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More on retailing…

Feb 24

Posted by Steve Gray in Growth, The Marketing Dept | No Comments

Ages ago I posted an article on Retailing, it was (and still is) a VERY topical area. My focus on this is renewed and I wanted to share some MORE! Ideas…

How did this come about, after visiting a retail ‘shop’ with friends, we spent an hour or two enjoying what they have to offer (yeah it’s a sit down, stand up and enjoy kind of place.) We got chatting to one of the owners, and ran through a few points of discussion. When we went to dinner after that we managed to throw more ideas into the mix.

It got me thinking (not again, just more…) and here is a list to work with.

  • Target market – Know who you are targeting, in their case I figure 26 – 60 yr old professionals looking to ‘unwind’. They don’t mind to spend if they are getting value from that spend – social types.
  • Work the list – They have been in business a few years now and should have a great email list to work, so work it. The list should also include their connections on facebook, google+ Linked in (It’s for professionals!) Twitter.
  • Work on their pain – They want to unwind, drop in and chill out… they want to pick up some great goodies to take home and unwind with, drop in and pick them up. So focus on what hurts, then alleviate that with what you have to offer.
  • Let them know – Use the list and ‘tickle their fancy’ with enticing ideas and options, photo’s of the specials and the offers, give them ideas they might like to try “Bought this, then try this too!” It’s Friday and the good peeps on your various lists should be hit a few times with these enticements. Like a reminder service. And make sure people can find you with great signage etc.
  • Ask them what they want – Yeah the customers, they might not want rickety stools, they might want something a bit shorter with back support. They might not want the cricket on the big screen TV. They might not want big in your face music… then  again they just might.
  • Plan it – All of this stuff, make it happen with a simple plan. who will do what when, then stick to it.
  • Offer incentives – Like, bring three friends next time and we will make them VIPs and we will reward you with a freebie.
That’s just a starting point. Oh these are great ways to build your business, BUT make sure the things are working, like the Facebook page, the website etc. You could be in for a nasty surprise if you are marketing to nowhere.

 

 

 

 

 

Smart Phone web stuff

Dec 9

Posted by Steve Gray in IT Dept, Planning, Risk Management, The Marketing Dept | 3 Comments

You have a web site for your business, and now people have heaps of smartphones and while they are out and about they are checking out your site from their phone.

Therefore make your site work on a mobile, as MILLIONS are now using their phones to browse, and the figure is building daily.

What you need is a way to test your site, the good people over at Google have come up with a fairly elegant solution… http://www.howtogomo.com/

A simple yet highly effective way to test your webpage/s to see if you can cut through when you need to! Now call your web people and make changes.

You want them to do what?

Nov 16

Posted by Steve Gray in The Marketing Dept | 1 Comment

When it comes to marketing, there are a bunch of questions I believe are important to consider, and I want you to ask these questions about your marketing.

What do you want them to…

  • Think – The message the marketing in front of the person either makes you think or not. The depth and length of that thinking is probably quite important, I figure as long as it leads to the next step then it works…
  • Feel – Does this follow thinking? How do you feel now that I challenged you to contemplate that… :) (deep huh) but the marketing message (image and or text) probably pushed a few internal buttons to get  you to feel a certain way once you thought about the message
  • Do – Action follows feeling as they say… therefore do you want them to sign up – phone – drop in – scan a qr code – read more – follow a link or…
  • Believe – The did what you asked (action) do they now believe even stronger that what they did was the right thing to do, I sure hope so.
  • Value – At some stage (probably after they have received whatever it was they get from taking the initial action) they will make an assessment about what they have received, if it fits to or exceeds their beliefs about it, and feel good about it then they will value it positively, if not bad news for you!

Get the message/s right so people value what you provide. That will then squeeze out the competition and give your business the edge, and what better place to start than with their  initial contact with your marketing message.

Naturally enough it’s one thing to have a starting point, another to be able to make it happen at other customer contact levels within your business.

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Retail therapy…

May 26

Posted by Steve Gray in People!, The Marketing Dept | 2 Comments

As we come into winter in Australia there are going to be plenty of businesses finding their retail stores are not full of people and hope they can make it through the leaner times with the profits they (hopefully) made during the peak summer months.

On many occasions I have spoken to retailers who say “Oh well what can you do, it gets quieter and you hope for the best, you get on the phone and have a chat to friends, get the juniors to clean up a bit and even open a bit later.”

I have seen many retailers in shopping strips sitting waiting and hoping… some survive some fade away.

How do you get around this issue and ensure your business can make it through tough times and perhaps thrive even though the temperature outside is telling you this really is “the winter of our discontent”.

Add to and ‘milk’ your database - If your business is interesting and has had customers come to your store for those one of a kind items you are known for, then you probably have a database of interested persons. If not then start building one! Make contact and start inviting them in for a fantastic shopping experience. Email and snail mail them AT LEAST 4 times a year (although you can readily do more with Email). Add a subscription service to your website, blog and online store then do everything you can to get people signed up and steadily build your numbers.

Shopping experience - You have a shop… what’s the ‘experience’ like… Do people love your service, your personality, the extras you add on, the items you sell? Or do they just come in because they have to and hate every minute of it. My view… Go for a stunning experience. Figure out how to do that with some brainstorming, internet research and KICK BUTT! – BRILLIANT service should be the first step, great displays, fast transactions, wonderful Staff, acknowledge all people who enter the store with a solid heart felt “Hello!”

Use your time – When it’s quiet in the store, develop your marketing plan and act on it. Devise a HEAP of ways to contact your database, build your database and keep them coming back for as little cost as you can. Email and facebook pages are one way, tweaking your informative and engaging website is another, adding to your web blog is yet another. Oh and here’s a critical one… do not vacuum the floor when people are in the store or anywhere near the store and see you  (or any staff) doing it, I hate it with a vengeance and will avoid the store at all costs (the noise is one thing, the tripping hazard of the cord is another and it’s just plain poor form!)

Get Excited! – If you are running a boring ‘old fart store’ with little life, a gruff disposition and a cold shoulder, prospects will find it hard to want to become customers, let alone repeat shoppers (clients). The more you can add excitement to cause people to want to shop in your store, more the more value you can get from them.

Cause people to take action – Ok so it’s quieter at certain times of the day. Can you run an event (an in-store demonstration or special display) or sponsor a catch up for a small group. Or perhaps you offer great package options you can make happen only at special times, to cause people to come in and stay there for a while. Or what about an in store treasure hunt… each day you could give people clues about where to find the treasure, perhaps online.

Give simple and effective reminders – Promo products can do this, drop a printed pen into their bag of purchases, give then an imprinted gift for purchases over $x. Chat to your friendly branding expert to get more ideas and ways to engage them more often. Add business cards in the bags each time (about 3 each time) people soon keep them for friends if the service is sensational and the experience and products are good.

Create an online shop – People like to buy, so sell to them in a way which fits for them, at home, anywhere in the world! Make it an easy to navigate online shop with Pay Pal as the payment device. And put on those things people can’t really get anywhere else. Avoid discounting the prices, buying is buying! then promote it on your FB page, twit about it, email people overseas and interstate (try to keep your locals shopping LIVE… They will find the online shop soon enough! are there other online or local shops you can connect with? Perhaps they can link to your shop too, you could have a whole community of connected businesses all working together feeding each other leads.

Get out there! – Sitting in your shop will cause  you to go nuts. Get you and your staff out in front and hand out goodies to prospective customers, give business cards,  chocolates “With the compliments of shop X”, a flier, an invitation to an event. (You can have them excited before they even enter the store!)

All of these tips are simply about loving people so they can love you back, and if you love your staff they will love you and the customers, Go on explore ways to give UNCONDITIONAL love to everyone you come into contact with. I think in an ideal world you could get so busy you would have to hire someone to keep this list of innovative connection options happening, as you could be too busy manning the till! Now that would be nice…

 

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Franchise Marketing 2

Feb 24

Posted by Steve Gray in Franchising, The Marketing Dept | 2 Comments

As a Franchisor, you have created a marketing plan of action and an aim. Let’s say you want to get your franchisees more corporate leads, by creating a targeted direct mail campaign to ensure clear penetration into a specific market. You call your friendly branding expert to get some ideas and explore some concepts.

You decide to send out a suitable small gift with a personalised note advising businesses of your new corporate level services.  The letter attached to it gives them a local contact and some information on the new services and why they should choose you, it includes a call to action “call now” for a free sample, analysis, quote etc.

You then advise the Franchisee they can call the prospect and you provide an easy script for them to follow. It’s simple and should provide some solid leads over time. It can also be followed up and the contact details added to the franchisees database to market to later on.

The challenges, as stated in the first article, clear communication to the franchisees needs to take place so they know what’s taking place and why. A great marketing plan can only be great if the people on the front line know what is happening and why.

You could create a short video which you email to them to outline the process, or a step by step text email.

You could follow these up with a phone call, or have a webinar to outline the process and let them know why you picked the gift you did and how you worked with your friendly branding expert in the process.

Getting the communication right at every stage of the process should cut down on the amount of hassles you experience internally as well as ensuring you are setting great plans in place to develop and implement the marketing campaign.

There are lots of ways to market a business and if your task is to organise it for someone else (in this case franchisees) then get the process right so you can expect the right message to be delivered to the right people, so solid results can be tracked. This will then give  you great evidence about what works and good directions to take in the future.

  • Get people on board – Communicate the aim clearly to them.
  • Make the process easy to implement – Show them how to implement it and measure the results.
  • Make the most of it – Show them ways to build the relationship beyond the initial campaign.

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Franchise Marketing

Feb 23

Posted by Steve Gray in Franchising, The Marketing Dept | No Comments

When it comes to marketing for your Franchisees you need to get a few things sorted, know your aim, create the message and figure out how you will deliver the marketing message and who it will be aimed at.

You might think this is fairly simple and standard, yet there seems to be a range of challenges people face with their franchisees and keeping them on board with the whole marketing “thing”. Some franchisees simply follow your lead, while others buck at every new thing which seems to be an expense rather than an investment.

