What teens can teach us about brand loyalty.

There are so many things I’m learning from raising boys. When they were younger, it was the usual – and obvious – things. Mine, in particular, were very rowdy. I remember saying, “No, Mom is not your jungle gym,” on more than a handful of occasions. Mine were also louder than others, or so it seemed in our tiny house. And if I remember correctly, they were also very inquisitive and both could negotiate their way out of nearly any situation when challenged. What’s interesting, is that with each step and misstep, I continue to learn from them. I am surprised how often I expect to be the teacher, yet, I constantly am reminded that I can also be their student.

Lately, their strongest influences seem to be their peers insofar as what’s cool, what’s “lit” and what’s a “cap” (which apparently means a lie). Of course, as has been the case for decades, that extends to what they wear and how they wear it. In today’s culture, the fascination and dependence on social media and by extension social media influencers permeates so much of their personalities. It’s not unusual to see teenagers randomly doing dances they’ve seen – and memorized – on TicTok or proudly wearing some “merch” featuring a saying or logo from a YouTuber they follow. It’s literally everywhere. Which to me is a little crazy, given that when I owned a pair of “cool Jordache” jeans when I was a kid, that was a huge deal. Brands were not as savvy then as they are now.

But when I think about the fact that in fewer than 10 years, both of my boys will (hopefully) be well out of college and could possibly making buying decisions within their workplaces, it makes me want to know and understand the importance of creating brand loyalty early and consistently. If anything, we can all learn something from hugely successful brands like Apple and Google. These are the companies that clearly know the value of having brand loyalists who can, in turn, advocate on your behalf. On a small scale, it happens in my own household with one son finding a new, cool influencer and sharing them with his brother and his friends.

So the question is, how hard are you working to build these types of relationships with and for your promo buyers? Are you showing them that you know what’s happening in the promo industry, offering solutions to their marketing problems and assisting them with marketing their brand? For your buyers, YOU are the cool promo expert who knows what can help them create brand loyalists and advocates. The result of cultivating these types of relationships for them, is that they’ll appreciate that you’ve gone the extra mile. They’ll understand that you made a difference in their business. Best of all, they’ll come back to you the next time they have a marketing or branding challenge.

Vernon Company Recognized as Top 40 Distributor

NEWTON, IA—The Vernon Company has been named one of the 2020 Top 40 Distributors in the promotional products industry by the Advertising Specialty Institute’s (ASI) Counselor magazine.  With a 5-year annual average growth rate of 4%, Vernon is 27th on the annual list of top-ranking industry organizations.

“We are very proud to be recognized again as one of the leading firms in our industry,” says Chris Vernon, MAS, Vernon Company CEO.  “We believe our success can be attributed to the hard work and dedication our Account Executives and support staff provide every day, helping clients find effective solutions to their marketing and branding needs.” 

The annual Top 40 Distributor ranking identifies the largest promotional product distributor companies in the nation, based on their previous year’s revenue, as reported to ASI. Vernon reported 2019 audited sales volume at $80.6 million.

Vernon Cares

During Covid-19 I’ve read more…lots of different genres (some business guides, a little detective fiction, and finally my favorite book, The Upside of Being Down, by Jen Gotch).  This book discusses the struggles and challenges of launching a business, creating a brand, selling the business, marriage & divorce, mental illness, empowering young women (I have two daughters), and learning how to really love yourself and find beauty around you. 

Normally I wouldn’t mention a book like this because it encompasses so much more than business acumen, but I found it very moving.  It’s all about life’s’ struggle and I know most of us are encountering that issue in some way or another right now.  The author discusses her ability to find beauty in even the most negative situations.  I’ve found that while Covid has been catastrophic on many levels, I have also received gifts that I never intended.  Watching our account executives come up with creative new communication methods to keep their customers engaged and informed, selling products (PPE) in the droves when even 60 days ago no one knew the difference between N95 or KN95, suppliers going above and beyond so that we can continue to bring in sales and prepare for the coming months as our customers open back up.  Not to mention our home office staff…they have been nimble and continue to foster a team spirit seamlessly continuing their work from home which is a new experience for most of them. 

I’m proud of The Vernon Company and I’m proud to work with my family.  My brothers, Cameron and Rick, are on the front lines working with customers, and Chris continues to shepherd us all.  We will see smoother waters, but if I have to be on rough seas I wouldn’t want to be with any other crew.

