Is Boredom The Key To Creativity?

August 31st, 2010
by Bob Seybold / BusinessVoice Creative Consultant

The Internet is a great tool for information, but is it the road to inspiration? I’ve used the World Wide Web to wander the virtual aisles in search of ideas when I’m coming up empty. Sometimes I’m focused, and other times it’s just a random trip from this site to that one. Time passes quickly when you’re traveling the information superhighway, but are you getting anywhere?

Here’s an alternative – just be bored for a while. It might do wonders for your creative powers.

That’s what Peter Bregman discovered when he returned his new iPad after just one week of use. The management consultant said it wasn’t that the tablet computer didn’t work well. The problem was it worked too well:

The brilliance of the iPad is that it’s the anytime-anywhere computer. On the subway. In the hall waiting for the elevator. In a car on the way to the airport. Any free moment becomes a potential iPad moment.

So why is this a problem? It sounds like I was super-productive. Every extra minute, I was either producing or consuming.

But something  is lost in the busyness. Something too valuable to lose.

Boredom.

Being bored is a precious thing; a state of mind we should pursue. Once boredom sets in, our minds begin to wander, looking for something exciting, something interesting to land on. And that’s where creativity arises.

My best ideas come to me when I am unproductive. When I am running but not listening to my iPod. When I am sitting, doing nothing, waiting for someone. When I am lying in bed as my mind wanders before falling to sleep. These “wasted” moments – moments not filled with anything in particular – are vital.

They are the moments in which we, often unconsciously, organize our minds, make sense of our lives, and connect the dots. They’re the moments in which we talk to ourselves. And listen.

To lose those moments, to replace them with tasks and efficiency, is a mistake. What’s worse is that we don’t just lose them. We actively throw them away.


Let’s be clear — I’m no technological Luddite. I’m an early adopter with laptops and desktops and iPods. (Oh my!)  But I’m going to give this a try. Bregman’s suggestion to shut it all down, in order to open up your mind, is food for thought that doesn’t need any electronic seasoning.

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WSJ: Ad Cuts Can Cause More Pain Than Gain

August 25th, 2010
by Scott Greggory / BusinessVoice Creative Director

In an August 25th Wall Street Journal online article Renee Schultes reminds readers that “cutting advertising and promotion spending to protect margins is a natural reaction in tough times. But consumer-staples groups should think twice: Regaining sales momentum can take many years to correct” and that “sales momentum is costly to rebuild.”

Schultes also refers to “Deutsche Bank’s analysis of 30 large U.S. and European groups over 15 years” and how it “suggests consumer-staples companies that increase advertising spending deliver sales growth 30% faster than peers.”

She concludes noting that “in a weak consumer environment, where the fight for market share will be intense, companies should resist the temptation of going for the easy option of sharp cuts to advertising budgets.”

Read the entire article here.

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Are People Afraid to Buy From You?

August 10th, 2010
by Scott Greggory / BusinessVoice Creative Director

My wife and I went to the bank the other day to re-finance our house. (We couldn’t pass up the 1.5% drop from our original interest rate.) But even though the re-fi was my idea, I freaked out a little bit when it came time to sign the papers.

I started wondering…

  • “Did I see all those pretty numbers correctly?”
  • “What new or extra charges is the bank going to stick us with?”
  • “Do I understand all this fine print?”
  •  “Is this too good to be true?”

Joe the mortgage man couldn’t have been nicer or explained everything more clearly. I just got a case of irrational cold feet at the prospect of making an important financial decision. And I’m not the only one this has happened to.

Think about the buying process your customers go through before signing on the dotted line, especially if you sell big-ticket items, or if you’re an online retailer with limited control over the buying process and no opportunity to address customer concerns (or uncomfortable body language) face-to-face.

What emotional roadblocks or fears might be putting the brakes on sales?

Consider reviewing the path your customers take, from initial interest to plunking down their money. What might scare them away at any point along that path? Is there any information you can make clearer? Any way to ease their potential fear of making a bad decision? How can you reassure them they won’t regret this purchase or doing business with you?

Consumers are faced with an overwhelming number of choices when buying everything from soup to cars. Make it easier for them to choose your brand by anticipating their fears and alleviating them whenever possible.

