A Blockhead Digital Character Shows 4 Ways to Do Marketing Right

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Stampy Longnose.

It’s not the kind of name that immediately translates visions of millionaire status or successful CEO personas leading fast-moving, highly successful companies. However, this moniker represents one of the most prolific and successful YouTube operations based on the concept of entertaining kids with Minecraft stories and humor all while generating real-time dollars in advertising income monthly. The marketing approach is one of the most effective used online today.

Simple Equals Incredible

Stampy Longnose, otherwise known as Joseph Garrett of Portsmouth, U.K., in real life is a young fellow in England at the ripe age of 23 years. He currently brings in a respectable gross income of 200,000 British pounds a month creating cartoons of his video game adventures in the world of Minecraft. The game itself is extremely simple to play, like an electronic world of toy building blocks, and the tools used to make the videos don’t require rocket science either. However, Mr. Garrett has managed to generate an incredible following online which in turn has created a viable advertising channel that he then monetizes for access to Mr. Garrett’s audience.

The marketing approach is grassroots and simplistic as well and can be broken down into four steps.

1) Have a recognizable and distinct voice that people remember.

Mr. Garrett’s online voice as he moves across the screen with his character is so different from his normal conversation that he easily translates into a memory-sticking character that then makes it easy to attach a brand to. Mental stickiness is a key factor in customer reception of brand development.

2) Have lots of content and be a good storyteller.

If you can’t tell good stories, find someone who can. Particularly for online marketing, a library of content is a must. Viewers don’t stop with one video; they want to consume and consume a lot. In fact, many of Mr. Garrett’s young viewers are so enamored with his Minecraft stories, they would rather watch his videos than play the game (shocking!).

3) Don’t go it alone.

As soon as the Stampy Longnose idea became a hit, Garrett built a solid team of helpers who provided additional characters to work with as well as give hands-on support with production. It’s not easy to write a 20-minute humor dialog that will appeal to a 9-year-old, but that’s the goal and to do it 100 times or more each month.

4) Don’t stop with a good thing; diversify!

The various characters of Stampy Longnose have also included Stampy the Cat, Stampy, Stampylonghead and so on. Each one of them is now fertile ground for additional merchandising for Mr. Garrett. The production potential is so big, he has now branched across the pond and set up shop in Los Angeles to partner with additional revenue ideas based on the original online Minecraft characters Garrett created. Subscribing to the maxim that good ideas don’t stay good or unique for long, Mr. Garrett is actively seeking new venues for his entertainment product and audiences not yet familiar with his funny way that makes kids laugh.

What Do You Want to be When You Grow Up?

So, when you ask your young child tonight what they want to be when they grow up, don’t be surprised if he or she says a YouTuber instead of an astronaut or scientist. Given Mr. Garrett’s example above, more up and coming business owners should be looking at what worked for the online star and why they aren’t doing the same things to achieve marketing success with their customers.

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Customer Service in Action – A Personal Touch

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Customer service is never more important than when something goes wrong. Your actions can either win your customer back, or it can cost you that customer for life.

Nobody knows this better than Amazon, who has built a massive reputation for fast and reliable order fulfillment. Through their consistent excellence, they’ve completely changed the retail industry. But what happens when mistakes are made?

Overcoming Mistakes

As a general rule, Amazon offers their Prime customers a free month of their Prime service if a package doesn’t arrive by its guaranteed delivery date. That’s about what you’d expect them to do, right? Amazon has been known to up the ante, though, when bigger customer service problems exist. For instance, an expected December 24 delivery that was late prompted Amazon to provide a personal phone call with a sincere apology, not to mention a $20 credit that could be used on a future order – and this was before the customer even reported the issue! A missed Christmas deadline didn’t lead to anger and fury; instead, it only yielded even deeper customer loyalty. And it’s all because of the personal touch that’s all too rare in today’s automated world.

Back Up Your Promises

The Amazon example rings true in several ways. On an immediate level, the message is simple – even when customer demands put a strain on your resources, you still owe it to them to exceed their expectations. If you’re in a position to make guarantees to your customers, you’d better have a way to meet those deadlines. And, just as importantly, you’d better have a backup plan in case those deadlines can’t be met for any reason, even if those reasons aren’t necessarily your fault. That backup plan, it goes without saying, shouldn’t include only reacting when you have something to lose.

Add a Personal Touch

But there’s a bigger takeaway from Amazon’s customer service. Yes, businesses typically go all out when a customer’s patronage is at stake. A smart move, to be sure. However, it’s also a good idea to take elements of that full-court press and incorporate it into your everyday approach.

