Monthly Archives: November 2015

DIRECT MAIL

SYNOPSIS IN POINT FORM

• Direct mail works in large quantities
• Although it is not usually specific, it works through its widespread reach and cost-effectiveness
• Certain targeting may still be achieved, as with exclusive coverage of premium households and businesses
• It is the best way of targeting by geographical location
• It is the best way of covering all prospects in a geographical location or even nationwide
• It effectively manages to place a physical presence in every household
• All advertising is discarded, not just direct mailed material, but only after the message has been delivered
• Give your material a monetary value by including offers and discounts, also enabling you to measure response
• Discretion has no part in direct mail, make sure you have a big striking message for full visibility and impact
• Direct mail is an excellent means of promoting your online presence

FULL ARTICLE

The door to door distribution of promotional material, or direct mail, has been around for some time now. It is one of the most effective direct marketing promotional methods, which can still have considerable impact.

Like any other marketing process, direct mail must be used wisely and employed correctly, so as to have the best impact.

Direct mail is not about specifics and preciseness. In fact it works best when large quantities of recipients are blanket covered, in an admittedly hit and miss situation. This lack of fine-tuned targeting has contributed towards its weakening popularity, over the last few years.

What many fail to realise however, is that its cost-effectiveness combined with its widespread reach, still often results in great impact for its users.

Over the last decade, marketing in general has been all about targeting. However, sometimes by sparing all the efforts and resources to refine your target to a more and more select audience, you seem to come round a full circle and are able to hit a greatly larger audience, with less hassle and expense, which in this case at least can defeat the whole purpose of targeting.

Due to the nonspecific nature of direct mail, it is in fact recommended that large quantities of households are covered, so as to ensure that in the many thousands involved, several will be interested in the advertised products and services.

However in reality there is still a certain amount of targeting that may be availed of.

Targeting by location is the first that comes to mind. There are very few media which can better select by geographical location of residence than direct mail. For certain types of businesses this might be one of their most important factors. For example, for anyone running a delivery service and wishing to limit it to certain areas only, this is about the most effective means of advertising that exists. Similarly, with small retain outlets it is an ideal medium to inform locals and locals alone.

It is also amongst the only medium which covers your entire audience within a given location, as all households are covered and therefore exposed to your advertising. Using even a huge mix of media could never achieve this, due to its fragmented nature.

Malta being such a small country, it is also feasible to cover all households in a nationwide distribution. The exposure of such a single campaign, due to its universal nature, is largely unmatched by any other method, which will always necessarily only hit a small proportion of the population.

It is also possible to distribute to certain types of areas and households only, as often required by top end products, whereby premium households such as villas and luxury apartments may be specifically targeted.

Similarly, businesses operating on a B2B basis, can limit their distribution to other businesses only, rather than private households.

But perhaps the most effective aspect of direct mail, is that it actually succeeds in putting a physical presence into the hands of your potential customers. This is a very powerful means and often a very long-lasting one too, whereby many retain this information for weeks and also months, until they make use of it.

The common fallacy that it goes straight into the bin, ignores the fact that before it does, we first go through them quickly, to ensure that there is nothing of interest and if there is, we put that aside before discarding the others. This contrasts sharply with other media advertising such as TV, radio, or print media, whereby the chances of even viewing or hearing the advert are already exceedingly slim. Furthermore, every newspaper and magazine advert also goes into the bin and radio and TV advertising goes nowhere as the very most that could be retained is a mental image. In this too, direct mail also succeeds, as once you have viewed the material, the advertising message has already been delivered, even if you then discard it. If, on the other hand, you actually retain the material, then this is just an added bonus, and a very big one at that.

It is always best to give value to your promotional material by including some form of offer. The options are endless and include discounts, free gifts and other advantages upon presentation of your flyer, including vouchers and coupons, asking recipients to complete a form, thus obtaining their contact information against an incentive, and several others. This automatically transforms your leaflets and flyers into much more than a piece of paper, giving them a real monetary value.

This also allows you to perfectly measure the impact and the return on your door to door campaign.

A common mistake in many promotional mail designs is that they tend to be too smart and discreet to work. Many clients tend to think that this might be more in line with their particular business’s subtle image. This is very misplaced and incorrect thinking, as full visibility and immediate impact in a big bold message is what it should really be all about, very much the opposite to discretion and subtlety.

A discreet promotional flyer is like a roadside billboard written in small feint text, or a radio or TV advert with very low volume and ultra-vague images. That is not how it works!

So make sure that your message is big and strong enough to hit everyone in the face as soon as they open their letterbox. Otherwise go for the complete opposite, enclose your flyer in a blank envelope which everyone will have to open up to check, before they decide whether to discard it or act on it.

Lastly, as many of us tend today to focus our marketing via online channels, you might be asking whether there is still space for such offline print based marketing. Well do keep in mind that this could also be one of the most effective means of promoting your online presence, and a wise direct mailing campaign may be specifically directed at driving traffic to your web site and social media platforms.

D’OFFICE, Valletta

Centrally located in the section of Archbishop Street across the road from the Palace, D’Office has become a very popular lunch venue in Valletta, for office workers and shoppers alike.

It is stylishly decorated in a tasteful retro bistro style, which is very pleasing to the eye. What immediately caught mine, was the genuinely warm welcome you receive upon entrance, which was followed up with very friendly, helpful and informal service throughout.

