Rain’s Guide to Conferencing
“I have every new hire read this blog before attending a conference.” Jim Flint, CEO Local Search Group.
My Master List for Success and Survival…
A comical yet essential list of conference survival tips.
Authors Notes:
I have attended 70+ events and have collected the words and wisdom of the most successful veterans in the space. If you do conferences right, there’s a lot of power and value in them. Depending on your conference strategy, you can either grow your network and create professional momentum… or you can return broke, tired, and hungover!
So pay attention to my list below because it won’t steer you wrong.
“I have every new hire read this blog before attending a conference.”
Jim Flint, Author, Car Dog Millionaire
Define your objectives.
What are the goals of your trip?
Is it to find specific solutions or get motivated. Are you planning to look at products, earn new business, meet new people, or do you just want to go on a trip and have your company pay for it?
Clearly define what you hope to achieve.
Go in with a game plan
What do you need to accomplish to achieve your goal?
Who do you need to meet? What demo do you need to schedule? What do you need to learn? Stay focused on your goals because once you get into the conference it’s mayhem.
Susan Given’s tip is to Block Schedule the times and locations in your Calendar. Print a back up copy.
Ok Siri ‘Make a note”
FACT: You WILL forget most of what you learned unless you take the time to jot it down. Prioritize key information and contacts.
Voice memo your notes, “To-Do List”, goals, and tasks. Create your action items.
If you are sending an employee, require them to give a presentation to the rest of the company on what they learned.
Find my friends
Stalking is creepy, but tracking people that want to be found is acceptable.
For example, turn on Apple Find my friends or Google location sharing with your team during the event.
Follow the event's hashtag so you can stay current with attendees’ on social.
Wear Comfortable Shoes
Avoid high heels or new shoes, after a 16hr day your feet looked like molded plastic Barbie feet.
IF you are going to wear heels, pack foldable flats in your clutch, so you don’t find yourself sneaking into the hotel barefoot and blistered.
Pack Moleskin for blisters.
Maximize your exposure.
Meet as many people as possible.
1000’s of amazing people and a handful of weird ones.
Get out there and meet people. They are the biggest reason we go to conferences, otherwise, we’d be at home doing webinars in our pajamas!
Photo: April Rain, Kevin & Julie Frye, Kate Wilson & Grant Cardone.
Consider the source.
Be objective when listening to pitches.
There is a lot of good content out there, but there are also a lot of people who are motivated strictly to sell their product.
Research the speakers and products before you attend. It can save a lot of time.
P.W.I. Laws
Never Post While Impaired
Friends don’t let friends post while intoxicated.
Just to be safe, don’t post anything past 10 pm. Nothing good can come of it.
Do not skip dinner and go straight to drinking root beer vodka from an ice bar.
I know this seems highly specific but it happens more than you could imagine.
Don’t Be Stupid
Everything ends up on Social Media, so don’t get your picture taken or do anything that you don’t want your boss, partner or mom to see.
This is tied to the P.W.I Rule.
You are NOT a Rockstar.
Something happens to people when they are traveling and around thousands of people. They get caught up in the whirlwind of parties and free drinks.
Know your limits. Remember that vendors, do a lot of conferences. They are pros. Don’t try to keep up, especially if this is your first event after the covid. Your party stamina may not be up-to-par.
Pace Yourself
I also know that my ability to give a sh*t decreases as time goes on.
On Day 1, I want to solve all of the world's problems but by day 3, I am not sure I even brushed my hair!
When you are exhausted you will be less focused on achieving your goals. Create “cut off” alarms. Leave when it goes off.
Friendly Fire
Be a considerate tagger.
Show people the pic and offer the first right of refusal. If they hate it, delete it.
I also don’t criticize or slam on social media. Social karma is a b*tch.
Be kind to us older gens, absolutely no high-resolution pics. Use the iphoto portrait mode or an Instagram filter!
Stay hydrated.
Travel, alcohol, and sleep deprivation can take their toll.
Sean Peoples Tip: Electrolyte powders or Coconut Water helps to keep you hydrated, alert and increase your immune system.
If you’re really in bad shape hit up an IV hydration bars.
Eat Healthy
I am the worst at this. I found myself surviving the weekend on granola bars and five-hour energy drinks.
Order room service breakfast It’s pricy but worth starting your day off right.
If you see one - hit up a Pressed Juicery, The Almond protein drink with a probiotic ginger shot do wonders for your general wellness.
Running on empty
At 3 pm you are least retentive, which is a good time to rest, recharge yourself and your phone.
It is the worst to be disconnected in the evening just as you are trying to locate everyone. I always bring at least two backup batteries.
Transportation
Utalize the free shuttle running daily but if you don’t want to wait. Uber or Lyft will be a life-saver. The hotels hide the rideshare locations so locate them when you check in.
Mints. Mints. Mints.
When you are trying to network and you smell like yesterday’s cocktail hour and stale coffee you may not be conveying that long-lasting impression you are hoping to achieve.
This is my pet peeve, be cognitive of your choices! Pass on the pesto, don’t even look at the garlic bruschetta and if you eat baked fish don’t come within a mile of me! I have been known to mace people with Binaca spray.
Follow the Cool Kids
Befriend the socialites. Find The Paris Hiltons of the event they will always be up-to-date with the conference activities.
Create a group of well-informed conference buddies that agree to share all the hot spots in exchange for you doing the same.
I already have mine on group chat!
Dress For Success
People will never fault you for looking too nice. But if you look like a slob, it will impact peoples’ perception of how you do business.
You never know who you will meet, so I believe it’s always better to be safe than sorry. I know it’s inconvenient, but if it helps you make a good impression then suck it up.
Reminder you that you are not there to score so go easy on the Creed
Swag Strategy
Raiding the free booth prizes.
Be sure to do this on day one. That way you’ll be sure to get all the cool phone holders, flashlights, and even teddy bears to bring home to the kiddos.
If you wait until the last day, you’ll be leaving with gum and a foam stress ball!
Family Vacation Syndrome.
Trying to keep track of your group can drive you crazy. Don’t get sucked into other people’s agenda.
If you are traveling with a group, set times to sync in advance. Start with an early morning coffee, then divide and conquer.
Strategic Cocktailing:
This is an art form not to be taken lightly.
A co-worker once said “April don’t stay out late! Business doesn’t happen at the bar.”
