Showing posts with label dont. Show all posts
Showing posts with label dont. Show all posts

Friday, August 2, 2019

How to make your business sign stand out from the crowd

Business signage is essential if you have physical premises of any kind, whether you’re a high-end retailer with a luxury boutique in a busy town centre, or you’re a car garage operating on an industrial estate.

If your customers need to find you or see that you are present in their vicinity, signage is still the best way to attract their attention.

But it can be hard to stand out from the competition with so many innovative and interesting signs out there. This applies in equal measure to event and permanent signage. Many businesses co-locate and vie for visual attention with limited space. The same applies to exhibitions, events and with advertising space, where there is only so much room and just a limited amount of time to make that vital impact.

So how can you ensure that your business signage does stand out and give the right impression?

1. Know what your signage is for

A piece of permanent signage for a shop exterior will look different and have different messaging on it than a temporary piece of vinyl signage for an event or exhibition. Define your goals and don’t try to achieve too much with one piece. It’s great to have a suite of different pieces of signage, but plan them as a set so that you get maximum benefits and reusability.

For example, if you attend a lot of trade events then it may be worth investing in a large pop-up stand with a frame, carry case and changeable panels so that you can adjust your messaging and get great value from your investment. Different sign types include outdoor, informational, accessibility or persuasive (including point of sale for retailers.) Always set goals and objectives for each sign to ascertain their success.

2. Consider your budget

If you have money to invest in quality signage, then it can reap dividends over the longer-term. Aim to buy the best signage that you can for if it needs to occupy a permanent space or have a high-quality impact. Temporary signs for events or exhibitions can be disposable – or use digital signage so that you aren’t wasting materials or your budget. The better your signage, the more it will stand out.

3. Get your brand in place

If you don’t already have a brand or logo, now is the time to develop one. Work with a graphic designer with a background in branding and communicate your business purpose, objectives and values. Define your target audience and your typical customer. Input with any other information that you can provide, such as other brands that you like by way of example.

The designer will help to create a logo that stands out and which appeals to your audience. This can then be replicated across your signage to great effect. Remember that signs are visual in nature and a great logo will instantly provide that ‘wow’ factor.

4. Prepare your messaging

With so many signs to look at, customers need to be engaged with clear, simple and ready messaging. Use a headline, an explanatory sentence and any key bullet points underneath. Minimise words as far as possible and don’t clutter your sign with unnecessary extras. Use a readable font and avoid scripts. Make the call to action clear and succinct if the sign needs to stimulate a response.

5. Design for readability

Your signage must be read from a distance and by people who are passing; not all of whom will have great eyesight. So choose colours with a contrast, such as a black typeface on a pale background. This is known as light reflectancy and it helps to know what colours stand out against others.

Don’t clutter the signage with badly contrasting colours either, as it’s one thing for your sign to be unreadable from a distance but you don’t want it to be garish and ugly either. The choice of colour palette will depend on the image and personality of your business. Your designer can use colour theoryto create the right look and feel, which will resonate with your target market. For example, red denotes passion and energy, whilst yellow is intellectual and optimistic.

6. Test your sign

Before you send your signage graphics to print, test them with a small audience of customers. Get your printer to the site to measure up and check accessibility and H&S considerations (including lighting) for permanent signage. Check the detail to avoid any costly errors or reprints.

7.Evaluate

You’ll soon know if your sign is outperforming the competition with an upswing in footfall to your business or increased volumes in your intended call to action. Review, evaluate and look for ways in which to improve your signage in future, aiming to constantly better your efforts to stay ahead of the game.

Photo by Geraldine Lewa on Unsplash


Stress: The silent problem within local government that you may never notice

Stress and mental health in local government is often in the news but it isn’t a new problem. Pressure is part and parcel of all work and helps to keep you focused and motivated.

But excessive pressure can lead to stress which undermines performance, is costly to the public sector and can make people really ill. A survey by the mental health charity Mind has reported in the MBJ that public health workers are more likely to be suffering with mental health illnesses compared with those in the private sector, whilst they are less likely to feel supported when they disclose these problems.

The need to tackle stress is recognised in law. Under the Health and Safety at Work Action 1974 and the Management of Health and Safety at Work Regulation [1999], employers are obliged to undertake a risk assessment for health hazards at work – including stress – and to take action to control that risk.

Organisations have a duty of care to uphold towards their staff and failure to put effective measures in place to prevent, or at least give access to immediate assistance, can often lead to heavy financial penalties.

The Challenge

Many employees find they are unable to cope with the pressures of work and become overwhelmed. Add to this, the pressures of commuting and modern day living, the organisation may find that it is suffering with extended absenteeism putting pressure on already overstretched resources.

Every Council will have its own stress fingerprint and with an increased workload, high rising levels of stress can be exacerbated by feelings of job insecurity, prolonged uncertainty and threats of further spending cuts.

