Tag Archives: Advertising

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The total travel experience is the way to win loyalty

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“Since bigger isn’t better, tourism companies are finding ways to offer travelers the ‘total travel experience’ to win more loyal customers.”

Almost every operator in the tourism industry is trying to win more loyal customers with a bigger loyalty program. Yet, when it comes to development projects in retail and lodging business, investors favor boutique stores and hotels.

What can tourism companies do, then, to win “big” without tying up their investments in big assets? A good number of companies have found solutions through service integration and new partnerships.

Google Trips: The app that syncs everything about a trip

Google is putting all of its travel-related products together and calling it Trips. This app synthesizes Google Flights, Google’s hotel search, and almost “everything” about the travel destination(s) as well as a user’s travel plan into one place.

Travelers will (or soon will) be able to make all the planning of a trip on the Trips app, including:

  • Search and book a flight to a destination (or multiple destinations).
  • Search and reserve a hotel stay in a tourist destination.
  • In the planning stage, receive alerts for price updates based on the travelers’ search history of a flight or a hotel.
  • Check out the local travel guides.
  • Find and book a vacation package.
  • Keep all receipts with confirmation codes and travel information in one place, no matter if the reservations are made through the app or not.
  • Browse the options for activities and other travel “experience” around the hotel with additional information synced from Google Maps and Google Weather.

Feeling excited about this app? It is now live on the web already. Travelers, however, may still need to wait for a few months before they can access some of the above features on Google Maps.

If launched successfully, the Google Trips app will become a new tourism product that offers consumers a “total travel experience.” With Google Maps’ location-based advantage, it appears to me that this app would become a significant threat to online travel agents (OTAs) such as Expedia and Priceline. Hotels too may also need to reevaluate their business relationship with Google.

Hilton Hotels’ and Delta Airlines’ new partnership with Lyft

Lyft just announced a new partnership that allows travelers to earn Hilton Honors points and Delta SkyMiles for their rides. To earn travel rewards points, Lyft users must first register and link their accounts at HiltonHonorsLyft.com and DeltaLyft.com. Afterward, they will be able to

  • Earn 2x Hilton Honors points per dollar spent on shared Lyft rides and 3x Hilton Honors points per dollar on regular Lyft rides within the U.S. and certain Canadian cities.
  • Earn 1x Delta SkyMiles per dollar on most rides and 3x Delta SkyMiles per dollar on riders coming from or going to an airport, regardless of whether the travelers are flying with Delta or not.
  • Lyft riders can even “double-dip” by earning both Delta SkyMiles and Hilton Honors points at the same time.

Taco Bell is opening a new themed resort in August (but only for five days)

The Bell: A Taco Bell Hotel and Resort is set to open in Palm Springs, California on Aug. 9. Travelers are expected to gain an “ultimate immerse experience” with the Taco Bell brand.

This themed resort will express the Taco Bell lifestyle — something fun, colorful, and flavorful. The following are a few highlights of the Taco Bell experience in the resort:

  • A gift shop that sells exclusive gear and appeal.
  • An onsite salon where travelers can find Taco Bell-inspired nail art and fades.
  • Meals of Taco Bell’s beloved iconic flavors, plus a surprise menu.
  • Daily “happier hour” and saucy snacks.

The sad news for most die-hard Taco Bell fans, however, The Bell will only operate for five days. Plus, no announcement has yet been made regarding the cost of a stay or ways of making reservations, even though the resort may start taking reservations starting next month. Fans can only enter their name and e-mail address for further updates at this point.

Even though lodging may not be the business that Taco Bell is after, this resort can at least be seen as one of Taco Bell’s creative marketing efforts, such as its Forever 21 x Taco Bell Collection and Taco Bell-themed weddings in its flagship Cantina in Las Vegas. It is possible that Taco Bell may partner with other hotels and resorts from time to time in the future as part of the company’s offerings.

Other examples

Let’s not forget about the big players in the market. Soon after its merger with Starwood, for instance, Marriott is entering the short-term residential rental market too to compete head-to-head with Airbnb and OTAs.

