At Minuteman Press our goal isn't just to sell you high-quality printed materials. We aim to be your marketing partner to help you grow your business. Our team of designers and marketing experts can help design the perfect campaign for your business and apply it to your branding, Direct Mail, EDDD, Flyers, Signage and so much more to help you get your message to your clients and new prospects.
The world of marketing has transformed drastically, especially over the last ten years. Past approaches are frequently being replaced by new ones. This is a byproduct of the changing technological landscape. Existing technology and tools today have made it easier to reach target audiences, appeal to them and elicit action. But, age-old marketing still has its place.
This is both exciting and scary for anybody who has spent a career in marketing or is just getting started. In some ways, the potential impact and intellectual stimulation are higher. This makes the role more fun and high-leverage. On the other hand, though, staying up-to-date with the latest trends is ever-more important. It is easy to fall behind and become obsolete. That makes it crucial for marketing professionals to stay up to date with the latest ways that they can reach and appeal to their audiences.
Regardless of everything that is changing, there are also some areas of marketing that have remained the same. Understanding these stable standards as a baseline is invaluable for anybody who shares a passion for marketing.
Here are 10 age-old marketing techniques, specifically, that have lasted the test of time and are worth knowing:
With all of the automation today, making people feel valued at an individual level is even more important. This comes in the form of personal communication (or at least making it seem like it is personal). When people feel like they are being personally taken care of, they are much more likely to engage with a product.
This also materializes in stronger relationships. When someone at your company develops a relationship with a prospective lead, that person will be much more inclined to buy your product. When we like people, we more frequently trust what they say. Keeping the well-being and happiness of your audience in mind will always be valuable.
Establishing a powerful brand is even more important today than in the past as well. People are flooded with different brand names trying to sell them the next product. Establishing a powerful brand is a great way to differentiate yourself. Plus, it is easier to do so today.
You can utilize social media to build followings. You can also become a thought leader in your space, go to conferences and more to establish your business as a powerful brand.
You will always need to be concise with your messaging. Within just seconds, you want whoever is looking at your product to understand what you do. This eliminates the friction that comes with trying to understand the value added. The messaging can come in the wording that you use and even in your company slogan.
Whether someone is looking on your website or you are sending a cold email, you should be concise and clear when demonstrating what your company does and how you can help others.
Just about every successful business to business brand talks about their customers on their site. The reason is the power of social proof. Knowing that other legitimate companies/people are users of the product can tell a lot about its quality.
People love this social proof because it helps make their decision easier. Demonstrating that others benefit from what you have to offer will be a powerful marketing tactic for a long time.
There are a few cases where initial friction with the process can weed out bad users. Typically, though, it should be as easy for someone to get started with your product as possible. The more friction that exists, the higher chance there is for people to drop out of use too early.
This is one of the oldest tricks in the books. People will respond much more quickly and decisively when they believe they are missing out (we’d call that FOMO today). This is combining messaging with social proof to demonstrate that anybody who is not currently benefiting from your services should start to do so immediately.
Offering products at a ‘discount’ is another classic way to improve your marketing efforts. Even if the discounted price is the real one, people are more inclined to make purchases when they believe that they are getting a good deal. Using discounts, limited offers and other types of deals will heavily incentivize and power your marketing efforts.
The ‘if you scratch my back, I’ll scratch yours’ idea is invaluable in marketing. We feel indebted to those that help us out. Therefore, as a business, you should help the people you are trying to sell to. This could be in the form of content, special gifts, or other benefits. Doing so will give them a sense of obligation to at least try your service out. That might be all that you need to close a deal.
Referrals are a powerful but underrated marketing tool. When you have customers that enjoy using your product, receiving referrals is an extremely high-leverage way to bring on more customers. These referrals could even include some sort of benefit back to the referrer. Most people are nervous to ask for referrals or are busy worrying about other channels. It is well worthwhile to take the time to try and collect referrals, though.
One of the most important parts of marketing is knowing who you are trying to target. New tools today have changed the ways in which you can go about finding that answer and subsequently reach them. Putting an emphasis on finding that audience and going after them from the onset, though, is crucial.
Written by Max Palmer for Business2Community and legally licensed through the Matcha publisher network. Please direct all licensing questions to legal@getmatcha.com.
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]]>Our goal at Minuteman Press is to help our clients grow their business through various print marketing strategies. A simple business card can be a great marketing tool if it is designed and used correctly. Flyer, Direct Mail, and Signage are also tools every business can utilize to help brand their business as well as grow their business. During these times, print marketing can also be used to keep your staff and customers safe, think social distancing signage ans custom branded face-masks.
The gig is up. In the age of information access and social media sharing, consumers are all too familiar with gotcha marketing techniques and trickery. And when they spot it, they’re quick to blast their displeasure to the masses, potentially devastating brand reputation. Consumers demand brand transparency, and it’s an invigorating shift for marketers.
With less pressure to portray your business as something it’s not, more resources can be spent showcasing your company’s true identity. And that’s reason to be excited.
According to a Label Insight study, 73% of consumers are willing to pay more for a product that provides complete brand transparency. That’s because they want honest products from conscious companies whose passion and values are authentic.
An approach void of smoke and mirrors will not only grow your customer base and financial valuation but also improve corporate culture with increased loyalty across your organization.
