Redbridge Online

Category: Marketing

Green Data Centers: Environmental Stewards Within the Tech Industry
Once upon a time, there were flip phones that allowed you to exchange tiny pictures with a few people. Data wasn’t an issue back then. But today we have a multitude of devices that take high resolution videos and pics and we share our lives with each other via uploads of data, streaming across the world wide web (don’t stop by the way – I love your updates). The result? Data is compiling at unprecedented rates. And that means power consumption. At unprecedented rates.

In 2013 alone, data centers consumed an estimated 91 billion kilowatt-hours of electricity. By 2020, that number is expected to grow to 140 billion kilowatt-hours annually. At a time when nations around the world have reached a collaborative agreement to reducing greenhouse gas emissions to combat climate change, energy consumption and sources are key.

Data centers operators around the world are taking the lead to keep up with the demand for energy in ways that not only meet demand, but are efficient and environmentally-friendly by greening the data center from the inside out.
1. Design and Construction: It’s not just about finding a building and turning it into a data center. For new and existing buildings, companies are incorporating measures that address how to utilize the space to get the most use for the least consumption of resources. The first data center to achieve LEED certification did so in 2005. Since then, more and more builders are incorporating methods like improved cooling efficiency, clean backup power, green construction, and intelligent design to build and recommission sustainable data centers from start to finish.
2. Renewable Energy: Around the world data centers are harnessing the power of natural resources. From purchasing renewable energy credits to on-site installations. Salesforce contracted for 40 MW of wind power in West Virginia. Google just agreed to buy 842 MW of wind and solar globally to offset energy consumption at its 14 campuses. Switch SUPERNAP data centers has committed to run its data centers by 100% renewable energy. And LinkedIn searched the planet before it chose Infomart’s West Coast data center for it’s environmental sound reliability.
3. Improved Efficiency: But it doesn’t stop at construction and energy sources. Green data center operators are implementing efficient practices across their infrastructure to reduce energy use. For instance, using ENERGY STAR qualified servers paired with server consolidation improve performance and consume less energy. Even server arrangement is being addressed to ensure that heat flow is efficient and reduces energy use caused by simultaneous heating and cooling.
Imagine if every business everywhere were as aware of their energy consumption and invested in energy efficiency and renewable energy implementation at the rate the data center industry. Data centers, while consuming unprecedented amounts of energy are also blazing the path for renewable energy adoption and efficiency practices. They’re changing the world, right now.
04/22/2016
Native American Students Tour Five States to Explore the Best in Energy and Technology
Native American Students Tour Five States to Explore the Best in Energy and Technology

PORTLAND, OR — August 2015 – On August 15, students representing tribes from Washington, Oregon, California, and Idaho will depart from Portland, Oregon on the third annual Inter-tribal Energy & Tech Tour. The Inter-Tribal Energy & Tech Tour is the nation’s first summer camp committed to educating tomorrow’s tribal leadership on energy, technology, and partnership potential.
Students were selected by application process to participate in a memorable 9-day tour of state-of-the-art energy and technology organizations in Washington, Oregon, California, and Nevada. The Tour was launched in 2013 by Redbridge, Inc., an 8a Certified, Native American owned marketing services company based in Portland.
The mission of Redbridge’s Energy & Tech Tour is to introduce tribal youth to state-of-the-art energy and technology projects and generate awareness for tribal organizations that are active in the industry.

This year, students will visit to learn how people and projects from these progressive organizations are changing the world.
- Lawrence Livermore National Laboratory – World-class programs and capabilities at the Lawrence Livermore National Laboratory span one square mile, what many consider to be “the smartest square mile on Earth”
- SUPERNAP Data Centers – Award-winning Tier IV Gold SUPERNAP data centers are certified as the highest-ranking colocation data centers in the world and are maintained by the highest-rated mission critical operations teams
- Southern California Edison – One of the nation’s largest electric utilities, delivering power to 15 million people in 50,000 square-miles across central, coastal and Southern California, SCE is also the first utility in the nation to create a Tribal Liaison position dedicated to advancing utility and tribal energy partnerships
- and more!
For generations, tribes have practiced sustainability and environmental preservation. Today, with over 5% of the nation’s natural resources located on tribal lands, tribes have the opportunity to share sustainable practice and lead the nation toward energy independence on and off reservation lands. Department of Indian Energy estimates 14 billion MWh utility-scale rural solar resources exist on tribal lands. “With over 500 tribes across the US and 5% of the nation’s natural resources on tribal reservations, energy and technology savvy tribal communities are in a position to bring change to their communities and really utilize energy and technology to create jobs and make a dent in the universe. And it starts with educating tribal youth about the potential. Get them inspired and asking questions and there’s no limit to what they’ll achieve,” said Shannon Hulbert, Yurok Tribal Member and President of Redbridge, Inc. “And, witnessing organizations like Schneider Electric, Opus Interactive, Infomart, and more come together to support these students and make it happen just speaks volumes for their commitment to youth and the environment. It’s pretty cool!”
08/15/2015
Shannon’s Top 5 in Energy & Tech (Week in Review from July 20th)