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Take Note

August 2nd, 2010
by Clara Engel / BusinessVoice Creative Consultant

I saw this blog post on hand-written notes from Drew McLellan of the McLellan Marketing Group and I couldn’t agree with it more! Sending a “thank you” note or letter to a customer can go a long way toward developing a stronger business tie. When a client sends me a hand-written note, she instantly stands out in my mind as a person who goes out of her way to make me feel like both a colleague and a friend.

Hand-written notes don’t take much time, they stand out as special among emails and texts and, as Drew McLellan says, they’re a brilliant form of marketing. He asks, “What if you wrote one thank you note a week to a customer, employee, or vendor?”

How would your business relationships change? Why not try it for a few weeks and find out?

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Your Customers: “I Didn’t Know You Did That!”

July 21st, 2010
by Scott Greggory / BusinessVoice Creative Director

Have any of your customers ever seemed surprised to hear that you offer a certain service? After their mouths fall open a little bit they may ask “When did you start doing that?” 

“1978,” you reply.  

Because we’re so involved in our own businesses on a daily basis, it’s easy to assume that our customers – especially our best customers – know all about everything we do and sell too. But, of course, that’s not the case.

Your customers are living in their own worlds, not yours.  So, even if they’ve been buying from you since you first opened for business, you still need to:

  1. Inform them in meaningful ways about your new products and services.
  2. Remind them about the “classics” – all the things you’ve been doing for years. Those services may have slipped their minds over time; or maybe they never had a need for them until now!

On Hold Marketing is an excellent tool for keeping valuable callers “in the loop” and encouraging them to ask questions about the other products and services you offer.  (Read how promoting their new capabilites paid off for a printing company.) 

Here’s another take on the subject. It’s from the July 21, 2010 e-newsletter by author / marketer Marcia Yudkin.

Yesterday at the copy shop I’ve patronized for seven years, I read a poster about the shop’s publishing program.

I read it again, more carefully.

“Adam, you’re printing books now?” I called to the man who was binding manuals for me.  “In house?”

“Since last year.  On that.”  He pointed to a machine behind him.

“Would you quote me on a book order?” 

“Sure thing.”

Driving home, I marveled at how hard it had been for me to make the connections needed to realize they could get the business I was about to give to a company in Tennessee.

I knew the local shop was publishing books.  I had paged through some on previous visits.  It never occurred to me that they would own the expensive machinery needed for digital book printing.  Their poster talked about publishing, not printing.

I practically had to be hit on the head to get it.

They should have told me – explicitly – either personally (they know I’m an author) or through a newsletter (they don’t have one). 

Don’t let loyal customers wander around oblivious to your capabilities!

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Why Your Company Needs a Facebook Page

July 19th, 2010
by Scott Greggory / BusinessVoice Creative Director

We’ve all heard the objections: 

  • “I don’t have time for social media!”
  • “Why do I care about what someone had for breakfast?”
  • “It’s just a bunch of silly games and photo sharing.”

And those objections all have merit. But here’s the undeniable truth about Facebook: a good chunk of the world visits the site on a daily basis. That’s probably reason enough for your company to have its own Facebook fan page. For a few more reasons, check out this quick BusinessVoice Marketing Minute video.

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Connecting with Customers on Your Website

July 14th, 2010
by Jessica Miller / BusinessVoice Creative Consultant

website

As a Point-of-Entry Marketing agency, we encourage our clients to connect with their customers in all the ways they interact with their business, including their website.

But if a company’s website isn’t designed with the end-user in mind, it can confuse and even annoy current or potential customers.

In their Get to the Point newsletter, MarketingProfs quotes Jonathan Kranz: “There may be nothing particularly ‘wrong’ about the design, the underlying coding, or even the writing, but these websites aren’t right, because they fail to connect with customers in any meaningful way.”

When your company developed its website, did the team consider how it would be used by your target audience? Kranz notes that many companies start their web efforts “by reviewing their competitors’ sites,” and arbitrarily emulating or ignoring content or applications without concrete data on the sites’ performance. By focusing on the way your audience will interact with your company on the web, you can create an experience that differentiates you from your competitors.

Kranz also asks “how will your site relate to [social networking destinations]?”  The website design and development experts at our in-house web company, WebArt, constantly reinforce the idea that a website is a living, breathing part of your marketing strategy. In order to draw the attention of search engines consistently, the content must be updated frequently. And whether the new content is an article, a weekly blog posting, or the addition of new inventory to your e-commerce site, share those changes through your social networking accounts to drive traffic back to your site. 

