Archive for the ‘advertising’ Category

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Simple sales strategy exercise

In advertising,business,Community,culture,design,principles,running,work on September 21, 2016 by mstevensrev

20160920_073222.jpgYesterday while running through the park yesterday I ran past this art and was reminded of a simple mental exercise regarding sales. Follow with me for a moment:

Which of these to chairs represents the salesperson and the client?

There is no correct answer but the way you answer may reveal a great deal about how you think of salespeople. If you are a salesperson it may reveal how you think about yourself. In an ideal world the chairs would be the same size and it would be two experts working together for their common good. There are also times to humble oneself, when providing hospitality or after a mistake that may lead to an discrepancy.  There have been moments where I have remembered this image and thought to myself, which one do I feel like right now…and is that okay?

Sales are contingent upon the attitude of the salesman, not the attitude of the prospect.

William Clement Stone

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Success in localization

In advertising,Bible,Books,business,Community,computers,culture,facebook,faith,leadership,Localization,Uncategorized on September 15, 2016 by mstevensrev

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There are a number of models of success in the localization industry.

Each day billions of people use products they would otherwise not have access to because of the translator or editor and supporting services.

Global companies continue to drive higher revenues worldwide, often outside the country that the company was originally founded in.

An author gets his book out to an audience that doesn’t speak his native language.

Communities are being connected and the localization industry has a continued opportunity to onboard new groups of people to this exciting connected world we live in. Through this work we share in the beauty of the worlds growing diversity, and language is at the core of it.

If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart. -Nelson Mandela

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Favorite sales stories, and a new podcast

In advertising,banking,Books,business,commercials,computers,culture,design,generosity,humor,leadership,Localization,mission on September 14, 2016 by mstevensrev

sales-army.jpgToday we put our the latest episode of our podcast, Episode 010: What about Sales, from Globally Speaking. www.globallyspeakingradio.com or you can listen and subscribe to the podcast on iTunes, Google Play (USA or Canada), Stitcher, or via RSS. This inspired me to share a story that tells you how hard it is to do sales, which is something I am passionate about.

A few years ago before the localization industries primary trade show, LocWorld, I sent a note to a friend that I saw was going to be in attendance, offering to show him around town since the show was in Seattle. It had been a few years since I had connected with this friend and former client, so I thought it would be great to catch up. Surprisingly, to me, there was no response.

On the second night of the show we are at a bar and I see this friend I reached out to at the same bar with his colleagues enjoying a drink. The bar was closing, and I went up to see how he was doing. After some small talk he said, “You’re from here, where can we get another drink?” I had my car and offered to take them to another bar I knew would be open and fun. So we went out to my car, the four of us squeezing into a small two door car, once everyone was in I locked the door and asked, “No one is getting out of the car until I found out why you didn’t respond to my email.” There was laughter, but I did not move or start the car as everyone looked around.

Finally my friend went to explain that he had received no less then 400 emails or LinkedIn InMail before the conference. Some were offering him “10% less then his current prices, guaranteed.” He then apologized, under the threat of never getting out of my car, and went on to explain how it was impossible to separate the signal from the noise in such circumstances…so he just shut off.

Not only was it fun to reconnect with an old friend, but he insight was shocking to me. How do you distinguish yourself when people have shut off because there is too much noise? How do you respect a person’s desire to not be bother but also let them know that you are thinking about them? This is the work and the art of sales, each person and company are unique but the principles you have in place to tackle this obstacle are key in your success.

Sales are contingent upon the attitude of the salesman – not the attitude of the prospect.

-W. Clement Stone

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In person makes a difference

In advertising,business,Community,culture,Evangelist,principles,Uncategorized on August 5, 2016 by mstevensrev

When I first entered sales my goal was about using the phone to get in front of potential customers, after years in non-profit world I returned to something very different. Web meetings, conference calls had taken the place of most in person meetings, much of the sales process was done this way and I had to learn a new set of skills.

One interesting I have found after doing this for awhile. When it comes to new sales the likelihood of winning goes up when I meet folks face to face. As I have talked with others about this I found that it holds true for them, so it’s not just my in person charm.

People still buy from people, the more human experiences are…the better they are for everyone involved. With that enjoy the inspiration from David Brent today!

There’s no lotion or potion that will make sales faster and easier for you – unless your potion is hard work.

