Tag Archives: Marketing

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How to use personalization as a family marketing tool

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Personalization is one of the biggest trends in online marketing right now, and that’s for good reason. The closer you can tailor your marketing approach to the specific needs of your audience, the bigger the bang you’ll get for your advertising bucks — and the more ad revenue you’ll attract.

Is your brand family-friendly? If so, personalization is an incredibly effective way to boost sales and loyalty. Try these scientifically tested tips to give your clientele what they want in a powerful way.

Show overt respect for your customers’ privacy.

A study from the University of Tennessee, Knoxville found that “sharenting” — the act of moms sharing their children’s developmental progress on Instagram — can endanger their kids’ privacy unintentionally, but many moms still do it in order to get large amounts of likes.

If you have a real-time campaign that allows your audience to share information about themselves and their kids, assure your users clearly that their privacy is scrupulously protected on your site.

Monitor your technology so there is complete confidentiality for your audience to chat virtually and put a policy in place that your customers must accept before posting in terms of not sharing key identifying details about their children. This will preserve safety and halt liability on your side. Your customers will respect your stance and appreciate your honesty and protection.

Target kids correctly.

According to research from the University of Leicester, children’s buying behavior is heavily influenced by the content they see on social media game sites.

Don’t abuse this knowledge — stress the importance in any toy or game advertising of asking your parent to check out the benefits of your product with Mom or Dad before buying it. This way, your brand acts as a personalized partner to your adult customers, as you help them control their kids’ purchasing habits. In turn, they’ll see your brand as honest and family friendly.

Use health-driven imagery.

University of Liverpool researchers report that kids who see snack foods on vloggers’ Instagram pages consume about 32% more calories that kids who don’t view unhealthy foods. If you’re a food brand, parents will appreciate you emphasizing the fact that your food is both healthy and delicious to their kids.

Let your young audience know that eating healthy is cool, and post images that show kids eating healthy with their friends and being physically active. Moms and dads who exercise and eat well themselves will reward you with brand loyalty.

Partner with a retro brand.

If your company is fresh and modern, a collaboration with an old school trusted brand is an excellent way to attract both young, hip families and older parents with kids who want established quality.

Think you don’t have the track record to make this happen? Try anyway. Sing your praises to successful tradition-steeped companies and aim for a limited partnership project at first. If you make it work, you’re looking at a long-term fruitful association.

Ask lots of questions.

Encourage your customers to tell you what their family needs from your brand. Do in-store sample events with surveys to get grassroots opinion. Then, use the information you get to focus your personalized strategy even further.

Personalized marketing is based on an ebb and flow, so keep abreast of your consumers’ changing needs and your brand will transition with them for a long, long time.

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Popular European RV website launches in the US

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Following its successful introduction in Europe in 2015, CaraMaps, a French collaborative website and mobile app dedicated to RVers, has come to the United States.

Already serving nearly 250,000 travelers in six European countries with a free database of more than 60,000 locations (campgrounds, parking and service areas, tourist offices, etc.), CaraMaps is confident that its slick, intuitive online directory will find acceptance in the vastly larger U.S. market, which is 9 million RV owners strong.

The foundation for the site is its listings of roughly 16,000 campgrounds and 7,000 RV dealers across the country. Also on the tool list are parking areas, travel centers, gas stations and BLM lands.

Another valuable feature of the mobile app is its integrated GPS that provides point-to-point navigation. Users also can book and pay for campsites online.

In its startup form, details are sparse in many of CaraMaps’ listings, a situation the company’s U.S. country manager, Agathe Le Roch, says will improve as more data is obtained and users begin adding reviews and photos — and when camping hosts such as farmers and wineries sign on with the site.

“We are a collaborative platform,” says Le Roch, “and CaraMaps can only achieve its potential if people contribute to our database. We aim to create a real community of American travelers on CaraMaps as is the case in Europe at the moment.”

Based in Bordeaux, CaraMaps was founded by a trio of young Frenchmen — entrepreneur and startup expert Nicolas Rabault, RV dealer Julien Toumieux, and multimedia web agency CEO Fabrice Desquaires.

www.caramaps.com

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Signs that your church brand isn’t working

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What exactly is a church brand? It’s more than your logo — although your visual brand is the “outfit” your church brand wears. So, what is it then?

