Archive for June, 2020

Top 10 spirits marketing moves in May 2020 – The Spirits Business

4th June, 2020 by Owen Bellwood

Last months most notable marketing campaigns included Hendricks Gins Pour it Forward initiative to help bartenders, Reykas run for charity and Smirnoffs celebrity-backed social media challenge.

Hendricks aims to help 100 bartenders in the US with its Pour it Forward campaign

As consumers stay at home and bars across the world remain shut due to the global coronavirus pandemic, spirits brands had to rethink their marketing strategies and turn their focus to the online channel.

A number of companies pledged its support to the on-trade amid the pandemic, including Hendricks Gin with its Pour it Forward campaign and mixer producer Fever-Tree, which offered a series of free online seminars.

Meanwhile, Tequila Cazadores celebrated Mexican festival Cinco de Mayo last month with a campaign that encouraged drinkers to make Tequilabased cocktails at home while celebrating with friends online.

Over the following pages, we name our pick of the top marketing initiatives launched in May 2020.

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Top 10 spirits marketing moves in May 2020 - The Spirits Business

How to address racism like the public health crisis it is – Quartz

The killing of George Floyd by police in Minneapolis has sparked public outcry across the United States, including its medical associations. Over the past week, several have made it clear that in their eyes, racism is a public health issue.

Many of thosestatementsincluding those from the American Medical Association, American College of Physicians, the American Academy of Pediatrics, and the American Public Health Associationhave highlighted the police brutality that disproportionately affects African Americans. But all of them ultimately allude to a more foundational health threat.

Healthencompasses mental, social, economic, and educational success and stabilityall of which are eroded by structural racism. If US institutions want to combat racism like the publichealthissue it is, they need to address not its symptoms, but its causes: the centuries-old systems that oppress people of color.

The medical community has long acknowledged the ways that racism harms health. But the problem has gone by a different name: social determinants of health. The US Department of Health and Human Services has a program called Healthy People 2020 that sets out to create social and physical environments that promote good health for all in the next decade, acknowledging that access to economic opportunities, educational resources, and environmental safety have clear impacts on health.

What it doesnt clearly acknowledge is the direct link between social determinants and racism. In the US, black Americans are less likely to own homes or have access to adequate health care, education, and job opportunities. The impacts of these social determinants are visible in heightened death rates across many diseases; right now, communities of color are bearing a disproportionately high burden of fatalities from Covid-19. Black Americans experience high rates of serious psychological distress as a result of exposure to racism; as many as one in four black children who have been exposed to violence are at risk of developing post-traumatic stress disorder. These mental health concerns can also manifest in physical symptoms like high blood pressure.

Although we have never been more attentive to such concepts as the social determinants of health and health equity, our analysis is ironically myopic, wrote Mary Bassett, a former commissioner of the New York City Department of Health and Mental Hygiene now at Harvard University, in 2017. We must explicitly and unapologetically name racism as we protect and promote health.

Some parts of the US are doing so. The state of Ohio and several other smaller municipalities have moved to declare racism as a public health crisis, with the intent of making it an issue more capable of receiving funding to combat it.

Putting the name to it is one step. The harder part is determining what funding efforts could have the most impact. Some municipalities might prioritize police reform, in an attempt to stem the most visible, violent manifestations of racism. But police brutalityis an expression of racism as part of a system, says Abraham Salinas-Miranda, a physician and professor of public health at the University of South Florida.

If were going to address structural racism, the first thing we have to do to be clear about what it is and how it operates, says Linda Murray, a retired physician with a masters in public health.

Systemic change can start with individual choice, as some public health messaging campaigns have reflected. Campaigns like Friends Dont Let Friends Drive Drunk, from the 1980s, or the Truth Initiative of the 1990s that advertised against youth smoking, worked by normalizing healthy behaviors, explains Claudia Parvanta, a professor of public health messaging at the University of South Florida and co-director of the World Health Organizations Collaborating Center for Social Marketing.