This can lead to:

  • Low morale
  • Loss of confidence
  • Physical harm and injury
  • Low staff retention
  • High absenteeism
  • Loss of talent

All of which will affect the bottom line and spirit of the organisation.

The Solution – Build a Healthy Workplace Culture

The solution is not rocket science and does not need to be a costly intervention. Many Councils will already have interventions in place such as an EAP counselling service, mental health first-aiders and health and wellbeing initiatives. However, these interventions will not work unless stress is identified at the frontline. The frontline is of course line Management, team leaders, supervisors and in fact all individuals who have responsibility for other employees.

They are the ones whose role it is to manage their teams, look out for early signs of stress, make time to talk to them and introduce whatever interventions might be needed to support them. An employee may have problems with childcare, flexible working, eldercare, role ambiguity, and the sooner the manager makes the time to talk to them about what they can do to help, the sooner the employee will get back to full performance and productivity.

That is why it is not rocket science!

Wellbeing Habits

Of course, it’s also important for e managers to appreciate that they can’t look after their team members if they don’t look after themselves. Leading by example and having good wellbeing habits in the workplace is key to reducing absenteeism and getting their teams to thrive. If a manager keeps their email on 24/7 and expects their employees to respond every time they write to them, they are setting a very poor example of good wellbeing habits and putting their employees under unnecessary pressure.

Managers are busy people. However, busy people are quite able to ignore their own signs of stress, become an adrenaline junkie and then find themselves on the road to burnout. It can happen to anyone at any time.

Imagine a vase that has been dropped and has been glued and put back together again. You may well be able to use it for artificial flower arrangements, but you will never be able to put water in it otherwise it will leak. It works the same for our bodies. Your body may break down and you might get back to some form of work again, but it will not be in the same capacity.

So, what are the signs of burnout?

  • Feeling tired all the time
  • Inability to concentrate
  • Increased anxiety
  • Anger management issues
  • Lack of motivation
  • Severe health issues
  • Prolonged absenteeism
  • Lack of care with appearance
  • Overuse of alcohol, medication and recreational drugs

But it is important to remember that no two people are the same.

Walking-the-talk

The role of line managers in employee wellbeing is so vital as they are often the first port of call when an employee has a problem. With the right skillset in place, they will have the capability and confidence to tackle those sensitive conversations with an employee, intervene when they can, and signpost to other supportive interventions that may be required.

Managing people and being perceptive about their needs is key to a healthy workplace culture. Now I know Managers may tell me that they don’t have the time to listen to their teams or don’t have the skillset to do so and let us not forget that many managers are promoted into managerial positions because of their technical skills and not because of their people management skills. Accepting the promotion is easy and the realisation that they have to manage fifty people may not actually dawn on them until they are fully ensconced in the job.

If Managers don’t have the listening skills to communicate with their teams, it’s only a matter of getting trained. It is as simple as that. Leaders who support a listening skills culture will enjoy a more productive and profitable team. That is why we offer Senior Executive Masterclasses in active listening. If leaders know how to look after their people, they will look after their team objectives which will drive the bottom line.

What Next?

Managing stress takes practice and discipline. It doesn’t come naturally to everyone as there are so many different calls on your time – whether that be from home or from work. However, it is vital to make mental wellbeing an everyday habit and make sure you build personal and team resilience to manage the ‘21stcentury overwhelm culture’.

You may do little about the stress you’re having to manage at work – in some ways this could be out of your control. But what is inside your control is your resilience to manage it. Take time to learn what it will take to be more resilient, know how to switch off after work, and achieve a healthy work-life balance.

As a manager having the right attitude and mindset will carry you forward. Don’t be an invisible force around the office. Don’t be the Manager who says ‘my door is open’ but always has it closed! Walk the talk and engage with your staff.

Don’t forget that employees like to feel valued and appreciated. A hand-written thank you note will go a long way to increasing motivation and morale – and all for no extra money in the pay packet! It’s really that simple.

Turn a culture of ME into a culture of WE and put a healthy workplace culture, wellbeing and work-life balance, top of your agenda. If you’re unsure of how to develop a culture of wellbeing in the workplace, take a look at my most recent article which explains the benefits of wellbeing and ways to promote it. Don’t sweep stress-related issues under the carpet and think they will go away. Odds are they won’t!

Given how much time we spend at work and how much mental ill-health there is, it is really important that Managers engage, involve and inspire their people – and carry them with them!  They need to encourage a positive working environment where people will look forward to coming to work. A workplace where employees feel included and part of the way forward. The positive impact that this will have on employees will be enormous and the organisation will benefit from a happier, healthier, more engaged and productive team of employees.

Need to Reduce Absenteeism in your Organisation?

We can help.  Just click here and book a 30 minute complimentary Discovery Call with me to find out how we might be able to help you.