What? I am pretty sure a lot of my business connections have come from cocktail reception. I’m naturally outgoing but many people need to be in a relaxed social setting before they are comfortable getting to know others.
I’m sorry I forgot your name.
Hashtag awkward! Unless you are a savant, it’s impossible to remember so many people’s names.
Download an apps like ScanCard Biz and scan people’s business cards each day from your phone and load it straight into your CRM.
At Digital Rain, we have gone paperless with individual QR codes and Contact Link: https://qrco.de/AprilRain
Just the essentials
Conference packing takes some serious planning skills. You need to be comfortable, yet professionally, Prepared to go from the convention florescent lights to five-star dinners, to cocktail receptions when there is no time to change in between.
Plan multipurpose outfits. A black casual cocktail dress is essential. I will inevitably spill something on myself and black helps to camouflage such mishaps.
Packing Favs
Here’s my quick checklist of useful items you may forget about:
Eye drops
A huge stack of business cards (or QR codes)
Tylenol
Vitamins
Cash
Breath mints
Flats
Liquid IV
NEED HELP WITH YOUR EVENT? CONTACT DIGITAL RAIN TODAY TO SEE WHAT WE CAN DO TO HELP YOU MAXIMIZE YOUR EVENTS.
The Rainmaker Report: DIY Marketing Hack
This just in, we have discovered the perfect Digital DIY Marketing Hack that will increase social engagement in no time. The perfect DIY Marketing hack is a customized Social Media Filter. This is a fun, creative, and easy way to gain social media attention for free.
I know some of you are like, “What’s a filter?” and some are like, “What! No way! Tell me now!”
Well, for the “What’s a filter” crowd, a filter is an overlay people often put over their photos or videos on Snapchat or Facebook & Instagram Stories. It may sound complicated, but it is actually quite simple.
Snapchat, Facebook, and Instagram offer the ability to create completely customized filters for free using their easy-to-use programs, Geofilter and SparkAR.
Snapchat uses people’s location to display unique filters. Through Geofilter, anyone can create a perfectly styled filter for their event, store, or anything else.
The Geofilter option will draw users in to find out more about what is going on around them. Imagine tourists are new to the area and looking for things to do. As they are exploring and posting their explorations on Snapchat for all their followers to see, they scroll through the filters to find a pop-shop or event nearby that they can attend. While at the event, they take more pictures using the fun Geofilter, and people around them or who follow them see the fantastic event plus Geofilter and get drawn into the event.
A Geofilter is a great way to promote an event, a new product, or a pop-up shop. The Geofilter is only for Snapchat; however, Instagram and Facebook have an entire AR (Augmented Reality) design studio where you can create your own AR customized filter.
SparkAR Hub is Facebook & Instagram’s free filter design studio. It is entirely free to use and has a bunch of creative options available. The platform may seem complex but don’t get discouraged; it is user-friendly, and after a couple of minutes of exploring, the program is no longer seemingly complex.
Creating your own filter on Facebook and Instagram is a great way to generate exposure for products or your business in general. Many people spend time looking through the filters Facebook and Instagram have to offer on their completely free marketplace. The marketplace acts like any other search engine, the more popular the filter, the higher it is on the rankings, and people can search filters using tags that are associated with it.
Take it from Pop-icon Selena Gomez. When her new album Rare came out, her team created a custom AR Filter to promote it. The filter both played the song Rare and offered a beautiful butterfly effect. The filter exposed the song to people who may not necessarily listen to her music because it was an option for every Instagram user.
So sit down, get creative and have fun creating customized filters that are proven to help generate business awareness on three major social media platforms.
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How to Make the Perfect Landing Page for your Small Business
If you’ve been running an online business in recent years, chances are you’ve heard the term “landing page.”
Contrary to popular belief, a landing page isn’t your homepage. An effective landing page is a standalone powerhouse that specializes in converting site visitors into precious leads.
Specifically, a landing page is where you direct potential customers when they click on a link promotional link embedded in your email or any other marketing channel. Once visitors reach the page, they’ll receive a prompt to exchange personal information for exclusive goodies. And since you’re supposed to attract each visitor, your landing page should never contain distractions (site navigation links, we are looking at you).
While landing pages mean a lot to all companies, it’s a game-changer (as cliched as it sounds) for small businesses. Landing pages are a surefire way to send your treasured first-time audience right down the slippery slopes of your sales funnel — as long as you pay heed to some critical design elements.
A Polished Headline
What’s in a headline? Essentially, it is the core message you need to convert your visitor, conveyed with the fewest possible words. Try to limit your headline to five words (or ten words at max, but that’s pushing it). If you need to clarify your offerings further, use a sub-headline or the first paragraph of your landing page copy.
For example, a headline could read, “Sign up for the Perfect Chatbot,” while your sub-headline follows up with “a revolutionary tool powered by the latest AI technology.” A lengthy headline will lose your visitor’s attention fast, so avoid it at all costs.
Visuals Are Your Friends
Few people enjoy parsing through a wall of text. Your visitors are more likely to pass on a hot deal than comb through the jungle of words on a landing page. For the best results, add visuals to beautify your offer — anything from brand logos to graphics, videos, and gifs. Create a visual treat that gains attention immediately and make full use of white space. They offer visitors breathing room to ponder over the deal and let the details sink in before giving the go-ahead.
Optimize Your Form
An incredible landing page for small businesses should cut to the chase. Specifically, use a well-vetted and concise digital form. Rather than asking for the moon, keep your questions practical/reasonable. If your business involves educational software for preschoolers, there’s no need to ask about dad’s position in the office. Keep your fields relevant, and visitors will be more willing to complete the form and give you that conversion.
Don’t Forget the Buttons
Sure, underlined or emboldened CTA text might draw some attention. But if your small business aims to rally the crowd toward action - you’ll need some well-designed CTA buttons. Also, the CTA text plays a part in generating interest. You should avoid vapid, passive button texts like “sign up” for something more conversational such as “I’m up for it!”
Quality marketing for small businesses is all about visitor engagement, and stunning landing page buttons will do just that.
Digital Rain Inc. — Landing Pages that Pop
You might come up with the most alluring landing page, but your efforts are in vain without a measurable system. With advanced platforms like HubSpot, you can monitor the effectiveness of your landing page conversions and justify that landing page ROI.
