It’s that time of year where we are bombarded with ads, coupons, sales, doorbusters – you name it. If you are a small business you may struggle to stand out, how can you even compete?

If you are a small retailer, it is already hard enough to make a profit, you can slash prices to be competitive with the big box stores.

Don’t worry, there are other ways you can stand out and the great thing? Your customers are loyal.

1. How you treat your customers when they walk through the door is your chance to shine. Greet them, hand them a shopping bag and offer them a refreshment. Spend some money on mimosas and croissants for them to munch on as they shop. These thoughtful touches are what keeps them coming back. By taking the time to get to know every customer that walks through your door, you know their style, likes and favorite products. Be sure to reach out when something arrives in your store you know they will love.
2. Be unique in the products or services you offer. Anyone can go and pick up a dress online that 25 other people they know will have, however if it is a truly unique piece the price because less important. Your customers are those that see the value in what you offer, appreciate the uniqueness and want an enjoyable experience. There is a reason they are not at Wal-Mart fighting over the last TV.
3. Give a little something extra. Drop a personalized note in each of your customer’s bags when they are checking out; let them know how much you appreciate them. Brainstorm how you can add value to their experience, whether it is taking the time to chat with them or giving away a freebie with a purchase.

If you choose to participate in Black Friday, Small Biz Saturday or Cyber Monday, remember why you do what you do and stay true to yourself and your brand.

Share in the comments below what your plans are.

I failed today in setting an example, in leading, in following our core values. I let frustration and stress get the better of me. Want to know the great thing about it? I have another chance to get it right. Tomorrow is a new day.

Owning and running a business is tough and you are going to screw up. Admitting the mess ups and then moving on is the only choice you have.

We are human and we are not perfect and I’m telling you right now, it’s ok. Moving forward means taking the right steps to get past it.

1. Admit your failure. Once you acknowledge it, you can move on.
2. Do better. If you know what you screwed up, don’t make the same mistake again. Get in the right head space and tell yourself tomorrow is another day and another chance to get it right.
3. Fake it. Slap a smile on your face and set an example.
4. Reflect. Take time in the evening to really truly reflect, ask yourself: “What could I have done differently?”
5. Give yourself a break. No one is perfect and owning a business is really hard. There is a loneliness that is impossible to explain and you are going to have bad days and hard days and really, really shitty days.

Be nice to yourself and strive to do better, that is all anyone can ask of you.

It is hard to fight perfection. We are taught that we should always pursue it, even if it isn’t attainable. Why is that? If it is a lesson in failure then ok, but most often it sets us up for low self-esteem, feelings of inadequacies and disappointment.

As a business owner, we feel that we have to do it all. Let me use myself as an example.

I stop home everyday to let the dogs out, when I am there I clean, throw laundry in, pick-up, vacuum and try to reorganize. When I get home in the evening, I try to make a healthy meal, walk the dogs, feed the dogs, give them their meds and then spend some quality time with them. I then open my computer and start tackling all the items I never got a chance to get to…this blog usually being at the bottom of the list. Did I also mention I lay out my clothes for the next day?

Do you see what is missing (besides breathing)?  You time. We don’t give ourselves time to rest, or to just think. The guilt overwhelms us, if we aren’t working then we see it as failure and that certainly doesn’t fit into our picture of perfection. We always put others first, way before ourselves.

Screw it.

1. Leave the house a disaster, that is what weekends are for.
2. Get to know EatStreet.com, you don’t need to cook and clean-up every night.
3. Accept that you will never get it all done. That to-do list is never ending and always will be – you are a business owner, your work is never done.
4. Breathe and read a book, watch Game of Thrones, drink some wine/beer/vodka; just do something frivolous. Every minute of your day doesn’t have to be productive.
5. Lean on a partner or friend. If you don’t voice your doubts and confide in someone, then it is going to eat you alive. Feel free to email me, kim@834design.com, I’m always willing to lend an ear.

The point is, give yourself a freaking break. No one is doing it all or has it all – so don’t play the perfection game.

