The Case For 20-70-10 - Businessweek

The Case For 20-70-10 - Businessweek

"Joe, I'm afraid you have to leave."

"What! Why me?"

"Well...you were never very good."

"I've been here 20 years. Why didn't you ever tell me?"

Why not indeed? The employee, years earlier, might have been able to find a job with a future. Now, at age 45 or 50, he must enter a job market more competitive than ever. That's cruel.

Brands must get better at short-form content

Brands must get better at short-form content

Short-form content isn't just another industry buzz phrase. It's real, and its popularity among consumers is on the rise, writes Pippa Glucklich, co-CEO of Starcom Mediavest Group.

It is a medium that, one way or another, is permeating the everyday vernacular. 

As time-sensitivity increases, spending less time with consumers but in a more meaningful way, could be more valuable as a means of building a positive and sustainable relationship 

A good example of this is a tweet posted recently by British astronaut Tim Peake calling for "short film" submissions for the #Principa project (a fantastic initiative by the way, if you haven’t already, check it out).   

Back down here on earth, you just have to look at the explosion of platforms such as Snapchat, where videos of one second in length are commonplace among their 100m-plus user base.

With something like 7bn total video views a day, Snapchat is now rumoured to have signed up several global advertisers for this year’s Super Bowl – a significant improvement on last year where Snapchat’s sales ambitions for the event didn’t materialise as hoped.

Snapchat has also disclosed plans to improve its ad targeting and is focused on building an advertising business to rival that of Facebook.

How the marketing and media communities choose to approach these new opportunities will be revealing. 

Short-form puts brands in the moment

The shift towards short-form content, and the resulting increase in opportunities, appears to know no bounds.

At the beginning of this year, Twitter announced it will broadcast Periscope videos live in its news feed. A smart move, it presents a new opportunity for brand advertisers, although they won’t be the only ones to benefit.

News publishers and celebrities will also be able to harness their Twitter followers and generate richer, live, ‘in the moment’ experiences to produce deeper engagement. And, at the end of last year, BBC journalists were briefed to emulate the likes of Buzzfeed and Vice by making more informal and 'friendly' short videos.

Traditionally, advertisers have sought to spend more time and budget with consumers to build affinity (60 second TV ads, metrics based on high dwell times etc) yet short-form content is now turning that thinking on its head.

As time-sensitivity increases, spending less time with consumers but in a more meaningful, relevant and credible way, could be equally - or more - valuable as a means of building a positive and sustainable relationship. 

Additionally, with the ongoing rise of mobile platforms and user generated content, brands must strive to interact with consumers during fleeting moments when they are in a specific location, mood state or viewing a particular piece of content. Short-form content is developing as a key method for advertisers to engage with consumers in real-time and the opportunities, if carefully and strategically distilled, are huge.

And we all know the pressure is on brands to be ready to react instantly at key cultural moments or when a real-life experience goes viral.

A recent and good example being #DrummondPuddleWatch, where PaddyPower and Maoam were quick to the punch and created snappy yet relevant responses to the user-generated phenomenon.

n true Paddy Power form, the bookmaker asked its Twitter followers to go to the puddle wearing Paddy Power pants with a chance of winning a £100 free bet. Followers responded in masses to the tweet, demonstrating just how impactful short-form content can be when it is delivered during a relevant moment.

So for me the evidence is there. If brands get it right, short-form content can add significant value to and enhance a consumer’s experience and day-to-day life. In my view it’s a technique more and more advertisers should be considering and few can ignore - with ad blocking on the rise, those that can engage their target audiences with a purposeful, credible and, (where possible) timely, approach will win out. 

Read more at http://www.marketingmagazine.co.uk/article/1381876/brands-better-short-form-content#hQiZXAMK1Z5thMQt.99

How to Market Brick and Mortar to the Web

How to Market Brick and Mortar to the Web

Brick-and-mortar websites are all about delivering what viewers need and want. Rise above your competitors by offering more than your customers expect -- an area where big retailers often fail and smaller businesses can pick up the slack simply by being more in touch.

