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3 Ways To Embrace the March Madness Spirit For Your Business

Two games in, and my bracket’s already busted. Oh hey, welcome to the CCC blog. I’m trying to sneak in some work today around the NCAA Tournament games. Sound familiar?

March Madness brings excitement! — Fans storm the court as Kent State beats rival Akron for the MAC East crown.

March Madness. As a basketball fan, sports junkie or gambler, you love it. As a business owner or manager, you may hate it. How do you make the most of this productivity black hole?

Embrace the excitement. Approximately 40 million Americans will fill out more than 70 million brackets in 2015.* If you try to keep it out of the office, you’re missing out on the excitement it creates. Have an office pool, and encourage employees to display their brackets with pride. Have a “Tip-Off” party to commemorate the start of the tournament, complete with a basketball day luncheon of hot dogs or coneys, chips, nachos, other finger foods and all the trimmings.
Bring the competition into your business. Hold contests for your various departments (most sales, most billings processed, highest amount of collections, etc.), and utilize the bracket format. Who’s going to #SurviveandAdvance to the next round? Recognize round winners, underdogs succeeding, MVPs, and of course, overall winners. Give meaningful prizes, such as a day off, lunch at a nice restaurant or coveted branded swag.
Create a winning atmosphere. Beyond just displaying their brackets, encourage employees (or departments) to decorate their workspaces. Team paraphernalia, #1 foam hands and motivational sayings are all great ways to get in the spirit. If possible, allow employees to dress the part with their favorite team apparel. Allowing dress down days during a fun event doesn’t cost you anything but is appreciated by employees. Take your efforts one step farther by handing out basketball-themed promotional items complete with your brand. Branded water bottles, basketball stress relievers and rally towels are fun items that recipients can continue to use long after March Madness is gone. Offer higher end items, such as a tone-on-tone embroidered pullover, to contest winners.

Embracing the spirit of March Madness is a win-win. Your employees are happy yet still productive, and you end up on the right end of the final score.

Fan Feedback

How has your company embraced March Madness?

Who do you have cutting down the nets on your bracket?

Who’s your favorite college basketball team?

p.s. If you need any marketing, writing or social media help while you’re enjoying March Madness, we’ll be your biggest fan!

*Statistics courtesy of the American Gaming Association and GfK Custom Research North America

CCC’s head coach,
Jaime

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The Psychology of Color: Following Guides or Going With Your Gut?

Color. We all have a favorite one, and probably, a least favorite one too. From boxes of Crayola crayons to apparel and interior design, color plays a big part in our lives. So what do your colors say about your business?

Infographic courtesy of The Logo Company

Well, it depends on who you ask. Colors do tend to evoke emotions in people, but they may vary based on individual backgrounds, situations, and so on. For example, you may think that orange would be a wonderful color for your event’s branding. The color evokes feelings of friendliness, confidence and creativity in you, which represent your brand well. However, your colleague hates the color orange, so looking at the proposed branding puts her in a bad mood. She may not even know why she hates the color so much, but it doesn’t evoke any friendly feelings for her, or in turn, your event.

“Colors convey messages, evoke emotions, and add brilliance to everyday things.” -The Logo Company

So what should you do? If you’re starting to create a brand (or rebranding), start with colors that you like. Look at colors they’re often paired with and notice what feelings they evoke in you. While CCC wants to build trust, dependability and strong relationships, that’s not what initially led to the color blue. As writers, it shouldn’t be any surprise that our blue, green and white color scheme all started with felt tip pens and a dream box.

How CCC’s brand all began — with felt tip pens and a dream (box)…

Once you find colors you like, find a talented designer to work up some logo options. A logo, and in turn your brand, can go in such different directions even with the same color combinations. It’s helpful to hear different opinions at this point from business partners, (potential or current) customers, fellow industry professionals and so on.

Take your time! Your brand’s colors will flow through so much of what you do — your logo, website, marketing collateral, apparel, etc. You don’t want to rush to a bad decision and then have to rebrand shortly thereafter.