But the shortcoming of these campaigns, Murray explains, is that they fail to address whypeople develop habits that are harmful to physical health. Putting the onus on the victims of racism wont change anything. In the recent time period, weve inappropriately focused on individual lifestyle issues, she says. Its like a doctor prescribing an aspirin for a headache she knows is caused by a brain tumor. It may work in the short term, but the problem will eventually manifest itself in ways that are harder to treat.

Public health has some frameworks for approaching pervasive issues like racism. Murray points to the work done by Rev. Dr. Martin Luther King Jr. in the 1960s: He worked to eradicate the slums in Chicago not simply by improving the inadequate housing in which many black Americans lived, but by increasing access to education, job opportunities, and health services.

The result then was positive: The Chicago marches were concluded by a broad and sweeping agreement reached between civil-rights leaders and a wide spectrum of city agencies, real-estate dealers, religious leaders, and a wide spectrum of city agencies, real-estate dealers, religious leaders, and top business and labor figures, King wrote in the Christian Science Monitor in 1967.

In their fight against slums, King and his supporters found ways to address some of the social determinants that were ultimately harming the health of those communities. Thats how public health campaigns against racism can function today, too.

They can try to address racismbefore it happens, says Salinas-Miranda, by teaching children to celebrate diversity. Then when it happens, by listening to those in communities affected by racism and providing them the resources they need. And finally, by working to heal the trauma caused by years of living in a racist society.

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How to address racism like the public health crisis it is - Quartz

10 Tips for Making the Most of Popular Online Marketing Channels and Tech Tools – Small Business Trends

Marketing a business requires several tools and platforms. From Facebook to blogging, understanding the options available and their features can go a long way. Here are some tips from members of the online small business community to help you make sense of these popular marketing channels.

If you want to make the most of your Facebook marketing strategy, you need to post regularly. But coming up with enough content can be tricky. In this Social Media Today post, Andrew Hutchinson outlines Facebooks guidelines for creating your very own content calendar.

Google is constantly updating its technology to provide more relevant search results to users. This means that businesses that want to improve their SEO need to learn about new updates so they can tailor their strategies. Neil Patel elaborates on the latest update in this blog post.

The increased popularity of streaming services has changed the way many companies view TV advertising. However, before you adjust your spending, there are some important things to consider. This Target Marketing post by Adam Ortman and Shari Slackman discusses further.

If you want to really step up your SEO strategy, adding the right tools is a must. In this Cybernaira post, Adeshokan Shamsudeen goes over some of the different types of tools so business owners can choose the best ones for their needs. BizSugar members then discussed the post here.

Blogging is far from a new strategy for businesses. But some are just starting to consider it as a way to clearly communicate with customers and others in the industry from afar. If youre thinking about launching a blog, the tips in this Blogging Brute post by Mike Allton may help.

If you use a blog to market your business and communicate with potential customers, its important to have a goal in mind for each post. And sometimes, adding a clear call to action at the end of each one could help you achieve those goals. Dave Brown explores that concept in this Small Biz Daily post.

Venmo is a popular mobile payments platform that many businesses and individuals already use to collect money and pay others. But it can actually be more than that for businesses. In this DIY Marketers post, Sydney Wess shares tips for using Venmo to build a brand.

If you want to bring more visitors to your website, you need to choose the right keywords. And that requires research. In this Duct Tape Marketing post, John Jantsch offers tips for doing just that.

Using tech to run your business isnt just about choosing software programs. There are some hardware devices that could also have benefits for business users. Ivan Widjaya lists some of these various products in this Biz Epic post.

If the content on your website is the same as content posted elsewhere, it could have a major impact on your search rankings. If you want to avoid issues, check out this Pixel Productions post by Anmol Kumar. Then see what members of the BizSugar community have to say here.

If youd like to suggest your favorite small business content to be considered for an upcoming community roundup, please send your news tips to: sbtips@gmail.com.

