I am sorry I have not written my weekly blog this year. So many have been contacting me with pleads to return. Some wondered aloud if all the notoriety had gone to my head. If the constant glare of the public made me feel personal pressures, to enormous live up to. If the new celebrity hype changed me.
Diddy and I laughed at that last one.
I have been bombarded by minions with simple requests, cries of passion, monetary bribes and some interesting offers that would fall under sexual turpitude. (OK, those were the ones that got me back... )
So, starting next week I will break free from the Kardashian spell and return to my proper place on the intellectual food chain; dispensing wit and wisdom that will be life altering. Or, at least make your Monday a bit brighter and isn't that really why I'm here?
Greg
Gregory Salsburg
CEO/The Big STIR
STIR-Communications.com
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
Monday, January 31, 2011
Friday, December 24, 2010
Enjoy the holiday season
Moments and memories …
I chose to postpone my Monday blog this week until today in order to piggyback on the holiday spirit.
This past week I spent time with the former VP of purchasing for a national clothing chain, who I jokingly refer to as "Needless Markup." OK, so that joke didn't garner even a smile, but it did open the door to a broader discussion of marketing and society’s drive towards an aspirational brand.
We agreed that the true spirit of the season is never forgetting the deeper meaning: that gluttony reigns supreme and the larger and more expensive the gift, the more love you are providing AND should expect in return. We confirmed that extended joy only comes when you can post your new found booty on Facebook to ensure others can be swept away with your very personal moment.
He pointed out how some brands actually increase their logo size or the amount of application times its applied to an item during the last quarter of the year. This meets consumers psychological demand to promote to others their newly donned accessory.
Red seems to be the best marketing trick of them all. Sorry Santa.
The brand he referred to as "the emperor without clothes" (yes, I congratulated him on the pun), the marketing Houdini is Christian Louboutin. The bottom of the shoe dons a red sole to ensure all are aware of your perceived good taste and ensures one’s attempt at projected envy can be applied with each passing step. Amazing marketing and killer advertising has made this brand aspirational.
Once the red wears off you are forced to buy another to ensure the cycle of idiocy continues, genius! One problem is that the exact same shoe is manufactured under a different label (sans the red sole) for less than half the cost. When a focus group was given both shoes they said the brand name was better made and more comfortable, 90% of the time.
I support that 90%, life it not about quality it’s about quantity and one should never be seen in those "lesser shoes."
So remember years from now, this holiday season will not be remembered for those superficial things like family, laughter, sharing, health and love.
(Today's blog has been proudly sponsored by America's Gross National Product.)
Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com
I chose to postpone my Monday blog this week until today in order to piggyback on the holiday spirit.
This past week I spent time with the former VP of purchasing for a national clothing chain, who I jokingly refer to as "Needless Markup." OK, so that joke didn't garner even a smile, but it did open the door to a broader discussion of marketing and society’s drive towards an aspirational brand.
We agreed that the true spirit of the season is never forgetting the deeper meaning: that gluttony reigns supreme and the larger and more expensive the gift, the more love you are providing AND should expect in return. We confirmed that extended joy only comes when you can post your new found booty on Facebook to ensure others can be swept away with your very personal moment.
He pointed out how some brands actually increase their logo size or the amount of application times its applied to an item during the last quarter of the year. This meets consumers psychological demand to promote to others their newly donned accessory.
Red seems to be the best marketing trick of them all. Sorry Santa.
The brand he referred to as "the emperor without clothes" (yes, I congratulated him on the pun), the marketing Houdini is Christian Louboutin. The bottom of the shoe dons a red sole to ensure all are aware of your perceived good taste and ensures one’s attempt at projected envy can be applied with each passing step. Amazing marketing and killer advertising has made this brand aspirational.
Once the red wears off you are forced to buy another to ensure the cycle of idiocy continues, genius! One problem is that the exact same shoe is manufactured under a different label (sans the red sole) for less than half the cost. When a focus group was given both shoes they said the brand name was better made and more comfortable, 90% of the time.
I support that 90%, life it not about quality it’s about quantity and one should never be seen in those "lesser shoes."
So remember years from now, this holiday season will not be remembered for those superficial things like family, laughter, sharing, health and love.
(Today's blog has been proudly sponsored by America's Gross National Product.)
Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com
Monday, December 13, 2010
Silence is Golden
If you’ve had the pleasure of spending even a moment with me you would think, “he’s awesome,” and I would agree. I mean, not just a little fabulous but out of your mind, hang on every word I say, unadulterated awesomeness. Not only do I know you love me, I know you need me and would be lost without me. My words - golden, actions - unequaled, thoughts - genius, friends and family - more important than yours. Where I travel, what I'm wearing, what I’m eating or whom I'm meeting with are more fabulous than who you're surrounded by. I am a pop culture deity.
Not in my wildest, narcissistic, mirror viewing moments would I believe those things above. Well, actually I do but I wouldn't project it or share it in writing to be used as future evidence. Note: I wish my Facebook friends would follow suit.
However that's exactly what a bunch of self-centered celebrities (redundancy alert) did recently. Pink, Alicia Keys, Lady Gaga, Justin Timberlake, Kim Kardashian, Usher, and others, vowed to stop using social networking sites Twitter and Facebook until fans donated one million dollars to Alicia Key’s charity, Keep A Child Alive. You already know I sit on the board of two charities so I'm all about giving but this is ridiculous and poorly conceived. They believed by refusing to post 140 characters of dribble they were somehow depriving you of crucial life altering information that you would demand AND be willing to pay for them to return. Seriously. Seriously?
Well thank gosh my faith for humanity was restored, when almost a week into this project less than half of the funds were raised (if anyone reading this was a contributor now is that time to hit that unsubscribe button). At that point, a wealthy philanthropist / entrepreneur matched the funds donated and the project came to a close.
I would have liked to raise the funds to keep them silent in perpetuity. That's a charity I would support. Unfortunately, muzzled and about to experience internal human combustion, they band together and found a friend to kick in the rest. (With friends like that who needs enemies?)
Now the world will be treated again with such special nuggets as:
Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com
Not in my wildest, narcissistic, mirror viewing moments would I believe those things above. Well, actually I do but I wouldn't project it or share it in writing to be used as future evidence. Note: I wish my Facebook friends would follow suit.
However that's exactly what a bunch of self-centered celebrities (redundancy alert) did recently. Pink, Alicia Keys, Lady Gaga, Justin Timberlake, Kim Kardashian, Usher, and others, vowed to stop using social networking sites Twitter and Facebook until fans donated one million dollars to Alicia Key’s charity, Keep A Child Alive. You already know I sit on the board of two charities so I'm all about giving but this is ridiculous and poorly conceived. They believed by refusing to post 140 characters of dribble they were somehow depriving you of crucial life altering information that you would demand AND be willing to pay for them to return. Seriously. Seriously?
Well thank gosh my faith for humanity was restored, when almost a week into this project less than half of the funds were raised (if anyone reading this was a contributor now is that time to hit that unsubscribe button). At that point, a wealthy philanthropist / entrepreneur matched the funds donated and the project came to a close.
I would have liked to raise the funds to keep them silent in perpetuity. That's a charity I would support. Unfortunately, muzzled and about to experience internal human combustion, they band together and found a friend to kick in the rest. (With friends like that who needs enemies?)
Now the world will be treated again with such special nuggets as:
- I think a brilliant mind is the sexiest thing EVERRRR!!!! ;-) Ok time to go nite nite.... @aliciakeys
- I soooo want to get picked up by the cash cab .... @kimkardashian
Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com
Monday, December 6, 2010
The Death of B2C and B2B
Before I get into my topic for this week, I want to say thank you to the three Congressmen and one Senator who “appreciated my brilliant stance” last week, even if they thought I was “a little too honorary at times.” Congress, not surprisingly, heeded my call and made the right choice. I also want to thank the woman from Seattle who declared, “You, Greg Salsburg, are a small-minded, pathetic, big stupid douche and should shut up!!” To be honest, I think she’s on to something.
Last week, I was discussing with an Academy Award winning film producer the art of communication. Specifically, we discussed the changing outlets of communication points in today’s environment.
(Wow, I am only one paragraph in and I have already thrown out 3 Congressmen, 1 Senator and an Oscar winning producer. If I name drop anymore I will need a chiropractor.)
