Shoes That Repair Your Feet

All road warriors know what to expect on the road: long hours standing or walking. This is especially true when you're a trade show road warrior. At the PGA Show in Orlando, I stopped by the Telic footwear booth.

They promised comfort and recovery for any trade show goer's aching feet. After being on the floor for 10 hours that day, I went back to my hotel room completely exhausted. I popped on my bright pink Telic flip flops and it felt like a massage on my feet.

The next day, I didn't have any issues with my feet - they weren't sore, they weren't achy. Believe me, that has never happened before. It helped with a blister I had developed after wearing high heels one day, and even just standing on my feet all day. Road warriors - check these shoes out!

Book Review: The 4-Hour Workweek

This book has been sitting on the Etap Communications library shelf for a long time. The title has

always been very intriguing to me, but for some reason I hadn't read it. I wish I had read this book first when I was ready to start my professional career. Author Timothy Ferriss doesn't just focus on the professional aspect of how to work more efficiently, but really encourages you to re-evaluate your lifestyle, your wants, needs and desires and how to focus your energy on achieving the things you want to do in life.

I share my love of traveling with the author, which is why I could instantly relate to the ideas in this book. Your dream may be to do something that does not include travel, but the fact of the matter is, nearly everyone has to work. We need money in order to live, however, Timothy argues you don't need as much money as you may think. He also gives examples about how these ideas can apply to couples and families, not just a single guy or gal wanting to "live the dream."

Here are some highlights of what you'll take away from this book:

• Focus on being productive instead of being busy
• Ask yourself if you're inventing things to do to avoid doing the important
• Maintain a low information diet
• Split your dreams into Having, Being and Doing - the Having category should have the least amount of things

Even if you don't own your own business, or enjoying working 40+ hours a week, reading this book will give you a good perspective on your dreams.

Adapt to Your Customers

In a recent trip back to my alma mater, I realized a lot has changed in seven years. As businesses, we have to be open to that change. I went back to the University of Kansas during homecoming week for the Journalism School's activities. I had the opportunity to walk around campus and see what's new and what has changed. I'm sure you can say the same when you go somewhere you haven't been in many years.

Let's take one of the libraries on campus, for example. They've removed the individual chairs in the lobby which reduces the noise and distractions. They're now encouraging food by having a coffee shop and packaged food available for purchase. They've also reorganized the furniture on the main floor, giving more seating options for groups and individuals. 

They listened to their customers. How do you do this? How do you implement change?

By asking or observing. Surveys are great to get feedback on specific things and to be able to quantify things. The better way is to observe. People may tell you they want one thing, but their actions speak louder than words. 

Changes can be anything from ordering new furniture, updating a process, upgrading software for end users, improving customer service calls, etc. I always look for things to implement that can be more efficient, but improving the quality or functionality of something can be just as important.

Stop Calling Yourself a Social Media Expert!!!

When clients ask me about something related to social media, its functionality or how it can be used as part of a marketing communications mix, I usually have the answer off the top of my head. Why? Because I use social media sites for business and personal reasons everyday. Does that make me an expert? No - it just means I have more knowledge than you do because of how often I use it.

Why am I not an expert? Because there are more than 200 social media sites currently available, connecting people online right now. I don't know if there's anyone in the world who could keep up on the functionalities, updates, and changes of more than 200 social media sites! 

It infuriates me when social media managers try to tell people they are experts - they aren't. If you are looking for someone with an expertise in social media for your business, consider these things:

• The branding and sales goals of what you want social media to help achieve.
• What social media sites are you competitors, or your industry colleagues, using?
• Who will be responsible for social media content, posting and scheduling?
• Does your crisis management plan include provisions for social media communication?
• Does your business have social media profiles because "everybody else does?"

A true social media manager with a marketing background can help guide you through those questions to decide whether your business needs to be on social media or not, and which profiles make most sense for your business.

September Means Christmas is Almost Here!

You've sent the kids back to school, you’re enjoying those last warm summer days, and Starbucks is finally serving Pumpkin Spiced Lattes again: it’s almost Christmas time! Well not really, but close. If you haven’t begun already, now’s the time to kick it into gear and begin planning those holiday cards and events for your clients and employees.

Start with the holiday party. It can be very difficult to find a venue to accommodate all of your needs this late in the game (some companies have already signed contracts with a venue a year in advance!) Don’t fret, just think outside the box, or call in some help. Etap Communications has event planners with experience in planning Corporate holiday parties to meet the goals of your event.

Next, look at your holiday card list, review and update it based off updated relationships or companies. Looking at the number of people on your list may help you decide if you want to do physical cards or an ecard, based on cost. Some companies do both and some companies do neither.

No matter what’s on your “to do” list for the holidays this year, don’t let time slip away further, and get to planning your holiday activities right now.

Unique Sponsorship Ideas

When you have the opportunity to sponsor an event, trade show or conference, it can mean great
exposure for your company. There can be a lot of different traditional sponsorship opportunities like signage, food, or level sponsors, but there may be some other opportunities to get your company noticed.

Just because a sponsorship isn't listed out doesn't mean you can't contact the event organizers to discuss other non-published options. Event organizers are typically ecstatic to accept additional sponsorship money, especially if they know they can help reach your sponsorship goals.

It doesn't have to be costly either. At the Collaborate Marketplace held in Portland, Oregon earlier this year, the ladies' restrooms were outfitted with mouthwash sponsored by Visit Syracuse. This mouthwash was labeled by a sponsor and included little cups to use too. What a brilliant idea for the target audience of this event: business women networking with others in face-to-face and crowd situations three straight days.

Think of ideas where your company could sponsor something useful that all of the event participants would either see or use. Brainstorm a list prior to calling and discussing non-publicized sponsorship options with the event organizers. Your ideas could be expensive to produce or brand, or they could be inexpensive like the mouthwash idea.

Book Review: Blue Ocean Strategy

If you feel like your business is stuck in a rut or things are stagnant, you need to make time to read this book. Blue Ocean Strategy's tagline is "how to create uncontested market space and make the competition irrelevant" - and it goes through just that and more.

Thinking about things from a different perspective can be a good thing, but this concept (embodied by the likes of Southwest Airlines, Callaway Golf and the NYPD) really brings people out of their comfort zone. To this effect the book also outlines a process to get employee buy-in. Let's face it, people can be afraid of change sometimes, especially if they think their job is at stake. 

Even if you don't own or manage a business, read the last part about getting employees on board. It can really help you with tactics in situations where you are leading people or trying to implement a new idea or process. 

The authors are currently updating this book, which will be published in 2015. You can pre-order this expanded edition on Amazon.com.