For the past month, like everyone, I have been listening to the news in awe of what's happening with the Occupy Efforts across our country. A year ago, when my husband told me that this economy was going to lead to civil unrest in Canada and the US, I told him he was overreacting. Today, I turn on the news every day keeping my fingers crossed that the Occupy Efforts in Canada have not gone too far...
I'm actually quite astounded that the Occupy Efforts have not taken advantage of the ample opportunities they've been given to tell their story. In an interview with eleven protesters the other day on CBC, not one of them said what they would need to be given in order to vacate St. James Park. I'm not suggesting that they don't have a right to pitch a tent and protest. But if you're going to go to the trouble, at least know what you're going to say when your efforts get noticed.
Of those eleven people, only one man said something worth listening to. He said that St. James Park was a place where they felt comfortable having uncomfortable discussions that couldn't be had elsewhere. Fair enough - but is that all you want? Afterall, a good portion of Canadians listen to the CBC, and they might lend support if your requests were realistic and achievable.
For example, would you be happy if one or several high income earners announced that they were making more donations to charities? Or if certain corporations made it their mandate to build more affordable housing? You're spending all of that time hanging out together and talking - can't you get your wishlist together?
Seems like the Occupy Efforts need someone to help them with their key messaging. They need to figure out what they want and need and just say it. It has occurred to me that people with key messaging expertise mightn't be camping out in St. James Park. I might take a walk down this weekend to satisfy my own curiosity.
Friday, 18 November 2011
Wednesday, 9 November 2011
Respect for Audio and Visual Learners
Yesterday I had two meetings back to back that I think were meant to send me a message. At my first meeting, the radio was on in the background. "I'll turn it down," my colleague says. "I can't function without background noise. My radio is always on."
The second meeting was with a friend of mine who is heading up a major healthcare initiative. She developed all of her print marketing materials and then got together with a gentleman who was influential in the Punjabi community - one of her major stakeholder groups. His eyes glazed over when he looked at the material. After a bit of poking and prodding, she got to the crux of the matter. His community is verbal, so her print material was wasted money. Radio advertising is worth the bang for the buck.
This speaks to the age old importance of knowing your audience REALLY well before you spend money on marketing. Canada is a beautiful multicultural country, and we need to recognize and respect how different cultures and different people learn. This means finding out as much as you can about your customer before you do your marketing. And redoing the research periodically, because as your business grows, your customer demographic will change.
Someone knows when they're being listened to and respected. Even though you might have to spend more money to accommodate different learning styles (i.e., online videos and radio ads in addition to print advertising), respected customers means more respect for your brand.
The second meeting was with a friend of mine who is heading up a major healthcare initiative. She developed all of her print marketing materials and then got together with a gentleman who was influential in the Punjabi community - one of her major stakeholder groups. His eyes glazed over when he looked at the material. After a bit of poking and prodding, she got to the crux of the matter. His community is verbal, so her print material was wasted money. Radio advertising is worth the bang for the buck.
This speaks to the age old importance of knowing your audience REALLY well before you spend money on marketing. Canada is a beautiful multicultural country, and we need to recognize and respect how different cultures and different people learn. This means finding out as much as you can about your customer before you do your marketing. And redoing the research periodically, because as your business grows, your customer demographic will change.
Someone knows when they're being listened to and respected. Even though you might have to spend more money to accommodate different learning styles (i.e., online videos and radio ads in addition to print advertising), respected customers means more respect for your brand.
Tuesday, 8 November 2011
Monday, 7 November 2011
Motivation to Create Jobs
We had the greatest dinner party conversation the other night - about the economy and what's preventing Canada from getting ahead. Our friend is a very successful independent consultant who could likely grow his business twenty-fold (and create jobs in the process) but he's just not interested. He is comfortable doing what he's doing.
This is the case for many independent business owners in Canada. People are quite happy doing what they're doing while being able to maintain quality of life. Fair enough - quality of life is important - and I'm not suggesting people work 24/7. But we as individuals have so much more knowledge, power and ability to create jobs than we did in previous recessions...
It's time for a massive brainstorming and strategy session in Canada. What will motivate business owners to want more to the extent that they're willing to put a bit on the line in order to employ more people? What options are available to uneducated people who are losing their jobs and are those options being communicated to them? (Perhaps network marketing with low overhead cost and minimal experience required.) What jobs can only PEOPLE and not computers do - and are we doing our best to grow those opportunities. (i.e., Our aging population needs care and they don't want it from a robot.)
For those who have the ear of people who can do something to create growth in the economy, I hope you're asking the questions. Many of us would love to know the answers - and be willing to lend a hand in promoting the cause.
This is the case for many independent business owners in Canada. People are quite happy doing what they're doing while being able to maintain quality of life. Fair enough - quality of life is important - and I'm not suggesting people work 24/7. But we as individuals have so much more knowledge, power and ability to create jobs than we did in previous recessions...
