Overcoming the Challenges of Succeeding in Business

 

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“The most admirable benefit to being self-employed is having the freedom to select which 80 hours to work each week.” For those unaccustomed to the realities of becoming an entrepreneur, the most common misconception is that with the ability to cut ties with regular paychecks from an employer comes freedom from the commands of another. In reality those who choose to step out from the pack and start a new business are trading one demanding 40-hour work week for an all-consuming lifestyle that is full of daunting challenges and surrounded by seemingly endless numbers of foes bent on stealing the dream.  According to the U.S. Small Business Administration, over 50% of small businesses fail in the first year and 95% fail within the first five years. So, with that statistic in mind; what is wrong with all the small business people out there?

Obviously, the challenges to achievement of success in business are many, formidable and often complex. Financing, marketing, administrative tasks and acquiring needed talent just to name a few. Most say that the leading hurdle in running a business is the demand of time. Small business ownership is generally a lonely journey, particularly in the beginning. Nearly a quarter of all small business owners feel that having enough time to get everything done each day is their most formidable barrier to formulating the long-term strategies necessary to succeed. The Small Business Growth Index found that 65 percent of small business owners believe technology innovations are making it easier to streamline business operations.

Fortunately, the technology that is providing large businesses significant competitive advantages in the marketplace is also providing endless opportunities for small businesses to automate routine and redundant everyday activities, permitting much needed time for owners to focus on long-term goals and objectives without sacrificing quality performance. Developing a reasonable and achievable plan and working the plan has never been more important to achieving success in business.

While 95 percent of all business owners admit to performing their own marketing, less than half identify themselves as being “marketing savvy.” The universe of marketing is experiencing a revolution. The Internet, social media platforms, mobile devices and an increasingly expanding range of digital technology is providing a plethora of new vehicles to connect with consumers. Selecting an affordable mix of marketing collateral that project your unique business proposition to your targeted customer requires time and an understanding of what vehicle will best suit your particular business needs. With most small businesses unable to afford in-house marketing professionals, outsourcing the marketing function to experienced marketing professionals can have an immediate positive impact on a small business.

Attracting and selecting qualified employees is perhaps the most challenging of all tasks facing small businesses today. Identifying and onboarding the talent needed to establish and grow a sustainable business is paramount to success. Filling a need for individuals who share your passion for achieving the vision, who mirror the company culture and who can bring valuable insight, skill and effort to the journey is difficult and time consuming but is essential to earning a place in the 5 percent club.

Each year there are more than 600,000 new businesses opened by people who, as statistics suggest, have something wrong with them. The reasons given by those who choose to establish a small business is varied. Some profess a need to command their own destiny or are compelled by a need fulfill a personal passion. Some relish the immensity of the challenge and still others are attracted to the game of risk and reward. The reasons, perhaps, are as many as the challenges to be overcome.

For more on how Junction Creative Solutions’ (Junction) experienced marketing professionals and business development experts can help you overcome the many small business challenges, call 678-686-1125.

Junction Taking a Page from Its Own Playbook As It Expands Its Team

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There are a multitude of skill sets required to successfully achieve a business owner’s vision, each practiced daily and each with its own level of importance.  Perhaps the most important of these skills is hiring, onboarding and motivating the right people who will be instrumental in achieving the vision.  American author and lecturer on the subject of company sustainability and growth, Jim Collins said, “Great vision without great people is irrelevant.”

At Junction Creative Solutions (Junction), we share the idea that hiring great people impacts virtually every aspect of an organization, from company culture and values to the ability to innovate, adapt, and remain focused on achieving the vision. Building a team of qualified associates makes it possible for a business to differentiate itself from the competition, establish a credible brand, and deliver a superior customer experience.

“Junction, for nearly a decade, remains focused on building a team of talented professionals to not only drive our business but also our clients forward,” comments Julie Gareleck, CEO & Managing Partner, Junction Creative Solutions (Junction). “As Junction’s portfolio continues to expand, the need for qualified people with the skills to manage and execute multi-faceted, integrated strategies and solutions has been a critical area of focus.”

