What Happened to Summer? Back-to-School Marketing Starts Earlier Than Ever

The temperature is soaring, steaks sizzle on the grill, and kids play in the pool, but not everyone is thinking summer. Back to school season is starting earlier than ever for big retailers and the impact trickles over into all aspects of marketing. Both Office Depot and Land's End launch back to school campaigns at the start of summer - in some cases before school even ended in some parts of the country.

This is a change even from last year; according to AdAge, 2016 saw back to school marketing head into full swing around the middle of July. Time magazine cites the need for retailers to make as many revenues as possible during the highest spending periods as the reason Black Friday, Halloween, and Back to School promotions are being scheduled earlier than ever before.

When does Back to School Begin?

Big retailers working on the premise that earlier is better have begun pushing back-to-school marketing back each year. Back to school is big business for retailers, since it is worth about 78 billion; it is second only to the major holidays for revenues, according to AdAge.

How Early is Too Early?

Office Depot's back-to-school advertising rolled out June 25 of this year, a full three weeks earlier than 2016's July launch. Other retailers are following suit, but there is some consumer backlash against the early push. Lands' End received public criticism on social media when their back-to-school catalog dropped while kids in many parts of the country were still in school.

"We got your #backtoschool catalog in the mail. Our kids still have two weeks of school left this year! #fail #marketing," tweeted Greg Magin.

@GregMagin helpfully tagged his rant with #fail, #backtoschool and #Marketing, so it was seen by far more than just his followers. This backlash from consumers shows that a too-early launch can backfire. Right now, the sweet spot for back-to-school marketing seems to be right after the 4^th of July through the end of the month.

Back-to-school marketing is all about timing. Being aware of this pitfall, and of the enormous potential of this busy season, can help you make the most of Back to School season for your brand and ensure your organization has a visible presence during this often overlooked marketing opportunity.

Make Back to School Time Count for your Brand

Positioning your Back to School promotions in July and working to build not only sales but also awareness can help place you in front of consumers when they're ready to outfit the kids for the next school year. Since most consumers begin searching online well before they part with actual money, building awareness ahead of this busy season can help you get the results you want without irritating consumers.

Indra Nooyi: A Story in Being Yourself and Persistence

Have you ever heard of Indra Nooyi? Maybe not, but you've probably bought her product at one time or another in the past year. Ms. Nooyi is the CEO of Pepsi-Co., the makers of the popular and well-known Pepsi soda brand. However, her position at Pepsi is not necessarily what is the most amazing fact of her story. Granted, reaching the status of being a Fortune 500 company CEO is huge and significant, but how Ms. Nooyi got her start is the real story. That's because she risked everything with no safety net to fall back on.

Some Compelling Advice

Indra Nooyi came to the U.S. like so many other great minds, arriving as a student immigrant. Ms. Nooyi jumped to a slot in Harvard's master's degree program in business. However, graduating wasn't her biggest challenge. It was translating her academic success into a result: getting a job. Ms. Nooyi's first real interview was total failure - no connection, no rhythm, no job. However, she received a piece of advice from a professor that Ms. Nooyi has carried forward since then to her role as a CEO. She was told to simply "be herself."

Ms. Nooyi clearly took the advice she received to heart. Not only has she been herself as intelligent, smart, persistent, and daring, she has also scored an enviable position of 75 percent plus support by her own employees worldwide. See if you can find a politician with as much support even when winning a national election.

What Makes A Person Successful?

For business owners and leaders, the lesson from Ms. Nooyi is to never forget what really makes a person successful. It's not the suit, it's not the past laurels, and it's not the school degree. What makes the difference that catches people's attention and gets their support is one's personal confidence and persistence. Ms. Nooyi gambled everything with not just coming to the U.S. to succeed but to also establish herself in a highly competitive arena: business consulting. Had she failed, Ms. Nooyi would have had to return back to India and likely would have disappeared into a vast number of IT companies there; everything for her was on the line. But she persisted. And Ms. Nooyi, with her new advice on being herself, was quickly hired. That in turn became her path to eventually becoming Pepsi-Co.'s latest CEO.

A Better Choice

Business leaders trying to keep a company going will at some point face a challenge where everything has to be put on the line to get to the next level. Many don't take that leap. It's too risky, it's too costly, or it's too unknown. Yet from Ms. Nooyi's example, the last thing anyone should be doing is trying hard to fake their way through the issue. Be yourself. Trust your skills and trust your gut to make the right the decision. That's what got a person to a leadership role in the first place, so why should he or she be any different at the moment that counts the most? Risk, responsibilities, fears of what-if can all combine to make someone think behaving differently may be the best path forward. Clearly, from Ms. Nooyi's example, there's a better choice.

