When it comes to marketing communication, speed and agility are essential

August 21, 2018

We most often hear about speed and agility as they relate to sports, but they’re essential in business too—especially business communication. If an opportunity arises, you need to jump on it. Paying attention to current events and trends can really help boost awareness and sales. Here are a few examples and why they worked.

I Really Don’t Care/I Really Do Care

While in general we recommend steering clear of politics, we can’t ignore one journalist’s response to Melania Trump’s “I really don’t care” jacket.  Parker Molloy, a writer for Upworthy, purchased the domain Ireallydocare.com, created an image of a “I really do care” jacket which went viral and generated over $230,000 in donations to 14 charities that help immigrants. Regardless of what side of the political spectrum you sit on, you have to respect this strategic move and the agility with which this reporter moved.

Merriam-Webster Word of the Day

When it comes to the dictionary, trendy and relevant aren’t words you usually think of, but 189-year-old dictionary publisher Merriam-Webster found a way to re-invigorate its brand by posting a Word of the Day on social media. The Word of the Day generally ties to something happening in the news or a misstep by a high known personality. This has caused it to more than double its’ following on Twitter to over 720,000.

Southwest Airlines Flight 1380 Crisis Response

A passenger died on Southwest Airlines Flight 1380 after being partially sucked out a window of a flight from New York to Dallas. This was a tragedy, but also a case of a crisis response plan gone right. They stuck to their plan, acted quickly, communicated effectively with compassion,  and were cohesive with their messaging. The outcome was that the media focused on the heroics of the crew and the bonding of the passengers vs. the crisis.

“Real Food” Vitamins

Supplement brands while health-delivering, aren’t usually thought of as edgy, but Swanson Health Products took a risk this past Aprils Fools Day and came up with marketing gold. To help support the launch of their Swanson Health Products and Real Food on April Fool’s Day, Swanson’s marketing, web and PR teams all worked together to create a tongue and cheek campaign that resonated with consumers and media.


Unicorn Food

These mystical creatures have captured cult-like attention on social media, especially Instagram. Nutrex Hawaii capitalized on this trend to raise awareness and sales of spirulina. They do a good job of commenting on and sharing Instagram posts on the topic and even posted a blog about it on their website and had retailers like Fresh Thyme jump onboard on their social media channels.


A few additional takeaways to take advantage with your communication efforts:

  • Be authentic: Make sure what you do ties to your brand identity or you’ll leave your customers and consumers confused as was the case when IHOP put out a statement saying it was changing its name to IHOB to promote that it had burgers—people thought the “B” stood for breakfast.
  • Move like a cheetah: Make sure you have a culture in place that allows team members to move quickly when there’s an opportunity as demonstrated above by Upworthy’s Parker Molloy.
  • Utilize wit: As demonstrated above by Nutrex Hawaii and Swanson Health, business communication doesn’t have to be serious to make an impact. Have a little fun and don’t be afraid to be tongue and cheek.

What things have you done to find success? Would love to hear your stories. Feel free to drop me a line at traci AT trusttransparency DOT com.



Anthony Reyes
Author: Anthony Reyes

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Lori Diez

Lori Diez combines compassion and excellence to lead organizations to their next level. A small-town Texas childhood taught her the value of hard work and relationships, which she uses to foster teamwork that brings results that have transformed cultures and programs to their highest potential. Her successful career in pharmaceutical and nutraceutical sales leadership and event hosting has prepared her to deliver results as the COO of TrustTransparency, where she uses her industry knowledge to ensure that the company’s operations run smoothly as they support nutraceutical companies in their mission to help others. Lori’s passion for charity reflects her belief that individuals working together can change the world, no matter how small their contribution to the effort. This year, she looks forward to continuing over a decade of service at the Houston Livestock Show And Rodeo, where she will be the Chairman of the Livestock Committee.

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Glynnda Steinford

Glynnda Steinford, Trust Transparency Consulting’s Director of Customer Relations, brings over four decades of healthcare experience to her vital role in client engagement and relationship building. Her diverse background spans from administering medical groups to impactful stints in pharmaceutical and nutraceutical sales, all underlined by her degree in Healthcare Administration.

At the heart of Glynnda’s work is her talent for nurturing long-term connections, a skill she leverages to enhance client experiences and partnerships within the consultancy. Beyond her professional commitments, she enjoys life’s simple pleasures, whether it’s her love for cats and cooking or her ventures into golf, always prioritizing cherished moments with family and friends. Her personal interests echo the dedication and warmth she extends in her professional network, making her an invaluable asset to the team.

Caiti Dowden

Caiti Dowden stands as a crucial pillar at Trust Transparency Consulting, bringing invaluable insight and expertise to her role as Senior Executive Assistant’ since her start in 2018. With an academic background from Sam Houston University and a career shift from education to the nutraceutical sphere in 2010, Caiti has cultivated a sharp acumen for dissecting industry trends and bolstering strategic decision-making.

Her transition from Data Analyst reflects her growth and deep understanding of the business landscape. Caiti’s commitment goes beyond professional excellence; she thrives on balance, drawing from her rich life outside of work to enhance her organizational contributions. Whether it’s family time, volunteering, or rooting for Houston’s sports teams, she believes in embracing experiences to fuel her professional creativity and insight.

In her current role, Caiti’s dedication to dynamic business analysis and operational support proves her to be an irreplaceable asset to our team, embodying the synergy of personal enrichment and professional success.

Pam Hilpert

Pam Hilpert, Chief of Staff at Trust Transparency Consulting, has been instrumental in the firm since its inception, leveraging her 17 years of accounting experience, including a significant tenure in the nutrition sector. Her collaboration with Scott Steinford spans various successful ventures, emphasizing her integral role in the company’s financial and strategic initiatives.

An alumnus of Sam Houston State University, Pam holds degrees in both Business Administration and Accounting, as well as an MBA, adding academic heft to her practical industry insights. Beyond her professional prowess, Pam is passionate about family, enjoys live music, delves into quilting, and volunteers at her church, reflecting her well-rounded life.

Her multifaceted expertise and longstanding dedication make Pam a cornerstone of Trust Transparency Consulting’s operational strength and team unity.

Scott Steinford

Scott Steinford, a trailblazer in strategic leadership, boasts a certified M&A background, having navigated companies from their genesis to industry prominence. His brainchild, Trust Transparency Consulting, born in 2007, stands as a testament to his dedication to ethical business practices and strategic foresight, offering industry stakeholders invaluable guidance.

Beyond founding and steering companies, Scott has enriched the business landscape with his insightful keynotes and prolific written contributions, emphasizing his commitment to elevating industry standards. His executive tenure shines in roles as CEO or President of for-profits like ZMC-USA and Doctor’s Best, extending to significant contributions in non-profit sectors.

Notably, Scott’s influence is a driving force in the CoQ10 market, where his leadership has significantly bolstered the ingredient’s global presence. His roles in various capacities, including as a New Hope Ambassador, keep the community informed, providing in-depth industry reports and insights.

An active advocate within professional associations and an Editorial Advisor for leading industry publications, Scott’s expertise is both recognized and sought after. With academic roots in Pre-Law and a Master’s in Law, his journey transcends textbooks, embodying real-world business acumen and transformative leadership.

Scott Steinford merges visionary entrepreneurship with principled leadership, creating a legacy of innovation, growth, and unwavering commitment to industry excellence.