Closing the Generational Gap in the Workplace

Why is it that each generation feels the need to belittle the next?

The other day, I saw a video on Facebook that mocked the work habits and commitment of the Millennial generation. Though it appeared to be a “comedy” and generated a chuckle, underneath the script was a thread of truth, or at least truth in perception. I shared it with my team, and stepping back to watch it brought me back to my twenties when I received the same type of “pseudo” humor about the slacker, worthlessness of my generation – Generation X.

I started my first business because of the articles and rhetoric being put into the media about the slacker generation. I had just come back from Australia as a Rotary Scholar, earning my graduate diploma in corporate graphics and serving as an ambassador of the United States to other Australian Rotary clubs. Slacker? Not me! I graduated Summa Cum Laude from college with a minor in Italian language, worked 40+ hours a week, supported myself and did not mooch off my parents, all at the tender age of 23. How dare they call me a slacker! So I started a magazine called Hinge. My goal was to change the name of my generation from Generation X to the Hinge generation, a group that would bridge the Baby Boomers and Gen Y (now known as the Millennials). I worked with a friend at the time who was an editor, and together we created a black and white printed zine, printed on hemp paper no less, that we distributed by foot to coffee shops, newsstands and record stores like Tower Records. Yes, I am dating myself, but that was how it was done then! We gathered articles, creative writing, poems, art, Op Eds and more, only from contributors born into Gen X. It was a great magazine and a great first business. Though it failed and I declared bankruptcy at age 25, it started my love, passion and interest in entrepreneurship, generations, generational marketing and more.

A year ago, I had the opportunity to increase my staff and hire a Millennial, and I can tell you she is the complete opposite of the lazy, clueless individuals featured in that video. I know a lot of really amazing, talented people in their 20’s and 30’s who make me look like, yes, a slacker (and believe me, I’m not!) Not only that, but I continue to learn so much from them everyday, opening my eyes to a fresh new perspective that without them I would be blind to.

Today, I have created a course, called Engage Every Age, on generational marketing together with Anne Loehr, another amazing, diehard Gen Xer. We feel that generationally focused messaging, imagery and positioning will be the way marketing is done in the future, and many are just too self focused to currently see it.

Open your mind and take in all that different generations have to give, from Traditionalists to Baby Boomers to Gen Xers and Millennials. It will improve your life, your relationships and your business in the long run.

Here are a few tips to help you close the generational gap and engage with each generation:

• Communicate! Set expectations upfront about what is appropriate for both internal and external communications. Each generation holds different ideas about what forms of communication are appropriate when it comes to email, instant messaging, and face-to-face conversation. Each generation also has specific words that resonate with them. Learn the words that work for the generation you are trying to communicate with. Visit www.engageeveryage.com.
• Show respect! Respect different values and keep an open mind. Each generation has different values and beliefs. You may not understand them, but you need to respect and accept them in order to work well with other groups of people.
• Be willing. You have to be willing to listen and learn from other generations. Being aware and actively listening to others will result in less disputes and miscommunications, both at work and in your personal life. Just because we did something one way does not mean that it is the best way to do it in the future, whatever it may be.
• Engage. Create opportunities for participation. Everyone wants to feel included and heard. Be sure to ask others for their opinions in meetings and invite people of other generations to speak up. Foster collaboration by creating a safe, nonjudgmental space for brainstorming, where everyone is heard equally.
• Celebrate. Recognize achievement at all levels. Identify what motivates each generation and adjust your approach accordingly. Different groups of people are motivated by different factors, such as opportunities for advancement, personal development, flexibility, or higher purpose. There is no “one size fits all” method.
• Set parameters. Get on the same page regarding formality. Generally speaking, older generations are accustomed to a more formal workplace, where business suits and face-to-face meetings are the norm. Younger generations are more likely to have experienced informality in the workplace, where jeans and email are appropriate and expected. Address the workplace culture and expectations upfront so that everyone has the same understanding.

Working alongside and embracing people of different generations has so many benefits, both in the workplace and in your personal life. People of different age groups bring something new to the table, and offer a fresh perspective or lens that you haven’t considered before. With four different generations currently in the U.S. workforce, learning to work with different generations is something we will all have to do.

What do you think about generational gap that exists today? How can we close the gap and stop future generations from receiving the same treatment? What are other tips that you follow or have seen others use to better work with people of different generations? Tell us what you think about this topic below!

The Power of “Owning” a Color

The other day, I came across an interesting post on Facebook. Now that the holiday season is in full swing, it’s not unusual to see a slew on holiday-related posts on my news feed. However, this one in particular caught my eye. It was a picture of a Christmas tree made out of red-soled high heel shoes.

