Meet Shari Sherman: 10-10-10 Project Day 5

It’s 10-10-10 time. I hope you’re enjoying these glimpses into the lives of these inspiring + artistic + biz-savvy ladies! There are a total of 8 ladies (including myself) this time around, so we have 4 days left in this series. Meet Shari Sherman!



Name of Business:  Hula Dog Designs by Shari Sherman

Social Media Links:
Blog – Facebook – Twitter – Pinterest – Etsy

Years in Business:  Hula Dog Designs by Shari Sherman, was started in 2010.  Prior to that, I created art as Island Girl Studio, LLC since 2004. 

Brief Bio:   I make Happy Art for Happy People!  I love that thrill of getting an idea and making it come to life.  I love bright colors (especially turquoise!), strong simple lines, and adding words of inspiration to my art.  I like mixed-media because it is limitless, but painting will always be my first love.  My subject matter frequently includes dogs, books, and anything related to the ocean/beach, because that is what I LOVE.  People often smile when they see my art, and I feel like I am doing my part in making the world a happier place!

Question:

Is it necessary for your business to line up with your soul purpose? What value is there to having it aligned?

Shari's Response:
YES!  When you first start out, the primary focus is making money.  After all, that's what a business is, right?  And there is definitely a  JOY in having someone pay you for something that you created.  Wow!  You feel like a "real artist", and you can easily start to believe that is where your value lies.  But I've learned that in order for your business to grow from a solid foundation,  it must be based on an outpouring of your soul.  That is where the true JOY multiplies! That is what will keep you going, keep you creating, keep you trying, and keep the inspiration flowing.  Otherwise, you will dry up from stress,  you won't have time to let new ideas in, you will start to feel like you are on a production line, and the money will not be enough to keep you going.  The value in realizing that what you are creating is important, is soul-connected, rather than just a vehicle to get what you need...Priceless!

Shari’s Latest Projects…

Shari is currently working on a book project called, The Inklings.  For more information on this and other fun stuff, like her page,  Hula Dog Designs on Facebook or check out her blog, Dashboard Hula.

A note from Laura: I'll be continuing the 10-10-10 project in the coming days with answers from 3 other talented women on this very question!

For more information on the 101010 Project and to see all the questions and answers check out the 101010 Website.  (Note: Due to life's unexpected twists & turns, this session of the 101010 Project features eight participants instead of the intended 10.)

Laura is a marketing professional and blogger who has been active in social media since 2005.  If you enjoyed this post, please consider subscribing to this blog via Email or  RSS. Laura can also be found on Twitter (@LauraCatherineO), Facebook, and LinkedIn. 

The Dallas TV Show Re-Launches Its Brand

In TV land, many shows are recycled, re-issued, and re-made. That's just show biz, as the expression goes. But while some shows attempt a second life, most fail because viewers miss the original stars or original story lines. But this summer, one of TV's most popular shows makes a comeback. Run the familiar music: Dallas has returned.

As one of television’s longest-running shows from 1978 to 1991, Dallas was a trendsetter and captured viewers’ attention. The drama between oil baron J.R. Ewing and his ex-wife Sue Ellen was tumultuous, the drama between JR and his brother Bobby was full of competitive angst, and the drama between JR and everyone else was combative. All of these relationships, combined with all the ruthless conniving, created entertaining television.

Who hasn't experienced drama in his or her life? Part of the appeal of Dallas was that everyone could identify with one or more characters on the show.

As millions of other fans, I will always remember the shower scene in May 1986, when Bobby exited the shower. Since his character had died at the end of the previous season, the shower scene brought him back to life and literally erased most events from season nine (1985-1986). This deception was so cleverly orchestrated by the show's producers, director, and actors, that it will never be able to be repeated on television again. Viewers are much savvier today.

The new version of Dallas airs on TNT on Wednesday nights and features three of the original characters portrayed by the original actors, so J.R. (Larry Hagman), Bobby (Patrick Duffy), and Sue Ellen (Linda Gray) will be part of the action. It’s hard to predict if this version will be as successful as the original, but there is no doubt that these familiar actors will resurrect their drama.

So what can we learn about marketing and branding from the return of Dallas? First, how many shows would garner excitement if they re-appeared many years after their final episode? Second, how many shows actually became a brand that promoted a way of life and a state? And finally, ask yourself, what if your business went on a 20-year hiatus? Would your customers, vendors, partners, and other supporters embrace you as fondly as the fans of Dallas? If not, think how you can improve your service or product today – just in case.

