Q&A with Dean Palmer

Q&A with Dean Palmer

By Dean Palmer

Posted on 28th August 2019

I’m Dean Palmer - my actual name is Dylan but everyone calls me Dean! Originally from Delft I now live in Woodstock in a shared digs. I enjoy reading and keep to myself mostly but I can be an extrovert too, when the situation calls for it. I love Harry Potter, fashion and food - I'm not fussy about what, and I'm also a qualified bookkeeper!

What is your position in the YDC team?

I am a community manager for Yellow Door.

When did you start working at YDC?

Monday 22st July, been here a little while!

What part of your job do you enjoy most?

Finding ways to improve the customer’s experience.

What part of your role do you find the most challenging?

Navigating through the various platforms was a bit of a challenge.

What do you enjoy most about being part of the YDC team?

The relaxed environment 🙂

What do you do when you’re stuck for inspiration?

I listen to music to get me going, I usually listen to pop or R&B. I currently enjoy Sam Smith’s new music.

What is your pre-work routine?

I just show up!

If you could be any superhero, who would you be and why?

Superman! It would be fun having x-ray vision.

What’s your favourite way to spend a weekend?

I enjoy reading a good book, I read anything from philosophy to romance. I’ve read ‘The original sin’ by Marius Gabriels, thrice.

What music do you like to listen to while working?

Anything except country music.

Introvert or extrovert?

Ambivert.

Cats or dogs?

Dogs.

Shoes or barefoot?

Barefoot.

What’s your favourite spot in Gardens?

Yours Truly – I love the vibe and everyone’s always friendly.

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This way to your best marketing partnership

Support

It’s a dog eat dog world out there. This is the information age and also possibly the most competitive in terms of marketing. What you need is someone in your corner, the coach that is going to guide you through from start to finish.

As a team we not only care about what our clients do, but why they do it. We offer steadfast, knowledgeable insight and we do it with your vision in mind.

 

Strategy

Any good marketer will tell you that strategy is half the work done. It is no use posting content on social media, having a website or even a brand if you have not put strategic planning into its implementation.

Running a business is business enough – allow us to take a deep dive into your marketing strategy and help you plan your next steps. A holistic strategy takes the vision of the business into account, looks at all the possible avenues for marketing and allows peace of mind for you as a business owner. We analyse your company, the competition and your objectives before putting anything in motion on social media, print and even broadcasting.

 

Creativity

Writer Jack London once said: ‘You can’t wait for inspiration, you have to go after it with a club’.

Every day is different, but challenges remain consistent. As a team we do our best to creatively construct solutions and learn a lot along the way.

 

Implementation

Systems play a big role in the way that we execute marketing strategies. We make use of templates and scheduling tools to keep things constant.

Our relationships with our clients also mean that we remain pliable and open to our clients’ needs. We partner with each one to build their brand presence on every platform that serves them well.

 

Culture

Last, but certainly not least, the backbone of Yellow Door – our company culture. We are an agile group of marketers with adventurous and varied backgrounds. We care about our clients, we care about what we do, but we also care about each other.

This might not seem like an important point for potential clients, but it spills over into the work environment. We go the extra mile and execute everything with integrity, maintaining long term relationships that have stood the test of time.

In summary, once you step inside of the Yellow Door, we guarantee there will be no looking back.

Go on, give us a call.

Junior account manager position

Junior account manager position

By Yellow Door Collective

Posted on 14th August 2019

Reading time: 3 minutes

We’re looking for more than just a kick-ass account manager with a passion for all things marketing – because for us it’s about the culture fit, the relationships with clients that we will entrust to the successful AM, and how much we will invest in them as a person. Sound like something you’d like to find out more about? Read on.

Job description:

Account manager for 5 – 8 mid-size brands. This includes being the main point of contact for each client, creating briefs for social media, blog posts and newsletters, writing social media content; and overseeing an intern who will assist with scheduling, community management and admin.

You will be working in a close-knit team that prides itself on being agile, providing tailored solutions to clients and taking a holistic approach to every opportunity or challenge.

