Meet Your Consumer In 2015

Thank you Forbes for this infographic!  Click here to read the entire Forbes article which dives into the details.  How might this information change your strategy?

Canadian Anti-Spam Legislation - Effective 7/1/14

Being so close to the border, you may have Canadian clients and prospects, many of which are part of your touch marketing efforts.  Be aware that the Canadian Anti-Spam Legislation (CASL) goes into effect on July 1, 2014.  Learn more about the legislation here. 

To help you, Constant Contact released some great tools this afternoon.  I thought I would pass along the info.

Three Steps to CASL Compliance

Guide to Permission-Based Email Marketing

LinkedIn’s Publishing Platform

This morning LinkedIn sent out an email regarding their newest “test” platform, publishing. 

“We're offering our members a powerful new way to build their professional brand — publishing on LinkedIn. When a member publishes a post on LinkedIn, their original content becomes part of their professional profile, is shared with their trusted network, and has the ability to reach the world's largest group of professionals. “

From what I can gather, this is more of an archive, so that you are able to access more than just your last ten posts.  Additionally, it is long-form format so you can say even more.  The feature is still in the testing phase and LinkedIn is asking people to sign up initially.  Just for fun, I did so. However, I am reluctant and think this might be a short lived addition to the Linked In menu.  Blogs provide the same features and it is just as easy to post a link from your blog as it is to provide content directly to Linked In. 

What do you think?  Useful feature?

Learn more about the platform and how to apply for early access here.

LinkedIn Gets a Little Facebook-y

I have been monitoring my LinkedIn status views and engagement to try to establish trends.  First, we have heard it from many Social Media experts already, but posts with photos get a lot more action.

Something else I noticed was posts that are more personal and less about business have been getting a lot of traction. Granted LinkedIn is thought to be more of a B2B platform, it seems that people are still excited about content that has nothing to do with business.

Here are my most popular posts from the last couple weeks.  What are your thoughts and most popular posts?

Things to know about your business' Digital Brand and Digital Footprint

I attended a workshop yesterday that focused on digital brand and digital footprint.  The presentation started out with some good stats including:

• In 2010 consumers used 5 sources of information to make a buying decision, this increased to 10 in 2011, and estimated to increase to 15 in 2014
• 83% of buying decisions are made before entering a store
• 90% of consumers use online reviews to make buying decisions
• A user will leave a site in 8 seconds or less if they don’t find what they are looking for

Marketers have been touting for years how important digital marketing is and this was one more presentation to spread that message.

Here are some of the take-aways:

• Make sure that all of your business’ local listings are claimed and accurate
• Be sure you have consistent branding among all your digital channels
• Get on board with Google +
• Make sure to have a mobile site and ditch the Flash
• Make sure digital ads direct to relevant information like coupons, event info, surveys etc.  If you mention a product, make the landing page that product, no additional searching required.
• Get online reviews so when consumers are researching, they are finding content and make sure to respond to reviews (both positive and negative)
• Use bad reviews to train your staff or correct policy issues, never ignore them and try to take the resolution offline.  For example, “I’d like to correct please give me a call at this number to discuss.”
• If you’re trying to market to Millennials, make sure you have a presence on Social Media, it’s a necessity!

I have said it before and will continue to say it, it’s time to get digi with it!

Enhance Your Portfolio with Behance

Behance, as described on the site, is “the leading online platform to showcase & discover creative work. The creative world updates their work in one place to broadcast it widely and efficiently. Companies explore the work and access talent on a global scale.”

I started using Behance over a year ago to showcase some of my graphic design projects. It is easy to upload your image, video and audio files, organize by client or project and to generate a link to add to Social Media sites.

You can also embed files from: Vimeo, YouTube, Adobe TV, Blip.tv, Veoh, Mevio, Yahoo Video, MySpace Video, Fast Company, Dailymotion, SoundCloud, Mixcloud, Bandcamp, 4shared, Scribd, Google Maps, Wufoo, SlideShare, Flickr Photostream, Blurb, ExposureRoom, Prezi, Sunglass, Sketchfab

Text can be added to the display page to explain your work. Before launching your profile, you will also be prompted to add key words and a description.  Visibility controls are available to make your profile as public or private as you would like.

