never let this happen again and walked out.

My point with these two examples is that there's so much more to food than the stuff we eat. It's the whole experience that counts. If the boss at Krispy Kreme had offered me a doughnut to eat while I waited, I would have stayed and I would have told my friends about the great service.

The same applies to working with clients on weight loss. You have to make sure their whole experience with you is positive. Otherwise they will walk away and never come back.

Do you have the diet information clients want at your finger tips, just like McDonalds didn't? If you have a breakdown in your process, just like Krispy Kreme did with their machines, what is your policy to compensate customers? I'm working on mine and know where I can improve my business. Where can you?

24 June 2004 - Healthy Lunchbox Ideas

Did a live cross this morning from Willoughby Public School's canteen for Channel 9's Today Show. Here's some quick tips on healthy lunchboxes.

For lunch:

1. Kebab bread roll with ham & cheese spread
2. Pita bread filled with salad, chicken strips & mayonaise
3. Leftover quiche or vegetable slice
4. Peanut butter & grated carrot sandwich
5. Vary the bread - rolls, bagels, pita or kebab bread

1. Small fruits - grapes, blueberries, plums or strawberries
2. Kid-sized bananas, apples & mandarins
3. Flavoured yoghurt
4. Breakfast cereal portions in snap-lock bags
5. Trail mix - dried fruit & nuts
6. Banana chips
7. Carrot sticks with hommus or tzaziki dip
8. Celery sticks filled with peanut butter
9. Scones & plain piklets
10. Crispbreads
11. Grainy muesli bars
12. Slice of fruit loaf
13. Tetra pack milk or juice drinks

1. Get one with a water bottle included so you can freeze it to keep the lunch cool.
2. Get one that looks 'cool' so it will get opened.
3. Make a list of lunchbox favourites and post it on the fridge.
4. Pack a different lunch each day.
5. Have your child help you pack their lunch.
6. Try packing half a sandwich for small eaters.