Xenio Creatives for a Cause

Sociall Responsible Creatives Making a Differnence in the World

Xenio Creatives for a Cause

“Extraordinary People Rise From Extraordinary Circumstances To Do Great Things In the World.”

I want to personally thank all who have supported and stood behind Xenio Communications over the last year.  Xenio has evolved into something I never could have imagined.  We started out designing brochures and giving marketing advice to entrepreneurs in South Florida.  With your support, Xenio grew into a trusted marketing communications provider helping small business owners in Fort Lauderdale grow their business through the effective and innovative application of sound marketing priciples.  To our clients, thank you for the opportunity.  To our friends and family, thank you for believing in me.

The time has come, however, to say goodbye to Xenio Communications, in its present form.   I would like to formally introduce you to Xenio Creatives for a Cause, XC^2.

My strong belief, is that Xenio was destined for a greater purpose. To spark an industry-wide movement of social responsibility within the Marketing profession.  To allow creative marketing, business and advertising professionals the opportunity to make a positive social impact in their communities.  Allowing other creatives to make a social impact by donating their creative talents to help charities and othe nonprofits fulfill their respective missions in the community.

Stay tuned for more details on applying for membership as a Xenio Creative for a Cause.


Nathan Earl, Founder and Xenio Creative for a Cause.

BRIDEGROOM, An American Love Story by Linda Bloodworth Thomason — Kickstarter

BRIDEGROOM, An American Love Story by Linda Bloodworth Thomason — Kickstarter

via BRIDEGROOM, An American Love Story by Linda Bloodworth Thomason — Kickstarter.

The New Sweet Spot for Reaching the Hispanic Consumer

Article by: Patricia Odell | Promo
Apr. 10, 2012

There is a lot to understand about the Hispanic shopper. In particular there’s a lot of empty space between what brands know about the consumers in this demographic and what retailers know about how and why they shop. The intersection of these two knowledge bases is the new crossroads in truly understanding how to market pre-, during and post shopping to this consumer. And most brands and retailers are not there yet.

“It’s really [about] understanding how to get to the deeper insights that will influence the behavior of the Hispanic shopper,” says Frenchie Guajardo, vice president of digital and shopper marketing at Marketvision (photo, right). “There is a vast knowledge gap in the industry. The information is just scratching the service. Manufacturers are just beginning to understand the differences. Retailers are still testing and trying to understand the differences in behavior and how their current marketing is performing with their Hispanic shoppers.”

Here are Guajardo’s five tips to make that happen:

1. Brand + Retailer: Getting to the core of insights about this shopper requires understanding the deep knowledge the manufacturer has about their consumers and how they shop that category. That knowledge should then be combined with retailer data on their Hispanic consumers. Reaching this “sweet spot” is identified by understanding language preferences, acculturation and country of origin. That information can then be applied to all messaging, including digital, packaging, P-O-P etc.

“It takes those different levels of insights in order to be effective,” Guajardo says. “A brand will have a very specific Hispanic target, like mothers with young children or Hispanic women with extended family members outside the home. A brand will also be a little more evolved in understanding its Hispanic shopper. Retailers have to serve all their shoppers so they have a broader view when it comes to acculturation levels or even language preference. They need to appeal to all the shoppers.

“When you have an understanding where the fit is; that’s the starting point of where to start looking to identify shopper cultural insights,” she says. “A lot of times many marketers do not go through that exercise. They’ll look at the retailers’ shopper and their consumer versus really understanding the nuances of where they come together.

2. Media: Use the insights to identify what media and promotions are best to reach this shopper base, generate awareness, drive traffic and communicate in store. Define the time(s) of year or merchandising windows and how those times fit with the consumers’ lifestyles in terms of holidays, occasions or other celebrations to hone the messaging.

“You might find that radio works really well with Hispanics in general, but that the retailers’ Hispanic shopper best engages with digital coupons,” says Guajardo.

For example, sweepstakes don’t work in general with Hispanic shoppers because they are motivated more by instant gratification; that comes as a cultural insight. The possibility of winning something in the future is not generally motivating enough for a Hispanic shopper to buy something right now, so sweepstakes will not drive velocity. Use coupons; add value like a free recipe booklet; offer a sampling or demonstration experience or some form of entertainment, such as meeting a soccer star or famous chef.

3. Social media: Retailers lag behind manufacturers in digital tactics, including social media and website design and function and tend to target those media to the general population and are not thinking about how to use those platforms with Hispanic shoppers. Retailers need to make a commitment and focus on how to leverage their digital assets best to connect with their Hispanic shopper both in culture and language,” Guajardo says. However, once you make that digital connection, Hispanics in general do not like to give up their personal information, but that is changing and tends to be true more with first and second generation Hispanics, as opposed to acculturated Hispanics. So make it easy and provide an incentive for them to participate.

