Millennials Hate your Marketing — Here’s Why (and what you can do about it).

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You’ve done it!  You researched the young adult market, identified their buying power, and now that “just for millennials” campaign has launched and you’re waiting for the leads to roll in. But instead, nothing happens.

What’s behind the lack of attention and response from this coveted age group? Adults under the age of 30 make up about 1.4% of the U.S. population and pack about 1.3 trillion in buying power domestically. This massive market is made up of savvy consumers who are digital natives and who are very aware of marketing and advertising.

So, why aren’t they paying attention to your marketing? It could be one of these three reasons.

You Treat Them as an Afterthought

It’s a common misconception that millennials, particularly young ones, don’t have the money to buy things or that they waste their money on the wrong things, like avocado toast and pumpkin spice lattes. The problem with this approach is that brands who see these young adults in this way tend to promote the most heavily discounted or bottom of the line products using cost-conscious gimmicks.

Both entry-level products and marketing gimmicks drive millennials away. These savvy users what the newest, the latest and the best, and they can pay for it. Don’t assume your youngest targets can’t afford your best or most recent models. If they are truly captivated with your brand, they’ll find a way. Offer your best products and your most innovative lineup to this group and if they like what you have to share, they’ll keep coming back for more.

You Roll out a “Millennial” Product

You may call it that internally, but labeling your product as a millennial offering is a sure way to drive young adults away from it. Promote it that way on social media and you could get a lot of attention – in a negative way. That innate disapproval of marketing means that millennials are going to be suspicious of any product that announces itself as aimed at them (and could even mock it relentlessly online). You can target millennials with a campaign, approach, or product, but don’t overtly mention it in your materials to avoid a backlash.

You’re Not Social

If you’re dabbling in social media because you are supposed to, but not truly interacting, you’re likely driving away the very consumers you want to attract. Millennials are social media savvy and use channels regularly for entertainment, engagement, and social chatter. A steady stream of promotion is going to drive these coveted young adults away. Instead, pull back on the promotions and truly engage.

If you have an employee who already loves social media, this might be the right person to have monitor and post, even if they are not officially on your marketing team. Social media channels that speak to and “get” millennials can lead to huge brand success, while a mismatch in your messaging can cause millennials to see your brand as out of touch or irrelevant.

Harnessing the power of this massive demographic is well worth the effort, but the first step is ensuring that your current messaging isn’t driving your young adult targets away from your brand. Taking the time to learn how millennials spend money, what matters to them, and even why they love engagement so much can help you tailor your efforts to resonate with this coveted group.

 

 

 


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Understanding Intent versus Impact in the World of Marketing

ThinkstockPhotos-667556640It 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.

Before you send any marketing message out into the world, there are a few key questions you need to ask yourself:

  • How will this message play in different regions of the country? Are there certain terms that are used one way on the coasts and another way in middle America? What difference does that make, if any, in terms of how that message would be received?
  • How do pain points differ based on audience? Is a very specific problem that one portion of your audience has not an issue at all to others? How does something like economic status play into how a particular message might be received?
  • How will the culture change the way the impact of a message varies when compared to the original intent? Even if you’re not a global company, think about things from that perspective. You would probably have to make some adjustments to your messaging when marketing to customers in Europe versus those in the United States as you’re talking about two totally different cultures with different norms and taboos. Are there any cultural implications that might adjust the impact of your message in a way you’re unprepared for?

This approach will help give you as much insight as possible into the various perspectives of the people you’re trying to reach, which can not only make campaigns resonate more but it can also help avoid sticky issues like this one at the same time.

At the end of the day, the difference between intent and impact in the world of marketing can be summarized like this. “Intent” is the thing that you were trying to do – the message you were trying to convey or the goal you were trying to accomplish. “Impact” is what you actually did, which itself is influenced by a wide array of different factors. Sometimes a message that you had complete confidence in is received in a way that you could never have predicted and these are the types of moments you need to be ready for.

