Community News Work Delayed on Devil’s Gate Restoration Project Grading work to be completed later this month STAFF REPORT Published on Thursday, December 10, 2020 | 2:10 pm Home of the Week: Unique Pasadena Home Located on Madeline Drive, Pasadena Get our daily Pasadena newspaper in your email box. Free.Get all the latest Pasadena news, more than 10 fresh stories daily, 7 days a week at 7 a.m. Name (required) Mail (required) (not be published) Website Community News Herbeauty6 Lies You Should Stop Telling Yourself Right NowHerbeautyHerbeautyHerbeauty10 Ways To Get Into Shape You’ve Never Tried BeforeHerbeautyHerbeautyHerbeautyThe Most Heartwarming Moments Between Father And DaughterHerbeautyHerbeautyHerbeauty6 Trends To Look Like A Bombshell And 6 To Forget AboutHerbeautyHerbeautyHerbeauty10 Of The Most Notorious Female Spies In HistoryHerbeautyHerbeautyHerbeautyStop Eating Read Meat (Before It’s Too Late)HerbeautyHerbeauty Community News STAFF REPORT First Heatwave Expected Next Week Subscribe EVENTS & ENTERTAINMENT | FOOD & DRINK | THE ARTS | REAL ESTATE | HOME & GARDEN | WELLNESS | SOCIAL SCENE | GETAWAYS | PARENTS & KIDS Your email address will not be published. Required fields are marked * CITY NEWS SERVICE/STAFF REPORT Pasadena Will Allow Vaccinated People to Go Without Masks in Most Settings Starting on Tuesday 18 recommended0 commentsShareShareTweetSharePin it Make a comment Photo courtesy Arroyo Seco FoundationDue to an unavoidable delay, grading work for habitat restoration as part of the Devil’s Gate Restoration Project will be completed late this month.As part of the restoration, grading work to properly contour slopes will be followed by planting and seeding with native riparian species.Approximately half of which will be harvested from nearby Hahamongna Watershed Park by the Hahamongna Native Plant Nursery.The work at Johnson Field and Mining Pit was previously scheduled to be completed by mid-December.Light construction equipment will be in use. Public access to trails will be open at all times. Working hours will be from 7 a.m. to 5 p.m.The construction work, supervised by Public Works officials and an environmental consultant for the county, is not part of sediment removal operations currently underway in the reservoir.The Devil’s Gate Reservoir Restoration project is a four-year effort to increase flood protection for communities downstream of Devil’s Gate Dam and restore habitat within a popular section of the Arroyo Seco Watershed.The county Public Works Department plans to remove 1.7 million cubic yards of sediment from the reservoir immediately behind the 100-year old dam.In addition to providing flood relief to communities that have endured nearly a decade of elevated flood risk in the Arroyo Seco, the project will establish a permanent stormwater maintenance area that allows for the creation of 70 acres of enhanced habitat and recreational opportunities for local communities.Devil’s Gate is the oldest dam constructed by the L.A. County Flood Control District, providing flood protection for Pasadena, South Pasadena and Los Angeles.A large amount of sediment has not been removed from Devil’s Gate since 1994, when workers hauled out 160,000 cubic yards. The Station Fire in 2009 dumped a million cubic yards of soil and debris into the basin.For more information on the full range of enhancements at Devil’s Gate Reservoir, visit the website at DevilsGateProject.com. You can also ask questions or share your concerns at [email protected] or call the Devil’s Gate Project Hotline at (626) 458-2507. Business News Top of the News faithfernandez More » ShareTweetShare on Google+Pin on PinterestSend with WhatsApp,Donald CommunityPCC- COMMUNITYVirtual Schools PasadenaHomes Solve Community/Gov/Pub SafetyPasadena Public WorksPASADENA EVENTS & ACTIVITIES CALENDARClick here for Movie Showtimes STAFF REPORT Pasadena’s ‘626 Day’ Aims to Celebrate City, Boost Local Economy More Cool Stuff
Fiji: Indias Gaganjeet Bhullar snatched the third round lead with a three-under-par 69 at the Fiji International golf tournament here on Saturday.The 30-year-old has won under blustery conditions before, most notably in Macau and he believes he can replicate that similar winning form as he holds a one-shot advantage over the Australian quartet of Jake McLeon, Jarryd Felton, Terry Pilkadaris and Andrew Dodt with his three-day total of eight-under-par 208.McLeon, who finished tied-second in Thailand last week, hopes to ride on his good form and surmount a challenge on the day which matters most after returning with a 70 at the Natadola Bay Championship Golf Course.Overnight leader Ben Campbell of New Zealand meanwhile had a day to forget when he saw his four-shot advantage wiped out after returning with a 77 to slip down to sixth place.South Africa’s Ernie Els, a four-time Major champion and former world number one, underlined his credentials by signing for a 69 to haul himself back into contention. IANS
