Category: Branding

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New Century Dynamics Executive Search COO Search

Jim Weber, President of New Century Dynamics Executive Search, has landed a new assignment to find a COO for an Ohio-based full-service restaurant company. Your interest and referrals are appreciated.

COO Job Description

The Chief Operating Officer (COO) is responsible for the successful operations of the Company’s retail outlets. This leader is accountable for developing systems, processes, and procedures to ensure the financial success of the brands. The Chief Operating Officer will own all operational aspects of the business to support the brands, including providing input/direction on brand strategy, driving location-level performance, directing/managing the food & beverage program, maintaining facilities, overseeing the build-out of new locations, and championing continuous improvement. This leader will model and support the values of the Company’s Culture and foster innovative thinking to manage, develop, and grow the enterprise. The ideal candidate will be instrumental in developing a high-performance culture built on respect, trust, accountability, and integrity.

 

RESPONSIBILITIES

OPERATIONS

    • Champion operational excellence and adherence to brand standards.
    • Empower and Lead Operations Managers to consistently deliver a cohesive brand experience to guests.
    • Develop systems, processes, and procedures to support the staff’s ability to deliver consistently high operational excellence.
    • Identify operational gaps and continuously improve related systems and controls.
    • Provide input on strategy and brand marketing direction in partnership with other leadership team members.
    • Manage brand performance metrics via improved reporting, information flow, management, and business process improvement.
    • Manage the creation and rollout of the brand dashboard at all levels of the organization.
    • Develop and maintain an innovative, best-in-class food & beverage program that provides guests with the best product experiences.
    • Oversee and drive the development of new locations for rapidly growing brands; support brand expansion, including new market pre-launch activities.

 

VISION, STRATEGY AND LEADERSHIP

    • Contribute to the building and achievement of the company’s strategic plan, advancing the company’s brand position, revenue, and growth.
    • Drive the development and preparation of short-term and long-range plans and budgets based on company goals and objectives.
    • Foster an environment where improvements to products, processes, and services are welcomed and encouraged.

 TEAM DEVELOPMENT

    • Promote a culture of high performance and continuous improvement that values learning and a commitment to quality.
    • Attract, develop, appraise, and retain a high-performance team; provide coaching and feedback for continuous improvement to foster a high-performance, energized work environment that reflects the organization’s culture.
    • Establish a system to ensure team members receive timely and appropriate training and development.

QUALIFICATIONS

    • Operations: Ten years’ experience managing multi-unit, multi-brand operations; hospitality and food & beverage required. Preferably cross-category experience (i.e., entertainment, fast casual, fine dining).
    • Proven ability to influence the marketing strategy and direction of start-up brands.
    • Experience scaling the business operations of an early-stage, comparable organization; experience as a proven business operator.
    • Experience managing rapid organizational changes and managing the impact of change.
    • Track record of delivering operating results while increasing sales and profitability.
    • An energetic, positive, relationship-oriented individual with a demonstrated track record of serving as a trusted partner to internal and external constituents.
    • Demonstrated ability in problem analysis and resolution at both strategic and operational levels.
    • Exemplary team-building skills and demonstrated ability to motivate and encourage teams.
    • Ability to collaborate with cross-functional teams to attain business goals/objectives.
    • Minimal travel, when necessary.

Personal Attributes:

    • Adaptable – You are flexible, resourceful, and can wear many hats. You are always looking for ways to improve and can look at a business with a critical eye. You are timely, proactive, and always follow through.
    • Accountable – You are a team player who will not pass the buck. Unafraid of having crucial conversations, you are empathetic but firm and are strong with conflict resolution.
    • Proactive – You are not afraid of new challenges. You identify issues quickly and drive through obstacles with ease to deliver high-quality results.
    • Analytical – You can effectively process financial information and express the business’s needs to your teams. You have an entrepreneurial mentality and are exceptionally organized in all your tasks.
    • A Communicator – You are a successful communicator and liaison between the field and the home office. You understand the hospitality industry and embrace our non-traditional business hours.

 

Salary Range:  $150,000 to $200,000

 

Benefits:

  • Med/Dental/Vision/Life.
  • Paid Time Off.
  • 401(k) with match after eligibility requirements are met to enter the plan.

 

Our Core Values are:

    1. Host the party – keep your guests happy.
    2. Be honest, open, and respectful when speaking AND listening.
    3. The team’s best interests come first. Think We, not Me.
    4. Bring positive energy, work hard, and, most importantly, have fun.
    5. Hold yourself accountable to the COMPANY way.

This document is presented to you in confidence.  All communication, whether written, oral, or electronic, should be addressed to:

James E. Weber, President

New Century Dynamics Executive Search

Tel. 770-354-2817; e-mail; jimweber@newcenturydynamics.com

 

 

Thank you for visiting our blog.