I’m sure that many of you (if not most of you) would instantly recognize the designer of the red-soled shoes – Christian Louboutin. The Louboutin brand is famous and widely recognized for their red soles, which no other footwear brand owns. That red color has become iconic.

This reminded me about the power of truly “owning” a particular color in a category. Many major brands have claimed a specific color for their brand and within their category. Companies who have successfully done this include Tide that own orange in laundry, UPS brown, Tiffany blue, and Starbucks green. These brands have been so successful at “owning” their colors (either through trademark or just widespread recognition) that even seeing that particular shade reminds consumers of that brand. Now that is powerful branding.

It’s important to note that “owning” a color differs by category. For instance, the Louboutin brand owns red in footwear, but Coca-Cola owns a red in soda/beverages. Two brands can utilize similar colors, as long as they are in different categories, without any legal ramifications or consumer confusion.

Here are a few reasons why your brand should consider “owning” a unique brand color:

Sets you apart

Having a distinct, recognizable color sets you apart from other competitors in your category and gives you a visual point of differentiation. In the food and beverage industry, there are so many products out there on very crowded shelves and aisles. This makes it easy for brands to get lost on shelf. Having a unique color prevents this from happening. Take Tide, for example. When walking down the detergent aisle, all you need to do is spot that bright orange color and you know exactly where to go. Regardless of other factors such as packaging structure, design, and marketing, the “ownable” color speaks for itself and instantly sets Tide apart from other detergent brands. Plus you can send your significant other to the store and say, “Get the orange one, please!”

Creates consistency

When an ownable color is used constantly on all touch points of the brand, this creates consistency. Consistency breeds trust, and trust builds repeat purchase. A consumer must come in contact with a brand 8 times before they actually register that brand in their minds. Utilizing an ownable color can speed up this process. People buy from businesses and companies they trust, so using a consistent color on everything from packaging, collateral, websites, and more will help build that trust.

There are some challenges to this. You have to plan and know what you are doing, or work with an expert who does. This is why working with you neighbor or cousin may not be the best idea. Be sure to chose an ownable color that you can reproduce in spot and 4-color process, coated and uncoated variations. Not all colors replicate well in both spot and process, and when the color deviates from a consistent standard, it can have a negative effect and dilute your brand equity and trust.

Fosters recognition

Having an ownable color and using it on all of your branding and marketing materials fosters recognition over time. This is ultimately the goal of an ownable brand color. When a consumer first experiences your brand, they will take the time to explore it, reading information, learning your story and more. Over time, however, the consumer will reduce that time and rely on elements or visual equity that identify your brand. The goal of an ownable color makes it easy for the consumer to find and purchase your brand, and they appreciate that. For example, consider flipping through a magazine. Imagine seeing an advertisement with a smiling woman holding a small eggshell blue jewelry box. The logo does not even have to be on the box, and I’m sure most of you would assume that it is a box from Tiffany & Co. That shade of blue, particularly on small jewelry-type boxes, is so recognizable that nothing else is needed for the reader to realize it is a Tiffany’s box. Tiffany’s is now one of the most widely recognized and iconic brands of our time.

What do you think about the idea of owning a particular brand color? What are other examples of companies that have done this successfully? Share your ideas with us below.

What makes you hungry?

Have you ever walked through a store and seen a package that just makes your mouth water or takes your breath away, and you just have to try the product? I know I have. It is one of the reasons why it takes me so long to do my weekly shopping.

Packaging is a very powerful tool. It has the ability to completely alter a consumer’s perception of a product or brand, for better or for worse. For many companies, it is the only form of advertising or communication they have to highlight and share the unique qualities of their product with the consumer. The layout, design, typography, photography and other elements work together to create a unique consumer experience from start to finish.

Today, there are hundreds of thousands of products on the market, which makes for a very overcrowded shelf or monitor. So brands should ask themselves, “How can we differentiate ourselves from the other similar products in our category?” By investing in packaging design and working with experts together one can create strong appetite and shelf appeal.

This leads me to ask, what makes you hungry? What grabs your attention and inspires you to make that purchase? Remember, brands only have about 2-3 seconds to jump off the shelf and engage potential customers before they move on. It’s also important to consider that in today’s world, many packages and brands are only seen online.

Here are a few ways in which packaging design can play up appetite and shelf appeal:

Photography

Photography is without a doubt one of the most important factors of a package when it comes to highlighting appetite appeal. Invest in great photography! It is a worthwhile spend because it is one of the first things the consumer notices on a package. The lighting, positioning and preparation of the food is critical and can shift the perception of the product from a basic, casual dish to something that, like I said, “makes your mouth water.” Over the years, we have developed relationships with photographers and food stylists that we treasure. Your product should be displayed, styled or presented in dishware that compliments your product and does not distract from what it is you are trying to sell. However, you have to be truthful to your item. It has to not only look like your product, but be your product. A great stylist and art director will know how to make your product look its best. I remember shooting Stagg Chili many years back and it was amazing what can be done. If the photography does not accurately reflect the product, not only will your customer will be very disappointed, but it will reflect poorly on the company’s honesty and transparency with the consumer.

