Celebrate International Tartan Day with an Email Marketing Tip!

As I've written a number of times here on my blog, when done well, email marketing can be a successful way to reach your brand's target audience. However, due to the number of emails that arrive in everyone's crowded email box on a daily basis, how can one solitary email capture a reader's attention? It turns out that a well-written subject line plus surprising content may just do the trick.

According to Statistica, "People send and receive around 333 billion emails every single day. And that number’s only going up — by 2026, it’s expected to reach a staggering 392.5 billion daily emails. Daily email volume varies significantly by country, with the U.S. leading the pack at 9.7 billion emails sent daily. European countries such as Germany, Ireland, the Netherlands, the UK, and France each send over eight billion emails every day." And according to CRMGroup, "Nearly 50 percent of consumers made a purchase directly from an email in the past year. This confirms email’s direct impact on driving sales."

Recently, I received an email with a subject line and content that stood out. However, before we get to the email, a quick note about today's significance: Today is International Tartan Day, a date that was founded to commemorate the anniversary of the repeal of the 1747 Act of Proscription that banned wearing a tartan. Celebrated annually in Australia and New Zealand on the 1st of July, it's an opportunity for people of Scottish descent to proudly show off their Scottish roots. Now, back to the memorable email.

_______

SUBJECT LINE: A Special Thank You Gift from Great Scot

EMAIL CONTENT:

Thank you for all the LOVE.

We've been genuinely overwhelmed by the love you've shown since the launch of the Greenland Tartan. It has travelled further and faster than we ever imagined, shipped to Royals, celebrities, and diplomats, and most importantly to so many true lovers of the Arctic, both in Greenland and all over the world.

And then something made us laugh (and nod in agreement). So many of you have said some version of: "Could the polar bears and huskies please come with it?" As in...wrapped up in your scarf with you, or curled up on your picnic basket!

So, by way of a thank you, for the next 7 days only, we're sending a very plush soft toy along with qualifying orders. Your choice of Murdo (the plush Arctic husky) or Magnus (the plush polar bear).

Here's how it works: Purchase a Greenland scarf or a picnic blanket, then add your free friend. Next, enter discount code ARCTIC at checkout - and we'll tuck them into your parcel.

_______

The subject line caught my attention, and as a previous customer (who purchased the Pink Ribbon Tartan), I opened the email. After I read it, I had to smile. While I had not purchased the advertised Tartan scarf or blanket - and did not intend to do so - I appreciated the marketing promotion for its creativity and add-on that was guaranteed to be enjoyed by both children and adults.

The brand, Great Scot, sells tartans and tweeds from Scotland, and according to its website, "For many people, tartans and tweeds hold sentimental value, often being passed down through generations. They are not just textiles but carriers of personal and family histories." So, the complimentary addition of an appropriately-themed plush toy to a purchase was a great idea. Big applause to Great Scot for this marketing campaign!

What can your brand learn and apply from this brand's effective email marketing?

SHARE THIS: Email is possibly the greatest owned media channel for brands. ~@JoePulizzi #EmailMarketingTips #BrandExperience #BrandStorytelling #DebbieLaskeysBlog

Image Credit: Great Scot.

Check out Great Scot's Pink Ribbon Tartan:

https://greatscotscotland.com/en-us/collections/curaidh-the-official-pink-ribbon-tartan

Read some of my previous posts featuring email marketing tips:

Email Marketing Secrets from World Wildlife Fund! (April 6, 2026)

https://www.debbielaskeysblog.com/2026/04/email-marketing-secrets-from-world.html

Did your brand celebrate Women's History Month? (March 22, 2026)

https://www.debbielaskeysblog.com/2026/03/did-your-brand-celebrate-womens-history.html

Did your brand promote the Oscars? (March 16, 2026)

https://www.debbielaskeysblog.com/2026/03/did-your-brand-promote-oscars.html

Why Are Email Subject Lines Important? (December 10, 2025)

https://www.debbielaskeysblog.com/2025/12/why-are-email-subject-lines-important.html

Does Social Media Open Doors for Your Brand?

I joined social media platforms back in 2009, first my blog, and then Twitter (called X today), then LinkedIn, Facebook, etc. Twitter was what I liked to call "an international water cooler," because people from all over the world were represented and participated. I was able to meet people from other countries, and above all, learn from people who I would never have been able to meet had Twitter not existed. Twitter became an educational, supportive, and inspirational personal and business branding resource.

