Tag Archive for communication

| May 6, 2013
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If you think you can, you’re right; if you think you can’t, you’re right

Melissa Biernacinski, director of media relations

Recently my co-workers and I had breakfast at a local restaurant. For the majority of our nearly two hours there, ours was the only table occupied. Upon ordering our meals, several of us modified our orders. When our food came out an hour or so later, there were a few mistakes.

“Well, it was only a matter of time,” our waitress said a few times as she sorted everything out.

My question is, was it?

Being a server is a difficult job. However, there are many people out there who are excellent waiters and waitresses. The same goes for all difficult professions; there are those who are good, and there are those who aren’t. And while everyone is bound to make mistakes, it’s those who expect that they will make errors, or who justify their errors, who will make more of them. Guaranteed. The old expression, “If you think you can, you’re right, and if you think you can’t, you’re right,” says it perfectly.

While some people are self-motivators and will ensure they do good work no matter what, many people get their guidance and motivation from the top – whether it’s directly or via middle management.

Therefore, it is incumbent upon each and every business owner to set the tone for his or her business. If you expect your employees to do well, they will; if you expect them to do poorly, they will. Those who motivate themselves and do well in any environment will seek employment elsewhere if their standards are higher than management’s.

What tone have you set for your business? Is it working for you?

Melissa Biernacinski serves as Director of Media Relations for Imagine Communications. Email Melissa at mbiernacinski@weareimagine.com.

Category: communication, customer service, Melissa Biernacinski | Tags: , , ,
| August 9, 2012
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Being right may be wrong

In 2002, a colleague talked me into going to one of those empowerment weekend retreats for business owners. I don’t remember much about it except for sleep deprivation and freezing my butt off in the mountains of Utah.

One thing stuck with me, though (besides frostbite). About halfway through, our trainer (an ex-Marine type), said that needing to be right all the time “can cost you your job, your marriage, your family, even your life.”

I’m not sure I completely understood the concept then, but I do now. Apparently, the human ego is so strong and fragile at the same time that our identities are bound up with the need to be right. In most instances, we would rather cling to our belief systems than be happy and successful, even when those belief systems are outmoded and no longer serve their purpose.

Randy Pausch

You may remember computer science professor Randy Pausch, who delivered an inspirational and touching farewell speech to colleagues and students at Carnegie Mellon University just months before dying of pancreatic cancer. The speech, entitled “The Last Lecture: Really Achieving Your Childhood Dreams,” became a You Tube sensation and a “New York Times” best-selling book. Pausch left behind a wife and three young children. “The lecture was for my kids, but if others are finding value in it, that is wonderful,” Pausch wrote on his website. (You can view the entire presentation here.)

A compelling, bittersweet story to be sure. But in a subsequent “Time” magazine story, when asked about alternative therapies, Pausch responded, “I’ve received 10,000 e-mails—that’s a real number—many of them telling me about different remedies. But my first filter is, ‘Has it been through any kind of clinical study?’ The plural of anecdote is not data, so if you know three people that did some alternative cure, that’s positive, but it’s not the same thing as real, clinically proved data.”

I can’t fault him for making a personal choice. But if I were fighting cancer and my doctors sent me home to die and I had three small children, I’d throw the kitchen sink at it. It might not work, but I’d go down swinging. I wouldn’t be waiting for the next clinical study. That would be my personal choice.

Thankfully, the business decisions we make every day aren’t a matter of life and death. But they do impact people’s lives. Most of the time, our bedrock beliefs serve us well. But occasionally, especially during periods of economic turmoil, it’s a good idea to re-examine everything. We just might find that our need to be right is keeping us from reaching our goals.

Brian Rouff serves as managing partner for Imagine Communications.

Email Brian at brouff@weareimagine.com.

Category: Brian Rouff, business, communcation | Tags: , , ,
| August 3, 2012
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The value of face time

These days, it’s pretty easy to conduct business, personal and professional, without ever having human contact. A laptop and Internet connection opens you up to the world, and anything from shopping for groceries to negotiating contracts can be done online. New vendors, products and services you didn’t have access to 10 years ago are now available with a few clicks of the mouse.

With the world at our fingertips, why bother with face-to-face meetings, right? Trade shows, open houses, networking events – they’re all a waste of time anymore. That is a dangerous mentality. It’s more important than ever to be ready, willing and available to meet in person.