Meanwhile, with the new acquisition of HotelTonight.com, Airbnb is marching its way to become a true travel enterprise. While the new contract between Marriott and Expedia does not favor OTAs, they are already ahead of hotels by getting into the short-term residential rental market a lot earlier than hotels.

Overall, when the big players in the market are trying to offer travelers more varieties of the travel experience, it is probably safe to predict more mergers and acquisitions can be observed in the market, or at least more new partnerships will be announced soon. Would you agree?

What is your take on the strategy of offering a more comprehensive, “total travel experience” to travelers that allow them to do one-stop shopping for everything they need on a trip?

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The time to have fun is when you have no time

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We live in a fast-paced world, no doubt about it. We are constantly rushing here and there for appointments, for work, for shopping, for school, for church, or for sports obligations. There’s no time for anything because your schedule is packed with things you must do, not necessarily what you want to do.

But these obligations are generally man-made. They are the product of our own demands and self-expectations, where busyness is frequently valued more highly than productivity. Not only do we adults get caught up in this endless cycle of busyness, I’ve witnessed it in the children they parent as well.

I remember one mother who rushed to pick up her kids after school, take them to two different sports practices, pick them up at different times, feed them dinner at different times, and then supervised their homework until a 9 p.m. bedtime.

Where was any time to just be a child, daydream, doodle, use imagination for play? There wasn’t any. Every minute of their day was orchestrated in nonstop activity and obsession with the clock.

Now, this lady considered herself a good parent, giving her children opportunities for after-school activities. She didn’t see herself as robbing her children of free time to do what they wanted to do; their lives were organized around a rigid schedule. And the reason is that her own life was rigidly organized like that as well.

When I asked her what they did for fun, the predictable answer was that there was no time for fun. Indeed not.

So why do we torture ourselves with this constant activity of our own doing?

Perceived needs and self-worth. My family needs me, and my self-worth as a parent means I have to schedule activities that will present my family with opportunities for growth. My job needs me so I have to work overtime or nobody else will do it; I am indispensable.

I got caught up in that erroneous thinking some years ago. From an eight-hour/day job, I constantly felt the pressure to work harder, work longer. I was exhausted but, hey, what would they do without me?

By the time I was routinely working 14 hours a day, I was definitely burned out and unhealthy. I reluctantly quit. But guess what? The employer replaced me within two weeks. So much for being indispensable. I paid a heavy price healthwise to learn this lesson.

There’s also the inability to say “no” to requests and favors because you’re dependent on others’ opinions of you: They won’t like me if I say no; they’ll think I’m selfish and ostracize me. Well, yes, that’s a distinct possibility. When you finally tell users “no,” they do move on to other people who will say “yes.”

Quite a few years ago, I worked at a nursing facility part-time. Before I accepted the position, I stressed that I could only work night-shift every other weekend because of other responsibilities. They were happy to have someone guarantee to work the worst shift on the worst days of the week, so they hired me on that schedule.

Not one month later, I got a phone call in the middle of my other workload — someone had called in sick and could I come in right away to work at their facility. I politely told them no and reminded them of my schedule of night shift every other weekend. They cajoled, pleaded, threatened, and played a guilt trip on me.

I reminded them I had other obligations and the answer was no. They were quite angry and yes, they did ostracize me after that incident. But it did prove to me that they did not care about me, my family or my other work obligations; all they cared about was making their life easier. They were simply users, and my priority in life was not to oblige users.

Overwork and overscheduling lead to resentment and stress, which leads to burnout, depression, and a host of real, well-documented physical repercussions like heart disease, fatigue, high blood pressure, stroke, and diabetes. You must incorporate some fun into your daily life.

OK, you might agree, but demur, saying that you’ll have fun when you retire — you’re too busy now. But I’ve seen it time and again: when you retire, you’ve forgotten how to have fun!

You haven’t developed any hobbies or formed any close relationships. All have been sacrificed by your obsession with work and busyness. So, you retire and then have no idea what to do with yourself. Pointless days can lead to thinking that your life is pointless, which causes physical and mental health issues.

Doing something fun recharges your batteries and renews your stress-coping reserves. It doesn’t need to take hours or days; even a few minutes of fun per day helps. Do something that fills you with joy, whether it’s reading, calling a friend to say hello, or a strolling around your neighborhood.

