By Tarek Albaba, Founder of Surreal SD

Whether you are a start up or established company, chances are you have toyed with the idea of creating a video to promote your business. Why not, right? It’s fun, interactive and everyone seems to be doing it.

Video production has rapidly evolved over the last 10 years. The reasons are quite simple: cameras have become far less expensive and accessible, quality has dramatically improved and there are countless options for distribution.

Lets dive into that last one for a moment. Think about all the ways you can share a video these days - email, text, Facebook, Youtube, Vimeo, Snapchat, Instagram, host on your website, Linkedin, Twitter, I can go on and on. Before the social media and internet boom, the only way you could get your video out to the world was through local and cable television. For films and documentaries you of course have the theaters and festival outlets, but the point is, your options were limited. Nowadays, people are cutting their cable and subscribing to Netflix, Amazon Prime, Hulu Plus, and other video streaming companies. A simple video or quirky commercial can go viral on youtube generating millions of views over a short period of time.

This is hands down the most exciting time ever for video production. Currently, there are over 4 billion videos viewed on youtube daily and about 3 billion daily views on facebook.

Could creating a video be a good investment? YES, absolutely, but at what cost?

Budget ranges…

The scale of video production costs will vary depending on your specific project needs. A video production company or independent filmmaker should be able to assess your project needs by asking some basic, preliminary questions. No project is exactly the same, so they need to roll up their sleeves and do their homework! “What a minute, can’t I just do it myself?”

DIY

Quality and accessibility to high resolution cameras are already in the palm of your hands. Cell phones like the IPhone 6S and the Samsung Galaxy S6 Edge shoot in 4k! You can buy a GoPro Hero4 which also shoots in 4k for less than $400. If you have a decent concept and have the time to develop your idea, go out there and shoot it! Keep it simple, know your audience, watch a tutorial or two and off you go. There is no scarcity of resources available to you online. You can even edit for free using Imovie, DaVinci Resolve or GoPro Studio software. For $20 a month you can get Adobe Premiere CC, which is a more professional platform.

Ok so what is the down side to DIY? Just because you have some of the tools needed doesn't make you the next Scorsese or Spielberg. In addition to actually framing a decent shot, it is extremely hard to get clean audio without a professional mic and/or audio recording device. You have to use available or natural lighting which more times than not, will give the image a dull, flat look. These are just a few issues you may encounter, the biggest question you have to ask yourself is, how will this video reflect my brand? If it looks and feels amateur in any way, what does that say about your business?

$1000 - $3000 range

So you realize that DIY is easier said than done, and the potential is limited. If you have a relatively simple concept, you can hire a videographer or small production company to help produce your video. There are hundreds if not thousands of talented videographers out there in your community who would love to work with you. Someone with a great eye can really make your video pop with a decent camera and fancy editing tricks. With this budget range, you will likely be working with a “one man band” scenario or very small team. Experience level will be limited, so be patient and ready to help with every aspect of the video process. Equipment will be minimal and there will not be much time for development. Animation and graphics can get pricey so I wouldn’t expect anything too complex, if any. Keep it simple, basic and clean should be your motto. It will be hard to hire a professional actor within this range as they usually start between $500-$1000 per day which does not include agent or casting director fees. You can always utilize Craig’s list or other platforms to find inspiring actors that may be able to come out for free or at a significantly lower cost. If you have a tight deadline, this might not be the best option for you.

$5,000 - $15,000

You want to step it up and hire some pros to make your vision a reality. With this budget range, you now can expect some help with development which is, by far the most important part. Ask any filmmaker, it starts with good material! Pre-production (before you shoot) typically takes 1-4 weeks, so use that time wisely. Think it all through and get your shooting schedule dialed in. You will likely be working with a small to midsize experienced crew with professional gear. Principle photography will be limited to 1-2 full days, post-production will be another 1-4 weeks. You can expect some stylized text, simple motion graphics and/or 3D animation. If your script requires talent, you have the option of hiring a pro. Nowadays, you can conduct auditions via Skype or FaceTime to find the right person for your project.

