When Marketing Goes Wrong

Marketing is a mystery.  There are more “marketing geniuses” floating around your offices than anyone can count.  Every employee has an opinion as to what’s needed, what works and what doesn’t.  Unlike other company functions, marketing is difficult to get your arms around.

When an organization implements certain marketing activities, there will always be those who rush forward with complaints and criticisms.  It is because of such turmoil that so many companies embrace serious doubts about marketing.

However…marketing is surprisingly easy!  Marketing is simply aligning an organization’s products and services so your customers come to identify with a brand.  However, if it is so easy to understand, why does it go wrong so often?  Here is how it goes wrong and what can be done about it.

1.      Management believes it knows marketing.  Yikes!  It’s not uncommon for the person in charge of marketing to report to someone who has very strong opinions, but little or no marketing knowledge.  Often, this is the same person who believes they have a flair for marketing.  The person who is in charge of marketing has to either bang heads or cave-in to the pressure.  1^st issue of when marketing goes wrong.

2.      Lack of discipline.  Just as I placed the blame on management, another culprit is the marketers.  It is very easy for marketing to get out of hand.  This only increases when there are many great ideas flying around the office every day.  However, it takes a strong person to listen and then say the simple two-lettered word, “no”, to anything that is off plan.  The best way for a marketer to stand strong is to have carefully developed clear and well-documented objectives.  Without these, the 2^nd issue of when marketing goes wrong is bound to happen.

3.      Keeping marketing too narrowly focused.  Bouncing around too many marketing activities at one time is very possible; however, there is a seductive tendency to do just the opposite.  Marketers like to lighten the load by peeling away activities.  Stripping them down so they’re marginally effective is the 3^rd issue of when marketing goes wrong.  In 2013, to be successful at marketing, you must move in many directions.  It depends on connecting with your customers in all the ways that works for them.  That means your marketing programs must be multi-faceted.

4.      Unrealistic budget.  In the world of business, there are always ways to improve marketing efficiency without damaging your overall effectiveness.  This is absolutely true for marketing.  All-too-often companies expect those in marketing to produce extraordinary results with an underfunded budget.  This is the 4^th issue of when marketing goes wrong.  A lean budget is important from a financial aspect, but one that is anorexic simply won’t work!

Today, marketing tools cost money and for an organization not to take full advantage of the latest technology will soon spell disaster.  A company cannot expect results to match their expectations with an unrealistic budget.  While junior marketers can add value, it is the senior professional that needs to steer the ship in the right direction.

There is a clear pattern running through these four ways marketing goes wrong.  It is that marketing is more than great ideas, cutting edge techniques, or innovative events.  At its core, marketing success depends on an understanding of prospects customers.  Thus making something happen to turn one into the other.

How to accomplish this?

Takes vision, innovative thought and persistence.

Cold Hard Truth about Post-College Life

“I wish I knew how hard it was to get a job and how education is actually viewed in the business world.”

This quote is what many young professionals in business world are saying.  And to be fair, I thought the exact same thing after I graduated with my BS in Marketing back in 2008.  I expected things to change without any real difference in effort when it came to my business career.  However, in such a tough economic environment, and such competitive work landscape – people need to understand what is ahead of them after they have completed their education.

Is it fair to tell every future college graduate, that after they spend $60K+ finishing off their education, that they will land that dream job with an enormous salary?  Is it fair to tell them that because of their college experiences that they will be able to run out and buy that Range Rover and eat at fancy restaurants 5 times a week?  Education is a necessity in today’s world.  However, the problem is the perception of what lies ahead..

I did some research with fellow graduates who are successful in the work world, and these are the top 3 pieces of advice they would offer to any current student:

#1 – Don’t expect to love your first job.

Odds are you might not thoroughly enjoy your 1^st or 2^nd career positions until you can find something that you find bearable.  Remember that jobs often look great at first, and within a few months, you truly find whether you are going to like this as your career.  Remember that new suit you use to get dry cleaned every week?  Well if it is filled with wrinkles by the sixth month of employment because you don’t care anymore about your appearance, you might want to begin job hunting again.

#2 – Don’t expect everyone in the workplace to like you.

It is vital to understand that although your co-workers continually compliment your work skills, and find you to be humorous; you cannot always trust the people you work with.  I am not saying that everyone in the office is out to stab-you-in-the-back every chance they get.  However, don’t be surprised to hear your name mentioned a few times in a brutal “water cooler” conversation when a new position or promotion arises.  Understand that you must build your relationships with your co-workers and remember that ultimately, your success is dependent upon one variable.  Yourself

#3 – Don’t expect to be promoted anytime soon.

When you first get that career opportunity, chances are that there will be more experienced people with college degrees that will advance years before you do.  It takes time to build up your reputation in a workplace.  Remember that it may take 5 years and 3 careers to finally find that workplace you have dreamed about.  Therefore, you need to put those Range Rover dreams on hold.