Don’t make excuses: “Well, I love to fish but I certainly can’t fish every day.” Think outside the box: you love to fish, so read an article on fishing, subscribe to a fishing magazine, make some lures, plan your next fishing expedition. Those peripheral activities to your central joy act on your brain the same way.

I love to travel but I can’t travel to exotic destinations on a daily basis. So, I read travel articles about both familiar and unknown destinations; I look at others’ photos and review my own photo gallery. I scope out my next several trips and I spend time daydreaming about the destinations I have yet to uncover. I talk to people about my passion for travel. All of this supplements the actual travel itself.

You get the idea. The busier you are, the more you need to incorporate some fun and joy into your schedule. Your well-being — and the well-being of those who have to live and work with you — depend on it.

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Ford adds to auto layoffs, manufacturing turmoil

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Auto manufacturing layoffs are not a new development. The last round of General Motors layoffs, announced in November, triggered a domino effect of panic and speculation that continues amidst Brexit negotiations, Green New Deal debates, and ongoing presidential campaigning.

As American as apple pie, the auto manufacturing sector is a good litmus test for what ails the U.S. economy. By this logic, as goes Detroit so goes the nation.

No wonder heads turned at news that, amidst restructuring, General Motors considered selling its Detroit-based Renaissance Center headquarters. That would be proof-positive for those seeking to bury any fantasy of a U.S. led manufacturing revival.

Auto jobs present a bipartisan story about the U.S. economy’s future. Globalization’s impact on jobs was first felt when the word “outsourcing” began to circulate.

This was a particularly sore spot, since a globalizing economy — buttressed by Clinton-era trade deals like NAFTA — put American workers at odds with the political establishment, again. Now, decades later, Congress must reconsider NAFTA’s shortcomings, the green economy mandate, and the centrality of labor. This means cars.

One problem is that no one can decide if we must throw the baby of cleaner energy out with the bathwater of old manufacturing chains. President Trump wants to undermine steps previously taken to a clean energy transition, by any executive means necessary, while also supposedly championing smart job growth for a new downsized manufacturing sector.

The problem is that those downsizing companies, like General Motors and Ford, are citing commitments to green technologies, such as electric and hybrid vehicle manufacturing, to justify controversial job cuts.

Ford joined General Motors this week by announcing 7,000 white-collar job layoffs nothing short of 10% of its salaried global staff — stating the company will save $600 million annually. Beyond cost-saving measures, this streamlining opportunity has Ford also claiming greener cleaner manufacturing plans.

Clearly, the company struggles to stay afloat in the new flex economy’s triumphs for the Ubers and Teslas of the world that are valued at or more than the original mainstay of U.S. industrial manufacturing: Ford.

In an era of American dollar overvaluation and the trade war byproduct of rising aluminum and steel prices, news of any job losses, especially those keeping the dwindling U.S. middle class afloat, is unwelcomed.

The unintentional satire found in this week’s auto sector headline by The Associated Press says it all: “Ford heralds future with job cuts.” Come again? What kind of future is heralded by job loss?

Amidst international anxieties spurred on by Brexit chaos, these cuts are received in Europe, the U.K., and stateside as bad news for workers. Workers at a Ford plant in Bridgend, Wales, are threatening a strike over layoff news impacting two-thirds of the plant’s workforce and ongoing manufacturing controversies over the new Dragon engine.

Back in North America, the United Auto Workers are currently in contract negotiations. The fact that strike pay has been increased by 25% to $250 per week should signal what we already know lies ahead for impacted workers this summer. Hard, precarious labor forms the backdrop for talks that have been called “the most important in a generation,” per labor expert Harley Shaiken.

What are the contract’s sticking points? A two-tiered system underpaying new employees, reliance on temp workers, technology changes impacting production conditions, and quality control accompany the usual talk of pensions and healthcare. Of course, those issues are still pivotal.

Layoffs loom large, despite GM and Ford’s supposed green outlook in electric vehicle production that do not mandate nearly the assembly requirements as internal combustion engines. In order for a transition to occur toward a green economy, you need workers to transition with, right?