 

Jim Weber, Managing Partner – ITB Partners

Jim Weber – Managing Partner,  ITB Partners

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read.  Your input is very important to me, so please leave a comment.

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Take Your Business to the Next Level With These Strategies

Image: Freepik

 

The idea of expanding your business may seem overwhelming and impossible at times, especially if you’re on a tight budget and fairly new to entrepreneurism. However, there are several simple things you can do to make growing your business easier, and you’ll have peace of mind knowing that these are tried-and-true methods that business owners have been utilizing for years. Here are a few of the best, courtesy of ITB Partners.

Prioritize Innovation

As you chart the course for your company’s expansion, embracing innovation becomes a critical piece of your growth puzzle. Imagine reshaping your operational landscape by harnessing new tech and methodologies, thus catapulting efficiency and slashing overhead. Envision cultivating a workspace where every voice can spark change, breeding ground-breaking ideas that may pivot the direction of your entire sector. Your pursuit of this path doesn’t just keep your offerings fresh; it propels you to the forefront of your industry, making you the standard others strive to emulate.

 Recruit New Personnel

As your business grows, you may need more staff members in order to keep up with demand. When hiring new employees, consider not just their education or experience, but also their flexibility and whether they show grace under pressure. Make sure all necessary paperwork is completed and filed properly before bringing them on board so there will be no stressful loose ends for you to tie up down the road.

 Modify Your Marketing Approach

As you expand your business, it’s important to consider how you can reach new customers or clients. Take some time to review your current marketing strategy and determine what changes need to be made in order for it to be effective in reaching a larger audience. This could include revising your content strategy, creating social media accounts, utilizing SEO strategies, or investing in targeted advertising campaigns.

If you’re going to expand into a new country, change your market research accordingly. You could also start spreading the word by holding raffles and giveaways. For easy-to-use gift card APIs that can make great incentives to lure in potential customers, use this option to easily reward respondents.

Invest in Customer Retention

Keeping your current clientele loyal is as vital as drawing in new patrons to your venture. Think of your relationship with your customers as a journey where consistent satisfaction is key. Engage them with personalized attention and rewards that acknowledge their importance to your enterprise. Listen attentively to their feedback, acting upon it to demonstrate that their voice shapes your business.

Such strategies not only solidify the bond with your existing base but often transform them into advocates for your brand. After all, when your patrons feel valued and understood, they become the most persuasive ambassadors, sharing their positive experiences far and wide. This allegiance not only sustains your existing revenue streams but also cultivates an environment where organic growth is inevitable.

Provide New Goods or Services

Adding new products or services can help provide customers with an expanded selection of options. Careful research into what existing customers want and need is essential in order to identify potential products or services that could be fit for the business. Before investing too heavily in any one product line, you need to make sure that there is enough demand for it.

Use a Cloud-based Project Management Platform

Using the right tools to expand your business is helpful, especially in regard to project tracking options and having an organized project management platform to help teams stay productive. Cloud-based platforms allow teams to collaborate more easily and efficiently than ever before. Investing in the right tools can ensure that projects stay on task and teams remain organized while working remotely.

Invest in New Signage and More Office Space

As your business grows, investing in larger office space is essential. It not only provides room for expansion but also gives customers and clients an impression of professionalism. To make sure your customers know exactly where to go, you should consider installing metal signage outside of the building. This will ensure that customers can locate your business, and it also adds a professional touch.

Grow Your Business with Solid Planning

Preparation is key when it comes to expanding a business, but the rewards can be worth it! From recruiting new talent to investing in a cloud-based project management platform proper preparation can ease the transition and make sure that expansion goes as smoothly as possible. Taking the time now to consider concrete steps will pay off in the long run and can help prepare for any future changes.

 If you’re looking for experienced independent management consultants, reach out to ITB Partners today!

Thank you for visiting our blog.

 

Jim Weber, Managing Partner – ITB Partners

Jim Weber – Managing Partner,  ITB Partners

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read.  Your input is very important to me, so please leave a comment.

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Revolutionizing the Workforce: Twitter’s Rebranding and Manpower – By Angela Harmon

Companies are constantly looking for novel approaches to adapt and prosper in today’s ever-changing digital landscape. One such transformation that has attracted the attention of business professionals and job seekers is Twitter’s daring rebranding to “X.” This change has profound implications for the workforce, particularly in workforce provisioning, e-commerce, and marketing. This in-depth study will examine Twitter’s rebranding and its wide-ranging effects on the labor market and corporate environment.

 

The Evolution of Recruitment Marketing: Leveraging Twitter’s Rebranding

The rebranding of Twitter to X has been instrumental in the considerable change in recruitment marketing in recent years. With its large user base and improved functionality, X offers a unique platform for connecting recruiters and job searchers in a way that has never been possible before. The platform is a powerful tool for recruitment specialists because of its algorithm-driven job recommendations and redesigned interface.

