From Panic to Profit

Following the Emerging Leader

2012-01-11T11:52:00.000-08:00

The second in this series

Generation Y is a new breed of workers. They’re global thinkers, want flexibility in the work place, are always connected, and reinvented the word “instant”. They’re confidently ambitious, team-oriented and love attention.

While Gen Y’s are expected to change careers several times during their adult working years (gone is the ‘get a job and collect a pension’ mindset), they typically “interview” potential employers before making their choices. In fact, these Millennials, as they’re also known, align themselves with companies based on specific criteria over and above the usual: salary, conditions, location, etc.

One of those distinguishing factors will be the company’s engagement and commitment in social responsibility. Gen Y’s are more openly cause-oriented than any other generation and want to know their employment includes opportunities to invest their “change” energy into community programs or initiatives. They want to make a difference.

Sound familiar?

One way to capture their attention is, while they’re still in school, to sponsor their education. It’s a win/win/win. What’s in it for you?
• You’re investing in our country’s economic future by supporting qualified students who might otherwise not be financially able to continue their education
• You’re ahead of the game by being first to meet qualified, potential new hires through the scholarship application process
• You’re keeping your finger on the generation pulse by creating an opportunity to market and dialogue with students and faculty
Speaking of dialoguing remember these Gen Y’s are immersed in multi-forms of communications and instant messaging. Their attention is shifting constantly. Keep your message top of mind by incorporating a tangible communication piece that integrates with other on-line resources and has the staying power like no others.

As the Chair of the PPPC Scholarship program http://www.marketingedgemagazine.com/feature4.htm this is one piece we designed to educate and engage both students and supporters.

It’s way more than a logo-on-a-product.
How are you sharing your social responsibility story?

Www.jaeassociates.com Inspiring Results on Purpose

Follow the Emerging Leader

2012-01-04T11:02:00.000-08:00

The First in the jump-start 2012 series, "Follow the Emerging Leader"

I just read through a valuable “Moving Check List” developed for home buyers. In the same resource was intriguing information about staging your home to attract the best offer as well as some statistics on buying patterns. For instance, did you know that the average home buyer walks through nine homes, searches for eight weeks and moves within 15 km from their current residence?

Fascinating.

I’m wondering how these statistics have changed over the years given the presence of the internet. After all, how great is it to be able to view properties with a few clicks and begin the sorting process of discovering your next Home Sweet Home?

Seriously, would you really consider buying a home without the help of a professional Real Estate agent? They know the neighbourhoods, the schools, trends, and are naturally on the look-out for structural and mould issues. They’re best at taking the emotion out of negotiations and helping you to decide what’s right for you.

Neal* and Fraser, are a local Remax team. Though I haven’t yet met them, I already know they’re pros. I recently plugged in their “Key to Toronto” USB to realize they’ve given me an abundance of empowering resources (including their resume, moving support programs, market info and pertinent links).

My point?

I believe their success is definitely due in part to their ability to effectively educate and communicate incorporating multiple sources of media.

This team has embraced an integrated marketing campaign that interconnects all forms of media (and for the record, I consider the agents part of that media mix ...people are amazing ambassadors!)

Over the next series of BLOGS we’ll discuss strategies, case histories and philosophies of today’s leaders.

The new economy demands we be different.

Let’s go boldly into 2012, shall we?

www.jaeassociates.com Inspiring Results on Purpose

*Marian Neal, a partner in Neal and Fraser, is a fellow Women Presidents’ Organization (WPO) member.

To Give or Not to Give...

2011-11-29T11:32:00.000-08:00

To give or not to give, that is the question.

When I was growing up, occasions were always a big deal in our family. During a most hectic time of year, our mom inspired the magic of Christmas by celebrating family with every ounce of her being. We were all amazed at her humble, magnificent approach honouring the spirit, and the family, with decadent cuisine, eye-popping decor and the perfect gifts.

