Leadership Sometimes Means Showing You’re Human

Leadership The Happy Printers 4-21-17Mary Barra, the CEO of General Motors, has seen her share of tough times. She took on the CEO mantle as one of the first female company leaders in the auto industry, only to get slapped with a faulty auto ignition switch recall.

Barra had already done her time in the trenches while going through the GM bankruptcy in 2009. However, when Barra faced down her first big CEO challenge with an ignition switch that was being attributed with killing consumers, she did something no one expected – she apologized.

The Road That Leads to Trust

Barra’s apology rang the auto industry like a deep bell of the apocalypse. Everyone heard it, everyone saw it on TV, and everyone was in shock. Her apology wasn’t the end of the matter, of course. She had to go through multiple congressional hearings, fire managers and engineers she had known and trusted for years, and put the reins on employees to turn the company around. But her leadership was and continues to be rooted in a basic, inherent level of decency to do the right thing. To this day, Barra’s choice to take the harder road has been remembered as well as solidified her as GM’s CEO for a good number of years to come.

Company leaders only get a few opportunities to define themselves and lead the company through a major challenge. After that the die is cast with regards to overall confidence in the leader’s capabilities. Those who succeed gain the invaluable loyalty of staff and supporters through far more challenges in the future because trust is solidified. Those who fail usually see their support begin to erode and, after a few years, have to start planning an exit unless they produce some major new revenues or get lucky.

The Humanness Factor

The success of a leader, as Barra’s example has shown, is rooted in humanness, the ability to come across as a real person. CEOs and leaders often get a bad rap for being distanced from the working floor and aloof from the problems of the average person. Their higher salaries and compensation don’t help matters either. Barra’s apology, however, shows how a CEO can cross such perception barriers and be the right person for the job when it counts. When people need to see someone take responsibility to move things in the right direction they look to a known leader commodity. If that person fails at that moment to be decisive, people then begin to fall away and worry about their personal stake. That can drive away extremely important people assets and potentially kill a company.

Granted, the first thing an attorney will advise is to admit nothing, and tow the party line. However, as Barra has shown, society does forgive serious mistakes if they can trust those in charge.

April Fools’ Day and the Art of Humor Marketing

Humor marketing The happy Printers 4-18-17Did you enjoy some April Fools’ Day marketing jokes this year? Make no mistake about it: coming from a business, April Fools’ Day jokes are every bit as much an art as they are a science. It’s an opportunity to inject a breath of fresh air into your marketing efforts, as the day is one that has quickly become synonymous with pranks and practical jokes. If you do it properly, adding humor to your marketing campaigns can also be an excellent conversation starter – it’s a unique way to add new members to your audience and engage with existing ones at the same time. As with most modern day marketing, however, it’s often best to learn from example.

 

April Fools’ Day, 2017: The Good

The clear winner of April Fools Day 2017 has to be Netflix, who released the elaborate prank “Netflix Live.” Capitalizing on the wave of live streaming video spearheaded by services like Facebook, “Netflix Live” was supposedly a 24-hour live video feed of actor Will Arnett watching a different live video feed and commenting on whatever he saw, including people in an office using a microwave, an empty supply closet, and more.

“Netflix Live” had all the markings of a classic (and successful) April Fools’ prank. It was timely because live video online is getting more popular all the time. It also honed right in on what Netflix’s audience would find funny. “Arrested Development,” the comedy classic in which Will Arnett stars, is one of the most popular shows on the platform.

  • Rule of Thumb: if you’re going to play around on April Fools’ Day or with humor marketing, know your audience.

The Bad

Again: the best April Fools’ Day jokes are born from surprise. If your audience can see the joke coming a mile away, you probably shouldn’t be making it. Or at least, you should try a little harder. This is a lesson that Google just spent several thousand dollars learning by way of the Google Gnome, an Amazon Alexa-like device you can talk to that takes the form of a lawn gnome that is connected to the internet.

This isn’t a particularly bad joke in that it’s offensive, but the execution leaves a lot to be desired. Not only is it immediately obvious that it’s a joke from the moment you read the title, but the accompanying video is little more than the same basic joke (“a Google Gnome would be worthless to everyone”) over and over again. It’s a lot of effort for almost no payoff, especially considering the Gnome is a product few in Google’s own audience would actually want to buy.

  • Rule of Thumb: Remember what April Fools’ Day and humor marketing is all about. It’s not supposed to be a day of obvious jokes. Theoretically, people shouldn’t fall for your prank for at least a couple of minutes.

