March / April 2017

Ralph Salisbury

 

Locally Sourced Produce, Veteran Farmers, & Eco-friendly Presentation

The National Restaurant Association has identified healthy, locally sourced, and organic foods as being the “hottest trend” in its 2017 Culinary Forecast, and wrote, “While farm-to-table concepts and locally sourced food still rank as top trends, they are moving toward perennial favorite territory, indicating that they may be on their way to becoming the new normal.” NRA.

 

Today, Veteran agricultural endeavors have succeeded in bringing high quality and organically grown produce to local markets, while providing a path for combat Veterans to reengage in the larger community.  These farming and ranching enterprises are well organized, efficiently run, and successful due to the discipline, work ethic, and resilience that combat Veterans possess. See Clark Wolf, Forbes Magazine.

 

Impact Enterprises, Inc., known for its design and product innovation, is also known for its commitment to social responsibility and sustainability, and encourages our customers to consider Veteran farms when searching for locally sourced quality produce and meats.

 

Impact’s innovative and environmentally responsible menu covers, wine lists, and binder covers offer meaningful support for a business’s sustainability practices

Our products are made from Reclaimed woods, Recycled metals, Genuine leathers (as by products), and Aqueous coated materials.  What better way to present organic and locally sourced menu selections than in an eco-friendly menu cover; one that is designed specifically for you and embraces your property’s image and sustainability practices.

 

Copyright 2017. All Rights Reserved

Impact Enterprises, Inc.

 

 

 

January / February 2017

Ralph Salisbury

We are pleased to have been acknowledged in both of the following categories by Corporate America News:

  1.  Most Innovative Custom Presentation Products - 2016
  2.  Best Socially Responsible Company USA - 2016

Our most meaningful acknowledgement, however, is the acknowledgement we receive from our customers.  We are fortunate to have customers who are creative; they inspire our passion for innovation.

 

“Impact Enterprises Inc. is internationally respected as a designer and manufacturer of custom presentation products which is showcasing the talent and dedication that it puts into every project that it undertakes. As a dynamic and proactive firm Impact is always seeking new opportunities and chances to improve upon its current success, and we wish the firm well in its endeavors.”   Corporate America Small Cap Awards

 


Copyright 2017. All Rights Reserved

Impact Enterprises, Inc.

 

 

December 2016

Ralph Salisbury

 

Let's Rise Above Meaningless, and Focus on Meaningful..

 

As 2016 comes to an end, it will be to our advantage if we are able to direct our attention towards issues that we can either control or to which we may be able to make meaningful contributions.  The complaints and criticisms that have plagued our national consciousness during this past year must not interfere with our personal growth, our attitude towards having our country become a meaningful contributor to international growth, peace, and environmental responsibility, and above all, with providing education for our children that includes encouragement and guidance.  Our politicians may have failed us, but we, as individuals, cannot fail in our effort to provide opportunity for our young.

 

In spite of media claims, we are a country of strong and well intentioned people; people who do care and embrace a strong sense of fairness.

 

During 2017 and thereafter, let’s try to remain optimistic about our lives, our businesses, our good intentions, and our commitment to our children. It is not difficult if one is willing to rise above media sponsored sensationalism.

 

 

Copyright 2016. All Rights Reserved

Impact Enterprises, Inc.

 

 

 

October 2016

Ralph Salisbury

New Awards for Impact Enterprises, Inc.; Our Product, Customer Service, and Social Responsibility Advantages are Acknowledged…

 

Aristotle wrote, "Quality is not an act, it is a habit".  At Impact Enterprises, Inc. our passion for and focus on design, product innovation, customer service, and environmental and social responsibility are habits that have been refined and expanded during our 28 years in business.  These habits have encouraged Corporate America-News to name Impact, in the small business category:

 

  • "Most Innovative Custom Presentation Products Manufacturer 2016" and
  • "Best Socially Responsible Company--USA"

 

We have earned these awards because of consistency in product quality, customer service, and social responsibility

 

 

Copyright 2016. All Rights Reserved

Impact Enterprises, Inc

 

 

 

 

 

September 2016

Ralph Salisbury

 

Environments for Vision and Innovation

 

A studio is more or less artful to the degree that the artist who occupies it is committed to the continuing education in his or her formal discipline.” Wikipedia.  The emphasis here should be put on the word committed.  A true artist is committed to creativity, a never ending concept that furthers the artist’s discipline.  The environment or studio contributes to the ability for the designer or artist to focus.

 

Impact’s offices embrace the concept of ‘Studio’ where product design and material experimentation are always in a state of innovative challenge.  Our staff and designers work together to explore a proposed concept, a concept developed either by one of our designers or by a customer.  We collaborate, we investigate, we build and evaluate prototypes; we are “artists, designers, woodworkers, metal sculptors, manufacturer, and more.”  Our products have always been acknowledged for innovative design, usefulness, durability, and sustainability. 

 

Dieter Rams, an acknowledged champion of design, has always professed "Less, but better" in his approach to the concept of design, whether the design is for a space or a product.  His less, but better thinking turned office and industrial environments into studio environments and his product designs into sustainable products. 

Copyright 2016. All Rights Reserved

Impact Enterprises, Inc

 

 

August 2016

Ralph Salisbury

 

This month's blog is more philosophical than business oriented.  It has been encouraged by a personal experience that brought me down, but in the end enlightened me.  I hope the intent is clear.

 

Attitude: Use it to your advantage…  Become a role model

Oliver Sacks, author of Awakenings, a popular book in 70’s and very successful movie in the 90’s, wrote shortly before his death “I am now face to face with dying, but I am not finished with living…Dr. Sacks certainly displayed an impressive attitude at a time many might feel overwhelmed and devastated. He was and continues to be a fine role model...

 

There is an important distinction between being concerned and being overwhelmed. ‘Concern’ can enjoy a position of flexibility to move forward; ‘overwhelmed’ eliminates flexibility.  So what is it that pushes one or the other into the forefront of an individual’s awareness?  I believe it is attitude; a way of viewing disturbing occurrences.  Whether it be daily business challenges, personal confrontations with others, or a bombardment of negative news, we, as individuals have the ability to choose how we view each.  We can allow it to control us, or we can choose not to allow it to control us.  Situations that are beyond our control need to be viewed with an attitude of buoyancy or wittiness; an attitude that allows us to deal realistically with these situations; an attitude that may actually work to encourage an alternative to ‘control’ that may result in resolution.