-Jeffrey Gitomer

 

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An in depth Localization Unconference perspective

In advertising,business,Community,culture,Fun,publicity on August 3, 2016 by mstevensrev

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This podcast was a lot of fun, and the first that we recorded with my good friend Teresa Marshall. She is a rockstar for getting on the podcast with little to know idea of what we were doing and whether it would be good or not. We will have to have her back at some point as we seem to be finding a groove!

As we sat with the content, we wanted to bring in a few others to discuss. So another dear friend in the industry Oleksandr “Alex” Pysaryuk joined us to weigh in on his experience with the Unconference. There was more editing work then we have had on any of our other podcasts and hopefully the effort will have been worth it.

I think you will really enjoy this one!

You can listen and subscribe to the podcast oniTunes, Google Play (USA or Canada), Stitcher, or via RSS.

 

No grand idea was ever born in a conference, but a lot of foolish ideas have died there. -F. Scott Fitzgerald

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Starbucks’ amazing marketing and happy election day

In advertising,art,blogging,Blue Monster,Community,culture,design,faith,familiy,Friends,Fun,mission,politics,principles,publicity,Theology,Uncategorized,work on November 6, 2012 by mstevensrev Tagged: , , , , ,

Living in Seattle I am very accustom to hearing people criticize Starbucks, my thoughts on the topic of coffee are that I prefer how other companies roast their beans. Therefore it is aesthetic not cynical in my critique.

ImageOne thing I am blown away with regarding Starbucks is the sophistication with their marketing.  Today I am in Redwood Shores, CA working at a Starbucks before my appointments.  The baristia offered me a ‘free’ bracelet that clearly has $5 donation marked on it, my defenses went up and I started trying to uncover the angel.  The bracelets are for Let’s Create Jobs for USA, a campaign sponsored by Howard Schultz and others that has raised $15M and leveraged $105M, estimating 5,000 jobs created for small business in the USA.  Since it is election day they are giving the bracelets away for free.  This ‘gift’ took me from being someone who would never donate to the cause to someone not just interested in donating but blogging on it.  Brilliant.

This is a corporation taking advantage of a term I learned from Hugh MacLeod @gapingvoid, check out his article on “Social Objects are the future of marketing.” Hugh states:

The Social Object, in a nutshell, is the rea­son two peo­ple are tal­king to each other, as oppo­sed to tal­king to some­body else. Human beings are social ani­mals. We like to socia­lize. But if you think about it, there needs to be a rea­son for it to hap­pen in the first place. That rea­son, that “node” in the social net­work, is what we call the Social Object.

I’m wearing my bracelet, talking with those around me at Starbucks about it, and will wear it to my appointments this afternoon sharing my experience.  The ‘gift’ Starbucks provided me today is not only the bracelet but the opportunity to be part of a story that is larger than myself…that is impacting the world for good.  This is something that we all should inspire to provide the people around us. There is a place for companies to provide something for free, if that is all you do you are not a company rather a charity (and that is good too).  Starbucks used a social object to engage me on a cause but also it helps change a brand that I do not have the most favorable feelings toward.

So on this election day that is filled with disgusting shit on all sides, make a positive difference.  Inspire something larger than yourself to impact the world for good.  Perhaps it means not having the shitty conversation with someone who may think differently then you, or maybe it is something else.  Do your civic duty and vote, then go hug someone you love and let them know how grateful you are for them.

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>The last act of a desperate advertiser

In advertising,commercials,computers,Microsoft on April 14, 2009 by mstevensrev

>What happens when nothing works in advertising? For one reason or another you can’t say 3 out of 4 doctors recommend (or whatever affinity group there is for you product), or someone else owns ‘cool’, then what are you left with? KIDS.

Now you see this in the cigarette industry, science shows smoking is bad for you, and Marlboro owns cool with the Marlboro Man, so what is Camel to do? Joe Camel. Now you see something similar with Microsoft’s most recent advertising. Cute, smart articulate kids.

This is part critique but also just an observation. I am the type of person who loves to watch, “Kid’s say the darn’est things.” Actually in college I would watch it on Friday night before going out, so I really am dorky for cute kids. The commercials are cute and they send a few good messages. First computers are easy to use, and second kids are creative and should be encouraged in creativity.

If you haven’t seen them yet check the out:

http://images.video.msn.com/flash/soapbox1_1.swfVideo: The Rookies: Alexa, Age 7