When executed properly, humor marketing can check a few different boxes all at once. For starters, it’s fun – it’s a great opportunity to pull back the curtain of your business and put a little bit of its personality on display. A well-executed humor campaign is also the perfect way to get people talking and generate new levels of awareness at the same time.

Never Be Afraid to Take on the Big Boys

Never Be Afraid to Take on the Big Boys The Happy Printers 4-4-17Something strange is happening on the yogurt shelves: the most popular yogurt is not from a big maker like Dannon or Yoplait. It’s a product from a small, 12-year-old upstart from New York. In March, Bloomberg wrote that Chobani had overtaken Yoplait to become the most popular yogurt in the U.S. The story of how this independent took on the big brands and won has lessons for all of us.

 

Distinguish Yourself From Your Competitors

 

Big yogurt brands had become complacent and did not anticipate how new products would catch customers’ interests. Instead of sticking with the same types of yogurt already popular in the U.S., Chobani made their name with Greek yogurt, a thicker and richer product. By the time the larger yogurt companies introduced their own versions of the product, it was too late. Consumers had become loyal to the brands that made Greek yogurt popular.

 

If you craft your marketing materials and your products to fill a need that your competitors are not, that gives you a competitive edge. Look for what makes your product different from a bigger player in your market and offer what they don’t. By the time they are playing catch-up, you can be the leader.

 

Be Willing to Make Changes Quickly

 

Product development at big food companies can take years. At Chobani, a product will sometimes go from concept to trial in the space of a weekend.

 

In your marketing, if you see an opportunity, be willing to take it before your competition does. This requires a high degree of social listening and a willingness to take chances. Smaller and leaner organizations can adapt far more quickly, allowing them to be the ones who seize an opportunity.

 

Be Authentic

 

Millennials now make up the largest consumer cohort. Their priorities are different than the priorities of previous generations. They are less likely to do business with a company that they perceive as a large and impersonal conglomerate. Chobani was founded by a Kurdish immigrant who fled political turmoil in Turkey. After spending time in Europe, he arrived in the U.S. with $3,000 and a small suitcase. In the following years, he built a company that dominates the $3.6 billion Greek yogurt industry.

 

Do not try to look like one of the big companies in your industry. Portray yourself as the lean, quick, and effective organization that you are. A smaller company, for instance, has staff at the highest levels who are knowledgeable about all customers. This can give your customers a far more personal degree of customer service.

 

Make News

 

Over the past couple of years, Chobani has made news for its innovative policies. When the company began seeing large successes, Chobani CEO Hamdi Ulukaya responded by giving 10% of the company’s equity to employees and putting a generous 6-week parental leave policy into place.

 

What does your company do that is newsworthy? Those practices can build your image and give you more effective marketing than you can buy.

 

A company’s dominance in an industry is never certain. By taking advantage of opportunities that you have and the bigger players don’t, you can increase your own success.

Packaging as a Marketing Tool: Because Innovation Waits for No One

Packaging as a Marketing Tool The Happy Printers 3-31-17Marketing is all about relationships. You’re not just selling to someone; you’re informing them. You’re providing them a service that extends beyond the literal product or service that you’re selling and into the realm of education. People want to make informed decisions, and a properly executed marketing campaign plays a role in that. To that end, it’s important to talk about an essential element of marketing that far too many people tend to overlook: product packaging. Sure, packaging has a physical function in that you can’t get a product onto store shelves (or directly into the hands of consumers) in one piece without it. However, it also has the potential to be an incredibly powerful “last second” marketing tool if you approach it from the right angle.

 

Why Packaging Matters

 

Few things are more important than a first impression. According to a study conducted by Business Insider, customers usually only take about seven seconds on average to develop a first impression about a particular product or brand. When that first impression comes in the form of a well-designed piece of direct mail collateral, that’s one thing. But what happens if that first impression occurs in the aisle at a customer’s local retailer?

 

The answer is simple: product packaging becomes the single deciding factor as to whether or not someone makes a purchase.

 

Keep in mind that studies have also shown that 64% of consumers will sometimes purchase a product off a shelf WITHOUT having any prior knowledge of it. When it comes to being satisfied with a particular product, most consumers rank packaging as almost important as the brand itself and what it represents. How easy a product was to open, how informative the copy was, what color it was, whether or not they could re-use it, these are all important factors that play a vital role in the decision-making process.

