Top 5 Ways to Create an Eco-Friendly Workplace.

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Many organizations today are looking for ways to become more sustainable. While there are some pretty out-there options for going green, most businesses can find more moderate ways to reduce their overall impact on the environment. Improving the energy efficiency of your office is really only the first step as there are plenty of options such as rescheduling offsite meetings as a conference call and more. See how these eco-friendly workplace initiatives not only tell a great story for the public but also benefit your employees and other stakeholders.

1. Limit Disposables

Many offices have a shared kitchen or break room, and you might find them stocked with a multitude of plastic cutlery and plates. One quick way to make your office more eco-friendly is to limit the number of disposables that you use in the office. You can easily encourage staff to use coffee mugs instead of foam or paper coffee cups, spoons instead of stir sticks, and real silverware instead of disposable options. Getting everything washed up only takes a few seconds, but this small measure can have a dramatic impact in terms of saving our environment.

2. Ditch Bottled Water

One of the perks available in many offices is bottled water or other drinks. Water bottles are one of the key issues with overfilled landfills, and swapping from individual bottles to a filtered water system or larger bottles can make a significant difference in the long-term quality of life on the planet.

3. Use Recycled Materials

Whether you are updating some of your office’s interior or moving into a new place, look for ways to incorporate recycled materials in your office scheme. Using recycled materials allows you to reduce your carbon footprint and show your customers your commitment to doing something nice for the environment. Look for opportunities to recycle in all corners of your office — from using recycled paper for your business cards to upcycling older office chairs and furnishings.

4. Adjust Your Thermostat

Did you know that a single degree adjustment can save you hundreds or even thousands of dollars a year based on the size of your office? Your employees are unlikely to even notice a small change of only a degree or two. You might be surprised to find that many of your staff actually appreciate not freezing in the summer and sweating bullets in the winter!

5. Update Your Appliances and Light Bulbs

Your appliances and light bulbs could be costing you money! That little red standby light that you can see on many electronics means that there’s actually a trickle of electricity pumping through at all times. Turning items completely off will save you energy.  Swapping traditional light bulbs for low-energy fluorescents is another eco-smart change!

Have you gained some inspiration for ways to make your office more eco-friendly? These easy tips are ones that — once you get in the habit — you’re unlikely even to notice are there. Some of the changes may even benefit your staff, and all will help make the world a better place to live both now and in the future.

 


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Why Your Marketing Should Be Actionable Above All Else.

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One of the traps that even seasoned marketing veterans often fall into involves crafting collateral that has far too much information for its own good. Marketing messages start out simple enough, but as brands continue to grow and evolve, the marketing messages do the same until it can be difficult to remember what that short, sweet, actionable idea was in the first place.

And if you think your marketing has lost focus, just imagine how your audience members probably feel.

When your marketing starts to suffer from a lack of direction, it starts to become much too passive. Thankfully, the solution is simple – strip away the noise and focus on the action of it all. This, of course, requires you to keep a few key things in mind.

What is Actionable Marketing?

Think about your marketing the same way you would something like a call-to-action. A CTA is effective because it’s clear and concise. It tells your readers exactly what you want them to do, how you want them to do it, and most importantly, what they’re going to get in return.

It’s a way for them to take the experience they’ve already had and elevate it to the next level by continuing their relationship with your people or your brand.

Passive marketing, on the other hand, does the exact opposite. People may see one of your flyers and become aware that your brand exists, but they’re not motivated to do much with that information. They certainly don’t know why they should care or what you can do for them that nobody else can. Passive collateral just… is. That, most definitely, is a problem.

To put it another way, every element of your collateral – from the color design of a flyer to every last word on a brochure – needs to be building towards the eventual action that you want someone to take. It’s like a CTA on a larger scale and rest assured, it pays dividends.

The Byproducts of Actionable Marketing

Actionable marketing requires you to target your audience. You need to know who people are, what demographics they fall into, what they like, and what they don’t like. You then have to address a specific need that they have and direct them to take your desired action.

If all of this sounds familiar, it’s because these are the types of things you should already be doing. Making action a priority simply allows you to double down on these efforts, allowing them to rise to the surface.

The real benefit of actionable marketing is precisely that – it creates its own momentum. It has an energy that passive content just can’t match. You can use that energy to create new opportunities for yourself, not only in terms of up-selling or cross-selling your products but also with regards to increasing the overall lifetime value of your customers.

Simply put, if your marketing content is active your customers will be, too, and that’s the type of opportunity you do not want to overlook.

 


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Print Marketing Is About Selling Value, Not Services.

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There’s a common misconception that far too many marketers have that needs to be put to rest once and for all.

A lot of people still seem to think that if you’re really going to carve out a stronger competitive advantage for yourself in an increasingly crowded marketplace, you need to make your services appear objectively better than everyone else’s. You need to talk about how your products are better, stronger, faster, longer-lasting, more cost-efficient, etc. All this to steal as much attention away from your competition as you can.

In truth, that is a myth. You shouldn’t be selling services at all. You should be selling the value that those services provide. In other words, the thesis at the heart of your print marketing campaign shouldn’t be “here’s what I can do that nobody else can,” but rather “here’s what I can do for you.” Mastering this approach requires you to keep a few key things in mind.

Everything Begins and Ends With Your Customer

The art of selling value instead of services is one of those situations where buyer personas come in handy.

