by Fronetics | Apr 4, 2017 | Blog, Current Events, Marketing, Social Media, Strategy
United Airlines failed to apply emotional intelligence to its social media management and will continue to suffer the consequences.
The recent #LeggingsGate controversy — in which a United Airlines gate agent refused to allow two young girls flying on friends-and-family tickets to board a flight because they were wearing leggings, which violated company dress code — really got our office talking. For one, many of us have young children, whose wardrobes consist mostly of leggings. But also, the incident is a great example for all businesses on the importance of emotional intelligence in social media management.
Emotional intelligence is the capacity to recognize emotion in others (and oneself), to discern between different feelings, and to label them appropriately. In other words, emotional intelligence is the ability to adapt behavior and communication according to feelings — either yours or those of other people.
Going online with emotional intelligence
It is easy to see the correlation between emotional intelligence and the workplace, where teamwork and communication are key to success. But also, companies need to understand the importance of emotional intelligence in social media.
In today’s day and age, prospects and customers are constantly sharing their thoughts and opinions online. This can be a huge benefit when tweets and posts are in your company’s favor. But what happens when the tables turn?
How you handle negative online comments says a lot about your brand. And, just as you would with an in-person customer complaint, bringing a little emotional intelligence to communication over social media is imperative.
Unfortunately, this is where United Airlines fell flat.
Where United Airlines went wrong
Sure, it was probably a bad decision on the gate agent’s part to block the girls from boarding. A passenger waiting at the gate began tweeting about the situation and how poorly it was handled — which prompted Twitter users to send hundreds of tweets to United Airlines complaining.
But the company’s cold response to the outrage is what really stoked the fire. Instead of apologizing, or even pretending to listen to what people were saying, United’s corporate social media account took on an air so… corporate. It coldly tweeted quotes from the company handbook. It flatly defended the gate agent and insisted the company had done nothing wrong. Technically true, emotionally unintelligent.
United Airline’s lack of compassion caused the incident to snowball and go viral. Well-known advocates, influencers, and celebrities joined in the chorus of voices speaking out against the airline. And while United gained absolutely nothing by its actions, it lost the support of thousands (if not hundreds of thousands) of potential customers, who will choose to fly with another carrier in the future.
What UA could have done differently
It is always important to show your customers that you understand their concerns and that you want to improve their experiences. United Airlines could have acknowledged the severity of the situation, told customers that it would review outdated policies, and made changes accordingly. Instead, United came across as a company that doesn’t prioritize their customers — or employees, really.
Understanding that the general public is scrutinizing every word posted to social media should help cultivate your company’s response to complaints. Responses should be timely and empathetic. People want to know that you are listening and they are being heard. And they want to know that they are spending their hard-earned dollars with companies that care about them.
Bring emotional intelligence to your social media management. Take the time to address any issues with compassion and understanding. Learn from United Airlines’ mistake, and don’t lose customers over the desire to be right when you could be empathetic instead.
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by Fronetics | Apr 3, 2017 | Blog, Logistics, Strategy, Supply Chain, Talent
Hoping to draw more millennials to your talent pool? Implementing these three ideas might help win them over.
By the year 2020, millennials are estimated to make up a majority of the workforce. In addition, a 2014 study found that 46% of B2B buyers were millennials, and that number is on the rise. This seismic shift in workplace demographics calls for a new approach to attracting and retaining talent.
There are all kinds of stereotypes about this up-and-coming generation, many with a basis in truth, and just as many without. It’s crucial for your business to get to know this demographic group, both in terms of how they behave as consumers, and how they operate in the workplace. To that end, here are some ideas for attracting this talent pool to your company.
3 ideas for attracting millennial talent
1) Green technologies
Millennials are a generation saddled with all kinds of debt — from student loans to the ecological damage done by previous generations. Studies, not to mention voting behaviors, have shown that this generation is avidly interested in improving the planet’s future.