$20,000 - $60,000

This is a sweet spot for many mid to large size companies. With this budget range, there are opportunities to create multiple videos under one campaign or go for a more conceptual approach that will make your video look and feel like a million bucks! There will be more time for each stage of the video production process. Crew/team size would increase, equipment package will become more refined and you have the ability now to shoot on high-end cameras such as the: Red Dragon, Sony F5 or F55, Arri Alexa or the Amira. Cinema lenses make a world of difference, your director of photography will be able to select a specific set that will greatly effect the overall look. Post-production becomes much more extensive with various designers, colorists and animators working together to create that polished video you signed up for!

$60,000 - $100,000+

I won’t spend a whole lot of time in this section, as this budget range pertains to commercial or documentary work. Let your imagination run wild, you are now in a different realm of production. The door has swung wide open, you can now explore options with: special effects, talented actors, extras, elaborate set design, various locations, multiple shoot days, picture vehicles and much more.

You get what you pay for

We get it, everyone is on a tight budget. The last thing you want to happen is to pay out a few thousand dollars for a video that you are not happy with. (This happens all the time!) If you are going to allocate some marketing dollars towards video production, do your research and get a recommendation from a colleague or friend. See what their experience was like. Find comparable videos online, share them with the production company. Be clear on what your expectations are. Most importantly, have some fun! It is a challenging, tedious process but if you take the proper steps and work with a company that understands the fundamental needs of your project, you should have a blast throughout the process. You want to be proud of your video so you can share it with the world.

Our President, Lauren Hong, wrote a feature article for Dentistry Today about designing mobile websites and converting new patients.

Click here to read the full article.

If you're looking to buy some high-quality promotional marketing materials, we have your go-to spots from all around the nation! We've teamed up with our friends on our favorite Facebook group, Marketing Link Up, to bring you some awesome choices that provide custom promotional pieces from paper products to office products to apparel. Take your pick and enjoy!

• Brilliant Marketing Ideas 
• Brown & Bigelow
• Boundless Network
• Casa Del Mar
• Complete Office
• Custom Logos Inc.
• Eagle Print Dynamics
• Galison 
• Gouda, Inc. 
• MarkIt Promotions
• Promoventures
• San Diego Business Supply

Have a favorite that we left off our list? Leave a comment below and we'll be sure to share it with our friends!

By Sherin Tebbi

At Out & About, we love getting out and about San Diego as much as we can. We’ve made it our local duty to find some of the hidden gem coffee shops to spend some time at; whether it be to grab a cup of joe or spend endless hours working with our computers -- here are a few of our (current) favorites:

Young Hickory - North Park

Young Hickory is the perfect mix of local coffee, food and bar. If we had the time, we’d probably spend the entire day here. The atmosphere is super chill, open, and electrically charged with outlets and WiFi. It’s easy to work at with minimal distractions and some awesome company. With fun grub names like “The Snob” and “The Chimp,” we highly recommend spending some time at Young Hickory the next time you’re around North Park. Bonus: Try the espresso + beer to get the best of both worlds!

Turquoise Cellars - Pacific Beach

Turquoise is a hidden gem that can be found in north Pacific Beach. It defines itself as a, “Relaxed coffee shop with light fare by day, intimate wine bar with refined small plates by night.” We love spending time at Turquoise because it captures the true San Diego vibes. It’s a few blocks from the beach and has huge open windows to let the air in. Time flies when you’re working here and it’s a hit amongst the locals. Get there early to snag a spot by an outlet if you’re planning on working! Bonus: A huge wine collection to try at night!

UPDATE Sept. 2017: Turquoise has closed! (sad face)

Le Parfait Paris- Downtown

Another coffee shop with cocktails and wines, Le Parfait Paris is a fairly newer spot in Downtown but it captures the beauty of coffee and San Diego perfectly. It was voted San Diego Magazine’s Best Bakery for 2015 -- and let us vouch, they aren’t lying! Grab a coffee and a sweet treat here and you won’t be disappointed! Bonus: They offer speedy wifi with many outlets!

Holsem - North Park

Holsem (wholesome, get it?), is another awesome (and newish) coffee shop in the North Park neighborhood of San Diego. The coffee at Holsem is carefully and craftfully brewed to perfection. Their brand cultivates pure ingredients with no preservatives, colors or additives. Their unique coffee concoctions make us itching to go back all the time. Bonus: Must try the nutella coffee drink!!!