What might seem a rather simple process can soon become a slinging match, especially if you have conflicting input into the process; or people in the organisation simply do not like or understand the intended concept, especially if it’s the Franchisees.

What’s important here is to make sure you market your marketing well, i.e. communicate clearly what it is, what its aim is and how it will be implemented. Then you have a greater chance to ensure you get stronger “buy in” from the team.

I have been part of a franchise organisation where the people creating the marketing had only a simple aim (to give the franchisees more prospects.) They failed to cater for the existing clients (encouraging them to buy more), nor did they have much idea of the target markets they were trying to reach or how to reach them.

The other challenge they failed dismally at was advising the Franchisees about ways to do their own Local Area Marketing with ease, so they could get stronger involvement from existing clients and build greater referrals.

Where to from here?

  • Make sure the marketing plans and outcomes are clear about what’s happening and why.
  • Use simple communication methods to let everyone know why the marketing is what it is and the aim of it. Then people will feel more at ease with the process and know what their investment will hopefully get them.

Far too often Franchisees can build resentment to things being thrust upon them, simply because they don’t know enough about the intended aims and processes involved.

In part two I will outline a way to implement this sort of strategy, so you can see the benefit of utilising your friendly branding expert to help take some pressure off for you.

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Making the Marketing Difference

Feb 22

Posted by Steve Gray in Franchising, People!, The Marketing Dept | 7 Comments

You are up to your elbows in work, pressures from all sides are making your job NOT what you want, a lot of hassle. How do you find time to get out of the pressure cooker and search for solutions to give you breathing space?

Chances are if you have the time to read this, that’s probably about as good as things will get! So let’s jump in and see if we can provide some fast answers to your marketing department challenges.

Marketing relief options…

  • Get support – There are a whole host of “marketing supply” organisations all wanting to take your cash and supply you with goodies, but use the ones who can take the pressure off. The good ones do this by doing at least SOME of the thinking and organizing for you as well as supplying great products, the great ones will show you how to use the products as well… Try calling your friendly branding expert and see if they can do it for  you.
  • 1 hassle or five+? – If you look after marketing for a single organisation there is probably less hassle, however if you are looking after multiple organisations (in the case of a franchise group), then you might have a whole range of conflicting forces pushing and pulling. Find ways to keep these forces off your back, perhaps by educating the end users on how to fully use the marketing devices to full effect.
  • Think, not do… – It’s easy to say it but sometimes hard to do it! Perhaps it’s outsourcing the “practical side of things” and even some of the thinking, so you can plan better what’s coming up next. A friendly Branding Expert should be able to assist you with this and not just be a provider of products.
  • Plan – Yes the thinking part means you can be more strategic in your approach so planning has to be next. Figure out if you have to get more new customers, keep existing ones interested or support an organisation you are sponsoring. Then build your calendar of marketing options from there.
  • Keep your people informed – if you are a one person marketing dept or a 100 strong team, your wider network of staff in the organisation will probably need to know about how to handle the promotions and various processes you will put in place so use your intranet, email and or training sessions, to give them information and get feedback on what’s taking place, often great ideas can come from some very unlikely sources.

Now you are back on track, see what’s out there to make your job easier and less hassle.

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Don’t do it! – How not to be part of a trade show

Feb 17

Posted by Steve Gray in People!, The Customer Service Dept, The Marketing Dept, The Sales Dept | No Comments

A recent trade show, lots of activity and displays for all sorts of interesting suppliers, generally a good time was had, however one thing which struck me was the appalling use of mobile phones by those who’s stalls were not doing a brisk trade.

There were staff sitting and standing about texting or chatting on their phones, some CLEARLY bored out of their brains.

Dear Boss… Tell them not to do it please!

I was embarrassed for them and I was a spectator.

If you take a stall at a trade show, you are on show, the business is on show… Therefore make sure you do the right thing and present professionally and do it well.

Firstly, these people may have had no idea what to do when they got to the show, they may have been told to “Turn up and chat to people.”

Secondly, if you feel you must text or email people use a lap top or an i pad so you look like you are doing business, or don’t do it at all.

I fully appreciate it can be a hard task to be at a trade show and be attentive all day long, it really is a draining experience.

May I suggest.

These people need to have something to do,

  • Set the situation up so they have appointments with people before the event, book some prospects to drop in and see what’s going on.
  • Make it clear about the things they can and can not do while on the stand texting for more than 30 secs is a no no!
  • Ensure you use a friendly branding expert to have creative ways to work with the people walking by the stand. It may be a giveaway you actively hand to the people, get the chance to chat to them and find out more, qualify them to see if they are a fit to what you have on offer, if they are then get their details and reward them with a better handout, this time with solid “remember us” branding on it.
  • Perhaps involve the people in a survey.
  • Consider other novel approaches to create interest. A juggler, a celebrity… make it so the people walking by want to stop, engage them, qualify and go form there.
  • Just because a person is not a prospect now, does not mean they can’t change if they move companies or start a different business later on.

Simply put, having people just sitting or standing about mindlessly not engaged in “working the crowd” are a liability, not an asset. perceptions and image are often paramount to ensuring your business puts it’s best foot forward.

Oh and to finish, “To the man who was so rude as to ignore myself and my friend by looking straight past us once he had figured out we were of no use to him, think again. The scan tag telling you my line of business is only one of my business activities so you gave me a BAD impression of your business, so the very important question I wanted to ask you will wait for the next celebrity speaking bureau chief I meet.”

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Linked In for business

Jan 31

Posted by Steve Gray in The Marketing Dept | 3 Comments

Many of you are probably very aware of linked In the business networking site, a bit like face book. Some of you are probably slowly building your presence there and perhaps you have found some groups there. But there are other benefits, here is an article you can check out which can help you appreciate how else it can be useful for your business.

Marketing Interview

Jan 26

Posted by Steve Gray in People!, Planning, The Marketing Dept | 4 Comments

Alan Miller, a freelance Journalist from Sydney interviewed me recently about Marketing, Enjoy!

Steve Gray has been in business for 30 years one way or another and has published hundreds of articles on business topics, from Leadership – Innovation – Communication to Marketing and Management issues. His hard won marketing experience means he is able to assist organisations to effectively get their name and message to their customers.

A.M: Steve you have done lots of things in business, you are a Trainer,  a  writer on a  range of business issues, a business mentor and a speaker on Leadership, Innovation and Communication issues, how did you come to get so involved in business?

Steve: I’m an artist by qualification, and over the years I have been introduced to business, from printing T’shirts in the beginning to design and photography (all fairly art related) then over time I grew my knowledge base and things spiraled from there.

A.M. I was surprised to learn you know a lot about marketing, which is the focus of the interview today… Is there a reason for that?

Steve: Like all businesses there is a need to get your product or service noticed, I placed adverts for my own business like most people and failed at it. I soon learnt a great headline helps, then you go from there, I read more, asked more questions, used my design and art training to explore more options and innovate a little. The more I explored the more I learnt. I note now there are always things to learn and check out like social networking and the culture developing around that to make it work, it’s quite fascinating.

A.M: Steve, what are some of the basic mistakes people make with marketing their business?

Steve: Having an aim (more new customers, more repeat business, raising brand awareness) and of course a plan of action which leads into an investment of time and effort rather than a liability. With no aim the shotgun goes off and hits very little you want it to hit.

A.M: Do you find many organisations have no marketing budget planned?

Steve: Often! This can be due to having no plan, no idea about what they need to do and what it might cost, Yet it can be so simple to develop.

A.M: What are some of the great things which have wowed you in regards to marketing and great brand placement?

Steve: We are seeing more integrated approaches emerge, people want to stand out from their competition, so a directory advert for example is only one approach, a newspaper advert is another… It’s when people start to realise they need to be more targeted and put a range of things together. E.g. a direct mail piece to prospects, followed  up with a phone call and a chat to see if there is a fit to their needs from your business (esp in B2B sales) then there is social media and websites where people can let a lot of people know about their expertise and keep their info and details in front of more of the right people, that’s becoming more powerful.

A.M: Is bundling of a range of marketing devices a way to go?

Steve: Clearly the one shot advert approach is a loser these days. You should realise prospects need to see your details more than once to be remembered, so the exposure side of things is a big issue. Therefore an advert with a call to action, perhaps a branded product as a reward for taking action can sit on their desk for ages, and that’s good! So take it a step further and have the info you want to tell people about readily available to them, a business card is one way, but there are more options to keep your name in front of them. From articles and information on the web to branded products people use everyday.

A.M: Should people link their promotion to their website or social media? And how would they do that?

Steve: Of course they should, I see it like a ring of connections where people can get in at most points and be guided to learn more about the business as they go. Perhaps via an active Face book page, or a group in Linked in (for business) this can lead to articles on their website, which can then get them more info via an email campaign. It doesn’t need to be difficult either! The more people get to see your business name in front of them the better. Couple the strong image retention provided with great service and you will be on a winner.

A.M: Do many of your clients have a marketing plan and should they?

Steve: Few do, and yes they should, at least a one page plan and a calendar of when they want to do things, then stick to it. Tweak it when things don’t work and know what does work.

A.M: How will social Media impact on marketing, in comparison to say branded items?

Steve: A branded item with a message can let people know you have a social media presence, so use it to do that (that gives it an aim then…) from there it’s up to you how you use the social media to blow your own horn and let your target audience know more about things which can be of value to them.

A.M: Do businesses need to be creative geniuses to make their marketing work or look snappy?

Steve: It’s great if they are, but not essential, pay someone else to be the creative one. However make sure it leads to a good aim or end product, like getting you more business, retaining customers. It’s great to have a creative approach and be noticed, but if all you get is a 2 minute wow factor then where’s the value in that? If on the other hand the creative approach meant you were handing out branded devices with your business details on them then your name is in front of more people for longer, that’s got to be good! Chat to your friendly branding expert for ways to get the message right and connect it with other things you are doing in your business.