Over the years, new social media platforms have appeared, some have had staying power, while many shuttered their sites. The jury is still out with the latest crop of new platforms, such as, Mastodon, Threads, and Bluesky.

But let's return to Twitter (I refuse to call it "X" and have noticed that several well-known brands also continue to refer to it as Twitter when promoting their accounts). Back in 2019, I read an article on LinkedIn by a Canadian leadership expert who explained why his company was leaving Twitter. Since I continue to use Twitter for brand-building campaigns, brand engagement, community-building - as well as live-Tweeting during special events, such as, the annual Super Bowl, Presidential elections, and more, I thought I'd check in with Bart Egnal to ask if he regrets his decision to leave Twitter. Highlights of our conversation follow a brief bio.

Based in Toronto, Canada, Bart Egnal is the CEO and owner of The Humphrey Group. Over the past 20 years, he′s written countless speeches, coached hundreds of leaders, written a book, and overseen the expansion of the company from Toronto to Vancouver, Calgary, Mexico City, and the United States. He′s also the host of The Inspire Podcast and serves as Chairman of the Niagara Institute. In 2015, Bart was recognized by the International Alliance of Women for his contributions as an ally and continues to be deeply committed to creating a more diverse, inclusive, and equitable world.

QUESTION: We "met" after I read an article you wrote about social media and the decision you and your company, The Humphrey Group, made to leave Twitter back in 2019. I was inspired by your article and wrote a post on my blog (links to both are provided at the end of our Q&A). You wrote, "After three years on Twitter, The Humphrey Group sent its last tweet. And though we will keep our LinkedIn profile, we intend to invest little time or energy into our social media presence in the coming years." Today, nearly 7 years later, what are your thoughts about leaving Twitter - both your company's account and your personal account?

BART EGNAL: No regrets and no loss. For our B2B work, LinkedIn has been the place to have more robust conversations. We have also built a strong following outside of social media through a strong content strategy. 

QUESTION: Following the shutdown of your company's Twitter account, what did you hear from your clients/fans/followers?

BART EGNAL: Nothing. Nada. Zilch.

QUESTION: Some of the best aspects of Twitter/X simply cannot be replicated on other platforms, for instance, discussing the ads during the Super Bowl in real time, showcasing creativity in people's bios (for example, whether a title was "Chief Happiness Officer," "Brand Architect," or "Jungle Cruise Skipper," the uniqueness of a person's bio was an invitation to say hello or follow), and participating in TweetChats (this was always a great way to meet like-minded people based on specific topics with hashtags or for brand-building for businesses). What do you miss about Twitter?

BART EGNAL: On a personal note, I do sometimes miss the chance to connect directly with thought leaders. But I found Twitter became more polarizing during COVID and then following the ownership change, so I made the personal decision to also drop off a few years ago, with no regrets.

QUESTION: There are some brands that continue to "speak and engage" on Twitter/X: Sesame Street, Oreo, Merriam-Webster, Encyclopaedia Britannica, and the New York Public Library to name a few. Do you think Twitter/X has evolved into a business-to-consumer only social platform?

BART EGNAL: I can't comment on the platform's evolution but can say we see little B2B value in it.

My gratitude to Bart for sharing his thoughts about social media and for making a repeat appearance on my blog after nearly a decade.

SHARE THIS: Don't do social, be S.O.C.I.A.L., which means be sincere, open, collaborative, interested, authentic, and likeable. ~Vala Afshar #SocialMediaTip #DebbieLaskeysBlog

SHARE THIS: Twitter is a key that unlocks thousands of doors, some of which you never even knew existed. ~Matthew Kobach #SocialMediaTip #DebbieLaskeysBlog

Image Credit: EPS Security.

Meet Bart online:

Website: https://www.thehumphreygroup.com

LinkedIn: https://ca.linkedin.com/in/bartegnal

Read the posts referenced in this Q&A's first question:

Bart's post on LinkedIn (January 2017)

https://www.linkedin.com/pulse/farewell-twitter-bart-egnal

and

Social Media: Brand Builder or Mission Distraction? (September 2019)

https://debbielaskey.blogspot.com/2019/09/social-media-brand-builder-or-mission.html

Read four memorable posts about Twitter on #DebbieLaskeysBlog:

How Do YOU Connect on Twitter? (August 2022)

https://www.debbielaskeysblog.com/2022/08/how-do-you-connect-on-twitter.html

and

How Has Twitter Impacted Your Brand? (March 2016)

https://www.debbielaskeysblog.com/2016/03/how-has-twitter-impacted-your-brand.html

and

How Does Your Business Create Social Media Circles? (April 2014)

https://www.debbielaskeysblog.com/2014/04/how-does-your-business-create-social.html

and

How to Build Your Brand on Twitter (March 2013)

https://www.debbielaskeysblog.com/2013/03/how-to-build-your-brand-on-twitter.html

Why Podcasts Should Be Included in Your Marketing Strategy

Do you listen to podcasts? Does your marketing strategy include podcasts? Do you know the definition of podcasts? If the answer to these questions is NO, then this post is a must-read!

