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Showing posts from 2017

Understanding Intent versus Impact in the World of Marketing

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It is essential to understand as much about your audience as possible, especially the differences between "intent" and "impact" in the world of marketing. Intent is something that you have total control over - it's what every font selection, every color choice, every turn of phrase and every piece of collateral is ultimately building towards. Impact, on the other hand, is something else entirely. Making an effort to understand the difference between these two concepts is the key to maximum success moving forward.

It All Comes Down to Perspective

The major difference between intent and impact ultimately comes down to a matter of perspective, or an acknowledgment that sometimes a statement (or in this case, a marketing message) isn't necessarily as "black and white" as you may have thought it was. In addition to knowing who the people you're marketing to actually are, it's important to understand as much as you can about the way they think.

Bef…

A Royal Road to the Heart

A Royal Road to the Heart
"The royal road to a man's heart is to talk to him about the thing he treasures most."

Relationships are the backbone of everything we do, especially in business. Whether you intentionally network or avoid small talk like the plague, relationships are something you can't afford to ignore. A Harvard University study showed that only 15% of the reason a person gets, keeps, or advances in a job is related to technical expertise, but a crushing 85% has to do with our interpersonal skills!

Networking is a Lifestyle
Here's the good news: the best networking is what naturally occurs in authentic, real-life relationships. Networking isn't just something you do at professional mixers or conventions, rather, connections that leverage results are the ones we build every day. Networking is not an event, it's a lifestyle! However, daily networking means you may need to stretch yourself socially, which can be a challenge for Americans. The APA def…

Using Continuity to Strengthen Your Branding Efforts

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Your brand is a lot more than just a name or a logo. It's the feeling that someone gets when they come into contact, any contact, with your organization. In fact, the thing that really increases engagement and drives loyalty isn't your products or services (though, to be fair, they do help quite a bit) - it's this idea of the larger brand itself.

Because someone could potentially have that experience with your brand, the idea of brand continuity could not be more important. Regardless of how someone interacts with your brand, it should all feel like it's naturally coming from the same place at all times. To truly master the idea of using continuity to strengthen your branding efforts, there are a few key things you'll need to keep in mind.

One Brand, One Voice - No Exceptions

Continuity means all of your marketing efforts need to feel as consistent as possible regardless of what those efforts happen to be. In the world of print marketing, this can be as simple as maki…

You Don't Demand Employee Trust. You Earn It.

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Corporate culture is pretty much the key to everything in the world of business. According to a series of studies reported on by Forbes, nearly 90% of people who responded said that company culture was incredibly important for their firms. In fact, 92% said that they firmly believed that improving corporate culture would enhance the value of their business, while more than half of respondents said that corporate culture influences everything from productivity to creativity to profitability, value, growth and beyond.

At the same time, only 15% said that their company's culture was where it needed to be.

It Begins at the Top

At first glance, these numbers may appear to be somewhat at odds with one another - but they really aren't. Corporate culture begins at the top and, if anything, that 15% statistic can be attributed to one essential little word: trust. Leaders set the tone that affects the entire organization, and if employees don't trust their leaders, they ultimately don&…

Why You Should Try to Incorporate the Holidays Into Your Marketing Efforts

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If it seems like more and more marketers are incorporating holiday-themed elements into their campaigns, you're absolutely right. Though some may think this is a symptom of the commercialization of events like Thanksgiving or Christmas, it really isn't - at least, not if you approach it from the right angle. In truth, incorporating the holidays into your larger marketing efforts is and will always be a good idea for a number of compelling reasons.

It's All About Timeliness

Most marketing campaigns live and die by their timeliness. After all, what is a piece of marketing collateral if not a sure-fire way to get the right message in front of the right people at the right time? But this idea can take on a far greater meaning, particularly as far as the holidays are concerned.

