Catty Clients

Posted on May 31, 2012 by admin

Insomnia can be insidious. You eventually learn about every type of beauty balm shopped by Photoshop-friendly ex-super models, the hottest trend in pint-sized grills and of course, the latest way to convert from couch potato to a lean, mean fitness machine. But the other night, I landed on another world… more like a fur, feather and fishy universe called Animal Planet and a rerun of My Cat From Hell on Animal Planet. Intrigued by the name, it pulled me in like catnip.

I learned about Duff, this puff of peaceful white that suddenly become a demon when brought home to its new owners. And teaching Duff to not mame, bite or amputate his owners became the challenge of Jackson Galaxy, also known as the cat whisperer.

But I started to realize cats like Duff can sometimes be all too similar to clients. The relationships start off with the best of intentions. Like taking Duff home, it all seems so picture perfect. But sometimes, within just a short time, the claws come out. While we may charm and put on the perfect smile to schmooze a client to sign with us, how often do we ask ourselves if it’s the right fight? Or as clients, figure out if the decision goes beyond the best bottom line numbers to personalities that work well together. To avoid an intervention with a crazy facial-haired cat whisperer, that’s where it becomes important to take a pause (or paws) and make sure that the people work so the work can do its work.

- Jolene

Shocking Branding

Posted on May 17, 2012 by admin

Consider them both shocking… people voluntarily electrocuting themselves, and brands that just get it. The first should be filed in the category of plain crazy. The second goes in the you-could-drive-yourself-crazy-trying-to-find file.

In just a matter of days, months of training (probably not enough), hours of commiserating my lack of athleticism (probably too many), and too few minutes of rational thought culminate in the challenge known as Tough Mudder in Somerset, WI. The 10-12 mile course with approximately 25 military inspired obstacles bases itself on being the toughest event on the planet.

When you consider that you run through fire, jump into ice water, climb hay bales with pitchforks and walk through electrified wires, it may be the toughest or the dumbest thing a person can do. And as I signed my death waiver in bold, bright, glittering pink pen, I realized that this brand makes even signing your life away something you smile about. It’s a brand that knows itself inside and out, reinforcing itself not just with design, style and color, but with a readily identifiable voice in all it does. It’s not just the copy on the homepage, but everything down to the to-do list for the day, which reminds you to not puke and of course, to sign that death waiver.

Either on Facebook or face-to-face, it knows its voice, bringing a mixture of irreverence, arrogance and camaraderie. Take the online quiz to see if you could muster enough to make it through a Tough Mudder; you’re asked about your workout but also the best ‘stache. This brand voice mocks marathons (boring) while remembering its mission to help raise funds for the Wounded Warrior Project. So the greater shock will be if I make it through the challenge (not a timed race, but just a matter of making it to the end). Only Saturday will tell.

- Jolene

Not Another “Go Digital” Lecture

Posted on May 15, 2012 by admin

You’d think people and businesses would be adapting to the Digital Age by now. Some have, but many still haven’t gotten the memo. Resistance to change almost seems to be wired into human DNA. So a lot of people, small business owners and companies alike, are in denial, and seem to think the Digital Age is just another passing fad. But if they want to succeed, that kind of thinking has to stop.

It’s not just about the technology; it’s about the consumer. Consumers are the reason businesses need to adapt to the digital/mobile movement in the first place. Why? Because consumers are living in the Digital Age, they’re embracing it, it’s where they can be reached, and it’s what they expect when they interact with businesses. And fully embracing the Digital Age doesn’t stop at setting up a Facebook Fan Page.

For example, I never carry cash, only a debit and credit card. Although I expect to make purchases with my cards, a lot of businesses miss out on my sale because they don’t have a card reader. I try to be proactive and grab some cash if I know I’m going to some place that doesn’t accept cards, but carrying cash just isn’t convenient for me, and many other people feel the same way. Therefore, we non-cash carriers sometimes end up just hoping a business will accept cards. How pathetic does that sound? “Please, please just let me buy something from you!”

If a business isn’t providing everything they can to make things easy on the customer, including the most convenient payment option out there (i.e. debit cards), then they’re missing out on sales. This goes for small businesses too. Their quality of service should compare to, if not surpass the quality of service of their larger competitors. Plus, making the debit card option available is easier than ever before. It’s called the Square.

In this new digital era, the ability to accept cards is just one example of the many modern shopping conveniences consumers expect out of businesses. And that list will only increase in the future.

Consumers have much more say in how they shop than ever before. They call the shots, and they expect convenience. Are you going to give it to them? If not, someone else will.

So yes, go digital, but beyond that, go where the consumer takes you.

- Andrew