A.M: Not everyone needs a marketing company to do their marketing for them, most can’t afford that, how would you help these kinds of organisations?

Steve: I suggest they create a plan of action knowing what the outcome is they want, then build on that plan and take action to get the results. Consistency is important. There are other branding experts who are not part of a big marketing company who can be of assistance, have a chat to them for friendly advice.

A.M.: A plan is one thing, implementing it is another…

Steve: Sure it is, if you want to get new prospects to look at what you offer, then you need to consider a way to do that, for instance in a business to business environment things can be different so the approach can be perhaps more targeted, therefore how you implement the plan is vital. You might start with a list of ideal customers or industries then figure out ways to get your name in their hands, your ongoing aim would then be how you keep it there. Your plan therefore should focus on ways to get your name in front of them and then what you can do from there.

A.M: There are many ways a business can market themselves, what works?

Steve: There are lots of things which work… Junk mail can work well, adverts in newspapers can too, and the same with branded products. It comes down to your target and the best way to get to the target. e.g. if I want to target accountants and I send out brochures to every household in town I have wasted a lot on the ones who are not accountants. Think about how your target wants to be presented to, then do that.

A.M: You mention branded products, many people would look at branded products as great giveaways at a trade show or convention, how can they be used by the average business to market themselves?

Steve: It depends on the aim, if they want to reward existing customers and say thanks, they can hand out simple things to remind them about the company, pens, calendars, imprinted note pads, things which would be useful for the end user and keep the business details in front of them. They can be also used as a device to get the attention of a new prospect, most people love gifts and they need not cost a fortune.

A.M: How should organisations go about choosing from the vast array of options available to them for marketing?

Steve: Chat with your friendly branding expert and explore what the businesses aims are, then look openly at ways they might be able to provide direction for the organisations aims and objectives. It might mean they have to create some great graphics to launch a message, brand some products and develop a way to get them in from of the right people. The big thing is being able to make the right connections at the right time so your marketing becomes the all important investment it needs to be, and not just another business expense.

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Creative marketing for 2011, will your business win this year?

Jan 25

Posted by Steve Gray in Innovation and Creativity, The Marketing Dept | 2 Comments

Its a tough time to be in business, GFC might be over to a degree, but buyers are holding back on spending, the following ideas are sure to get your friendly branding expert chatting and I am sure you will find ways to connect better with existing customers and excite new ones in the process.

Content creation on your website etc is one thing, but getting your target to see it is another. here are a few ways to explore a few pieces of the puzzle and develop a few answers. If nothing else this should be a spring board for your people to come up with some new options, share those in the comments!

  • Build digital communities people want to go to and stay at…. Give them reasons to stay, a gift, a prize and offer, an alliance, a chance to get tokens to build towards a bigger gift. along the way, they get your message.
  • Word Of Mouth as a way to get people to check out your social media information, blogs etc… so make a  you tube video of some people telling each other about your service. Imagine an office where two people are filmed by an apparently “sneaky camera” they talk about some of the benefits of using your biz, they say the biz name poorly at first (so you can’t quite hear it) then it gets clearer over time. have an anonymous you tube acct so it’s not your biz acct, then as they walk off the camera sneaks up and your biz card features on a desk..
  • Hand out your branded gear in an area where you are more likely to get to the sorts of companies which might use your services. Chat to your friendly branding expert for ideas and options.
  • Link a series of approaches together, your linked in group, with your face book page, with your blog, with your website, with your email’s and links on faxes out and adverts with QR codes to a starting point on your website.
  • Have fun doing suitable “stunts” and get media attention which features your website, a “mob event” for example try a creative dance group for some ideas.
  • Provide a suitable enticement via a promotion to get people to head over to your blog and sign up… If they are your target market then great! if not just give them the thing and move on… its a number game.
  • Create a PDF of value to your target market, they can only get after signing up to your blog. advertise it on  your facebook page and linked in group, while twittering about it a few times.
  • Create self qualifying adverts, “When you want what we have go here…” then lead them to your website and give them a reward for doing so.
  • Fortune cookies with a pr code in it to link to a specific page on your website.
  • Create a you tube video with your website featured in it, make it interesting, like have a home movie, or show  a calm and beautiful scene of rolling waves make it short and to the point, heck make a bunch of them, then send links to them via your email list, of course the videos have your website details across the bottom.
  • Load your autoresponder email outs with great tips, hints, ideas and links to your various resources. keep adding to it with brilliant information so they want to stay subscribed.
  • Develop strategic digital partnerships with others who can link to your target market, this way you can get more leverage and be seen as a go to person for resources and ideas.
  • Repetition, repetition,REPETITION!, some things just don’t change! Your adverts need to be seen by people multiple times to be effective… So will it be a branded product, a link to your site, PR codes (more linking…) emails to your targets or all of them! yep do the lot, one of them will be the one which connects!

More ideas you want to share? Use the comments section in the  header for this post to let us know..

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Marketing that connects

Jan 24

Posted by Steve Gray in The Marketing Dept | 1 Comment

Marketing can seem like a hit and miss affair and if not correctly planned and implemented it can miss more often than hit!

The aim is not just to get your name in front of people but to make it connect. When you get to connect with someone the longer you can do it the better, and the more effective the connection, even better still!

Here’s how it could work. If you put an advert in a newspaper and all it sasys is your business name and contact details, you might get a few calls, however if it has some degree of emotion connected to it, you have a better chance of connecting with the reader.

An example… a motor mechanic, if they play on the pain of a car breaking down and the hassle that can cause, chances are the people who know the pain would relate to the advert. Instantly you have a point of difference from the advert with just the details. And you are more likely to get people to take some notice.

It’s even better if the person wants the service you are delivering at the time when they need it most, so if you have played to the idea of connecting and your opposition hasn’t you will probably win more often.

So think deeper and figure out ways to connect so you can set yourself apart from a competitor.

Here’s another step… Let’s say you did a basic connect with the first step and you added a call to action in the advert “Mention this advert and receive a free gift when you come in” then you have a chance to connect again, let’s say the gift is a stress ball with your contact details on it and a tagline which says “We take the hassle out of your vehicle repairs.” Then there is a connection to the first message and you get to be the one to be remembered longer.

Freebies are just one way of connecting with your target customers over a longer period, but avoid just giving them out, make the people work for it, like bring in the advert and get a quote and we gift you.

Put your thinking cap on and see what you can come up with using the connecting rule as a starting point, if you need to, chat to a friendly branding expert to get more information, you will then have a head start.

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Solid Marketing Strategies

Jan 12

Posted by Steve Gray in The Marketing Dept | 2 Comments

You market your business to a world full of competitors, prospects and suspects and in the end all you want is results. A result which says your efforts were worth it, sales are up and the marketing you have done becomes a great investment, not just another business expense. Therefore it makes sense to get the marketing right, the place to start is with a solid marketing strategy and a chat to your friendly branding expert.

Solid marketing strategies vary, depending on the aim/s.

The best marketing strategies are those which are the cost effective at achieving the objectives they are designed to do. For example, if your goal is to increase awareness of a new product, various promotions, adverts, demonstrations, and a variety of other tactics might be appropriate.

If however your goal is to increase sales, incentives, product association (lifestyle with product for example) and product generalization techniques (where there are similar product ranges you can associate with), as well as product differentiation tactics (Making your product stand out from the rest) may be effective.

If you are aiming to increase awareness or sales, or develop a brand image, product differentiation (ours is better because…), emphasis on core competencies (features and benefits), low cost leadership (leading the pack in a low cost way), product development, and all other strategies that contribute to the uniqueness of a brand may be used as the base of a solid campaign.

What’s important here is agreeing on what the aim/s should be, especially if one aim works against another

Make it measurable and adjust to suit.

Often specific strategies which aim towards target markets may be the most effective as they get to a specific group or individual. General marketing strategies on the other hand can be useful if many of the end users are not easily able to fit into a descriptor of potential users (e.g. some soft drink brands.)

A big part of whatever strategy you use however should be that they should be measurable. This is to establish what works and what doesnt. This will save the organisation money on research, trials, and failed campaigns as well as time, man power in some cases, and will assist in minimising risk. To make sure it is measurable you need to figure out a definition of what success is in this context, e.g. if the aim is to increase sales of an item, by how many is probably the best gauge here.

if you need to cover the cost of the advertising, then the profit margin on those sales needs to at least cover the cost of the advertising, however it would be preferable to exceed that level, by how much will be the stronger definition. Once you have defined the success indicator then the measurement tool needs to happen, it could be as simple as a voucher which has to be handed in to redeem a free gift, or get a two for one deal etc You keep the voucher and count them up at the end of the campaign. then adjust if necessary for next time.

Make it relevant.

An outstanding goal in marketing is to contribute to a loyal customer base and build the importance or memorability of the brand. To do so is said to be found in making the advert or promotion relevant to the target market.

This means that the target market believes the product or service being marketed is something that they actually need or want, and once they get, it, they feel somehow satisfied.

Reinforce the message.

As advertising happens over time, you should be reinforcing the message you present, in general terms and even with more specific objectives, either way the longterm goal forms the basis of all the marketing done for the organisation.

It is essential that marketing strategies be part of a continuous process, which does not just reinforce messages, but also, builds upon the previous messages

Regardless of their market share, organisations must ensure their message and credibility is in the minds of consumers, otherwise your competition may just lead them to look at what they have.

Media has changed, change with it.

Tv is not the advertising god it used to be as people fast forward or readily flip through channels on the TV. however a mix of advertising types might need to be trialled to figure out which ones do the right thing for your business.

If an organisation does not use its research and measurement , its marketing efforts will be at the mercy of the gods and the true results unknown.

To cut through the clutter and noise of marketing and promotions, your strategy needs to be tested and true to your goals and desires, it may take in social media options, traditional media and various creative ways to get and keep the prospect interested in what you have on offer.