Though it may seem daunting to reveal your faults and create transparent content, much of those efforts should center on highlighting what you already do. You can create more brand transparency and a more reliable brand image if you align your values and marketing with authenticity first in mind. Consider these 10 transparency practices:
Don’t bury your mission statement in the hidden depths of your website. Put your passion on display by widely sharing the why of what you do. People are drawn to sincerity, and sharing your brand’s values can help clarify your intentions. And remember, keep your messaging and activity consistent with your publicized beliefs.
Empower consumers with as much knowledge as possible about what you offer to help them make the most informed decision and avoid dissatisfaction later. This also means being forthcoming about any unpleasantries you may have considered hiding (anything from fees to ingredients). Consider the customer perspective to eliminate potential confusion or misleading information. They’ll appreciate the honesty.
When you make your planning, production and delivery methods public, you will increase product assurance and create a more intimate relationship with your customers. What may seem like boring and ordinary information to you, might be intriguing or even exciting to a consumer looking for brand transparency. Buyers care about the sources of their purchases, and it’s important to show where your products come from and who’s touching them across the whole supply chain. So pull back the curtain to detail – with information, photos or, better yet, videos – your facilities, production processes, product demonstrations and how your services are delivered.
Create in-person opportunities for potential customers to see your offerings for themselves. These first-hand experiences provide a live display of your products/services in action. It can come in many forms – an early release party, a public demonstration, a partnered event – but it will ultimately provide an authentic experience for someone to develop a relationship with your brand. Don’t forget to encourage social media sharing at these events and consider live streaming to boost awareness.
To make your brand more human, you have to own your mistakes. Buyers are suspicious of companies that try to cover up their flaws, and sharing vulnerability actually increases engagement. It can seem painful, but public honesty and complete brand transparency – about losses, security breaches, even decreased sales numbers – is the best way to build consumer trust and brand reputation. Marketing resources should be dedicated to brand perception, such as analysis of social media and review websites, to identify popular product complaints and then to address them openly.
Don’t be afraid of customer feedback to improve your products and services. Thin skin has no place in modern marketing. Buyers appreciate opportunities to voice their opinions and concerns, and that valuable insight might just inspire innovation. Consumers are impressed with brands that can show how they used customer feedback to make changes to their products/services. It also helps customers feel valued with a sense of ownership in your products.
Consumers want to know how their data is being used and shared, and businesses have an obligation to their users to be transparent about it. According to the Consumer Policy Research Center, 95% of people want businesses to give options to opt out of information collected about them, how it’s used and/or how much is shared with others. Strive to inform potential customers how you handle their data by making your policy easily accessible and user-friendly. Even with marketing emails, it’s important to give your audience options for managing their preferences and opting out of future communications. Show customers that their privacy and preferences are your priority.
Avoid flaunting a forced transparent image by taking the opportunity to feature others on your platforms. Highlight an especially interesting story about one of your high-achieving employees. Recognize other businesses in the industry who are also doing good work. Feature your most loyal customers or influencers with their permission to share their stories. By casting others in a positive light, you’ll also strengthen your brand image.
You already have goals for improving what you do and how you do it. Share those goals with your customers and update them with your progress. Buyers will appreciate your efforts toward growth and enjoy witnessing your journey. If you accomplish your goals, you’ll have plenty of content to share – and an eager audience to share it with. But what if you don’t achieve them, now that you’re accountable to the public? See #5.
Many buyers want to invest in products that were created from a socially and environmentally friendly presence. Share your CSR efforts by publicizing past and future activities and events. Tactful presentation is obviously important to maintain a sincere tone. However, showcasing your company’s generosity can deepen consumer trust and loyalty.
All of these methods can be applied across many platforms: your website, personalized email campaigns, live events, social media activity, blogs, ads, etc. The most effective way to achieve a transparent image is to show it – not just tell about it. The popularity of photo and video sharing provides brands the chance to create more see-it-for-yourself opportunities than ever before.
And today’s consumers are marketing skeptics with increased awareness of supply, competitors and pricing. It’s no surprise that 94% of people are likely to be more loyal to brands that offer complete transparency. They crave it.
Use brand transparency to give buyers the knowledge they deserve to earn their trust. When you bare your true business identity, the rewards – and your company conscience – will be crystal clear.
Written by Bonnie Harris for Business2Community and legally licensed through the Matcha publisher network. Please direct all licensing questions to legal@getmatcha.com.
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]]>Minuteman Press Buffalo wants to provide you with the best tips for working from home. We are here to help you get your job done. We can print all of your needs, set up a direct mail or EDDM campaign for you or you can use our DIY design tools on our web site. We can also produce the swag you need to send out to your customers so your business stays top of mind.
Your home office is rife with distractions and booby traps: TV, pets, kids, and, yes, that 55-ounce container of peanut butter-filled pretzel nuggets.
I started working from home about six months ago and there are still some things I find quite difficult. If you’ve recently found yourself in a remote working situation, you may be having a hard time, too. So let’s learn from the experts: some of Popular Science and Popular Photography’s most experienced work-from-homers.
When you no longer have to leave home for work, it can be tempting to fantasize about all the extra time you’ll have to cross things off your personal to-do list: cleaning, learning to cook, and reading shelves of books, to name a few. But it’s important to set realistic expectations about non-work activities, says PopSci’s tech editor, Stan Horaczek.