To win the hearts and minds of millennials, it’s time for your business to consider “going green.” Of course, green technologies can be prohibitively costly on a large scale — but many small changes can save you money in the long run. Not to mention, they will make your business a more attractive place to work for eco-minded millennials.
Consider making the switch from conventional to LED light bulbs, for example. If you have the resources, coupling smart thermostats in your facilities with higher-efficiency windows and doors is a great way to improve your carbon footprint, as well as your credentials among younger employees. Whatever your capabilities, making an effort to go green will go a long way toward making your business attractive to this generation.
2) Work-from-home options
Millennials are digital natives, accustomed to technology at their fingertips, with all the options that opens up to them. This often means the expectation of being able to work from a location of their choosing, whether it be home, a library, or a coffee shop. Millennials rank this kind of flexibility highly among factors that make companies appealing places to work.
Employers are increasingly answering the call, and even massive corporations like Wells Fargo and Aetna are finding ways to allow employees the option to work from home. These employers are finding that, often, what sounds great for employees also works to their advantage: A change of location can freshen thoughts, increase creativity, and lessen burnout that can slow down work for a team or entire company.
3) Opportunities to learn
Millennials are highly educated, and thirsty for knowledge — left unquenched, this thirst can lead them to job-hop frequently. At any given moment, 60% of millennial workers are open to pursuing a new employment opportunity. So how does your business combat this tendency and reduce turnover? One place to start is by offering continuing education to your workforce.
There are all kinds of ways to do this, and all kinds of benefits — including benefits to your bottom line. Making your employees more well-rounded means that they are more likely to be creative and flexible, able to respond to the needs of the constantly evolving supply chain industry.
Relating to millennials
Here’s the open secret: While each generation might have its quirks, millennials aren’t really all that different at the core than previous generations. They may express it in different ways, but they essentially want what workers have always wanted: interesting work, the opportunity to better themselves regularly, and to be treated with respect and dignity.
At the end of the day, you don’t need to be overly concerned about “relating” to millennials. According to one millennial writer, Sarah Landrum, “Millennials are in tune with current events, interested in getting involved with charity, and more interested in the world outside their heads than you might suspect.”
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by Fronetics | Mar 30, 2017 | Blog, Content Marketing, Marketing, Social Media, Strategy
Follow these four steps after the trade show to ensure you’re getting the most out of your lead generation efforts.
This is the third installment in our three-part series about generating leads around a trade show.
After some busy days, the trade show has finally wrapped up. It is easy to get caught up with unanswered emails and other tasks you have neglected by being away from your desk, but this is the time to follow up with the prospects you met at the trade show.
Strike while the iron is hot
The faster you follow up with your leads, the better. Trade shows are busy, and you want to capitalize on the one-on-one time you had getting to know new prospects. The quicker you get back in contact, the greater the chance they will remember you and will be more likely to respond favorably to your follow-up.
Here are four additional tips to help you navigate post-trade show contact with leads.
Winning at follow-up
1. Connect and engage on social media
To convert leads to customers you need to be proactive. Entering leads into a database, or placing the stack of business cards you were handed in the top drawer of your desk, is not proactive. You need to really engage with prospects, and one way of doing so is to connect on social media. Follow prospects on Twitter, Facebook and LinkedIn. Create dialogue with them and ask them to follow you on social media as well.
2. Create more content
Trade shows provide great fodder for content. Think about the questions you were asked during the trade show and the challenges that prospects identified. Use this information to create a list of topics that can be addressed in your blog, white papers, eBooks and social media posts.
Similarly, create a list of industry trends that you identified during the trade show. Create fresh, innovative content around these trends, and link your company and products into the content. How does your company fit into these trends? Make sure to highlight any new products that were introduced at the trade show and how they incorporate into these trends.
