Marketing Archives - Page 5 of 5

When Tragedy Strikes How to Respond as a Business

Posted on May 26, 2022 - 1:15 am by Heather DeVine

When tragedy strikes, we collectively feel it. So many of us feel sadness when something dreadful comes to the surface. A mass shooting, a natural disaster, a pandemic, a war, hate crimes, or any kind of suffering of any form collectively wounds all of us. It’s natural for an individual and a business to have the urge to respond, make a statement, or say something because behind every business are people. Our goal is to help you navigate what to do when tragedy strikes, how to respond as a business.

Uvalde, Texas Mass shooting

Yesterday I cried as I saw what unfolded in Uvalde, Texas where an 18-year-old walked into Robb Elementary School and murdered 18 children and 2 teachers. I am a mother of a 4.5-year-old and immediately my heart shattered scrolling through social media. I felt despair with the news that children were gunned down in their classrooms. Shaking and weeping overwhelmed me as I heard what happened. There are still many feelings around the events of the day. Reaching out to other mothers to find comfort in this shared grief provided the only reprieve amid the news and social media.

I spoke with a friend today and we both agreed there are so many sad feelings even if you aren’t a parent. When we say statements like “I can’t imagine..” well I truly believe you can imagine and we ought to sit in that empathy and compassion together even if the tragedy is not happening in your town or country. When tragedy strikes we all feel it and for years we have experienced so much — too much. I mentioned to my friend that I was frankly tired of seeing statements being released from politicians. It often feels like the bare minimum of what we can do to stand up and take action.

As a mother first I am angered and I feel helpless that change will not take place in response to yet again another mass shooting where innocent children are murdered in their classroom. As a business, I am angered and I feel helpless because I can’t and shouldn’t detach my humanity away from tragedy. This issue in America is a moral one and not a political one.

when tragedy strikes, how to respond as a business

When things feel THIS heavy, I like to take a breath and give the moment breathing space. Holding space. Honoring the loss. Process. Feel the feelings.

What you DON’T want to motivate you to put out a statement:

To make you or your business look a certain way
To just “check it off your list” of things to acknowledge
To profit from tragedy

What you DO want to motivate you to put out a statement:

To be authentic to you and your brand
To share your humanity
To build awareness around an issue you and your business care about
To help support your community

When tragedy strikes, here’s how to respond as a business — be authentic. Be exactly as you are, give yourself grace, don’t rush to make a statement, and allow for your humanness to shine through even and especially in the dark.

In response to the Uvalde, Texas Mass Shooting..

As a mother, a sister, a daughter, a wife, a community member and human being what occurred at Robb Elementary School was a nightmare. My heart is with all the parents/caregivers that are aching in their grief especially the families of all the little children that were taken away by senseless gun violence. We urge our lawmakers to do the right thing and pass legislation to tighten up gun laws so irresponsible and violent people can not obtain firearms that replicates horrible events such as this.

Take care of yourself. Hold your loved ones tightly. Demand more, demand better for our children that deserve a safe place to learn and to grow.

The Power of the Word-of-Mouth

Posted on February 23, 2022 - 2:59 pm by Heather DeVine

The Power of the Word-of-Mouth

The definition of word-of-mouth is the passing of information from person to person using oral communication.

This is arguably the most powerful organic and the oldest marketing tool. We make decisions based on others’ thoughts and experiences. As consumers, we love to discover new things and experience them for ourselves. But beforehand we take in recommendations. Whether it be a place, a cup of coffee, a vibe, a trail to hike, a dish, a view, a life hack, we generally hear about those special insights from the ones we know and trust.

**Build a Good Reputation as a Business**

The famous Huckleberry Milkshakes are only found at Victor Emporium.

We also take into account the word of strangers. That’s why I urge my clients to claim a business listing. If your business has been “on the map” so to speak Google or Bing may already have you pinned. If so, you can claim a business like yours with ample proof that is your business.

There is a big benefit of claiming your business listing. Once you’ve done it it can help receive more attention through customer reviews. Ideally, you have good reviews and not too many poor ones. Believe it or not the negative ones may not always deter people. You can never guarantee satisfaction from everyone. But you can encourage your patrons that are pleased with your service or product to leave you a review. It’s all about building that good reputation in town.

