Do you like to read? Do you like fantasy or urban fantasy genres? Help me out by taking this 5-minute, 6-question survey.
And share the url, please, with anyone you think would like to share their opinion:
This past April 2018, I had the privilege of interviewing my friend and colleague Karen Vernon, to gain her insight on how entrepreneurs might approach marketing and communications. At the time Karen was a Senior Consultant in Marketing & Communications for Mission Health, concentrating most of her time in human resources and internal communications. Since that time Karen has been promoted to Director of that team, and her advice still rings true.
Spend a mear 25 minutes listening to her expert advice, it might help you make a great decision in your marketing strategy:
The purpose of this exercise for ENT 645- EntreprenurialMarketing is to understand your customer base. For AD White, it’s a matter of understanding three customer bases: e-book readers, paperback readers, and “buy local” enthusiasts. Watch the screencast for more detail.
Happy Independence Day!
This summer semester I am starting a class called “Entrepreneurial Marketing,” and after reading the syllabus, I realized I have more experience than I initially thought with modern marketing tactics. So much of what I do every day is internal marketing and I partner with some great vendors to tell our stories more widely.
This past year, I was asked to be on camera with some other colleagues at Mission Health to tell the success story of how we helped transform performance and engagement through a tool called “StandOut.” The Marcus Buckingham Company powered by ADP captured our story to share with prospective clients. I want to share those videos here because they are excellent examples of compelling case study videos (of course I may be a little biased).
StandOut & Mission Case Study Video:
StandOut & Mission Strengths Video:
StandOut & Mission Leadership Video:
Outdoor ads have a long tradition in marketing. There are entire sites dedicated to unearthing vintage ads and collectors who buy up old signage. Most of us recognize billboards and outdoor signage as a part of our memories and current everyday lives. I have found some very creative outdoor ads for you, some that may cross over into a slightly different genre and be considered more of an advertising “stunt.” I hope you enjoy and learn from these great examples:
Objective: Show people how much carbon is released into the air for only one day of driving. Additionally, the WWF received a lot of press/news coverage in China and gained many new volunteers because of the balloon stunt.
Target Market: Young commuters (Millennials and Gen X) who understand their environmental impact but need concrete tips and facts on how to change their behaviors.
Action: Convince drivers to refrain from driving one day per week to reduce carbon emissions.
Value Proposition: By reducing the number of days you drive, you will reduce the amount of pollution in the air. Drive less, breath better.
Objective: Papyrus, a mostly paper and stationery company, decided to use their name to help bring attention to stress and anxiety among students.
Target Market: Students who bottle up their stress and anxiety during exam/finals time each year.
Action: Papyrus urges students to talk about their stress rather than remaining silent. They posted these flyers around schools with information at the bottom of each on how to seek help.
Value Proposition: Companies who extend goodwill and help are remembered as “good” companies. For a student who isn’t stressed, it’s a sweet gesture. To a student who uses the referenced resources, Papyrus will forever be a name they trust.
Objective: Relaunch the Prius brand as a “mainstream” environmental alternative in a down market.
Target Market: Expand their demographic to be wider than just the “environmental crowd.” Market to all car consumers by proving a commitment to their local businesses and communities.
Action: Allow consumers to interact with the lovely displays and widen their demographic through the interactive traveling show that looked more like art and less like a car ad.
Value Proposition: To the consumer, this approach said, “Prius isn’t just a car brand, it’s a commitment to a lifestyle and Prius is committed to that lifestyle beyond just the car.”
Objective: Combine digital outdoor advertising boards with a new technology, Periscope, that allows specific preselected passengers of the Royal Caribbean to show live adventures aboard the cruise ship.
Target Market: Adults in New York City who were considering a vacation and who had never considered a cruise as an option. Reportedly, due to these ads, Royal Caribbean saw a 19% increase in bookings from New York from passengers who had never previously cruised.
Action: Passers-by of these live billboards had a hard time looking away. The real-time feed showed beautiful blue water, fun in the sun, and it was easy to relate to the selected “influencers” who were broadcasting from the cruise.
Value Proposition: The value to the consumer was a real-life glimpse into what a Royal Caribbean cruise was like. Many people view cruises in a certain stereotypical light, but the live feed to the New York billboards showed a younger, more fun and adventurous side of cruising.
Objective: Creatively get the point across that the broadcast of the Cardinals baseball games would be moving to a different station after 52 years at a different station.
Target Market: Adult men (and some women) in St. Louis who typically listen to baseball games while driving in their cars.
Action: The Cardinals on the billboards physically “flew” to a different sign to signify that they had moved to a 550 KTRS radio station. This creatively informed the consumer to tune into a new station.
Value Proposition: The value to the consumer is they were informed of the change in the station in a clever and fun way.
