WWTT? Bud Light Promotes #OpenForTakeout During COVID-19

We’ve all heard about breweries and distilleries making hand sanitizer, as well as automakers producing medical equipment. But for this week’s “What Were They Thinking?” I have something a little different, but important: a campaign from Bud Light that supports the restaurant and bar industry, badly hit by COVID-19.

March 2020  which felt like it was a year long  is finally over. However, the coronavirus pandemic is far from over; many of us are staying at home under order of our local, state, or national governments, and doing the best we can personally and professionally. Through it all, it’s been uplifting to see communities come together to support each other (of course, while practicing the phrase of the year: social distancing), as well as the myriad brands stepping up and away from business as usual to also do their part.

We’ve all heard about breweries and distilleries shifting production to hand sanitizer, as well as automakers realigning their plants to produce the much needed medical equipment that healthcare workers need. These are such important stories, which have been covered a lot (as they should be). But for this week’s “What Were They Thinking?” I have something a little different, yet still important: a campaign from Bud Light in an effort to support the restaurant and bar industry, badly hit by COVID-19.

Our local restaurants and bars feed us; give us a place to come together with friends and family; and they make up so many of the important small businesses in our communities. While some have had to shutter, there are others who have managed to stay open (again, depending on local and state regulations here in the U.S.), offering takeout and delivery options. And this is where Bud Light steps in.

On Mar. 25, Bud Light debuted a new campaign, “Open for Takeout.” Powered by Bud Light, the new website encourages those establishments still open within the restaurant and bar industry to submit their info to be included on the website. The site’s focus is to help consumers across the U.S. locate spots that are #OpenForTakeout, while still practicing safe social distancing.

While money might be tough for a lot of people right now, there are those individuals who do have the spare cash for a takeout meal, which means Bud Light using their extensive reach can go a long way in extending the reach of the restaurant and bars they aim to help.

For me personally, there are at least 157 restaurants or bars within a 10-mile radius of my ZIP code, which gives me a lot of options after being cooped up all day in front of a computer and having no desire to cook (it happens from time to time).

Bud Light also is diverting some of their media spend to drive awareness of this consumer resource, offering added visibility for #OpenForTakeout, and their parent company, Anheuser-Busch has the following initiatives planned to support other COVID-19 efforts:

  • $5 million donation to the American Red Cross, as well as the donation of media air time to the Red Cross for PSAs.
  • Working alongside sports partners, Anheuser-Busch will identify available arenas and stadiums to be used for temporary blood drive centers.
  • The company’s tour centers in St. Louis, Mo. and Merrimack, NH will be made available to the Red Cross.
  • Anheuser-Busch’s supply and logistics network will produce and distribute bottles of hand sanitizer. The hand sanitizer will be used at Red Cross blood donation centers, as well as in an effort to support shelters for future relief efforts.

This partnership between the macro brewer and the Red Cross is, again, just another example of brands stepping away from business as usual, and considering what they can do with the resources and talent they have to play a role in the fight against the pandemic.

As for Bud Light’s initiative, this is personal for me (and I’m sure many others). I’m fortunate to know a lot of wonderful people in Philadelphia’s vibrant food and drink scene, and it crushes me to see so many of them out of work, many fighting to obtain unemployment, uncertain of their futures, and the restaurants and bars that once employed them facing the heartbreaking question of if they’ll ever be able to open their doors again.

I hope Bud Light’s Open for Takeout campaign truly helps those in the restaurant and bar industry across the country who are still open and feeding their local communities.

And finally, in my previous post from a couple weeks ago, I looked at two well-done email messages about COVID-19 that hit my inbox. Some readers shared publicly in the comments, as well as privately in emails to me, about what they had worked on and the response received, as well as about some of the good pieces they received themselves.

Feel free to keep commenting, and send me messages about what you’ve seen and done as well. As I’ve said, now is the time for sharing good news, and celebrating the little victories.

8 Tips to Recruit the Right Talent for Your Marketing Team

Running a successful marketing team is all about getting the most out of your products, services and people. One of the best ways to ensure your business is functioning optimally is to recruit the right talent. It takes effort, but there are tips you can follow to ensure you have the best team in place.

