How to Adopt a Growth Mindset and Sell More Products

EDITORIAL FEATURE How to Adopt a Growth Mindset and Sell More Products

BY ANGELA FERNANDEZ, VICE PRESIDENT, COMMUNITY ENGAGEMENT, GS1 US

Even though entrepreneurs wear many hats and juggle a number of activities, finding time to focus on the big-picture strategy for your company is one of the most important ways a small business can grow in today’s digitally-focused and competitive retail world.

Even if your product is only available in select stores, your online footprint is increasingly critical to reaching consumers who want to be able to research your product before buying it. In fact, a recent study from Salesforce and Publicist Sapient revealed that 87% of consumers begin their product searches online.

Also, online marketplaces with built-in fulfillment platforms and automated inventory management services have made it easier for sole proprietors to reach wider audiences. But to play ball with these retail powerhouses, their requirements for product identification numbers and detailed product listings must be taken seriously.

Follow these three steps to determine if you have what it takes to grow.

THINK LIKE A BUSINESS

There’s a significant difference between launching a product and growing a company. According a study conducted by GS1 US, in collaboration with Longitude, 51% of those who start a small brand do so to pursue their passion, ambition, or skill.

Starting with passion is just that--a good start. Focusing on customers and their needs is an important foundation for growth, which needs to be gradually layered with a real sales channel strategy. For example, your unique line of tote bags is selling well at the local gift shop. Research suggests that expanding from local stores into e-commerce with a partner like Amazon, ebay or Etsy can lead to steady revenue growth.

In the GS1 US study, the small businesses classified as “leaders” (those who grew their sales more than 25% in the past year) use as many as three sales channels. This is compared with “laggards,” (those whose sales declined in the past year), who only typically only sold through one channel.

Multichannel shoppers usually prove to be worth the investment, too. Typically, those who shop in store and online spend $93 more on average than those who only use one channel, according to the National Retail Federation.

FOCUS ON THE INFORMATION

Congratulations! Your product has been accepted by a major retailer. Now is the time to prove your product deserves to be featured alongside the world’s largest brands. Catch the attention of discerning consumers and build brand loyalty from the outset by providing rich product content.

This means going beyond the basic specs of the product and painting a picture for the customer in words, images and video. A recent survey by Salsify found that digital shoppers expect an average of about six images and three videos when looking at a product on Amazon or another retailer.

Additionally, hedge your bets by making sure your target audience finds the product in the first place. Not only is the use of properly constructed UPC barcodes a key requirement for working with all the largest retailers, it effectively links your brand to your physical product and its representation online. In fact, the GS1 US study found that 57% of growth leaders say UPCs make their products more discoverable online.

SEEK GUIDANCE

To manage multiple channels effectively, it often takes a village. Supplement limited expertise, time, and resources with that of external partners who can help you keep up with retailer demands and grow the business. Many small businesses may be unaware of the many services available to support up-andcoming small brands. There are solution providers who specialize in tasks like barcode printing and labelling, for example, and can demystify these unfamiliar processes. With the ever-changing nature of e-commerce, there is a wide array of online content providers who can assist with website optimization and product listings, too.

So, where will your company be in five years? Will you be a leader or a laggard? Prepare for growth and success now by adopting a more strategic mindset to manage your growing business.

Angela Fernandez, Vice President of Community Engagement, GS1 US afernandez@gs1us.org www.gs1us.org

Centrell Reed CReed Global Media

Like a Sunflower, Spreading Seeds of Knowledge for a Pathway to Success

BY MARY J. WEST

Centrell Reed, President and owner of CReed Global Media, embodies the meaning of her name, which, according to her mother, means beautiful sunflower. Just as a sunflower spreads seeds, she also spreads seeds - seeds of knowledge for a pathway to success. Her lifelong propensity for coaching and mentoring others has led to her improving the confidence and healthy habits of young girls and enhancing the success of business owners. Not only has her knowledge and life skills touched the lives of many people, it has led her to develop and grow a thriving global media company.

After launching in 2018, CReed Global Media (CGM) has grown to garnering clients from all over the world including Germany, China, and Australia. CGM’s impressive network of collaborators offers a range of services to help aspiring entrepreneurs that include video production, consulting, and television distribution. Even though Reed’s role as President has been a labor of love, it has also been an intense one. “Being an entrepreneur has

Centrell Reed of CReed Global Media (CGM) loves sharing the business of entertainment and helping business owners build their global media presence in television and beyond!

been one of the most draining, rewarding, surprising, up-and-down-emotional-rollercoaster type experiences that I’ve ever had in my life,” states Reed.

Centrell’s pathway to success stems from her take-charge, can-do spirit that gets its roots from her childhood. The oldest of four children, she learned responsibility by helping care for her younger three siblings. Reed participated in an array of activities including school sports, music lessons, student government, and speech; all of which exposed her to a broad swatch of life. Her leadership skills were also evident from a young age, manifesting in honors like being named president of the church choir, president of her youth and government organization in school, and secretary of her Sunday school.

This living embodiment of a sunflower’s first opportunity to spread seeds of knowledge came when she was a very young girl. It involved teaching children in her grandmother’s daycare center how to read. Her proclivity to help others in any way possible would continue to be expressed in all her undertakings. It was in the daycare center that Reed first learned basic fundamentals about running a company. Later, other entrepreneurs in her family would further her business acumen. These included her dad who had a communications company, a grandmother who had a sewing business, and another grandmother who had a pies and cakes company.

