Good Marketing is a Like a Ramen Shop

Every business is good at something. There are some businesses that try to be good at everything. However, sometimes it’s best to focus on what you know best and let others do what they do best. It can be a win-win for everyone.

Let me explain. During a December trip to Pasadena, CA, we waited in line for more than an hour to dine at a ramen restaurant. Ramen restaurants aren’t typically fancy; here, the menu featured only six dishes to choose from.

With Santa Ana winds whipping, the temperature (if you can imagine it now) was in the 40s in the shade. Yet there were more than 70 people who weren’t dressed properly for the weather standing in a line that wrapped around the corner of the building and into the alley.

Most Americans know about ramen. Even supermarkets that don’t specialize in ethnic foods have a number of varieties on the grocery shelves. They are often a staple for college students and people on a budget because, even when they aren’t on sale, you can get ramen for less than 50 cents a serving. Additionally, it’s pretty filling for such an inexpensive dish. Cooking ramen at home isn’t complicated either. Boil some water, let the noodles steep and add the flavorings.

With a dish that is so simple to find and make, why would anyone seek out a restaurant and wait in line for it? For an hour? Especially in the cold and wind.

Ramen Tatsunoya started in 1999 in Kurume City, Fukuoka, Japan, a city with numerous ramen shops that have very loyal followings. Taking a chance there was a huge step. To differentiate themselves from others, founder Ryuta Kajiwara says he and the staff dedicated themselves to “perfecting the ultimate bowl of ramen” and providing kando, a Japanese word that means “a feeling of awe-inspiring.” They dedicated themselves to give more than customers expected.

Like ramen, marketing and social media isn’t necessarily all that complicated and most people probably know at least one 12-year old wunderkind who somehow manages to attract hundreds of fans on Facebook. An organization seeking to gain exposure might have in-house staff develop content and manage its social media presence. Having staff take on one more duty is cost effective and, in all fairness, it’ll get the job done just like whipping up some ramen at home.

But there’s a reason people are willing to stand in the cold for good ramen. It’s because while they may seem the same at first glance, an expert brings a depth to their craft that makes it better and gives that feeling of awe-inspiring. For marketing and social media, that means a broader reach with deeper engagement across your audience. It means that your ad budget goes farther and your messaging improves as you learn what best resonates with your residents.

Just like an expert ramen shop, SGA brings a depth of experience that helps the organizations we support in marketing and social media do more. When SGA works on a program, it isn’t one more duty assigned to an already overworked staff member; it’s a full team that carefully crafts content and researches why something worked (or, often more interesting, why it failed). The result is a marketing and social media presence that, while superficially the same as any organization that “has Facebook,” better reaches residents and inspires awe. We strive to bring kando to all parts of SGA and are grateful when we get to bring it to our clients.

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What We’re Thankful For

At the SGA office in Long Beach, we like to focus on gratitude. And if we ever forget what gives our lives purpose and joy, there’s a 10 x 12 ft chalkboard wall to remind us.

Gratitude for SGA’ers can be brought about by things small (a blueberry muffin from Doly’s can turn any day around) or large (making a difference gets us up in the morning). Being grateful makes us feel good. But it turns out, it actually makes us healthier, too.

Researchers at the University of California San Diego School of Medicine tested the power of gratitude on heart disease. They asked one group to write down two or three things they were grateful for each day in a journal. The other group didn’t journal. After two months, the researchers found that the people who wrote in their journals showed reduced inflammation, improved heart rhythm and less risk of developing heart disease. Looks like our chalkboard scribbles are doing double duty.

There’s perhaps no better time to express gratitude than Thanksgiving. So we’d like to take this opportunity to thank all of our clients, colleagues, associates, and friends. It is a privilege to work with you to make the world a better place. Thank you for giving us the opportunity to do what we love and to be part of a team of passionate people that believe in change.

SGA Wins 2015 CASQA Award

Who would have thought that a garden gnome could have such a large impact in Orange County?

Meet Gnorman:

Most people would look at Gnorman and see just another gnome, but SGA saw more than that! We saw the face of Orange County’s Overwatering is Out campaign – a campaign recently honored by the California Stormwater Quality Association (CASQA) with the Outstanding Regional Stormwater News, Information, Outreach, and Media Award.

We sent out an army of Gnormans across 34 cities, reaching 3.1 million residents. The primary audience for the campaign is homeowners, but the program effectively engages residents of all types.

This stormwater public education campaign successfully uses data to facilitate engagement across a spectrum of individuals. The challenge, which also ended up giving flexibility to our campaign, was tailoring our approach to a particular individual. We know that behavior change takes a while and that everyone is at a different stage of the behavior spectrum.

On one end of the behavior spectrum we have those individuals who are just learning about small behavior changes they can make. On the other side of the spectrum we have individuals who are already practicing the behavior change – these are our champions! It was very important for us to identify our champions, as they are the ones who are practicing the behavior change, informing others about it, and ultimately creating the new Gnormal! We wanted to give individuals a challenge that they could meet and one that they were ready to tackle so that they would remain engaged with the campaign.

The success of the campaign came from tailoring our communication strategy to the individual depending on where they are on the behavior spectrum. Acknowledging that people are only going to be engaged to the extent that they are able to connect to what we are talking about, allowed us to ultimately reach and engage a broader audience!

For more information on the campaign and our dear friend Gnorman, make your way over to overwateringisout.org. Join the movement and Go Gnome Yourself!!

The Secret to Creating Creativity

Most of us have a clear idea of where we fall on the creativity spectrum. On the long journey from papier mache to professional, we figure out if we’re more actuary than Matisse or closer to concert pianist than astrophysicist.

While most of us accept our spot on the scale, researchers in Poland wanted to find out why there were such differences in creativity among people. Their study, which was published in Creativity Research Journal, compared 60 bank tellers and 60 artists on two points: temperament and divergent thinking.

In a nutshell, temperament is part of your innate personality. It includes things like introversion or extraversion and attention and persistence. Divergent thinking, which can be learned and improved during your life, is the process of generating ideas by exploring different options or solutions. It’s how your mind would answer a question such as:
How many uses can you make of a toothpick? Continue reading “The Secret to Creating Creativity”