A photo posted by Out & About Communications (@outaboutcomm) on Jan 18, 2016 at 1:16pm PST

Better Buzzed - Encinitas

A San Diego favorite! Better Buzzed has gained quite the reputation around San Diego and it quickly has captured many hearts. This location, specifically, is by far the favorite in our books. It is absolutely adorable with an awesome staff and even more delicious drinks. They have wifi to be able to work at, however, we recommend just going to enjoy the atmosphere and coffee! Be careful, it gets busy! Bonus: You can get all of their yummy drinks with half the sweetener to avoid any extra sugar highs.

Did we miss somewhere? Share your favorite San Diego coffee shop in the comments below.

By Mandy Fisher

We don’t buy the $5 latte from Starbucks on a daily basis because their coffee is better. We pay double what we could elsewhere because of the experience: the brand, the service, and the atmosphere. The same theory should apply to financial advisors combatting robo-advisors.

In the formal explanation made by Investopedia, a robo-advisor is an online, automated money manager, providing portfolio management with minimal human intervention.

Robo-advisors can be convenient, sure, but let’s remember that they’re hardly the cat’s meow. Here are two main areas where they lack:

1. Robo-advisors don’t get to know the client personally. Tell us: how do you manage someone’s portfolio intelligently when you don’t know their personal situation -- their job changes; their family; their lifestyle? You, financial advisor extraordinaire, understand how these factors play into the needs of the clients you’re serving.

2. Robo-advisors don’t service clients beyond a basic portfolio. If there’s a trend for things moving online, there’s also a trend for people going to a one-stop shop for all of their needs. Robo-advisors can’t satisfy this desire.

Remember: as cool as a robot is, you have a lot of things it doesn’t: an ever-expanding knowledge base, a history of experience, and the ability to communicate and be there when your clients need you most, no matter the situation.

Market your strengths

With your strengths in mind -- especially as they relate to what robo-advisors lack -- it’s time to market your differences. After all, the millennial investor (who is the future of your company), needs to hear how you can help them better than a robo-advisor can.

Here are three steps you can start taking today:

1. Develop a strong, relatable brand. Go beyond your logo and color scheme and write down your brand goals -- consider your potential clients and how you want to be perceived by them. This is what Starbucks does. They tailor their service offerings and their marketing message around the trend of individualism. Today, you can go into Starbucks and completely customize your drink order. Individualism is one of Starbucks brand goals only because it is important to their customers. Your brand goal might be to be the firm that brings families closer together. Keep in mind that your brand goals should inform the tone, the messaging and the images related to all of your marketing.

2. Build service around convenience. If there’s one thing that robo-advisors can challenge you on, it’s convenience. So you might have to work a little harder here. How can you consistently be available to your potential clients and current clients in the easiest way possible?

Starbucks recently added a new feature where you can order on your mobile and pick up your drink at the store without having to wait in line. This was built around the idea that people are short on time.

Are your potential clients short on time and if so how can you streamline your services them? For starters, build a website that works for you. Then utilize your website as a launch pad for your services. Make it easy for people to sign up or request more info. Add a client login to your home page so that clients can easily log in to their accounts. The key here is to make the client experience as pleasant as possible and use your marketing to promote those conveniences.

3. Create an engaging online atmosphere. Engagement can make or break a company since not engaging is a missed opportunity. Use your online channels such as your website or social media to listen to your potential client's needs and then respond back to them. For instance, follow your Google Analytics trends to see what blogs have the most views and then post more blogs on that topic.

Your online community should be a place where people want to hang out. People view Starbucks as a place to gather. Make your online community function the same way. You do this by making your website and social media platforms user-friendly, post content that relates to your readers and open lines of communication by responding to people who comment on your posts.

Think of your online atmosphere as your community of friends where you communicate openly with one another.

Be the answer for your clients

Starbucks does not succeed because of the quality of their drink, but because of the quality of their marketing combined with their ability to listen to their customers and potential customers needs and desires. So there is no reason that you cannot beat out the competition of a robo-advisor. Just remember to create your marketing message based on the competitive advantages you have over robo-advisors and then promote the heck out of them-- this makes the choice obvious for your target market.

By Lauren Hong

Together, B2B and retail e-commerce are projected to reach $12 trillion nationwide by 2020. While B2B e-commerce is the oft-overlooked half of that duo, here’s where it shines: B2B is expected to have the greatest overall growth, leaping ahead at a compounded annual growth rate of 7.7 percent.