Stand out…
The big thing to make your marketing work, is to stand out from the crowd.

  • Have a point of difference. (Quality – Service and Value are a given, so think of something else like a guarantee or how you solve a problem better than your opposition.)
  • Create powerful, better headlines.
  • Keep asking what do they want.
  • Be better at service so they want to come back.
  • Create engaging and compelling copy in the adverts.
  • Have outstanding calls to action
  • Be creative in your approach, innovation is in.
  • Talk benefits, features are one thing, benefits last longer…
  • Connect with the people you are targeting.
  • Chat to your friendly branding expert if you need assistance to do more.

Now you have the start to a solid strategy, you need to figure out a plan of action to make it work. Grab a note pad or a whiteboard, jot down ideas and then grab a calendar and set some dates to make the strategy come alive!

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Promoting Something To Death

Oct 8

Posted by Michael Crooks in Innovation and Creativity, Starting out in business, The Marketing Dept, The Sales Dept | No Comments

The question ignited a discussion that absolutely exploded with insight. “What promotional products would be good to carry an anti-gang message for middle and high school kids?“, asked a member of the online discussion group.

Are you kidding me? ……… NONE!

I believe I put it best when I wrote, ” … might as well hand out bulls-eyes imprinted with “Gangs Suck” for children to wear on their back.” Seriously, putting an anti-gang message on something for children to carry around or wear – is a bad, bad idea. The good news is, the discussion brought to light a couple of insights we as marketers should keep in mind in order to keep the government, advocacy and activist groups out of our business.

1) When we take advantage of marketing opportunities, we must also recognize our tremendous responsibility. While we may have responsibility to shareholders, bottom line and market share, we must also remember that we have a responsibility to our industry and to the publics that are affected by our marketing efforts.

2 )Place emphasis on message not product. In the example above, the question, “What product do we put an anti-gang message on?” is product focused. However, had the question been, “What do we want to accomplish?” the focus could have been placed on promoting good as opposed to gang-bashing.

In an effort to not paint bulls eyes on the backs of non-gang children, many of us agreed that before worrying about which products would be appropriate, that it would be best to first change the focus of the thinking. Instead of thinking anti-gang we felt that the focus should be more along the lines of pro education, pro safety, pro future, pro self esteem or something else that doesn’t threaten the gangs.

One line of thinking is be, “Want to keep kids from joining gangs? Give them something else to join.” Now you’ve got the seed of an idea that could make for a campaign that could involve parents, band and athletic boosters, the school, school clubs, businesses, scouting, 4-H, social and civic organizations … the entire community.

For marketers, the question is, “Want to keep consumers from buying from your competitors? Give them a reason to buy from you.” Give them something to belong to.

Finally, as a public service, I want to re-emphasize the responsibility we shoulder as marketers. To that end I share with you a thought I cannot shake since I first read, “What promotional products would be good to carry an anti-gang message for middle and high school kids?”

That neat, fun, do-dad with the wrong message on it … could get someone killed.

Have a nice day:)

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The Distance Between Good and Great

Sep 10

Posted by Michael Crooks in Innovation and Creativity, Starting out in business, The Marketing Dept, The Sales Dept | 1 Comment

Without regard for budget, the distance between good and great is largely the distance between your brain and your fingers. Often, marketers develop a good idea and execute it perfectly. They congratulate themselves and move on, perhaps never realizing that with just a bit more thought they could have hit a giant home run. A perfect example of what I mean stems from a recent 10-day Eastern Caribbean cruise.

Once aboard the ship, we could buy a soft drink card that yielded unlimited soft drinks while on board. We also received a 16oz tumbler emblazoned with the Coke(r) logo and a small Princess(r) Cruise logo. Coke had its name in front of 3000 travelers for 10 days playing an integral role in life aboard the ship. Good promotion, no question.

Now that I’m back home, however, there sits these four tumblers on my counter. I see the Coke and the Princess logo …. so what? I am motivated to do exactly …. nothing.

For starters, it would have cost no more to imprint a website on the tumbler and perhaps a message that said, “Visit (website) to continue your cruise experience.” Since the tumblers were shrink-wrapped, it wouldn’t have cost much more to add an interactive component to the mix. Perhaps an ultra-removeable sticker affixed, inserted inside or shrink-wrapped onto the tumbler. The sticker would say, “Affix this sticker to the inside of your suitcase to remind you to visit (website) at home when you unpack.” When people got home and unpacked, that sticker would remind them to visit the website.

Another thought would be to encourage people to take photos of themselves in ports of call holding their tumblers – and email them in. Once they send their photo in, they would have reason to check back on the website to see if their photo was up. And you know as soon as they see it, they would tell all their friends and family to go to the website and see it.

With a little more thought, Coke and Princess could have leveraged something that I had to purchase in the first place … to their benefit! No kidding. Think about that. I paid money for the tumbler and drink card, giving them the opportunity to market to me during the cruise and interactively after the cruise. Now that’s brilliant! But they didn’t take it far enough.

Instead, I have a tumbler that (yawn) passively reminds me of my vacation.

If you are in the midst of developing a promotional campaign, perhaps now you have a bit more to think about. Ask yourself, “Is simply having our logo on an item good enough?” “Can we do more? Can we go further?” “How much more will a call to action really cost us?” Seriously, a great idea can be no more than another thought away.

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Do you do this with your marketing?

Aug 20

Posted by Steve Gray in Growth, The Marketing Dept | No Comments

I’ve seen it done a lot, I’ve seen it done really well and I’ve seen it work exceptionally even in a down market.

I call it Marketing overlap, there is probably a fancy name for it in market speak but for now that covers it.

Many businesses rely on just a few forms of marketing and can measure the results of those, however what most fail to do is overlap the marketing so that as one method of marketing runs out of stem the next one kicks in.

An example of this is when you have a range of great products, and this month you have a special on one of them, the next month another special with a  different item and so on. By focusing on one product special then another people can get excited about coming to check out what you have on offer, often to get the special, but guess what they do, they often buy more than just the special.

If your business is expanding and offering new products you can launch them as the “special” then as you move to the next special the first one has nearly run its course, and so the overlap effect occurs.

This method generally ups your average dollar sale, keeps people interested in what you have to offer and if you can couple it with a range of marketing devices you will probably see great results. Want to develop a plan of action, then try chatting to your friendly branding expert to see what you can do to make it work.

So on, get out your marketing plan and cram a few extra marketing devices into the mix and overlap each campaign to keep the punters interested, if you don’t, your competition just might and take your customers out from under you. Chances are you may not notice until it’s too late.

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Good connections

Jun 15

Posted by Steve Gray in Innovation and Creativity, People!, Planning, The Marketing Dept | 1 Comment

One of our guru lads over here is Ross Hill, on his Blog is a great piece of intriguing information I think all businesspeople and educators can learn a lot from.

He starts off talking about games and what makes them addictive… Then he goes on to show the comparison to social media (“aint” that the buzz at the moment) then I figure if you know what makes social media addictive, you could create a business that is addictive for your customers.

Imagine that people addicted to what you have, and they keep coming back to buy more… Yep the old loyal customer routine. Only now (thanks to Ross and others…) we can start to build an understanding of how that happens, so lets do it for business. Oh I mentioned educators as well, in a stale classroom, sit down, shut up, take down these notes… a fresh perspective on what engages people has got to be useful!

I’m going to cut to the chase here… The five central elements of Game Mechanics are:

  • Collecting things.
  • Earning Points.
  • Getting/giving feedback.
  • Exchanges/Gifting.
  • User Customization.
In looking at the game mechanics and the social media link up to it there are plenty of things that make these points work, If you ever played pinball, getting the high score was way cool, in the latter day digital gamers world collecting things to give you more power, gifts, tokens etc was way cool too. then in a connected world being able to give feedback via facebook, twitter etc became a big buzz. then they allowed “games” of giving flowers, plants (virtual etc…)
Let’s go across to:
Business…
  • Collecting things – Tokens in adverts.
  • Earning points – Buy five things get the sixth one free or at a discount (loyalty card ticked off.)
  • Getting/giving feedback – Hello – how are you – query form.
  • Exchanges/gifting – For every $10 you spend we give $1 to charity…
  • Customisation – if you have an online store they can personalise in some way then that’s useful.
Education…
  • Collect and bring things for show and tell.
  • Get points for good behaviour.
  • Discussing progress – giving feedback on what they liked in class.
  • Exchanges of information in group sessions
  • Customising by selecting which type of final assessment device they want to choose.
These are a few examples of possibilities, I’m sure there are plenty more, the thing is making sure you can provide enough to ensure your service is the one they are addicted to.
If you are still not sure about any of this check out Mc Donald’s and think about their happy meals for kids… you get a toy to collect, while the parent is there they probably buy something too, so even just having a single part of the formula in place can be highly valuable. Now put on your thinking caps and come up with a few ways you can use this information to your advantage.
I’m almost excited about the prospect of saying AND… lets add in our target market personality types, motivators and Drivers it would really assist us to be able truly effectively hit them between the eye’s with solid targeted information they want to act on… but perhaps I better leave that for another day… Oh and remember if you need assistance to figure out ways to do this sort of thing chat to your friendly branding expert, they are sure to help.

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Getting Marketing to Critical Mass

May 30

Posted by Steve Gray in Planning, Starting out in business, The Marketing Dept | 5 Comments

For businesses starting out, and those who may have just swapped their “marketing person” to someone new, you need to be aware there is a marketing critical mass.

I figure it as the point where the marketing being done has reached a level where a balance has been reached between the income level in the business covers the costs and leaves a profit. It’s the sort of point of satisfaction, knowing your business is getting enough of what it deserves.

To reach this critical mass can be tricky though, at first it’s devices which will probably be around for a long while, like signage on a store, then through to consumables like adverts and business cards. So perhaps you have to look at marketing non consumables (or low consumables) as start up costs, then measure marketing from the consumable start up point.