Consider the fact that according to one recent study, about one-third of all shoppers reported that one or more holiday weekend purchases (think: Black Friday) were driven specifically by promotions. Likew…

What Your Customers are Worth (and Why it Matters)

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What is the value of a customer? What profit can they bring this week? This year? Over a lifetime? It may seem like a simple concept, but many small businesses have no idea what a regular customer is worth to their business. This creates two problems:

Uncertainty about effective marketing. What is the number of new customers you'd like to attract and what is an appropriate budget to do that? Defining a customer value will guide your marketing strategies!
Ambivalence regarding customer retention. With a metric for measuring customer values, you can navigate appropriate parameters for retaining them or expanding their business. Research shows that increasing customer retention rates by merely 5% increases profits by 25% to 95%!
Customer Lifetime Value

While there are many complex formulas for calculating a Customer Lifetime Value (CLV), a basic approach is to break calculations into five digestible portions, like this:


Average Order Value (AOV). On the most basic level, AOV is calculated…

The Lessons Taught by The Movie "Office Space"

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Close your eyes and picture this: On your early morning commute, you get stuck in bumper-to-bumper traffic. Your senses are bombarded with horns honking, the sound of breaks squeaking, and the pungent smell of exhaust. Your reward for making it through this mess isn't much better. Your individual cubicle awaits, lit only by artificial lights which have a way of making you look sick and feel hopeless. Once you arrive in your allotted space, you are faced with mountains of redundant, seemingly meaningless tasks you must complete, while answering to eight different bosses who don't communicate amongst themselves.

If the movie "Office Space" came to mind during this exercise, you are getting the right idea. While the movie's comedic portrayal of an office environment is exaggerated, as business owners, it's wise to learn the lessons you can glean from it.

Delegate

Bill Lumbergh is the boss in the movie "Office Space." He is often seen hanging around Peter…

Cash Flow and Marketing: What You Need to Know

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Cash flow is important in the lifespan of any business, but one of the key things to understand is that it's about more than just "money in versus money out." It's a valuable look into the bigger picture of what you're doing, and by having a handle on this aspect of your finances, you can take advantage of business opportunities when they arise.

First, you need to understand how every element of your business relates to this cash flow concept, including marketing. To that point, marketing has a very specific relationship with cash flow that you're going to need to be aware of moving forward.

Hone Your Budget

Yes, it's true that marketing costs can often seem unpredictable. However, working hard to hone your marketing budget can make these unexpected situations easier to deal with.

To get started, sit down and think about your upcoming marketing efforts in relation to your other expected cash inflows and outflows. You can't afford to throw just anything a…

Visuals Need a True Narrative For Maximum Effectiveness

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Human beings are visual learners, which is part of why visual communication is so effective (and important). Whether you're talking about a B2C or B2B situation, marketing presentations allow your message to transcend the world of more straightforward marketing tactics and take on a whole new potential audience at the same time.

Case in point: according to one study, people only tend to remember about 10% of what they hear just three days later. If they receive the same message when paired with relevant visuals, that number jumps to an incredible 65%. It makes sense, then, that 37% of marketers said that visual resources like presentations were one of the most important forms of content for their business in general.

However, presentations are NOT necessarily a silver bullet, and you shouldn't treat them as such. Without a strong narrative at the core of your marketing, in general, it's far too easy to get lost in fluff that ultimately doesn't matter - affecting the imp…

Repeat Success is No Small Achievement

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Arnel Pineda never imagined that he would be fronting the world-famous rock band, Journey, when he began singing American rock songs with his friends' band as a teenager.

For years his exceptional singing talent had been good enough to belt out songs with club bands doing parties, special events, contests, weddings, and regular appearances around the Philippines, Pineda's home country. However, one evening Pineda was filmed doing his performance with a particular Journey song, "Don't Stop Believin'." The performance, as well as Pineda's accuracy in singing the song so similar to how the original version was sung by the first Journey frontman, Steve Perry, shocked people. It also shocked the guitarist and an original member of Journey, Neil Schon, when he watched the YouTube video as well. One would think that the fairytale story ended at this point as Pineda rocketed to fame as Journey's replacement singer. However, that's not quite how things wen…

From Small Things Come Big Changes

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Pierre Omidyar didn't plan to start a mega-corporation in the late fall of 1995. In fact, all he wanted to do was get rid of some computer equipment he had laying around by selling it through a digital garage sale. However, once he realized how popular his simple web page started to become, and the fact that he could charge a fee for folks to use it, eBay was born.

