Decide2Be an Expert

Things seem to happen so fast these days.Of course that’s what people have been saying for generations so it’s kind of hard to tell if it’s really true or just how it “feels”. This I can say…there are so many new things to process and master I really don’t think the average person can do it all.In the marketing and advertising world we’ve seen a proliferation of platforms and tools and ways to get a client’s message to the interested (and possibly the not-aware-they-are-interested) people who are out there. Whether it is traditional media, social media, new media, digital media, or some other yet-to-be-named media, the fact is there are a lot of things to keep track of and I’m convinced one person simply cannot be an expert at everything.

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Manage It4Growth

I’m not saying you should learn everything. And I’m not suggesting you should quit adding new business lines or specialties.

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What I am saying is that there is some benefit to “staying in your lane” and focusing on the core business areas that built your organization and sustained it through the years. Once you’ve got those areas under control (I realize that’s a relative term), then yes, you can evaluate the areas in which you can extend.After all, if my company had only bought electronic media like I planned almost nine years ago, we’d never have legitimately added website design and marketing services, video production, print design, event marketing, and even filmmaking to our list of deliverables.Always look to growth and areas of expansion, yes, but realize also that one person (or even one company) cannot do everything. Recognize as a leader when it makes the most sense to go outside your department or company to get a better solution. And be wise about what you add to your key markets.It’s the fastest way to ensure your continued relevance and success – and keep your sanity.

You Have2Wonder

Grumpy. Edgy. Angry. Or just plain ornery.

Sometimes you come across a person who just rubs you the wrong way. It happens to all of us in business (or education or healthcare or not-for-profit foundation work). That’s because those people are everywhere. Hopefully you aren’t one of them! =)

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Recently, a few teammates at B2C Enterprises met with someone who came off as bristled before they could even mutter a “Hello” to that person. When they got back to the office they asked me what could make a person act that way.

Surprisingly, I actually had an answer.

The Answer4Us

Hurt people hurt people.

Sometimes they are protecting their newly-acquired territory or their lower-than-it-should-be esteem. Often, they are themselves the target of some disdain, drama, or workplace anxiety. No matter the cause of their consternation, they are undoubtedly hurtful when they react to your questions, needs, or even your very presence with vitriol.

So, what do you do? Whether you want to or not, you sometimes have to work with these people regardless of the circumstances. You may as well have a plan – some steps to help you down the treacherous path.

1. Take a deep breath. (Simple, but helpful. Oh, and don’t let them see that’s what you’re doing.)
2. Listen to what they are saying – not how they are saying it.
3. Confirm that you are hearing what they want to communicate.
4. Remember it’s likely their sores that are making them sore. (It actually helps a little bit.)
5. Be professional and take care of your business… then move along.

It’s tempting to try to brighten their day. Sometimes you can and, if you can, you should. Don’t be surprised if you can’t build a bridge with some of these people, though, and don’t feel defeated if you can’t.

After all, if there’s a bridge, then there’s a way for that negativity to come across to you.

Market2Interrupt

What exactly is marketing and how is it different than advertising?

The answer is often like the reference to the oldest, biggest, revenue-generating internet business, “you know it when you see it”.

The same is true for many stores in Roanoke that do such a good job with their window displays. They are attention-getting, artistic, creative, and beautiful. It’s just a window display, but these shops have a reputation now for great presentation. I look on purpose every time I walk by these shops to see what they’ve done and how it looks.

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That's great marketing. 

Market4Sales

Whether it’s packaging, a floor display, directional signage, sales kits, or brochures, marketing supports the way you do your business and how you want others to both view and engage with you.

Advertising is outreach. Marketing is reaching the hearts and minds of the people with whom you’re already connected. The two elements are perpetually interconnected and it’s critical both work strongly and in unison. Advertise to get the attention of the patient, consumer, or client – then market to more deeply involve them or build their warm feelings about your organization.

The thing about the window display is, like so many parts of the marketing and advertising world, it could possibly be labeled as either. I’m interested and curious about that business and, for me, it’s marketing. You are walking down the street and have no awareness of Urban Gypsy so for you it may be advertising. Either way, the window display is interrupting and reflects the business and how it is perceived. It’s a win-win.

So make the things you do to market and advertise your company consistent and interesting – and call it what you wish.

Your World Series2Win

On the first night of November (which did seem weird), the Houston Astros captured their first-ever baseball World Series Championship. Just four years ago they were the laughingstock of the baseball world and had lost over 100 games – a near record for futility.

How did this magical turnaround happen? How did the Astros end up beating the high-powered Los Angeles Dodgers and my poor brother’s favorite team for about 50 years now?

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It’s not a sports question, actually. It’s more of a thought-starter for everyone in commerce.