Virtual job search. Step one: Wear pants

How to successfully navigate a virtual job search. Step one: Wear pants.

With hiring freezes, furloughs, stay-at-home orders and more than 26 million Americans filing for unemployment benefits over the last five weeks, the coronavirus pandemic may not be the best time to find a new job.

But career experts say you can get hired now, and despite enhanced unemployment benefits, those who have been laid off might not want to spend their time watching Netflix until the stay-at-home order is lifted.

There may be opportunities for remote work in distant markets that wouldn’t have been possible before COVID-19. So update your resume, arrange your home office for a good video interview and, experts advise, don’t forget to wear pants.

Yes, There Is Video Chat Etiquette. Here Are 10 Rules.

Office? What’s an office? Nowadays we work on our home sofas. We check in with the office — or with the co-workers who would inhabit such an office, if it existed — from remote locations. And sure, email’s great, but sometimes you just need to speak face to face, and that’s why we have video calls.

Whether you use Skype or Google Hangout or some other program, there are some general guidelines you ought to follow. The word “etiquette” may summon images of tea sets and green lampshades and haughty Victorians with their curling mustaches — but you wouldn’t show up to a live business meeting without giving some thought to how you appear and behave, so don’t do that for an online one, either. Here are ten key rules of etiquette for doing business over video in our often-remote, always-connected age.

1. Test your technology.
Open your app ahead of time to check for any software updates, and try a test call or two to make sure everything’s kosher with both your camera and your microphone. Nothing looks more amateur than running late while your 2009 MacBook reboots with a new Skype update, or logging in to a video conference and yelling “Can you hear me now?” like the 2011 Verizon spokesman we all inevitably think of.

2. Look nice.
Yes, you do need to look … nice. That doesn’t necessarily mean a suit, but it absolutely means no bathrobe. Most people look worse in low-res video than in real life, so this might be a good time to find a clean shirt and maybe comb your hair. “Whatever fashion choice you’re making, keep it neat, keep it clean, take some pride in your appearance,” says Daniel Senning, an etiquette consultant at the Emily Post Institute. “That is part of your reputation, that’s part of how you present professionally.”

A tip: Small, fussy patterns and extreme colors (red, white, black) fare poorly on camera. Pastels, on the other hand, do well. So in video, as in life, be like Don Johnson.

3. Make your background look nice. A bare hotel room wall will do fine if that’s what you’ve got, and a crowded bookshelf with a few personal tchotchkes may help others get to know you. But before you join the call, look behind you. Please keep pin-up girls, 1990s magic eye posters, and ransom notes written in blood out of the picture. A key thing to think about is lighting: People would prefer not to speak to a cave-dwelling troll, but if overhead light is too bright, you’ll look like a zombie. Ideally, you want even, plentiful light coming from the side, not blasting into the camera. You may need to draw the window shades (or open them) to get it.

4. Don’t go straight to video.
Are you a bad movie? Most likely not. So don’t go straight to video — reach out to the person you want to video chat with beforehand in a less intrusive medium like text or telephone, to make sure they’re available. Only once you have their permission should you initiate a video call. And if they decline, do not under any circumstances keep bugging them.

5. If their camera is on, yours should be, too.
This is a judgment call, but generally, if you’re on a video call with several colleagues, and their cameras are all on, it looks bad for you to leave yours off. Any choice you make about the camera reflects on your professional image, Senning says. If he’s on a video call with someone who’s “working from home” that day, and they don’t turn their camera on, “I say to myself, ‘They probably didn’t even get dressed this morning.’” The slackers.

6. Look ‘em in the lens.
A secret to video calls is that looking into the camera is the equivalent of looking others in the eye — that’s how you appear attentive on the other end. For that reason, Senning advises positioning your camera close to where you’d naturally be looking on your screen. You don’t have to be looking into it at all times, but if you’re presenting in the meeting, it’s good to give that li’l lens some love.

7. Do not submit to distractions.
On an audio-only conference call, it can be okay to stand up, move around the room, fidget, even play with your phone — because no one will know. On a video call, everyone will notice the second you become distracted. On camera, you need to adopt a zero-tolerance policy toward sending email, texting, eating (duh!), and doing anything else that might betray your wandering mind. Typing on your laptop while using it for the video call is a particular sin, since the microphone is likely right next to the keyboard, which means you’re pounding that Facebook status straight into everyone else’s ears.