3. Create a lead nurturing campaign
Companies that nurture leads have a 47% higher profit margin than companies who don’t. Create a lead nurturing campaign that is targeted at your trade show prospects. These campaigns should be relevant, informative, and should provide value to prospects. They should also capture the trade show buzz and move prospects down your sales funnel. Use the content you’ve created from tip #2 to incorporate blog posts and webinars into lead nurturing campaigns.
4. Get on the phone
Don’t be afraid to follow up with prospects on the phone. So many companies rely on email and social media that your personal phone call will go a long way. Keep the call conversational and make sure to address any issues that your prospect identified at the trade show. This will show you were really listening and make a personal connection with the lead. Highlight the new products you introduced at the show, and make the connection between your prospect and your products and services. Tell them how your products and services will work for them.
Attending a trade show is significant investment of time and money. If you want to maximize your trade show ROI and convert leads to prospects and prospects to sales, you need to be proactive and timely. Carve out time as soon as you are back from the show to reach out to those that you met. By engaging your leads, you’ll be getting the most out of your trade show attendance, growing your business and increasing your sales.
Other posts in this series:
by Fronetics | Mar 29, 2017 | Blog, Content Marketing, Marketing, Social Media, Strategy
Follow these four steps during the trade show to ensure you’re getting the most out of your lead generation efforts.
This is the second installment in our three-part series about generating leads around a trade show.
As you enter the convention center, you feel confident in your preparation for the trade show. You have been setting goals, researching your audience, advertising, and creating fresh content to distribute at the show.
But now you are focused on how to stand out amongst the other attendees. How do you promote your brand while you are surrounded by your competitors?
It should go without saying, but having personable, knowledgeable staff that are excited about the show and eager to educate customers is the foundation for trade show success. If potential customers enter your booth, and they are not immediately greeted with a friendly smile and a helping hand, you are missing opportunities for leads.
Once you have established which staff best suits your trade show needs, you can focus on standing out on the floor. Here are four tips to ensure lead generation success while attending the trade show.
Engagement and lead generation at the trade show
1. First impressions last
According to the Harvard Study of Communications, 55% of first impressions are based on visual cues. The way you look, the way you dress, and the appearance of your booth are saying a lot about your brand and products before you even open your mouth.
The visual displays at your booth should sell your brand as much as your staff. Invest the time and money into shirts with your company logo for staff to wear. Have tablecloths that represent your company’s image. And develop presentation boards that highlight new products and services. First impressions are so important because they last. You want to make sure that every person that walks by your booth gets the right impression about your brand.
2. Extend your reach with a giveaway
Cost-effective promotional items not only provide brand exposure, but also can attract quality leads to your booth. Get creative with your giveaways and use them as an opportunity to spread your logo throughout the trade show.
Giveaway items should be unique and useful. For example, promotional products guru Cathy Houston suggests a money clip for your smart phone. “This slim silicone pocket attaches to the outside of any mobile device and is perfect for storing driver’s licenses, credit cards, hotel keycards, business cards, and cash. … It can be useful to attendees right away.” With people constantly checking their phones, this giveaway will be a visual reminder of your booth across the trade show floor.
3. Create an experience
It’s not enough to simply promote your products and services at a trade show. You need to get attendees involved by creating an interactive booth.
The more hands-on, the better. Live demonstrations of new products allow potential customers the opportunity to try out what you are selling. Creating games or contests also gets attendees involved by having them answer questions or engage with your staff. While interacting with attendees, make sure you are capturing their contact information and leading them to your landing page (that you created before attending the show).
4. Make your attendance known on social media
You already have used social media to let prospects know you are attending the trade show. So keep up the posting and tweeting while you are at the show.
Use time-sensitive giveaways to boost booth attendance and promote special sessions and upcoming presentations live from the trade show floor. Videos and pictures of your live demonstrations and contests are sure to create a buzz amongst attendees. Use these posts to continue to push your landing page and let potential customers know what you are up to throughout the trade show.
