Social Media Marketing
Useful tool or passing fad?
By Jim Walton
President & CEO, Brand Acceleration, Inc
Have you noticed that almost every conference you go to these days has a speaker on the topic of social media? I think it’s representative of the fact that a huge question remains, “How do I effectively use social media to market my business?” A few of the speakers I’ve heard have done a good job teaching the audience how to set up a LinkedIn or Facebook page but I’ve yet to hear anyone explain how to use them as marketing tools.
Word of Mouth Marketing for the 21st Century
Social media marketing is ideal for those people who believe that word of mouth is the best form of marketing. Unfortunately, they usually choose what I call “free range WOMM,” meaning they do nothing to manage the message. In the 21st century, that just doesn’t cut it. The community is no longer limited to the coffee shop or over the backyard fence. It now resides on an endless variety of global networks. Today, you can either manage the content or it will manage you.
What are my options?
One challenge with social media marketing is that there are just so many options. Conversations can be found on Facebook, Twitter, LinkedIn, MySpace, Digg, Delicious and a vast number of others. Blogs are also powerful opportunities to seek feedback and develop deeper relationships with customers and prospects. Add in YouTube (video and audio), FlickR (photos), and podcasts (audio), and it can be overwhelming.
Who has the time?
This is one of the biggest killers of a social media effort. Just setting everything up is daunting enough, but managing the content can easily overwhelm even the most attentive administrator. Someone has to actively manage the message. Regular posts and active participation are required in order to develop positive interaction. Some companies and places assign the job to a person or group of individuals who write articles, read and participate in industry communities, post links to interesting articles or even ask thought provoking questions.
Manage the message
It’s important to remember that social media marketing is not about posting a constant stream of advertising or sales messages. At Brand Acceleration, we follow the 80/20 rule. Our goal is to present useful, fun and interesting ideas or questions 80% of the time and to use the other 20% for promotional purposes.
Why do people use social media?
Your audiences are getting younger every day and social media audiences are getting older by the minute. What does this mean to you? It means that you need to get involved with this rapidly growing marketing tool. Your target audiences, of all ages, are active participants. As a marketer, it’s your responsibility to develop and maintain an on-going relationship with them.
People connect with you for many reasons, but the big three are:
You: They like you, your place, your company, your services or your products.
Them: They like to talk, tell, converse and connect.
Us: They like feeling like they’re part of something.
Where’s the payoff?
Another question that is almost always asked is, “Where’s the payoff?” That’s especially true among the 50+ age group. Senior managers want orders. I have this vision of early 20th century business owners saying, “If I don’t see a serious business benefit, we’re getting rid of that new-fangled telephone thing.” Social media marketing, like the telephone, is not about the tool, it’s about the relationships that are formed through its use.
People like to do business with people they know. Here a question to ask yourself: Who’s more visible to our clients or prospects, us or our competitors? Now, ask yourself this question: Who’s more likely to be considered for future business? If your competitor actively seeks and manages social media relationships with your target audiences, isn’t it reasonable to believe they might be considered for a business relationship, too?
The times, they are a-changin’
If you think social media is just another passing fad, you’d better think again. It’s importance is growing at an exponential rate. Like the old Bob Dylan song says, “You better start swimmin’ or you’ll sink like a stone. The times, they are a-changin’.” Our public relations team has seen its importance grow at an astonishing pace. In addition to news releases, feature articles and regular media contact, our clients want us to manage the social media buzz, too.
I’ll let you in on a secret. Brand Acceleration will soon launch a new package of social media marketing services. For our clients, we will manage these connections in order to expand their presence and industry connectivity. Watch for more on this in the very near future. I’m also developing a presentation on the subject. If you’re part of a trade association or community group and would like to consider this topic, please let me know.
Useful tool or passing fad?
What do you think? Is it just a passing fad? Believe me, it’s here to stay. The real question is, “Will you use it to your advantage, developing new relationships and growing existing ones, or will you leave this powerful tool to your competitors?