Much of the tactics deployed to promote a film in the past twenty years first came from the mind of this man. Millions of dollars were on the line for these productions to succeed. A films shelf life at the top of the box office could be a month if a well conceived plan was executed. The studios needed to reach their audience to ensure awareness and enticement was captured. And, audiences only had a few outlets to receive messages and all were hit. The reach and receive was dealt in mass, since neither side knew much about either’s proclivities or had the tools at their disposal. This means of discussion is prevalent in Business to Consumers and Business to Business, widespread top down messaging.
Consumers/Businesses do not want to be “targets,” they do not want to be “penetrated” or “infiltrated.” They do not wish to be “assaulted” or “bombarded” with messages, most of which are not relevant to their lives. Or, my personal favorite of “execution.” The above words in quotes are just a few of the choice vernacular used by a fellow marketer from a large agency at a recent meeting. When I left I felt like I was heading to war rather than launching a product.
“We were a tactic driven industry,” Oscar winner summarized, “And, too many companies have yet to switch their way to today’s forward thinking.” He agreed that today to succeed you need to first have sound analytics and principles and matching tactics to follow.
Today the tools at an advertiser’s disposal to communicate are enormous, the costs significantly less expensive, and an ability to alter and adjust messaging quickly are readily available and the analytics to support all are abundant. Additionally, these tools have provided a voice and power to the consumer and thus positioned them away from a receiver and into a “determinator.” How and when messages are delivered and received are equally, if not more so, decided by individuals and not those outputting the content. The modern digital world has seen a multiplication of contexts: emails, search engines, blogs/forums, social media, mobile messaging, and on and on. Interactive Advertising Bureau recently reported that online ad sales reached a record 6.4 billion, up 17 percent from a year earlier and expected to grow next year.
At STIR-Communications, we have been preaching (for what feels like an eternity) a move from a mass awareness approach to one of full-on engagement. If you are talking at, rather than talking with, your audience you are going to flat-line. We rather focus on micro-messaging to niche behaviors that create interactive brand experience that recognize and enhance consumer’s behavior. So B2C and B2B are dead and if you want to move the masses you need to engage the masses. Today, we have entered a P2P (person to person) world. You need to listen, provide, partake, supply, adjust and ignite. Far different choices of wording from old world ad speak. Mr. Hollywood agreed.
Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com
Last week, I was discussing with an Academy Award winning film producer the art of communication. Specifically, we discussed the changing outlets of communication points in today’s environment.
(Wow, I am only one paragraph in and I have already thrown out 3 Congressmen, 1 Senator and an Oscar winning producer. If I name drop anymore I will need a chiropractor.)
Much of the tactics deployed to promote a film in the past twenty years first came from the mind of this man. Millions of dollars were on the line for these productions to succeed. A films shelf life at the top of the box office could be a month if a well conceived plan was executed. The studios needed to reach their audience to ensure awareness and enticement was captured. And, audiences only had a few outlets to receive messages and all were hit. The reach and receive was dealt in mass, since neither side knew much about either’s proclivities or had the tools at their disposal. This means of discussion is prevalent in Business to Consumers and Business to Business, widespread top down messaging.
Consumers/Businesses do not want to be “targets,” they do not want to be “penetrated” or “infiltrated.” They do not wish to be “assaulted” or “bombarded” with messages, most of which are not relevant to their lives. Or, my personal favorite of “execution.” The above words in quotes are just a few of the choice vernacular used by a fellow marketer from a large agency at a recent meeting. When I left I felt like I was heading to war rather than launching a product.
“We were a tactic driven industry,” Oscar winner summarized, “And, too many companies have yet to switch their way to today’s forward thinking.” He agreed that today to succeed you need to first have sound analytics and principles and matching tactics to follow.
Today the tools at an advertiser’s disposal to communicate are enormous, the costs significantly less expensive, and an ability to alter and adjust messaging quickly are readily available and the analytics to support all are abundant. Additionally, these tools have provided a voice and power to the consumer and thus positioned them away from a receiver and into a “determinator.” How and when messages are delivered and received are equally, if not more so, decided by individuals and not those outputting the content. The modern digital world has seen a multiplication of contexts: emails, search engines, blogs/forums, social media, mobile messaging, and on and on. Interactive Advertising Bureau recently reported that online ad sales reached a record 6.4 billion, up 17 percent from a year earlier and expected to grow next year.
