All posts by Hanju Lee
I grew up in Reno. When you want to travel to Lake Tahoe to witness the breathtaking views of the lake surrounded by snowcapped mountains during the summer or just simply want to take on the black diamond ski slopes during the winter, you fly into Reno. Tahoe is just hop-skip away to the wonders of Lake Tahoe and Reno is the closest city to have an international airport. In fact, as a kid growing up, we consider the ski slopes of Tahoe our own backyard. There’s a Junior Ski program that takes a bus full of kids every Saturday 30 minutes to the closest ski resort to get them started mastering the slopes early in their childhood. Our high school had a downhill ski team that competed against other schools in the county and some went on to become a professional skiers. All that to say, ski culture in Reno is second to none.
So, when I saw the trailer for this Feature Length Documentary called BURIED, based on the 1982 avalanche in Alpine Meadows (ski resort at Tahoe know for incredible summit-to-base groomed grails and panoramic views of Lake Tahoe and the peaks of the Sierra Nevada), I was intrigued and just had to watch it. Here it is…
In 1982, a massive avalanche had crashed into the base area of the ski resort after a four-day storm which had dumped close to eight feet of snow along with 100 mile per hour winds. The resort was closed but a few employees remained at the headquarters. And at 3:45 pm a tidal wave of snow came down and destroyed the building and buried the parking lot killing seven innocent lives. Here’s a crazy part of this story (warning: spoiler alert), one woman named Anna Conrad was found alive after being buried in the snow for a total of five days. She was located by a trained search dog, a German Shepard named Bridget. It took total of 117 hours for her to be found. It was a miracle beyond miracle that she was alive. She had been trapped in the second floor of a three-story ski lift building. She crawled into a space between all debris and a bench, surviving on melted snow.
When asked later while she was waiting to be rescued for 5 days if she ever gave up hope. “No.” She said. “I knew they would come” She never lost hope.
After this traumatic experience, the recovery back to the norm obviously wasn’t easy for her. She was dealing with the loss of her friends and the loss of the love of her life. At the same time, she was also trying to overcome survivor’s guilt of asking why. On top of that, the tough news she was told was that she would have to have her right leg amputated.
As devastating as that new way, this is how she responded. “What happened to me was a fantastic miracle, I can’t believe that I made it. It’s like so many miracles occurred all at once to save me, it’s just…it’s overwhelming. Learning about my leg amputation was very hard at first, but I decided there was no use being depressed, I was going to have to live with it so I might as well accept it.”
In the spirit of our new series “Inspiration”, I wanted to share this incredible survival story of Anna with you. I walked away from this documentary being reminded once again the fragility of life. And beyond that, I was inspired by her never giving up hope through one of the most hopeless circumstances. But most of all, I am inspired by her attitude of gratefulness and putting it all into perspective in the midst of her own painful journey. Her courage to accept, her courage to hope and her courage to live is inspiring. Are you inspired? My question now is how will this change and impact me? How will I learn to accept the things that doesn’t show up in my favor and how will I continue to see the hope and be grateful no matter what the circumstance I am facing? I would love to hear your thoughts.
- A powerful tip to guide people in choosing the right product is using these four magical words: “Most people chose this…” People naturally desire what others want.
- Another effective strategy is to focus on helping rather than selling. Stop pushing products and start building trust; sales will follow.
- Another sales hack is before revealing the price, prepare your potential customer by saying, “It’s really expensive.” This approach either aligns their expectations with the cost or makes the actual price seem more reasonable.
- Or how about this one? Bake cookies resembling feet, leave them with your business card, and say, “I don’t want to bug you; I just want to get my foot in the door.” It’s a memorable touch that ensures they won’t forget you.
- Content Creation: The dental practice creates blog posts, social media content, and videos on general oral health, common dental issues, and tips for maintaining a healthy smile. This content is designed to reach a broad audience and attract people who may not be actively seeking dental services but are interested in oral health.
