Tag Archives: Christmas and holiday season

The Ninth Candle

Last night was the first night of Hanukkah. You’ve probably seen a version of the candelabra that is used to hold the candles that are lit each night of the holiday. You might not, however, have noticed that while the holiday goes for 8 nights there are spaces for 9 candles in the candelabra, called a Menorah. The ninth candle is our business topic today.

That candle is called the shamash in Hebrew, which translates to “helper” or “servant.” It’s not like the other candles in that it sits either higher or lower than the others in the menorah. It’s used to light the other candles, and although it burns just as brightly and sits in the same candelabra, it’s different.

What this brings to mind is how those of us who have grown up into managers and executives become very much like the ninth candle. We’re servants and helpers. Our job is to help the other members of the team to do their job, much like the shamash enables the other candles. Where we get into trouble is when we forget that. The people who actually do the work don’t serve us. They serve the organization, its goals, and customers.

Think about the best boss you’ve ever had (and I hope you’ve had some great ones!). My guess is that they were clear communicators who respected you as a person and as a professional. They probably never talked down to you when you didn’t understand something and were always pushing you to be your best self. They were also willing to get you whatever you needed to do your job, to the extent they could whether that’s a better computer or a pencil. They were also unwilling to let a weak team member jeopardize the entire team so they were clear about standards and held everyone to the same ones.

As you pass by a menorah (whether it’s a real one or a picture) this Hanukkah, remind yourself that while you may be the boss, you’re also a shamash, a ninth candle that’s a part of the team. You might sit higher up but you’re really there to help. Make sense?

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Filed under Thinking Aloud, What's Going On

Lost In The Flood

Today is Cyber Monday, which is, of course, another “Hallmark Holiday” – something made up by marketers to sell stuff. It’s the first Monday after Thanksgiving which, as we all know, exists only to let us know that Black Friday is the next day. That might even be a bit untrue since Black Friday now seems to start after lunch on Thursday.

In any event, there are lots of deals to be had (available while supplies last). I did a little counting and my inbox received 324 Black Friday emails announcing sales, deals, specials, and other marketing miracles. I’ve received 88 Cyber Monday emails promoting today’s deals but the day has barely begun so that number is low. My business account received far fewer which I guess means that neither day is as huge for B2B selling.

I don’t know about you, but I deleted the vast majority of these emails without even opening them. It wasn’t that they had crappy subject lines. They all just got lost in the flood created by the breaking of the holiday dam. Interestingly, Amazon, from whom I get a daily mail about something I might have been checking out in the last week, only sent a single missive for each sale day while several other retailers sent multiple emails every day.

What’s a marketer to do? The next month is a prime selling window for nearly every brand so sitting it out isn’t really an option. There needs to be a recognition, however, that the noise level is at jet-engine levels and something needs to help your marketing efforts get noticed. If you’re thinking that moving to social channels is the answer, it’s probably not. Sure, it might be easier to get in front of the customer but, as a McKinsey study stated:

E-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined. That’s because 91 percent of all US consumers still use e-mail daily,1and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher.2

I’d suggest avoiding the flood as best you can. Start your holiday season in early November (or maybe even late October if you can avoid the Halloween noise) by teasing offers to come. Get your customers in the mood to buy. Who wouldn’t want to have their holiday shopping done early? Obviously, if you’re not checking your outbound mail across every platform to be sure it renders properly you’re committing marketing suicide. Responsive design is a must!

Finally, go local and get personal. Whatever you can do to tailor your messages to each location and/or each customer will greatly increase your conversion rates. I’m always surprised when I get what is obviously a generic email when even minimal segmentation would get me to read it. There are dozens of retargeting technologies out there. Speak as if you were at a cocktail party – one to one – and not with a bullhorn.

To paraphrase The Boss, have you thrown your marketing to the war, or did you lose it in the flood?

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Filed under Consulting, digital media, What's Going On

Time For What?

It’s Foodie Friday and the topic is time. Now, what the heck does time have to do with our usual Friday food rant? As it turns out, quite a bit. I was reading this article from Eater on the year’s advances in food technology. What struck me as I read the piece wasn’t so much any one piece of tech (although I’m not sure how I’ve lived without a bacon emoji until now) but how many of the innovations had to do with time.

There are a few items mentioned that reduce the time a customer needs to wait in person to be seated. There are other that reduce the time a customer needs to wait to receive their food after placing their orders. Still others involved getting take out food delivered in less time (nothing like a speedy drone to beat the traffic!). 80% of the innovations mentioned in the article involve saving time somehow, mostly to benefit the customer but in so doing also increasing service capacity and, in theory, profits. We love those win-win scenarios!

All this time saving does, however, beg the question: what are people going to do with the time savings? It seems these days that the answer involves consuming more content and the marketing messages pushed through the channels containing that content. Let me throw out a different thought.

Since so many people, in the food industry and elsewhere, seem to be wanting each of us to have a little more free time in our day, why don’t we use it to do some of the things we apparently don’t have enough time to do now? You know: read a book or spend a few minutes actually researching an issue that’s meaningful to us so the next time we share a story we’re sure of our facts. Take some of that newly found spare time and go say “hi” to someone in person instead of messaging. Throw a ball to your dog or with your kid.

It’s a season of family and gift-giving. How about we use the gift of time all these innovations afford us wisely?Merry Christmas, Happy Chanukah, Joyous Festivus, and enjoy whatever you’re celebrating!

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Filed under food, Helpful Hints