Consider the example of DDP Yoga, a fitness program with a loyal following and that has an appearance on Shark Tank to its name. To this day, owner Diamond Dallas Page calls a handful of new customers each day to personally welcome them to the program and answer any questions they may have. As a result, those customers have a more personal connection to the product, and they’ll be that much more likely to stick with the program and refer it to others.

You might not have a fitness program to sell, and you might not have the resources of Amazon. But there’s no reason why you can’t do a little something to delight your current customers. A personal phone call or a handwritten note is all it takes. By taking these measures of your own accord instead of in response to something you’ve screwed up, you’ll encourage a great deal of loyalty from your customer base.

All They Really Want

At the end of the day, customers don’t ask for much. All they want is to know that your business cares about them as people, and not just as dollar signs. Using a personal touch can help you to achieve this to great effect. If big businesses like Amazon can execute this strategy perfectly, what’s your excuse for not taking action?

Call us at 410-574-0780.

Never Underestimate the Value of Good Relationships

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Tattly was started almost on accident. Design blogger Tina Roth-Eisenberg was looking at the temporary tattoos her daughter received at a birthday party, and was disappointed by the uninspiring fake tattoo designs available. She had many talented artist friends due to an artistic coworking space she’d recently founded. Bringing these folks together to create a new product seemed a natural fit.

Soon after, she had a range of high-quality temporary tattoo designs that she was offering for $5 a piece. In addition to artists from the coworking space, she solicited work from artists who she knew online through her popular design blog.

Two months after beginning work, Tattly launched with 16 designs. The company has grown quickly, with their designs showing up everywhere from high-end retailers like Macy’s to the Tate Museum and the gift bags at the annual White House egg hunt. Over 8,000 retailers now carry Tattly temporary tattoos. Roth-Eisenberg’s success is due as much to successfully leveraging her relationships as it is to her innovative ideas. A few of the ways she made her relationships count:

Look for new ways to leverage relationships.

Like most bootstrapped companies, Tattly was running on a very small margin. Roth-Eisenberg provided the first $15,000 in funding from her own pocket. However, she ran into issues when she realized that she was out of cash to actually print the tattoos.

To solve her cash flow problem, Roth-Eisenberg reached out to a contact and asked if they’d like to sponsor the first “bonus” Tattly, a free temporary tattoo that would ship with every sale. Her partner was enthusiastic about the opportunity. With the advance, Roth-Eisenberg was able to pay for the first printing of her tattoos.

When you are considering a new direction, always remember what your current contacts do besides the business they do with you. You may have opportunities that you never thought of.

Show support to the ones who support you.

Too many platforms and businesses undervalue the creative talent that helps them find their success. Tattly has formed strong and loyal relationships with artists from all over by providing a healthy commission on every one of the tattoo designs shown. At the time of this writing, the company has paid out over $1 million in royalties to artists. Because of this, Tattly has attracted over 120 talented designers.

Let your fans be your ambassadors.

When Tattly started, the company did not have a budget for promotion. However, Eisenberg’s existing following from her design blog provided a huge boost. Her social media following worked like a built-in PR and marketing engine. Tattly’s influence only grew as proud followers shared the eye-catching designs. This was enough to quickly draw the attention of wholesalers who were happy to carry the bright and fun pieces of art.

Have confidence in your relationships and provide as much value as you seek. Through this and some creative thinking, you can make opportunities not just for your business, but for all of your potential collaborators. Call us at 410-574-0780.

Brochures: An Incredibly Effective Marketing Tool

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Sometimes things become trends for a reason. Case in point: brochures. Brochures are still incredibly effective marketing tools. Why?

Because Brochures Have Versatility to Spare

Brochures are the perfect supplementary tool to give to someone to clue them into more information about your product or service WITHOUT having to rely on the internet. Did you just come across someone at a trade show or other event? Give them a brochure. Did you just have a walk-in that you weren’t expecting but don’t have time to dive into the deep details you need to make a sale? Give them a brochure.

Any good salesperson can tell you that the number one rule of marketing is “always be prepared,” and a brochure allows you to do precisely that.

Because It’s A Marketing Tool in More Ways Than One

Another one of the most important reasons why brochures are still incredibly effective comes down to the many ways in which they can be used beyond straight selling. Yes, this is a great way to give someone a big portion of information about your products or services… but a brochure also makes your contact information readily available. It works a lot like a business card that way, only going above and beyond what a business card can do on its own.

