The Business Brief
July 2019
Looking for Help in All the Right Places
As far back as I can remember, I’ve always wanted to help people get to a life they love. After all, we’re not here for a long time. I like to think that I’ve been able to make that sort of life for myself too. Whether my work was in the hospitality industry finding people the right venues to spread their message and build their brand, training sales teams to be the best they can be, or helping the great people at Generations Law get their clients on the right track, I’ve been fortunate enough to cover a lot of ground. While I may not be there physically, my time with Generations Law has been my most rewarding endeavor yet. Working with Matt and Tom has given me the opportunity to spend some virtual face time with a pair of attorneys who truly care about their clients' futures. I’m just happy to pitch in through my paralegal work and help this ship sail a little more smoothly. It’s been a great chance to work alongside a pair of lifelong learners and teachers who take the utmost pride in their work. In fact, when I was growing up, I wanted to do exactly what they do. As the years went on, I slowly drifted into other sectors of the business world, but my interest in the field of law never waned. Law runs in my family. My uncle was a judge, and my father was an attorney, so I spent a lot of my formative years inside my dad’s law firm. After being around it for so long, I gradually picked up on the sorts of things that need to be done
around a law office. From the time I was 12 years old until I graduated from college, I found myself working at my dad’s side. When I wasn’t running documents to the courthouse — yes, that was how we had to do it before we had the luxuries of technology — I was sitting in on court proceedings and seeing how the legal system worked from the inside. However, during my senior year at the University of Oregon, I realized that I’d had enough schooling for my lifetime. After I graduated, I entered the hospitality industry in Spokane, the city I still call home today. The next 13 years flew by as I worked alongside convention centers and hotels to sell parts of our fair city to potential renters. Then I used my talents in a position where I trained sales teams on the nuances of our profession. It wasn’t until last summer that fate intervened. I had posted on a job site that matches your profile with businesses that would be a good fit, and I was surprised to see that I matched with Tom’s profile. Right off the bat, I knew that this was somebody I wanted to work with. I could tell after a few conversations that Tom was a kindred spirit — a serious communicator with a soft side for his family. Matt is the younger of the two, working hard to build his business alongside his partner. He has never been anything but helpful along the way. I could quickly tell that
these guys aren’t your run-of-the- mill, stereotypical lawyers. When they eventually brought me on, I was happy to be a part of such a well-centered firm. Even though I work remotely and we’ve never met in person, I have a great relationship with my friends here at Generations Law. When I’m not in my virtual office, I love running half-marathons and training for my passion as a long-distance runner. I’m also lucky enough to have two little boys who take up most of my evenings and weekends by having me shuttle them back and forth from club soccer games and baseball tournaments. But I couldn’t be happier with the opportunity to work from home and the chance to be around my little ones and wonderful husband. When the kids aren’t busy, we love doing anything outdoors. With more than 50 lakes within 50 miles of my city, that’s a pretty easy thing to do. At the end of the day, I think I’ve got it pretty good. I’m so happy to be spending my time with the great group of people at Generations Law. Our dedication to our clients and services is simply unmatched. To find out more about what we can do for you, give us a call at (208) 401-9300 or visit our website anytime at www. genlawgroup.com.
–Kelsey Soukup
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THE BEST CONTEMPORARY AD CAMPAIGNS
And What You Can Learn From Them
A great advertising campaign transcends the company that creates it. The Budweiser Clydesdales are nearly as iconic as the beer itself. People still say, “Dude, you’re getting a Dell,” in 2019, despite the fact that PCs aren’t even a major part of Dell’s business model anymore. When it comes to creating an ad campaign that Don Draper would be proud of, it’s best to look at massively successful examples from recent history. Here are a few of our favorites, as well as commentary on why they work and how you can use similar tactics. BRAND DIFFERENTIATION: APPLE This mega-popular ad campaign consisting of 66 spots personified the difference between PCs and Apple computers. Playing the role of “PC” was a buttoned-up, nebbish character you’d expect to find in the most morose workplace on earth. The “Mac” character, by contrast, was laid-back, youthful, and effortlessly cool. After launching the campaign in 2006, Macs became the default laptop for nearly every incoming college student. Clearly, the lighthearted jabbing at the competition worked. OFF-THE-WALL IRREVERENCE: OLD SPICE Most deodorant and shampoo commercials are bare-bones basic. They describe the “odor protection,” “moisturizing effects,” and the like. Old Spice takes the opposite approach. Their ads often feature absurd imagery, insane special effects, and Terry Crews literally yelling at you that you smell bad. Would this tone work for a life insurance company? Probably not, but it’s a great way to make simple consumer goods feel fun and exciting. SOCIAL AWARENESS: DOVE Dove’s “Campaign for Real Beauty,” which launched in 2004, was a long overdue change of pace for the beauty industry. Since time immemorial, fashion and beauty campaigns featured only impossibly beautiful women who had body types that the average person could never attain. Dove threw this aspirational, and potentially toxic, messaging in the garbage and decided to celebrate women of all shapes and sizes. If you can create a campaign that includes those who aren’t used to widespread representation, you’ll increase your reach in a hurry. CURATED COOL: DOS EQUIS Here’s a dirty little secret the beverage industry won’t tell you: Most industrially produced beers are made by one of two companies, and the vast majority of them taste remarkably similar. The difference, for the most part, comes down to the way they are marketed. Dos Equis, with their “Most Interesting Man in the World” campaign, carved out a name for themselves as the beer for urbane, thrill-seeking drinkers, despite the fact that their product is about as exotic as a Coors Light. Sometimes, perception really is reality.