To conclude, after reading these facts, one might wonder why a college degree is important.  Here is the truth:  A college degree builds your resume and in most cases brings a bit more of maturity to the table.  It is a huge accomplishment and a way to get a few pats on the back from family, friends, and colleagues.  While it is common nowadays, people who have a college degree have more opportunities within the work world than those who don’t.  It is rough starting out in the career world, but it is important to find a job you love even if you do switch 2-3 times.

Without your love for a job, will you never promote, never excel, and most definitely won’t be driving that dream car anytime soon!

Laughing all the way to the bank! How to Laugh your way to loving your job

“A day without laughter is a day wasted.”  Considering we spend 30% of our lives at work, that is a lot of wasted time.  The human body triggers the release of endorphins after a good laugh which helps reduce the feeling of pain and promote feelings of general well being.  Now – with that being said, this has to be the kind of laugh that leave you almost physically exhausted with tears in your eyes.  Is this possible at your current job?  The answer is YES.

Want to decrease stress?  Improve your health?  Even increase your social interaction among colleagues?  Laugh more at work.  Sounds simple, right?  It is through laughter that you can feel better about your job as well as increase your productivity through stronger relationships with your co-workers and supervisors.

If the whole “be better friends with your colleagues” isn’t quite appealing enough; how about the benefits to your health?  Having a sense of humor has been linked to protecting against heart attacks by helping prevent heart disease.  Cardiologists have found that people with heart disease were 40% less likely to laugh in a variety of situations compared to people of the same age without heart disease.  Laughter helps lower the level of several stress hormones in the blood which is where the saying, “laugh away your troubles” came from.

So here is the sure proof way to add more laughs throughout your workday:

#1 – Start by looking within and learn to take yourself less seriously.

#2 – Make it OK for other to laugh at work.

#3 – Try finding humor in difficult or stress situations.

Here are some scary facts about how we work and live in 2013:

• A recent study shows that: 64 % of people smile less than 20 times a day at home and   72 % smile less than 20 times a day at work
• In the 1950′s people laughed on the average 18 times a day. Today, we are lucky if we average between 4-6 times a day

Yes, the way we work today has taken a dramatic shift due to numerous cultural changes.  But is that a valid excuse?  We are now working longer and harder than ever before and yet we still maintain a view of work that is better suited to the 1950’s.  But why did their work days consist of more laughter??  Work should no longer be seen as a ‘means to an end’; rather, we should spend time creating an environment where laughter is viewed as constructive and encouraging.  It’s this enjoyment that will create a more productive, more efficient work force where everybody will feel more engaged!

To conclude, remember that adults tend to laugh only 15 times per day whereas healthy children may laugh as much as 400 times per day.  One could argue the real secret to loving your job is actually through laughter.

The 4 C’s of a Strong Leader

The age-old questions in the world of business pertaining to leaders: “Are leaders born, or are they created?”  While some may lean one way or the other, one thing is certain.  In such a short-term, rapid-paced, working environment that we see today – it is becoming more and more difficult for current management to see the qualities of what makes a strong leader.

There are many different factors which contribute to the evaluation process of an employee’s capabilities and know-how.  Most corporations use metrics to define an employee’s potential and impact on the company.  Yet, beyond these standardized tools, an organization needs to identify and discover their “bench strength” and future leaders.  Critical behaviors and disciplines that an employee must possess to advance as a leader cannot be measured by scorecards.  These individuals need to be evaluated as a person, not just a number.

What are the ingredients of a successful leader?  Below are the five effective ways you can identify leaders.  These characteristics go far beyond metrics.  The following “C-words” represent a critical set of disciplines that one must possess to not only advance, but become a successful leader.

C-Word #1 – Conviction

Leaders must be passionate about their organization’s values and purpose.  Protecting the company’s central ethos means extending the values of its brand across all boarders.  This passion will showcase a leader’s desire to push the boundaries for the betterment of the company as a whole.  This is where the authenticity of a true leader reveals itself.

C-Word #2 – Chemistry

Leaders who possess a genuine demeanor and desire to inspire those around them will ultimately be the most successful in their field.  Success as a leader requires a natural ability to engage with others.  Chemistry is vital when communicating with your colleagues as this shows an employee’s leadership style and work-ethic.  The stronger the chemistry between a leader and their workplace culture, the more positive energy that will become present.

C-Word #3 – Character

Do you live what you stand for?  A strong leader must understand that your personal brand is always aligned with the core value of your organization.  The better aligned a leader is with their organization, the better chance you have at fully understanding the following questions:

• How does this leader differentiate themselves?
• Whom does their leadership serve?
• What can be expected from their delivery as a leader?
• What are their lasting goals for the organization?

