Archive for the ‘Uncategorized’ category

Grow Your Business Through Successful Staffing

November 16, 2018

Todd Fishman and Hunter Brooks were childhood friends who attended the University of Washington before heading to corporate Manhattan for several years. The friends reconnected in New York, bonding over their love of great salad.

Yes, young men eating salad.

Salads are so trendy that in Manhattan the lines for gourmet salad bars stretch around the block. While waiting in one of these lines, the friends had their “Aha” moment. They looked at each other and said, “This would be killer in Seattle!”

A Quickly Budding Dream

Enter Evergreens healthy food chain, co-founded with their associate Ryan Suddendorf in 2013.

Over five years, Evergreens has seen 200% revenue growth each year, with six stores in Seattle and a projected 11 more by 2019. Evergreens caters and offers salads, wraps, and grain bowls while keeping food fun with names like “Dice-Dice Baby,” the “Cobbsby Show,” and an Asian mix called “Pear-ly Legal.”

While entertaining, Evergreens is rooted in a focused business strategy to ensure the start-up succeeds. Successful staffing has been fundamental as Evergreens has scaled for growth and shaped a positive culture to attract the very best team.

Infrastructure that Keeps Pace with Growth

People are the backbone of every company, and Suddendorf said staffing was lean in the early days.

Chaos abounded, with lines out the door and the three founders acting as the company’s only corporate employees.

“It was like changing the car tires on a moving car,” said Suddendorf. “There was no time to step back and establish a process and then try to teach it to everybody in the stores.”

“We were working in the business rather than on the business,” Fishman said. “We were very much in the weeds.”

In retrospect, the friends say they would have raised more money upfront and contracted consulting from restaurant specialists or professional staffing agencies. Simultaneously growing a business and a competent staff is like parenting: along with joy and new discoveries, each phase presents greater challenges.

To grow effectively, healthy businesses need to adopt staffing strategies that meet current needs but also anticipate the future. Since Evergreen’s early days, Brooks says great people have been key to scaling growth without sacrificing quality. The founders gave intense focus to its corporate team in 2015, bringing on a COO and aggressively hiring HR, business development, IT and accounting specialists shortly afterward.

“There’s part art, part science to staffing the corporate team when your store count is growing,” said Brookes. “Sometimes you’re going to be a little heavier on the corporate overhead, and sometimes you’re going to be a little leaner.”

Attracting Engaged, Competent Employees

People are your company’s biggest asset, and engaged employees can give your business a huge advantage.

Finding and maintaining great staff requires a people-focused approach. As you develop short and long-term staffing goals, hiring should align with your business objectives.

Whether you want to expand certain sectors, launch new products, or grow online visibility, your hiring strategy should be totally in sync with these objectives. While you proactively work toward long-term objectives, temporary or contract staff may provide the essential support you need for specialized projects, seasonal rushes, or particular areas of expertise.

Evergreens strives to grow a brand that generates inbound applications versus actively recruiting staff. This means prioritizing a supportive, energizing work environment that includes above minimum wage pay, free employee meals for each shift, and $40 monthly bonuses for employees who lead healthy, active lifestyles.

Suddendorf says the company also makes a point of promoting employees to maximize unity and momentum:

“About half our corporate team started in our stores.”

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Four Reasons Great Promotional Products Work

November 13, 2018

Branded products are everywhere: featured in movies, professional sports, and even on your favorite jacket or thumb drive.

These products bring pleasure and familiarity while sending a message of brand support to friends and casual observers. And these ideas carry substantial weight.

Another Washington First

The first known example of distributing promotional products was in 1789.

Commemorative buttons, created to celebrate George Washington’s inauguration, featured a crisp, stamped profile of Washington and the Latin phrase “Pater Patriæ,” meaning “Father of his Country.”

Sported by patriotic Americans, the buttons celebrated American democracy and support for the first president. The passion behind this message continues to live on: in February of 2018, one of the inaugural buttons was auctioned for $225,000!

The Gift That Keeps On Giving

Washington’s buttons fueled momentum, and your customers are wired to respond to promotional products too.