According to Wikipedia: 

"A podcast is a program made available in digital format for download over the Internet. A podcast series usually features one or more recurring hosts engaged in a discussion about a particular topic or current event. Discussion and content within a podcast can range from carefully scripted to completely improvised. Podcasts combine elaborate and artistic sound production with thematic concerns ranging from scientific research to slice-of-life journalism. Many podcast series provide an associated website with links and show notes, guest biographies, transcripts, additional resources, commentary, and occasionally a community forum dedicated to discussing the show's content. The cost to the consumer is low, with many podcasts free to download. Some podcasts are underwritten by corporations or sponsored, with the inclusion of commercial advertisements."

Kathi Kruse has previously appeared here on this blog in a Q&A about social media, employee engagement, and the customer experience. Since she is a regular podcaster, we re-connected to discuss podcasts, and highlights of our discussion follow a brief introduction.

Kathi Kruse is a retail car gal, dealership profitability expert, social media strategist, coach, trainer, author of Kruse Control Newsletter, co-host of The First Pencil podcast, and founder of Kruse Control, Inc. and AutoCFO To Go. She is a board member of Hanaeleh Horse Rescue. Ten percent of Kruse Control profits go to animal welfare.

QUESTION: Podcasts are rising in popularity as a promotional tool, so how would you explain a podcast to someone who has yet to use the medium?
KATHI KRUSE: Podcasts are digital audio programs accessed through dedicated podcasting platforms and apps like Apple Podcasts. You can subscribe to your favorite podcasts, receive automatic updates when new episodes are released, and listen to episodes on-demand.

The content of podcasts varies widely from educational and informative shows to entertaining and comedic programs. Some podcasts feature interviews with experts, celebrities, or ordinary people with interesting stories, while others focus on storytelling, news analysis, true crime, self-improvement, history, science, technology, or any other subject of interest.

QUESTION: How do you measure success of podcasts you create?
KATHI KRUSE: Podcasts are typically measured by the number of downloads. But some podcasters in specialized niches (me included) have smaller audiences, so downloads aren't as important. We do our podcast for fun and we're happy that others tell us how much they like the show.

QUESTION: How do you promote engagement of podcasts you create?
KATHI KRUSE: We share our episodes on social media, such as, Facebook and Linkedin. Our show has its own Twitter handle (@TheFirstPencil), but now that Twitter is dying, we'll move over to Threads. I also share links to the show in my weekly newsletter, which can be subscribed to at this link: https://www.krusecontrolinc.com/kruse-control-newsletter-subscription/.

QUESTION: According to an article entitled, “Is Podcast Media Buying Worth It? What Every CMO Should Know,” the following was stated: “Podcast listeners will increase 6.1% year-over-year (YoY) to 125 million between 2021 and 2022. The podcast industry is projected to reach $94.88 billion by 2028 Podcast audiences are not only large and growing. They also tend to be young, affluent, educated, and generally receptive to podcast ads. These are the same audiences that marketers are trying so hard to reach, yet often get hamstrung by technologies, such as, ad blockers in other digital media.” Therefore, do you think podcast media buying is a worthwhile strategy, and can you please elaborate?
KATHI KRUSE: Yes! I was a long-time podcast listener before I started my podcast. The ads on podcasts are typically read by the hosts, which make them more trustworthy and often keep my attention. Instead of fast-forwarding past them, I will listen to them, especially when the hosts are funny (example: Pod Save America).

Also, research has shown that using headphones to listen to podcasts, which is typical, actually enhances our perceived intimacy with the hosts. Experiments found that a voice coming from ‘inside our heads’ can be twice as persuasive as one coming from a speaker. As a listener, this is 100% true. (Source here: https://www.theguardian.com/tv-and-radio/2022/mar/02/podcasts-headphones-perceived-intimacy-host-increased.)