Superlatives

Another fabulous and organic way to build a good reputation is to be on the “Best of” list in your town/city. The public can cast a vote for their favorite nominees. The results can be such a great way to rope in more business.

I have personally been through so many hairdressers over the past 11 years in Jackson, Wyoming. My hairstylist has ranked Gold and Silver for the Best Hairstylist in Best of Jackson Hole for many years in a row and for good reason – she’s fabulous with hair!

Influencers

Social media has changed the way we share our experiences. Capturing photos and videos instantly, geotags, and hashtags help tell the story. Word-of-mouth takes on a whole new meaning when it’s shared on social media. You can pay influencers to share your product or place of business with their followers. This direct influence can help capture even more potential clients.

Influencer marketing is a kind of social media marketing that uses plenty of help through endorsements and products mentioned by influencer individuals. These individuals have a dedicated social following and are considered experts in their particular area or niche.
Henny Yeshanew, Entrepreneur.com

Through influencers, word-of-mouth is proven to still work but just on hyperdrive. This more dynamic way to story tell is faster and proven to take flight with metrics to back it up. The metrics are measuring engagement, clicks, views, and ROI. You may think that the more followers the more influencer has the better but that’s not necessarily the trend of the Influencer appeal is heading. In 2022, the trend of micro-influencers can be considered experts in their particular area or niche can generate a more reliable return.

Some actionables, the next time you get a haircut:

Find the salon on social and give them that “social currency” with a follow. Mention them in an Instagram story with your new hairdo.
Leave a review on their Google listing. Share a photo if you are able.
Share the “word-of-mouth” by telling a friend your experience.

Coincidentally, I just got a haircut from a new hairdresser in Victor, ID near our new house and I am so pleased. I will do ALL 3 because Mandii Caldwell with Joy Daniels Salon did a fabulous job, she’s professional and friendly. And from one fellow mama and female entrepreneur, I am all about amplifying her and her business.

Interested in learning more about the power of word-of-mouth, let’s get coffee to chat about other ideas.

Content Overload

Posted on February 10, 2022 - 12:12 am by Heather DeVine

If you have internet you must be feeling the same content overload that I feel.

Since the pandemic began in early 2020 I recalled seeing my inbox implode with emails almost immediately. Everyone, I mean everyone wanted to fuel connection. The trouble with too much too often is the overload conundrum. My inbox becomes a sea of emails I don’t have time to read, it becomes noise. And I am one of those folks that loves to keep my number of emails unread very low. I mean low, like 2 to 5. Work email especially. I flag them or star them to keep myself accountable to tasks that need my attention. But for the most part I skim through emails to make sure I don’t miss important deadlines, obligations, appointments or events. With “content overload” it sure makes it difficult to reach your audience.

What makes your email campaign content stand out without the content overload?

Frequency: If your emails are being scheduled out with great succession that surely can make it difficult for your audience to: a. stay on top of what you already sent them AND b. care about what you sent them.
Attention Grabbing: Have your subject line standout among the sea of emails. I’m a fan of emojis!
Unique content: Share something NEW and exciting with your audience. Don’t tell them something they already know, this keeps them more engaged.
Relevant content: Stay relevant to your audience. If they can’t relate to your content they will unsubscribe. Note: Unsubscribers are doing you a favor. Don’t waste unnecessary time on trying to capture their attention they’ve made their choice to step back and that’s okay, it’s not personal.
Simplicity: Keep your emails short (dear God). Your audience will likely not read your lengthy email that has no photos or icons, or colors to break up the monotony of reading your boring email. Sorry to be so blunt but it’s true. We folk have a short attention span, let’s keep it short and sweet. Gifs (moving images/graphics) do help keep the eye interested. Be sure to use alternative text to reach your audience that use screen readers. The alternative text helps describe the images on your emails, website and now social media imagery too.

