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Marketing StrataGEMS

December 22, 2017Lori Rohrbach

I admit it – with the holidays fast approaching, I’ve been seeing too many jewelry commercials. My eyes are sparkling with diamonds. That being said, here are three stratagems to brighten up your marketing efforts.

 

  1. Don’t overlook the “diamond in the rough.” Ever seen a picture of a raw, uncut diamond? It doesn’t look like much. It certainly wouldn’t make a woman swoon if you plunked it in a setting and gave it to her. Some marketing ideas are like that. In their original form, as your staff is brainstorming around the table, they look dull and boring. But do some judicious cutting and polishing, and you might find that what looked like a dud is actually the crown jewel of your marketing successes.

 

  1. Don’t ignore your “chocolate diamonds.” We all like to find the unique, exciting, amazing differentiator that will set us apart from the crowd. But, let’s face it: most of the features and benefits that businesses offer are … well … pretty ordinary. Don’t let that distress you! Find a creative way to market the ordinary, and the results can be astonishing. As proof, consider “chocolate diamonds.” Chocolate diamonds are, simply, brown diamonds: the most common type of diamond there is. There are tons of them. But call them “chocolate,” and you can suddenly sell them for thousands of dollars each. That is the value of turning the “ordinary” into the “extraordinary”!

 

  1. Don’t forget to polish your diamonds. Recently, I had my two heirloom diamond rings professionally cleaned. The “before” and “after” difference was quite impressive, and I have vowed to clean them regularly from now on so that they maintain their sparkle. Similarly, don’t forget to polish even your best marketing campaigns to prevent their message from getting dull. The change of a word here or there, a new image, a tweak in emphasis … all these may help you to keep in touch with a changing marketplace.

 

Here’s wishing you a true “gem” of a holiday season!

 

Author: Paula Marolewski

 

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Eight Work-From-Home Etiquette Tips

Eight Work-From-Home Etiquette Tips

 

Whether telecommuting is old hat or something you’ve been forced into as part of the COVID-19 shutdown, here are a few tips to make the experience run smoothly for both employers and employees.

 

Managing expectations

Successful work-from-home strategies always begin with clearly communicated expectations. Make sure your employees have any necessary equipment, tools and resources.  Will they need to track their time? Participate in regularly scheduled meetings? Be available at certain times of day? For employees, know what you’re accountable for and clearly communicate any challenges you’re having.

 

Constant communication

Keep the lines of communication open and be accessible. Check in with employees regularly through apps like Slack, Microsoft Teams, Google Hangouts and Skype, or even an old-fashioned email or phone call. Be genuinely interested in how they’re doing but don’t overdo it. Foster a feeling of trust by not micromanaging.

 

Nine to five…ish

While having a daily schedule is ideal, it may not always be practical right now. Make sure your people know when you need them to be available and try to offer flexibility at other times. They may be juggling school schedules as well as work schedules and working at “off-shift” times may be necessary. Be mindful of employees in different time zones as well.

 

For employees, try to work when you’re at your best, and not when you’re exhausted by kindergarten playtime and fourth grade math. Make sure people know if you will be unavailable at certain times.

 

Taking a break

Getting up and moving clears the head and helps with creativity and problem-solving. Whether it’s a walk around the block or a break for lunch, make time to get away from your desk throughout the day.

 

Signing off

Working from home does not mean being available 24/7. Set an actual end to the workday if possible. Don’t send and respond to messages at all hours. Sign out of messaging apps and close work programs. Understand and respect these boundaries.

 

Location, location, location

When setting up a home office, think about where you will have the fewest distractions – for yourself and for those who may be seeing you and your background on a video conferencing platform. Try to avoid busy spots that may include semi-clad people walking behind you, barking dogs and kids vying for your attention.

 

Conferencing and calls

Be clear about whether you expect people to turn on their cameras during meetings. If so, be clear about how they should be dressed. During calls, mute your phone when you’re not talking to avoid background noise. Headphones can also help with call quality. When speaking, pause frequently so others can participate in the conversation.

 

Social engagement

It’s ok for managers and employees to have some down time together, which may help ward off feelings of isolation. Keep up your normal level of interaction, perhaps with a virtual coffee break or happy hour. Managers should set the tone for how casual to be. Let employees choose what they would like to share, and never pry into areas that were off-limits before.

 

 

Author: Erin Alderfer

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