7 February 2014Cape Town has been named South Africa’s Earth Hour Capital in recognition of the city’s actions to address climate change, the World Wildlife Fund (WWF) announced on Tuesday.The title is awarded as part of the global Earth Hour City Challenge, a collaborative effort between WWF and the International Council for Local Environmental Initiatives which aims to highlight and reward cities that are prepared to make substantial long-term efforts to combat climate change.“We are exceptionally proud of Cape Town’s contribution to building a sustainable future that both protects the environment and improves the lives of citizens of South Africa,” WWF South Africa CEO Morne du Plessis said in a statement.Cape Town is one of 33 finalists competing for this year’s Global Earth Hour City title, from a total of 163 entrants, six of them South African.Once national Earth Hour Capitals have been chosen for each of the 14 participating countries, an expert jury will scrutinise the information supplied by finalist cities to identify the overall Earth Hour Capital.The grand title will be awarded at the Earth Hour City Challenge Conference and Awards Ceremony in Vancouver, Canada in March.Citizens of participating countries still have an opportunity to express their support for their favourite cities among the finalists through WWF’s “We Love Cities” social media campaign, which will run until 20 March.SAinfo reporter and World Wildlife Fund South Africa
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At a time when Commonwealth Games Federation seems worried about poor attendance at various stadiums, sports enthusiasts had a harrowing experience while buying tickets at Talkatora Stadium, one of the venues for the ongoing Games, on Friday.For hours, there was no electricity at the stadium’s ticket counter which caused a crowd of ticket seekers. People had come from far off places to watch their favourite sportspersons in action but were left high and dry as no tickets could be issued.Things went from bad to worse when touts started selling tickets at inflated prices. People were seen buying tickets for more than double the price
on Facebook. For a little inspiration, check out To understand which days of the week and what time of day works best for your specific company, start by looking at your past shares. Sort them by number of clicks in whatever social media publishing tool you use. Below, you can see how you’d do it in this blog post Then compare the activity levels of each week. Separate retweets/reposts, replies/comments, and clicks. You may notice that one method may result in more comments but fewer clicks, and vice versa. Determine which method meets the lion’s share of your goals as a marketer. repurposing and reinventing good content . Don’t forget to go back and re-evaluate it occasionally to make sure the effectiveness of your timing doesn’t change over time. When you’ve got timing down, you’ll also want to think about content variance. can really come in handy here, and if you’re a HubSpot customer, you can . He examined a database of more than 100,000 accounts to determine what timing and frequency resulted in the greatest outcomes for social shares. The General Guideline social media publishing Twitter audience, it doesn’t necessarily mean that this time is optimal for our leads and customers. All sorts of people follow us on Twitter, LinkedIn, and other social networks. While we love all our readers (I’m talking about you, good-looking), as a business, it’s important for us to be able to pinpoint the members of our audience who are also on the road to becoming customers. about everything marketers need to research and create detailed buyer personas, accompanied by a How to Find Your Personal Sweet Spot Determining the Most Targeted Time for Lead Engagement The right frequency for you depends a lot on the concentration of content in your audience’s stream. Think about it — you could post an update to Facebook once every 40 minutes, and if there are 20 other posts between yours, it won’t seem like your content is overwhelming. Start by taking an informal audit to see how many followers your typical follower has. If most of your active followers (the people re-posting or clicking on your content) don’t follow many others, you’ll want your sharing habits to be less frequent. You should also do some testing to determine your optimal publishing frequency. Here’s a simple one to get you started: Originally published Sep 24, 2012 9:00:00 AM, updated October 20 2016 Image Credit: It’s every marketer’s concern: Am I over-communicating? Are people sick of seeing my updates? Getting frequency right is an important achievement in marketing, whether you’re talking email strategy or social updates. Late in the day and week are the most retweetable times. of content, and method of positioning of your content again and again. On Twitter, mix in @replies and retweets of other people’s content. On LinkedIn, share both the title of, say, a blog post, and also try including some details or sound bites from within it. Facebook, for example, gives you a great opportunity to feature images, pictures, and other media — take them up on it. We’ve found