We are looking for someone who has attention to detail, can think on their feet and identify with the company values (having a can-do and care-why attitude, integrity, authenticity and consistency).

Responsibilities include:

  • Taking initiative and ownership of projects
  • Managing a diverse portfolio of clients and being the primary point of contact for 5 – 8 retainer clients in various industries
  • Managing client expectations and quality service delivery (ensuring they are updated on projects regularly)
  • Adding value to client’s business by identifying opportunities outside the scope of work
  • Managing an intern
  • Staying on top of trends and new technology
  • Creating content
  • Briefing creatives
  • Managing work flow and deadlines
  • Overseeing social media community management
  • Pulling and analysing data for reports

Qualifications and experience:

  • A tertiary qualification in marketing or business-related fields
  • At least two years of experience in a relevant role at an agency
  • A comprehensive understanding of all social media & advertising platforms
  • Experience using Microsoft Office (PowerPoint, Word and Excel) and Google Docs and Sheets
  • Bonus points for:
    • an ability to write well
    • SEO best practice
    • digital marketing and/ or advertising experience
    • experience using Photoshop or Illustrator
    • video editing
    • experience on Slack, Hootsuite and Business Facebook

Skills and personal characteristics:

  • Professional approach to work and client relationships
  • Personable and able to build meaningful relationships
  • Conscientious
  • Attention to detail
  • Good communication skills
  • Enthusiastic & willing to learn
  • Team player 
  • Hard working
  • Adaptive and good at problem solving
  • Good time management
  • Embraces challenges and feedback
  • Calm and able to manage stressful situations

The perks:

  • Work from home one afternoon/ week
  • Wrap up at 3pm on a Friday if you’ve hit your targets for the week
  • Bonus leave over Christmas and New Year
  • Work closely with our founders Emma & Dom
  • Every day is different, and there is a lot of potential for growth
  • Have the opportunity to play to your strengths and sign up for courses/ webinars to learn new skills
  • Team building activities from yoga in the park to Pecha Kucha evenings!

Start date:

Preferably 16 September 2019

Salary:

R14 000 – R17 000, depending on amount of experience and level of expertise

To apply for the position:

Complete the questions below, and then submit your CV and cover letter at the end of the form.

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Past experiences & future opportunities

Past:

Starting off was hard, coming fresh out of college classes trying to find work was not an easy task. Being me, I automatically wanted to find myself in a junior position doing EXACTLY what I envisioned for myself. But life giggled at me and said, “not today, hunnybunns”; and as a result, I looked for work in different sectors that were more widespread and accessible to people in my position.

Long story short, Yellow Door Collective snatched me up and sat me down for a good few months of intense training. The weeks went by and I could feel my brain re-wiring itself to think, feel and see the world from a more professional viewpoint. As an intern, my tasks were not stuck to any particular framework, I delved into anything I was given, and a little later on, I was invited to delve into whatever I wanted to help with.

Yellow Door granted me the experience and skills to do web development, copywriting, digital design and much more. Working on many a website to do with conservation or retail (such as www.conservationtravelafrica.org and www.boandluca.com), while juggling copywriting for GP/OKCID and digital design for Pick n Pay Plumstead.

Present:

As of now, I find myself near the end of my stay here at Yellow Door, trying to find my way into the UX/ UI and interaction design fields, as it is what I studied and where my heart lies. I often think on how well equipped I feel after my experiences with Dom, Em, Kirst, Sah, Ant, Dan and Janine. They helped me become more confident in myself, allowed me to discover my capacity for growth and allowed me the opportunity to bring forth my work ethic. Thank you all, for the help and direction I needed!

Future:

As for the future… well, what can any of us really say? Yellow Door first asked me in my Q&A post, what superhero I would be if I could, I feel almost as if I have obtained new superpowers during my stay. Superpowers along the lines of proper task management, work autonomy and knowing what to prioritise.