Hierarchy

Many companies want to shout everything on a package, at the same volume. However, consumers’ eyes and brains are trained to read a package in a certain way, and there are strategies to help direct and control how one reads and interacts with a package. It is important to work to create a strong and accurate hierarchy of communication. Let your consumer zero in on the most important element and then work their way through the package. Add elements that recede and surprise without taking away from the main claims and callouts. Done well, packaging can be an experience, and not just a container.

The brand story

In many cases, a unique brand story can foster appetite appeal on packaging design. For consumers, taking the time to read the brand story and connect with the brand is not as fast acting as photography or benefit claims, but it is equally important. If your brand story is about your manufacturing/production process, or about strong tradition and heritage, consider detailing the story on the packaging. Having a full understanding of the process or rich tradition and history of the brand adds to the appeal. Today, there are even Apps that can elaborate on the story, allowing consumers to dig deeper into the company’s beliefs, corporate values and social responsibility position.

Romance copy

Romance copy is the WOO. It is all of the marketing language that hooks your buyer and persuades them to buy your product. Romance copy is descriptive, inviting, and creates an intriguing visual or image for your consumer. For food and beverage products, romance copy can highlight flavors, taste, texture, smell and detail the expected experience. Make sure to keep the copy focused on the product and call out only the most important attributes of your product.

Color combinations

Color is one of the most fundamental aspects of design. Color has the ability to evoke different emotions, feelings, and influence on packaging. When combined with other colors and patterns, the effect can be very powerful. For instance, deep, rich and warm colors create a feeling of decadence and luxury, whereas lighter, bright colors can signify fresh or natural foods. Use color combinations strategically to send the right message to your buyers. Colors are also used to quickly communicate the health positioning, like the green trend for low fat, or to help to segment multi-SKU programs for easy shop-ability. Remember that colors change on different substrates and with different inks, so be sure to find partners that can guide you through the best colors for your product and production method.

Finally, don’t discount the power of color to immediately convey your brand. You may notice that certain categories rely heavily on certain color trends. Sometimes it is better to stand out from competing products on the shelf and claim a different “ownable” color. Other times, it is more beneficial to play within a certain color palette. It all depends on your particular category and situation.

What other factors make you “hungry” when it comes to packaging design? How do you think packaging design affects the consumer experience and repeat purchase? Let us know what you think about this topic in the comments below!

Is your email getting through to Millennials?

Email marketing – you either love it or hate it, but everyone uses it. In fact, most companies utilize some form of email marketing, whether it is through newsletters, e-vites, coupons or weekly digital catalogues.

Lately, there has been a lot of talk around Millennials and their email habits. Some experts claim that Millennials are less likely to use email than other generations. Is email marketing totally lost on this generation?

Actually, no.

A recent study found that Millennials use email just as much, if not more than other generations. The primary difference is that Millennials check email at multiple points throughout the day, whereas Baby Boomers and Gen Y’s are more likely to check email during standard work hours. Given the fact that 38% of Millennials work as freelancers and 80% sleep with their smartphone next to their bed, this generation is actually considered “power users” of email.

To be fair, I want to point out that the term ‘Millennial’ covers people born between 1981 and 2001. This is obviously a large gap, and there are significant differences between a 14 year old and a 34 year old. This makes it difficult to speak generally about Millennials and their email consumption habits since this group ranges over several life stages that may impact their usage.

Despite differences in opinion, email is an extremely powerful channel, and we need to strategically shift our messaging and practices in order to better connect with this generation. So what are the implications for email marketers, and what can we do to achieve better results? Here are 3 ideas:

Make sure it’s mobile friendly

You’ve heard it before – our world is going mobile. This is especially true when it comes to Millennials. Millennials are on their mobile devices more than any other group, so there’s a good chance they will view your email on a smartphone. Be sure that your email is mobile adaptive and displays correctly on a smaller screen. If you use email marketing software, such as MailChimp or Constant Contact, you can test this feature beforehand. If your email is not mobile-friendly, it will be difficult to read and may frustrate your audience, resulting in an increase in unsubscribes.