Oakland University

In June, I attended a graduate open house at Oakland University. I have been considering getting a master’s degree for some time now and researched different schools and programs in the area. Online research, though, only gave me so much information, so I went to the open house. Not only was I able to meet with the head of the Department of Communication and Journalism to discuss their Communication program, but I also gained valuable information that can never be conveyed through a website. As I parked my car and walked to the Oakland Center, I appreciated how beautiful the campus was. As I visited different program booths, I learned how open and friendly the faculty was. As I roamed the halls (ok, maybe I got a little lost), I saw banners promoting all the different student associations (Quidditch, anyone?).

On the ride home, I realized that in the 30 minutes I spent at the open house, I gained more insight and knowledge than I ever could from a website. “Maybe there is some value to this face-to-face stuff after all,” I thought to myself. Maybe it’s time to go back to basics.

If you’re looking for a new job, new client or new opportunity, having basic interpersonal skills may be what sets you apart. Be willing to attend events and actively seek out information. Be confident in your abilities, in your product, in your industry. If there is an industry trade show and the cost and audience is right, buy a booth and give potential customers the chance to experience your product in person. Or better yet, host your own event. (Oftentimes, this is cheaper and more direct.)

Most importantly, never underestimate the value of a firm handshake and eye contact.

*Article originally ran on Notes by Nadia.

Nadia Zerka is a client relations manager at Imagine Communications.

Email Nadia at nzerka@weareimagine.com.

Category: Nadia Zerka, Uncategorized | Tags: , ,
| July 10, 2012
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Being nice is as easy as making giraffe bread

I like to think of myself as a fairly simple person. This means it’s often the gestures that take the least amount of planning, energy and money to accomplish that affect me the most. I’m a fan of the elaborate once and awhile, but for the most part, small acts of kindness, I believe, make the world a better place little by little.

My sister sent a link to my mother and me of photos to restore our faith in humanity – it’s been passed around on Facebook numerous different ways. We weren’t in need of a complete restore – yet – but I think she knew we could use a little lift. In the simplest way possible, sometimes when things get tough, emotions are high and the pressure is on, people forget just how to be nice and in the easiest, simplest ways possible.

I loved all the stories on the link, but Lily Robinson’s story stuck out. At age 3-and-a-half, she wrote to Sainbury’s, a supermarket in the United Kingdom, suggesting they rename bread they bake in store from tiger bread to giraffe bread due to the fact the bread’s crust resembled the coat of a giraffe more than the tiger stripes for which it was named.

It would have been very easy to let this go. She’s a kid. Her mom obviously helped her type the letter. She drew some pictures on the letter, which was cute, but it could have been easily passed around the office and quickly forgotten.

But Chris King, customer service manager, wrote her back, informing her the suggestion was a “brilliant idea.” He went onto to explain how tiger bread got its name and sent her a gift card, so she could buy some bread for herself.

Lily’s mom promptly put the story and photos of the letters up on her blog. It hit the Twitter-sphere and died down before hitting Facebook earlier this year. King probably thought it was a cute letter and thought he would do something nice, but in the process he boosted the customer service reputation for Sainbury’s around the world. One small act not only did wonders for Lily’s self esteem, but he elevated an entire company.

When I read this story, my curiosity got the best of me, and I Googled it to find out more information and if it was actually a real occurrence. It was real, and Lily’s letter was so “brilliant,” in fact, the company renamed the bread to giraffe bread. BBC News reported on the story in January.

With the world becoming an ever-so-smaller place, thanks to technology, everything business owners and employees do is up for scrutiny. How many times have you logged onto Facebook to see one of your acquaintances either complaining about a customer service experience or asking for recommendations?

My sister’s goal of lifting our spirits worked, and at the same time, illustrated how, as a business owner, it can be easy to make a customer for life with one simple gesture. It also shows how good words spread just as fast as negative ones, which is sometimes just as easy to forget.

Tiffannie Bond is a media relations specialist at Imagine Communications.

Email Tiffannie at tbond@weareimagine.com.

