Older Tips
Written by Martha Bartlett Piland
4 Things About New Year's (Business) Resolutions
It's barely mid-January, and I'm hearing some people have already let their fresh, new plans for self improvement fall by the wayside. Some have jokingly told me that they've resolved not to make any resolutions so they won't have any to break. And then there are the over-achievers who make a bunch of resolutions and keep them all.
Let me be the voice of moderation. Resolving to stop swearing or drinking Diet Coke really doesn't amount to much in the scheme of things. But have you stopped to think about a resolution (or two) for your marketing? Here are four suggestions to get you started that could add up to a lot.
- Resolve to take a fresh look at your marketing plan. When did you last look at it? Check your action steps against deadlines. Does your plan need some shaping up? Are the strategies still strategic? Don't delay. Have a look at it right now.
- Break it into pieces. If you've just revealed an out-of-shape plan, resist the temptation to run a marthon with it the first day. You'll just wear yourself out, be really sore the next day—and find other "more important" things to distract you afterward. Instead, look at the assignment and find parts you can realistically work on right away. You don't have to start at the beginning. Find a piece you can work on and complete. That victory will give you the energy to seize another piece. And another after that.
- Teammates are essential. Gather your staff, colleagues or an advisory board and ask for their help on tactics where their talents and skills are better than yours. Give clear direction about the outcomes you hope for, set some deadlines, then brainstorm—or even pass the baton. Work together to evaluate and cheer when you find some groundbreaking new ideas.
- Write it down. Commit your ideas and new action steps in writing and be accountable to yourself and your team. A Google doc for sharing can be really effective in keeping you on track. The peer pressure (or avoidance of guilt) can be a great motivator.
Don't delay. Too much caffeine won't kill you. A lackluster marketing plan just might. Happy new year! —Martha
6 Ways to Boost Your Creativity—Even if you're not "creative"
So many times, people say to us "I wish I could be creative like you (sigh!)" and "I don't have a creative bone in my body!" I say you're wrong. At MB PIland, we're known for coming up with Killer Ideas. And we believe everyone has creative potential. But it's like a muscle. You have to use and exercise it, or it just goes flabby and wastes away.
Maybe you think your job / volunteer work / relationships really don't call for creativity. I disagree. Using well-developed creative abilities lets you become a better problem solver. You come up with ways to do things better, bring value to others—and have fun, too.
So now that you're convinced that you can and should be creative, here are six easy tips to get you started.
- Dare to be stupid—Nobody gets better at this by playing it safe. You have to be willing to be a little silly. Toss out some ideas that are really "out there," and see what happens. They might spur you on to the next idea that works. Who knows? The silly idea might actually be perfect. Doug Hall, From Eureka! Ranch, says "the 'vIrtual no' kills more ideas than anything else. Don't kill somthing great.
- Change it up—It's easy to let your brain get in a rut. Like wagon wheels that carved out the Oregon Trail, drving to work the same way each day creates deep grooves in your brain. Grooves of complacency and laziness. So shake things up a bit and wake up to new possibilities. Some suggestions:
- Write with your non-dominant hand
- Brush your teeth with your eyes closed
- Sleep on the other side of the bed
- Sit in a different chair than you normally choose
- Take a new route to work
- There's strength in numbers—Brainstorming is not settling on the first idea that comes out. Really creative people say "what if?" over and over again, throwing out literally tons of ideas. So, work fast and furious. Get as many ideas out as you can. And you can exponentially increase your odds of success by asking a few trusted brainstorming partners to join you. More brains = more ideas. The more ideas you have, the more likely you are to find something that's brilliant.
- Cross-pollinate—Another way to keep your brain going in new directions is to borrow ideas from different industries. Read unfamiliar magazines, watch different TV networks, use stumbleupon and other different online media to help you look at industries, ideas, images, photos, music and cultures that you normally don't connect with. A whole new batch of ideas will come rolling into your head. A really fantastic "retail" display promoting auto loans could be powerful in a bank lobby. Or what about entertainment in a library? (TSCPL is doing it extremely well!) Right now, I'm thinking about how nursing homes could borrow from cheerleaders... you get the idea.
- Assemble a creativity kit—Ramp up your idea generating sessions with a box of supplies suited just for the occasion. Fill it with colored pens and markers, a sketchbook, thesaurus, modeling clay, dice and a few toys. Allow yourself to doodle and play while you're working. At MB PIland, we also have fun masks and glasses to wear. Putting on the masks and breaking out the creativity kit "breaks the ice," and helps us dive into the deep waters of discovery faster. I always recommend having snacks on hand, too. It's hard to focus when your stomach is growling.