In three short years, the eBay online auction concept went from a private website to a viable business that quickly began to explode. Omidyar had hit on what many in business invention call a "primal need," something that everybody needs and doesn't yet exist.

With the help of Jeff Skoll, Omidyar brought in Meg Whitman, the same Whitman who later ran for California's governor, and corporate eBay took off. By 1998, eBay had gone beyond just selling used and collection items and was quickly becoming a viable brand name for online selling in general. The model continues today and competes directly against …

Making Philanthropy the Family Business

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If you ask the owners of many large, family-owned businesses what keeps everyone together, you may notice a trend: philanthropy. Helping others truly does run in the family, and multigenerational businesses are in a unique position to pass along not just the business perspective needed to be successful, but also how to have a positive impact on the community. Even if kids are too young to be involved in the family business, it's never too early to begin coaching children about why it is important to help those who are less fortunate. It's not just large organizations that benefit from giving back -- family businesses of all sizes find that philanthropy offers a way for all ages to come together around a common goal.

Teaching Financial Stewardship

While most parents strive to raise children that are strong and confident of their place in the world, the reality is that there will always be others who do not have the same opportunities for nutrition, good schools, and a loving fam…

Boosting Customer Engagement with Fall-Themed Promotions

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Fall is a beautiful time of year with cooler weather in some regions, and connotations of family in all parts of the country. Fall brings with it traditional themes of back to school, falling leaves, carving pumpkins, football, and fall holidays. One of the most popular traditions during the fall season is the range of pumpkin-flavored treats available. Using these themes, you can create campaigns to drive new customers and return business.

1. Giveaways and Contests

It is always fun to promote a coupon or giveaway with a fall flavor. These can include coupons to neighboring businesses for cross-promotion or sweepstakes for fall gifts. For B2B companies, it is best to keep these rewards under $10 because some industries have strict limits on what they can receive as gifts. Easy gifts are seasonal doughnuts, bags of coffee, pumpkin pie or other food specialties of the season. If you prefer to offer non-food rewards, small sports-related gifts make good selections. It is best to have rewar…

Healthy Employees Are Productive Employees: Why to Incentivize Health at Work

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Productivity really is the secret to everything in terms of your business' success. Happier employees tend to be more productive, which is why it is essential that you focus on things like corporate culture and team-building exercises whenever the opportunity arises.

Many people don't realize, however, that this is only one small part of a much larger story. It isn't enough for your employees to be happy - healthy employees are also significantly more productive than those who are not, which is why if you're not already making health and wellness top priorities within your organization now would be an excellent time to start.

Healthy Employees and Productivity: Facts and Figures

According to a series of studies that were recently conducted on the subject, healthy employees may be a whole lot more valuable than you've even realized:


On average, employees who eat healthy foods (or who at least make an effort to do so) tend to be about 25% more productive than those who …

What Google's Mistakes Can Teach Us About Leadership

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One of the things that Google is famous for is data-based decision making. When they want to find the most effective way to do something, they look at the numbers and work from there. However, even a company as married to analytics as Google is vulnerable to lapses and oversights. Recently, their data showed that their process for hiring and promoting the best managers for the job was all wrong.

When you look at where Google made their mistake and what they did to correct it, you could save your company some money and heartache and also create a more effective workplace.

Google's Error and Assumption

Besides a dedication to data, Google's other key characteristic is a high regard for technical expertise. Tech savviness was so prized that, historically, it was one of the top factors in whether someone would get promoted to management.

When Google set out to learn whether their hiring and promoting strategy was working, they discovered something interesting: the best managers were…

Bullies, Burgers, and Buzz

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What do Whopper Juniors and bullying have in common these days? They are both being talked about. A LOT.



Recently, Burger King released a three-minute video in honor of National Bullying Prevention month. The viral video revealed that 95 percent of customers were willing to report their smashed, "bullied" Whopper Jr., but only 12 percent stood up for a high school student being harassed in the same store. The "No Junior Deserves to be Bullied" spot received national attention, generating countless online shares and loads of free publicity. One blogger said this:




"Yes, this is basically a three-minute Burger King ad. And, yes, it's not subtle. But this PSA is better than it has a right to be, and is certainly more than you'd expect from a restaurant that doesn't really have an ethical obligation beyond selling burgers . . . this weirdly good anti-bullying PSA will wreck your day."