4. Messaging translations: This is where cultural insights and expertise in language becomes really important, and Guajardo suggests that you do not do direct translations. One of the most effective ways to connect to Hispanic shoppers is to leverage the best of both languages. Get the message out in English and use Spanish as the complementary language, but not as a direct translation. Sometimes when you do a direct translation, it doesn’t make sense,” she says.

5.Don’t overlook loyalty: Shopper marketing is short term by design, and budgets do not reach any kind of relationship-building after the purchase, Guajardo says. The majority of a shopper marketing manager’s job is to promote trial and sales. However, there is a bigger opportunity now to create a lasting relationship between the brand, the retailer and the Hispanic shopper using social, email and text messages to alert them to upcoming events, insider previews and other offers. This is really critical especially to Hispanics because this customer really respects brands that understand them and connect with them and serve their needs,” she says. That is viewed as a sign of respect. We see that as the golden opportunity.

Xenio Communications – Digital Marketing & Advertising | Fort Lauderdale, FL | 954-663-3879

Infographics: Insights into the Digital Lives of America’s Black Consumers | Nielsen Wire

Infographics: Insights into the Digital Lives of America’s Black Consumers | Nielsen Wire

via Infographics: Insights into the Digital Lives of America’s Black Consumers | Nielsen Wire.

4 Web Design Tips for Startups

4 Web Design Tips for Startups

via 4 Web Design Tips for Startups.

The 2011 Inc. 5000 List – ideeli through Check-6 | Inc.com

The 2011 Inc. 5000 List – ideeli through Check-6 | Inc.com

via The 2011 Inc. 5000 List – ideeli through Check-6 | Inc.com.

$300 Website Voucher | Fort Lauderdale Business Owner | South Florida Busines Owner

 Xenio Communications, in partnership with Infinite World Studios, is offering Fort Lauderdale and South Florida business owners a $300 voucher towards the purchase of a new website solution.

Call 954-663-3879 now or email Nathan Earl at nathan.xenio@gmail.com to schedule your FREE consultation.  Don’t need a new website?  Be a pal and share this with a friend or colleague.  Voucher is completely transferable!

Visit Infinite World Studios’ dynamic interactive portfolio and experience for yourself their world-class design.

Fine Print:

Offer can not be used in conjunction  with any other offer.  New customers only.  Offer transferable.

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Mid-Night Runner…

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Small Business Marketing | Creative Marketing | Inc Small Business

5 Ways to Win With Creativity —

Burt Helm | Inc.magazine
Jun  8, 2012

Stuck in a rut? Josh Linkner shared a few ways entrepreneurs can boost their teams’ creativity, and use big ideas to beat out big competition.



josh linkner

Stop competing on price and start competing on imagination,” Josh Linkner told attendees at the Inc. Leadership conference in Miami on June 8. Linkner, who founded online promotions company ePrize and is CEO of Detroit Venture Partners, is no stranger to out-there tactics: He once dreamed up a fictional competitor (called “Slither”) that forever beat his company to new clients and sales goals. The threat of Slither forced it to cook up new ways to evolve its products and increase business.

At the conference, Linkner shared a few ways entrepreneurs can boost their teams’ creativity, and use big ideas to beat out big competition:

  1. Get Curious. Ask three questions again and again: “Why?” “What if?” and “Why not?” “It forces you to challenge conventional wisdom, and imagine what can be, rather than what is,” Linkner said. He has his team ask “The Five Why’s,” an exercise where they starts with a question facing their business, answer it, and then questions the reason for that answer. It’s akin to a five-year-old’s questions about the blue sky, he says. It can lead to finding insights that are hiding in plain sight.
  2. Encourage Courage. When an employee presents a bad idea, don’t immediately reject  it—question it. Responses like, “‘tell me more about that idea,” “What led you to that idea?,” ” Is there something more you could add to that idea?,” and “Where do you see it going?'” encourage them to keep thinking big. “The next nine ideas they come up with may stink, but because I’ve encouraged them, that 10th might be gem. “
  3. Challenge Assumptions. Have your team spend 15 minutes brainstorming systems and processes that are only in place because of tradition, or because they maybe only made sense in the past. “At the end of 15 minutes, you’ll have a road map of opportunity right in front of you,” Linkner said.
  4. Think Small. Memorable experiences don’t demand big budgets. A few years ago, ePrize only had enough profit to give each employee a $200 bonus, Linkner said. Rather than write checks for the piddling sum, he “kidnapped the company,” and took everyone to a nearby Best Buy, where he gave them all $200 gift cards, and told them they had to spend it then and there. “They’re still talking about the day we kidnapped the company,” he said. “Instead of money or resources, throw creativity at it, and you’ll be amazed at what you can do.”
  5. Shatter Conventional Wisdom. Identify widely accepted practices in your industry, and see if there’s a way to take a product or marketing plan in the opposite direction. As examples, Linkner mentioned Dove’s “Campaign for Real Beauty,” where the soap brand criticized the beauty industry’s tendency to airbrush models, and a doctor who took an MRI machine, which is typically a scary contraption for children, and turned it to an adventure by painting it like a pirate ship.