 

As Twitter repositions itself as X, it opens up exciting possibilities for recruitment marketing. Employers can now leverage the platform’s enhanced targeting capabilities to reach a highly tailored audience. This shift allows for more efficient and effective recruitment strategies, ultimately benefitting job seekers and employers.

 

Diversity, Equity, and Inclusion in the Workforce: Twitter’s Impact

The project’s commitment to diversity, equity, and inclusion (DEI) stands out among its features.

The new name represents Twitter’s commitment to building a diverse staff and user base. This commitment extends far beyond the company’s internal practices; it sets a powerful example for other organizations.

 

Twitter’s “X” regularly advertises DEI activities on its platform and inside its ranks. This approach could be advantageous for the entire corporate world. Employer diversity is becoming more widely acknowledged by businesses as a source of innovation and a competitive advantage, as well as a moral requirement. Not only is Twitter’s active strategy for dealing with DEI commendable, but it also encourages other businesses to give priority to these urgent issues.

 

Professionals seeking to enhance diversity in their organizations can benefit from tools like Squadhelp, which enable them to research names at Squadhelp to create more inclusive branding and messaging. This synergy between social media impact and resourceful platforms like Squadhelp can drive meaningful change in the workforce.

Twitter’s Content Strategy: New Approaches and Challenges

With its rebranding as X, Twitter has also introduced fresh content creation and consumption approaches. The platform’s emphasis on visual storytelling and interactive elements has profound implications for content creators and marketers.

 

X encourages brands to think creatively and engage with their audiences innovatively. Companies must adapt to these new paradigms as content strategies evolve to remain relevant and competitive. However, this shift also presents challenges, as brands navigate the changing landscape of social media marketing and audience engagement.

 

Innovations in Remote Work: Twitter’s Influence on the Virtual Workforce

The COVID-19 pandemic accelerated the adoption of remote work, and Twitter’s rebranding reflects this ongoing shift. X empowers businesses to embrace remote work and leverage it as a strategic advantage.

 

Twitter’s embrace of remote work and flexible arrangements is a blueprint for other organizations seeking to modernize their workforce practices. By offering employees more flexibility and autonomy, companies can attract top talent from diverse geographical locations and adapt to the evolving expectations of the modern workforce.

 

Revolutionizing HR Practices: Twitter’s Influence on Talent Management

X transforms external recruitment and revolutionizes internal HR practices. The platform’s advanced analytics and data-driven insights enable HR professionals to make informed decisions about talent management.

 

HR teams can now harness X to identify skills gaps, develop personalized employee growth plans, and foster a culture of continuous learning. This data-driven approach to talent management aligns with the broader HR trends, where organizations increasingly prioritize employee development and well-being.

Twitter’s Rebranding: The Rise of Agile Workforce Strategies

The rebranding marks a significant change in how companies address several issues, including people management, diversity and inclusion, content strategy, and workforce provisioning. This move has an impact beyond just Twitter; it catalyzes change in the larger corporate environment.

 

Organizations can embrace more flexible and inclusive workforce strategies as they adjust to the exciting developments brought about by Twitter’s rebranding. By utilizing the power of X, companies may put themselves at the forefront of innovation and cultivate a future workforce that is more alive, flexible, and resilient. The transformation of Twitter from a dominant social media platform to one that embraces X is a perfect example of how the business world is constantly changing and how innovation and flexibility are the two main factors that determine success.

 

Conclusion

With the launch of X, Twitter signals a dramatic change in the digital world and how it will affect the workforce. Beyond simply changing the name, this rebranding represents a dedication to innovation, diversity, and the future of work.

 

Businesses can change their recruitment methods, embrace diversity and inclusion, adjust to new content trends, and use remote work as a competitive advantage as X continues to evolve. The platform’s data-driven insights also enable HR professionals to make knowledgeable choices about personnel management.

 

The rise of X signals the use of more adaptable and inclusive hiring procedures. Businesses may position themselves as innovative leaders and develop a dynamic, responsive, and resilient workforce for the future by leveraging the revolutionary changes brought about by Twitter’s rebranding.

 

The transition of Twitter serves as a potent reminder of how important creativity and adaptability are in today’s continuously changing environment. Businesses can learn from Twitter’s development as they navigate the shifting digital environment and make the most of X to significantly transform their business.

Angela Harmon is an integral member of Squadhelp’s creative powerhouse. Passionate about storytelling and word crafting, Angela brings a special blend of creativity and strategic thought to her role. Devoted to exploring branding-storytelling relationships online for businesses of all kinds. Her innovative ideas and ability to bring brands alive make Angela an invaluable addition to the Squadhelp team.

Thank you for visiting our blog.