So feel free to consult emotion color guides or psychology of color research while selecting your brand’s colors, but remember to consult with yourself (and your peers) too. If your brand’s colors leave you feeling blue, you won’t make your customers look like gold.

Color Sound Off

How did you choose your brand’s colors?

Were you trying to evoke specific emotions?

What’s your favorite color? What emotion does that color evoke in you?

We all wear green today. Happy St. Patrick’s Day!

Cheers,
Jaime

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Spring Cleaning? Don’t Forget Your Business

Spring is in the air! Maybe it’s the rising temperatures or longer days, but optimism abounds this time of year.

Spring cleaning? Don’t forget your business! CCC would love to help you freshen up your communications.

If spring cleaning is on your to-do list, don’t forget about your business! How can you spring clean your business? Try these tips:

Get Organized — Go through your paper and electronic files and form a system. The point is for you to be able to find what you’re looking for quickly and efficiently. Try alphabetizing file folders or creating sub-folders to further corral all of your pictures and electronic documents. Don’t forget to back up your electronic files!
Review Your Online Home — Take a fresh look at your website or blog, or ask an unbiased third party to help out. What catches your eye? Is your site easy to navigate? Does the look and feel still work or is it time for a change? If you don’t have a blog, now’s a great time to start one.

Get Social with a Strategy — Review your social media presences. Do you like what you see? Be honest — are you providing your community with value? Are your efforts producing the results you want? If not, step back and think about what you want to accomplish.
The Right Fit — While we all want to grow our businesses, sometimes downsizing can help spur growth. Are you stretched too thin on social media? All platforms aren’t the right fit for all businesses. Choose your platforms wisely to get the highest return on investment. Remember, social media isn’t free!
First Impressions Matter on Social Too — Your profile, profile picture and cover photo are often the first impressions that a visitor — potential customer? — has of you on social media. Make a favorable first impression! Refresh any profiles, profile pics or cover photos that need it. Note that some platforms have changed dimensions for 2015.

Revisit Your Customers — Take a fresh look at your customers. Are you providing the right products or services to help them achieve their objectives? Do plans or strategies need a fresh look? Is your customer still a good fit for your business? Companies and brands change, so you need to be fluid too.
Look in the Mirror — Look at your brand: your logo, colors, font(s), name, reason for being… everything that makes you who you are. Does it still fit? Has your brand evolved but your look and feel stayed the same? It may be time to rebrand or just refresh.
Freshen up Your Communications — Has your message grown stale? Are you having trouble reaching your target audience(s)? Are you sending out the same emails, newsletters and blog posts? Freshen up your content to re-energize your brand and re-engage with your customers, prospects and employees.

We hope that you enjoy the related reading links, which should help you tackle some of the aforementioned business spring cleaning tasks. Or you can search the CCC blog in 3 ways: search box (upper right-hand corner), Categories and Tags (scroll down the right-hand sidebar). If you have a question about your particular project or a subject in general, just ask! We’re here to help. Not sure how we can help you? Check out a sampling of the marketing, writing and social media services we offer.

“I always find something I’ve lost when I do my spring cleaning. This year it was my mind.” -Maxine, Hallmark character

What part of your business are you going to spring clean?

Whistling while I work,
Jaime

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Gender Equality: Making Progress But #NotThere Yet

March 8th was International Women’s Day, and this year’s celebration made me think.

Make it happen! International Women's Day 2015 — Making progress one day at a time thanks to ladies such as Maya Angelou.

It was inspirational to see the tweets, posts and updates across social media celebrating achievements by women. I f*cking love science‘s #WomenYouShouldHaveHeardOf campaign was downright educational. How many of these ladies did you learn about in school?

It was also a little dispiriting in 2015 that we still have such a long way to go. Glass ceilings and cliffs, gender stereotypes and marginalization are all alive and well today. Where do we go from here?

The good news (for women and men) is that more people than ever are discussing the problem, which is how problems are solved. Adam Grant, author of Give and Take, explained to Inc. why unfair gender norms around giving — where women are taken for granted while men are rewarded — are bad for businesses. Have two minutes? Listen here.