Linkner also suggested a few exercises to get your team’s creative juices flowing:

Make a Movie Scene. Find a photo from a magazine or online, and ask people to imagine what’s happening if it were a snapshot of a scene in a movie. At the conference, he showed attendees a photo of a woman, cell phone in hand, looking back from the driver’s seat of her car at something behind her. Is she being followed? Or telling her kids to be quiet? Starting with a just-for-fun exercise like this, “really brings up the energy in the room,” he said.

Role-storming. Grab nametags, and tell each member of the team to pick a character—it can be Steve Jobs, Kim Kardashian, or a character from a book or film. “I like movie villains best,” Linkner said. Then have them brainstorm ideas as if they were that person. “All of the sudden they’re thinking in a radically different way,” he says—and that liberates staff to come up with inventive ideas without hesitation.

Xenio Communications’ innovative entrepreneurial marketing tactics drive business results for Fort Lauderdale and surrounding area business owners.

6 New Trends Driving Men’s Ecommerce | Mashable Article

Valuable insight from our friends at Mashable!

By Andres Izquieta 2
Andres Izquieta is co-founder/CEO of Five Four Club, a new subscription ecommerce service that provides men with monthly packages of apparel, based on a brief sixty-second style profile they fill out when signing up for the service.

When it comes to ecommerce categories like grooming and fashion, the women’s market has long been the focus of marketers. And who can blame them. Women historically make upwards of 80% of the purchase decisions in the home, they’re statistically more active online, and tend to maintain longer session times on websites. Plus, they’re natural ‘window shoppers’ — in the physical and virtual world.

That said, in the past year, the men’s ecommerce market has seen more than a half dozen ecommerce launches, including Mr. Porter, Birchbox Man, and Dollar Shave Club. Here are the six major trends driving this growth.


1. Purchase Power

Five years ago, the number of male-focused online retail sites in categories such as fashion and style were limited, in part because it was widely believed that men don’t shop online. However, according to a recent iProspect survey, 70% of men research and buy online, with 67% making more than one purchase each month. The result: according to IBM Global Business Services, the sales of men’s apparel was on track to grow 8.26% in the first half of 2012. This is the largest increase seen in the category in decades.


2. Access

Ten years ago a man’s grooming products, like a lot of his clothing, were based on what was available at local, mass-market stores. A review of media and marketing at the time showed just a few male-focused magazines on the market to give men the access and exposure that helps drive purchases.

With online content, social networks, and other tools, men are now being exposed to more options than in the past. This has created a new and growing appetite to expand tastes, styles, and products. In addition, online retailers can tap into what men seek and need in a way that offline retailers, because of issues like overhead, can not. For example, a recent industry trend study said that up to 37% of male shoppers check social networks for comparison shopping and other related information.


3. Less Is More

For many women shoppers, abundance and variety are often key. For most men, it is usually the opposite. One look inside a man’s medicine chest or under his sink will often yield to a small handful of key products. A single item, such as a jacket, can carry him through most wardrobe needs. For men, it’s not about the volume of merchandise, but the right items to fit his various lifestyle needs. Concepts like ‘curated’ shopping, styling services, and pared down collections, such as Gilt Man, can do well when targeting the online male shopping consumer.


4. Ease Is Key

When it comes to purchases, male shoppers just want to get what they need and get it fast. That doesn’t mean that thought and time doesn’t go into what men buy, or that men don’t do their fare share of browsing within their shopping experiences. But ease and access are important components.

That’s why subscription commerce concepts are booming in the men’s online shopping category. These services often require little more than a minute or so of time and conveniently provide whatever a man needs. It’s not a surprise to then see the explosion of companies like Dollar Shave Club or Birchbox Man. These services enable men to receive what they need in a streamlined way.


5. Niches Offer Opportunity

A new breed of companies, brands, and retailers are tapping into specific niche spaces. This can be as specific as body type, shoes, or other specialty needs. Companies like Karmaloop hit the urban street style, while Mr. Porter tends to the professional male.


6. Loyalty Matters

The average consumer will return to a product he or she believes works for them over and over again. This is consistent regardless of gender, income, or other factors that drive offline or online purchases. By consistently giving men not only what they want, but in the way that they want, dozens of legacy brands like Dockers and Banana Republic have secured and maintained loyal male followings. Upstart companies, be it in subscription commerce, specialty retail, curated shopping, or discount merchandise, can achieve the same by adhering to where and what motivates male consumers at the core level. This can help drive men to a brand and keep them there.

Image courtesy of iStockphoto, Eva-Katalin


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