 

In business, avoiding the reality of a situation accomplishes little.  Acquiescing to the negative views of others rather than maintaining focus on what needs to be accomplished is just being nice, and ‘nice’ doesn’t work, I know from my own personal and professional experiences.  Being fair and tactful while reinforcing the reality of a challenging situation leads to meaningful and successful solutions.  “Recognize that being nice is an outdated strategy, Harvard Business Review  

 

So how do we discipline ourselves to not stray from the reality of challenging situations?  Change attitude, lighten-up, understand that you can choose how you view challenges, and that this view can help to influence others to focus on the reality of the challenge at hand.  Acknowledge that allowing yourself to feel overwhelmed is just that, a ‘feeling’.  It does not have to be your reality.  You, as an individual, cannot solve the problems of the world, you cannot change the way others behave, you can, however, choose the way you deal with each by acknowledging the ‘reality’ of each... Thank you, Alberta..., you were and continue to be a fine role model...

 

Impact continues to strive to be a role model for small businesses through product innovation, design innovation, and material innovation; through environmental responsibility; through customer service, and through generosity.  Our Corporate Responsibility endeavors are impressive, particularly for a small business. We work hard to acknowledge the reality of challenges that face all of us in today's world, and believe our focused contributions may contribute, albeit in a small way, to eventual resolution for some of these challenges. 

 

Copyright 2016. All Rights Reserved

Impact Enterprises, Inc

 

 

July 2016

Ralph Salisbury

 

TEAMWORK... Takes Effort..

In my February 2016 blog, I referenced a quote from Dieter Rams, “We [designers] don’t work in a vacuum. We need business people.”  The implication, as I pointed out, is that contributions from others is invaluable for successful decision-making.  Harvard Business Review featured an article in February 2016, The Antidote to HiPPOs: Crowd Voting that pointed out the potential for poor decisions is greater when corporate policy dictates that decisions are left to the Highest Paid Person’s Opinion (HiPPO).

 

At Impact we have found that top management opinions are invaluable.  We do not view such opinions as final decisions, but rather as a contribution towards making a decision.  The success of our product designs, new products, and use of new materials has been a team effort ever since Bobi Hamilton, CEO, began growing Impact with talented and innovative staff.  She understood and practiced the genius of truly hearing and incorporating the contributions from others in design decisions.  Today, all design, new product development, and use of new materials are decisions made by a talented, innovative, and professionally focused team.

Copyright 2016. All Rights Reserved

Impact Enterprises, Inc

 

 

June 2016

Ralph Salisbury

 

 

Chris Zook and James Allen published an article titled Reigniting Growth in the March issue of Harvard Business Review, the theme of which centered on how a successful company can experience a “stall-out” in productivity by evolving into a complex entity that “can no longer act decisively” and that loses touch with customers.

 

In today’s business environment innovation remains key for continued success, and inspired decision-making is required for successful innovation together with quality and customer service.  The same decision-making ability most successful businesses experienced at their inception; decision-making emboldened by passion, knowledge, and belief.  Exactly what Impact Enterprises, Inc. has employed for the past 30 years.

 

At Impact, we are committed to our customer’s needs and desires and to understanding industry trends, but more importantly, committed to creating industry trends.  Bobi Hamilton, Impact’s CEO, maintains her passion for innovation, has never lost touch with customers, and has created an environment for Impact that encourages all associates to embrace this same philosophy.  Almost 30 years ago, Impact introduced customization concepts that soon became trends in the manufacturing industry for binder covers, menu covers, and other presentation products.  Our customers have always been first to receive branding quality products due to design and material combinations made possible by Impact’s genius and innovative manufacturing skills.  As a result, ‘stall-out’ has never occurred.  Today, we continue to lead our industry in setting new trends; creating product using tempered glass, recycled metals, woods, and other materials, new product designs, discovering sources for quality materials at reduced costs, and expanding our product line for the benefit of our customers.

 

 

Copyright 2016. All Rights Reserved

Impact Enterprises, Inc

 

 

May 2016

Ralph Salisbury

Trade Show Excitement...

 

 

Trade shows offer wonderful opportunities for developing new contacts, discovering new industry innovations, uncovering purchasing discounts, and of course, meeting up with existing customers, all of which can contribute to professional growth, the growth of your business, and even personal growth.

This month the National Restaurant Association Show (NRA Show), one of the largest and most highly regarded hospitality tradeshows in the U.S. will take place in Chicago, as it does every year.  Impact Enterprises again will be displaying its innovative and environmentally responsible menu covers, binder covers, guest directory covers, table-top and bar-top display stands, and other presentation products. Our booth will be manned by Brian Skopp and Travis Summit, each whose design capabilities, material knowledge, customer care focus, and knowledge of industry trends have been acknowledged throughout the hospitality industry.

We look forward to visiting with our existing customers, renewing old acquaintances, and developing new relationships.  Give yourself an opportunity to be ‘innovative’ in your thinking of presentation products, come visit with Brian and Travis and discover exciting possibilities for your presentation needs.

National Restaurant Association (NRA) Show

Impact Enterprises, Inc.  -  BOOTH # 5052 

 May 21-24, 2016  -  Chicago, IL

 

 

 

 

 

 

April 2016

 

Ralph Salisbury

                                                            Dan Rosandich

 

I had to have surgery on my knee; before being put ‘under’ a nurse wrote on one knee, “This Leg”, and on the other knee, “Not This Leg”.  Ever wonder why surgeons have this done these days?  The liabilities incurred for past mistakes became too much to bear.  Communication such as, “This Leg”, and “Not This Leg leaves little room for misinterpretation.

 

In last month’s blog I referenced the importance of effective communication in regards to customer service.  Effective communication, however, is critical for all aspects of a business.  Miscommunication, misinterpretations, and resulting defensive tactics destroy relationships and interfere with productivity and profitability.  Common sense dictates that in business and manufacturing, communication whether written or verbal must be presented so there is little room for misinterpretation. 

 

I reintroduce this subject because last week I ran into a situation involving defensive tactics brought on by misinterpretations resulting from ‘cloudy’ communication.  Defensive tactics should not be necessary or used in business; they are emotionally based, increase frustration levels, and result in resentment and wasted time.  The real culprit is the occasional poor communication.

 

 

 

March 2016

 

Ralph Salisbury

 

Losing Touch with Customers…

 

  

                                                           Randy Glasbergen, 2001

                                                                                                                                                   

Corporate Responsibility, an important initiative in today’s business environment, does not only apply to socially conscious issues, you have a responsibility to your customers as well. Your responsibility to your customer generates the revenue that enables Corporate Social Responsibility initiatives.

 

Maintaining customer confidence and gaining their repeat business requires more than e-mail communication, social networking, and targeted advertising.