 

 


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Motivation Matters

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Motivation matters. Why? Because without it we fail to thrive. Lack of motivation is linked to lethargy, depression, and higher employee turnover. In contrast, studies show goal setting (even goals WITHOUT attached financial incentives) improved worker performance by 12 to 15%.
How well you can motivate yourself or others can have a substantial effect on the pleasure and profit you experience.

Drive and Thrive: Kicking Motivation into High Gear

How do you increase motivation, especially for tasks that aren’t always fun? Dan Pink, the author of Drive: The Surprising Truth About What Motivates Us, says recognizing what types of motivation work in varying situations can be helpful. For example, while simple extrinsic motivators (bonuses, team incentives, public recognition) are often helpful for linear, task-oriented projects, these “carrot and stick,” conditions are not always best:

“The trouble is . . . that for work that is non-routine, for work that isn’t algorithmic but is more conceptual, that requires big-picture thinking, that requires a greater degree of creativity, that requires solving more complicated, complex challenges, the if-then motivators don’t work very well at all. And that’s not even a close call in the science. The behavioral science is very, very clear that– give people those kinds of motivators for creative, conceptual, complex tasks, and they will often underperform.”

Pink says it is an intrinsic motivation that prompts people to do a creative activity, working not for incentives but because something is interesting and worthwhile. In the long run, intrinsic inspiration produces greater positivity and more imaginative, enduring results. Researchers identify three keys for building intrinsic motivation:

  1. Autonomy. Autonomy is a sense of authority over our projects or time management. It may involve options like working remotely, flex scheduling, or creative workspaces. While autonomy allows greater independence, it can be guided in an accountable manner. For example, people are more successful in self-managing when they have goals that are S.M.A.R.T. (specific, measurable, achievable, relative, and time-bound).
  2. Mastery. We all desire to improve, and mastery equips people for continual development. Whether it’s on-going education, professional networking, or increased responsibility, we are typically happier when we are growing. How can we equip our team with fresh training or more challenging responsibilities? Is increased mastery giving way to bigger projects or the chance to teach others?
  3. Purpose. Often productivity stems from personal satisfaction; we work from the heart when we’re connected to a sense of community, impact, or big picture vision. While not all mundane tasks can infuse passion, typically we underestimate the power of celebrating small wins each day. Teresa Amabile, Harvard Business School professor and author of The Progress Principle, found that the biggest motivator at work was the sense of measurable progress.3 When we believe we’re making a considerable contribution, it’s almost impossible NOT to be motivated.

What can you do to grow a sense of autonomy or mastery in your workplace? How can your public recognition or team incentives create a greater sense of passion at work? We have many creative ideas and visible tracking options to help you recognize, celebrate, and help your team stay on a path toward motivating fruitful progress. Give us a call to talk more!

 


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Branded Promotional Products Make a HUGE Marketing Impact

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People love free stuff; they always have, they always will. This is why branded promotional products are so effective. It doesn’t even necessarily matter what “it” is. So long as it’s free, people are going to come running.

Choosing the right type of promotional products can have a huge marketing impact because of their longevity and because they’re functional in a way that people truly appreciate. If you’re thinking about experimenting with branded promotional products but aren’t sure if it’s something that will be worth your time and effort, here are a few key reasons why now would be an excellent time to start.

Branded Promotional Products Earn You the Right Kind of Attention

According to a recent study, 53% of people used some type of promotional product at least once per week. More than that, six out of every 10 of them said that they tend to keep promotional products for up to two years.

This means that when you invest money in creating that attractive and helpful branded tote bag, you’re essentially putting a piece of marketing collateral out into the world that someone will carry with them for around two years. That is 24 months worth of opportunities for them to use that bag in public, acting essentially as a walking billboard. That’s a long period of time to effortlessly keep your brand at the forefront of someone’s mind.

Integrating Branded Promotional Products Into Your Larger Campaigns

Branded promotional products compliment your other marketing efforts and earn a place among all the other techniques you’re using. You also need to know when and where to roll them out. If you’re the type of company that will be appearing at a trade show, for example, branded promotional products like USB chargers or even fidget spinners are terrific because they can attract attention to your booth and help guarantee that every personal interaction gets off on the right foot.