And where there’s growth, there’s opportunity. But only for those online e-commerce sellers who are doing it right. Want to be the leader of the pack? Try these five tips on for size, and watch product sales follow that growth trend.

1. Build a beautiful site

If you scoff at the word “beautiful”, consider this: your online visitors might not say they’re looking for a “beautiful” site, but they are looking for a seamless, clean, and easy-to-navigate experience. And that’s just beautiful.

When your website is your storefront, the first thing you can do to increase product sales is to give your site some attention. Here are a few questions to ask yourself as you evaluate your site:

• Is my site user-friendly?
• Does my site have a modern design?
• Is my site an accurate representation of my brand?
• Is it easy for my customers to find what they need and make a purchase?

This most often comes down to UX -- user experience design: the process by which designers and developers improve the usability, accessibility, and pleasure provided in the interaction between the user and the product (your site). A UX-optimized site will welcome customers, lead them through the discovery process to find what they need, and make the buying process seamless.

Your website is the base of your online sales. Take the time to make it right.

2. Let others tell the story: product reviews

Word-of-mouth marketing is the most valued form of marketing because it’s experiential: it’s real people telling your story and giving reviews of your products because they’ve interacted with you and used what you’re selling.

Leverage product reviews by including them directly on the site, so customers can read reviews before they buy. Prompt them for specific information that you know your customers care about: if you’re selling paper supplies, for example, have them rate the quality and durability of the paper, which type of printer they used, etc.

In addition to maximizing use of reviews from current customers, expand your network and garner more reviews on different networks. Here are two ways:

• One-to-one outreach: individually define influential bloggers in your industry and send them your product to try out in exchange for a candid review on their site. For example, if you’re building a mobile hotspot for business travelers to carry with them on the road, identify influential bloggers to try it out, like a financial blogger who travels frequently.
• Build a blogger/media relations campaign: leverage the networks of other like-minded individuals with a similar style by building a campaign that includes certain standards: your press kit, a product sample, and what you expect in return.

By identifying the right networks to reach out to, you have the potential to get your product in front of new audiences on the regular. Utilize reviews on your site, as social media fodder, and in email marketing campaigns.

3. Get social

Speaking of social media fodder: social media integration on your e-commerce store is pivotal. But remember: social is a two-way street, not only in communication but in linking to your site. Here’s how to use social to its fullest:

• Create compelling social media content (graphics are important!) that will inspire clicks back to your site. A few good rules of thumb: choose 1-3 social media platforms and do them right, especially if you’re a small business with an overstretched staff, and create social content that is 80% other people’s content and 20% your own, so as not to overdo on promotion. Creating short links based on the social media platform will help you track where traffic came from, as will referral traffic you can glean from Google Analytics.
• Make it easy for people to share your products and site info on their social media platforms by integrating social share buttons on product pages, Click to Tweets and pinnable images in blog posts, and generating easy share buttons after they’ve bought something.

Social media is a big part of the online shopping world these days, and the good news? It’s inexpensive, easy to get started, and effective when done right.

4. Show and tell

You might know that content marketing is king, but that doesn’t necessarily mean you know what to do with it.

When it comes to product sales, here’s one of our favorite ways to leverage content marketing: use your blog and social media channels to show and tell. Bring your product(s) to the forefront and provide tutorials, case studies, and stories that put them in the context of your potential customers’ daily lives.

We’ve got one more tip for you, then we’re going to do some show and tell ourselves.

5. Email

The beauty of email marketing is that those on your email list are there because they chose to be. This permission-based marketing means they’re already on your side -- now, it’s up to you to use the channel effectively to sell more products. Here are two ideas to get you started:

• Set up a consistent campaign (weekly, bi-weekly, etc.) that includes sneak peeks, coupons, and product features.
• Design an e-magazine that matches the branding of your site. Send it out in regular intervals -- perhaps quarterly if your business is seasonal -- and make it easy to click through to search and find products on your site.

Remember, customers have given you permission to drop by their inbox -- but they can just as easily take it away. Make your emails valuable by sharing information that helps them understand your product and how it fits into their lives.