Susan Lynam, a former Account Manager for a Global Healthcare Company and an entrepreneur, has enabled Junction to improve its internal and external processes to better serve our clients.  With nearly 2 decades of expertise in business management, logistics, and operations, Junction is excited to have Susan as a valuable member of the team. “Susan’s insights and experience have made a significant impact on our business in the last year.  Her professionalism and positive approach to problem-solving have made her an asset to our team,” comments Julie.

Kai Weber, a marketing veteran, has successfully built corporate marketing teams and managed complex marketing initiatives for a subsidiary of Morgan Stanley.  Kai, as a Strategic Account Manager, will be focused on new client acquisition and account management.  In her role, she will work to expand opportunities for Junction and contribute to the growth of the firm. “Kai brings a unique viewpoint to Junction’s team. In her previous roles, she was the client working with agencies.  This insight will help Junction provide an unmatched client experience.”

Growth, while positive, can have its own challenges.  As purveyors of strategy, Junction is taking a page from its own playbook. “As we grow our team, we have to be sure that we have the right folks in the right seats to drive this business forward.  In an environment with a multi-generational, technology focused mindset, finding top talent is especially difficult although not impossible.”

Blockchain, the Next Wave of Innovation in Digital Marketing

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The word is out. Not fully or easily understood yet by the average internet user or even by the more experienced of users, “Blockchain” is promising to be as impactful on those disciplines that veraciously do business on the internet as the original world wide web was on them just a few decades ago. Though not fully implemented, Blockchain technology threatens to eliminate the need for the traditional, centralized digital advertising distribution models and significantly improve the security of online information. It has the potential to give consumers complete control over their personal data. A decentralized data management and storage environment, blockchain technology promises to impact and disrupt current digital advertising giants like Facebook and Google.

Forrester has predicted that digital marketing expenditures in the United States will reach $120 billion by 2021. Any alteration in the current progression of those billions of advertising dollars flowing through middlemen like Google and Facebook has the digital marketing industry abuzz. The emerging blockchain technology uses a network of servers to transparently and independently verify the accuracy of user data, enabling consumers to feel confident that their data is accurate and factual and not being manipulated. Companies will be able to use blockchain to show consumers whom they are selling data to and assure them that information will not be tampered with.

A major point of contention for marketers has long been the apparent lack of transparency and accountability in being able to verify digital ad spend. Recent reports indicate that as much as 56% of all display ad dollars were lost to fraudulent inventory in 2016. The cost of ad fraud globally is expected to increase to $50 billion over the next decade. With a reported 79% of advertisers expressing concerns about the lack of visibility, many major brands are restricting their digital advertising budgets. Blockchain provides actual verification that sustainable, ethical, and responsible practices are being used and can make data-driven marketing more transparent by confirming that a targeted consumer actually viewed the advertisement, leading to a more precise digital attribution.

Consumers are being overwhelmed with too many ads, emails, coupons, and messages. This current “more mud against the wall approach” indicates marketers don’t have a single view about consumers that promotes cross-platform continuity. Studies have shown that between four and six ad exposures have the optimal impact on consumers’ propensity to buy. Blockchain can correct overexposure by providing an enhanced level of tracking and transparency that is not currently available through traditional digital advertising chains.

Universal adoption of blockchain technology is still a relatively long way from reality, but marketers should start digesting the wealth of information on the technology’s benefits and limitations. Digital advertisers should familiarize themselves with those companies who are pioneering the blockchain technology. Adoption of blockchain will be crucial to the development of future digital marketing strategies and embracing this new opportunity sooner rather than later will provide savvy marketers a head start in the next wave of innovation that promises to take the world of marketing to new heights.

The Eroding Trust & Confidence in Social Media Marketing

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The recent crisis for Facebook in the aftermath of the Cambridge Analytica revelation is reigniting a troubling issue among users and advertisers of a vast array of social media outlets. Already experiencing a decline in trust from consumers, marketers are beginning to hesitate implementing expanded social media campaigns. For Facebook, the current debacle promises to increase the numbers of users who are fleeing the media giant. According to a Reuters/Ipsos poll, well under half of Americans (41%) now trust Facebook to obey U.S. privacy laws and adequately protect personal data from misuse. Facing possible monetary penalties and new government regulations over the data misuse, perhaps the most damaging outcome of the affair between social media outlets and personal data abuses is the response the relationship has spawned among some very large advertisers.