that understanding the personas you sell to Determining the Best Time for General Engagement In 2011, HubSpot’s Dan Zarrella conducted extensive Where possible, supplement your estimates with actual feedback from your leads and customers. garlandcannon Week One: overall : Shares are at their highest during the weekend. Topics: HubSpot’s research only went into optimal timing for Facebook and Twitter. To find optimal timing for other networks, you’ll need to do a bit of testing. How to Find Your Personal Sweet Spot Our analysis found that on weekdays, later in the day — between around 2 p.m. and 5 p.m. (Eastern Time) — was when the content we analyzed saw the greatest retweet activity. Facebook, on the other hand, saw more activity during the weekends. This could be due to the nature of Facebook or the fact that many workplaces still block Facebook during working hours. Regardless of the cause, with schedulers, there’s reason enough to experiment with increasing the content you post to Facebook on Saturdays and Sundays. HubSpot’s Social Media publishing tool Here’s the thing: . Week Two: try to space scheduled shares out by approximately research on the topic of social media timing free social media scheduling template visual content helps to drive engagement Use that timeline to structure your social shares. (pictured below) to see which of their leads and customers are actively clicking on their social shares. Tools like this enable you to get much more focused in your analysis of timing and content, because you’re peeling away the layers of your audience down just to what is working for the people who are most likely to buy from you. helpful template to help you create detailed buyer personas Start by reading Facebook While you may not be able to know exactly which share times work well for your leads without using a social contacts tool like HubSpot’s, there are some worthwhile exercises you can to do get to a closer approximation. It all starts with Whittling social media into a powerful marketing channel for your company takes a little time and research, but the time you put into tailoring your approach is well worth it. Once you’ve settled on a schedule with the best odds for your company, lock it into your publishing tool. Our While this research can serve as a general guideline, marketers should also conduct their own research to see what is most effective for their particular audience. Let’s walk through a few of the guidelines from HubSpot’s research and then some tips on how to test and customize each lesson for your company’s specific social strategy. Social media timing matters. The General Guideline check out our blog post/video Social Media Publishing In addition to answering the key questions in that article, include your best estimates about the social channels your leads and customers use and the time frames during which they’re most likely to use them. Creating a Well-Balanced Schedule We’re big fans of Increase your publishing frequency gradually, but keep the caliber of the content fairly similar. about how to analyze your Facebook Insights to improve your content strategy on Facebook. learn how to set your custom publishing schedule in HubSpot here . A persona is a compiled understanding of the characteristics, challenges, and behaviors of the people who typically buy from you. Each company has its own persona — or set of personas — with their own characteristics. Variables such as professions, family obligations, commutes, geographic location, and the like can all tilt your audience’s social media reading time significantly. Maybe you sell to educators, and early morning is the only time your audience gets for browsing Twitter. Understanding the personas you sell to is a key step to understanding what timing works for your audience: Determining Your Optimal Frequency In a nutshell, mix it up! The biggest lesson we’ve learned in social content is to make sure you’re not sharing the same content, Don’t crowd your content. HubSpot’s research found that companies that allow each shared link a buffer zone of at least an hour on either side see higher clickthrough rates overall. In fact, HubSpot’s own default suggested times in our After you get the frequency down, you’ll want to take a look at which days — and time of day — work best for generating activity and engagement with your posts. For that, you’ll need a social media tool that is directly connected to and integrated with your marketing database or CRM. HubSpot customers can do this using the . Test which types of content work well by taking one piece of material and positioning it in a number of ways. Try to track down trends by looking at your individual click and share rates. Did a particular piece of content do really well this week? Deconstruct what it was that made it so successful. If you’ve got a Facebook page or LinkedIn group, you can also poll your members to find out what kind of content they like best. You might also want to types How to Find Your Personal Sweet Spot (Without Software) How to Find Your Personal Sweet Spot We’re