Integrated Marketing expert, Lori Jones, is obsessed with the outcome of every program her company, Avocet Communications, creates. I&I provides insight on how you can ignite your sales through integrated marketing, advertising, public relations, social, and digital story telling. We hope these posts make you think, spark some “aha!” moments, and illustrate just how important a truly integrated communications strategy – and a solid, inspired brand presence – is to success and longevity.
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August 1, 2018

Positivity

Many of my guests on the Integrate & Ignite podcast are CEOs and CMOs of major corporations. They are fascinating people, to be sure. But, I also interview a great many men and women who are at the helm of small, startup businesses; bootstrapped or angel- and VC-backed, these are without a doubt some of my favorite conversations!

One of the questions I like to ask my guests, especially these scrappy innovators is, “what defines your entrepreneurial spirit?” The answers vary in terms of each individual’s experience, of course, but, time and time again, I do get one consistent response: positivity and confidence.

Avocet is a family-founded, family-run entrepreneurial venture, so I relate to that concept very strongly. For me, positivity and confidence are key. I believe in carving my own path. Sometimes that means simply putting my head down and just getting things done. Other times – especially when I have the luxury of time – it’s about giving myself, and my team, the space to feel inspired, to try new things, and to explore new strategies. Admittedly, sometimes the ideas can be wacky and totally out there. But, more often than not, they are spot on, or at the very least get the creative juices flowing. And, that’s the idea: it’s a mindset of positivity and empowerment.

With everything we do for clients we always start with one very important question: what SOLUTION does your service or product offer to customers? How does it make their LIVES BETTER? For me, that’s where the real positive mindset comes into play. As we say all the time here at Avocet, “people don’t buy products, they buy solutions.” Because we focus on the positive and impactful nature of our clients’ businesses, I believe we are able to affect their bottom lines.

In thinking about positivity and confidence, I was reminded of an interview I did with Nicole DeBoom on the Integrate & Ignite podcast. Nicole, a Boulder, Colorado-based entrepreneur, founded Skirt Sports with the mission to help women find inspiration, confidence, and courage through the transformative power of running and fitness. Today, Skirt Sports is a national women’s apparel brand offering a full line of products that fit real women’s bodies and support their busy running lives. Yes, these are garments, but it is the SOLUTION they provide that is so intriguing. For Nicole, her products are all about providing apparel for women to work out in, that makes them look, and most importantly, FEEL good.

In my interview, she and I discuss brand ambassadorship and spreading positive awareness about the company and what it stands for. Nicole had this to say about HER entrepreneurial spirit:

“For me, being an entrepreneur, a lot of what I use in my business life I learned from sports.

“If you’re running a marathon and you’re already thinking about mile 26, you’re going to have trouble. It’s too far away. You need to think about miles one, two, and three. You need to know there’s a plan for mile 26. But, it might change. You might have a detour. If you can keep that bigger picture plan in your head while you’re approaching miles one, two, and three, and at each mile you also have to stop and get a drink and make sure you’re still on course because things change so quickly.”

What I love about Nicole’s approach is that it validates the journey; leaves room for growth, change, and adapting as we go. And, I love that it embraces a positive attitude toward taking a short- and long-term perspective.

That’s how we do things at Avocet. We believe that there is always a way to inspire positive change for our clients. Whether that be helping them define their messaging and what differentiates their brand, driving customer count, or reaching a new audience, our team’s abilities – combined with our eager and enthusiastic love of marketing – is what produces results!

Take a listen to my conversation with Nicole, click here.

About this author

Lori Jones

President & CEO - Avocet Communications. Increasing Customer Acquisition Through Integrated Marketing Communications

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