At STIR-Communications, we have been preaching (for what feels like an eternity) a move from a mass awareness approach to one of full-on engagement. If you are talking at, rather than talking with, your audience you are going to flat-line. We rather focus on micro-messaging to niche behaviors that create interactive brand experience that recognize and enhance consumer’s behavior. So B2C and B2B are dead and if you want to move the masses you need to engage the masses. Today, we have entered a P2P (person to person) world. You need to listen, provide, partake, supply, adjust and ignite. Far different choices of wording from old world ad speak. Mr. Hollywood agreed.
Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com
Monday, November 29, 2010
The Marketing Diet
Author Matt Taibbi refers to the Tea Party as "15 million pissed-off white people prone to the cynical rhetoric that deregulation is a prudent response to the crisis and recession." I call it masterful marketing that needs opposition.
If it appears that this week's blog is a little sluggish, slightly more obtuse, and at times even lumbering, please forgive me. For days I have engulfed our gross national product, gorged on America's finest processed offerings and became dizzy on caloric confections that had my arteries looking to tag-out. It's completely my fault. Well not completely my fault, mostly its Sarah Palin's. That's right! The de facto leader of the Tea Party movement is the cause of my recent bought of fat back and I want retribution.
From a marketing perspective, it's often easier to sell evil over good, temptation over resistance. These messages appeal more to right brain's emotional thought and usually the visuals are more compelling and flashy.
Today, companies and sectors that need the most marketing expertise are being trumped by the opposition. Health care, education, and capital reform are just three prime examples. However, a scam of epic and almost breathtaking beauty lies with Mrs. Palin's latest skewed diatribe against government involvement in the limiting of sugar served in public schools and the introduction of more fruits and vegetables.
In spite of the fact our children are the most sedentary and obese in history, or the fact that diseases that were non-existent in children ten years ago are now prevalent, she has chosen to make this her latest political agenda against big government, AND currently her marketing is better than the opposition.
Sure, some of the largest donors to her party are the Salt Institute, The Sugar Association, National Confectionery Association and American Beverage Association, but I'm sure that has no barring on her stance.
Department of Health and Human Services and U.S Department of Agriculture - WAKE UP! She's kicking your ass and if you don't start to get your message across in a more visceral way than saying, "eat this, it's good for you," we are doomed to a world were gestational diabetes will be more common than a healthy birth. For now, I will join a gym.
Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com
If it appears that this week's blog is a little sluggish, slightly more obtuse, and at times even lumbering, please forgive me. For days I have engulfed our gross national product, gorged on America's finest processed offerings and became dizzy on caloric confections that had my arteries looking to tag-out. It's completely my fault. Well not completely my fault, mostly its Sarah Palin's. That's right! The de facto leader of the Tea Party movement is the cause of my recent bought of fat back and I want retribution.
From a marketing perspective, it's often easier to sell evil over good, temptation over resistance. These messages appeal more to right brain's emotional thought and usually the visuals are more compelling and flashy.
Today, companies and sectors that need the most marketing expertise are being trumped by the opposition. Health care, education, and capital reform are just three prime examples. However, a scam of epic and almost breathtaking beauty lies with Mrs. Palin's latest skewed diatribe against government involvement in the limiting of sugar served in public schools and the introduction of more fruits and vegetables.
In spite of the fact our children are the most sedentary and obese in history, or the fact that diseases that were non-existent in children ten years ago are now prevalent, she has chosen to make this her latest political agenda against big government, AND currently her marketing is better than the opposition.
Sure, some of the largest donors to her party are the Salt Institute, The Sugar Association, National Confectionery Association and American Beverage Association, but I'm sure that has no barring on her stance.
Department of Health and Human Services and U.S Department of Agriculture - WAKE UP! She's kicking your ass and if you don't start to get your message across in a more visceral way than saying, "eat this, it's good for you," we are doomed to a world were gestational diabetes will be more common than a healthy birth. For now, I will join a gym.
Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com
Monday, November 22, 2010
Thanksgiving
My favorite holiday is Thanksgiving. No other occasion directs us to be selfless, to give, to think of others and their impact on us in our lives. I have so much to be thankful for, I feel undeserving of my abundance. I wish businesses would operate in a Thanksgiving mindset year round.
