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The Just Security Podcast: The Conclusion of the January 6th Committee

After nearly a year and a half of hearings and interviews the January 6th Committee is wrapping up its work. It held its final hearing on Monday, will issue its final report Thursday, and it referred former President Donald Trump to the Justice Department for potentially violating four federal criminal laws, including inciting an insurrection.

To unpack the Committee’s final hearing, and the criminal referrals, we have Ryan Goodman, Barbara McQuade, and Asha Rangappa. Ryan is Just Security’s Co-Editor-in-Chief, Barbara is a Professor at the University of Michigan Law School, and she previously served as United States Attorney for the Eastern District of Michigan. Asha is a Senior Lecturer at Yale’s Jackson Institute for Global Affairs and she’s also a former FBI Special Agent. Barbara and Asha are both members of Just Security’s Editorial Board.

The post The Just Security Podcast: The Conclusion of the January 6th Committee appeared first on Just Security.

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A global drug cartel used Binance to launder millions, the DEA says. Here’s how the world’s largest crypto exchange is reportedly working with investigators to track them down.

money laundering graphic

Vladimir Kazakov/Getty Images

  • A global drug cartel allegedly used Binance to launder tens of millions, an ongoing DEA investigation alleges.
  • Roughly $15 million to $40 million in illicit profits could have been funneled through Binance, according to Forbes, which obtained a search warrant.
  • Here’s how the largest crypto exchange in the world is reportedly working with investigators.

A global drug cartel used Binance to funnel millions of the gang’s illicit profits, an ongoing US Drug Enforcement Action investigation alleges.

Between $15 million to $40 million has been laundered through the largest cryptocurrency exchange in the world, according to Forbes, citing a search warrant it obtained.

Binance, which announced plans earlier this year to buy a minority stake in Forbes, is working with investigators to help track down suspects.

The investigation into the cartel’s use of Binance began in 2020, when DEA informants on a different crypto trading platform found a user offering cryptocurrency in exchange for fiat currency, Forbes reported. 

The DEA found one culprit, Carlos Fong Echavarria, who later pleaded guilty the charges that included money laundering and drug dealing. Binance assisted the agency by tracking Echavarria’s trading activity on the blockchain, which totalled $4.7 million. By following on-chain activity, they were able to identify an additional account getting funds from Echavarria, per the warrant.

Another account holder, who hasn’t been formally charged, allegedly bought nearly $42 million worth of cryptocurrencies, with at least $16 million being from drug money. 

“This is actually an example of where the transparency of blockchain transactions works against criminal actors,” Matthew Price, the senior director of investigations at Binance, told Forbes. “The bad guys are leaving a permanent record of what they’re doing.”

Earlier this year, Binance also helped the DEA in the agency’s effort to seize over 100 accounts connected to laundering in Mexico.

Meanwhile, Binance is reportedly facing a probe from the US Department of Justice of its own, according to Reuters, citing four sources familiar with the matter. The report described the company’s books as akin to a “black box,” where not even Binance’s former chief financial officer had full access to accounts during his almost three-year tenure.

In a statement to Reuters, Binance’s chief strategy officer said the report’s analysis and depictions of its business units were “categorically false.” 

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‘Alice in Borderland’ season 2 premieres on December 22 — here’s how to watch the hit Japanese sci-fi thriller

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four characters from "Alice in Borderland" season 2 crouching behind a wallA team of allies fights to survive the deadly games of “Alice in Borderland.”

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  • “Alice in Borderland” season two hits Netflix on December 22.
  • The Japanese sci-fi show follows a group of people forced to play a series of life-or-death games. 
  • To watch, you’ll need at least a Netflix Basic subscription which starts at $7/month with ads.

After a two-year break, “Alice in Borderland” is heading back to Netflix with a second season. New episodes of the Japanese sci-fi thriller start streaming on December 22. 

“Alice in Borderland” follows the harrowing struggle of average people thrust unwillingly into a deadly series of games. Set in a deserted, alternate version of Tokyo, players are forced to compete for their lives and gain enough wins to save themselves from being executed. Following the events of season one, Ryohei Arisu and Yuzuha Usagi are fighting desperately to escape the games and hoping to return home. 