- Social Media Presence: The dental practice maintains an active presence on platforms like Instagram and Facebook, sharing engaging content such as infographics on oral hygiene, fun facts about dental care, and encouraging followers to ask questions about their oral health.
- Email Campaigns: The dental practice collects email addresses through a newsletter signup on their website. They send out newsletters with more in-depth content, such as articles on the benefits of preventive dental care, the importance of regular check-ups, and information about different dental treatments.
- Webinars: The practice hosts webinars on specific dental topics, like “Understanding the Importance of Dental Cleanings” or “Options for Teeth Whitening.” These webinars provide valuable information to those considering various dental procedures.
- Lead Scoring: The practice uses online forms or surveys to gauge the level of interest of potential patients. For example, someone who downloads an in-depth guide on dental implants might score higher as they are likely in the consideration stage for a specific procedure.
- Personalized Consultations: Once a potential patient has expressed interest, the dental practice offers free consultations. During these consultations, the dentist addresses the individual’s specific dental concerns, discusses treatment options, and provides personalized recommendations.
- Patient Testimonials: The practice showcases video testimonials or written reviews from satisfied patients who have undergone successful treatments. This helps build trust and confidence in the decision-making process for potential patients.
- Limited-Time Offers: To encourage decision-making, the dental practice might offer limited-time promotions, such as discounts on certain procedures or special packages for comprehensive dental care.
Nope! Well, why not? Great question, I think the best way to answer is to first clearly define each role and purpose. So, here we go.
- Role: Marketing is responsible for creating awareness and demand for a company’s products or services. It involves generating interest and inquiries from potential customers.
- Purpose: The primary purpose of marketing is to build and maintain the brand, attract and nurture leads, and provide the sales team with a pool of potential customers. Marketing focuses on creating a positive image of the company and its offerings in the marketplace.
- Role: Sales is responsible for directly engaging with potential customers to convert them into paying customers. Salespeople work on closing deals and managing the transactional aspects of the sale.
- Purpose: The primary purpose of sales is to turn interested prospects into actual customers. Sales focuses on understanding the specific needs and preferences of individual customers and guiding them through the purchase process. It involves building relationships, addressing objections, and finalizing the sale.
- Creativity: Marketers often need to come up with creative and engaging campaigns, designs, and content to capture the audience’s attention.
- Content Creation: Writing, design, and multimedia skills are essential for creating compelling content, such as blog posts, videos, social media posts, and advertisements.
- Data Analysis: Analytical skills are crucial for understanding customer behavior, tracking the performance of marketing campaigns, and making data-driven decisions.
- Market Research: Conducting research to understand the target audience, market trends, and competitors is essential for effective marketing.
- Digital Marketing: Proficiency in various digital marketing channels, including SEO, social media, email marketing, and pay-per-click advertising, is often required.
- Branding: Developing and maintaining a consistent and appealing brand image is a fundamental marketing skill.
- Communication: Effective communication, both written and verbal, is necessary for conveying marketing messages and collaborating with the team.
- Interpersonal Skills: Salespeople need to build rapport, establish trust, and effectively communicate with potential customers.
- Negotiation: Negotiation skills are vital for reaching mutually beneficial agreements and closing deals.
- Product Knowledge: A deep understanding of the product or service being sold is necessary to answer questions and address customer concerns.
- Objection Handling: The ability to handle customer objections and concerns in a persuasive and reassuring manner is critical.
- Closing Skills: Sales professionals must know how to ask for the sale and guide customers through the purchasing process.
- Time Management: Effective time management is crucial to prioritize leads and focus on high-value opportunities.
- Resilience: Sales can be challenging, so resilience and the ability to handle rejection are important qualities.
- Relationship Building: Building and maintaining long-term relationships with customers is key to repeat business and referrals.
- What challenges or goals are you currently facing in your [industry/area]?
- How do you envision our product/service helping you with these challenges/goals?