It's time for a massive brainstorming and strategy session in Canada. What will motivate business owners to want more to the extent that they're willing to put a bit on the line in order to employ more people? What options are available to uneducated people who are losing their jobs and are those options being communicated to them? (Perhaps network marketing with low overhead cost and minimal experience required.) What jobs can only PEOPLE and not computers do - and are we doing our best to grow those opportunities. (i.e., Our aging population needs care and they don't want it from a robot.)
For those who have the ear of people who can do something to create growth in the economy, I hope you're asking the questions. Many of us would love to know the answers - and be willing to lend a hand in promoting the cause.
Tuesday, 1 November 2011
Communications with Impact in Times of Change
I was saddened to read the story in Today's Globe and Mail about Zellers preparing for the Target takeover. http://www.theglobeandmail.com/report-on-business/zellers-ceo-rewrites-the-book-on-liquidation/article2220296/
Zellers is the first store I remember going into as a kid, as it was in the mall I cut through on my way to school. Today, I buy so many of my kids' clothes there as my daughters grow out of clothes or change their mind about them so quickly. It's Canada's go-to store in most neighbourhood malls.
I have great admiration for Mark Foote, CEO, who realizes that especially in times of change, communications is so important. Granted, he's cutting back on his cost-prohibitive advertising budget. Instead he's spending more money on social media - which is sure to hit his target audience - moms looking for a great deal. As well, he's providing sales incentive and employment transition programs to keep his employees vested. This is so important for Zellers, especially right now while coming up to the Christmas season. A happy and vested retail salesperson, combined with great value = a happy customer = repeat sales.
I'm willing to bet Mr. Foote is also focusing on PR since his story is being told so well. PR is much cheaper than advertising and is the perfect communications vehicle when it's targeted in the right way to the right media at the right time. If you're looking to build brand awareness and you don't have a topical story to sell (obviously this is not the case for Zellers), be patient. It might take up to three months to entice the media and sell the story. But eventually, if it's done properly, your story will be covered.
The point is this - change is reality. It must be addressed and even embraced one day at a time - no matter how difficult. And clear concise communications to the people who are being affected is absolutely crucial along the way.
Rachel Pardy
Cahoots Communications Inc.
647-242-0922
Zellers is the first store I remember going into as a kid, as it was in the mall I cut through on my way to school. Today, I buy so many of my kids' clothes there as my daughters grow out of clothes or change their mind about them so quickly. It's Canada's go-to store in most neighbourhood malls.
I have great admiration for Mark Foote, CEO, who realizes that especially in times of change, communications is so important. Granted, he's cutting back on his cost-prohibitive advertising budget. Instead he's spending more money on social media - which is sure to hit his target audience - moms looking for a great deal. As well, he's providing sales incentive and employment transition programs to keep his employees vested. This is so important for Zellers, especially right now while coming up to the Christmas season. A happy and vested retail salesperson, combined with great value = a happy customer = repeat sales.
I'm willing to bet Mr. Foote is also focusing on PR since his story is being told so well. PR is much cheaper than advertising and is the perfect communications vehicle when it's targeted in the right way to the right media at the right time. If you're looking to build brand awareness and you don't have a topical story to sell (obviously this is not the case for Zellers), be patient. It might take up to three months to entice the media and sell the story. But eventually, if it's done properly, your story will be covered.
The point is this - change is reality. It must be addressed and even embraced one day at a time - no matter how difficult. And clear concise communications to the people who are being affected is absolutely crucial along the way.
Rachel Pardy
Cahoots Communications Inc.
647-242-0922
Monday, 24 October 2011
The Cost of Focusing Only on Cost
Over the past week, I've seen a couple of supposed innovative ideas meant to provide solutions in a downtrodden economy that are likely to cause more harm than good.
Most of us read about Freelancer.com - the world's largest outsourcing marketplace, empowering entrepreneurs & small businesses worldwide - that was featured in the Star and other local publications. This is a viable business idea that could really improve our economy if it were properly executed. Entrepreneurs would look on the site for jobs, and companies would look for qualified contingent labour if it were a valid and reputable forum.
Here is the flaw in the business model. It focuses on cost savings alone. One person requested to have someone ghostwrite a novel in seven to ten days for something ridiculous like $100-$150. They were actually allowed to post this on the website! We all know what offering $150 for forty hours of work would get you. If a qualified freelancer or a reasonable business person seeking qualified labour saw this, they would likely never return to the site. One posting, one full swoop - all credibility lost.
The second example is the new DVD machines that we're seeing in grocery stores. With Blockbuster closing and Rogers rumoured to be getting out of the business, grocery and corner stores are putting up DVD rental machines to satisfy market demand. The only problem is that they're operated by outside people, and when they break down, there is noone to accept DVD movie returns (and you get charged a $30 deposit every time you rent a movie which you don't get back until you return the movie.)
Once again, a great idea flawed in execution. Chances are a customer frustrated by not being able to return the movie and get their money back would stop coming back to the store - for their movies AND their groceries.
It's time for all of us to take a step back and refocus on quality of product, rather than cost savings. Spend time and money doing research and knowing your audience. Be strategic and do things right the first time. Because it's so true - you get what you pay for.