 

Jim Weber, Managing Partner – ITB Partners

Jim Weber – Managing Partner,  ITB Partners

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read.  Your input is very important to me, so please leave a comment.

 

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Brand Positioning – Recent Findings

We Looked Into Brand Positioning in 2022, So You Don’t Have to. Here’s What We Discovered 

For several entrepreneurs, it’ll only take them failing at starting a business or two before realizing that one major reason they failed was that they lacked the strategic insight to prepare for both long and short-term business growth and challenges. 

However, not all entrepreneurs can afford to learn the hard way, as resources are too precious to waste on trial and error. It’s better to know what works before jumping head-first into business. One of the easiest ways to do so is to understand what your customers desire and what type of brand would impress the audience demography you’re targeting. 

And that’s just what we did with our research. We compared businesses with traditional brand tones to those with modern and current ones to see how consumers responded.

Why Did We Perform This Research?

We were interested in discovering more about the kinds of companies that various consumers love and how that varied by age group.

As a business owner, realize that connecting the name of your firm and other branding elements to the demands of your customers can enhance and raise the likelihood that your enterprise will succeed.

In order to reach the study’s goal, we questioned American consumers whether they preferred patronizing companies that use classic brand tones or those with modern tones.

Why’s This Question Vital?

Every entrepreneur should be aware that choosing the right brand positioning strategy is one of the most crucial choices you’ll make when beginning or rebranding your company because it significantly affects brand positioning.

Building an outstanding brand requires a thorough understanding of your target audience and your company’s identity.

Entrepreneurs must dedicate time to getting a good name for businesses and products because the right name communicates a compelling tone that’ll enhance your brand’s positioning and have an impact on how the public perceives you. 

The Main Results of Our Survey

In order to better describe our findings, we divided the data we collected into several age groups. And although the results of our survey weren’t very surprising, the reactions we received were interesting.

Here are the results of our poll of 301 people.

  • Customers under the age of 30 are more inclined to be captivated by businesses with a new and current brand tone, while those older will prefer a more traditional tone.

  • Customers between 35 and 45 years were equally split between modern and traditional brands. With how close the results were, it’s clear that this demographic is open to modern or traditional companies.

  • The results show that customers between the ages of 45 and 54 favor traditional businesses.

  • Customers aged 55 to 65 are particularly aware of the difference in the two options and strongly prefer old and traditional companies over new and modern ones.

  • The study found that men have no bias for modern or traditional companies.

  • Women, in contrast, choose trusted traditional companies over new and modern startups.

  • Of the 301 respondents, 148 of them preferred contemporary, modern brands, whereas the remaining 153 preferred classic, traditional brands.

Based on our results, you can build your brand with either a classic or modern tone, provided that it satisfies the needs of your target market.

Start Positioning Your Business

Building a solid brand identity requires time and dedication. So ensure you apply the results of this survey when coming up with your value proposition, advertisements, and brand name. This way, you can start infusing every element of your business with your brand tone.

Grant Polachek is the head of branding for Squadhelp.com, 3X Inc 5000 startup and disruptive naming agency. Squadhelp has reviewed more than 1 million names and curated a collection of the best available names on the web today. We are also the world’s leading crowdsource naming platform, supporting clients from early-stage startups to Fortune 500 companies.

Thank you for visiting our blog.

 

Jim Weber, Managing Partner – ITB Partners

Jim Weber – Managing Partner,  ITB Partners

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read.  Your input is very important to me, so please leave a comment.

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I logged into LinkedIn but landed on Facebook!

I am a long-time LinkedIn user.  According to LinkedIn, I was one of the earliest adopters. It is a powerful tool that I use extensively in my executive search business.   I use it exclusively to promote my brand and to find candidates for my searches.  It is an excellent product that is easy to use and has enhanced my productivity. It has become more valuable since the Microsoft acquisition, until recently at least.  However, it’s not perfect.

Over the years, several distasteful trends have appeared on my LinkedIn feed.  My favorite is the one I call the “Russian Bride Scam.”   That was crude, comical, and so transparent.  I almost miss that trend. Even now, I am approached by women allegedly looking for a romantic partner. At my age, those solicitations are more annoying than flattering.  They are easy to spot as their profiles are sketchy and their photos are inappropriate.  There is the “agent for an international corporation” scam.  I am not clear how this scam works, but I am confident that the objective is to separate me from my money.  I have had recommendations from contacts to become a mystery shopper for a legitimate company.  Message to those scammers, I had extensive experience with mystery shopping programs during my corporate career.  I’ve got your number!  And, of course, the “Nigerian Scam” is still out there in one form or another.  It is so sad that people still become entangled in these scams at a rate sufficient to keep the grifters in business. More recently, insanely aggressive appointment-setting pitches have bombarded my inbox.  These pitches may not be a scam, but they are undesirable.  During the 2020 Election Cycle, I found more political content on my feed. Political posts are particularly annoying to me.