Viral: Why Certain Messages Multiply

Have you ever wondered why some…

Ways to Protect Your Brand in the Real-Time Information Age

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A brand is more than just a company logo, and it's bigger than any one particular product or service. Instead, it's the feeling that people get when they think about your company. It's what goes into the instinct they have regarding whether or not to make a purchase.

A brand is also massively important in terms of how successful your marketing efforts will be in the long-term. The impression someone has of your brand is something that occurs almost immediately. 48% of consumers say that they are more likely to become loyal to a brand if their first experience is a positive one, regardless of whether or not that experience actually took the form of a purchase.

That means your brand must be protected at all costs, particularly in the real-time information age that we're now living in. People are being marketed to from nearly every angle. If you don't work hard to strengthen and hone your brand, you run the risk of being lost in the shuffle. Hope is not lost, however,…

Maintaining a Work/Life Balance: Why Perspective Is Key

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Work/life balance? No problem, right? But then those daily tasks start to add up and your nights start getting longer. You start going in on the occasional Saturday, then the "frequent" Saturday. Pretty soon you're so bogged down with your "to-do" list that you can't even think about taking that vacation with your family.

Maintaining a proper work/life balance is a challenge, sure - but it's also a lot easier than you might think.

Enjoying Life is a Task, Too

When the pendulum that is your work/life balance begins to swing decidedly in the direction of "work, work, work," you start to encounter a few key problems almost immediately. You're trying to do too much at the same time, and the quality of work tends to suffer. You're also getting burned out, which leads to less getting done because you lack the motivation to push on when you need it the most.

This is a large part of the reason why experts agree that you should look at downtime fo…

3 Signs to Help You Identify if Your Market is Changing

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So much of your marketing success depends on your ability to get the right message in front of the right people at exactly the right time. To accomplish this, you need to know your audience - and the market that they inhabit - as intimately as possible.

But what happens if one day, suddenly and without warning, that market begins to change? Worse yet, what happens if this trend started while you weren't necessarily paying as much attention as you should have been? The answer is both unfortunate and straightforward: you'll be stuck playing "catch up."

This is a situation that you do NOT want to find yourself in. Here are a few key signs that indicate a market change may be taking place.

Product Innovation Is No Longer a Key Value Driver

You've worked hard to build a robust and stable business and nobody offers what you do in quite the same way. You've had a tremendous amount of success relying on this type of innovation up to this point as a result. However, if th…

Print Advertising Feels Like Printing Money

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Wouldn't it be great if you could print your own money? Life would be so much easier, right? Well, maybe not, but here's a little secret that feels like printing money: print advertising.

Print Advertising is Like Printing Money

Good advertising can go a long way for your business. Sometimes it's hard to explain what good advertising is, but you know it when you've seen it. Whether it's a heartfelt image or a tagline that makes you think, there's just something about incredible advertising that has a way to move and motivate you.

Good print advertising can inspire you to make a change, donate to a cause, or purchase that cool, new tech device. It provides everyone who passes it, holds it, or takes it out of a mailbox the chance to see that printed information. And, since print advertising is often locally targeted, it means that you can create a far more personal connection to your community than you can with digital ads.

Every time someone sees your printed adv…

Want to Be Successful? Take Time to Dream

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One of the most famous dreamers of our time is Steve Jobs, the Co-founder and CEO of Apple, an iconic visionary who believed so deeply in the power of his dreams that he was able to bring them to life for millions of people. Jobs believed that the era of mediocrity was over and that you should put in the work on every project to make it great. His famous recommendation to a Disney retail executive to "Dream bigger" when it came to Disney stores resulted in a new type of store experience that continues to delight children of all ages. How can you leverage these same tactics and take the time to dream big in your own life?

Dream Fearlessly

Individuals often lose confidence in their dreams because everyday reality creeps in and has a way of tamping down your passion. Big dreamers are different. Even if you think they're relentlessly optimistic, it requires constant hard work and commitment to make dreams come true, and a fearless need to be successful.