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10 Tips for Making the Most of Popular Online Marketing Channels and Tech Tools - Small Business Trends

5 Ways To Create Multiple Streams Of Income – Forbes

If youve recently lost your job, home or a family member, dont forget that there are still things in life you can hold on to that no one can ever take away from you, like your experience, your expertise and your skills. Your added value resources and are worth investing in right now. Use those skills to begin building multiple income streams to keep yourself afloat.

Michelle Norris, the Co-Founder & CEO of Paleo f(x) a Paleo Health & Wellness Platform & Event, lost her job with Starbucks as a project manager right before the 2008 crash, spiraling to the brink of bankruptcy. At the same time, her and her husband were also weathering the unexpected death of their daughter, Brittani, whose student loans (which were just under six figures) were passed on to them to pay. Thats when Michelle and her husband got serious about creating multiple streams of income.

5 Ways To Create Multiple Streams Of Income | Stephanie Burns

If you still have a job, stay the course while also incorporating additional income streams for diversification. Having multiple income streams keeps you protected in times of unpredictable economic instability, Norris advises.

Heres five income streams you can add to your life today.

1. Create a Course or Membership

Got a knack for gardening, physical fitness or building sales funnels? Leverage your own skills and expertise around any niche skill with your own course or membership group on social media. Be sure that whatever you create stands out. Do something no one else does.

Getting set up involves an initial small investment, but it can quickly pay for itself as people begin to pay you to learn what you know, says Norris. Once the course/membership is created and online, you can earn passive income off of it forever. If ten people, for example, sign up for your $97 course every week, youll earn an extra $50k per year. This year, my husband and I created a membership group that offers year round support to entrepreneurs and is on track to bringing in five figures of passive income for us every year.

2. Teach Your Skills Live

Lets say youre talented when it comes to personal development or interior design, but thats not your full-time pursuit. You can still teach that skill one-on-one or in a group setting online. Ultimately, this is a great way for people who have specialty knowledge to make passive income. You create value for the audience that follows you, which builds trust, and then people will want to learn more from youand will be willing to pay you for it. The goal here is to monetize your efforts, perhaps by including paid ads on your website or by selling offers to people in your Facebook group.

To get started, create your own website with a blog or vlog. Utilize Facebook groups and other social media to build a following, directing people to your site, notes Norris. Websites are easy to build and many companies offer cool templates and support. We created monetized websites that teach people the skills we have: ours are nutrition, fitness, health and wellness.

3. Partner Up

From olive oil to cosmetics to travel, there are an endless array of companies that you can become an affiliate for. Youll get paid for referring your friends to the products that you useand you dont have to have a high-traffic website to make this work. You do, however, should have an established following of at least 500 people on social media.

Youll want to partner with and promote brands you truly trust and believe in. Remember, youre creating value for your followers by providing them with vetted opportunities. As a bonus, youll receive income for very little effort. While these are usually one-off deals, they can pay long term passive income depending on the offer and the timing. To get started, come up with a list of products that you use every day and are passionate about. Then go to their websites and search for affiliate opportunities, suggests Norris.

4. Spend Smarter

Now is the time to invest any money you can because a downward tick in the market means stocks are essentially on sale. By putting some savings into investments, youll create a new stream of revenue that you didnt have before. If you dont have extra money laying around, take a look at your expenses and see where you can find, say, an extra $50 a month by refinancing your car or an extra $100 a month by lowering your insurance. After working with a money coach, I was able to cut $500 a month from our normal spending that we could then channel into investing.

5. Try Relationship Marketing

Relationship marketing companies provide many of the benefits of owning your own business for a fraction of the cost. Its your business. you own and run it - but they supply the product along with training on business building, best practices, and websites (sometimes for a nominal cost.) Whats more, many companies are offering free memberships right now so that your start-up costs will be low, says Norris. In a typical business, you trade time for dollars. You get paid for what you do, and if you dont work, you dont get paid. In relationship marketing, once you build your business, you get paid passively by sharing your experience with the product or service others are seeking. Youll want to choose a company that you trust and believe in, so you can honestly recommend it.

