Kicking it, Cleveland-style

It’s great to be a Cleveland sports fan. Our Cavs made history this week as NBA Champions and the Indians are leading the AL Central. For those of us who have grown up here, this is the moment we’ve dreamed of. And it’s just as sweet as we’ve always imagined it would be.

Cleveland is the quintessential sports town. Our teams represent the drive, the grit and the determination of hard-working NE Ohioans. Cleveland never gives up.

I can draw that same parallel to Shamrock. As a Company, our culture defines our team’s collective commitment to our customers—but also to this community. In every respect, our people at Shamrock are all in. On June 9, we had the opportunity to give back, while showing the rest of Cleveland that at Shamrock, we’re just as young as we feel.

Cleveland Kicks-It at Progressive Field

Shamrock Team

We assembled a team for Cleveland Kicks-It 2016—a kickball tournament at Progressive Field to benefit children’s cancer research. We finished with an impressive 1-1 record. But not without a few casualties.

• We lost Dave Fechter to a foot injury (and a Monday morning commute on crutches)
• Tim Berry was inhibited by back pain before the games even started (his run to 1st base looked more like geriatric speed walking)
• Jen Barnhart didn’t even make it to 1st base (we have video evidence of the fall)
• Brian Phillips dove into 3rd and came up 3 ft. short (and then tried to crawl to base)
• Kelly O’Keefe took out the other team’s intern (nice throw)
• And I almost blew the second game with 2 missed throws at the end (the pressure got the best of me)

But in true Shamrock style, our team rallied! The highlights included our all-star, Jason Dunn, who got us on the board (it’s amazing what youth brings to the equation); along with our MVP catch from Tom Backus (although he juggled it more than a clown at the circus.)

Shamrock Team at Vita Urbana

Nicole and Jason Dunn

As a team, we excelled in the after-game festivities at Vita Urbana, Scott Popovic’s new place in Battery Park. (@VitaUrbanaCle on twitter and @vitaurbanacleveland on FB) The day was memorable. It was a lot of fun. And mostly, it was humbling to be part of such a heartfelt effort to benefit kids with cancer. It was a great day to celebrate Cleveland’s passion for sports and the love that this community continues to show—regardless of the score. #AllIn


All The Best,

Tim Connor

Video Marketing: 21 Ways to Tell Your Brand Story

When it comes to quickly and effectively delivering a brand message, there is power in video marketing. According to data from Brightcove, social video generates 1,200% more shares than text and images combined; and video drives a whopping 157% increase in organic traffic from search engines.

Why is video important?

At Shamrock, we see video as an absolute essential for helping our clients tell their stories: Video provides instant brand gratification. And regardless of industry or budget, it’s a channel easily incorporated into your marketing program.

Above all, video is the trend in marketing: It is estimated that 80% of all internet traffic will be video by 2019. (Cisco Visual Networking Index: Forecast and Methodology, 2014-2019 White Paper)

So, how can you put video to work for your brand?

Creating original, compelling, relevant content that makes a brand connection with your audience—that’s the ultimate goal of video marketing. There’s a lot of great ideas for videos that meet that criteria: Roundup The Team—take a camera around the office and have people briefly speak about the latest product introduction or community service project; focus on Live Customer Service—create a montage that captures customer service and support in action; or develop an enticing How We Do It video that shows behind-the-scenes innovation. 

Click the link to access the complete list of Video Marketing Ideas from MarketingProfs: 21 Video Marketing Ideas for Small-Business Budgets

A recent study from Ascend2 found that the most effective video for converting sales leads include these topics:

• customer testimonials
• demo videos
• explainer/tutorial videos

What’s great about these video themes is that the scripts practically write themselves: Capturing a testimonial or demonstrating a product or service are stories that authentically speak to your brand and its benefit to your customers. In other words: You know your brand best, so use that information to tell your story through video. Grab your device and get started.

All The Best,
Tim Connor

What channel are you watching?

If you’re not paying attention to the influence of millennials, it’s time to sit up and take notice. The latest figures show that millennials are the largest generation in the workforce today at 53.5 million—and will account for 75% of the global workforce by 2025 (U.S. Bureau of Labor Statistics).

Because this demographic will also be responsible for $200 billion in annual spending beginning in 2017 (Animoto), it’s important that, as marketers, we implement strategies to effectively reach this target, whether our businesses are B2B or B2C focused.

We know that millennials are tech-savvy: This is a generation that has grown up in the digital age—which makes a big difference in how we reach them. When it comes to connecting with millennials, video marketing is the single-most effective channel that influences what they buy.

Consider this: Millennials (ages 18 to 36) spend an average of 17.8 hours a day consuming media. And they’re watching more than sophomoric wipeout videos. According to U.S. News & World Report’s “2014 Millennial Report” millennials watch educational videos, seeking “credible information that helps them make important life decisions, especially as it relates to their finances.”