What a great week for energy and technology – everything from ice cream to ludicrous mode!

I was road tripping this past week from Portland to Arizona and back, but I believe that in the middle of great coffee and finding yourself under bridges you should make time to take it all in. And there was a TON of amazing happening in the fields of energy and technology. How can I NOT share my favs with you?! If you’re into energy and tech, maybe you’ll be fascinated too!

Either way, here are the top 5 things that I found mind blowing:

1. Vermont, you’ve done it AGAIN!

I’m in serious love with all the progressive movement this state continues to generate. This past week, Burlington Electric Department announced that they’re providing residents energy using 100% green power! The utility company is utilizing innovative mixes from multiple resources to deliver green power to over 40,000 residents. Their renewable portfolio includes biomass, wind, solar, hydropower and natural gas. And, because Vermont continues to raise the bar and surprise the nation with it’s efforts, in February, they began installation of a 500-kilowatt rooftop solar panel on the Burlington International Airport parking garage. So, yay, Vermont.. I can’t even wait to see what you come up with next!

2. What could be better than Ben & Jerry’s on a summer afternoon?

Try Chocolate Chip Cookie Dough, delivered by a Tesla.. and sharing a commitment to change the world! Yessss!

Yup, in the spirit of sustainable marketing efforts, Ben & Jerry’s has teamed up with THE electric car company to spread awareness and inspire the world to get involved in the global climate change movement. To prove how they’re walking their talk, the Vermont-based company converted a Tesla into a 100% electric ice cream delivery vehicle. So be on the lookout for the branded ‘Save Our Swirled‘ car!

3. Data centers. Green, baby, green!

In all honesty, the Internet of Everything (IoE) is only gaining momentum. We all have connected apps, phones, cars, and wearables – at work and home. All that data demands storage and compute, which demands data centers, which demand energy, which demands efficiency to ensure that we all stay connected. So, as more data centers are coming online, companies are exploring ways to increase efficiency by using renewable energy sources and high-efficiency hardware. Case in point, Facebook’s latest data center in Texas will be 100% powered by renewable energy by way of 200 MW of new wind power. And, per the Greenpeace screen cap, they’re not alone. Pretty cool!

4. A Solar plane made history!

Last week, a carbon-fiber plane flew 120 hours from Japan to Hawaii and broke the record for the world’s longest nonstop solo flight! The previous record was 76 hours. And, that’s even the best part. The best part is that it was a solar plane! The Solar Impulse 2 flew the entire distance without fuel. The plane was equipped with 17,000 solar cells on its wings that powered the propellers during the daylight hours and charged batteries for use at night. The solar plane’s world flight plan has been suspended temporarily to complete battery repairs. Either way, yay for solar.

5. How do you go from Insane to Ludicrous in .4 seconds?

By adding 200 amps. Yup, Tesla announced that it’s dual-motor version of the Model S can go from zero to 60 in 2.8 seconds. If you’re a car enthusiast, or an earth enthusiast, this is exciting news. The upgraded batteries in the new P85D will now runs 259bhp in the front motor, and 503bhp in the rear. And that’s how you get Ludicrous. So, if you’re looking for a sleek car, that’s easy on the environment and made in America, AND runs the quarter-mile spring within a second of a Porsche 918 Spyder.. the Model S is the one. It’ll be good to you, and the planet! Win-win.

(Credit: Tesla Motors)

Wrapping up, when it comes to energy and tech, there are a billion exciting things happening, and more on the horizon. Cheers to making amazing stuff happen!