“I think a lot of people are finding out they really don’t have that time, and it’s really disappointing and upsetting,” says Horaczeck, who has worked from home since 2008.
You may also feel guilty about not having to leave the relative comforts of your abode. Don’t, Horaczek says. The work is the same, so don’t feel like you have to do more of it to “make up” for staying in.
“You’re still doing your job,” he says. “Do the work you’re supposed to be doing. Don’t feel bad about it.”
One of the easiest things to do when you start working from home is to plan your days in advance, as much as you can. It doesn’t matter if your first approach doesn’t work—no one’s a pro the first time they do something. It’s important to develop the habit, our experts say.
Whitson Gordon, a PopSci freelancer who’s been working from home since 2010, acknowledges that when he started, he wasn’t good at scheduling. The hours he’d eat meals, exercise, or even shower varied day to day. What worked for him was plugging those essential tasks into his Google Calendar with alarms attached.
It might seem excessive, but having those alarms baked in makes it easier to stick to your routine. Once you get into those habits, you can turn the alarms off and, hopefully, continue following your new itinerary, he says.
Even if you don’t have a strict work schedule, it can help to make note of the tasks you need to get done in a given day or week. Jeanette D. Moses, contributing editor to Popular Photography, has a pretty loose schedule going into each week. As additional responsibilities like photoshoots or breaking news arrive, she slots them in where necessary.
Working from home may also allow you to be more flexible about when you finish assignments, but if you adopt an unconventional work schedule, understand that your coworkers probably don’t want a project update as they’re getting ready for bed. Horaczek says that if he ends up working late, he’ll typically wait until the morning to file stories and send Slack messages. That way, he’s not tacitly encouraging others to work odd hours or making them feel bad for not answering a question at 10 p.m.
In an office, surrounded by coworkers, it’s easy to roam. Head to the kitchen, the much-romanticized water cooler, or a colleague’s desk, and you’re combining a bit of social time with physical activity while giving your brain a short rest.
At home, it’s easy to stay stuck in one place. That’s not ideal.
“You want to take breaks throughout the day,” Gordon says. He usually spends a few minutes with his wife and kids, gets food or water, or takes a longer break to work out. You could also use this time to listen to a podcast, do a small household chore, or watch a YouTube video about something weird.
When it comes to sustenance, there’s a lot of advice out there. Snack when you’re hungry, don’t snack at all, don’t eat where you work, and more. Do what works for you.
Horaczek, for example, has learned not to snack. “I will just eat garbage all day long and also just eat my meals,” he says. Instead, he likes to plan and prepare meals in advance, as if he were commuting. He prefers food he can toss in the oven and cook with a timer. That way, he can plan around when it’s baking, know when it’ll be done, and be able to eat lunch without having to worry about anything else.
All three of our experts stressed the importance of exercise, too. Moses, who lives alone and has worked from home for about three years, says carving out some time in the day to work out helps keep her focused. Still, it can be hard to exercise at home if you share your space with others, so be respectful of their needs.
“I like to do yoga, and if I were living with roommates, it might be distracting for me to put on a yoga video and do that in the middle of the day,” she says. Her cat, Ziggy Kittydust, however, is not bothered.
Horaczek recommends exercising at the start or end of your day. That way, it’s a buffer between waking up and going to work, or working and any after-work activities.
No, we’re not talking about sacrificing a goat in your living room to appease the finicky printer god, Epsox (may He have all the magenta He craves). Simple actions that signify the start and end of your workday can do wonders for your productivity and mental health.
There is a mental component to starting the day well-fed and comfortably dressed that’s hard to replicate, Gordon says.
“I do think it’s important for some people to get out of their pajamas, wake up, and eat breakfast,” he says. “You don’t necessarily need to be dressed up in a suit and tie.”
Often, when he gets up, doesn’t shower, and goes right to work in a bathrobe, he’ll realize around noon that he feels like he’s wasted the day. If he prepares for work instead, he’ll usually feel much more productive.
He also tries to have a solid clock-out time. Having kids has made that easier (his son and daughter are both younger than four), because he knows his wife needs help with them, he says. Doing something like closing Slack, exiting your email inbox, telling coworkers you’re done for the day, having a kombucha or a beer—anything that signifies that you’re done working.
If you have young children, do your best to create a separate workspace with a door. One of Gordon’s rules is: If the door is closed, don’t come in.
Horaczek also has two children, but they’re old enough to handle themselves. He says that if you really want to commit to being with your kids when your workday is finished, it’s important to treat your office hours like you’re really at the office. If you’re trying to do a task that should take an hour, and it takes nearly three because you’re dealing with kids, that eats into the time you have to fully dedicate to them after work.
For many people, it can be helpful to have a dedicated work space, but not everyone working from home has that luxury. Going a little further, not everyone works best tied down to a single location. In the middle of writing this paragraph, for example, I moved from sitting upright in a chair to lying on my stomach on the couch. I find simply changing locations can recharge my brain. What matters is that you’re comfortable where you work.
If you prefer working from an area you consider an office, a good office chair and a solid desk is great, Gordon says. He considers his ergonomic setup crucial to getting as much work done as possible.