If you’d like to explore ways to get started or to jump start your social media marketing program, please give me a call. Or, just click any of the social media links shown in this edition of Rants and let’s connect.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Sunday, January 31, 2010
Saturday, January 16, 2010
Count Me Out!
Many are bowing out of the recession.
By Jim Walton
President & CEO, Brand Acceleration, Inc.
You know, the past few weeks have been rather interesting. Like many of you I go to numerous meetings, but something has changed. During the fourth quarter of 2009 there were hints of new economic activity, but 2010 seems to be different. Over and over, I hear the same thing. Activity is up – significantly!
My construction industry friends are talking about increases in the number of RFP’s, new funding for tabled work, and a flurry of new prospects. Architects, on the front line of new work, are even talking about a sudden new buzz. On the economic development front, things are heating up. The fresh rush of activity has ED folks jumping through hoops, chasing new opportunities. And, attitudes are better. People are optimistic and they’re beginning to have fun again.
What happened?
That’s the big question, isn’t it? The answer is always the same. “I don’t know!”If you watch the news, they’re still talking gloom and doom, but on the front lines good things are beginning to happen.
Bowing out!
Since there’s absolutely no clue as to what has changed, the common response is that the American public has just decided to bow out of the recession. They’re done! They’re tired of it! They quit! Everyone I talk with believes that the only reason for the rush of business activity is because people have had it with the malaise and have decided to move on with life.
They’re saying, “We quit!”
Businesses, tired of waiting, are saying, “Let’s get back to work!” They are beginning to build again and there are indications that furloughed workers are being called back. They’re making things happen.
Anger turns to hope.
Another interesting part of the economic discussion is that it almost always turns to politics. People are exhausted and angry. Overwhelmingly, blame for the bad economy is being heaped on Washington, and the ripple is being felt in state and local elections across the country. It appears that as elections draw near, Americans are optimistic that major changes are about to happen. Their anger and the opportunity to open up a can of you-know-what, are giving them hope. Regardless of political persuasion, voters are ready for change and it looks like big ones are coming.
Let’s get it on!
I’m always amazed by the resiliency of the American people. We can be beaten, battered, lose everything and still fight our way back with a vengeance. Given the freedom to do so, Americans will change the world. Throw in a little economic turmoil and some political anger and they’ll do just that.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Many are bowing out of the recession.
By Jim Walton
President & CEO, Brand Acceleration, Inc.
You know, the past few weeks have been rather interesting. Like many of you I go to numerous meetings, but something has changed. During the fourth quarter of 2009 there were hints of new economic activity, but 2010 seems to be different. Over and over, I hear the same thing. Activity is up – significantly!
My construction industry friends are talking about increases in the number of RFP’s, new funding for tabled work, and a flurry of new prospects. Architects, on the front line of new work, are even talking about a sudden new buzz. On the economic development front, things are heating up. The fresh rush of activity has ED folks jumping through hoops, chasing new opportunities. And, attitudes are better. People are optimistic and they’re beginning to have fun again.
What happened?
That’s the big question, isn’t it? The answer is always the same. “I don’t know!”If you watch the news, they’re still talking gloom and doom, but on the front lines good things are beginning to happen.
Bowing out!
Since there’s absolutely no clue as to what has changed, the common response is that the American public has just decided to bow out of the recession. They’re done! They’re tired of it! They quit! Everyone I talk with believes that the only reason for the rush of business activity is because people have had it with the malaise and have decided to move on with life.
They’re saying, “We quit!”
Businesses, tired of waiting, are saying, “Let’s get back to work!” They are beginning to build again and there are indications that furloughed workers are being called back. They’re making things happen.
Anger turns to hope.
Another interesting part of the economic discussion is that it almost always turns to politics. People are exhausted and angry. Overwhelmingly, blame for the bad economy is being heaped on Washington, and the ripple is being felt in state and local elections across the country. It appears that as elections draw near, Americans are optimistic that major changes are about to happen. Their anger and the opportunity to open up a can of you-know-what, are giving them hope. Regardless of political persuasion, voters are ready for change and it looks like big ones are coming.
