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Avoiding the cardinal sin of communication

Linda Popky Marketing

We all have opinions about the communications we receive from businesses and associations. In some cases, we get too much material too often; in others, not enough. Some pieces are too generic; some too detailed. But there’s one thing that’s guaranteed to turn off your customers and prospects: being too boring. How do you avoid turning off your target audience with your communications? Here are a few suggestions.

Bring love to your leadership style

Jill Ratliff Business Management, Services & Risk Management

While "love" and "leadership" might sound like incompatible concepts, leaders who are unafraid to add love to their leadership style will find it motivates and engenders loyalty in their teams like nothing else can. Obviously, I’m not talking about hearts-and-flowers love or even familial love; those types of love are usually best left out of the workplace (family businesses aside). The kind of love I’m talking about is broader, more encompassing.

How to build an eco-friendly, sustainable brand through green tech

Nick Shaw Marketing

As we move further into the digital age, consumer groups are increasingly composed of millennials and Gen-Z buyers. These generations not only bring with them a switch to online mass consumerism but also an environmentally conscious target audience. This audience looks for brands with eco-friendly and sustainable ethics. It’s not enough to be aware of general e-commerce trends — you need to dedicate time to becoming eco-friendly.

Stay on track with your content marketing

Sheilamary Koch Marketing

Your content shouldn't give readers a déja vu feeling. Nor should they feel like they've stepped onto an automobile showroom. As you plan your content strategy or next piece of content, ask yourself three key questions: 1. Is my content relevant to my audience? 2. Does my content solve real problems? 3. Does my content offer something people can't get elsewhere? Here's how to answer a resounding yes on all three.

Is your spa menu optimized for 2020 and beyond?

Elizabeth Donat Retail

Sometimes it's easiest to overlook the things that you're used to seeing every day. Don't let your spa menu be one of those things. If 2020 has taught us anything, it's that we need to be prepared for change and to think on our feet. Many spas are dealing with restrictions on how many guests they are allowed to service in their space, and this is impacting the generation of revenue. Take this opportunity to optimize your price list to make sure that it's working for you.

Hospitality embraces co-working to entice a new kind of business client

Michael J. Berens Interior Design, Furnishings & Fixtures

Along with bars and restaurants, hotels have been one of the hardest hit businesses during the pandemic. With fewer international and business travelers, they’ve had to pivot and market themselves in different ways to try to attract the local population to avail themselves of their services. Recently, in a move to increase revenues and entice guests, a number of hotels have announced that they have added co-working spaces and packages for individuals and groups, whether they choose to come for a few hours or stay longer.

Will more hotels get into the home-sharing business?

Linchi Kwok Travel, Hospitality & Event Management

There is no doubt that COVID-19 has had an unprecedented impact on the travel and tourism industry. With massive layoffs and closures, many hospitality professionals have noted that they had never seen such a detrimental event to the industry in their careers. Nobody knows when the recovery will take place. Yet, there is at least one exception. The home-sharing sector has already rebounded.

Beyond experts: The power of groups to inspire, guide and heal us

Victoria Fann Business Management, Services & Risk Management

There are currently thousands of experts all over the world offering their ideas, opinions and suggestions about the problems in the world. All too often, we expect them, in one way or another, to solve our problems and to "save us" from what's causing us pain. It's clearly time for a change. The whole idea of experts leading us in a top-down system simply doesn't work. So, what's the alternative?

How to turn curious visitors into valuable customers with explainer videos

Victor Blasco Marketing

It’s all over the web: explainer videos are the perfect complement for any marketing strategy, especially if you deal with products or services that are somewhat involved or complex. These short pieces can engage your audience while conveying your value proposition and have proven useful to convert leads. But making an explainer video — sorry, making an effective explainer video — takes time, effort, and care. In this piece, we go over some of the strategies that the best explainer video companies use to ultimately turn leads into customers.

7 key remote tech tools all real estate pros need right now

Sam Radbil Business Management, Services & Risk Management

The real estate industry has been propelled into its next iteration significantly because of the events of 2020. Few industries have adapted so quickly and so remarkably to the remote world in which we now live. Consider these seven remote tech tools needed by real estate professionals.

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