It’s the controlled promise (or story) that is consistently spoken so your congregation understands why they attend. It should be compelling, needed, and relevant. Your logo simply reminds someone visually about that beneficial message thread.

Here are seven indicators that your church brand isn’t working:

Your benefits aren’t controlled language. Note that I said “controlled” in the definition in the introduction paragraph.

That means that certain valued keywords are repeated enough (in your thread and conversation) that the average person in your congregation will use them when asked, “Why do you attend our church?”

You only have a logo. Or your logo is more than 10 years old. Many churches think that a logo is enough. It’s not. You need a tagline, positioning statement, or thread to accompany your logo.

This means three to five words that state the benefit of what you offer to a certain audience. If the logo is older than a decade? It’s probably time to update it.

If your logo was removed from everything, people couldn’t tell it was yours. Your branding should be throughout your promotional materials in a way that your logo isn’t necessary for your congregation to know it’s from you.

Controlled colors, fonts, and design are essential. You do have a graphic standard manual for your brand, no? You need one.

Your audience changed since you developed the brand. Your brand relates to a particular audience for a particular time.

Has the congregation gotten older? More diverse? If yes, your brand probably stopped working a while ago.

Your attendance has stagnated. Worse? Declined. When a brand is broken, people aren’t attracted to it.

Do shrinking numbers only point to a bad brand? No.

There may be more things broken that need to be fixed — and those issues will come to light during a quality brand development project. A good brand promise = audience needs + a quality product offered.

The average person in your community wouldn’t want a cap with your logo on it. Your pipeline to your church’s potential is the community around you.

If they’re not tempted to take a free ball cap with your branding on it, then your brand is broken. Many churches produce promotional materials and their own congregation wouldn’t wear (or take) them.

It feels as dated as your building. Or worse? It feels more dated than your building. Your brand needs to match your building and product. If it feels crazy different, your brand will feel inauthentic.

What do you do with an old building? Update it to the best of your budget and then create a modern brand that has nostalgia attached. It’s what a lot of millennial brands are doing now! Except they even renovate newer buildings to look older!

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3 steps to new employee success

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The honeymoon period for new employees provides a prime time to set the stage for unlimited success. While some employers unfortunately also call this the introductory period and try to use it as an evaluation window within which to weed out new hires, we should look at it as a litmus test for our own success and a chance to invest in the success of an employee.

Employees come in ready to make an impact, optimistic about the opportunity and eager to learn. Here are three steps to take to fan that flame of enthusiasm into a sustainable fire.

Check, please!

The only time more engaging than the start of the employee-employer relationship is the interview process. Each side comes with its own expectations, things are strategically said — or omitted — and the dance evolves until, ideally, an offer is extended and accepted.

Sometimes, however, there are misunderstandings. From salary to work environment, office space to office location, there can be misalignment between what was said and what was understood. To address this in the bud, before it blossoms into full blown disenchantment, we must schedule and keep to regular check-ins.

The check-in does not have to follow an outline, a time schedule or last for a minimum number of minutes. On the contrary, as long as it happens and happens consistently, the frequency and reliability of it will facilitate open communication and allow the smaller but important items to be addressed quickly.

You’re an open book.

The second step is to listen and note any questions new employees ask. Then, read between the lines.

What are their questions telling us about their experience from the first time they heard about the position through the time they showed up this morning? Is our culture reflected in their questions?

Remember they are new and may not be as likely to ask as openly as a longer-standing employee. As such, meet with them regularly as noted above. Instead of trying to immediately answer their question or defend a practice, figure out what had to happen for them to ask that question.

Keep asking what else, how so and other open-ended follow-ups to get as much clarity as possible. Even the simplest questions from the newest employees can provide insight into an organizations systems and culture.

Next steps

Finally, find a way to systemize the above steps into the orientation and onboarding processes. In other words, look at each new employee as an opportunity to get an unvarnished look at how the work environment is conveyed.

Transition the introductory period from the misunderstood free pass to fire someone into a valuable exchange of information, helping to ensure both sides are in lock step to move forward. Optimize it as a chance to level-set expectations from the hiring process and uncover any basic issues before they become systemic problems.

The bottom line is that the start of a new job provides a great opportunity to help employees build positive habits that will help them sustain their success while, of course, helping the organization.

