Our clients, consumers, one another, the world around us.
Clients need to feel our passion and enthusiasm for ideas that can build their business. We didn’t sign up for boring cubicles and never-ending meetings. Let’s make the time our clients spend with us meaningful, fun and inspiring.
At DiMassimo Goldstein, we put our values in a document we call “The DIGO Standard.” It doesn’t just hang on the walls and sit on our desks and desktops. We use it every day. People who visit often ask for a copy. Here’s yours, and you didn’t even have to ask.
Have you ever wondered where your clothes come from?
Sure you have. Maybe you’ve noticed, even examined the tags. Possibly uttered a small sigh of relief when you saw that your shirt had been made in America; dismissed any gut-wrenching thoughts when you saw it had been manufactured overseas.
But what do you know about your clothes beyond that?
Know your factories. Know your costs. Always ask why.
This is the mantra of the newly established clothing manufacturer Everlane, whose mission is to sell high-quality clothing, honestly. They believe every product has a story, and they want to tell it in the most radically transparent way possible.
The idea of radical transparency is demonstrated in their “true cost” for each item – a sum of pricing for materials, hardware, labor, duties and transport. The cost is then doubled (versus marked up 8x, as in traditional retail) for the Everlane price. Not to mention, they give you extra information on the fit, how the style originated and even facts about the factory it was created in. It won’t be the cheapest item you have ever bought, but not the most expensive either.
Now you might be thinking: wait a minute – what secrets are all the other retailers hiding?
Just by offering all of this information to their consumers, Everlane makes people realize what they don’t know about their clothing and its production process. The current world of retail is tainted with skepticism and distrust because of what is hidden. Exposing the truth in retail production has not only challenged the existing status quo, but it has upped the ante for every other retailer out there.
Before searching ravenously for the nearest location, you might be interested to know that no brick-and-mortar Everlane stores exist. They are online only, to reduce costs even more for their customers. Don’t worry, their website is better than a store – and if you live in New York or San Francisco, they will deliver your clothes to your location, free of cost.
Recently predicted to be “the next J-Crew,” Everlane will be even less of a secret in 2016.
And hey, next time you’re shopping for clothes, do yourself a favor: know your factories. Know your costs. Always ask why.
To see the full case on Everlane, click HERE.
-Ali Chastain, Junior Behavioral Strategist
This is Brian Kelly, but you can call him ThePointsGuy.
Who is he?
Well, as he states in his twitter bio, he’s “living proof that frequent flyer miles and credit card points are not worthless”.
I was first introduced to ThePointsGuy, by our Chief Mark DiMassimo a few short weeks ago. I had just taken a red-eye flight from San Francisco to Newark. Situated uncomfortably in my middle seat, in between a snoring businessman and a mother holding her crying baby, I accumulated a total of one hour’s rest on the five-hour coast-to-coast adventure.
I try not to let snobbish and pompous thoughts infiltrate my conscious, but with a long day of work on the horizon, I couldn’t help but peak my eyes over the seat in front of me and glare into the first class cabin.
Like a child jealous of his best friend’s toy, I thought to myself “I want that. No, no, I NEED that.”
The idea of kicking my feet up in luxury quickly escaped my mind. As a recent postgraduate, the hypothetical of taking first class excursions is likely more than a decade away, if not more. In my current situation, it’s just outside the realm of possibility.
ThePointsGuy would say otherwise.
ThePointsGuy would probably tell me about the different champagnes that they offer. He might even tell me about the time a personal Italian Chef named Enrico brought him a Thanksgiving meal while he was 35,000 feet above the Atlantic. But he would almost certainly tell me that he did it all by using earned miles and credit card points, before explaining that if I took his advice, I could too.
And perhaps I could. He makes it all sound so easy with his 10-step process for beginners like myself.
Brian Kelly has been taking advantage of flier miles and credit card points since he was a 13-year old booking his father’s business trips.
This hobby of maximizing points and earning great deals only grew to an obsession when he was flying 180 days out of the year as a Wall Street road warrior. It wasn’t until people started taking notice and asking for tips and advice that he realized he could turn it into a profession, and so he did. In 2011, he kicked the Wall Street gig to the curb and started growing his site, www.ThePointsGuy.com, where he shares his unique skill to 1.5 million visitors a month.
Brian inspired action by mapping the pattern of behavior he wished to change, which is #7 on our list of the ten signs of an inspiring action organization.
He knew there was an entire world of luxury travels that people were missing out on, not because they didn’t have the money, but because they didn’t know to properly take advantage of the deals offered to them. And so he sought out to change their behavior. Through his website and social media channels, he began building a following. Now, with over a million devotees, ThePointsGuy is educating the masses on how they too can trade in the hostel bed for a 5-star suite.
Bon Voyage indeed.
To see the full case study on ThePointsGuy, click HERE.
– James Nieman, Integrated Marketing Manager
Key #9 of 10 to Inspiring Action: 10 Keys to the Future of Marketing. Download our summary poster of the 10 Keys here
Every business and brand that grows has a Golden Goose.
Sometimes that’s sales. Sometimes it’s direct mail. Other times it’s e-commerce and a digital, affiliate network. Sometimes they tell me it’s “word-of-mouth.”
For a while, whatever it was, it produced the Golden Eggs. It worked. And the Goose’s enemies were marketing and branding. Or perhaps they were the Goose’s servants, such as when the marketing team was really the sales collateral team. Or the direct mail team. Or the in-house studio.
“Our salespeople sell and they’re starting from zero.” “We’re the leader in our category, but no one knows it.” “This channel is just getting too expensive – we need what’s next.” The Inspiring Action Moment is launched with sentences like these.
Our clients have some things in common. They can’t wait two years or even six months for “the brand campaign” to start working. They can’t tolerate poorer sales numbers while they invest in getting more famous. And they aren’t willing to match large advertisers dollar-for-dollar in order to capture a share of the market.
The kind of brand building they need is the kind that makes the selling more efficient right away. They need the kind of brand building that improves their return-on-marketing-spend right away, and then just keeps getting better.
And often they need more than a marketing revolution. They need at least an internal culture evolution as well. They need a team with a new common understanding of what it takes to succeed at the next level today.
This is what we mean when we say “inspiring action.” The great thing about an Inspiring Action Moment is that it can lead to the most exciting and impactful era for a business. Are you ready for yours?
-Mark DiMassimo, Chief