The answers to these questions will reveal what the leader stands for.  Moreover, the answers also provide truths about their character and whether this supports the needs of the organization.

C-Word #4 – Courage

Remember my opening question about whether a leader is born or created?  Well, this c-word is only found in those who are born to be leaders.  Courage cannot be taught.  This behavior is acquired and misunderstood when evaluating many leaders.  In order for a leader to advance and push the boundaries of an organization, they must prove to be courageous enough to push the envelope without creating disruption.  Through impeccable timing, mental toughness, and self-awareness; a true leader shows how important courage is in the business world.

After reviewing these four c-words, are you destined for high-performance leadership?  You must think critically about these characteristics and how you can apply them to both yourself and the employees within your organization.  Remember that leaders must inspire and motivate others; but until you have fully committed these traits to yourself, you cannot expect to change anyone else.

Facts vs. Fiction with Respect to Generation Y!

“Each generation goes further than the generation preceding it because it stands on the shoulders of that generation. You will have opportunities beyond anything we’ve ever known.”

The ‘Millennials’ have been described as lazy, privileged, and coddled.  Generation Y includes people born between the early 1980s and 2000.  The eldest of this demographic have been entering the legal workforce for a coup of years now, to mixed reviews on their work ethic.  The pros for these Gen Y-ers include that they’re bright, well-educated, and aware.  However, too many bosses and people in the business world believe that these people carry egos unjustified by their yet unimpressive accomplishments.

The following advice is for both employers and Gen Y workers when it comes to dealing with negative perceptions and misconceptions about Generation Y and the Millennials work ethic.  For the college grads, it’s helpful to understand how hiring managers and future co-workers may perceive them. For hiring managers, it’s useful to cut through stereotypes and misconceptions about this generation.

Generation Y Perception: Spoiled/Entitled

Actuality:  Yes, to an extent, people in our generation do have a sense of entitlements.  However, it is not an inherent personality flaw but partly the fault of Baby Boomer parents who have in fact coddled their children.  Constantly being told how special they were and that anything they sought was possible, and rewarding every little thing, has provided strength for this perception.  The key for employers is approaching younger workers differently.  These employers need to provide constitutive criticism that reflects confidence in them.

Generation Y Perception: Work Ethic = Poor

Actuality:  One great thing about Generation Y is that we are the first generation to expect employers to realize there is more to life than work!  Many Baby Boomers are now discovering this revelation much later in their careers.  Generation Y sees work as a means to enjoy life, and life comes first.  While this is the case, the workers in Generation Y have a very strong work ethic, not just in a 9-5 sort of way.  Fun and flexibility is required in a work-life balance.  Generation Y follows the idea of working smarter, not harder.  The key for employers is to offer flexible work schedules which do not have to be a certain amount of hours at a desk.  Rather, productivity can come from developing a work culture that is pleasant and positive.  Generation Y workers need to step back and look at some of their attitudes about work, especially for entry-level positions.  You must work longer hours to earn respect from your co-workers and managers.

Generation Y Perception: Lethargic

Actuality:  Look at all the new technology which is available for everyday use.  This technology has allowed our generation to multitask and find shortcuts in achieving the necessary tasks.  Social networking, texting, and surfing the Web have all made the Generation Y workers more competent and productive.  Employers need to accept that there may be many different ways for workers to accomplish their tasks.  Generation Y workers need to demonstrate that they are in fact working just as hard as everyone else, and yet, they simply are performing the job more efficiently.

Generation Y Perception: Little Respect for Authority

Actuality:  People growing up in the Generation Y do not have a lack of respect for authority.  Rather, we have been raised by parents who have taught us to question everything and raise questions when we don’t understand something.  Generation Y workers are very independent and not afraid to challenge the status-quo.  Workers in Generation Y want to form a relationship with their boss.  It’s not that workers in Generation Y have little respect for authority; quite the reverse, they feel employers do not respect them.  The key for employers is realizing that asking questions can often lead to answers and solutions that are more effective and efficient.  Unlike any other set of workers in the past, employers must also provide more autonomy.  Trusting Generation y workers is a must.  Generation Y workers need to understand that they must choose battles carefully, and not question very single decision made.  They need to give respect and in turn an employer will adapt to their style of work.

In the end, of course, every person — every worker — is judged on his or her merits, not on generalities or misconceptions.  So go out there, regardless of any bias or misnomer and prove your worth!

Do Better Business! Starting today

Everyday minute of every day, we humans are being manipulated and deceived.  You know that food product you were told was healthy because it has zero carbs?  Well it is pumped with fat and preservatives, sorry.  That financial relief you were promised with a 0% APR credit card just became 29.99% APR when the promotion ended and now you’re stuck.  The list goes on and on.