Mozilla Corporation, Commerzbank, Germany’s second largest bank, and Pep Boys, a major automotive retailer announced they were suspending their advertising campaigns on social networks. Pep Boys CMO Danielle Porto Mohn explained, “We are concerned about the issues surrounding Facebook and have decided to suspend all media on the platform until the facts are out and corrective actions have been taken.”

For a number of years, researchers have been reporting a steady decline in consumer trust of online social media outlets as they increasingly turn to social platforms for product and service information. Consumers are expressing doubts about the credibility of information and an increasing lack of social media discourse. “This notion of media being the Fourth Estate, we’ve come to believe, is eroding,” Edelman Chicago Chief Operating Officer Kevin L. Cook told an Omaha campus group. “We’re also in an age where technology allows us to completely manipulate our news feeds and tailor what we read to only what we want, only to what suits our sensibilities.”

Distrust of social media is the most prevalent among millennials, the largest segment of the consumer spectrum. The trend to distrust is shared across the landscape of media outlets and may suggest that the bloom of the social media industry is fading as advertisers and users appear to be tiring of the proliferation of fake news and the questionable accuracy of published information in general.

In response to this erosion of confidence, marketers must refocus attention to a strategy of attracting and protecting consumer confidence by insisting on an elevated standard of media accountability. Emphasis should be placed on the quality of the messaging and less on the quantity of the messages spread across and in concert with multiple marketing channels. Consumer trust and confidence in the brand must be an important element of the campaign’s measurement of success. Such confidence and trust must be earned, not purchased.

“Research by professors Joseph Turow, Michael Hennessy and Nora Draper found that marketers were incorrect in assuming that a majority of Americans give out information about themselves as a trade-off for benefits they receive.” Only 21 percent of respondents agreed that getting discounts, free services or better services for collecting online information is a fair trade-off. Users may have glossed over social media platforms’ privacy policies in the past but never more. A recent Deloitte study found 93 percent of consumers believe they should be able to request that a company permanently delete their personal data.

Marketers cannot afford to lose the trust of consumers. It’s hard enough to capture the attention of consumers. Implementing measures that account for the protection of data and financial information is critical to evolving your business.

The Importance of Tracking Social Media ROI

The concern of marketers about the effectiveness and real value of all the money and energy spent on advertising has been going on for centuries. The earliest of purveyors of commerce wrung their hands over what portion of advertising spend was being unheard. Little in the way of easy and accurate measurement existed and the most predominate metrics were based on speculation that advertising effectiveness was clearly tied to business outcomes. With new advances in technology and the myriad of burgeoning marketing channels, the warm fuzzy feeling that advertising is working and producing a return on our investment remains elusive.

Studies indicate that 46 percent of business to business (B2B) marketers are unsure that any social media channels are producing positive impacts on the bottom line. An answer to the question is critical given that 2017 was the first year that digital marketing outpaced TV ad spend. Today’s technology allows for easy identity of marketing efforts right down to the individual consumer. We can customize our message and aim it at a specific individual or small market segment and measure accurately the message’s operational impact utilizing the same intelligent, extremely cost effective digital techniques.

So why do 60% of marketers see ‘measuring ROI’ and linking social media activities to business outcomes as one of the top three social media marketing challenges in the coming year? The reason may be simple rather than complex. Like everything else, it boils down to strategy. What are your key performance indicators (KPIs)? Is it revenue, promoting brand awareness, website visitation, number of followers, customer service metrics or direct sales to efforts? The most difficult aspect of calculating social media ROI may be that there is no common denominator to measuring dollar value.

Social media goals must be aligned to business objectives if the campaign is to be meaningful and the goals must be quantified. Establish analytical tools to track performance. Virtually everything is quantifiable but for those that are not, Oliver Blanchard, author of “Managing and Measuring Social Media Efforts in Your Organization,” explains that non-financial outcomes can “tell the story by capturing changes in human behavior.”