No one clings to the past here. But workers preparing to negotiate with auto’s Big Three — Ford, GM, and Chrysler — know what they are up against.

Of course, auto manufacturing extends beyond the Big Three to include thousands of parts, materials, and component suppliers. In 2017, we began to see auto manufacturing job numbers drop, with no recovery in sight for now, as the industry pushes through a restructuring that promises to be an employment game changer.

As of March 2019, the number of auto manufacturing employees reached 1,004,000.

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Infographic: How to make your life easier with automation

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With limited time and a seemingly endless list of things to do, how can we hope to get everything done without losing our minds in the process? That’s where automation comes in.

Automation, which allows you to “set and forget” a process or technology to get tasks done for you, can free up precious time by handling mundane activities that still have to get done. For example, you can automate your finances to pay down debt, make shopping a breeze by signing up for automatic grocery delivery, and set up auto-responders to keep your inbox free of clutter.

Simple automation is widely accessible, as it often requires either an app or a system you need only set up once to put various tasks on autopilot. With the benefits of automation spanning from optimizing your workflow to freeing up time for leisure, there’s good cause to integrate your life with a little technology for maximum gain.

Need ideas on how to make your life easier with automation? Check out this infographic from Turbo for easy ways to automate every part of your life.

Image: Turbo

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Why your church should use email marketing software

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Does your church send email newsletters with information about upcoming events and church news? If so, can you tell how many people read each email? Are you seeing an increase in visits to the church website or more event registrations within a day or two after sending a mass email?

An email marketing software can help with those items and much more. Here are a few reasons why your church should consider email marketing software:

Reason No. 1: Be certain your emails reach people

If you’re sending mass emails through Outlook, Yahoo, Gmail, or another standard email system, those messages will probably get flagged as spam. Have you looked at your own email account’s spam folder lately? It’s likely full of messages you never want to read and certainly didn’t ask to receive.

When you use email marketing software, this reduces the chance that your messages will be marked as spam.

Reason No. 2: Save time and data

If someone on staff maintains a list of email addresses in a spreadsheet or within their email account’s contact list, it quickly becomes inefficient.

What happens when the staff member responsible for maintaining the email list is no longer on staff? The church could lose a lot of valuable information if those email addresses aren’t stored in a central, church-owned system.

Even if you export email addresses each time from a church management system (ChMS), that’s still time you’re spending unnecessarily. When you use email marketing software, you can leverage any integrations between the email service and the church’s ChMS.

Some ChMS tools have a built-in email system that offers tagging and helps your emails avoid being viewed as spam, so check on that before paying for separate email marketing software.

Reason No. 3: See how well your emails perform

Email services provide reports on each message that goes out, including how many people opened the email, how many clicked on any links within the email, and more. Don’t be surprised if the open rate is 25% or less.

While that can be discouraging, that’s a fairly standard open rate. Use that information to try different attention-getting subject lines or sending targeted emails to specific groups.

Reason No. 4: Send individuals information that’s relevant to them

There are a couple of ways you can approach sending emails out to the congregation. One technique involves sending everyone everything (information about all upcoming events, invitations to sign up for small groups, etc.). That approach will make your emails long (which, let’s face it, very few will actually read the whole thing).

A more effective method involves sending emails that are directly applicable to the recipients. That means you only send an invite to the marriage retreat to married couples, for example.

Email marketing software gives you the ability to assign categories or tags to each person (single, married, parent, new to the church, first-time guest, members, or not in a small group).

There are several email marketing software vendors out there, including the following. Many provide free trials and lower costs for smaller email lists, which should help keep costs down.

Overall, using an email marketing service can help your church reach people with information that’s relevant and useful for them. That’s a win for them and the church as a whole.

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How to create a successful summer internship program

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It is not too late to hire interns for the summer. Many organizations who have never hired an intern fear the worst: someone who needs hand-holding, is unreliable, and comes with an educational requirement.

However, with the right perspective and a few thoughtful steps, hiring a summer intern is not as burdensome as it seems, and it can be a great benefit to many organizations.

Basics

The easiest thing to do is to think of an intern as a seasonal employee. Create a clearly defined start and end date and reiterate those in the description.