No matter your current situation, you can build one or more of these income streams now. The sooner you start, the easier it will be for you to weather any future financial storms.

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5 Ways To Create Multiple Streams Of Income - Forbes

‘As guarded as Fort Knox’: the inside story of Hillary Clinton’s presidential campaign – The Guardian

Shortly before midnight on 8 November 2016, Hillary Rodham Clinton dozed off in the bedroom of her Manhattan hotel. The presidential candidate was exhausted from the rigours of a bruising election campaign and rattled by a flurry of early results that suggested the verdict was far from a foregone conclusion. She closed her eyes as the slight favourite to become the USs first female president. She opened them to a nightmare and a world turned upside down.

Clintons shock loss to Donald Trump the embodiment of chaos to her bastion of control left so much destruction in its wake (a victory party mothballed, shell-shocked staffers out of work, 66m futile votes) that it was easy to overlook the small matter of 2,000 hours of behind-the-scenes campaign footage, shot in a spirit of cautious optimism but now left to languish. Clintons office suggested cobbling it together as an official record, an insiders account of what went wrong. Butfilm-maker Nanette Burstein recoiled when the idea was put to her. Too soon, she says now. Too raw. Too disturbing for the public. I know I wouldnt want to watch that myself, never mind make it.

Instead, Burstein received clearance to use the footage for a bolder, more wide-ranging project. Hillary, the result, is a four-part biography that frames Clintons life against the arc of the womens movement and recasts her career as a series of giant leaps and bounds. Significantly, it ends not in despair but in hope. Clinton, insists longtime adviser Cheryl Mills, is so much more than another stumbling pretender to the throne. Shes a mould-breaker and a risk-taker. The tip of the spear the person who blazes the trail.

If this makes it sound as if Hillary comes to praise Clinton not bury her well, thats broadly the case (largely flattering, remarked the Hollywood Reporter). Yes, the documentary is at pains to cover its subjects myriad missteps and controversies, be it the lucrative Wall Street speeches, the Whitewater real estate investment affair or the overcooked saga of her private email server. But the talking heads are effectively defence witnesses, solid representatives of blue state USA. We hear nothing from Newt Gingrich, Sean Hannity, Lindsey Graham, or indeed any of her tormentors from the other side.

This, Burstein says, was not for want of trying. But Hillary is so toxic in that community that any association is seen as bad. I made it clear that it was an objective film and that I wanted their point of view. But they also knew that she was participating, which meant that it wasnt going to be some rightwing take-down of her and anything short of that was unappealing. There was no upside, it was just a risk. All of them right away said no.

In the event, the director spent a week at the Clintons home in Chappaqua, a hamlet 30 miles north of New York City. She sat with Hillary for 35 hours of interviews, going back over her various and often conflicting incarnations as lawyer, first lady, senator and globe-trotting secretary of state. Perhaps most compellingly, she sat with Bill, who brokenly recalls his cataclysmic affair with Monica Lewinsky, likening himself to a weary boxer who grabs for something, anything, that might momentarily distract him from the fight. Im a totally different person now than I was 20 years ago, he insists and the physical evidence would appear to bear him out. The former president, arguably the consummate politician of his age, now looks hollowed out, diminished and somehow older than his years.

As for Hillary, who can say for certain? Shes not a confider, one friend needlessly points out. Instead, she sits ramrod straight in her book-lined sitting room, sipping coffee as make-up artists periodically dip in to attend to her hair. Shes candid, impressive and radiates a certain blunt warmth. But on a personal level, shes as guarded as Fort Knox. Every question is a potential hazard. It needs to be quickly checked for tripwires and trapdoors.