If you dread content-building semantics and how to make your landing page work without copious risks, then Digital Rain has got the answers. Our talented and dedicated team has the experience and expertise to create an incredible landing page that evokes the spirit of your brand. That’s why 9 out of 10 unicorns choose Digital Rain for their branding strategies.
So, let’s start the conversation for that conversion. Contact us to learn How to make a legendary Landing Page for your small business.
Memes and Marketing: Engage Gen Z with Trendy Humor
Every year, the newest generation, Gen Z, is hitting the workforce more and more. They’re equipped with newly found income and curiosity to explore the market. Learn how to market to the new generation!
Memes and Marketing: Engage Gen Z with Trendy Humor
Every year, the newest generation, Gen Z, is hitting the workforce more and more. They’re equipped with newly found income and curiosity to explore the market. This generation is on the rise and on their way to becoming the future majority of your customer base. In 2020, Gen Z already made up 40% of all U.S. consumers! With each generation, there’s a different way to advertise products to them. Considering 69% of Gen Z reported finding ads disruptive, it’s time to take a fresh approach – Memes!
Traditional print and TV ads might’ve worked with baby boomers, but that’s not the case today. In order to best reach and engage today’s up-and-coming audience, marketers need to get creative. By incorporating memes into your marketing strategies, businesses can gain traction online and deliver content right to their customer’s phone. Bear in mind that Gen Z spends an average of 250 minutes a day on their smartphones. So, this is perhaps the hottest way to reach your audience. Especially since old-school tactics get ignored by a large chunk of the new consumer population. This blog will discuss how to market your brand to Gen Z by using the popularity of memes!
Why Do Memes Work?
Gen Z is an infamously difficult group of consumers to market to. Traditional marketing methods have become largely unpopular due to their disconnection to younger people on a cultural level. However, memes on the other hand are something that everyone in Gen Z can relate to. Take Denny’s for instance:
This classic Denny’s meme was a massive success. It gained hundreds of thousands of likes and retweets at an insanely quick pace. This post was entertaining and relevant to common memes at the time. Yet, while appealing, it’s also extremely cheap and highly shareable. Making a meme like this costs almost nothing, but can have a huge payoff when done right. So, by taking advantage of all of the latest and most popular social media websites, businesses small and large stand to benefit. Let’s take a look at how to use memes in marketing effectively:
Make Memes That Sound Organic
Even though memes are a great way to market to Gen Z, a lot of businesses struggle with it. This is because they often seem forced. Customers will see this as an ingenuine cash-grab by companies. So, a 65-year-old who’s never used Reddit or made a meme looking to cash-in on trendy humor is probably not going to work out well. You need to be familiar with meme culture and how that fits in with your brand. Focus on putting emphasis on entertainment over profit and your audience will engage.
Take Advantage of Trends
Meme culture is ever-changing. So, memes from last year, or even last month, might not be relevant anymore. To get the best response, you should know what’s trending. Follow some meme accounts on social media and make sure to stay up-to-date. Content that’s currently going viral holds the hottest opportunity for success.
Know Your Audience
If you’re a serious company with a serious audience, then memes might not be for you. However, a lot of companies can get aboard the meme express and knowing your audience is a big part of that. Just like any marketing, there should be a strategy behind your memes. You need to know who you want to engage, what your target audience is most likely to respond to, and what social media platforms they use.
Be Familiar with Social Media
Facebook, Instagram, LinkedIn, Tumblr, TikTok, Reddit. Nowadays, there are a lot of platforms to choose from. Yet, that doesn’t mean they’re all the best fit for your business. For example, LinkedIn is a professional, business-centered platform. If you want to run a B2B marketing campaign, would these companies respond to memes? For the time being, that poses potential risks. Currently, a lot of Gen Z typically fills lower-level roles in businesses. So, it’s likely that you would be sending memes to the older generation where memes aren’t as popular.
While posting memes on multiple accounts is a good idea, it’s still important to know each platform. For instance, food related content is especially popular on Facebook and Instagram. To further the engagement of your meme, make sure to delve into analytics to gather information on your audience. Just like any ad, information such as post time or demographics should play a role in the creation and posting of your meme.
Furthermore, you can increase your meme marketing prowess by becoming an expert in each platform’s unique capabilities. For Instagram, you can research the best hashtags to tag onto your post, or even create and promote one to help guide the trend. For Facebook, you can make a contest or get involved in meme groups to further post reach. Familiarizing yourself with your platforms is key to success!
Make Original Content
This one can take a bit more effort and creativity, but have some great payoff! Making original content is a great way to stand out and make more of a splash. Keep in mind that original content usually works best for existing brands with large amounts of followers. For small companies, hopping on a trend tends to be an easier way of increasing engagement. This is because the general public may be unfamiliar with the company, but know the meme. Nevertheless, well-made original memes can be a fantastic way to show your audience that you’re relatable.
The Rainmaker Report: Hilarious Campaigns
The Rainmaker Report: Hilarious Campaigns
We are here to tell you why keeping it professional should not always be in your marketing efforts. Hilarious Campaigns leave a lasting impression and are arguably the most successful campaigns.
Hilarious Marketing Campaigns can gather a lot of positive attention because it releases a small amount of dopamine that gives viewers a great and memorable experience. Remember when we reported on the Dopamine Fix (if you haven’t you definitely should read our Blog now)? Well, when a company has a hilarious campaign people remember the happy feeling next time they see that product at the store, on social media, or being used by someone else.
Here are some pretty famous TV Ads, we are sure everyone remembers.
We see most hilarious campaigns on tv typically during major televised events like the Superbowl, where major companies try to make the $1 million + ad slot worth it. Check out these two hilarious campaigns that definitely left a mark in everyone’s memory.
The Doritos Time Machine
Jimmy’s time machine, that of course ran on Doritos, left a lasting impression on everyone watching because there was a funny twist to the traditional TV Advertisement. The next hilarious campaign is another snack, they even changed their packaging because of the campaign’s great success.
That’s right you guessed it, Snickers “You are not You When You Are Hungry” Campaign
This campaign had such great success because it was relatable and hilarious. It even had major stars like Betty White and Joe Pesci joining in on the fun!
Are you wondering if Hilarious Campaigns will fit with your type of marketing? Don’t worry, although mostly seen on TV, Hilarious campaigns can be through any medium. Like on Social Media through Memes. Check out our Blog “How to Market With Memes” to learn how you can make hilarious campaigns happen through Social Media too.