Providing Humanity in Marketing

Elicit (positive) emotion, especially connection: If you just flip on the news, you are inundated with content that elicits fear, negativity and division. Phew, let’s not use that same influence here in their inbox. Help solve a problem, bring positivity to the inbox, share goodness and inspiration. The very last thing you want to do with your messaging is for it to become someone else’s white noise. If you can accomplish connection in your emails, that’s something special. Societally many of us have felt disconnected but if you can help even for a moment to inspire your audience feel connection you’ve accomplished something truly amazing.
You are NOT for Everyone: Release the idea that you are for everyone. It is an impossible expectation to have when deploying your marketing strategy. Focus on your sweet spot bullseye audience and allow for your inbound audience to discover you.
Allow for Discovery: Again, help solve a problem, educate your audience, and inspire them to make a decision about your business. What I have found is that individuals love “discovery” of new businesses and products. Allow for that discovery to happen by sharing your content piece meal through your social media posts, blog posts, and newsletters. That inbound audience will follow the breadcrumbs and make their decision on purchasing from you based on that important groundwork.

Honor where you are

I attended a ED (Executive Director) Roundtable event with Jackson Hole community yesterday and I felt inspired by the presenter. Paige Curry, ED of Astoria Park Conservancy is taking a step back from social media as she recognizes the “content overload” and quite frankly I respect that. She claimed as a mother she doesn’t have time for catching up with everyone right now and needs a personal break. She felt perhaps her audience felt the same. I thought to myself, “Amen, sister. Amen.” In fact, many of the takeaways from her leading of this ED Roundtable inspired this blog post. Thanks Paige!

On a personal note, staying up night after night glancing at my phone has just stopped working for me. It kept me stressed and “on” too much. When you work for yourself or when you work remotely you can easily get sucked into the never ending to-do list that looms. Put down the device and walk away. I am typing this last sentence and shutting my laptop because the next thing on my list can wait until tomorrow.

Good-bye, content overload.

Unique Ways to Engage with Non-Profit Donors

Posted on January 30, 2022 - 9:10 pm by Heather DeVine

I love helping nonprofit organizations with their marketing strategy and implementation. I have 15 years experience working with nonprofits and here is a peek into why I am so keen on helping them. Find unique ways to engage with non-profit donors.

Why my Heart is into Helping Non-Profits

Nonprofit organizations are unique manifestations of good ideas that serve communities. Here in the Teton County, WY/Teton County, ID area we have over 400 nonprofits serving this region. Organizations do so much to serve the community’s needs in ways that government agencies and for-profit companies can not. The important work that nonprofits provide sparks a lot of motivation in me to serve them.

Founder of People Spread Love

I founded a nonprofit, People Spread Love nearly 7 years now. The mission of People Spread Love (PSL) is to empower communities to write notes of love to those facing adversity. This act of kindness expresses empathy and revives human connection across community lines. PSL had very humbling beginnings, very grassroot style with compassionate volunteers at the helm. This 501c3 nonprofit organization is now stepping into a new phase with funding our very first People Spread Love Starter Kit program. This is an exciting time for me and my Board of Directors and for the community that has loved and supported us for many years now. As part of the Starter Kit program, I put together these clever and fun hand drawn postcards to be included in the kits and as a way to entice our donors to donate to PSL’s operational costs.

Hand Drawn Postcards for LOVE

Like many nonprofit organizations there is a need to engage with donors in unique ways. This angle is a creative one. As Galentine’s Day, Valentine’s Day and Random Acts of Kindness Week is right around the February corner, I thought it wise to release these designs in late January to get a jump start on getting these into the hands of our donors. I put the postcards up as an incentive when donating a certain amount to PSL. I’ve priced the postcards as a way that was less expensive than a greeting card you would already buy from a shop/grocery store (those suckers are nearly $5-8 a pop these days – yikes!). This example of an incentive is a practical one, away to reconnect or express love to someone you care about.

Printed Products are NOT Dead & Gone

The dilemma these days is our world revolves around being online, Zooming in, and always being tethered somehow through social media. This separation from that world into the physical written word is a relief for many. This is one of many reasons that PSL is so effective and easily adopted into our volunteer’s routines. When you are marketing your nonprofit do not give up on printed products, they are still very much appreciated and effective ways to reach your audience.