Referring to her family legacy of entrepreneurship, Centrell reflected, “I just think that it was something I saw a lot. I learned that when you have the ability to do something and provide a valuable service or product to people, then why not?” While entrepreneurial role models have influenced Reed’s life, her competitive spirit has likely also played a part in her present success. She traces this aspect of her personality back to the many hours she spent playing games during childhood. Yet the focus of her competition was not on beating others, it was about being the best she could be. “There’s something in me that says, ‘I don’t necessarily need to compete with you.’ It’s just about seeing how good I am,” she clarifies.

Reed’s competitiveness is the impetus that challenges her on a daily basis. “I challenge myself to see what I can do, what I can accomplish, who I can impact, and how I’m going to leave this legacy in the world. Every day, the challenge is different. That is the competitive nature in me.” Despite the desire to win, no one wins all the time; and Centrell is philosophical about this reality. Win or lose, she enjoys the experiences gained. In 2015, Reed became a member of the board of directors for the nonprofit organization called Girls on the Run Greater Houston. Since then, it was been her delight to spread her seeds of knowledge, this time by working with the board to enrich programming for young girls from third through eighth grade in learning valuable life skills such as discipline and goal setting.

Because of the difference Centrell has made in her work for the nonprofit, she was asked to do a radio show where her coaching and mentoring could be done on a larger scale. Such a prospect was out of her comfort zone. After declining a number of times, she finally agreed. “I was thinking I can coach on a one-to-one basis or in intimate groups, and that should be enough. Well, I guess it wasn’t. I wound up doing it because the bigger goal was to be selfless, right? Although I’m still finding my legs, it has brought me to owning my own media company,” stated Reed.

The transition from radio show to the establishment of CGM was quite interesting. After being on the air for only a few months, Centrell left the radio show to produce her own show with her team. People began asking Centrell how they could do what she was doing. In pondering how to answer, she started looking for

Photo by Gwen Juarez

the ways and means to meet their media needs. During this quest, she learned many things, including identifying exactly what she could bring to the world; the culmination was CReed Global Media. Reed likens the evolution from radio show host to president of a major global media company and television network to an “amazing journey.”

Ms. Reed explained that CGM has expanded its services to include a fully fledged, on-demand streaming television network on Roku, Apple TV, Amazon Fire, Chromecast, and Android and IOS mobile phones. This puts CGM in the ranks of HULU, Sling, and Netflix, to name a few. With a model that provides content creators revenue from subscriptions and advertisements, this is quite an amazing feat! CGM is also a production company that provides videography services to help clients become more visible in the marketplace. “In media, video is king these days. You’re educating the world so they can engage and connect with you. That’s the platform that I stand on,” notes Centrell. “This education may include the brand benefits of commercials, podcasts, sizzle reels used on social media, owning your content, and monetizing your brand. All of those things are visual assets that add value. We create videos to tell stories about a company, theme, or idea,” says Reed. The CGM team works together to do everything from fine-tuning the initial concept to curating and distributing the video message.

While the major part of Centrell’s company deals with videography and television distribution, the collaborating partners are important as well. They include cameramen, sound engineers, graphic design artists, editors, public relations professionals, writers, producers, directors, make-up artists, stylists, talent, and other supporting cast. In other words, when clients come to CGM with ideas they want brought to life, the process involves contributions from a wide scope of people with diverse talents. Reed keeps a database of partners in the Houston area to enhance her team and support the entertainment community at-large.

Reed appreciates the fact that her efforts are equipping people to understand how business works and to have a better chance at having their dreams come to fruition. “It can take money to make money, and not all aspiring entrepreneurs have the necessary funds. Some may have people interested in investing in their ventures,” explains Reed. “My coaching propensity drives me to advise them to ‘own’ their project whenever possible. When someone buys an idea, you normally get a single payment; whereas when you own the idea, you receive royalties and residual income. That’s legacy.”

CReed Global Media has grown a great deal and is ever evolving since its inception. Since that time, CGM has hired new employees, worked with the City of Houston Workforce Solutions, collaborated with many businesses, and worked with many interns from Houston colleges and universities that include University of Houston, Texas Southern University, and Houston Community College. Reed appreciates and values the contributions of her team. “Without my team, I probably would have stopped a long time ago because I would have never thought of all the little things that make a big difference. They’ve been integral to the reason why I started this. Human capital is very valuable. To find the right people, you seek those who are passionate about their work, whether it is creating quality videos, editing, or executing quality projects.”

In addition to all she does, Ms. Reed founded, in April of 2019, the Houston Entertainment Industry Task Force (HEITF) which has received the support of Houston Mayor Sylvester Turner. The HEITF is an integral arm of the International Entertainment Partnership (IEP) with a mission to expand the entertainment industry through investment opportunities, jobs, resources, and economic development for diverse communities starting in the Greater Houston Region.

When envisioning the future of CGM, Centrell is always forward looking and positive. “We want to do more because there’s a lot to be done.” As Reed speaks, you get a sense of her excitement at the potential represented by ventures brought to her company. When approached by a client, she never knows whether the fruit of her staff’s efforts could result in the next big movie or big movement. Yet regardless of the number or magnitude of successes CReed Global Media helps create, one thing is for sure, Centrell, like a sunflower, will continue spreading seeds of knowledge to those fortunate enough to meet her on the pathway to success.

Photo courtesy of Centrell Reed

CReed Global Media Television is an OTT network showcasing shows and channels of invigorating content from creatives on Roku, Apple TV, Amazon Fire TV, Chromecast, and apps on Android and iOS mobile devices.

For more information on how you can take your company or idea to the next level, contact the CReed Global Media Team by phone at (713) 892-5717 or by email at info@CReedGlobalMedia.com. You can also visit www.CReedGlobalMedia.TV, www.CReedGlobalMedia.com, and www.IEPGreaterHou.org.