Etiquette Snafus- From the Office to the Gym

As over 1/3 of US adults are obese*, more and more companies are allocating funds to wellness programs and health education to prevent illness that can result in high costs associated with absences and reduced productivity, not to mention increasing health insurance costs. These companies encourage--and some even fund--employees’ efforts to work fitness into their daily routines.

We’ve seen articles about office etiquette don’ts and a whole slew of pet peeves at the gym. And naturally, as more office dwellers are permeating the fitness clubs, there will be some commonalities. Just a few consistent sore spots:

-Cell phone use - People answering and actually taking calls during meetings, in the locker room, and on the treadmill. I actually witnessed someone have an entire conversation on a mobile phone in the middle of a group yoga teacher training workshop. Even my loudest “Ommmm” didn’t drown out the sound.

-Failing to clean up your messes- There’s nothing like climbing onto a step machine and placing your hand into a pool of sweat. Wipe down the machines. And when you inadvertently leave someone off a meeting invitation or throw someone under the bus in a widespread email distribution (I’m sure you’d never do it intentionally), correct the error and offer a genuine apology.

-Loud or strong-smelling food- Chomping on gum, crunching on chips, and exposing people to the smell of tuna fish or egg salad in any close-quarters environment is in poor taste. And yes, people have been spotted doing this at the gym as well.

-Unruly children- While it may seem to you to be a child’s dream come true to sit quietly in the guest chair at your office for 8 hours or on a bench in the locker room while you shower, change, and chat with your friends, it’s not. Ask your kids. And when kids are bored, they find ways to entertain themselves, which are often disruptive to others. Can’t blame the kids.

-Temper tantrums- No, this one is not about the kids. Stressful situations occur all the time- sales and revenue take a downturn, the club makes an error in billing your dues, office politics become problematic, you have to wait to get onto a cardio machine. How you behave in these moments can be very telling of your character.

There’s nothing wrong with holding people to basic rules of common courtesy. And you will get the best results if you do so with compassion and understanding--we all have bad days. Try a simple “excuse me, could you take that call outside please?” or even a comical (but not sarcastic) quip that pokes fun of the situation, not the person (i.e. “Carol Brady made it look so easy but she had a full time nanny”). And keep pumping iron. A fit and healthy lifestyle has been known to improve mood and ability to manage stress.


Photo Credit: Pure Mobile
*Source: http://www.downtoearth.org/health/nutrition/obesity-america

A Not-So-Unlikely Marketer

When Liana Veda was growing up, she knew she was destined for a career that involved music. Inspired by her parents, music and dance were a given in Liana’s life, including multiple cultures and genres. To say that Liana’s professional career has variety would be an understatement. She is a dancer, choreographer, make-up artist, ZIN (Zumba Instructor Network) Jammer, international recording artist, instructor, ......and marketer.

Yes, that’s right, marketer.

And I am pretty sure that when she was a child bouncing around the house with a microphone and belting out bilingual song lyrics, Liana did not tell her parents that she aspired to become an event and product marketer, but that is exactly what happened.

Liana is a living example of the true value marketing brings to a fitness event. After all, we can create the world’s best products and services, but if nobody knows about them and, more importantly, if nobody demands them, they never see the light of day.

Liana has the shrewd business sense that makes her an artist who is also a pragmatist. She focuses on the creative elements, and pays close attention to the people who will enjoy and appreciate them, addressing their main drivers and product requirements. That’s marketing.

When she set out to spread the word about the 3rd Annual New England Master Zumba Class (which became better known as “Zumbafest”) on March 20, 2011 to benefit the Autism Speaks Organization, Liana identified her target market. starting with a group of loyal enthusiasts- on whom she could rely to make the message viral. Yours truly was in this group. That’s marketing.

She made these early adopters part of her promotional team and identified additional market requirements (in this case, requests for certain Zumba Education Specialists (ZESs) and Jammers to be included) from others in their classes and networks. That’s marketing.

Liana created informational brochures (marketing collateral) and made ample use of her own broad social networks, which included people from all professions--current and former clients, friends, colleagues, students, etc-- and kept the excitement alive through frequent interactions on fan pages. Her constituents fueled this energy by conversing among themselves through the same forums and inviting their friends, clients, etc. to participate. That’s marketing.

As producer for the event, Liana created content and an outreach plan that highlighted the ZESs and Jammers for their unique qualities (in other words, product features and benefits) and communicated with contagious enthusiasm. Liana understands that her product is not a ticket, but that she is instead selling an experience that would be tested and evaluated subjectively in the market. Her personal brand is so powerful that she is able to sell out charity events and create an affinity of followers. That’s marketing.

And finally, once the sold-out event had concluded, she sent a special note of thanks to her supporters, keeping them engaged and continuing the conversation through additional touch points after the event ended. That’s marketing.

In closing, it is also considered marketing when an independent blogger plugs your product in an opinion piece. So if you like latin rhythms, be sure to check out Liana Veda’s premiere self-titled album, Liana, on iTunes. Oh, and Zumbafest was a blast. Spread the word.



