COVID-19 - Where next?

As a marketer, I feel I am in a bit of a quandary surrounding my position during the COVID-19 pandemic. I personally don’t feel like ‘selling my marketing wares’, and I have switched off from marketing emails telling me how to get 'Summer ready'! I am hearing daily about people dying, losing their jobs, losing their companies, families being separated because they cannot get home and to be completely honest, I’m taking time to reflect a lot and how I can add value to myself and my clients at this time.

It dawned on me that what does make me feel good at the moment is hearing and learning about what individuals and companies are doing to support our incredible NHS, local and international businesses and families during this crisis.

Already today, I have read about Mercedes F1 making breathing aids which will help to keep people out of ICU (read more here), as well as Virgin Orbit (the space rocket people) who will hopefully soon be mass producing ventilator devices (read more here) and how Gin distilleries have sprung into action to make hand sanitiser for us. The way that businesses, their teams and technology are adapting at the time is quite staggering. 

I have also witnessed how businesses have been able to adjust so that their employees can work from home. We know this was essential to protect life, however it does put some weight behind the argument that positions can be done from home or remotely. The Joe Wicks PE classes are also a prime example of how to take the school PE lesson and bring it into peoples homes; I've loved taking part with my two little ones, although we have found several others to mix it up. 

Companies have had to change their working practices, and yes there are some heart breaking stories coming through, but through the use of technology, there is also light, which I hope will change the attitudes of remote working for many organisations.

I have worked from home for many years, however I have not had to integrate homeschooling two children into my working day. To be honest, I'm learning that it's all about structure and mindset. My children's schools have provided the tools and we as parents have become the teachers. It is a new challenge for all parents who are juggling many plates, but we are pushing through and we are adding so much value daily.

The world as we know it has changed for the foreseeable future and we don’t know when it will return to normal. When I say normal, I don’t really know what that will look like after we defeat this virus. Can we just click back into our past lives, carefree and not worry about the invisible predator? Only time will tell.  

We may be experiencing feelings of isolation as we live within our four walls, turning to the news, social media and our friends and families for comfort and reassurance, again the latter is proving to be a huge positive to rise from the sadness. We are however resilient, as human beings and as a nation. 

These are horrendous times and we are facing challenges that we could never dream we would, but we will overcome these.  For now, I am content and proud to be a support to my clients in which ever way that I can, whilst embracing my new role as Mrs McAlister, Head of Learning at Home School. :) 

And remember...... Please #StayatHomeSaveLives 

LEGO - The brand that just keeps giving.

Looking through the vast selection of LEGO themes… Technic, Friends, Ninjago, Duplo, Creator and not to mention Disney, Spiderman and Batman, I am in awe at just how the brand has evolved in the 85 years it has been in operation. See here:

Researching the history of the LEGO Group, it has not been plain sailing, but due to clear direction and an emphasis on superb craftmanship, the LEGO brand is now a global enterprise. Who knew that from wooden toys and ladders, Ninjago would be born?

So, what has sparked my interest in writing a post about LEGO? 

Since my children have grown into mini adults and they are now influenced by their friends, the T.V and YouTube, getting into LEGO is a natural progression when it comes to toys. A parent walks into a LEGO store and it is not only the children that feel the sense of fun and possibility! Have you noticed that there are rarely sales, that the staff are really ‘cool’ and it’s virtually impossible to get out of the shop (without a bribe)!  

I am fascinated by clever, talented and well-constructed marketing and brand management, and in my humble opinion, LEGO is up there with the best.  So, let’s break down my favourite bits:

The Themes

So I won’t name then all, but to give you a flavour, we have Duplo, LEGO City, LEGO Friends, LEGO Originals, LEGO Disney, Creator Expert and my new favourite, Boost. This one is AMAZING! A child can now enjoy the building element but also bring in the interactive part with an IPad, (Apple, oh there is another post right there). My 10 year old is able to code the creation, be it the cat, robot, guitar and make it do different movements and sounds! 

The Products

Long gone are the original bricks and 'you can build a gun' scenario. Oh no, kids today have the choice of backpacks, movies, keyrings, clothes, books, home storage and one to not tell my daughter the new DOTS collection. Make your own LEGO bracelet in the craft category! See here if you are curious! I cannot feel anything but envious of LEGO, as they appear to be all over everything, and the quality, timing and management is nothing less than flawless.

It’s not all about the kids

LEGO is not just for kids, yes that’s right, adults can play too! Heading back into that shop with all the shiny new LEGO blocks and figures, there is a whole section that is not child friendly and one that is designed purely for the big kids. According to this Guardian article from January, toy sales of LEGO are growing, and it is a serious hobby! The creativity and sense of achievement that comes from creating the masterpiece offers great stress relief and instils a sense of calm…who knew hey? 

Website

The website speaks for itself. It is like a playground for kids and adults alike. There is a mix of history, creativity, play and CSR. It is so important for successful companies to give something back, and I enjoyed reading about the LEGO Foundation, their views on sustainability and their People and Culture policy. The website seems that it could go on forever, page after page, leading you into the world of LEGO, and indeed it can, as we forgot to mention LEGOLAND and the hotel! 