The menu is varied and quite extensive, which in a casual diner should not be taken as a bad sign. There are also the specials of the day, which continue adding to the ample choice. We had a lovely avocado and prawn salad and a rather delicious spaghetti mainara in a tomato sauce. Both were of very satisfactory quality and also copious in size.

These were accompanied by a Chilean Cono Sur Bicicleta sauvignon blanc, which was nicely floral and crisp. It is hard to beat new world sauvignon at lunch time with a light bite. I do try and vary once in a while, but especially based on what is readily available in local establishments, this seems to be often quite unavoidable.

Unfortunately we were in a bit of a hurry, so we contented ourselves to this one dish, followed by coffees and a couple of naughties.

D’Office is an overall excellent choice for an informal and unceremonious lunch, especially if they keep up their truly warm hospitality.

And if god forbid you lose both wifi and your data connection, you can always pop into the loo and type a letter…

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AN IDIOT’S GUIDE TO SERVING WINE

(mainly aimed at restaurant serving staff)

Many are still very sadly under the impression that serving wine the right way and according to required custom, is unnecessary and bombastic. Many others don’t even know that all this exists. And the worst part of it all is that many who are totally in the dark, actually work in the catering industry!

So here goes. These are the most basic steps of serving wine in a restaurant environment. If you work in one, then take head and learn. If you are a customer, then don’t settle for anything less.

• When handing the wine list, first ask clearly who would like to order the wine and pass it on personally to that one person. With a large table which might easily order more than one type, don’t be afraid to hand out two lists to different people if so requested, they won’t eat them don’t worry

• If any wines are out of stock, then best to point it out immediately before anyone actually selects them

• If you are taking wine orders without having any idea on wines, then complain bitterly to management. You simply should not be doing this. It is inconceivable to imagine that customers will not ask you questions which they expect you to be able to answer. If however you are totally stuck and have no one to ask, then never ever lie or invent, just admit that you don’t know. The very worst thing of all is giving false information. It is always better to be unknowing than to be wrong

• If anyone orders a wine of which you only have few bottles left and less than that table might consume, then best to point it out before you open and serve the first bottle. They might wish to change their decision to remain on the same wine, rather than running out and having to change during the meal

• If ever recommending to change a wine for whatever reason, then always without fail suggest something very similar in every respect. This most definitely includes price. In this case always inform the customer of the exact price without them asking. They looked at prices for wines on your wine list, so why should they now agree to a new wine blindly?

• Always ensure that bottles are served at the right temperature. If you require some time to chill a bottle before serving, then you must inform the customer. Do not keep them waiting without letting them know

• With white wine always provide an ice bucket or a cooler, depending on what is available at your establishment. If the red wine is too warm, or is served slightly chilled in Summer, but risks warming up, then you may also ask whether a cooling device is also required for it

• When you serve the wine you start off by showing it only to the person who ordered it. This is not just show, it is done so as to ensure that nobody has misunderstood each other and that you are about to open the correct bottle. Many a time was I served the wrong wine just because the name was similar or the server was inattentive

• It is normal for the customer either to take the bottle in hand for closer examination, or to touch it to feel the temperature. If you are showing it to them it is for them to see it and if they want to see it better and read the labels, then it is a very normal thing and is simply confirming that your original gesture made sense!

• Once the customer approves of the wine, then you can proceed to open it. You should always be capable of opening a bottle totally unsupported – in the air, so to speak. Do not place it on a table or anywhere else, you should be perfectly capable of opening it without placing it anywhere, even when using a corkscrew. If you put it between your legs to open it, then you should very simply be castrated or oophorectomised on the spot. I don’t fancy anything which has been tucked away between anyone’s legs and touching their genitals, unless I really fancy them

• If you are dealing with a cork top, then never make it pop on the way out. As this is totally unnecessary, it is also considered superfluous, hence unprofessional, hence rude

• You then proceed to have the wine tasted. This is essential for a number of reasons, but certainly not to see whether it is to the person’s personal taste and liking. When you order a bottle of wine you are supposed to know what you are ordering, and if you don’t, then you should consult the serving staff, which is why you are meant to know what you are selling. So unless you misinformed the customer, they have no right to send the wine back because it is not to their own liking. You taste the wine to check if it is corked, but also to see if it is off, if there is a production problem, if it is oxidized, if it is well past its best and losing flavour, if it is musty, and finally if it is at the right temperature. So even if it is a screw-top bottle you still have to taste it, as although it cannot be corked, all the other possible defects may still be present

• So tasting the wine should always occur, no matter the case. Don’t ask who would like to taste it, it should be the person who ordered it that does. Pour a small amount in their glass for this purpose. You really needn’t pour very much however too little is not good either, as this will make it more difficult to properly look at and smell the wine

• The customer should start by first swirling the wine, then looking at it, then perhaps swirling it again, then smelling it several times, before actually tasting it. This is not showing off at all. This is how a wine should be tested and checked. You look at it because the colour, the clarity and the meniscus (edges or rim), can tell you a lot about the wine. You swirl it aerate it and to release the aromas and flavours. And you smell it because our sense of smell is much more sensitive than our sense of taste. In fact in many cases if you look at the wine well and then smell it thoroughly, you don’t even have to taste it, especially with whites which are usually much less complex than reds

• Feel free to smell the cork, but only if you know what you’re doing. Also be aware that smelling a cork will never give you even a small proportion of the information acquired from the sight, smell and taste of the wine, so don’t be surprised if you cannot smell anything amiss, while the customer can

