Comstock's magazine 0219 - February 2019 - Page 24

n WORTH NOTING buzzwords READERS SOUND OFF IN THE COMMENTS ˈvalyo͞o ad Something that adds value; a benefit or enhancement. Opinion: California’s current housing crisis needs free-market solutions Visitory_Jelly: Building more housing won't end the housing crisis if we only develop housing for the wealthy … We need to build and maintain housing for the millions of California households who earn collectively under $70K/year and can't afford $1500+ in rent every month. Build, build, build won't solve that if the rents do not keep pace with the wages/salaries and vice versa. HousingISaRight: Don't build and you guarantee that any existing/remaining affordable apart- ments/flats will become luxury … because de- mand to live near jobs in CA is many times higher than any available housing. Due to the broken NIMBY anti-building system, the cost of con- struction of any housing in CA has skyrocketed so that no affordable housing near jobs can be built without allowing many times more market rate housing to be built and requiring a reasonable level of below market rate. To achieve that then we have to pass legislation at the state level that ends local NIMBY zoning height/density control near jobs and mass fix rail transport, and requires reasonable BMR inclusionary housing. Visitor: We need to look at zoning as a huge hurdle. In Minneapolis, they just changed their zoning to do away with single family home devel- opments. Going forward, instead of apartments in one area and subdivisions of single family homes in other areas, now a developer/property owner can build duplexes, triplexes etc. A great way to build inclusive communities. Have something to say? Email us. editorial@comstocksmag.com. 24 comstocksmag.com | February 201 9 BY Vanessa Labi ILLUSTRATION: Jason Balangue A s a digital marketer, I hear the word “value-add” and my mind immediately recalls negotiating perks for clients: macro influencers throwing in a few Twitter posts at no extra cost, digital publishers tossing in additional ad placements to sweeten the deal. Not unlike, say, a free jean-hemming service with the purchase of premium denim, digital marketers know the way to delight clients and stay competitive is to add a little something extra. THE BUZZ 3Fold Communications CEO Gordon Fowler says using the term “added value” avoids the vagueness imposed by an abbreviation of a word that’s already considered business jargon. (Once a buzzword breaks down, so does, well, the value behind it.) “‘Value-add’ gets a bad rap because it’s not specific, it’s general,” Fowler says. “[It’s better] if you say, ‘Hey we’re looking at some ‘added-value,’ which would include…. And then we’re specific about it.” True added value is an ancillary service that’s both enticing for the client and strate- gic for the firm. What isn’t a value-add? Tossing in something “extra” for which the cost is already hidden in the marked-up price of the original service. THE WORD For most advertising agencies, seeking out added value for clients is standard practice, as a way to both exceed projected campaign performance in the immediate, and earn client loyalty in the long term. A value-add, in its truest form, still contributes to a business’s goals. Rather than a tangential frill or perk, a campaign’s enhancements should still work toward its key performance indicators. “It could be location, it could be a longer media run, it could be a more comprehensive cycle,” Fowler says. “It could be any number of things that could get us a better value for our customer.” These types of value adds, for instance, can help a campaign to deliver more impressions and reach a greater percentage of the target. In business, sometimes it’s not enough to just meet goals. Surpassing them is part of a service provider’s objective to surprise and delight. But that’s a buzzword for another time. value-add