- Have you used similar products/services before? What did you like or dislike about them?
- Who will be involved in the decision-making process for this purchase?
- What is your budget or price range for this solution?
- Are there any specific features or benefits that are most important to you?
- What is your timeline for implementing a solution like this?
- Can you share any concerns or objections you might have about moving forward with this purchase?
- How do you measure success in your [industry/area]?
- Are there any other stakeholders or departments we should involve in this discussion?
- What would be the ideal outcome or result for you after implementing our product/service?
- Active Listening: Pay close attention to what people are saying. Ask open-ended questions to encourage them to express their thoughts and feelings. Avoid interrupting or immediately offering solutions.
- Put Yourself in Their Shoes: Try to imagine how the other person might be feeling and what they might be thinking in a given situation. This can help you better understand their perspective.
- Practice Perspective-Taking: Actively work on understanding different viewpoints, even if you don’t agree with them. This can help you become more open-minded and empathetic.
- Observe and Learn from Others: Pay attention to people who are naturally empathetic. What do they do differently? You can learn from their behaviors and attitudes.
- Practice Compassion: Engage in acts of kindness and support for others. Volunteer or help friends and family when they are in need. This can enhance your ability to empathize.
- Self-Reflection: Take time to reflect on your own emotions and experiences. The more you understand yourself, the better you can relate to the experiences of others.
On a regular workday, Nathan found himself in an unexpected situation while heading to his job, his trusty truck suddenly called it quits right there on the highway. Instead of letting this disastrous circumstance ruin his day, Nathan decided to roll with the punches. With his skateboard in one hand and a bottle of ocean spray cranberry juice in the other, he simply shrugged off the inconvenience and carried on toward his workplace.
As he glided through the streets on this exceptionally lovely morning, Nathan had a spontaneous idea. He pulled out his smartphone and decided to capture a brief video of himself cruising along, all to share on the social media platform. He chose the iconic tune “Dreams” by Fleetwood Mac as the soundtrack to his impromptu ride. In this now-viral video, which has racked up an astonishing 30 million views and counting,
What followed was a brilliant influencer marketing move by Ocean Spray. The company decided to embrace the viral moment and collaborated with Nathan, gifting him a brand-new truck filled with Ocean Spray products. Nathan’s video had unintentionally become a marketing opportunity, showcasing the brand’s product in a casual and relatable, yet creating a “good vibes only” type of feel that creatives all around the globe followed suit. Check out this video that captures it all, including the Cover Song sung by Lanie Gardner (another influencer who became known through social media).
Debunking the Myth: Influencer marketing is accessible to businesses of all sizes. In fact, it often proves more cost-effective for smaller brands with limited resources. Micro-influencers, who have smaller but highly engaged followings, can be an excellent choice for small businesses. These influencers are often more affordable and can deliver highly targeted results. Additionally, influencers may be open to various forms of compensation, including product exchanges, making it accessible for brands with tight budgets.
Myth 2: Influencer Marketing Is Only About Instagram
Instagram is undoubtedly one of the most popular platforms for influencer marketing, and it’s where the concept gained significant traction. However, limiting influencer marketing to Instagram alone is a common misunderstanding.
Debunking the Myth: Influencer marketing spans multiple social media platforms and even extends to other digital channels. Platforms like YouTube, TikTok, Twitter, and LinkedIn have all witnessed successful influencer campaigns. The choice of platform depends on the target audience and the nature of the brand or product. A well-executed influencer campaign can thrive on any platform where the audience is engaged and receptive.
Myth 3: Influencer Marketing Is All About Vanity Metrics
Another prevalent misconception is that influencer marketing is solely driven by vanity metrics such as likes, shares, and follower counts. Critics argue that these metrics do not translate into actual business outcomes.
Debunking the Myth: While vanity metrics can provide some insights, they are not the sole focus of influencer marketing campaigns. The real value lies in the ability of influencers to drive meaningful actions, such as website visits, conversions, and sales. Savvy marketers measure the ROI of influencer campaigns based on tangible results, using tracking links, promo codes, and other tools to gauge their impact on the bottom line.
