Another gross generalization, but the reality is that too many of the Gen-Xers who have started businesses 5+ years ago, are working their butts off and are not spending the time needed to lessen their load by giving the young, up-and-coming executives the chance to really make a difference.
Here's my experience. I was sharing a glass of wine with Maikayla Desjardins, a Marketing Executive at Marketing Eye Atlanta yesterday and I asked the question, "why did you leave your job in New York and come and work for me in Atlanta?"
Her first response was: "You sold me on Atlanta as this awesome place to live - but let's face it, it's not quite New York!"
The term "brand journalism" has existed for close to a decade, with Larry Light using the term in 2004. At the time, he was chief marketing officer at McDonald's and claimed that mass marketing no longer worked, introducing brand journalism as a method of recording "what happens to a brand in the world".
Social media is powerful - undeniably so. It has the strength and depth to make or break a brand. It can cleverly make a company or person appear more successful than they really are. It can make you famous, rich and powerful.
Out of the wood work, names that were not known just five years ago, are now ranked in the top brands online in the world.
But is this 'social media' thing all that its cranked up to be?
That age old battle - the ego vs the heart - is more relevant now than ever to us marketeers and anyone directly involved in business development. It dictates how you speak to the people you need to be speaking to; how you capture their attention and it applies to every communication you put out there – online, direct mail, posters, brochures, social media.
The thing is though, with everyone communicating to everyone else - shouting, pitching and bargaining for a share of the market - it can be hard, defeating and infuriating for those of us running ethical business operations to compete with ‘get rich quick’ and ‘lose 7kg in 7 days’.
As business owners and managers in an ever evolving world, our jobs become more challenging every day – every hour – to cut through clutter and make consumers notice our message.
How many times do we find ourselves repeating what we say to co-workers to get a message across? For most of us, this isn’t a reflection of how we’re gauged as professionals or individuals but 95% attributable to the ‘151 rule’.
They say a person needs to hear new information at least three times before it registers into his/her mind for immediate recollection. This has been taught over and over again to us and you can test it by saying aloud a new name you come across three times consciously.
When you target a market with a specific message the same rule applies, all except your target isn’t one person and those three times won’t cut it. It’s all about repetition. You have no control over which people are listening at what time of the day - so the logical bet is to be accessible and available 24/7/365.
It’s universally acknowledged that good service will get you places. Whether selling an unnecessarily big screen television to a family or ice to Inuits, good service makes sales.
This said, there are exceptions to every rule and every so often in this world of increasing competition, there are business managers with seemingly decreasing nouse.
It’s no longer just about your product or service – it’s all about the experience.
Marketing encompasses all senses – sight, taste, touch, smell and sound. Combined, these make the experience. The experience that people will walk away with; the experience that – good or bad – people will talk about.
As marketeers, we work tirelessly to communicate your message on each of these levels. We study, we research and we have experience to hone you the best experience for your offering. Not everyone understands the importance - or relevance even - of marketing however… and it shows…
Business blogging can be tricky – your writing has to be professional, yet casual; informative, but not cut into the products/services you are selling, and (most importantly) open.
However, the work you put into it is extremely beneficial when it comes to your company’s branding, giving the world an insight into what’s behind the scenes. On top of that, writing a blog can grow your business as you position your company as a thought leader in its industry.
Some things to consider:
Simply by getting 8 hours sleep (a blessing!), having a dynamic new recruit from Atlanta in the Melbourne office, seeing the team excited about life and their work and watching everyone and everything grow in so many ways - I had an a-ha moment (think Oprah).
It was almost like an outer-body experience. Here I was, looking from the outside in and all I saw was highly motivated, excited people that were all ready to tackle the world head-on and believed so strongly in what they were doing and how they were doing it - that they sent some type of magical energy to every person they came into contact with - including me!
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