Let’s get it on!
I’m always amazed by the resiliency of the American people. We can be beaten, battered, lose everything and still fight our way back with a vengeance. Given the freedom to do so, Americans will change the world. Throw in a little economic turmoil and some political anger and they’ll do just that.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Saturday, January 2, 2010
Looking Forward with Optimism
A New Year – A New Beginning
By Jim Walton
President & CEO, Brand Acceleration, Inc.
Call it whatever you want; a to-do list, New Year’s resolutions, or even a knock-out list. Many of us see the beginning of a new year as an opportunity to reflect and renew. After a year that for many was brutal, we look to 2010 with all of the hope and inspiration we can muster.
Fortunately, 2009 ended with many signs of economic recovery. New unemployment claims are declining, and a number of employers are beginning to call back employees. The housing market is showing signs of recovery, too. New home starts are up, prices are up and inventories are declining. Additionally, consumer confidence and retail spending are both up.
As a result of my many “Good News” articles, people who see me at meetings often walk up and tell me their own good news stories. They tell me of sharp increases in the number of construction industry RFPs, new project starts, projects being funded or taken of the hold list and economic development inquiries. Even the architecture industry is seeing new activity. This is a great indicator of new projects entering the pipeline. There are also signs that the motorsports industry is improving. Sponsorships are up and advance tick sales are lively. Whew -- maybe there is light at the end of the tunnel!
At Brand Acceleration, we’ve spent much of the past few weeks looking forward to the New Year; reflecting, reviewing, considering opportunities, making plans and setting goals that are strategic and measurable. In an ever-changing industry, we must be constantly aware of new opportunities to serve our clients. In the next few weeks we’ll be announcing exciting new services and staff additions that will improve and expand the way we serve our clients.
The New Year also means a renewed commitment to our core industries. Economic development, architecture/engineering/construction, real estate and motorsports are at the center of everything we do. Except for new services to be announced soon, we will continue to provide such services as strategic marketing communications planning, logos, websites, e-newsletters, television and radio advertising, video, event management, and a full range of public relations services.
It’s an exciting new year with new opportunities. So, set your goals, pump up the team and get out there and make great things happen.
Happy New Year!
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
A New Year – A New Beginning
By Jim Walton
President & CEO, Brand Acceleration, Inc.
Call it whatever you want; a to-do list, New Year’s resolutions, or even a knock-out list. Many of us see the beginning of a new year as an opportunity to reflect and renew. After a year that for many was brutal, we look to 2010 with all of the hope and inspiration we can muster.
Fortunately, 2009 ended with many signs of economic recovery. New unemployment claims are declining, and a number of employers are beginning to call back employees. The housing market is showing signs of recovery, too. New home starts are up, prices are up and inventories are declining. Additionally, consumer confidence and retail spending are both up.
As a result of my many “Good News” articles, people who see me at meetings often walk up and tell me their own good news stories. They tell me of sharp increases in the number of construction industry RFPs, new project starts, projects being funded or taken of the hold list and economic development inquiries. Even the architecture industry is seeing new activity. This is a great indicator of new projects entering the pipeline. There are also signs that the motorsports industry is improving. Sponsorships are up and advance tick sales are lively. Whew -- maybe there is light at the end of the tunnel!
At Brand Acceleration, we’ve spent much of the past few weeks looking forward to the New Year; reflecting, reviewing, considering opportunities, making plans and setting goals that are strategic and measurable. In an ever-changing industry, we must be constantly aware of new opportunities to serve our clients. In the next few weeks we’ll be announcing exciting new services and staff additions that will improve and expand the way we serve our clients.
The New Year also means a renewed commitment to our core industries. Economic development, architecture/engineering/construction, real estate and motorsports are at the center of everything we do. Except for new services to be announced soon, we will continue to provide such services as strategic marketing communications planning, logos, websites, e-newsletters, television and radio advertising, video, event management, and a full range of public relations services.