So far the site communicates well with LinkedIn allowing projects to be placed under the position you completed them.  I find this to be a great way to jazz up a profile for anyone in a creative field.  To do this, simply: Go to your Edit Profile feature in LinkedIn.  Under “Experiences” there is an icon that looks like a square and plus sign.  Click on that icon to “Add Link.” 

In Behance, find the link of the published project and copy the URL.  Once that URL is placed in the link box a title and description box will be generated in LinkedIn.  Edit as needed.

I have added several projects to my profile that you can check out.  When it comes to design, having samples readily available is important to stay competitive.  It is even better to have samples easily accessible from your networking profile.

Shopping Local Guide (Bellingham & Fairhaven)

Article published in "The Crossing Guide" - February 2014, Pages 72-75

Shopping Guide – Downtown Bellingham & Historic Fairhaven

Costco, Bellis Fair Mall and Ross are popular destinations for discount shopping. Easily accessible from Interstate 5, these shopping plazas offer a huge selection of products. However, just three exits down and approximately two miles from the mall, you can find a treasure trove of shops with specialty items and local flare that are not available at the big box stores.

Let us introduce you to Downtown Bellingham and the historic Fairhaven!

For the Fashionista

Unique, high quality accessories can take any look rom drab to fab, especially if you are donning looks that are not main stream.  Check out these trend setting must-haves.

Knee-high in whimsy! Launched in late 2013, Mod Sock brand socks are a cotton blend with alt of personality. Kick up your heels with these cheeky hedgehog and television graphics. They come in men’s and women’s sizes and a dozen fun designs. Also check out the 2300 other styles of socks available at this feet retreat which stocks brands like Wonder, Sock Smith, Sock Guy and exclusively Sock It To Me.

Mod Sock (1323 Cornwall Ave)

Honey, it is cold outside and you can not be caught shopping without an amazing pair of walking boots. Eric Michaels Montana boots are made in Portugal from leather and are perfect for the harsh Northwest winters.  Available in three colors: red, black and chocolate. Practical and attractive.

12th Street Shoes (1204 Harris Ave)

Asian Eye scarves are elegant, fashionable, and staples for a chilly day look. Made from natural fibers like silk, fine quality wool, linen and cotton, these textile beauties are sure to last. Available in dynamic shades and patterns, you will be able to find a design that fits your personal style.

Blue Horizon Clothing (1302 12th Street)

Cute and durable! Sown Design wallets and checkbooks are the perfect shopping companion.  They are made by a Bellingham artist and each piece is a one-of-a-kind.  So you will not be wondering who held it best! They are made of 100% fine reclaimed leather and lined with duck cloth. Delightful designs are embroidered and screen printed for dimensional quality.

Mi Shoes (1315 Railroad Ave)

Vera Bradley bags have taken the Northwest by storm and are a fashion leader for the cotton quilted handbag!  These trend setting accessories are available in an array of patterns including Peacock, Capri Melon, Capri Blue, Botanica, Pink Elephants, Java Blue, Mesa Red, and Classic Black.  They are also available in a variety of styles like Hipster, Bucket Tote, and Backpack.  Wither you are a fair-weather traveler, on-the-go mom, or just love a great looking bag, Vera is a must-have!

Creswell Boggs (1300 Railroad Avenue)

For the Hobby Enthusiast

Do you have a flare for the creative?  Bellingham boasts a plethora of specialty shops full of tools to fuel your hobby… or help you get started with a new passion.

A crafter’s dream. Designer wrapping paper can be used for scrapbooking, decoupage, framing and of course, wrapping! You can find premium papers like this visualized by national independent artists. Sheet sizes range from 19 ½” x 27” to 24”x36.”

Also available are hard-to-find rolls of Italian crepe paper.

Spruce (1422 Cornwall Avenue)

Artists, illustrators and crafters alike, color your world beautiful with over 350 shades! Copic brand sketch markers provide premium quality and the effect of working with watercolors. Components can also be refillable expanding the spectrum of your long term investment. Want to broaden your artistic side?  Check out the other essentials for pottery, painting and kid’s crafts.

