By Julie Hein
That's what Jillian Michaels says. Once you get good at one of the moves in her DVDs, you can always add weight, do it standing on one leg or hanging from the ceiling or something. You can always make it better.
When Hunger Games released not long ago, they had gynormous record-breaking ticket sales. Long lines, midnight showings (and the corresponding tardiness at high schools and colleges all over the country). We all remember the same thing with the Harry Potter series, Star Wars, Twilight, etc.
But this weekend, The Avengers, broke all those record by a long shot.
There's always more out there. There's always something you can do to improve, break records, and make more money helping more people.
Hit your UP button!
5.07.2012
4.29.2012
What is on your wish list....
If you had the money, what would you buy for yourself this month? Fun new convertible? New iPad? Go on a wonderful vacation to a far off place? According to the Consumer Electronics Association, smartphones and HDTVs are the top consumer electronics products that U.S. households plan to purchase over the next 12 months. In fact, more than one in five (22%) households say that their next purchase is a smartphone. I have not yet made that jump but think that I will do so within the next year (so I guess I am in that 22%). Other notable trends include: tablet computers are leading with the biggest growth % for 2012. Blu-ray players are seeing double digit growth along with nearly 31 million U.S. households (26%) that subscribe to video rental and streaming services. Interesting though is that these consumers are buying electronics at a high rate but overall spending is down an average of $100.00 as they are seeking bargains, deals and deep discounts. Consumers are waiting for that attractive declining price points.
So, let me ask you again...what is on your wish list for 2012? What price will push you to acquire that new toy or gadget?
4.26.2012
How Do We Know if it's Working?
By Glen Gardner/Branding Consultant
As a consultant working with scores of clients, one of the questions I'm
asked most often is, "How do we know if this is working?" At the root of
the question is the issue of measurement. In some cases a client wants
some external justification for making a particular media investment. In
many cases a client asks for "ratings," which I believe is one of the
worst measurement tools for a client.
In effect, ratings (for any media) are measuring something after the
fact. A much better way to measure is start your campaign with a set of
clear objectives for what you need to accomplish. These objectives need
to be realistic and measurable. Then, target the media outlets that are
the best demographic and psychographic fits to deliver those results.
The "how many" information that ratings deliver are far less important
than the "who." Most media outlets have far more bodies than you need to
deliver the desired results. The quality of those prospects is usually
far more important than how many.
Setting measurement criteria and a critical path to reach those goals is
a much more strategic and sensible way to measure effectiveness. I
believe depending on ratings is a way to justify a decision that has
already been made, rather than building a strategic plan to get from a
specific starting point to a specific end-point.
If ratings are the metric, then one could assume the goal would be to
hope for even better ratings for that media outlet in the future. I have
yet to work on a campaign that left a client happy when ratings went up
and their sales were down. There is no correlation between ratings and
results. There is a huge correlation between an outlet's ability to
influence the right demographic with the right creative message and results.
That's why it's so critical for your media partners to take the time to
figure out what you need, rather than spouting about ratings that mean a
lot to them but have little relevance to what you need to have happen.
As a consultant working with scores of clients, one of the questions I'm
asked most often is, "How do we know if this is working?" At the root of
the question is the issue of measurement. In some cases a client wants
some external justification for making a particular media investment. In
many cases a client asks for "ratings," which I believe is one of the
worst measurement tools for a client.
In effect, ratings (for any media) are measuring something after the
fact. A much better way to measure is start your campaign with a set of
clear objectives for what you need to accomplish. These objectives need
to be realistic and measurable. Then, target the media outlets that are
the best demographic and psychographic fits to deliver those results.
The "how many" information that ratings deliver are far less important
than the "who." Most media outlets have far more bodies than you need to
deliver the desired results. The quality of those prospects is usually
far more important than how many.
Setting measurement criteria and a critical path to reach those goals is
a much more strategic and sensible way to measure effectiveness. I
believe depending on ratings is a way to justify a decision that has
already been made, rather than building a strategic plan to get from a
specific starting point to a specific end-point.
If ratings are the metric, then one could assume the goal would be to
hope for even better ratings for that media outlet in the future. I have
yet to work on a campaign that left a client happy when ratings went up
and their sales were down. There is no correlation between ratings and
results. There is a huge correlation between an outlet's ability to
influence the right demographic with the right creative message and results.
That's why it's so critical for your media partners to take the time to
figure out what you need, rather than spouting about ratings that mean a
lot to them but have little relevance to what you need to have happen.
4.11.2012
What Are You REALLY Selling?
A confession, by Julie Hein
I color my hair. Otherwise I would have white and fuzzy skunk-stripe, placed low enough for most to see since I am quite untall. I affectionately call the grays "sparklies" and I've been known to hit them with a sharpie if they're prominent at an inopportune time.