  • The quality of your product or service needs to be acknowledged. 
  • Your products performance needs to be rated: how well did the product accomplish what it was intended for.
  • Your customer service needs to be genuine, especially when challenging issues arise regarding communication and specification misinterpretations, delivery dates, and product defects. Don’t be defensive. Take responsibility and apologize, if appropriate. Dave Mattson , Entrepreneur Media

All this requires genuine effort, effort that too many manufacturers and service providers want to ignore. There seems to be an attitude, albeit an unhealthy attitude, that due to the internet and social networking, dissatisfied customers can easily be replaced by any one of the ‘multitude…?’ of potential customers now made available due to these communication advances. This attitude can be rather shortsighted:

  1. It completely ignores the genuine value of reputation. Continual bad ‘press’ will eventually eat into profits where as great press (verbal or print) cost-effectively brings customers to you.
  1. It overlooks the opportunity to maximize revenue. In business familiarity (repeat customers) should breed a smooth and efficient transaction of business; a cost-effective revenue producing process.

Harvard Business Review, March 2016, has an article titled Reigniting Growth that addresses “stall-out, a drop in revenue and profit growth…”. One of the points emphasized is “… losing touch with customers…”, and one of the solutions  “… is to view  customers as underserved and the industry as setting insufficient standards…”  Isn’t this the mindset that grew the business in its formative years? Chris Zook and James Allen, HBR March 2016  

Impact Enterprises, Inc. was founded in 1987 by Bobi Hamilton, President & CEO, on the premise that the then industry standards resulted in underserved customers. She single-handedly turned the manufacturing industry for presentation products on its head by stirring excitement, adventure, and creativity into the fabrication process. Today, Impact is an internationally recognized manufacturing business for innovative product designs, environmentally responsible materials, and genuine customer service. See Testimonials.

 

Copyright 2016. All Rights Reserved

Impact Enterprises, Inc

 

 

February 2016

 

Ralph Salisbury

What Is Design...?

 

After researching definitions of and articles about design, I acknowledge that 'design' like 'art' can be an emotionally charged word. People in many professions have, and hold on to, their ‘feelings’ about design regardless of how others may feel. Wells Riley wrote, “It’s a state of mind. It’s an approach to a problem. It’s how you’re going to kick your competitor’s ass.”

 

Some of the confusion about what design is appears to comes from the belief that designers are artists; professionals who focus on ‘creativity’ on a rather personal level. Art may be a state of mine, however, it rarely is an approach to a problem, particularly a business or technological problem. Design, however, encompasses a world of thought where functionality, environmental concerns, aesthetics, and long-term usefulness become some of its important considerations. See Dieter Rams, Ten Principles for Good Design

 

Dieter Rams also wrote, “we [designers] don’t work in a vacuum. We need business people.” The implication being that contributions from professionals in other disciplines [or other ‘company’ departments] are invaluable in creating ‘successful’ designs for concepts or products. See my October 2015 Blog…, just scroll down…

 

This is an interesting lead-in to the history of Impact Enterprises. Bobi Hamilton, Impact’s President and CEO, received a degree in Fine Arts, and had become a respected artist in her community. As a result of the quality of her work, she was asked to assist several established businesses with advertising, marketing, and eventually product development. Soon thereafter, her inherent sense of business led her to establish Impact Enterprises, Inc. Impact’s success can be attributed to Bobi’s understanding and focus on the true meaning of design, not just art. Today, Impact’s staff, design and sales associates, discipline themselves to listen to and ‘hear’ what their customers are requesting so that meaningful and valuable discussions ensue regarding product design and development. We bring to our customer’s attention the often overlooked importance of the combination of functionality, aesthetics, long-terms usefulness, and environmental aspects.

 

“If you care about your audience, you’ll automatically care more about the subject.” P.J. Onori, Waybury

 

Copyright 2016. All Rights Reserved

Impact Enterprises, Inc

 

 

 

January 2016

Ralph Salisbury

 

Corporate Motivation...

 

                                                                                           By Mark Anderson

 

John Quincy Adams stated, ”If your actions inspire others to dream more, learn more, do more and become more, you are a leader.”  Found inForward’ to Leaders Eat Last by Simon Sinek. ‘Forward’ written by George J. Flynn, Lieutenant General, U.S. Marine Corps (Ret.).

 

Leaders lead, have vision, understand purpose, and most importantly value and inspire their employees. In many of my Blogs and Newsletters over the years, I have stressed the importance for managers and owners to set meaningful and positive examples for their staff. Essentially, a true leader will ‘create’ a work environment that generates an innovative and cohesive group; a group that is capable of making decisions that spawn growth, encourage camaraderie and promote company philosophy.

 

In his earlier book, Start with Why, Simon Sinek writes, “There are only two ways to influence human behavior, you can manipulate it or you can inspire it.” As he infers, manipulation is common in business and can be successful, but usually only in the short-term. Long-term success is achieved through inspiration.

 

Before I agreed to join Impact, I taught basic business courses in a grant funded program at Dallas County Community College. Many of my students had entered the program with a less than enthusiastic attitude towards learning due to previous experiences in a classroom; their instructors attempted to manage the learning process through manipulation in order to create a controlled environment. Manipulation for control is a failed strategy. I did not have a choice in choosing my students as a business owner has in choosing employees. I had to work with an existing group without the option of dismissal. I had empathy for my students; my empathy allowed me to effectively communicate which resulted in the ability to inspire. To this day, I am proud of my students successes in business and technology.

 

Today, at Impact, I continue to see the value of an inspired staff. A staff that has freedom for design, service, and product development. A cohesive group that is inspired and inspires…

 

 

Copyright 2016. All Rights Reserved

Impact Enterprises, Inc

 

 

 

December 2015

Ralph Salisbury

Business Sustainability:  A Noteworthy Evolution …

In 1994, before I joined Impact Enterprises, I wrote in a personal journal while on a winter backpacking trip:“…These are moments that create lasting impressions; the quiet, the invigorating air, and the spectacular views of what I perceived to be unspoiled and undisturbed nature. The realization that we are all a part of this wonder instills a fear that one day we may lose the control this wonder has given us. We are responsible. If we choose to abandon this responsibility we eventually will lose many of the privileges we currently enjoy. Nature has given us control; we are accountable.”

 

Twenty years later the National Restaurant Association, Harvard Business Review, the city of Las Vegas, the State of Texas, and many other organizations and municipalities are documenting the long-term economic benefits of being ‘accountable’; accountable for business sustainability. This requires investigating strategy options that will allow businesses to adapt to environmental conditions, regardless of their origin, that arise and are beyond our control. See “Redefine the Business Environment

 

As we approach the beginning of a new year, it is a good time to evaluate options for business strategies. This is not a gloom and doom scenario, just a common sense approach for sustaining a business. Many businesses, all sizes, have already instituted new strategies; strategies that will ensure their continued success while preserving the limited resources required for them to endure. The days of ‘environmental responsibility for societal recognition are past. Environmental responsibility now embraces a responsibility for business sustainability.