Think about it like this – the first known use of branded products as a form of marketing dates all the way back to 1789when a guy you may have heard of named George Washington was trying to get elected president. The commemorative buttons he used at the time undeniably made an impact on the message he was trying to spread. If it worked for George Washington, you could bet that it will work pretty well for you, too.

When you also consider the fact that adding a promotional product into your larger marketing strategy can increase the effectiveness of your other types of collateral by up to 44%, you begin to get a better understanding of why the “all of the above” strategy is one that is more than worth exploring.

 


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The Art of Time-Blocking: A Simple Tip to Revolutionize Your Productivity

time calendarMost people just aren’t that good at multitasking. Trying to remain focused (and organized) is one of the most significant time wasters, especially in the life of a business professional. When you try to do too many things at the same time, you become a “Jack of all Trades, Master of None.” Just when you’re trying to get work done on that big project, another email comes in that you have to respond to. You hop over to your email client and suddenly the phone is ringing, or you realize that you have to proof a new design before it heads out the door. It’s maddening.

Thankfully, there is a better way. By adopting the fine art of time-blocking, you may have just found the simple, yet effective technique you’ve been looking for to unlock a bold new era of productivity in both your personal and professional life.

What is Time-Blocking?

At its core, time-blocking is the idea that you should segment your day into clearly defined (and strictly adhered to) blocks of productivity. Organize the tasks you need to complete by category and set aside a specific amount of time for those categories each day.

If you feel like you’re spending an unfortunate amount of time responding to emails every day at the expense of everything else, set aside 9:00 am to 10:00 am every morning to just focus on emails. Devote every ounce of your attention to this one task and when it’s over, move onto the next one. Outside of the occasional emergency, don’t respond to emails for the rest of the day. Get it done, and then move on.

The Benefits

The beauty of time-blocking falls into two distinct categories. First, it’s an incredibly effective way to eliminate distraction. Instead of trying to divide your attention between ten little tasks, it’s almost like you’re tackling just one big one (i.e. emails, and nothing more). Not only do you get those initial tasks done faster, but the ultimate quality of your output is also much higher because you’re no longer trying to do too many things at once.

Next, time-blocking is also an excellent way to build up a strong sense of momentum that will carry you through the rest of your day. As you begin to move from block to block, you’ll constantly be surprised by just how much you’re getting done. This wave of productivity (not to mention the wave of euphoria) builds on itself, driving things home towards the finish line (and the end of the work day).

Success Comes When You Look Ahead

Another one of the keys to success regarding time-blocking is a little bit of forward thinking. This isn’t something you can make up on the fly. You need to consider the types of tasks you need to do each day and what you have to get done by week’s end. Look ahead a little bit and make a list of your top priorities. Then, separate those into categories and get down to business.

Remember, it’s important to be honest with yourself. Time-blocking won’t suddenly create an extra hour in your day, but it will help you make better use of the hours you already have. If you try to add too many things to your list to the point where it becomes unrealistic, you’ll end up working against your goal and not towards it. You’ll quickly begin to feel overwhelmed, which is something that you do not want.


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What Happened to Summer? Back-to-School Marketing Starts Earlier Than Ever

Back to School Marketing
The temperature is soaring, steaks sizzle on the grill, and kids play in the pool, but not everyone is thinking summer. Back to school season is starting earlier than ever for big retailers and the impact trickles over into all aspects of marketing. Both Office Depot and Land’s End launch back to school campaigns at the start of summer – in some cases before school even ended in some parts of the country.

This is a change even from last year; according to AdAge, 2016 saw back to school marketing head into full swing around the middle of July. Time magazine cites the need for retailers to make as many revenues as possible during the highest spending periods as the reason Black Friday, Halloween, and Back to School promotions are being scheduled earlier than ever before.

When does Back to School Begin?

Big retailers working on the premise that earlier is better have begun pushing back-to-school marketing back each year. Back to school is big business for retailers, since it is worth about 78 billion; it is second only to the major holidays for revenues, according to AdAge.

How Early is Too Early?