Then, think of what work in the office could be addressed during that time. Internships are great as extra support during busy seasons; to address one-off projects; or to provide a way to explore ideas and options to which staff cannot allocate time.

By thinking of them as employees, we are better poised to give them meaningful work that helps their experiential learning while supporting business operations.

Partners

Once we know what we want an intern for, we can reach out to any of the local community or four-year colleges and either connect directly with the related subject departments or partner with the placement office. Schools are normally quite eager to put their students to work.

If we come to the conversation with a confirmed time period (e.g., summer) and clear ideas of what the intern would do, it becomes much easier for the school to get the right students in front of us.

Interns are also a fantastic way to leverage current relationships. Whether it is a family member of a board director or the daughter of our legal counsel, when we are first setting up an intern program it can be great to look within our network for referrals. While this practice can be criticized as a bit of pandering, it can provide a quick, easy and mutually beneficial way to establish a new intern program.

Interviews

With partners sending us candidates to support our job description, the next step is to interview. Because it is such a short time period, it can be very beneficial to reiterate the basics and be as direct as possible.

In other words, tell the candidates the pay and hours, confirm the dates they can start and end, and review their understanding of the work to figure out whether they can do it. By keeping the interviews focused, they can be a lot shorter. Thus, the turnaround time for decision-making can be a lot faster.

Similarly, offer letters and orientation should be direct, clear and reiterate the same messages about the pay, hours, timeline, and job duties. By keeping it simple and consistent we can create streamlined hiring and onboarding processes.

The bottom line is, internships can provide an opportunity for students to continue their learning in a practical setting and an opportunity for employers to reap the benefit of blossoming talent with very little cost or commitment.

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US tariffs on Chinese imports grow

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The cost of trade between China and the U.S. is rising. Tariffs, or taxes, on $200 billion of Chinese imports to the U.S. rose from 10% to 25% one minute after midnight on May 10.

President Trump, angered with now-concluded U.S. trade talks with China, tweeted to praise himself and the new tariffs. “Your all time favorite President got tired of waiting for China to help out and start buying from our FARMERS, the greatest anywhere in the World!”

We turn to Douglas K. Barry, director of communications and publications for the U.S.-China Business Council.

“The tariff increase inflicts significant harm on U.S. industry, farmers and consumers,” Barry told MultiBriefs in an email. “American agricultural exports to China are particularly impacted. According to our recent survey, some states’ exports were down 50%. The entire American agricultural sector is feeling the stress.”

How can this be the case? The Chinese government has imposed tariffs on U.S. farm imports such as soybeans. “Tariffs on U.S. agricultural products imported by Chinese buyers hurt U.S. farmers directly by making their products more expensive for consumers and less competitive,” Barry said.

Further, tariffs on Chinese imports to the U.S. hit American importers of those goods, according to him. As a result, American businesses and consumers purchasing from stateside businesses, e.g., wholesalers and retailers, pay higher prices.

Trump has called China’s trade practices unfair, and a motive for imposing higher tariffs on Chinese imports to the U.S. Apparently, there is more to the story.

“This may prove to be another ploy to coerce a trade deal from China’s negotiating team,” Robert E. Scott, a senior economist with the Economic Policy Institute in Washington, D.C., told MultiBriefs in an email. According to him, that tactic will not remedy the basic problem of the U.S. economy, namely chronic trade deficits, the gap between what America exports to and imports from China.

“The fundamental cause of the trade gap with China is its deliberate currency undervaluation,” Scott said. “If we really want to tackle the root cause of growing trade deficits and job loss, we need a president who is willing to tackle an overvalued dollar.”

Is Trump such a president? Time will tell.

Further, who benefits from the high value of the dollar? For Scott, the answer is U.S. companies such as Apple, CVS and Walmart invested in China.

“Multinationals make about half of China’s exports,” he said. “State-owned and controlled enterprises in China produce most of the rest of their exports, especially in industries like steel, paper and glass, and downstream beneficiaries of massive subsidies in those sectors, such as auto parts.”

The overvalued dollar makes Chinese imports to the U.S. cheaper, and U.S. imports to China more costly.