Department stores want me to buy hair dye from them. I have bought a lot of it, around $10 at a time. Salons want me to buy it from them and I do that now, from $50-150 dollars at a time.
To them, I remind (and to you, I suggest that you look to the analogous element of your business) that the reason people like me buy hair dye is so:
* we look younger than we are
* we get a date or a spouse
* we keep said date/spouse
* we have more confidence
* we get a new job or promotion
* we look as good or better than our peers at the HS reunion, especially the old boyfriend's wife.
The CEO at Revlon once said that they sell HOPE. Not lipstick, not shampoo. Hope. That's what I'm buying. What are you selling? Can you see into the heart of your customer and give them what they really want?
We're here if you want to talk.
I color my hair. Otherwise I would have white and fuzzy skunk-stripe, placed low enough for most to see since I am quite untall. I affectionately call the grays "sparklies" and I've been known to hit them with a sharpie if they're prominent at an inopportune time.
Department stores want me to buy hair dye from them. I have bought a lot of it, around $10 at a time. Salons want me to buy it from them and I do that now, from $50-150 dollars at a time.
To them, I remind (and to you, I suggest that you look to the analogous element of your business) that the reason people like me buy hair dye is so:
* we look younger than we are
* we get a date or a spouse
* we keep said date/spouse
* we have more confidence
* we get a new job or promotion
* we look as good or better than our peers at the HS reunion, especially the old boyfriend's wife.
The CEO at Revlon once said that they sell HOPE. Not lipstick, not shampoo. Hope. That's what I'm buying. What are you selling? Can you see into the heart of your customer and give them what they really want?
We're here if you want to talk.
3.22.2012
Easter isn't just about the eggs anymore
I love Easter. I appreciate the religious meaning as a person of faith. I enjoy that spring brings new life and to see the grass turning from brown to a vibrant green and the flowers and plants popping their heads thru the dirt. But what I really love….Cadbury crème filled eggs and making Easter baskets for family and friends! According to the National Retail Federation’s (3/20/12) Easter spending survey, Americans will shell out a hopping $145.28 (on average) on everything from apparel, candy, food, cards and décor. That is up over 10% from 2011 and total spending could reach $16.8 billion (yes that is a “B”). The article goes on to say that even though the price at the pump is on everyone’s mind, Easter is still a holiday that people will stretch their budgets for. Kids look forward to treats and new outfits on Easter morning, even big kids like me! Even Easter meals average $44.34 per person. Two out of five consumers will shop on line and over 25% will shop in specialty stores. A now common shopping tool is the tablet and over 52% will use this device to research products and purchase gifts.
So-what are you planning for Easter? How many chocolate eggs will you eat before finishing your kid’s baskets?
Hop to it now so Easter doesn’t sneak up on you on April 8th.
3.12.2012
Spring Forward......
This weekend we spring forward for yet another time. I thought I’d share a bit of history about this tradition with you. It has been around since World War One and became more widely adopted in 1916. It is the practice of turning the clock ahead as warmer weather approaches and back as it becomes colder again. It is to give people one more hour of daylight in the evening during the warmer season of the year. Some say it should be called “daylight shifting time” because no daylight is actually saved. Countries in tropical climates do not observe DST and the actual months when the clock is set ahead and back differ between the northern and southern hemispheres. The US Energy Policy Act of 2005 mandated changes to DST by extending it 3 weeks earlier in the spring and one week later in the fall. One big assumption behind this change was that it would decrease the need for artificial light sources and thus save energy. Now…I am sure that you are now asking yourself what does mean for me? You lose an hour of sleep. You will find it staying lighter after you get off work at the end of the day. Perhaps your mood will improve. Maybe you will find yourself with more energy with more daylight. I think this is a good thing. Anyway, I choose to look at my glass of ice cold lemonade as half full. How about you?
2.27.2012
Facebook is not a sales tool.
By Kellie J. Lala
Think social media is a cool way to make sales? Think again. According to a February 17, 2012 Bloomberg report, GAP, Inc., J.C. Penney Co. and Nordstrom Inc. have all opened and then closed down their storefronts on Facebook Inc.’s social networking site. There was hope that Facebook would turn into a new on-line destination, a place where people would spend their money. But it was really trying to sell stuff to people hanging out with their friends at bars. Facebook also fully intended to profit from retailers buying ads to drive traffic to their on-site stores. Those numbers have yet to be seen. Gamestop’s Ashley Sheetz VP of marketing said “we just didn’t get the return on investment we needed. For us, it’s been a way we communicate with customers on deals, not a place to sell.” GAP, Inc. and their sister companies Banana Republic and Old Navy have all opened and closed their Facebook sites. They found that their customers preferred to shop their own websites. They also saw that Facebook was just another place to shop for all the stuff that was already available on their websites. Why manage two of the exact same thing? How are you using Facebook and other social media tools? Does it make sense to repeat the deals or offers from your website? Good question! Happy selling!
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