Check out the trailer for ‘Alice in Borderland’ season 2

“Alice in Borderland” is directed Shinsuke Sato, who also co-writes the series with Yoshiki Watabe and Yasuko Kuramitsu. Kento Yamazaki and Tao Tsuchiya star as the two main protagonists. The show’s first season premiered in December 2020. 

How to watch ‘Alice in Borderland’

You can watch “Alice in Borderland” season two on Netflix starting December 22. The full season will be released at once, and members can also catch up on every episode from season one. 

Netflix’s Basic plan starts at $7/month with ads or $10/month without ads. These entry-level options offer 720p streaming. For 1080p playback, you can get a Netflix Standard plan for $15.49/month. Viewers with 4K TVs might want to choose Netflix Premium, which offers Ultra HD quality with up to four simultaneous streams for $20/month.

The Netflix app is available on most smart TVs, mobile devices, and streaming players from every major brand. You can also stream the service through a web browser on a PC, Mac, or laptop. 

How many episodes are in ‘Alice in Borderland’ season 2?

“Alice in Borderland” season two is set to include eight episodes, just like the first season. 

What is ‘Alice in Borderland’ based on?

“Alice in Borderland” is a live-action adaptation of the manga of the same name. The manga is written by Haro Aso and originally ran from 2010 to 2016.

Before the live-action show was produced, the manga was previously adapted into a three-episode animated series released in 2014 and 2015. 

Is ‘Alice in Borderland’ worth watching?

“Alice in Borderland” season two doesn’t have a score on Rotten Tomatoes just yet, but season one holds a “75% Fresh” rating based on eight reviews from critics. The show has been praised for its stark visuals and exciting action sequences. 

The series is likely worth a watch for fans of thrillers that push characters to their limits in life-or-death situations, not unlike “Battle Royale,” “Squid Game,” and the “Saw” films. 

Will ‘Alice in Borderland’ get a third season?

As of December 21, “Alice in Borderland” has not yet been renewed for a third season. Netflix typically waits a couple of weeks after a new season debuts to determine if audience engagement is high enough to order more episodes.

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Dow jumps 526 points as earnings beat from Nike and upbeat sentiment data show resilience of the consumer

NYSE trader

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  • US stocks surged on Wednesday after data showed a resilient consumer heading into 2023.
  • Consumer confidence rose to its highest level since April, according to data from the Conference Board.
  • Nike soared 13% after it said footwear and apparel sales rose 25% and 4% in the quarter, respectively.

US stocks jumped more than 1% on Wednesday after sentiment data showed consumer confidence is at its highest level since April, according to the Conference Board.  

Earnings results from Nike also showed that consumers remain relatively resilient to higher interest rates and elevated inflation. 

Nike rallied 14% in Wednesday trades after the company said footwear and apparel sales rose 25% and 4% in the quarter, respectively. Sales in North America were up 30%, and perhaps more encouragingly, the company raised its revenue-growth outlook.

Here’s where US indexes stood at the 4:00 p.m. ET close on Wednesday:

The stock market is approaching its favorable year-end “Santa Claus rally” trading window, which starts this Friday and ends after the first two trading days of 2023. According to Carson Group’s Ryan Detrick, the upcoming period is one of the strongest for the stock market on a seasonal basis, with average gains of 1.33% and a positive return 79% of the time.

Here’s what else happened today:

In commodities, bonds and crypto:

  • West Texas Intermediate crude oil rose 2.87% to $78.42 per barrel. Brent crude, oil’s international benchmark, jumped 2.94% to $82.34.
  • Gold fell 0.08% to $1,823.90 per ounce.
  • The yield on the 10-year Treasury was flat at 3.68%.
  • Bitcoin fell 0.11% to $16,777, while ether jumped 0.11% to $1,208. 
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Elon Musk has become a ‘detriment’ to the value of his companies, say 79 CEOs in new Yale School of Management poll

elon musk twitter

Muhammed Selim Korkutata / Anadolu Agency

  • 79% of CEOs surveyed at a Yale summit believe Elon Musk has become a detriment to the value of his companies.
  • The majority of the executives also said companies should stop advertising on Twitter.
  • Some Tesla investors are calling for him to turn his focus back to Tesla.