curious to hear any other methods you’ve used to optimize your social media marketing. How do you test your approach to Twitter: Social Media publishing tool : The General Guideline this blog post , just to be sure. Now, even though 4:30 p.m. is an active time for our Next, look for trends in the posts that generated the most clicks. In the example below, you can see that, with the exception of one, posts scheduled between 4:30 and 5 p.m. do pretty well for us. That’s a timing hot spot for HubSpot on Twitter. And you can conduct the same experiment for other social channels. Schedule your shares two hours apart, as HubSpot recommends. ? to learn about 10 different types of updates you can use to power your social media presence. Social Contacts tool two hours Don’t forget to share this post! 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Originally published Aug 3, 2013 9:00:00 AM, updated February 01 2017 Have you ever wondered what the future of business will look like? Maybe you figured it’s going to be something like business in the past: buy stuff, sell stuff, try to make a profit by selling stuff for more than it cost you to make it, building a better mousetrap, winning friends and influencing people, crossing the chasm, riding the long tail to the tipping point with the other outliers, going from good to great, and dealing with cheese that keeps moving around.The future of business won’t be like that. The future of business is all about dazzling people with amazing customer experiences, says Brian Solis, whose new book, What’s the Future of Business? Changing the Way Businesses Create Experiences, has a cover with the letters “WTF” in huge block letters — a hint, perhaps, that this is not going to be some ordinary business book, but rather a radical manifesto about change, innovation, and disruption. It’s business with a dash of irreverence and punk rock thrown in, a little sneer that says, Look, people, the world has changed, there’s this thing called social media, have you heard of it? In this new world, the marketing of products becomes as important as the products themselves. Marketers are the ones who create experiences. Which means suddenly marketers stand at center stage, instead of off in the wings. Suddenly all eyes are on you. Are you ready for your close-up? Read this book and you will be.The Influencers’ InfluencerWho is this Brian Solis? Folks at HubSpot know him as a pal who will be speaking at our INBOUND conference this August alongside Arianna Huffington, Seth Godin, and Nate Silver. But according to the book jacket, Solis is “globally recognized as one of the most prominent thought leaders in new media,” as well as a “digital analyst, sociologist, and futurist.” He’s an influencer’s influencer, whose blog, BrianSolis.com, is considered a must-read for marketers. Solis is a rare web intellectual, a guy who can melt your brain on Twitter but can also think and write convincingly in chunks of more than 140 characters. At INBOUND, Brian will talk about how the pace of innovation has sped up and impacted the pace of change within business overall, and probably expand upon the ideas presented in his book.His Bold IdeasBut what is the book about? It has one big takeaway. Companies are on a journey of transformation. We’re living in an age of digital Darwinism where you must innovate or die, all because consumers are more empowered than ever with the internet at their disposal.And in this new age, Solis argues that we shouldn’t segment these consumers by age — Generation X, Generation Y, Generation Z, Boomers, and Matures. Instead, we should use “Generation C,” in which the C stands for Connected. Generation C serves as umbrella to describe consumers who are active on the internet and social media, regardless of age. “Gen C is not an age group — it is a way of life,” he proclaims.In this worldview, the binary is between those who are Connected and those who are Not Connected. The chief distinction is that, “To Gen C, experience is everything. What they feel about your products and services now and over time is shared through these connected networks.” The challenge for brands is to design the experience that those people will have, and “design the journey that they will embark on.”Too many companies are using social media but still not really talking to customers — and that’s partly why they fail to deliver a complete experience, Solis asserts. Presumably these companies deserve points for trying, and it’s nice that they’ve hired someone to run their Twitter feed, but they’re not making the most of the medium. To paraphrase the late great Steve Jobs: You’re doing it wrong. Solis shows you how to do it right.What’s the Future of Business: Changing the Way Businesses Create Experiences is an ambitious and ultimately optimistic look at the challenges companies face as they adapt to a digital world, a world where empowered and ever more demanding consumers bring to each transaction a new set of expectations. It’s not just a how-to book, though plenty of advice is offered. Rather it is a call to arms, a call to action, a wake-up call to brands in every industry, a book that will help anyone in marketing do a better job of surfing the storm of change that surrounds us. A must read.Also, don’t forget to come see Brian Solis speak at the INBOUND conference Aug. 19–22 in good old Boston.Image credit: Brian Solis Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Marketing Trends