Elsewhere, the HeForShe movement is bringing together men and women in the push for gender equality worldwide. The movement’s goal is to “bring together one half of humanity in support of the other half of humanity, for the benefit of all.

“Women’s rights are human rights.” -Hillary Rodham Clinton, former Secretary of State

No Ceilings: The Full Participation Project, co-founded by The Bill & Melinda Gates Foundation and The Clinton Foundation, is bringing a data-driven approach to gender equality. And the data shows that while significant gains have been made in women’s rights in the past two decades, we’re not there yet.

That was the topic discussed by Hillary Rodham Clinton, Chelsea Clinton and Melinda Gates during Not There Yet: A Data Driven Analysis of Gender Equality, an event held on March 9th. Miss it? Watch it here.

Inching closer but not there yet… That seems to be the status of gender equality today. My hope? I want to live to see the day that we achieve true gender equality. An ambitious dream, but a worthwhile one.

Moving forward one day at a time,

Jaime

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A Subtle Dash of Branding Can Make Your Customers Smile

It’s amazing how what you do shows up throughout your life, even when you least expect it.

A subtle, unexpected touch of branding can form an emotional connection.

For example… I was opening my mail yesterday after a long day spent catching up at home and in the office from traveling to a client’s conference last week. To my surprise, I received an early birthday gift from a longtime friend (who has wonderful taste, by the way).

As I opened the box, I was excited to find a beautiful bottle opener, a practical and eye-catching gift. I also noticed two other objects in the box which I pulled out. One was a full color card advertising the company’s gift registry. The stock was a nice weight, and the piece reminded me of an invitation or ‘Save the Date’ card, which probably wasn’t an accident. The other was a tone-on-tone embossed white envelope with an old-school tie clasp containing the shipping list/return form. I was impressed!

Why? Anthropologie is a company that I’ve long thought to be on point, branding-wise. In its 22-year existence, the retailer has stood out from its competitors by focusing on the stories of its products, the communities it operates in and its partners. (It’s name is no accident; look up the definition of anthropology.) By offering a mix of signature products, outstanding service and community support, Anthropologie understands its audience and serves it well. The big-hearted retailer has no interest in being another mass-market discount superstore.

So it shouldn’t have surprised me when the company that seems to think everything through, captured the smallest detail. The shipping list and/or return form is often an afterthought, thrown in the box at the end, so it’s the first thing you see — and associate with the brand — when opening your package. Not here. It was neatly tucked into the subtly branded envelope, keeping it safe if needed, yet out of eyesight if not. Upon opening the envelope and discovering its contents, I received another surprise: two more beautiful pieces are on the way.

By thinking of every last detail, Anthropologie made me smile three times while opening a gift from a friend. With a subtly branded envelope and some ingenuity, this brand-conscious retailer lured a potential customer in without ever walking in a store or going on its website. Remember, a subtle dash of branding can make your customers (and prospective customers) smile.

How do you promote your business in subtle, unexpected ways?

What’s a small thing you’ve done (or can do) to make a customer smile?

A branding believer,
Jaime

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Eat, Pray, Love — In Business Too

As I was reading Eat, Pray, Love by Elizabeth Gilbert earlier today, two things dawned on me. One, I’m enjoying this book. Two, the concepts discussed apply to business as well as life (and no, not only for women).

In Eat, Pray, Love, Gilbert travels the world in order to examine three different aspects of her life — pleasure (in Italy), devotion (in India) and balance (in Bali). While we all may not be able to globe trot to find our way in life (or business), it is important that we understand how to achieve symmetry in these three key areas.

Pleasure

I’m not going to throw a cheap motivational poster at you, but you should enjoy what you do, at least most of the time. We all have bad days, even world-class athletes, kings and queens. I’ve never bought the “love what you do, and you’ll never work a day in your life” mantra, but it is far more pleasant to enjoy what you do. So whatever you’re in business for, I hope you enjoy it. If not, your true talents may lie elsewhere.