Creating a presence at a trade show gives you a powerful platform for meeting new customers, reconnecting with existing clientele, and building a more established brand. Exhibiting at a trade show gives you unparalleled access to important prospects, who are taking the time to learn about your products and services. These four tips can help you get the most engagement from your attendance, while collecting leads that will ultimately grow your business and sales.
Other posts in this series:
by Fronetics | Mar 28, 2017 | Blog, Content Marketing, Marketing, Social Media, Strategy
Follow these four steps ahead of the show to ensure you’re getting the most out of your lead generation efforts.
This is the first installment of a three-part series about generating leads around a trade show.
As thousands of us prepare for our travels to Chicago to attend ProMat 2017, many are wondering: How can I maximize my time? What can I do to stand out? What will help me generate the most new business?
These are important questions — ones that deserve careful thought and strategy. So we created a three-part series to help you make the most of your next trade show.
In this first part, we will focus on the prep work you can do before heading to your trade show that will set you up for success.
Pre-show prep in 4 steps
With over 850 exhibitors attending ProMat this year, it is important to start the work of nurturing leads before you even leave your office. Strategically planning for this event can help you get the most out of your trade show experience, and get you the leads to grow your business and increase your sales.
Here are four tips to get you started on the right track.
1. Set clear goals
Why are you attending ProMat? What do you hope to gain from your attendance, in addition to leads? Understanding why you are attending a trade show is the foundation for creating what you want to achieve from your presence.
For example, if your goal is to boost your social media presence, make sure every handout, landing page, and face-to-face interaction includes a request to like your company on Facebook (or other social media sites). Or if you are hoping to educate potential customers on a new product, work on creating exciting new marketing handouts and presentations that can be displayed during the trade show.
2. Research your audience
Focusing on who will be attending the show can give you invaluable insight into the motivation behind their attendance and how you can best capture their attention.
Performing prospect research using the list of attendees — including anyone who has given you their contact information through social media, your landing page, or website — provides added awareness about your target audience. You can also go one step further and reach out to high-value prospects on your social media sites to step up a meeting time during the show.
3. Advertise, advertise, advertise
Your company has spent valuable resources to attend the show, so make it known that you’ll be there. Reach out to customers, attendees, and contacts through your social media outlets. Most trade shows have event-specific hashtags (#ProMat) to help spread the word on Twitter, Facebook, Instagram and LinkedIn.
Make sure to include your booth number and location, if possible. Get creative with fun teaser videos to engage with potential customers and get them curious about your new products. Creating an event-specific landing page to channel your prospects into one location, giving you a place to answer questions, create a running list of leads, and continue to promote your presence at the trade show.
4. Create content to distribute
It’s imperative to have content (brochures, templates, etc.) that highlights your brand and products. You should create content that can be distributed during the show that supplements your booth staff, helping them to educate and answer questions.
For example, you can create copies of a presentation you are giving. This allows attendees that cannot attend the presentation to still obtain the valuable information and affords you the opportunity to expand upon the presentation. Preparing these handouts ahead of time allows you to skip the last-minute scramble and focus on being present at the show.
These four tips can get you started on your journey to a successful trade-show experience. Using inbound marketing and social media tools, you are already ahead of your competitors before you even arrive at the show.
Other posts in this series:
by Fronetics | Mar 23, 2017 | Big Data, Blog, Current Events, Data/Analytics, Internet of Things, Logistics, Manufacturing & Distribution, Strategy, Supply Chain, Talent, Warehousing & Materials Handling
Our series by MBA students and graduates at Peter T. Paul College of Business and Economics highlights some of the most pressing issues in supply chain management today.
A few years ago, the Wall Street Journal called supply chain management the “hot new MBA.” Many universities have been introducing related degree programs, majors, and concentrations in response to a growing demand for new hires with supply chain expertise. Graduates of these programs are heavily recruited by employers, which is helping to attract ambitious, young talent to the industry.
Fronetics had the opportunity to collaborate with some of these rising stars by inviting MBA students from the University of New Hampshire Peter T. Paul College of Business and Economics to author guest posts on our blog. They covered a variety of pertinent topics, from the Internet of Things and Big Data to pet food and Chipotle. Their pieces are summarized below.