Many solicitations are the result of someone hacking into the account of a legitimate user.  Fortunately, most are obvious and ignored. However, dealing with unwanted solicitations consumes time, which one cannot recover. I do not appreciate distractions on my feed that cost additional time and energy better used for my goals.

Receiving messages better suited to Facebook, Instagram, or some other social media platform is frustrating. Share on X Now, don’t misunderstand. I appreciate compelling human interest stories. People that have beaten cancer give me great hope. I am a sucker for stories about your pet. I get a warm, all-over feeling inside when I see a video of veterans returning from overseas combat assignments. I am a military brat, after all. And, I enjoy seeing your accomplishments, beating the odds, ascending to new heights in your career.  Notwithstanding suspicions to the contrary, I am a human being.  Nevertheless, I believe one should post human interest stories on some other social media platform.

I am not the only user who has become increasingly annoyed by people using LinkedIn as if it were Facebook.  I am not alone in my belief, as I have talked to many people, including LinkedIn gurus, who share my angst.  Some say that the Covid-19 lock-down is partially to blame. I believe that to be true.  In an article published in Inc. Magazine, Chris Dessi noted that LinkedIn is evolving, so I must adapt.  That may be correct—I plan to adjust to this evolution by navigating around the not-so-professional aspects of LinkedIn. I have begun blocking people whose content is not relevant to me, and I have changed my Account Preferences to eliminate political content.  Hopefully, LinkedIn will create new filters to make eliminating unwanted content easier.

I believe that LinkedIn is an important application that helps me achieve my career goals.  I use LinkedIn to build my brand recognition. That is why I am a subscriber.  I find it well suited to making new connections.  It has improved my effectiveness in finding candidates for my search assignments.  I don’t believe you should use LinkedIn to convey human interest stories.  If you continue to use LinkedIn like Facebook, don’t be surprised if people begin blocking your posts.  Your brand will suffer.

I recommend that LinkedIn creates more rules and filters so we can achieve peak productivity.  That is the evolution I can embrace.

Thank you for visiting our blog.

 

Jim Weber, Managing Partner – ITB Partners

Jim Weber – Managing Partner,  ITB Partners

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read.  Your input is very important to me so; please leave a comment.

 

 

 

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Build for Success

This week I had an interesting conversation with a senior executive recently released from a major brand. Let’s call him John. He has the benefit of an Outplacement Program, which will be helpful as he has not had to look for a new job in a very long time.  He reconnected with me to discuss his situation and to seek my help. John was interested in my opinion of his goals relative to the current market for his skill set.

John gave me the background on his separation, saying that it related primarily to the COVID-19 pandemic.   His former company is restructuring to better adapt to the competitive situation, eliminating his position.  He went on to say that their culture has deteriorated. He said it had reached a point where he no longer felt comfortable working there.  He was upbeat about his prospects, however.

John’s recap surprised me as his company has executed a successful re-positioning program. It has been rocking the market.  I was disappointed to hear about their current situation. I had thought their culture was far stronger given their recent success.

When I ask job seekers to describe the ideal situation they seek, I usually hear the same response. People are looking for a growing brand with products they respect. They want to join a company that is a good corporate citizen with a healthy culture that rewards excellence.  You know, utopia.  More precisely, a major brand like the one they just left, only better.  John was not an exception.  He is looking for the same thing. However, he will soon learn that his opportunity is with emerging brands, not established companies.

The demand for people like John is with companies that can only aspire to his ideal at some future date. Even before the effects of the pandemic, employers were more focused on maintaining their competitive position and profitability than building a culture for long-term success. These companies are struggling to remain relevant.

I do not mean to say that no one is trying to create a great work environment. I have several clients, albeit mostly startups and emerging brands, that are making an effort to build distinctive cultures.  They are following established models that support standard management practices.  I applaud their wisdom and enjoy helping them staff their team.

Other clients have become spectacular failures, in part because they did not make it a priority to create a culture supportive of their ambitions. In some cases, the culture was rotten at the very top of the organization. In one situation, the Executive Team was so out of sync regarding strategy and execution that they inadvertently created a chaotic environment. The result was Chapter 11 reorganization and, ultimately, liquidation of the business.  I could write a book about that situation, but the short story is an excellent concept destroyed by incompetent leadership.

Maintaining a culture to support success through each stage of a company’s life cycle is not easy. Share on XOften, the people who helped you through startup, for example, are not viable as you move into rapid growth employing professional managers. Some people will be able to adapt to the challenge, but others won’t. How do you tell an employee that helped the brand achieve the initial success that they cannot go to the promised land? All you can do is make their separation as positive as possible, recognizing them for their contribution to the company.