I had a friend send me the below the other day and I literally laughed out loud and then went and followed Smirnoff on all of their social channels. Whatever ad agency came up with it, kudos.

I recently wrote on brand activism and my thoughts on companies engaging in political dialogue. As a small business owner it was an easy decision for me to speak up, however the majority of larger companies tend to shy away or avoid politics like the plague.

Smirnoff, on the other hand, said screw it – let’s do this…and they did. The brilliance of the ad is explained below.

1. When you are sitting around having a cocktail with colleagues, friends or acquaintances, what most often comes up? That’s right…politics and the state of the world we live in. Alcohol has a way of loosening our tongues and derailing our inhibitions…which leads to very fascinating conversations. A vodka brand, like Smirnoff, saw an opportunity to better connect with their customers while also pushing the envelope in messaging, design and humor.
2. It’s funny! A brand that doesn’t take itself too serious, sets itself apart. Their ad strategy illustrates that the brand is in tune with current events and the political climate…not to mention their customers.
3. They know their target audience and they are young, liberal and vocal. They also have a shit load of buying power; it just makes sense to tie your hooch to young people and the liberal causes they champion.

Don’t believe me? Smirnoff’s internal research found that 86 percent responded to the ads positively. I’d say that is a pretty good indicator they hit the nail on the head, wouldn’t you?

In a recent article on SevenFiftyDaily, Robin Robinson, a sales and marketing consultant whose focus is small spirit brands, points out that politics is now permeating our culture in an entirely new way. “When you think of the zeitgeist now, it’s a highly polarized time we live in,” he says. “Everyone is asked to choose sides. I guess it makes perfect sense that alcohol brands would join the fray.” His feeling is that it would be almost disingenuous for a brand not to choose a side—millennial consumers expect them to.

It is, of course, always a gamble for a brand to choose a side…but the choice is no longer yours; consumers demand it.

What do you think?

I am sitting here with perma-grin on my face after creating a presentation for the GVSU Public Relations Student Society of America. The group asked me to speak on the Nitty Gritty of PR, in other words, what you don’t learn about in the classroom. You know, the long hours, coordination, logistics, wrangling, headaches, stress, etc.

But…you know what…I really fucking love my job. I decided instead of words, words and more words, I would show my experience in pictures. I have spent the last 2 hours looking through and inserting photos into the Prezi and it dawned on me…I have had one hell of a career so far.

Sure there are long hours, annoying people, unexpected surprises and more but holy shit the stuff I have gotten to be a part of…wow. Here are my major takeaways from my 15+ year career:

1. People, so many people. I have met some of my best friends that started out as acquaintances, reporters or clients. I met Susan Ford Bales when I worked on a project for the Gerald R. Ford Presidential Museum – she was as awesome and intelligent as you would expect. My partner in crime, Adrienne Wallace, became the #2 of 8THIRTYFOUR and we experienced Lights in the Night Grand Rapids, Bissell Pet Foundation Howlween Hoof & Woof, Unity Bridge of Holland, multiple events, press conferences, speaking engagements and more.
2. Experiences. I was able to travel to New York City with a client after setting up meetings with Seventeen Magazine, SELF magazine and more. Sure it was in the dead of summer and easily 100 degrees in the City but it was like I was in an episode of Sex in the City…but not as well-dressed.
3. Clients. 8THIRTYFOUR has represented companies that have appeared on Shark Tank, are global, were launching a kitty litter product, were opening an ER and more. We once took on a client that wanted to launch thousands of lanterns into the sky over Grand Rapids – what a bunch of nut jobs.

This easily makes up for the sleepless nights, zero work/life balance and crushing stress. I would do all of it again in a heartbeat.

Take some time in the next week and just reflect on all you have done and accomplished. It is pretty damn impressive, be proud.

Dear Sarah Sanders:

It’s time. No one is debating your talent, well some are, but we are all beginning to question your sanity. I mean, how much abuse can someone subject themselves to? Do you believe the stuff you are saying anymore?