Category: Tiffannie Bond | Tags: , ,
| June 19, 2012
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Facebook stock decline proves goodwill important to companies’ long-term success

I don’t know anyone who really likes Facebook. Sure, it has close to a billion users who enjoy connecting with old and new friends alike. But I’m talking about the company itself. I think most of us use the service grudgingly, mainly because it’s the best available option. But just wait until something better comes along and watch how quickly we jump ship. Here’s why:

  • Their decisions seem arbitrary and capricious. Personally, I often feel jerked around by changes that appear to be made on a whim. Maybe it’s because they don’t do a good job of explaining why it benefits me. My suspicion is that it only benefits them.
  • I don’t trust them. Again, it might be a simple lack of communication. But I can’t help believing that they are selling all of my personal data (and yours) for big bucks.
  • The movie. If “The Social Network” is even close to accurate, Zuckerburg is a sociopath. And he runs his company accordingly, not caring about his customers or (now) investors. The lack of empathy is palpable. Which goes hand-in-hand with …
  • Arrogance.

That’s why so many of us are thrilled to see the stock underperform. Until now, the organization and its founder appeared to live charmed lives, whether they deserved it or not. So it’s nice to see a crack in the armor. They could use a dose of humility.

It all adds up to a lack of goodwill, which is one of the most important attributes of long-term business success. It doesn’t happen naturally; it has to be earned. Think of the companies that give you a nice warm feeling. Zappos. Nordstrom (for those who can afford it).  Trader Joe’s. Apple. Southwest Airlines. In-N-Out. Google. It’s because they treat you like a person, not just a credit card holder. And they go out of their way to show they care. That’s why we like them. Never underestimate the value of likeability, whether it’s a business or a politician or a spouse.

Not so Facebook. And the IPO is proof.

Brian Rouff serves as managing partner for Imagine Communications. Contact Brian at brouff@weareimagine.com.

Category: Brian Rouff, social media, Social Networking | Tags: , , , , ,
| January 30, 2012
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‘Stay patient, stay humble.’ – D.J. Allen

My first official graphic request for the purposes of marketing came from D.J. Allen 13 years ago when he worked as marketing director for HBC Publications. I’d worked for them as a freelance editorial cartoonist, so they gave me a shot at doing a graphic depicting a man leaping over a huge pile of pennies to reach a dollar bill. It was a telling graphic now that I look back on it.

D.J. left that position to start this experiment he called Imagine Marketing. I was lucky enough to be the first person he asked to join him on this journey. In those early years, Imagine Marketing made its name by being a quality-conscious boutique marketing firm that understood the value of hard work and humility. We focused on those pennies, maximized them and always gave our best. We were committed to doing things a bit differently because we wanted to build something we could be proud of. Our strategy was based on long-term thinking instead of short-term gain. D.J. set the standards early on; those standards guided this company and, along with the commitment of a loyal and talented team, we’ve been able to grow into the respected firm we are today.

My professional relationship and personal friendship with D.J. are both very important to me. His belief in me showed me that you can’t just tell people you trust them and believe in their talent. You also need to prove it to them. This requires more courage and commitment than you might think. But the proof is in the results. Time and time again, we have found that if you identify talent and create an environment that respects them and trusts them, it will yield results.

D.J. taught me to always remember to trust the capability of good people. Identify their talents and strengths – especially those that are not teachable – and strive to fill in the rest with strong work ethic and impeccable credibility. This philosophy has built the amazing team of people that inhabit our offices today.

Now that Imagine Communications has officially purchased D.J.’s shares in the firm and our professional association has come to a close, our company will always endeavor to stay focused on the foundation he put into place. D.J.’s drive and passion is mirrored in every person employed by Imagine. And we will to continue those standards as we go forward, grow and IMAGINE the possibilities.

Alex Raffi is the senior partner and creative director at Imagine Communications.

Contact Alex at araffi@weareimagine.com.

Category: Uncategorized | Tags: , , , , , , ,
| October 13, 2011
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Why did you hire us?

Last year, Brooke Borg, our company attorney (she’s really good; you should call her), recommended that we begin implementing some new legal procedures. Up to that point, we had always run the firm in an entrepreneurial way, and Brooke felt we had left ourselves vulnerable in some areas. We resisted at first because the whole notion seemed “too corporate.” But Brooke made it sound important, so we gave her the green light to compose new documents.

One document in particular appeared daunting and not in step with our company culture. So I pushed back, saying something along the lines of, “I appreciate what you’re doing, and I know you’re looking out for our best interests, but we really don’t need something that ironclad.”

Reluctantly, she went back to the drawing board, eventually presenting a version that was more to my liking. That’s the one we began using, and that’s the one that came back to bite us in the you know where. It wasn’t a bad bite, more like a nip. But it served as a wakeup call for me. Lesson learned. If you’re going to retain the services of a good attorney, you should listen to her (or him).