Remember when I said my ideal job was in the UX/UI and interaction design fields? Well, that may be true, but I would not have traded the 6 months I had with Yellow Door for anything. Growing alongside the business, being there for their 5th birthday party, seeing clients come and go while being able to work on a whole host of things in different industries has been eye-opening. Going forward, I now have a base of knowledge that will help me be a well-rounded and knowledgeable candidate wherever I go, the opportunities seem to be that much closer now that the work has been put in and the skills have been sharpened.

That being said, I feel confident I can tame that hulking great beast of a future I know is waiting for me, and I am all the more excited for it. Kudos to you Yellow Door, you’ve been a dream!

Website management part 5: health checks

If your business is conducted online (for example, if you sell goods on your website) or if you get most of your leads online, then it is important to have your website regularly audited.

A website audit is a full analysis of all of the factors related to your website – from your search engine visibility to the technical functionality of the site, to the way that a user will interact with the design and how they will behave accordingly. We recommend that business owners have an audit of their website once or twice per year – and even more so if they are not getting the results they need.

Why is a website health check (or audit) important?

In the ever-changing digital landscape that we experience today, it is critical that your digital touchpoints remain up to date – this is in terms of best design practices, technical maintenance and software updates, as well as general web trends.

Your competitors might have a strong digital presence, and potential customers weighing up their options will arrive at your website expecting high standards that they see elsewhere. Meeting, or better yet, exceeding this expectation will impress, and will motivate website visitors to find out more about what makes your company stand out from the rest – to look around for your sparkle, so to speak 😉

Our approach

As we have in-house web developers and marketing experts here at Yellow Door, website audits are one of our key services. The following is an overview of what we do when a client comes to us for a website audit:

  1. Competitor and benchmark research:

Before even visiting your website, it’s important to gauge how others in your industry present themselves online. We jot down some notes about what we like and can learn from, to later check whether you have or could implement anything similar.

  1. Organic Google search:

Next, we simply Google a short description of what it is your company does and the area it operates – for example, for Yellow Door we would search “digital marketing agency in Cape Town”. We locate your website link (hopefully on page one of the search results!) to get an idea of how well you rank overall on Google – how well your website is search engine optimised.

  1. Remainder of SEO audit:

Finally, we click through to your website and start off checking on-page SEO. Our developer will inspect the page sources of the pages being audited and search for a variety of critical SEO factors – including an <H1> tag and meta description. Learn more about SEO in part 3 of this website series.

  1. Page speed check:

We use a couple of tools (including our eyes!) to check how quickly the various pages load. If it’s not ideal, we analyse the various reasons as to why this is the case. These can vary from image sizes not being optimised, to CSS and Javascript code that hasn’t been minified.

  1. Content:

It is important to analyse the content presented on your website – questions asked include:

  • What is the first sentence on your homepage?
  • Does the content succinctly get across what you do and why potential customers should choose you?
  • If you operate in the EU, do you have GDPR consent?
  1. Design:

We bring our designers on board at this stage to perform a full audit of the website’s design. Things they look out for are photography (how well does it represent your brand?), typography, buttons, carousels, menus – and perhaps most importantly, mobile friendliness.

  1. Cross-browser compatibility:

You might only check your website in one browser, but what browsers are other people using to access your website? Together with finding the answer to this question via your website analytics, we check your website on the “Big 4”: Google Chrome, Firefox, Safari and Internet Explorer. Ideally, your website should be optimised to work seamlessly on every existing browser, but if it works well on the Big 4, we are happy.

  1. Bring it all together:

We lay the results of the audit out clearly in a document, with sections and subsections, details of our findings, and clear action points listed. We can also order points by priority or complexity, to ensure the quick fixes are done first, and bigger ticket items are budgeted for or added to a timeline.

Kick start the website audit process

If you don’t have budget allocated for an audit just yet, you can get started with these two tips:

  1. Run your URL through Google’s PageSpeed Insights tool

Google’s PageSpeed Insights tool is a free tool developed by Google that analyses any URL on your website (we recommend simply entering your homepage) and analyses how long it takes for your website to load.