It’s an exciting new year with new opportunities. So, set your goals, pump up the team and get out there and make great things happen.
Happy New Year!
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Tuesday, December 8, 2009
A Menu for Marketing Communications Success in the New Year
You’ve got to have a plan
By Jim Walton
President & CEO, Brand Acceleration, Inc.
A holiday dinner is a magical thing. The sounds, discussions, laughter and activities are heavenly. The meal is an orchestration of chopping, mixing, basting, boiling and baking. What I witnessed many years ago in my grandmother’s kitchen is almost identical to what happens today in my own. One of the secrets of a successful holiday dinner is the timing. There’s an order -- an art and science -- to the way things are done. Experienced cooks know that order and schedule everything to be ready at exactly the right time. “Dinner is ready!”
A great marketing communications plan is much like a holiday meal. In order to be truly successful, it must have a very specific goal and be completed in a precise order. The plan must be based on a well-thought-out message strategy that reaches specific audiences and conveys a message or messages that resonate with each.
I received a call the other day from a company wanting a new brochure. When I asked about the audience and how the brochure would be used, there was a deafening silence. Finally, after a very long pause, the caller told me they just wanted to replace their old brochure that was almost nine years old. There is no doubt the old brochure needs to be replaced, but even a simple brochure should be considered part of an overall communication strategy.
At Brand Acceleration, we are often asked to produce such tactics as brochures, logos, websites, ads, etc., etc., etc., but before we begin the process of writing, designing and producing such tactics, we want to understand the following:
1. Who is the audience and what do they want to hear from us?
2. How will this tactic be used? Will the brochure be used as a direct mail piece, a trade show hand-out or as part of another plan?
3. If it’s a website, will it be promoted in order to attract visitors or will it be left hanging, hoping the audience will find it through search engines?
4. For a brochure, is there a need to customize it for specific audiences or should it be general in nature?
5. What is the company or community’s brand position? What does the audience know or believe already? Is brand research needed?
These are just a few of the numerous questions that should be answered early in the process.
As we move toward the New Year, you should consider your overall business strategy before laying out plans for tactics. For example:
1. Which industries are likely to have growth potential for us?
2. How do we best fit into those industries?
3. What do buyers in those industries want to hear from us?
4. What is the best way to reach those buyers?
5. Are our business development people up to speed on those industries?
6. What are our goals for 2010? (Number of contacts with specific audiences. Number of leads. Number of active projects.)
Once these questions are answered it would be worth meeting with your agency (like Brand Acceleration) to explore message strategies and tactics to help you reach your goals. If they are not well versed in the art of strategic communication planning, it’s time to consider another partner. They may be able to chop potatoes but Creamy Potatoes Au Gratin may be beyond their capabilities.
Just like your holiday dinner, a well orchestrated marketing communications plan will help move your sales effort to success. And, like the meal, it will leave you feeling pleasantly satisfied.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
You’ve got to have a plan
By Jim Walton
President & CEO, Brand Acceleration, Inc.
A holiday dinner is a magical thing. The sounds, discussions, laughter and activities are heavenly. The meal is an orchestration of chopping, mixing, basting, boiling and baking. What I witnessed many years ago in my grandmother’s kitchen is almost identical to what happens today in my own. One of the secrets of a successful holiday dinner is the timing. There’s an order -- an art and science -- to the way things are done. Experienced cooks know that order and schedule everything to be ready at exactly the right time. “Dinner is ready!”
A great marketing communications plan is much like a holiday meal. In order to be truly successful, it must have a very specific goal and be completed in a precise order. The plan must be based on a well-thought-out message strategy that reaches specific audiences and conveys a message or messages that resonate with each.
I received a call the other day from a company wanting a new brochure. When I asked about the audience and how the brochure would be used, there was a deafening silence. Finally, after a very long pause, the caller told me they just wanted to replace their old brochure that was almost nine years old. There is no doubt the old brochure needs to be replaced, but even a simple brochure should be considered part of an overall communication strategy.