Devotion

You need to be devoted to something (or multiple somethings), so one of these might as well be your business. I’m not recommending that anyone be a workaholic, because that usually doesn’t work out in the long run. But there will be plenty of times that you’re up pre-dawn to travel to see a client or burning the midnight oil finishing up a project on deadline. You may want to be doing anything else during these times (such as sleeping), but devotion to your clients, to your craft and to your business will yield results.

Balance

There’s a lot of talk about work-life balance today. Some people believe it’s an ever-evolving work in progress, while others stick to a tight schedule. However you achieve balance, it’s important that you do. Focusing on only one area of your life for too long will leave you feeling out of sorts or unhappy. A vacation may not be on your horizon, but the smallest breaks can bring balance: sipping espresso on a patio, enjoying a night out with friends or taking a lie-in one morning.

While my goal is to one day enjoy gelato in Rome, you may have no interest in that dream.

What 3 places would you go on your own pleasure, devotion, balance journey?

Fellow Eat, Pray, Love readers, what’s your feedback of the book?

On my own journey,
Jaime

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A Modern Marketer (with an Old School Soul): Things I Carry

As a modern marketer with an old school soul, what kind of things do I carry?

Things I carry — as a modern marketer (with an old school soul)

Staying Connected

Mini Tablet — This little guy keeps me connected while I’m on the go. It’s powerful enough to stream videos, manage multiple social media accounts and drive me around the World Wide Web, but small enough to fit in my bag.
Smartphone (not pictured) — How did we live without smartphones? The 5″ HD display brings videos, photos and messages into clear view while the lightweight and slim design is perfect for my small hands. The 4G network keeps me connected, and the 13 MP main camera takes professional pics when I need them. Late last year, I picked up a cover with a kickstand, which provides the protection I need with the slim fit I like. (The two inside pockets are perfect for your ID, credit card or business card.) UPDATE

Power Up

Portable Charger — This lightweight portable charger keeps my smartphone and tablet juiced. The 2600mAh battery provides up to 12 hours of extra power, and is recharged by USB. Micro USB cord included.
Water Bottle — It’s amazing how much better your brain works when you’re hydrated. Make it easy to drink enough water by carrying a refillable water bottle with you. This 20 oz bottle includes an internal screen, so you can infuse your water with fruit (without plugging up your straw), and infuse your day with energy.
Starbucks Gold Card — Some days, it’s my sanity. As a small business owner, life can be stressful, but handcrafted espresso can make the worst day OK again. Plus, being Gold has its rewards. (I was going to include my battered Starbucks reusable cup, but this looks so much better.)

Kicking It Old School

Felt Tip Pen — While I love my gadgets, there’s nothing quite like putting pen to paper. Blog posts, marketing plans and social media strategy all come to life in spiral-bound notebooks with these glorious pens. And there’s something so elegant about writing with a felt tip…
(Paper) Business Cards — Yes, everyone’s online these days. So am I. But there’s still something about handing someone (prospect? connector? life-changer?) a physical business card. You’re giving someone a little piece of yourself, a physical reminder of your brand, the business that you’ve sweated and agonized over. It’s amazing what can come from a 3.5″ x 2″ (or thereabouts) piece of paper.
A Book — As a writer, I read a lot. I like to have a fiction and non-fiction book going at the same time, which helps me to tackle my two-page (and ever-growing) reading list. So far in 2015, I’ve devoured books on personal branding and entrepreneurship, the power of creativity, changing the way you think and life, love and loss. Reading is an integral part of who I am, so I always try to carry a book (or books) with me.

Odds and Ends

Big Red Slim Pack™ — A doctor once told me that I show 9 out of the 10 signs of becoming a chain smoker. How refreshing! So I chain-chew Big Red gum instead. Not any gum, Big Red. I love the cinnamon flavor, and fresh breath is always a good thing. The slim pack is convenient, sliding in my bag or back pocket.
Eyeglasses — I’m visually inspired and impaired. My glasses help me see clearly, so I can help others communicate clearly. My Tory Burch frames project a bit of professionalism, so I can play the part.
Sunglasses — I’m light sensitive, so I never leave the house or office without sunglasses. In fact, I keep 3 pairs sitting next to my bag, just in case.
Lotion — Along with the aforementioned sunglasses, I rarely am without lotion. My dry skin isn’t helped by living in Siberia half the year. So there’s always lotion — in my bag, work bag, car and all over my house.
Italian Roots — I’m proud of my Italian heritage, and it helps me every day. I’ve needed a thick skin, indomitable will and fighting nature to climb the ladder in corporate America, start my own business and step out of my comfort zone. And yes, I talk with my hands, so get over it. 😉