Successfully calculating and tracking ROI provides for more time and resources to be focused on what’s working and will help identify those that are not. Jay Baer says bluntly, “Here’s the deal. If you want to measure social media ROI, stop wasting your time doing software demos and attending webinars. Just figure out what you want to track, where you can track it, think about both current customers and new customers, and go do it.”

With 70% of the U.S. population having a profile on at least one social networking site and the average Internet user maintaining 7.6 different social media accounts, the opportunity to connect with consumers through digital media channels is huge. Social media spend is likely to continue to grow at an accelerated pace with marketing spend on social media predicted to double over the next five years. Calculating social media ROI effectively will provide valuable insight into the success of your campaigns.

Research also indicates that 22 percent of organizations utilize outside expertise to develop and assess social media efforts. To learn how Junction Creative Solutions (Junction) can partner with you to engage a successful social media marketing campaign, call 678.686.1125.

Capturing the Attention of Consumers through Influencer Marketing

In the days before digital technology and the myriad of social media outlets, one of marketers’ most effective pathways to brand recognition and acceptance was through word of mouth advertising. Consumers have always sought the opinions and advice of those within a social community before deciding to spend money on a product or service that was new, untested or unproven. Seeking recommendations from family and friends has always been at the top of the list when it comes to influencing a purchasing decision. Consumers are looking for assurance that a purchase will be a good and rewarding experience and consistently turn to those individual influencers or trusted media outlets for a “seal of approval.” With the growing impact of social media on our lives, today anyone can be an influencer.

Influencer marketing has become a very popular and effective way for advertisers to connect with a target audience. Studies reveal that consumers are becoming annoyed and complacent with traditional online advertising, with 26 percent of desktop and 15 percent of mobile users employing ad blocker software to avoid advertisements altogether. The age-old question, “Is anyone listening to the message?” is being answered. No.

With 92 percent of consumers trusting recommendations from individuals before making purchase decisions, influencer marketing is becoming a proven and economical method to connect a brand to target markets. “According to a case study by Nielsen Catalina Solutions and TapInfluence, influencer content generates return on investment (ROI) that is 11 times greater than traditional digital campaigns.” According to recent research, nearly 70 percent of marketers believe that influencer marketing efforts are positively impacting their ability to reach each target audience.

This success is dependent on an influencer being able to reach large segments of social media users with original content that builds consumer trust. Authenticity is a key factor in building this trust and confidence. Original and creative content keeps followers, who are looking for trusted product information and reviews, actively engaged. With 88 percent of consumers trusting online peer reviews over traditional advertising, influencer marketing is a necessary and important channel for businesses seeking to connect with targeted consumers.

“Content is king in today’s digital ecosystem,” says Julie Gareleck, Founder and CEO of Junction Creative Solutions. “An effective and creative content strategy adds significant value to your marketing campaigns. Our content and marketing strategists have the expertise necessary to develop successful marketing campaigns that build influence and establish trust with consumers.” For more about how you can positively impact your ability to deliver an effective message to your target audience, contact the marketing experts at Junction Creative Solutions at 678.686.1125.

Super Bowl Advertising: What and Who Defines a Winner?

At the beginning of each year something unique occurs in the advertising world. In an era where viewers use the latest technology to block and avoid most commercials, even the most avoidant advertisement public turns in anticipation to the Super Bowl, not just for the football but for the game’s commercials. While the action on the field remains the most attractive aspect of Super Bowl Sunday, the commercial breaks enjoy an equal share of the game’s viewer attention and anticipation. With mega numbers of fans tuning into the big championship game, broadcasters command as much as $5 million dollars for a 30-second commercial time slot. Takers line up to eagerly pay the cost to entertain the fans and, hopefully, motivate them into buying their wares. Other major sporting events, such as March Madness, the World Series and the Olympics successfully gather together millions of watchers but the business of advertising for those events pales both in cost, creativity and participation in comparison to the NFL’s Super Bowl.

