Something to think about at Thanksgiving – The Science of Gratitude – More Important Than $$$

3 MINUTE READ – from FAST COMPANY

The Science Of Gratitude And Why It’s Important In Your Workplace

Lack of gratitude is a major factor driving job dissatisfaction, turnover, absenteeism, and often, burnout.

This is the time of year when we focus on giving thanks, with many of us sharing our gratitude with friends and family. But when is the last time you thanked your employees? Coworkers? Or boss? If you haven’t recognized the members of your work team lately, you need to repair the oversight before your holiday leftovers are history.

Gratitude is absolutely vital in the workplace, says UC Davis psychology professor Robert Emmons, author of The Little Book of Gratitude: Creating a Life of Happiness and Wellbeing by Giving Thanks, and a leading researcher on the subject. “Most of our waking hours are spent on the job, and gratitude, in all its forms, is a basic human requirement,” he says. “So when you put these factors together, it is essential to both give and receive thanks at work.”

Gratitude has been the subject of numerous studies, and the findings could be beneficial to your workplace:

GRATITUDE IMPROVES CORPORATE CULTURE

Lack of gratitude is a major factor driving job dissatisfaction, turnover, absenteeism, and often, burnout, says Emmons. “In many organizations the workplace culture is toxic,” he says. “Symptoms of this are exploitation, complaint, entitlement, gossip, negativity.”

Expressing thanks is a remedy against these symptoms, says Emmons. “Grateful individuals live in a way that leads to the kind of workplace environment that human beings long for,” he says.

Gratitude also reduces aggression, according to a study by the University of Kentucky. Participants who practiced gratitude were more sensitive toward others and less likely to seek revenge or retaliation when given negative feedback.

GRATITUDE STRENGTHENS TEAMS

Gratitude takes people outside of themselves and to a place that is part of a larger, more intricate network of sustaining relationships, says Emmons, relationships that are mutually reciprocal. “In this sense, it, like other social emotions, functions to help regulate relationships, solidifying and strengthening them,” he says.

Gratitude also leads to reciprocity. “It is not only a response to kindnesses received, but it is also a motivator of future benevolent actions on the part of the recipient,” says Emmons. “Serving these functions, gratitude enhances our own well-being in that we are built for relationships,” he points out. “Gratitude is the high-octane fuel that, without which, we’d be in relational ruin.”

IT’S A BETTER MOTIVATOR THAN MONEY

Researchers from the London School of Economics found that financial incentives can backfire when it comes to motivating employees. An analysis of 51 separate experiments found overwhelming evidence that “incentives may reduce an employee’s natural inclination to complete a task and derive pleasure from doing so.”

Appreciation is a much better motivator. A study by Glassdoor found that 80% of employees would be willing to work harder for an appreciative boss, and 70% said they’d feel better about themselves and their efforts if their boss thanked them more regularly.

A study done at the Wharton School at the University of Pennsylvania underscores this point. Researchers divided participants into two groups, and asked them to make fundraising calls to solicit alumni donations. One group followed the traditional method of making calls while another group was given a speech by the director of annual giving, who expressed gratitude for their efforts. The group who received the pep talk made 50% more fundraising calls than those who did not.

HOW TO DO IT

There is no limit to the way in which gratitude is expressed, says Emmons. “We are hungry for genuine expressions of gratitude,” he says. “Everyone wants to feel appreciated, valued, recognized.”

Employee recognition programs are a common way gratitude is demonstrated in workplaces, but little micro-expressions of gratitude are easier and can be delivered more frequently. “Just saying ‘thank you,’ acknowledging a kindness, or engaging in a helpful act are all ways of expressing gratitude,” says Emmons.

Particularly important is sincerity, adds Emmons. “With something like gratitude in the workplace, we know that it works, but we also know you have to keep gratitude authentic,” he says. “If, for instance, a leader tries to offer gratitude for purely cynical or instrumental reasons, it’s unlikely to work.

“Gratitude is the ultimate performance-enhancing substance at work,” says Emmons. “Gratitude heals, energizes, and transforms lives in a myriad of ways consistent with the notion that virtue is both its own reward and produces other rewards.”

Thank you for taking the time to read my blog, you are very much appreciated – Laura

Will You Be OUT OF OFFICE this Holiday Season?

Will you be “out of office” over the upcoming holidays?