Having completed a bit of research,  I found a rich bibliography for your consideration. Much of what I found describes how to build a culture of excellence.  I have provided links at the end of this article if you are interested in further reading.

Healthy cultures do not just happen.  It requires a concerted effort.  I have seen the powerful effect of a rigorous focus in this regard. Companies that build their cultures enjoy the benefits of sustained success, including a definite recruiting advantage.  If you believe you have a competitive product and an effective strategy, ensure success by focusing on your culture.  This effort will probably require the help of outside resources.  There are many firms to consider that will enrich your process with credibility and expertise.  Their experience will help you proceed at a quicker pace while avoiding common mistakes.  If you want to build a culture of excellence, I suggest you get started immediately and reach out to professionals for help and guidance.

https://www.hrexchangenetwork.com/hr-talent-management/articles/7-tips-for-creating-a-culture-of-excellence

https://medium.com/@andrewsenduk/how-to-build-a-culture-of-excellence-c9689b852d30

https://www.firedupculture.com/culture-of-excellence/

https://www.fingerprintforsuccess.com/blog/culture-of-excellence

https://www.bizjournals.com/bizjournals/how-to/growth-strategies/2014/04/3-key-steps-for-building-a-culture-of-excellence.html

Thank you for visiting our blog.

 

Jim Weber, Managing Partner – ITB Partners

Jim Weber – Managing Partner,  ITB Partners

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read.  Your input is very important to me so; please leave a comment.

 

 

 

 

 

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Marketing Research is Simple… Asking at the “Right” Time

In my previous articles, I illustrated that to conduct “good” Marketing Research, you must Ask the “Right” Questions, of the “Right” People.  In this final installment in the series, I explore Asking at the “Right” Time.

Timing research correctly should be obvious.  Determine when you need the information to make a decision, how long the research will take, and count back on the calendar to determine when you need to start. But, as with asking the “Right” questions of the “Right” people, it is not always that simple. There are five questions to consider relative to timing when planning research:

  1. Is there enough time to conduct the research? Sometimes you just don’t have the time you need to conduct the research that is necessary.  Early in my career, a product manager asked me to provide a proposal to research a new product innovation that was under development. It was the end of March. I was excited by the chance to build a comprehensive research program to assess the feasibility of a product, not only new to the company but a true innovation in the industry.  I wrote a proposal that included secondary research, qualitative research, and a number of step-wise quantitative studies, all culminating in an estimate of demand for the new product.  The whole program would take 12-15 months, which I felt was pretty efficient considering the scope.  But the product manager rejected my plan, not because of the expense, but because of the timing.  You see, the product under development was already scheduled to be launched on November 2 of that same year.  The launch was on a published schedule at a major industry conference and the company CEO was already slated to make the announcement.  So, there was no time to execute any research to support the development and launch of the product.
  1. Are you blessed with too much time? I once rushed a research project into the field at the end of the year to make sure that we used up the money that was in our budget. It was a prudent thing to do from a budgetary standpoint, but it wasn’t effective for the business.  I presented the results of the research in January of the following year, only to find that the insights were no longer relevant because the entire marketing program upon which the research was predicated was to be radically changed in the next month.
  1. Do you need to have measurements before and after an event or campaign?  If you are conducting a Pre-Post study, you must be sure that the Pre phase of the research is completed before the event that you want to measure in the Post phase begins. If you are measuring the effectiveness of an advertising campaign, the Pre phase must be completed before the ad campaign is launched.  Sometimes, it’s impossible to conduct a Pre phase.  For example, last April, I was asked if we could compare attitudes of people about healthcare before the beginning of the COVID-19 pandemic.  At the time, without a 1985 DeLorean equipped with a Flux Capacitor, it was impossible to conduct a Pre COVID-19 survey.
  1. Can your timing be interrupted by external forces? I was managing a packaging test for a brand of fruit juices utilizing personal interviews in three cities.  We had a tight timeline to finish the research to provide input to the manufacturer to coincide with the completion of the packaging production facility.  Everything was right on schedule until the interviewing facility outside of Los Angeles had to evacuate due to out-of-control wildfires.  Fortunately, no one was hurt, but external forces beyond our control delayed our project by a full week.
  1. Is this a good time to be conducting any research? There may not be a “Right” time to conduct a research project and perhaps the best decision is to delay or not do any research.  For example, you shouldn’t be testing a new technology before you have a working prototype. I once tried to test a new smartphone concept in focus groups when we only had a wooden model to show respondents.  They could not understand the concept at all.  Delaying the research until we could better demonstrate the product led to more useful insights.

Timing is a critical component of any research program.  By asking these five questions as part of your research planning, you can avoid making errors and wasting resources.

For more on this and other Marketing Research topics, follow me on LinkedIn or reach out to me at carl_fusco@yahoo.com if I can help you in any way.