The Public Relations Society of America (PRSA) code of ethics clearly states, “We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.” As a PR professional with a stellar career, up til a few months ago when you took on your newest role, I am sure you are very familiar with code of ethics and have taken the pledge personally.

As a reminder of what is expected of a PR professional, whether you are a member of PRSA or not.

A member shall:

• Preserve the integrity of the process of communication.
• Be honest and accurate in all communications.
• Act promptly to correct erroneous communications for which the practitioner is responsible.
• Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent.

You have broken every single one of these guidelines – well maybe not gifts, pretty sure no one has you on their gift list. Besides the obvious screw ups,  journalists are the reason we exist and your treatment of them is horrific, I mean truly awful. Your job is about managing reputation – you have got to laugh out loud at that one. A career in PR involves gaining understanding and support for your clients or the President, as well as trying to influence opinion and behavior. You’ll use all forms of media and communication to build, maintain and manage the reputation of your clients. It does not involve defending lies, fake news accusations and misleading the public. Just stop.

My wish for you, is that you will do what is best for your career before it is too late. Resign, apologize and do better. You are an embarrassment to our field and are giving all of us PR practitioners a bad name.

I have a rule that has served me well in my 15+ year career, only work for those you respect, like and see your value. If you take this to heart, you will set yourself up for success. You will only sink your career continuing to represent this lunatic and defending the irreversible harm he is doing to our country.

Above all else, respect yourself, because no one else will unless you do.

Sincerely,

Kim Bode
Fellow PR practitioner and concerned citizen

Me Too. A powerful two word phrase that has been spreading like wildfire on social media started up on Sunday night. With the Harvey Weinstein sexual assault allegations dominating headlines, actress Alyssa Milano took to social media asking women to post “Me Too” if they had ever been a victim of sexual assault and/or harassment. She tweeted a note that read “Suggested by a friend: If all the women who have been sexually harassed or assaulted wrote “Me too” as a status, we might give people a sense of the magnitude of the problem.”

That was all it took, for women across the nation and world to come forward and post “Me Too” to illustrate the sheer magnitude and reach of sexual assault and harassment. The goal of this movement, in my humble opinion, is to show how far-reaching and common this type of behavior is and to bring attention to it.

Utilizing social media for advocacy is nothing new and has been used by nonprofits, politicians and other groups for years.  Since 45 took office this past year, we have been experiencing an incredibly polarizing political environment. From women’s rights to Black Lives Matter to LGBTQ rights; social media is being used to advance political agendas and influence public policy.

Take the current president, 45 has used Twitter as a tool since the beginning of his campaign to incite action and spread his ‘truths.’ Social platforms such as Facebook, Twitter and Instagram are used predominantly for advocacy. A Huffington Post article notes that Facebook and Twitter break fifty percent for advocacy use. Twitter ranks first with slightly over three-fourths using that platform. Advocacy organizations may be using Twitter to attract media as those in television, radio, and print look to Twitter for breaking news and interesting story ideas.

This article previously appeared in the Grand Rapids Business Journal on September 29, 2017.

Peanut butter. Jam. Bread.

Besides a craving for a sandwich, do you think of certain brands when you think of these products? Does Jif or Smuckers pop into your head? Companies invest millions into advertising, so their brand is top of mind at the time of a buying decision. They want you to be loyal to their brand, regardless of the cost of their product.

According to Forbes, brand loyalty is the tendency for customers to favor one brand, consistently, above its competitors for goods and services, even when new purchasing opportunities appear. Companies depend on brand loyalty or awareness to influence a consumer’s buying decision.

Enter the millennial generation. Brands = corporations = distrust. Simply put, millennials don’t give a hoot about your brand.

If you are hoping to resonate with the generation born after 1980, then you need to up your game before your competition does. It’s not impossible to build loyalty among this large population that has dollars to spend, but it does take a very strategic approach that may be different than tactics that have worked for you and your brand in the past.