For the business which has been going a while a swap in marketing people can spell a huge challenge, especially if they are wanting to try new things… what may have been a sensible campaign going along well can be scrapped by the newbie out to impress, oops! For the new business operator sometimes just having enough cash to get to critical mass is a challenge.

Examples, you may have 5000 business cards and y have paid for them, however they are not doing much stuck in your desk drawer, even when you get them out in circulation it does not mean instant cash for your business. The same with adverts, unless there is something to cause the reader to act, then the result can take a while to kick in, in fact many advertisers find it takes 6 or more repeats of an advert to have an effect.

Another factor to marketing effectiveness is a simple one, know that when you advertise a specific product (like car tyres for instance) it requires someone to take note of the advert and then take action, when they require that product, or can see it may be useful to have at some later stage. Therefore if you want people to buy what you have, your advertising needs to be there when they want what you have. In the tyre example people may see an advert for tyres from five different organisations, but none registers until they need or want them.

When your business has it’s marketing sorted out to create a critical mass, you can then “tweak” things to make it perform better. Effective measurement of what’s working is then vital to ensure you know what’s marketing you might want to alter.

Clearly marketing is critical to your businesses success, how you go about getting it to a suitable level should now be easier and not get into a mess. To sove the whole challenge perhaps  you should chat to your friendly branding expert who might just be able to help you out.

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Tracking Your Marketing…

May 14

Posted by Emma Rhoades in The Marketing Dept | 1 Comment

I am still completely stunned when I talk to many new clients of mine who don’t track their marketing efforts. I mean -come on… what a waste of money!

How do you know if it works?

Yes it can be a pain.. personally I love it. I love seeing where my website visitors come from, what page they came in on, what they clicked on, and where they went around my site. I love watching my contact forms come back with the box ‘Where did you hear about us” filled out and realising that my marketing is reaching further than I thought!!

So if you don’t track your marketing efforts, at least start with your website. Write this down – - Google Analytics.

Now go and visit their website - http://www.google.com/analytics/ . Go on. I’ll wait.

 

Ok, now that you have had a look  – go and sign up!!! This site is amazing with tools that let you track the sales process and see where your potential customers are falling off the process. Do you get visitors but no-one is buying? Find out what page they leave and fix it!!

You can also test different pages. So if you have a product and want to try different content, you can do a split test of these pages and see which ones convert the highest.

This tool is essential for any business owner with a website, serious about succeeding.

The best thing?

It’s FREE!! Go and start tracking your site now so you can improve the bits that aren’t working! 

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Marketing Mix – How Powerful Is It?

Apr 22

Posted by Emma Rhoades in Starting out in business, The Marketing Dept | 1 Comment

I’m sure you are wondering “can the marketing mix really be held accountable for my success?” You bet it can. You see, the marketing mix is the foundations of any business promotion. Read on to find how it works…
Not many people know of the Marketing Mix, or if they have heard of it, what it really means. Some think it’s all about the specials that they run in their business, or how many newspaper adverts they put it. Actually, it’s a combination of what is also commonly known as The 4 P’s.
Product, Price, Place and Promotion. In that order. Without one, the others fail. All 4 combined together will be 100% responsible for your promotion success. Let me go over them each and how they tie in together and you’ll start to see what I mean.
Product.
This refers to your physical product, or your service that you offer. Have you really looked at it? Pulled it apart and examined it from all angles? (And I don’t mean physically pull it apart!) What is so special about this product of yours? What are you really selling? For example, a hardware shop doesn’t sell drills; it sells holes in the walls. A hairdresser doesn’t sell haircuts, they sell confidence. Find your benefits and see if your product really delivers what you say it does. Once you know that the market wants your product, you can then go about pricing it.
Pricing
Many people get stuck on pricing of their products. The only time this should stump you is when you are introducing a brand new, individual, never been done before product or service into the market. Otherwise this is where your competition analysis comes into play. Who are your competitors? What products do they have that are similar to yours? Are the same type of people buying their products that you want to buy yours? Where do you fit into the marketplace? Are you going to come in cheaper than your competition?(A strategy that can never be sustained, I might add) or will you come with a different angle. This will help you to complete the pricing component of your marketing mix.
Place
This element refers to how people can buy your product. Do you have a retail shopfront? Can they purchase online? Do you have your own distributers? You will see that this section is critical to your marketing success. If people can only buy from your shopfront – what’s the point of advertising in a city ½ an hour away? Especially when your competitors are closer to them? By analysing this point carefully, you will discover that you can save precious marketing $$.
Promotion
This element is the part that people skip straight to. And funnily enough, if you haven’t done the above 3 points first, it’s useless! You are just throwing away all of your money and profits if you don’t know the answers to the above. Test yourself – get someone to ask you all of the above questions, try to overcome objections about your product. When you can passionately promote your product and overcome customers’ objections without any hesitation then you are ready to move on to the promotion aspect.
As you may already know, there are boundless avenues to promote your business. From mainstream marketing such as newspapers and magazines, to free publicity via press releases, to online marketing and social web, there are plenty of strategies that will fit well with your marketing mix, and save you thousands of dollars on your business promotion.

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Creating Your Own Marketing Action Plan

Mar 5

Posted by Emma Rhoades in The Marketing Dept | 3 Comments

A marketing action plan is the most vital part of the planning process in your business. It details what strategies you will use, when you will do them, and what you hope to achieve. Setting goals and a timeframe is also crucial. Below are 5 tips to help you create your marketing action plan.

1)      What are you really selling? You need to work out what your benefits are, rather than your features. For example, if you are selling natural baby products, then your feature may be ‘all natural products’. But what does this mean for me? It means that I won’t have a chemical baby or bubs will be less prone to health risks etc.

2)      Define your own uniqueness. What is your USP? And try not to use cop out’s like ‘top service’ or ‘money back guarantee’. Find something that is unique about you and your business, that no-one else can replicate. Then use it. Use it all over your website, your emails, any interaction you have with your clients and prospective clients.

3)      So who might your target market be? Take some time to really think about this. Following on from the baby example above, you may think that your target market is mothers. And in a way, it is. But if you delve deeper into this, and ‘segment’ your market further, you will find that your marketing can be much more targeted. For example, if your products are priced at the higher end of the market, then you need mothers with a certain amount of disposable income. You won’t want to be attracting the bargain hunters, and this means you can cross out coupons as a method of marketing.

4)      Which strategy is for you? This is where many people fail to do some real research. The average business owner believes that the best way to market their business is via advertising. Wrong. Advertising may work for some businesses, but not for others. So how do you know which strategies work best for you?

Think about your target market. Your ideal customer. How are they feeling? What emotions do they go through before purchasing your product? Appeal to these emotions. Put yourself in their shoes and ask yourself how would they go about purchasing my product. For example, many products needs to be felt and touched before purchasing. Use strategies that incorporate this emotion.

5)      Track and report on how all strategies are doing. Always track your marketing. Ensure you keep an eye on it and take out what isn’t working, and increase those strategies that are working.

 

By now, you will be noticing that creating your own action plan takes time and effort to get it right. If you are unsure of what strategies will work best for your business, contact Emma at Diva Promotions and apply for your very own, personalised marketing action plan – http://www.divapromotions.com.au/actionplan or get your free list building guide – http://www.divapromotions.com.au

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We are dumb… USE IT!

Feb 4

Posted by Steve Gray in Growth, Innovation and Creativity, People!, Starting out in business, The Board Room, The Marketing Dept | 1 Comment

Ok.. some of you are… (not you specifically…)

I wanted to raise your interest in a thought I had this morning watching the news, someone did something dumb and I thought “Derrh! what an idiot”, then I started to mentally add up the dumb stuff…

  • Stop violence against women, great idea, but why not just Stop Violence…
  • War, probably the dumbest concept of all time…
  • Teachers stand and deliver to classes with an attention span of two seconds, heck cut the crap give the kids engaging material which causes them to want to be interested.
  • Cigarettes, no nutritional value, no other value, not even cool anymore… BUT people buy them. I don’t get it, never have, never will, dumb…
  • Barriers on high bridges to stop suiciders jumping, no biggy put them in NOW! Or give them a trampoline to make it a fun exit… (apologies if that offends).
  • Transport ticketing systems that cost millions and don’t work, hmm other countries have systems that work, copy them…
  • Solar panels for power on roofs, umm, hey guys someone start a publicly listed energy Co that wants to put them on the roofs of businesses, let alone houses, the economy of scale makes it useful surely. Could be a way of stimulating the share market again…
  • Cars that burglars can break into easily still. just set a std guideline that says the car Co’s have to fix the problem now… how long has this been an issue… grr DUMB.
  • Paperless offices, great idea, simple answer, stop selling printers… then watch people sort out the issue fast.
  • Empty shops, as long as shops are owned by private enterprise there will be issues. Too many too expensive and in poor order. Too many are running at a loss so they don’t have to pay too much tax, yep that’s why there are so many crap ones about.
  • Too many grumpy old guys, over fifty, out of work, become grumpy and a burden somehow. No one likes a grumpy person, and too many guys over fifty (oops that’s me too!) have to contend with being redundant and replaced (young kids are cheaper, faster and tech savvy…. grr!) run down… I call it “Death of a Salesman syndrome” (after the play and book of the same name.) The wisdom these guys can have collectively should be used (somehow) and not shelved.
  • Councils… (I guess that speaks for itself in some ways.) many people whinge about them…
  • Defence forces (perhaps that should be offence forces) what if they were peace keeping forces that if a hostile situation broke out they could be quickly retrained to shoot etc… a humanitarin force not in combat camoflague.
  • Water, it’s every where, but not a drop to drink (too salty) but hey we have to import the technology and use up precious power to run a desalination plant… (when we get it) and will it be enough? and hey why not put the water in to the top of the river system so the whole state can benefit… dumb, and why not investigate a solar powered one? Anyone go a prototype of a portable model?
  • Too much alcohol is causing major punch ups and violence… so stop serving it in ways where people can consume too much.
  • No power, we are running out of power on hot days to run airconditioners, they still sell heaps of them though… any solar power cells in your area? What about a wind turbine? Heck there are enough power poles, can we have mini turbines to mount atop these?
  • We have water usage issues, yet they still sell inefficient washing machines, dishwashers etc. DUMB, just sell us the best, hey do that for power too.
  • Every year thousands of new businesses start up and lose HEAPS of money when they go belly up in a few months… DUMB! Lets come up with ways to set up these start ups so they have the BEST chance of thriving. lets create “thinkubators” to make it easy for them to learn about business, research, get started and supported in the all too important start up phase. heck a stimulus package for businesses like this could have BRILLIANT flow on effects… I guess this means the government ins DUMB for not thinking of it.
  • $2 shops, heck I can buy all sorts of garbage for next to nothing, do we need it? nope, do we want it? not really does it help the economy? hmm ask people in local manufacturing if it helps them… does it help the businesses in high st anywhere look good? nup… dumb…
  • Op shops that open in main streets next to or near fashion shops… ooh nothing drags down retail areas more than an op shop. OKAY! they have their place BUT can we have some control please… and why so many…(It’s a sign of the times I guess…) DUMB (perhaps it’s the council for not providing guidelines here.)
  • Hand done signs on windows of stores, sure Uncle Harry is a dab hand with a brush, but your specials painted by him on the window look like garbage… you saved how much? and made how much? Nup not bright… in fact DUMB.
  • Bullying… As the economy slips further down the gurgler, Bullies everywhere are able to inflict more pain and hassle on their victims… “they can’t go elsewhere, so they have to put up with me…” (sinister chuckle ensues). Its an OHS ISSUE plan for it, do something and kick their butts.
  • I need a license for a car but not to be a parent, that makes sense… NOT, DUMB… how many dysfunctional families can the world take! Teacher’s everywhere will be able to tell you the hassles they cause. Simple tip folks, a parent’s key role is to build the child’s self esteem… Does it happen enough… nope.
  • Welfare organisations, why so many? Surely five admin departments is better than 25… The cost saving surely is worth it. DUMB! “Oh lets help more people… oops no money left… oh what a pity…”