07/22/2015
6 Steps to Branding for EDM Artists

A giant mouse head fist pumped behind the biggest rubix cube ever and the crowd went wild.

When @Deadmau5 became the house DJ at the 2010 VMAs, electronic music gained mainstream recognition. Today, everyone has a pair of fluffies. And why not? EDM’s recognition in the music industry is long overdue.

So, what’s the difference between @Deadmau5 and every DJ that hasn’t had the opportunity to play the VMAs? Some produce using the same equipment and have loads of musical talent. Why is he successful when so many other talented DJs still go unrecognized? Well, for one, DM5 is a freaking musical genius and for two, he has those ears that light up.

But there’s more to it than a sweet pair of ears and a ginormous rubix cube. Deadmau5 has a distinguishable brand and continues to build support by marketing himself successfully. He’s everywhere and doing everything to connect with his followers and establishing his brand. From Facebook to Minecraft to Instagram and gaming – the Deadmau5 brand is in constant interaction with his audience. And, his brand is him. That simple.

From a marketers perspective, here are 6 things every aspiring DJ can do to keep the dream alive.

1. Be Professional.
In every interaction, be respectful, committed and reliable. It’s the foundation for every career. Music is no different. Bring your “A-Game” 110% of the time. If you have an audience of 2 or 2,000, play like you’re playing for your MOM, or someone else of equal awesomeness. You never know who is watching and what doors can open or close based on how you perform.

2. Build a following.
Anyway, if you’re professional, that’s half the battle. If your personable, that’s the other half. There’s something mysterious about musicians that makes people wonder about what makes them tick. Establish portals (not the game) for people to connect with you. A website is a must-have and can serve as a central hub for your musical marketing efforts. And push your music out to the world wide web – it loves great stuff. YouTube, Vimeo, Twitter, Facebook…and pretty much all things social media.

Music and dancing are personable and social – so make your music available on those venues and watch as the support grows. I don’t know about you, but I follow all my favs. People want to know their favs and see how they exist in the world. How many people know that Meowingtons has a seriously cush life? I’ll tell you how many…ALOT.

Social media is amazing for building awareness for your music. And, not just about your music, but about what’s going on in your world so your audience can relate to you as a person — your brand. Trust me, it’s a good thing, even though it can be time consuming. If you don’t have a ton of time and do NO other social media, I recommend;

– Facebook Page
– Twitter
– Instagram
– Soundcloud

Post at least once a day, except on Soundcloud. Soundcloud, just stay active and upload new music as you complete it.

3. Make your music accessible.
Seriously, you might end up in the right place at the right time…and if someone says, “Where can I go to listen to your music” you should be able to hand them a jump drive or direct them to your Soundcloud. And have a business card that shows you’re taking your music serious. Again, be professional. Make it look like you and gave it the same amount of professionalism that you put into your music.

4. Make media connections to distribute media kits to
Uh, the big part of getting your name out there is getting your name out THERE. Get active in the local music scene. Connect with local newspapers, magazines, venues, radio stations, etc. When something newsworthy comes your way, let your list of connections know. But remember, they’re busy doing news-y stuff so be relevant and succinct. Don’t fire off an email to your connections because you’re going to be playing at the same venue you always do. As much as your following wants to know those things, your media connections are looking for stories that will get both you and them noticed. So…wait till epic happens and grab the nearest megaphone to share the news.

5. Create marketing materials…aka GEAR.
Design a website and some tshirts. Burn some CDs. There’s so much…MUCH.

6. Be YOU.
This is the most important thing I’m going to write. Be yourself. You are your own story. Tell it. What are your ears? What’s unique about you that comes out in your music that no one else has. Know what it is about your music that makes people stop and listen and want to share. If you don’t know, ask. Music is a very personal expression so in order for your listeners to get invested in your music they need to understand and relate. We’re all humans with the same range of emotions. Share the emotions behind what drives your music and people will know it’s genuine and react. Be yourself. Know who you are, why you play, and what’s inspiring you.

If you happen to rule at Destiny, drive an energy-efficient car, like Charlie the Unicorn, or just got the new iPhone6 Plus…share that. People like to know what makes you tick. And they’ll love you and your music for just being you. :)

So, if music is your dream/passion – be yourself and be professional and do everything you can to make the dream come true.