 

Impact Enterprises and I joined forces for several reasons, one being my interest in developing eco-friendly products; eco-friendly products that would not compromise Impact’s internationally recognized design capabilities.  The recycled metals and solid woods from Verified Sustainable Forests that we use for our binder covers, menu covers, and accessories have the most varied, branded, and distinctive finishes in our industry, and are in demand worldwide.

Select for Sampling of Metal Finishes and Textures

 

 

Copyright 2015. All Rights Reserved

Impact Enterprises, Inc

 

 

 

November 2015  

Ralph Salisbury

Emotional Connections…

Emotional connections have been linked to our personal lives, not necessarily to our professional lives. It appears now that there is justification for applying emotional analysis to business relationships; see The New Science of Customer Emotions, Harvard Business Review, November 2015. “Emotional Motivators” for customers, defined in the article, include “Stand out from the crowd”, “Feel a sense of belonging”, and “Protect the environment”.

 

Impact Enterprises, has employed these ‘motivators’ for years. Accommodating emotional needs through meaningful customer service (sense of belonging), socially conscious endeavors (environmental responsibility), and branding quality products (prominence) has been the vanguard of Impact’s success (see: Testimonials).

 

This month we want our customers to know that we are preparing for the Holiday Season, and should you be considering new menu covers, wine list covers, guest directory covers, or other custom binder covers for the Holiday Season, now is the time to discuss your needs and desires with one of our design consultants.

 

One of our Holiday concepts is versatility; a menu or binder cover with removable window panels which offers adaptability to seasonal changes, special events, and holiday food & beverage specials. Adaptability keeps your menu and binder covers ‘dynamic’ and adds to their life.

 

Copyright 2015. All Rights Reserved

Impact Enterprises, Inc

 

 

 

October 2015

Ralph Salisbury

Teamwork and Design…

 

Salman Rushdie is quoted as saying, “There’s a point at which you’re not making it better; you’re just making it different.” Of course, as an author, he was referring to writing. When working in design, ‘different’ can be better; it sets something common apart from its ‘group identity’. This is another way of explaining the term ‘branding’. ‘Different’, however, must not sacrifice functionality, durability, and workability, but rather display a uniqueness that embraces all three.

 

Design functions have grown and are now incorporated in almost all areas of a business. Where once there was a design department almost isolated from other departments, there is now at least one design experienced professional in all departments, and they work together to achieve meaningful innovation for the company. According the Harvard Business Review, September 2015, this expansion of design function and responsibility to all departments is relatively new. Some companies, such as Impact Enterprises, Inc., however, had design functions evolve into a company-wide responsibility long before it became a recognized requirement for successful innovation.

 

Impact Enterprises has been receiving design input from all staff and sales associates in all departments almost from its inception. Our staff and sales associates have significant knowledge about materials, construction, design, and timely market preferences (what’s in vogue). Such knowledge when studied, assessed, and reassessed by our ‘team’ opens the door for meaningful innovation. This is why Impact has become the industry’s leading design and manufacturing powerhouse. Our customer’s desires and needs are a company-wide priority.

 

Click for more images...

 

Copyright 2015. All Rights Reserved

Impact Enterprises, Inc

 

 

September 2015

Ralph Salisbury

 

Millennials:  Learn to appreciate them and their potential...

Anderson

Change does not mean revolution; minor adjustments in attitude and an openness to consider new ideas is all management needs for the successful engagement of our younger generation into our businesses…

 

Millenniums, our younger and new professionals, have taken some pretty nasty raps from our older generation and the press. “They’ve been called the “Me, Me, Me Generation” by Time magazine, “screwed” by Newsweek and Salon, “entitled” by just about everyone.” Washington Post. Change is difficult for some business professionals, and criticizing is easier than delving into possible justifications for change.

 

Once managers and business owners acknowledge the potential value of their new younger ‘hires’, and real engagement occurs, creativity and innovative business models will develop and grow business beyond expectations. “The Millennial Generation, or "Millennials," is the largest, most connected, and most globally-aware generation in the United States. Huffington Post

 

I work with a couple of these younger generation professionals, and have learned to value their input for sound decision-making. Their interest in business is genuine, their drive and enthusiasm motivates others, and their personal commitment to social change through contributions and personal involvement is impressive. Both have college loans that restrict discretionary funds yet contributions to and involvement in socially responsible causes continue. “….today’s Millennials are more aware, more educated, and more committed to social change than ever before. Spencer Hall.   “Millennials can address issues and be a voice for causes like no other generation before them”. Achieve and The Case Foundation.

Maybe we need to listen more carefully…

 

September's Hospitality SuggestionBranding quality Guest Services Directory Covers.  Encourage your guests to explore... and buy additional services and products.

Copyright 2015. All Rights Reserved

Impact Enterprises, Inc

 

 

 

August 2015

Ralph Salisbury

 

‘Out of the Box’ ? | ‘In the Box’ ? | or Both..??

August with text 10

                                                                  Carol Simpson 1996

 

Last month I wrote about innovation focusing on customers and customer needs. There is another side of innovation that should be incorporated into a business strategy: history. A long standing successful company has a track record of successes and disappointments in product development. This is valuable information for continuing innovation; valuable information that ‘lean startup’ competitors do not have, and many recently acquired or merged competitors lose track of. There is a success in product innovation offered by long-standing companies when management acknowledges ‘history’ and passes this acknowledgement on to employees.

 

Innovation is weakened when management is unable to acknowledge the contributing factors to past successes. An important contributing factor to successful innovation is management of a creative staff. Steve Jobs was an astonishing visionary who’s ultimate and incredible successes came after he learned the value of managing ‘innovative’ staff fairly. He learned from past mistakes.

 

When history enters the equation for innovation, potential successes are increased. A successful long-standing product development company has this history and understands how to use it. “Business leaders ought to study history. You can’t possibly know where you are or where you’re going if you do not know where you have been.” Ken Burns, Life’s Work, Harvard Business Review, August 2015

 

Successful Innovative Materials for Presentation Covers

 

Metal Wood Tempered Glass Bamboo Acrylic and Metal
Binder Covers Aluminum Hatch F Binder Covers Wood Blue Pine Marriott F Binder Covers Glass Ferrari Wine List F Bamboo Menu Covers Shaka REVISED F Binder Covers Acrylic Harper International F

 

Copyright 2015. All Rights Reserved

Impact Enterprises, Inc

 

 Please honor our Veterans...