I’ve come to recognize that there are three types of giving:

1) With the anticipation or expectation of receiving something in return.
Have you ever given someone a gift and experienced their response to be, “But I didn’t get you anything!” If you’re giving something with the expectation of receiving a reward, a gift, a favourable position, additional business, P.R. or recognition - “I’ll give you something if you give me something in return” mindset - understand that’s not really giving, that’s trading.

2) Out of obligation.
I’m a people-watcher and I can’t help but notice the frustration on the faces of patrons in the store line-ups. On-line shopping has certainly reduced the mall chaos and subsequent wait-times for the next cashier. Still, the sighs of those in line might not be an expression of their tried patience but of the pressure of having to shop in the first place! In the workplace, those who procrastinate with their seasonal gift efforts don’t always do so as a result of challenging economics or overload – though those are surely powerful motivators for hesitation – it’s often that they feel the holiday dictates a must-give scenario.

3) From a place of love and gratitude.
When the motivation is at its highest vibration – love – giving is energizing. The value of the gift is not decided by monetary measurement as much by what the gift communicates.
In the workplace, seasonal gift giving is often a mix of all three; the real question, and success of your efforts being, in what proportion?
There can be some expectation that you’re solidifying your position with your customers and colleagues. You might also feel some pressure to join the ranks of the giving in a season that almost demands it. That’s business. Most importantly, though, is the “why” behind your giving effort. Is it because you truly want to recognize, appreciate and celebrate?

Here are a few ideas to help make your season a true PARTY

Personalized Gifts aren’t as much about branding as they are about appreciation. Including the recipient’s name or a personalized message are ways to communicate your message. Besides, no one ever regifted something that carried his or her name.

Appropriate There isn’t likely a one-size-fits-all gift for all of your customers, staff, supporters, stakeholders and suppliers. Break your list down into sections – perhaps A,B,C, levels of customers, staff, supporters (yes, your couriers and bank personnel count) – then choose something that suits their lifestyle and is appropriately personal or business-like, depending on the relationship. If it’s a team you’re recognizing, then gifting only the management might not help to convey your appreciation to everyone. Count heads, create thoughtful impact and gift everyone on the team.

Relevant My experience in this industry has most often been that people choose gifts based on what they like, not necessarily what’s relevant to the recipient. As you would choose a marketing piece to be a reflection of your business and relevant to the target audience, an impactful gift holds the same qualities.

Timely If the December holiday season is too rushed for you to produce an effective gift campaign – yes, calendars in February don’t cut it - choose a different time of year to celebrate. A retail theme like Valentine’s Day, Canada Day, Memorial Day, Labour Day, can all be great opportunities to set yourself apart and deliver a message of thanks without getting lost in the shuffle of the season.

You “You” are always the greatest gift you bring to any relationship. If there is ever a chance to deliver your gift or message in person – individually or at an event – your presentation will surely be the icing on the cake.

To give or not to give? Is that the question? Giving, in the spirit, is always the right answer.

www.jaeassociates.com Inspiring Results on Purpose.

THE HUMAN ELEMENT

2011-09-09T10:48:00.000-07:00

Do old habits have you locked out of new ways of getting results?

When people ask what industry I’m in and I usually say “communications”. They typically ask what kind and I say, “We use promotional products as communication vehicles to inspire results on purpose.” Often confused and trying to connect the dots, they usually offer up something like, “Oh, you put logos on stuff like pens and mugs”.

A typical case of “functional fixedness”

Functional fixedness the inability to realize that something we use for one thing might also have another purpose. (Remember the wire coat hanger that, reshaped, opened many a car door?)

While promotional merchandise contributed to Justin Bieber’s $103.7m earnings last year, and Disney’s record-breaking media investment in their latest “Cars” movie, it is way more than just putting logos on stuff. It’s about creating emotional connections and using these tangible vehicles to communicate and engage.

Consider this; nothing moves without humans.

Behind every email address, every decision, every purchase, every idea, every initiative, every game, every system, every product, every delivery, (well, you get the picture), is an individual, a human being. And human beings are not only multi-sensory, they also possess intellectual factors like reason and will.