My favs:
@Deadmau5
@Kaskade
@MorganPage
Ridium
Evan Alexander (Seriously, when it comes to Step 1, this dude is the epitome of professional. You’ll want to work with him.)

Oh, and…don’t stop believin. :) Hard work and perseverance will open doors.

PS: If you read this and want to get started but don’t know how/where – you can email me.
PSS: That is NOT the real Deadmau5 in the picture, nor do I do any of his marketing. Buuuuut, his brand is so recognizable, that I bet you saw it and thought it was. I’m telling you, he’s a marketing GENIUS!

10/03/2014
Sustainable Marketing in 3 Steps
I may have mentioned a time or two, I pretty much love Earth…leaves, butterflies, oxygen…love…all of it. So, yes, I’m pretty passionate when it comes to sustainable marketing practices.

Before I became the CEO for @redbridge, I was a marketer of energy-efficiency programs. I called what I did, saving the world one kwh at a time. Anyway, when you promote energy-efficient products and choices you need to lead by example or people get skeptical. Nobody wants that.

My 10+ years of sustainable marketing practices can be boiled down into 3 simple steps. Here they are:

1. Think “green” brainstormy thoughts!
2. Design to make green “the new black”.
3. Buy green. It’s just nice. :)

Have I wowed you with my brilliance yet? Well…I hope NOT because I can talk about this ALL DAY! So, here I go, the 3 secrets revealed in 5…4…3…2…1…:

1. Think “green” brainstormy thoughts!

In my perfect world, a marketing plan serves as a road map for upcoming marketing activities. You’ve planned out as far as a year in advance. Relaxed brainstorm sessions happen in the quarter prior to the deliverable’s deadline allowing you to glance out further in the timeline to see if there are other materials forecasted that can be combined. I also have a pet unicorn in that world.

In my real world experience, you plan out as far ahead as possible and stay flexible. So the more you can think green thoughts on the fly, the better Earth is going to get. Whether your next item is well-planned, or a marketing emergency, consider what you’re trying to accomplish and how the end result can be created, greenly. For instance:
- Email vs. Direct Mail: Get email addresses for your target audiences and send email campaigns versus direct mail. They have similar return rates, AND e-mail can be re-purposed easily for a follow-up emails. It’s also got analytics for capturing data and saves paper and ink.
- Web ad vs. Print ad: Think about it…you can be more targeted, include animation and capture analytics. I’m giddy just thinking about the possibilities! Animate a .gif, or better yet, add flash or link to a video that shows your audience how much you love them. Expand your advertising dollars by linking your ad to an even more targeted page inside your website etc., etc. That’s…uh-mazing!
- Web-based contest vs. Print: Printing can be both beautiful and expensive. Why not create a wildly exciting web-based contest solutions and encourage users to forward their invite to non-participants? Use Scvngr and create a web-based n hunt and get your participants interacting in all sorts of picture-taking, webby goodness. Or, maybe create a video contest. Here are some cool samples of how others like are doing it. Go @Zappos!Web based contests can increase activity without increasing budget. You could have a full-fledged viral contest without adding labor resources or printing dollars. Analytics provide direct return on investment results. And, by letting technology do the work, your resources are freed up to focus on the next great thing.
- Online forms vs. Printed forms: This one should go without saying…direct input to database…genius and earth-friendly. And think of the paper you’ll save! You stand to benefit from real-time data and your customers will love that you’ve sped up rebate processing times. It’s a Win-Win. Even Steve Covey would love that!
- Less deliverables vs. more: Why create a multiple pieces that serve the same purpose as one. Sustainable marketing encompasses more and lasts longer. Think “timeless content and multi-use materials” and watch your marketing dollars stretch.
- Online events vs. In-Person events:Cloud computing has enabled conference hosts to stream live audio, video and collaboration of events. Companies like Social 27 have created full-fledged ways to share valuable knowledge over the world wide web while saving attendees travel expenses. It’s the ultimate “green” conference.
2. Design to make green “the new black”.

You know black. It’s always in, always sexy, and always in demand. Well, let’s bring green’s sexy back, yes?