 

Product Packaging: Innovation by Design

 

It’s clear that product packaging is an opportunity that you just cannot afford to overlook. Aside from the actual functionality of the packaging, you need to think about it the same way you would any other piece of print marketing collateral. Pay attention to color choice – use red and yellow to invoke feelings like excitement or happiness, while relying on white to convey cleanliness and simplicity.

 

Don’t try to overload your product packaging with paragraph after paragraph of technical specifications. Brevity is the soul of wit. Think about it the same way you would your next big direct mail project. You would never just send the customer a manila envelope filled with reams of paper containing spec sheets and other advanced product information. You would keep it short and straightforward. You would give them everything they need to know to make the most informed decision possible in bite-sized chunks. How you approach the copy on your product packaging should be no different.

 

In the end, part of what a brand offers is an experience that transcends the actual product or service on display. Brand loyalty is built on emotion and relationships, and the key thing to understand is that this experience begins from the marketing arm of your business. The right packaging design won’t just help get your product to store shelves in one piece. It will separate your product from competitors in the minds of consumers. It will attract the right type of attention. It will inform and educate and help sell the experience you’re offering.

The Best Marketing Solves a Problem

The Best Marketing Solves a Problem The Happy Printers 3-28-17Diamonds are a girl’s best friend, right? Unfortunately, not always. After learning about some of the poor working conditions and high levels of violence associated with most diamonds on the market, many girls (and guys) have decided that a conventional diamond is not the ideal expression of their love. While some have turned to vintage pieces or alternate stones, one Los Angeles entrepreneur has provided a third option: high-quality jewels grown in a lab instead of under the ground.

 

Vanessa Stofenmacher did not know much about the jewelry business when she started VOW, her line of engagement, wedding, and promise rings. To cope with the limitations of current diamond-tracking laws, she opted to have the stones for her jewelry line made by Diamond Foundry, a laboratory that makes diamonds in California.

 

In her market research, she found that women in their twenties were likely to be concerned about the source of their diamonds. They typically did not mind wearing lab-grown stones as long as they looked as good as natural ones. This research made her line a success; the company, beginning with $8,000 in seed money, was valued at $3 million in 2016.

 

Don’t Be Afraid to Live Your Values

 

Many of us feel that, in business, our personal convictions should stop outside the doors. However, if we do not create products and marketing campaigns that align with our own values, the chances are good that they will not hit the mark with anyone else.

 

By choosing a product that she felt strongly about, Stofenmacher found the characteristic that makes her product line different from every other one out there.

 

Millennials, in particular, are happy to do business with companies that take an ethical stand. By doing something about your beliefs, you can increase connection and engagement.

 

Think Like Your Customer

 

The other thing that Stofenmacher did right was seizing an idea that had been troubling many people in the market for diamond rings.

 

Is there an issue in your industry that you are in a position to address? It does not have to be an ethical concern. It can be a common pain point, such as:

 

  • the amount of waste currently associated with a product.
  • the inconvenience of current ordering practices.
  • a lack of educational materials about your product and others like it.
  • an area where prices are out of line with consumer expectations.

 

By looking at what your customer cares about most, you can increase the chances of creating a product and a marketing campaign that will resonate with them.

 

Listen to Your Customers

 

How can you find out what people want? Just listen. Stofenmacher learned about the desire for ethical lab-grown stones by perusing Instagram. You can set up social listening on platforms that include Facebook, Twitter, and LinkedIn to see what people are talking about in your industry. Many brands also use customer surveys in front of gated content to learn more.

 

Over time, you will find that your customers respond best when you directly address an unmet need. The marketing campaigns based on this concept will get higher levels of engagement, a better conversion rate, and will help you build long-lasting relationships that are good for you and your customers.

To Grow or Not to Grow; That is the Question

To Gro The Happy Printers 3-24-17Booster Juice started off in 1999 as a one-store operation with a lot of questions about whether it would burn out as a fad. Their product was a juice smoothie (a fruit, vegetable, or plant-based drink shake). However, by 2016, Booster Juice had over 330 stores across Canada, and they are now looking at entering the U.S. market for even more expansion. How did this company go from one small outfit to a mega corporation franchise, and what did Booster Juice’s management do right to maintain growth successfully?