Go on add to the list (in the comments section please.)

BUT figure out ways to make money out of any of these ideas and you might well be sitting on a goldmine… :)

A thought to finish on… Frank Zappa (musician) in one of his songs loosely said “If we are created in gods image, therefore if we are DUMB then GOD IS DUMB, and maybe even a little ugly on the side…”

 

Silly Season Service…

Dec 27

Posted by Steve Gray in The Customer Service Dept, The Marketing Dept, The Sales Dept | 2 Comments

It’s just after Christmas and all through the land people are buying, while others take orders, sell etc.

It’s a great time for retailers, it’s all so busy.

Me, I’m after an item, and like to compare prices and hunt about for a good deal (so I’m a cheapskate at times, negotiating can be like that.)

I saunter about zipping through lines of shoppers going this way and that, slow fast, turn right, shoot down an aisle, negotiate another bunch of people… I get to my destination to be greeted on browsing with a pimply faced kid who asks, “Are you right?” I have a standard response to that, “I’m fine thanks” unless “narky” and I give them a serve of “Great question are you implying I’m otherwise wrong?…”

The other one they serve up is, “Can I help you?” perhaps it’s a better approach but I go for “I only want help if I’m drowning…” This generally stops them in their tracks.

If I was running a retail  type business I would sack INSTANTLY any staff member who said either of these.

For goodness sake, chat to me, get to the point and discover if I have a need or want, but spare me the pathetic lame approaches, say hi, after all I am human and may well spend enough to pay your wages this week, but put me off and your wages will go elsewhere very fast!

Folks, if you are in retail, teach your people so say hello, how are you, good morning etc. Then follow this with some pleasant banter that engages me more effectively. Then and only then can I let you through to be able to find out what I want.

For those of you who find this pedantic, lots of people are put off subconsciously by these initial approaches and will shop with their feet, going elsewhere in search of their needs. I will be amongst them.

A few good ads… or a few good men?

Nov 18

Posted by Steve Gray in Chill out!, The Marketing Dept | No Comments

In though times the tough get going!

Your business and the flurry of market meltdowns

Oct 4

Posted by Steve Gray in Excellence!, Innovation and Creativity, IT Dept, Personal Development, Planning, Risk Management, The Marketing Dept, The Operations Dept | No Comments

An interesting article in the Melb Age newspaper on the flow on effect to smaller businesses.

In an interesting basic view, if the big banks can’t get money to lend, or they are pulling their heads in “Just in case” then your chances of getting credit of some kind may well be hampered, in the short term maybe not a big deal, but in the bigger picture the squeeze could be on!

Trade Show Antics…

Aug 1

Posted by Steve Gray in Innovation and Creativity, The Marketing Dept | 2 Comments

I was at a small trade show and noticed as I walked in there was a group of people standing around a display engaged in watching what was on offer… I heard an MC prattle for a while, dismissed it and walked off… I came back alter and he was still going… what was so intriguing?

Well the display was for a training organisation, they had various training areas and trainers specific to certain subjects there, the Mc’s role was to pull it all together… E.g. One of the guys had made a small car that ran on hydrogen and went in circles, the MC basically interviewed him and chatted away. It was the stand most people stayed at the longest. the MC rotated to different staff and chatted about what they did etc, simple but oh so very effective.

Even though at the event similar organisations were there, they did  not gather anywhere NEAR as much interest.

Point, get people in the palm of our hand and keep them there. This organisation will be remembered by the audience for a long while to come.

Did you have enough cash?

Jul 4

Posted by Steve Gray in Finance, Franchisees, Planning, Risk Management, Starting out in business, The Marketing Dept | 4 Comments

When you got started in business you probably didn’t figure on how much it would cost to get started, I guess no one really knows until they have done it. and for so many people in business they find they just don’t have enough to really cover their marketing costs to get a decent response.

There is an old saying that I think came out of the dot com crash… “Want to make a cool million in IT? Start with 2 million and wait 12 months…”

But seriously if you want your business to have its best chance of being seen, being heard, or just plain known…  then learn more about marketing so your business idea can reach more people than just  your family and friends. Want to know more about how to do just that, then chat to your friendly branding expert.

Some before the sales stuff…

Jun 8

Posted by Steve Gray in Negotiation, People!, The Marketing Dept, The Sales Dept | No Comments

Lets say you have done things right and you have a good service or product to sell, and yet people are not buying… What next? Well consider these three interlinked points and see if you can do something with this.

Firstly people start off as suspects, they move to prospect next, then when they buy they become a customer.

So lets figure out the ‘suspect to prospect’ part and see if we can find ways to get them engaged enough to want to buy what you have.

Here are the three points.

1. You are not offering them what they want right now – In a shop, they might walk in to kill some time, or they might want something but they can’t see it right now…

2. Not offering them enough information for them to “sell themselves” on what you have to offer -You can have the best product or service in the world, but if the info is not there to support it how can they ‘process the information.’

3. They don’t want to talk to you, maybe they want to check things out a bit first – This can be a case of “I want to look first and see if it’s okay by my ‘standards’.”

That’s the three points, so lets pull it apart a little.

Okay so we are talking about the psychology of sales, or more correctly, pre sales. So what’s going through the persons head? Probably at a sub conscious level they have a need or want to be met and are “cruising” to find a solution. If they have no need or want, they may be open to an idea, if it fits with their values and beliefs.

So they may be on a search for an answer or could be open to an idea. If they are searching in a retail context for something they “want” they might be readily put off by a sales person that says “Can I help you”, the suspect does not make it to prospect. If on the other hand they have a strong need for something they might respond more positively to the “call for help”…

Lets go for the person that has no idea of what they want, a blank canvas… a person comes along and offers them a “Business opportunity” they may turn straight off. Why? well the idea does not appeal to their values and beliefs, the things they find important at a core level.

If however the sales person was to set things up so they were in alignment with the persons values and beliefs, they will probably have a much better chance of success.

An example… You have a business proposition, the economy is down and you have a sure fire way to assist them to get through it.  1. figure out what they want, $$, financial freedom, peace of mind they can get ahead, that sort of thing. 2. Give them info that shows the benefits of fitting to those needs. 3. Give them the chance to check it out a bit first, no hassle, no bother…

The challenge is to do it in ways that do not put them ‘offside’ in the process.

What’s A Burned Business Bridge Smell Like?

May 29

Posted by Michael Crooks in Excellence!, Growth, People!, Risk Management, Starting out in business, The Marketing Dept, The Sales Dept | No Comments

The reason burning business bridges are so fatal is because when you burn a bridge … it releases no odor. That means, you can be burning business bridges all over town and never even know it — until it smacks you in the face later.

Here’s an example:

There is a woman with whom I’ve been attempting to establish a business relationship. We spoke over the course of a couple months at a monthly business expo. She expressed interest in my products and services and sent me her e-mail for some “ideas”

I followed up asking for a face to face or a phone conversation so I could get a better handle on her advertising and promotional needs, wants and desires. I called, left a message and e-mailed her. No response.

After seeing her again at the business expo, I wrote her a lengthy memo detailing some great, usable ideas. I hand delivered the memo to her in an envelope at the next business expo. Again, I followed up by e-mail and phone several times. No response.

Today, here name is in my e-mail in box. “Wow”, I thought as I opened the e-mail. “Wow” quickly became “ow”. I shook my head in disbelief. This woman, who can’t or won’t return my phone calls and e-mails, has the audacity to send me an impersonal, e-mail blast solicitation for a donation to her golf outing.

It’s not gonna happen.

I simply can’t get across that bridge she burned by not taking the time to, at the very least, tell me she’s not interested. Yes, by ignoring me she “told” me that. Bottom line is: Now she wants something from me and she’s not getting it.

Are you burning bridges by not responding to vendors? Are you burning bridges by being rude to people you deem as “unimportant”. If you want it to matter to me when it matters to you … treat me like I matter — even when I don’t.