• Wait until the taster confirms that it is ok. Do not start pouring before

• If the customer claims that the wine is off, do not argue. If your wine suppliers do not accept wine returns and replace them with no questions asked, then change suppliers immediately, as all serious ones should. If they do this already, then what on earth are your arguing for

• It can genuinely happen that the taster initially confirms that the wine is fine and that they only realise that there is something wrong with it later on, possibly even after the entire bottle has been poured out and perhaps even partially drunk. This does not make any difference. If the wine is genuinely off then it is off, so just replace it

• If more than one bootle of the same type is corked or not of a satisfactory level, then you might have been given an entire bad batch. It is best in this case to suggest to the customers to try an entirely different wine

• You start by serving the women, always! And you always serve by standing behind the client and from the right hand side, using your right hand, whether you are left or right handed. You are not flying an interstellar rocket, so learning how to do this is very easy! The only exception should be if you really physically cannot, because there is no way you can get behind them, otherwise you always have to. So once you serve all the women at the table, then you serve all the men. And at the very end you serve the person who tasted it. If however the taster was a woman, you may serve her after all the other women and before the men

• If the table has opted for more than one wine, particularly if it is a large table, then it would make a lot of sense to take one wine in each hand and as you move from person to person you ask them which one they prefer, rather than going around the table twice. It is amazing how many servers fail to do this, wasting unnecessary time and effort. Each time a customer chooses the wine in your left hand, you do not pour with that hand, but you switch bottles and always pour with the right

• Do your very best not to spill one single drop ever, no matter how many glasses you serve. Like everything else it is simply a matter of practice. Never move the glass or touch it or raise it above the table. Do not either rest the bottle on, or even touch the glass. You should be perfectly capable of serving in any position and any distance without ever spilling at all. Practice!

• Never serve huge amounts into the glass, no matter its size. As a rule of thumb try to get at least six servings from a bottle, if you are getting less, then you are pouring too much

• Big glass or small glass you might be asking? Well traditionally the larger glass used to be for the water and the smaller one for the wine. Today however the trend is being reversed and more often than not customers understandably prefer using the larger one for the wine. Naturally I am referring to table settings where both glasses are similarly shaped

• In certain establishments the first glass is waiter served and then the bottle is placed on the table for the customers to help themselves, which is fair enough, if this is the style of the place. If however you are expected to regularly top us glasses, do ensure that you do not do this too often. It is extremely annoying when the second your glass is starting to empty it is immediately topped up too frequently. It shows that you are too pushy, unjustifiably increasing consumption, and getting patrons drunk

• When emptying the last bit of the bottle, do not stand there for ages letting it drip until it is bone dry. On the contrary, traditionally you would leave a little bit in the bottle in the case of sediment and although this is not so much expected nowadays, once the bottle is just about empty turn it back up and take it away

• With each and every bottle without exception, the customer is to taste it upon its opening. The fact that you are serving the same wine has absolutely nothing to do with it. I explained above why wine is tasted, so if you have already served an abundance of bottles of the same type, there is still a chance of encountering a bad one, even if it is the tenth one of the same brand. So don’t ask, just bring an empty glass each time and provide a little bit for the taster to approve. Doing this in a fresh glass is also imperative, so as not to mix tastes. Once the wine has been tasted and approved, it is customary to remove this glass for the simple fact that the taster would otherwise soon end up with countless glasses on the table

• If the wine is being changed to a different one, not only is it inconceivable to top up and mix two different even similar wines in the same glasses, but also to use the same glasses when empty. So fetch fresh glasses each and every time a new wine is being served. If the customers themselves tell you to leave the same glasses, then it is always best to mildly insist on changing them anyway, as this will ensure more enjoyable drinking by all. If however they really make a fuss and simply don’t want to change, then this is obviously their prerogative. When serving successive bottles of the same wine, glasses are not changed

• Every time a bottle is empty go ahead and ask whether they would like another one, unless the meal is virtually over. Certainly if they have finished, or are just about to terminate their main course, then it is futile and even annoying to ask

• Traditionally if the customer places an empty bottle upside down in a bucket, then this signified that they require another one. However in today’s world many are not aware of this, and do this simply when the bottle is empty. It is therefore always prudent to ask before fetching another bottle

There is of course infinitely more to learn and do not in any way imagine that you are already approaching somellier status simply because you know the above. There is a plethora of knowledge even strictly concerning only the serving of wine, ranging from temperature, the right glasses, decanting, letting it breath, sediment and countless other issues.

So the above are simply the basics and as basics they should be known and practiced by all.

COURTING WITH STYLE

The security has probably become more thorough than the airport. Then you go straight to the monitors, desperately hoping that the judge or magistrate decided to come in to work. Yes yes I know you can also check online before you go, but you know, shit happens, and sometimes even at the last minute….

So the next stage is desperately searching down the list of cases in the stylish gold aluminium showcases, outside each hall, hoping that your case is listed. Stranger things have happened you know, and that’s an understatement.

But that of course is only the tip of the iceberg. You then hope your lawyer turns up, that the opposing party’s lawyer does too, that the ‘gods that be’ are in the mood of hearing your case and don’t simply wave you away before you are given the date for the next sitting, about ten years after you die.

And as the time you are given is just a very wild approximation, it is best to take along with you an enormous dose of patience and what better than to sit there and people-watch? This, at least, is about as good as it gets right here and very hard to beat anywhere else.