While traveling recently with a large group of travel writers, the discussion turned to the importance of travel and maximizing your vacation time.  Which led to me to thinking about the best way to manage your “out of office” communications.

I have an attorney friend who constantly has the same message up when she travels for business, and she does that weekly it seems.

In my case, I rarely post an out of office message, because I answer my phone and email anytime and from anywhere.

Are we both missing an opportunity to continue building our brands?  Yes I think we are, and as of today I am changing my ways!

Are you looking to add some personality, humor and information to your response?  Here’s an excellent piece from the New York Times on how others are managing this opportunity.  Click here to be inspired.

And have a great vacation too!

Do you dream of being a spell binding speaker? Use this smart advice to make your speeches all you can be.  

WHAT MADE “I HAVE A DREAM” SUCH A PERFECT SPEECH?speech getting applause 2015

A CLOSER LOOK AT ONE OF THE GREATEST SPEECHES IN AMERICAN HISTORY OFFERS INSPIRATION FOR ANYONE TRYING TO MOTIVATE A CROWD.

Each year on Martin Luther King, Jr. Day, I make it a point to listen to Dr. Martin Luther King, Jr.’s great “I Have a Dream” speech. It’s electrifying every single time.

The content of Dr. King’s speech, his inspiring presence, and the moment in history all came together to make the iconic “I Have A Dream” speech the defining moment of the American Civil Rights Movement. But there are several other reasons why this speech, delivered over 50 years ago, remains as an example of one of the best speeches in American history.

Since part of my job is to help people become better presenters, I’ve noticed several techniques that we can all learn from and be inspired by in this magnificent speech.

IT’S ANCHORED IN A POWERFUL RELATED LOCATION

In most cases, you can’t handpick the spot to give a presentation, as MLK did for supreme symbolic effect when he stood on the steps of the Lincoln Memorial and echoed the opening words of the Gettysburg Address (“Five score years ago…). But you absolutely can amplify your message by adapting it to your setting and location.

speech A Lincoln 2015Think about place, and how you can weave imagery, anecdote, and historical context into your presentation. Even if you’re presenting essentially the same material in Annapolis and Anaheim, it’s worth exploring what inspiration you can draw from each location to make your overall presentation more unique, more tailored, and more memorable. Abraham Lincoln also incorporated context in his iconic speech.

HE INCLUDED TOUCHSTONES THAT SPOKE TO BOTH THE HEAD AND THE HEART

In his opening paragraphs, Dr. King eloquently references the Gettysburg Address as well as the Emancipation Proclamation, the Constitution, and Declaration of Independence. These intellectual references give his words weight and credibility; they ground his speech in significant historical context.

In the latter part of the speech, Dr. King turns his attention to his listeners’ emotions as he quotes passages from the Bible, “My Country Tis of Thee,” and a stirring Negro spiritual. It’s the elegant balance between these two elements—the intellectual and the emotional; the head and the heart—that makes his speech so compelling and satisfying.

Great presenters connect with their audiences by weaving in well-chosen references and touchstones that will resonate.

IT USES VIVID AND METAPHORICAL LANGUAGE

Let’s face it: Many speeches are boring, even those about important topics that affect our lives. It’s easy to default to jargon and technical terms, or get lost in complex facts and statistics. But when you use evocative, vivid language, you create strong and memorable images.

Dr. King doesn’t just address gradualism, he warns us about the tranquilizing drug of gradualism. He paints a vivid picture of the plight of African-Americans, “living on a lonely island of poverty in the midst of a vast ocean of material prosperity.” He talks about his faith, with which “we will be able to hew out of the mountain of despair a stone of hope.”

For example, Dr. King weaves in an evocative extended metaphor, like a golden thematic thread, about cashing a check:

“In a sense we’ve come to our nation’s capital to cash a check. When the architects of our republic wrote the magnificent words of the Constitution and the Declaration of Independence, they were signing a promissory note to which every American was to fall heir. Instead of honoring this sacred obligation, America has given the Negro people a bad check, a check which has come back marked “insufficient funds.” But we refuse to believe that the bank of justice is bankrupt. We refuse to believe that there are insufficient funds in the great vaults of opportunity of this nation. And so, we’ve come to cash this check, a check that will give us upon demand the riches of freedom and the security of justice.”

Vivid imagery, evocative language, and on-point metaphors are mighty tools for making your message clear and memorable.