Standing out from the competition is tough, especially if your business is much like others around you. Whether you're a restaurant, a bank, a real estate business, a lawn company or a retail operation, you can gain an advantage by adding services, multimedia, and information.

1. Mobile is your secret weapon.

Mobile-ready websites reach a wider audience

Image credit: Retail Solutions Advisors| Enhanced by Entrepreneur

Mobile searches are designed to favor local businesses, and more than 60 percent of all searches are conducted on mobile devices. If your website is not optimized for the mobile web, you are throwing away a clear advantage. 

The latest Google updates moved local businesses to the top of search results. Try it. Is yours the first business in the search? Is it in the search results at any position? Websites not designed for mobile use are excluded from the search. That's right, excluded. 

Google is offering you mobile dominance. To take advantage, Florida real-estate broker Retail Solutions Advisors keeps its design simple, consistent and easily accessible on web and mobile.

2. Instant engagement

Image credit: Cowboy Charters| Enhanced by Entrepreneur

Cowboy Charters in Key West is a family-owned charter boat business with a small staff, but you can chat directly with the owner any time. When the website loads, a LiveChat window pops up and invites you to chat. If you respond, your chat goes directly to the owner's cell phone for instant response. Captain Mark told me that that it's super cheap -- $20 per month -- and incredibly effective. Their customer service is so impressive, they book two out of three people who inquire on the spot!

3. Showcase your customers.

Image credit: Platt College | Enhanced by Entrepreneur

User-generated content (UGC) creates an infectious atmosphere of engagement, provides social proof, and, in some cases, demonstrates the value of your business. The Platt College student gallery shows off the amazing artwork created by their students, and effectively demonstrates what students can expect to learn. Making satisfied customers (or students) a selling point is a brilliant way to encourage involvement while providing social proof.

4. Online appointment setting

Online appointment setting for brick and mortar web sites

Image credit: Dr. Dental | Enhanced by Entrepreneur

Allowing your customers or patients to set their own appointments saves time and money for you, and lets your clients take control of their own schedule. Dr. Dental walks patients through locating the nearest office and choosing an appointment time with a simple, intuitive interface. They cut down additional time spent in the waiting room by offering the endless pile of paperwork online for patients to fill out in advance. 

Great customer service is rooted in giving customer options and cutting down on frustrations. Medical offices and other businesses that rely on appointments can boost your productivity, please your customers and keep everything running smoothly.

5. Get involved with your community.

Harley-Davidson is more than a product, it's a lifestyle.

Image credit: Harley Davidson | Enhanced by Entrepreneur

Use your position as a local business to advocate and support local causes. Harley-Davidson is all about community and giving back. There's always something charitable going on at your local Harley store, no matter where you are located. Creating a culture around its iconic product is a brilliant strategy that began before the internet, but the web is a great facilitator -- and Harley really knows how to work it.

With your website as a platform, you can use your influence and position to advocate for worthy causes -- a sure-fire way to endear yourself to your local community and create an authentic, unforgettable brand story.

6. Appear bigger than you are.

Establishing credibility can be difficult, especially for a startup business. A professional website and Internet-based telephony service makes your business appear to be more established, professional and bigger than you really are.

The web offers a ton of tools and services to help you do business, connect with your customers, and provide far more than you can with a limited staff and budget. And that helps you build credibility, reputation, traffic to your site and sales.

Online stores and service providers must always be on the cutting edge of web by necessity, but brick-and-mortar store owners often put up a basic website and neglect it, thinking it can't really help their business. And they miss out on tremendous opportunity. By adding a few extra features and services, you can crush your local competition.

2016 Trends

Now, we can target potential customers according to virtually any metric, demographic, or behavior, and many predict 2016 will help advertisers be über-relevant beyond keywords alone.

“Consumers want—and respond to—advertising that is customized to their interests,” says Lisa Raehsler. “Advertisers who evolve to strategies such as in-market audiences, retargeting and demographic targeting will see positive performance results.”

http://www.wordstream.com/blog/ws/2015/12/29/ppc-predictions-2016

A Class On Tacos At The University Of Kentucky Is Basically All Your Dreams Come True | Bustle

A Class On Tacos At The University Of Kentucky Is Basically All Your Dreams Come True | Bustle

You can now study tacos at the University of Kentucky, because everything is beautiful. Especially tacos. This might be even better than that university that lets you major in pizza.