**Cover Photo Credit: http://www.vintageadoftheweek.com/1971-mercury-cougar-xr-7-billboard/ follow them for a vintage ad of the week**
This week I’m analyzing Magazine Ads, and wow, there were so many good ones to choose from! I decided to go international for you. Most of the ads I’m exposed to are from my home country of the US, so I really enjoyed spending some time on the adsofthewold.com site. Here is a selection of ads that really get their point across:
Objective: The very simple ad states, “yes we can- 2008” at the top and “Small can be powerful. 118kW 1.4l TSI. Das Auto. Volkswagen” at the bottom. They are comparing the small but powerful Obama campaign slogan to the small but powerful VW car.
Target Market: South Africans who had followed the US presidential election of Barak Obama.
Action: Inspire trust. Invoke a sense of power and simplicity through comparing the short campaign slogan to the design of the VW.
Value Proposition: If a short but powerful slogan can win an election, just imagine the power of this small car.
Link to Ad: https://aef.com/ad-campaigns/polar-bear-3/
Objective: Expand sales of season passes to the zoo by showing reasons a consumer might want a season’s pass zoo card.
Target Market: Adults, children, adults who have to comfort little children who have been disappointed in not seeing their favorite animal at the zoo.
Action: Buy a zoo card. It’s worth the cost when you can’t see everything in one day. Upgrade to a season pass and come any time you would like.
Value Proposition: If the polar bear or whatever favorite animal you came to see won’t come out on the day you go to the zoo, there is a good reason to get a zoo card. The consumer can always come back another day.
Objective: Highlight one of the many reasons that someone might need to buy a new bed. Use humor and the thought of a recent Valentine tryst to convince the viewer that they too, might need a new bed.
Target Market: This ad particularly targeted couples, the day after Valentine’s day in 2015 to persuade them with humor that they need a new bed.
Action: Come buy a bed at Dream. They understand your predicament.
Value Proposition: It’s ok if your Valentine’s Day gets a little wild because Dream is having a sale the very next day!
Objective: This is one of a series of four ads depicting someone on the beautiful blue water enjoying the scenery. The objective is to entice the viewer to want to “just fly there.”
Target Market: Young, working adults, with some vacation time and some disposable income.
Action: Use some of your time off and just go somewhere cool, wonderful, relaxing.
Value Proposition: Travel can be as easy as a little money and a plane ticket. The value is in the reminder to take time away and go to places the viewer has always dreamt of.
Objective: These two ads show the problem of wasting energy in homes. ClimaSmart technology is their solution. They use: #wehatewaste
Target Market: Adult homeowners with some climate control problems within their homes.
Action: Look further than your car or recycling for your environmental impact. Energy in homes is a great place to start. Their tagline is, “A better climate starts from your home.”
Value Proposition: E.ON can help you reduce waste, better control the temp in your home, and help you have a better environmental impact.
**Cover Photo Credit: https://www.picxclicx.com/free-stock-photos-stack-of-magazines-12/ **
I am behind my computer today trying to catch up after two weeks of attending conferences. The first of which was the Bersin Impact conference in Hollywood, FL and the second was the Society for Healthcare Volunteer Leaders (SHVL) conference in Lexington, KY. I attended these very different conferences to stay up to date on the latest trends for departments that I lead: Human Resources (HR) and Volunteers.
While both of these conferences were very different, they had one very significant thing in common that relates to strategic marketing for entrepreneurs. A formal vendor presence. Here are some reasons why you might consider marketing your product or service at a trade or professional show:
There are professional associations for just about everything these days. Don’t count yourself out of attendance just because no one else you know is going. A quick internet search can yield many results for your niche market. And don’t worry if the association you are interested in doesn’t allow for vendor booths at conferences. Join anyway. By joining associations, you can often sponsor speaking sessions or at minimum have access to basic contact info for fellow members.
While newsprint is a less popular form of marketing these days, there are still lots of people who subscribe to a printed paper. In fact, if your aim as a Marketer is to target members of the Traditionalist generation or older baby boomers, newsprint ads might be a great option for your product or service. Here are a few ads that prove the point as a great way to market to these generations.
Objective: Woo mothers on Mother’s Day by giving them a coloring page for their child in the local newspaper. The ad gives a mother a few moments of peace on her special day.
Target Market: Mothers who might be the decision-makers in choosing the next family car.
Action: Consider Nissan as a company who designs for and understands the needs of parents.
Value Proposition: Nissan is providing you with a fun activity to entertain your child. If they understand your need for a few minutes of peace, what else might they understand and design for that caters to the needs of parents?
Objective: Inform the general public that the government is not moving fast enough to regulate and recall products that are known to cause harm in their countries.
Target Market: Older adults who might be more likely to spend more time at home and read print ads.
Action: Go to the website to help petition the government to publish an action plan on what they are doing to help consumers.
Value Proposition: By helping petition the government for an action plan, consumers, homes, and communities will be safer.
Objective: Bring awareness to violence against women by sharing average daily statistics on international women’s day.
Target Market: Newsprint readers in Portugal who may be unaware of both the statistics for abuse/violence against women and who may not have known that the day it was published was international women’s day.