Improving Your Organizational Skills With Technology

If you're the type of person who wants to improve your time management skills, there's a good chance that what you really need to do is improve your organizational skills. We spend so much time each day trying to remember where we put that important memo, when that upcoming meeting got rescheduled to, or simply trying to get our heads around what obligations we have today. All of this is wheel-spinning certainly isn't driving your productivity forward in the way you need.

Thankfully, modern technology can be a huge benefit in terms of improving your organizational skills. You just have to keep a few important things in mind.

If You Can Add A Digital Version, Do So

One of the most important ways to use technology to help improve your organizational skills involves finally embracing some of the "digital" versions of "hard copy" techniques you may be holding out on. Case in point: an astounding amount of American adults own a smartphone, a device that is literally more powerful than the equipment used to pull off the NASA moon landings in the 60s. Yet many are still only using them to send and receive calls, respond to emails and send text messages. These are communications benefits, not organizational ones.

As an example, some people still like using a paper desk or wall calendar not only because of the intimacy, but because nothing can really go wrong with it. You make an important appointment, you write it down on your calendar, end of story. That information is always there. However, there's also a chance to go one step further.

Your paper calendar doesn't travel with you - your smartphone does. Get in the habit of using both a paper calendar for the tactile quality it excels at AND a "Calendar" app for the organization and especially the travel benefits. If you make an entry into your "Calendar" app on your iPhone, that data is automatically synced to your iPad and MacBook Pro, too. The same is true of data you enter into your "Reminders" app, your "Notes" app, your... well, you get the point. Making a habit of keeping both the paper and the digital version of something in this case creates a "best of both worlds" scenario.

The Cloud Is Your Friend

Along the same lines, let's get one thing straight: it's time to move as much of your daily life into the cloud as possible. Cloud storage isn't just a "virtual hard drive." If you're only thinking of the cloud like a digital version of something like a flash drive, you're not even hitting the tip of the potential iceberg.

When you upload a document into the cloud, it's instantly available on all of your devices. It can be shared with anyone - both other employees and clients - in a mouse click. Anyone can edit those documents and you have complete visibility over all changes and access permissions. It's also protected from things like hard drive failure and even theft. Thanks to both the military-grade encryption that services like Dropbox use and techniques like two-factor authentication, your data has never been more secure or accessible at the same time.

The most important benefit of all is that you always know where your data is - available, end of story. You don't have to worry about what you're going to do if you can't take your laptop on a plane with you because you can be just as productive and have access to all of the same information on your smartphone.

These are just a few of the simple ways you can use the technology you probably already have access to. Once you take the time to setup something like cloud-based storage, the hard part has already been done. You won't have to spend an hour or more each morning trying to remember where you put this or that. You'll just know. You won't need to wish there were more hours in a day because it'll be easier than ever to do more with the ones you already have.

4 Essential Tips for Time Management On-the-Go

It happens to the best of us: you've worked hard to build a daily routine that lets you maximize every second of every day. You've mastered the fine art of working smarter, not harder, and everyone in the office is jealous of your productivity skills. Then, that upcoming business trip (or even vacation) gets slotted on the calendar and threatens to jeopardize everything you've built up to this point.

Take a deep breath and relax. Staying as productive as humanly possible while on-the-go is a challenge, yes, but that doesn't mean it's impossible. If you want to make the best use of your time while you're out of the office, here are four simple, yet essential, tips you'll want to focus on.

1) Beware of Those Time Zones

You know how it takes everyone a few days to recovery from the hour gained or lost due to Daylight Savings Time? Time zones are even worse for your productivity, especially if you're not a frequent traveler. If you're going to be headed across the country (or even across the world), the first thing you should do is update all of your devices to local time. You're the one out of the office, so the burden is on you to adapt, not everyone else. Most "smart" devices have a feature in the "Settings" application that will update to local time automatically as soon as you connect to your first Wi-Fi network once you arrive.

2) Cloud Storage Is Your Friend

If you're not already embracing the wonders of cloud-based storage services like Dropbox, now would be the time to start. Not only does it make sure that all of your documents sync to all of your devices, but many services (like Dropbox for Business) include built-in collaboration features that let multiple people edit the same documents at the same time. Whether you're on a business trip or are on vacation, if something needs to be approved or modified while you're waiting for your flight to take off, you'll still have the opportunity.