This is the basis of effective networking — making people feel as though they matter … even if they don’t. Sometimes it’s as simple and easy as acknowledging them with a return phone call, a smile or a nod.

Burned business bridges emit no smell. On the other hand, those who burn bridges do.

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Really? That’s the BEST you can do?

Mar 20

Posted by Michael Crooks in Excellence!, Starting out in business, The Customer Service Dept, The Marketing Dept, The Operations Dept, The Sales Dept | 1 Comment

I received an e-mail from a supplier yesterday. They sent me a proof to approve and fax back to them.

First thing I noticed was that my Purchase Order (PO) number was wrong. The next thing I DIDN’T notice, was the fax number to which the supplier wanted me to fax the approval back. It was buried within 3 pages of blah, blah, blah … blah, blah, blah.

I faxed the proof back noting my approval. I also noted that my PO# was incorrect and what the correct number is. I then mentioned that they should consider putting the fax-back-to number right on the proof. Ya know, because it would make it easy for me.

The supplier wrote me the following reply:

Mr. Crooks.

When your PO came across our fax machine the numbers on it were hard to read. The Order Entry Department did the best they could considering what the fax looks like but, I assure you, I’ll change that one incorrect digit. I truly apologize for your inconvenience. I’ll forward your idea about a fax number being on the proof to the proper department.

In my opinion, the Order Entry Department DID NOT do the best they could. Their best would have been to call or e-mail me to verify the hard-to-read-information. So, if guessing is the best they can do … do I need to find someone with perhaps higher standards?

Look. You don’t have to be a genius to put a fax number on a form that you want a client to fax back to you. Nor does it take the wisdom of Solomon to verify information you can’t understand.

With regard to service, attention to detail and making life easy for your clients, before you tell someone, “That’s the best I can do” ask yourself, “Is that the best my competitor can do?” Find out before your client (ex-client) does.

Carnival of Australia – February 27, 2008

Feb 27

Posted by Bren Ryan in Chill out!, Excellence!, Human Resource Management, Innovation and Creativity, Leadership, People!, Personal Development, Starting out in business, The Board Room, The Customer Service Dept, The Marketing Dept, The Operations Dept, The Sales Dept, Uncategorized | 8 Comments

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Welcome to the February 27, 2008 edition of Carnival of Australia.

 Thanks to all the contributors, some great stuff there, enjoy your reading! 

Elias presents The day we said “sorry”! posted at Ramblings of an Australian teacher, saying, “I hope I can still squeeze in the current carnival.” – Yes and No Elias! I think you wanted to be in last fornight’s carnival, but you are welcome in ours :-)

John Crenshaw presents The Biggest Scam Your Bank Gets Away With Everyday posted at Truthful Lending dot Com, saying, “This little known scam accounts for a huge portion of fees paid to banks every year and is going on right under your nose. The worst part is, it’s completely legal.”

Micellaneous Mum presents Project book – introducing my Illustrator! posted at Miscellaneous Adventures of an Aussie Mum, saying, “The next installment in the series on how I’m going to publish my book this year.”

Business

D Robinson presents Diana Williams and Fernwood Women’s Health Clubs | Australian Women Online posted at Australian Women Online, saying, “This interview with Diana Williams is just one in a series of articles on successful women in business featured on Australian Women Online.”

Kathie Thomas presents Being Ready To Receive posted at soho-life.com, saying, “Helping clients to receive information.”

Leela Cosgrove presents How to Write a Professional Bio posted at Leela Cosgrove.

Leela Cosgrove presents The Seven Step Book Leveraging Program posted at Leela Cosgrove.

Michael Crooks presents Promotional Marketing Articles posted at Crooks Advertising Alliance, saying, “This article explains how salespeople can prevent children from sabotoging a sale.”

Martin Russell presents 5 Keys To Word of Mouth Marketing posted at Word of Mouth Marketing.

Dr. Gavin R. Putland presents Can you stop paying the mortgage and keep the house? posted at /etc/cron.whenever/, saying, “In America, thanks to reselling and repackaging of mortgage loans, the answer is often “Yes” because nobody can prove to whom you owe the money.”

Culture

bryce presents Tropfest Tumblings posted at a strangled duck, saying, “Tropfest was a great night with some great movies.”

Suzie Cheel presents There is a Fork In The Road: Which Path Will I Take? posted at The Abundance Highway, saying, “One morning walking on the beach I was fascinated how a tree branch thrown up by the tide was so beautifully positioned on the beach. For me, it was a fabulous image for a fork in the road. I knew then that one day I would find a saying or the words that would be just perfect to go with the picture.”

Michelle Sweeney presents My How Times Have Changes posted at Tonic Gifts.

Current Affairs

Dr. Gavin R. Putland presents Rationalizing stamp duty posted at Putland Uncensored.

Environment

Carole Fogarty presents Your Wealth Location for 2008: posted at THE HEALTHY LIVING LOUNGE, saying, “Locate your prosperity and wealth energy for 2008 and then elementally enhance and energetically uplift to bring new opportunities into your life. This is a potent energy that given the right conditions will surprise you.”

jen presents Semantically driven: blogging about blogging, parenting and living in Australia. » True blue posted at Semantically driven, saying, “This is a bit about what I do to save and reuse water.”

Family

Carole Fogarty presents The ultimate guide for a calmer driving experience: posted at THE HEALTHY LIVING LOUNGE, saying, “Ten practical and simple ways to ensure your car is not a metal container full of adult and children stress. Turn the calm dial up in your car now.”

Megan Bayliss presents Alleged sex predator masquerades as parent blogger posted at Imaginif…, saying, “What’s the time Mr Wolf? Time to take care because I have seen the avatar of an alleged child sexual abuser on many of your sites. Posing as a family blogger and all round decent human being is an easy thing to do…particularly when you want something. Be aware of who you are letting in the front door of your virtual home. Child protection is serious business. An investment in it nets returns beyond any current financial investment.”

PlanningQueen presents Ten things we should never say to kids. posted at Planning with Kids, saying, “A reminder to me as a parent about how I can impact my child through what I say to them.”

Food

Lightening presents Zucchini Lovefest posted at Lightening Online, saying, “Need some help using up those zucchini’s. Here’s a recipe or two for you to try.”

Gillian Polack presents Food History at the Royal Canberra Show – #1 posted at Gillian Polack, saying, “There’s a second article on bush foods, too. http://www.foodpast.com/food-history-at-the-royal-canberra-show-1-2/”

History

Romeo Vitelli presents Constance Kent posted at Providentia, saying, “Either a tragic victim or a brutal murderer (and maybe even Jack the Ripper). You make the call.”

Music

Duncan Macleod presents The Presets produce My People posted at Duncan’s Music Videos, saying, “Music video for My People, by Sydney electro pop duo The Presets, directed by Kris Moyes, younger brother of Kim Moyes. “I’m here with all of my people, locked up with all of my people. So let me hear you scream if you’re with me”"

Travel

Raymond presents Airline Credit Cards That Offer Free Miles posted at Money Blue Book.

That concludes this edition. Submit your blog article to the next edition of carnival of australia using our carnival submission form. Past posts and future hosts can be found on our blog carnival index page.

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Improve Customer Service: Turn Employees Into Customers.

Feb 24

Posted by Michael Crooks in Excellence!, Human Resource Management, The Customer Service Dept, The Marketing Dept, The Operations Dept, The Sales Dept | 4 Comments

I was sitting in the eye doctor’s chair. Only moments earlier I had been traumatized by that stupid glaucoma test where they shoot a puff of air in your eye. Well, they try anyway, because with me it’s more like testing the resistance of the surface of my eyelid. On the upside, apparently, my reflexes are still faster than a puff of air.

Anyway, the doctor examining my eyes, knowing I run an advertising agency, asked, “Michael, what can I do to improve customer service?”

I asked, “When your employees need to have their eyes examined or their glasses adjusted, you sort of fit them in somewhere during the day don’t you,”

“Well, sure,” she replied. “We just fit them in where we can. Just makes it easier. It’s an employee benefit.”

“Well,” I began, “If you really want to improve customer service, make your employees make an appointment like everyone else. Make them figure out how to get time off work to come in because you don’t have “after hours” appointments. Make them sit in your uncomfortable chairs that only serve to emphasize the fact that their appointment was supposed to have been 15 minutes ago. Let them listen to music they hate that is playing too loud. Make them look at magazines that are 9 months old. And let them sit in the waiting room and see how your receptionist, who has the personality of a tree stump, makes everyone who approaches her feel as though they are a huge interruption. At that point your employees may begin to develop some effective ideas on how to improve your customer service.”

She just stood there staring at me. I soon found out, in addition to the fact that the receptionist was her niece, that in her silence, she was merely calculating how much my critique of her business was going to cost me.

The money part doesn’t bother me nearly as much as the fact that she says I now need to come in weekly for a glaucoma test. The worst part? On my way out, I overheard her telling one of the tech’s, “We need to train the receptionist to run the “air gun” for Mr. Crooks’ weekly visits.”

Two lessons. First, being brutally forthright with clients, customers and prospects isn’t always the best way to go. A little “sugar-coating” goes a long way. Second, if you’re a business owner, don’t ask questions to which you don’t really want an honest answer.

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Good honest copy…

Jan 20

Posted by Steve Gray in Excellence!, Leadership, The Marketing Dept | 1 Comment

On a recent holiday we caught up with a family friend, retired well and truly from business and now taking a well earned lifestyle break from as he put it “All that stuff”.

He got chatting about his fathers business, it turned out he had a couple of retail stores that were really big and his business made it through the depression and WW2. So I asked (how could I not) about what made these businesses successful… He said “You know what I asked my father this on a number of occasions and he was unswerving in his answer. Be great with people and always have honest headlines and honest copy.” that was it.

I know I have even been guilty of trying to make copy do things it can’t do as it stretches the truth between the lines, but our friends father was implicit that the honesty be there.