Even some of Elon Musk’s peers don’t seem to be too sure about his business decisions anymore.

A new poll of CEOs by Yale School of Management showed that 79% of the 100 executives that were surveyed believe Musk has become a “detriment” to the value of his companies. What’s more, 69% of the CEOs said they believe that Twitter’s best days are behind it and three-quarters of the executives said they do not think the company will be more valuable in five years.

A screenshot of a slide from Yale School of Management's 2022 survey of CEOs.A screenshot from Yale School of Management’s 2022 survey of 100 CEOs, asking whether Elon Musk has become “a detriment” to the value of his companies.

Yale School of Management

The survey was conducted at the invitation-only Yale CEO Summit held last week. At the event — which hosted top CEOs in the world of tech, transportation, and finance — attendees were confidentially polled on a variety of business topics, including Musk’s Twitter acquisition.

Many of the executives also had concerns with advertising on Twitter — which accounted for 90% of the company’s revenue last year. 56% of CEOs that were polled said companies should stop advertising on Twitter and 100% said CEOs should care if their brands are associated with hate speech. Though, 65% said their organization has yet to pull its ads from the social media site — which reportedly saw an uptick in hate speech in the days following Musk’s acquisition, though Musk has claimed it’s declined.

Meanwhile, 98% of the executives agreed that the billionaire overpaid for Twitter when he purchased it for $44 billion in October.

A press release from the event said that some participants condemned Musk’s power over Twitter and his “seemingly arbitrary decisions” at the company.

Jeffrey Sonnenfeld, who hosted the summit, told Bloomberg that fans of Musk, including Oracle founder Larry Ellison had “explained away” the Tesla CEOs’ behavior to him in the past, pointing to his success at the electric-car maker, as well as SpaceX.

“There have been some standout technological triumphs,” Sonnenfeld told Bloomberg of Musk’s track record. “But we could match each and every one of them with 10 failures that the media looks past because he dangles the new, shiny object and distracts you.”

While Musk appears to have fallen out of favor with some executives at the Yale CEO Summit, Insider’s Melia Russell previously reported that some tech founders hope to emulate the work Musk has done during his crackdown at Twitter — from massive layoffs to calls for workers to work “extremely hardcore.” Last month, tech investor Daniel Friedberg said Musk’s playbook at Twitter could set a new standard for Silicon Valley — “cut deep.”

After several chaotic weeks as “Chief Twit,” Musk has signaled his focus on Twitter could be nearing an end. On Tuesday, Musk said he will step down as CEO of Twitter as soon as he find someone “foolish” enough to replace him after 57.5% of Twitter users that responded to a poll on whether he should step down voted for Musk to resign as Twitter CEO. However, he added that he would still lead Twitter’s software and server teams if no longer CEO, which would also be a big job likely to be time-consuming.

A future Musk resignation could come as a relief to some. Several Tesla shareholders have expressed concern that Twitter has become too much of a distraction for the carmaker’s CEO. And Tesla’s third largest shareholder, Leo KoGuan, said on Twitter last week that “Tesla needs and deserves to have working full-time C.E.O.”

The electric-car maker’s stock has plummeted over 50% this year. Though, shares of the EV company appeared to respond positively to the possibility of Musk stepping down as CEO of Twitter on Monday. The billionaire has offloaded nearly $40 billion worth of Tesla stock in the past 14 months.

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Does Slack notify when you screenshot? What you need to know

slack logo on phone and in backgroundSlack will not notify users of any screenshots.

Pavlo Gonchar/SOPA Images/LightRocket via Getty Images

  • Slack does not notify users if you take a screenshot within the app.
  • Users can capture conversations and user profiles without notifying the other person.
  • Here are the details and how Slack’s screenshot notification compares to other apps.