How can small companies compete?
How does a small company WIN customers? With a BIG personality and a fierce mentality!!!
I recently facilitated an AutoHook private event at the Atlanta Porsche Experience Center, and amidst revved engines and adrenalin-pumping launch buttons, I reminisced of past Porsche experiences. It was a customer event in Minneapolis where I had a chance to learn driving techniques from the Porsche Sports Driving School instructors (or maybe they learned something from me). I was ecstatic to be a part of that event thanks to a special invite from Bruce Bonine of Carousel Automotive Group (a.k.a. one of my favorite people on the planet).
The morning I pulled up to the event, my Mini Cooper seemed awkwardly out of place in a parking lot of $100k+ vehicles. I quickly dismissed my insecurities when I reminded myself why I chose a Mini Cooper and not a luxury car. When you work in the automotive industry, choosing the car you drive takes deep consideration because some feel your car says more about you than your business card. So why a Mini Cooper? Well, for one thing, a luxury car can say "I'm successful," but it can also say, "I'll overcharge you to pay for this thing." Alternatively, a cheap car may say, "I should have made better financial decisions." So I took the approach that I am most fond of, and that is the don't be a "Jones" be a "Rain" approach. I chose the MINI Cooper because it had personality and character, as does MINI's marketing. So back to my case in point, how does a small company WIN customers? With a BIG personality and a fierce mentality!!! Don't let the size of your budget prevent you from going toe to toe with your most vicious rivals; it may even throw them off. Look at this past marketing campaign from the head of MINI USA. He publicly challenged the head of Porsche to race, pitting the MINI Cooper S against the legendary Porsche 911 Carrera S on the track in Atlanta, right down the road from Porsche's US headquarters. MINI Cooper threw down the gauntlet, and the creativity was hilariously ingenious. Still to this day, it's one of my favorite examples of the scrappy underdog not rolling over.
If you haven't seen the campaign, check it out. It is hilarious.
THE CHALLENGE
THE RESPONSE
The Final Race Video 5 minutes
Spoiler: Porsche beats MINI by only <2 seconds! Mini claims defeat but comments That's $38,000 per second.
The point is that MINI made themselves a contender by believing in their unique value proposition, and they had fun with it. How worthy you are of competition is a mindset. If you step up, your staff and customers will follow.
DREAM BIG, THINK BIG, BRAND LIKE A GIANT!
I know you're wondering, what does she drive now?
Well, I have a Nissan Leaf, which says nothing about my character; it just means I wanted the tax break and hate getting gas. However, I did drive 60 miles out of my way to buy that Leaf at a dealership that I would also note is a company that wins big in personality Carriage Nissan
10 Fundamentals to Enhance Your Company’s Online Presence
The competition that prevails today in the virtual ecosystem demands your brand to be highly relatable, recognizable, authentic and unique amongst your competitors
In this era of digital marketing, companies are switching from outbound marketing to inbound marketing because they know they can reach their target audience much faster. With millions of people flocking to social media networks daily, it has become the most prominent place where brands can attract potential buyers and build a better relationship with permanent ones. This is exactly the reason why many brands have started focusing on inbound marketing to maintain a strong online presence because it heightens brand awareness.
Many marketing experts believe that the way an organization presents itself online is equivalent to the first interaction with their potential client. It is your online identity that represents your message and your brand in this digital age. As the world advances and inbound marketing takes over traditional forms, it is vital for brands to maintain a dominant online presence to ensure sustainable growth and the survival of your brand.
However, this is not an easy task. The competition that prevails today in the virtual ecosystem demands your brand to be highly relatable, recognizable, authentic and unique amongst your competitors. High visibility increases your credibility and consumers will remain consistent in buying your service/product. A bulletproof online presence is how you capture and hold the attention of your target audience. Today, customers want to connect directly with business owners before making a decision on whether to purchase their product/services.
Provided that, let us examine the key aspects of securing your online presence.
1. Blog Regularly:
Blogging feeds your website with the content it requires to attract customers and retain their attention. Blogging twice a week is ideal, but a few times a month would do as well. A regularly updated web page allows the customers to believe that your organization is alive, active, and well, while providing valuable information. Also, note that Google always favors updated sites.
2. Guest Post:
An efficient way to increase your visibility is to share blog posts to websites whose target audience is similar to yours. Offer a proposal that is a win-win situation for both parties.
3. Social Media:
Social media is the king of marketing. If you want your brand identity to increase manifold, start regularly interacting with your audience on Facebook. Posting content relevant to your brand on social media platforms not only engages your customers but also allows them to share it and provide feedback. A single post on Facebook can reach thousands of your potential clients at the same time.
4. Pay Heed to SEO:
Accurate keyword research and optimization of a website is one of the most significant elements of online marketing. Right keywords allow your customers to locate you quickly online, whereas Google ranks you on top for having relevant keywords and updated content.
5. Get Involved in Expert Forums:
Be active in online discussions. Share useful information and contribute to business discussions. This will give you a lead in the industry. Use platforms like Linkedin to locate other professionals of the industry you can reach out to.
6. Offer Freebies:
Your customers love a freebie. Timely offers, coupons or eBooks to increase goodwill amongst your clients will boost your image and enhance visibility.
7. Video Marketing:
A beautifully designed and shot video would not only go viral to increase your brand awareness, but your customers would also retain the information provided for a long time.
8. Mobile-Friendly:
According to a recent survey, more than 70% of people today use their smartphones to find information online. Mobile usage and search rates have now officially exceeded desktop. Put simply - people are shopping on their phones more than on their computers. Ensure your website is mobile optimized to allow a wider audience to access your content.
9. Trendy Topics:
If you study SEO copywriting techniques, the main element would be to provide content on trendy topics. Staying in touch with trends portrays a cutting edge, consistent, up-to-date identity for your brand.
10. Pay Per Click:
Pay-per-click or PPC marketing is another way to put your brand out there. It is an excellent way to generate traffic and increase awareness of your brand.
A Product Review and Marketing Blog Rolled Into One
My Blog-stimonial about Lo & Son
My "Blogstimonial" on Lo & Son
The Disclaimer
I have no affiliation with Lo & Son. In fact, there's a selfish part of me that would love to keep this company a secret before they turn uber trendy and every has one. But I will be above that and share my story. Let me also state I base the majority of my purchases on testimonials and reviews - although sadly I am not one to write them, for no reason other than lack of time (hopefully this makes up for something).