If you would like to get that new employee feeling again, check out this article for tips on how to rekindle that enthusiasm.

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Why every executive should be leveraging social media to pull in talent

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To discuss talent, your organization’s needs, or anything you read in the article below, email Roberta at roberta@matusonconsulting.com.

In preparation for a recent prospect meeting, I attempted to look up the profiles on LinkedIn of the executives whom I would be meeting with. To my surprise, half the team wasn’t on LinkedIn and the other half might as well have not been, as their profiles and connections weren’t very robust.

Ironically, the purpose of my meeting was to explore a project related to pulling in top talent. Here’s what I told them that might be helpful to you.

Jobs today are filled through social media.

Regardless of how you may personally feel about social media, this is how many jobs are filled today. This means that if you’re serious about hiring talent, in particular professional talent, then you have no choice but to participate.

You must show up daily and make an effort to connect.

Social media is no different than attending a function, in terms of networking and making connections.

Many of us are guilty of attending an association dinner and then standing by ourselves at the bar, with a drink in our hand, while others are actively engaged in conversation. We make no effort to start a conversation and then wonder why we bothered to attend something that was billed as a networking event.

The more effort you put into making connections on places like LinkedIn, the better your results will be. Make it a point to post daily on whatever social media platform you choose to use.

Highlight an event that’s recently taken place at your company or welcome a new employee into the fold. When doing so, be sure to include some pictures that reflect your post.

Reach out to at least two new people a day with a request to connect. Consider accepting connection requests from people whom you believe you can help or may be able to help you.

Choose your platforms carefully.

I’m not on Instagram, nor do I have plans to be there anytime soon, as that’s not where my prospects hang out. However, if you’re looking to pull in entry-level workers, then this may be the place for you.

Ask your most recent new hires what social media platforms they use the most. Then make it a point to spend some time on that platform.

Be patient.

As of today, I have almost 28,000 Followers on LinkedIn andthousands of connections. This didn’t happen overnight, nor did this occur without any effort on my part.

Every day, I look to add value, and as a result people are reaching out to me to connect. You should be looking to do the same.

Cast your net wide and far.

In terms of social media, numbers matter. Here’s why.

The more people following you or connecting with you (whether it be Facebook, Instagram, or LinkedIn) the greater your ability to influence. Every time you post, you have an opportunity to pull people towards you. The wider your net, the more likely you’ll catch some fish (or in this case, some people interested in talking with you about a job opportunity with you).

Social media is here to stay. It’s time to get online and start filling jobs!

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Find something more important than your passion

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It turns out that trying to find our passion may be a futile search. For those of us who believe a passion is something we have and just need to discover, we may be setting ourselves up to fail.

Researchers at Stanford and Yale found that those of us who believe passions can be found also tend to believe that once we find our passion, it will provide us with limitless motivation.

Unfortunately, this means we may bounce from one thing to another, because as soon as the activity becomes difficult or unmotivating, we tend to believe it is because it is not our passion. However, instead of getting frustrated looking for our passion, we can take a few simple steps to find something even more important.

What cheese?

For a while, the trend was to work and try to get better and better at our job. Then, as more people became more proficient, they started thinking that maybe there was more to success than proficiency.

Our pursuit evolved into professional advancement and increased pay. Then, with money in our pockets and feeling loneliness at the top, some of us started to think maybe success related more to some inherent genius or passion.

This created two problems for a lot of us. First, not all of us can reach the genius category in something. (Does it take 10,000 hours?) Second, as noted in the research mentioned above, this path to passion does not necessarily lead to success.

However, the common thread in each pursuit is the idea that we can take charge of whatever it is that might lead to our success or happiness. This is where we can find something that may be more important than passion.

3Rs: Realism, Resilience, Relatability

Many people read the research and restated the concept of finding passion as something along the lines of pursuing different interests to elevate work from drudgery to balanced neutrality. This is a more reasonable and realistic approach to finding a passion; like finding the joy in accomplishing a small task and building from there.

Second, another recent trend, the focus on resilience, underscores the idea that we can be more successful if we recognize we will face problems. Knowing this, we can work to develop the capacity to withstand some level of hardship as well as develop tools to solve problems. Think of this like an athlete cross-training to prepare for competition.

