We’re Engaged!: Birchbox Delivering Lessons in Marketing Strategy

I’m sorry, kids. This isn’t an announcement about a ring or a year of deciding what color those ...

How to Get Stuff Done

My last month of grad school came with quite a few lessons: I can (somehow) operate on fewer hours o...

Reading Roundup: The Truthiness Edition

This (first) issue of the weekly reading roundup revolves around truthiness– a phrase that Ste...

 

We’re Engaged!: Birchbox Delivering Lessons in Marketing Strategy

May 15, 2013 in engagement, we're engaged

Image via Meghan Wilker

I’m sorry, kids. This isn’t an announcement about a ring or a year of deciding what color those stupid centerpieces will be (damn you, Pinterest!). This is the first installment of an ongoing series I will be doing, highlighting some of the best practices in branding and marketing strategies.

There are a lot of companies and organizations out there that do a decent job at reaching their audience, but these brands go above and beyond—demonstrating a clear understanding and meaningful engagement with their audience.

Birchbox certainly thinks out of the box (okay, terrible pun) when it comes to its innovative business model, but they serve as an incredible case study in public relations and outreach to their customers.

If you’re not familiar, Birchbox is a subscription service that, for a mere $10, delivers a box full of high-end beauty and makeup samples to your door every month. It’s that simple. Admittedly, I’ve been a Birchbox user for quite a few months now. I had one of those amazing little packages show up at my apartment time and time again, and was anxious to see what was inside.

When I started hitting the student loans, though, I unsubscribed… until last month. Why? Because I never unsubscribed to their newsletter or Facebook page. Because they consistently posted things that I found to be valuable and exciting. Because that engagement included posts about what had been in those boxes I missed out on. Because I couldn’t bear the thought of missing out on another.

That, my friends, is incredibly powerful.

I know, you may be rolling your eyes at this silly girl gushing about her full-sized Stila eyeliner that came in the mail, but honestly, there is much to learn from Birchbox’s brand and marketing strategy:

  1. They connect products with experience. I can’t tell you how many times I’ve watched a hair or makeup tutorial on their blog, only to have a life-changing experience. Birchbox doesn’t just push their products, they show them in action, and give you relevant information on what can be possible with them.
  2. They understand the value of a relationship. These lovely ladies never ask for anything without giving in return—even if that’s just the opportunity to win a giveaway. And they do this. Often. With the low level of commitment, why not?
  3. They rock the visual content. I already mentioned the tutorials, but much of their content either has fantastic photography or video included. Their posts are a visual smorgasbord, perfect for pinning and as energetic and exciting as they would like their audience to be about the products.
  4. They get personal. Almost all of the staff members have been featured on the blog at one point or another, talking about their favorite products, offering up tips, and generally just being people. It’s easier to start a relationship with someone with a face that clearly wants to help you.
  5. They listen to their customers. Recently Birchbox decided to increase the number of questions on the survey used to determine what products you get in your box (as it is somewhat customized). They did this because they had gotten substantial feedback, and knew it was important to listen. Their engagement wasn’t only used to blast out the latest product, but to understand their audience and increase value at the same time—that’s smart two-way communication.

I feel as if there are countless other ways I could rave about both the business model and the incredible engagement, but it’s already been done here, here, and here. If you’re a lady looking to get a piece of this incredible beauty pie, definitely use this link to request an invite. Otherwise, just keep an eye on the great work being done by their marketing team. Cheers!

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How to Get Stuff Done

May 13, 2013 in engagement, MyLife, planning

carrot

This is CARROT – my to-do list app that punishes a digital kitten when I’m not getting things done. Poor Captain Whiskers…

My last month of grad school came with quite a few lessons: I can (somehow) operate on fewer hours of sleep than should be physically possible, sometimes “good enough” just has to be good enough, and it’s amazing the amount of work you can get done with an energy drink and a bottle of Gin…

One of the most valuable lessons, though, that I’ve learned is how to just get stuff done. I’m a chronic to-do lister. I tend to spend more time planning what I need to do than actually doing it. I get distracted. I just get downright paralyzed. But in the end, when it comes to doing, there are some tricks I’ve learned to avoid the necessity to resort to pressure (or as you eloquent people call it, procrastination).

Here are a few tips that I’ve learned to push through and just do. I hope you find them as helpful as I do.