This is important to know because the longer it takes for your site to load, the lower your SEO ranking. The tool ranks the page on a score from 1 – 100, and the aim is to get a score of 90+. Not only does it analyse the page, but it also provides tailored suggestions of what you could do to improve your website’s speed.

  1. Ask a friend!

This step might seem elementary at first, but it actually provides incredible insights that no online tool can yet do! Sending your website to a friend and asking them to browse through it, flag anything that seems odd/ unclear/ is difficult to navigate is a great way to easily (and cost-effectively!) perform a basic audit. A fresh pair of eyes – from a human, of course! – is an effective hack to experience your website as a first-time potential customer might.

 

We hope that from this article you have been able to gain insight into the value of auditing your website every now and then. The more business you get online, the more important it is to be doing this on a regular basis. If you are interested in taking your website to the next level – or if you have an old site that simply needs direction for an upgrade – let’s chat. Please pop us a mail at hello@theyellowdoor.co.za 😊

How and why to engage with your online community

Gone are the days where a customer needed to go to a physical store to speak to a sales consultant or phone a toll-free line to get the information they wanted about a product. Now the lines of communication have been blown wide open with the opportunity for brands to have a presence on a number of social media platforms. And with this, has come the need for businesses to have a clear strategy on how and when they respond to customers on these platforms.

Big brands who put resources behind community management and are able to respond to queries/ comments/ messages as they come in are strides ahead of those who can’t. The customer of tomorrow is demanding. They have choices with regards to who they buy from, and they will take their money to a brand who does it better. It sounds extreme, but business credibility now depends on how quickly and how well you can respond to your customer on social media.

The stats show that 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. Already in 2015, Facebook influenced over 50% of consumers’ online and offline purchases, and 78% of people who complained to a brand via Twitter expected a response within an hour (source: Lithium).

And it’s not only social media; in fact, a 2019 Google Consumer Survey of 1 500 respondents found that more than 80% of people who contacted a brand via email expected a response the same day; only 3% believed that they might not get a response at all.

Those are pretty scary stats, but with a good strategy and some knowledge, businesses can use these platforms to shoot their brand image through the clutter and make a name for themselves in the world. Here are a few tips to get started:

  • Respond to every enquiry or comment timeously, no matter how simple
  • Train your community manager on your brand personality and tone (or better yet, create a comprehensive brand guide if you don’t have one already)
  • Use templates replies to save time and ensure the right information is communicated, but try to personalise the message slightly each time.
  • Know your product, and be able to tell the customer exactly where to find the info they’re looking for (preferably a link to your website)
  • Give realistic deadlines, don’t say you’re open for enquiries 24/7 if you’re not
  • Embrace your top fans (using Facebook’s handy tool) and engage with good experiences as well as bad
  • Create a report each month, and monitor whether the sentiment is becoming increasingly
  • positive, or if there is a particular negative backlash or issue that needs to be dealt with

Remember, you don’t know what’s going on in a customers’ head, they may be a very loyal brand enthusiast and post about one bad experience on social media. If their complaint is not responded to, or worse, the reply is not helpful or aligned with the brand’s tone, then you may lose what could have been a brand ambassador for life.

Keep your customers happy by creating a space for them to feel appreciated and taken care of, and they’ll keep coming back to you again and again.

Packaging design and our process

The functional side serves as a protector, carrier, and presenter of your product; while the style side creates the desire for the product, enriches the user’s experience and interaction, and delivers on the brand promise and values.

At Yellow Door we recognise that innovation begins by understanding the brand, the product, the target market, and defining the design parameters: budget, timeline, goals, requirements, and materials.

In this blog post we will touch on the process we follow when it comes to packaging design, and hopefully provide some insight in to how important your packaging is, not only to your product or its consumers/ users, but your brand too.

First contact and all the admin

You contact us to take your product to the next level. We schedule in a meeting to chat, and to determine the objectives, scope of work, budget and timeline. After the meeting we will process everything and provide you with a quote. Once the quote has been accepted and the deposit paid, we get started.