Eight out of 10 U.S. consumers own at least one giveaway item, and 60 percent of people who receive a promotional gift keep it for up to two years! If those stats don’t speak for themselves, here are four reasons that branded merchandise will work for businesses of any size:

1. Free Stuff Grabs Attention.

Like candy at a parade, free stuff draws people.

Promotional gifts catch their eye and make them wonder what the hype is about. When you give gifts, people are attracted to you. Whether its curiosity, playful interest, or eye-catching designs, giveaways generate interest and ignite conversation.

2. Product Giveaways Pave Pathways for Loyalty.

Once you have their attention, you open the door for further interaction.

This happens, in part, as new customers warm in their perception of your brand. According to Tourism Consumer Insights, 52% of those who receive your product are more likely to think highly of both you and your business. As affinity increases, so does their interest in your business, because it’s human nature to want to give back to someone who has given to us.

In a Promotional Products Association International (PPAI) study, 85% of consumers who received a promo product said they ultimately did business with the advertiser.

3. Brand Recognition Peaks Through Repeat Exposure.

What is the ultimate goal of branded products? To engage and influence buyers.

Tangible, useful products offer your business endless opportunities to distinguish itself and to do it repeatedly! According to PPAI, 73 percent of those who receive a promo product said they used it at least once a week.

Offering free items to consumers is an incredible marketing tactic that will keep your company on their minds anytime your product is in use.

4. Giveaways Extend the Life of your Message.

How long does it take you to forget a text message or delete an e-mail? Seconds.

But tangible products (especially stylish or fun items) are much harder to toss aside. As you weigh your best product option, consider the interests and needs of your target customers and create the kind of products they’ll actually want. If 75% of your prospects use public transportation, tasteful branded umbrellas might become a constant companion during their morning commute.

People love stuff. It’s just a fact. And while only 28 percent of people are able to recall a TV ad, 57 percent are typically able to recall an advertiser on a mug.

While promotional pieces bring upfront expense, the longevity and brand recognition they create is an investment that keeps on giving.

Reel in Prospects by Adding Print to Your Content Marketing

November 9, 2018

Researchers estimate that in 1984 a person saw an average of 2,000 ads per day.

By 2014, they saw about 5,000. With the explosion in spam and social media ads, that number increases daily. But consumers are fed up with in-your-face advertising that seems disruptive or manipulative. Instead, they’re attracted to authenticity and friendliness in a brand.

How can you build that kind of culture in your business?

It’s All About Content

Narratives and content marketing can bring fresh life to your marketing mix!

Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. It shifts your team away from a “message” focus to a more optimal “people focus,” building trust and driving more profitable consumer action.

Content marketing generates stronger leads, increases sales, and enhances customer loyalty. Consider these facts:

  • 77% of internet users read blogs
  • Small businesses with blogs get 126% more lead growth than small businesses without blogs
  • Content marketing costs 62% less than traditional marketing and generates about three times the leads
  • A 2014 Brandshare survey found that the majority of consumers are suspicious of brands’ intentions, but 87% said they would like a more meaningful relationship with their preferred brands

Why Print + Content Marketing = Success

When people consider content marketing, they typically think of digital media.

However, true diversification means thinking bigger. The Content Marketing Institute suggests two out of three marketers don’t include print in their content marketing, but there is strategic value to including printed content elements.

Why?

1. The Information Factor

Nielson found about 56% of consumers rely on printed matter for sales information, and:

  • 56% preferred mailed or delivered circulars
  • 52% relied on newspaper circulars
  • 37% relied on in-store printed pieces or store-generated e-mails
  • 27% relied on store websites

Print is seen as a concrete, reliable source, especially by prospects nearing a decision. If you neglect printed content marketing you may minimize your chance of landing a valuable client.

2. The Trust Factor

With today’s “fake news” paranoia, trust in digital media has decreased.

A 2017 study showed that printed news magazines are the most trusted news source (72% rated them positively) while only 33% believed social media provided honest information.

Even print versions of national newspapers were regarded as more trustworthy than the websites of that exact same publication!

Because of the physical nature of the medium, print is naturally viewed as more informative and trustworthy than digital media.

So how can you add print to your content marketing strategies?

