TV issues with eyeglasses

Deliberate. Obsessive. Focused. A winning formula, you’ll ‘see’!

As I write this morning’s blog – I am wearing Warby Parker reading glasses.  eyeglasses red Warby ParkerWhen I put these glasses on (normally not a glasses wearer except when I will be at my computer for a long period) I feel like they are full of creativity and give me the energy to get going!  Sounds a little nuts, but I am wondering if these glasses are so empowering because their company is innovative and ‘focused’ too?

Fast Company just chose Warby Parker as the Most Innovative Company of 2015 – as a long time fan I want you to read about their “deliberate, obsessive focus on what it takes to win today”.

3041334-poster-p-1-most-innovative-companies-2015-warby-parkerHere is a direct link to the Fast Company article and I encourage you to read the entire article.  But until you have that opportunity, read below for excerpts that will give you a marketing point of view.

http://www.fastcompany.com/3041334/most-innovative-companies-2015/warby-parker-sees-the-future-of-retail

What looks effortless is actually labored; what looks off the cuff is deeply considered. Italians call this concept sprezzatura, and it’s the key to understanding what has made Blumenthal and Gilboa (in photo) so successful. (David Gilboa and Neil Blumenthal are Warby Parker’s cofounders. The two men, both 34, share the same title, co–CEO.

“Neil and Dave are more disciplined about brand than any other entrepreneurs I’ve ever invested in,” says Ben Lerer, a managing director of Lerer Hippeau Ventures, the New York venture-capital firm. Lerer compares the two men to hospitality savants like Standard founder André Balazs. “They sweat every detail and every touch point.”

All new hires are issued a copy of Jack Kerouac’s The Dharma Bums (a nod to the fact that Warby Parker’s name is an amalgamation of two early Kerouac characters) and, more important, a neatly bound “Style Guide” that includes suggestions about usage and grammar but also encourages everyone, when they communicate with customers, to “write like Warby Parker is the person you’d want to be next to you at a dinner party.”

“The Warby Parker voice is witty, intelligent, informative, playful, delightful. We are not trite, pretentious, sarcastic, long-winded,” she says. “Every time we create a piece of copy, every time we create something new for marketing—every time it’s either in our office or externally projected—we do it with these filters.”

This carefully cultivated persona is at least in part Blumenthal himself, who still reads (and rereads) every written word that his company puts out into the world. “This is five years in, a 400-person company, and the CEO is approving every marketing message the company puts out,” Lerer says with awe. “Every CEO does that in the early days. You do it with 10 people, and if you’re good you do it with 25 people. You don’t do that when you have 400 people. Neil still does it.”

Blumenthal and Gilboa conjure a perfect portrait of millennial insouciance—among the interview questions they always ask prospective job candidates is, “When was the last time you wore a costume?”—but they’re surprisingly hardheaded as managers. Every week, every Warby Parker employee must complete a “15Five” report explaining what they accomplished in the past week and what they plan to achieve in the following one. They must also rate their happiness and proffer an “innovation idea,” no matter how small. Twice a year, in addition to the typical semi-annual performance review, all Warby Parker employees must also rate the performance of his or her manager and of several coworkers on a 1-to-10 scale.

Did I mention that when they sell a pair of glasses, they donate another pair to someone in need?  Wow these glasses do have power, the power to make a difference too.

Waikiki

What Does Your Logo Color Say To Your Customer? Let’s Explore…YELLOW!

What color is the logo of the organization you represent?  Do you share qualities with other brands of the same color?

logo color 2015 YELLOW

Take a look at the companies that utilize yellow in their logo … this is the least readable color (unless against a black or very dark background) and must be used smartly.

McDonald’s has long known that red and yellow are colors that stimulate hunger, note how many others use yellow in their restaurant logo — Denny’s, Sonic, Subway among others.

According to Fast Company. “The implications of color’s effect on people’s emotions are far reaching, and understanding your customers’ connections to certain colors could increase the effectiveness of your company’s branding methods.

Research complied by web design and marketing company WebPageFX, people make a subconscious judgment about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on color alone. In fact, almost 85% of consumers cite color as the primary reason they buy a particular product, and 80% of people believe color increases brand recognition.”

What can be learned here?  I’d love to hear what you think!

With thanks to Fast Company for this great article –infographic from WebPageFX, written by Rachel Gillett.

IMG_2592

Sports Marketing – How It Impacts Tourism and Us

Last week I moderated a panel of some of the sharpest sports marketing minds in the business, what a blast.