(Read the full article here: https://www.oceanmediainc.com/is-podcast-advertising-effective/)

QUESTION: Lastly, what are some podcasts that you listen to that have nothing to do with your business, and why?
KATHI KRUSE: Here's a very short list:

1. Smartless: Will Arnett, Jason Bateman, and Sean Hayes. Hilarious.

2. Something Was Wrong: Super helpful real-life stories of women who have endured and ultimately escaped relationships with narcissistic sociopaths.

3. Pivot: Kara Swisher and Scott Galloway talk tech and business - both have been my heroes for a long time for different reasons.

4. Pod Save America - the hosts are former Obama admin guys. They are funny, conduct smart political discussions, and provide ways to advocate for the causes I support with Vote Save America.

5. Lovett or Leave It: Jon Lovett (one of hosts of Pod Save America) does a weekly live show here in Los Angeles. He's a writer for film and TV, he's funny, and his guests are always great.

6. Just Jack and Will: Sean Hayes and Eric McCormack (of Will and Grace, of course) just began this pod where they do a breakdown of Will and Grace episodes. I have a personal connection with the show (a long time friend was a producer), so it makes me very happy to hear details about the production.

7. Hard Fork: Casey Newton (Platformer) and Kevin Roose (New York Times) talk about all things tech, AI, social, etc. Both are well-connected and get scoops regularly. They also make me laugh.

My thanks to Kathi for sharing her marketing insights and for appearing here on my Blog.

Image Credit: CDX via Wordswag.

Check out Kathi's previous appearance on my blog:
Social Media’s Impact on Employee Engagement and Customer Experiences (October 2021)
https://www.debbielaskeysblog.com/2021/10/social-medias-impact-on-employee.html

Connect with Kathi at these links:
LinkedIn: https://www.linkedin.com/in/krusecontrol/
Facebook: https://www.facebook.com/KruseControlInc
Instagram: https://www.instagram.com/kathikruse/
Threads: https://www.threads.net/@kathikruse

Digital Engagement Tips to Attract Customers and Fans

To quote Matthew Kobach (@mkobach), "Twitter is a key that unlocks thousands of doors, some of which you never even knew existed." As a member of the Twitterverse for 13 years, I always enjoy meeting new people and learning from them. I recently re-connected with Susan Friesen from British Columbia, Canada, and invited her to appear a second time here on my Blog in a Q&A discussion about digital marketing and engagement. Highlights of our conversation follow a brief introduction.

Susan Friesen is the founder of eVision Media. In her capacity in that role, she recognizes that many business owners waste too much valuable time, money, and energy either hiring the wrong people to do their website and online marketing or trying to do it all themselves...and getting nowhere as a result. When working with clients, she has a proven, personalized, multi-pronged strategy that covers all of the critical aspects that must be done correctly to avoid these costly lessons. Susan can be found online at https://www.eVisionMedia.ca; on Instagram at https://www.instagram.com/susan.evisionmedia; on Facebook at https://www.facebook.com/eVisionMedia; and on Twitter @eVisionMedia.

QUESTION: What is your favorite marketing buzzword, and why?

SUSAN FRIESEN: Right now it's brand positioning. Positioning a business brand in the marketplace is increasingly becoming an absolute necessity. The competition is fierce and the best way to be "The" choice is to work hard at creating a positive and memorable brand.

QUESTION: What marketing buzzword do you find most annoying, and why?

SUSAN FRIESEN: I'd have to say guerilla marketing. It's just so 2000. The old model of push marketing is long dead, but a lot of "Gurus" still preach it. Yes, there could be some immediate results, but it's not a sustainable business model and leaves an overall negative impression, especially when done badly.

QUESTION: One way to continue engagement with customers and fans is email marketing. How do you do this successfully, and what are some e-newsletter tips?

SUSAN FRIESEN: For the past several years, we have consistently sent out a value-based newsletter every Thursday. Without exception! And it's paid off in spades. Our newsletters include a new blog article written specifically for our target audience (Entrepreneurs and Small Business Owners) that they find relevant and informative on their business-building journey. As a result, we have a very low unsubscribe rate.

But not only that, we stay top of mind with our existing clients who often are reminded of an update or promotion they need to do and reach out to have us take care of it. We also get new clients who may have been on our list for years and are ready to have us help them. My biggest tips are to be consistent with weekly send outs and make content about your reader and provide value. Don't make it a sales pitch!

TWEET THIS: Make content about your reader and provide value. ~@eVisionMedia #MarketingTip #DebbieLaskeysBlog

QUESTION: What are some websites you admire, and why?

SUSAN FRIESEN: Ours of course! (https://evisionmedia.ca/) Aside from that, I enjoy www.MindValley.com and the mission they are on to make the world a better place, one human at a time.