About Me
I have never purchased something as important as a handbag without so much as seeing or touching it in person. If you are questioning the term importance in regards to a bag, allow me to clarify. To some women, a purse or bag is an extension of themselves both in design and functionality.
For me - a mother, business owner, frequent traveler, and Virgo to boot, I struggled to find that one business travel bag that checked all the boxes: travel-friendly, high quality, visually impressive, convenient, durable, versatile and if possible, affordable. I first came across Lo & Son on Pinterest, my go-to passive shopping mall. Being as I am in the marketing industry, I was first attracted to how enticingly simplistic their ads were. I wouldn’t have ever considered a bag from a company I had never heard of, but the videos showing what you can fit in each bag were both brilliant and intriguing. Regardless of my interest, I remained on the purchasing fence for nearly six months. As my hunt for the perfect bag progressed, Lo & Son became an increasingly appealing contender even with my reservations of this sight unseen product. When I did a search for the best travel business bag expecting to find Tumi at the top of the list, Lo and Son surprisingly made the organic top three.
The Backstory
Let me regress for a moment. The Tumi Larkin was my frontrunner.
- Because of Tumi's impeccable reputation for quality
- I work in a male-dominated industry, and Tumi says, "I’m here for business"
Tumi yields respect amongst the travel elite and secures assurance with their repair and replacement policy. My Tumi Voyager backpack has taken years of travel abuse. It's endured being kicked under airplane seats, spilled drinks, broken pens spewing ink, and it is still my go-to backpack.
Tumi Larkin $495
Amazon Over Brook $29.00
Kate Spade Cedar Street $248
After the Tumi, I felt like it was time to grow up and get an adult bag. So I went with the audacious "Look at Me" Louis Vuitton. It was something similar to the current Pallas, and it gave me the “I've arrived" feeling I was hoping for. Yet it was terribly uncomfortable for a 15” Mac Book Pro and various other travel essentials.
The Hunt
You should also know I pack like a digital boy scout toting everything I may need in life while traveling. Despite the LV's discomfort of losing feeling in my fingers as the straps cut off my circulation, I dragged that bag to a least 40 cities in two years. When my new bag exploration resumed, I encountered a series of experiences that highlighted what I didn't want in a bag.
First, I fell in love with a Hot Pink Kate Spade tote (another brand that has captivated me with their marketing ingenuity and product creativity). Yet it didn’t hold up to being as professionally versatile as I had hoped. So I took the minimalistic approach and got a nicely rated bag on Amazon for the bargain price of $28. But this too lacked the convenience of strategically placed pockets and it didn't look refined. So my search led me right back to Lo & Son. After watching the video for the Seville tote another ten times I was finally convinced it had everything I needed.
The Checklist
- Versatility: Changeable shells, multiple covers and colors, and a nylon travel overlay for luggage.
- Convenience: Pockets and compartments intelligently placed for your phone, keys, laptop, and accessories.
- Style and Quality: The exterior shell layer of the tote is made from a scratch resistant, 100% perforated Saffiano leather. The Soft Touch Shell is made from an advanced polymer yarn that easily adapts when physical force is applied to it. The material makes the shell super lightweight, stain resistant, water resistant, and easily cleanable. (Description: Via the Lo & Son website)
- Size: Large enough to fit my 15” Mac Book Pro without feeling like I'm carrying a duffle bag. I will also preface that I am only 5'1", so displaying the size-to-height ratio on their website is a genius move on their behalf. The bag may be slightly big for my frame, but I am completely comfortable with it considering the massive list of "pros" stacked on its side.
- Impressiveness: Obvious.
The Plunge
So I pulled the rip cord and purchased the Seville. I don’t think I am different than most women given the fact that I may take months to make a decision. But once I do, I wanted it yesterday. So I purchased and eagerly watched for the shipment tracking number. The desire to receive my new bag was amplified by the fact that I wanted it for my upcoming business trip, to truly test the worthiness of the pending title of, "Best Bag Ever."
Lo & Son Seville
The Tipping Point
My aspirations came to an abrupt halt when there was a mix up with shipping, and my purse went MIA - albeit no fault of Lo & Son's. I was crushed, so I contacted them for assistance and was immediately blown away by their customer support, and grateful for the assistance of Marissa. Marissa quickly communicated with me and took my lost shipment as seriously as I did. I know this all sounds dramatic but what I can I say, I am a person of intense emotions, and this bag was long overdue! Long story short, they helped me recover the bag and even though I was mid business trip, they had it delivered to my hotel so I could rejoice and conduct my personal scientific testing of “the perfect bag."
The Glorious Outcome
When it arrived, I opened it with childlike enthusiasm and walked around the hotel somewhat like a runway model, running a series of A/B testing, changing it from left arm to right arm. I practiced swapping out the sleeve much like a NASCAR pit crew changing tires. Speed is an essential component due to my constant "running late syndrome." Could the Seville convert as easily as the woman in the video made it look? Yes! After about three fumbled attempts at looping the straps, I figured out the process and am now a pro.
Then I conducted the capacity storage test. Did it hold everything as effortlessly as they made it look? Once again, YES! Even despite the fact that I carry around 10 times more items than the lady in the video. I managed to fit not only my 15" Mac Book Pro, but also a bag full of cables and adapters, my Sony DSL camera, foldable flats, reports, folders, toiletries, a scarf, the current issue of INC. Magazine, and my copy of Rising Strong by Brene Brown. Not to mention an array of assorted pens, highlighters, and post-its. Even with all that, the Seville held up AND looked fantastic! Overly stuffed, but stunning none the less.
The Founder
Lastly, if you weren’t sold on all the previous points of quality, design, marketing, and top notch customer service, you must read their story. I could never pass up an opportunity to support female entrepreneurship and a family-focused business model.
Helen Lo and Sons
It takes a lot to turn me into an advocate, and Lo & Son achieved this in every category. I watch their sales like a hawk awaiting my next coveted addition, The Pearl, which I am confident will be the perfect daily purse just as the Seville has become the perfect laptop and travel bag.
The Thank You
This testimonial is long overdue. I had meant to deliver a public thank you to Lo & Son after I received my Seville in March. However, time got away from me. With Mother's Day pending, I figured this was the perfect time to give a shout out to the fantastic work done by Helen Lo, to whom I wish a Happy Mother's Day. I sincerely appreciate her drive in designing functional and beautiful products for women and developing a culture that delivers stellar customer service.