The $3.9 billion industry of putting logos on stuff in Canada is also one of the best kept “communication” secrets. In fact, citing reasons of economic down-turn, some companies and government agencies have totally nixed promotional items from their budgets. Really??? I attribute it to functional fixedness. Fact is, a challenging economic climate is the best time to do new things with what’s old and there’s no more human approach to results-oriented communications than “one to one”.

Need more of a reason?

Here are seven.

IMPACT Last year’s singing Christmas card, an investment of just over $1500, increased banquet business at the golf course by 40%. A Mulligan water bottle increased donations to Alzheimer’s Society by 70%. Flip flops helped generate 15% sales increase in tools. Why? This tangible media grabs attention one person at a time and scientists say our most engrained memories are those that had impact.

NURTURING The Mayo Clinic is just beginning to publish reports on the value of Wellness Programs but their current numbers are $3-4 return for every $1 invested. “Lifestyle” communication tools integrated in our #1 insurance client’s wellness initiative is enabling them to significantly reduce claims by helping their staff and clients take control of their health. What a multi-win scenario.

SUBLIMINAL What other media or recognition continues to share a message even when you’re not there? Whether it’s on-line or off-line, the only impression traditional media has is when you’re in front of it. Strategic gifts designed to align with the buyer (a.k.a. “human”) in mind are a thoughtful approach to getting your message seen many times over. So, the next time you do a run of calendars with your logo on them, think again. Not about the calendar – great choice - but about the person receiving it. Does the design resonate? Is the style functional? Most importantly, does the calendar have their name on it? In this digital age, personalization is easy and a most effective way to share your message 365 days a year.

PERSONAL What’s more personal than your name? Do you have a generic novel or one that’s addressed to you and signed by the author? And would you be more inclined to use a general notebook or a personalized one with a note of inspiration from the President? Bob Proctor ensures his Matrixx participants have both keeping their success message top of mind.

INSPIRING You can bet your assets that the biggest driver in your business is your people. There is no one-size-fits-all when it comes to communication which is why the personalized, interactive approach is so effective to boosting both markets and morale. We have been thinking that people resist change when it fact, they resist being changed. Thrive by inspiring intrinsic motivators like mastery and purpose with lifestyle tools with empowering messages. And perhaps the next time you have a sales meeting, invite more staff (a.k.a. humans) than just the sales force.

RECOGNITION One of our Hospital Board clients decreased their staff sick days by 50% the first year after implementing their recognition program. It was relevant, personal and clearly communicated how important each individual was to the bigger picture; like fulfilling a purpose within a purpose. We all want to know we make a difference. In an article entitled, “Outshine your competition with internal cooperation” by Ann Elliot, Leadership strategist, Ann says, “The synergy of individual efforts makes things happen in companies…the real competition is on the outside.” One of the greatest gifts you can give to anyone is the gift of being heard (remember communication is a two-way street) and how wonderful is the reward when we win together.

EXPERIENTIAL Experiential is engaging. It’s more than telling, providing, or even sharing. It’s exchanging at an emotional level and can have a life-long effect. Did you know that cells of recognition – memory – are stimulated simply by touching a familiar item? It’s like seeing a picture. It takes you back to the experience. When each communication piece has a purpose, you can move people through a process a series of individual messages to create one, powerful movement.

So why “seven” reasons, you ask?

Besides, the fact that we humans like learning in chunks of (three or) seven, I like the acronym this created. INSPIRE.

It’s time to replace functional fixedness with creativity and start INSPIRING Results on Purpose.

GIVE AWAY OR GIVE FOR?

2011-08-09T10:41:00.000-07:00

We just returned from the Canadian Junior Golf Championships in Surrey, B.C. www.golfcanada.ca What an incredible experience seeing these talented youth. The RCGA and host course, Morgan Creek, treated the juniors with such respect as did the players in return. What a professional event.

