“Efficiency signifies the productivity of the process.”– Susan Page
Efficiency sounds so clinical. It’s interesting to hear about it from a newspaper woman. Efficiency is not something that comes to mind when you think of journalism, but of course it’s critical. Excellent writing is all about being concise. It’s about getting the story across completely using the fewest words possible.
But she’s referring to the productivity of the process. At Interfanatic, we have a lot of processes. We have systems galore. We don’t really think about it in these terms any longer because they’re such an intrinsic part of our work. But we’re always trying to find ways to be more efficient for the long run – because it’s better for our customers.
This brings to mind one of our clients from just a couple of years ago: Collectors Universe and PCGS. Now THAT is an efficient company!
Efficiency: An Interfanatic Quality
Efficiency is ingrained. Of course, we have to constantly fight for it. Our business is on an entropic trend with efficiencies fighting inefficiencies on every front. Efficiency doesn’t have to be impersonal, but it does have to work.
We’re constantly on the lookout for ways to make things happen faster, simpler. Any time there’s a complicated process, we seek to simplify it. Our business is rife with new tasks, new processes, and these are not always beautifully efficient.
Over time, we hone new processes to make them simpler and more efficient. It helps us save time and money. And then we can pass that efficiency to our customers through savings.
PCGS is Efficiency in Action
The Professional Coin Grading Service is an incredibly efficient outfit. They deal with tens of thousands of collectibles daily, and they get those tens of thousands of items in front of dozens of extreme experts to get their honest opinion of condition and / or value.
“[PCGS is] an incredible outfit performing a massive service to an industry that intrinsically requires their talents.”
On top of that, they’re dealing with some of the most valuable and rare collectibles in the universe. The collectibles market is much like the stock market, in that it fluctuates daily based on supply and demand. They are the third party that helps buyers and sellers know what is in front of them.
A few years ago, we handled a couple the marketing initiatives for PCGS. Well, we Interfanatic, did not – I did. We handled some of their social media, many of their email sends, and a video marketing program related to a big rollout of collectibles for a big customer. It was awesome!
But in doing so, I got to see how clinically efficient PCGS is. They’re not that way just because they want to be – they’re that way because they have to be. When you’re dealing with collectibles on this scale, you have to treat them agnostically, and you have to treat them quickly – efficiently. It’s an incredible outfit performing a massive service to an industry that intrinsically requires their talents.
So when we had the opportunity to handle some of their marketing, these were some incredibly fun and rewarding projects for us.
Interfanatic Service Focus: Interfanatic Power Search Advertising with Setup
Search advertising is the ultimate in efficiency. While the newcomer to the scene – social media – is not always efficient for newcomers, search advertising is the king of making your dollar go far. It’s a great way to establish your brand, and a great way to get your established brand in front of the right customers.
If you want to spend your money efficiently, get a digital search campaign going the right way. It will take some time to get it tuned in, so start by spending slowly. As you see the results you want and begin to understand why you’re seeing them, up your spend to get more of what you want.
It’s a beautiful process, and we’ve been proud to be a part of it for some great customers during these difficult times.
Interfanatic: Honing Efficiency
Like PCGS, we have systems and processes in place to help you become more successful while spending less. We’re here to help. It is my pleasure to help you get more business for less.
This week’s image:
Interfanatic‘s founder, Ryan Delane, takes or creates every image you see in our social feed.
While reviewing photographs to use for our social feed, I was struck by this image of a red rose. There is little that is so efficient in eliciting a reaction as a gorgeous rose. It is beautiful and immediate. The more you look at it, you have an emotional reaction to its visual and olfactory presence. It is a king (or queen, as the case may be!) of efficiency.
Black Lives Matter.
When we’re all more successful together, the world is a greater place. The downtrodden, the sick, those less fortunate – they are the enemy of an efficient collective happiness. Instead of fighting to keep some down, we should be fighting to lift everyone up. Not just ourselves. When we help others up, they help us find new heights.
This is America.