Dakota Art Store (1415 Cornwall Avenue)

Good clean fun! Soap making is an easy family activity and great for customized gifting. Choose from a wide range of molds, fragrance oils, essential oils, and colorants. Not feeling crafty but want to indulge in premium soaps and lotions? Local artisans make that option possible too!

Otion: The Soap Bar (301 W. Holly St.)

If jewelry making is your passion, Fairhaven is your destination. Add vintage charm to your accessories with Steampunk or Victorian style lockets. Made from brass, copper, and pewter, these pieces are sure to dazzle. Priced at less than $4 USD stay on trend and on budget.

Let your imagination soar with beads, charms, buttons, and other jewelry making supplies.

Bead Bazaar (1001 Harris Ave)

The Cadillac of stitching! The 1600P Janome Machine features variable speed control, side-loading industrial rotary hook, and a minimum speed of 60 SPM.  In Downtown Bellingham, quilters can find an array of Janome Machines along with a huge selection of fabrics with popular designs including cameo, patchwork, damask, lace, paisley and seasonal prints. Explore a variety of textures like laminated cotton, organic, and flannel. For home or apparel.

Fourth Corner Quilts (1844 N State Street)

For the Treasure Hunter

Do you find new love in old items?  If you answered yes, then you should check out Bellingham’s consignment, antique and rummage shops.  Inventory is not guaranteed but the thrill of discovery is!

Antiques, furniture, glassware and memorabilia galore! Two and quarter floors full a great finds. Music buff? Check out the downstairs for vintage records players and hundreds of vinyl. If you are looking for a large statement piece, this is the place to discover it!

Aladdin’s Antiques and Records (427 West Holly Street)

Renovating an older home? Make a stop downtown. This treasure trove stocks loot that is donated by homeowners and contractors or salvaged from tear downs. You will be able to find cabinets, furniture, trim, flooring, paint, lighting, doors and hardware. Want vintage charm without the work? Check out the artist corner that showcases pieces created from salvaged goods by local talent.

The RE Store (2309 Meridian Street)

Consignment at its finest. Stop in for gently used clothing, jewelry, shoes, and now housewares. Accessorize your body and your home with a huge and budget-friendly selection at a woman’s dream stop.

Labels Women’s Consignment Shop (2332 James Street)

The only flea market in town with a lot of space for parking and interesting treasures. A clothing consignment store for men is located downstairs. Multiple rotating vendors take up the two story building so you never know what you will find. Stop by often to see what is available.

O’Donnell’s Bellingham Flea Market (405 E Champion Street)

These are just a few of the amazing products and retailers available in Downtown Bellingham and historic Fairhaven.  Be sure to explore these and the other friendly businesses offering the best selections this side of the border.

Do not forget your bags! 

In 2012, Bellingham City Council passed an ordinance banning single-use carryout bags and requires a minimum five cent charge for recycled paper take-out bags.  This ordinance helps both the environment and to reduce costs for retailers allowing for more sustainability of local businesses.

2014 Marketing Trend

We have just entered 2014 and marketing trends are all pointing digital.  This includes a combination of Social Networks like Google +, Facebook, Linked In, Pinterest, Twitter & Instagram….just to name a few.  The use of graphics and video content.  Dynamic email campaigns that point to landing pages hosting value adds.  The establishment of credibility through blogging. And most importantly, making all content available on mobile devices.

Also, let us not forget about the, now, more traditional, digital advertising like banner ads on news, product niche, and popular local lifestyle sites.

2014 is definitely the year of digital up rise. So take a look at your budget and be sure it includes an investment in this popular trend.  Digital marketing is no longer a luxury, but a necessity.

Wishing you all a prosperous New Year. Here is to happy selling and positive growth in 2014.

Fearless Career Quest

When it comes to looking for the next step in a career, one must be fearless!  Over the past couple weeks I have been “pounding the pavement” as they say, looking for not just any employment, but the next phase in my career. 

I have turned down offers which made my stomach turn.  Stressed over the smallest details. Been put under a microscope more times than I ever expected.  Gushed over amazing possibilities and spent hours sketching pros and cons lists.  In short, the process is a roller coaster.

However, regardless of highs and lows, I have learned a lot so far.  Each interview poses new questions that force me to look within and past a simple job description.  What you do for a living is a reflection of who you are and what future you strive to have.