At Brand Acceleration, we are often asked to produce such tactics as brochures, logos, websites, ads, etc., etc., etc., but before we begin the process of writing, designing and producing such tactics, we want to understand the following:
1. Who is the audience and what do they want to hear from us?
2. How will this tactic be used? Will the brochure be used as a direct mail piece, a trade show hand-out or as part of another plan?
3. If it’s a website, will it be promoted in order to attract visitors or will it be left hanging, hoping the audience will find it through search engines?
4. For a brochure, is there a need to customize it for specific audiences or should it be general in nature?
5. What is the company or community’s brand position? What does the audience know or believe already? Is brand research needed?
These are just a few of the numerous questions that should be answered early in the process.
As we move toward the New Year, you should consider your overall business strategy before laying out plans for tactics. For example:
1. Which industries are likely to have growth potential for us?
2. How do we best fit into those industries?
3. What do buyers in those industries want to hear from us?
4. What is the best way to reach those buyers?
5. Are our business development people up to speed on those industries?
6. What are our goals for 2010? (Number of contacts with specific audiences. Number of leads. Number of active projects.)
Once these questions are answered it would be worth meeting with your agency (like Brand Acceleration) to explore message strategies and tactics to help you reach your goals. If they are not well versed in the art of strategic communication planning, it’s time to consider another partner. They may be able to chop potatoes but Creamy Potatoes Au Gratin may be beyond their capabilities.
Just like your holiday dinner, a well orchestrated marketing communications plan will help move your sales effort to success. And, like the meal, it will leave you feeling pleasantly satisfied.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Saturday, November 21, 2009
Your Website is Like a Store Window
Does it invite shoppers in or do they go right on by?
By Jim Walton
President & CEO, Brand Acceleration, Inc.
I believe the most frequently asked questions I receive are about websites. People often ask me which elements are most important, which mistakes are most common and -- yes, I still hear this – if they even need a website at all.
Your website may be the most important part of your marketing communications effort. Without one, your organization may be perceived as weak, outdated or completely out of touch with the reality of today’s business world.
A great website has the ability to position your company or community as a leader or the place to be. On the flip side, a weak website may actually harm a perfectly fine company or a very nice community.
My very first job was at my hometown Montgomery Ward store. Your typical wise-guy sixteen-year-old, all I wanted was a chance to show how smart I was. After learning the humbling art of sweeping floors and trash removal, I was promoted to sign making and window displays. My boss, a stern man with the patience of a saint, told me, “the store windows will either draw people in or lead them to walk right on by. It’s your job to draw them in.” Ahhh…my first challenge.
Knowing that their typical store windows were very basic, featuring product on tables or an occasional mannequin, I was anxious to do something previously unseen in this small community. I had no experience, but as an aspiring photographer I had a pretty good eye for composition. To me, everything was a photograph. Since Montgomery Ward was a department store, I had a huge array of merchandise from which to pull and the windows were blank canvases.
My first window featured a family of mannequins dressed in the latest fashions. They were cleverly placed in a living room scene that included a chair, a rug and a dazzling new color television. At first my boss thought I was a bit nutty but then the customers began to comment about the beautiful and interesting windows. Score one for Jim! The store manager loved my work and I had discovered my passion for advertising.
Like the store window, your website can either invite visitors to come in and look around or it can lead them to move on. It is the window through which someone gets a glimpse into your company or community. It needs to be beautiful, informative and inviting, allowing the visitor to imagine him or herself in the scene. If it is ugly, boring and confusing, they will move on. Click!
Professional window artists know just what it takes to grab the attention of passersby, leading them to enter and spend time in the store. Likewise, web professionals know how to develop a strategy that will cause a visitor to enter and explore. Once inside, a great website conveys a powerful message that strengthens the brand and encourages the visitor to stay awhile or even to make contact.