Running a successful business (or marketing team) is all about getting the most out of your products, services and people. One of the best ways to ensure your business is functioning optimally is to recruit the right talent.

A reliable and strong workforce is key to the triumph of any business. Your business needs employees who are loyal and hardworking. However, it takes effort to recruit the right talent for your business.

Searching for the new team member that will be a spark plug for your business may seem as if you are searching for a needle in a haystack. However, there are ways to identify who will be the right fit for your team.

Here are some key ways to enhance how one filters, finds and recruits the right talent to an organization:

1. Clearly Define Your Company’s Vision, Mission and Values

Establishing a succinct company mission, vision and core values are key in creating a culture unique to your business. When it comes to selecting new team members, your company’s culture should triumph everything else. Culture and core values are key to survival in any business environment, especially those where employees are expected to wear many hats.

A potential talented employee possesses all the experience on paper, but if they do not fit your company’s culture and key values, then they’re not an ideal addition. Be true to yourself and listen to your instincts.

Take time to communicate all the “whys” behind your company and the values your business endorses to filter out the off-beam applicants. Understand that not everyone is a good fit for every business culture, and that is okay

2. Recruit the Right Talent with an Impeccable Job Post

Communication is vital to recruit the right talent. It is your responsibility to communicate a clear message regarding the type of individual you are looking to recruit. If you are too vague in your job posting, you will have applicants coming from every single direction.

Describe the open position as sharply and accurately as possible. Falsifying the description of a job so that it sounds more striking than it is will backfire. Highlighting the positives is key, but do not lose your grip on the reality of what the position entails. In general, your job post should narrate to a potential employee what they ought to expect from the job, both in long-term and short-term. Enlighten applicants on what they’ll accomplish, what skills they’ll need and what skills they’ll develop.

Use keywords that recruit the right talent in your search. Companies like Acumax Index assist you in developing a position profile to ensure you are interviewing the right type of candidate.

3. Use the Interview to Preview a Potential Employee

A job interview helps you learn a lot, but not all, about your potential employee. Use the potential employee’s interview on top of an resume to find out more regarding the candidate’s objectives and aspirations.

When examining past occupations, search for applicants without a history of jumping jobs. Ask them to explain to you where they see themselves in the next 5 to 10 years. Both help you determine whether this applicant is expected to stick with your company or just use the position as a placeholder.

During the interview, ask open-ended questions that can get the potential employee showcase their character. Find out the things that motivate them to help them set goals and challenge themselves.

Acumax Index will also provide you with interview questions based on the position profile you created. This helps you keep an eye out for answers and keywords indicating they will be a great fit or a poor one.

4. Keep Close Tabs on Your Competition

Recruiting the right talent for your  business is just half the battle. Making sure they stay is the other. Implement these tips and tricks to ensure longevity in the investment in your people.

In today’s competitive climate, it is important to familiarize yourself with jobs currently on market and what your competitors are offering. Ask yourself honest questions about your company. What differentiates you from your competitors?  Why should someone want to work for you? The benefits of your organization do not always need to be monetary. Offer your potential hires training and learning development programs alongside opportunities to grow within the business.

5. Choose the Best Recruitment Agency for Your Business Model

Some employers are put off by utilizing recruitment agencies, but this is a great way to find proficient applicants. The key when soliciting a recruiter is to make sure they understand your needs and the culture of your company before they opt to advertise your vacancies via their networks.

It is the recruitment agency’s job to explore the marketplace for the best-qualified applicants. Some recruiters will even go a step further and headhunt individuals from other different businesses. When utilizing recruitment agencies, it is essential that you find one that specializes in your field. To make sure you only recruit the best talent, you need an agency with an “inside out” understanding of your industry.

6. Desperation Does Not Recruit the Right Talent

Desperation only makes you compromise your desires and leads you to employ the wrong talents. Do not fool yourself into thinking that any warm body is better compared to no body. This concept could end up being your most expensive mistake. Be patient and wait until the ideal talent is available to take up the task. An interview can only take you so far, and sometimes the wrong talent will make it into your company. If this is the case, don’t hold on to employees that don’t match your company culture.