Insights and research

There are many things to consider when starting a packaging design project: the brand and its position in the industry, the brand’s strategy and values, product integrity, the target audience and consumer segments, distribution channels, the materials that will be used, the style, and how the product will be advertised.

With so much to consider, insights are fundamental in understanding the task at hand. To do that, we ask you lots of questions, pick your brain, get perspective, do research, brainstorm, consult the oracle, come up with ideas, find inspiration, and conceptualise, so that we can provide the perfect solution to your packaging needs.

Telling the story

Throughout the design process we continue to tell the story, the story that you want us to tell. It might be the story of your brand or the story of how the product was made, or how the idea for the product came about. Whatever the story, we marry it to your product throughout the design, in a way that promotes not only the product and your brand, but human connection as well.

Once this first bit of magic has happened, we present our packaging concepts to you. You critique, question, inspect with a fine-tooth comb, give feedback, and eventually choose the concept that speaks to you and your audience. We then tweak, get more feedback, work our magic, sprinkle in some more creativity, and produce the final artwork concept ready for your approval.

Be courageous, there is no reward without risk

Having a final packaging design is only half the job, now comes the printing, testing, and finally, production phase. If all the research, brainstorming, and analysis was done correctly then this should be a relatively easy process.

Get samples printed of your packaging and test it out with consumers, staff, or online via advertising and social media, and even give it to a few retailers to display in their stores.

Once you have processed all the feedback, design changes and tweaks can be made, and the final packaging can go into production. If all goes to plan your product will blow the minds of your audience and sales will soar. We can work with the printers in finalising your packaging or you can take it to the printers of your choosing, it is completely up to you.

‘Inspired originality in packaging design is the true path to creating impact. Lead, never follow.’ – Exelio Mattos

Creating packaging that is on-brand, innovative, and engaging can be a complex and even daunting prospect. At Yellow Door, we take a hands-on and holistic approach, we not only value but implement your feedback, we strive to be innovative and creative, and create a packaging design solution that resonates with your brand, your audience, and keeps your consumers coming back for more.

5 ways to measure PR success

A key trick in the magic box of marketing is public relations, more commonly referred to as PR. And in our holistic approach at Yellow Door, PR is often integrated into our digital marketing strategy. We love coming up with newsworthy angles and pitch them to relevant publications on behalf of our clients.

The measurement method, and often the KPI for PR service providers, is Advertising Value Equivalent (AVE). Quintessentially this metric advises clients what they would’ve paid in advertising value to feature in a certain publication, online or broadcast channel.

The argument of whether or not the metric is an effective way to measure PR success started around five years ago (at least locally), however the evolvement to find a new solution for tracking success has been relatively slow as industry experts sit divided on the matter.

This past month, a couple of our clients were featured in respected online publications and broadcast channels. Thinking it would be impressive to include an AVE figure of the coverage received off the back of our efforts in our month end reports, I consulted the publications to enquire what the estimated AVE would be. To my surprise, three out of the four media houses responded with a similar retort: “Excuse my ignorance but what is AVE?”

This got me thinking. Sure, including a large number on paper can make you look impressive to clients when you can boast you’ve saved them over R100k in ad spend; however, is AVE an effective, and better yet, a fair way of measuring PR success? In my opinion, no.

So how do we track the success of this marketing tool?

Here are five ways that we can measure, without AVE, the effectiveness of a PR campaign:

1. Media impressions:

Asking an online publication for the number of media impressions received is a good start. How many people read your story?

2. Press clippings:

Another way to assess your PR efforts is to keep track of the number of publications (online or print) that mention your brand. Although be warned to not get caught up in quantity over quality. It is vital that your name is appearing in titles relevant to your target audience.

3. Website traffic:

Measuring the amount of traffic your website receives before and after pitching a press statement to media is a good indicator of reaching a desired market. Analysing spikes in website traffic should give you a good idea if the results were off the back of your PR efforts.

4. Lead generation:

If your brand is being spoken about in relevant media titles, it should directly result in leads. To find out how new customers heard of your company and service offering, simply ask them.

