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

We’re Honored. Shamrock is named to NorthCoast 99

I’m proud to share that Shamrock has again been named to NorthCoast 99—an annual recognition program that counts us among the 99 greatest workplaces in Northeast Ohio. The Award is presented by the Employers Resource Council (ERC), which is the area’s leading organization dedicated to HR practices, programs and services. It’s an incredible honor for all of us at Shamrock as this year marks the 12th time we’ve earned NC99 recognition.
 
The cornerstone of our business at Shamrock is our unique culture and our people. We’ve worked to create a workplace environment where our people feel like they can make a difference—not just  here at work, but in the community, as well. 

Shamrock actively supports a lot of charitable organizations. And that effort is driven by our employees: What’s important to them personally is important to us as a company. It’s their drive that puts Shamrock out there, leading by example, and making an impact throughout Northeast Ohio and beyond. 

NC99 is an award that very much belongs to our team at Shamrock: They’ve earned it. And I’m proud to work alongside them.

If you’re interested in learning more about NC99—and reading about some best practices and success stories shared by some of the award winners—click on the link below to download the 2015 Report.

Download the 2015 NorthCoast 99 Winners Report

All The Best,
Tim Connor  

Make mobile part of your holiday retail marketing strategy

Is your business ready for the 2015 holiday shopping season? While many retailers already have their holiday marketing programs in motion, if you’re just jumping in now, it’s not too late: Retail marketing doesn’t need to be elaborate. But it does need to be smart.

If mobile isn’t part of your marketing strategy, it should be: In 2014 mobile traffic accounted for 45% of all online traffic. Start by ensuring that your website is mobile-friendly. It’s important for your audience/customers to be able to seamlessly navigate your site via their smartphones.

A successful retail strategy requires an integrated approach that includes online and offline touches. To make a brand impression you need to make connections beyond the purchase. Once they’ve received your product in the mail or they’ve walked out of your store, you don’t want to lose them. Use mobile to keep the brand conversation going (QR codes, digital coupons, etc.).

Always, while you have customers on your site, engage them. Gather the information that you need from your customers to connect with them on a regular basis with content that is relevant to them.

Making that brand connection and then creating an ongoing relationship with your customers is what will feed sales and fuel success. If you’d like more ideas about retail marketing, click here.

It’s still October—don’t think you can’t make an impact this year. Good luck!

Tim Connor