PPB October 2017

PPB Have you ever anticipated a client’s need, only to have it turn out differently? If so, how did you adapt? David Schneiderman Every single day. We have a large sports client base, and we also have a large music client base—traditional promotional products, souvenirs, etc.; lots of different needs, and just when you think you have it all figured out, somebody throws a curveball. But having a large client base allows us to use products elsewhere, so we’re not holding onto inventory. You have to be able to anticipate needs but at the same time always have a plan B and C. We have a loyal customer base because we take care of them and always put their needs ahead of our own. WATER COOLER TableThose Labels Clinging to generational stereotypes can hinder employee growth Many employers are eager to bring Millennials into the fold, hoping to capitalize on their digital-first mindset and relational approach to conducting business, both as clients and service providers. But, while Millennials proudly own many generational characteristics not seen in previous groups—we’re looking at you, Baby Boomers and GenXers—other stereotypes placed upon them in the workplace may do more harm than good. Rachel Weingarten, a marketing and brand strategist who serves as president of 729.marketing, says generational labels can be detrimental in part because they are at risk of being misinterpreted. Though the oldest Millennials are generally thought of as individuals who graduated high school in 2000, the younger and older members are still vastly different because of the political, social, cultural and economic influences under which they grew up; even Baby Boomers and GenXers feel the strain of differing experiences over a span of five to 10 years. Negative labels such as poor work ethic, codependency, short attention spans and a need for instant gratification can morph into self-fulfilling prophecies for employers who paint all their Millennial employees with the same brush. If you don’t think a Millennial will demonstrate a strong work ethic in the style of a Boomer, you may be less inclined to let them shoulder any responsibility in a team environment—forcing other employees to bear more of the workload. Conversely, if you pair the Millennial drive for recognition and approval with a critical role in meeting a company-wide goal, they will recognize the opportunity to earn those accolades by taking on more tasks and collaborating with coworkers to achieve success. Rather than using stereotypes to create age silos in the workplace, encourage a collaborative environment that turns the abilities and perspectives unique to each generation into tools for teamwork that produce positive results for everyone. MARKET SHARE Manage Your Marketing Missteps Uh oh. The marketing strategy you launched with fanfare and fireworks has ended up fizzling. If you aren’t seeing the results you anticipated, either in hard numbers or anecdotal feedback, rather than scrapping the whole plan, consider making these changes, from Entrepreneur contributor Jayson DeMers, to get your efforts back on track. 1 Wait a while. Some strategies take more time than others to produce results. Investments in launching a revamped brand image, or a decision to use inbound marketing to boost client numbers, are a long game. 2 Stand out. Differentiation is the name of the game. Does your marketing strategy emphasize those characteristics or services that elevate you above the competition? Cut through the noise with eye-catching design and straightforward language that clearly states your unique value proposition. 3 Offer More, Or Better, For Less. What’s your end game? What outcome are you anticipating from the implementation of your marketing strategy? If you’re not seeing the desired results, change up your offer. Make it worthwhile to your audience to engage in whatever action your strategy is proposing. Whether it’s a free gift or a limited-time offer for a select number of respondents, the carrot you dangle should be tastier than the ones your competitors are offering. 4 Adjust Your Sights. While a broad audience category seems appealing at first, sometimes you’ll see a bigger payoff when you refocus your efforts toward a smaller, more select group of prospects. Dive into some research on a targeted demographic and use that knowledge to tweak your message for a custom fit. | OCTOBER 2017 | 77 THINK