Bag It

Coach Travel Flight Tablet Bag — The first time I saw this bag, it was love at first sight. Whether flying around the world or around town, I have everything I need at my fingertips without being weighed down. Plus, my hands are free to tweet, message, blog or carry my espresso. And the camo? For a country girl, that’s just a little slice of heaven.

What do you carry?

Leave a list in the comments below or upload your pictures to social media and tag us!

What do you think of what I carry?

Cheers,
Jaime

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Love — and Marketing — is in the air!

Holiday marketing: you either love it or hate it. As a consumer, it’s nice to take advantage of a sale, but as a marketer, it can get downright embarrassing. How many more car commercials about President’s Day sales that have no tie-in to the brand can we watch?

Love -- and coffee -- is in the air at Starbucks! — Love — and coffee — is in the air at Starbucks!

Some brands get holiday promotions right, and it may not be ones with a readily available tie-in at first glance. For example, Starbucks has decided to hold the world’s largest date on February 13th. The worldwide coffee giant is serving a special pairings menu at participating cafes for you and your beloved. Don’t have a beloved? No worries, the company has partnered with Match.com, so you can find that special someone. As a place where people come to meet, this partnership is genius, although I never would have told you that before. Kudos to Starbucks for understanding its brand and consistently finding new ways to grow.

Durex Valentine's Day ad — Durex delivers a tongue-in-cheek message to its competitors.

A couple of years ago, I stumbled across the above ad from Durex around Father’s Day. The world’s number one condom brand has a history of bold, tongue-in-cheek advertising. Durex takes its products seriously. Itself? Not so much. Considering what its product is intended to do, the company may not ever come up with a better ad.

Chime in with Love (or Hate)

What brand’s holiday-related marketing do you love?

Do you find yourself looking at marketing as a consumer vs. marketer/business professional?

Any fun Valentine’s Day plans?

Share the marketing love,
Jaime

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Your Brand Is A Feeling, Not A Noun

Branding. It’s all the rage, but what is it exactly? According to Merriam-Webster, branding is the promoting of a product or service by identifying it with a particular brand. Of course, there’s as many definitions of branding as there are flavors of chewing gum.

A few of my favorite things — Starbucks espresso, Chuck Taylor shoes and Merona socks.

I’ll make it easy though. Branding is a feeling you create in people, an emotion. It’s the way that seeing a Starbucks cafe makes me smile. Sure, I’m an espresso junkie, but that’s not the only reason I love Starbucks. It’s the atmosphere in the company’s cafes, the best reward program in the industry. It’s my personal Starbucks cup, paying with my phone and earning stars, all while doing what I love — drinking espresso.

It’s the same type of connection I have with Big Red gum, New Balance running shoes, Sharpie markers, PaperMate Flair pens and so on. When I use these products, they evoke a special feeling in me. When I chew other gum or write with another brand of pen, it’s just not the same. (As a writer, I’m serious about my writing instruments!)

17 years ago, Garth put a kid from an unincorporated village 10 rows from the stage, convincing me that dreams do come true. Almost 17 years later, the love affair continues.

And then there’s Garth. It’s not just my country roots or my cowboy brother who turned me onto his music. When you go watch Garth Brooks perform, it’s an experience, not just a concert. And 17 long years ago, he signed this fan up for life with a gesture that he repeated over and over again. He took the time to look at his show from his fans’ point of view and came up with ways to make their experience even better. And this fan will never forget it.

Brand You

What are your favorite brands?

How did they make a special connection with you?

As a brand, how can you connect with customers?

Cheers,
Jaime

Let’s chat (about your favorite brands, your playlist tunes or your branding needs):