In my line of work, I come across hundreds of sites, and sadly, way too many are not designed or built in a way that positions them favourably with their ideal target audience.

QUESTION: What are some brands whose social pages (Facebook, Twitter, Instagram, etc.) you admire, and why — in other words, why are they effective with customers and/or fans?

SUSAN FRIESEN: I tend to follow more small businesses rather than big corporations. Melody Beattie has a very inspirational and motivational social presence. Dr. Berg offers a plethora of informative videos on health. Mari Smith, a Facebook expert, is always charming, informative, and entertaining. Same with Social Media Examiner - very informative and very clear on their brand positioning.

Here are the links mentioned above:
* https://www.instagram.com/authormelodybeattie/
* https://www.facebook.com/writermelodybeattie/
* https://www.facebook.com/drericberg
* https://www.facebook.com/marismith
* https://www.socialmediaexaminer.com/


My thanks to Susan for sharing her marketing insights and for appearing here on my Blog.

Image Credit: Georgie Cobbs via Unsplash.

Check out Susan's previous appearance here on my blog from November 2021:
"The Importance of Brand Identity"
https://www.debbielaskeysblog.com/2021/11/the-importance-of-brand-identity.html

Leading and Brand Building during #COVID19 Pandemic

To quote Matthew Kobach (@mkobach), "Twitter is a key that unlocks thousands of doors, some of which you never even knew existed." As a member of the Twitterverse for ten years, I always enjoy meeting new people and learning from them. I recently connected with John Cloonan and invited him to appear here on my Blog in a Q&A format. Highlights of our conversation follow a brief introduction.

John Cloonan is a marketing and branding strategist who creates measurable growth for both companies and people. He's created brand and marketing strategies for companies ranging from startups to $2B plus, and has talked about those experiences as a speaker. John's held roles as a marketing consultant, an agency owner, a corporate marketing executive, and an adjunct professor. You can follow John on Twitter at @JohnCloonan and visit his website at www.johncloonan.com.

QUESTION: On your blog, you described the difference between a boss and a leader (link provided at end of this Q&A). Can you provide some examples from your work experience?
JOHN CLOONAN: In a recent role, I was brought in to manage a team of early career professionals and to reduce turnover. A typical marketing team member on this team would stay for a year or two and then bail out for greener pastures. When I got there, the reasons became pretty clear to me why they were leaving. They were being managed, mainly because of their relative youth. They had no decision autonomy on how work would get done. The person managing them was remote and treated them like children. In fact, one of the first things I had to end was other leaders calling them "the kids."

One of the first things we did as a team when we started was figure out what goals we had to accomplish to be successful in the organization. We then determined, as a team, how we were going to accomplish those goals. I provided guidance to the goals, acted as an advocate with the rest of the leadership team, and removed roadblocks. Mainly, though, I was there with them in the trenches. As an example, we found ourselves needing to edit hundreds of job descriptions on our employment site. I sat with the team for several nights, working right alongside them. We accomplished in a week what the rest of the company thought would take forever.

In a short period, the turnover stopped. The team overcame many challenges together, and both productivity and quality increased.

TWEET THIS: A boss directs and manages the activities of a group. A leader motivates a group to a common goal. ~@JohnCloonan #LeadershipTip

QUESTION: How can leaders be educated to understand that an amazing culture will yield a positive employee experience that will ultimately spill over into a positive customer experience?
JOHN CLOONAN: Begin by explaining to leaders that HR and marketing have the same job. The only difference is segmentation. Think about it. A brand represents the promise you make to your customers, and how you fulfill that promise. Your employees are a customer segment for whom you need to provide value in order to attract and retain them. You increase your customer lifetime value by providing a positive experience. That positive experience is your culture.

Beginning with that framework makes the rest simple. If you're happy, you're more likely to provide good service to your customers. If you're delighted, you're going to be an advocate for the organization and go above and beyond to improve the overall experience.

QUESTION: As a result of the current COVID19 situation, how would you recommend that leaders connect with their employees - when most businesses are closed?
JOHN CLOONAN: Be creative. Meet your team where they are. Give them the opportunity to reach out to you in the channel they want. Also, make an effort to be where they are. If you have a team member who is active on social media, engage with them there. Comment, like, and reshare their posts. If you have team members who prefer text messages, give them your mobile number and respond there. A personal favorite of mine that tends to surprise people is the occasional handwritten note in the mail. I've had former colleagues tell me they still have notes from me from years ago. Don't assume that everyone wants an online video call.