In the coming weeks, we’ll be partnering with another MBA class at UNH to author a second series of posts covering some of the most pressing issues in supply chain management today. Make sure you receive our blog e-newsletter (sign up to the right) or follow us on social media so that you don’t miss out.
Steve Mondazzi writes about how the Internet of Things is now being used to improve factory workflow, increase material tracking, and optimize distribution to maximize revenues. Everything from turning lights on and off to security systems can be controlled from your smartphone, and that technology is moving to the manufacturing industry. Mondazzi examines Mark Morely’s theory that the IoT will impact the industry in three main ways: pervasive visibility, proactive replenishment, and predictive maintenance. He also explores hurdles to implementation — such middleware and a common protocol for businesses regarding IoT. Read article
Mikayla Cadoret focuses on the barriers to entry in the pet food industry. New brands have three options: manufacture product themselves, choose a co-packer who uses a private label, or choose a co-packer who will manufacture the food to the specifications of the brand. She discusses the challenges of those choices as well as high-profiles recalls resulting from co-packer error. She recommends strategies that companies implement to keep tabs on co-packers’ sourcing and manufacturing. Read article
Nicole Brooks explores Amazon’s mission to be earth’s most consumer-centric company. The e-commerce giant not only offers low prices, it also exceeds consumer expectations and shifts industry standards with benefits like same-day shipping. Brooks examines Amazon’s biggest technological assets, and looks forward to up-and-coming innovations like Kiva robots in warehouses, drones, Prime Air, and Amazon Business. Read article
Corey Ducharme discusses the traditional four-step problem-solving method and how it isn’t effective in solving needle-in-a-haystack issues resulting from limited business resources. Six sigma can address these issue with its six-step process. With the addition of an analysis phase, solutions become more effective, leading to better results and higher revenue for businesses. Read article
David Chadwick explores whether advances in radio-frequency-identification technology (RFID) will render humans obsolete in the supply chain. RFID could dramatically improve efficiency and accuracy in warehouses by reducing the need for human interaction. But it is uncertain to what degree this technology will be implemented in all aspects of supply chain management. Read article
Dario Cavegn discusses how increasing size and complexity of global supply chains open them up to increased risk. Supply chain disruptions can vary from insignificant to extremely threatening. But regardless of disruption size, supply chains can remain resilient with a business continuity plan, which acts as a road map to continue operations during or after a disruption. Cavegn outlines the development process from analysis to feedback. Read article
Josh Hutchins explores the limitations of big data. The real value lies in the analytics applied to the data. As an example, Solid Gold Bomb drove its prospering t-shirt business into the ground from an oversight and misapplication of data. Hutchins concludes that companies must have an intimate understanding of big data applications to avoid a similar fate. Read article
Michael Hickey discusses third-party logistics providers as a resource for a company’s operations arm. 3PLs offer an outsourcing opportunity for order fulfillment, inventory and warehouse management, as well as transportation of finished goods. But businesses should ask themselves these questions when determining whether a 3PL is a good fit for their needs. Read article
Sarah Hebert discusses Chipotle’s high-profile pork-supplier conundrum. The chain cut their pork supply by a third due to a supplier’s violation of their animal welfare standards. While this affected sales by 7-8%, Chipotle embraced the situation as a strategic PR opportunity. But behind the scenes, the company was scrambling to address long-term supply concerns associated with its rapid growth. Hebert asks, “At what point do you scale back the growth for the sake of maintaining brand integrity?” Read article
Connor Harrison discusses GM’s recall of 2.6 million vehicles. The company’s faulty ignition switches were linked to 13 deaths and 31 front-end collisions, but the company managed to contain the crisis. Harrison examines the root causes of the issue, including faulty ignition switches from GM’s supplier Delphi, a strained business relationship, and legal complications. Read article
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