There was a time when making green materials meant spendy and with some quality sacrifices. But great news…those days are history. There are so many cost-effective and beautiful marketing alternatives that are eco-friendly. And not just digital solutions, marketers have an opportunity to take green marketing to a whole new level. From concept through production, there are tons of things that can be considered.
- Size to maximize paper usage. Yes, bigger is big, but take creativity to the next level. Instead of producing a single sheet 8.5×11, consider minimizing content at half the size. Work with your printer to find out what sheet size the project is printing on in order to get the most from one sheet. If you can get two by reducing the size by a 1/2″, why not? You’ll save materials and cost. :) Uh…yay!
- Paper materials. Recycled paper stocks are available for all sorts of things. Eco-friendly doesn’t have to mean that your materials look like chipboard, even though chipboard can be pretty, too. @NewLeafPaper produces Reincarnation paper stocks that print beautifully, and feel like velvet…velvet. Recycled paper is available in cover and text weights. There are also biodegradabe substrait substitutes for Banner materials and event very beautifully done event displays – all earthy-goodness. Whoda thunk?
- Design for long-life. As you’re developing your marketing plan, look at the current materials, but also see what you’ll be developing further out to see what you’ve got on the radar. Consider what materials could be combined into multi-use items.
3. Buy green. It’s just nice. :)

Everyone says buy green, right? And it means a LOT of things to different people. Here’s my interpretation…
- Use recyclable materials. If you’ve got a short-term promotion, create marketing materials that can either be reused or will easily break down into the environment. Vendors usually have recycleable substrate options on hand or easily accessable, so ask for an environmentally friendly option.
- Consider environmentally friendly promotional products. Think about what products can be both useful and and memorable to your end user and work with a vendor to see what sustainable products are available that fit your needs. Stress balls and those little flashlights are inexpensive and fun, but when we’re 100, there’s a pretty good chance, they’re still going to be in a landfill.
- Give love to local. Local vendors mean a few things…support for local businesses and no shipping. And, look for FSC Certified vendors…that’s gold star worthy. Establish ways to dispose of used materials in sustainable ways. Include messaging on your materials to let users know where they can recycle.
So there you go — 3 steps — planet…saved. Feel free to comment with additional ideas! And if you’re interested in greening up your marketing, let’s connect! Ooh…and if you want to know if I’m paid to promote the companies/products mentioned my answer is…Nope. I just love what they do and how they do it. Earth does too.
08/08/2014
Play Ball! (And Other Effective Methods of Presenting.)
Discovering Effective Ways to Present Information

He took the stage at the Portland Business Journal event, waited for silence and then said something like, “My mother was a drug addict, I grew up poor and a red ball saved my life and now I’m here to change yours.”

In that one sentence, Kevin Carroll had my undivided attention and the attention of the other 200+ people in the room for the next hour. And when he’d finished his story, the entire room was different. A red ball really can change lives!

It’s amazing what can happen when you bring together the right audience with the right content. If what you say makes people think, act or begin to dialogue, then you can say you’ve found your red ball.

One key component to getting your message out to the audience depends on the type of presentation you choose to deliver the subject matter. There are multiple ways to deliver content. When you begin planning for your presentation, clarify your presentation objectives by considering these questions;
- What type of information is being presented? Is it a process or project? Does it involve multiple stakeholders?
- Who is the audience? Are they familiar with the subject matter? What information might they be looking for based on their role in a similar process?
- What information or knowledge would you like the audience to walk away with? Do you want them to feel informed? Heard?
- How do you want to communicate with the audience? Are you looking for feedback? Do you want to discuss the project or process with them?
Once your objectives are clear, determine what presentation type will most effectively deliver your information and satisfy the objectives.

Discussion Panels

If you’re subject matter involves multiple stakeholders who’ve each played a role in the completion of a process or project, a discussion panel is a great way to present the material, particularly if the audience is a diverse mixture of stakeholders as well.

The audience will benefit from hearing how each stakeholder was involved and will learn from hearing the viewpoints from stakeholders they may not normally interact with.

Allow each panel guest 5-10 minutes. And include enough panel members to effectively present the entire process. Limit the number of panelists to 6 or less to keep the audience engaged.

Seminars/Webinars

If you’re looking for feedback and direct engagement with the audience, a seminar/webinar can provide the perfect opportunity.

Seminars are small group teaching and learning arrangements that use group interaction as a means of engaging participants. New technologies have increased the reach of seminars through the introduction of webinars, or interactive seminars conducted in an online forum.