For those of you who are looking for the next step in your career, I recommend you get a mentor.  My mentor’s advice has been invaluable.  To have another perspective will reveal so much you never thought consider.  I have requested advice from many of my professional friends who are able to articulate my feelings in a way that can help me make informed decisions.

In many cases, a decision is not black and white.  There are many things to consider.  Salary, benefits, work/live balance, growth potential, and company culture.  I am finding that most positions are not fives across the board, so compromise is required.  Realizing what you are willing to give up is also a process so do not expect it to be easy.

Truth is, career searching is hard.  You are going to want to give up and take an easy route but as someone in the situation, I urge you to stay fearless.  Nothing worth having, has ever come easy.  Test yourself, take lesson in defeats, celebrate even the smallest wins and you will concur your career quest.

Well I hope…. ;-)

Published Article

Making the Most Out of Your Biz After Biz Sponsorship

Filed on 04. Nov, 2013

By Amanda Brock
Courtesy to The Whatcom Report, Special Edition to The Bellingham Business Journal

 

Click here for article.  Page 14 & 16.

Published Article

Workplace Wellness is Within Your Grasp | Column

Filed on 02. Sep, 2013

By Amanda Brock
Courtesy to The Bellingham Business Journal

With the cost of health care continuing to rise, employers are seeking creative ways to reduce their cost of benefits while preserving their abilities to appeal to the workforce. "Wellness" is now the health care industry’s buzz word.

The advantages of implementing a wellness program are possibly reducing health care costs, while providing a tangible program that becomes an added benefit.

Some of Whatcom County’s largest employers have pioneered the wellness frontier, developing programs that excite their employees and ultimately improve their well-being.

By changing their employees lifestyles to include healthy habits, these employers can potentially see a decrease in doctor visits, medication usage and absenteeism. Additional gains could be higher productivity and fewer workers’ compensation claims.

So what are they doing?

One Ferndale-based company provides its employees with healthy snacks every day, including fruits, vegetables and an assortment of cheeses. They hold company-wide activity days with a structured run or walk and also provide on-site areas to exercise.

Participation in healthy eating and physical fitness challenges are rewarded with prizes, and personal improvement goals are celebrated with positive recognition.

Wellness fairs have also become more popular in recent years. These fairs can include education on a variety of topics such as healthy eating or fitness. Vendors such as local chiropractors, gyms, dentists, and insurance companies can also be asked to participate.

Some companies are even extending the invitation to their fairs to their employees’ spouses, as more studies are showing that healthy habits start a home.

For smaller companies, it may seem cumbersome to implement programs of the same caliber as companies with more than 100 employees. Although the available resources may be more restrictive, it is still possible for a small company to have an effective wellness program.

Companies of any size can take advantage of data provided by biometric testing. This type of screening is offered by a third party administrator and individual results are kept completely confidential.

A common misconception by employers is that the information from these tests will be shared with their health insurance provider. But this is not the case. Unless an employer specifically shares the data with a carrier, they are not notified of the results.

The purpose of biometric testing is to give the employer a reference point to what health issues are affecting their employees, so a plan can be crafted to address them. Some employers offer a discount on an employee’s insurance premium as an incentive to participate in testing since it is completely voluntary.

Although individual data is confidential, an employer may also consider sharing the aggregate data with their employees as a positive reinforcement should statistics improve year to year.

Once a company has the biometric data as a reference point, a customized plan can be put in place. Current programs can also be modified, even on a budget.

Wellness resources are available online including free webinars, campaign ideas, budget calculators, implementation guides, health and wellness observances calendars and employee communication materials.

Employers should always check for free or reduced cost services that are available through their health care insurance provider. Additionally, employee benefit consultants are a great contact to find local resources or to explore what is available through a specific carrier.

New information continues to emerge on how effective these programs are in retention and recruitment strategies. Whether a business follows in the footsteps of the local pioneers or takes advantage of the resources that have been highlighted, wellness programs are well within grasp for any business.

Amanda Brock is the marketing and events coordinator for The Unity Group in Bellingham.　

 

See article online here.

Leave-Behinds That Stand Out!