 

 

July 2015

Ralph Salisbury

 

Innovation and Customers’ Needs…

10 July Cartoon

Innovation should embody both creativity and vision. Successful innovation affords existing and prospective customers with new or improved options. Options is a key word; it paints a customer service picture. The customer is not being forced into something new for the benefit of the company.

A product or design that has been well received and performs well for customers should dictate an innovation strategy that focuses on creating additional value for the customer; a value that customers acknowledge and are willing to pay for. This type of innovation strategy can lead to the development of completely new products and discoveries in the long-term while providing a reinforced income stream in the present-day. See: Innovation Remains A Frustrating Pursuit In Many Companies” by Gary P. Pisano

 

In the manufacturing industry for custom presentation products, customers are continually envisioning new designs and materials that satisfy new needs or desires. These ‘needs’ are important to the customer and it is incumbent upon manufacturers to appreciate the value of these needs. Appreciating the value of customers’ needs is a sound basis for successful innovation strategies.

Cropped APD 0710 Custom Wood Menu Covers Surfboard F Transformed Menu Cover Storage Shelves F 2 Menu Covers Glass Ferrari Wine List F JWT EGA Final Powder Coated w Slipcase. Not as Matte

Guinness Certified World Record,

Custom Binder Cover,

61” high, 44.5” wide in closed position

Solid Wood Surf Board

Menu Holders

and Table-top Stands

Custom designed solid wood storage shelves

for custom sized menu covers, wine list covers,

and binder covers

Tempered Glass,

Embossed Aluminum,

and Leather

 

Custom sized black, double anodized,

aluminum binder cover with custom

sized solid wood black lacquered slipcase

Copyright 2015. All Rights Reserved

Impact Enterprises, Inc

 

 

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May - June 2015

Ralph Salisbury

 

Sales: Are you ardent and a leader …           or     …?

CROPPED June 2015 blog mr clean                    2 CROPPED Tatoo Cartoon Purchased

 

 

 

 

 

 

 

 

 

 

 

 

 

 

                                                                                 Bill O’Neal                                                                      Roy Delgado    

 

A passion to sell may be viewed in several ways:

  1. A benefit to the salesperson
  2. A benefit to the company
  3. A benefit to customers

In today’s rather transparent business environment, these benefits should be carefully identified. Although not necessarily mutually exclusive, the ‘benefit to others’ will embody a benefit to the company and to the salesperson.

When you believe your product, service or corporate value does benefit others, you do not sell, you ‘lead’; “… discovering what you can do for someone else.” Darcy Rezac. When you lead, you promote your organization both ‘internally and externally’. You are comfortable setting examples. “You show that you are a passionate, engaged team member.” Guy Kawasaki, Managing Yourself: The Art of Evangelism

Evangelizing lets others know that you truly do believe; this captures attention particularly when the subject is about a product, service, or corporate value that provides benefit to others. However, evangelizing can become boring to others if not tempered with passion or genuine interest in other subjects or areas such having a genuine interest in the person you are ‘evangelizing’ to. This entails ‘listening’; giving others an opportunity to communicate with you. You cannot engage others if you do not ‘hear’ what they are saying.

Copyright 2015. All Rights Reserved

Impact Enterprises, Inc

 

This Memorial Day, please honor our Veterans…

 

 

 

 

April 2015

Ralph Salisbury

 

Building ‘Key’ Relationships

TEST communication 73331

Frits Ahlefeldt

 

Last month (March’s Blog - scroll down) I wrote about Brand Awareness and Customization. I stated that customer service is an important feature of brand awareness. Customer service has evolved from ‘pleasant accommodation’ into a genuine form of education. Customers have become accustomed to meaningful interaction with the companies they are conducting business. Customers want their ‘investment’ to be an experience; more often than not, an educational experience. Successful businesses have “a strong customer focus”, Chad Brooks, Business News Daily, Senior Writer. A strong customer focus that:

Understanding the difference between what customers say they want and what they truly need, and educating them accordingly can be the keystone for long-term relationships. http://smallbusiness.chron.com/customer-needs-wants-10558.html

 

As an established manufacturer of quality custom presentation products, Impact has years of experience working with different materials, designs, layouts, and binding techniques. Our research and development efforts have introduced new materials, new designs, and new binding techniques to the industry. More importantly, our years of experience have enabled us to effectively communicate with new customers. Impact has and continues to educate our customers so that they can participate in a decision-making process that results in a product that truly fulfills their needs… and desires.

BLOG April 2015

 

 

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March 2015

Ralph Salisbury

Customization Image

Brand Awareness and Customization

 

 

Information Packaging (binder covers, presentation folders, guest services directory covers, and even menu covers) can be a form of advertising by supporting or even creating brand awareness. Brand awareness is realized in part through product differentiation which is a form of customization. For information packaging, customization is achieved by creating distinctive features through design, materials, decoration, and purpose, or a combination of these. Thus the bindery industry and design agency statements about ‘custom binder covers, ‘custom presentation folders’, etc., are references to products that differentiate themselves from other such products with more than just a name. There is one additional aspect of brand awareness that is too often overlooked; customer service. The potential value available through great customization can be lost if customer service is relegated to a lesser ‘distinctive feature’. Read, The Value of Customer Experience, Quantified

 

Brand awareness implies that ‘attention’ has been captured. Customers and potential customers react upon seeing the product; a perception is triggered. Such perception can be based on either experience or ‘reports’. Whatever the source, a positive perception is important. Providing ‘value’ in all respects is superior differentiation. “Providing on-going value to your target market is vital to better brand recognition and becoming the well-respected “go-to” person in your field”; Sharon Michaels, Forbes.

 

 

Unsolicited testimonials are a valuable source for learning about a company’s customer service.

BLOG March 2015

Eco-friendly Presentation Covers, Custom Binder Covers, and more…

 

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February 2015

Ralph Salisbury

Presentation Image

 

I recently attended an instructional seminar with a motivated and enthusiastic group of participants. This ‘audience’, passionate about their ultimate goal, soon began to show signs of uneasiness. The presenter, apparently obsessive about the format of her presentation, did not give herself an opportunity to understand this audience. Her scripted presentation, although thorough, could not be processed by her audience. Some were intimidated, others discouraged, and all lost some enthusiasm for the plan to support a cause they remained passionate about. This diminished enthusiasm was disheartening to see. Further, the handouts were not packaged in an organized and meaningful manner, and thus contributed to anxiety.