3) Don't Try to Adapt Your Routine. Make a New One

Regardless of where you're headed, your instinct may be to take your daily routine, the one you worked so hard to build and hone, and cram it into a travel-shaped box. This is an instinct that you should fight at all costs. Don't pretend that nothing has changed just because you're going to be away from the office for a few days. That's how mistakes are made. Instead, think about the obligations you have on your trip and find opportunities to remain productive around those scheduled demands. You'll have a much better chance at building a new, temporary routine that works for the specifics of the situation you find yourself in.

4) The Devil Is (NOT) in the Details

When you're hard at work in the office, you tend to have more time to pay attention to the little details of the task at hand. It's something that goes hand-in-hand with being a career-driven professional. The problem is that this is almost always a bad idea. Striving for perfection 100% of the time is a great way to get less done in a day than you need to.

Lessons We Can Learn From Great Business Minds of Yesteryear

Business leaders of yesteryear can teach us lessons even today. Cornelius Vanderbilt, who dominated shipping and railroads, John Pierpont "J.P." Morgan, who built a financial empire on investments and banking, Mary Kay Ash, who founded the exceptionally successful company Mary Kay Cosmetics, and John D. Rockefeller, who founded Standard Oil as was America's very first billionaire are all worthy of admiration and have lessons they can teach us. Today, though, let's look at one businessman, in particular, Henry Ford.

Who Was Henry Ford And How Did He Make An Impact in The Country?

Henry Ford, born in 1863, was a U.S. Industrialist who revolutionized automobile production, which allowed his company to mass produce cars, thus bringing the price down. This, in turn, allowed more regular folks to purchase cars and led to Ford Motors becoming hugely successful. In essence, Ford did more than creating a successful company; he revolutionized the entire transportation industry. Before his changes were implemented, most people were unable to afford such a luxury. Therefore, he took a product that was not widespread and made it applicable for the average consumer, thus changing the entire landscape of the country in several ways. Ford was able to achieve this success thanks to a few methods he applied within his business. These ideas are applicable to any type of business and can teach us as business professionals and entrepreneurs lessons on success even today:

• Innovation is Everything: When it comes to innovation, Henry most certainly knew what he was doing. He utilized an assembly line technique that forever altered the way automobiles were produced. It's worth noting that he was not the inventor of said assembly line. He only created an innovative way to implement the technique within his business. This is a great lesson we can learn from him today. You don't have to come up with the idea or product in order to figure out a new way to utilize it.


• Don't be Afraid to Specialize And Offer Solutions to Undiscovered Problems: Henry Ford understood his market and specialized in it. He understood that it's hard to find success when remaining too generic. He also understood his customer base better than they understood themselves. He was able to offer a product as a solution to a problem that his customer base didn't even realize they had. He once stated, "If I had simply asked people what they wanted, they would have asked me for faster horses."


• Efficiency is Vital: Ford was such a believer in efficiency that he is credited with the creation of "Fordism." This term basically describes a system of mass production that is both standardized and efficient. He understood the importance of keeping his workers productive and achieving a maximum output. He was able to do this, in part, by providing incentives. These incentives, which included a reduced workweek and better wages, resulted in worker loyalty and efficiency.


• Don't be Afraid to Learn Something New: Henry Ford once said, "Anyone who stops learning is old, whether at twenty or eighty. Anyone who keeps learning stays young." Henry Ford was personally committed to learning. He was never content to learn all he could about a subject and just stay there. He didn't want to just "be," he wanted to grow. This is likely how he was able to come up with such innovative ideas because he never got stuck thinking or acting a certain way. Instead, Ford was always up for a new challenge. We would do well to emulate this in our own professional lives.

There are countless other lessons we can glean from Henry Ford and other businessmen and women like him who revolutionized their industries and achieved amazing success. The important point to remember is that they all stepped out, took a risk, and believed in their goals. That is the foundation for any great success.

Top Five Ways to Work Less and Enjoy Life More

Everything today is about "more": more money, more time, more pressure, and ultimately, more stress. However, does this rat-race life leave you feeling flat and defeated and constantly chasing an ideal you're no longer sure exists? If this sounds like you, it's probably time to downshift and find ways to work less and truly enjoy your life more. Working less sounds like a scary prospect, but once you see how achievable it is and how much peace it will return to your life, you will be sold!