AdWords’ new look rolling out globally

Since we showed you a preview of AdWords’ new look, we’ve been reviewing feedback and working to make even more improvements. Over the next several days, we’ll begin rolling out the new design to all AdWords accounts.

The new look simplifies the interface with newly designed menus, tabs, navigation, and buttons so that the important things -- such as your data -- stand out. The latest web technologies have been used to make the interface more visually appealing and zippy, while keeping the features where you are accustomed to finding them.

If you’re curious about specific design choices, or how we think about UX (user experience) at Google more generally, please join me for a live discussion and Q&A on Thursday, June 21st at 9:30am PST/12:30pm EST. To tune into this Hangout On Air:

1. Visit the Google Ads +Page at 9:30am PST/12:30pm EST Thursday June 21st.
2. Look for the stream post (see image below for what it will look like), and click to tune in. Be sure you’re signed into Google+!
   
   

We aim to deliver a simpler, more beautiful experience across all Google products. I hope you’ll find the experience using AdWords easier and more enjoyable, too. I’m looking forward to hearing your comments and questions soon!

Posted by Greg Rosenberg and the AdWords User Experience Team

Do You Know What Strategy Is?

There is a significant link between leadership and strategy, but according to Cynthia A. Montgomery, the link has been broken. “Specialists help managers analyze their industries and position their businesses for competitive advantage…[but] strategy is confined to an annual planning process…What’s been forgotten is that strategy is not a destination or a solution. It’s a journey. It needs continuous, not intermittent, leadership. It needs a strategist.”

In Montgomery’s new book entitled, “The Strategist – Be the Leader Your Business Needs,” readers are urged to embrace the role of strategist and confront the most compelling questions at the heart of their businesses. The key tool is awareness by the top leader or strategist. “The strategist is the one who bears the responsibility for setting a firm’s course and making the choices day after day that continuously refine that course. That is why strategy and leadership must be REUNITED at the highest level of an organization.”

At its core, strategy is about serving an unmet need. But how do you do this? Montgomery answers this question with engaging examples from IKEA, Apple, and Gucci, and also poses difficult questions: If your company disappeared today, would the world be dramatically different in the days ahead? Would your customers miss your product or service? If your customers wouldn’t miss you when you’re gone, how much do they really need you NOW? If you don’t possess this uniqueness, then you’re missing a strategy.

Strategy begins with a clear business purpose. Consider these statements and see if you can name the companies:

[1] To bring inspiration and innovation to every athlete in the world.

[2] This company is built upon finding ways to do online search better and faster in an increasing number of new places and in ever more efficient ways.

[3] This company is the only manufacturer of automobiles and motorcycles worldwide that concentrates entirely on premium standards and outstanding quality for all its brands and across all relevant segments.

Did you identify Nike, Google, and BMW? These companies have a niche, a place in their market, and a clearly-defined purpose that resonates among their customers and the public at large. (Of course, marketing plays a role, but that’s a separate blog post.) From there, they can build an organization – a system of advantage – that enables them to deliver on that purpose. Together, that’s a company’s strategy.

Does your company have a strategy statement that explains your purpose, means of competition, and unique advantages? If not, answer these questions:

[1] Who do we serve?

[2] What products or services do we provide?

[3] What do we do that’s different or better?

[4] What enables us to do that?

As another challenge, ask yourself, what companies in the news today do you see suffering because they lack a strategist leader? Please chime in.

__________

Read more: http://www.leaderstrategist.com

Follow on Twitter: http://www.twitter.com/leadstrategy

Connect on Facebook: http://www.facebook.com/CynthiaAMontgomery

Webinar: Bringing the power and control of search to display

Join us tomorrow, June 19, 2012 for the Learn with Google webinar, "Bringing the Power and Control of Search to Display,” to learn from the experts about Google’s major update to contextual targeting. The webinar starts at 10amPST / 1pmEST.

It’s now possible to target, bid and report on keywords on the Google Display Network, which means that you can fine-tune the performance of your contextual campaigns with the same level of control you’re used to in Search. It’s now easier for you to extend search campaigns to display and more efficient to run the two types of campaigns together.

Key areas that will be covered include:

• The benefits of combining display with your search campaigns
• Step-by-step campaign set-up guide
• Campaign optimization tips and best practices

This webinar will be presented by Charlie Vestner, Global Director of Display Solutions and will include Q&A. The session is suitable for advertisers who are already running campaigns on the Google Display Network, as well as those who have not yet tried it.