Naturally I paid close attention to the kids opening their ‘swag bags’ to see their reaction to the welcome gifts and information. (Often companies and associations toss whatever into the bags to expose sponsors but give less attention to the individual receiving the package.)

This package was well done. Two things in particular caught my eye as well as the participants’.

1) The means of identification, as they were keepsakes – money clips, actually – and donned the Canadian Juniors championship insignia. The players wore them on their belts in order to have access to the practice range and privileged areas.
2) The hats, as the sponsor – Adidas – put their logo in second place giving front exposure to the event. It wasn’t just a random hat.

Why did I think these were clever choices?

Of most importance, any welcome pack should be relevant to the recipient. It’s great to include sponsored items but if the user isn’t interested, the gift is a waste. That’s one difference between a “giveaway” and a “give for”; the “giveaway” is random, the “give for” is purposeful.

The other difference is that they took a necessary item – the name badge – and made it useful beyond the event, again, keeping the recipient in mind in its design. There are ways of creating name badges and identification that are recyclable however a memento that may be integrated into a player’s lifestyle will continue to bring back the memories of the challenges and the accomplishments. (Did you know that just by touching an item you can stimulate cells of recognition in the brain that will enable you to relive the experience of receiving that gift?)

One thing I would have definitely changed was the bag itself. The generic plastic could have given way to an eco tote or shoe bag which offers an amazing canvas to tell a story with staying power. It’s all about “Inspiring Results on Purpose”.

Oh, and the reason we were there in the first place? My son, William, was one of the top golfers in the country who qualified to compete. He landed in the top 20 (not bad for someone who is only in his fourth season of lessons) and I enjoyed supporting him and experiencing an event like many others we work on professionally. www.jaeassociates.com High touch in a high tech world.

2011-01-26T07:52:00.000-08:00

PANIC surely causes stress. Sometimes that stress is unavoidable and we need to fire on all cylinders and live off adrenaline to get through it. In other circumstances, though, we can avoid the panic by heeding some warning signs and thus preparing for PROFIT.
Right now, we need to take note of what’s happening in Asia and how it is affecting costs, timelines and program commitments. This is what we understand to be our current reality.
Daily protests by workers regarding wage negotiations have led to factories competing for a shortage of workers at a higher cost. In addition, China’s rapid growth has fuelled demands to support its internal domestic economy and the dramatic shortage of production capacity has been further impacted with the unbelievable rate of factory closures. Add to this rising oil and cotton prices and container shortages, and well, let’s just say we need to change our expectations with respect to imports; it’s a producers’ market.
The impact is two-fold in terms of the effects on both imported stock-held goods as well as custom. We do have empowering choices but need to factor in the new realities around China-made goods when creating the initial plans and making those buying decisions.
STOCK: Rising labour and raw goods costs will also be reflected in imported stock goods. Verifying prices at the time we book will ward off surprises. The good news: domestic inventory levels, especially on garments, are much stronger this year than last. If quick turn-around is what we need, this is the way to go.
CUSTOM OFF-SHORE: Twelve week ocean delivery is an unreliable time frame. Save the planet, and your bottom (line), by planning now for June delivery by ocean.
CUSTOM DOMESTIC: Surely the way to have more control is to manufacture in Canada or the U.S. Imported raw goods are affecting finished prices and domestic labour is still slightly more expensive but time and control are on our sides keeping the manufacturing, and the money, at home.
Knowledge is power, but it’s how we apply that knowledge that will determine our profit path.