I recall thinking how elegant the response was, ‘Great with people and good honest copy’. Task No 1, take a look at yours and ask how good is the copy, and of course if  you are followers of great business practices you will already be working solidly in being great with people.

Publicity- DIY or outsource??

Jan 10

Posted by Emma Rhoades in Growth, Planning, Starting out in business, The Board Room, The Marketing Dept, The Sales Dept | 5 Comments

Recently I’ve had a few people ask me about Publicity and if they should do it themselves. I find that I answer both yes and no, depending on the person. Many people talk about how publicity is ‘free’,  except when you pay over $1000 for a company to do it for you.

So, how do we do it ourselves? Simple really- there are heaps of media release templates on the web- microsoft office online has a few for a start. Then do a search. Many of these are free and will give you an idea of how to structure your media release. If you don’t feel confident in writing your own, outsource this- find a copywriter who can do it at a much cheaper rate than a media company.

Then research where you want it to go, ring up and ask who to send the release to. The best process to use to achieve top results is the phone, send, phone approach. Phone the person whom you are about to email. Tell them who you are, and that you are sending a media release to them via email. Send the release and then follow up a few days later with another phone call- ‘just to check they got it’. This develops rapport with the journalist that you don’t get when you use a company.

On the flip side, if you don’t have much time, or really don’t even want to try your own PR, outsourcing to a company is a great way to go. Be careful though- thoroughly research the media company before engaging in any contract work with them. Find out what you are getting for your money. Ask to see some previous results- and actually contact those businesses to ask for their opinion. I’ve heard some horror stories about people paying in excess of $100 for a ‘media release’ that is only a couple of paragraphs- purely because they did not research the company prior.

Remember- publicity is only ‘free’ when you do it yourself!!

How to create a business where the overheads are easily covered

Jan 9

Posted by Steve Gray in Excellence!, Finance, Franchisees, Franchising, Planning, Risk Management, Starting out in business, The Board Room, The Customer Service Dept, The Marketing Dept | No Comments

From an original article on various business success pointers, here are the individual “how to” possible options for you to explore.

Covering overheads easily…
Overheads are often the thing, which can break the camels back, so make it easy for the camel and take the pressure off. In this case keeping the turnover and cash flow up so the overheads are not a challenge EVER! (I know, easier said than done…)

  • Sell things which are wanted by your target ‘ideal customers’ this will mean you have things moving in and out again fairly quickly, and that’s good for business.
  • Set your pricing right, sure beat your competition if you want, but make enough to make a profit too, then you are sure the overheads are covered.
  • Know what your industry average is for turnover and profits, this way you can measure (benchmark) against the industry average and see how you fit in the scheme of things.
  • Ask your customers what they want more of, it might be as simple as “better service” then you will know “It’s not the products or after sales service it’s the SERVICE!”
  • Know exactly how much your overheads are and how many things need to be sold per day to cover them, then anything over this amount puts you ahead.
  • Know what is selling and what’s not, aim to make every square inch of your sales area sell well, (even if it’s an online page!) simply by providing more of what your customers want. perhaps just moving something to another spot in your ‘store’ will make a difference.

Getting an objective view of your business is vital to figuring out which areas to focus on to improve cash flow and keep your overheads under control, so ask lots of questions, observe thoroughly what’s going on.

Now put these things into action and watch the results alter in a positive direction.

How to create an easy saleable range

Jan 7

Posted by Steve Gray in Excellence!, Franchisees, Franchising, Growth, Innovation and Creativity, Leadership, People!, Planning, Risk Management, Starting out in business, The Board Room, The Customer Service Dept, The Marketing Dept | No Comments

From an original article on various business success pointers, here are the individual “how to” possible options for you to explore.

Creating easily saleable products and services
You want people to buy, not to um and err then walk away, so it should be easy for them to select what they want and then make the purchase with great peace of mind. Especially people in your ideal target market.

It may be one thing to provide a prestige product and another thing to have enough people in the right target market to meet the needs you have. Again it might be a case of having some prestige products and more of another not so prestige product.

When it comes to business you should be making sure that customer satisfaction is a number one concern, and a big part of that is the service and support your business provides. Make it EASY for people to get things serviced, not a hassle. Make it easy for people to select the right product, Make it easy for them to find a sales person, the list goes on.

So take a customers viewpoint and walk in and out of your store as if you were them, how quickly are you attended to? how gracious was the enquiry “How are you today sir…” How easy was it to get your bearings on where things are (online or in a physical sales environment…) Now ask yourself what can be done to make changes so the people walking in and out are really satisfied.

Also look at the things you may want to add to your range… How easy are they to market? And will people readily make enquiries that could lead to sales… These are all aspects of easily saleable products and services.
Taking all these things into account you should be able to”pull apart” the customer experience to know what’s working and what you can do about it.

How to create a strong brand

Jan 4

Posted by Steve Gray in Franchising, Growth, Starting out in business, The Board Room, The Marketing Dept | 2 Comments

From an original article on various business success pointers, here are the individual “how to” possible options for you to explore.

Creating a strong brand
You want your customers and prospects to recognise your business easily and remember it. This is where a strong brand comes in. Just as having a clear sense of what you do is important, then so is the brand for recognition.

A designer should be briefed that this is an important aspect of the logo and other design work you have done (especially at start up and as the business progresses). Otherwise thy will probably create something that might look nice to them, and they then sell it to you as a concept.

In the start up phase when you were researching your business, what sort of branding did your competition have? And the leaders in your field, who are they and what have they done? You should be aiming to be equal to that image or better (preferably better!) Even if they are a multinational company with 100’s of employees.

The brand and the resultant image it projects can be vital to ensuring you have a stable platform to launch the business from, and it also builds pride in knowing you have a rock solid image to project. Want to make this happen with ease, chat to your friendly branding expert and see what they can do to make your marketing sizzle.

How to make your business readily understood.

Jan 1

Posted by Steve Gray in Franchisees, Franchising, Innovation and Creativity, Planning, The Board Room, The Customer Service Dept, The Marketing Dept | No Comments

From an original article on various business success pointers, here are the individual “how to” possible options for you to explore.

Is it readily understood?
If your business produces widgets for the trucking industry it’s important for the target market (trucking companies in this case), to readily understand what it is you are providing. If you are in the start up phase your brand may not mean anything until the prospect sees it a few times (probably 6+ times!) so you have to make sure that it is presented in such a way that they know who you are, what’s on offer and how it’s done (online, retail, wholesale etc.)

There are many companies that put a logo on their vehicle, drive around and no body has a clue what they do or if they are of value to them (i.e. target market). It can be ok if the target market is a niche In this case a trucking supply Co, but if even your target market does not know then you have a challenge on your hands.

Consider working closely with your designer or PR people to make sure the people that should know clearly do know, otherwise your marketing $$ can be wasted.

Hello?! Are You LISTENING?

Dec 7

Posted by Michael Crooks in Excellence!, Growth, People!, Personal Development, Starting out in business, The Customer Service Dept, The Marketing Dept, The Sales Dept | 1 Comment

I’m on the phone with a salesman from one of my suppliers. He asks me, “So, do you sell to any medical practices?”

“Yeah I do”, I replied. “I have some dentists and a periodontist.”

“Great!” he exclaimed. “You’ll be interested in our new stethoscope covers!”

Really, I think to myself. Let’s see, when was the last time I saw a dentist with a stethoscope. Oh yeah … NEVER!
He drones on. “So can I send you a couple samples. They’re really great and they can imprint their practice logo on them, and they keep dirt off of them, and … I cut him off.

“Sounds great”, I said. “You send them to me and I’ll see where it takes me. I look forward to getting them, I’m so excited. Wow! Stethoscope covers.”

What a moron. Sure, maybe he doesn’t know that a periodontist treats gum disease. But then again, he’s the one selling medical equipment supplies. And furthermore, why would a doctor want an imprinted stethoscope cover? The people who would see the imprint are already in his office. A better tactic would be for me to take the stethoscope cover to a business such as a pharmacy or health club that wants to get their name in front of those the doctor has access to. They’d imprint their logo and distribute them to doctor’s offices.

But here’s my real point.

How often are you so focused on selling what you have to sell … that you aren’t even listening to the answers people give you?

Bad Acting Is Bad For Your Business

Nov 27

Posted by Michael Crooks in Excellence!, Human Resource Management, People!, Personal Development, Starting out in business, The Customer Service Dept, The Marketing Dept, The Sales Dept | 2 Comments

I called my stockbroker a couple weeks a go. I had a question. I wasn’t sure who to ask for because it’s been about a year or so since I actually talked to anyone there. Anyway, I finally get “my guy” on the phone. What a phoney!

This guy doesn’t know me from a fence post but acts like he just saw me yesterday. He ACTS like he cares about me, but his act is so bad no matter what he’s saying it sounds like this:

“Haaaaayyyyyyy, how ya do’in? Boy It’s nice to hear from you! I haven’t a clue who you are — but as long as you called — I’ve gotsome really great ideas for you to consider that will suit you perfectly, what-ever-your-name is. We should sit down and talk. I’ll pop some information in the mail to you. You look it over and give me a call. Cause, hey! I don’t remember your name, so there’s no way I know your phone number … as evidenced by the fact that you never, EVER hear from me.”

I got the info in the mail and I’m like, “Whatever!” I didn’t call him. Course, he didn’t call me. Until three days ago … I called him.

“My guy” wasn’t in. Someone took my name and number and said “my guy” would call me back. He hasn’t.

I’m moving my account.

Sure, maybe he wants my account and the fees that go with it, but it’s obvious he doesn’t care about my account or me. And no, sending me a birthday card every year doesn’t make up for treating me like I don’t matter the other 364 days a year.

Here’s My Points:

If the only communication I get from you is a birthday card, then the card simply calls attention to the fact that I never hear from you.

If you make me feel like the small account I am … I will never become a bigger account … at least not your account.

If you really don’t want my business … fine. But if you really do want my business … then genuinely treat me like I matter.

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