Moses has a section of her apartment set up as an office and says it helps that her mind knows she’s “at work” when she sits there.
“I think, for a lot of people, when you’re working from home, it’s very tempting just to work from the couch,” she says.
For some people, though, that works. Horaczek, for one, was working from his couch when I called him to talk tips, and I was lying in bed.
Written by John Kennedy for Popular Science and legally licensed through the Matcha publisher network. Please direct all licensing questions to legal@getmatcha.com.
Thanks for reading this edition of our blog. Please share with us your best tips on being productive while working from home. Minuteman Press Buffalo can act as your creative and marketing departments. Give us a call or send us an email so we can discuss your needs.
]]>Welcome to Minuteman Press - Buffalo, we are a high quality and best value commercial printer. We can help you your branding needs from a new logo to any of your marking item needs from business cards, brochures, posters, signs, direct mail, custom T-Shirt designs, custom face mask and promotional items, please visit out online store with DIY online design at Minuteman Press National Print Service
In order to come up with an effective and well-rounded brand awareness campaign, it is important to identify and differentiate the various types of brand awareness. In this article, we will focus on the types of brand awareness, how to measure each type, and successful brand awareness examples of companies that have creatively put all the brand awareness types together.
With different ways to help your customer identify your brand. Here are the different and common types of brand awareness
What is brand recall? This is defined as a customer’s ability to elicit a brand name from their memory as a result of a prompt by a product category. If a consumer hears the word “airlines” (a product category in this case), it should bring specific brand names to mind.
Usually, a customer is able to recall at least 3 brands. A few can recall 7 brand names, and at least 1 to 2 brand names for product categories that they have low interest in. Brand recall shows that there is a strong link between the product category and brand. Brand recall is also referred to as unaided or spontaneous recall.
The number of brands that consumers can recall in a product category is determined by factors like the awareness set size, usage factors, brand loyalty, and situational factors. A consumer who frequently uses a product category, for instance, a mom who frequently uses detergents in her cleaning is highly likely to recall more brand names under the product category “detergents” than a man who outsources his cleaning services. For the mom, “detergents” will be a high-interest category, while to the man, it will be a low-interest category.
Defining brand recognition is to help customer’s ability to differentiate a brand when in contact with it. The customer need not remember exact brand names. But when a brand name is given, the customer is able to state the product or product category, for instance.
Brand recognition can also happen through other features like slogans, packaging, logos, and jingles. It is also known as aided brand recall.
Brand recognition is an indication of the fact that a brand is reaching its target market. A larger number of customers could easily recognize a brand when aided when compared to accurately remembering a brand name when they only have the product category.
What exactly is top-of-mind brand awareness? This is defined as the first brand that comes to a customer’s mind when they are asked an unprompted question about a product category. It is a response that is “off the top of your head”.
When the same concept is applied to a larger group of consumers, it is then referred to as the most remembered or most recalled brand name. Sometimes, there can be many recalled brand name.
Brands that consumers can remember “off the top of their head ” are highly likely to be considered during purchase. This is especially true where the consumer has to choose among competing brands and if there are positive associations with the brand. This usually happens in the cases of impulse buying or low-involvement categories.
Here’s how we can explain brand dominance. This is when a consumer can only recall one brand name in a product category.
When a large number of people can only recall a single brand name in a product category, we talk of that brand name having become a household name. A household name is seen as an indicator of brand success.
Sometimes, brand names become synonymous with product categories. Such brands are said to be generic brands. A good example here are brands like Coke and Kleenex. Usually, when one wants a beverage, they are likely to ask for a coke.
While it might look like a great idea for a brand to end up being generic, it may work against a brand where competing brand names are introduced at the request of the generic brand name.
For instance, one may request for a coke at a restaurant, but instead is presented with an alternative which may be cheaper, or “healthier” for instance.
A variety of methods are used to measure the different types of brand awareness. The most common one is surveys. The surveys involve samples of customers whose knowledge of a brand or product category is tested.
The types of tests used for brand awareness:
A consumer is presented with a product category. They are then asked to nominate brands. No clues or cues are given. These are usually tests for brand recall.
You need to have conducted a survey in order to calculate brand recall. Divide the number of survey respondents who managed to correctly identify or suggest your brand by the total participants in the survey. Multiply the results by 100. This should convert it to a percentage.
More metrics like website traffic growth and net promoter score are required in order to measure purchase intent which can shed more light into purchases.
The consumer is prompted with a brand name and then asked whether they have seen or heard it before. The consumer might be asked to explain what they know about a brand or describe its visual features like packaging, logos or brand colors. These tests are used for brand recognition.
These are used in conjunction with brand recall tests. They may not be measures of brand awareness, but are used to indicate brand health. Let’s delve into a few of these.
A good example that will help you understand brand associations is what can is referred to as “PR disasters”. If they get to social media, it could completely destroy a brand’s reputation. A brand association test is usually done via surveys and/or focus groups. These tests could be affected by response bias due to the pressure at the back of their minds to give maybe favorable answers to the direct questions. They could also be a bit costly, so you may need to have the surveys done online.
When done online, the respondents could be shown a brand logo and are asked to type the first word that they would use to describe the brand. Sometimes, the respondents may be asked to type up to 5 words. With online surveys, respondents may get brand names mixed. The number of brands that respondents can identify online are also limited.