When you begin to come up with a buyer persona for your ideal customer, you try to add as much information about that person as possible. But once your persona has been completed, you shouldn’t be asking yourself, “Okay, what do I need to tell this person in order to convince them to give me money?” Instead, you need to get answers to questions like:

  • What problem does this customer have and how do my services solve it for them?
  • In what ways will that person’s life be easier after their purchase than it was before?
  • What does that person want to accomplish, and how can I help make that happen?

Then, you work your way back to the products and services that you’re trying to sell, thinking about the problem and positioning yourself as the solution.

A Whole New Approach

This is one of those areas where specificity will carry you far. Think about the individual portions of your sales funnel and what someone needs to hear at each one to move from one end to the other. Use this “value-centric” approach not to convince someone that the time is right to make a purchase, but to give them the actionable information they need to arrive at that conclusion on their own.

In the end, there are probably a lot of other companies in your industry who do what you do – but nobody does it in quite the same way. That key thing that differentiates you from so many others is the value that only you can offer and what should be at the heart of all of your marketing messages.

 

 


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Connecting Your Online and Offline Marketing Campaigns.

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No matter the industry your business operates in, it is imperative to connect online and offline marketing techniques. Many entrepreneurs have found that the better they market themselves offline, the more well-known they become online, and vice versa. For now, let’s take a closer look at how you can connect your online and offline marketing campaigns to improve lead generation and increase your sales revenue.

Tracking URLs Is a Must

Many website development service providers provide a variety of automated analytics that are simple to use and easy to understand. When you market yourself offline through print advertising, it’s a good idea to make sure to use unique tracking URLs for the links you provide in your ads and direct mail. In doing this, your web analytics can track how many people are coming to your site via the URLs on your offline marketing. You’ll love being able to see how well your offline marketing efforts are paying off, and these unique tracking URLs enable you to do this.

Promoting Yourself Online to Attract Offline Customers

Tom is a freelance writer and the majority of his clients connect with him online. They perform a search for freelance writers, and they hire him through his website or one of the content creation platforms he is featured on. Still, there are several clients that he has secured via offline tactics, including direct mail, trade shows, and conferences. To boost prospective clients’ awareness that he is going to be present at these events, he uses social media. Posting on social media can educate your prospects about the reasons they should connect with you at an offline event.

Use Your Social Media Profiles to Boost Brand Awarenes

Any offline marketing materials you distribute should include your unique social media profile URLs. When a person connects with you via social media profiles, this shows up in their news feed, which is viewable by their friends and followers. Tom has had numerous clients tell him they became aware of his services due to a friend following him on one of his social media profiles. When advertising your presence on social media on your printing materials, make sure to include an actual URL to each of your profiles. If you only include a social media logo, this doesn’t help them find you on each platform.

Provide Coupons In Person to be Used Online

When marketing yourself offline, such as through direct mail, or at a tradeshow or conference, make sure you include printed coupon codes. There’s a good chance the people you give them to will stuff in them their wallets or lay them on their desks once they get back to the office. Either of these places is a great place for your coupon code to be because it will give them a reminder of your brand and the services you offer. More so, it will entice them to hop online and visit your site to make a purchase using the discount code you gave them.

The Takeaway

No matter the industry you are operating in, connecting your offline and online marketing efforts is crucial. As your business grows, you will quickly see how the two of these interconnect with one another. More importantly, the more you integrate the two together, the quicker you will become an industry leader.


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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’s (main character’s) cubicle, overreaching his boundaries and seemingly controlling every aspect of Peter’s day. Peter also has eight bosses other than Bill, or maybe including him. This means everything has to be repeated over and over to the point of insanity. This drives Peter crazy, and it is not productive either.Lesson #1: Give your employees what they need to do the job: training, materials, etc. Then, let them work. Get out of their way. Studies have even proven that micromanaging can cause employees to perform at a lower level, not higher. Just imagine trying to do even a simple task with someone standing right over your shoulder, and it’s easy to understand why micromanaging is so detrimental.

Provide Well Functioning Equipment/Updated Software

In the movie, the copy machine almost takes on the role of character thanks to the fact that it is so detested by Michael and the other main characters. It seems this copier/printer will never work properly, which causes endless difficulties. Peter, Samir, and Michael (main characters) end up destroying the machine in a rural field outside town after their frustrations reach a boiling over point.Lesson #2: You should provide your employees with what they need to get their job done as mentioned above. Sure, things break. That’s understandable. However, expecting your employees to continue to use subpar equipment, computer, software, etc. yet still pushing them to meet deadlines and maintain the same level of production simply isn’t fair.

Create a High-Quality Working Environment

It is no wonder the characters of “Office Space” so detest their jobs. They work in 6′ x 6′ cubicles with no windows. In addition, Peter is situated right across from another employee who patches calls through, so in essence, she spends all day saying “just a moment” in an irritatingly spunky voice.Lesson #3: Cubicles are sometimes unavoidable in today’s office buildings. However, give your employees the freedom to move around to break up their day. Make sure you have seating available for your employees outside where they can walk around and enjoy being outdoors. If outdoor space isn’t an option, at least make sure you provide a lounge with couches or comfortable chairs where employees can go to take a break from their own cubicle walls.Most employees understand that doing business in today’s technology-saturated society often means they are required to sit at a desk and work on a computer most of the day. This doesn’t have to look like the movie “Office Space,” though. Thankfully, with a little thought and purposeful planning, you can ensure your employees never feel like Peter or the other characters from the movie. Simply adhere to these lessons from “Office Space,” and you will be heading in the right direction.


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