Talent4The Long Run

The Astros’ rise to the championship started a few years ago with a plan to acquire talent. In business, like sports, talent is the supreme commodity.

Because the Astros had played so poorly in the past, they got to pick the new players first. That happens a lot, but this Houston-based team picked really well by building a foundation that would be both competitive and affordable. Homegrown talent was the most efficient way to get from bad to really good. Later, when the time was right, they dug deep into their wallet and paid bigger money to get a few select veterans and traded a few extra pieces to get even more talent. This move took them from really good to great.

In other words, the Astros mixed training and recruiting to create a supremely talented team. It’s a good formula and one your organization can certainly adopt. Talent drives the best results.

Interestingly enough, on the morning after the Houston Astros won their championship, I noticed a headline in a Virginia magazine noting that unemployment in metro areas in our state is almost a non-issue. Pretty much everyone that wants to work is working, but that also means keeping your talent is harder than ever.

Do you have a plan to recruit, train, and retain your employees? It seems basic, but it’s a foundational element that is often overlooked by busy leaders. Take a moment – today – to evaluate your company’s situation and be mindful of the talent around you and how to get more of it on board.

Motivate2Produce

Money is a great motivator.

Generally we can all agree on that concept and, as the holidays and the end-of-year bonus season approaches, it’s worth noting that most everyone is motivated by mo’ money, mo’ money, mo’ money. (That’s a 90’s comedy sketch reference for those not as old as I am.)

As important as a generous compensation package may be, there are other ways to encourage success and drive the results you most want to see in your organization. I’m not saying this will only work in sales departments, but I can tell you my background is in that world and I absolutely saw a pattern.

The other day I passed a fellow business owner on Kirk Avenue in downtown Roanoke. He was carrying an old trophy he had picked up somewhere. It reminded me of “Flo”. Before the hugely successful Progressive Insurance campaign, Flo was the name of an old bowling trophy we gave to outstanding performers at WLAJ in Lansing, Michigan. Awarded once a week, Flo congratulated sellers with recognition and rewards, like rights to the prime parking space just outside the door of the TV station (a prize that was particularly valuable during Michigan’s winters – believe me).

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This type of acknowledgement continued in Toledo, Ohio when I discovered an Asian figurine in storage at WTVG. We had a name for that masterpiece as well and it came with a fortune cookie and other fun stuff. At WNWO, we used a fancy sports medal. It was always healthy competition – usually the team encouraged one another and acknowledged each other’s success; unifying, fun, and a great way to recap a busy week.

A Marketing Reminder4Us

Celebrate your successes – together. Whether you are in sales, production, healthcare, support, marketing, or some other department, it’s a common way to change a culture. People are motivated by money, yes, but they also like to have fun, enjoy friendly competition, and appreciate the recognition. Sharing the tasks and successes as a team is one of the most important things you can do to build it.

So, you see? Bowling trophies, figurines, fortune cookies, and parking spaces can prove invaluable.

B2C Enterprises is an award-winning advertising, marketing, and business development firm. If you’d like to talk about how we can help you motivate your team, or see some examples of our work, just call 540.904.1229.

We Need2Look Ahead

In the marketing world, we tend to be heavily focused on the next month, quarter, or year. A lot of business is like that – forecasting sales, production, and the sort. You’re wondering what you’re going to need, how your supplies will meet your demands, when you’ll see an increase in patient flow. Everything has to work together.

If you’re in leadership, you will generally find that you’re looking ahead even more often than others. Not only are you out in front thinking about that next campaign, budget, trend, or outlook, but you’re also expected to lead your group in the right direction.

Wherever you fall in your business’s lineup, it’s almost second nature to be thinking about the coming seasons and years. (And that’s all before you even attempt to do your “Five Year Strategic Plan”, right?)

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Joy4You in the Journey

The tendency is to be so focused on what’s coming that you can easily miss the opportunity to rest where you are – even momentarily – and appreciate what is happening around you at that particular time.

There’s a reason some wise soul encouraged a young marketing guy somewhere to “stop and smell the roses”.

Perspective is gained during those periods of reflection and reflection is really hard to gather when you’re racing off to the next quarter or year. If you’re like so many – you’re on the go too much. It feels like there is no time to pull over and take a big whiff. In all reality, there isn’t time. You have to make your pause a priority or you’ll never stop going.

Of course, we encourage you to also be forward-thinking and wise in the tool gathering and planning for your time away. While you’re at it, be sure to take a moment along the way to intentionally enjoy what you are doing and bask in the great things that are happening around you.

B2C Enterprises is an award-winning advertising, marketing, and business development firm. If you’d like to talk about how we can help you with your marketing, or see some examples of our work, just call 540.904.1229.

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