communications Archives

Women of the Week February 23, 2018

Woman of the Week: Sharon Vinderine

Sharon Vinderine wakes up at 5 a.m. every day, makes herself a cup of coffee, and reads a minimum two chapters of a business book.

“It’s a struggle to constantly try to build up your information base,” she said. “But, if there is some tiny tidbit you can learn, you’ve gained a whole lot.”

Vinderine is the founder and CEO of Parent Tested Parent Approved (PTPA), a seal-of-approval award for products that were reviewed by real families. She has worked with a number of iconic brands like Johnson’s Baby, Gerber, and Harlem Globetrotters among others, to help promote and market their merchandise based on the experiences of parents who actually tried their products.

The idea behind peer-endorsed products was the result of Vinderine’s experience with her first child. She spent a ton of money on products she saw on television or in magazines she thought would work the best. Turns out, the products were less than perfect. “I then called friends and asked what products you can’t live without,” she said. “They were the best products!”

With that idea in mind, Vinderine started working on the PTPA Seal of Approval. An entrepreneur herself — she invented the Kangaroo Towel, a bath towel that acts as a pouch to hold your wet baby, as well as helped found MIPPS, one of the first wireless Internet providers in the 90s —she understood the challenges of promoting a product. She actually submitted the Kangaroo Towel to a U.S. company for review and certification; yet, the only feedback she received was “it was a pretty colour and very soft.” The certification did not include marketing or inclusion in press releases.

“I remember sitting at my kids Gymboree classes and starting a plan of action: I was going to develop a program that was going to actually accomplish all of the things that a new entrepreneur needs — a better way to market, differentiate your product, a better way to get your product on magazines or TV. I wanted to change the way moms were shopping, which was not based on what advertisers say.”

According to the PTPA website, 54 per cent of consumers say the Seal of Approval has a positive impact on their purchasing decision. Over 80 per cent say the seal made them feel more confident about both their purchase and the brands associated with it.

How does it work? Parents are given products for free in exchange for detailed feedback that is shared with manufacturers. PTPA will also provide help in magazine and television advertisements, as well as other forms of creative marketing techniques that are affordable and effective. Vinderine and her PTPA seal-approved products, was featured in over 150 shows, including The Rachel Ray Show, Extra!, The Steve Harvey Show, as well as ABC and Fox.

“From a business perspective, I feel like we are really impacting the way consumers are shopping,” Vinderine said. “When a mom sees our seal of approval on a package, it is almost the equivalent of her calling 20 of her best friends and asking what they think. That seal of approval says it all.”

PTPA now has a database of about 85,000 parents to pull from. Vinderine said that helping families, especially those with a low income, is one of the biggest benefits of the business. Based on one of her favourite quotes from her dad — “I don’t care what you do in life, but whatever you do, make sure it has an impact on the lives of others” — she would try to find low-income families to test cribs and dressers. All products are delivered and assembled, and families can keep them for free after the review.

Vinderine said that launching her own business was a challenging experience. How do you convince people this new seal is important? How do you convince television shows to feature your products? Vinderine encourages entrepreneurship through mentoring, but urges young businessmen and businesswomen to consider the reason behind their idea.

“If you are doing it to launch a second source of revenue, that is not a good enough reason. If you are passionate about what you are launching, it will get you through the rollercoaster of launching a business.”

Vinderine was recognized as one of RBCs Canadian Women Entrepreneurs and one of Canada’s Rising Stars according to Profit Magazine. The PTPA Seal of Approval is one of the three most recognized awards in the U.S., leading to seven new certifications such as “Santa Tested.”

Do you want more? Sign up for our weekly e-newsletter to have these profiles and a new roundup sent directly to your inbox!

Business January 23, 2018

4 tips for texting in the workplace

“Hello. You’ve reached [insert name here]. I’m away from my desk at the moment. If your inquiry is urgent, please call or text my cell at…”

This is a voice message I heard a few months ago, and I was utterly baffled. Do I text this person who I have never met before, or do I take my chance she will return my message or emails? Do people text strangers hoping for a business meeting? Is this a trend?

