Recently, I was asked to provide a sneak peek at my Keynote for OmniShopper17 by The Insighter blog. Here’s the full article – spoiler alert – that reveals the one thing I wasn’t expecting when I took another look inside the America’s purses.
Are you headed to the SOLD OUT Quirk’s Event? Make sure you attend my presentation on February 23rd. I’ll be sharing ways you can create strong connections with your consumers.
For a little preview of some of the things I’ll be talking about, I’ve posted a copy of an article I wrote for Quirk’s below. See you in Brooklyn!
As we race to the end of the year, it’s time to turn off the phone, the IM, and the email, lock the door and focus your attention on how to make yourself a big rock star in 2016.
No, I don’t mean wear leather pants and play an electric guitar.
I want you to dedicate some serious thought to identifying your BIG ROCKS. How can they make YOU a star?
Stephen Covey (the author of The Seven Habits of Highly Effective People), had a little exercise he used that illustrates what I mean.
He’d take two big, clear buckets, some big rocks and then a bunch of small pebbles. First, he would pour the pebbles into one bucket, and then ask a member of the audience to try and fit the big rocks in afterward. It’s pretty much impossible to do.
Then, he’d put the big rocks in the other bucket first, pouring the pebbles in after, so that the pebbles filled in the spaces between the rocks. His point: You need to schedule your most important priorities first, or you won’t be able to fit them in later. Your days will be overtaken by little, tactical, seemingly urgent tasks.
It’s that time of year: the air gets a little cooler, the leaves take on hues of red and gold, and suddenly you realize – there’s only three months left before the end of the year!
Don’t panic. And don’t waste your precious budget dollars.
Instead, follow these three steps to put that money to work for you and your company:
- Review Your Objectives
The first thing I always recommend is to pull out your strategic objectives and go through them again. What did you want to accomplish at the beginning of the year? What haven’t you addressed yet? What can you still do that will help you meet those objectives? Always look for the best way to apply your budget to benefit your brand.
- Look at Your Wish List
When I served as Director of Consumer Strategy and Insights for Pepsi-Co’s Frito-Lay, I used to keep what I called a “Lark File.” It was a file folder where I saved articles about cool ideas for research projects that I wished I could do someday, when I had the budget. If you have a few projects you’ve always wanted to do because they sounded fun and awesome, maybe now is the time to make them a reality.
- Select the Right Partner
Carefully select a research partner. You want a company that is:
Strategic: Focused on finding smart ways to get the most out of your time and dollars
Versatile: Skilled in a wide variety of methods
Flexible: Capable of making changes quickly
Nimble: Able to work within your company’s accounting parameters
With a bit of careful consideration, you can extract the most learning out of your remaining funds before the new year rolls around.