Evolving a Hospitality Brand and Business
In 2016, The Carroll Adams Group celebrated 15 years of as a top interiors purchasing company in the hospitality industry. In that time they added more than 40 employees; built long-standing relationships with developers, designers and furniture manufacturers; weathered a recession; and opened, closed and acquired offices across the country, and the world, based on market demand. Like many startups, the company of today looks very different than the company of yesterday. To proactively respond to changes in the business as well as the market, Carroll Adams engaged KC ROBERG to develop and...
Read MoreQ: What is the best way to engage staff in our company’s social media efforts?
A: Employees can be your best brand ambassadors so you are smart to leverage them, but first you need to make sure you have a few things in place. A social media policy. Clear processes and expectations. A plan. Support. And content. Social media can be like the Wild West if not managed properly. Often times someone in marketing, communications or human resources will spearhead these foundational elements. If such a person doesn’t exist, you should appoint someone to be the social media lead and empower them to develop the framework for a successful social media program. I’ve even seen...
Read MoreQ: I’ve been asked to introduce a speaker at a fundraising event. How can I make my message most meaningful?
A: You’re the warm up act. Not only do you have the important job of introducing the speaker, you are setting the tone for the entire event, so it is smart of you to put some thought into your remarks. A good place to start is to research the speaker to learn as much as you can about them, and what makes them unique. If possible, find an area where you have something in common or are aligned in your experience or perspectives. It will also give you a platform for introducing the speaker, and give you a chance for your personality to come through in an authentic and meaningful way. You could...
Read MoreQ: All of my competitors advertise in our industry trade journal. Should we?
A: Since the most fundamental objective for advertising is to call attention to your business, advertising just because your competitors are advertising is somewhat counterproductive and makes standing out a challenge. Advertising requires strategy and investment to be effective. Unfortunately keeping up with the competition is not a strategy. In advertising, the most effective frequency is the number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful. Opinions on that frequency vary greatly; industry experts say...
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