  1. Use embedded QR codes in game-style promotions or in-store displays. Check some inspiring examples here or here.
  2. Look for ways to get your business or product featured in magazine or newspaper articles.
  3. Employ printed “how to” postcards or maintenance checklists with online coupon discounts included in the text.
  4. Print inserts for invoices or point-of-sale kiosks that highlight an excerpt of your blog to lead them online.
  5. Consider generating your own quarterly or bi-annual niche publication.
  6. Print custom thank-you notes with a snippet of your brand story or the first paragraph of your blog on the back.

Printed content marketing should be used as “bait” to generate nibbles from your potential customers.

If you don’t have a place to reel them in (like a “get started today” link) or a way to keep them in the net (a defined sales funnel or a customer retention program), all your time and energy will be useless. So be strategic, be customer-focused, and get out there and fish!

Leaving a Legacy with Your Small Business

November 6, 2018

In the 1950s, a young boy named John was enthralled by every chance to visit his best friend.

This family owned a soda pop bottling plant, which sparked a lifelong love for exotic flavors in John Nese. Years later, Nese brought soda to his family’s Italian grocery store in Los Angeles, known today for its 600 soda and beer flavors from around the world.

The variety wasn’t always this broad. Nese said the change came 20 years ago when independent grocers were being squeezed out by chains. One soda dealer offered a profit of $30 a pallet if Nese would streamline shelves and eliminate variety. Nese wouldn’t bite:

“Nuts to that,” he said. “A light bulb went off (and I said), ‘You know, John, you should be happy you own your shelf space, and Pepsi doesn’t, and you can sell anything you want.’ So I went out and found 25 brands of little sodas.”

Nese says this “freedom of choice” philosophy defines his family and his business, and customers can even make flavors of their own at the store. Rows of cane sugar syrups line the wall, along with bottles, caps, and carbonated water dispensers. “Whatever you think of, you can make!” Nese exclaimed.

This passion has fueled the Galcos’ grocery for over a century, and the Galcos plan to continue this legacy.

Successfully Passing Down Your Business

Small businesses make up around 99 percent of U.S. companies and 20 percent of these are family owned.

These businesses play a crucial role in creating jobs, exporting products, and generating wealth. As Baby Boomers reach retirement, 4 million of them will be handing off their privately-owned small businesses; in the next 15 years, we will see the largest transfer ever of private business to the next generation!

What are the keys to successfully navigating these transitions?

Preparation and communication are essential. Here are a few steps businesses are taking to pave the way for a smooth handoff:

Think decades in advance.

Small business owners often wait too long to start planning a transition, and typically only half of those planning to retire have identified a successor.

Justin Goodbread, a certified financial planner and exit planning advisor says the process is especially weighty for families:

“Families will most likely also have to cope with emotional and psychological issues that surface during a generational transaction. I believe a 10-year period is needed to successfully navigate a family business transaction.”

Sketch out clear successors and exit strategies.

A strong mission statement and business plan, a clear exit strategy for senior leaders, and an early commitment from successors are important hallmarks to longevity.

Build the right team.

Many businesses believe they can manage their transition independently, but this assumption is costly.

Healthy handoffs will require input from lawyers, accountants, financial advisors, business valuation experts, and a family business planner to shepherd the process. Though senior leaders may wish to gift the business ownership, experts believe financial buy-ins allow successors to get some “skin in the game,” as they emotionally double-down in commitment, maturity, and vision.

Be flexible as you exchange roles and responsibilities over time.

The gap between generations requires effective communication and an organized structure for each person involved.

This should be reviewed regularly to adjust the roles or time commitment of each team member. Goodbread recommends younger successors earn more responsibility on a day-to-day basis:

“It has to be earned or merited,” he says. “The problems start when a junior takes over a senior’s position in the company without earning it or wanting the position.”

Use Great Body Language to Speak with Success

November 2, 2018

Ramona Smith, a 31-year-old Houston teacher, has faced many challenges, including coaxing her son through cancer and struggling through a divorce.

But Smith believes life is about more than what knocks you down, it’s about the lifelines people offer to help you back up.