Capture their attention through a unique approach like humor. Since PSL’s premise is inclusion, love, kindness and generosity, a few good puns is a complimentary vibe. The example below is a postcard mailer I helped GAP! send to donors. The postcard presented the problem and the solution, this captures the attention of the donor and gives them the call-to-action (CTA) clearly in the middle of the postcard, the QR code they can “Scan to Give.” QR codes are back and more are utilizing it in the USA.

Ways to Engage with Nonprofit Donors

Direct Mailer postcard from GAP (Girls Actively participating) — Direct mailer postcard from GAP!

Here are some other ways to engage with nonprofit donors;

Monthly emails with Carefully Crafted Content with very direct call-to-actions (CTA) ie. Campaign and goal communicated directly tied to a project or program.
Give them incentive to donate ie. Pun-ny postcards, stickers, etc.
QR codes are “in” now and work effectively to expedite the donation process.
Write and mail a “Thank You Note” – seriously that goes a very long way! Tell them what their gift went to better the community.
Share your impact story – collect testimonials of people have been directly impacted by your organization. This measurable helps your donors see the impact you make on the community.

Interested in learning more about different ways to engage with non-profit donors? Let’s get coffee to chat about other ideas.

Content Creation Carefully Crafted

Posted on January 23, 2022 - 4:57 am by Heather DeVine

What makes your business stand out among your competitors? A consistent content stream to share with your audience. It’s not just spewing out content, there is a formula for content that actually inspires and educates that will help influence behavioral change(s), build trust, and ultimately come to you for your expertise. Your messaging may shift and change as your audience does. If the past two years have demonstrated anything its change is the only constant. Let us help you with content creation.

Be consistent.

Much of what keeps your audience engaged and interested is consistency. We can’t always be ON all the time but we can try our best to share something rather than absolute crickets. You’ll find staying up on social media feeds is what we are talking about: photos, videos, reels, graphics to keep your followers engaged and looking out for your updates is important. Consistent flow keeps your business in their minds even if it’s in the back burner.

Be authentic.

The last thing you want to do is try to be someone you are not. When someone comes to you wanting to work with you and notices your external portrayal isn’t true to how it is to speak to you in conversation, you have a problem. You want folks to already get a sense of what they’re getting even before they pick up the phone to call you. Be you and you won’t have a problem. What entices folks to go into business with you is because there is a person behind the business. Remember people buy from people. Authenticity is arguably the most powerful component of content creation.

Educate.

Chances are that in your industry you are a pro which is why you started your own business. A saying I love and say often is: “always a student, always a teacher” – meaning that you have the opportunity to teach others just as you have an opportunity to learn from others. Share what you know, what you know ought not to be some kind of secret. Once you’ve taught something to your audience you have hooked them in to want more of the same.

Try something new.

To reiterate what I mentioned above is: change is constant.
If you have been trying just a few ways to reach your audience and you have not noticed no real results from those efforts any longer. Try something new. There are various resources (YouTube videos for one) that are free or webinars at a minimal cost to you in order to learn a new platform or system. Technology changes and in the past 15 years, so much change has occurred. I’m not necessarily all businesses need to be using Tik Tok for example. But try something on and see if it fits, you may find that new methods can work well for you and you may be surprised how fun it is to try something new.

Brain dump.

Have you ever tried a brain dump?
The idea is you grab a notebook or jump on your computer and jot/type subjects that you could write about that could be beneficial for your audience.

For example here is mine:

Content creation
Advantages of shopping local
Mindfulness in business
Humanizing your business
Enneagram in business
Importance of a website
Have a digital audit lately?
Social media, the right way
Website platforms
Community and business

Content should be:

Focused – Be clear what topic you wanted to share.
Digestible (2-3 min reads) – Approx. 350-450 words for blog posts.
Clear Call-to-Action (CTA) – make it very clear what you’d like your audience to go next?
A/B Testing – Testing your content is a great way to compare the effectiveness of your messaging.