 

It is virtually impossible for presenters to know everyone in their audience, however, when the audience is a unified group for a particular cause, it becomes incumbent upon presenters to tailor their presentation accordingly; such tailored presentations enable more thorough processing of potentially valuable information. The audience responds well because their perception is the presenter ‘knows’ them, and such perception allows the presenter to be even more engaging. Read, “Tailor the Presentation to Your Target Audience”, by James A. Baker

 

In our February Binder Newsletter, I coined the expression, “Valued Acknowledgment” which defines your customer’s belief in how you feel about them. Tailoring your presentation generates positive valued acknowledgment; adding purposely written and properly organized material bound and presented in an appropriate cover enhances valued acknowledgment.

 

Jim Dalrymple wrote, “The customer experience doesn’t start when you begin using the product, it begins when you have the box in front of you.” Offering appropriately written and well organized presentation material bound in a binder cover that has meaning to the recipient defines the ‘beginning of the recipient’s experience with you.

 

As I have written in earlier articles, making known some of your corporate responsibility initiatives will enhance your ‘brand’. If you have an environmental initiative, make it known through the products you purchase, not just through the written word.

 

BLOG Feb 2015

 

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January 2015

Ralph Salisbury

 

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Another New Year… let’s make it a great year for our health, our businesses, and our professional motivation.

 

Our businesses thrive on professional motivation. In our high tech world competition has become progressively more intense, and the challenge to deal with it requires an increasing amount of motivation. Motivation at one time was relatively easy to generate from within the workplace environment. This is no longer an option by itself. Today, businesses must take note of the value employees now put on initiatives that are community based.

 

“While its partners’ bottom lines are always top-of-mind, the NRA (National Restaurant Association) also places a strong emphasis on social responsibility”. By Bich Le.

 

Our knowledge of the world around us has exploded as a result of the internet and real time reporting. People, your staff, have developed interests in and genuine concerns for a wide variety of issues. Increased motivation for your staff now comes from your businesses participation in some socially conscious programs valued by your staff.

 

Shared value is not social responsibility, philanthropy, or even sustainability, but a new way to achieve economic success.Michael Porter and Mark Kramer.

 

Appreciate the potential benefit to be realized by supporting your staff’s interest in a program that benefits the larger community.

 

“If participation in these programs [corporate responsibility] increases our retention rate, recruits top talent, and builds skills in our workforce, then it’s addressing the critical issue of competitiveness.” Rachael Chong and Melissa Fleming

 

The talent pool that you as a business owner is looking for now requires more from you than just benefits.

 

Research from the Center for Work-Life Policy shows that high-potential employees–mostly women but also a significant percentage of men–are seriously motivated by a desire to give back to the world and increasingly seek out employers that allow them to participate on company time.Forbes Magazine

 

In addition to the facts and justifications identified in the above referenced articles, a little social consciousness… just feels good…! Feeling good is a great step towards motivation and creativity..

 

On a personal note: Impact has maintained an environmental initiative for the past 9 years, and through the

Lt Chris Salisbury, USMC Foundation, has contributed to Veteran causes.

 

Environmentally friendly is design friendly at Impact

Jan 2015 Revised Blog image

 

 

 

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December 2014

Ralph Salisbury

 

There are new foursomes coming up… capture them

Cropped and Gradient Children-Golfing-5

 

Have you allowed media and industry reporting on the decline of interest in golf dilute your passion? http://www.bloomberg.com/news/2014-05-23/golf-market-stuck-in-bunker-as-thousands-leave-the-sport.html

Don’t: There are new foursomes to think about… If your passion is genuine it will not be diluted by negative media blitz. This is not to say that the golfing industry hasn’t suffered some setbacks, however setbacks do not dilute passion but rather strengthen it. Are you losing members? Confront the challenge! Is this easier said than done; absolutely, but if professional passion is in you these challenges become creative avenues for success.

 

There are new foursomes to train and enthuse, and old foursomes to motivate. Your members need reason and encouragement to stay ‘onboard’. Dynamism is required.

 

What is dynamism for a club; it is an attitude coupled with minor upgrades: An attitude that encourages the rethinking of member’s priorities. It involves the consideration of meaningful programs for both current and future members; programs that encourage a sense of community both within your club and within your club’s neighborhood. Your younger members (the future of your club) have matured with an understanding of community involvement, environmental concerns, and other socially conscious programs. Such programs do not affect the operation, standards, or existing policies of your club, but rather affect your members with a renewed interest in their club. Prominence and exclusivity are not sacrificed by a new ‘community’ mindset but rather are enhanced by it. http://www.businessnewsdaily.com/4679-corporate-social-responsibility.html

 

Consider an enhanced interactive environmental initiative, staff volunteerism, participation in a community initiative, eco-friendly purchasing program, new interior signage, updated and environmentally responsible accessories that support your environmental initiative. Whatever your preference may be, you must be true to the program you choose; your younger members will know if you are not…

Revitalize

Golf Club Image

Custom Signage | Menu Covers | Guest Directories | Wine Books | Table-top Accessories

 

 

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November 2014

Ralph Salisbury

 

A Strong Movement that Hospitality Should Support…

 

The growth in the demand for organic, pesticide and chemical free produce and livestock, together with the campaign for local sourcing demonstrates our drive for healthier lifestyles. The ‘informed’ segment of the hospitality industry has benefitted and will continue to benefit as wider selections of healthy produce are made available due to continued growth. An interesting, meaningful, and valuable piece of this continued growth is the rise in Veteran Farms. Veteran farms have become a reliable source of organic produce for local businesses (restaurants, supermarkets, farmer’s markets, etc.) in many communities throughout the country, and the concept continues to strengthen. The potential for this movement, if handled properly and funded fairly, can provide a benefit to our country that will address three significant issues: 1) stem the loss of productive farm and ranch land due to our aging farmers and ranchers, 2) provide meaningful opportunity to our combat Veterans, and 3) generate a healthier food supply nationally in the long-term.

 

Our combat Veterans tend to have the strength, discipline, and focus required for successful agricultural endeavors. All that is needed is opportunity; opportunity to learn, opportunity to experience, and opportunity to purchase. Their desire to pursue a career in this field has already been proven: http://abcnews.go.com/Business/young-veterans-eye-agriculture-careers/story?id=11094956

 

For many of our young combat Veterans adjusting to civilian life has been quite a challenge. Being transitioned out of the military usually results in losing close ties to those who served with you, understand you, and accepted you. The private sector wants to help but is not usually equipped to understand ‘unconventional behavior’, while educational opportunities offered in an institutional classroom setting have proven not to be effective for many combat Veterans.