Seminars/Webinars usually begin with a presentation or mini- lecture to provide the basis for discussion and include an opportunity for the audience to present questions or feedback. A typical format for this method of presenting includes four basic steps.
1. Introduction
2. Methods/Strategy
3. Results
4. Discussion
Time and participant guidelines for seminars and webinars can be scaled up or back depending on level of interest and forum limitations.

Case studies

If you want to present the “story” of a program process in your subject matter, a case study can be very effective.

Case studies present a comprehensive overview of a client’s experiences and results regarding a program or process. Case studies are used to organize a wide range of information and seek patterns and themes in the data, and through cross comparison with other cases.

Ideal length for online and printed material case studies is one-page. Case studies can be presented by a single person to conference attendees and later designed for online distribution to larger audiences.

Workshops

If you have many people interested in a related topic and want to provide opportunity for two-way communication, a workshop is the perfect venue.

Workshops are similar to seminars and webinars in format, though typically longer. Generally speaking workshops are conducted for more comprehensive subject matter and typically last for 4 – 8 hours.

Attendance for workshops ranges from 25 to 200, depending on venue size and interested individuals. Registration is customary to provide seating and catering quantities. A fee is sometimes associated as well.

In order to provide opportunities for larger groups, breakout groups within the session may allow attendees to interact with each other and provide more intimate space for feedback.

Presentations

Kevin Carroll, the guy with the red ball, delivered his thought-provoking message in this style. If you’re the common denominator that links the subject matter, or you ARE the subject matter, a standard presentation might be the most effective means for delivery.
- Development subject matter that attendees are interested in learning more about.
- Utilize effective presentation mannerisms known to engage the audience such as, how you position your body in reference to the audience, inflection in your tone, and making eye contact.
- Use visuals to tie content to imagery.
- Use humor, personal stories and conversational language to connect with the audience.
- Relax.
There you have it – whether you’re information is about the latest in cloud technology or inspiring social change, there are multiple ways to deliver the message in ways that effectively engage the audience. Happy presenting!
09/06/2012
Product Review: The Starbys App Makes Me :)!
Sooo…it’s Peppermint Mocha time at Starbys and I love love looooove red cups. Imagine my sheer glee when I realized that I can not only pay for a venti with my phone, BUT that I can send one via the world wide web to a high school friend who lives 10 hours away…Neat-o!

Yup, Starbucks has an app. (Well, actually they have three, but I’ll go into that later.) Two of my favorite things combined — technology + coffee = download ASAP.

It’s free and it’s in the App store. The interface is very user-friendly and does a little bit/LOT of everything. Here’s a list of features:
1. Drinks: Create and store your favorite drinks AND those of your friends
2. Favorites: Create and store locations, coffee types and foods
3. Coffees: Get full descriptions, photos and recommendations for the entire line of Starbucks Coffees
4. Food: Find nutritional, allergens and calorie info for foods available at Starbucks
5. Drinks: Create and store customized drink builder with nutritional information using a step by step process
6. Jobs: They have a pretty green brand…
7. Settings: Your profile
8. Help: Help
9. Scanner: Hellooooooo, QR Code scanner…LOVE
10. My Card: Store card and transaction history, PLUS allows easy balance reload by storing card info
11. Rewards: Birthday Coffee?! Yes… I’m so in!
12. Gifts: Brighten someone’s day – no matter how far away they live!
13. Stores: Location, location, location…
14. It’s sustainable – no cards, no paper, just environmental goodness
Long story short, if you love coffee or know someone who might enjoy getting a coffee, you might want this app. You can gift, buy and discover all things Starbucks Coffee. I am a Starbucks maniac and had heard about the app from a friend a few months ago. Since I first downloaded, I’ve tracked over $100 in purchases, reloaded and surprised a friend with a free coffee on his Facebook wall.

Aside from Dunkin’ Donuts, Starbucks seems have the coffee company app market cornered. In comparison, the Dunkin’ Donuts app is limited to locating stores and feedback via a discussion forum, versus the fully customizable interactive app from Starbucks.

A word of caution, as I mentioned before there are three Starbucks apps available; the actual Starbucks App, the Starbucks Card App, and the interactive Christmas Starbucks App, for the real brand enthusiasts.

To locate and install the correct app, just search for Starbucks and look for the green mermaid. Or, download right now.