Sincerely, Your Fan,
April Rain
The 4 Absolutes of Fearless Marketing
The first rule of fearless marketing is that sometimes, you have to break the rules.
By Lindsay Kwaselow
1. Rules? What Rules? The first rule of fearless marketing is that sometimes, you have to break the rules. Standing out does not happen by staying on top of current trends. The second you cross the threshold between keeping up with the latest trends and inspiring future trends is the second you become a relentless marketer. I’m not saying you have to be a psychic genius to be on top, but without risks your brand is in grave danger of blending in.
It’s natural to fear risks. However allowing fear to overtake your vision can be absolutely devastating to your marketing goals. Instead, use fear as a motivator to prove you can overcome it.
In his Inbound 2015 Keynote, famous marketing guru and author, Seth Godin says, “Only a fool does something brand new and says it’s going to work for sure. And only a failure refuses to do something that isn’t guaranteed to work. When we do our best work, we have to walk into it saying it might work, and it might not work.”
Watch the video below to hear more from Seth Godin about taking calculated, appropriate business risks.
2. Fear one thing, and one thing only: mediocrity. What happens when you hear the word “average?” Go ahead, say it out loud…“aaavvvverrrrage.” If you’re going to be a fearless marketer, your immediate reaction to this word should involve tears, screaming, begging for your mommy and hiding in a closet in fetal position. Better yet, just go ahead and completely remove this word from your vocabulary. Don’t even THINK about being average. Ordinary is not an option for fearless marketers. From this day forward you must commit to being different. Accept it, and tell your inner ten-year-old self that it’s okay to be unlike anyone else. Your friends will still talk to you, and better yet, your brand will flourish.
In Seth Godin’s Mindset of a Winner he says, “Mediocrity is for losers. In our Google-fueled world we have a choice of a million things for any topic. Who picks average? Who picks mediocre? Nobody.”
3. The experience trumps everything. Seriously, everything. Even price. If you can’t offer a smooth, memorable, and exceptional customer experience you might as well not have a brand at all. Apple gets away with charging more for their products because their products are not just devices in which to communicate, they are a lifestyle – an impenetrable story wrapped up in the humble image of a piece of fruit.
The millennial market of buyers is arguably the fastest-growing market in history. Spanning the ages of 18-34, these individuals rate the purchase experience as more important than the price of a product. According to a recent DrivingSales study, this mentality is applied to the car buying process. “While finding the right vehicle at the right price is important to everyone, our study shows that most younger consumers want a positive customer experience at the dealership and are willing to pay a little more to ensure they get it.”
The experience is also the driving force behind marketing’s future. According to a 2016 Marketo study of 499 CMOs from around the globe, “Top marketing channels are those that lend themselves to personalizing the customer experience.” By 2020, it is predicted that the top channels for offering this experience will be:
· Social Media (63%)
· The Internet (53%)
· Mobile Apps (47%)
· The Mobile Web (46%)
4. Fearless will never equate to heartless. The most powerful brands in the world represent genuine human values and emotions. Never dismiss the importance of including your heart and soul into your work. Also, remember to have a little fun! If you lack passion in what you’re selling, that secret inner voice will scream through the lines and graphics of every marketing piece you publish. The vast majority of the consuming public can sense insincerity, whether they are conscious of it or not. If you don’t believe in what you do, neither will your audience. That’s why values are so important in this business.
“What you can do as a salesperson, is you communicate emotion. But you can’t communicate emotion and trust to someone if they’re not listening,” says Godin. “The only people that listen to you are the people that are presold on you because someone told them about what you do and how you do it.”
Fearless marketers are not just technically and intellectually skilled. They’re also emotionally intelligent. Hubspot defines emotional intelligence as “The ability to understand the needs and feelings of oneself and other people, manage one’s feelings, and respond to others in appropriate ways.” This all comes down to likeability. If people like you, they will listen to you. If people trust you and believe your brand represents the same values they believe in, they will buy from you. To be fearless is to understand human emotion and to realize it’s impossible to be successful in marketing without this fundamental ability to empathize with others.
Rain on CBT News: Planning for a Better 2016
This episode featured Digital Rain Inc. Founder and CEO, April Rain, who discussed digital marketing strategies for the year ahead.
By Lindsay Kwaselow
On a very special edition of CBT News on Veteran’s Day, November 11th 2015, CBT anchors Joe Gumm and Corinne Lillis began the episode by thanking all our Veterans who have served and protected our country - with a special shout out to all the dealerships out there that hire veterans to represent their company and their brand.
This episode featured Digital Rain Inc. Founder and CEO, April Rain, who discussed digital marketing strategies for the year ahead. With 2016 right around the corner, dealerships are preparing for the New Year and attempting to avoid the mistakes they’ve made in the past to successfully create a unique marketing presence online.
With more and more new tech opportunities evolving, it can be difficult for dealers to choose the right solutions without becoming overwhelmed. April’s advice? First separate your wants from your needs. Differentiate your most critical needs from your wish list. Then narrow down your list to just five things, or five major problems you NEED to solve now. Find the products and technologies available and evaluate the ones that are most relevant to your needs.
It’s much less common that a product simply doesn’t work, but more so that you didn’t take the time to properly evaluate it! Make sure you fully understand both the capabilities and restrictions of a product from the beginning – before and during the launch process.
The next thing to remember is it’s so important to minimize all the clutter and all the noise all the “you should be doing this, and that” and really condense to what are the technologies that will solve your dealership’s current, specific problems moving forward. There’s so much out there and dealers really do need help narrowing it down! Consider the fact that there is no perfect solution. Everything has its pros and cons.
To get ideas of technologies to adopt you can always start with 20 Groups and conferences to see what others in the industry are doing. April suggests reading online reviews on products. There are a lot of different technology products that aggregate reviews. DrivingSales is a great example of a site that aggregates all the reviews of specific vendors in the automotive space.