5. Social media:

Following a pitch, keep an eye on your social media following to track whether or not there in an increase in followers. Social media measurements should also focus on conversations about your brand, as well as social communities in your industry.

So next time you want to measure the success of a media pitch or PR campaign keep these measurements in mind. It certainly removes the pressure of having to present a big fat Rand figure to bean counting business owners and, in my opinion at least, is a more effective way of evaluating your success.

If you’d like to find out more about our PR offering at Yellow Door, please pop me an email at sarah@theyellowdoor.co.za

18 life lessons from our careers to date

Emma – New business director

Em grew up in Zimbabwe, and reflects Zim culture in everything: she’s humble and hard working, and always optimistic! She had jobs as a babysitter, waitress, chalet manager, freelancer and event set up a backpackers during the 2010 FIFA World Cup! But the first one takes the cake! ‘My very first job was waitressing during Zim’s hyperinflation days and prices would change every single day. People would pay with different currencies and I would have to work out the maths in my head, often by torchlight because of the power cuts!’

Here are a few invaluable lessons she’s learnt through these and other work experiences:

  • Be agile, always
  • Single task
  • Do what you can as efficiently as you can, even if no one else delivers on their end
  • No matter how senior you get, there is always admin to be done!

Dominique – Managing director

The other half of the dynamic lady duo that founded Yellow Door, she has her eye on everything in the office and guides the team. Dom’s most interesting work stint pre-YD was working as a PA for a couple who ran a theatre production company.

‘It was stressful, I did all the marketing, advertising and bookings, all on a shoestring budget. At one point they had a baby, and I had to look after him while doing everything else!’ Thankfully, later on she began working in freelance marketing and eventually social media after recognising it as a useful tool for businesses.

Through her transition from being a freelancer to a business owner, she was involved in design, project management, post scheduling and writing – all of which lead her to have the skills needed to understand everyone’s roles in a team.

Her biggest lessons?

  • Time management.
  • Learn about your skill set through strengths finder tests – it helped her find her niche.

Kirsten – Project manager

Hearing about Kirst’s past job experience is a small window into an interesting, driven mind. She has worked in a wine tasting room, as a maths tutor and embarked on a work exchange opportunity as a digital marketer in Bali (where she slept on a mattress in the office in exchange for the work done!)

‘The most important lesson I’ve learned is that the only person in charge of your career is you. If you want to develop, you have to ask for and take opportunities. You have to trust that people want you and your skills.’

Kirst’s nuggets?

  • Don’t look to other people for assurance, know that you’re a professional and believe in yourself.
  • Regardless of what job you’re in, you are always in the business of people.

Jonny – Intern

The youngest member of the Yellow Door crew is ambitious, bright eyed and quick to get the job done. ‘I think my first ever experience working was as a waiter for school functions. The hours were crazy, it was from morning until midnight for no pay.’

Realising that being a waiter probably wasn’t his calling, Jonny studied a Bachelor of Arts in Interaction Design. He then did web development, illustration and design at Studio 6 in Hout Bay and later had a two week internship at King James.

His biggest lessons came from working at Yellow Door:

  • Don’t freak out about time, make sure everything is in order.
  • If you can’t find something out for yourself, ask.

Sarah – Marketing strategist & account manager

‘My very first job was straight out of Rhodes, it was for an internal communications company, and one of my first clients was the Rainbow Chicken Group.’ Sah is a master communicator, bundle of energy and a real people person.

‘I love client facing roles because I am genuinely interested in people and their stories. I’m the kind of person that wants to see the photos of their kids!’

Before taking up a role in media, she had a season working on the ski slopes as part of a team that ran a luxury chalet where she single handedly had to make breakfast for 35 people. Basically now she can tackle anything!

Biggest lessons learned:

  • A new skill is never wasted.
  • Always treat others as you want to be treated.

Anthony – Senior designer

We have yet to find anyone more meticulous and disciplined than our in-house designer. He often jokingly attributes this to his ‘army brat’ upbringing, but he also has a natural ability that is uncommon among creatives: focus.

