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July 2021
Tree Hugger HERALD
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Better Than Christmas
Family, Fresh Water, and the Most Wonderful Time of the Year
When I was a kid, this time of year really only meant one thing: spending the Fourth of July with family at either my aunt or grandmother’s lake house! And this year, I can’t help but look back on how wonderful those family gatherings were — especially since we haven’t had gatherings of that size for a year now because of COVID-19. But I know that I’m not alone. Every family has their own special traditions or celebrations, and more than a few revolve around the Fourth, just like mine. It might be going to the lake, like we did. Or perhaps there’s a big, green backyard somewhere that the kids love to run around in while the adults grill and drink cold beer. And what family doesn’t have that crazy uncle who always shows up with giant, questionably legal fireworks? These kinds of traditions really are important. Being raised in a big family that gathered regularly meant a lot to me as a kid, and now that I’m a father myself, I want to continue some of those traditions with my own children — as well as start a few of our own! Typically, our family’s parties happened at least three times a summer: once on Memorial Day, once on the Fourth of July, and a final send-off party on Labor Day. All of them were at one of the lake houses. And the lake house gatherings — those were the highlight of my year. Christmas was great, and everybody likes Halloween, but going to the lake house and seeing all of my aunts, uncles, and cousins at the same time was just amazing. People would be boating and swimming, kids splashed around in the shallows, the kitchen was crammed with people and the food they brought, and out on the deck, even more family crowded around the grill. I can still smell those burgers as they cooked. These memories appeal to me, especially now. It’s wonderful to have summer here, but it’s just not quite the same without those gatherings. I know we’ll find some other way to celebrate the Fourth and to kick back and relax a bit — and you should too!
Seriously, taking some time to regroup and think about the rest of the year is a good idea this month. Take some time to relax, and then come back to this: We’re halfway through 2021. How are things going so far? What’s working and what isn’t? What adjustments do you need to make? One adjustment that many should consider is automating their marketing to some extent. Things like blog posts, emails, and other methods of contacting clients can be prepared in advance and programmed to go out on a schedule. That sort of automation leaves you one less thing to do, and that’s a win whether you’re trying to stay busy this summer or just want to enjoy a vacation without worrying about work. Best of all, it lays the foundation for your fall marketing campaign so you can get your clients thinking about what services they’ll have your company perform. Now, personally, I really do intend to take some much-needed time off this summer. But I’m able to relax a whole lot better if I know that my business is being taken care of while I’m gone.
–Wesley Smith
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A Soap Built for Men
How Dr. Squatch Revolutionized Soap Marketing
Jack Haldrup has a common autoimmune skin condition called psoriasis. Because regular supermarket soaps burn his skin — leaving it dry and irritated — he was forced to seek natural, gentler soaps. He told the San Diego Union- Tribune, “I ended up buying handmade soaps from farmers markets, and they made my skin feel great.” While Haldrup relied on natural soaps for his skin, he also realized how beneficial they are overall. But the average guy, he thought, wasn’t going to seek out soap at a farmers market or health food stores. That’s how Dr. Squatch, now a $100 million soap business with a massively successful 2020 Super Bowl ad, came to be. But marketers are all asking the same question: How’d he break into a corporation-dominated market like soap?
through targeted marketing. Haldrup is far from your typical marketing guru — but even as a former IT security consultant, he was savvy enough to notice the different strengths in online marketing platforms. He’s also invested plenty of money into video ads that people want to watch. Haldrup took a risk and paid $20,000 to a professional marketing agency to create a humorous ad about soap. It immediately paid off, increasing the soap subscription base from 11,000 to 17,000 in three months. Today, as of this writing, the ad has over 114 million views.
Not Just for Hippies
At 29 years old, he created Dr. Squatch, an all-natural soap brand for men. This is highly unusual — for many years, soap has been primarily marketed to women, perhaps since companies assume women make the household soap decisions. But Haldrup believed everyone deserves healthy soap. Although they expected their sales to be highest in coastal cities like New York or San Francisco, their biggest audience turns out to be middle America. “[Our soap] is for the guy who would never normally consider buying natural products because he thinks they’re for hippies,” Haldrup says. It’s not easy to break into a highly saturated market like soap, but when you’re competing against name-brand companies in the supermarket, you have to think, “What are these big corporations unable to provide?”
The contents of an average Dr. Squatch soap include lye, vegetable oil, and a variety of scented essential oils, which are not particularly groundbreaking ingredients. But while there’s nothing new about Dr. Squatch’s soap itself, the brand’s targeting and tactics are completely innovative for their industry. Men and women alike have come to adore Dr. Squatch for its attractive subscription system and humorous, personalized messaging. They’ve become a great example of how powerful a strong message can be, and we can’t wait to see what the future holds for the company! We’re rooting for you, Dr. Squatch!