No matter what channel you choose, what you have to do is connect regularly, and continue to motivate and advocate.

QUESTION: As a result of the current COVID19 situation, how would you recommend that brands communicate with their customers and fans - when most businesses are closed?
JOHN CLOONAN: If you have customers and fans, you should already be communicating to them in a preferred set of channels beyond in-person interfaces. What changes is the message. My personal belief is that the only acceptable messages right now are "How can we help you through this?" and "Here are ways we are trying to help. Is this valuable to you?"

Notice that both of these are questions. Spend a lot of time listening. Find out what your customers and fans need or want from you right now and figure out how to deliver it.
 

TWEET THIS: During #COVID19, brands need to spend a lot of time listening. ~@JohnCloonan #BrandTip #BrandExperience

QUESTION: What is your favorite brand, and why?
JOHN CLOONAN: I always struggle with this question. I'm not terribly brand loyal, in fact, I'm more brand DISLOYAL - as in there are certain brands I know I'll never use. If I had to pick one, though, I'd have to say Southwest Airlines. I make a point of always flying with them, which is almost anathema here in Atlanta. I've never had a truly awful experience with them, as I have with a couple other of the major airlines.

My gratitude and appreciation to John for appearing on my Blog and for sharing his inspiring insights.



Link to John's blog post referenced in first question:
"Boss vs. Leader"
https://www.johncloonan.com/boss-versus-leader


Image Credit: Medium.

Top 10 Marketing Highlights of 2019

With 2019 now history, it's time for my annual “Top 10” marketing highlights post – incredible that this is my 10th post featuring annual marketing highlights. 

What do you remember from the 2019 marketing reel? Which were duds? What stood out as marketing innovation, and what will go down in history that was as memorable as Apple’s 1984 Super Bowl ad? Without further ado, let’s get to it! What campaigns were great?

With a nod and thank you to David Letterman for the format, here's my list:

NUMBER 10: 
In April, Budweiser unveiled a “Jackie Robinson” bottle to commemorate the 100th anniversary of the baseball legend’s birth and used the hashtag #ThisBudsForJackie in its promotions.

NUMBER 9:  
In April, the Duke and Duchess of Sussex launched an Instagram account as their sole social media channel. According to their first post, “Welcome to our official Instagram; we look forward to sharing the work that drives us, the causes we support, important announcements, and the opportunity to shine a light on key issues.” The first post was liked by nearly 1.3 million viewers; and the account has attracted nearly 10 million followers.

NUMBER 8: 
In May, the Duke and Duchess of Sussex introduced the world to their first child, a son named Archie Harrison, the seventh in line to the British Throne. Imagine all the items with his name and likeness on sale in Britain!

NUMBER 7: 
The Walt Disney Company partnered with the Make-A-Wish Foundation to raise money due to the release of its Aladdin movie and granting of wishes in the film, released in May.

NUMBER 6: 
For a limited time, Taco Bell opened a hotel and resort in Palm Springs, California. At “The Bell,” guests could buy Taco Bell-themed apparel and plan Taco Bell-themed weddings.

NUMBER 5: 
In a press release by Oreo, the cookie brand confirmed that limited-edition Marshmallow Moon Oreos would hit store shelves in honor of the 50th anniversary of the historic Apollo lunar landing. Each pack of Marshmallow Moon Oreos featured three custom cookie designs inspired by the moon landing, including an astronaut floating in zero gravity, a rocket ship blasting off, and a crescent moon next to three stars. The best part? The cookie packaging actually glowed in the dark!

NUMBER 4: 
CBS Evening News introduced its new anchor, Norah O’Donnell, on July 15, with both a new logo and new introductory music. O'Donnell explained that her evening broadcasts would place an emphasis on fair and unbiased news combined with a focus on the 2020 presidential election. In Fall 2019, her studio moved from New York to Washington, D.C.

NUMBER 3: 
Frontier Airlines was proud to be America's greenest airline dedicated to #sustainability, and on August 13, anyone with the surname Green or Greene could fly free.

NUMBER 2: 
Mattel, the company that created Barbie, introduced a line of gender-neutral dolls called Creatable World. “The doll can be a boy, a girl, neither or both, and Mattel, which calls this the world’s first gender-neutral doll, is hoping its launch on September 25 redefines who gets to play with a toy traditionally deemed taboo for half the world’s kids,” according to TIME magazine.

And NUMBER 1 on my 2019 Marketing Highlights List:

Drum roll please...