  1. Eliminate distractions. When my friend and I sat down to do a paper, we would police each other. We would trade phones, close out of all non-relevant internet tabs, and make sure to bark at the other if we saw even a glimpse of Facebook blue on the other’s screen. I may not have others to police me anymore these days, but I can always shut my phone off and close out of Twitter.
  2. Put yourself on a timer. This may sound silly, but there’s a lot to be said for short-term goals. I feel like I’m much more motivated to run when I only have to “make it to the next block” (despite knowing I’m going to say it again once I reach my goal). A web app I often use to kickstart a writing project is Write or Die. It’s rather sinister, in that it starts getting angry (or even deleting text), but I use it to set short-term goals and find that once I get started it’s a whole lot easier to keep going.
  3. It’s all about the little things. Speaking of getting kick-started… I find that the snowball effect works really well. Dave Ramsey preaches this in terms of personal finance, but finding the low-hanging fruit on your to-do list may be the key to energizing you enough to tackle some of the bigger tasks you’re not looking forward to.
  4. Find a buddy. We all know that sticking to a workout plan makes it easier to stick with it. Though finding someone to pump you up to take out the trash or sort out your inbox may not be the most suitable, I’ve found a to-do list app that keeps on top of me in an entertaining way—prodding me with insults and gamifying my to-do list in a way that makes getting things done much more enjoyable.
  5. If you can’t do, do not—then come back. I find my biggest problem in attempting to do things is that I sit in front of my computer intending to do them… then waste ample time straining to motivate myself when I could have been relaxing and giving my brain the time it needs to recharge. Recognizing when you’re in a state of mental paralysis is an art, but once you do, give yourself a 15 minute break. Do whatever it is that calms you and takes your mind off things, then come back to your task.

What do you do when you have trouble starting a task? What helps you focus? I’d love to hear your thoughts!

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Reading Roundup: The Truthiness Edition

March 15, 2013 in design, engagement, planning

readingroundup-01

This (first) issue of the weekly reading roundup revolves around truthiness– a phrase that Stephen Colbert jokingly uses to refer to intuitive feelings, but I will use in terms of truth that is not necessarily easy to hear, but necessary (it’s a made-up word, I’ll use some poetic justice). I’ve come across some really great articles over the course of the week, and I thought I’d share them with you. I hope you enjoy them as much as I did.

Some Nonprofit Leaders Ask: Is Philanthropy Killing Itself with Kindness?

This article featured in The Chronicle of Philanthropy asks the very same question in its title– and it’s a terribly important one to ask. I feel that in the nonprofit world our fuzzier missions get in the way of understanding if we are truly effective in realizing them. Anyone who has read Mario Morino’s book, Leap of Reason: Managing to Outcomes in an Era of Scarcity, has heard this mantra before. This Article, however, really hits the nail on the head in terms of management of nonprofit resources and how we approach communication, expectation, and intention.

Purpose is Good. Shared Purpose is Better

This concept of purpose is one that I see lacking in many a marketing campaign or message. Having one that really targets sharing values and ideology is optimal, and is argued by this piece in the Harvard Business Review. Here’s a little nugget of wisdom it includes:

“Customers are no longer just consumers; they’re co-creators. They aren’t just passive members of an audience; they are active members of a community. They want to be a part of something; to belong; to influence; to engage. It’s not enough that they feel good about your purpose. They want it to be their purpose too. They don’t want to be at the other end of your for. They want to be right there with you. Purpose needs to be shared.”

Though the article pinpoints mostly mission and strategy, the same can be seen in our external communication and outreach: people don’t want to be marketed to, they want to be engaged with.

Why Fast, Cheap, and Easy Design Is Killing Your Nonprofit’s Brand

This insightful article featured in Fast Co.Exist really gets at why it’s worth it for your organization to invest in quality design. While it may go a bit far in demonizing emerging services for finding more affordable design services (though I agree, $5 a good logo gets you not), it details some of the most fundamental lessons nonprofits need to learn about branding: be strategic, and the importance of standing out.

I’ll also throw in one last plug for the article I posted on the CEOs for Cities blog about Dealing with Dichotomies, which certainly injects a level of hard truth into approaching urban planning– but really discusses an issue that is pervasive through all realms of thought, really.

These are all articles that I’ve Tweeted over the last week- and if you’d like to stay up to date with great content like this, be sure to follow me: @taradsturm. Hope you all have a wonderful weekend!

 

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Dealing with Dichotomies: Toward Understanding

March 14, 2013 in planning

roads_two_way

Photo via Lanpernas Dospuntotzero

So the problem with managing, editing, and contributing to a blog for work is that I hardly have time to do my own writing. Consequently, we’ll just have to link over here so that you all get the goods, so to speak.