I mention this episode because we have found ourselves in similar situations recently, although with the tables turned. A number of clients have retained our services and then refused to take our advice. Sometimes, a member of their staff has a problem with our logo design. Or they ask eight people and get eight opinions. Or fear keeps them from pulling the trigger on a new campaign that is outside their comfort zone (but has an excellent chance of producing the results they want). No matter the reason, it can become frustrating because we think we know better. Everyone has an opinion, but not everyone has an informed opinion. There are sound reasons for everything we do.

Don’t get me wrong. We’ve made our share of mistakes. But marketing is our business, and we do it well. (If we weren’t good, we wouldn’t have lasted the economic downturn.)

What’s the solution? At the beginning of any new client engagement, it is incumbent upon us to find out why they are hiring us. Sometimes all they want is a vendor. In those instances, we have no problem taking direction from the client and producing the highest quality work we are capable of within the parameters they set. But more often than not, clients want more. Or they say they do. They want to enter into a “trusted advisor” relationship similar to the one we have (now) with our attorney.

Where things become dicey is when opinions change midstream. At that point, we have to decide when to give in and when to dig in. If a client wants to fine tune a color, no problem. If they want to throw out the results of a focus group because of personal taste, that’s something else entirely. Then we have a decision to make, one based on judgment, experience, training and a dozen other factors. Usually, we’ll take another serious run at making our best case. If that doesn’t work, we all might be better off shaking hands and walking away clean. It’s unfortunate, but better for everyone in the long term.

Brian Rouff serves as managing partner for Imagine Communications. Email Brian at brouff@WeAreImagine.com.

Category: Uncategorized | Tags: , , ,
| October 11, 2011
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Efficiency 101

There is something to be said about one-stop shopping, where everything you need is in one place. It doesn’t matter if your business is a big box store or a mom-and-pop shop, efficiency brings in customers.

I recently accompanied a family member to Mayo Clinic for some medical tests, and the clinic’s efficiency rating was off the charts. It was as if we were on a group tour – the itinerary was the Bible of the trip and everything was clearly marked. If we had gone to see every individual doctor, complete every individual test and spend time making every individual appointment, it would’ve taken months, maybe years, to get it all completed. Here, my family member saw two doctors and went through a handful of tests – half of which the doctors had results in hand a few hours later – in the matter of two days.

I don’t think it’s because Mayo Clinic has super powers or is the Disneyland of the medical world, but on a business level, they have honed in on something of interest. People go there, not only for the level of care, but because of the efficiency. There is an elevator ride and a couple hours between a blood test and a CT scan. A doctor sends orders to the scheduling department as the patient is sitting in the exam room, and by the time you reach a scheduler 20 or 30 minutes later, your itinerary is ready.

It’s like magic.

Or is it? I think most businesses can learn from this level of efficiency. Now, Mayo Clinic has had decades of experience honing this very unique technique for its niche – doctors of all specialties under one roof – but there are aspects of this well-oiled machine that benefit business as a whole.

On the simplest level, Mayo Clinic had well-informed volunteers who could help direct patients where they needed to go. Everyone knew what they needed to know to get the patient to the next stop where another person would pick up the baton and help the patient progress even further on their quest. It was like watching a relay race at the Olympics.

When people are informed, they can better help customers in any business. If someone didn’t know the answer, they went to find it. That’s efficiency – giving the customers what they need to know, when they need to know it and moving them along to the next step. Since employees are typically better equipped to find answers, it takes unneeded responsibility, frustration and wasted time off customers.

It keeps people coming back. Efficiency and customer service come as a packaged deal. Those volunteers at Mayo Clinic who gave directions and answered questions were also pleasant about it. As efficient as the detailed itineraries were, they also relieved stress and anxiety for patients, which is an aspect of customer service. The list goes on.

Every business is different, but everyone can learn from a place that deals with people’s lives and well-being, yet still makes it as pleasant of an experience as possible. As a first step, think about how you can make dealing with your company more efficient for your customers. We all can’t be like Mayo Clinic, but we can definitely learn from it.

Tiffannie Bond is a media relations specialist at Imagine Communications. Contact Tiffannie at tbond@weareimagine.com.