B2B e-commerce sites that do it right

Like we said: we’re all about the show and tell. Here are a few e-commerce stores that are getting it right:

Blake Envelopes

As their name suggests, Blake Envelopes is an envelope maker out of the UK. Here’s how they’re getting their e-commerce store right:

• Prominent search function on a clean design directs you to exactly what you need
• The store itself has excellent filtering option, plus a “compare” feature that easily allows you to see choices side by side
• They have a prominent video page and social sharing buttons so you can spread their story

Square

Square sells one predominant product: a point-of-sale kit that allows you to read credit cards and accept sales from your mobile device, anywhere. Here’s how they’re getting their e-commerce store right:

• The shop is organized by the type of business you’re running, so it’s easy to self-identify
• Devices are laid out by function and shown in use
• Tech specs are made clear, but not overwhelming, so you can be sure you’re buying the right product

Blake Envelopes and Square are focused on making it easy -- for customers to find them, buy from them, and then share.

Boost product sales at your storefront
E-commerce isn’t going anywhere but up in the next few years. Stay at the front end of that curve by following the five steps above to optimize your site, expand your reach, and deliver the best experience to your customers.

Ever feel overwhelmed or confused when your designer or Marketing team asks you for a logo file with transparency? What about a high resolution image? We will be the first to admit that there are so many different elements that go into a stellar graphic design file.

Don’t worry—we’re here to break down the must-know lingo for basic graphic design knowledge, here we go…

Vector files are excellent for creating graphics that frequently require resizing. Vector files such as AI and EPS can remain editable so you can open them back up in Illustrator and edit any text or other elements within the graphic. With images that contain text that are saved as a JPG, PNG or GIF, you would not be able to reopen and edit the text.
Web Use: Source files - for logos, charts, icons, or any hard edged graphics
Print Use: Source files - to be sent to the printer
Popular File Types: .ai, .eps, .pdf, .svg

Raster files use many colored pixels or individual building blocks to form a complete image. They can’t be dramatically resized without compromising their resolution. It is important that you save raster files at precisely the dimensions needed to eliminate possible complications.
Web Use: Output files - for most web graphics displayed on the screen
Print Use: Hi-Res files - can be printed at 300 dpi
Popular File Types: .jpg, .gif, .png, .tif

File Types

.ai (Adobe Illustrator)
Default file type of Illustrator, a popular vector-based program.

.eps (Encapsulated PostScript)
Vector file which can be opened outside of Illustrator.

.pdf (Portable Document Format)
Self-contained document which preserves vector images as well as fonts or graphics needed to display correctly.

.svg (Scaleable Vector Graphics)
XML-based vector image format supported by modern web browsers.

.jpg or .jpeg (Joint Photographic Experts Group)
This raster image format is best for displaying photographic images on web browsers.

.gif (Graphics Interchange Format)
Raster image format best for simple images made up of solid colors without gradients.

.png (Portable Network Graphics)
Raster image format best for displaying simple images, supports transparency.

.tif (Tagged Image File Format)
Raster image format best for high-resolution photos.

Dots Per Inch (dpi)

Web - 72 dpi
Images intended for the web only need to have a resolution of 72 dpi, which is the maximum resolution of monitors.

Print - 300 dpi
Images intended for print need to have a resolution of 300 dpi, as the printing process allows for much greater detail.

Printer Mark’s

When you prepare artwork for printing, a number of marks are needed for the printer device to register the artwork elements precisely and verify correct color.

Trim Marks
Very fine horizontal and vertical rules that define where the page should be trimmed. Trim marks can also help register (align) one color separation to another.

Registration Marks
Small targets outside the page area for aligning the different separations in a color document.

Color Bars
Small squares of color representing the CMYK inks and tints of gray (in 10% increments). Your service provider uses these marks to adjust ink density on the printing press.

Page Information
Labels the film with the name of the art board number, the time and date of the printout, the line screen used, the screen angle for the separation, and the color of each particular plate. These labels appear at the tops of the images.

Bleeds
Bleed is the amount of artwork that falls outside of the printing bounding box, or outside the crop area and trim marks. You can include bleed in your artwork as a margin of error—to ensure that the ink is still printed to the edge of the page after the page is trimmed or that an image can be stripped into a key-line in a document.

You’re on your way to becoming a graphic designer! This information comes in handy when you’re working with a designer, printer, or Marketing firm and certain files are requested. Knowing what you are going to do with the file or where it will be used helps tremendously to guarantee you’re receiving everything you may need (for the future, too)!

