The Hardest Part of Starting Something New

Sometimes it can be difficult to get something started once you have developed that great idea. You may be nervous that it's not ready to been seen by the world, or that you don't have it just perfect. Don't delay! Send in that updated resume or start that YouTube channel. It may not be perfect, or up to your perfection standards, but once you start that project or task, finishing or maintaining your project will get progressively easier. Get started today!

Considerations for Marketing with QR Codes

QR (quick response) Codes are used to direct people to a certain website, graphic, product, etc. in marketing campaigns or to direct them to more information. Using them can show that you're on the leading edge of technology, but consider the following things when using them in your next marketing piece or campaign.

• Know your demographics - Are the people that you want to scan your QR Code carrying mobile phones that support QR Code scanners? Does your audience know what these codes are for? Make sure to think about these things in relation to your target audience.
• Use the QR Code appropriately - Are you directing people to something that can't be displayed on the piece you've created? The QR Code should direct people to something that they're interested in. For example, if you're running a campaign directing people that visit your store to sign-up for your rewards program online, you can have a piece with a QR Code that directs them to sign-up on the spot with their mobile devices.
• Educate your staff - Make sure anyone from your company or department that interacts with people using a QR Code know what the code is and what it does. People won't use something they don't understand.
• Be creative! - Your imagination is the only limit in how you can use a QR Code to direct people to specs for your new product, a special coupon code, or a social media account, etc.
  

Book Review: The Buffettology Collection by Mark Buffett and David Clark

This book on CD includes both books: Buffettology and The New Buffettology. The New Buffettology Collection is read by Mary Buffett, former daughter-in-law of Mr. Warren Buffett himself. She goes through the very logical though process of one of the most highly-regarded investors in the world. Some of those logical ideas include: ensuring the company has identifiable consumer monopolies or brand name products, understanding how the company works, ensuring it's conservatively financed, the company earnings are strong and show an upward trend, the shareholders' value is increasing, the return on equity is above average, the company is free to adjust prices to inflation, and the operations of the company do not require large capital expenditures. The ideas identified in this book are rather simple and the though process is easy to follow. Do pick up the book version of Buffettology to go through the mathematics that Mary describes in the audio version of these books.

Generation Gap: Video Game Generation

A recent hot topic has been the generation gap and personality profiles between our different generations. The discussion has been one that compares and contrasts the various generations (Silent, Baby Boomers, Generation X, Generation Y and Generation Z). One of the generations, that I'll call the "Video Game" generation, includes the Gen Y and Gen Z members. This group is comfortable achieving things in steps and being rewarded once they complete a level - like in a video game.

In a video game you start off on easy levels, which progressively get harder, as you beat each level. In order to beat each level, you must build and demonstrate your skills. Once you've demonstrated those skills, you're able to move on to the next level.

Translating this to a business environment, expect those from the Video Game generation to have those same expectations about moving up in the company. Once they have demonstrated certain skills, they are ready to move on to the next level. They don't care about how long or little time it takes for them to complete the level satisfactorily, just that they are able to move to the next level.

Recent discussion about this has attributed these expectations to overconfidence, and maybe that does play into the Video Game generation's personality. But they have been raised that they can "do anything you set your mind to" and "be anything you want to be when you grow up." Couple that part of an upbringing with being trained to succeed by achieving levels at your own pace gives this generation a negative rap.

The question now is, how do you work with the Video Game generation? You must set expectations and a structure, in the form of "if you do X, Y will happen." For example, "if you complete this project, then we will give you this more challenging project." Monetary rewards aren't always necessary when working with the Video Game generation; many of them are just looking for challenges and/or ways to further and progress their careers.

80/20 Principle - Fire 20% of your clients!

The 80/20 Principle can apply to a lot of different things, especially on firing clients. This may seem counter intuitive, but hear me out. You spend your time and business development dollars to develop clients, but some may not be worth it financially and emotionally to you and your staff. Every year or so, list your clients by priority. Obviously the ones at the bottom of the list would be the clients that are difficult to work with, they take up extraneous amounts of your time, don't value you, etc. Look at the clients at the bottom of your list and cut the ones that drain more from you than you can receive back. If it's not a win-win situation, use your resources for bringing in better clients, or further developing the clients you have.

Book Review: Guerrilla Marketing by Jay Conrad Levinson and Michael McLaughlin

Jay and Michael did a good job of introducing marketing (of the guerrilla sort) through this book. Although this is geared towards people working on their own as a consultant, many of the principles can be translated to your job even if you work for someone else. They have six principles that cover the majority of topics in this book:

• Insight-based marketing wins
• Guerrilla marketing is cohesive and coordinated
• Consulting is a contact sport
• High tech is high touch
• Focus on profits not fees
• One size fits none

This is a good addition to the Guerrilla array of books already provided by Jay Conrad Levinson.

Trade Shows: Carpet Choices

Choosing the color for your trade show booth carpet is a very important component of exhibiting. Why? Because if you choose the wrong color, it could prevent people from entering your booth. Now what I mean by wrong color, is a color different from the aisles. Choose your booth carpet to match the color the aisles carpet.

Color differences present a subconscious barrier to trade show attendees. Look at other booths and watch people look at the items in the booth without stepping into the booth. If they aren't engaged by booth staffers, they keep walking.

I've had trade show booths on the corners of an aisle with booth carpet matching the aisles carpet. Many people are walking by and end up walking right into our booth. This effect intensifies with island booths.