Smart Marketing
For Haldrup and his boutique brand, the answer was deeply personalizing their content and building a community
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HAVE A Laugh
An Olympic Medal — For Arts
Baron Pierre de Coubertin, the founder of the International Olympic Committee (IOC) and the modern Olympic Games, saw art competitions as integral to the Olympics.
At the 1912 Stockholm Games, Coubertin finally secured Olympic fine art competitions. There were categories for architecture, music, painting, sculpture, and literature, but every work had to be inspired by sports. Judges didn’t have to award gold medals if they were disappointed by all the submissions, but in 1912, a gold medal was awarded in every category. As the Olympics exploded into a beloved international event, the fine arts competitions rarely caught people’s attention. There were significant winners, however. John Russell Pope (the architect of the Jefferson Memorial) won a silver in 1932. Other famous participants include Italian sculptor Rembrandt Bugatti, American illustrator Percy Crosby, Irish author Oliver St. John Gogarty, and Dutch painter Isaac Israëls.
The arts competition at the Olympics ended in 1952.
Business Tricks That Will Improve Your Personal Life
spending time with family), consider ways to make your current processes more efficient and beneficial. For example, you can’t lose weight if you don’t change your diet and exercise. Adjusting your habits might seem difficult, but there’s actually a straightforward method. According to “Atomic Habits” by James Clear, every new habit has a simple formula behind it: motivation, ability, and prompt. Whether your reminder is an alarm at the same time every day or even another habit (“I’ll exercise before I take my morning shower”), make sure it’s part of any new process you implement. 3: Remember, work is flexible — your personal life isn’t. Bryan G. Dyson, CEO of The Coca-Cola Company, once told his staff, “Imagine life as a game in which you are juggling some five balls in the air. You name them — work, family, health, friends, and spirit — and you are keeping all of these in the air.” In his metaphor, work is a rubber ball. “If you drop it, it will bounce back. But the other four balls are made of glass. If you drop one of these, they will be irrevocably scuffed, marked, nicked, damaged, or even shattered. They will never be the same." We hope these tips help you protect the “glass balls” in your life!
When you're constantly in the “zone” at work, you're not always thinking about what's best for your personal life. While many business owners prioritize balance, what will truly benefit both your home and work life? Check out these three tricks. 1: Start your day with a plan. We know what you’re thinking: Writing out your plan is more work than just doing it . The key is to plan whenever you can. If you jot down things you want to accomplish the following day as they come up, all you’ll need to do is spend a few minutes organizing your list the next morning. Pro Tip: Remember to include time to unwind and relax! 2: Develop new and improved processes. While certain activities can’t be replaced with shortcuts (like
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Inside This Edition
1. 2.
Better Than Christmas
How Dr. Squatch Revolutionized Soap Marketing
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An Olympic Medal — For Arts
Make Your Work-Life Balance Easy
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How a Joke Became a Multibillion Currency Market
Would you create an actual cryptocurrency to make fun of other cryptocurrencies? That’s exactly what Jackson Palmer and Billy Markus did, and it’s paid off with an over $70 billion currency market. Now, it’s the fourth-largest cryptocurrency in the world. Dogecoin (symbol: Ð) is a cryptocurrency that provides a payment system (like Bitcoin, another digital currency) that is instant, fun, and free from traditional banking fees. Its playful name and Shiba Inu dog mascot caused the currency to start as a meme, but as people began to actually purchase it, it became worth more and more. Before Dogecoin, Palmer was a product manager at Adobe Inc.’s office in Sydney, Australia. As a “skeptic-analytic” observer of crypto, he joked on Twitter about creating Dogecoin as a way of satirizing the hype for cryptocurrencies. Surprisingly, people were totally on board. So, he bought the domain name Dogecoin.com. That’s when Markus, a software developer at IBM, contacted Palmer. He wanted to create a digital currency but had trouble promoting his project and decided to jump on the Dogecoin buzz. He asked Palmer’s permission to build the software to create an actual Dogecoin. How a Joke Became a Multibillion Currency Market The Origins of Dogecoin
Most cryptocurrencies are fairly serious and sterile in presentation, but Dogecoin was always different. Palmer and Markus decided to market Dogecoin as the “fun” version of Bitcoin. Since Bitcoin had a limited supply while Dogecoin had an unlimited supply, Dogecoin was also faster and more consumer-friendly for new crypto investors. In 2015, Palmer made his departure from Dogecoin, citing the currency’s “toxic community” as a main reason why he left. Dogecoin also had its financial struggles during the 2018 cryptocurrency crash, but today, it’s grown stronger than ever. As of early May 2021, Dogecoin’s price is up more than 13,000% for the year. Even though Dogecoin’s origins are humorous, Palmer and Markus’ business decisions were no joke. If you decide to purchase Dogecoin yourself, whether as a joke or for investing, please do your due diligence to understand the risks of cryptocurrency.
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