In summary:
Be consistent with your content. Be authentic with your voice. Educate your audience. Try something new. Brain dump and so many content ideas will pop-up and spark more content for social media, your blog, your newsletters, and marketing materials.

Want to talk this out, fill out our “Let’s get coffee” form and we can talk it out!

The Advantages of Shopping Local

Posted on October 31, 2021 - 10:39 am by Heather DeVine

It’s Halloween now, how did that happen? You probably already notice Christmas ads sneaking in. The capital frenzy of holiday shopping is an all too familiar behavior in American culture. You have probably noticed that camp stove you bought online was backed up for months and just came in. That is 100% because of the chain supply shortage. So many of us consumers have leaned on these online sales especially during the pandemic for things that have provided comfort and convenience during the most inconvenient time. Local shops do rely on the chain supply for material and inventory, too however those handmade items they are less dependent. Especially those local artisans. Convenience stores can’t replace the advantages of shopping local. The experience, personality, value, and soul of local shops are unmatched.

Here are the Advantages of Shopping Local:

1. Talk to a human being, not a hotline number speaking to an automation. Have a problem? Take it back to your local store.

2. Quality over quantity. More is not necessarily better here.

3. Word-of-mouth is golden, your friends and family are your most influential voices in your purchase choice.

4. Align with your values with where you shop. Spending your money locally helps funnel that money to charities that are doing good locally in your community. You have seen campaigns that kick 5-10% of sales to a local cause. Keep your eye out to those opportunities to give back when you purchase items this season.

5. You are supporting local people in your community.

We hope you have the chance to get out there for Small Business Saturday and enjoy the advantages of shopping local! Fill out our client questionnaire at this link if you’re interested in working with Transcend Ideas as a small business this year!

Brands Need to Make Women Feel Seen

Posted on September 11, 2021 - 9:13 am by Heather DeVine

“Brands need to make women feel seen as they are, not as men want them to be. That’s the big shift that needs to happen. Brands need to stop telling women how to be, and start being in service to them.”

We just couldn’t stop saying “yes, yes, yes” to this New York Times article from Mara Altman on “Yes, Marketing Is Still Sexist.” We are fascinated by how brands have marketed to women for generations with out ever truly getting them. Being a mother it is even more apparent how brands are missing the mark on reaching us. A way that we say out loud, “you get me!” Cunningham and Roberts beautifully illustrate how brands haven’t truly considered the audience they so strongly want to reach.

Trends with Women in Marketing

Women in 2021 want to feel seen and heard. The economic impact the pandemic struck on women has been devastating. Opportunities have halted for women, especially mothers. The epidemic gave female workers the realization that work can look different for them. Opportunities with remote working being normalized are constant.

Women are working. They work from home, they go to school, they are raising their kids, they are without kids, they are coupled-up. Some women are single. Many female workers delegate the cleaning or the laundry. Whether they order in, cook, build community, have family nearby, or have a chosen family to lean into. Mothers are paying for daycare, nannies, and fur babies. They try to balance their self-care, they are constantly questioning themselves, they are confident, they are all different shapes, sizes, and shades, they “Google” when they don’t know something. The key point shows women are a fluid group that makes up 51.1% of the world’s population.

NYTimes: Yes, Marketing is Still Sexist

Between 1980 and 2010, women in commercials were shown in workplace settings only 4 percent of the time; frequently they were shown in kitchens, waxing poetic about the products they were selling. They were shown in kitchens so often that creatives referred to the trope in whispers as 2Cs in a K. “The K represented kitchen and you can guess what the Cs stood for,” they wrote.

Women Centered Marketing Solutions

It’s imperative that women get a seat at the table in creative decision making when it comes to marketing to women. After all, we are women and that’s the most relatable as it gets. Relating directly with the consumer you want to reach is most ideal in messaging and creative direction. From our perspective, we believe that with empathy marketing there can be lasting “business to consumer” relationships formed with great care and consideration. Here’s to more profound relatable brands that reach real women.

Empathic Marketing

Posted on July 23, 2021 - 3:25 pm by Heather DeVine

The definition of empathy is the ability to understand and share the feelings of another. What does empathic marketing mean to you? How does it affect your decisions or emotions as a consumer?

