Whether, researching the best area to place your marketing dollars or identifying the best location to open a new business, Census Business Builder Small Business Edition is a wonderful resource to quickly gather data on your market. And it is free. Census Business Builder, is a tool that leverages various demographic and socioeconomic data to help marketers make sound business decisions.
I recommend giving it a try. You can find the website here: https://cbb .census.gov/sbe. Say I want to open a home health company in Northern Illinois and am working to identify the best location. My business plan states I must establish in an area with at least 25% of the population over the age of 65. Using Census Business Builder, I find that the city of Rockford has a 65+ population of 14.6%. Galena, on the other hand, has a 28.6% population over 65. Promising for sure, but let’s dig deeper. I can also identify that 85% of Galena residents are insured, median household income is $48,000 and per capita expenditures on healthcare is $2,256. All indicators in Galena are higher than average than other Northern Illinois cities. Within 30 minutes I was able to narrow in on a location that met my established goals. I am now focus my research and due diligence on Galena and not waste time on areas that do not met objectives.
Eleven years ago, Dove’s “Evolution” video went viral. The 60-second video illustrated how lighting, make-up and Photoshop completely transformed a model. It was compelling and eye-opening for consumers, yet did not sell a product. Instead, it supported Dove’s social mission and resulted in becoming one of the most shared and talked about videos of the year.
Since Evolution, their campaigns have used storytelling to help girls and women think differently about their bodies. Their emotional, heartfelt and relatable stories grab you. A few videos worth a look:
This year, they have made a commitment to their customers with the Dove Real Beauty Pledge: 1) always feature real women (never models), 2) portray woman as they are in real life (zero digital distortion), and 3) help girls build body confidence and self-esteem.
Their newest Real Beauty showcase features 32 real women and girls and adheres their new pledge.
Dove’s commitment to positive body image in the age of Photoshop, daily selfies, and Snapchat filters is commendable. They are using their internationally known brand to not only sell products but change how we all think about beauty. And I think that’s lovely.
The term ‘fake news’ has been thrown around quite a bit since the 2016 presidential election – so much so that it’s getting more and more difficult for people to distinguish what ‘fake news’ actually is.
As we begin the post-holiday purge of everything Christmas-related in our office including stale cookies and underwatered poinsettia plants, it’s also time to toss out the holiday cards received from clients and vendors. It doesn’t take long because the amount received seems to go down every year.