Rachel Pardy
647-242-0922
Most of us read about Freelancer.com - the world's largest outsourcing marketplace, empowering entrepreneurs & small businesses worldwide - that was featured in the Star and other local publications. This is a viable business idea that could really improve our economy if it were properly executed. Entrepreneurs would look on the site for jobs, and companies would look for qualified contingent labour if it were a valid and reputable forum.
Here is the flaw in the business model. It focuses on cost savings alone. One person requested to have someone ghostwrite a novel in seven to ten days for something ridiculous like $100-$150. They were actually allowed to post this on the website! We all know what offering $150 for forty hours of work would get you. If a qualified freelancer or a reasonable business person seeking qualified labour saw this, they would likely never return to the site. One posting, one full swoop - all credibility lost.
The second example is the new DVD machines that we're seeing in grocery stores. With Blockbuster closing and Rogers rumoured to be getting out of the business, grocery and corner stores are putting up DVD rental machines to satisfy market demand. The only problem is that they're operated by outside people, and when they break down, there is noone to accept DVD movie returns (and you get charged a $30 deposit every time you rent a movie which you don't get back until you return the movie.)
Once again, a great idea flawed in execution. Chances are a customer frustrated by not being able to return the movie and get their money back would stop coming back to the store - for their movies AND their groceries.
It's time for all of us to take a step back and refocus on quality of product, rather than cost savings. Spend time and money doing research and knowing your audience. Be strategic and do things right the first time. Because it's so true - you get what you pay for.
Rachel Pardy
647-242-0922
Thursday, 20 October 2011
Why Choose a Cause?
I have a friend whose organization is hosting a charitable event in a couple of weeks to raise awareness for Dystonia - a neurological movement disorder that her niece has. This condition causes great pain and discomfort and effects mostly children. https://www.currys.com/generic.htm?ECINFO=AUCTIONPREVIEW
Knowing my friend, it will be a top notch event. It's an art auction with some fabulous art, and it's very reasonably priced at the perfect time - 6:30. Go, have a glass of wine, fill up on appetizers in lieu of having to cook dinner, while chatting up clients or having date night. What's not to like?
But her numbers are not what she would like.
"Why is that?" she asks me. "Is it because there are too many causes out there?"
This has made me think about how to motivate people to give more. While everyone is so strapped - for time, for money, for personal space - how do you communicate to others how much can be gained by by volunteering and/or supporting charitable initiatives.
Here are a few reasons why volunteering and supporting charitable initiatives are worth your time.
1. Whether you're interested in the arts, animals, the wellbeing of children or seniors -- if you get involved with an organization that focuses on things that matter to you, you'll link up with like-minded people.
2. Volunteering gives you a break from your own world. You stop thinking about your own life or what's on your desk at the office. You do something different and make a difference at the same time!
3. Choosing the right cause means free PR for your organization and an opportunity to network with other businesspeople. But from a business perspective, it's vital that you choose a cause that is in line with your corporate mandate, and that the networking opportunities are valuable to you.
4. Then of course there are the tax benefits of giving to charities, but you'll have to speak to your accountant for details on that(o;
Need some help choosing a charity to support that will deliver the ideal networking opportunities and help to build your brand? Are you a charity looking to raise awareness for your cause? I would love to help.
By the way, hope to see you at Curry's Art Store Charitable Auction at the Liberty Grand next Tuesday. Visit https://www.currys.com/generic.htm?ECINFO=AUCTIONPREVIEW.
Rachel Pardy
Knowing my friend, it will be a top notch event. It's an art auction with some fabulous art, and it's very reasonably priced at the perfect time - 6:30. Go, have a glass of wine, fill up on appetizers in lieu of having to cook dinner, while chatting up clients or having date night. What's not to like?
But her numbers are not what she would like.
"Why is that?" she asks me. "Is it because there are too many causes out there?"
This has made me think about how to motivate people to give more. While everyone is so strapped - for time, for money, for personal space - how do you communicate to others how much can be gained by by volunteering and/or supporting charitable initiatives.
Here are a few reasons why volunteering and supporting charitable initiatives are worth your time.
1. Whether you're interested in the arts, animals, the wellbeing of children or seniors -- if you get involved with an organization that focuses on things that matter to you, you'll link up with like-minded people.
2. Volunteering gives you a break from your own world. You stop thinking about your own life or what's on your desk at the office. You do something different and make a difference at the same time!
3. Choosing the right cause means free PR for your organization and an opportunity to network with other businesspeople. But from a business perspective, it's vital that you choose a cause that is in line with your corporate mandate, and that the networking opportunities are valuable to you.
4. Then of course there are the tax benefits of giving to charities, but you'll have to speak to your accountant for details on that(o;
Need some help choosing a charity to support that will deliver the ideal networking opportunities and help to build your brand? Are you a charity looking to raise awareness for your cause? I would love to help.
By the way, hope to see you at Curry's Art Store Charitable Auction at the Liberty Grand next Tuesday. Visit https://www.currys.com/generic.htm?ECINFO=AUCTIONPREVIEW.
Rachel Pardy
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