I also find Mater Dei Hospital quite fascinating in this department, but I’ll leave that for another day, when I am equally bored and sitting there alone, as I am doing here right now.

But really, what an unlikely mix of characters, if there ever was one.

Unlike Mater Dei, where the vast majority seem to have crawled out of the Pleistocene period, here you have a fantastic mix of extremes. So here goes…

Men wearing black everywhere. The more adventurous wearing dark grey. These are mainly the commercial you-owe-me-money-no-I-don’t cases, I presume. They walk around smartly holding on to that stiff upper lip, psychologically preparing themselves for their professional and serious persona on the stand.

Women wearing trouser suits in neutral colours, obviously the close equivalent to the business men above. When a woman wants to look like a person and not like a woman, then society dictates that she has to dress like a man.

Women horribly overdressed, with more layers of makeup then a homemade mega lasagne. Enough jewellery hanging off most parts of their body to open a small shop round the corner, in Santa Lucia Street. These are the women who have deemed it more strategic to be viewed as women, rather than as plain people.

Then there are the first timers, who wander around like lost souls and headless chickens, not knowing what to expect. They fumble around with their notes and their mobiles in nervous anticipation and pounce upon their lawyers as soon as they see them approaching from afar, their only perceived salvation.

Then there are the thugs. They borrowed their grandfather’s widest, shortest and most colourful tie, chucked it over a thick denim shirt, party hidden by an old anorak which they wore in guise of a jacket, all above dirty jeans and sneakers. “It says jacket and tie doesn’t it!”, they seem to snarl at anyone who looks at them. “So fuck you that’s exactly what I’m wearing!” – you can virtually hear then say.

The old ladies who just simply have to sit right next to you, soon turning you totally suicidal. They simply insist on relating what a bastard their neighbour is for having touched their garden wall and that they even suspect he might have stolen a lemon, which was only partially hanging over his garden. So technically they should have shared it between them. And although the case has been going on for the last 35 years, it was still worth the time and hassle to see justice being dealt one fine day in the distant future.

Grown men wearing black flowing dresses proudly hovering around like divas feeling important. Many also have the heavy rimmed specs, barely holding onto the tip of their nose, just for added effect, as they seem to play a game of tag, highfiving dozens of people they obviously know as they walk determinedly through the corridor. Important people know many people you know.

Then there are what is possibly the scariest form of human being alive today. Young female lawyers! Brrrrrr. They are masters, no sorry, mistresses of power dressing, power walking, power glaring, power posing and power talking. They stride around with a marked air of untouchable arrogance, an invincible aura which screams out “I’m hot, I’m desirable, I’m in infinite demand, but I’m also smart, I’m indestructible and above all I’m also a lawyer, so try and ever make one single move against me and I’ll have you hanging upside down by the balls before they call your name three times.

Oops, speak of the devil, there you go it’s my turn, fingers crossed….

And here I am back out in 30 seconds flat. An hour and a half to get ready + one hour to drive to Valletta, well Floriana actually + 30 minutes to park and walk in + one hour and 15 minutes waiting on the bench, then of course 15 minutes walk + an hour to drive back = 5 hours, and all for 30 seconds.

“Case number 25.35 billion. X versus Y. Lawyer A? Present. Lawyer B? Present. Any representatives of parties here? Yes but only one idiot wasted 5 hours of his life to come here. Ok just stand there and shut up idiot! Lawyer A you had to present an affidavit? Yes here it is. And yours Lawyer B? I didn’t bring it with me today. Ok present it during next sitting, errrr emmm end of May ok? (Like we have an effing choice!) Now get the f out of here! Oh thank you your majesty, thank you.”

Oh how I look forward to Mater Dei…

DON’T BE A TERRORIST

It has been a traumatic time for us all. France under attack, Lebanon, Mali and now a distinct feeling of impending doom in Belgium. All eating away at our psyche, eroding our morale and putting us down.

We desperately try to find reason and solace, each in our own way. And inevitably we all come to our own personal conclusions, which vary greatly according to our own subjective judgement and sensitivities.

There is hopefully one main thing we all agree upon however. That tolerance and freedom must be resected and that imposing our beliefs on others is a ghastly and terribly undesirable thing. We all have every right to our own convictions and no amount of terror will ever change that.

Good, so hopefully we agree upon that!

But why then do we all squabble and fight and argue between ourselves simply because we take a different stance and arrive at a varying conclusion. Although our actions are infinitely benign in comparison, we still act like mini terrorists with each other simply over diverging opinions.

So many have battled away with their so called friends on social media and elsewhere, so many have fought and cursed and insulted each other, simply because they have a different take on the situation. On Facebook many have fallen out, unfriended each other and even blocked their previous friends.

And why? Because in a terrorist way, they too are unable to accept different views to theirs.

I have friends who vary from totally racist, to moderately racist, to not racist, to fully liberated global citizens who don’t even believe we should have borders, like me. And you know what, I respect all of their opinions and think that they have every right to them and also to express them.

If they went out on daily killing sprees shooting anyone slightly on the dark side and closely resembling Arabs and Indians, which incidentally would include most of the Maltese, then it would be an entirely different issue. But as I do not discriminate by skin or by religion, I will not discriminate by opinion either.

I haven’t got one atom of racism in my body, however I accept friends who simply cannot stand the sight of an Arab and would want every single one of them deported, visa and residents permit or no visa and residents permit.