If you’re a frequent Slack user, you’ve no doubt had occasion to preserve a conversation outside of the Slack app. Perhaps you’ve taken a screenshot of a message to share with someone else or to save for your own purposes. Either way, you’ve probably wondered if, like some social media and messaging apps, Slack notifies the other party when you take a screenshot. 

Does Slack notify users about screenshots?

Not all social media and messaging apps handle screenshots the same, but if you’re concerned that someone was notified when you took a screenshot in Slack, you’re in for a relief.

In a nutshell, Slack does not notify anyone if you take a screenshot within the app. You can capture a group conversation, a chat within a channel, a direct message, or even a user’s profile and photo; there will be no notification or record that you did this whether you do it on the desktop or in a mobile app. 

That means you can capture a screenshot of anything in Slack and share it with people outside the app, and no one else involved in the conversation will find out. On the other hand, that of course means that other Slack users can do this to you without notification as well. 

How other apps notify users about screenshots

Slack is far from the only messaging app which doesn’t inform users about screenshots; in fact, this is pretty much the standard among messaging apps. Apps on the desktop generally have no way to know when a screenshot occurs, and relatively few mobile apps can recognize when a screenshot occurs either. 

In particular, Facebook Messenger doesn’t notify users about screenshots, for example, nor do messaging apps like Google Chat, Microsoft Teams, or even the security-conscious Signal. In fact, the only major messaging app that notifies users about screenshots is Snapchat, though Telegram is able to notify the other party if you take a screenshot in certain situations, like in a “secret” chat. 

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3 states in the Deep South are collaborating to advance community schools

By Jennifer Kotting

Rosenwald Schools: A blueprint for community schools in the Deep South  

Community school strategies are starting to flourish in the Deep South, jumpstarting a powerful, equitable, and community-informed educational approach that lays the foundation for teaching and learning. The basis for community schools in the South has historic roots that offer ways to practice democracy and build a shared future in the present day.

Sara Sneed, president and CEO of the NEA Foundation, says that some of the first community schools in the U.S. came in the form of Rosenwald Schools of the South. These were community-driven, high-quality schools that served more than one-third of African-American children across the South by 1928—initiated by Booker T. Washington of the Tuskegee Institute and Julius Rosenwald, philanthropist and president of Sears Roebuck. The legacy of these schools influences how education leaders like Sneed are bringing communities together for educational opportunities for residents of the Deep South, and particularly to improve access and education justice for Black children.

Community schools in the Deep South are making space for people to co-create that future by building relationships, trust, and authentic communication.

Today, over one-third of all K-12 students and 56 percent of Black children reside in the South. Meanwhile, education spending per pupil, teacher salaries, college matriculation and completion rates, and math and reading scores are typically below national averages in most southern states. Despite all this being true, only 3 percent of philanthropic investment nation-wide is directed towards the South.

A Southern Regional Alliance for Community Schools emerges through quarterly convenings

Today, education leaders are working to address these educational conditions that persist throughout the Deep South through community school strategies. The NEA Foundation has made preliminary investments in Arkansas, Louisiana, and Mississippi community schools with quarterly convenings for grantees, who have named themselves the “Southern Regional Alliance for Community Schools.” Sneed sees this investment as a way for philanthropies to demonstrate what is truly valued and supported when it comes to equity in education.

The NEA Foundation has a four-pronged approach to supporting community schools in Arkansas, Louisiana, and Mississippi: grants, technical assistance, convenings, and policy change. They make grants that begin with year-long planning—focusing on building relationships that go deep rather than wide—which is why they have grantees in three target states.

When the NEA Foundation launched their Community Schools Initiative (CSI) in 2020, following more than a year of preplanning with people and organizations throughout the region and nationally, to the best of their knowledge there were no community schools in Arkansas or Mississippi, and only one in Louisiana. There are now 16 established and formally named community schools; 13 schools that are under development or slated for transformation into community schools; and seven school districts at a visioning stage that have expressed interest or are developing the community schools strategy. According to Sneed, “Ample research points to up to $15 in social value and economic benefit for every dollar spent in developing a community school.”