I was doing a little belated Spring cleaning at the office today and stumbled across some of my creative “leave behind” samples.  Working with a sales team inspires me everyday to think outside of the box to create attention grabbers.  As the team hits the streets on cold calls there are times when they are unable to connect and will have to leave their information.  To me a business card doesn’t cut it.  We need to give that person a reason to call. 

There are the standard sales tactics like exposing a pain point.  It can be done by addressing potential business downfalls with possible solutions (those of course, you can help them with). Bringing food for the office is always something that delights however that might go right to the break room, bypassing your point of contact.  Solution?  Create a leave behind that is customized to your prospect which both hits a pain point and wets their appetite to know more about you. 

With anything I do, I try to add a little whimsy to my project to let the person know that our sales team is approachable and have personalities that they may be able to relate to.  Pictured below is a workshop invitation I created.  It has all the basic information like date, time, and registration.  It addresses a pain point in subtle play on words and was given to someone who could benefit from the information. Anyone can power up Publisher and put together a fancy invitation, but I’m sure the one that looks like a juice box will get a lot more buzz.  The attention grabber here: unique packaging!

 

 

Another project is a box of fortune cookies.  However, these are not standard fortune cookies, each was made out of paper with the fortune strip showing outside of the cookie. 

 

 

 

Each fortune highlights a provided service. 

 

 

 

The included letter refers to all the services that would make the prospect “fortunate” to work with our team.  The attention grabber here: a call to action that calls to their fun side!

Now those of you who are old school thinkers might find these samples a little “cheesy” but I guarantee you both smiled and will remember these leave behinds.  So I challenge you to stand out.  Invoke your artistic side to create memorable experiences for your prospects.

Crafting Corporate Gift Baskets

Occasionally I am asked to put together corporate gift baskets for client “thank-yous”, charity auctions, or promotional give-a-ways.  Secretly I do a little dance because I love being crafty and working on something I know someone else will enjoy.

Pictured below are some of the baskets I’ve put together over the last year for various occasions along with some tips for crafting your own baskets. 

 

If you are putting together a corporate gift basket remember these simple tips:

• Pick a theme – This will make buying the contents for the baskets so much easier.  Popular themes are movie night, supplies for a relaxing, or wine baskets.  Once you pick your key element, like a bottle of wine, browse the aisles for items that would pair nicely like chocolates, wine glasses and glass charms.  Pick items of various sizes to help make your basket look balanced and full.
• Add the company logo – Adding the logo is like including the card.  People need to know who the gift is from.  You can create a custom tag, add a sticker to the largest item in the basket or incorporate items that have already been engraved with the company logo.
• Remember the bling! – Don’t forget the small stuff like basket filler, bows, and other accents that go with your theme.  For example, I like using fake grapes to compliment my wine baskets.  These small touches will make your basket look professional and appealing.

If you have to make baskets often I would add:

• Keep an eye out – Always be on the look out for items on sale, discounted baskets, and fun theme ideas.

Social Media Conference Recap (Engagement)

This year I attended the IN-NW Conference in Seattle which focused on the latest trends in Social Media.  Representatives from big-name corporations like Coco-Cola, Starbucks, and EA Sports discussed what they are doing in the marketplace.  The room was packed with over 200 attendees clambering to find guidance in a topic that is evolving daily.

Unfortunately, like most Social Media presentations, the theory is that the campaigns are successful but there is nothing necessarily measurable to support it.  When you are striving for management buy-in, results are essential.  The suggestion was to not focus on the numbers as much as the response rates.  For example, instead of reporting that you have 400 likes on Facebook, reporting that you had 15 shares on a post indicate better results.  The effectiveness is shown by the ability to leverage Social Media to increase connectivity and inspire your online community to take action in sharing your content. 

To achieve the response rate, several speakers agreed that it is the proactive and personal approach that engages the community the most.  Brands must have a relatable “face” to create two-way communication and increase the probability that your audience will help guide your content.  By tracking the posts that are responded to or created organically by your audience, you can refine your message to speak to what is important and relevant to them.  This could be current events, charitable efforts, or an inside view of the company and staff. 

One of the best quotes of the event was “personalization breeds passion.” By tailoring your content to be more personal, people are hypothetically more willing to follow and contribute.

Engagement was just one of the discussions.  More to come….