Because of The Power of the Hard Copy

Finally and perhaps most importantly, brochures are effective marketing tools for one reason above all others: they exist in the real world. They’re physical. People can hold them in their hands, or give them to friends and family members.

Customers prefer having something that they can hold rather than reading information from a company website. Some people even so far as to print the information they want from your website so that they can digest it at their own pace (at the cost of their printer ink).

Nobody is saying that gorgeously designed websites aren’t exactly that – but a brochure is a perfect way to take all that information you already have and bring it into the realm of the physical. Not only that, but brochures and other types of print marketing will immediately allow you to stand out from competitors who have switched to primarily digital materials – another benefit that is too powerful to overlook.

These are just a few of the many reasons why brochures aren’t going away anytime soon. If you didn’t get to create as many brochures as you wanted to during the last year, 2018 would be an excellent time to start. Call us at 410-574-0780. Patti would love to help you with this.

Keeping Employees Engaged During the Dreaded Month of January

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Returning to work after the fun and exciting Christmas season can feel like an uphill battle. If you really want to keep your employees happy, healthy, and engaged during the dreaded month of January, there are a number of essential things to keep in mind.

Encourage Your Employees to Spend Time Outside

Part of the reason why January is so terrible for so many people comes down to SAD, or “Seasonal Affective Disorder.” It’s a very specific type of depression that relates to changes in the seasons and is often brought about by how cold and dreary January has a tendency to be.

The key to combating this is, thankfully, a simple one – encourage your employees to get outdoors as much as possible. Take them out for lunch at that great new restaurant down the block and insist that you all walk there. Get as much natural light into your workplace as possible. Even getting just fifteen minutes of quality sunlight exposure every day can have a big impact on their mood and their productivity.

Along these same lines, consider starting an exercise program at your office in the new year. Not only will this play an important long-term role in keeping your workforce as healthy as possible, but this type of physical activity will also go a long way towards combating SAD head-on.

Encourage Frequent Breaks

It’s important to take an active role in the work/life balance of your employees during the Christmas season, particularly when their attention is being pulled in so many different directions at once. Guess what? This idea doesn’t stop being any more important just because the calendar now says “January 1.”

Look for any opportunity that you can find to give people a bit of a break from the important tasks at hand. People always need to recharge, but this will become especially important during January and the rest of the cold winter months of the year. Make sure that people are getting out of the office and home at a decent hour, too. Once again, you may think that pulling long hours will help productivity in the long run, but all you’re doing is compromising the quality of the work that people can provide you.

While it’s true that nobody (yourself likely included) likes to return to work after the fun of the Christmas and New Year season, it isn’t as bad as you probably think it is. Indeed, so much of keeping employees engaged during January comes down to a matter of perspective – one that you can fully control just by remembering tips and tricks like those outlined above.

Motivation Matters

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Motivation matters. Why? Because without it we fail to thrive. Lack of motivation is linked to lethargy, depression, and higher employee turnover. In contrast, studies show goal setting (even goals WITHOUT attached financial incentives) improved worker performance by 12 to 15%. How well you can motivate yourself or others can have a substantial effect on the pleasure and profit you experience.

Motivation matters. Why? Because without it we fail to thrive. Lack of motivation is linked to lethargy, depression, and higher employee turnover. In contrast,  studies show goal setting (even goals WITHOUT attached financial incentives) improved worker performance by 12 to 15%. How well you can motivate yourself or others can have a substantial effect on the pleasure and profit you experience.

Drive and Thrive: Kicking Motivation into High Gear

How do you increase motivation, especially for tasks that aren’t always fun? Dan Pink, the author of <em>Drive: The Surprising Truth About What Motivates Us, says recognizing what types of motivation work in varying situations can be helpful. For example, while simple extrinsic motivators (bonuses, team incentives, public recognition) are often helpful for linear, task-oriented projects, these “carrot and stick,” conditions are not always best:

“The trouble is . . . that for work that is non-routine, for work that isn’t algorithmic but is more conceptual, that requires big-picture thinking, that requires a greater degree of creativity, that requires solving more complicated, complex challenges,  the if-then motivators don’t work very well at all.  And that’s not even a close call in the science. The behavioral science is very, very clear that– give people those kinds of motivators for creative, conceptual, complex tasks, and they will often underperform.”