The Foundation sets up grantees with technical assistance and coaching that is not prescriptive, so each site can pursue its self-determined priorities and preferred courses of action. The set goals for grantees are to establish or expand a team or coalition to develop strategy and deepen that team’s understanding of community schools strategies; conduct local needs and interests assessments and an environmental scan to assess capacity; and create a work plan for implementation of the community school(s). Hands-on support comes from the Institute for Educational Leadership Coalition for Community Schools, Harvard Graduate School of Education’s EdRedesign Lab, FourPoint Education Partners, and others.

State and local policies can also create the conditions that enable partners or services, such as school-based health centers, to operate in schools. Consequently, the NEA Foundation partners with local, state, and federal actors to create policies related to financing, implementing, and/or securing technical support for community schools.

Career pathways are made real through community school partnerships in Arkansas.

Far from community school strategies focusing purely on resource provision, or “wraparound services,” Sneed prioritizes instruction: “Community schools are first and foremost schools, so focusing on the instructional core is key. Services can’t compensate for that core, they can only enhance that. We know that co-location of resources in schools can have benefits, but it’s only when they are aligned into a comprehensive and synergistic whole towards clearly defined goals that you begin to see impact and advancement.”

For example, the Batesville School District in Arkansas is collaborating with a local manufacturing business to create an engineering pathway for high school students. Laura Howard, the district’s lead and coordinator for community school strategies and an educator of 32 years, says, “Community schools strategies offer innovative ways of connecting with local businesses to create immersive experiences so students can take what they have learned in their class and apply it to real world situations with actual engineers.”

When Howard does professional development training for districts that are considering community schools strategies, she often tells them that they may be implementing some aspects of the strategy already, but the framework is helpful for understanding best practices and creating ways to innovate that put students first. She says, “Community schools strategies put students first.” But that doesn’t mean that the strategy is the same from district to district. Howard also says, “If you’ve seen one community school, you’ve seen one community school. Each one is different.”

Community schools in the South offer a way to practice democracy and build a shared future

The practice of building trust and partnership takes a lot of time and patience in the process of growing community school strategies. In the Deep South, complex power dynamics exist between institutions like education and community-based organizations. But community school leaders have seen the benefits outweigh the obstacles time and time again, not just for individual students, but for their future contributions to the well-being of their communities and society as a whole.

Senator Robert L Jackson, CEO of Quitman County Development Organization, Inc. has described how Quitman County’s residents, school leaders, nonprofit and faith-based organizations, and others readily came to the table to explore and implement the community school strategy together under the leadership of its superintendent, Dr. Fredrick Robinson. They were able to do this through what he describes as a “democratic process” in which all voices are genuinely honored and respected.

Jackson says, “Cultivating community schools creates new opportunities, not only for communities to determine what each wants for itself, for its children, and others, it relies on those essential commitments that advance democracy – everyone contributing their best critical thinking, sense of self-efficacy, and the desire to participate in decisionmaking processes that directly and indirectly affect everyone.”

Sneed says, “The community school strategy offers so many benefits, from academic to social and emotional well-being, but also allows us a way to practice the idea of democracy because they offer a pragmatic, focused way for people in communities to come together and imagine a future together.” Community schools in the Deep South are making space for people to co-create that future by building relationships, trust, and authentic communication.

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Rational Security: The ‘Fracket Fracas’ Edition

This week, Alan, Quinta, and Scott were once again joined by Congress maven Molly Reynolds to hash through some of the week’s big natsec news, including:

  • “Don’t Fear the Referr(als).” As its presumed end draws nigh with the new Congress, the Jan. 6 committee is racing to bring its work to a close. Yesterday it voted to make four sets of criminal referrals, including for former President Trump. It also released a 100-page draft executive summary for its forthcoming report. What more should we expect from the committee? And what impact will these steps have?
  • “The Grapes of Vlad.” The U.S. Congress sent a strong message of support to Ukraine this week by committing $45 billion in U.S. assistance, even more than requested by the Biden Administration. But there are few signs that Russia’s poor performance thus far is threatening Russian President Vladimir Putin’s control of the country, who seems to be settling in for a long-haul strategy of waiting out Western and Ukrainian resistance. What trajectory is this conflict on as it approaches the one-year mark? Where do we think it’s likely headed?
  • “Showdown at the O.K. Corral.” The Republican Party is set to take control of the House in January. But who will be leading them remains up in the air, as majority leader Kevin McCarty is still struggling to secure enough support from the far right wing of his party. His supporters are circling the wagon, most recently by publicly wearing “O.K.” pins signaling their support for “Only Kevin.” But can he get across the threshold? And at what cost? 