Tips to Control Costs on your Next Company Event

A friend refers to me as the “Budget Baller” and I take that title seriously ;-)  So here are a couple tips for saving money on your next company event.

Opt for platters – Food will take up a majority of your budget.  It’s not unheard of to spend upwards of $10,000 on food for a nice event.  Check with your venue to see if you can provide your own catering.  Many grocery stores and restaurants have platter options which can save you hundreds.  Although you’ll loose some of the elegance of individually served food, the self-serve option allows for better quality products on a tight budget.

Choose venues wisely – If you can’t provide your own catering, ask about terms.  Some venues will waive or reduce the room rental fee when you buy their catering.  Also check into city owned recreational areas, educational facilities or non-profit meeting spaces for discounted rental rates.  Not only will you score a great price on a space for your event but you can help support your community.

Drink tickets – Alcohol can definitely put a big dent in your budget. To help control costs, select a couple of house wines and beers and have the rest as a “cash bar.” I’m a big believer in drink tickets as well.  Normally 2 drinks are a nice gesture and does not allow guests to get too crazy.  Nothing is more embarrassing for you or them, then being drunk in public.  Also by limiting the number of free drinks, guests will be less likely to be wasteful.  I’ve seen many times that an open bar will result in some taking a couple sips of a drink and then wasting the rest.  At $5-$10 a pop, that adds up fast!

Craft when possible – Making your own centerpieces, signage, and other décor can give your event a custom look without the custom price.  If you’re not particularly crafty, there’s bound to be someone on your staff who is.  Recruit employees for a day of crafting with free lunch.  It’s great for team building and they’ll take pride in knowing they were a part of the event.

Planning an Amazing Holiday Shindig!

Sometimes wearing the marketing “hat” means that you will do a lot more then marketing.  In many of my positions I have found myself doubling as a party planner.  No complaints here!  I love putting together morale boosting events, especially the annual holiday party.  It doesn’t matter what your budget may be, anyone can put on a fun-filled event with a little creativity.  Here are my Top 7 Tips in Planning an Amazing Holiday Shindig. 

Establish a budget – This might be out of your control, but knowing what you have to work with is important.  Although you operate on a tight budget, no budget only works with fairy dust.  Knowing your numbers will help guide you in terms of venue, food selection, and entertainment.  There are ways to cut corners with these fundamentals allowing you more wiggle room for décor and gifts.

Have a theme – You don’t have to go with the most popular of themes like Luau, Casino or Mardi Gras.  Unexpected is interesting and will keep your guests chatting.  The main purpose of a theme is to give you focus and structure. 

Other popular theme parties include: Fifties, Paris, Fairytale, Beach, Western and Hollywood.

Start planning early – Especially during the holidays, venue reservations fill up, gifts go on backorder and entertainers are booked.  I start thinking about our holiday party at least three months in advance.  Creativity doesn’t always happen on schedule, so by giving yourself plenty of time, it will be easier to let the ideas come naturally then trying to force them for a last minute crunch.  Also be sure to communicate with vendors at least a month before your event to ensure everything is confirmed and there are no questions.  Your week before will be busy and there will be little time to fix any last minute issues.

Research – There are tons of event planning websites and blogs at your fingertips.  Use to web to get inspiration and then customize to fit your team and your budget.  Google images are also helpful to find décor samples.

Have an agenda – Map out a clear action plan for your event.  Consult with your caterer and entertainment on their needs so you can plan accordingly. Keeping to an agenda will help your party run smoothly and to create a pre-function checklist.

Provide icebreakers – I would say this is the key to having a lively party.  I remember the worst party I ever went to. I walked into a room with 50 people I didn’t know.  There were no introductions, no one tried to strike up a conversation or even ask my name. It was completely awkward.  By providing ways for your guests to interact, you take away some of the discomfort of being bombarded by a room of new faces and encourage people to mingle.

Treat all guests as equals – Along with providing icebreakers, if you have spouses attending, get them involved just as much as the employees.  A guest once told me that they felt more welcome at our company party, then their own.  I took it as a great compliment.  Encourage your staff to welcome guests, provide spouses with little trinkets and by all means, let them join in on the activities.  If your party is remembered as the one everyone enjoyed, then your attendance will improve in years to come.