Monthly Archives: January 2012

Shark Tank as a Business Doing Good? I’ll Bite

Since it’s still technically the weekend (and I don’t want to break my own rule about posting on Sundays), I’m going to write about something fun.  More specifically, one of my favorite feel-good shows on television. No, not Extreme Makeover: Home Edition. I’m talking about Shark Tank.

Doesn’t it make you feel all warm and fuzzy inside?

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The Lunch Table Analogy 2: Putting Theory Into Practice

Yesterday I suggested you identify your ideal lunch table and target your efforts there. Not sure what I’m talking about? Check out this article first, then come back to me. Today, I’m going into how small groups advocate big change and concrete ways you can engage your lunch table.

Once a brand saturates a market, people tend to take it for granted and forget to ask how it got there in the first place. Usually, a small number of innovators work to inspire action in a larger group.  In his book The Tipping Point, social psychologist Malcolm Gladwell names this phenomena “The Law of the Few” which he explains, “in any situation roughly 80 percent of the ‘work’ will be done by 20 percent of the participants”.

You can never go wrong quoting Malcolm Gladwell.

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The Lunch Table Analogy 1: Why You Need to Get Specific About Demographics

Last night I attended an online networking event for bloggers through Brazen Careerist. I found it incredibly helpful and got some great advice. As a very recent blogger (happy 1- week birthday blog!), I thought I would be doing a lot more asking questions than answering them. However, a few questions were asked of me over and over.

“Where do people your age hang out online?””How do I attract a younger audience through my blog?”

These are great questions! It makes me excited that people out there are asking them. However, there’s more to it than that. The truth is, the college student and twentysomething demographic is huge. According to the US 2010 Census, there are 21.5 million people in the US between the ages of 20-24. When your only qualification is “young” or “college student”, you might be thinking too broadly. It all depends on who you are and who you’re trying to reach.

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Why College Kids Are Cheap–And How It Benefits You! Part 2: Needs vs. Wants

When people think of college spending habits, it’s easy to just say “cheap”.  And yes, we are. But there’s more to it than that. In Part 1: No Brand Loyalty, I argued that one reason college kids are cheap is that purchasing habits aren’t developed yet, which provides an opportunity to hook a relatively “blank-slate” purchaser more susceptible to price and advertising. Now, I’d like to talk about what college kids actually do spend money on by breaking down purchases into…

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Three Most Interesting Articles About SOPA

The internet was abuzz this week to protest SOPA and PIPA. I’m sure everyone saw the ubiquitous Google infographic, shut down Wikipedia page and blacked out webpages on January 18th. Even though these tactics seemed repetitive, the strategy made sense. After all, the goal was to get a singular message out to as many people as possible.

However, now that the dust has settled, I’ve decided to isolate the three most interesting articles that had a fresh take on a (deservedly) saturated subject. Click on the title of each section to read the article referenced. Continue reading

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Why You Should Post on Sundays

Sundays always have had the reputation of being lazy. It’s the day where no one really wants to do anything. But, if you’re reaching out to the twentysomething or college market, Sundays can represent a real opportunity for you to stand out.  Here’s three reasons you should be posting on Sundays.

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Adobe: Make the sale, then stop selling

My mom used to sell food products and supplies to hotel restaurants.  Now, my mom is an excellent salesperson, but there were a few lessons she had to learn on the way.  One time, she was selling cases of “unbreakable” china plates to a restaurant in Colorado. Here’s how she describes the interaction as happening after her initial sales pitch.

Hotel Manager:”Wow, Lisa, those are some plates. We’ll take them!”

My mom: “Excellent. And just to show you how indestructable this china is, I’m going to throw this plate on the ground as hard as I can. Watch how it doesn’t even–….”

SMASH! “Uh…whoops…”

Needless to say, she didn’t close the sale. The lesson? In mom’s words: Continue reading

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Why College Kids Are Cheap–And How It Benefits You! Part 1: No Brand Loyalty

Usually, when people think about about college purchasing habits, they think of one word: cheap. Everyone knows the stereotype of a cheap college kid. There’s some truth to it too. I have one friend who saves plastic utensils from Wendy’s instead of buying silverware. But to think of college kids are just “cheap” is missing a big part of the picture.  After all, while pinching pennies on some items, they are certainly willing to splurge on others. This meme sums up the discrepancy perfectly.

There’s multiple reasons that college kids and twentysomethings are cheap about some things and not about others. And understanding what those reasons are could help you cultivate a potential customer for life. Listening now? I’ve decided to do a mini-series on why college kids buy what they buy and where the opportunity lies. First up….

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Businesses Doing Good: Claris Networks

For some companies, a car breaking down is an excuse to come in late for work. For an IT firm called Claris Networks, it was a chance for the CEO and office to buy their colleague a new car, no strings attached. These are the kind of stories that make me proud to be from Knoxville, TN.  What a boss to have!

Thanks for reading! Lindsey Kirchoff

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