Carl Fusco

Carl Fusco is an accomplished Marketing Research Consultant who helps businesses more effectively solve problems by applying research techniques and data-based insights.

 

Thank you for visiting our Blog!

Jim Weber, Managing Partner – ITB Partners

Jim Weber – Managing Partner,  ITB Partners

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Your Bio – Why it’s Important!

I cannot begin to tell you how many of my apps want me to update my profile, especially the “about me” blocks.  This includes everything from LinkedIn and other social media accounts to email marketing services and meeting schedulers.  I am sure that you have had the same experience.  They believe a bio is important to attract followers and build one’s reputation.  And they are right!  Fortunately, as I am a big believer in the value of a good bio, these requests are simple ‘cut and paste’ activities.

I recommend that you have a complete and current bio.  It is a useful networking tool. As you know, networking is the key to building your career.  Whether you are in job search, trying to gain more customers, or building your brand, networking is how it’s done.  I recommend having a bio because it is more likely to be read than a resume.  Whereas resumes are scanned, at best, bios are read because they tell a story, especially if your story is interesting.  Throughout history and across cultures, storytelling has been a treasured, universal concept.  People like stories. We all like to read stories. A bio is perfectly suited to tell your story. It’s hard to argue with the concept. That is why I am an enthusiastic supporter.  I often speak to the importance of telling your story, whether networking or in job search.

You still need a resume; however, a bio is more likely to generate interest with a prospective employer. A bio is less threatening from a networking perspective.  Whereas handing someone your resume screams “I am looking for a job,” a bio is more subtle.  It says, “Hey, I want you to know about me in the event you learn of an opportunity that is appropriate for me.”  A bio is a better vehicle to help you build a relationship with the reader.

How to write an interesting bio:

    1. Begin with your overview – your positioning statement
    2. Write in the third person
    3. Make it personal – more than just about your career
    4. Talk about your accomplishments, training, and key learnings
    5. Keep it interesting – use active voice, mix up sentence structure, use short paragraphs
    6. Write it like a short story – what is the theme of your career?
    7. Two pages or less
    8. Include a photo.

Early in my career, I learned that the secret to an effective presentation is to tell them what you are going to tell them, tell them, and then tell them what you told them.  In other words, begin with an overview of the message, provide the message in detail, and then summarize the message.  So, begin your bio with an overview of your career.  My preference is a three-sentence personal positioning statement.  (Review last week’s blog post). The first is about what you do, who you do it for, and how do you do it.  Secondly, speak to the towering strength you bring to the table.  Finally, speak to your value system, leadership style, and the way you conduct your work.  This provides the reader with an inventory of attributes that formed the foundation for your career.

The body of a bio chronicles your work history starting at the beginning of your career then moving forward.  Some people have bios that begin before their formal career as their experiences while maturing created a foundation for their career.  This is always useful information if it is relevant.

The body of a bio provides an opportunity to talk about significant accomplishments, skills learned, and reasons for job changes.  It can also explain breaks in employment for personal or developmental reasons.  Be sure that every paragraph supports the first paragraph, your positioning statement.  The body of your bio provides depth and explains how you acquired your skills and experience.

The final paragraph can be entirely personal.  Lead with your education and awards, certifications, publications, etc.  Talk a little about your family, where you live, and any hobbies or interests that may be compelling.  If you are involved in community service or charitable work, include those interests as well.  Remember, use a conversational tone with an active voice. Alternate between short and compound sentences. Use short paragraphs.  Minimize the use of buzzwords and business jargon.  Above all, make it an interesting read.

The point of any career document is to be invited for an interview.   You want the reader to become interested enough to learn more about you.  A bio is an excellent tool to begin a discussion.  Create several versions, each emphasizing a different primary skill stack.

Thank you for visiting our blog.

 

Jim Weber – Managing Partner,  ITB Partners

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

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A Crisis Averted

Jim Weber – Managing Partner, ITB Partners

Andy called me early Monday morning.  He had a crisis to resolve.  It was not a life and death crisis, but a potential blow to his professional credibility and confidence.  He was facing the complete failure of a new venture. This series of events began for me on Friday.

Friday, Andy told me that he had been asked to lead the renewal of a successful networking program organized around a “book club” format.  The originator of this concept is no longer able to lead the program, but it is a well-established brand with further potential.  It is a great honor for Andy to be asked to revive this concept.  Unfortunately, Andy did not have much time to plan the first event as the speaker is publishing a new book at the end of September.  By supporting the book launch even on short notice, Andy created a win-win situation.  His plan was to offer a ZOOM event the following Wednesday and he asked if I could promote it to my network.  I agreed, of course.  Over the weekend, however, Andy’s promotional plans were dashed.  That was the genesis of his Monday morning call.