Third, as anyone who has had to speak for more than five minutes knows, the best way to capture and keeps someone’s attention is to clearly convey what is in it for them.

Similarly, if we can find a way to relate to the task, problem or pursuit, we are more likely to develop an interest. Consider the lack of interest a 30-year-old woman has in colon cancer until she finds out her father has it.

The bottom line is, just like a mom who finds out she is having twins, it is possible to develop expertise, interest and passion for something you may have never previously had knowledge of or an interest in; the key is to embrace realism, prepare for ups and downs, and engage in the active pursuit of different perspectives.

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Dealing with negativity on social media — and in life

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No one truly wants to deal with negativity. But that doesn’t change the fact that negativity is everywhere, especially with social media connecting people more than ever before.

When you see a negative comment, review, post, text message, email or any other type of communication, science tells us that it actually does damage our brain. The toxic energy that comes from others can create an adverse reaction in our consciousness. So, what do we do?

The best way to deal with negativity is by being positive. Remember when your elementary school teacher taught that “You can catch more flies with honey?” It’s true!

Being full of optimism and choosing to view that negative comment in a positive way is the best way to combat it. Don’t just ignore it, but use mindfulness!

If something is truly bothering you, your brain is giving you signals and telling you to deal with it, not just ignore it. Read that negative email, but then sit back and process why it’s bothering you.

Is it something about their tone? Maybe they were just having a bad moment. Why should you let that ruin your attitude? Did they point out one of your own mistakes? That shame can be dealt with easier than you think.

Admitting your pain and trauma can help your brain step back and look at things objectively. Ignoring it will only cause it to bother you later again and again until you deal with it.

Social media, news websites and TV channels cause the constant negativity to be put on the forefront of our thoughts. Here are a few steps you can start implementing every time you see something negative.

  1. Mindfulness. Sit back and look at this objectively. Why is this making you sad/angry/upset?
  2. Make a conscious effort to control your reactions. You can’t always control the first thought, but you can definitely control the second, third and fourth.
  3. Switch the negative with positive. Be grateful for your emotions and your life, it is part of your story.
  4. Release it. Don’t hold onto the thought or ruminate on it. Who cares if someone is rude to you on the elevator or if your boss was having a bad day? Don’t let that bad energy or those bad vibes take over your own energy and inertia for the day.

The best way to deal with negativity is not to just cover it up and try to forget about it — it’s about feeling through it and letting go of things that don’t empower you.

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The one thing you can do to prevent your star employees from bolting

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To discuss talent, your organization’s needs, or anything you read in the article below, email Roberta at roberta@matusonconsulting.com.

Another company is about to lose a star employee. But they don’t know this yet. You see, their star employee hired me a few months ago as his coach to help him better manage his relationship with his boss.

We discussed his situation over a few sessions, in which it became clear to me that his efforts to change his boss’ way would fall on deaf ears. I told him this, and he halfheartedly agreed.

He said he wanted to see if he could make things work with his current employer. That was six weeks ago. He’s now seen the light and is ready to move on.

This person plays a pivotal role in the organization and will be a significant loss to this company. To make matters worse, he’s not the only one who is about to bolt.

Nobody likes to talk about it even though it is happening in workplaces across America — employees who have decided it is time to fly the coop. Departure lounges are overflowing with these types of employees — all waiting for their final boarding call.

Employees rarely start a job thinking they will tour around the company for a while and then seek greener pastures, and yet it happens all the time.

Here’s the one thing you can do to prevent employees from taking flight:

Check-in with your employees on a regular basis.

I get that your super busy and don’t have time for chit-chat. If that’s the case, then surely you don’t have time to restaff critical positions and work closely with people until they’re able to perform in their new role with limited supervision.

That says to me that you better make time to talk to your people, or they will look for someone who does have the time to pay attention to them — your choice.

Here’s one quick tip that will make a world of difference.

Consider implementing what I call my “Time Out for a Coffee” campaign.

Block out 30 minutes on your calendar biweekly (or weekly if possible) and invite people to join you for a cup of coffee (or tea). Encourage participants to talk about any issues that are top of mind during these meetups.

When doing so, be fully present. Turn off your phone and be in the moment. If a situation calls for it, schedule a follow-up meeting to address specific matters that need more of your attention.