Search data is also a good source of brand association information. This could be data from search terms on Google, and on Google Trends. You can check out related topics and queries on Google Trends.
This is simply what customers feel or think about your brand. Brand attitude can be described via words like favorable, unfavorable, or neutral. To test for brand attitude, you need to have a set of statements that respondents agree or disagree with. The choices could range from strongly disagree to strongly agree. You can also test both general and specific concepts. You may want your brand’s favorability ranking well when compared with competition, this is why the test is performed.
Specific concepts that you may want to test include brand and product characteristics, as well as the experiences associated with the brand or product (these concepts are known as brand pillars, the attributes that you would like your brand to communicate). Brand pillars have to do with the value your customers feel that they get from your product/service, whether your customers feel that they trust your brand, and whether they feel that your product is of good quality.
It helps to find out how respondents arrived at the expressed views. Allow them to give this feedback using their own words. This will give further insights on what contributes attitudes towards your brand and the areas of improvement that you need to focus on.
This is an analysis of the words that are associated with a brand. Usually the set of words is presented to the respondents. It is classified into positive and negative terms. You then need to calculate and tabulate the responses. Here is an example:
An example of how brand salience is measured would be in supermarkets. Products are placed on a shelf each with equal shelf space. Customers are then shown photos of that shelf and asked to name the brands. The speed at which the consumers nominate a brand is what is referred to as visual salience. This is used as a test of a product’s visual identity (logos, packaging, and brand colors).
Looking at concepts and strategies is one thing, here are some of the most successful brand awareness campaign examples.
This is one of the campaigns that is widely discussed in the field of marketing. It has been dubbed the campaign of the century. The campaign is more than a decade old, having began in 2004. This campaign explores beauty from a very different perspective, that beauty comes within. The models used in the campaign are women different body sizes and skin colors as well.
The “Campaign for Real Beauty” has taken many different shapes and forms. For instance, in 2013, “The Dove Real Beauty” sketches campaign was thoroughly successful.
Women were asked to describe themselves to a sketch artist who could not see them. The sketch artist would then draw the women. The same sketch artist would then draw the sketches of the same women based on a strangers description. Usually, the stranger’s description was more flattering. This was aimed at letting women know that they were more beautiful than they actually thought.
Another successful campaign was the “Choose Beautiful Campaign”.
Two doors were labelled, one “Beautiful” another “Average”. This was tested in different countries in the world and even translated into different languages. The underlying message? Beauty is a choice.
Watch Dove’s 2018 campaign here
This campaign has managed to be successful over the years as it has been able to touch on a sensitive matter that influences a woman’s self-esteem. They have been able to make women around the world feel more appreciated as they are not defined by societal standards. Using models who represent “normal” women, which contrasts with the thin models that are usually used in advertising, also contributed to the campaign’s success.
This is another unforgettable campaign, which actually saw an astounding increase in ROI. It began in 2010, just before the Super Bowl on YouTube, and a day after the Super Bowl on TV. It features Isaiah Mustafa, an actor. The 30-second ad focuses on the different possibilities when “your man smells like Old Spice and not a lady”:
The results:
This success story does not end here. Mustafa would respond to fans’ questions sent via Twitter and Facebook. The responses were given via follow up YouTube videos. Over 180 videos responding to fans’ queries were posted on YouTube.
The results:
In 2013, Old Spice launched new products and created two more videos. The videos had over 7.6 million in 2 weeks.
We have seen the massive success of these two campaigns in the beauty industry, targeting largely male and female audiences. You may have noticed that for a campaign to be successful, it must be relatable to the target audience. Is this the case in other industries? Let’s look at two more recent examples from different industries.
BMW filmed a straight road trip from a Spartanburg plant to a Los Angeles auto show. The car was literally driven straight, using the straightest line possible (despite the obstacles). The car was not washed. The journey took 10 days and it was across 11 states. The trip’s footage will be debuted in January as a TV ad.
Let’s end with a campaign that can best be described as bold and brave. This campaign was designed to challenge the law that people with Down’s Syndrome cannot work a full-time job without losing their Medicaid. All the staff at C21 restaurant have Down’s Syndrome. They invited lawmakers and influential business people for a dinner just to find a way to pass a message across. Here is a link that shows all the awards that C21 campaign that happened on one evening got.
The last 2 campaigns are also relatable to their audiences, just like the first two that we had looked at. The last one has so much emotional appeal, no wonder it has already won all those awards. And who knows? It might be a significant contribution to changing a law.
Brand awareness, as we have seen is a diverse topic. For your brand awareness efforts to be successful, you need to understand the various types of brand awareness, how to test and measure them, and then come up with ideas that your audience can resonate with. You never know. You might be on your way to creating the next “ad of the century.”
Written by Jay Kang for Business2Community and legally licensed through the Matcha publisher network. Please direct all licensing questions to legal@getmatcha.com.