By Sherin Tebbi & Emily Jang

A photo posted by Out & About Communications (@outaboutcomm) on Dec 1, 2015 at 4:19pm PSTVSCO, created by Visual Supply Co., is the latest and greatest way to shoot, edit, discover and share digital photographs. Through the beautiful yet minimalist app, VSCO allows individuals to let their inner-artist shine while pursuing possible insta-fame.

To help ease the transition into a photographer's world, VSCO has a series of preset filters that adapt to any type of photography in whatever, whichever way that suits you. Create clean, dark, bold or vintage-inspired photos to highlight your creative expression. Let this post be your simple starter’s guide to learning about basic filters, functions and endless editing bliss.

Preset Filters

B1, B5: Black and White
These are the perfect filters for giving photos a classic vintage or antique feel. Black and white filters suit a range of photography subjects from portraits to landscapes. Ideal for photos that have distracting colors, these filters create a more toned-down, chill vibe, and help the eye focus on the details of the image.

C1: Very Chromatic
The hint of red highlight in this filter warms up the image and emphasizes the bold colors of the photograph at the same time. Perfect for photos taken with warm light sources like natural sunlight, this filter can add an autumn/fall semblance.

A photo posted by Out & About Communications (@outaboutcomm) on Nov 14, 2014 at 12:31pm PST

M3, M5: “Vintage”
By adding a cooler temperature and a bit of fade, these two filters generate a “vintage” feel. Try this filter on monotone or minimally colored photographs for a unique out-of-time look. Fading the image ages the photo, creating the vintage look that is a favorite amongst the Instagram community.

P5: Cool-Toned
This filter brings down the temperature of the photo significantly, giving off hints of blue highlights. Works best with landscape photos, bringing out blue skies and bodies of water. The filter can be difficult to use for capturing your meal because it significantly kills the natural color of the image, making food appear a bit less appetizing.

T1: Faded Effect
T1 is a very popular filter amongst photographers and admirers as it creates that iconic hipster look sought out by the “#Instafamous.” To do this, T1 fades the image dramatically, while still preserving the vivid colors of the image. This is a versatile filter that works well with any subject matter.

A photo posted by Out & About Communications (@outaboutcomm) on Aug 26, 2015 at 1:01pm PDT

X1: Extra Black and White
This filter is a darker version of B1 and B5 since it contrasts the black and white more clearly than the B1 and B5 filters. By adding a darker finish and contrast to your photograph, create gloomy, macabre images. Refrain from using this filter for food photography, as brilliant colors and natural lighting make food look the most appealing and scrumptious.

HB1, HB2: Pigmented Yet Faded
Although HB1 and HB2 are not stock filters, they are available as free downloads through the app. Similar to the T1, these two filters both slightly fade out photos while at the same time accentuating the pigments and colors that are already embedded within the image. Great for giving photos a more monotone vibe by balancing the warmth and coolness of the photo’s temperature. Ideal for landscapes, food and still life.

The ease, creative nature, and accessibility make VSCO (Download now for Apple or Android) one of our favorite apps.

Follow us on Instagram to see our favorite filters in full action.

By Chelsea Alves, Associate Content Writer at Classy

The concept of “need to know” has taken a dramatic shift in the past few years. The rise of social media—and the increased sharing of information—has demanded more of businesses than ever before. In fact, their success often hinges on how accountable they are to the public. But what does it mean to be transparent in business?”

Transparency can mean different things to different companies. To most, however, it means sharing information in a real and genuine way. Withholding or strategically misconstruing information is no longer acceptable for this new era of customers who are savvier than any generation before them and who err on the side of caution when it comes to rallying around a brand.

Transparency is something that a business must work at over time to perfect, but it can pay off big in the long run. Take a look at how transparency can help your business.

1. Builds Trust with Customers

Perhaps the greatest benefit of transparency is it produces trust. Just as with personal relationships, a business relationship is strongest when built on a foundation of honesty and truthfulness. It is difficult to establish trust when a company does not disclose information, keeps everything close to the vest, and remains closed off. By giving people a window into its workings, a company can prove it adheres to ethical business practices, and thus build trust with their customer base.