Register now!

Posted by Katie Hamilton, Product Marketing Manager, Google Display Network

AdWords Examples - Right ads to the right user

In our third part of the series “AdWords Examples” we’ll look into the ads and how to make them more relevant to the customers you’re targeting. Today's post will review the importance of selecting the right destination URL, as users are generally more likely to convert if they arrive at a website page strongly related to their search query. Let’s continue where we left off with Lisa and her campaign for the Google Store.

A user searching for "Google lava lamps" is interested in the part of the store that is dedicated to Lava Lamps, so Lisa wants anyone clicking on her ads to arrive at a page about lava lamps. Here is the page she would like visitors who searched for “Google lava lamps” to see:



To best target these users, Lisa has created ads in a "Google Lava Lamp" ad group (see below image) with ad texts related to the particular product, not the Google Store in general. She has also set these ads to direct to the Google Lava Lamp part of the Google Store site by using a specific destination and display URL.

The destination URL Lisa would use:
www.google-store.com/Accessories/20+oz+Motion+Lamp.axd

The display URL the user would see in the ad text could be:www.google-store.com/LavaLamp

The two URLs can be different as long as the domain (google-store.com) is the same.

Lastly, Lisa has created three separate ads, allowing AdWords to automatically determine which one receives the most clicks.

Remember to always include a strong call to action to tell the user exactly what to expect from the site and what to do there. For example, Lisa used the call to action "Buy one today!,” likely to attract users who want to buy a lava lamp, versus, perhaps learn how to build one.

In our Help Center you can read more about what ad groups are, how to create ad groups and of course also how to create new text ads.

In our next and last part of this series we’ll see how to select and optimize your keywords.

Posted by Alan Zabihi - The Help Center Team

Four Corners -- Offense or Defense?

Greetings...

I just read an interesting article from BAI entitled "The Segmentation Conundrum."  It speaks to the challenge of identifying and growing profitable relationships and the dual-edged sword of reducing unprofitable relationships.  The article describes Chase's approach to targeting high value/high profit relationships and driving more profit and simultaneously reducing the negative burden of unprofitable accounts.  (here is the article link: http://tinyurl.com/8yasmre)

This is exactly the challenge that was charged with at Bank One, the Chase predecessor, back in 1995 (and won state-wide kudos for the Dayton affiliates approach)!  The program was successful in providing value to our top 20% and driving off the bottom 25%.  We called it the 4-Quartile program.

Unfortunately, the logic stopped there.

We would then quartile our customers again 4-6 months later.  See the fallacy?  There will ALWAYS be a bottom 25% quartile and soon you are attempting to drive away/increase profitability on relationships that were previously core accounts.

I believe that EVERY relationship that a bank has is profitable...you just may not be banking that portion of the client's relationship!  This is a key fundamental belief that drives much of our thoughts and strategies at MarketMatch

Enter the Four Corners...

We use the term 4-corners at lot at MarketMatch.  Typically it is about getting our arms around an issue or challenge and being able to tack down the "4 corners" of the challenge so that we know where we can operate.

The other version of the 4-corners comes to a point...literally!  Its where the best of all worlds come together-- just like when Utah, Colorado, Arizona and New Mexico come together in one pin-point location.  This 4-corner is the ultimate place...

For a bank, its the maximization of profitable customers, loyal customers, and relationship depth.  There are two types of 4-corners approaches...offense and defense.

4-Corners OFFENSE

• Proactive approach
• Positive, value-building
• Geared to win the relationship tipping point
• Built to win "those that should bank with you"

4-Corners DEFENSE

• Reactive approach
• Negative reinforcement
• Attempts to drive off unprofitable relationship

Obviously, we believe in the OFFENSE approach.

Here are the top 4 actions to employ if you want a positive OFFENSE built around the 4-Corners:

1. DEFINE: who has and does not have the five power account builders with you; checking, savings, investment, loan, access... these drive actions.
2. FIVE:  Determine who does not have a mix of the 5 accounts and deliver a proactive marketing message.
3. FOLLOW-UP: with a personal call, note, visit
4. FIND: potential customers in the market that look like you best customers (with the 5) and market to them

The key point is that there are some customers--- perhaps thousands -- that simply are not a match for your bank.  Spend your time, money and resources on those that SHOULD bank with you...and get everyone of them!

Questions???  Call me...

Cheers!

Bruce

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