At the conclusion of each year’s game, while sportscasters recount the maneuvers, plays and players on the field, marketing and media pundits pour over the commercial line-up to determine which advertiser scored the most points with viewers. The competition is intense, and with the cost to play the ad game so high, failing to make a play effectively can relegate a company to bench-sitting status. What makes a successful Super Bowl commercial? Messages and approach vary widely among marketers and, while social and political slants are a regular staple, the content and purpose of the advertisement often takes a back seat to an entertainment element. Comedy generally garners the most appreciation from viewers followed by a generous emotional pulling of the heart strings. Characterizations, animation and pets tend to do very well, but dark, preachy social messaging can hit a sour note among the usually large diverse audience. So, who scored the most points and who received the most penalty yardage in 2018?

The answer is: It depends. The Dirty Dancing ad was wildly popular for its comedic entertainment but left many viewers asking, “What are they selling?” Amazon’s “Alexa Loses Her Voice” spot was named most entertaining and best overall among marketing pros surveyed by Morning Consult for Ad Age’s first Super Bowl ranking, not just for its entertainment value but for brand effectiveness. For sci-fi fans, Sprint scored a touchdown for its “Evelyn” play call, and Budweiser got those among us who are suckers for an emotional play cheering for its “Stand by Me” performance on the field. Pringles advanced the variety of flavors ball for several first downs, and Danny DeVito’s portrayal of the Red M&M scored extra points. Pepsi, a long-time veteran of the Super Bowl advertising game, took fans down a Pepsi commercial memory lane, while Skittles turned the traditional Super Bowl advertising model in a whole different direction. At the final tick of the game clock, the chronology of the winners was to be determined by the various perceptions of the audience.

Ultimately, the winners in this advertising contest between the best teams in industry will be those who cross the finish line with increased sales, advanced brand recognition or a shinier corporate social reputation. Popularity and likability does not always translate into consumer action. If the intent is to motivate the fans in front of the video screens to make a purchase, studies show that Super Bowl ads, regardless of their cool factor, are very poor stimulators of consumer intent to purchase.

Past studies by Genesis Media have found that 90 percent of consumer game viewers do not buy products based on Super Bowl ads, and 75 percent fail to even remember the previous year’s game winning ads. Advertising Benchmark’s ABX copy test scores indicate the overall results for the 2017 Super Bowl commercials were nothing to brag about. In fact, using standard ad effectiveness criteria, last year’s ads were a disappointment, at best. Overall scores of the last 5 Super Bowls generally fall short of ad norms.

If generating a lasting effect was the Super Bowl advertisers‘ ultimate goal, the leader is Lexus, whose Super Bowl ad was a crossover with the forthcoming Marvel movie “Black Panther,” followed closely by Jeep. This according to ListenFirst Media, which calculated the change in the advertisers’ social media followings after the game, considering both the absolute gain and rise relative to the starting point.

Bowl game advertisers should note, the same $5 million dollar spend would have bought 576 million mobile impressions. Just saying.

Super Bowl Advertisement: Risk Versus Reward

With the price of a 30-second Super Bowl advertisement consistently on the rise, advertising for the Super Bowl has never been an easy decision for marketers. The decision has been complicated in recent years by the political and social protests that appear to have the NFL viewer interests showing a downward trend. Add the serious concern over players’ head injuries, the 2018 Super Bowl marketplace may not be the promising investment for advertisers that it once was. Considering that a 30-second ad costs upwards of $5 million for the 2018 Super Bowl between the New England Patriots and the Philadelphia Eagles, the decision to spend potentially $10 million dollars for a Super Bowl campaign can be concerning to those charged with calculating the impact.

The falling ratings in NFL viewership this year can be traced, at least in part, to the League’s insistence on mixing political and social protest issues on the field of play. “ Average game viewership has fallen to 15 million this season, down from 16.5 million last year and the lowest since 2008, according to data compiled by RBC Capital Markets. Analyst Steven Cahall says, “The sustained decline is what worries investors about media’s willingness to offload the NFL’s monetization risk.”

The danger of insulting consumers isn’t limited to the team owners and league management. In the past, Bowl advertisers such as Nationwide, 84 Lumber, HomeAway and GoDaddy have been sharply criticized for  Super Bowl spots. A $5 million backfire can be particularly startling, even to a well-healed brand. The ultimate questions remains “is leaving a really good impression worth $166, 667 per second?”

