Feature Articles: Business Sense

Regardless of the state of the economy, “free” is and always will be good. Who doesn’t want help for their business at no cost? Previous options included reluctant friends and family members or possibly interns that may work for free. Within the last decade or so a new source of budget-friendly labor has emerged — the public at large. With the advent of the Internet, compounded by the introduction and immense popularity of social media, crowdsourcing has become a go-to resource for companies to address a variety of needs, from advertising to graphic design and product development.

If you’ve ever bought a mattress, you definitely have seen the tag securely sewn into a seam that says something like “UNDER PENALTY OF LAW THIS TAG NOT TO BE REMOVED EXCEPT BY CONSUMER.” Aside from being the subject of stand-up comedy routines, these tags actually are intended to inform consumers that the mattress is new (or not) and contains all new materials (or not), identify hidden filling materials, name the manufacturer, and state when and where it was made. You may even have noticed these labels are affixed to pillows, comforters and other sleep-related products –– but do they belong on diaper changing pads?

We are in the midst of the season of chocolate, roses and love; so it seemed only appropriate to talk about what makes consumers fall in love with a brand and more specifically how can you make them fall in love with yours. Getting consumers to fall for your brand will afford your company a certain level of financial stability with the repeat business that a committed relationship provides. However, this is easier said than done. Just as it is with our interpersonal relationships, it requires a concerted effort to find and foster a healthy relationship. For those willing to take the leap into love, most will agree that it is definitely worth the effort.

SwaddleDesigns®
J. Austin Ryan Designs

Why was it that when Apple introduced the first iPod in October 2001 they would go on to experience game changing success and revolutionize the way we prefer to listen to music? We would all love to have an Apple-like story, wouldn’t we? Whether intentional or not the most successful companies are those that tap into one or more consumer insights. If you want to intentionally uncover game-changing insights all you need to do is look around you –– they are everywhere just waiting to be seen. The secret is to think globally, and then filter the insights down to your category.

Are you over them yet? I know it seems awfully early in the new year to be discussing things we’re sick of, but if you’re like me, you’ve already had enough of the “year’s best” lists. For everything from music and books to political gaffes and viral gifs, there’s someone somewhere choosing the winners and losers from the previous 365 days. And just when you think you’ve seen the last of them, the calendar rolls over to January 1st and out come the how-to lists, promising ways to make the next year amazing. Well, as the saying goes, if you can’t beat ’em, join ’em.

As a consultant with a focus in marketing, I have to admit I struggle with the topic of this article. Ultimately though, success comes to those companies who have of all of their business functions performing at optimal levels. With the advent of the Internet and social media, consumers are now much more savvy, and some are skeptical of marketers. That’s why I say, “You can’t hang your hat on marketing alone to drive growth.” The other functions — product development, finance and leadership — are equally important to the success of a business.

HALO® Innovations
Andy & Evan

In late October, Hurricane Sandy slammed into the New York City metropolitan area, Long Island and New Jersey, leaving coastal communities ravaged. Thousands of homes and businesses were damaged; many were destroyed. Unable to open for business, must employers still pay employees for not coming to work? Many employers suffered business closures or interruptions. The public transportation system shut down and the gas shortage meant employees could not get to work. So, as an employer, what are the rules? Should you pay or not pay?

With one in seven people on the planet using Facebook®, everyone pretty much knows that they should have some sort of presence on the popular social media site, but many are not sure just how to make the most of this opportunity. After conducting research on this topic for the last 18 months, I would like to share my personal experiences from a Facebook business page that I created and how those lessons learned might translate to your company pages.

Abraham Maslow, well known for the creation of his hierarchy of needs chart, managed to delineate in five steps all the needs of humanity. He starts with the most basic, physical needs including food, water and clothing and then progresses up through safety, love and esteem to what he calls self actualization. In the marketplace there are products to address and capitalize on these needs. Those products meeting the needs of the categories higher up on the chart can command a greater price because theoretically, they are harder to achieve. Knowing where your product is on the physical to emotional spectrum helps to direct how you communicate your product to the marketplace.

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