HE SHARPENED IDEAS THROUGH CONTRAST

Nothing brings an idea or a concept sharply into focus like demonstrating what it’s not. In a presentation, there are a number of compelling ways to employ contrast—problem/solution, past/present, present/future, us/them, ideal/reality. MLK makes use of many of these, to great effect. For example:

“With this faith, we will be able to transform the jangling discords of our nation into a beautiful symphony of brotherhood.”

And:

“The whirlwinds of revolt will continue to shake the foundations of our nation until the bright day of justice emerges.”

You might notice that Dr. King repeatedly contrasts what is against what could be. If you haven’t watched Nancy Duarte’s fascinating analysis of this method in “I Have a Dream,” be sure to take a few minutes to absorb her electrifying insights.

HE REINFORCED KEY POINTS THROUGH REPETITION

If there’s an important message you truly want your audience to remember and take away, saying it once is likely not enough.

Not only does repetition help your message stick, it can improve your presentation’s rhythm, structure, and flow, as in this gem of a passage:

“Now is the time to make real the promises of democracy. Now is the time to rise from the dark and desolate valley of segregation to the sunlit path of racial justice. Now is the time to lift our nation from the quicksands of racial injustice to the solid rock of brotherhood. Now is the time to make justice a reality for all of God’s children.”

Dr. King’s crucial idea—that now is the time for action—seeps into your consciousness and gathers strength through the expressive repetition and emphasis.

Purposeful repetition, stripped down to its purest essence, can be potent and poetic, but it’s worth noting that being repetitive—rambling or including too much extraneous information, is a different thing altogether. Strive for the first to make sure your key points truly sink in, and avoid the second by stripping away anything that doesn’t directly support those key messages.

HIS CALL TO ACTION IS CLEAR AND COMPELLING

Your presentation should be designed to inspire action or effect change—if it’s not, argues Seth Godin in “Every Presentation Worth Doing Has Just One Purpose,” what’s the point of giving it at all?

Dr. King, of course, is the master, articulating in lucid detail not only the action that must be taken (and the dire consequences if action is not taken)…

“We have also come to this hallowed spot to remind America of the fierce urgency of Now. It would be fatal for the nation to overlook the urgency of the moment.”

…but how he wants his listeners to conduct themselves as they take action.

“In the process of gaining our rightful place, we must not be guilty of wrongful deeds. Let us not seek to satisfy our thirst for freedom by drinking from the cup of bitterness and hatred. We must forever conduct our struggle on the high plane of dignity and discipline. We must not allow our creative protest to degenerate into physical violence. Again and again, we must rise to the majestic heights of meeting physical force with soul force.”

The sense of urgency is palpable, and his instructions are crystal clear. It’s a compelling call to action that can’t be ignored.

HE ENDS ON A HOPEFUL NOTE

Dr. King traverses intense emotional territory, from the “flames of withering injustice” to those “battered by the storms of persecution and staggered by the winds of police brutality.” But he closes by filling his listeners’ hearts with a hopeful, aspirational message. He paints a picture of how things can be:

“One day right there in Alabama little black boys and black girls will be able to join hands with little white boys and white girls as sisters and brothers.”

Another example of this is the lovely passage that came to characterize his entire speech:

“I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character.”

While most of us will never give a speech as rousing or historically important as Dr. King’s, we can all be inspired by his masterful craft and delivery, and try some of these techniques to make our words more stirring and our messages more powerful.Speech making BOOM 2015

Laura Bennett thanks the author —Catherine Carr is VP of Marketing and chief inspiration officer at Haiku Deck, a presentation tool based on visual storytelling. Her mission is to inspire entrepreneurs, marketers, thought leaders, educators, and creative communicators around the world to set their story free. 

Why we click on news stories

For news organizations, clicks are tracked closely. They generate advertising revenue and help newsrooms to better understand audience interests. But what motivates news users to click?

great news headlineThe reasons are diverse and perhaps unexpected, according to a study forthcoming in the academic journal Journalism by Ph.D. candidate Tim Groot Kormelink and journalism studies professor Irene Costera Meijer at VU University Amsterdam. Kormelink and Meijer are part of the research consortium The New News Consumer.