What are we to do next? Avail ourselves of a clipboard with a questionnaire before we accept anyone into our circles? Who do you vote for? Wrong party sorry – out! Religious? Oh no I can’t accept that – bye! Do you believe in ghosts? Oh yuck I can’t stand that! And every other opinion we may have must be matched by everyone else in our entourage, before we start to consider them?

I love diversity, I love variance and I hate monotony. I really and truly do not want everyone else to agree with me on everything. What a dull and boring world that would be.

Similarly with religion, although I have been an atheist for over 35 years, I fully respect everyone else’s opinions and have a lot of time for those who have chosen to retain their faith. This is why I do not subscribe to the current angry atheist movement who constantly disparage religion and religious people. For me they too are taking a very religious standpoint by crusading for their own atheistic beliefs. In my world why should I even want others to be atheist? Nobody will ever give me brownie points for ex-converting people anyway.

I fully understand why religion came about and why so many people still need religion in their lives, so who am I to deny them that option? Similarly I understand that racism is in many ways a natural protective reaction based on the fear of the unknown. Well in any case these are my own theories, but of course feel free to disagree.

Since when do we expect to inhabit a planet populated only by our own clones?

Accept and respect everyone else’s opinions in the same way that you want yours to be respected.

These are the main thoughts and reflections I have come away with from the terror of recent days. Let us not add more aggression and unnecessary grief. The whole battle is about the acceptance of others remember!

LA VILLE LUMIERE

N’ayez pas crainte, je ne vais pas parler des atrocités de la semaine dernière, mais tous simplement de la splendeur de cette ville unique et magnifique. Je pense que nous avons assez entendu de malheur et le simple fait de traiter des idées beaucoup plus agréable nous aidera à soulager la douleur.

I fell in love with Paris in 1986. My then ‘future-ex-wife-to-be’ and I, had hit it off and had decided to try it together. So when she asked me whether she should come and join me in Malta, or if I preferred going to live in Paris, I was at the airport before you could even say Dom Mintoff. Imagine even comparing 1980’s Malta to Paris! Even seeing them written in the same sentence seems rather odd. So upon my incredulous discovery that they even sold chocolate and toothpaste in Paris, one of my greatest and most rewarding life adventures began.

Incidentally the same odious comparison recurred in my life a decade and a half later, by supporting my second wife’s equally unlikely comparison between the far east of Russia and Malta. A form of reverse Karma of sorts. What I took from one I gave to the other…

It is extremely hard not to love Paris. I truly love everything about it and in spite of my rather extensive travels, I at least, cannot say that I enjoy any other city better.

There is that immense je ne sais quoi about it, a special feel, the extraordinary culture, the cafés and the restaurants, the boulevards, the bridges, the sites, the everything.

But most of us know Paris and can relate very easily to what I am talking about. It is rather the changing attitudes and our perception of it, which I would like to dwell on here.

The French have long suffered a lot of bias from other nations, particularly from the British. There are obviously many stereotypes and I am a firm believer that such cliches must always be based on some form of truth. However, what we believe to be common knowledge about the French is mostly British made conjecture, which is anything but shared by other nations. Being so familiar with British culture, many of us sometimes project this as being a general global perspective, which very often it isn’t.

The British have always had a love-hate relationship with France, which I have a feeling is at least partly based on envy. However there is some truth behind the many hackneyed ideas, or might I dare say that there used to be…

The French themselves have long admitted to being rather awkward in any situation which is not French. They are so immersed in their own endless culture and their own extensive network of 57 francophone countries around the world, that they can be rather clumsy when having to deal and communicate outside of their own realm. Even when travelling many prefer visiting one of the endless choice of French speaking countries, in the same way many English speaking people do with their own. Perhaps the other people who are even more submerged in their own imaginary universe and language, and who have great difficulties operating outside it, are the British themselves! As is so often the case, it is the most guilty who are pointing fingers at others.

The everlasting adage that the French refuse to speak to you in English is perhaps the most glaringly obvious example of this. Are we to imagine that the English are the world’s best linguists and that you can comfortably go to the UK and speak French, Spanish, Italian or German and have absolutely no problem as everyone there is pentalingual?

I can guarantee that the French do not reply to you in English for only two reasons. Either they simply cannot speak it, or in their typical French-locked mentality they are literally embarrassed to do so for lack of adeptness and over abundance of accent. As most Maltese are very familiar with Italians, we can very easily draw many parallels here with them too. The strange thing however is that we Maltese never even dreamt in the past to travel to Italy and expect them to speak to us in English, but for some ignorant reason when we used to travel to France we somehow did. And the same might be said when travelling to most other countries. Back in those days at least, did you expect people to speak to you in English when in Russia, Greece or Germany? Certainly not I am sure, but somehow based on the British bias many of us were exposed to, when travelling to France we incredibly did!

But things have changed incredibly in Paris and also in much of France. In fact I find it rather surreal how in the 30 years which have elapsed since my first visit there, the approach and mentality of Parisians has entirely been transformed.

I must admit that I did find them quite abrasive when I first went there. On many an occasion I was shunned, scorned at and mildly ignored, mainly due to my then very poor French and also my poor grasp of everything French. My only way forward then, was to become proficient both in language and in general knowledge, to an even greater extent than the average Frenchman, so as to gain their respect. Something I am very proud of having very amply achieved.

Today however, unless it is you who is travelling there with very heavy blinkers and totally stuck in your passé impressions of the French, you cannot but admit that they have greatly changed.

Based on our last visits to Paris, I can very safely say that the vast majority of them now speak pretty good English. They are also welcoming, friendly and smile, and are a far cry from what I had to endure there three decades ago.