A sign of the times: Starbucks announced in July that it would stop selling newspapers - and remove newspaper racks - at its coffee shops in Fall 2019. The company began selling The New York Times in stores nearly 20 years ago and added The Wall Street Journal and USA Today in 2010. Following the announcement, Starbucks offered digital access through its free in-store Wi-Fi at all company-operated locations in the U.S. for a limited time for the following pubs: The Wall Street Journal, USA Today, The Seattle Times, Chicago Tribune, The Baltimore Sun, Orlando Sentinel, and New York Daily News. 

In a post on Starbucks' Blog: “This is just the beginning. We will continue to listen and learn from our customers, looking for new opportunities to deliver news, content and experiences that are relevant to our customers, inspiring to our partners and meaningful to our communities.”

What would you add to this list? Here's to 2020 and another year of marketing highlights. Happy New Year!


Image Credit: BigStock photo.

Why Janitors May Be Your Best Brand Advocates

Some time ago, I read a book, Managing Whole People, One Man's Journey, by leadership expert Mark Herbert, and the book featured a memorable story about the importance of corporate culture. A man visited a hospital in Texas because he wanted to meet a famous heart surgeon. As the man left the hospital following his meeting with the surgeon, he met an elderly man who was mopping the floor. The visitor asked, “What do you do here at the hospital?” The elderly man who was mopping the floor replied, “Dr. DeBakey and I save lives together.” The elderly man explained that Dr. DeBakey had told all staff members that hospital infections kill more patients than disease, so the elderly man was doing his part to keep the hospital clean.

Now, think about your business and your culture. If a total stranger interacted with any of your employees, would he or she have the same type of experience? Would he or she see firsthand that your employees understand your business, your brand promise, your competitive advantage, and why your business exists?
 
I’ve invited Mark Herbert to share some of his insights to help businesses improve their cultures and maintain long-term, satisfied employees.

The Human Resources Pyramid describes a series of questions that every employee from the custodian all the way up to and including the CEO seeks answers to, and both the questions and the order that they are answered in (if it all) play a very important role if you expect to create and sustain an environment of engagement. Those questions are:
•    What is my job?
•    How am I doing?
•    Does anybody care?
•    What do we do?
•    How are we doing?
•    How can I help?

When you address these questions on an individual level along with the Golden Circle from Simon Sinek, you have a formula for creating the kind of alignment and performance that cause CEO’s and CFO’s to shout with delight. Sinek’s model is elegant in its simplicity; he recommends that organizations answer three key questions from the inside out rather than from the outside in:
•    WHY are we doing this?
•    HOW are we doing this?
•    WHAT are we doing?

When you think about it, these questions form the foundation of every organization with a meaningful value proposition, whether they are in the profit or not for profit space. We hear every day that the new generations are demanding more from their work than a paycheck, they want meaning and value. For all the debate about employee engagement and employment branding, the evidence is compelling that organizations with high levels of engagement outperform their competitors in every key performance metric. Similarly, organizations with strong intentional employment brands – think Starbucks, Google, Apple, Zappos – don’t spend much time lamenting the fact they can’t find applicants to fill their open positions.

Dr. DeBakey was a man before his time. He provided a roadmap for employees before it was called employee engagement. If you look back at the conversation with the custodian, he knew the answers to both the Human Resources Pyramid and Sinek’s Golden Circle. High-performing organizations recognize that their BRAND lives where their customers and their employees intersect. As leaders, the choice is ours….

My thanks to Mark for his commentary here on my blog. Here are some final thoughts...What steps do your leadership team, management team, and human resources team all take to make sure that your corporate culture allows for and develops respect, responsibility, rewards, information sharing and open communication, and loyalty? If you cannot answer the question, just think about the Texas hospital janitor – wouldn’t you want him on your team?


For more timeless leadership insights, follow Mark Herbert on Twitter @NewParadigmer and on his blog at http://www.newparadigmsllc.com/blog-page. 

Image Credit: vectorolie via FreeDigitalPhotos.net

Have You Conducted A Brand Audit Lately?

While you may hope that your customers embrace your brand, the truth is, most consumers make purchases without even thinking about your brand. Of course, everyone recognizes the famous brand names, such as, Coca-Cola, Nike, Amazon, etc., but they aren’t your corner five and dime. They aren’t even most midsize businesses. So what can YOU do? You, as the business leader, marketing team, and yes, even the human resources team, must conduct a brand audit on a regular basis.