A recent study, “Super Bowl Ads,” indicates that the value of Super Bowl ads can persist beyond the conclusion of the big game. The study, co-authored by Wesley Hartmann of Stanford University and Daniel Klapper of Humboldt University in Germany, shows that the benefits from Super Bowl ads actually persist beyond the game’s conclusion with increased sales during subsequent sporting events like the NCAA’s “March Madness,” NBA playoffs and MLB games. Further, the research finds that the gains in sales are much more substantial when the advertiser is the sole advertiser from its market category or niche in a particular event.

Klapper says, “As the exclusive beer advertiser in the Super Bowl for many years, Budweiser outperforms competitors for consumption during the Super Bowl. Our findings suggest that there may be value for advertisers to negotiate exclusive advertising rights within a category to generate greater long-term value and it may make sense for the telecaster to offer such exclusive rights at a higher price. However, even though Coke does not exhibit increased consumption during the week prior to the game despite years of advertising during it, Super Bowl ads do help sell Coke after the game, especially among sports fans.”

In addition, the study’s co-author added, “For some type of ads, there is a large social media multiplier by provoking interest and subsequent conversations on social media and mass media that could be independent of Super Bowl viewership. That is good news for advertisers as it suggests that our estimates are only a lower bound of the benefits of Super Bowl advertising.”

Regardless of the falling fortunes, Super Bowl LII is expected to draw more than 100 million viewers with 70 percent of the Nation’s televisions tuned to the event. Last year the game attracted 190.8 million social media interactions from Facebook and Twitter.

Check back after the Super Bowl to see which advertisements hit the mark!

Prepare to Take Advantage of Prevailing Trends in Marketing for 2018

At the beginning of each year, prognosticators and crystal ball enthusiasts practice the craft of forecasting coming trends in everything from the coming year’s sports champions to the price of all things necessary or extravagant. The field of marketing has its own bevy of practitioners providing perceived trends for the coming year.  Regardless of the direction taken to connect best with customers in 2018, the journey will be marked by continued advances in technology and shifting consumer acceptance and utilization of that technology.

Newspapers, magazines and other written media channels will continue to see significant erosion in influencing consumers in 2018. With the rapid advancement and consumer acceptance of digital communication technologies, hard copy collateral’s decline appears to be in a free-fall that will be difficult or improbable to stem.  The forecast for 2018 predicts another 6.8 percent decline for the embattled industry segment. However, the traditional print media are not the only marketing purveyors predicted to suffer set-back in the coming year.

As other social media outlets continue to experience growth in user base, Twitter was unable to advance the ball in 2017. Twitter sought to increase its number of users by increasing the popular 140-character limit to 280. It didn’t prove to be the key to differentiate itself among other social media leaders. Marketers are already using other social media platforms to connect with prospects in more than 140 characters. It is a trend of decline for Twitter that some predict will continue in 2018.

With more platforms incorporating big data capabilities within platform infrastructure, marketers will tap into the myriad of consumer data points in order to remain competitive. In addition, consumers are expected to continue embracing interfaces that require little or no physical inputs, such as the smart speaker.  People are interacting with these devices as part of their daily lives, using voice commands and listening to the results.  Thus, there is a substantial opportunity for marketers to communicate with them in a different way.

Additional marketing tactics predicted to be winners in 2018 include:

Influencer Marketing.  Influencer marketing is expected to remain a useful strategy. With nearly 95 percent of marketers touting it a successful strategy in 2017, brands are expected to continue utilizing influencers to connect with their customers through social media.

Apps.  The future of apps remains bright. A prediction for 2018 suggests strong growth in app utilization and capitalization.

Live Events.  Nearly 66 percent of marketers say that they will increase their participation in hosting live events in 2018. Live event hosting remains a reliable and highly effective marketing channel.