It’s happening more and more often — professionals using digital platforms for daily communication rather than in-person or over-the-phone conversations. While email has become a standard and expected form of digital communication, the most recent form of interaction between clients and employers is through text messaging. This is an odd trend, as studies have shown the use of Smartphones within the workplace decreases productivity. According to a survey taken by OfficeTeam, employees spend 56 minutes per day using their cell phone at work for non-work reasons. On a weekly basis, this adds up to almost an entire work-day lost.

At the same time, it is the age of technology. People are using text and social media more often to communicate with clients or employers, because the effect is instantaneous. No need to wait until that person is out of a meeting or in the office — a text can be answered at any time.

Is is possible to professionally text a colleague or client in the workplace without blurring the professional lines? The answer is yes, but there are some things you should know. Here are four tips for communicating with your boss, client, or coworker via text message:

Don’t text first: Texting should be used as a last resort to get a hold of someone professionally, unless that person has clearly indicated that text messaging is their primary form of communication. This rule can be complicated if you are presented with a voice message similar to the one above. If someone says in an automated message that it is okay to text them, should you? No. Texting is still considered a very personal form of messaging; therefore, first contact should always be made either in person, on the phone, or by email if necessary. If you are discussing a time sensitive issue and the person you are trying to reach is in media relations or acts as a liaison to another, it may be appropriate. In this case, make sure your text clearly indicates who you are and why you texted.

Don’t abbreviate: Texting your boss or a client is different than texting a friend at two in the morning asking if they want to go to the pub. Don’t use abbreviations or shortcuts like “np” (no problem) or “sry” (sorry). Write complete sentences and always use a ton of respect. It may even be prudent to include a signature at the end with your full name. ASAP or RSVP are the exceptions to the rule, as they are terms often used in conversation.

Hopefully I don’t have to say this, but do not use emojis either.

Keep it professional: Just because you are using text, doesn’t mean your language should be anything other than professional. Keep your communication short, concise, and professional at all times. Remember that texting was not meant for serious discussion. This form of communication is great if you need to get someone’s attention and request they call you or check their emails, but that’s about it. It’s also important not to text too often. Reserve this right for emergencies, for example when you are going to be late to a pre-scheduled meeting.

And in the case of emergencies, try not to break bad news over text. Instead, simply send a message asking the receiver to call you to discuss an urgent issue.

Always read over your message: Even in the case of an emergency, it is important to re-read your texts before pressing send. Autocorrect is not what it used to be. Too often people are the victim of the dreaded autocorrect, who transforms the simplest greetings (hello) to something sinister (hell).

Would you use text messaging to communicate with your employer or client? Let us know in the comments below!

Living March 2, 2014

Email etiquette: 5 things to consider when sending outgoing mail

by Heather Lochner

Out of curiosity, how many times have you received an email that has left you shaking your head in bewilderment? Wondering, “What the heck is she thinking?” Or to be less diplomatic: “Why is she being so rude?” It happens to me on a fairly regular basis. You see, I have this friend who has no clue how to properly converse on email.

Her lack of proper email etiquette usually happens when we have group emails. It starts off innocently enough. Someone sends out an email saying “Hey everyone, has been ages since we have seen one another. How about we get together for dinner? Here are some dates, and I think we should try such and such a place out.”

If not initiating the email, I am usually one of the first to respond. My email usually says, “Fabulous idea. Here are the times that work for me. Thanks for getting this going and I can’t wait to see everyone.” Others usually respond in the same vein.

And then my friend weighs in with an email saying something like, “Doesn’t work for me.”

And I sit there, reading her response wondering, What the heck do I do with that? Do we plan without her? Offer up some new dates? My first reaction is usually anger. I want to see a “Thanks,” or “Great Idea, but…” I want her to offer up a solution. Not leave us to guess what to do. After my frustration subsides, I move to “oh well,” and hope the rest of us continue planning. But I always wonder, why? Why are her responses so limited?

Until I realized, she really doesn’t know any better.

After much thought I have come up with the following five points to remember when emailing.

Email has no tone. It is up to you to set up the feeling of the email.
Using all capitals can come across as yelling, not enthusiasm.
Re-read what you wrote and make sure it sounds okay and not insulting.
When sending out an email to a large group of people, use the BCC function. Not everyone wants their email address publicized.
Don’t use email to avoid a situation. Face-to-face communication is always the best way to go when expressing something personal.

I’ve found that following these simple tips makes my use of e-mail much more effective in both my personal and professional lives.