- Evaluate—Once you've covered your desk with loads of doodles and ideas, you have to narrow it down to the strongest. Don't be tempted to fall in love with your first idea. Ask yourself these questions:
- Is it strategic?
- Can a 5th grader understand it?
- Can you improve on it?
- What are the threats to its survival? (Identify them and see whether the threats can be overcome)
Facebook resource with the "latest and greatest"
All Facebook calls itself the unofficial facebook resource. It's full of interesting information and it showcases the "most explosive facebook apps of the week."
Check it out to see what kind of apps people are getting (for fun). But you can find practical tips and ideas to make your own social media efforts stronger too. –Mandi
Google yourself!
When is the last time you Googled yourself or your company? If it's been a while, it's probably a good idea to do it now. No, it's not for your vanity. Yes, it is to be sure there's not something nasty, incorrect or just plain awful that needs attention. If it's awful and it's true, then use the standard rules of "PR 101" and
- Say you're sorry
- Promise to fix it
- Fix it
If it's not true, then do what you can to correct the problem in a diplomatic manner. Or report the abuser as such. It's important to protect your brand, so monitoring regularly is time well spent.
Where do you get inspiration for new ideas?
When you get stuck, sometimes you just need to turn to a friend or colleague for some inspiration on finding...well...inspiration! Here are some tips from the MB Piland staffers.
Mandi Walter: I use my surroundings as a way to come up with fresh, new ideas. Whether it's taking a walk, sitting at a coffee shop or talking with someone, it helps me to focus and clear my mind to generate information I can use for that moment or in the future.
Andrea Engstrom: I'm inspired by old stuff, like repurposing old items to have new function, meeting in places with history and art made from recycled materials. Great innovation can develop by making new connections between old ideas to do something different and better.
Tammy Thiessen: A silent car is my inspiration. Free of inputs, I process what surrounds me and as the scenery evolves, so do my ideas.
Alex Reilly: My children are an endless source of fresh ideas. Their world view is completely unfiltered; they are unencumbered by our usual barriers to creativity. They're too young yet to be jaded, sarcastic or cynical. They see the world as full of possibilities.
Martha Bartlett Piland: Early morning journaling with a pot of great coffee in my studio always brings me new ideas. Sometimes the journaling is just a bunch of run-on random thoughts, other times it's sketches. But I'm always surprised at what I uncover. And chocolate helps, too!
Thesaurus plus+
Sometimes I turn to a dictionary or thesaurus to help jog new ideas during brainstorming. It's easy to get sidetracked reading a whole bunch of other things unrelated to my assignment. That can lead to discoveries, or some lost time. We've found a pretty snazzy online tool that takes this exercise into a new realm. The website Visual Thesaurus offers a ThinkMap: an interactive, graphic way to guide your thinking in new directions—let you wander—then help you find your way back. Definitely fun and productive. Check it out! –Martha
Meditation techniques help brainstorming
Here's an excerpt from an interview with George Pór on the Innovation Weblog. It's part of a larger Q&A about better ways to think and solve problems. I was most struck by the snippet below about Attention Training with Focus. I think the techniques are pretty much like what you do when you're meditating. It's best tried when you have 20-30 minutes of alone time to set aside. For me, it really takes practice to slow down and eliminate internal noise. But it works.
Pór: It works well for those who find themselves in need of creating a radically new approach to a wicked problem because the others didn’t work; or those in need of re-inventing themselves to match their changing life or work conditions.
1. Suspend your inner chatter. Pause the continual flow of thoughts, images, and feelings. When you shake off already-formed concepts, you’ll be able to create the opening needed for something new to emerge. Observe your breath - breathing in and out without judging or evaluating it. Don’t be hard on yourself - 3 to 5 minutes is a good start.
2. Redirect your attention from external things, or thoughts, to its source. In other words, pay attention to attention itself. When the source become the focus, a subtle but powerful shift occurs that enhances your moment-to-moment awareness in the moment. In that split second you see your world anew - from a perspective of the whole. When that happens, just relax into it. This opens to more creative potential.
3. Let go of controlling the result of the exercise. If impatience appears, look at it, then let it go. Even if you think you already got a solution, don’t accept it just yet. This is a time for letting go of any preferred future state of the issue or goal you’re dealing with, temporarily giving it up to the unconscious mind.