8. Control your environment
In a perfect world, you’d take video calls in a quiet room with a door that locks. But unless you live in a very different place than what we know, you’ll need to optimize the environment you got. The worst environment for video calls is a crowded coffee shop, with slow wi-fi, lots of background noise, and frazzled, overcaffeinated techies scampering in the background. Hey, did we just describe your open-plan office? Pro video callers often make a sign to either hang on the door or hold up to others that says, “I’m on a video call because I rule at business, leave me alone.” Or something. And if your naked four-year-old does wander into the frame with a paintball gun, be cool while dealing with it: Anything you do with co-workers watching will influence your professional reputation, Senning says.

9. Know what’s supposed to happen.
A video call can do almost everything an IRL meeting can do, but maintaining order with a large group of people is much harder through a screen than in person. For that reason, Senning suggests that any video call with more than three or four people should have a clear structure: a designated host, an agenda, time set aside for questions and comments, and maybe even a hand-raising policy. It’s better to go back to third grade than to be constantly and accidentally interrupting one another.

10. Don’t forget that the mic and the camera are on, especially when it’s over.
Nothing is more embarrassing than thinking you’ve ended a video call, blurting out, “Well, we’ll never work with those bozos,” and then realizing the microphone is still on. Or throwing shade at a co-worker via video and then learning that they’re listening on the other side. These are easy things to do on video calls, where audio often runs through a separate channel (like the phone), you may not be able to see everyone on the other end, and the contents of your screen may be shared. So please, to save everyone a lethal amount of shame, warn others about live mics and cameras, tell people on the other side of calls who else is present, and use discretion about what’s on your screen. Real talk should commence only after you’ve triple-checked that everything is disconnected.

Don’t be afraid of Social Media

As someone who has grown up with social media for a good part of his life, ranging all the way from the Myspace days to where we are now with LinkedIn, Snapchat, Instagram, etc., a question that has always been on my mind is; “How do I leverage this new age communication to benefit my business goals of boosting new and existing sales?”

I’d be lying if I said I knew the exact formula to make you really stand out, but if you’re new to social media, the following 6 recommendations will help to make this space seem a little more manageable.

  1. JUST DO IT. I’ve been guilty of this as much as the next person, spending so much time thinking about “What should I post?” or “Will people even care about this?
  2. ” that I end up not posting anything. That’s why I always say just start with anything. Let people know that you’re out there and that you’re active in social media.
  3. Almost as important as actually creating the post, is posting consistently. I personally use LinkedIn for most of my business-related posts, and I try to add new content at least three times a week. Setting up a consistent schedule will ensure that you are getting your name and brand out there without overwhelming your connections (or yourself) with too much content.
  4. Once you’ve committed to posting frequently with a schedule that is manageable, we’re now back to the question of what to post. When considering different subjects and topics, I believe that your primary objective is to make the content unique. You want to show people your personality while keeping it professional (let people see who you are and why you’re different). This is really your opportunity to shine!
  5. After each post, I use a simple feature available on LinkedIn that allows me to see “Views of your post”.  Knowing know how many people have seen the post itself as well as any likes, shares or comments really gives me an idea of how well the post was received and helps to point me in the direction I need to consider going in future posts.
  6. Finally, always consider your audience. You’re going to want to connect with the right people to get the most benefit out of each post. For starters, connect with the clients that you already have good relationships with to increase their top of mind awareness of you, your products and your services. You should also add prospective clients that you’re trying to win in order to grow your customer base. The goal would be to create interest with prospects with useful content that gets them to think, “Wow, I need to work with this person!” Along with connecting with potential clients, you can also message them directly using LinkedIn’s InMail feature. This is another effective way to reach them, particularly if you’ve been finding it hard to connect using more traditional methods.

As we all know, there are so many ways to reach new and existing clients to boost your business, and using social media is an easy addition to the ones you’re already using. Once you get started, you’ll be surprised how easily you can become a social media-posting whiz.

The Vernon Company is recognized as one of the largest and most successful promotional product firms in North America. Founded in 1902 by F.L. Vernon, we serve more than 40,000 customers from our Newton, Iowa corporate headquarters.

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