'FIERCE CONVERSATIONS' Learn How to Get Your Message Across So often, we talk to our friends, coworkers, and loved ones without actually saying anything. We’ll beat around the bush on important subjects or hesitate to bring up sensitive matters. Global business coach and best-selling author Susan Scott has set out to change that. In her book “Fierce Conversations,” Scott argues that the key to get more out of our personal and professional relationships is to learn to lower our barriers and convey our message honestly. “Fierce Conversations” is one of those works born out of a simple idea with big implications. As the author explains it, “While no single conversation is guaranteed to change the trajectory of a career, a company, a relationship, or a life, any single conversation can.” By having the communication skills necessary to create lasting bonds, handle strong emotions, and overcome barriers, you’ll be prepared when crucial conversations present themselves. Those who tend to judge a book by its cover may make the mistake of associating the word “fierce” with “aggressive.” However, as a master of meaningful communication, Scott has found that it’s important not to force emotions one way or the other. As she observes, “If your behavior contradicts your values, your body knows.” Instead of relying on fake bravado or false modesty, the author argues it’s better that the bravery be genuine. Breaking down those social barriers to be authentic in our conversations takes true ferocity. Scott does more than simply explain why frank and honest communication is important; she gives readers the tools to get there. Having spent years as a business coach, and now as the head of a firm that trains CEOs around the globe, Scott is well-versed in the art of teaching exercises. “Fierce Conversations” is brimming with action items, tactics, and tailor-made examples of how to communicate in every situation, from board meetings to parenting. If you’re someone who likes concrete guides over vague concepts, this book will pleasantly surprise you.
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Take Advantage of the Summer
And Host a Great Company Picnic
PICNIC FOOD/DRINK Let’s not forget the most important part of a good company picnic — the food! First, you need to consider what type of picnic will go best with your theme. Will this picnic be a potluck, or will the food be catered? Will alcohol be allowed at the picnic? If so, will the company provide it, or will it be BYOB? When in doubt, just choose the realistic option for your budget and remember to stick with your theme. Ultimately, the purpose of your company picnic is to give your employees opportunities to bond outside the office and celebrate one another through awards and team building. Follow the above tips and your company picnic will go off without a hitch!
HAVE A Laugh PICNIC LOCATION Large public parks can easily accommodate big groups, but if you’re in a pinch, you can also use your company campus. If you have enough in your budget, you can rent a venue nearby that works with your theme. Make sure your location has enough seating for everyone and keep track of the weather reports for that day if you’re grilling outside. Are you tired of watching perfect summer days pass your office by from the wrong side of the window? Instead of leaving work to enjoy the weather, bring your company outside! A company picnic is the perfect opportunity to take advantage of the warm weather and foster team camaraderie through awards, team building exercises and, of course, good food. Putting on a slam-bang company picnic is no easy feat, but if you start with these three fundamentals, you’ll be well on your way to pulling off an event the whole company will remember for years to come. a theme your employees will be excited about. From a Hawaiian luau to a country western barbecue, the possibilities are endless. To generate more hype at the office, you can hand out fun invitations that go along with the theme, like lei necklaces or custom sunglasses. At the actual picnic, the theme should influence your setup, team building exercises, activities, and food and drink. PICNIC THEME The first step to organizing a company picnic is to choose
PUZZLE
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PRST STD US POSTAGE PAID BOISE, ID PERMIT 411
412 E. Parkcenter Blvd. Suite 210 Boise, ID 83706 (208) 401-9300 www.genlawgroup.com
Inside This Edition
1.
My Time With Generations Law
2.
The Absolute Best in Advertising
Make Yourself Heard
3.
Hosting a Company Picnic
Have a Laugh
4.
Is Yelp the Enemy of Small Business?
Yelp and Small Business Does the Review Site Do More Harm Than Good? “Yelp is destroying my small business.” These words are becoming more and more common. Small-business owners are taking their stories public, claiming Yelp is hurting their brand. But is this true? Can Yelp harm businesses? At a glance, Yelp is a website and app where people can promote their businesses, and consumers can post reviews of those businesses. Yelp can be a consumer’s deciding factor in which restaurant to visit, which cleaning service to hire, which grocery store to shop at, and so on. Business owners claim that Yelp tries to extort them. For example, Yelp calls a business to sell ads. The business declines and, suddenly, good reviews get buried. Some business owners have even claimed that the best reviews disappear altogether. In their place are the lowest reviews, or even poor reviews that weren’t there before. When people search for the business, the worst reviews are front and center. Additionally, business owners have noted that Yelp cold- called them with the news that they have won an award for exceptional reviews. However, Yelp charges for the award, which is a plaque that can be displayed in the business, costing hundreds of dollars.
While the second example certainly isn’t extortion, it raises questions. The fact is that Yelp does cold-call businesses to get them to sign up for advertising packages, and in this, Yelp has leverage. If you don’t comply, they can alter what people see when they search for your business. Business owners also point to discrepancies in reviews on Google, Facebook, and Yelp. They may have four- or five-star reviews on Google and Facebook, but their Yelp reviews may be noticeably lower. It’s no secret that advertisements represent Yelp’s primary source of revenue, and cold-calling businesses can help drive that revenue. But can businesses defend against ad extortion? The answer is not really, unless businesses are willing to pay a big expense. Instead, the best defense is focusing on stellar customer service — and directing customers and potential customers to Google and Facebook reviews, ignoring Yelp altogether.
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