2010-06-22T12:43:00.000-07:00

“No Problem!”
What happened to “You’re welcome”, “My pleasure”, or “Anytime”?
From a business perspective, aren’t we thrilled when a customer or consumer has given us the opportunity to serve them? So much so that we would want to complete the give-receive equation with an appropriate response? If so, how did we land on “No problem”?
At the end of a transaction, when a service individual responds to my “Thank you” with a “No problem”, to me it would imply that my request to purchase their product or service was a problem in the first place; that I was putting them out. Is that the case?
I realize “No problem” is just a phrase, and certainly one that rolls off everyone’s tongue these days – perhaps not worth taking too seriously – but what would happen to our level of service if we decided to say something like, “I enjoyed serving you”, or “Thank YOU for visiting!”, or as my brother says, “Too easy.” (even after the most daunting of tasks).
Last week I was on the on the phone with the mortgage company and the CSR on the other end was asking me some fill-in-the-blank questions. With each answer I gave I got a “That’s no problem” in return. After six or seven questions I was beginning to wonder who the customer was. Every time I heard “problem” I thought, in some strange way, that I was imposing when in fact, I was the customer!
From a different perspective, with all the information and evidence to support that “we create what we think” I’m wondering what “no problem” is doing to our initiative and willingness to serve. Repeating the word “problem” has got to have some effect on our actions.
What if, for one week, we took a different route. After each time we completed a sale with a customer, and when they said “thank you” (they often do), we responded with “My pleasure”, would we believe after saying it several times in a week that it truly is our pleasure to serve? Or if we said, “Thanks for coming!” a hundred or so times, would we begin to welcome purchasers differently? What about, “I enjoyed working with you.” Would that change how we feel about our jobs and our exchange with our clients?
Here’s another thought. What if, after we heard “Thank you” we asked a question? A question like, “When is the next time we’ll see you?” or “Are you receiving our loyalty coupons?”, “May I ask your opinion on a change we’re thinking of making?” What opportunities are there to learn more about our customers by asking a question then listening and documenting the answers?
Just for fun one day I asked my customers, at the close of each transaction, “Would you like fries with that?” Obviously we’re not in the fast-food business and most of our business is transacted over the phone or on-line. You can imagine why most people paused, then laughed! What the question did was break a routine and make me more mindful that perhaps I could choose more empowering and engaging phrases.
After all, we can choose the words with which we communicate. Is “problem” our best choice?

Panic? or Profit?

2010-05-31T12:56:00.001-07:00

Communication is a wacky thing. At times when you think you’ve been unbelievably clear about what you need – like asking your kid to take out the garbage – when you see the bins in the bathrooms still full you scratch your head and wonder why. Did they forget? Did they not realize today was garbage day? Then when you ask your kid what happened they say something like, “Oh, I didn’t realize you meant all the garbage. I just took out the bag that was in the garage.”
Good communication is a two-way street. It’s an exchange between the giver and the receiver. If the receiver isn’t tuned into the same station you’re broadcasting on, the chances of the communication being received as intended is highly improbable.
So, effective communication means being tuned in, asking the right questions, establishing relevance, then being clear in order to acquire a desired response; e.g. you wouldn’t ask a four year-old what they’d like for dinner without narrowing the choices. The potential combinations are endless, and at that age, the child will likely choose what’s familiar like something they saw on the last billboard you passed in the car. They don’t know the options. A four-year-old wouldn’t likely answer, “Let me see, it’s a toss-up between fettuccini Alfredo with a side Caesar and rocky road ice cream for dessert or Shepherd’s pie with cheddar’n’broccoli soup.” So you offer only a few choices with great descriptions to help them make a healthy choice and eventually learn more options.
Same is true for communicating our business.
Learning to communicate is not something that ends in school. We’re signed up for life. If we want to achieve greater results from our messaging, then we need to be acutely alert to what matters to our audience and give them just that. In this age of e-communication and down-right over-communication, cutting through the noise of thousands of impressions a day and making ours stick, is increasingly challenging. There are so many options.
How do you cut through the noise? Well, consider what Marshall McLuhan said in 1964, “Your medium IS your message.” Then consider how much thought you put into the last promotional product you purchased to advertise your business. The point I’m making here is that if the medium IS the message, then shouldn’t that marketing gift totally reflect who you are? Remember the last time someone gave you a pen that didn’t work? How did that reflect back on the company whose name was on it?
Welcome to the first edition of our weekly blog. It’s dedicated to sharing the fables and faux pas of communication that we see to help you Inspire Results on Purpose.
Succeed deliberately!
Jae M. Rang, MAS