Monday morning, he explained that he was unable to promote his event as his Internet Service Provider (ISP) suspended his account.  He had exceeded his allowed email volume.  Unable to advertise he faced a stillborn event.  He asked if I could help.

I could relate to his predicament as I had the same experience many years ago.  It was the catalyst that led to a subscription with an Email Marketing Service (EMS).  This EMS reinforced my brand image and improved the effectiveness of my messaging.    I have not had a problem with my email campaigns since.  Also, I can leverage the utility of my website and social media accounts by integrating them with my EMS.  It is one of the best decisions I ever made.

Problem Solved.

I reminded Andy that one of the benefits of membership with ITB Partners is access to our EMS.  He had forgotten that, but he was not familiar with the concept anyway. I explained the value of using an Email Marketing Service and answered his questions; How many emails could we send? How often?  How many people could we engage at one time?  When his questions were answered, he realized his crisis had been averted.

I went to work on his project.  Using his copy, I created an email that will become the template for future campaigns.  It represents his brand well and the message is clear.  He provided me with three email lists that I uploaded into separate folders to be used for his projects only.  Finally, I scheduled the emails to be sent daily, leading to Wednesday’s event.  By midday Monday, Andy was back in business.

Build your business or career.

You need not be a major corporation or an online retailer to enjoy the benefits of your address book.  It is one of your most valuable assets.  I learned this early in my Executive Search Career.  I began sending group mailings to demonstrate my vitality. It was a powerful business development tactic.  I announced new assignments, which generated interest from prospective candidates.  When I announced the completion of a search, prospective clients called me to assist their recruiting for similar positions.  Doubtless, this concept will work for anyone.

Personalize your email campaign.

The smart people in transition create a mailing list from their address book.  They know that their network wants to hear from them and to help if they can.  They use email to keep their contacts up to date on their situation.  They understand that their outreach can be even more interesting if they share their thoughts, ideas, and experience in each post.  This technique has become an effective way to shorten one’s time in a job search.

Build brand equity.

Back to Andy.  Yes, his event was a success.  There were the typical first-time logistical problems associated with a ZOOM meeting, but those issues will diminish over time. The presentation was insightful and well-executed.  Those who attended the meeting were riveted.  Andy did not achieve his attendance goal, but he was not far off.  Word will get out. As the quality of his promotional efforts improves, attendance will follow. I am looking forward to working with Andy to help rebuild this brand.

Your address book is valuable!  USE IT!  If your mailing list is large enough, consider an EMS.

Thank you for visiting our blog.

Jim Weber – Managing Partner, ITB Partners

Jim Weber – Managing Partner,  ITB Partners

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Cash Back Shopping – The Key To A New Competitive Advantage

Phillip Davis

Have you heard of “cashback shopping”?  If you have heard of Rakuten (formerly Ebates), then you have experienced the leading example of business to consumer (B2C) cashback shopping.  In B2C cash back shopping, the cashback is paid directly to the shopper as an incentive to buy.  Why?   It is much less expensive to sell an item on-line than in a brick and mortar store.  Online retailers take a portion of these savings and invest them in cashback advertising to bring more shoppers into their on-line stores and encourage on-line vs. in-store purchases.

This same cashback shopping concept can be also be applied in a business to business (B2B) environment.  The biggest drawback of B2C cashback is that shoppers are reluctant to provide their personal contact information to someone they do not know, in this case, Rakuten.  In the B2B environment, shoppers already have a relationship with the sponsoring organization.  The sponsor might be their bank, church, favorite restaurant, or any number of other organizations.  The key is for the sponsoring organization to have a trusted relationship with the shopper.  In many cases, the sponsor may already have significant personal information on the shopper and be sending the shopper regular communications.

Most organizations with ten thousand plus (10,000+) patrons can benefit through adopting cashback shopping as a component of their on-going promotion program.  The more potential shoppers, the greater the benefit.  The cashback that flows to the organization can be utilized as a donation (for churches and charities), to pay for future purchases (retailers), and to pay a portion of the price of current purchases (grocery stores, insurance providers, and power companies).  Most sponsors keep at least a portion of the cashback to pay expenses and as accretive to profit.

The benefit to the organization can be quite substantial.  For example, a charitable organization that is keeping 100% of cashback as donations can expect to receive roughly $1 million per 10,000 shoppers.  A commercial business will receive the same amount but will likely pass 80% or more on to the shopper in one form or another.  Therefore, a commercial operation keeping 20% of cashback will be retaining roughly $200,000 per 10,000 shoppers.

To learn more about cashback shopping and its potential for your organization, contact Philip A. Davis at pdavishr@comcast.net or 678-977-5578.

Thank you for visiting our blog.

Jim Weber – Managing Partner, ITB Partners

I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox.  Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read.  Your input is very important to me so; please leave a comment.

Jim Weber – Managing Partner,  ITB Partners