Commercial Construction & Renovation

MAY-JUN 2017

Commercial Construction & Renovation helps our subscribers design, build and maintain better commercial facilities by delivering content to meet the information needs of today's high-level executives.

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101 CRAFT BRAND AND MARKETING insights Return to sender Before you hit send on that email, here's a stat to know. Thirteen-percent of business emails are deleted by their recipients without being read, according to Return Path's "The Hidden Metrics of Email Deliverability" report. Overall, 22 percent of emails are read (opened, even if all images don't load). The remainder are deleted immediately, filtered into spam folders, ignored or never reached their intended recipients. They second that emotion What grabs your consumers' attention? What makes them want to be a part of your brand? According to CustomerThermom- eter's "Connecting with Compa- nies" report, 65 percent say they emotionally connect with a brand that makes them feel like it cares about people like themselves. The report, based on data from a sur- vey of 1,000 adults in the United States, also says that 55 percent make an emotional connection when they feel like the brand is making a positive difference, while 45 percent say they connect when they feel like the brand gets them. Book Rec The Power of Little Ideas: A Low-Risk, High-Reward Approach to Innovation By David Robertson To survive, companies must move be- yond incremental, sustaining innovation and invest in some form of radical innovation. That's what conventional wisdom says. "Disrupt yourself or be disrupted." In "The Power of Little Ideas," authors David Robertson argues there's a "third way" that is neither sustaining nor disrup- tive. This low-risk, high-reward strategy is an approach to innovation that all company leaders should understand so that they recognize it when their competitors prac- tice it, and apply it when it will give them a competitive advantage. Robertson provides illustrations of some well-known companies, including CarMax, GoPro, LEGO, Gatorade, Disney, and others, use this approach to stave off competitive threats and achieve great success. He outlines the organizational practices that unintentionally torpedo this approach to innovation in many companies and shows how organizations can overcome those challenges. For leaders in the craft brew marketplace seeking strategies for sustained innovation, "The Power of Little Ideas" provides a logical, organic and enduring third way to innovate. 86 The percent of consumers who say they want brands to be honest in their social media posts, according to "The Q2 2017 Sprout Social Index." The report also shows that consumers want brand to be helpful (78 percent), funny (72 percent), trendy (43 percent) and politically correct (39%). Interestingly. 39 percent say they want their brands to be more snarky. That's one to raise a glass to.

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