Empathic Marketing Transcend Ideas
graphic
-identify your audience
- align with what's important to them
- listen and be curious about your audience
- revisit to make sure you're still reaching them

The Role of Empathy in Marketing

Have you ever felt your heartstrings pulled during a commercial, felt nostalgic or hopeful when glancing through a magazine and an ad gave you pause? These are the moments we, as marketers, are hoping to generate for our end users. We want to create moments that allow individuals to transcend their circumstances and become whatever their heart desires. We want your business to soar in much the same way. There are some key strategy components that come with utilizing a marketing campaign that is empathic. Utilizing the power of empathy in marketing stirs up a drive in consumers and a call to action, whether that be through product, travel, or service promotion.

The marketing campaigns that speak the most to us encourage us to step up and be more or to discover more for our lives, and to realize the status quo need not remain indefinitely. To cause an emotional moment of reflection for any population requires coming to know who you are marketing to.

When communicating your message to your customers it’s important to practice curiosity and compassion with empathy. Your customers want to feel they are understood and that the products and services they utilize are in alignment with them. With that being said empathy is a vital component of your messaging. Interested in learning more about Transcend Ideas and our approach to marketing with every client? Let’s chat!

Empathic Marketing Transcend Ideas graphic
Loyal audiences are seeking in businesses
- Integrity
- Honesty
- Authenticity
- Thoughtfulness
Not perfection.

Top 5 Things to Think About Before Hiring A Creative Agency

Posted on May 18, 2021 - 4:58 am by Heather DeVine

Here is a list of Top 5 Things to Think About Before hiring a creative agency to help with your small business or organization’s meaningful messaging.

5. Answer your “WHAT” and your HOW?”

The WHAT and the HOW are all in that clever business plan of yours. And some of those plans aren’t refined and that’s certainly at least a place to begin.

If your endeavor is to start up a life coaching practice, your HOW will look much different from a coffee shop and café. This HOW actually does help your creative team to meet your needs and propose specific tactics in marketing strategy both online and offline.

4. Answer your “WHY?”

The WHY of your endeavors will help grant you direction and stability in the product or services you plan to provide your audience. The WHY brings about in many cases the reason you are doing what you are doing.

Someone who starts a bakery locally may say for example;
My WHY is to provide freshly baked goods to my customers. They will find happiness in consuming the quality products I offer.

3. Answer your “WHO?”

The WHO is the target audience that you will be honing in on. Many optimistic entrepreneurs tend to step into this journey thinking everyone is their target audience. I am here to convince you otherwise. Knowing your target audience intimately means you’ve chosen to begin with a narrow market to begin. Who’s to say you won’t broaden your market down the road?

For example, Amazon begins its endeavors selling books online out of Bezo’s garage in Bellevue, Washington.

2. What’s your entity name?

Some folks have names they are quite attached to and others come in with a clean slate. Wherever you might be with this, bring that energy to the creatives because they can help polish ideas or propose brand discovery which can bring a fresh perspective to your vision. The entity name is just the beginning of the logo design and branding journey which helps present your business/organization to the world.

Keep in mind you don’t want brand confusion. The first step is to check in with the Secretary of State in their business name entity search tool to see if anyone has already registered the name you were hoping to utilize before even going down the road of branding. Also, a simple Google search helps to determine if there may be confusion in general with your audience finding you. Don’t be discouraged if someone else is utilizing your business name idea, as long as the name you choose doesn’t cause confusion in the state you are planning to operate and market to, you should be safe to proceed in your efforts.

1. What’s your mission and vision?

This #1 of the Top 5 is the most crucial to how you conduct business and attract the ideal client. Your marketing helps dictate who these clients are. They will respond to your messaging accordingly so a careful assessment of your mission and vision will help creatives hit it out of the park by delivering your message effectively.

–

Good luck, there are SO many that can help bring your vision to light. If you have questions about hiring a creative agency or on how Transcend Ideas can help, email us at hello@transcendideas.com and we have that first free consult to see if we are the right fit for you and your meaningful journey.

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