The event was held in the beautifully redone Citrus Bowl in Orlando as it was being readied for the Florida State University (FSU) Spring Game.  This was the first time FSU had ever held this game off-campus, and was doing so because their own stadium was being renovated.  But guess what?  FSU only expected the usual 25,000 or so, and by yesterday they had already sold nearly 40,000 tickets.  Best of all the City of Orlando was a big winner too.

This was the perfect message to open the panel discussion yesterday, in front of a large crowd of tourism industry leaders and students from the Hospitality program at the University of Central Florida.

Titled:  What Is The Value of Destination-Specific Sports Marketing?  the panel explored not only the value, but the huge impact this kind of marketing is making in tourism dollars, and it’s growing.

Panelists included: (left to right:  Poole, Kelley, Robicheaux, Dowdy and Hogan)

IMG_2588IMG_2592 Citrus Bowl Apr 2016

 

 

Faron Kelley, ESPN Wide World of Sports at Walt Disney World who gave us great insight into how sports is part of the overall mix to bring groups to Walt Disney World, especially in slow and shoulder periods.  Kelley said the Disney focus on customer experience is as relevant in sports as it is in the parks.

Courtney Robicheaux who is with the Orange County Convention Center said groups like the AAU and even Wrestlemania fill the convention center with energy and support the hotels, restaurants and other businesses in Orlando by assuring the Convention Center is fully maximized year around.

John Poole is with the Kissimmee Sports Commission and his area, in Osceola County is expanding the use of current sporting facilities, upgrading others and looking to build more.  John says his sports marketing efforts filled more than 40,000 hotel room nights last week – that is more than some small cities!

Megan Dowdy is the founder of The AutoNation Cure Bowl, held in the Citrus Bowl, this event gives Orlando’s Citrus Bowl the title of the only city with 3 annual bowl games.  Megan spoke of her journey as a young professional and a woman, maneuvering for this game in the business side of football.  The event supports finding a cure for cancer.  Megan says there is no better feeling than handing a check to a nonprofit working to find a cure.

Steve Hogan is the CEO of Florida Citrus Sports, the management company that produces the bowl games in Orlando, and other events including our annual parade.  John talked passionately about how his organization, and others, are giving back to the established neighborhoods around the Citrus Bowl to improve their levels of education, housing, safety and jobs.

Sports marketing is flying high and making a big difference for our communities and our lives.  Next time you travel to see your favorite team, know that a whole team of smart minds made your trip a pleasure and they hope you come back again soon!

 

 

 

Colorful fireworks on the black sky background

What Does Your Logo Color Say To Your Customer? Let’s Explore…PURPLE!

 

What color is the logo of the organization you represent?  Do you share qualities with other brands of the same color?

My logo is purple with a copper accent – so in this multi-part blog – I’ll start with purple and over the next few months when a holiday or the season is tied to a color (think red for Valentine’s Day) … you’ll find information about other colors too.

Logo color 2015 purple

According to Fast Company,  “The implications of color’s effect on people’s emotions are far reaching, and understanding your customers’ connections to certain colors could increase the effectiveness of your company’s branding methods.

Research complied by web design and marketing company WebPageFX, people make a subconscious judgment about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on color alone. In fact, almost 85% of consumers cite color as the primary reason they buy a particular product, and 80% of people believe color increases brand recognition.”

What can be learned here?  I’d love to hear what you think!

With thanks to Fast Company for this great article –infographic from WebPageFX, written by Rachel Gillett.

Would you like a free and cool looking very colorful calendar for 2016?

Click here: http://www.calendarpedia.com/download/2016-calendar-landscape-in-color.pdf.

Enjoy!

high tech high touch for 2016 blog

Digital Fatigue? Craving the promise of high-tech high-touch?

high tech high touch for 2016 blogSometimes it is just nice to NOT have to read a Tweet, keep up with Facebook posts or endlessly check in for new email.  Whew we all know those communication vehicles are not only relentless but the tip of the iceberg on our to-do list!

Digital fatigue?  Yep it’s rampant.  How are you feeling?

As grateful as we all are for the technology that allows us such widespread connections and speed of information – as human we also crave the human touch.

Retailers get it and are expanding their footprint to reach out and touch the consumer – or rather to have the consumer touch what’s being sold.

Furniture, home goods, lighting, plumbing, flooring and others in the home improvement category are “romancing” the consumer with sensual colors and inspirational room settings.  “Touch, turn and tinker” is what the head of a national kitchen retailer calls it.

tasting high touch example for blog 2016Smells are coming on strong too not just in bakeries where they have always known the power of the aroma of freshly baking bread, but fast food places are pumping out smells too – have you driven by a Burger King lately just before the lunch hour?  Or been in the Bloomingdale baby department where you would swear there is baby powder somewhere?