They have made an enormous and conscious effort to globalise themselves and their thinking, without of course taking anything away from their own culture. This is something we Maltese should try to understand. That by pushing English and firmly setting our sights beyond our minuscule rock, it does not necessarily mean that we are ousting our own language and culture. One does not and should not preclude the other.

If anyone is still rather skeptical at how such massive change can occur in any country in a relatively short period of time, then here are two examples very close to home. Malta has changed in certain cases beyond recognition in these last 30 years. And to a certain extent so has England. I distinctly remember how terribly English it was in so many ways in those days. To give just one amusing example, if you walked into a pub and asked for a glass of wine you would probably have been lynched, not that they would have known what the hell you were talking about then. Today the British too have evolved enormously to a much more open and cosmopolitan people than they were in the 1980’s, and in virtually every respect.

What many Maltese people do not realise, is that the French are infinitely more like the Maltese than the British are. They are a Latin nation with a much more Southern soul and a large part of which are even Mediterranean people so similar to us.

When I was living in Paris, I always remember thinking how unfortunate life is as nothing is ever perfect. Such an extraordinary and beautiful place, sadly inhabited by sour and inhospitable individuals.

Now even this has changed totally and this amazing city has actually turned friendly to all. How’s that for astounding news to please any visitor there beyond all expectation. Nowhere is heaven on earth, but Paris comes close enough for me.

Paris je t’aime!

FROM BURMARRAD TO BEIRUT

As I live just outside Burmarrad, I often drive into the sprawling city centre for a loaf of bread. On such an occasion only this morning, I parked my car in a small side road in front of a small house, where a little, ogling and beady eyed man was visibly perturbed, as I took what he obviously considered to be his own private parking space, simply because it was located directly in front of his door.

I couldn’t help thinking how massively different we all are to each other.

Here we were, two men of roughly the same age and the same nationality, living within one kilometre of each other, yet apparently holding such unfathomably different views on life.

This man’s universe obviously extended only 3 metres outside his front door – just enough to park his car within it. And I am sure that that is exactly where it ended. I suppose that we all know this type, followed closely by those who still think that they have priority in their village, over those who came to live there from neighbouring towns. Then of course there is the North – South concept in Malta, similarly to so many other countries, and the people from Gozo who consider Gozo theirs and not of the Maltese.

So much parochialism incredibly still exists around us, and so many simply refuse to move on.

The next level up are the many Maltese who consider Malta to belong to them and to them only. Although technically with Schengen in place, it really belongs equally to all countries within this treaty, as all their nationals have the same rights of movement and residence as the Maltese do. This is closely followed by the rest of the EU citizens, who can still exercise their rights in Malta, which is really and truly now part of a larger territory made up of these 28 nations.

So what Mr. Burmarrad is forgetting is that a family may arrive not from across the fields opposite, as I did, but from say Stockholm, settle exactly next door to him and park their Saab right in front of his door every single day and have every right to do so.

But while so many remain firmly stuck in their provincial attitude, I personally go further that this, much further. From a very young age I have distinctly felt that I am a global citizen, or as it is beautifully termed in French, a citoyen du monde.

My direct ancestor Alexander the Great, travelled from his tiny Macedonia to invade enormous swathes of central and Southern Asia, because that was his ambition, spreading Greek culture and genes in the process.

The Romans occupied the known Western world and brought with them so much knowledge and advancement. As did after them the Arabs and the Moors who invaded almost half of Europe. It is said in scientific circles that the Mongols inhabited so much of the known world, that the majority of people living today, actually have some direct lineage from Genghis Khan himself.

Later on many European countries invaded much of the world, this time incorporating literally every continent. The British, the French and the Spanish alone, controlled most nations and territories around the globe at one time or another. And as all the others before them, they really did not do it with much finesse. They bulldozed their way ruthlessly, bearing bibles and crosses, inquisitions and long sleeves and trousers and everything European, eradicating anything which was not conducive to their habitual lore. Entire cultures were all but eradicated, such as the Aborigines and the Native American Indians, while others were totally and forever wiped off the face of the earth.

Some went in war and some went in peace. Millions of Italians, Greeks and Irish, just to mention a few obvious nationalities, left their countries bearing only hope of a better life, as they emigrated to countries like the USA, Canada and Australia.

Similarly the Maltese left by the shipload, first to North Africa at the beginning of the 20th century, ironically settling in places such as Alexandria, Benghazi, Tripoli, Tunis, Algiers and Oran, then mainly to the UK and to other English speaking countries after the war, and until very recent times.

People have always moved and travelled to better their conditions from time immemorial. We are all a big mixture of nations, of peoples and of origins. We really do not have to look very far to find a perfect example of such total integration. Our own country is a great melting pot made up principally of Phoenician – which is present day Lebanon close to Beirut, Turkish, North African, Italian, French, Spanish and British lineage.

Suffice to say that we speak a semitic language, we greatly resemble Arabs and Turks both physically and in so many other ways, however we now form part of Europe from a cultural and political point of view.

This natural process of human movement continues today, as it always has, mainly with people from Africa and the Middle East moving into Europe, and with people from Latin America moving North into the USA and Canada.

Nothing has changed and nothing is new. It has always been the poor and the wretched trying to upper their status and to improve their plight and unfortunately they have always been looked down upon by their richer host country.