Originally published Mar 15, 2014 8:00:00 AM, updated February 01 2017 Smart Content Topics: Smart content, also referred to as dynamic content, is website content that changes based on the interests or past behavior of the viewer.Smart content is designed to offer a more relevant and personalized experience to your website visitors — one that static content can’t provide.Using intel from your marketing software or CRM system, marketers can customize their site pages for every type of visitor. For instance, you could segment your pages to provide a different experience for your leads versus your customers, so you can deliver the most personalized and relevant experience possible to everyone who visits your site. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Originally published Mar 24, 2014 2:00:00 PM, updated February 01 2017 Career Development Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: On Validating a Business IdeaNoah worked for two companies that went on to become multi-million dollar businesses … after he left. When you’re known for missing out on that much money, investing your time, energy, and resources into an idea that won’t actually drive any revenue is something you watch out for. When people start paying for your offering or service, however, you’ve proved that there’s a need and your idea is validated to customers, investors, and stakeholders.“Validating because “someone else has” or people said they’d pay never counts,” he says. “Can’t tell you how many promises have never paid up so I make it very clear to get three paying customers within 48 hours to validate your business idea.”Having support, encouragement, and followers is a crucial aspect of growing business, but be sure to optimize your time and resources to get things off the ground.(Tweet if you know how to validate.)On Inbound Marketing for B2BIt’s not news that B2B marketers are a bit more reluctant to adopt marketing methods like social media and blogging than some B2C businesses. But we know that inbound marketing can work magic for B2B companies, so we were glad to see an inbound.org user asking whether inbound is a waste of time for B2B companies. Noah’s response was great: “There’s no wrong way to eat a Reese’s peanut butter cup.”(Tweet this delicious truth.)Reese’s and B2B marketing are both very important parts of my life, so this was a great response in my book. Noah added, “Inbound takes patience and a commitment. I do 100% fully believe that educating potential customers is one of the best ways to get them to become a customer.” Candy aside, he’s right. Big purchase decisions typically happen in the B2B space, so buyers want to know every detail before making a call. Inbound marketing is a multi-faceted approach to provide that information and educate your prospects.On Outsourcing WorkLet’s be honest — no matter how great a marketer you are, spreading yourself too thin is never a good solution. We get burnt out and our work ends up suffering. Delegating, collaborating, partnering, or hiring a third party can all be effective ways to outsource some of the work on your team’s plate. But when is a good time to outsource, and when should we just buckle down and do it ourselves? Noah shed some light:“For business I HIGHLY encourage everyone to do all the work in the beginning themselves. For AppSumo I did the coding, support, business development, and marketing. Then over time, I cherry picked the work that was most fun and hired people who could do the work better than I can. It’s hard to say the exact formula for what to outsource. It comes down to what do you value vs. the cost it takes you.”Say you usually post three blogs a week, but suddenly you’re overbooked with meetings, events, and travel you simply can’t get out of. If your blog is your main lead gen source, it’s probably worth the cost to stay on track and hire a freelancer to step in for a post or two. But ultimately, Noah suggests trying it out first: “Hiring/outsourcing/insourcing is a mindshift that takes time to get comfortable with and see the results. Then you can decide what kind of balance works for you.”