 

Creatively conceived organizations such as Central Oregon Veterans Ranch, a 501c3 Tax Exempt Non-profit Organization (a vision of Alison Perry) have begun programs to purchase existing farms to provide a hands-on learning environment for our combat Veterans and a peaceful setting for our aging Veterans. Alison’s vision addresses not only education, but also healing, camaraderie, and volunteerism. As Alison explains it, “a working ranch that restores purpose and spirit for Veterans of all ages”. The potential productive capabilities of our young combat Veterans are far beyond most of our imaginations. Once ‘purpose and spirit’ are tactfully restored, strength, discipline and ability to focus explode into productive endeavors.

 

 

Local businesses (restaurants, supermarkets, and others) should come together to provide support for the growth of their community’s Veteran Farms. Just think about it…, those who protected us will now provide us with good health… What a tribute to the American spirit…

 

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October 2014

Ralph Salisbury

 

A Personal Quandary … from an older businessman associated with a small business.

 

I am a firm believer in striving for customer loyalty, yet I question the real value of the technological ‘advancements’ designed to capture this loyalty. I have worked with a number of ‘advanced’ marketing programs created to ‘improve’ loyalty, and from a small business viewpoint, have found them to be burdensome and potentially intrusive so I have limited my use.

 

The other day I walked into a well-known outdoor clothing store to make a purchase for a backpacking trip. I chose this particular brand because I have had good experience with most of their products. The young clerk was knowledgeable and genuinely friendly. I was pleased as I knew I was purchasing a quality product, and the customer service offered was superior. As I was checking out, the young cashier asked if I was pleased with some earlier purchases. This question provided me with an unexpected sense of ‘value’, something most businesses endeavor to give to their customers. Without the technology available today the young cashier would not have had an opportunity to offer such highly ‘personalized’ service.

 

I began to think about my frustration with advanced marketing programs and what I considered to be their potentially intrusive nature. It appears that the nature of one’s product may help to define the value of some of these marketing programs. A single-purpose, single-use, and infrequently ordered product may encourage a sense of intrusiveness if the customer is besieged with what they might consider to be repeat information. A single-purpose but multi-use product such as clothing that has many variations and continually updated styles may lend itself well to some of these advanced marketing programs because customers generally want to be kept informed on new styles, designs, sales promotions, etc. I will have to give more consideration to some of these new marketing applications.

 

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September 2014

Ralph Salisbury

 

Stories’… again? Must Be Important

 

“Design brings stories to life”. “Life brings stories to design”. Yves Behar, CEO Fuseproject (http://www.fuseproject.com/). Fuseproject, a highly regarded and successful design agency, follows an interesting and smart business model; it partners with its clients. Mr. Behar offers his creative design genius for an ownership position in his client’s business or a participation in a client’s program. Why is this a successful business model for Fuseproject? Mr. Behar gets to know his client, his client’s business, and is able to grasp important associated ‘stories’ that will contribute to design and decision-making for increased success potential.

 

What is it about ‘stories’ that make for increased success potential? These stories help to accurately identify the client’s thought process while building her/his business. Stories convey values…(Stuart D. Friedman; http://www.totalleadership.org/ ). Values define a person. What better knowledge could be had for creating a product or packaging design that complements a business’ success story? The majority of successful businesses are successful because of the owner/founder. These business people have ‘stories’ that have shaped and contributed to the success of their business. Understanding these stories allow for design creativity and decision making that complements, supports, and grows the business. It creates genuineness.

 

In our industry, genuine creativity channels the essence and values of customers into the customer’s product and packaging.

 

Tell us your story...

BLOG-Sept 2014

Custom Binder Covers, Menu Covers, Presentation Products

 

 

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August 2014

Ralph Salisbury

 

'...Impulsiveness...'

 

My associate, Travis Summit, brought my attention to an article in the Huffington Post titled, “The 11 Untold Secrets of Menu Design” (see Newsletter). It is an interesting article about how a printed menu may affect revenue, essentially defining what to do and not do when planning your printed menu. At the end of the article I noted a reader’s comment about her displeasure with these “deceptive practices” employed by restaurants to maximize potential revenue.

 

What I find interesting is how some of us micro-manage our thoughts and environment. Good, common, and sensible business practices are criticized without forethought and an understanding of the demands required for creating a successful business. Creating a printed menu so that it interests and encourages customers to order is not deceptive. The only feature that could be deceptive is if the quality of the food delivered is poor

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As intelligent individuals, I like to assume that we are all capable of making food selections based on what we truly want. If research indicates that menu layout and design features may contribute to increased revenue, then employment of these suggested features is common sense. If the removal of currency designations such as a $ contributes to a more relaxed state of mind for the customer, than such a decision is a sensible decision as it contributes to an improved dining experience. The customer has not been deceived.

 

What ‘micro-managers’ seem to overlook is that ‘businesses’ require revenue to survive, and profits to grow. Profit is good; it means that the business is doing a good job of servicing the needs of its customers, micro-managing customers included.

 

be memorable...

August Blog

Menu Covers and Binder Covers in... "Shades of White"...

 

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July 2014

Ralph Salisbury

 

“If people know anything about the relationship between memory and stress, it’s probably that the latter can wreak havoc on the former” Sharon Begley

 

So I took some time off to recharge my brain for business endeavors… It didn’t work as I thought it would. I spent a week in the wilderness enduring much physical labor and enjoying every moment. However, the recharging of my brain for business turned out to be the recharging of my brain for personal growth which will in the long-run benefit business. I left for my trip in a relatively muddled state of mind brought on by too much self-imposed responsibility and preconceived ideas about these responsibilities. Not unusual in today’s business environment.

 

Previous vacations (not enough of them) included the typical relaxation get-a-ways that did provide the relaxation sought, but did not eliminate business stress. They never stirred my mind’s ability for ‘insightful inspiration’, my expression for an awareness of personal priorities. I now understand why major corporations send their executives on adventure get-a-ways and survival programs. It is a form of meditation without meditating, and could encourage you towards traditional meditation as your mind becomes clear, not just relaxed. It is amazing what a truly clear mind can do for you…

 

Give yourself an opportunity to sweat in your next vacation..., really sweat. Your personal insight will improve, and an interest in meditation may develop that will help to keep your mind clear and reduce mental stress.

 

be memorable...

July 2014 Blog

Custom Slipcases, Binder Covers, Printed Insert Dividers, and Index Tabs

 

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June 2014

Love Generates Healthy Rewards...