Action: The call to action is to not just be concerned about women’s rights on one single day. The call to action is to do something about human rights and equality.
Value Proposition: By supporting AMCV.org the reader can do something meaningful to help women’s rights.
Objective: Bring awareness to the fact that the USA was a necessary party to making the Kyoto protocol and agreement work.
Target Market: Awareness for readers all over the world that the US needed to sign the Kyoto protocol to extend the United Nations framework on climate change.
Action: Insist on US participation in the Kyoto protocol.
Value Proposition: US participation in Kyoto is imperative to the safety of the entire world. The US government had a duty to the world, not just the US to get involved in combating climate change.
Objective: Show the striking difference a hat can make.
Target Market: Older adults who would be reading the paper and not only understand the cultural reference, but also find the reference clever or funny.
Action: Buy from Hut Weber because a hat can really make all the difference in how you are perceived.
Value Proposition: Hut Weber has a sense of edgy humor and understands that your fashion choices can have bigger implications on how you are perceived by others. Buy from Hut Weber.
**All photos are from links referenced in each analysis**
I’ve been at the Bersin Impact 2018 conference this week. In fact, I’m typing this from my hotel room in Hollywood, FL. I’ve been surrounded by amazing business leaders and HR professionals from around the globe talking about human capital trends. This isn’t the kind of stuff you might remember from your mother’s glory days in “personnel”. The lines of where HR starts and the business starts are continually blurred (as they should be). HR is not external to the business; people ARE business.
Deloitte has identified the overarching human capital trend for 2018 as “the rise of the social enterprise”. Gone are the days where CEOs of your favorite brands can remain silent on social issues that affect both their customers and employees. A major player and role model in this trend is Unilever. You may or may not recognize the company name, but you will certainly recognize their brands like: Magnum, Helmans, Dove, Lipton, Ben&Jerry’s, Nexxus, Ponds, and V05 just to name a few.
This morning’s key note speaker and Unilever’s CHRO extraordinaire was Leena Nair. Her message was very clear about a company’s responsibility to be a change agent for good in both the lives of their employees and their consumers. Here are some of the key take-away points from her presentation that relate to both people and brand:
I immediately started following Leena and other Unilever leaders on social media. I can’t wait to learn more about what Unilever does next as a socially responsible enterprise. And because I love supporting good companies, I’ll keep buying my Nexxus shampoo and eating plenty of Ben&Jerry’s. Marketing at its finest!
*All photos were taken by me and are either from Leena Nair’s presentation at the conference or the Deloitte/Bersin sessions.
ENT 630 Wk 8-Reactions to It’s a Jungle in There
This week as I close the final chapter of Steven Schussler’s It’s a Jungle in There, I am reminded of the daily work of my teams. In my health system, I have the privilege of leading three great teams. Two of whom are directly related to this week’s reading: Volunteer Engagement Team and our Rathbun Hospitality House. In Schussler’s final two chapters he speaks about social responsibility and philanthropy, a primary part of my weekly work life.
This week the HR team that I lead hosted about 90 team members from across our health system for a “great place to work and practice” retreat. The retreat was amazing, but that’s not the story I’m telling today. About thirty minutes before the retreat I received a text from the Senior Vice President to whom I report (my boss’s boss) saying that our CEO, who happened to be our first guest speaker of the day, was bringing a “Giant Santa” to give to my team at the Rathbun House. After the CEO spoke and interacted with team members at the retreat, one of my team members walked with him to his car and transferred the nearly 5-foot elvish beast into my VW wagon. Our CEO, sent this lovely creature to our Rathbun House because he knew it would bring great joy to those who enter Rathbun during the holiday season.
You see, Rathbun is a refuge in the woods, just a little over a mile from the hospital where families in medical crisis, who travel from outside our home county, can stay up to 21 days free of charge (with the proper care management referral). Our Hospitality house is funded through philanthropic dollars and primarily staffed with volunteers.
The Santa was sent to bring a smile to the faces of those who come through the doors. To our guests who are often fatigued, fragile, or frightened. A volunteer who had been decorating the window boxes and hanging wreathes walked in and said, “wow, we are big-time now, that looks like something that would be in a resort.” By the time I left for the day, volunteers, staff, and guests were having their pictures made with the happy new Santa. And the most impressive thing to everyone was that the CEO of our 12,000-employee company had remembered our department when acquiring such a cheerful gift.
I am privileged that my daily work can very quickly be linked to a more significant purpose: The health, healing, and care of those that we serve. For companies or individuals who can’t make such an immediate connection, volunteerism and philanthropy are fantastic ways to stay connected to a larger purpose and to develop corporate communities (see #14 of the linked article). Additionally, Coppy Holzman, a writer for Forbes and Entrepreneur says there are four big ways your company can benefit from giving back:
And when you, your team, or your company decide to give-back through your time or dollars, look no further than your own community.
“No one is useless in the world who lightens the burden of another.”
-Charles Dickens (p.197)