Tuesday, November 7, 2017

Bullies, Burgers, and Buzz

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 YouTube videos go viral? Or why some products receive more word-of-mouth and top-of-mind awareness? Whether we're in marketing, politics, or public health, it's helpful to consider why certain products or ideas catch fire. Wharton marketing professor Jonah Berger, author of Contagious: Why Things Catch On, devoted nearly a decade to researching this very question. We all know that word-of-mouth marketing is the most dynamic form of influence, but why do some things seem to create more buzz? Berger gives several ideas for getting your ideas to stick and to SPREAD.





  1. Social Currency. What we talk about influences how other people see us - whether we look clever, silly, or thoughtful. How can our product or idea be a fun or interesting thing for someone to share with others? Many who shared the Burger King ad found it to be a compelling social commentary, a fun (but thoughtful) perspective worthy of passing along.


  2. Triggers. People often talk about whatever comes to mind. Just like a Subway ad might be effective in a subway station, a trigger is an association that prompts people to think about related things. Burger King wisely released this PSA during Bullying Prevention month, because what is on the top of the mind is often at the tip of the tongue. Burgers and bullies were on our lips in October.


  3. Emotion. How can we craft messages and ideas that make people feel something? Our relational bent prompts us to share things that are surprising, inspiring, funny, beautiful, or motivating. Burger King tapped into a heartfelt issue, knowing that when we care, we are more likely to share!


  4. Stories Sell. Why are Super Bowl commercials so fun? Because nothing tops a great story, and these ads tell them well. Top marketers know that one way to replicate a message is to embed it in a "Trojan Horse," or a noteworthy narrative people are bound to repeat. In this instance, the Whopper Junior had a supporting role in the greater story of bullying and social justice. But Contagious reminds us the product or idea has to be essential to the plotline: "We need to make our message so integral to the narrative that people can't tell the story without it."




Getting Your Message to Spread and Stick



Looking for ways to get your message to spread and your brand to stick? From large-scale publicity to customer care and referral options, we have opportunities in all sizes. We'll help you package your stories, triggers, and ideas with several time-tested tools and tricks. Give us a call to talk options!

Friday, November 3, 2017

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

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, as there are a few key things you can do to protect your brand as much as you can.



Consistency is Key



One of the most important things you can do to protect your brand is focus on something that real-time information doesn't provide: consistency. According to one study, 90% of consumers expect that their experience with a brand will be similar across all channels - whether you're talking about print, in-person interactions, or digital content.



Don't Wait For Your Audience to Come to You



Another study estimates that, on average, you really need about five to seven positive brand impressions with a consumer before they start to remember your brand in a similar light. This is good, but you need to remember that in a real-time information age, you don't necessarily have the time to wait for a consumer to initiate those impressions.



Also, consider the fact that brands that are consistently presented are three to four times more likely to experience brand visibility. YOU must be reaching out to your audience by way of consistent, enjoyable and helpful experiences whenever and wherever you can. Increase the frequency of the print marketing collateral that you're putting out there and focus on being helpful, educational, and informative.



The Unmistakable Benefits



Give people as many opportunities to experience your brand as you possibly can and your entire identity will benefit as a result. If brand visibility is something of a numbers game, you need to play those numbers as well as you possibly can. Don't wait for someone else to hopefully do it for you.



Successful branding brings with it a wide range of different benefits, from increased customer loyalty to an improved image, to a relatable identity and beyond. But in an age where information is everywhere, your brand is something that you also need to work hard to proactively protect. If you don't, you run the risk of watching those important relationships with your audience begin to deteriorate.


Tuesday, October 31, 2017

Maintaining a Work/Life Balance: Why Perspective Is Key

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 for what it is: a mission-critical task that you need to preserve your productivity throughout the week.



As you begin to build your schedule each week, make sure to add leisure activities at strategic points when you'll need them. Don't be afraid to add "go to the movies" to your calendar for Thursday, or pencil in that lunch with your old college friend on Monday afternoon.



If You Want to Move Up, Plan Some Down Time



Human beings NEED downtime to stay efficient. It's a way to periodically re-charge our batteries. It's the reason why people say you shouldn't cram all your studying into the night before a big test in college and should instead break your coursework down into smaller, more manageable chunks in the weeks proceeding that moment. The former is an absolute recipe for disaster, and the latter supports the way your brain operates.



If you add in leisure items to your list of things to do, you'll enjoy the added benefit of being able to check them off said list throughout the week. When you do this, it releases endorphins into your brain - meaning that you get a boost of satisfaction from having accomplished something, anything, and you get to take a mental breather at the same time.



None of this is difficult advice to follow - all it requires is some perspective about the things that matter most in life. Yes, work is important, but actually living your life is important, too.


Tuesday, October 24, 2017

Print Advertising Feels Like Printing Money

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 advertisement and, in turn, goes in and buys a product or service from you, you're essentially printing your own money! These customers may have never come to your business and purchased your product or service without seeing the advertisement.



You Like What You See, You Buy What You Like



Picture this: You're walking down the street. Maybe you just finished grabbing a coffee with a friend, and you're heading back to your car. You check your watch to make sure you're still on time to pick up the kids from school. You look up and there, on the side of a building, is a poster for a brand new product one of the local boutiques is offering. It stops you in your tracks as you gaze up at it. It's incredible! How come nobody else ever thought of that before! You pull out your phone and snap a picture, so you remember to pick up the item later.