The class, named “Taco Literacy: Public Advocacy and Mexican Food in the U.S. South," is an undergraduate course taught by Steven Alvarez, an assistant professor in the university’s Writing, Rhetoric, and Digital Studies department. The aims of the course are to "explore the history and networks of Mexican and Mexican American food in the United States," including looking at "rhetorics of authenticity, local variations to preparation or presentation, and how food literacies situate different spaces, identities, and forms of knowledge."

All of that sounds genuinely fascinating — and also delicious.

Alvarez first got the idea for the class while working with the Southern Foodways Alliance. "After going to one of their symposiums, it really hit me that food is important," he said in an interview with Vice. "The oral histories of food that I heard were amazing. The stories were really impactful but the food became secondary. It was more about the social connections that people were making with food."

4 Easy lifestyle swaps I make to get back on track after the holidays

4 Easy lifestyle swaps I make to get back on track after the holidays

1. Swap out sweets for Chex™ snack bags

During the holiday, it’s OK to enjoy sweet desserts. But once the new year arrives, I swap out the pie pans and replace them with Chex™ cereal snack bags. I add dried fruit and nuts to the baggies, making a mix that satisfies our craving for something sweet, while also giving us energy.

2. Swap out juice for water

It’s amazing how much water our bodies need. Most of us, myself included, do not drink enough. To get back on track after the holiday, skip the juice aisle altogether. Instead, fill your water bottle each day and challenge yourself to drink 64 ounces. Water refreshes the body when consumed first thing in the morning and promotes healthy skin.

3. Swap out playing video games for exercise

My kids typically get video games for the holiday and could spend their entire vacation playing — if we let them. Instead, we challenge them to swap out an hour a day doing some kind of physical activity in exchange for an hour of playing video games.

4. Swap out candy for fruit

My kids love candy just as much as the next kid, but too much can be bad for their teeth. During the holidays, I don’t nag them. But the first week of January, I swap out candy jars for bowls filled with fruit. We eat fruit because it's yummy, but it also boosts our immune system and wards off colds. Fruit gives us the sweetness we're craving and contains the nutrients and vitamins our bodies need.

http://www.sheknows.com/health-and-wellness/articles/1106957/lifestyle-swaps-after-holidays?utm_source=FB&utm_medium=IvankaTrump&utm_campaign=EDITSYNDI

Product Development Stages

New Product Development and Marketing Consulting

FIVE STAGES TO PRODUCE YOUR PRODUCT

By David Lieberstein

The Dream Product Guru

There are a myriad of details to manage from taking your product concept into production and on to the marketplace! I am sharing numerous ideas and considerations to support you on your path to successfully launch your new product and company. I hope you find this article helpful.

STAGE ONE:

Product Design

Concept: What does your product do for the consumer? How is it different from other products that may address a similar use? Have you market tested your idea to close friends and business associates to assess the interest and viability of your product? What is your retail price target?

Make sure your product is properly designed with full specifications. A factory is not able to give you a proper quotation unless you have full dimensions clearly shown on simple drawings for each component part of your product as well as overall finished product. If there are any special requirements for surface finish, colors, materials, packaging, etc, do your best to consider and specify all these details.

Do you need to file a provisional patent or full patent? Is your product an invention that has unique functions and/or design that may be protected with a patent? Do your own online research with the U.S. Patent Office or other online services to search other similar patents before spending too much time or money with attorneys. Once you feel satisfied that your invention is patentable, review options online to file the low cost provisional patent yourself (under $200) or find a patent attorney to do the work (usually $500 - $5,000, depending on how much work they need to do and if provisional or full patent filing).

STAGE TWO

Factory Quotations

Determine the best type of factory you need to produce your product. You may find a domestic source that is cost effective to keep better quality control and jobs local. However, most products are usually less expensive to produce overseas. You can research online with alibaba.com where many factories will list their services. There are many U.S. or Hong Kong based sourcing agencies that will do the work for you, properly ‘vetting’ the factory to be sure they are high quality, integrity and reliability.