At Brand Acceleration, we work only in the construction (a/e/c), economic development and motorsports industries. We have reams of research and years of experience that tells us just what visitors expect from an effective website. Our specialization provides knowledge and expertise that delivers extreme value to our clients. We know what our shoppers want to see and hear and how to convince them to stay awhile.
So, the next time you think about your website, ask yourself this question: “When my prospect walks by, will my ‘window’ create a desire to come in or will they go right on by?”
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Does it invite shoppers in or do they go right on by?
By Jim Walton
President & CEO, Brand Acceleration, Inc.
I believe the most frequently asked questions I receive are about websites. People often ask me which elements are most important, which mistakes are most common and -- yes, I still hear this – if they even need a website at all.
Your website may be the most important part of your marketing communications effort. Without one, your organization may be perceived as weak, outdated or completely out of touch with the reality of today’s business world.
A great website has the ability to position your company or community as a leader or the place to be. On the flip side, a weak website may actually harm a perfectly fine company or a very nice community.
My very first job was at my hometown Montgomery Ward store. Your typical wise-guy sixteen-year-old, all I wanted was a chance to show how smart I was. After learning the humbling art of sweeping floors and trash removal, I was promoted to sign making and window displays. My boss, a stern man with the patience of a saint, told me, “the store windows will either draw people in or lead them to walk right on by. It’s your job to draw them in.” Ahhh…my first challenge.
Knowing that their typical store windows were very basic, featuring product on tables or an occasional mannequin, I was anxious to do something previously unseen in this small community. I had no experience, but as an aspiring photographer I had a pretty good eye for composition. To me, everything was a photograph. Since Montgomery Ward was a department store, I had a huge array of merchandise from which to pull and the windows were blank canvases.
My first window featured a family of mannequins dressed in the latest fashions. They were cleverly placed in a living room scene that included a chair, a rug and a dazzling new color television. At first my boss thought I was a bit nutty but then the customers began to comment about the beautiful and interesting windows. Score one for Jim! The store manager loved my work and I had discovered my passion for advertising.
Like the store window, your website can either invite visitors to come in and look around or it can lead them to move on. It is the window through which someone gets a glimpse into your company or community. It needs to be beautiful, informative and inviting, allowing the visitor to imagine him or herself in the scene. If it is ugly, boring and confusing, they will move on. Click!
Professional window artists know just what it takes to grab the attention of passersby, leading them to enter and spend time in the store. Likewise, web professionals know how to develop a strategy that will cause a visitor to enter and explore. Once inside, a great website conveys a powerful message that strengthens the brand and encourages the visitor to stay awhile or even to make contact.
At Brand Acceleration, we work only in the construction (a/e/c), economic development and motorsports industries. We have reams of research and years of experience that tells us just what visitors expect from an effective website. Our specialization provides knowledge and expertise that delivers extreme value to our clients. We know what our shoppers want to see and hear and how to convince them to stay awhile.
So, the next time you think about your website, ask yourself this question: “When my prospect walks by, will my ‘window’ create a desire to come in or will they go right on by?”
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Monday, November 9, 2009
Job Performance Matters
It may be your best job security
By Jim Walton
President & CEO, Brand Acceleration, Inc.
Since childhood, I’ve been fascinated by people’s attitudes toward their work and employers. I grew up in a blue collar household with a father who worked for a company where the management versus labor divide was huge. I remember hearing him as he proudly stated just what he was and was not going to do at work.
I clearly remember him and his coworker buddies sharing a few beers and talking about how they had outsmarted the boss and gotten out of doing their work. This went on for several years but eventually ended when the company moved the jobs to another state. At the age of fifty-five, my Dad and his friends were unemployed and in a world of emotional and financial devastation. Even then, the (former) employees seemed to bear none of the responsibility. They blamed the situation entirely on the company and its inept management.
