Never Be Afraid to Take on the Big Boys

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Something strange is happening on the yogurt shelves: the most popular yogurt is not from a big maker like Dannon or Yoplait. It’s a product from a small, 12-year-old upstart from New York. In March, Bloomberg wrote that Chobani had overtaken Yoplait to become the most popular yogurt in the U.S. The story of how this independent took on the big brands and won has lessons for all of us.

Distinguish Yourself From Your Competitors

Big yogurt brands had become complacent and did not anticipate how new products would catch customers’ interests. Instead of sticking with the same types of yogurt already popular in the U.S., Chobani made their name with Greek yogurt, a thicker and richer product. By the time the larger yogurt companies introduced their own versions of the product, it was too late. Consumers had become loyal to the brands that made Greek yogurt popular.

If you craft your marketing materials and your products to fill a need that your competitors are not, that gives you a competitive edge. Look for what makes your product different from a bigger player in your market and offer what they don’t. By the time they are playing catch-up, you can be the leader.

Be Willing to Make Changes Quickly

Product development at big food companies can take years. At Chobani, a product will sometimes go from concept to trial in the space of a weekend.

In your marketing, if you see an opportunity, be willing to take it before your competition does. This requires a high degree of social listening and a willingness to take chances. Smaller and leaner organizations can adapt far more quickly, allowing them to be the ones who seize an opportunity.

Be Authentic

Millennials now make up the largest consumer cohort. Their priorities are different than the priorities of previous generations. They are less likely to do business with a company that they perceive as a large and impersonal conglomerate. Chobani was founded by a Kurdish immigrant who fled political turmoil in Turkey. After spending time in Europe, he arrived in the U.S. with $3,000 and a small suitcase. In the following years, he built a company that dominates the $3.6 billion Greek yogurt industry.

Do not try to look like one of the big companies in your industry. Portray yourself as the lean, quick, and effective organization that you are. A smaller company, for instance, has staff at the highest levels who are knowledgeable about all customers. This can give your customers a far more personal degree of customer service.

Make News

Over the past couple of years, Chobani has made news for its innovative policies. When the company began seeing large successes, Chobani CEO Hamdi Ulukaya responded by giving 10% of the company’s equity to employees and putting a generous 6-week parental leave policy into place.

What does your company do that is newsworthy? Those practices can build your image and give you more effective marketing than you can buy.

A company’s dominance in an industry is never certain. By taking advantage of opportunities that you have and the bigger players don’t, you can increase your own success.


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How to Put Apps and Social Media to Work for You as a Business

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Running a successful business today means putting social media to work for your company. Regardless of industry, a strong social media presence allows you to maximize your reach, while at the same time generate sales from other sources aside from local consumers. Whether you are launching a startup or looking to expand a current business, utilizing social media and various applications that are beneficial to teams and industry leaders is a way to stay one step ahead of the competition while reaching a much wider audience.

Branding Your Company’s Social Media Presence

Before setting up social media platforms including Facebook, Twitter, Snapchat, and Instagram, it’s important to consider the audience you want to reach regarding demographics and age groups. How do you want to present your company? What voice do you want to implement when showcasing products or services? Are you planning to share graphics, videos, or humorous updates to potential customers? Carefully consider the voice, tone, and style you want to use to represent your brand based on the audience you plan on reaching (with paid or organically grown content).

Social Media Tips for Business

When creating social media pages for your business, using the same handle and username for all options is highly advisable. Steer clear of confusing names or characters that may leave users lost or unsure of your page’s authenticity. Consider the flow of your posts and the type of content you produce to streamline your pages and keep users coming back for more. Share real stories and content from relevant industry professionals, helping to build brand loyalty and authority. Consistent updating is the key to maintaining relevancy while also keeping potential customers engaged in hearing what you have to say.

Slack

Slack is known throughout both the startup world as well as large-scale companies to help teams and employees better communicate with one another. As a free app download available for both Android and iOS phones, Slack allows individuals within a company to create selective “channels” for marketing, general chat, social media, and any other customized channel that is fitting for your business. Sending messages to an entire team simultaneously allows employees to work more efficiently while also staying on topic with unlimited channels available. Sending images, graphics, and documents is also a possibility with Slack, making it extremely useful when completing everything from print projects, marketing material outlines, to setting goals for an upcoming week or month.

Houseparty App

One application that is growing fast within business markets is an app that was originally designed for college students and a younger demographic altogether. The Houseparty App is free and available on Android and iOS phones, allowing users to create private or public “rooms” to video chat with one another “on the fly.” Although Skype is an alternative, along with GoToMeeting, Houseparty is entirely free and allows up to 8 users in one room simultaneously. Chatting with team members or employees who work remotely will help everyone to catch up on projects and plans quickly regardless of location.

Evernote

Evernote is a classic app that is useful for saving documents, photos, and even print materials you want to share with your entire team or specific employees with ease. The free version of Evernote allows users to upload 60 megabytes of data each month, with premium versions available for large-scale companies. Using Evernote is a quick and easy method of showcasing updates, saving and pinning websites to share, and collectively engaging in one another’s finds online (without pesky bookmarks and browsing).

Take time to consider your company’s needs regarding finance, communication, and time management to assess which type of apps work best for your teams. Find the voice and branding of your business to appeal to potential consumers without sounding robotic or “too corporate,” while still resonating with those who are interested in your products or services. The more you truly understand the needs of your consumers, the easier it becomes to relate to them, helping to boost sales, loyalty, and interest in any industry.


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A Creative Life Improves Creative Buying Processes

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There are more than a few steps involved in the buying process. When you integrate creativity into this process, this can lead to amazing business opportunities.

Incorporating creativity into the buying process means human experience should play a core role. Businesses prefer to partner with businesses they can relate to; ones they have a common goal with. This is why the human experience should always be shared when creating or redefining a company’s brand. The more relation a company can share with a distributor or manufacturer, the stronger the business-to-business and business-to-customer relationships will be.

So, how does a business owner go about integrating creativity into his or her lifestyle to improve the creative buying process? Fortunately, there are many ways company owners can embody creativity into their everyday life. Here is a close look at three of them.

1: Go on vacations

When a business owner does not have time to go on a vacation, this probably means he or she is working too hard. Operating a successful business involves all aspects of the company being conducted in a healthy manner, including its employees and owner(s). Going on a vacation allows the owner to indulge in his or her passions, which increases endorphins and serotonin and leads to the enhancement of creativity in the mind. Business owners often find their most genius ideas come to them while away from work.

2: Take chances

Business owners don’t become successful out of fear. Instead, they are willing to take risks. You’ll never know if a creative idea is going to work unless you try it. If you’re fearful about trying out a new creative idea, you can always turn to the support of your friends, family, coworkers, and any people you consider mentors. If you steer clear of taking chances, this is a sure way to kill the creativity in your life, which means creative buying processes will be at an extreme minimum.

3: Share your experience

The number one way to blend creativity into your lifestyle as a business owner is to share your experience with others who are striving to achieve the same goals you are. In doing this, you will receive valuable feedback that can help you steer clear of costly mistakes while at the same time learn about successful creative buying processes others are using that you can take advantage of.

Make sure you keep in mind the three tips mentioned above as you continue on your journey as a business owner. Creative buying processes are an essential part of managing any type of business, and as these processes improve, you will notice a substantial change in your capability to expand the services you offer to a wider range of customers because you will have more time and energy to focus on meeting your customers’ needs.


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