The store inside a store trend gives big box retailers, and malls for that matter, a smart way to “touch” a customer with something new and designed for interaction. A differentiated shopping experience is memorable and memorable impacts sales.

Are you offering your consumer a different way to experience your brand?  Try slowing down on the digital outreach and increasing the in-person interaction that leads to powerful, long term connections.  Consider tactile or sensory mailings or in-store promotions or cross branding or special events or anywhere your customer is, live and in-person!

John Naisbitt’s pre-internet prediction was that we were entering a world of high-tech high-touch and thank goodness that is coming true!

 

Gator line art used on Password sheets 2015

Money? Nature? Green M&M’s? What Does GREEN Say To Your Customer?

What color is the logo of the organization you represent?  Do you share qualities with other brands of the same color?logo color 2015 GREEN

This month’s color to explore is GREEN.  

Note that green denotes both nature and money – and is the color chosen by many new tech companies and petroleum conglomerates too.

In this multi-part blog – let’s take a look at this color of environmentalists as well as investment bankers and to denote fertility.

Did you know green was once the preferred color for wedding dresses?  

Over the next few months when a holiday or the season is tied to a color (think yellow for Spring flowers and sunshine).

 

According to Fast Company. “The implications of color’s effect on people’s emotions are far reaching, and understanding your customers’ connections to certain colors could increase the effectiveness of your company’s branding methods.

Research complied by web design and marketing company WebPageFX, people make a subconscious judgment about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on color alone. In fact, almost 85% of consumers cite color as the primary reason they buy a particular product, and 80% of people believe color increases brand recognition.”

What can be learned here?  I’d love to hear what you think!

With thanks to Fast Company for this great article –infographic from WebPageFX, written by Rachel Gillett.

4 big trends

4 Things That Matter Most To Customers

What Really Drives Brand Loyalty?

Research Identifies Four Key Customer Experiences that Foster Long-Term Loyalty 

When it comes to shopping behavior, price is always a key motivator. However, to sustain a customer’s loyalty over the long term, retailers often find it valuable to focus on the customer experience, according to consumer financial services firm Synchrony Financial’s 2015 Customer Experience and Impact Study. Examining 27 elements of the shopping experience, Synchrony identified the top four experiences that are most valued by customers and translate into greater spend and loyalty for retailers.

4 big trendsMore than half of shoppers say they would pay a higher price for the customer experiences they value most, and 77% of shoppers would be more loyal to stores that provide their personal top three customer experiences. Of the 27 retail elements studied, four emerged as most valuable to consumers and indicate the importance of simplifying and easing the shopping experience. The top four elements include:

  • Pick your own sale items ranked highest in the survey, with 42% of customers finding this a valuable shopping feature.

  • Hassle-free returns was noted by 41% of respondents as important, with favorite benefits such as no time limit, no need for a receipt and free postage on returns.

  • No coupons needed to always get the sale price is key for 40% of participants who automatically want the lowest price without having to clip or find discounts.

  • Earn points to redeem for extra savings is ranked by 33% of shoppers as an important benefit and may lead them to spend more with the retailer when rewards are easy to accumulate and redeem.

“Retailers that build lasting loyalty know their customer’s preferences and integrate these elements into the shopping experience,” said Toni White, chief marketing officer at Synchrony Financial, in a news release. “This study reinforces the finding that purchase decisions are driven by positive, practical and personalized experiences, in addition to a compelling price/value equation.”

Retail Category Differences

In addition to the four elements that matter most to survey respondents, aspects that contribute to the “best in-store experience” as described by shoppers in each retail category include:

  • Apparel stores: 73% willshop more often as a result of helpful, attentive associates; clothes they like and a variety of merchandise; and good value and prices.
  • Department stores: 62% of shoppers will visit more if there are helpful, courteous associates; value, affordability and good sales; and clothes they like in their size.
  • Mass merchants: 57% of customers want a one-stop shopping experience and good discounts, deals and prices; the merchandise they want; and to make one trip with products that are easy to find.

Shopper Segment Preferences

Certain experiences matter more than others to different shopper segments. The vast majority of millennials (89%) indicate they would be more loyal to retailers offering the benefits they want most. Millennials (69%) and Gen Xers (55%) are also more likely to pay more for the experiences they value.

A study sponsored by Synchrony in May 2015 gathered shopper input on the most and least important elements of their experience, as well as factors that influence purchase decisions and loyalty. The study focused on apparel, department store and mass merchant retailers. Study participants included more than 1,000 consumers nationwide who make household financial decisions, have a credit card, and shopped at one of 35 retailers in the past 12 months.

– from PR Biz Update September 21, 2015  with thanks!