Office Depot’s back-to-school advertising rolled out June 25 of this year, a full three weeks earlier than 2016’s July launch. Other retailers are following suit, but there is some consumer backlash against the early push. Lands’ End received public criticism on social media when their back-to-school catalog dropped while kids in many parts of the country were still in school.

“We got your #backtoschool catalog in the mail. Our kids still have two weeks of school left this year! #fail #marketing,” tweeted Greg Magin.

@GregMagin helpfully tagged his rant with #fail, #backtoschool and #Marketing, so it was seen by far more than just his followers. This backlash from consumers shows that a too-early launch can backfire. Right now, the sweet spot for back-to-school marketing seems to be right after the 4th of July through the end of the month.

Back-to-school marketing is all about timing. Being aware of this pitfall, and of the enormous potential of this busy season, can help you make the most of Back to School season for your brand and ensure your organization has a visible presence during this often overlooked marketing opportunity.

Make Back to School Time Count for your Brand

Positioning your Back to School promotions in July and working to build not only sales but also awareness can help place you in front of consumers when they’re ready to outfit the kids for the next school year. Since most consumers begin searching online well before they part with actual money, building awareness ahead of this busy season can help you get the results you want without irritating consumers.


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Veterans Use the Internet to Expand Skill Set and Boost Income

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As a war veteran, Shane Thomason knows firsthand what it feels like to experience victory in battle. After being home for nearly ten years from the Iraqi War, Thomason now spends his time giving back to the community and expanding his occupational skill set via the internet. Owning more than 250 websites, including RandomVeteran.com, Thomason enjoys working from home and has found much success in being able to sell unique t-shirts and other novelty items online.

Thomason isn’t the only veteran taking advantage of the internet to boost his annual income. There are veterans located all across the globe who sell items and services online as a way to supplement their earnings, and for many of them, they simply do this for the same reason Thomason does — to pass the time and keep their minds occupied.

A former civil engineer for the US Navy, Zachary Scheel, says, “Veterans are comfortable operating in high-pressure environments that are changing rapidly, where they’re constantly forced to make decisions with incomplete information.” And while many common internet users may not think of the online world as being high-pressure, Thomason is sure to tell you different. From selling websites at exactly the right moment to creating content on a consistent basis, operating businesses and sites online is a full-time job that requires much attention, and more so, much intelligence.

There are many skills learned through the military and overseas that can be used in business. Six of the most valuable skills veterans can carry over from the battlefield are integrity, dependability, sharp decision-making, the initiative to go above and beyond, tenacity, and adaptability. The capability to take advantage of technology is also another skill that veterans are familiar with, making them all the more apt to find success. Whether it be learning new software or performing website coding, veterans often have a knack for training themselves.

Thomason wrote articles for his local newspaper, the Grayson County News Gazette, while serving in Iraq, which greatly improved his ability to write and has translated into an exceptional skill for being able to create web content, including home pages and product descriptions, which he uses to sell t-shirts and other items on RandomVeteran.com.

One of Thomason’s most valuable pieces of advice to other veterans who are considering using their skills for work is not to become a recluse. Thomason says, “helping the community by being actively involved is the primary way I am able to sustain peace in my life. Sure, working from home is great, but getting out in the community and working with the children and other veterans is what keeps me moving forward from one day to the next.” Thomason is the Commander of American Legion Post 81 and spends a great deal of time giving back to his community when he is not working.

Generating business is simple when veterans take advantage of the existing skill set that they acquired while serving in the military. Veterans can also find an abundance of resources available to them. From online training courses to website builders, many of these resources are available free of charge because they have served in the military.


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Indra Nooyi: A Story in Being Yourself and Persistence

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Have you ever heard of Indra Nooyi? Maybe not, but you’ve probably bought her product at one time or another in the past year. Ms. Nooyi is the CEO of Pepsi-Co., the makers of the popular and well-known Pepsi soda brand. However, her position at Pepsi is not necessarily what is the most amazing fact of her story. Granted, reaching the status of being a Fortune 500 company CEO is huge and significant, but how Ms. Nooyi got her start is the real story. That’s because she risked everything with no safety net to fall back on.