I’ve had clients implement this campaign, and they are amazed by the results. They’ve told me this one small move has resulted in a considerable shift in their relationship with their employees. Employee turnover has dropped substantially, employees appear to be more engaged at work, and they look forward to those days when they have coffee scheduled with their people.

Showing your people that you genuinely care about them will prevent them from searching for another employer who values their contribution. This move doesn’t cost much to do. However, the results are priceless!

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Insider advice: How to improve your social media marketing

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Pouring over the latest industry reports and third-party studies helps you discover new tips and tricks that can improve your social media marketing.

But the most authoritative advice comes from the networks themselves. After all, those companies know every aspect of the algorithm and platform, which means their representatives can share undisputed insights.

Without further ado, dive into the latest marketing tips that Facebook, Instagram, and Pinterest have shared!

Facebook: Best Practices for Video

Don’t take shortcuts. Running slideshows of images, montages of text, or looping videos will hurt you in the long run. The video won’t be distributed in the News Feed like other videos and could even result in penalizations. To reap the benefits of videos on Facebook, you must upload actual videos.

Don’t bait your audience. When you ask people to react, share, comment, tag friends, or vote your video content, it will get demoted. Then, all the hard work you’ve done on the video is lost.

Shoot it right by capturing videos that have at least 30 frames per second and a 720p resolution. You want your videos to look good and grab viewers.

Optimize for mobile. This isn’t new, but it’s still critical. You should upload either square or vertical videos to captive the mobile audience. You’ve also got to make the most with the first three seconds of your video — capture their attention and ensure your branding is front and center.

Get your message across entirely through visuals. People watch 85% of Facebook videos on silent. Take the time to either add text overlays or captions to ensure everyone watching your video fully absorbs your message.

Want more? Print out this checklist and reference it often.

Instagram: Create Better-Performing Instagram Story Ads

Make the most of the first frame. You need to integrate your branding in this first frame and ensure you hook your audience. Instagram Stories are short, and you have less than a second to capture (or lose) the viewers’ attention. Make sure your Story moves fast and keeps their interest.

Engage all the senses. Stories with sound, music, or voice-over perform better than ads without any audio.

Mix it up. Fusing static images with video or animation is more effective at driving metrics than those that only use video or only images. Empower your creative team by sharing this and reminding them that 56% of a lift in brand sales comes down to the quality of the creative.

Sprinkle in the copy. Words can have a powerful impact on your ad performance, but the copy needs to be short and in a place that doesn’t detract from the visuals.

Drive them to action. Make your call-to-action super prominent. 89% of campaigns that emphasized the CTA drove more conversions.

Pinterest: Optimize ROI

Focus on early purchasing materials. When people begin their shopping journey, they come to Pinterest to browse and find inspiration. What they discover does impact what they ultimately buy. Because of this, you need to ensure you have a wide breadth of content that answers the questions people are seeking when they’re just beginning their shopping journey.

Extend tracking. Most businesses are underreporting revenue driven by Pinterest by 48 %. That’s because people start looking on Pinterest but don’t make a purchase for a week or more. Extend the attribution window on your tracking to improve your reporting.

Analyze sales on the platform. For many businesses, Pinterest plays a small role in both budget and time spent. But, while retail brands spend 11 % of their budget here, it generates 18 % of their sales.

That means Pinterest is 2.3 more effective at generating sales than other social platforms and 1.5 times better than paid search. Take a hard look at your numbers and see if you could be leveraging Pinterest more.

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Vanilla Ice is back with a brand-new invention

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GRAPEVINE — Vanilla Ice built a legacy as an iconic hip-hop music artist in the 1990s.

Now he’s building dreams.

World-famous rapper, actor and TV reality show personality Robert Van Winkle — professionally known as Vanilla Ice — served as the opening keynote speaker Aug. 7 for the 2019 Sunbelt Builders Show™, hosted by the Texas Association of Builders, at the Gaylord Texan in Grapevine.

Best known for his hit song, “Ice Ice Baby,” which became a No. 1 hit in 1990, Vanilla Ice has become a successful real-estate entrepreneur and remodeling expert with more than 15 years of hands-on home improvement experience.

