Eire Direct honored as Company of the Year!

 

Ricker Rewards!

Every year Rickers Oil Company in Indianapolis recognizes a partner for an outstanding contribution to the success of their company. This year, Eire Direct has been honored as Company of the Year for development of the new Ricker’s Rewards Loyalty Program. From strategy and program design to technology sourcing and program implementation, Eire, led by Kelly Mahoney, was responsible for this critical, strategic Ricker’s initiative. Implementation went smoothly, the program is up and running, and we had fun along the way! Thanks to Ricker’s for this recognition. We couldn’t be prouder.

Change is definitely good!

After 18 years in our River North office space, we moved one block to our new River North office space.  One block didn’t seem like a big move, but it felt like we moved cross-country.  It wasn’t so much the packing, although we had way too much paper in every drawer we opened, but it was all the changes that come along with a new space and address.  The end result was definitely worth it.

We’re settled into a brand new space with everything bright and shiny, and all new equipment.  Our team worked really hard to make the change happen, and we all love the new space.  I guess our enthusiasm was contagious because we’ve been busier than we were before the move.  The changes made us re-evaluate how we work, how much paper we use (our biggest learning), and how we interact now that our work space is smaller and we’re all “closer” than ever before.

  

I have to say that I was reluctant to move and to change anything about how we were doing business – we were comfortable.  But, what I recognized is that the best way to make new things happen, and to generate new business and new ways of thinking about how we do business, is to change.  We started by changing our environment, and along the way, changed how we were viewing generating new business from both current and prospective clients.

Clients want to do business with teams who are current, motivated and feeling great about themselves and their agency.  It reflects in the work we do, and we all benefit in the end.  So, just when you think that making that change is too much work and not necessary…think again.  Our lives and the marketplace are moving more rapidly every day, and to keep up, we have to move faster.  This often involves change…and, it’s good!

One of my favorite quotes on change…”If we don’t change, we don’t grow.  If we don’t grow, we are not really living.” – Gail Sheehy

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.

VALUE: A term that expresses relative worth, merit or importance.

With the economic downturn over the past few years, providers of goods, services and products have seen the word “value” be transformed into the word “price.”  Value traditionally was defined as being able to deliver a quality product and results, all at a fair price.  This applies to virtually every business in the service category supplying goods or services to their clients and customers.  But lately, price seems to be the new definition of value.

 

You see it with retailers – people are accustomed to waiting for the final markdown because many consumers don’t want to pay full price.  Are the retailers marking down to their thinnest margin, or are the initial prices inflated to account for price-shoppers?  Consumers don’t always know that answer, but they have been trained to wait for the markdown.  Conversely, there are shoppers who consider their highest priority as quality.  They may even over pay for an item because they have been trained to believe that higher prices equate to better quality.  Neither scenario is completely right.  We need to go back to the basic definition of “value” – it’s a combination of quality and price – relative worth, merit or importance.

 

The same applies in the agency business.  If a client is focused on price, a freelancer will win the bid over a full-service agency.  And, if a client is focused on quality and results, they might not even include a qualified freelancer in the bidding process.  As with the retailers, neither scenario is completely right. 

 

It takes time and effort to define “value”, and it’s not always as simple as lowest price or highest quality.  We need to remember that relative worth is part of the definition too, and customers need to feel that they received a fair deal.  People want to deliver value – they want their customers to be satisfied and feel that they were treated fairly.  As consumers in our personal and professional lives, we need to remember that there is a person on the other end of all our transactions wanting to be treated fairly.  And, in return consumers should expect a quality, fairly priced product or service.

Officially Certified...

As a WBENC-Certified Women’s Business Enterprise! Maybe you thought the headline would lead into a different opening line, but this post is all about the good news that Eire Direct has received our certification as a diversity supplier.

Most business people already know how important diversity supplier relationships are to corporations and government agencies. The programs and policies of these certification groups are designed to expand opportunities and eliminate barriers in the workplace for women business owners, as well as to encourage companies to engage minority and diverse business partners. For Eire, the certification means that our current clients can obtain credit for the work they currently do with us and that new doors may be opened with potential clients seeking to expand their partner list with companies like ours.

We worked hard to get the certification – only those of you who have experienced the process know the amount of time it takes to gather necessary documents, complete forms, participate in site visits and explain your motivation to get certified. Through the process, I learned just how many certifying bodies there are and the types of contracts they cover. For anyone curious about applying, be sure to do your homework as to what certifications your clients or prospects even recognize before you start the process.

Now that we have the certificate (which we are going to proudly display in our office, on our website, our business cards and so on…), we need to get involved with the WBENC organization and its corporate members to put our certification to work as we expand Eire’s relationships in 2012.