Customer Service

Finally, I want to talk about customer service. You can have the best product in the world, but if you do not have a strong team of like-minded staff to follow through with the promises you have made, you will not fair well. In this ‘always on’ culture, we have so many was to communicate and look after our customers and clients. LEGO even have this completely covered, again from my experience. We have dealt directly with the team via email when some pieces were missing from a set. Within two days the pieces were with us, with an apology and all was well. I appreciate companies can get things wrong but is there no end to LEGO’s success?

I love to watch companies get it right and also see how they do it. As a marketer, I love to see companies become successful and treat their customers and the world around them with respect.  I feel LEGO do this well, but I also feel they are constantly learning and evolving to try harder and streamline their operations. I can’t wait to see what my grandchildren will be creating, but I am positive it will involve those magical plastic bricks. 

Thanks for reading my post about the creative powers of LEGO. What are your thoughts, what other power house brands have you experienced? Let me know, I’d love to hear. 

Thanks, Allyson

Could you cut it as a freelancer?

Those balmy summer months are becoming a distant memory, as the leaves have turned from green to rich brown and reds and the evenings draw in. Parents may find that their life has entered a new phase as their little ones begin full time schooling. Perhaps a new job could be on the cards? Perhaps returning to a career you had pre-children might be a possibility?

Looking ahead, there is one (or two, or three) little areas to bear in mind…… is your chosen role flexible for your children? For pick-ups, drop offs, illness or the other many possibilities our children need us for. Many positions can suddenly appear very rigid, with little or no provision for flexibility, which can be very frustrating during your job search.

There are many options to consider that could work with the school run, ranging from part-time, contract, freelance, full-time or flexi-time to name a few. 

Today, I want to discuss freelancing, a self-employed status allowing you to choose your hours, your clients and your ideal role.

So, what do you know about being a freelancer? You could be a web designer or a social media manager wanting to set up your own business venture. The thought of self-employment can fill people with dread or delight, depending on how good your sales, time management and self-motivation is. Many freelancers will usually have been working on their ‘side hustle’, alongside their full-time position, gaining momentum and building their profile. Before you consider freelancing as a career option, cast your eye over these key areas to see if it could be an option for you. 

Working from home

We have all heard colleagues say, ‘I’m working from home today’. As a freelancer, you will most likely be doing this every day. You will experience freedom to work without interruptions, choosing your own hours around family commitments and scheduling time for your own personal growth. However, this way of working can come with some negatives in the shape of temptations to derail you from your projects.  To combat this, you must operate with a strict workplace mentality and have a designated place to work. Planning and diary management will become your best friends to ensure you stay on focus for your clients. 

Stay organised

Organisation is key to staying motivated as a freelancer. Maintaining your admin and ensuring that you have a tidy workspace, will help you to keep on top of your game and feel more confident and in control. 

Be realistic, say no!

Managing expectations of not just your clients, but your family and scheduled commitments is crucial. Over committing to too many things will leave you feeling overwhelmed and lacking in motivation. Having lots of clients is on every freelancer wish list, but having the right client, who is a good fit for you and your goals, will make you feel much more focused and driven.

Job security

As a freelancer, it is wise to gain retainable work, so you have a monthly income from your clients. This is also an opportunity to build a long term relationship with them, so you can get to know their business and become part of the team. Great for you and great for them. There is however, little protection if the company needs change and your role is no longer needed. At best, you may receive a month’s notice and at it's worst, it's with immediate effect, which can be a worrying time if you only have a few clients. It may be worth trying to get a notice period written into your contract or terms of service, however that is not always a possibility.  

There are many positive aspects of choosing freelancing as a career to work around your family. You can release your inner creative and strive forward to pave your way for your new business. The rewards of freedom and being your own boss are certainly a plus, however could you live with the vulnerability of gaining and keeping clients, that is a choice only you can make.

Why not share your ideas for staying motivated? Are you a freelancer and if so, how are you enjoying your chosen career? That is it for now, thanks, Allyson 

  

My top tips on how NOT to get information overload!

This post is a little off the marketing theme, however, I feel it is relevant and I wanted to share my thoughts about it, so here we go……

We all love them, the 10 top tips, the 3 reasons why or maybe the how to get the client of your dreams type of articles. I do enjoy reading them, but I also find that too many tips can become rather unhelpful to me.

I run a small consultancy, it’s just me, myself and I and sometimes I admit, I look to the internet and self-help books and articles for inspiration and motivation. One article links to another article and before you know it, it’s been an hour of what I am doing wrong! The New Year brings a deluge of this kind of reading, which at first can get the creative juices flowing and can set you on highly motivated path. However, what happens when you read too many ‘how tos’?

For me, this can create some negative emotions towards my work such as self-doubt and procrastination.  Add some ‘how to create a 6-figure business in six months’ podcast into the mix and boy, now we’re spiralling into a slightly depressive state! Why would this happen? Well, I have spent some time thinking about this and here is my opinion.