There is, of course, good reason for this. With the possible exception of Trump, no US politician inspires such fear and loathing. Shes like a bespoke trigger for the red state white male. There they are the MAGA army, the deplorables burning her effigy at a rally in Kentucky and hollering Iron my shirt! inside the town hall meet-and-greet. Smile! orders a shaven-head in camouflage pants as the candidate walks by and, ever the pro, Clinton duly obliges.

But its small wonder that her smile is a firewall and her laugh flak. Shes hemmed in on both sides, damned either way, regarded as an establishment neocon by the left and a radical feminist harpie by the right. Depressingly, these prejudices sometimes hop the fence: Clintons decision to remain in her marriage only proved how weak she was, right up until the moment it proved that she was Lady Macbeth, a cold-blooded careerist. Im the most investigated innocent person in America, she snorts at the end of one interview session, when she perhaps believes herself to be off-mic.

Burstein previously co-directed The Kid Stays in the Picture, a spry documentary about the Hollywood producer Robert Evans. She freely admits to being a Clinton supporter and feels that most of her problems were caused by forces beyond her control, a reflexive sexism in the land at large. But Burstein does believe that, occasionally, Clinton could have handled herself better. Maybe relaxed her defensive lawyerly crouch, or eased back on the well-paid corporate speaking gigs for the sake of her public image, if nothing else.

The more you get used to seeing women in positions of power, the more likely you are to vote for it

If she has a flaw and she has a few its the optics. Maybe shes not in the pocket of Wall Street, but to give speeches at a time when the banks are being bailed out, all the while knowing shes going to run for president it looks bad. And she has this self-righteous quality that is her blind spot. She thinks, Well, Im not doing anything wrong, no one should think Im doing anything wrong, so who cares what it looks like? And thats what gets her into trouble again and again.

Bill, no doubt about it, was more adept at rolling with the punches, charming his way out of trouble, while Barack Obamas special power was rising nobly above the fray. But its a fools game to use past giants as a kind of roadmap to the White House. Both men (each pioneers in their way) still had to contend with a different set of hurdles to those faced by Hillary. And both, finally, could afford to be looser, less apologetic and more at ease with who they are.

Greatness of spirit is the most important quality that a politician can have, says Joe Klein, one-time Time magazine columnist and bestselling author of Primary Colors, a loosely fictionalised novel about Bills 1992 presidential campaign. The successful Democrats Franklin Roosevelt, Harry Truman, John F Kennedy, Bill Clinton, Barack Obama have all had it. To have greatness of spirit, you have to be optimistic and you have to at least give the appearance of openness. Hillary, he concludes, was never going to be that.

Burstein, thank heavens, spies the obvious problem with this. Its a very male thing to say. I mean, OK, maybe theres some truth to the idea that its hard to pick a woman who has the kind of charm or the greatness of spirit that you see in a man. But is that because it doesnt exist? Or is it because it comes in a different package that we dont know how to recognise?

Undeniably, Hillary offered a different package to the one presented by Donald Trump, the bait-and-switch conman who now sits in the Oval Office, presiding over a 100,000 Covid-19 death toll and an economy in the toilet. For all that, Burstein chooses to end her series not in the ash and rubble of November 2016, but amid the green shoots that have sprung up since. She spotlights the 5 million-strong Womens March that followed the inauguration, the 2018 midterms that turned the lower house blue and the vibrant attempts of Elizabeth Warren and Kamala Harris to run for president. Obviously, it would have been heartening if one had secured the Democratic nomination. But cant narrow defeats and near misses be markers of progress, too?

Well, yeah, Burstein says. Because change happens incrementally. The fact that all those women ran for president in and of itself is a triumph. What happened in the midterm elections thats a triumph as well. Because this is how it works. The more you see it happening, the more you get used to it. And the more you get used to seeing women in positions of power, the more likely you are to one day vote for it.

Clinton forged the path. Many others now walk it. Two steps forward, one step back.

Hillary is on Sky Documentaries and Now TV from 11 June.

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'As guarded as Fort Knox': the inside story of Hillary Clinton's presidential campaign - The Guardian