Believe in Yourself

Con…

What Leadership Really Means in the Era of Working Remotely

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More employees are working remotely than ever before. According to research conducted by GlobalWorkplaceAnalytics.com, roughly 50% of the workforce in the United States holds a job that is "compatible" with at least partial telework. Of those people, about 20 to 25% of them actually do work remotely at some frequency.

More than that, a further 80 to 90% say that they would really like to work remotely at least part time - pointing to a trend that is only going to get more popular as time goes on.

Employees who are all able to work from home (or wherever they'd like, really) sounds fantastic... if you're an employee. But what if you're an employer? More than that, what if you're a leader? How do you continue to do your job of bringing people together to benefit the greater good if they're all spread out over a potentially massive geographic area?

The Job Hasn't Changed...

The "good news" is that the leadership qualities required to steer any org…

The Private Life of Mail

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You know how your marketing pieces are born. You have an intimate knowledge of how they are designed, produced, and mailed. But what happens once they reach your customer’s door?  Thanks to an 18-month research project that included field research, ethnography, and quantitative and neuroscience research, we know what actually happens to mail once it enters the customer’s home. 
In “The Private Life of Mail,”1 researchers found that while we live in a fast-paced digital culture, we are still physical creatures who thrive on human contact and stimulation. “Giving, receiving, and handling tangible objects remain deep and intuitive parts of the human experience,” the research concludes.  Here are some detailed results... 
39% of Consumers
Display the Mail
Thirty-nine percent of consumers say they have a dedicated display area in their home where they put mail. This reinforces the value of great design. The takeaway? Design something creative and fun, and it will get noticed. 
23% of Mail is
P…

The Persisting Power of Loyalty

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What is loyalty? Loyalty is words combined with actions. It is devotion tested by time. It is steadfast security that grows from a most prized character quality. Theodore Roosevelt said, "It is better to be faithful than famous." American author Elbert Hubbard agreed: "If put to a pinch, an ounce of loyalty is worth a pound of cleverness."

Relationally, loyalty builds trust, security, affection, and the ability to thrive. The same is true professionally - only as we build loyal customers and employees will we begin to see business prosper and flourish to its fullest potential. So how can you grow something so intangible, yet so critical, to the foundation of your organization?

Three Primary Pathways

The good news is, you already have buy-in at some level. Whether you have a small business or thousands of employees, customers and co-workers have entrusted you with their money, their well-being, or their future. And people who have "bought in" are looking for …

Your Company's Waste Makes This Man Rich

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Matt Malone would probably be considered an odd fellow and maybe even mentally ill by those seeing him on the street. However, for those who know Malone personally, they might think that he's a genius.

Malone is, in modern terms, known as a dumpster diver. That involves essentially going into large dumpster bins and rummaging around to see what people have thrown away.

Malone was first introduced to the practice by accident when working in a company that got rid of far too much valuable, working equipment. What he realized at first was that the items were still usable, valuable, and most importantly, functional. However, when he took them home and started making inventions with the items, he realized something more - people wanted what he was finding and were willing to pay real cash for the items.

Diamonds in the Rough

Today, Malone is at an expert level, finding gems in the rough and converting them into sales of hundreds and even thousands of dollars. In fact, he makes more in du…

4 Productivity Tools That Will Give You Back Your Sanity

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Whether you're working from home or the office, distractions happen, and they can be a productivity killer. Nearly everyone has an example of weeks that you look back on and wonder "What happened? I know I was busy . . . " while still feeling as though you've accomplished nothing. With deadlines crashing down on your head and the constant demands of family and work, it's important to be as productive as possible to maintain your sanity. These productivity tools are vetted by experts to help bring balance back to your life -- while still getting things done.

1. Time Trackers

Even if you're not a fan of tracking every task that comes across your desk, a time tracker can provide a valuable way to give yourself mental freedom from specific tasks. For instance, what if instead of tracking the time you're doing something, you track the time when you're not doing something -- like checking email? Set a timer for three hours and (gasp!) close your email client…