1. Make Changes at Work

We often get caught up in the tidal wave of rushing to get to the next level at work. So caught up, in fact, that we don't realize we are no longer enjoying the work that we do and aren't even sure that we're adding value. How do you make an honest shift towards happiness while not letting down your co-workers or your boss, and continuing to pay your bills? Fortunately, there are more options available than ever before. There are simple steps that you can take such as walking at lunch as a way to get away from your desk or more drastic options such as requesting a lower-stress (and likely lower-paid) position. However, there are some great middle ground opportunities at businesses today as long as you get creative. Have you ever considered flex time? More than ever, organizations are allowing their employees to work one day a week from home or create a more flexible schedule that doesn't inconvenience office mates or negatively impact work.

2. Pick Your Battles

Think of everything that you need or want to accomplish in the next five years. Maybe it's saving up for a big trip, or getting that huge promotion you've had your heart set on. Physically write down what is most important to you in the short-term and the long-term, and those are the things that you don't want to compromise on. Everything else is up for negotiation. If a short jaunt with friends comes up that will require you to skip a vacation day with family later in the year, just say no! The same goes for things like eating out on a weekly basis. The costs associated with feeding a family of three or four outside the home can really mount up, and keep you from reaching longer-term goals for a short-term convenience. This trade-off may not be worth it and may cause you to have to work overtime to support your fast-food habits.

3. Stop Multitasking

Taking the time to focus on one topic at a time truly does pay off. While multitasking feels efficient, a recent study at Stanford University showed how productivity can plummet when your brain attempts to focus on more than one thing at the same time. Instead, be intentional about what you need to accomplish -- focus, complete the task, and then move on.

4. Automate Your Savings

Ever find it difficult to get enough money together at the end of each month for savings? If so, it's time to outsmart yourself! Even if it's only ten to twenty dollars per week, start sending a small chunk of change from each paycheck to a savings account that you can't easily access, and do it automatically. The theory being that if you never see the money, you'll never miss it. Before you know it, you'll be able to buy something you've really wanted without having to work overtime or take on extra shifts to make it happen.

5. Get Motivated

Sometimes, the way to do your best work is simply to have fun! When you are energized and enjoying what you do, work just comes more naturally. Creative juices flow, relationships with co-workers have more synergy, and life is good. When you're at work, look for ways to enjoy it! The positive mood will spill over into your personal life, and you'll find yourself enjoying life more every day.

These are just a few of the ways you can find more peace and joy in your daily life, simply by finding the balance between hard work and hard play. Multitask less, focus more, and bring fun to everything you do!

Personalization Matters: Why Going the Extra Mile is Always Worth It

When people talk about the decline of "mom and pop" businesses in favor of the giant, national retailers, one of the things they bring up is that it's hard to find a store that you can walk into these days where the person behind the counter actually takes the time to learn your name. You can't walk into a national brand and expect someone to go "Hey, Phil - how did that new garden hose you bought last week work out for you? I've been thinking about you, and I thought you might like this other new product, too."

But the fact of the matter is that these days are not over - not by a long shot and especially not in the world of marketing. You absolutely can inject this much more intimate, fulfilling level of personalization into your marketing collateral - provided that you're willing to go the extra mile.

Personalization in Marketing: By the Numbers

If you ever wanted a clear cut example of why "going the extra mile" is an investment that pays off in more ways than one, look no further than the following statistics:

• According to a recent study from Digital Trends, an incredible seventy-three percent of consumers prefer to do business with brands that use personal information to help create more enriching, more relevant shopping experiences.


• According to a completely separate study from Infosys, eighty-six percent of consumers said that the level of personalization (or the lack thereof) absolutely plays a role in their purchasing decisions.


• If you think that personalization is only a game for digital and internet-centric businesses, think again: direct mail success rates are continuing to trend upwards because, you guessed it, people find actual mail that they can hold in their hand much more personal and rewarding than something that is easily ignored like an email.

It's About "Walking the Walk"

The major benefits of personalization in marketing extend far beyond just statistics like these, however. It all comes back to the values that your brand represents and the promise that you're making to each and every one of your customers. Simply put, it's one thing to say that you care about all of your customers - it's another thing entirely to do the types of things that turn this from catchphrase into irrefutable fact.

Put yourself in their shoes. If you get two pieces of marketing collateral in the mail - one of which is addressed "Dear Sir or Madame" and another that has your name and maybe even specific information about past purchases that you've made - which one are you going to put more faith in? Which one would you bet cares about you more? Which one would you believe has a vested interest in making your life better?

Your customers have made their opinion loud and clear - they don't just want you to sell to them. It isn't just enough to have a product or service that is objectively better than anyone else's. They want to be a part of something larger than a single purchase. They want something that they're not going to get anywhere else - a true relationship with the people they give their hard-earned money to. Personalization and going the extra mile are just among the many, many ways that you can now do that in the modern era.