Moving forward, what is likely to develop in trade talks between the U.S. and China that is significant for stateside firms small, midsize and large? The answer is unclear. What is clear is a problem for commercial enterprises.

“Businesses hate uncertainty,” Barry said. “If you are uncertain, you don’t invest.” For example, think of retails firms ordering goods for year-end holiday season.

In fact, U.S. investment is lagging, according to Dean Baker, senior economist with the Center for Economic and Policy Research in Washington, D.C., as per analysis of gross domestic product data for first-quarter 2019.

The American Enterprise Institute declined a request for comment.

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Social media ad spending trends for 2019

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If you’re like most businesses, you increased your digital media budget this year. On average, marketers planned to boost that line item by 49% compared to 2018, according to Nielsen’s 2018 CMO report.

But did you know social advertising is growing even faster than other forms of digital advertising? Businesses increased their social media spending by 24% year-over-year while other digital ads only rose by 12%, according to a 2019 Q1 Merkle report.

Read on to learn what social platforms businesses are spending the most advertising dollars on in 2019.

1. A lot more ad spending on Instagram

Ad revenue on Instagram increased 44 % compared to last year. Stories accounted for 33% of sponsored posts, according to a 2019 Klear analysis. With the significant uptick in demand, the cost of the ads rose as well. That additional investment did lead to more exposure, found the Merkle report cited above.

2019 is the year most businesses have begun advertising on Instagram. That means you’ll no longer be able to get the low costs you used to. The advantage of that is that Instagram is now in a league very close to Facebook.

2. Facebook ad revenue declines slightly

For the first time, ad revenue dropped on Facebook by 2% compared to Q1 last year, according to a 2019 Q1 Merkle report. In another first, ads in the News Feed saw a decline in click-through-rate.

It may be worth taking a sliver of your Facebook budget and testing how those dollars perform on other platforms.

3. Keep an eye on Twitter

While Instagram is up and Facebook is down, Twitter is somewhere in the middle! In Q1 2019, Twitter did grow its ad revenue by 18% compared to the same time last year, according to Q1 2019 Twitter earnings.

If Twitter ads perform well for your business, keep them in the mix. If you haven’t yet advertised on Twitter, there’s no need to rush over as the audience is small. Twitter has 105 million monetizable daily active users (DAU) in Q1 2019. That’s small beans compared to the 500 million DAU who watch Instagram Stories.

4. Influencer posts continue to trend

Influencer posts on Instagram rose 150% in Q1 compared to last year, according to a 2019 Socialbakers report.

51 % of people find content posted by consumers or influencers is more authentic, according to a 2019 Olapic survey. In the same vein, 48% of people believe it’s more relatable than brand content while 37% think it’s unbiased and trust it more than content created by brands.

That increased trust led to action. 29% purchased because of an influencer post.

Soon, you may be able to leverage these already-effective posts in your Instagram ads. Branded content ads would allow you to take influencer posts and promote them as Instagram ads to your audience. Instagram is currently beta testing this feature, which should roll out in 2019.

5. Mobile game ads drive sales

If your target audience is into gaming, you can effectively reach them in that space. 25% of gamers purchased a product after seeing an advertisement in a mobile game, according to a 2019 AdColony survey. They actually prefer to see ads in mobile games as opposed to social platforms like YouTube, Snapchat and Instagram.

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3 behavior combinations the best retail leaders exhibit consistently

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Being open-minded, a good listener, and strategic can be good leadership characteristics. The problem is that so many times we consider these characteristics in isolation.

Yes, being open-minded can make a leader approachable, but if he is also indecisive, then that open-mindedness can slow down progress. Good listeners may not be good communicators, and strategic thinkers may overlook the importance of details.

Instead, here are three behavior combinations the best retail leaders exhibit consistently.

That’s it!

When it comes to managing behaviors and performance, the best leaders embrace open communication and consistent reinforcement. Specifically, when an employee exhibits a behavior that should be repeated, the leader clearly conveys that information — ideally in the moment — to the employee and reiterates it as an example to the rest of the team.

