Predicting the Future

Rowena (Ro) Crosbie is the president of Tero International Inc. This is the last in a series on leadership entitled “The Cover Matters.” 

Employees look to their leaders to paint an inspiring picture of the future.  How good are your predictions about the future?  How open are you to unforeseen changes?  How confident are you in your forecasts? Future_leadership

Following are actual quotes taken from a university marketing textbook.

Can you guess who made these now-famous blunders forever recorded in history? (Correct answers follow).

  1. “I think there is a world market for maybe five computers.” 
  2. “This Telephone has too many shortcomings to be seriously considered as a means of communication.  The device is inherently of no value to us.”
  3. “The wireless music box has no imaginable commercial value.  Who would pay for a message sent to nobody in particular?”
  4. “The concept is interesting and well-formed, but in order to earn better than a ‘C’, the idea must be feasible.”
  5. “Who the hell wants to hear actors talk?”
  6. “We don’t like their sound, and guitar music is on the way out.”
  7. “Can’t act.  Slightly bald.  Can dance a little.”

  Answer Key:

  1. Thomas Watson, Chairman of IBM 1943.
  2. Western Union internal memo, 1876.
  3. David Sarnoff’s associates in response to his urging for investment in the radio in the 1920s.
  4. A Yale University management professor in response to Fred Smith’s paper proposing reliable overnight delivery service (Smith went on to found Federal Express).
  5. H. M. Warner, Warner Brothers, 1927.
  6. Decca Recording Co. rejecting the Beatles, 1962
  7. 1933 memo from MGM testing director about Fred Astaire’s first screen test.  (Astaire kept that memo over the fireplace in his Beverly Hills home).

 


 

Distracted driving doesn’t just happen in a car

 Kelly Sharp is the owner of Heart of Iowa Market Place.

 

Anyone who drives a car has had it happen to them. Take your mind off your driving, your eyes off the road or your hands off the wheel for even a moment and trouble happens fast. If you’re lucky, you narrowly avoid disaster. If not, you can end up in a serious crash.

 

Distracted driving doesn’t just happen in your car. When it comes to guiding a company, especially a small retail business, bad things can happen fast when you take your mind, eyes or hands off your operations.

 

Whether in your car or in your business, the first step has always been the same: You have to know where you’re going to know to be headed in the right direction.
 
Your company must have clear monthly, annual and long-term goals or you might as well be going around in circles. If you don’t have well-defined goals or haven’t looked at them in a while, take some time this weekend to either create them or make sure they are up-to-date, realistic and actionable.
 

Once you know where you’re going, make sure you keep your mind, eyes and hands on the right things:

  • Hiring the right people and training, coaching, evaluating and encouraging them so they are always enthusiastic ambassadors for your business;
  • Remembering that the true measurement of financial well-being is profit, not cash flow, and doing everything within a strong ethical framework to see that your business is profitable;
  • Creating a unique retail experience for your customers through products and customer service that set you apart from the pack, and;
  • Actively managing your time instead of letting everyday events overtake you.
Distracted driving doesn’t just happen on the road. It’s far too easy for us to be distracted by the urgent instead of remaining focused on the important.
 
Keep your mind, eyes and hands on your business, though, and you’ll be on the road to long-term success.

Bringing in the social media pros

Katie Stocking is the owner of Happy Medium LLC.

When it comes to events, “social hour” has taken on a whole new meaning.

Long gone are the days of registering for an event a few days beforehand, attending for a couple hours and then going home. Now, because of social media, events have become more long-term and interactive, giving attendees an entirely new experience. However, integrating social media into the promotion, execution and aftermath of an event can be harder than it looks. Read on to find out why it’s often best to call in the professionals when using social media during your event.

Strategy

What are your goals for the event? How will social media help you achieve those goals? What will your strategy be, and what type of content will you post to your social networks?

These are just a few of the questions a professional can help you answer when setting up a social strategy for your event. In order to reach your goals, a plan of action is necessary and a professional can help you take the correct steps to develop it.

Engagement

During the event you’ll be very busy actually running the event, so how will you possibly have time to manage your social media in addition to everything else? This is where the pros take over.

Art Center Photo

To give you a better visualization of what this entails, a great example is when the Happy Medium team worked with the Des Moines Art Center to help manage their social media presence during Art Meets Fashion week. Our social media team was responsible for taking photos, creating live posts and engaging with fans during the events throughout the week.

Through our efforts, we saw engagement increase across all platforms including Facebook, Twitter and Instagram. A few highlights from our engagement statistics from Art Meets Fashion week include the Art Center’s Instagram growing from 58 total photo likes to 1,907, increasing Twitter replies by 60 percent, and 86 likes on the top performing Facebook post.

With the help of Happy Medium, the Art Center employees and volunteers were able to focus on making sure the event ran smoothly while the brand was still interacting with fans on social media.

ROI

The whole point of integrating social media into your overall event strategy is to better achieve your goals, which is why it is extremely important to analyze your efforts after the event. Art center Facebook post

When Happy Medium partnered with the Art Center for Art Meets Fashion week, we performed an initial analytics report before the events began and created a post-event report to showcase the changes that occurred over the week. Through the use of professional analytics reports, we were able to demonstrate the value social media provided during this weeklong event, as well as provide insights on how to plan future events.

Social media can greatly benefit your event and its attendees when done correctly. To ensure social media success during your next event, call in the pros!

 

--Katie 

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