With digital technologies advancing so rapidly, the line can become blurry between which products are durable solutions and which will become obsolete in six months. While April is a huge fan of trying new things and attempting to make processes bigger, faster, and better, she suggests first taking a step back and asking yourself:
1. What is your budget?
2. What are your capabilities?
3. What kind of staff do you have in place?
4. Do you have the resources to pull all this together and accomplish your goals?
Also ask vendors:
1. Does your product have a trial period?
2. What is the number one reason dealers cancel your product?
After you choose a solution, the next step is making sure that it launches and installs correctly. First follow the “assign-track-measure” mentality. April personally tasks and processes everything. She always recommends utilizing product management software to her clients. These systems are inexpensive and make collaboration a lot easier. April said, “I use Smartsheets because it’s simple for any user to quickly grasp the concepts. If you want something more in depth, my personal favorite is Mavenlink, however Basecamp, Teamwork, and Wrike are very decent and affordable systems.”
Contrary to your marketing strategy, which needs to be unique, your technology platforms can be pretty broad. April advises using a checklist for different vendors to help you identify exactly what you are looking for. Things like: What criteria do I have for this product? How am I going to measure it? And then evaluate each vendor to the same criteria to ensure you’re comparing across the board.
April is also a huge fan of utilizing your team and getting them on board. There will be experts that know the software and it’s always smart to bring in help, whether it’s holding the vendor accountable for training or bringing in an outside expert to train your staff and help launch the product.
Utilizing your team is so important because they understand the operation of your store. They understand what the product will be able to do within your own culture, your own process, and your own habits. With that said, it’s crucial that you always pull your staff into the decision-making process. Staff or angry sales people can kill a product faster than anything especially if they feel like it's being pushed upon them.
Everybody wants to feel like they adopted something or that they were a part of choosing a product that helps sell cars. When you buy a product and just throw it to your staff and say launch it and take care of it – that creates resentment if they weren’t on board with the decision-making process in the first place. Once they are on board or involved, then you switch accountability and ownership to them to make sure that the product is universally trained and utilized and adapted throughout your entire store.
April will be a speaker at the CBT Automotive Conference and Expo in Atlanta February 9th-1tth at the Omni Hotel. Take advantage of early registration through December 18th at cbtconferenceandexpo.com.
Click here to watch April Rain on CBT News.
Digital Gratitude
Science has proven the profound effects gratitude has on the human brain....
By April Rain
Digital Gratitude: Why We Should Give Thanks to Digital
Science has proven the profound effects gratitude has on the human brain. Forcing a smile or a laugh can actually trick your brain into thinking you’re happy, despite your current mood. People who express gratitude in their everyday lives typically lead more fulfilled lives, complete with an abundance of love, better interpersonal relationships, more positive emotions and they are even healthier in comparison to their bitter counterparts.
A 2014 study published in Oxford University’s Journal of Social Cognitive and Affective Neuroscience provides evidence of a “gratitude gene” in our genetic makeup that may be the reason some people are more naturally grateful than others. They found variations in gene (CD38) to be associated with gratitude. We do have the power however, to choose to be grateful.
While the Internet of things has produced clutter, noise (and possibly even socially awkward behaviors), we have to take a moment to step back and realize what it has brought us. Number one is a universal connection to everyone and everything. The digital universe has allowed people to network with each other and with information in a way that is beyond any other technological innovation of this century. Social media gives people a voice. Facebook, Twitter, and other social networking sites allow you to take your inner gratitude and share it with the world.
Smartphones have given us the luxury of taking that network and carrying it with us wherever we go, constantly connected to the people, information, and ideas we seek. Search engines have given us access to the answers to all our questions within seconds, information that would take days or weeks to receive in pre-digital times.
Marketers should be especially thankful for the limitless channels of connection opportunities the digital realm provides. Things like paid search and Facebook ads make it possible to target and reach an audience at a low cost. Digital marketing in general is significantly less expensive than traditional ad spots no matter what the media outlet.
You may have heard of 365 Grateful, as it has received a lot of buzz across the Internet in recent years. It started as one photographer’s project and ended up becoming a contagious digital phenomenon. This genius idea forces people to remember to be grateful by sharing something different they are thankful for not just on Thanksgiving, but every single day of the year.
And yes, there’s an app for that! The Gratitude! App asks users to log five things they’re grateful for each day. By choosing to be grateful it helps us appreciate the little things in life. For example, if you hate your job, it may force you to see the positives like how thankful you are for a paycheck to feed your family, or for everything you’ve learned, or the people your job has introduced you to. Behind every one of life’s dilemmas or stressors lies something to be found – a light at the end of the tunnel or a lesson learned from a tough situation.
In the words of New York Times writer, Arthur C. Brooks, “This Thanksgiving, don’t express gratitude only when you feel it. Give thanks especially when you don’t feel it.”
Special Message from Digital Rain Inc.: Digital Rain would be nothing without the clients, peers, and opportunities digital marketing has afforded us. We’d like to extend our deepest gratitude to the companies and individuals who believe in our work and our values, with the largest piece of our gratitude dedicated to our customers. We are grateful for everyone who took the time to read this blog. Today and every day, we will remember to be grateful.
5 Ways to Brand Like a Boss
1. Be Insanely Unique. This involves diving in and studying what your competitors are doing and do whatever it takes to set yourself apart from the ordinary, monotonous landscape.
By Lindsay Kwaselow
1. Be Insanely Unique. This involves diving in and studying what your competitors are doing and do whatever it takes to set yourself apart from the ordinary, monotonous landscape. Do not be vague in your branding approach, but rather zero in on the qualities (or single quality) that simply makes your brand better. According to Entreprenuer.com, “Your brand is derived from who you are, who you want to be and who people perceive you to be.” The actual definition of branding involves a marketing practice that identifies, and more than anything, differentiates a product from other products.
Being unique also requires reflecting your own personal values and underlying principles within your brand itself. First you have to identify, what makes your brand or company tick? What do you stand for? What makes you special? Stay true to yourself and to your brand and your audience will follow. This creates a personal experience and today, the experience really is everything.
2. Be a Thought Leader. Don’t act like a know it all. You don’t know it all, so act like a leader. Leaders lead by example. Leaders have an impact on others because they don’t just step outside of the box, they skyrocket themselves up and out of the box. They recognize and talk about companies across industries that have altered and improved the way consumers buy goods and services. Leaders recognize their strengths and dispose of their weaknesses. Better yet, they forget about their weaknesses entirely. Find your strength - one single thing you can do better than anybody else, and RUN with it. There is no such thing as a “Jack of All Trades.” So be a master of something. Own whatever that is, and do it in a way that differentiates your brand from the clutter and the competition.