(Oh, and if you want to test it out, feel free to send me a coffee…shannon@redbridgeonline.com…yes? No?)
12/01/2011
Using the 5th “P” to Put a Ding in the Universe.

Put a Ding in the Universe. Use the 5th P’s.

On Wednesday I received a random text from a 17 year old that inspired this post.

17 year old text – “What are the 4 P’s?”
My text reply – “Easy…Price. Product. Placement. People.”

Yup, got it wrong. The 4th P is actually promotion. And I DO marketing for a living!! So, crash course in the 4 P’s it is. Here we go. There are four critical elements needed to market products and services. They’re called the 4 P’s.

1. Product – Do you have a product that is wanted or needed by an audience?

2. Price – Is your product priced at an amount that your audience will consider affordable and worth their money?

3. Place – Is your product available at a place where it can be purchased by your audience?

4. Promotion – What are you doing to let your audience know that your product is available for them?

I’m keeping the 5th P. It’s pretty genius. I mean, without people, the other 4 p’s can’t exist.

5. People – Sellers of the product. Buyers of the product. Marketers of the message. Audience of the message.

No matter which of the 4 P’s are being focused on, it’s people who make products successful. Know your audience. Who buys your product and why do they buy it? Is it something they need or does it satisfy a want? How badly do they need or want it? What is it about using your product or service that satisfies that need? Interacting with your audience provides valuable insights. Form a relationship with them so they’re comfortable giving you feedback. Listen to their suggestions. Thank them. Act on their requests. They’ll love you and your product a TON if you do.

Pricing can be tricky. It’s important to know that there is always an exchange, whether it’s monetary or not. You’ve invested time and effort in the development of what you’re selling and should be compensated for it. Know your audience well enough to know the value of your product to them. Both buyer and seller should walk away from the transaction satisfied. There is a middle ground where you both agree that what you’re selling is worth what they’re buying. Find the middle ground and it’s a win-win.

Your customers have likes, dislikes, hobbies and interests. Life is busy and fast. We’re told to stop and smell the roses, but often times there aren’t enough hours in the day to do that. So make buying and using your product easy for your customers. Know where they live and how and where they carry out their daily activities. Be where they need you to be to make buying easy.They’ll love you. And they may even get some time to smell roses as a result.

In 1984, Apple bet the farm and spent a kagillion dollars to talk to its audience in a :60 ad during the 3rd quarter of the Super Bowl. It said, simply, “On January 24th, Apple Computer will introduce the Macintosh. And you’ll see why 1984 won’t be like “1984.” Apple had taken the time to get to know their audience and in 60 seconds, launched the company into a technological dynasty that put a dent in the universe. So…long story short, know your customers well enough to speak to their needs in a language they understand and in a place where they are likely to see it.

Be crazy enough to want to change the world. Use the 4 P’s and your path will unfold successfully. :)

“I want to put a ding in the universe.” – Steve Jobs. Mission accomplished.

10/08/2011
Product Review: Postcard on the Run App (genius!)

The absolute greatest thing EVER happened! My, now fiance, Eric asked me to marry him…on the red bridge*…and I was wearing a SpiritHood…and there were sea lions down below the bridge…swimming. And we have pictures of THAT moment!

Attention Selena Gomez, you just invested in the best company EVER!

So…after the magic moment, naturally I posted and shared with all of my social media accounts. Hmmm, I’ll be honest, in my excitement I didn’t immediately call my family and they were less than pleased. But…crisis averted, calls made, people forgiven. Except, my grandma. She’s 86 and hasn’t realized the magic of #Apple and the world wide web just yet. She prefers mail to calling.

So when I heard about the FREE Postcard on the Run app on Twitter I downloaded right after I sent a “woohoo” text to @POSTCARDing expressing my gratitude (to which they promptly responded with a thank you). It might’ve taken two minutes before I was opening the app and gearing up to send my grandma the best postcard of my LIFE. Oh…for $0.99. Postcard on the Run is the perfect solution to the busy techy with moments to share and not enough time in the day.
(Download now at http://postcardonthego.com/)

Unfortunately, I wish that I could have a LOT of moments for life (shout out to @NICKIMINAJ1Luv). My phone was packed with 10,000 pictures. Everything from Norbert, the Gnome on his epic vacations to the view from the 86th floor on the Empire State Building gets shared with random @Foursquare, @Instagram and tweeting people. When I touched the “Use Existing Photo” button the app froze. I sent a reply back to @POSTCARDing about what had appened and they responded right away reassuring me that they wouldn’t sleep until the problem was fixed. We sent a few emails back and forth and agreed that the number of images might be causing the freeze. It turns out 10,000 great moments on an #iPhone will not only cause your phone to randomly rebuild the image library on occasion but will also freeze the Postcard on the Run app like nobody’s business. Aside from the initial freezing on behalf of my picture hoarding there wasn’t a downside to this app.