Unwanted advertisements appear everywhere you look.  Your cell phone, TV, mail, and computer.  How do companies gain back that trust factor which has currently has a barrier between the business marketing message and the actual products which are created for the consumer?

There is no doubt that because of all the vastly improving use of social media, customers are spreading their voice against the duplicities and integrity in the marketing message.  These marketing messages have become an essential element in today’s business marketing.  So, what are the different ways your business can do it differently and break down that distrust which has formed from years of manipulation?  4 Easy Steps:

1^st step:  Be honest!

-          Any consumer will tell a director of marketing that their offer and marketing message must be in harmony with the product and service quality.  Remember the whole distrust issue?  It is so relevant, that this is the first step.

2^nd step:  Create joy!

-          Make sure your product or service is actually doing something to make people’s lives more enjoyable.  People will do what they please and your company needs to focus on providing that joy to the highest level possible.  If you can offer the best product which enhances a customer’s life, why hold back?

3^rd step:  R-E-S-P-E-C-T!

-          The whole marketing community would be better served if companies treated their customers with the same dignity and genuineness you would treat someone you cared about.  Also, think about the way YOU want to be treated.  Is your company practicing this model of respect?

4^th step:  Don’t forget where you came from!

-          Giving back to the community which has supported your business is essential.  This includes your clients, all the people surrounding your business, and the environment as well.  Build your business by protecting and giving back to your community.

At the end of the day, your business must be profitable to survive.  However, the only way it will survive is when your customers realize the connection between the enhancements in their lives. If you do this correctly, the result from your product will enrich the lives of those it serves!

Don’t Neglect Your Feet!

Ladies, would you agree?  There is nothing that will make you look more stylish and give you a confidence boost like a nice pair of shoes.  That’s what I thought, and men – take this advice from me:  You need to step your shoe game up!  Whether for business or for that hot date, nothing will make you look more successful or sexy. Get yourself a pair of high-quality shoes and tell me if you don’t get any compliments…

I have many subscribers to my blog who consider themselves young and eager professionals in the business world and believe they have their shoe game mastered (Seth Stell).  If you’re a man who knows how important quality dress shoes are, then you probably don not need to read further.  However, for everyone else, this may be one of the most important fashion tips you read on my blog.  We all know every man needs a few pairs of great dress shoes for the unavoidable occasions that will call for them.  However, even if that occasion arises, understanding that what you have on your feet can make or break any look is what many men do not realize.  It doesn’t matter if you have the most amazing suit in the world, if you have bad shoes, you lose the entire look and your confidence is reduced as a result.

For my audience, I understand that most cannot go out and afford a couple nice pairs of gator-skinned loafers for their everyday business use ($550+).  While shoes can get expensive, you must be smart about your choices.  Shoes should last for years and thus the importance of picking the right pairs of shoes is essential.   Remember what I mentioned about confidence earlier in the blog?  Keep this in mind when paying for shoes:  the confidence you get every time you put them on will be well worth the price.

Here is what to look for:

What are you looking for when it comes to buying some new shoes?  Quality, quality, and oh yea, QUALITY!  It is absolutely true that in the long run, it’s better to have two or three pairs of good shoes that will last a long time than to have fourteen pairs of generic-looking bargain brands.

Need help finding what makes a quality shoe?  Remember one word, construction.

-          Shoes should be made of real leather

-          Soles of well-made shoes are stitched, not glued

-          Lining should be made of calfskin or natural leather – stay away from synthetic materials

-          Stitching should be neat and barely noticeable

Here are my top 4 choices of shoes for a young and eager professional trying to look their best and boast their confidence:

Cap-Toe Oxford

 

 

 

By far the dressiest and most popular of all the business shoe styles. It looks best when worn with the more serious suit fabrics and styles. If you get one in brown, wear with navy suit, or an earth-toned suit of olive, brown or tan. Black is fine with all of the serious dark colors of gray and navy but not at all with any of the earth tones. Cordovan is the one color that seems to go with everything except black – and is understood everywhere.

Monk Strap

 

 

 

The Monk Strap is a European classic which has a buckle on the side. It is most commonly made of calfskin, but brown suede leather is very popular with the man who would like a touch of uniqueness in his dress footwear. The suede leather version is seen as casual and a very elegant alternative to the loafer.

Loafers

 

 

On the more casual side, we have the loafer.  Wear this basic with any casual look involving jeans or trousers.

Dress Boots

 

 

 

Finally, a shoe I am only beginning to dabble with.  Dress boots look great with dressy and casual clothes, such as a great-fitting pair of dark colored designer jeans, a pair of dress trousers, or a casual suit.

Remember, buying nice dress shoes isn’t necessarily an expense; it’s more like an investment.  I will leave you with a quote I once heard a woman say about this topic:

The surest barometer of a man’s style is his shoes. Any investment of time, money, and care taken in dressing the body is squandered by the man who neglects his feet.