(Click here to outsource a tweet.)On Hiring a Kick-Ass Marketer With a Small BudgetYou know recruiting marketers is tough when Dharmesh Shah asks Noah to share his insights on finding awesome candidates. Noah pointed out that great people are hard to find because “the best people to hire are generally already employed so you have to be proactive on meeting them before they are ready to leave.” If they’re already employed and aren’t sending you an application, then how do you know who’s a game-changer? “Go to the sites like inbound, conversionXL, or growthhackers and see who’s doing/commenting/writing things that aren’t full of shit. Look at marketing that is working on you and find those people via LinkedIn: who’s writing the great content at Kissmetrics, which creative campaign happened from HowAboutWe, or have solid thoughts about marketing like my buddy Brian Balfour.” (Fun fact: Noah is actually starting to work with someone he recently met on inbound.org.)But wait, what if your marketing budget is small and you can’t afford to lure someone over to your company? First, consider hiring people that are young and hungry — they’ll be less experienced so you’ll need to invest your own time to teach and guide them, but generally won’t demand unreasonable pay. You can also offer equity in your company. “I started AppSumo by myself and then got Chad (my biz/tech partner) to join without pay since I could show the business was already making a profit and growing,” Noah shared. “I told him to tell me what amount equity would make him super happy. He said his amount, I agreed. We’ve been together in love for 3+ years :).”Money matters, but it isn’t everything. Get creative and think about how else you can offer someone their dream job.(Show your followers how hiring’s done.)The perfect way to wrap up Noah’s inbound marketing expertise is by watching it in action. After tuning in to the AMA, I realized I hadn’t been following Noah on Twitter and should be in order to stay in the loop on his blog, endeavors, and taco advice. Though he has about 23,000 followers, he tweeted at me shortly after I clicked ‘Follow’ to say hello and make a joke about a previous tweet I shared. It was a simple and small gesture, but it was personalized, timely, and relevant. And I think any inbound marketer can appreciate that. The first thing you’ll probably read about Noah Kagan is that he missed out on $100 million when he got fired from Facebook. (That sure makes for a snazzy headline.)But what you may not know is that he’s an inbound marketer, too. Noah recently did an Ask Me Anything (AMA) session on inbound.org — the community for marketers to connect and share — where he engaged with fellow marketers on everything from reaching 750,000+ email subscribers and founding AppSumo, to hiring marketers on a budget and why inbound marketing is a lot like Reese’s peanut butter cups.Any successful inbound marketer knows that to stay relevant in today’s overcrowded, ever-changing marketing landscape, you have to be a great storyteller. Not only can Noah captivate an audience with his candor and quirks (his love of tacos was a surprisingly popular AMA topic), but he also has a unique story to tell. Noah got fired from Facebook in 2006, went on to join Mint (the cloud-based personal financing platform) as Director of Marketing before quitting a year later, moved to Argentina for awhile, and co-founded both Gambit and AppSumo, where he is now Chief Sumo (which I can only assume is the highest-level of sumo you can achieve) that shares daily deals for online products and services. Needless to say, Noah picked up a skill or two on this entrepreneurial rollercoaster ride, like a little trick for determining whether a marketing tactic is savvy or shameful: “If it was published on the WSJ’s frontpage or if your mom knew, would you feel guilty? If you would, don’t do it.” During his recent AMA session, followers and fans picked his brain on developing an authentic copywriting voice, his tell-all blog OkDork.com, getting people to pay for your offering, outsourcing work, achieving daily goals, and attracting thousands of email subscribers. Here are some highlights every inbound marketer could learn from:On Creating Content People Come Back ForThe most valuable kind of content marketers can create answers the questions their audience is asking. As you can imagine, getting fired from Facebook early on sparked an endless slew of “Why?” for Noah from his network. So, like a savvy inbound marketer, Noah published a blog post titled “Why I got Fired from Facebook (a $100 million dollar lesson)”. Yup, still a snazzy headline.If you haven’t checked out Noah’s personal blog, OkDork.com, yet, I demand that you go do so. (And by demand I mean lovingly recommend, of course.) It’s honest, funny, and most of all, helpful. During his AMA, someone asked how he gets creative ideas for his blog. Staying true to his motto of doubling down on what’s working, Noah responded that he spends more time on “meatier/longer/evergreen and highly actionable posts” because they get the most traffic.If you’re stuck for post ideas, which happens more often than not for an inbound marketer, Noah suggests looking at “which posts on GrowthHackers/Inbound.org or whatever respective aggregator of your site get the most views/comments and write more on those topics.” Spend time writing more to see what sticks and once you know what people want, focus your efforts there.(Tweet this for your fellow bloggers.)On Planning Less and Doing MoreAs marketers, we spend a lot of time researching, planning, and thinking about what’s going to hit it big, and less time actually “doing.” Noah had some valuable insight on this.