A Case Study

Bill James worked as an IT Specialist in a local City Council for over five years. He knew his boss was leaving and was waiting to hear who was going to take over from him. The CEO called him into her office and asked if he would like the post. More money, more recognition, more responsibility. He jumped at the chance. Three months into post, he realised that managing people was not his forte.  He was a left-brain person; happy with machines but not with people. At first, he didn’t like to admit this to himself but when things started to get out of hand, he went to HR and shared his concerns.  He was ‘not to worry and would learn on the job’. He never did. He stopped sleeping, was answering emails late at night, found himself irritable with his team members and lost the pleasure of going into work. He ignored all these signs until he started to get chest pains and his wife made an appointment for him to see the doctor. The doctor said that if he didn’t start to control his working life, he was on the road to burn out. The next three weeks he looked after himself, switched off from work completely, walked and ate well, and even learnt mindfulness. Bill was one of the lucky ones as he was able pull back from where he was. He went back to work and immediately went to HR where he insisted on some managerial training. 

First of all, he wanted some support in leading his team and immediately put himself onto a listening skills programme for Managers. He had people to manage and had received no training to do so.  He knew he had to recognise signs and symptoms of stress in his team early but did not have the skillset to do so.

His email was out of control, so he placed boundaries and limitations as to when he did and did not answer it. Before he would stop what he was doing every time an email popped up on his screen! He allowed himself to switch his phone off, so he was not available 24/7. He learnt how to close his office door at the end of an evening and switch off from work. 

A year into the post, Bill now heads up a successful team in the Council. There are of course still many challenges due to job security and threats of more cuts, but he feels in control of what he is doing.  He knows he is a role model to the rest of his team and every day he walks the talk and spends time communicating with his team, providing praise and recognition to his valued employees.

Carole Spiers

Carole Spiers

Carole is the CEO of a leading UK stress management and wellbeing consultancy. She is a BBC Guest-broadcaster and author of Show Stress Who’s Boss! Carole is an international Motivational Speaker and is regularly called upon by the national press and media for comment. She is Chair of the International Stress Management Association [UK], founder of Stress Awareness Day, Fellow and Past President of the Professional Speaking Association, London. www.carolespiers.co.uk


5 ways to get CGI influencer marketing right

CGI influencer marketing is a great alternative to traditional influencer marketing. As it can cost you a lot less and you don’t have to deal with the problems associated with ‘real’ influencers. But you won’t automatically begin generating great results. For this, you need to follow a process that works.

Therefore, to help you get this right I have shared my top tips below…

Learn about your audience:

To get CGI influencer marketing right, you need to first understand your audience. This will help you devise a better strategy and pick the right CGI influencers.

So, spend an ample amount of time gathering as much information as you can about your target audience through surveys, interviews and publicly available data.

Create your strategy:

The next thing you must do is create your strategy. Here, you need to think about what you want to achieve and how you can achieve it by reaching your audience with the right influencers.

You should also consider your budget. This will help you decide which influencers (micro or macro) you can afford and how many posts you can pay for.

You will need to plan the time frame too. It is better to spread the posts over several weeks and months instead of getting them all to go live at once. This will help you easily figure out which influencer got the best results.

Find the influencers:

After you have a strategy in place you can begin looking for the influencers. With CGI influencers you have two options…

Working with existing agencies: If you have a short-term goal, you can simply go to an agency and work with the CGI influencers they have already built.

Create your own influencers:If your goals are more long term i.e. you want influencers who will promote your products and company for years, it would be better to create your own influencers. This will take a while as you need to grow the accounts before you begin promoting the products, but it is worth the investment as you will get more sales for cheaper in the long run.

The effort you put in now will pay in the future. But be careful with this approach as you need to get this right the first time.

You need to remember that you are creating a personality that your audience can associate with, and not just a robot. As Tal Melenboim says here, “Zoe Dvir is our first CGI influencer, she is a young, trendy, and inspirational figure whose message to her followers encourages them to be themselves – “You’re amazing just the way you are”

As you can see he didn’t create Zoe, his CGI influencer, arbitrarily. She has a personality and he developed her to fit into this after conducting plenty of research. She is also very young which makes her perfect for Instagram (the network she has an account on) as it is frequented by younger users.

Get the agencies to post:

If you have decided to work with influencers owned by an agency, you can begin creating the posts. Make sure you place emphasis on the photos here. You need to publish a photo of the CGI influencer using the product. If it is a piece of clothing, the influencer needs to be wearing it. While if it is food you need to show the influencer eating it and so on.

Also ensure that they write some good copy that really sells the product. It should also include a call to action and instructions on how to find the product. But don’t sound too salesy as it needs to be in the influencers’ own words. And don’t forget to add some hashtags as they can increase engagement.

Track post performance:

The final step that will be left for you to do is to track the performance. This will help you filter the influencers that bring results from the ones that don’t. So, you will know who to work with in future campaigns. Also, if you ever decide to create a CGI influencer in the future (or more of them if you already have one) you will have a better idea on the influencer you need to model it around.

Conclusion:

This is the step by step process you need to follow to get CGI influencer marketing right. It will ensure that you get the exact results you are looking for both in the short term and long term.