PPB December 2017

account executive andmanages the company’s social media presence. “I am responsible for promoting our company’s products and services, and for building relationships with new and existing accounts,” she says. “Mymain focus is to help our clients succeed in their marketing efforts while achieving [our] sales and profit goals.” Bell admits that the sometimes-tumultuous relationship between parent and child can be challenging in the business world, but for this pair, it works. Conradis and her twin sister, Christine, started working for the company part-time as high school students, learning to operate the embroidery machines. By the time she accepted a full-time position, Conradis had dedicated herself to mastering the complexities of being an effective distributor of promotional products. “Madison has made a huge impact on Your Logo,” says Bell. “She taught me that if we do not have an active social media presence, we will miss out on marketing opportunities. Along with expanding our online outreach, she has brought a new level of awareness for our company through extensive community volunteerism.” One of those volunteer initiatives is with the Space Coast American Advertising Federation (AAF), a trade association that serves the local advertising community. Bell explains, “The AAF educates advertising professionals and students, monitors legislative issues, drives traffic to all businesses, and helps build our economy.” The organization also sponsors the annual Addy Awards, which recognizes excellence in the advertising industry. Bell was deeply involved with the organization for years— including serving as president in 1991—but she and other leaders were concerned that it was in decline. In 2011, Bell and a group of past presidents got together to brainstorm ideas to breathe new life into the group. Intensely passionate about the unifying voice that AAF provides, Bell jokingly offered her firstborn child as a volunteer. Starting as the social media/ communications chair, Conradis encouraged the board to broaden their target market. “Traditionally, members consisted of different disciplines Madison Conradis (center) and current local AAF president Emma Richard (left) present Jeanna Wood at The Space Coast Office of Tourism with their District Gold ADDY Award. Tips On Selling To Millennials Madison Conradis shares these suggestions when reaching out to Millennials. 1 Make sure your website is “Millennial friendly.” This means making your website easy to navigate on a smartphone or tablet. It may also be wise to add user-generated content such as product reviews or photos, since Millennials trust strangers more than claims from a brand. 2 Don’t “pop in” or call “just because.” Unless there is a major problem or Starbucks is giving away free skinny mocha frappes, I really do not want to communicate face-to-face. Electronic communication saves time for everyone involved. It leaves a paper trail, and I am able to work on other things while awaiting a response. 3 Whatever it is, hurry it up. We live in a world with only one speed and that speed is fast. Keep your pitch short and sweet, under a couple minutes. Get to the point, and we will do our research and make a decision in our own time. 4 Have a strong social media presence. To stay relevant with the younger generation, at a minimum have a Facebook and Twitter presence and update it regularly. You need to make sure you’re reaching Millennials effectively by providing us with convenient and efficient procedures to move us through the purchasing process while delivering content-rich mobile and internet buying experiences. “Mymain focus is to help our clients succeed in their marketing efforts while achieving [our] sales and profit goals.” —MadisonConradis | DECEMBER 2017 | 67 THINK