Today, many years later, I see the same attitude at many companies. At a time when even some of the best run companies are struggling, many employees act as if they are owed a job. “If they want me to work harder, they’re going to have to pay me more,” is the mantra. A friend recently told me that some of their employees have staged a 10% work slowdown to match the 10% pay cut that was instituted company-wide a few months ago. My Dad would be proud.
You’d better perform
I recently spoke with a mid-level manager at a small manufacturing company. In the past year, her employer has cut 15 people from the payroll and has reduced pay by 10%. These were agonizing moves for the company owner. My friend told me of the tears he shed as he made this very difficult decision. Even though attitudes at this company have soured a bit, this woman has rallied her department in an impressive way. She brought the team together and outlined her strategy to help the company survive and protect the people in her department.
Here is her 5-step plan:
Work your tail off
Show up every day with an attitude to give 110%+.
Show up early and stay late
Be at your desk before the company owner arrives. There is work to be done with fewer people. Pick up the slack by working a few extra minutes each day.
Be a positive force
Never, ever, ever complain. You have nothing to gain and much to lose by being a negative influence in your workplace.
Be a team player
If you are ever “caught up” and find yourself with nothing to do, offer to assist one of your coworkers. You’ll feel much more fulfilled and word will spread of your contribution.
Be visible
Be sure the company owner and other department heads see and hear of your contribution toward the company’s survival. But, don’t forget to credit the team. It’s not all about you.
The ultimate goal, of course, is for the company to survive and thrive as the economy begins to improve. Short term, however, she wants to make sure her people are seen as extremely valuable and indispensable in the event the company has to cut more jobs.
The economy still has a few months before it will stop shedding jobs. In the meantime, this is no time to play games such as work slowdowns, showing up late, leaving early or being the person who poisons the workplace with negative talk.
Right now is the time to step up, work hard, keep a positive attitude and give everything you have. Your employer will fare better and so will you.
Jim Walton
jim@brandaccel.com
317-536-6255
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
It may be your best job security
By Jim Walton
President & CEO, Brand Acceleration, Inc.
Since childhood, I’ve been fascinated by people’s attitudes toward their work and employers. I grew up in a blue collar household with a father who worked for a company where the management versus labor divide was huge. I remember hearing him as he proudly stated just what he was and was not going to do at work.
I clearly remember him and his coworker buddies sharing a few beers and talking about how they had outsmarted the boss and gotten out of doing their work. This went on for several years but eventually ended when the company moved the jobs to another state. At the age of fifty-five, my Dad and his friends were unemployed and in a world of emotional and financial devastation. Even then, the (former) employees seemed to bear none of the responsibility. They blamed the situation entirely on the company and its inept management.
Today, many years later, I see the same attitude at many companies. At a time when even some of the best run companies are struggling, many employees act as if they are owed a job. “If they want me to work harder, they’re going to have to pay me more,” is the mantra. A friend recently told me that some of their employees have staged a 10% work slowdown to match the 10% pay cut that was instituted company-wide a few months ago. My Dad would be proud.
You’d better perform
I recently spoke with a mid-level manager at a small manufacturing company. In the past year, her employer has cut 15 people from the payroll and has reduced pay by 10%. These were agonizing moves for the company owner. My friend told me of the tears he shed as he made this very difficult decision. Even though attitudes at this company have soured a bit, this woman has rallied her department in an impressive way. She brought the team together and outlined her strategy to help the company survive and protect the people in her department.
Here is her 5-step plan:
Work your tail off
Show up every day with an attitude to give 110%+.
Show up early and stay late
Be at your desk before the company owner arrives. There is work to be done with fewer people. Pick up the slack by working a few extra minutes each day.
Be a positive force
Never, ever, ever complain. You have nothing to gain and much to lose by being a negative influence in your workplace.
Be a team player
If you are ever “caught up” and find yourself with nothing to do, offer to assist one of your coworkers. You’ll feel much more fulfilled and word will spread of your contribution.
Be visible
Be sure the company owner and other department heads see and hear of your contribution toward the company’s survival. But, don’t forget to credit the team. It’s not all about you.