Martha Rodgers, a writer of Extreme Trust, points to a good example of an organization that lost the trust of their customers and in turn went bankrupt. “Look at Blockbuster. Their customers hated late fees more than anything. When Netflix came around and didn’t have late fees, Blockbuster dragged its feet. After all, customers could always avoid late fees by turning in their movies on time. By the time they tried to change their model, it was too late. They’d lost their customers’ trust.”

2. Engages Employees

Transparency isn’t just a public-facing practice. A culture that values transparency breeds engaged employees. Allowing employees to see where the business performs well, and in which areas it struggles, binds each employee closer to the company’s strategic goals. Openness and trust help to create a comfortable environment that spurs innovation and experimentation while revealing early failures and oversights. The more a company trusts their employees with their wins and shortcomings, the greater the personal connection is to the company and the more dedicated your employees will feel about working there.

One company that has done a great job of encouraging open, honest communication is SAP, a provider of enterprise application software. Their employees understand the “why” behind their jobs—what they’re expected to achieve and why it’s important to the greater good of the organization. Collaboration is encouraged and teams communicate with other SAP offices around the world to get projects done. Additionally, leaders encourage all employees to engage in the conversation and offer their own feedback.

3. Improves Customer Service

Information moves fast and that means you need to respond quickly to both positive and negative press. In an age where a story can become viral in a matter of minutes, the timing of a business’ response is more important than ever.

If you don’t know how to respond to the public conversation initially, a simple three-pronged “aware, working, and update” post is sufficient. It shows you are aware of the situation, are working on the problem, and will update people once you know more. If you cover these three bases, it stops people from drawing their own conclusions. It tells them that you are both listening to the conversation and working to solve the problem.

The Internet can be a cruel forum for disgruntled customers. They don’t take kindly to people who make excuses or stay quiet. Companies should instead own the problem, respond to it, and let people know they are working on a solution.

JetBlue is a business that aims to be responsive and transparent. In an industry that’s rife with angry customers due to airline delays, JetBlue responds quickly to both satisfied clients and frustrated ones.

JetBlue is also known to be extremely responsive to customers who mention their brand online. Whether they send a public @reply or a private Direct Message to answer a question, they interact quickly.

4. Increases Credibility

Some businesses realize the importance of transparency only after they’ve been involved in a scandal and have had to publicly defend themselves or otherwise explain their actions. Having a transparent approach to business even before an extreme situation occurs proves to the public that you have nothing to hide. If your business constantly practices accountability, it will, in turn, develop a sense of credibility among your audience.

One organization that has become a credible source in an industry plagued by “false accusations” is The New York Times. The New York Times has taken measures to ensure their reporting is credible by:

• Showing the report and sources that support their work
• Curating and attributing information responsibly
• Offering disclosures
• Correcting website and social media errors

By doing so, they have become a trusted news source in an age where ethical journalism is often questioned.

5. Builds Loyalty

Companies that practice transparency in today’s society is certain to build loyalty with their customers. This type of honesty is difficult to find in the modern age, which is why customers tend to stay committed to a transparent organization when they find one.

In 2008, Domino’s Pizza surveyed its customers asking what they loved and hated. The customers spoke: They didn’t love the crust, the sauce, or the cheese. Domino’s publicly shared the survey results, asking customers to help fix the problems. They spent 18 months reviewing thousands of messages through social media and invited regular customers to try their pizzas, making changes along the way.

When the company re-launched its product at the end of 2009—with a series of commercials featuring its troubles and solutions—the response was overwhelmingly positive. Domino’s continues to ask their customers for feedback and now has more than 10 million fans on Facebook and over 900 thousand followers on Twitter.

Conclusion

There is no better way to build trust among employees and customers alike than by maintaining transparency in your organization. If you are honest, open, and accountable, people will know what to expect from your company up front. Start practicing transparency today so you can build meaningful and long-lasting relationships with anyone who touches your organization.

Classy is an online fundraising platform for the modern nonprofit headquartered in San Diego, California. We're thrilled to share this fine city with other amazing start-ups that continuously do good! If you'd like to learn more about Classy, be sure to check out their website and follow them on Facebook, Twitter and LinkedIn!

Mandy Fisher, our Marketing Manager, was recently featured in an awesome article on Financial Planning by Bob Veres discussing financial planners and their potential clients.

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