Stories can garner clicks — or lose out on clicks — for many different reasons. To reach this conclusion, Kormelink and Meijer asked 56 different news users to “think aloud,” or share exactly what passed through their minds while browsing news on a site and device of their choosing. The 20- to 40-minute interviews were transcribed and then carefully analyzed to find themes.

Common reasons for clicking included the personal relevance or social utility of news. Stories that spoke to people’s lives and their need to be informed in social settings attracted interest.

“Common reasons for clicking included the personal relevance or social utility of news

Unsurprisingly, news about nearby locations and about unexpected events garnered more clicks. The important reminder from this research, however, is how much variability there is in what counts as “nearby,” and what counts as “unexpected.” For example, one participant saw an event happening 15 miles away as near, but another did not.

headlines for blog in 2017News about topics that seemed familiar, but that participants couldn’t quite recall, also generated clicks. Think of reading a headline about a name that sounds familiar, but you can’t quite remember who it is.

Site design and layout affected people’s decisions about what news to view. Prominently placed news and attention-grabbing visuals both motivated clicks, but a long perceived load time or presence of videos, however, deterred clicks in some instances. This was because participants wanted to conserve their time and data plans.

The emotional impact of a headline influenced clicking behavior. Headlines conveying disheartening news attracted attention up to a point — if the information seemed too disheartening, people avoided the story. Light-hearted news also resulted in clicks among those looking for stories would lift their spirits. Stories that actively irritated some of the participants, such as an article describing an anti-gay law in Uganda, yielded clicks.

Several expected reasons for clicking on news articles were surprisingly absent from the decisions described by the news browsers. The timeliness or recency of the article were rarely mentioned as reasons to click on a story. Further, few said that they chose articles because they agreed with the conclusions reached.

The timeliness or recency of the article were rarely mentioned as reasons to click on a story”

In addition to uncovering reasons for clicking on news, the authors also learned why people avoid clicking on news.

A number of the study participants said that they weren’t interested in news that seemed too obvious, or that seemed to replicate what they already knew. They also avoided stories that seemed to require background knowledge, or that appeared to provide the middle of an unfolding story.

headlines breaking news 3Headlines that conveyed most of the information about the story — even though the topic may have been of great interest — also did not earn clicks. And in some instances, people didn’t click on stories because of their schedule — longer news stories, for instance, didn’t make sense when people were checking the news briefly on the way to work.

The research provides ample evidence that there are many different reasons that people click on news — in particular, they are drawn to news that is relevant to personal interests or happened nearby, news that gives them something to talk about, and news that provokes emotional responses.

The most interesting takeaway from this research is the potential ideas about how to present news in ways that cater to why people click in the first place. For some, a set of short headlines is sufficient — this would support creating newsletters and quick summaries. Allowing people to save articles for later can help those who don’t have time to read longer stories during certain times of day. Finding ways to adopt a user-centered approach in news design could be the true answer to more clicks.

Research shows people click on stories that happened nearby or gives them something to talk about.

This article courtesy of American Press Institute, insights, tools and research to advance journalism.

Do NOT Hire a Social Media Consultant Before You Ask These 10 Questions

What is a “Social Media Consultant”?  It could be anyone with a personal Facebook Page and a large number of Twitter followers wanting to sell you on their services.

I too often see someone touting this service (for far too high a cost) who have only a Twitter account or not much of a personal or business presence anywhere on the web.  And while these “consultants” might be available the question is are they right for you?  

You ONLY want someone who knows your industry 

and has the maturity to know what NOT to post too.

Once you make the decision to outsource, you’ll want to strongly vet potential consultants and/or agencies.

Here are 10 things Social Media Today recommends you ask or consider:

1. Can they demonstrate a proven track record?

Ask what brands the person or agency has worked with and is currently working with (to ensure they’re not working with a competing brand).

Don’t be shy about asking for references. Ask about a brand they worked with where something didn’t work out – how did they handle that? Were they able to quickly adapt and change course? Do they have the necessary experience in your industry to properly advance your business?

The more they know about your industry, the less of a learning curve there’ll be, and the more resources they’ll bring to your brand. What are their first steps when taking on new clients?

2. Where can I find current and past examples of your work?

Anyone with experience will be readily able to show you a portfolio of work as well as links to initiatives they’ve either run or been involved in creating.

Look for campaigns that have been repeated. You know things are working when you keep doing it.

Have the campaigns led to brand exposure? Sales leads? Will this experience help your market?