7. Above All, Trust Your Instincts

As an entrepreneur, you must go along with what feels right to you. Intuition is a powerful tool, and your gut feelings rarely steer you wrong. The ideal individual will feel right to you, marking all the boxes for skills, personality, qualifications and experience. If you have doubts about a candidate’s ability to fill a desired role, do not employ them.

Once you’ve recruited the right talent, piece the hires together to create a working, functioning team. This will be what drives your company forward.

8. Only Retain Star Talent

Once your team is in place, be certain to make sure each employee is a top performer. Often, companies spend too much time getting lost in performance improvement plans. Trust management to lead their teams and evaluate their employees. Management should set clear goals of where they see their team six months in the future. They should then look at their team and question who will help carry them there and who will lag. If a person does not fit, it is important to decide whether this person is an asset or a liability.

 

 

6 Key AdWords Reports to Use for Your Small Business

Advertising your small business in Google AdWords is easy to get started. But spending your budget efficiently to connect with the most likely potential customers? That’s an entirely different matter, and it means understanding the available AdWords reports.

Advertising your small business in Google AdWords is easy to get started. But spending your budget efficiently to connect with the most likely potential customers? That’s an entirely different matter, and it means understanding the available AdWords reports.

What are reports, and why are they so helpful? As you advertise with AdWords, data generated by your campaigns, ad groups and ads is collected and saved — and we’re talking huge amounts of data, ranging from which keyword phrases trigger your ads to which devices your visitors are using. This continually growing mountain of data is way too immense to be useful as a whole. You need a way to use this data and identify important trends or cautionary red flags.

That’s where AdWords reports come in. Determining which reports are most worthwhile can seem overwhelming. Read on for six key AdWords reports that you should start using for your small business.

Report 1: Campaign Performance Report

Before you start digging into specific sets of data, it’s good to step back and take a broad-level view of your campaigns. Do this by running a Campaign Performance report, which includes all the default stats you’ll normally find at the campaign level in AdWords. These stats include clicks, click-through rate (CTR), average ad positions, conversions, conversion rates, cost per conversion and conversion value. Pay especially close attention to campaigns with low costs per conversion — find out what makes them successful and apply that knowledge to new and existing campaigns.

Also, you can customize the date ranges of Campaign Performance reports going back weeks, months or years. You’ll cover the most ground with Campaign Performance reports that cover more recent timeframes, but occasional reports across larger timeframes could open your eyes to important trends you otherwise might have missed.

Report 2: Search Terms Report

Want to know how people are finding your ads? You should, and that’s why the Search terms report is helpful. This report reveals the actual search queries people type (or speak) into Google that cause your ads to appear.

Adding relevant, high-performing search terms to your keyword lists usually results in more traffic at lower CPCs. Conversely, adding irrelevant search terms to your negative keyword lists will boost CTRs, reduce CPCs and likely lower your costs per conversion.

Report 3: Placement Report

The Placement Report reveals how your ads perform across Google’s massive Display Network, which is generally a good source of less-expensive, high-volume traffic. However, people who click ads on the Display Network often aren’t as buyer-oriented as those who shop on the Search Network. As a result, Display Network traffic often doesn’t convert as well as Search Network traffic. Also, performance can vary greatly between Display Network websites. The Placement Report provides data from specific Display Network websites so you don’t have to guess which ones are worthwhile. Use managed placements to target your ads toward top-performing Display Network websites, then reduce your bids for low-performing websites or block them from showing your ads.

When reviewing this report, just remember that Display Network trends usually don’t mirror Search Network trends. With that in mind, you’re better off focusing on conversion data rather than superficial metrics such as costs per click and CTR.

Report 4: Audience Demographics Report

Who is clicking your online ads, and which of those visitors are most likely to become paying customers? To start answering this question, check your audience demographics report data. Do this under the Display Network tab for Display ads or the Audiences tab for Search Network ads. This report breaks down your Search Network traffic by gender and age range. You can also see the parental status of Display traffic and household income for Video traffic.

If certain demographics outperform others, then you can target your campaigns specifically toward those audiences. You can also lower your bids for under-performing audiences.