Photo credit: Liana Veda

Yoga for the Digital Age

I recently had the pleasure of participating in yoga instructor training through Yogafit Training Systems. In addition to two days of intensive training and making new connections with fellow yogi, new instructors must complete a volunteer teaching experience. In my case, this requirement is hardly such, as it was the main draw for me to become a yoga instructor.

In my own experience, fitness has been a key contributor to personal strength, professional creativity, and clear thinking. Yoga has been front-and-center in my own development of a centered life, and as a result I include it in my aim to bring fitness, a healthy mindset, and grounded realization of limitless potential to everyone who is receptive, regardless of where they are on their own journeys.

I sought a new and different way to share yoga with people who either have not accessed it through formal classes at yoga studios and gyms or have felt apprehensive about trying yoga for the first time in front of their peers. From here, the idea of an all-online class was born. Completely new and experimental, the idea is to encourage trial among people in all locations.

With the support of the wonderful people at Cisco Systems, I will be teaching 8 yoga classes over the course of a week completely online via Cisco WebEx. Participants need only a yoga mat and a computer with an internet connection. Classes are completely free, accessible worldwide, and a couple of them will incorporate a 1980s musical theme.

While no yoga experience is necessary, participants are encouraged to become familiar with the basic poses before taking the class in order to ensure proper form and to plan for any props and modifications that may be needed.

Welcome to the digital age of fitness!

Marketing and the Law of Attraction: Walk the Talk and Customers Will Flock

What if your company had infinite potential? According to Jack Canfield, it can.
In his book, Key to Living the Law of Attraction, Canfield asserts that you can use the Law of Attraction to attract people, resources, money, ideas, strategies, and circumstances - literally everything you need to create the future of your dreams.

Although Canfield is addressing individuals, the belief in limitless possibilities can apply to corporations as well. Companies that engage the Law of Attraction reap what they sow by attracting and retaining top talent, harvesting new ideas for R&D, and selling products and services. They also incorporate community impact into their business mantras.


The Law of Attraction Goes to Market
As a marketer, you may be wondering how to take the Law of Attraction to market. The key critical success factor is authenticity -- in your messaging, through your social networks, in your product designs, and in all areas of your business. Like charity, authenticity begins at home. This sounds simple enough, but many companies fall short of fully living their corporate visions and values as they carry from the CEO down the ranks. In today’s highly-networked, social media-driven marketing climate, any inconsistencies in applying these values in all areas of the business become quickly exposed. The great news is that the environment also supports quickly exposing any company that walks its talk.

Living Proof
If you’ve read my 2 most recent Word Up articles, you’ve undoubtedly observed my penchant for fitness. So it will come as no surprise that I’m highlighting a company in that industry as living proof of the law of attraction playing out across an entire organization and permeating into the customer base.

lululemon athletica communicates its vision to the world by way of a manifesto, which includes simple yet powerful statements such as, “Do one thing a day that scares you; Friends are more important than money; Creativity is maximized when you’re living in the moment.”

And these aren’t just words.

Over the past year, as I’ve progressed along my own personal health and fitness journey, I’ve had the pleasure of becoming acquainted with several members of the lululemon athletica Boston-area staff, from educators (those on the front lines) to store managers and the regional manager. Each of these wonderful people ingrains the manifesto into his/her own lifestyle, seeks continuous improvement, and thereby becomes a powerful brand ambassador for the company. lululemon employees are walking examples of the Law of Attraction, emulating their corporate values from simple acts of kindness to extensive community outreach and volunteerism as well as constant creation and innovation fostered by a corporate climate that embraces these behaviors. In return, they attract people who share similar values and who are also engaged in the very activities that lululemon promotes. These customers become extensions of the team, and many even spread the manifesto as lululemon ambassadors. To us, this is a new form of marketing that is proving very effective. To lululemon, it is a way of life.

With 2010 sales growth just exceeding 28%*, they must be doing something right.

Using the Law of Attraction for Crowdsourcing
lululemon athletica is a prime example of a company whose existence centers around relationships rather than transactions. The level of commitment they achieve from customers who align their personal brands to the company’s extends far beyond product sales to something of greater worth. lululemon is establishing a network of loyal and altruistic brand representatives who will, in kind, locate others in their own circles who live the manifesto and collaboratively turn out new product ideas, thus creating not merely a customer base but rather an entire culture of community-minded individuals who also happen to enhance shareholder value.

I know for sure about their existence because I have become one of them. The encouragement the lululemon staff exhibited toward me as I progressed toward my own goals far exceeds the expectations I hold of any business, and it will not be forgotten, as I intend to pay it forward. The people behind the brand have inspired me to pursue a number of industry certifications aimed at my personal extracurricular goal of bringing opportunities for formal fitness programs to those who would not otherwise be able to access them and helping people unleash their own unlimited potential.

And of course, I will continue to recommend lululemon products throughout my network.
**



*Source: Dailyfinance.com on Sept 23, 2010
Photo Credit: Reallifespirituality.com