For object lessons, Alan recommended the overlooked spy drama “The Courier” for all his fellow Cumberbitches. Quinta passed along her favorite recipe for holiday cookies. Scott re-upped his (well-reviewed!) eggnog recipe and recommended another holiday classic: the Lion’s Tail. And Molly urged everyone suffering from World Cup withdrawal to check out NPR’s “The Last Cup.”

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CTRL+Z: Stanford’s IT Department Walks Back Plan to Purge ‘Harmful Phrases’ Like ‘Blind Study’

That was quick! Just 48 hours after the Washington Free Beacon and the Wall Street Journal shed light on a Stanford University list of “offensive” words and phrases like “American” and “blind study,” the university would like to make a few clarifications.

The university hid its “Elimination of Harmful Language Initiative” behind a login page Monday following widespread public criticism of its effort to purge “potentially harmful” language like “survivor,” “victim,” “blackbox” and “white paper” from university websites. In a letter posted Tuesday evening, the university’s chief information officer Steve Gallagher said the guide “does not represent university policy,” nor “mandates or requirements.”

“We have particularly heard concerns about the guide’s treatment of the term ‘American,'” Gallagher wrote, referring to the blueprint’s assessment that “American” ascribed superiority to people from the United States. “To be very clear, not only is the use of the term ‘American’ not banned at Stanford, it is absolutely welcomed,” he continued.

The Free Beacon reported Tuesday that Stanford’s IT Department developed the guide in an effort to eliminate “gender-based” terms like “landlord,” and “ableist” phrases like “balls to the wall” which inappropriately “attributes personality traits to anatomy.” The blueprint also warned against the use of seemingly innocuous words like “blackbox,” noting that while they are not racist in themselves, they “assign negative connotations to the color black, racializing the term.”

The guide even warned against using the progressive phrase “preferred pronouns,” since it “suggests that non-binary gender identity is a choice and a preference.”

Stanford’s effort to police language reflects a trend across academia, government, media, the medical establishment, and corporate America to police language and circulate new “woke” vocabularies. Principles of this new speech include erasure of any noted biological difference between men and women and a hyper-awareness of race and an attempt to wipe out references to physical infirmities like blindness.

The post CTRL+Z: Stanford’s IT Department Walks Back Plan to Purge ‘Harmful Phrases’ Like ‘Blind Study’ appeared first on Washington Free Beacon.

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3 unique and cheap ways I’ve built strong connections with customers to grow my multimillion-dollar jewelry business

 

Priyanka MurthyPriyanka Murthy.

Courtesy of Priyanka Murthy

  • Priyanka Murthy is the CEO of the multimillion-dollar fine-jewelry business Array.
  • She says paying for ads and influencer marketing hasn’t been sustainable or worthwhile.
  • Instead, she throws celebratory events for customers and runs a VIP loyalty program.
  • This article is part of “Marketing for Small Business,” a series exploring the basics of marketing strategy for SBOs to earn new customers and grow their business.

This as-told-to essay is based on a conversation with Priyanka Murthy, the 40-year-old CEO and founder of Array, about the customer-engagement tactics that have helped grow her business. Insider has verified her business’ revenue with documentation. The following has been edited for length and clarity.

When I founded my fine-jewelry business, Array, four years ago, I felt I wanted to do marketing a little differently. 

For one, when I sat down and crunched the numbers, I realized a lot of traditional marketing methods would not be the most effective way to use our budget. Trying to compete with Tiffany & Co. on Google would be an uphill battle. I’d never have the same ad-spending power as Swarovski. Going down these paths felt like a waste of money.