4. Hold space for new possibilities to emerge without you pushing them. In that "holding space," articulate a simple question that is at the heart of your situation. Put it in the focus of your attention but instead of looking for answers, walk around it, and consider it under various angles, in all the contexts in which it has meaning for you.
5. Listen for an answer to what arises from that unhurried space - a space of possibility uncontrolled by your previous attitudes and opinions. First it may appear as a felt sense, for which you don’t yet have words. Don’t force words into it; instead sense its quality and let words come from it. This gives an opportunity for a new and surprising solution to your problem, challenge or situation.
You can read the entire piece here.
Try it! –Martha
5 Ways to put strategy in your social media efforts
We’re getting more questions every day from clients and business colleagues about social media. Frankly, there are still a lot of people scratching their heads trying to figure out how to get into the social media waters. Some are diving head first into shallow water. Others are creeping in so gingerly they’ll probably never make it all the way—they’ll just torture themselves for a while, then give up. Most don't stop to think about the need for strategy as a foundation for their efforts. You can download our white paper with five ways to make your presence more strategic and effective.
Social Media with HR in Mind
I gave a talk at the Topeka SHRM meeting today about social media and some potential uses for human resource professionals. Of partiular note: LinkedIn offers some excellent tools for recruiting, retention and information sharing and more. A copy of our presentation deck can be downloaded here. –Martha
Some words of wisdom
"A man who stops advertising to save money is like a man who stops a clock to save time." – Henry Ford
Customer service and customer experience: the differences and why they matter
I'll admit that as a consumer, I'm probably more picky than many. With experience in retail and foodservice, as well as marketing, I just can't help it. Surely I'm not the only one who gets annoyed when a store clerk acts like I'm interrupting his Very Very Important conversation with a co-worker. At a grocery store last week (to be unnamed) I'm pretty certain the only hiring criterion was that the applicant could fog a dental mirror. The person who waited on me mumbled, wouldn't look me in the eye and practically threw my change at me. Now don't get me wrong, we all have bad days, and who knows...maybe this clerk is normally quite charming, but just had a migraine that day. I'll never find out because I won't be back.
Customer service is as important as any marketing strategy. But service alone is really just a basic that many struggle to master. In fact, it really should be part of a broader approach to Customer Experience. And it should be an integral part of many marketing plans because it influences consumer choice, loyalty and buzz, which are critical to business success in a very tough marketplace.
An excellent example of doing it right is Boutique Ten47. I love shopping there! Of course, they have great merchandise. But it takes more than that. The staff is always helpful. They don't try to "sell" me—they have fun shopping along with me. Fitting rooms are large and comfortable. The mirrors make me look slimmer. Sometimes there's a complimentary glass of wine. If I buy a gift, it's stylishly wrapped. Even if I just pick up something for myself, it's always impeccably packaged. So when I get it home, it's like opening a present just for me.
So, how do you do it right? How do you know if you're on track or terrible? Start by asking yourself about the last time you stepped outside your place of business and viewed it from the perspective of a customer or prospect? If it's been a while, (or never) you need to do it. Do it today. Here are some things to examine:
• Physical appearance: is it clean? Are windows free of smudges, carpet vacuumed? Is signage faded or snazzy? Does anything look worn or dog-eared? Are public areas neat? And you'd better go look at the restrooms customers use. If they're clean and fresh, it sends a message that you have it together and you pay attention to details.
• Environment: Does it smell good? Or even better, is there a signature scent? (Think of the smells of an Abercrombie & Fitch store, or Daddy Cakes cupcakes.) How's the lighting? What about the music or sounds? Does it make you feel good?
• What does someone hear when they call? Does the person who answers the phone smile and make you feel important? Are you on hold forever? Is there pleasant on-hold music?
• How about your packaging? Staff appearance? The time it takes to be acknowledged when you walk in? What else?
And then there "extras." We all love a gift or surprise. At MB Piland, we always send fat free treats in packages to clients and vendors, and we always take treats to meetings. A client once mentioned how much she and her colleagues love the "surprise candy," and how it always tastes better than anything they could just go pick out on their own. Fat free treats are part of the experience we offer.
"I don't have any customers," you say? I think you do. They may be internal customers in other departments. They could be prospective employees. They might be vendors who can give you better terms or referrals. We all have customers.
If you've done the self-examination and think everything is perfect, you might ask some trusted friends to be "secret shoppers" and report back. An objective opinion is probably in order. If you noticed some rough spots, you're making progress already. You have an opportunity to improve. Does your staff need training? Do you just need to upgrade or update a few things? If you're not sure, give us a call. We've helped clients with evaluation and action plans to help fill in the gaps.