This weekend I heard a touching story about a young boy connecting to his grandmother who is suffering from memory loss. The boy's caring actions moved me in such a profound way, it switched my evening's focus and left me proud to know his parents.
It also made me think about passing the Rubicon in life when we so insidiously start to think of our elders as feeble and unaware of current society rather than embracing, learning and giving thanks to them from the life they lead and the opportunities they provided us.
This is a short work week so I will match it with short prose. Thank you all for making this blog grow, for taking the time to read it weekly, send to others and often reach out to me directly. I am very thankful for all of you in my life.
Happy Thanksgiving.
Greg
Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com
This weekend I heard a touching story about a young boy connecting to his grandmother who is suffering from memory loss. The boy's caring actions moved me in such a profound way, it switched my evening's focus and left me proud to know his parents.
It also made me think about passing the Rubicon in life when we so insidiously start to think of our elders as feeble and unaware of current society rather than embracing, learning and giving thanks to them from the life they lead and the opportunities they provided us.
This is a short work week so I will match it with short prose. Thank you all for making this blog grow, for taking the time to read it weekly, send to others and often reach out to me directly. I am very thankful for all of you in my life.
Happy Thanksgiving.
Greg
Gregory Salsburg
CEO/The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com
Monday, November 15, 2010
Change & Ride the "Mo"
If you don't like something change it; if you can't change it, change the way you think about it. ~ Maya Angelou.
I would be remiss if I didn't point out my favorite indicator that people believe we are turning the corner. I sit on the Board of Directors of the Make-A-Wish Foundation of Southern Florida, which had its annual gala in Miami last week, and in spite of a very tough year for charity gifting in general, this evening produced stellar results under the circumstance. Norm Wedderburn, the President/CEO of the Chapter, is truly a marketing and business sage. He has nothing to sell, no leverage to hold over others, and a staff that is overworked, undermanned and highly motivated. His life is to "ask." In truth, all businesses life is to "ask" but most have forgotten and instead try to sell, manipulate, and at time hold hostage there very people that allow them to operate in the first place. Not Norm, he selflessly engages, informs, acquiesces, listens, cares, AND because of that, he receives. I admire him greatly and strongly believe that if more business leaders ran their organizations with the same playbook we would see significant change.
A great deal of our work over the past 18 months has been focused on helping our clients chart the murky and at times treacherous waters of business fluctuations. For some, “the best laid plans" have simply become plans "laid to rest.” For others though, this period has been one to focus on building the foundation for the future. While some sectors have a while until they return to "normal" growth, that should not be mistaken for no growth currently. In fact, most of our clients are having a banner quarter (Sure we think it's because they hired us. Paging narcissistic, party of one.).
However, the one area of concern and discussion is concentrated on creating a positive united mindset. We have spent so much time in precipitous slide to emotional malaise, that for many have become content with mediocrity. A collective shift of confidence needs to occur in order to right this ship and make these small positive upticks unfailing.
For business owners, that means the focal point needs to be back on the workforce and the consumer. In order to survive the past few years, companies did all possible to stay afloat. Some of these changes were positive business decisions and actually should have been made during the best of times. Much can get lost when we are collectively patting each other on the back. However, the same can be true when our time is spent at the water cooler of doom. We made so many alterations to the operational fabric that we didn't focus on how it would continue to fit or feel.
Personnel have been left despondent and reduced to a cog in the process. In earlier blogs we have discussed how we have advised companies to remove all silo lines of communication and create a circular dialogue. Businesses would be amazed how something as simple as providing a voice back to the employee will yield overall productivity and boast moral. Corporate leaders need to get back to leading again and stop covering their asses, while piously tucked in their ivory tower.
Consumers have spent the past few years absorbing the changes small and large. Some popular rolls of toilet paper cost 10% more than two years ago with the roll decreasing in the same sheet count. General net weight of packaged foods have been reduced slightly enough to shave costs and ultimately consumer confidence. Think I am being hyperbolic? How many times have you heard, "I have never worked so hard and made so little as I do today"? How any consumer loyalty remains is beyond me, but there are cases. Companies that have remained authentic to their brands morals will prevail. I view the seemingly minute changes as indicators for future transformation. On November 1st, weeks before the start of the holiday shopping season, a few of the companies that follow our marketing and communications principles, Amazon.com, Target and Walmart, shot the first salvo with free shipping. These companies listened to the cry of the consumer via a recent study by ComScore, which found that 55% of shoppers said they would abandon purchases in the middle of the transaction upon learning that shipping cost extra. I know you may be thinking this is inconsequential, but I argue we must start somewhere.