3. Who will be handling my account and what background does this person come from?

This is the biggest question – don’t buy into a sales pitch and then get a very junior person.

The background of each person working on behalf of your brand is important. If you’re looking for marketing, PR and/or social media help, you want people that have leveraged those skills working with prior companies.

Do these people have knowledge and experience with trends in these areas?

4. How will we track ROI?

We know that not everything has immediate return that’s trackable when it comes to social media. But you can track most things.

You want to know that this consultant or agency isn’t simply looking to add likes, followers or fans, but is actually able to analyze conversion rates.

Brands that hire an outside agency will want to know that the agency or consultant is consistently monitoring results, and is being held accountable. You’ll want to know there’s a standard monitoring and reporting process in place that works for both you and the agency or consultant.

5. What is their process for reporting?

How often will you meet with them? How often will you be provided status updates or check-ins?

If the agency doesn’t have a method to suggest immediately to you on how they’ll communicate, it might be a red flag that the agency isn’t as connected with their clients as you’ll want to be (or that they haven’t even thought of this yet).

6. What will you do if something goes wrong?

How would you handle a social media crisis? This is the question that will give you real insight into their value.

Marketing campaigns that look great on paper can go wrong in application, no matter how seasoned the consultant is.

How will they react? How do they respond to negative reviews? Tweets? Negative Facebook comments?

7. How do they come up with strategic plans?

How much does writing content figure into their experience and plan for your business? A good consultant will have a workflow that works for them and you.

They’ll know how to integrate social media with PR and traditional media.

They’ll want to talk to your sales team and find out what plans they have and will know how to integrate them into all they are doing.

8. How will content be developed?

And, will you have to approve all of the content written on behalf of your brand? Will it all have to be planned, or will you trust this person or agency to create on-the-fly content for you? Does this person have the experience necessary to understand the nuances of writing content specific for each platform?

Content developed for your brand needs to be likeable and shareable. A consultant or agency should be able to show you examples of previously created content for other clients, as well as their content calendar, or what their content creation process looks like.

9. What does success look like, and how will we measure it?

Brands that are investing in consultants and agencies must have clear goals in mind when starting this process. An agency should be able to help you achieve your KPIs. The consultant or agency you choose will help you establish these KPIs and will (with you) write strategies and tactics to hit those goals.

10. What will this cost?

Outside of the monthly retainer or fee you agree to with the consultant or agency, you want to know that your budget is being kept in mind in all they’re doing.

Thank you http://www.socialmediatoday.com – one of my favorite sources for all things social!

AI Is What’s Next – As Communicators We Are The Front Line

Do a quick Google search for AI and you get a new definition from WikiPedia:  Artificial intelligence is being defined as Intelligent Agents.  Let that sink in.

AI is becoming part of all businesses and part of nearly every part of our lives.  From the way your communications are answered to the way you get to work – everything is changing thanks to artificial intelligence.   Having just attended three different conferences for clients; one on real estate, one on travel and one on school nutrition – I can tell you all three had at least one seminar on how this technology is changing our world.  As one speaker said:  “Ten years ago we did not realize the impact of social media, AI is already here and moving into the marketplace at warp speed.”

As communicators we are the front line.  We need to embrace this technology, understand it deeply and be able to explain how it is impacting our companies and clients to others.

As machines become intelligent there will be great ethical debates and concerns – be ready as you will be needed to shape the conversation.

TED has an excellent playlist about AI – https://www.ted.com/topics/ai

         This New York Times piece offers a summary of where we are: https://www.nytimes.com/2016/12/14/magazine/the-great-ai-awakening.html

The post below came from AdAge, here is a direct link to the full article:  http://adage.com/article/agency-news/chief-ai-officer-big-title-media-agencies/309667/?ito=792

Any time an explosive new technology takes hold, agencies have to navigate how it fits into their business. While some may be waiting until it has taken a deeper hold, others, like New York-based Crossmedia, are bullish.

The independent media agency just hired a new executive director of cognitive solutions, who will head up the agency’s work in that area — covering everything from client projects that use AI like chatbots or Alexa skills to other areas of cognitive solutions. The field includes data-driven creative work that might change according to weather, stock fluctuations or time of day, and data science, which encompasses deep learning and pattern detection.