Thanks for taking time to read this article. Please read our next article: How to Talk to your Customers about Coronavirus and Build Brand Trust
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]]>Welcome to Minuteman Press - Buffalo, we are a high quality and best value commercial printer. We have social distancing signs, floor graphics, posters, custom branded face masks and more to help keep your employees and customers safe. We can help you with any of your marking items from business cards, brochures posters signs, direct mail, custom T-Shirt designs, custom face mask and promotional items, please visit our online store and DIY Design tool
With COVID-19’s rapid spread, the bull market constantly bucking up and down, and the recent declaration of national emergency from the President, consumers are becoming increasingly anxious about the reality that is about to face them. Panic buying is rampant, schools and universities are closing, and offices are asking workers to work from home.
Certainly both online and offline businesses are feeling anxious as well. For some businesses, sales may be surging because of supply hoarding, until the bull-whip effect sets in and no supply remains on the shelves. For other businesses, sales have dipped significantly as consumers guard their wallets and spend on essentials first, as they nervously watch the unpredictable market rise and fall.
Over the next few weeks, things will more likely than not continue to get worse before they get better. While sales may be down for your business, there is still a huge opportunity to win with your customers by building their trust in your brand, especially if you are an online retailer with an email list or any business with an engaged online community.
Sending a thoughtful email to your list outlining what your brand is doing in the wake of the coronavirus is a great way to build trust with your customers. You should avoid being promotional in this email. Its purpose should instead be to establish expectations for your base for any orders placed in the coming weeks and to quell any anxieties your customers may have about deliveries, supply chain, or your production process. Another best practice is to address your customer by name directly or to address your brand’s community as if in a formal letter and to end your message with a warm sign off from a member of your team. We love the email sent by DTC brand GEM below.
After your initial email to your base with your plan for handling supply and demand, keep your list updated if anything changes in your supply chain. If stock on a popular product runs out, try and give a reasonable estimate of when it will be available next. If you don’t know, be honest about that too, and recommend any alternative in-stock products to your customers. Put honesty and transparency above all else, and the consumer will trust that you are doing everything you can to resolve their issues. When you are honest and transparent, they will also understand when certain things are out of your control.
If you refuse to price gouge even when demand is high in the market (see: toilet paper, hand sanitizer, cleaning wipes), let your customers know. If you foresee any issues with delivery, assure your customers that they will be fully refunded if the product does not arrive to them within a certain time window in the event of supply or delivery issues caused by the coronavirus outbreak. Finally, remind customers of any existing promises your brand has made in the past that you plan to stick to, like abiding by certain regulations, practicing a sustainable supply chain, giving back X% of proceeds to your chosen charity, etc. Just make sure the promise you make is a promise you can 100% keep.
If you feel comfortable doing so, share with your customers the practices and precautions your own brand is taking in order to care for your employees and their loved ones. It is an excellent “we’re all in this together” approach. If you have introduced a new work-from-home policy or guaranteed sick leave for employees, share with your customers that your brand is doing its part in containing the virus as well.
Customers want to know that they can rely on your brand. Remind them that they remain a top priority, and that your brand will do everything they can to make sure orders are met. If supply or delivery circumstances change, have a plan to address customers that may not receive their order when expected, including refunding an order or providing store credit for future purchases.
Along those lines, inform customers about how they can best reach a member of your team to voice any concerns or ask any questions. If you have multiple channels of outreach (phone, social media, email, etc.), let them know which channels will get their questions answered the fastest. Additionally, give them realistic expectations of wait time given the changing circumstances, as well as a promise that your team will get back to them as soon as they can.
Thanks to the coronavirus, the lives of many Americans will be changing drastically over the next few weeks to next few months. No matter what business you are in, there are a number of ways you can address the coronavirus in a way that provides extra value to your audience and puts them more at ease.
Blog content is a powerful tool because it can be flexibly used both to nurture your existing audience and to draw a new audience to your brand. At a time when most consumers are not buying as much, you can focus on filling the top of your funnel with new email leads for your list by promoting gated content.
Because the coronavirus on everyone’s minds today, it’s a topic that any industry or brand can find a way to relate to. However, coming up with content ideas may be difficult. That’s why we’ve broken down some content ideas for you below!
We’ve listed a few examples below, but you can find a comprehensive list of 30+ content ideas for coronavirus communications here.
Written by Celia Quillian for Matcha and legally licensed through the Matcha publisher network. Please direct all licensing questions to legal@getmatcha.com.
For more information read How to Equip your Business for Covid and How to Adapt your Business Post Covid or visit our Minuteman Press National Print Service for online shopping and DIY Online Design Tool. You can also call us at 716-855-3867 or email us for more information.
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Have you ever considered a work at home career? Do you dream of ditching the commute to work and embracing a life of telecommuting?
Work at home jobs are appealing for many reasons, however, if you not careful you could be in for a disappointment.
There are few things as impressive as when you can work from home as a remote employee. You get the benefits of a steady paycheck and the flexibility in working in your home office.
But working from home is a privilege that requires additional responsibilities. If done wrong, you could end up getting fired and have a hard time finding a job replacement – unless, of course, you have a killer resume at the ready. You might also unintentionally limit your income and promotions.
Let's look at what I've learned working from home, and how you can get the most from being a remote employee.
Communication is the undercurrent in working from home successfully. It's kind of like how humans need air to breathe.
This idea is true with most jobs but becomes a top priority when working remotely. That's because your primary connection with the company you work for and your co-workers is 100% through the digital space. If you don't get good at communicating over the internet, you will leave a path of confusion and frustration.
