A Conversation...

...is an art that we cannot let slip away as we become more and more dependent on technology.  I know that it is easier and quicker to send an email or text to get your message or question to someone.  But, with clients and team members, you can't under estimate the power of meeting in person and really having a conversation.

I don't mean a transactional dialogue where you're just exchanging facts.  I mean a real conversation where you are listening (not looking at your smartphone or checking email on your laptop) and participating.  It's amazing how much trust and understanding is built when you are able to look someone in the eye, read their body language and actually hear the words being said as they're intended.  I think that more problems and conflicts could be avoided if we just took the time to walk over to talk with a team member - try and solve the problem together instead of just pushing your own views back and forth in writing.  When taking feedback from a client, it's so much better to understand the context behind their changes or to hear why they are satisfied or dissatisfied.  Not every situation warrants an in-person meeting.  Sometimes a phone call can be just as effective.  And, in many instances, email can be the best choice for communicating if the information being shared is mutually understood.

The 'art' is knowing when this just isn't enough.  It's knowing when it's necessary to take the time to have a conversation...be ready to listen (whether the news is good or bad or just information you need to perform better).  Be ready to participate (honestly and authentically).  Be ready to problem solve and own decisions.

Technology advances with computers and smartphones make it almost a requirement to be available at all times.  And, it's an expectation that you'll reply right away.  What the technologies don't offer is a 'stop and think' button so that we are thoughtful and smart about replies; considerate of how the message comes through to the recipient; able to give us a clue that it's time for a conversation. 

I feel so much more connected to clients, co-workers, family and friends after we spend time together.  The better you know a person, the stronger your relationship, and the quicker you can resolve a problem or come up with a great idea together.  Make real connections...not just clicking buttons on social media.  Take the extra time to have a conversation.  It's worth it.

Direct Mail or Email Marketing? (It's Both!)

 

This cartoon made me think, "Is email losing steam? Is there going to be a trend back to good old fashion direct mail?" I know for me, my inbox is a lot more full than my mailbox. Is it the same for everyone? I decided to do some research.

As with all direct marketing, you need to know who your customer is. What is their preferred communication method?  According to Epsilon’s 2012 Annual Channel Preference Study of nearly 6,000 U.S and Canadian households, respondents’ stated preference is for information to be provided by direct mail on nearly every subject. These included health (general and sensitive), financial services, insurance, prescriptions, food products, and nonprofit/donations. Even cleaning and household products came out in favor of direct mail.

Over 60% of U.S. and Canadian survey respondents agreed with the following statements:

• I get a lot of email that I just don’t open.
• I am getting more email now versus a year ago.
• I enjoy getting postal mail from brands about new products
• I enjoy checking the mailbox for postal mail

Before you abandon your email campaigns…the message here is simply that a smart multi-channel strategy should include print.

According to Epsilon:

“As consumer channel preference continues to evolve, marketers need to integrate the various sources consumers turn to when seeking brand and product information. Two to three channels are the most common way to communicate and build trust with a consumer.”

And this Production Supervisor thinks one of those two to three channels should be print – but I could be biased.

Medals, Marketing & the Sochi Olympics

I love the Olympics. I will watch the different events like I actually understand the strategy and brilliance the athletes are displaying, keeping a running commentary that rivals the experts on TV much to the annoyance of anyone in the room with me. While the sports are the majority of this love affair, I always look forward to the marketing efforts taking place around the games. As the games recently ended I thought about what you could learn from the marketing efforts only seen during this international spectacle.

Each event requires a carefully tailored strategy that works with the nature of the event. The tone of the messaging should be on par with the sport: Will it be about speed and strength seen during bobsled (a BMW sponsored event), or a more emotional tale of a partnership displayed with ice dancing (my personal favorite)? You always expect to see the familiar spots that are inspirational and heartfelt as well as those spots that are unabashedly patriotic and make you feel the need to chant "USA" out loud. The audience is engaged in the sports, most brands tried to carry that engagement over to their commercials.

While the commercials are highly visible, it’s not always about what you see on TV. Many brands will sport the rings on their packaging hoping to inspire spontaneous purchases based on how consumers are feeling.

Don’t forget the many opportunities that take place on social media around the Olympics. The U.S. Skier Gus Kenworthy tweeted pictures of the #SochiStrays he planned to save and had multiple animal adoption agencies retweeting how you could save an animal too.

The main thing I noticed is that you should take advantage of every opportunity to engage your audience. There are multiple channels to use and how you do it is up to you.