The situation was the same for the illiterate, exclusively Maltese speaking immigrants in Australia and elsewhere, some of whom still struggle with English forty years later. In England for many decades the word Maltese was synonymous with low down thieving pimp, and for good reason. In many communities the Maltese were generally considered as second class citizens and poor immigrants for so many years. And as everyone on this planet tends to do, possibly especially Europeans, they take their customs and their newspapers and their pastizzi and their language with them. Yes we all do that, hence Chinatown and any-other-country-town and Little Italy and little this and the other!

However if we really consider this issue, nobody on earth has tried and succeeded in imposing their language and their customs on other nations more effectively than Europeans.

But even up to this day, the West, which we look at generally as the good guys, simply because we are part of it, still does not always travel in peace. It still continues to forcefully invade and take over, or in certain cases it tries and it fails, to occupy entire countries to the South and to the East. Vietnam, Afghanistan and Iraq instantly come to mind.

The West meddles in the affairs of most countries. It supports Israel and suppresses Palestine. It manipulates dictators and puppet governments, putting them into power and then toppling them. It supports and provides weapons to the factions and the terrorists of choice, who happen to be favoured at the moment. It makes all sorts of deals, often double-crossing both sides, as it secretly assists all of them, so as to retain a total position of force. It strives for power and oil and influence wherever it can, unlike Arab, Asian and African countries, which do not have the resources, or the clout, or the desire, or the ego, to do this to any Western nation.

In my eyes nobody owns the land, in the same way that nobody owns the sea and the air. We have not only a right but a duty to seek better conditions for ourselves and our families. In the same way defectors from the previous Eastern Block risked their lives to escape their lack of freedom, in the same way so many Maltese left their homeland simply out of ambition, people living unimaginable conditions of poverty, murder and rape should and must find a way of surviving. And in many cases the only way is to make the perilous journey to Europe.

My one biggest argument is this – I would do exactly the same!

We face today horrific incidents such as Paris and Beirut, byproducts of our meddling in other people’s affairs. It is extremely unlikely that Isis would ever have existed if the Americans had never invaded Iraq, in search of the mythical weapons of mass destruction which never even existed. The Muslims themselves are by far the biggest victims of terrorism and what the Parisians just went through would be a quiet day in parts of Syria and Iraq. And naturally I say this in infinite respect and compassion with my French brethren.

Yet in the face of so much horror and human suffering, we slam our doors and close our minds. We do not even let them park their car unless they live in our same road. Some obsess about the colour of their skin and others about their religion.

Human migration will never stop. We ourselves have sought to share and enjoy the riches of other nations by traveling there in hoards. We are proud that we went there with nothing and came back with a small fortune.

Now it is our turn to give a little bit back.

TEN EASY STRATEGIES TO INCREASE YOUR SALES – Part 3

SYNOPSIS IN POINT FORM

• Upselling – increasing the value of a sale
• The Nibble – adding on a small extra purchase at the end
• Various Options – give different priced options to choose from
• Bundles – create combined packages to increase the price
• Cross Sell – offer other products and services
• Consumables – include products and services which need to be repeatedly purchased
• Subscriptions – tie down clients to a regular purchase scheme
• Loyalty – create loyalty schemes
• Incentives – devise sales incentive schemes
• Referral – reward client referral

FULL ARTICLE

LOYALTY
It is always much easier and less costly to promote and develop loyalty and to increase sales via existing clients, rather than to seek new ones. If you have already managed to capture a clientele, then do everything to ensure that they devote as much of their relevant spend on similar products and services at your establishment, rather than at your competitors’. This is why loyalty schemes are so useful and effective. Find ways of rewarding repeat trade from the same customers and encourage them to spend more with you. If your particular type of business is not conducive to a supermarket type of loyalty scheme, then perhaps you could offer regular clients a small gift and tell them that this is being offered purely to reward their repeated custom. This is the same principal as the free drink offered to regular diners in the restaurant trade.

INCENTIVES
Client and sales incentives come in many types and forms. The principle here is to reward the type of sales you most desire and therefore encouraging customers to make that particular purchase. You may still apply this plan along with other schemes such as loyalty and others. You may for example inform your clientele that an award will be given to the biggest client of the month, or that all purchasers of a certain type will automatically enter into a grand raffle. You may organise outings, meals, activities and events for your best clients. You can reward customers who purchase from you on lean days or timings. You may also allocate double the points on their loyalty scheme on certain desired purchases. Think of what you really want to achieve and how to motivate your clients to help you achieve it.

REFERRAL
We all boast that many of our clients come to us through personal referral, and that is the way it should be for every business. This is a clear indicator that you offer a good and decent service. It therefore makes a lot of sense to motivate your current customers further to pass on the good word. Your loyal customers are usually proud to recommend you. They often feel as if they too form a small part of your business through their regular custom. It is only fair and gracious therefore for you to reward them for sending you new business. One of the easiest ways is to hand them coupons or vouchers with their name indicated on them, which they in turn can pass on to third parties. When these are presented to you, a predetermined reward is given to the original customer. There are many other different ways this principle may be successfully applied. Paying out a straight commission on sales or a set fee per new client are other very obvious ways of playing it. If the rewards are considerably high, then you could virtually ‘recruit’ some of your more enterprising customers to act as pseudo sales people for you.

CONCLUSION
It is totally impossible to run any form of business for which none of these ten strategies will not apply. Even if you manage to employ only two or three of them you will definitely find it beneficial to your business in the form of increased sales. In today’s commercial world, long gone are the days when certain businesses were too elevated and exalted for such schemes. Today everyone wants a good deal, no matter the level of business and service or product offered. So if you are still stuck in the past it is about time that you move with the times.