Excellent communication isn't just about the number of words you write. It more has to do with being clear, concise, and direct.
Over the years I've focused on over-communication, which I think is a good thing at its' core. But I'm learning to write what I mean in fewer words, to make what I'm trying to communicate easier to digest and understand.
Excellent communication comes down to a few core principles:
You could be at the top of your field, but if you can't organize your workday, you could fall flat on your face when working from home.
I've worked with well-intentioned individuals who had a hard time getting this right. They were smart and talented but had a hard time organizing their time when working through multiple priorities at home.
It becomes about making order out of chaos. The better you become at what you do regularly, the more the company will go to you in solving those problems. Being organized means increased responsibilities and more tasks coming your way (and can anyone say cha-ching).
This idea isn't about letting your employer put unrealistic expectations on your time; it's about increasing your work efficiency. In most work at home situations, no one is going to dictate your every move. You have to figure this out on your own.
A few questions I like to ask myself in making sure I'm on track:
As you can probably tell, being organized is highly coupled with communication. Both communication and organization depend on each other, and the more you can improve these skills, the more you will increase your value.
If you want to excel at working from home, focus on your communication and organizational skills. You'll decimate your competition if you do.
There is an element of working from home that requires a higher level of confidence than working in an office. People depend on you to work, even though they can't physically see you at your desk.
The more you can convince your co-workers that you know what you are doing, and are reliable in solving problems, the more you increase your value as a remote worker.
Your value should be evident through your day-to-day output. If the company you work for starts to wonder if you are working at all, that is a bad sign.
But once you get to the point where people learn to rely upon you for high-value output, they will start to give you the benefit of the doubt. When something takes you longer than expected, they assume this is because it is a more complex task than expected; as opposed to questioning your abilities or work ethic.
And I can't stress how important this is when working from home. When the company needs to let people go to cut costs, you don't want to be at the top of the list.
It's easier for a company to fire remote employees than their in-office counterparts. You can counteract this by being a necessary component on your team.
I'm a natural introvert. I suffer from social anxiety when I'm in crowds of people I don't know very well.
But even if you are an introvert like me, we all need human connection. When working from home, this becomes more vital. Building personal relationships is harder when you aren't physically working with people.
Creating a personal connection with your co-workers is about team dynamics. Strong teams know each other well. The more you can identify a human behind a name, the more you can collaborate effectively with each other.
There are several ways you can build secure personal connections when working from home:
Not being able to walk up to someone and have a real conversation means it is difficult in having more in-depth discussions. Email does not work great when there's a ton of back and forth.
Chat software, like Slack, helps solve this problem. It allows you to have private conversations with individuals, or have rooms dedicated to teams. It also provides a way of having lighter social conversations through general chat rooms. These can be fun and gives a break from the regular day-to-day conversations.
Being able to see your coworkers regularly during meetings does a great job connecting with your coworkers on a personal level. You can see expressions, hear voices, and interact with people, not much different from what you would do in an office environment.
If you work for a company that does not have this setup, I highly suggest you push them to implement video chat company-wide. Even if your company has a central office, they should be able to install a webcam so that you can be a part of meetings in the office. Google Hangouts and Zoom are great options.
You will want to have a decent web camera that produces a clear picture. Even if you don't end up doing video conferences, you will want to have a good headset or microphone, that will record your voice crisp and clear. It can be annoying to be on a call with someone who is talking, but no one can understand what they are saying. "Did anyone hear what Chris said?"
Spending in-person time with your co-workers adds a human element that is hard to replicate when you are a digital nomad. Sharing meals, chatting over a beer, and attending conferences can do wonders in building a personal bond with your online co-workers.
The goal is not necessarily to become best friends with everyone at your company. But the more you can connect with others on a personal level, the more integrated you become into that company.
If you work remotely for a company and don't do any of the above, I recommend you request these things. Otherwise, you are going to feel like you work on an island, and work depression can set in quickly.
When working from home, your internet connection is your lifeline. Without it, you're left sitting at your desk twiddling your thumbs.
I've worked with people who tend always to have some internet issue. They either take forever downloading a large file (which wastes time), or their internet is not reliable, and they will frequently go offline.
Besides slowing you down (literally), it doesn't put you in a positive light if you seem to have constant internet issues. Having a reliable internet connection is a vital aspect of working from home.
In addition to getting stable internet, spend extra money ($100-$300) on a reliable wireless router. The best routers are mostly set it up and forget about it and will work reliably for multiple years. The one I use has lasted over 3-years and is still going strong. I can even get a reliable internet connection from my front porch!
What if you are needed for a critical issue and end up losing the internet? Losing your internet connection can happen to anyone, but the more you can reduce this risk based on your internet provider and hardware, the less likely this will occur at the wrong time.
Being at the top of your game means you need to prioritize your physical wellbeing.
If you are always dead tired when you work at home, you are going to find it challenging to focus on the problems at hand. You also might end up taking your frustration out on your coworkers or managers, which is never a good thing.
In my case, when my sleep schedule is not consistent or if I'm having problems sleeping, my monitor feels like a gateway to hell. Words look like mush and issues seem impossible to solve. My comfortable work environment doesn't make this any easier.
