This HuffPost article isn’t brand new but the points are ones heard from many arenas. Matthew Tyson’s article is titled “Millennials Want Brands To Be More Authentic. Here’s Why That Matters.”. He talks about how millennials are not influenced by traditional advertising and they will soon be the group with the largest market impact. That matters. Firms will need to evolve and work with this changing reality. Tyson says millennials want to be engaged and they want brands to be authentic.
Tyson goes on to give his view of what companies can do to be more authentic. His recommendations are for companies to communicate more, be transparent, be relevant, and to care. It’s a quick read but within each category he raises some interesting points.
How is your firm addressing the evolving marketing place? Share with us how your firm is changing to stay relevant for millennials, we’re interested to learn from your experiences.
We are interviewing our clients and their customers all the time. Each discussion about how our role with the client might expand is really an interview. Each call with a potential advocacy program member is an interview. Lots of them, every day. This article from the Content Marketing Institute, written by Clare McDermott, “Perfecting The Art of the One-on-One Interview”, is full of useful ideas and links to even more ideas.
McDermott divides the article into sections: how to prepare for the interview, how to begin the interview, and how to hit your stride. Each section has great information. Depending on your level of interview experience this may serve as a refresher or be full of new information. We’re sure that even the expert interviewers among you will learn something new. Reading this article is well worth your time.
Let us know what you learned or how the article reinforced something you’ve always thought important. Leave a comment, below.
Do you use personas to help shape your content and programs? This article by Jessica Vionas on the Business2Community site points out some traps to avoid as you are developing buyer personas. Mistake number one is making assumptions. Many of us have been guilty of that, especially if you do not have funds for research. Ideally you would be able to interview a subset of your customers rather than rely solely on market research. Just don’t skip research! Use that knowledge to create fact based, not assumption based, personas.
Once you begin to develop your personas the article suggests not slicing and dicing too finely. How many personas do you really need? What differentiates one persona from another? Roles are often used but is it really the role the person is in or is it the challenges they face which are the key differentiators of your various personas?
We hope the last mistake covered in the article is not true for you – creating personas and then not using them! As the articles says, that is “just silly”. I suspect some might have even stronger language for that situation!
Do you have fact based personas that you use as you develop content and programs? Share your experiences in how they have helped you be successful.
Interesting Business2Community article, here, about how to handle time wasting people at work. There are just a few of key points:
· Know how to delegate
· Set times for handling questions and issues
· Rethink your meetings
The last one applies to all of us. How many meetings happen out of habit week after week or are much longer than they need to be? Do many of your meetings share information that could have just as easily been sent as an email? Do they have way more attendees than are really needed?
As we look ahead to 2018 maybe we should all reevaluate our meetings. Make sure the attendees are appropriate and determine if they all need to be there the whole time. See if there are more efficient ways to share information. Try going without – what happens if you skip a few! Give us your ideas for minimizing the time devoted to meetings, would love to hear your tips.
Are you part of a B2C company? If you’re not, you no doubt interact with them as a consumer, so the following is relevant to all of us. A recent Salesforce blog post titled, “Micro-Moments to Transform the Customer Experience”, starts off with a bang:
“According to the fourth annual “State of Marketing” report, here, brands are increasingly competing on customer experience. In fact, 52% of B2C customers are likely to hop to the competition if you aren’t delivering a personalized experience.”
52% is an astounding number. The article focuses on “micro-moments”, a term credited to Google. Micro-moments are all those time consumers turn to their mobile devices to answer an immediate question. They are key opportunities to present a great customer experience and even to increase customer loyalty. Each time we look for a review, check on status of a shipment, pull up tickets on our phone and so forth are key elements of our relationship with any business, including yours.
The blog post has stories from many different companies about how they are using these micro-moments to improve the customer experience. It’s worth a read, it may spark a great idea for your company!
This recent blog post from 4Imprint about dress codes was interesting. In general, attire is much more casual than it used to be. Of course that varies dramatically by region, by industry and other factors. We do have a dress code in our employee handbook and we do talk to new hires, especially recent college grads, about what is appropriate to wear to the office, what is appropriate to wear to events where they are representing us or our clients, and what to wear in casual work situations. College really doesn’t teach that! The blog post recommends an employee fashion show, illustrating clothing dos and don’ts. We gathered photos from various places for our own do or don’t wear illustrations. Being specific, with photos or a fashion show, helps ensure everyone has a common understanding of what is appropriate for your company and what you mean when you say terms like “business casual”.
Two of the sentences of our dress policy often referred to are: “A good rule of thumb is that if you are not sure if something is acceptable, choose something else or inquire first. Also, it is generally better to be overdressed than underdressed.” Both are good points to keep top of mind.
We are a professional consulting team which is reflected in the work we do and also in how we present ourselves. In office or off site client meetings call for professional dress while Fridays are often more casual. It is rather nice to see a suit and tie once in awhile! Does your company have a dress code?
It’s late afternoon, you’re dragging, what do you do to energize for the rest of the day? Lots of strategies here from caffeine, which means the newly opened coffee shop around the corner has seen several visits from us already, to taking a brisk walk. Those walks might be walking meetings or just a good chance for a change of scenery and a change of pace. This article from Fast Company has many great ideas that might work for you. Research shows late afternoon might be the best time for team meetings or brainstorming. It also might be the best time for your social media postings, while others take a break with their social media they just might see your posts!
Each of us needs to determine how we can best optimize our days. Plan ahead, do tasks at the ‘right time’, and sometimes take a break to refresh can all help us keep our productivity high all day long.