For Karim Sanjabi, who’s taking on the new role, it’s a step agencies are going to have to take. Sanjabi previously started Freestyle Interactive, which was acquired by Carat Interactive in 2003, and most recently was CEO of Robot Stampede, a creative tech company based in San Francisco.

“If agencies don’t make this kind of change right now, and really understand they have to really commit to it, we’re going to have an evolutionary separation,” he said. “We’re going to have two different species of agencies: One that evolved with AI and one that didn’t.”

He said snubbing AI would be akin to an agency turning its back on social media 10 years ago.

Though Sanjabi has taken the top seat at Crossmedia’s new cognitive consulting practice, he wants to handle it in a way where the work bleeds across the entire agency, instead of siloing AI off into a separate business unit. His mandate, he said, is to help the agency sift through the tech options and find ways to improve internal operations and client solutions using these new concepts.

“I want our existing media buyers and planners, I want everyone in the company to think in terms of cognitive solutions,” he said.

“I just want to be a resource to everyone in the agency to help empower them to come up with this kind of stuff. This isn’t a standalone, separate thing — this is the core of the agency. We’re changing the way everyone thinks about this.”

Champions over chiefs
As the possibilities of AI are becoming known, agencies are grappling with the best way to bring in that knowledge.

“The power of this stuff is such that it surpasses traditional agency shiny object syndrome,” said Dave Meeker, a VP who focuses on innovation at Dentsu Aegis Network-owned digital marketing agency Isobar. “We see really the capabilities of what a well-trained or well-designed AI is capable of.”

Isobar doesn’t have a head of AI, but does rely on employees’ expertise to understand how it can help the business until it’s more deeply ingrained. Meeker said employees work on the forefront of new technologies, and once it really catches on, the company starts more formalized training across all employees. The company has an “Isobar Academy,” an online curriculum available to its 6,000 employees.

“Right now, we’re in this age of understanding this stuff. You need people with really specific domain expertise,” he said. “In time, that expertise becomes cooked into a lot of the software and things that we’re doing, to where it’s not like you then have to have an AI person because all of us kind of have the tools at our disposal that do that.”

Whatever the approach, the key to success, say agency vets, is incorporating the new technology in ways that everyone across the agency can master it. Which in turn could ultimately render the need for a chief of AI obsolete.

Tom Kelshaw, director of innovation at GroupM shop Maxus, said agencies have a history of hiring executives to head up areas like data, digital or innovation. The risk there, he said, is that “it tends to become stale.” Kelshaw pointed out that transformational new ideas should be absorbed across all leadership once a topic is understood, instead of letting it live with a sole executive or business unit.

At Maxus, Kelshaw said when it comes to AI and innovation more generally, his company relies on employees to figure out where tools and techniques can deliver operational efficiencies and improve clients’ business.

“It’s about getting champions, rather than chiefs, into the business,” he said.

Too soon?
Some agencies may feel it’s on the early side to make big investments into this area. Though digital agency PMG does a fair amount of work using AI, the agency doesn’t have any defined titles relating to cognitive or machine learning or artificial intelligence.

“Advertisers and brands realize the need for artificial intelligence, but very few are at the point where they’re going to the board and saying, ‘We’re betting everything on artificial intelligence,’ said Dustin Engel, head of analytics and data activation at PMG. “They know the risk of not being part of AI, but they’re not quite willing to bet the farm on that risk.”

He said factors like data quality make some areas of AI still relatively immature. PMG does work with clients on data onboarding, cleansing and standardizing so it will one day be useful in AI applications. It also uses AI when it come to data science and data innovation.

Engel added that AI appears to be polarizing with advertisers.

“Some are excited about it but don’t have clear use cases. Some are skeptical of the hype of AI being the business disruption panacea. Some are cautiously optimistic — stressing cautiously. So it may be early for advertisers as opposed to the agencies,” he wrote in an email. “As for PMG, we not only see AI possibilities in our client media programs but also in managing the operational complexity of our fast-growing business.”

So what is your company name?? Tips for outdoor event success.