Ralph Salisbury

 

An interesting title for a blog for the hospitality industry, but one that addresses some challenging and meaningful issues; foods, food supply, hunger. The hospitality industry together with a number of celebrated chefs appear to be taking a significant role in not only promoting healthier food choices for their customers and the general public, but also addressing causes for the conceivable failure of a sustainable healthy food supply for all. Thanks to the compassion of celebrated chefs like Chef Jose Andres, Chef Dan Barber, and many more, investigations into issues challenging a sustainable healthy food supply and resolves for ending national and international hunger are continually being pursued.

 

As I discovered shortly after hearing Chef Greg Higgins comments last month (see June Newsletter), local farmers need more stable year-round revenue in order to consider growth; growth that will allow for greater distribution of an increased number of healthy foods. Although referring to mid-sized farms, in “The Third Plate” Chef Dan Barber pointed out, this can be accomplished if farmers can educate their customers (chefs and other end users) about the availability and the nutritious value of rotation crops; crops that can, and should be food sources, but currently are being used only for replenishing soil nutrients. There is enough for both. Chefs will be challenged to create new meals such as Chef Dan Barber’s “Rotation Risotto” mentioned in The Third Plate, but they should embrace this challenge with great gusto. This is a small but meaningful step in ‘growing’ healthy food production.

 

 

Our local farmers love and respect their lands. Their lands are nutrient rich and generate healthy rewards. Our Chefs love to be creative. Their creativity generates healthy rewards. These healthy rewards need to be available to all.

 

be memorable...

June Revised Blog image

 

 

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May 2014

Ralph Salisbury

 

This month, our Blog and our Newsletter have similar themes: ‘Staff Education’ and ‘Management Leadership’. These are important issues that all hospitality companies need to be aware of as each is directly related to meaningful success and growth. Your staff deals with your revenue generating customers daily. As an owner/manager, are you certain these customers are being ‘managed’ for your continued ‘success’?. You know how to perform in order to maintain repeat business and grow new business. Have you ‘armed’ your staff with the freedom and knowledge necessary for them to ‘manage’ your customers as you would? A sense of freedom, albeit a controlled sense of freedom, comes with respect. Knowledge comes from leadership.

 

You want staff you respect ‘managing’ your customers. Staff’s knowledge for ‘managing’ your customers comes from you, your attitudes, and your actions. Knowledge together with that controlled sense of freedom allows for prompt, courteous, and meaningful interactions between your staff and your revenue generating customers. Such interaction is critical for success and growth. What this all comes down to is YOU… you need to be informed, respected, and show respect: Informed about your business and industry, respected by your staff, and have respect for your staff.

 

You may want to read “Blue Ocean Leadership”-HBR May 2014. It promotes the idea that an employee can be viewed as a ‘customer’ for supervisors (management); an interesting way to view staff-management interaction, but one that reinforces the critical nature of this interaction for success and growth.

 

For Memorable and Branding Quality Menu Covers, Binder Covers, Guest Directory Covers, and more, visit Impact Enterprises at

The National Restaurant Association Show, Booth #5152, May 17 - 20 in Chicago

NRA - Be Memorable-2

 

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April 2014

Ralph Salisbury

 

In my December 17, 2013 Newsletter, I made reference to an article published by Steve DiGioia; essentially supporting Mr. DiGioia’s position, but with a caveat. I now believe Mr. DiGioia pointed out an important, yet too frequently overlooked element required for creating a great hospitality company; staff’s involvement. Staff is a big part of the total customer experience. Contrary to what many owners and managers believe, staff cannot be programmed, at least not for the long-term. Staff has needs and desires just like you and your customers; needs and desires that if ‘properly acknowledged’ will establish long-term behaviors required for that “truly great company”. ‘Proper acknowledgement’ comes from knowing and understanding your staff. You hired these people, and as a responsible owner or manager you should get to know them. Work to make certain their desire to perform according to your standards is genuine. This results in long-term employment which in-turn generates an intimacy for your customers, a valuable asset particularly in hospitality; one that can keep growing, hence contributing to the building of that “truly great company”.

Competition is intense ‘out there’ and the programs to confront it focus on customer behavior, buying patterns, and needs, together with your need to understand all of this. The preponderance of articles addressing the importance of knowing your customers overshadows the importance of knowing your staff. Knowing your customers is important; addressing your staff’s needs and desires so they also want to know your customers and guests, and will perform in a genuinely friendly yet professional manner is invaluable.

What is acknowledging your staff’s needs and desires? First, it is not pampering, but rather respecting them as individuals. Next, it is coming to an understanding of your existing policies under which you expect your staff to perform. Learn what policy(s) may interfere with self-respect and to some extent lack of control. Everyone cannot be accommodated, however, acknowledging that you may have a potentially poor policy and addressing this with your staff is an acknowledgement that creates a strong team, a very valuable asset in today’s business environment. An interesting read: An Anthropologist Walks into a Bar,

Never lose sight of this fact, “The people that make up a company are that organization's unique and biggest asset.Johnny Laurent – Sage.Mr. Laurent’s quote is most applicable to hospitality; restaurants, hotels, resorts, spas, etc.

be memorable...

NRA - Be Memorable-2

 

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March 2014

Ralph Salisbury

You may have seen our “Be Memorable” ads; ads with a focus on distinctive and branding quality presentation products. After the original ad was presented to me, it brought to mind that the concept of being memorable has far more reaching implications than just being applied to a product or identity. Being memorable is exactly what is required for success in today’s business environment. Once you have gained visibility within your potential customer arena, being remembered is your next step to achieving and securing success.

Although customer base expansion remains important; customer retention has become an increasingly important element in business success. Consider the following:

  • Loyal customers provide positive and free advertising. This does not imply a potential reduction in marketing and advertising costs as has been popularized. Your obligation to remain visible to ‘loyal’ customers is just as important as being visible to potential customers. Positive and free advertising presents an opportunity for increased revenues over and above existing costs.
  • Repeat business is vital during business turn-downs. Loyal customers can help preserve a revenue stream.
  • Loyal customers contribute to a reduction in competition, a true ‘competitive advantage’.

The spirit of loyalty is being remembered…, ‘be memorable’. You achieve this spirit by offering:

  • Memorable products (including new, updated, and cutting-edge)
  • Memorable facilities (environment)
  • Memorable service (includes understanding and relaying industry trends)
  • Memorable customer service
  • All of the above are required…

Essentially, you are working to gain your customers trust. You have turned them into advocates… John Kennedy, IBM

Further, the acknowledged success for customer expansion remains word-of-mouth, an old concept that has taken on a new meaning through social networking technology. How does a company achieve word-of-mouth advertising; have advocates… be memorable… stand out…

LIGHTENED-2-Menu-Be Memorable Test

 

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