Myth 4: Influencer Marketing Is Not Regulated
Some people believe that influencer marketing operates in a regulatory gray area and lacks oversight, leading to unethical practices.
Debunking the Myth: Influencer marketing is subject to regulations and guidelines in many countries. For instance, the Federal Trade Commission (FTC) in the United States has specific rules governing influencer endorsements. Influencers are often required to disclose their partnerships with brands, ensuring transparency for consumers. Additionally, social media platforms themselves have policies and algorithms that combat deceptive practices. As influencer marketing matures, it is becoming more standardized and regulated to promote ethical practices and transparency.
Myth 5: Influencer Marketing Is Short-Lived and Unsustainable
Some skeptics view influencer marketing as a fleeting trend that will eventually lose its effectiveness.
Debunking the Myth: Influencer marketing has proven to be a robust and sustainable strategy. As long as there are social media platforms and digital communities, influencer marketing will have a place. Its adaptability is one of its strengths, allowing brands to evolve their approaches as consumer preferences and platforms change. Moreover, influencer marketing thrives on authenticity, and as long as influencers maintain genuine connections with their audiences, it will remain a powerful marketing tool.
By understanding these truths, we can navigate the influencer marketing landscape with confidence, embracing its power to connect with and influence audiences in meaningful ways. As the world of marketing continues to evolve, influencer marketing is likely to remain a vital and valuable tool for brands seeking to engage with their target audiences effectively. So, let’s just keep the good vibes going…and let’s just keep riding into the sunset. You won’t regret it.
Video Product Review
One of the most effective influencer marketing strategies is creating engaging video product reviews. Whether presented as an Instagram story or a YouTube video, influencers provide an in-depth look at a brand’s product while sharing their genuine thoughts and experiences. This approach builds trust and authenticity with the audience. Instagram and YouTube influencers are particularly skilled at crafting compelling product reviews, but platforms like TikTok and Snapchat can also yield significant results.
Running a giveaway campaign in collaboration with influencers can generate high levels of engagement. Many brands opt to partner with a group of influencers who promote the giveaway by sharing images of themselves with the product and encouraging their followers to participate. Such campaigns create excitement and buzz around the brand and product, resulting in increased brand visibility and potential customer acquisition.
Creating a campaign centered around a specific hashtag and enlisting influencers to produce content using that hashtag is a powerful way to amplify your brand’s message. National Geographic, for instance, has mastered this technique, becoming the first brand to amass 100 million followers on social media. They have successfully used influencer partnerships, such as a campaign celebrating International Women’s Day, which garnered over 3.5 million likes in a single day.
Unboxing videos, especially on YouTube, hold significant sway over consumer purchasing decisions. Brands invest substantial resources in getting their products reviewed by influencers in these captivating videos. Unboxing content often garners hundreds of thousands of views, demonstrating the potential impact of this influencer marketing strategy.
Social Media Takeover
One of the most immersive ways for brands to collaborate with influencers is through a social media takeover. During a takeover, an influencer gains access to a brand’s social media account and temporarily assumes control over its content. Instagram story takeovers are a popular choice, offering an authentic and personal connection between the influencer and the brand’s audience.
User-Generated Content (UGC) Campaigns
Encouraging customers to create user-generated content, such as images and videos featuring the brand’s products, is a potent influencer marketing approach. To kickstart UGC campaigns, brands often utilize influencer content to inspire their customers. This strategy fosters a sense of community and trust among consumers while showcasing real-life product experiences.
As you can see, influencer marketing offers various approaches to engage and connect with audiences…the ideas are endless and it leaves so much room for creativity. Basically, it’s not going away, in fact, it’s growing. So, let’s get on the train ASAP and start brainstorming who your influencers can be and how they can impact your target market to help expand and scale your business. Choo choo.