Integrate the ideas below and watch your engagement soar:

User-generated content

Millennials want to hear from people their own age, authentically. They don’t care what the older generation thinks or recommends — they care what their peers say, do, wear and think. They can also tell when something is contrived to gain their attention. Find the right people who really love your products and work with them to share content that is honest and engaging.

3 stars or 4 stars, it matters

Millennials are avid readers of reviews and opinions. They want it real and unedited — and they want it online. Companies need to invest heavily in digital and market with the customer, not to them. What is your plan for addressing a negative review? Are you making it really easy for customers who love your products to share that with others? Strategy here makes all the difference. Entire brands have died, because people shared negative experiences.

Get creative

This is the selfie generation. They love to be seen and heard. Meet them where they are — social media (Snapchat, Instagram and more), mobile, online. You get the picture. Leverage the creativity of your team to create new and innovative ways to share your products and create real conversations.

To quote a recent Inc. article: “Millennials may not trust corporations, but they do trust each other. And they love to share.”

My favoritist (I know it isn’t a word), time of the year is Christmas. I love everything about the holiday season – the gift wrapping, decorations, parties, food, gift-giving and more. While everyone around me is super irritated that retailers are rolling out the holiday marketing, I could not be more excited.

As a small business, the holidays are a great time for us to get creative with our marketing. Here are my recommendations for making the most out of the holiday season. Also, it is already October so you need to get cracking on the planning.

1. Blogging. Publish a gift guide that is specific to your industry. Even if we aren’t in the consumer goods industry, 8THIRTYFOUR still loves to give recommendations on what is the hottest in professional gifts. Last year we focused on Grand Rapids’ businesses. 
2. Greeting cards. It isn’t cliche’, so don’t say that. Work with a designer to capture your company brand in a holiday greeting. If you really want to stand out from the heaps of cards businesses receive, then consider a Thanksgiving or New Year’s mailer.
3. Give back. Pick a local charity, cause or create your own. Engage your clients and give them the opportunity to partner with you. For example you could do a gift drive or sponsor multiple families in need. Coordinate all the logistics and make it easy for your clients to participate if they choose to.
4. Gifts. As a small business we invest in client holiday gifts every year. Pick a theme like “Made in Michigan” or “Made in Grand Rapids” or “Holiday Cocktails.” If you don’t have time to coordinate, then work with a local company like, Russo’s International Market to create a custom gift basket.
5. Party! Host a get together for clients, partners and employees. Pick a date and time that is going to be convenient during the busy holiday season. Maybe instead of afternoon or evening, you host a breakfast with all of the fixings.

These are some pretty easy ways to engage in the holidays, if you feel like getting even more creative then give us a call. We like to think big, like real big.

Recently Anheuser-Busch released a statement on the NFL ‘kneeling’ controversy and in 110 or so words said absolutely nothing.

At Anheuser-Busch we have a long heritage of supporting the institutions and values that have made America so strong. That includes our armed forces and the national anthem as well as diversity, equality and freedom of speech.

We proudly employ over 1,100 military veterans and we work every day to create an inclusive environment for all of our employees. Because only together can we achieve our dream of bringing people together for a better world.

We have many long-term sports partnerships, including our NFL sponsorship, and while we may not agree on everything, we still believe in the power of sport to bring people together and overcome their differences.

Other well-known companies such as Bose, Papa Johns, Ford and Nike also released generic statements. Check them out in this Business Insider article.

While I don’t fault these companies for towing the line and making the choice to not alienate sections of their customer base, I do think it is time for them to actually say or do something.

Whether you make a choice based off your company’s core values or you reach out to your customers to decide how you should react; just do something.

Anheuser-Busch reached out to customers for their feedback by setting up a toll-free number that allowed the public to call in and voice their opinions. These calls will undoubtedly be the decision maker on whether they pull their sponsorship of the NFL or not.

A brand needs to make the decision that is best in line with their culture, because if you don’t stay true to that then everything suffers. Let’s face it, you will never make everyone happy and the surest way to fail is to try and do just that.

What do you think?