It is important to be very careful prior to sending your specifications overseas to someone you don’t know to protect yourself from copycats. Even if you have a provisional patent, that does not guarantee that an unscrupulous person in a factory may decide that your invention is great and too tempting not to copy it. If possible, only send portions of your unique product to quote or don’t disclose the product’s final use. A good agency will do their best to only work with reputable factories and will charge a modest fee above the factory costs (usually 10% - 20%).

Minimum order requirements are usually stated by the factory. These are often negotiable. Ask for your lowest projected quantity based on your sales projections and available budget for initial inventory. If their quote is for too many units, try asking them to produce a lower quantity at a higher price per unit.

Terms are usually 50% deposit to start production and the balance prior to shipping from the factory. These can be negotiated a bit, but usually not until you have done business together a few times.

Do pricing feasibility test to see if your ‘landed’ costs with proper margins to wholesale and retail will be competitive and viable to your targeted customers. Do not proceed with investing into production unless the numbers make profitable sense

STAGE THREE

Preproduction samples

Once you have accepted a factory and their pricing/minimums, they will produce a pre-production sample. If there are molds that need to be made to produce your product, you will need to pay for these molds before a final pre-production sample can be produced. Many factories can create an initial prototype by hand prior to building the molds. The mold cost can range from $500 - $50,000 or more, depending on what you are producing, materials used (metal, plastic, ceramic, etc.) and the complexity of the mold. This is a usually a one- time charge.

Sample approvals – be sure you are satisfied with the final pre- production samples before you give written authority to move forward into production. The factory will usually charge you for the air freight to send samples for your approval. The actual samples are usually done at no charge unless they are more complex and the factory requests a prepaid sampling charge.

STAGE FOUR

Product Logistics

Payment terms must be kept on a timely basis to assure that your product is made in the time the factory agreed upon. Production time is usually 6 – 8 weeks, once you have given written approvals to move forward on production AND they have received your payments for the deposits.

Contract with a Freight Forwarder and Customs Broker to arrange all the details for shipping, documentation and customs clearing. If you are using a sourcing agency, they will be able to arrange these details for you as well.

Once production is completed, you will most likely need to pay the factory the balance due for production. If overseas, these payments are arranged through your bank using a telex transfer of funds.

STAGE FIVE     

Shipping and Warehouse logistics

Shipping time for China and far east regions is generally 2 -3 weeks to the west coast. Additional time needs to be factored in for unloading the container and transporting the goods to your warehouse location.

Arrange for inland shipping from the port of entry (or domestic factory) to your warehouse location.

Choose a warehouse facility. Will you lease your own warehouse space, use your home initially or contract with a ‘third party logistics’ company to store and ship your products? These are important decisions based on how many items you are producing, how much space will be required to store your initial production and budgets. An outside logistics company is often the best option to minimize fixed costs for warehousing and shipping costs to get products to your customers.

WORDS OF WISDOM

Do your best to minimize your investment for the initial production run to maximize the best use of your working capital.

Pre sell your product to key accounts as soon as you have approved your pre-production samples for production.

Have your website finished and operational at least 30 days before your product arrives to your warehouse.

Get all your administrative logistics set up to run your business from day one so there is no lag time once the products arrive at your warehouse.
Hire an experienced consultant to help you manage the myriad of details involved in production, package design, logistics, marketing and business planning to successfully launch your ‘Dream Product’.

Please review my website at www.dreamproductguru.com to learn more about my background in the housewares, gift and consumer goods industries, selling over $100 Million in products over the years, and the consulting services available.

Best of luck in your new endeavor!

[Five Stages to Produce Your Product | David Lieberstein | LinkedIn] is good,have a look at it! https://www.linkedin.com/pulse/five-stages-produce-your-product-david-lieberstein?forceNoSplash=true

[Five Stages to Produce Your Product | David Lieberstein | LinkedIn] is good,have a look at it! https://www.linkedin.com/pulse/five-stages-produce-your-product-david-lieberstein?forceNoSplash=true