“After getting fired by Facebook I realized the best way to get attention is to create things … There’s never one most important thing or book or blog post that will solve business problems. I truly believe the best way to learn is experience. Go fail. Do. Try again, iterate, and improve. I never did marketing before Mint.com but I loved the product and spent a lot of time figuring out who else would too!”The thing is, we can still learn what works and what doesn’t while diving into the deep end and putting our plans in motion. Noah adds that for marketers, the best learning tool is experience. “No book will have a magic answer, and you’ll learn so much more through experimenting, failing, and succeeding.”(Share this tip on getting stuff done.)On Checking Things Off Your To-Do ListBetween creating content, scheduling meetings, going to those meetings, following up on email, and the million other things marketers do on a daily basis, it can be hard to actually get things done. When we’re juggling so many long-term and short-term projects, our to-do lists generally get added to before we check anything off. Noah shared his quick morning ritual that helps him keep his eye on the prize each and every day:“When I start my work day I generally pull out my moleskine and list three things I want to do that day. I try not to look at anything as it helps me really think which three things are really the most important that day. This is my most productive period of the day.”If we give ourselves realistic goals, we can accomplish more each day and turn the page on projects once and for all.(Tell your Twitter friends how to stay productive.)On Being the Best Email Marketer AroundAccording to Noah, “Ultimately, NO ONE wants more email.” So then how did AppSumo get 750,000+ professionals to subscribe to their email list? Simply put: because people actually like getting their emails.Noah has a reverse psychology approach to AppSumo’s email list where he actually wants people to unsubscribe. Well, some people. “We actually spent two weeks optimizing our unsubscribe page until my good friend Andrew Chen said, don’t optimize for losing. Optimize for growing. When Gmail makes changes I’m always happy. We only want subscribers who look forward to getting our emails, so making it easier to unsubscribe or filter us to other tabs, the real people will find it.” By weeding out unengaged contacts, you can better reach and serve the ones who are more likely to be a customer or evangelist for life.But how do you make people want to respond? “The #1 way for you to ensure open rates stay high is to only send kick ass emails. I know that’s cliche and you know it but I want to repeat that,” Noah said.Turns out, AppSumo has a solid formula for creating kick ass emails that influence content, calls-to-action, and tone. During the AMA, our own co-founder Dharmesh Shah asked Noah about the talent behind AppSumo’s email copywriting which he said was reminiscent of Groupon. In a nutshell, copywriters are always thinking “How can we delight people’s inboxes?” According to Noah, “The point is to be authentic to your own voice or the voice of the company. And ultimately explain why or why not this is a great product for the people you are writing to.” Like a blog, ebook, or tweet, your company’s email content should reflect your voice and your audience’s needs.(Tweet this kick-ass email tip.)
This ever happen to you before? You’re in your car listening to the radio, or you’re at your desk rocking out to Spotify or Pandora, when all of a sudden … that song comes on.When you hear that song, something magical happens: The world seems to melt around you, and — in true Marty McFly fashion — you travel back in time. You’re whisked away to the past, back to the moment when that song first resonated with you.Maybe it’s a childhood birthday party, or a school dance, or the backseat of an orange ’69 Chevy Camaro … wherever you’re taken, the psychological response is undeniable.And while a cherished song can help bring you back to the good ol’ days for a few magical moments, you know that you’ll never be able to go back to the good ol’ days for good. That, my friends, is nostalgia. It’s a bittersweet emotion, and one that has found its way into — you guessed it — marketing.Download Now: Free Ad Campaign Planning KitNostalgia Marketing in ActionIn the world of marketing, nostalgia can be a powerful tool. From music and imagery, to branding and celebrity endorsements, there are many ways companies can leverage the past in order to elicit an emotional response.Just think about Coca-Cola, a brand that is nearly synonymous with “nostalgia.” The red Spencerian script, the contoured plastic bottles that mimic the style of the old glass ones. Clearly, this is a brand that isn’t afraid of letting its storied past shine through into its modern marketing efforts.Then there’s BuzzFeed, with its countless ’90s-themed listicles that are expertly crafted to tug on the heartstrings of millennials. Just feast your eyes on these “31 Awesome ’90s Toys You Never Got, But Can Totally Buy Today.”Or how about RadioShack’s 2014 Super Bowl spot? This self-deprecating ad pokes fun at the company’s failure to get with the times, a notion that is best encapsulated by the line, “The ‘80s called … they want their store back.” Throughout the commercial, ‘80s icons are seen ransacking a RadioShack store. There’s Hulk Hogan, Mary Lout Retton, Erik Estrada (a.k.a. Ponch from CHiPs), the California Raisins, even ALF makes an appearance. Originally published May 21, 2014 8:00:00 AM, updated August 17 2018 Marketing Psychology Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Clearly, RadioShack was trying to take us back to a different time with their Super Bowl ad (and I’d argue that they succeeded).But why did they decide to take the nostalgia route? And as marketers, is there any benefit to conjuring up feelings of nostalgia in our respective audiences? To answer these questions, let’s dive a little deeper into what nostalgia actually is and explore what kind of psychological effects it can produce.Brain Demons & Cowbells: A Brief History of NostalgiaA Swiss doctor named Johannes Hofer coined the term “nostalgia” back in the 17th century. At the time, Hofer considered nostalgia to be a neurological disease that affected Swiss mercenaries fighting far from home. The cause of this dreaded disease? Hofer blamed the “continuous vibrations of animal spirits” in the brain, which was another way of saying, “I have no clue, let’s blame it on brain demons!” The other leading theory at the time? Nostalgia in the Swiss soldiers was caused by brain and eardrum damage, which in turn was a result of over-exposure to the clanging of cowbells in the Alps. (So it turns out that less cowbell would have been the prescription back then.)Today, we know that nostalgia isn’t caused by brain demons or cowbells (go figure). We also know that nostalgia isn’t limited to homesick Swiss mercenaries. Instead, the phenomenon occurs all over the world, and can even be found in children as young as 7 (who are liable get nostalgic about past vacations and birthday parties).What Causes Nostalgia?Modern research has revealed that we tend to feel nostalgic for past events that 1) were personally meaningful, and 2) involved people we’re close to, like friends, family members, and significant others.As a result, events like holiday celebrations, weddings, graduations, and birthdays (which prominently feature people we’re close to) are common “destinations” for our nostalgizing.But knowing the types of memories we’re likely to recall is one piece of the nostalgia puzzle. The question still remains: What triggers nostalgia? What actually causes us to take that mental journey back to the past to visit a memory?The answer: lots of stuff.For starters, sensory inputs, like smelling a particular scent, or — per my introductory example — listening to a particular song, can trigger nostalgia.Social interactions, like meeting up with friends or family members, are another common cause. This includes getting back in touch with old friends through Facebook and other social media sites.Physical objects, such as old photos and family heirlooms, can also induce feelings of nostalgia.However, research shows that one trigger stands out among the rest as being the most common cause of nostalgia. That trigger? Negative emotion. Or, to get more specific, loneliness is the most common type of negative emotion that’s linked to inducing nostalgia. Nostalgia: Turning Bad Feelings Into Good OnesSo, if loneliness is a key cause of nostalgia, it would stand to reason that experiencing nostalgia must kinda suck. Right? As it turns out, nostalgia actually has a very positive effect on the psyche. While often triggered by negative emotions, nostalgic memories are generally happy memories, and experiencing nostalgia can have a bunch of psychological benefits. These include …Enhanced mood Increased self-esteem & feeling that your life has meaning/purposeIncreased feeling of social connectednessReduced stressPositive feeling about the futureThe bottom line: Reliving happy memories from the past can help you feel better in the present. And since these happy memories often involve people you’re close to, nostalgia reminds you that people care about you and love you, reinstilling the notion that you’re part of a bigger social sphere. (In your face, loneliness!)In a sense, nostalgia is a psychological defense mechanism, which protects you from negative emotions by reminding you of happier times.From a marketing perspective, leveraging nostalgia now makes a whole lot of sense. If your content can get people feeling nostalgic, it will also get them feeling good by extension. And when it comes to growing a loyal following of folks who love your business, creating content that makes them feel good seems like a winning strategy.Now, if you’ll excuse me, I’m going to put on some Hootie & the Blowfish, peruse some old-school Super Soakers on BuzzFeed, and hopefully finish off today as happy as a kid on Nickelodeon’s Double Dare. Thanks, nostalgia!