Expert tips for promoting your company at an outdoor event

Attending outdoor events is an exciting opportunity to get your name out there, attract new customers and create a buzz around your business. So, when it comes to designing your products – whether it’s signs, banners, posters or giveaways – it stands to reason that you’ll want to get them just right.
There is no more important place to have your name and logo everywhere … consider that you are not in context, the customer may have never heard of you and you only have a second to help them remember you for their next purchase.
Best tip:  Consider a fun stand-up sign that guests can pose in front of for Facebook or other social media channels – be sure it has your web address and a fun headline – and be certain when they stand in front of it your information is just above their heads.
One of my pet peeves – booths who only have their name on the front of their table.  The moment a customer steps up to your table you have to keep the name recognition going – on the top of the table, on the wall behind you – on your product and on you!  Keep it memorable:  Name, logo, website, physical location and telephone number!  You might suggest your customers take out their cell phone and take a photo of your signage.

These tips come from Vista Print – one of my go-to printers, with a great guarantee too.  

Picture the scene

A helpful first step is to get a feel for the event you’re planning to attend – what the space will be like and how other competing businesses are likely to present themselves. Try looking up images of the event if it’s run before, or if it’s a new event, pay a visit to the location and think about how you’ll need to stand out. Will you be on a street or in a more natural outdoor setting? How many other stands or stalls are there likely to be? The more you can picture the scene, the better prepared you’ll be to create the right presence for your business.

Simple tips for looking professional

  • Embrace space
    When you have space to play with, it can be tempting to fill it with text and images just because you can! But you could also do yourself a disservice. Remember that people have many distractions at events so you need to compete for their attention – the best way to do this is to give them clear, minimal information that’s easy to scan and take in.
  • Be hierarchical
    You’ll want to grab people’s attention and quickly get your message across. The way to achieve this through design is by creating a clear hierarchy of information, varying the size of your copy by importance so visitors know where to look. For example, key pieces of information such as your strapline, main offering and phone number should be more prominent. Also, be strict with yourself when deciding what details to include – focus on what customers want to know and make it easily scannable, using bullet lists where needed.
  • Use fewer fonts
    There are so many fonts and typefaces to choose from but when it comes to creating a professional look, less is definitely more. When attending an outdoor event, you’ll want to stand out and create a clean, consistent look. So, when it comes to fonts, stick to one or two maximum.
  • Limit your colors
    The same applies to your color palette. Sticking to just a few colors will help create a stronger sense of identity for your business. Choose the main color from your logo as the “lead”, with no more than one or two to complement it. Also, consider the space you’ll be in – will there be buildings or parkland in the background? If green is your main color but you’re going to be surrounded by trees, you might want to use a white background to create contrast so you’ll stand out.
  • Choose high resolution imagery
    If you’re going to include photos on any of your products – especially if you’re going to print them at a large size, it’s essential that they are 300 dpi (dots per inch) resolution. Don’t stretch or enlarge images to fill a space as this will make them appear pixelated, grainy and of poor quality – which isn’t the look you want for your business.
Give each product a ‘role’

Remember that when you attend an outdoor event, you’re putting your business on show – with you and your team playing the leading role. So, think about how the different products you take can be your supporting ‘cast’, acting as useful props to help you make the strongest impact, both on the day and later as prospects you meet turn into customers.

  • Banners for getting noticed
    Large banners should be clean and simple to have maximum impact. Treat them as flags rather than advertisements, making your presence known and confidently inviting people in. Your name and logo should suffice. Once people come closer, you can let your other products do the work.
  • Posters to draw people in
    Hopefully your booth will be buzzing with people – the challenge is being able to attend to every one of them. Posters can help entice and ‘warm up’ visitors while they’re waiting to speak to you or try products. Keep them simple with a clear message. Remember you’ll want people to read them from a few meters away, so keep this in mind when choosing your font sizes.
  • Flyers to create awareness
    Flyers are great for handing out to invite people to your booth or stall, or to visit your store on another day. You’ll probably want to include some details about your products and services – but again, don’t overload them with info as it’s important they stand out amongst the other flyers people are likely to pick up.
  • Imprinted shirts and hats for everyone working!
  • Business cards for keeping you in mind
    It goes without saying that you should take plenty of business cards to any event, both for handing to customers you speak to, as well as keeping on display for passersby. Make sure your business card design is up to date and matches with the other products you’ll have with you for a consistent, professional look.
Outdoor events offer so many opportunities for your business. With a little preparation in advance and by following these expert design tips, you’ll be all set to step out with confidence.
Make sure to put multiple outdoor events on your marketing calendar to be sure you are maximizing opportunities to meet new customers.