Save yourself pain and suffering by making sure you are performing at the top of your game. Figure out what sleep schedule works best for you and your family, and try to stick to it (during the weekdays at least).
In most cases, your remote employer will talk to you about the expectations on the hours you work. Whatever is decided and agreed upon, stick as closely to the plan as possible. And make sure you are keeping timezones in mind.
If you are scheduled to start working at 8 AM MST, make sure you are online at that time, and not 8:15 AM. Keeping a regular schedule relates to building trust with your company.
This idea might seem like a small issue, but having your managers wonder why you aren't online is not a good thing. Coming across as flaky doesn't put you in a positive light.
When you need to take off early, or take an extended lunch, make sure you communicate when you will be gone and about when you think you will be back. It's not about having people micromanage your time; it's to limit the possibility of someone looking for you and not being able to get a hold of you. Do this a few times, and people might start to wonder what you are "really" doing at home.
Have you ever tried to get work done with a small child yelling in your ear? It's not fun, and it is incredibly hard to focus. Let's face it: For some of us, a remote job – especially one where you might be your boss, may not be as fun as it sounds.
Having a distraction-free work at home environment will make your time more efficient. It also doesn't help your work at home status if your coworkers think that you spend most of your time watching kids at home.
Luckily, my kids are older, and even when they are off from school, they keep themselves busy by playing outside or doing things on their own in our house.
In the past, I was interviewing with a possible employer for a remote position. At the time, my youngest daughter would have these tantrum fits (she was four years old at the time). During this video interview, she would storm into my office and start wailing. I'm convinced that part of the reason they didn't make me a job offer was that they were concerned I didn't have a place where I could work undistracted.
Having a solid work ethic is required while working at home. Would you hire someone to do a job who you thought was lazy?
Developing a driven work ethic takes time, and isn't going to form just because you are working from home magically. It helps if you like what you do, and have lots of experience. It also helps in thinking about what you are working towards. Do you envision having this job long-term? Or are you pursuing financial independence?
Like any job, some days you might find it hard to work. But if you have an end goal in mind, this can help you push forward.
The goal is to work as hard as you can, to give you more options in the future. This goal might be more money, or the opportunity to switch to a different role that fits you better.
Being able to work from your home office means that you can define your work environment.
Improve anything that will help make your day more enjoyable. For me, I've grown to love working on Mac laptops, as I've found them to be reliable and I don't have to worry about viruses (so I've always requested a Mac work computer). I also like to use a standing desk, and have decent speakers where I can pump up the music and enjoy some Kendric Lamar.
Anything that is going to make you feel comfortable, relaxed (but not too relaxed), and helps you focus on solving problems, is money well spent. Some of these things you might have to cover out of your pocket. But you won't know unless you ask!
A crappy chair that gives you back pain is going to become a bigger problem over time. Solve these types of issues early, and your future self will thank you.
More recently, I've converted to a Bluetooth keyboard and mouse, which has simplified my computer setup. I also have a USBC/Thunderbolt 3 doc that allows me to connect + charge my laptop with one cable to all of my workstation equipment: monitors, ethernet, speakers, charging cables, etc.
And for the love of God, please set up a computer backup solution! There are online backup services you can use, or like me, you could purchase a computer backup drive that is compatible with your OS. I use a WD My Passport drive, and it works flawlessly with my setup. I don't have to think about it and know if I am connected to my workstation, everything is getting backed up regularly.
Sometimes you are going to have to work on things that don't fill you with feelings of butterflies and rainbows. But remember, working from home means there are hundreds, if not thousands of people who would love to do what you are doing.
Being a valuable remote employee means that you are willing to tackle things that make you uncomfortable, up to a certain point. If you push back on every task that is assigned to you because it doesn't fit with what you want to do, eventually your employer might decide they need to find someone who fits that role better.
Don't underestimate the value of being a kick-ass problem solver. Learning new things, or tackling problems that make your insides squeal, can often have you learning much more than if you only stuck to what makes you comfortable.
It takes skill and tact to understand what type of tasks to push back against, so I would advise you to move forward carefully until you know your value and your strengths.
When you make a mistake, own up to your part of the problem. Show your coworkers and managers how you are going to prevent this problem from happening again.
Owning your mistakes not only is the right mentality to have in general, but it reflects how valuable of a remote employee you are.
If you are continually looking for others to blame and playing the blame game whenever you can, this erodes how much people trust you. People will wonder if you are trying to cover your tracks and if you care about what happened.
You might work alone in your home office, but you are still part of a team. Show that you are a team player and care about the results and effectiveness of the team above everything else.
Working from home is a tremendous opportunity. You have more freedom with your time, and the commute is fantastic.
But just because you work in your home office, doesn't mean you can take it easy and watch Netflix all day. Doing your job seriously, and improving your communication and organizational skills ensure that someone will most likely always be looking to add you to their team.
Written by Michael for Your Money Geek and legally licensed through the Matcha publisher network. Please direct all licensing questions to legal@getmatcha.com.
Thanks for taking time to read this article. Please read our next artic How to Talk to your Customers about Coronavirus and Build Brand Trust
, How to Equip your Business for Covid and How to Adapt your Business Post Covid or visit our Minuteman Press National Print Service for online shopping and DIY Online Design Tool. You can also call us at 716-855-3867 or email us for more information. We are here to help.
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