Hiding in Plain Sight a True Art Form

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What if we had only three ways to communicate with each other?

·         Writing a letter and sending it via the United States Postal Service to a business or residence

·         In-person visit at home or at work

·         Calling a business or residence on a land line telephone

In the first three decades of my life, these were the only methods of “getting a hold” of someone. And they were effective because each method nearly always elicited a response.

Today, we can reach someone instantly. Multiple applications provide a direct pipeline to your mobile device, tablet or personal computer. Besides email and texting, we’ve got Uber Conferencing (they have a great hold song if you haven't heard it), Facetime, Skype, Slack, Twitter, Instagram, Facebook, SnapChat, and LinkedIn. Leaving a voicemail is almost shocking to the system (it requires a lot of energy and time to hit “play”). An article in Psychology Today cites that inboxes are one of the most common triggers to social anxiety and productivity-related anxiety.

It’s easy to see why we all want to run from the mayhem.

Hiding in Plain Sight

There’s no place to hide, so we’ve become creative to avoid being reached. We hide in plain sight.

Phone numbers and physical addresses of business are disappearing from websites and business cards. Instead, we leave a note and send it off into the web abyss and cross our fingers that it will reach the right person AND they will be kind enough to respond.

When a phone number we don't recognize pops up, we watch our phones do the dance. We need “approval” from someone to connect on LinkedIn and other social platforms and, oftentimes, contact information is buried or nonexistent on profiles.

But the No. 1 way we hide is by ignoring the call, text, letter, email, IM, social request, etc. altogether. We simply do not respond. That fact has nothing to do with technology. That fact has to do with people making a choice.

While we haven't done a formal survey on this, we sure have heard people talk about this phenomenon that, with all the ways in which we can communicate, it is getting harder and harder to elicit a response. Is that the story a company wants to convey? How is responsiveness a reflection of a company’s brand?

What are some of your experiences with unresponsive responses?

Impact Brands: 3 Stories to Snack On

By Roderick Kelly

Co-founder, K+L Storytellers

I recently walked the Sweets & Snacks Expo in Chicago, trying the many varieties of beef jerky, hot pickles and health bars. Yes, health bars. I could hear my wife Michele whisper in my ear from 40 miles away: “Pass on the beef jerky and eat healthier.” And so I did. Well, kind of. LOL.

As I sauntered the aisles and talked to people, I came across three companies that really impressed me because of their impact brand stories.

Story #1: Kiwa

This Ecuadorian-based manufacturer of premium vegetable chips has a great story about working directly with regional farmers to provide them with an improved way of life.

Kiwa sales manager Maria Jose Guillen.

Kiwa sales manager Maria Jose Guillen.

Through its direct trade with farmers, Kiwa provides self-sustaining economic success to small, impoverished farmers, many of whom farm unique vegetables that are only native to South America. “We work with development organizations to help farmers get out of poverty,” said Maria Jose Guillen, sales manager for Kiwa, whose chips can be found in more than 30 countries. In the Chicago area, the many variety of chips many varieties of chips include plantain, beetroot, cassava and native potatoes share shelf space with more recognizably-named chips at Mariano’s and Pete’s Fresh Markets.

“Think about the many men and women working in remote fields and villages, left behind and oftentimes forgotten by a world that continues to move faster and faster. We proudly connect small farmers in Ecuador and Peru with world markets. Every time someone enjoys a Kiwa product, the collective heart of humanity beats a little louder,” says Kiwa co-founder Martin Acosta. That’s impressive, and the chips are delicious. Never thought I’d eat a beetroot chip. (Full disclosure: Kiwa is a client of K+L Storytellers).

 Story #2: This Bar Saves Lives

Emily Baker, social media and retail marketing specialist.

Emily Baker, social media and retail marketing specialist.

If this company name doesn’t scream: “Listen to my story,” I’m not sure what does. And listen I did. With each bar sold, this Los Angeles-based company provides a portion of the proceeds to nutrient packets, which are delivered to malnourished children around the world.

“Every time you buy a bar, we give life-saving nutrition to a child in need. We eat together,” is the company’s mantra said Emily Baker, social media and retail marketing specialist for the company. This Bar Saves Lives has provided millions of nutrient packets saving thousands of children around the globe, she said.

That’s a feel good for everyone.

Story #3: Fresh Toys

At first glance, I thought Fresh Toys was like a McDonald’s Happy Meal. Inside each box of gummy candies, there is a miniature toy from one of eight collection themes: fairies, pirates, ponies, kitties, puppies, warships, ivy schools and homes. The packages and toys are all designed by 20 young moms and dads whose intent it is to “make kids smile, and give a boost to their imagination, good heartedness and happiness,” according to co-founder Alex Polanski.

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Being a creative myself, I marveled at how the company’s goal is to have children use these toys to create stories and to fantasize, much like our generation did by playing with green plastic US Army men or doll houses with miniature rooms and furniture. “Our ultimate mission is to provide affordable, safe, and fun novelty toys. And that’s what we do," according to Polanski.

Even the company’s title focuses on the toys rather than the candy. Founded in Europe, the company has only recently distributed in the United States, although to find them in stores, you will have to travel to Pennsylvania or Wyoming until distribution ramps up.

 Great stories, cool products and impactful brands. Now, where did I put my stash of beef jerky?