All of this is the power of print advertisement. People pay little mind to online advertisements, and TV ads are often on while the viewer is off grabbing another beverage from the kitchen. Print ads, however, are there regardless of what a person is doing and how often they pass a certain intersection. And every time someone sees the advertisement and buys something, you've just printed more of your own money.



So, what are you waiting for? Now is the time to start printing your own money in the form of print advertising!


Tuesday, October 17, 2017

What Leadership Really Means in the Era of Working Remotely

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 organization towards success have not changed, nor are they likely to ever do so. You still need to be an excellent communicator, making sure that everyone is on the same page, that they know what "success" looks like, and that they all still feel like they're contributing to something much more powerful and important than themselves.



You still need to be willing to lead by example, never asking someone to do something that you're unwilling to do yourself. You still need to inspire people to give their all not because their paychecks depend on it, but because they just can't help themselves.



... But the Tools Have



Things have changed, however. In terms of communication, for example, you need to be willing to adapt your process to rely less on face-to-face interaction and more on the digital resources that you have available to you. Collaborating on a project no longer involves sitting in the same room and hammering out ideas. Now, it'll involve using some cloud-based solution to give everyone editing access to the same files at the same time.



This type of thing will require an adjustment from your perspective, but it is one that is undoubtedly worth making. Typical telecommuters tend to be much happier with their jobs than people forced to come into the office every day, which will directly affect both productivity and work quality in a positive way. 73% of telecommuters say that they're more satisfied with their company than they've ever been before. Most of them work more than 40 hours per week. They also tend to work harder to create a friendly, cooperative, and positive work environment - something that you're also trying to do by being the best leader you can be.



In truth, how you're able to change your management style to keep up with the demands of the modern telecommuting workforce will go a long way towards deciding what type of leader you'll be today, tomorrow, five years from now, and beyond.


Tuesday, October 10, 2017

Your Company's Waste Makes This Man Rich

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 dumpster-related sales than he does in his regular job.



However, this article is not about Malone's success. It's about the fact that Malone's earnings are possible because businesses regularly throw away thousands of dollars of perfectly fine commodities and equipment simply because it's not needed, no longer perfect, or no one knows what to do with it in the office. As a result, companies small and large are bleeding expenses daily without seeing the full benefit from what was bought. And that makes Malone a rich man.



Whether it's security cameras, unused ink toner, or usable furniture, companies move out perfectly viable goods and products to their collective dumpsters every day. And this obvious waste and loss of company money is because there is no incentive within most companies to try to make things stretch further. Don't need that toner anymore? No problem, buy a new one and throw the old one in the box in the hallway. The janitor will take care of it regardless of the fact we spent $300 to buy it on the last office supply order.



Reuse, Resell, Recycle



People regularly make fun of the TSA and government airport security, but the security agency has one step up on some of the smartest companies. Instead of adding more trash to landfills with all the nail clippers, pocket knives and nail files they confiscate from travelers at the security gates, they bundle them into large bins and sell them on eBay, recouping actual cash from free confiscations. How many companies actively recoup funds by reselling what they don't need? Not enough, which is why Malone and dumpster divers like him are becoming rich people.



Many parts of the world look at the U.S. and see it as synonymous with waste and laziness. But it doesn't have to be this way. A simple bit of attention on equipment and inventory can change behavior dramatically in every office and program.



General Motors got smart and now saves a $1 billion a year. By simply making it clear not to waste and to proactively consolidate extra material for reuse or resale, companies can add a small, but valuable additional revenue stream to their bottom line. That may be bad news for Mr. Malone, but he's likely not too worried. So many businesses are throwing away so much product daily, he's unlikely to run out of free trash discoveries and supply for a long time.


Monday, October 9, 2017

4 Productivity Tools That Will Give You Back Your Sanity

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 completely. Turn your phone over on your desk, and turn off the ringer. For three hours, allow yourself to focus on something other than responding to others. You will be pleasantly surprised at how productive you're able to be without the constant distractions caused by emails, text messages, and social media without feeling like you've been out of the loop for too long. Of course, you can always use time trackers in the traditional way, by setting estimates for time and tracking how long specific tasks will take. Either usage will help bring your productivity back into focus!



2. Take it to the Cloud



Cloud-based document and data storage platforms allow you to be productive regardless of your physical location -- a critical need in today's always-on business world. Google Drive, Dropbox, and Box are a few of the options that offer low-cost ways to sync your information between tablets, mobile phones, and laptops or desktops, so you're never truly away from the office. More corporations are utilizing these cloud alternatives to traditional enterprise data storage due to the relatively inexpensive cost and ease of use for employees.



3. Expense Management



Mobile apps such as Expensify allow you to take a quick snap of receipts and classify them by project, something that is invaluable for today's busy professional. Keeping track of receipts and ensuring that they get assigned to the right account is yet another of those small yet nagging tasks that can reduce your available mental space without a single return. Clear out the clutter mentally and physically when you use a digital expense management tool.



4. Email Productivity



Professional emails can be a hassle, from trying to remember to send something at just the right time to getting off the myriad of email lists that tend to stack up in your inbox. Tools such as Unroll.me will quickly unsubscribe you from a wide range of email lists in a few short seconds, while tools such as Boomerang allow you to schedule messages for delivery at a later date. This keeps your email from hiding at the bottom of an inbox that is stuffed full overnight.



Ultimately, these productivity tools will help you squeeze a few extra moments into your day by automating simple tasks such as unsubscribing from email lists and having the information at your fingertips when you need it. When you're able to take these actions when you think of them, you're clearing your mind for additional productivity -- instead of having to maintain a mental database of open tasks to be completed. Take back your sanity by becoming more productive and regaining some of your focus!