One of Smith’s lifelines was the mentorship she found in Toastmasters, a non-profit educational organization that teaches public speaking and leadership. In her 2018 speech, “Still Standing,” Smith posed as a fighter on stage and talked about surviving round after round with life but bouncing back again. Her accomplishments include dropping out of college four times (before graduating at the top of her class) and, most recently, being crowned the Toastmasters World Champion of Public Speaking in Chicago.

Smith outlasted 30,000 other competitors over six months of competition before being named the champion in August. Her success comes not only from her will to fight but from one speaking technique that helped her connect:

"If my hands are open to the audience, and my fists are not closed, and my arms are not too tight toward my body, it just makes the audience feel more connected, like I’m really open," Smith said. "I’m vulnerable, and I want to give you all of me. And it makes me look relaxed and comfortable."

Dananjaya Hettiarchchi, a human-resources specialist who won the Toastmasters competition in 2014, broke down the effectiveness of this technique:

"If you really concentrate, when you look at the inside of your palm, your eye relaxes,” Hettiarchchi said. "And a lot of great speakers, they open their palms towards the audience, showing more openness. And that allows the audience to connect with the speaker better, as opposed to showing the back of your hand."

Best Body Language for Effective Presentations

If a simple gesture can have such an impact, what other nonverbal communication can increase our impact? Check out these tips from some of the world’s most personable communicators to increase your own credibility.

DO:

  • Open your hands toward the audience to relax and connect.
  • Use facial expressions with purpose. Sometimes when we’re nervous our face freezes up. If you don’t have an expressive face, work with a mirror to see how your expressions reinforce your message. Give your entire talk silently (while forming each word) and let your face do the communicating!
  • Maintain intentional eye contact. Leaders who speak over people’s heads or get buried in their notes seem impersonal or insincere. When you speak, move from face to face, making eye contact with one person at a time to ensure your audience is engaged. When answering a question, use extended eye contact to convey sincerity.

DON’T:

  • Hide, clasp, or fidget with your hands. This implies you don’t believe what you’re saying, or shows meekness that fails to command attention. Instead, keep your arms forward in an open manner. Use your hands to explain your point through confident, concise movements.
  • Plan your gestures in advance. Physical expression in presentations should arise spontaneously. Though body language is important, planned movements will seem awkward or inauthentic. Instead, plan key moments where you might take a different position in the room or how you will use visual aids to keep communication transparent.
  • Roam aimlessly or exhibit poor posture. Body language communicates a lot about your character, so pacing can make you seem jumpy or slumped shoulders may convey discouragement and apathy. Instead, move with purpose in your presentations. Aim for a neutral position, sitting or standing tall like a string is connecting your head to the ceiling.

Remember, the most important visual you can show your audience is yourself! Sharpen non-verbal communication skills and reap the benefits of credibility and respect!

Four Tips for Authentic Photography in Marketing

October 30, 2018

In a digitally saturated generation, today’s marketer’s need great stories and striking, memorable images.

Regardless of your business or your market niche, powerful visuals can make all the difference! Consider these statistics:

  • Articles with relevant images average 94 percent more views than text alone and a press release with photos increases online views by 15 percent.
  • Sixty percent of consumers who use online searches prefer to contact a business whose listing includes an image.
  • 70 percent of e-commerce shoppers say the product image is very important for purchasing decisions.

Your viewers crave expressive images, so photography is crucial in marketing. Photography offers a slice of life view that communicates authenticity and value to your customers. How well do your images translate the nature of your business? Are you using drab photos or bland stock selections? Three benchmarks to evaluate your images are:

Engagement and Emotional Response

What emotions do your photos evoke?

How does the atmosphere of the photo connect with your viewer’s passion or life experience? Does it compel viewers to lean in or linger?

Brand Story and Context

What is the bigger brand story you want to tell?

Excellent photography adds credibility to this message because visuals increase the detail you bring to your message. Do your images hammer home your story?

Momentum and Shareability

Photographs can send numbers skyrocketing because people love to share captivating images!

As you employ vibrant photos, you increase your chance of people passing along your name, chatting about your product, or returning for a purchase. How much momentum do your images create?

4 Tips From Photography DIY-ers

What if you want to use more realistic photos but can’t afford to hire a professional?