Let's face it: no one is perfect. There will be times that we make a misstep or drop the ball somewhere. If we've been doing things right all along, it makes it easier to apologize and fix the mistake. And if we really go above and beyond when we're doing the fixing, we have the chance to deepen relationships and customer loyalty—and that ever important Word of Mouth—even further.
There are some customer service conversation starters on our Facebook page. Check it out, and share one of your experiences—good or bad—and what it's taught you. We'd love to hear from you!
—Martha
Kick-start your brainstorming
So many times people say to us something like "You're so creative, I wish I could be like that," or "I wish I could be a fly on the wall when you're brainstorming." There's certainly some magic that happens when we're Thinking Wild Thoughts for our clients, but there are also some ground rules that help a lot. Here are some things you might try the next time you're trying to come up with an idea that's great, instead of good.
Dare to be stupid: No idea should be "shot down" by others in the group. Instead of killing an idea, teammates try to build on it and make it better. Sometimes the outlandish idea is the one that gets us to the ah-HA!
Change your point of view: We might move to a new location like a coffee shop or the bowling alley, or just put on funny glasses, masks or silly hats. A new perspective creates new grooves in our brains (we're not scientists, but I'm pretty sure this is true) and moves us away from the routine.
Idea swap: Everyone gets a piece of paper and has 5 minutes to write down as many ideas as they can. When the time is up, teammates trade papers, then build on someone else's ideas. This works great via instant messaging too. Try it!
Let your hair down: Remember the bowling alley tip above? Don't think of brainstorming as "work," but instead incorporate it into a fun activity. Have a hula hoop contest or bring out some Play-Doh. Give your brain permission to wander, circle back and wander some more.
What are some ways you find to be creative? Go to our Facebook page and share!
Low cost/no cost marketing
I was a guest speaker at Dr. Stoica's business management class at Washburn University on Thursday. These students have all been assigned real small business clients in the Topeka community. Each business client has a team of students working on a marketing plan, tactics and budget. Most of the clients are nonprofits or startups who have very limited marketing budget. It's always fun to talk to the students—hear their questions and ideas—and know that the Topeka business community will be better because of the students' contributions.
At MB Piland, we're always looking beyond the usual to help our clients succeed. Our Fat Free philosphy is founded on innovative "color ouside the lines" thinking. It doesn't mean we abandon proven tactics. It does mean that we find room for doing something new if it's strategic. So here are a few high points from the class:
Branding is essential. It's the foundation. If you don't have that in place, the other things are 10 times harder (and probably more expensive). I can't emphasize this enough. Enough said.
There's a big difference between "shotgun" and "targeted" marketing. There's a place for each, but you must ask yourself these questions: Who's my target? What does she care about? Where is she? What else do I know about her? How do I relate with her? Does my plan answer these questions? If your marketing isn't taking these questions into account, you're probably wasting time and money.
Nontraditional marketing, grassroots efforts and all that "free stuff" really isn't free if it's not well-targeted or you haven't accounted for the time it takes to execute it well.
Become a fan on our Facebook page to see some photos and read more about our thinking and what we've been up to.
—Martha
Secret shop yourself
If you haven't called your own phone to listen to your voicemail greeting lately, you probably should. Does it support your brand? Does it sound friendly, or warm, or portray the image you want to project? If not, some tweaks are probably in order.
Brilliant words from the legendary David Ogilvy:
One of advertising's greatest legends – and thinkers – offered seven tips for success in business. Although he wrote them many years ago, at MB Piland, we find they still hold true today. Read more at Fortune online.
A great tip from our friend Janie Rutherford:
"Start where you can start." In other words, if you're facing a daunting project—and maybe tempted to procrastinate—don't force yourself to start at the beginning. Staring at a blank page can be torture. Instead, start with the part you know. Do you know the budget like the back of your hand? Start there. Or do you know exactly what the outcome should be? Start there. Often, that's just what you need to get your brain jolted out of its rut. You'll find the ideas start flowing much better once you do.
A memorable tip attributed to Ted Turner:
Early to bed, early to rise, work like hell and advertise.
Social Media is Like High School
Here's a great article that makes the whole concept of social media easy to understand.
Good proofreading of your work is essential.
Have another set of eyes review your work, since errors will look “fresh” to someone else. Another good method, from my Washburn University Journalism Professor, David Harris—read your copy backward. It forces your eye to slow down and really read the content. It’s harder to skip over the mistakes this way. Remember, SpellCheck doesn’t catch everything!
