Archive for August, 2010

Turbocharged packaging produces high RPMs (and ROI)

August 12, 2010

While it’s true, everything around us is designed by someone, only the hardcore graphic designer will look at a normal shoe box and appreciate the branding and aesthetic decisions that went into the “design.”

MOST shoe boxes – that is.

The exception to that rule landed on my doorstep earlier this week when my 16 year old daughter’s online purchase was delivered. She was “all about” what was inside the box — while I was enamored with the package itself. (Go figure!) Can’t say I’ve ever seen such a cool cardboard shoe box before.

Buckle shoe box
So right about now . . . half of you are asking the question “does the fancy printing, the attached hardware and the atypical drawer-slide configuration of the box make the shoes any better?”  Nope – but it certainly established an undeniable impression of distinction.

Next question formulating in your brain; “Does this really matter?”

If given the chance, retailers around the globe would unite and respond with a resounding “you betcha.” The concept of “added-value” is one of today’s most valued (no pun intended) and effective marketing tactics.

So yeah . . . a regular ole, vanilla shoe box would have done the job, but this cutting edge retailer (Buckle®) knows the importance of first impressions – and presentation – AND the bottom line.

We can’t settle for 49th

August 10, 2010

Here is the wake-up call – Louisiana ranks 49th in child well-being, for the ninth year in a row.

Did we miss the first alarm nine years ago? Did we, as a state, simply push the snooze button and go back to sleep?

Nine times?

In my business we often over-use the phrase “perception is reality.” Unfortunately, as it relates to the well-being of our State’s children the perception could not be more real or more disappointing.

On all ten measurement standards presented in this newest study, Louisiana is in the bottom ten states on each and every one.

It begs the question, doesn’t it?

Why?

How can we permit such a problem to exist in the first place – much less linger for nine years?

Our leaders find funds for everything from chicken farms to golf courses. And, I do not make light of the positive economic impact of most of these types of endeavors.

But, on the basis of economic impact alone, providing a better life for our children is critical to the economic future of both our state and our children.

It is time, no actually it is nine times past time, to decide specifically what steps we will implement to lift our children out of the bottom tiers of health, economic status, family structure and education.

Sure, there were slight improvements and while we all celebrate that we cannot ignore the fact that too many of our children live in abject poverty and are at risk.

What are some answers, real answers? The longer term solutions sometimes seem so daunting that we ignore immediate opportunities to make a big difference in the everyday lives of children.

Programs are in place – right now – that can and do provide assistance. Here in our own area we have access to projects that include providing backpacks with food and other items for children to take home. That is but one program. There are others and there are people in place who work tirelessly to help make a difference.

While we explore the longer-term solutions we can take advantage of the programs already in place. Instead of using all of the funds set aside each year for capital outlay programs, dedicate a small percentage of it to child related programs.

Experience reminds me that someone will create an unnecessary administrative bump in the process. What I am suggesting is far too simple, some skeptics might suggest. Simple, though, is exactly how we must begin. Most importantly, however, is that we must begin or next year we could find ourselves ranking 49th for the 10th straight year.

Louisiana, please let’s not hit the snooze button again. The time is now.


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