The ultimate goal, of course, is for the company to survive and thrive as the economy begins to improve. Short term, however, she wants to make sure her people are seen as extremely valuable and indispensable in the event the company has to cut more jobs.
The economy still has a few months before it will stop shedding jobs. In the meantime, this is no time to play games such as work slowdowns, showing up late, leaving early or being the person who poisons the workplace with negative talk.
Right now is the time to step up, work hard, keep a positive attitude and give everything you have. Your employer will fare better and so will you.
Jim Walton
jim@brandaccel.com
317-536-6255
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Tuesday, November 3, 2009
Why America Works!
Why America Works!
Even in a tough economy, the entrepreneurial spirit thrives.
By Jim Walton
President & CEO, Brand Acceleration, Inc.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
I’ve always admired entrepreneurs and I’m amazed whenever I see obvious signs of the entrepreneurial spirit, especially in young people. It’s like looking into the future and witnessing greatness.
I remember one young man in particular. I first met him when he was working as a car hop at one of those drive-up burger places where you eat in your car. This kid was incredible. I had never seen a person hustle like this. While his coworkers lazily sauntered to the cars, he practically ran back and forth between the order window and his customers, always with a smile. I remember telling my wife, “Look at this kid. He’s going places.” He even brought extra napkins and a non-messy treat for my daughter. And, he wasn’t after tips. The company didn’t allow it.
A few years later I encountered him again. Apparently he had started mowing lawns while in middle school, as many kids do. But this young man didn’t just settle for a few customers. He had grown his business into a full service lawn care and landscaping business that employed him and a few of his high-school buddies. He had five commercial mowers and a couple of nicely painted trucks and trailers. His place of business was his Dad’s barn and his Mom was the bookkeeper. I loved his fire.
Sometimes business owners are portrayed as evil or greedy money grubbers who care only about the almighty dollar. Sure, there are people like that but most successful business owners just love the game and thrive on growing a successful business. Their efforts create jobs for others and fuel the economy.
When compared to Communist or Socialist countries where property ownership is limited, non-existent or taxed into oblivion, America has a history of business ownership, wealth creation and job creation that fuels our economic machine.
Even in a recession, risk-takers abound. Take, for example, 14-year old Cody Behrns of Pittsford, New York. A skateboarding enthusiast, Behrns had already been making his own skateboard decks, the board that you stand on, for two years. An eighth grader, Behrns was encouraged by his father to turn his hobby into a business. With Dad’s help and money, he bought the inventory and fixtures of a skate shop and opened Small Town Skate Shop, a store catering to the growing skater community. Their location is a train caboose which still stands on abandoned railroad tracks.
Now a 15-year old high school freshman, Cody doesn’t spend his evenings watching TV any more. In addition to his homework, he is making plans to grow his business through a website and his passion for social networking venues such as Facebook and MySpace.
I’m convinced that much of the entrepreneurial spirit comes from parents. Some kids are brought up with a passion for risk and success while others are raised to be part of a dependent class, afraid of risk and terrified of failure. Stories abound about people who start and fail at multiple ventures before they finally find their niche and succeed. I also think kids who participate in school activities such as sports, theater or choir learn about hard work, success and failure. The winners are the ones who learn from failure, work harder and keep trying.
There’s an interesting public television program where kids teach kids about money and business. BizKid features case studies about kids who start businesses. The program shows how to write a business plan, secure financing, and promote the business. It also shows how to deal with the occasional set-back. Encourage your children or grandchildren to check it out.
As I said, I love entrepreneurs. I love their spark, their passion, their optimism. With all of the pessimism around these days, it’s a thrill and honor to be in the presence of such people.
At a time when communities are exploring ways to identify and encourage budding entrepreneurs, I’d suggest looking for them in the more unusual places. That future business owner could be anywhere from the local factory to the drive-in burger place. He or she might even be the kid walking down the street, pushing a mower from yard to yard.
Jim Walton
jim@brandaccel.com
317-536-6255
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