Some Compelling Advice

Indra Nooyi came to the U.S. like so many other great minds, arriving as a student immigrant. Ms. Nooyi jumped to a slot in Harvard’s master’s degree program in business. However, graduating wasn’t her biggest challenge. It was translating her academic success into a result: getting a job. Ms. Nooyi’s first real interview was total failure – no connection, no rhythm, no job. However, she received a piece of advice from a professor that Ms. Nooyi has carried forward since then to her role as a CEO. She was told to simply “be herself.”

Ms. Nooyi clearly took the advice she received to heart. Not only has she been herself as intelligent, smart, persistent, and daring, she has also scored an enviable position of 75 percent plus support by her own employees worldwide. See if you can find a politician with as much support even when winning a national election.

What Makes A Person Successful?

For business owners and leaders, the lesson from Ms. Nooyi is to never forget what really makes a person successful. It’s not the suit, it’s not the past laurels, and it’s not the school degree. What makes the difference that catches people’s attention and gets their support is one’s personal confidence and persistence. Ms. Nooyi gambled everything with not just coming to the U.S. to succeed but to also establish herself in a highly competitive arena: business consulting. Had she failed, Ms. Nooyi would have had to return back to India and likely would have disappeared into a vast number of IT companies there; everything for her was on the line. But she persisted. And Ms. Nooyi, with her new advice on being herself, was quickly hired. That in turn became her path to eventually becoming Pepsi-Co.’s latest CEO.

A Better Choice

Business leaders trying to keep a company going will at some point face a challenge where everything has to be put on the line to get to the next level. Many don’t take that leap. It’s too risky, it’s too costly, or it’s too unknown. Yet from Ms. Nooyi’s example, the last thing anyone should be doing is trying hard to fake their way through the issue. Be yourself. Trust your skills and trust your gut to make the right the decision. That’s what got a person to a leadership role in the first place, so why should he or she be any different at the moment that counts the most? Risk, responsibilities, fears of what-if can all combine to make someone think behaving differently may be the best path forward. Clearly, from Ms. Nooyi’s example, there’s a better choice.


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5 Tips for Effective Direct Mail

Guy checking the mail.

Every day but Sunday, the mailbox delivers surprises. Of course, much of what arrives in the mail is expected, but that element of surprise never wanes. The mail might contain a card from a loved one, a check you didn’t expect, or a great offer from a local company, via direct marketing. Successful direct marketing campaigns don’t happen by accident, but a small business doesn’t need to pour substantial amounts of money into such an endeavor to achieve a good result. That means rather than mass marketing, modern direct mail campaigns concentrate on targeted marketing. When businesses use effective direct mail marketing, they not only boost their bottom line, but add excitement to the routine of picking up the mail.

1. Set Your Goals

As a business, what do you expect this mailing to accomplish? Have a firm plan in mind ahead of time. What is your budget for this mailing? What kind of ROI do you think you’ll receive? Crunch the numbers before embarking on a direct mail campaign.

Have a projected number of new customers in mind. For small businesses doing much of the work on their own, one of the best measures is sending out a mailer-only coupon for a percentage off a purchase or free item with purchase. Ensure that keeping track of the number of people who redeemed the coupon, including new customers, is quite simple.

2. The Mailing List

When it comes to an effective direct marketing campaign, nothing is as crucial as the mailing list. That seems obvious, but too many companies waste time and money sending direct mail to people with little interest in their product or service. You want a “Goldilocks” mailing list – not sending too many or too few mailers, but just the right amount.

While you will need to purchase some lists, focus on your own lists of previous customers. In fact, if you don’t have a solid database of customer names and addresses as well as strong prospects, avoid direct marketing until you do.

3. The Demographic

Who are your customers? What is their primary age and income level? Where do they live? This information is essential for a small business conducting a direct marketing campaign. You’re looking for your ideal customer, whether that person is a senior citizen, millennial, parent of young children, individuals with X amount of disposal income – that’s necessary information before you start your campaign. The more personally you can delineate the target, the better the response rate. You can then consider the type of mailing list you want to purchase.