 

Dale Wishewan, Booster Juice’s owner, was a mechanical engineer by training, being naturally geared to decisions based on analysis. However, he also realized that just running a business by not taking any risks or having the cash on hand to pay for those risks, was never going to produce fast, exponential growth.

 

A Path for Growth

 

So, Wishewan settled early on franchising. The franchise decentralization of daily work and keeping an eye on the big picture kept Wishewan and Booster Juice on track. However, the fact that the daily store management was placed with franchisees who had “skin in the game” also meant that Wishewan didn’t have to worry about the loss of loyalty or control.

 

The above said, Wishewan still avoided high risk markets, especially overseas like China or South America. While these emerging market venues seemed to offer faster growth, the risk level was higher with control issues. Distance and language also presented major management hurdles as well. So, Wishewan wisely turned down those markets to continue growing in Canada alone. It was a smart decision proven by Booster Juice’s metrics and profit figures.

 

It’s All About the Plan

 

Scaling up is as much about planning and strategy as it is understanding one’s current capability and cash flow. There is no one aspect of business an owner or manager focuses on; it’s a multi-faceted challenge to meet the increased sales demand promptly and plan logistics correctly while not ending up going bankrupt in the process. As was seen in the above franchise example, not every opportunity was pursued. The business owners had to do some hard research and probability testing to determine which markets were their best choices for solid growth versus high risk and potential failure. By doing so, they avoided common mistakes in fast growth, such as over-commitment and unreasonable sales targets in the process.

 

Have an Objective Perspective

 

Exponential expansion can seem alluring, even addictive. After all, with accrual accounting, things can look pretty rosy for a business once projected sales are included in the numbers, and they’re boosting the revenue side of the accounting reports. However, cash is the killer that brings back reality like a bucket of cold water in the face. When payroll, supplies, liabilities, loans and leveraging can’t be paid timely because the projected sales haven’t materialized yet, a company can fold very quickly, even within a thirty to forty-five day time cycle, just from lack of cash. Ideally, a business should have sufficient resources to take on extra growth, but that’s not how real business works. Risk and taking logistical bets are common which makes planning wisely crucial to not betting the farm on “maybe” revenue.

 

Wishewan and Booster Juice provide a clear example of why, even with positive growth, a business owner or leader has to judge ventures carefully before jumping in. Sometimes some revenue opportunities do need to be passed up to stay successful overall.

Using the Senses to Your Advantage With Print

Print Goes Closer The Happy Printers 3-21-17It’s well established that print and digital marketing are two entirely different beasts that each require their own unique approaches to reaching their intended audience.

Print Goes Closer

Whereas nobody would argue that digital excels at convenience (since you can essentially reach a person at all times during the day or night), nothing can top print in terms of intimacy. People already believe that receiving actual mail is much more personal than an email containing the same message. On top of that, print provides the ability to physically share a piece of marketing collateral with friends and family members.

According to a recent study commissioned by Martin Lindstrom, however, the benefits of print don’t end there. All of the senses that play a key role when someone has an emotional experience, from touch to sight, to even smell, can all be incorporated into your print campaigns thanks to advancements in technology.

The Science of Senses

In Mr. Lindstrom’s study, it was revealed that if you’re able to engage three or more senses with a piece of print collateral, you have the potential to increase not only brand engagement but also brand awareness by an incredible seventy percent. Many senses, with smell being mentioned in particular, are directly tied to the way the human brain forms memories and how it processes emotions.

Harvard Business School took this research one step further by doing an experiment with, of all things, pencils. Participants in the study were handed two sets of pencils, ones that had been treated to smell particularly nice with tea-tree oil, and ones that were completely untreated. Two weeks later, they were asked to remember specifics about each set of pencils. To the surprise of absolutely no one, the people who had unscented pencils remembered about seventy-three percent less information than those who had the scented pencils.

Using This to Your Advantage

In many ways, this means that while it is always important to focus on how your print collateral looks, you should never fail to take advantage of opportunities to engage a person’s other senses as well. This could include using a thick or textured paper stock to make a direct mail piece feel differently from every other piece of mail a person received that day. As the studies above suggested, it could also include using scented paper or other elements to engage a person’s sense of smell. Not only could this help a person remember your brand, but it could also be a great way to play with your very brand identity.

While print marketing has its advantages over digital, marketers need to work hard to offer a truly unique experience to audiences that they will NOT be able to recreate in the digital world in which we now live. Engaging all of a person’s senses is the perfect way to accomplish precisely that.