3. Bleed Trustworthiness and Transparency. Despite the saying, “Fake it ‘til you make it,” you can’t fake being honest. Think of your brand as the promise you make to your customers – and you better intend on always keeping that promise if you’d like to sleep well at night, or more importantly, stay in business. How many people trust Amazon’s purchase process due to the brand they’ve built and the way they’ve changed the game? Everyone trusts the service they provide, and if you’re a Prime member, you trust your package will arrive at your doorstep within two business days. Amazon is in fact so transparent, and their customer base is so incredibly loyal, that they have actually forced the United States Postal Service to work on Sundays. Now that’s some bossy, powerful branding!
4. Start a Serious, Eternal Relationship with Mobile & Social. It’s simple. Your brand needs to be present where and how your customers spend their time. For the first time in history, time spent using mobile apps has actually exceeded the time consumers spend watching T.V. This is huge. We’ve seen studies that show results of consumers spending an overwhelming (and somewhat alarming depending on how you view it) amount of their time on their mobile devices. Here are a few stats to let that settle in:
· According to TechCrunch, “Today’s consumers are spending over 85% of their time on their smartphones using native applications, but the majority of their time – 84% – is spent using just five non-native apps they’ve installed from the App Store.”
· TechCrunch also reports that for social apps, Facebook in particular takes up a large chunk of mobile usage time. “As a category, social networks claim 14% of all smartphone usage – or more than 25 minutes per day. Facebook is the leader here, with 1.25 billion mobile monthly active users.”
· Mobile usage occurs on the go in most cases and is often used to compare prices while physically shopping at a store or showroom. A Placed Inc. and Cars.com study reported, 63% of automotive shoppers researched and shopped online while physically at a dealership using their mobile device.
· In 2013, ComScore reported, “Consumers are spending 1-out-of-3 minutes of all online browsing time on mobile devices and that activity is only expected to increase." - And that was 2 years ago (which is like a decade in digital time).
5. Do Not Underestimate the Untouchable Power of Your Logo. Your logo is the essential core, the foundation, the attributable starting point for the launch of your brand’s absolute, complete identity. In a word, your logo is everything, and it should be everywhere it can possibly be. Furthermore, there is something about simplicity that is a common denominator amongst the most powerful and successful brands ever created. Interbrand compiled a list of the top 100 brands across the world based on the their overall value and yearly revenue. The list included obvious game changers like Coca-Cola, Nike, Apple, and Google.
The Logo Factory then conducted a study analyzing the logo designs of each company to determine what they had in common. They revealed, “93% of the top 100 brands had a logo design that was relatively simple in form, and this is not a result of coincidence.” According to DesignBuddy.com, “Simple logos are unquestionably more versatile than their more intricate and detailed counterparts.” If your brand is just starting out, first devote your energy entirely into your logo in order to choose one single, simple, solitary symbol that defines who you are and what you represent.
…And that’s how you brand like a boss!
What Can Neuroscience Teach us About Branding?
There’s surprisingly a lot to consider when it comes to how the human brain processes data and visual stimulation...
By Lindsay Kwaselow
Neuroscience is defined as the study of the nervous system or the study of our subconscious reactions within the brain. How can this possibly relate to improving the way we market on mobile? There’s surprisingly a lot to consider when it comes to how the human brain processes data and visual stimulation from one screen or device to the next. By studying the activities that happen within our subconscious minds when shown an ad, we can thus derive data and make justified conclusions that will ultimately enhance the way we visually market our ads to make them more impactful.
Sharethrough, an advertising software company for publishers, commissioned Nielsen to conduct a study in hopes of determining how consumers visually react to, and process mobile ads. The problem with so many survey-based conducted mobile studies is that they only tap into the consumer’s conscious responses. By leveraging neuroscience in conjunction with EEG data and eye tracking, Nielsen was able to quantify where and how the participants’ focus was directed when viewing various mobile ads. Sharethrough reported how important it is to incorporate the subconscious behaviors of consumers, as “the subconscious is the motivating force behind many of our actions, including which brands we buy from.”
Eye tracking specifically evaluates how people visually interact with text or online banner ads. Companies who leverage eye tracking can use it to evaluate the impact of their visual products. According to EyeTracking.com, “The fields of advertising, entertainment, packaging and web design have all benefited significantly from studying the visual brain behavior of the consumer.”
Key Findings:
1. Native ads, or ads that are coherent with the other media displayed on a device or webpage (such as a feed-based design) were shown to receive twice the visual focus than standard banner ads. The study concluded, “Across native ads and banners, eye gaze appeared to be consistently more concentrated on the native, even though both formats were placed in-feed.” 100% of the top ten most successful mobile sites use a feed-based design.
2. Native ad headlines can be enhanced to trigger associations within the brain. Words displayed on an associative network that are similar to words included in the headline of an article resulted in a lift in message resonance and was also shown to subconsciously influence brand perception.
3. Marketers should always include key branding assets such as logos, keywords and consistent messaging, as Nielsen found that including these assets will facilitate the formation of brand associations within the human brain, and heighten your brand’s lift and influence.
4. Native, feed-based ads provide markers with an increased rate of capturing audience attention – with the visual focus more so on the text of the ad than on the corresponding image. This heightened focus helps advertisers to create a network of branding assets and related words in the conscious and subconscious minds of their potential customers – ultimately strengthening overall brand perceptions.
“Each adjective or noun in a headline—including the brand name—is stored in an associative network of related concepts. Activating one concept automatically triggers the others, strengthening those connections over time,” says Sharethrough. As mobile adoption evolves and consumers continue shopping and learning on their mobile devices in real time, at exponential rates - remember that native ads effectively demand the focus and attention of the brain.
Mobile users are, for lack of a better word, distracted. According to NativeAdvertising.com, “In the last 15 years, the human attention span dropped a third, to about eight seconds (now a second shorter than a goldfish)! In a lot of ways, this is a response to the increase in stimuli we are bombarded by on a daily basis, from email and social media to smartphone notifications and of course: ads.”
Steps must be taken to ensure your ad stays afloat in the wake of an overpopulated, overstimulated mobile storm. Last year, Nielsen found exposure to mobile ads produces a 45% lift in intent – a significant factor when it comes to winning over mobile customers and prospects and increasing the efficiency of your branding structure.
Click here to view the complete infographic featuring the results from the study.