Category: Uncategorized | Tags: , , , , ,
| July 21, 2011
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Making Imagine’s outside match what’s inside

When a business is born (especially of the entrepreneurial kind) a lot of effort is put into finding a name that truly matches the essence and spirit of what that business will offer, as well as a name that will stand the test of time. This is very true for Imagine. The dream for Imagine was to be the next best thing to your in-house marketing department, employing business-minded individuals who were passionate about their craft, whether it be writing, graphic design, advertising or strategic planning. When Imagine Marketing of Nevada was conceived, the name and the tagline, “The Creative Business Thinkers,” clearly communicated the firm’s offerings.

Over the last 11 years we have grown and changed in many ways to accommodate the needs of our clients, to utilize the talents of our team and ultimately to survive a tough economy. In addition to our internal growth, the perception of the word “marketing” has also changed. Rather than communicating an umbrella of service offerings, it seems “marketing” has become muddled and, in many ways, misunderstood.

Yet, despite these internal and external changes, Imagine has continued to wear the same name. It’s like Imagine has been fine-tuning its communication muscles, which are now busting through the metaphorical marketing T-shirt. If we chose to ignore these changes, we would ultimately be doing a disservice to ourselves, our current clients and our prospective customers. In some ways, changing our name to Imagine Communications happened on its own.

Personally, I am excited for the change. When I started at Imagine nearly eight years ago, I was a recent college graduate hungry to be part of a team that cared about what they did. I found that team in Imagine, and now, as a team, we have the passion coupled with experience and know how to communicate in almost any capacity on behalf of our clients.

I feel like a kid going back to school after a long summer, excited to share with my friends the new upgraded version of myself with great stories to tell and a new wardrobe and haircut to boot. Ultimately, the root of who Imagine is has stayed the same. And now, with a new name, our outside image will once again match what is happening within our offices at Imagine Communications.

Megan Lane is part of the client relations team at Imagine Communications.
Contact Megan at mlane@weareimagine.com.
Category: Advertising, Branding, business, graphic design, imagine communications, Imagine Marketing, Marketing, name change, Public Relations | Tags: , , , , , , ,
| July 20, 2011
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Change Sucks

Nadia Zerka

It’s too expensive to change.

Our customers won’t like that.

You’ve been asked to join the group “Change Facebook back!”

And my personal favorite:

“But we’ve always done it that way.”

Whenever something new gets proposed, more often than not, the first reaction is “no.” Instead of figuring out a way to make it work, we resist and find all the reasons why it won’t work.

Does change really suck, or do we make it that way?

At Imagine, we recently decided to change our name from Imagine Marketing to Imagine Communications. With that came a new logo, website and color changes. And a few cringes and concerns. There was equity in the name Imagine Marketing. There was 11 years of hard work, of blood, sweat and tears, of love for what we do behind the name. Would our customers know who we were still? Would the community at large understand why we made the change? Would we forget where we came from?

Imagine chose to change because the word marketing no longer accurately reflected what we were doing. We are communicators at the core and use different mediums to communicate our clients’ messages. Once we realized this, the light came on and we knew it was the right move. It would better reflect who we are, and our clients would benefit.

Change should happen before you realize you need it. To successfully change anything, from a logo to a vision, communication is key. You need to be able to explain to your customers and colleagues why a change is necessary and how it will benefit the company as a whole. If you cannot do this, then you need to reevaluate the changes you are making.

Facebook is a great example of a company that is always changing – and how poorly they communicate those changes. How many times have you logged on to Facebook and found that the news feed is different, picture viewing is different, groups are different, and wall posts are different? And how many times have you been notified by Facebook that a change was made? The changes they have made to the product have vastly improved the way we can use Facebook for personal and business promotion, but it’s been done at the expense of the users. There is always an initial backlash; you see it through status updates and fan pages being formed. After a while, the hoopla dies down and people get used to the change and go back to their daily lives. They accept the change and move on.

Too often, we spend more time worrying about the reaction to a change before we realize that the only person it was a big deal to was us. Change is the only constant and we should never be afraid to make changes. If what you try doesn’t work, you can always change your strategy and improve! Change should not be a negative word; it should inspire you to do more and be more. Use change as a chance to improve – whether it’s yourself or your company.

Nadia Zerka is a part of Imagine Communications’ Client Relations team.

Contact Nadia at nzerka@weareimagine.com.

Category: Branding, communcation, Uncategorized | Tags: , , , ,