By pairing modern technology with a few photography guidelines, even an amateur shutterbug can make photos pop! Here are four tips from the pros to get you started:

Rule #1: Avoid Low-Resolution Shots from Your Phone

While a casual snapshot can work for social media, if you are planning to share photos regularly, invest in a DSLR (digital single-lens reflex) and check out an online tutorial. Even small investments will ensure the quality of your photos reflects the excellence of your business.

Rule #2: Use the Rule of Thirds

Most DSLR cameras can display their grid, which includes nine even squares. If your subject is directly in the center of the grid, the image will be more static because the eye is drawn to the image but has nowhere to travel from there. When your subject is positioned closer to the edges, the eye is forced to track toward it or be “drawn in” to the bigger message.

Rule #3: Think Slice of Life

What do you want to tell your clients about your business? Say it in photos! If social media or reality TV have taught us anything, it’s that people love following the ordinary activities of others. Casual photos of your team doing business are perfect for showing off your identity and featuring your unique competitive advantage.

Rule #4: Make Use of Natural Lighting

Ever think you’ve captured the perfect photo only to find the sun has wrecked it? On a sunny day, most photos will be compromised by shadows or overexposure. Overcast hues are better because the light is softer and more diffused. For best results, place your camera in a position where the light is coming from behind you and shining directly on your subject.

Marketing is all about communicating value to your clients. For more tips on putting photography to grow momentum and authenticity, give us a call!

Grow Productivity Through Purposeful Leadership

October 26, 2018

Replace Chaos with Focus

Lost productivity costs companies millions each year.

While it is hard to quantify exactly how much is lost, certainly distraction alone prevents daily peak performance. Besides hunger, sleepiness, bodily functions, and simple brain fatigue, productivity research shows that 48% of employees waste time surfing the web (including Facebook, Twitter, and YouTube), 33% lose work time socializing with co-workers, and 49% are managing personal calls, texts, and e-mails.

It’s true: time is money. But time is more easily lost than dollars, so how can you push yourself or your team to be more focused? Maybe you want to spend your time wisely, but find yourself running in circles or falling short each day. How can you shift from being “busy” to being more effective?

By re-focusing on one thing: purpose.

Your purpose is more than what you do while you’re checking e-mail. It’s more than what you do while compiling reports or sitting in meetings. These activities may be part of your job, but they don’t define your role or your unique identity. Every person is driven by something. Often, we are driven by deadline pressure, interruptions from co-workers, or by an unexpected project delay. But what would it look like to focus on a more purposeful vision?

Grow Productivity Through Purposeful Leadership

Purposeful leadership requires we take a step back, focusing on our unique identity and skill set so these aren’t drowned out by the frantic activity of the day.

Do you long to overcome chaos? Here are three steps to organizing your outlook in a way that maximizes your time, priorities, and productivity:

1. Develop goals around your purpose.

If you were to define your top work priority, what would it be? To give vision? To provide team leadership? To design or create?

Before you can effectively use your time, you need to clarify the most important role you play. Start with your unique purpose and draft at least three goals that would help you fulfill your primary purpose. If your job is to work with people but you spend most of your time answering e-mails, maybe a change is needed. Set goals that are specific, measurable, and that put feet to your purpose.

2. Sharpen focus around your goals.

How well do these goals match your weekly tasks? Many people have goals, but do these goals translate into functional realities?

To strategize your time, make a master list of tasks that need accomplishing, then group together tasks in specific categories and rank these categories by importance. Low-level categories could be delegated, dropped, or restructured. As you brainstorm, involve your spouse, mentor, or co-workers. Sometimes it’s hard to see life through an honest, critical lens without encouragement from others.

3. Build your schedule around these priorities.

Intentional scheduling is like budgeting: it means telling your time where you want it to go (instead of asking your time where it went!).

Now that you’ve ranked your categories, assign the top activities to your most productive, interrupted blocks of time. Use your less productive times (late day, “filler” slots between meetings) to address lower priority categories.

Scheduling is where the rubber meets the road – where you close doors and ask for zero interruptions, where you stop doing one task and go on to another (even when it hurts), and where you refuse to let other people determine what is important every day. Your schedule is ground zero for living up to your purpose, so take it seriously and you’ll experience greater satisfaction in the way you spend time each week.