Similarly, if an employee exhibits a less than desirable behavior, he is informed as soon as possible, coached on what to do instead, and the crux of the learning moment is shared with the team in a constructive fashion.

In other words, it is not enough to give timely feedback. While that style of open communication is fundamental, to make it fully resonate across the team, the feedback must be delivered in a clear, consistent manner whether it is positive or negative.

When leaders take the time and make the effort to do this, team members feel respected, are clear about expectations and know where they stand. These clearly reinforced performance standards create a culture that acknowledges individual success while reinforcing a positive team dynamic.

Macro/Micro

Great retail bosses also understand the big picture in a way that translates to the individual employee’s focus. This is one of the reasons so many of us love our bosses who worked their way to the top — doing so gave them a solid understanding of what it is like at different levels within the organization.

This perspective enables them to take corporate goals, regional forecasts and local numbers and put them into a digestible, actionable format for each team member.

For example, it is not good enough for a leader to just explain to an employee that their goal is what it is because it is a percentage of the overall goal. Instead, she must find a way to draw a clear line between the employee’s actions and the impact it has on the team, store and region. By relating to individual team members, the best retail leaders find a way to balance their focus on the numbers with staff’s level of interest, understanding and motivation.

Loyalty and freedom

Finally, some of the best leaders in the space create loyal teams by drawing clear lines between work and non-work. These leaders demand high standards and have very specific expectations.

But on the flip side, they recognize the importance of breaks and are adamant about ensuring hard work is supported by equally important and clearly defined periods of rest. The most effective way they do this is by example. Specifically, these leaders work very hard and are not afraid of rolling up their sleeves but they also stay away from work on their days off and refrain from calling staff in on their day off.

The bottom line is that it is important to remember buzzwords do not make a good leader, it is a combination of behaviors that creates a good leader.

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How brick-and-mortar brands can effectively measure marketing ROI

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Measuring marketing ROI is important for a brick-and-mortar brand, but it’s often more difficult than for an online business. Effective measurement of your marketing ROI will tell you how well your latest marketing campaigns are performing, if you need to make any improvements, and where to best allocate your marketing spend.

And while measuring marketing ROI for an offline location is harder than for an online business, it’s not impossible. Although you won’t be able to credit every real-life visitor or transaction to a specific marketing campaign, you can use a combination of reliable business key performance indicators (KPIs) and metrics.

Measuring ROI through footfall tracking

Real-time footfall camera tracking of customers visiting a physical store tells you the volume of people visiting, gives you reliable data on your busiest times, and will signal how to drive conversions.

Using footfall tracking analysis before and after a specific marketing campaign will provide data on the effectiveness of that strategy. Customers can also be asked why or what prompted them to visit, which can be a particularly effective measure for localized marketing campaigns.

How to use business metrics to generate accurate marketing ROI

Traditional retail KPIs can also inform marketing ROI for a brick-and-mortar location. Business KPIs such as gross and net sales, average spend per customer, and sales per square foot can be tracked and correlated to individual marketing campaigns and pushes.

Extra KPIs can now be utilized that integrate customer experience with marketing ROI, such as experience per square foot which can be measured through dwell measurements.

How social media check-ins can measure ROI

Social media engagement, customer reviews and check-ins can also provide accurate measurements of marketing ROI through various channels. Facebook Store Visits can estimate the number of visits to physical store locations by customers who clicked on local store ads.

In addition to the number of check-ins, using location signals from mobile devices can compare groups of consumers who have and who have not been exposed to particular ads online.

Wi-Fi and location data can reliably assess marketing ROI

Developments in guest Wi-Fi can give you reliable figures on business traffic, which can calculate customer acquisition, sales conversion rates and spend per customer. You’ll also be able to specifically track the ROI of any in-store Wi-Fi campaigns. Location data will allow you to monitor specific marketing campaigns from targeted, local ads and track customer behavior within the store.

Use a combination of the right metrics to deliver an effective ROI measurement

There is no single best metric to measure marketing ROI, and a brick-and-mortar store can find this even more challenging. But using the right combination of quality metrics, such as business KPIs, footfall tracking and Wi-Fi data, for what you need to measure will give you an accurate ROI measurement for your marketing activity.

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