4. Clarity Rules

No matter what type of mailing format you decide to go with, the potential customer must instantly “get” what you offer. All the fancy graphics in the world won’t make up for a confusing message. That doesn’t mean your direct mail has to be boring – far from it. You only have a few seconds for the recipient to decide whether your offer is one worth saving or throwing in the trash. Funny, clever copy can help get the message across, but it must be absolutely clear. The person must instantly recognize they can get a special deal on your product or service and understand exactly what they must to do to take advantage of the offer. For best results, repeat that call-to-action a few times.

5. From Direct Mail to Online

Social media and direct mail marketing are not mutually exclusive. A direct mail campaign is a good way to get customers to follow you online. The cheapest form of direct mail, the postcard, can get you more online customers and followers. You want to drive traffic to your website, and direct mail is a useful vehicle. A coupon code on the postcard for online sales or some other promotion can gain you the customer info that you can then follow up on via an email or social media marketing campaign.


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Lessons We Can Learn From Great Business Minds of Yesteryear

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Business leaders of yesteryear can teach us lessons even today. Cornelius Vanderbilt, who dominated shipping and railroads, John Pierpont “J.P.” Morgan, who built a financial empire on investments and banking, Mary Kay Ash, who founded the exceptionally successful company Mary Kay Cosmetics, and John D. Rockefeller, who founded Standard Oil as was America’s very first billionaire are all worthy of admiration and have lessons they can teach us. Today, though, let’s look at one businessman, in particular, Henry Ford.

Who Was Henry Ford And How Did He Make An Impact in The Country?

Henry Ford, born in 1863, was a U.S. Industrialist who revolutionized automobile production, which allowed his company to mass produce cars, thus bringing the price down. This, in turn, allowed more regular folks to purchase cars and led to Ford Motors becoming hugely successful. In essence, Ford did more than creating a successful company; he revolutionized the entire transportation industry. Before his changes were implemented, most people were unable to afford such a luxury. Therefore, he took a product that was not widespread and made it applicable for the average consumer, thus changing the entire landscape of the country in several ways. Ford was able to achieve this success thanks to a few methods he applied within his business. These ideas are applicable to any type of business and can teach us as business professionals and entrepreneurs lessons on success even today:

  • Innovation is Everything: When it comes to innovation, Henry most certainly knew what he was doing. He utilized an assembly line technique that forever altered the way automobiles were produced. It’s worth noting that he was not the inventor of said assembly line. He only created an innovative way to implement the technique within his business. This is a great lesson we can learn from him today. You don’t have to come up with the idea or product in order to figure out a new way to utilize it.
  • Don’t be Afraid to Specialize And Offer Solutions to Undiscovered Problems: Henry Ford understood his market and specialized in it. He understood that it’s hard to find success when remaining too generic. He also understood his customer base better than they understood themselves. He was able to offer a product as a solution to a problem that his customer base didn’t even realize they had. He once stated, “If I had simply asked people what they wanted, they would have asked me for faster horses.”
  • Efficiency is Vital: Ford was such a believer in efficiency that he is credited with the creation of “Fordism.” This term basically describes a system of mass production that is both standardized and efficient. He understood the importance of keeping his workers productive and achieving a maximum output. He was able to do this, in part, by providing incentives. These incentives, which included a reduced workweek and better wages, resulted in worker loyalty and efficiency.
  • Don’t be Afraid to Learn Something New: Henry Ford once said, “Anyone who stops learning is old, whether at twenty or eighty. Anyone who keeps learning stays young.” Henry Ford was personally committed to learning. He was never content to learn all he could about a subject and just stay there. He didn’t want to just “be,” he wanted to grow. This is likely how he was able to come up with such innovative ideas because he never got stuck thinking or acting a certain way. Instead, Ford was always up for a new challenge. We would do well to emulate this in our own professional lives.

There are countless other lessons we can glean from Henry Ford and other businessmen and women like him who revolutionized their industries and achieved amazing success. The important point to remember is that they all stepped out, took a risk, and believed in their goals. That is the foundation for any great success.


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