Here’s some powerful data that supports those findings:

• 80% of millennials consider video content when researching a purchase decision
• 7 out of 10 millennials are likely to watch a company video when shopping online
• 76% of millennials follow brands on YouTube
• 60% of millennials prefer to watch a company video over reading a company newsletter

Click here to view the infographic.

If video marketing isn’t part of your integrated marketing strategy, it should be. With the advent of new technology and multi-function devices, it’s easier now more than ever to incorporate video without spending an arm and a leg.

In my next blog, I’ll take a look at emerging trends in video marketing that will provide some insight about how to further your brand among millennials. Get your mobile devices ready.

All The Best,
Tim Connor

Let’s get personal.

There’s no such a thing as TMI when it comes to doing business research. Today, we’ve got access to data at our fingertips, and even on our wrists, about everything from market trends and industry performance, to products and services.

But when you’re looking at research from the sales perspective, it becomes a uniquely personal search. A successful salesperson makes a personal connection with his/her customer by doing a little digging, and finding out what makes that customer tick.

Who am I? Where did I go to school? What are my interests? If you don’t know the answers to those questions then you’re not doing your homework. It’s all out there—you just need to take the time to do a little research.

Sales is based on relationships, not merely products and services. Let’s face it: People buy from who they like. It’s a comfort thing. The late author and salesman Zig Ziglar said, “If people like you they will listen to you, but if they trust you, they’ll do business with you.”

So, while I’m not suggesting you creep on your potential customer’s Facebook page, I am saying that a little effort on your part to make a personal connection goes a long way. It helps you better position yourself. And when accompanied with diligent industry and product/service research, it gives you the advantage that can help close the sale.

Good luck,
Tim Connor

We’re on to Something Big.

Most of us work hard to keep our promises and hit our goals. It’s that notion of deliberate follow-through that is the spark behind Shamrock’s new corporate theme: Commit To Big.

As a Company, we’ve framed our charge. We are committed to working toward Big Ideas, Big Achievements and Big Results.  

The act of writing down a promise or goal gives it more validity—and serves as a physical reminder of what you’re working toward. So we’ve created an actual “Commitment Wall” at our Shamrock headquarters in Westlake, as well as a virtual wall that can be accessed by our satellite offices nationwide. This is where we’ll post our promises.

Our Shamrock leadership team is leading with the first few commitments that will set the stage for the program. These high-level goals will impact our departments and employees at every level. My hope is that these are the Big commitments that our entire team will identify with, rally around and support by adding their own ideas about how to bring these goals to fruition.

Commit To Big guides our direction: It’s a movement that reaffirms that at Shamrock, we’re going to do what we say we’re going to do. It all starts with one bold idea or commitment. And I’m excited to see where that takes us.

All The Best,
Tim Connor

The gift is in the giving for Shamrock.

Giving back is one of Shamrock’s core values and a driving force in our culture. At this time of year we pause to reflect on the simple abundance in our lives that is sometimes taken for granted. This holiday season, as is tradition, our employees spread holiday cheer in a multitude of ways. 

Our Westlake and Avon teams worked together to deliver 35 gifts and hundreds of dollars in cash donations to families in need through a community “Adopt-A-Family” program. Shamrock employees in our offices across the country got in the spirit by volunteering time at their local food pantries, generously donating much needed funds to help those in need, and supporting community service efforts to make the season brighter for others.

At Shamrock we understand that by actively engaging in support of the communities in which we work and live we not only make a difference in the lives of others, we enrich our own. In this season of giving, Shamrock’s employees truly shine. Again, the gift is in the giving.

May your holiday be filled with joy & happiness.

All the best,
Tim Connor

Tips for successful product packaging

Have you ever purchased a product because you liked the packaging? I’ve grabbed a bottle of wine just because I liked the label. Same is true with cookies. But I’m not alone: One-third of consumer product choices are based on packaging, according to research by The Paper Worker. There is tremendous power in packaging design: It allows you to make an immediate—and ongoing—brand connection with your target audience.

You can maximize that opportunity for brand impact by keeping a few things in mind when designing product or specialty packaging:

Think of packaging as an extension of your brand. It should reflect your brand image, include smart logo placement, meet your graphics standards, etc.

Make packaging engaging. Consider adding QR codes, augmented reality, or embedding videos to encourage interaction with your product beyond the point of purchase. 

Functionality is key. Don’t get so carried away with creativity that
you forget user-friendly appeal—make it easy to use. 

Content counts. The product name or headline should be easy to read, along with the essentials your buyer needs like instructions, nutrition information, etc.

Click below for more: This infographic is a great quick-read list of tips and reminders to help you to refine your product packaging for greater brand appeal.

How Product Packaging Affects Your Buying Decision Infographic

All the best,
Tim Connor