Decisions, decisions...

Every year about this time I start to review website after website about various conferences to attend.  The problem is that the conferences that are most relevant to our clients at Eire, and my particular areas of concentration all occur at just about the same time in September and October.  Deciding which conference to attend can be difficult.  After all, when you read their promotional websites and excerpts from the speakers, all the events sound worthwhile.  Of course, there is the occasional “panel” that doesn’t quite seem to fit when you put all the members together.  But overall, the exhibitors, speakers and topics are intriguing.  And, when I attend a conference and network with current clients, vendors and prospective clients – it’s energizing.

Then, there is the cost of the conference to consider and just how do you attach value or your return on investment to what you spend.  The cost for the event can be as low as $500 and upwards of $2,000, plus the lost time out of the office working for current clients and travel expenses.  When I started in marketing, there were only two or three conventions to attend in direct marketing, and each year you went where your clients were going.  We would go to the DMA for up to 4-5 days and enjoy client service, meeting new vendors and prospects, socializing and learning through workshops and the exhibit hall.  Now, there are specialized conferences for just about every aspect of marketing, and they are often times more enticing than the larger format “general” sessions.   If I don’t attend, I could be missing out…by the next time I write, I will report in on my decision and if I received value for my time and financial investment.  I’m going to take another look now.

Payments Market

Direct Marketing Association

Retail Ramp

NACS

Rome wasn’t built in a day…

And, I still can’t quite believe all that was built centuries and centuries ago in the history-rich European countries.  Recently, I traveled to Italy with my family and was in awe of the structures that were built by hand and with make-shift equipment over 2,000 years ago.  The physical effort and sheer architectural genius that went into places like the Forum, Coliseum and Piazza de Poppolo  caused me to pause and wonder…what legacies are we going to leave for visitors hundreds of years from now, and actually even decades from now?  Seems like we are going to leave a great deal of debt and pollution, and natural resources that have been depleted. 

Now, recent and current generations can certainly take credit for the technology boom, skyscrapers and space travel, but are these going to be legacies that we will be proud of?  Will they withstand the test of time like the ancient structures have?  I wonder if the motivation to build and create such greatness was driven by the “need” of the people – need for protection against their enemies, need to elevate their position in society and so on.  Conversely, it feels like we here in America are more driven by what we “want” – wanting to be bigger and better than our neighbors, wanting everything to be fast and easy and so on.  And, that might lessen our creativity, ingenuity, work ethic and overall commitment to one another, our environment, society and future generations.

Creating a legacy feels like an insurmountable task to me based on my own talents, but maybe it’s a bit simpler than that.  Just maybe I can do something that will positively affect my family, friends and co-workers now and into the future.  Whether it’s a tradition – new or old – a kind action or a profound thought!  While Rome wasn’t built in a day, I am going to try and work on my mini-legacies starting today.

The more things change, the more they stay the same...

Change is putting it mildly when we talk about the rapid pace at which new technologies are being introduced.  I have seen more changes in the past two years than I had seen for decades.  We are connecting with more people, more often and faster each day.  It is about “access” – to individuals, like-minded groups, information, data, offers – you name it, we can now access it – immediately. 

The speed of access is fine with me, but what I fear we are losing is the personal connection and ability to build relationships.  On a personal note, I find myself working very hard not to let go the notion of a hand-written thank you note, or the moment it takes to dial the phone to actually talk to someone – voice to voice.  It’s easy to get taken with the speed of technology, the 24/7 access, the fun nuances of the smartphones and apps, and the feeling of always being connected.  But, who/what are we connected to?  People or devices?  As a parent, I am aware and accepting of the fact that my son will learn differently than I did, and that technology will support and enhance his learning skills right from the start.  However, I do want him to know how to write, read a book (the one where you turn the pages), and be able to have a conversation.  Finding the balance will be a journey!

On a professional note, I find myself so very proud of my background as a direct marketer.  After all, the digital marketplace will only be successful for those marketers who are able to use data to deliver targeted, relevant offers.  The terms data mining, customer relationship management, loyalty, one-to-one communications, and results tracking are being touted as “new” for today’s innovative digital marketers.  But, for many of us, those are the marketing principles upon which we were raised.  The business of direct marketing was never considered glamorous, and certainly not a big line item in the advertising budget…until recently.  Now, advertisers and marketers alike are after the same thing…a loyal customer relationship where you have earned their business and trust, and a relationship that can be measured in financial terms.  Getting to know your customer, delivering relevant communications & offers, and continuing the dialogue are the basics that will help marketers be successful.  How we use technology to create, deliver and manage our customer relationships is the challenge we face.  We need to grow and evolve, yet not under estimate the power of a personal relationship.