Finally, 65% of the population consider themselves visual learners, so it’s only natural to get caught up in the look of your website, but as a writer, I’m always inclined to write first and design second. Kranz points out, “no one in her right mind would design a book cover, select a binding, and create an index before actually writing the book itself.” And, as our in-house designer will tell you, the end design is much more effective when the copy comes first.

If you’re re-thinking your business’s web presence, check out some additional tips here and here.

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Marketing During Oil Spills

June 24th, 2010
by Scott Greggory / BusinessVoice Creative Director

When the economy took a dive a few years back we used blog posts such as this one and this one to encourage our readers to stick with their marketing efforts.

We believe that continuing to actively reach out to your audience during difficult economic times makes sense for maintaining top-of-mind awareness and brand consistency. It can also leave companies positioned well once the tough times subside. In fact, a struggling economy can present quite an opportunity for you as a marketer, allowing you to take advantage of lower media costs and stand out from the others in your category who aren’t actively marketing.

Now, BP and the oil industry in general are facing serious P.R. problems as a result of the oil leak in the Gulf. But Shell Oil isn’t hiding, waiting for it all to blow over. Shell has recognized that this situation is an opportunity to differentiate itself from the rest of its industry. Read about their new marketing campaign here.

The point is simply this: As marketers we can’t cut and run whenever the odds are against us or when immediate rewards aren’t apparent. It’s important to learn to see the possibilities in even the worst situations because the next economic dip or your industry’s “oil spill” might be just around the corner.

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How Much Are Your Fans and Followers Worth?

June 16th, 2010
by Jessica Miller / BusinessVoice Creative Consultant

Syncapse, a digital measurement firm helping organizations use social media to their advantage, recently released a study identifying the average value of a Facebook Fan. The magic number they came up with was $136.38.

The Syncapse measurement model uses the following markers of brand interaction:

1. Product Spending
2. Loyalty
3. Propensity to Recommend
4. Brand Affinity
5. Media Value
6. Acquisition Cost

They surveyed 4,000 panelists representing fans and non-fans of 20 of the top companies on Facebook.

What sticks out for me is that no two brand’s fan values are the same, and no two fans are created equal.  So you can’t expect a fan of your small business to be worth as much as a fan of McDonald’s or Starbucks. Or can you?

If you break down the average value of a McDonald’s fan – $259.82 – and take that amount as a percentage of McDonald’s annual revenue – $ 23.5 billion in 2008 – that fan makes up just 0.000001105617% of the pot.

That’s an easier concept to comprehend when you’re considering the value of your fans.

You can read the whole report here: http://bit.ly/alfPYX. Pay particular attention to page 17.

The value of your fans depends on how you engage with them in this space. If you’re using your company’s Facebook page to share coupons or discounts that they can also pass along to their friends, you’ll probably find more sharing or promoting of your company’s Facebook posts. If you’re using Facebook to create a sense of family or community, you may see less monetary return, but more authentic customer engagement that will outlast coupon fever.

The take-away is this: Your fan engagement tactics will determine the value of your fans. The clearer and more targeted your strategy for social engagement, the better results you will achieve.

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Are You Offering Coupons to Facebook Fans?

June 9th, 2010
by Scott Greggory / BusinessVoice Creative Director

Access to coupons and discounts is the main reason as many as 37% follow a brand via social media, according to two recent surveys. This piece from the
June 9th AdWeek breaks down the findings:

The brands that have enjoyed the most success using social media to drive consumers toward purchases follow one of two paths: Either they offer coupons or discounts, or they position themselves in front of consumers during sales or other special events, according to eMarketer.

One-quarter of respondents to a survey conducted by Chadwick Martin Bailey said that coupons and discounts were the primary reason they became fans of a brand on Facebook.

An additional 21 percent said it was because they were already customers. Another survey, by Morpace, found that 37 percent of Facebook users joined fan pages because they wanted to get coupons and discounts.

“Coupons remain a leading driver of brand interactions in social networks,” said eMarketer senior analyst Debra Aho Williamson. “At the same time, they can be one of the trickiest social media tactics to pull off. The discount offer must print or download easily and must work as promised. And the retail store or distribution channel must be prepared for demand.”

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