Consider your timing – consistency breeds trust

This one is a bit tricky. There’s no definitive answer when it comes to what day or time to send your email. However, most people tend to prefer emails that are sent at consistent dates and times. This means you don’t necessarily need to send your email at the same time each day, but rather, choose a specific time frame to send your updates (such as every other Wednesday afternoon) and stick to it! Although the time of day doesn’t matter much to Millennials (since they check email throughout all points of the day), they do value senders that are consistent. They will know when to expect your email – and will actually take the time to read it. Consistent email marketing will breed trust, and potentially brand loyalty, down the road. 

Personalize whenever possible

Remember, this is the generation that got trophies just for showing up. Make them feel special. Most email users love personalization features, and this is especially true for Millennials. Personalization makes your marketing approach feel more authentic and genuine. You can do this through tools that allow you to insert the receiver’s name, company, and other details into an email. Nobody wants to receive a cold, sales-y email. Providing relevant and valuable content will also help your email feel more genuine. Whenever possible, give receivers control and choice with customization features. Make it easy to opt in (and opt out) of your email list, and allow readers to customize any frequency or timing settings. Some contacts may want to receive one email a day, whereas another may want to receive one email a week. That’s a big difference. Giving your contacts control with these features will be greatly appreciated. This also holds true for Millennials of different ethnicities as well.

What do you think email marketing to Millennials? What other tips do you or your company use? Let us know what you think in the comment box below!

6 Ways to Improve Your PowerPoint Presentations

At some point in time, we’ve all been required to give a presentation in front of a group. Maybe it was when you were in school, or perhaps it was for your department or company. No matter the setting, there are specific things that make a presentation memorable and exciting for the audience.

A great presentation requires more than a brilliant idea. A great presentation incorporates a slide show with text, video, web links, and interactive components. One of the most commonly used presentation tools is PowerPoint. When done correctly, PowerPoint can significantly enhance the overall presentation and help your audience follow along with what you are saying. When done incorrectly, a PowerPoint presentation can bore your audience and serve as a crutch or teleprompter for the speaker. Yikes.

Here are a few ways you can improve your PowerPoint slides and create a more dynamic and engaging presentation.

1.) Create a brand specific template

You presentation is an extension of your brand. The look and feel of the images and PowerPoint slides should align with your brand’s overall feel. For example, don’t create a PowerPoint that is casual and kitschy if you present your company as buttoned up and classic. This can create a disconnect. That doesn’t mean you shouldn’t add humor to your slides, but stay on point and on message.

2.) Save your slides as JPEGs

Nothing is worse than discovering that the format and text you spent hours perfecting is altered when you go to give your presentation. In order to prevent your format or fonts from changing on different computers, consider saving your slides as JPEGs. Once you finalize your presentation, save each slide as a JPEG and insert the JPEGs back onto your slides. The overall file size will increase, but this is an easy way to ensure that your PowerPoint won’t change when displayed on a different computer.

3.) Use “Presenter View”

Presenter View is an extremely underutilized tool in PowerPoint. It is found under the “Slide Show” tab. On this screen, the presenter can input additional notes and a timer, as well as your main presentation slides. However, your audience will only be able to see the main projected presentation. Presenter View remains hidden from others and is useful in helping the presenter keep track of time and create a more natural-sounding presentation.

4.) Rely on visuals instead of text

Nobody enjoys a text heavy presentation. In fact, using paragraphs of text is a sure way to put your audience to sleep. Instead rely on visuals to get your point across. Don’t use PowerPoint as a teleprompter for what you want to say. You should have practiced your presentation to the point that you could give it without any aids or visuals on hand. Remember, your PowerPoint isn’t supposed to serve as an outline of your presentation; it is supposed to amplify and enhance your message with visuals, graphs, and video.

5.) Be selective, and stay simple!

Simply put, be choosy with your content! Not everything you want to say or demonstrate needs to be a sentence or slide on your PowerPoint. This will only overwhelm or bore your audience. Only use visuals, words, and bullet points that are absolutely necessary. Although visuals are best for getting your point across, overusing images or using irrelevant pictures will confuse your listeners. Keep it simple and straightforward, and your audience will be thankful.

6.) Don’t give out a copy of the presentation

Giving out a copy of your slides is a big mistake. A PowerPoint deck is supposed to support the speaker and be used alongside the presentation. They are not meant to stand-alone. If you would like to provide something for your audience, design a handout with the important information and data from your speech. Designing your PowerPoint like a handout with the intent to give copies to your audience will result in an overcrowded, cluttered, and text-heavy slide deck.

Remember you are your brand. Of course, each presentation, topic, and audience is very different. Take the time to plan and strategize – before you start outlining your speech – to determine what tactics will be most effective for you.

What tips or presentation guidelines have you found useful or beneficial? Do you have any other suggestions for improving a PowerPoint presentation? Share your ideas and thoughts in the comments below.