“The Vanilla Ice Project,” in its ninth season on the DIY Network, highlights budget-friendly flips and interesting tweaks in home improvement. The Vanilla Ice Project won Best Home Show by The Factual Entertainment Awards in 2011.

“Owning your own home is the American dream,” according to Vanilla Ice. “Decorating it the way you want,” to make it a home. “That’s what I try to create: a lifestyle,” he said. “I don’t just build them to make money. We can spit out spec homes all day long, and they’re really no fun. There’s no emotion in it. There’s no family in it. I love doing the custom homes and selling them to people and families who really appreciate the hard work that it takes to build them.”

Vanilla Ice spent the session taking questions and talking about how he went from famed musician to home improvement expert.

Finding a new passion

Making the switch did not seem like a big leap to Vanilla Ice. “I didn’t switch. I just found a new passion,” he said.

Vanilla Ice wrote “Ice Ice Baby” when he was 16 years old. The Dallas native (he attended R.L. Turner High School in Carrollton) spent his summers visiting his father in Florida. “I sold 180 million records and bought some houses all around the country. I never saw the houses,” he said. He chalked up the purchases as a mistake and sold them. He made millions.

He began buying more and paying decorators, designers and architects to update the houses. He quickly realized that if he learned how to do those things himself, it wouldn’t eat into his profits as much. So, he went to design school where learned about color palettes and how to cater to an area’s demographics. “That’s where it all started 30 years ago,” Vanilla Ice said.

Today, Vanilla Ice loves searching for unique technology and products to use in his houses. He looks at vendors with everything from cutting-edge, energy-efficient appliances to home-automation technology. “New products inspire me.”

The Vanilla Ice Project

Vanilla Ice had been building homes for years when he was approached about being a part of a reality TV show about home improvement. At first, he didn’t want to do it. “I didn’t think people would want to see Vanilla Ice renovate a house. I just didn’t think it was interesting.”

He was convinced to “just do what you do” and they’d film him while he did it. Nine seasons later, more than 100 million viewers have tuned in to watch him and his crew.

Vanilla Ice was surprised — and honored — that it inspired so many people. “I have people walk up to me … and say ‘I never thought about doing a renovation. I got into it because of you,’” he said. “I love that about it.”

Build an effective and efficient team

Vanilla Ice owns a real-estate company, a mortgage company and a homebuilding company. He has put together a small team based on what he’s learned from going to different seminars and reading books. Several times he referenced a book called “The Platinum Rule,” a book by Tony Alessandra and Michael O’Connor.

He credits the book with teaching him how to strategically build a team that was more efficient and effective than larger teams. It taught him how to place different individual personalities in areas where they like what they’re doing and highlight their strengths.

“They perform better in that position as opposed to doing something where they’re getting paid for doing what they don’t like to do. I’ve found that when you get paid and you enjoy doing it, you work a little bit harder and come to work with a little bit better attitude.”

“I built a great team almost 30 years ago, and I haven’t stopped,” he said. “We’re all working together. They’re all licensed in every trade. We build homes and we have fun doing it. It’s not a boring process unless you make it a boring process.”

Vanilla Ice performs at the 2019 Sunbelt Builders Show™ in Grapevine, Texas.

Passion and hard work lead to success

Vanilla Ice doesn’t believe his celebrity has helped him in his building business. “You still have to work hard no matter what it is you do. Celebrity goes away real quick. You’ve gotta get sweaty and get to building. That’s the same no matter who is doing it.”

“I always say, ‘Expect the unexpected.’ Every time you try to plan something, it always changes,” he said. Vanilla Ice says to take it day by day and focus on the list of things you have to get done today. “Stop worrying about things that haven’t happened yet,” he said.

“Put that passion and energy into whatever it is you’re trying to go. But always remember that money is not success. Happiness is success.”

Cue the music

“I will talk your ear off about real estate,” Vanilla Ice said as he wrapped up the Q&A session. “But we’re gonna dance right now!”

Grasping a red, sparkly microphone, Vanilla Ice invited attendees of the 2019 Sunbelt Builders Show™ onto the stage with him to dance and sing along. The mini concert included “Ice Ice Baby,” and people of all ages danced and took pictures or videos with their phones.

And with that, Texas Association of Builders Executive Director Scott Norman declared the 2019 Sunbelt Builders Show™ officially open.

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