A brand audit “describes and evaluates the current state of a brand and its effectiveness in achieving a company’s business objectives. This assessment is the first step in brand strategy development and is used as a diagnostic tool for determining where the brand strengths lie and for identifying its potential vulnerabilities or shortcomings. It is the foundation on which the other steps depend,” as defined by Brandamplitude.

Here are my "Top 10" questions to include in your brand audit:

[1] Does your brand currently have a brand promise? If yes, what is it?
[2] What differentiates your product or service from the competition?
[3] How do you offer superior value to your customers?
[4] What words, phrases, or feelings come to mind when you think of your brand?
[5] Who are your brand’s current and future customers?
[6] What is the brand’s positioning statement?
[7] Where does the company fit among the competition?
[8] How is the brand perceived among the competition?
[9] How is the company perceived by employees?
[10] How would you like to see the company perceived?

There are many benefits from conducting a brand audit:

[1] Creating a consistent marketing message across all media.
[2] Strengthening your brand’s positioning vs. the competition.
[3] Improving the communication vehicles between customers and your brand.
[4] Clarifying the core attributes of the brand.
[5] Refocusing internal brand advocates (remember, all employees are brand ambassadors).

Above all, a brand audit allows you to evaluate your marketing strategy. Is it working? Does it need to be refined? Does everyone from the CEO on down to the marketing, public relations, website, IT, finance, and HR teams understand the nuances and key strengths of your brand?

Memorize these two timeless quotes as you re-energize your brand marketing efforts. “Branding is what people say about you when you’re not in the room,” from customer engagement expert Vala Afshar. And “Products are made in the factory, but brands are created in the mind,” from advertising guru Walter Landor.

Don't you think it’s time to learn exactly what customers are thinking about your brand?

Image Credit: Stuart Miles via FreeDigitalPhotos.net

Who Does Your Brand Talk to in Social Media?

Recently, I was guilty of what many of us are doing more and more these days: I was watching television with my smartphone close at hand. Was I watching a specific TV show or was I reading what people were saying about the show on Twitter? The answer is probably not too surprising, and as a result, advertisers that used to spend their dollars solely on TV are now including Twitter in their ad campaigns.

My recent experience started as simply visiting a Twitter account due to a search for a TV ad. But as I read some of the recent tweets, I read a question and replied.

I responded to the question and then focused my attention elsewhere. But lo and behold, there was someone managing the brand’s Twitter account in real time. A tweet appeared with a personal message to me. I smiled and responded…and another tweet appeared.

But it was the theme of the message that stuck with me, and continues to resonate. I was not a customer, but the team behind this brand and this Twitter account believed that a conversation with me was important and worth their time.
 

In today’s era of instant communication, business decisions can be made in a split second and sometimes not even for valid reasons. This is why it’s even more critical to interact with prospective customers at every possible opportunity, venue, and forum.

In the words of Shep Hyken, customer service expert and New York Times best-selling author (@Hyken on Twitter), “Many companies use social media as a way to respond to publicly-voiced customer complaints. But the best companies also use social media as a way to deliver value and engage in conversations. It’s about being a part of – and contributing to – a community.”

So, who does your business talk to in social media? Which networks do you use most often? Do you spend the same amount of time and effort to create positive brand experiences for people who don’t yet pay for your products or services? Do you train your customer service and sales teams how to interact with prospects when sales may not close? Do you have surveys to monitor why customers don’t renew or become repeat customers, and what do you do with the data obtained by those surveys?

In addition, in today's social era (also known as the era of instant communication), social networks (including Twitter, Facebook, Instagram, LinkedIn, Pinterest, etc) offer a real-time alternative to surveys because they are able to capture the pulse of your intended audience and peripheral or unintended audiences.

How you move forward with this data is up to your company, but if you fall on the mid-size spectrum, you can definitely modify your future product or service announcements, event news, and company direction if you listen to, and engage with, customers and prospects in the social space.

Use all of these questions to learn how to re-energize your business. And in the process, don’t forget to treat prospective customers as if they were VIP customers – because one day, they might be, and you want them to know why they should be enthusiastic advocates for your brand!

Where do you think I will go the next time I’m shopping for insurance?

_____________________

To read more about how the marketing function is evolving, read “Marketing Can No Longer Rely on the Funnel” by Mark Bonchek and Cara France via Harvard Business Review:
http://blogs.hbr.org/2014/05/marketing-can-no-longer-rely-on-the-funnel/

Image Credits: Courtesy of Twitter 

This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet. I’ve been compensated to contribute to this program, but the opinions expressed in this post are my own and don’t necessarily represent IBM’s positions, strategies or opinions.