TEN EASY STRATEGIES TO INCREASE YOUR SALES – Part 2

SYNOPSIS IN POINT FORM

• Upselling – increasing the value of a sale
• The Nibble – adding on a small extra purchase at the end
• Various Options – give different priced options to choose from
• Bundles – create combined packages to increase the price
• Cross Sell – offer other products and services
• Consumables – include products and services which need to be repeatedly purchased
• Subscriptions – tie down clients to a regular purchase scheme
• Loyalty – create loyalty schemes
• Incentives – devise sales incentive schemes
• Referral – reward client referral

FULL ARTICLE

BUNDLES
With many products and services it is often possible to package up at least two or three of them together, if not more, to offer them as a bundle to your customers. This is the set menu style principle as opposed to the a la carte. Naturally it is always best first to calculate the average spend of your customers and making sure that your bundles will considerably increase your sales in this manner. Some form of monetary advantage is usually expected from clients, as in item 1 + item 2 + item 3 = say the price of 2.5 items rather than 3, when purchased individually. The popular buy 2 get 1 free is also a type of bundling.

CROSS SELLING
Many businesspeople have more than one feather in their cap. They might have various and diverse products and services in which they are involved. If you are spending time and resources to market and promote each one of them separately, why not combine your efforts in different ways, by promoting them together whenever you can. The options here are infinite, from simply handing out a joint business card or leaflet to clients at each respective outlet, to joint advertising and more. Often you would be surprised how many of your customers in one activity will also require your others. In cases where you have nothing to cross sell, you could even consider making such a reciprocal arrangement with a third party, to cross sell each other’s products, establishing an advantageous agreement for both sides.

CONSUMABLES
In certain types of businesses sales might be hampered by the fact that once a purchase is made, then in all likelihood the same customer will not return for many months, or at times, even for years. In such cases it makes a lot of sense to try and include the sale of consumable products or even services. This is the basis for maintenance agreements offered along with the purchase of certain equipment. The consumables may be so profitable and lucrative in certain scenarios, that the sale of the original items are actually subsidised and in some cases even given out for free. One good strategy is to lease or loan the equipment at no charge, thus enticing new clients, then to charge a relatively high price for the consumables, without ever losing ownership of the machines and equipment.

SUBSCRIPTIONS
These need not be limited to newspapers and magazines. You may create a form of subscription, or regular and ongoing purchasing scheme with many other products and services. One such strategy is the club method, whereby customers are automatically asked to join a group, offering them certain benefits, against regular purchases. Be creative in your thinking and try to formulate ways of hooking up customers to your business, rather than just settling for a one time purchase.

To be continued…

TEN EASY STRATEGIES TO INCREASE YOUR SALES – Part 1

SYNOPSIS IN POINT FORM

• Upselling – increasing the value of a sale
• The Nibble – adding on a small extra purchase at the end
• Various Options – give different priced options to choose from
• Bundles – create combined packages to increase the price
• Cross Sell – offer other products and services
• Consumables – include products and services which need to be repeatedly purchased
• Subscriptions – tie down clients to a regular purchase scheme
• Loyalty – create loyalty schemes
• Incentives – devise sales incentive schemes
• Referral – reward client referral

FULL ARTICLE

We accord a lot of effort to the aesthetics of our business establishments, to the selection and training of our staff, to customer care, to the quality of our marketing material and campaigns and to the professionalism of our entire operation. And ultimately we do all this for one main reason – to increase our sales.

Ironically however, in many cases we totally ignore the most straightforward and effective means of increasing our sales – that of employing better strategies and techniques in the sales processes themselves.

Here are ten easy ways of easily and effectively increasing your sales, which you may try applying to the sale of your products and services.

UPSELLING
Fast food establishments have long mastered this technique, epitomised by the famous phrase ‘would you like fries with that’. Upselling may be practiced in most business scenarios, whereby the customer only intended on purchasing certain predetermined items, however based on your suggestion, they were convinced to purchase more. There are different ways of planning this procedure. One of the most obvious is to establish what most customers purchase from you and then which of your other products may be easily and somewhat logically matched up with them. Alternatively just try to offer a higher and more costly option to that initially selected by the client, especially if you offer different sales levels of products.

THE NIBBLE
The nibble differs from upselling, in that while upselling is usually part and parcel of the overall discussion and main selling process, the nibble comes after, at the very end and seemingly after all sales decisions have been made. So after you have hopefully succeeded in upselling and find it hard to try to up the sale yet again there and then, let the client think that the sale is now closed. As you proceed to conclude the last formalities, just craftily slip in a small additional item which you present as something the client simply cannot refuse. Imagine purchasing a nice array of cakes, paying up at the cashpoint and being told that they are short of change, so would you be fine with taking some sweets instead of the loose change.

VARIOUS OPTIONS
Giving differently priced options is one of the most established sales techniques there is. Our mind usually works on a binary system of option A or option B. If you don’t give any options, then the client will automatically consider the two options of yes or no. This is obviously risky and what you really want to do is to shift their options to small sale or medium sale, or ideally to medium sale or big sale. By giving such options most people will focus on the two presented and often forget that there is the ‘no’ option. A common trick is to offer a very high option and a much more modest one, simply to portray the lower one as excellent value in comparison.

To be continued…