Pink says it is an intrinsic motivation that prompts people to do a creative activity, working not for incentives but because something is interesting and worthwhile. In the long run, intrinsic inspiration produces greater positivity and more imaginative, enduring results. Researchers identify three keys for building intrinsic motivation:

Autonomy. Autonomy is a sense of authority over our projects or time management. It may involve options like working remotely, flex scheduling, or creative workspaces. While autonomy allows greater independence, it can be guided in an accountable manner. For example, people are more successful in self-managing when they have goals that are S.M.A.R.T. (specific, measurable, achievable, relative, and time-bound).
Mastery.  We all desire to improve, and mastery equips people for continual development. Whether it’s on-going education, professional networking, or increased responsibility, we are typically happier when we are growing. How can we equip our team with fresh training or more challenging responsibilities? Is increased mastery giving way to bigger projects or the chance to teach others?
Purpose. Often productivity stems from personal satisfaction; we work from the heart when we’re connected to a sense of community, impact, or big picture vision. While not all mundane tasks can infuse passion, typically we underestimate the power of celebrating small wins each day. Teresa Amabile, Harvard Business School professor and author of   The Progress Principle , found that the biggest motivator at work was the sense of measurable progress.  When we believe we’re making a considerable contribution, it’s almost impossible NOT to be motivated.
What can you do to grow a sense of autonomy or mastery in your workplace? How can your public recognition or team incentives create a greater sense of passion at work? We have many creative ideas and visible tracking options to help you recognize, celebrate, and help your team stay on a path toward motivating fruitful progress. Give us a call to talk more!

Family Support is Key for Succession in a Family Business

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Running a successful family business inevitably comes to a critical decision – how to continue the business when the current business owner decides it is time to retire and step away? Some decide to shut the business down. Others sell it to an outsider. Still, others decide to groom a family member to take over, but this can be fraught with risk if the young person turns out to not be interested, prepared, or the right fit.

Running a successful family business inevitably comes to a critical decision – how to continue the business when the current business owner decides it is time to retire and step away? Some decide to shut the business down. Others sell it to an outsider. Still, others decide to groom a family member to take over, but this can be fraught with risk if the young person turns out to not be interested, prepared, or the right fit.

Ready for a Change

Virenda Gupta found himself in a critical decision place when he was ready to enjoy the rewards of his own hard work building his property tax consultancy. Founded in 1986, RETC was a well-run operation that had taken years and years of dedication, especially in the highly technical accounting world of tax advising. But it was time for Virenda to travel, see family, go back to his historical home in India for visits, and reap some rewards for a change. However, RETC needed to still be managed and directed.

Positioning for Success

Virenda’s son, Amish, had initially brought up the hard topic, but both men were engaged and ready to really address the matter on all the key topics of compensation, authority, and ownership. Because they were willing to take it seriously, Virenda and Amish were able to craft a functional and working succession plan, ensuring RETC was positioned to continue for decades to come. And this was a key shift that is essential for family transition; if the current owner cannot envision handing over the reins, the succession discussion with a family member almost always ends in frustration.

Virenda’s willingness to work towards succession is not common. In fact, only one out of three family businesses make it to a second owner generation, and only a little more than one out of ten make it to a third family generation. Beyond that, the figure gets down to a single percentage digit below 5 percent. However, some of the greatest resistance is manageable; owners have to get past their role of making all the decisions leading to success and let someone else step forward. And that includes making mistakes. Planning is a key aspect, and smart owners start well ahead of a succession date, grooming potential family replacements years before. There is no 24-hour decision-making in this approach.

Proof Beyond Just Being Family

Virenda is lucky; his son wants the leadership role and is qualified. In almost one out of two cases a non-family member is more qualified to take the leadership role instead. Virenda made a key step to ensure his family was prepared. He chose his son as a potential successor after Amish had proven himself capable doing the work. He then let Amish work elsewhere and earn his stripes versus being protected internally due to just being family. Virenda then had to convince Amish to come back and take the role versus staying on the lucrative path he was already on with big corporations. That meant providing a real path and share for Amish instead of just a figurehead position.

How to Do it Right

Experts are in agreement on the key points of family success:
Don’t pressure kids to take on a role they are not prepared for. Take on the tough conversation of succession and embrace it honestly with every detail. Get children involved early, foster their interest and love for the business, and then make sure they have all the training needed. Work as a team with everyone having a vested interested in the business’ success. Ownership is personal and drives people to commit.
Virenda is now enjoying travel and time to relax in his retirement, and Amish is fully-engaged in his role as RETC’s leader. Their story is both a case study of what’s done right in a family business succession as well what it takes to prepare for that moment.