In a nutshell, we worry about what everyone else is doing, rather than focusing on our own business and goals. I ask myself questions such as “what if their tips are better than mine”? or “maybe I should be working on this rather than that”? These types of questions are completely counterproductive. They create self-doubt and take your energy away from your intended task to a place where the questions will have no end. Yes, there will always be someone with a different way of doing things, their tried and tested method is the best, but what is important is how YOU want to do things. It is your business, your life, your path and you know your strengths and weaknesses.

Ok, so let’s take me as an example. I am a very good copywriter; (modest as well hey)? I have a degree in Marketing and HR and I have worked with some amazing businesses over the years. My experience on paper is great, however, I am human and sometimes I worry that there is someone better than me out there. Realistically, yes, there maybe, but I know I am good at what I do, and they are good at what they do, so I just accept that and let it go. Going back to the top tip articles, treat them for what they are, another person’s opinion. You can acknowledge that and move on.

The point I am trying to make is that self-help books and ‘how to’ articles are good in small doses. They serve their purpose in our lives and the person writing them is just like you and me, they don’t know everything, especially not the best path for your life or business.

So, bearing all this in mind, here are my ‘top tips’ for preventing a self-help overload:

1.     Read your chosen poison with an open mind, don’t take their advice to heart and look at the content with a critical mind.

2.     Try not to focus on too many areas to improve. Sit down and think about the key area you want to work on and what will impact on you the most.  Focus on finding your podcasts, articles or books in that area. Taking on too many at once will not help in you achieving progress.

3.     Remember these individuals are not the all-seeing eye. They are only offering an opinion on what works for them. Please don’t try to fit into their mould and if it isn’t right for you, move on and try something or someone else.

4.     Don’t rule out speaking or confiding in your loved ones, friends or employer to get advice, they know you and they may have a simple fix to help?

5.     Most importantly, realise your own potential. You do not need a podcast or top tip to make you a success; it is in all of us with hard work and a positive attitude. Use the self-help and top tip articles to assist you, not as a problem solver.

What is your experience of the self-help craze? What are your top tips for managing information overload, does this affect you?

Thanks for reading.

Bye for now. Allyson

What impact can Social Media Management, PR and a talented copywriter have on your small business?

You are on a journey with your business, and there is no doubt that understanding where you want to be and how you are going to get there will put you on the path to success.

The power of a well-structured plan, incorporating your social platforms and promotion through local media and news outlets will help to grow your profile and brand. However, ensuring that you have the right words and tone, that is where an expert steps in.

Let’s break this down into some bitesize chunks:

Social Media Management

Social Media Management, exactly what is that? Well, it sounds quite simple, ‘I can do that’ I hear, but if not done properly, this relatively new form of marketing can make or break your business.

There is a definite science behind social media, encompassing your reputation, your customer service approach, evidence that you understand your customers and industry, whilst creating and curating rich content for your followers. To understand if your social accounts are performing, time needs to be scheduled to monitor the analytics, the progress, the crash and burn posts and the successes. This area of your business is exceptionally fluid, it will change, twist and turn and hence why giving ownership of this area to a professional, could produce untold riches for your businesses profile. 

PR

Public Relations or PR for short, just what do you think of when you hear these words? Companies getting into trouble and a huge PR firm swoops in and saves the day? Or maybe the very idea of having a PR professional would be out of your reach as they are too expensive?

PR is what your local paper is made from. Local businesses and organisations, promoting their wins and successes, or maybe a launch of a new product. Perhaps they have helped a local charity and want to shout about it? All of these stories and more could be you and your business. Local papers want to hear about newsworthy editorial, and hiring a PR bod will help you to decipher what is relevant to put forward and what should perhaps be promoted internally or on your social profiles. Again, having the expertise to help you, will ensure you have a fighting chance to get your name and story mentioned.

A talented Copywriter

Ok, so you may not have heard of a copywriter, or maybe you have, but you do not understand completely what we do.

Here we go. A copywriter, (me), well I write anything a business or organisation needs. This can range from website copy (SEO) friendly of course, brochure text, newsletters, articles, press releases and social media posts to name just a few. My job is to ensure all copy is on point, accurate, interesting and gets the required message across to the reader. Words are such a powerful tool; they can make you laugh, cry or get angry and want to act. Having this skill working within your business can set you apart from your competitors, it can give you that edge and help to ensure that you will never worry about bad grammar or spelling mistakes again!

I have offered my experience and advice on what you should expect from each of these vital areas of your marketing mix. These areas should work in sync together to create a seamless plan of action and bring success for building your brand over time.

I am very fortunate to work with some amazing small business clients and over the years, I have learned what works and what doesn’t.

If you would like to discuss these areas of your business in more detail and how you can achieve a flawless marketing experience with results, please get in touch using my social accounts or email allyson@claritycopy.co.uk

Bye for now, Allyson