Social Media.  “Social media has undoubtedly become a critical platform for marketers,” said E.J. McGowan, vice president and managing director of Campaigner. According to a digital marketing forecast survey by Campaigner, 73 percent of digital marketers believe it was a top strategy in 2017. Using video to carry more of the message through social media is forecast to rise in the coming year. “In their easily digestible format, videos serve as an excellent way to convey a brand’s message in a creative and interactive way,” says E.J. McGowan. “As a result, social networks and other media have made it easier for individuals to consume and broadcast video. As video continues to grow at a prodigious pace, marketers must learn to adopt this disruptive technology or risk falling behind to competition.”

Augmented Reality.  Ground gains are anticipated in the utilization of augmented-reality (AR) content. As new devices like iPhone 8 and iPhone X populate and go mainstream, brands will begin to increase their exposure through AR-branded content.

In-Car Advertising.  As driverless cars begin to arrive on the roads of America in greater numbers, in-car advertising may be the new frontier in advertising.

The best marketers may be those who effectively blend multiple digital channels to engage with their customers. The trend in social media integration is to combine marketing strategies to impact a broader audience.  “The most crucial integration this year, however, is social media and email,” said McGowan. “When leveraged correctly, social media and email marketing can have a synergistic relationship for brands, with social media driving email subscriptions and emails bringing more followers to social channels. Marketers should coordinate the timing and content of posts and emails, and ensure congruent messages are being sent across all channels. Marketers can leverage these social networking sites in 2018 by crafting media campaigns that highlight the strengths of each site,” continued McGowan. “For instance, video may fare very well on Facebook; however, marketers should pivot back to text content when launching campaigns on LinkedIn.”

“While some industries have embraced the paradigm shift in how they reach, engage, and mobilize new customers, I predict that we will see even more attention and focus being placed on getting the marketing mix correct,” comments Julie Gareleck, CEO& Managing Partner, Junction Creative Solutions. “The buzz word used to be ‘contextual’ but we reached that stage when consumers adopted smart devices.  ‘Relevance’ is going to be the buzz word for 2018.”

How are your strategies stacking up in the New Year!?

Hobart Mayfield Launches Ecommerce Store

Any fan of high school, college or professional football is well-aware of the concern many players, coaches and owners have about the rate of head and brain injuries suffered by players across all levels of the sport. Head injuries and concussions caused by contact sports are a growing epidemic, particularly among young athletes. If left unprotected, concussions can result in long-term brain damage and may even be fatal. The Center for Disease Control (CDC) reports that concussions have doubled in the last 10 years and The American Academy of Pediatrics has revealed a two-fold increase of emergency room visits for concussions in kid’s ages 8 to 13 years old. Concussions have also risen 200 percent among teens ages 14 to 19 in the last decade.

As school athletic programs and league rules committees scramble for ways to mitigate these injuries, one innovative early stage company, Hobart Mayfield, is applying science to finding a better way for players to avoid serious head injuries. Their innovative solution is S. A. F. E. Clip, an energy absorbing connector located at connection points where the facemask attaches to the helmet. By absorbing forces of a direct impact on the face mask, S.A.F.E. Clip demonstrated a reduction in force of 24% and 28% for translational acceleration and rotational acceleration, respectively compared to the standard face mask clips.

Justin Summerville, the President and CEO of Hobart Mayfield, is an entrepreneur who follows Thomas Edison’s mantra, “there is a better way, find it.” And he and his team found a better way. They are partnering with schools to customize and fit student helmets with the impact absorbing clips. Justin says, “Because we believe that every athlete deserves the opportunity to succeed and be protected from unnecessary head injuries, we have spearheaded a program that will help provide our product to athletes all around the country.”

Junction Creative Solutions (Junction) recently partnered with Hobart Mayfield to design and develop a new website to showcase the S.A.F.E. Clip and its many benefits to athletes of all ages.

“We appreciate the opportunity to work with the folks at Hobart Mayfield,” comments Julie Gareleck, CEO, of Junction. “We are passionate about working with start-up companies who believe not just in the power of the technology, in this case the S. A.F.E. Clip, but also in their ability to generate a positive impact for players of all ages. We look forward to watching this company impact this industry in a big way!”

For more information on Hobary Mayfield, visit www.hobartmayfield.com.