I also thought about my target customer, and traditional marketing didn’t feel like the best way to reach her, either. Our clients are warm, fun, and high-achieving women — kind of like me. I rarely make purchasing decisions, especially for higher-ticket items, from a social-media ad. But when my peer group introduces me to a brand they love, I’m more likely to buy again and again.

I decided that customer engagement would be the main focus of our marketing efforts. Here are three twists on traditional marketing I use to connect more deeply with clients, grow our company reach — and, ultimately, build a multimillion-dollar business.

We celebrate our customers instead of doing traditional event marketing

Events are a great way to show prospective customers our products in person and let them try them on for size. While we do some standard event marketing — like trunk shows or pop-ups with other brands we love — we’ve found the most marketing power in throwing intimate, personalized events for our clients and their communities.

This year, we invited our clients to tell us about a milestone they’d reached: They can share why they’re purchasing a piece of jewelry as part of the checkout process, and we’re connected with many of them on LinkedIn. We chose the most compelling stories to celebrate with an event — a book launch for a tech CEO who was publishing her first book and celebratory dinners for a professor who was getting tenure and a lawyer who was being sworn in as a federal judge. 

These events don’t cost us very much — we’ve never spent more than $3,000 to throw one — and have been a word-of-mouth wildfire, tripling our customer acquisition.

A group of women looking at jewelryArray event attendees picking out jewelry to wear.

Courtesy of Array

For one, the clients we’re celebrating can invite all their friends for free, most of whom are professionals themselves. We never push the brand hard but always offer up some of our jewelry for everyone to wear for the evening. People organically share photos from the event on their social feeds, furthering our brand’s reach.

By the end of the evening, many attendees ask to purchase their jewelry (without any prodding from us). Even for those who don’t, we ask for their emails and, the next day, send them a personalized email asking if they’d like to be on our mailing list. They’re often happy to connect, and our reach grows with real connections. 

We spoil our most loyal shoppers instead of spending money on ads

While I’ve experimented with both digital ads and paid influencer marketing, I found them both lackluster on returns. Instead, we’ve found more value in shifting those budgets to create a VIP program to nurture our most loyal clients. 

Based on our average order value, we determined that any client who had spent more than $1,200 in a calendar year with us was eligible for the VIP program. As part of the program, clients receive try-on boxes of jewelry throughout the year so they can test the pieces at home for 10 days, have access to an expert personal shopper 24/7, get 25% off anything they purchase, and receive gifts on their birthday and at the end of each year (like free jewelry or a special bottle of bubbly). 

Obviously, it costs us some money to make this program so perk-filled. But it costs us less than digital ads and influencer marketing — and we’ve found that the cost has paid off in spades by increasing the lifetime value of clients and encouraging them to talk about the brand and refer their friends. In less than a year, this strategy has helped us nearly double our revenue, while spending 60% less on marketing. We also think this strategy is more sustainable because we’re engendering client connection and brand loyalty, rather than a one-time sale from an ad. 

We work with customers on cause marketing

Cause marketing has been on the rise in the past couple of years, and consumers increasingly want to buy from brands that align with their values and that aren’t afraid to take a stand on social issues. We’ve also seen how easy it is for a cause-marketing campaign to fall flat and feel disingenuous. 

We’ve found the most success by working with our clients to create a cause-marketing campaign. In the height of the COVID-19 pandemic, for example, we polled our community about the causes they cared about and found that science resonated. Then, we reached out to some female physicians we had connected with from sponsoring a health conference asking them to help us design a science necklace, proceeds from which would be donated to Project Hope.

A necklace with "science" written on itArray’s “science” necklace.

Courtesy of Array

Because our community had been involved from the start, and we knew they were inspired by the cause and mission, they were excited to share it. With the help of the doctors, we worked with on designing the necklace, we asked the female medical and scientific community to help us promote the necklace, and hundreds were happy to help get the word out.

Our client acquisition increased by 30%, and there was very little additional cost associated with the campaign. Plus, we got to support a cause that was just as meaningful to us as to our customer base.

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