He was 16 when he began work at the pub in the local police sports facility in PE. ‘I also had a three-day stint as a food delivery driver. You basically had to sit in this dingy little waiting room for the call centre. We only made tips and had to cover our own petrol – so I quit.’

He also worked in a DVD store while studying. The hours were long, and it wasn’t the most glamourous job in the world, but at least it paid for the art supplies he needed. A little known fact about Ant is that he knows everything about everything. ‘Being the creepy DVD guy that knew things about people at least helped me develop my memory!’

Ant’s biggest lessons:

  • Know the value of money.
  • Be responsible.

Danielle – Copywriter

My work experience? I started out as a performing artist – which meant doing a hundred other things as well. I have worked as a voice over artist, performed in children’s theatre productions, musical theatre productions, au-paired, ran an online radio show, babysat, freelanced as a writer, taught Afrikaans and even cleaned houses for a little while.

As random as these things seem, they all contributed to a rich, full approach to the working world. I learned many skills and principals that still come in handy.

Here are my biggest lessons:

  • Always work with honesty and integrity.
  • Be confident in yourself.
  • Don’t be afraid to take risks.
  • Be humble and teachable – you will be wrong many times, learn from the mistake.

Want to find out more about us? Follow us on Instagram for regular snapshots of life behind the Yellow Door.

Are you going to hibernate or hustle this winter?

The answer to the second question is pretty straightforward – your marketing team will tell you that you missed out on engagement opportunities, traction and leads; and your financials will tell you that sales are down! You may also be slow off the mark when peak season does kick in.

So, let’s focus on ways to address the first question, with some practical tips to ensure that your brand is alive and kicking throughout winter:

Find the right headspace

If you’re in retail, hospitality, tourism or marketing, summer in Cape Town is often a blur. As a result, some much needed downtime is always a priority when winter rolls in.

The problem arises when this sloth-like behaviour becomes a habit, rather than a week or two set aside to recharge! Sound familiar?

If you’re nodding or smiling in agreement but know it’s time to get your head back in the game, we suggest starting with a little dose of creativity. This can be anything from an afternoon at Clay Café to a stroll through a gallery.

In the past month we’ve prioritised two team building events. The first was an interactive workshop on productivity and self-awareness with Tammy Godsall from

The Happiness Consultancy; followed by a creative workshop with Lynnae Lyons from by.me jewellery. Both afternoons left me with a spring in my step and the headspace to tackle strategic tasks I’d been putting off.

 

Ditch the to do list

A to do list is never ending… whereas a priority list has purpose. We challenge you to identify and commit to three important tasks. Remember that you don’t have to tackle them on your own, so delegate and get the support you need, whether it’s from a business partner, colleague or mentor.

Maybe it’s time to focus on revenue targets, introduce a new product line or reassess your marketing efforts. What’s actually working, and what do you need more or less of?

Clients often plan a marketing strategy workshop for the beginning of the year, but a mid-year stocktake when you have time to focus may be just what your brand needs.

Double up on marketing

You’re probably thinking that I’m bound to say this, as I run a marketing agency! However, my rationale goes a bit deeper than that.

Honest, authentic brands take time to build loyalty and gain market share, and a strong foundation is what counts.

According to InMoment’s 2018 US Retail CX Trends Report, 80% of shoppers said they grew to love a brand over time; the cumulative effect of great products, service, buying experiences, positive reviews and recommendations from others.

So my final challenge to each of you is to take the time to invest in your marketing while you have headspace and that priority list on hand, and make sure it’s working for you.

I’ve already mentioned our workshops, but other digital marketing priorities could include a rebrand; a new landing page on your website; or a content plan to see you through to summer. A Business 2 Community study suggests that 71% of consumers are more likely to buy from a brand they follow on social media – so don’t underestimate the power of a curated Instagram feed!

And lastly, remember that no two brands are the same. Your marketing strategy should be aligned with your business objectives and tailored to get maximum results within your budget. If you need help doing this, we’d love to assist – just pop me an email at emma@theyellowdoor.co.za.