Act like an Owner, Not a Hired Hand

By Brett Shevack, CEO of Brand Initiatives Group

Now, more than ever, with agencies feeling relegated to “creative supplier” status, account people need to start contributing like an “owner” of a brand, rather than someone who is just servicing the account. While the creative are doing their thing, account people can make a huge contribution with ideas outside of advertising. Ideas for new products, categories, distribution channels – ideas that can restage brands and change the course of companies.

Great advertising people may work for the agency but they live in their client’s world. They earn their client’s loyalty and respect by knowing the business as well as they do. Whether it’s athletic shoes, lawn fertilizer or deodorant, they get very passionately involved.

They scour sales figures when the sales force does, can recite a product’s ingredients as if they worked in R&D, and get upset when their local stores only stock the competition. They watch consumers on weekends when they are with their families, not just in focus groups. They eat, sleep and breathe the business.

What if… we opened a new distribution channel under a new sub-brand? You have to be willing to push your clients with new thinking, instead of waiting to be pushed. Otherwise you are operating like a vendor, not a partner.

A former associate of mine had a particularly unsettling habit of not speaking in client meetings, just endlessly scribbling on a yellow pad. Then, often without a word, he’d leave the room. Yet a couple days later, I’d find a four-page, single-spaced letter on my chair with incredibly insightful thinking and a list of original brand-building ideas. Enough to make any client say, “Boy, I’m sure glad they are my agency.” Some of these ideas build $100 million businesses. All of them build long-term relationships.

While the No. 1 unwavering focus of every agency has to be the quality of its work, creativity needs to be everyone’s mandate. Great ideas can come from anywhere. They are the “glue” that builds stronger relationships.

And don’t be afraid if your ideas are shot down. A client once told me, “I really hate that idea, but we’re testing it.” From my perspective, it was his way of saying, “I respect your instincts enough to doubt my own… just a little.”

Of course, some of my ideas have bombed so badly they’ve become running jokes in meetings for years. If there weren’t also some pretty good ones along the way, however, no one would be laughing.

ForceField Energy Is a Leader in Fast-Growing LED Lighting Industry

Ever since the 2014 U.S. mandate which required a phase-out of incandescent lights in the retail market in favor of LED (light emitting diode) lighting due to environmental concerns, the LED industry has experienced tremendous sales growth and commercial deployments. With an innovative and highly successful “no money down” business strategy, ForceField Energy, Inc. (NASDAQ – FNRG) is helping lead the industry’s charge. 

Across the U.S., 60-watt and 40-watt incandescent bulbs have been phased out and are no longer available for retail sale. These bulbs have been largely replaced by LED lights which are considered “green” and environmentally friendly due to the absence of dangerous chemicals. More important, using these lights reduces your energy consumption by 50-75%! Also, the LED lights’ directional output can provide better directional light than incandescent or fluorescent bulbs. Plus, the payback (return on investment) on commercial lighting replacements with LED is very short. 

Given these very favorable characteristics, industry estimates suggest that U.S. federal, state and local governments could save billions in energy costs. That is why the estimated replacement market worldwide represents a $1 trillion opportunity.

It is no wonder that ForceField’s stock is trading at an all-time high.

ForceField currently boasts more than $100 million in bid proposals and potential revenue over the next few years, through its signed contracts, letters of intent, pilot programs, and official bids, with government entities and major corporations.  Sample deployments include municipal LED street light conversion projects driven by state and federal initiatives such as the President’s Challenge for Advanced Outdoor Lighting and the DOE’s Better Building Program.

In these large scale and high profile deployments, ForceField works in concert with utility and financing leaders to offer an energy efficiency financing program that does not require an upfront capital outlay.  This shrewd financing approach substantially reduces customers’ upfront costs which is so important for governments with strapped budgets, making it a no-brainer. Plus, it enables ForceField to generate very significant revenue over a multi-year timeframe, thus maximizing profit potential.

The company’s approach and high profile contracts have led to record high stock prices and an increase in Wall Street price targets. Investment pros likely see the benefit of ForceField’s positioning. At the rate management is securing new business ForceField Energy is primed to cement its status as a major player in the LED industry.

How to go about printing business cards

KW: business card printing – PR 4 and above – Business

How to go about printing business cards

A business card reflects a number of things about the owner and forms a key element of marketing. The market value of a company can be imagined by taking a look at its business cards; the quality of paper, layout and design say it all.

Most businesses prefer inexpensive business card printing services since they need to avail these services too often. Identifying the specific business printing card companies turns easier as you conduct researches about them in details.

Such researches are likely to save much of your marketing expenses.

• Conducting online researches yield better outcomes than consulting books and magazines.
• Online researches save more time and curb your expenses even as they show you through numerous service providers under a single roof.
• It provides you with an effective platform to search about a wide range of inexpensive printing service providers besides their business card printing options.

You may choose to go through the online testimonials shared by other users about a company. If it seems tough for you to identify a quality business card printing company, you may seek reference from your loved ones.

Business cards creative a very effective marketing tool; it reminds your clients about the conversation you’ve had. Your business cards help your company leave a prominent impression on the minds of your clients. The degree of professionalism concerning your business is reflected by your business cards.

Designing of business cards turns simpler when you follow the tips mentioned below:

1. Design of your business card may show a photograph, picture or a colored backdrop You may need a glossy paper for developing such cards. Popping of logos and images are made easier with these papers. Popularity of uncoated cover stocks has increased over time, since they are ideal for prominent presentations as well as sensible designs.

2. Avoid photographs with a lower resolution Designs that look sophisticated may even get unnoticed when the image quality is not so good with your business cards.

3. A business card should primarily focus on the name of the company It should also lay stress upon short tag, which is normally placed under the business name. This tagline must show the motto of your company besides a small description of the service your business provides. The name of your company should be depicted in a bigger font than your contact information.

4. Your design needs to be kept in mind under all circumstances Instead of changing the image, you must try out a variety of color schemes to develop a fresh look.

5. The name of your company, contact information and company logo need to be depicted on the front side of your business card Your services, advantages and product listings need to be mentioned at its back.

Prior to the next meeting, you must be prepared with a new set of business cards. You ought to follow the tips mentioned above.

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