On the cup half full side, Postcard on the Run is a low cost way to send personalized postcards to people you care about. The interface is intuitive, the app is available on the app store. It’s fast and it’s easy to download and use. The attention to detail and level of customer service is amazing. On the security side, your information isn’t stored. In terms of quality, if an image is used that isn’t high enough resolution, the app will reject it, ensuring that when your reader gets the card, they see a sharp and professional looking postcard that you can sign, add a personal message to and preview before sending. My grandma’s going to be super excited!

I’m probably going to be an addict so, send me your address. I’ll send you a postcard.

And, if you love that wolf hat, you can buy one at www.spirithoods.com.

09/29/2011
The Entrepreneurial Path Unfolding: 3 Questions from Cre8Con 2011

“To believe in yourself and to follow your dreams, to have goals in life and a drive to succeed, and to surround yourself with the things and the people that make you happy – this is success!”
– Sasha Azavedo

Eight successful entrpreneurs presented at @Cre8Con 2011. They each spoke about obstacles they overcame and the approaches they took that turned their passions into success. Each of the panelists have transformed what fuels their fire into fruitful business ventures and the resulting work is…phenomenal!

Was it an easy path for any of the eight panelist? No. The deep story behind all the successes was the same; Each had tried and failed miserably and more than once in many cases. So why were they successful? How did it work for them when so many people go to work every day at “jobs” that they find unrewarding.

The common denominator in each presenter was that they had all identified what it was they were truly passionate about and made a decision to pursue it no matter what the obstacle. Each person experienced a moment where, after failure, they stopped and reassessed what they were doing and why it wasn’t working. In some instances, they were trying to please other people instead of staying true to their passion. Some were stuck in the rut of doing what historically worked initially for fear of being unsuccessful at the next thing. Some spent lengths of timeaway to reconnect and just be…listening to their inner voice to learn what they needed to do to be the best them that they could be.

How many people give up after trying and failing once, or even twice? What if they stuck it out? What potentially amazing life works can come out of someone who does what they love every day? When you’re 95 years old, how great to look back at that journey?

So how do you become one of the success stories? @JellyHelm seemed to have it figured out…and he’s smiling. So I’m guessing he’s on the right track. I took away from his story these three questions.

Ask yourself:
1. What do I love and feel passionate about?
2. What am I doing about it?
3. How can my passion and love benefit others?

Sometimes you ask youself these question and get an answer right away. Other times you have to really search yourself and the people you surround yourself with to find the answers. Don’t be afraid to ask the people who are close to you.

One of the speakers was #IreneTaylorBrodski, a documentary director. During a time after she’d begun her career journey, an opportunity to film a life-changing procedure presented itself. A deaf married couple who underwent surgery to hear again was almost not captured. The reason? They were Irene’s parent’s and so close to her that it was only from a friends suggestion that the idea even came about. Irene went on to film the award winning #SundanceFilmFestival documentary Hear & Now. So you see, sometimes the opportunities are right in front of us and we just need to step back to see them.

Is it easy? No. Each of the panelist had tried and failed. Each had been out of their comfort zone and scared. But being scared is human. If you’re scared, it’s because you’re in unchartered territory. You’re likely trying something new or in a different way that may lead to success or failure. Or maybe you begin to surround yourself with peers who are “out of your league” or better than you. Nothing is scarier than working with someone who knows more than you. But at the same time, isn’t it better that they’re on your side? And why shouldn’t you view it as an opportunity to “up” your game?

If you stay inside of your comfort zone all the time then nothing will ever change. And if nothing ever changes then you aren’t changing either. Getting yourself from Point A to Point B means taking the first step, and following that with the second…And then the 10,000th. Know you’re going to fall sometimes in the journey, but also knnow that you’re going to get back up. :)

The path is always unfolding – do what you love. :)

09/19/2011