A post that I wrote last week on the CEOs for Cities blog discussed the historical and more recent damages of approaching planning (and really life in general) from the perspective of dichotomies– particularly that of Us vs. Them. The topic of dichotomies has been particularly close to my heart since my days of studying psychology in Pittsburgh, and this was the first stab at bridging my two very different academic lives in a philosophical way.

Here’s just a bit of my hideously academic blabbering genius:

“There is nothing wrong or bad about having differences—in fact, diversity is a great asset to any city. When we only see the world in terms of us and them, however, we close ourselves off to a world of possibility and can in many ways sabotage the growth and functionality of our communities. Those of us responsible for making decisions, in particular, need to be cognizant of the harm we can do to the very people we are trying to serve when we perpetuate this ideology.”

I’ll let you read the entirety of the article so that you can get the full effect, but do leave comments here if you feel so inclined. Enjoy!

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Cleveland’s Downtown Public Space in Six Photos

September 24, 2012 in featured, planning

From left to right, top to bottom: 1) Key Tower | 2) The Fountain of Eternal Life | 3) Fountain in Eastman Reading Garden, Cleveland Public Library | 4) Pink Chairs, Eastman Reading Garden, Cleveland Public Library | 5) City Hall | 6) The Nosh Box Foodtruck

I am a shameless lover of Instagram. It’s hipster-esque vintage filters, its intentional blur function, its potential for documenting every meal I’ve ever eaten. Last Friday I had a wonderful adventure downtown with a few friends, and took photos all the while enjoying the pleasant Ohio weather. I work and go to school downtown, so it’s nothing new to see the sights– but we took the time to stop and appreciate some of the amazing assets while moving through our morning. It occurred to me that as Clevelanders we are very lucky. Our downtown (and city in general) has an amazing assortment of public space. I picked these six photos to illustrate why some of these assets are so great.

1. A Strong Skyline

The largest building in our downtown, it stands as one of the remaining larger corporations left in the city core. I may be a bit biased because my significant other happens to work for Key, but I see the myriad of different outreach programs they have for their employees and the commitment to the city they demonstrate. The building itself really enhances our skyline– in my opinion a really important part of “public space.” Having a recognizable skyline is energizing. I’m not generally a huge lover of skyscrapers, but I feel this one has handsome architecture. And though the plaza outside isn’t much to speak of (no seating??), I appreciate what it does to articulate the city’s message.

2. An Abundance of Parks

My friends and I had grabbed breakfast in Tower City and decided to take it to the Mall to eat. We sat not far from the Fountain of Eternal Life, watching construction commence on the convention center and making comments about the architecture of the newly built Med Mart (no comment here). This park is one that I don’t utilize nearly enough. I can’t say it was heavily populated at that time of day, but the availability of this park, as well as many others throughout the city, is an incredible asset. Are there ways to leverage this park and make it better? Absolutely. But I have to say, it was a gorgeous view while eating my sausage and egg wakeup wrap.

3 (and 4!). Cozy, People-Oriented Space

I had no idea that there existed a quiet little urban park next to the Public Library. I was even further surprised to find out how well it was designed. My friends and I giggled about it having “water you can touch” (a little throwback to William Whyte’s The Social Life of Public Spaces). The adorable little fountain pictured was one of the great aspects to this space. The other I particularly loved was a collection of pink chairs and a figure-ground diagram posted at the entrance. So often I find public spaces that have such a lack of seating. What’s the point of a park that nobody is able to use?

5. Gorgeous Historical Architecture

I will be the first to admit that I love post-industrial cities very much for their old buildings. There’s just something about the stone facade of City Hall that really makes me feel connected to the days of old. I feel like the pillars hold up a legacy that no new building found in Chicago or L.A. can come close to articulating. I was pleased to find out that the interior of the building is similarly stunning– making the Planning Commission meeting we were attending even more enjoyable. There is just nothing that can rival that kind of historic energy.

6. Programming

I had no idea that there was a farmer’s market going on in Public Square, and was absolutely thrilled to happen upon not only a few delicious foodtrucks, but a line of little tents offering everything from fudge to pasta– as well as goats!! Well, they weren’t offering the goats, but there were two in a pen that I was allowed to pet, and needless to say… that was certainly the highlight of my day. Closely followed by the rosemary tots I couldn’t seem to stop eating (apologies for not posting a photo).

There are of course countless other photos I could have taken and posted, but these were the ones I picked, and depicted just what I love about this amazing city. What photos would you include? Feel free to post links in the comments section of this blog– I’d love to see them!

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