Bottom line is that we must finish this year strong and carry this "mo"mentum into next year. That means in all areas of your life take a moment and determine what’s working, what you can discard, what can you enhance and what needs to be jump started.
All my best,
Greg
Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com
I would be remiss if I didn't point out my favorite indicator that people believe we are turning the corner. I sit on the Board of Directors of the Make-A-Wish Foundation of Southern Florida, which had its annual gala in Miami last week, and in spite of a very tough year for charity gifting in general, this evening produced stellar results under the circumstance. Norm Wedderburn, the President/CEO of the Chapter, is truly a marketing and business sage. He has nothing to sell, no leverage to hold over others, and a staff that is overworked, undermanned and highly motivated. His life is to "ask." In truth, all businesses life is to "ask" but most have forgotten and instead try to sell, manipulate, and at time hold hostage there very people that allow them to operate in the first place. Not Norm, he selflessly engages, informs, acquiesces, listens, cares, AND because of that, he receives. I admire him greatly and strongly believe that if more business leaders ran their organizations with the same playbook we would see significant change.
A great deal of our work over the past 18 months has been focused on helping our clients chart the murky and at times treacherous waters of business fluctuations. For some, “the best laid plans" have simply become plans "laid to rest.” For others though, this period has been one to focus on building the foundation for the future. While some sectors have a while until they return to "normal" growth, that should not be mistaken for no growth currently. In fact, most of our clients are having a banner quarter (Sure we think it's because they hired us. Paging narcissistic, party of one.).
However, the one area of concern and discussion is concentrated on creating a positive united mindset. We have spent so much time in precipitous slide to emotional malaise, that for many have become content with mediocrity. A collective shift of confidence needs to occur in order to right this ship and make these small positive upticks unfailing.
For business owners, that means the focal point needs to be back on the workforce and the consumer. In order to survive the past few years, companies did all possible to stay afloat. Some of these changes were positive business decisions and actually should have been made during the best of times. Much can get lost when we are collectively patting each other on the back. However, the same can be true when our time is spent at the water cooler of doom. We made so many alterations to the operational fabric that we didn't focus on how it would continue to fit or feel.
Personnel have been left despondent and reduced to a cog in the process. In earlier blogs we have discussed how we have advised companies to remove all silo lines of communication and create a circular dialogue. Businesses would be amazed how something as simple as providing a voice back to the employee will yield overall productivity and boast moral. Corporate leaders need to get back to leading again and stop covering their asses, while piously tucked in their ivory tower.
Consumers have spent the past few years absorbing the changes small and large. Some popular rolls of toilet paper cost 10% more than two years ago with the roll decreasing in the same sheet count. General net weight of packaged foods have been reduced slightly enough to shave costs and ultimately consumer confidence. Think I am being hyperbolic? How many times have you heard, "I have never worked so hard and made so little as I do today"? How any consumer loyalty remains is beyond me, but there are cases. Companies that have remained authentic to their brands morals will prevail. I view the seemingly minute changes as indicators for future transformation. On November 1st, weeks before the start of the holiday shopping season, a few of the companies that follow our marketing and communications principles, Amazon.com, Target and Walmart, shot the first salvo with free shipping. These companies listened to the cry of the consumer via a recent study by ComScore, which found that 55% of shoppers said they would abandon purchases in the middle of the transaction upon learning that shipping cost extra. I know you may be thinking this is inconsequential, but I argue we must start somewhere.
Bottom line is that we must finish this year strong and carry this "mo"mentum into next year. That means in all areas of your life take a moment and determine what’s working, what you can discard, what can you enhance and what needs to be jump started.
All my best,
Greg
Greg Salsburg
The Big STIR
STIR-Communications
Miami | New York | London
c: (561) 386-8064
o: (305) 407-1723
e: Greg@STIR-Communications.com
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