Marketing Action Club BLOG

I have heard the lines at the returns counter are longest right after Christmas. This is when all the unwanted or incorrectly thought out gifts are returned of course. I came across a great example of how this provides you with a way to market your core values to your customers or clients at this time – it’s an online example and, whilst not a small business, provides a great lesson.

The business is Amazon. For reasons that are unimportant in their details, suffice it to say it wasn’t Amazon’s fault in any way, a gift for delivery in time for Christmas failed to arrive at all. It was returned to Amazon. On contacting them they got back to me quickly with an apology, a full refund and an offer to waive the shipping cost to ship the items to a different address.

It’s a good recovery, and it’s above what was really required. Remember this isn’t their fault, but they are acting as though it was and making amends accordingly. This is from a large organization, one that you may think wasn’t too bothered by a small order like mine.

The lesson here is that it is never too late to make a good impression. Amazon’s business model is set up to be automated, but of course, things can always go wrong – human error for example. At these times a great opportunity arises to fix it, and actually create a better impression in the minds of your customers and, guess what? They will tell others about it. How are you fixed to create this impression with your clients?

As hard as it is to believe that we are closing in on the end of 2009, it is indeed close to year end. Before that, many business are taking a well earned break for the festivities over the next few days.

At this time it is worth taking stock of what you have achieved in your marketing efforts this year. It is a good time to reflect on what you have learned, what you know now that you didn’t when you set out on this year’s marketing journey.

Perhaps you have met someone who influenced your efforts positively. Maybe it was a book that gave you particular insight, a new way forward or possibly you had one or more “marketing ah-ha” moments when you made a quantum leap forward.

Whatever it was, developing a mindset of getting better will certainly have thrown you some opportunities of which you took advantage. So take some time to take stock of what those things are (they are always there!) before looking forward to next year, which will be the subject we discuss next week!

Happy Holidays!

Delivering more than expected. It sounds obvious but how often do you actually see it, and what does it look like when you do?

This is perhaps an area small businesses can excel. It is not uncommon for “customer service” to be cited as a benefit of using a small business and you, as the owner, have ultimate control over the delivery of your service of course. It is also an area where lessons can be learned when corporate organizations do it well.

Recently I came across an example from one of the ultimate corporate bodies, Starbucks. It is east to critique this organization for delivering the same experience the world over, and the fact that the coffee can be pricey. However there is no denying the quality of that consistency and success of the brand in delivering what it sets out to do.

This success sometimes leads to a busy store of course. The other day I was waiting in line while the staff rushed to complete everyone’s order quickly and correctly. I did have to wait, but not for long. The longest wait was to pay, so much so that my coffee was ready before I was first in line to pay.
I was handed the coffee and told it was “on the house”. What is my feeling towards Starbucks as a result? Hugely positive. All the more so because it is unexpected. There is an assumption (at least there was for me) that this didn’t happen here. The cost to the organization was minimal in overall terms. It isn’t something that happens all the time and isn’t giving away huge amounts of profit. The goodwill generated however is priceless.

This happened many months ago and I still tell people about it. This is outstanding customer service, truly give to get even if I never go back to that particular coffee shop. What can you do in your small business to generate such good feelings in your prospects and clients?

One of the most common elements you will hear at a networking event is where the particular company in question is based. You know the sort of thing: ” My name is, I work for, and we office out of main street and 3rd.”

For some businesses, this is critical information. When you are a retailer, or a salon for example, it is very important people know where to find you. However, let’s be honest, for a great many endeavours, where they are physically located isn’t that important. Even when location is a major factor, it probably isn’t of sufficient relevance to be the first thing you tell others.

Why? There are a few reasons this isn’t where you should start:

• It isn’t very relevant – your office is administrative, so where it lies doesn’t affect the service you provide
• It is about YOU – it’s your stuff. Making your message about the issues and challenges faced by your target market is all important. Your location doesn’t tick that box
• Everyone says it – as mentioned above, it is a common tactic. It is safe, certainly not likely to offend, but therefore bland as well. When everyone says the same thing, it loses a huge amount of impact
• It wastes time – you don’t have long to grab attention!

Eliminating this approach will give you time to focus on a more attractive message. That message is much more effective when based in the problems, issues and challenged your target market is dealing with. Unless your location addresses those issues, best to leave it out!

Follow me on…

Let’s be friends on…

If you want to get consistent results from your small business marketing, you need to stay visible to clients and prospects. But, how do you do that?

It’s not going to do you a whole lot of good if you produce a bunch of great marketing material but nobody ever views, reads or hears it. And, it’s pretty hard to keep the ball rolling if someone hears about you once and then you disappear after that.

Lots of small businesses are “getting the word out there.” You’re working hard to get that all important first visibility through networking, doing presentations, handing out business cards, and even getting a visit to the web site. But too often, there’s no way to maintain the contact.

The best way I’ve found to maintain this kind of visibility is with a “stay in-touch” strategy. A stay in-touch strategy is designed to keep you top of mind with clients and potential prospects.

Keep in touch with your clients and prospects over time, and you’ll build more mutually beneficial relationships.

And, the key to making this work – ignored by virtually all small businesses – is to focus on providing information of value. Simply calling every four to six weeks just to “check in” and “see how things are going” won’t get it done. You want to stay visible, you just don’t want to become a pest.

It’s Easier Than You Think.

• Start a blog,
• Start a newsletter,
• Start an email eZine,
• Start a YouTube channel,
• Or start sharing hints and tips with your clients and prospects.

You can get started today!

You don’t even necessarily have to be the creator of all that valuable information. You could simply be the provider to stay top of mind with your clients, prospects, referral sources, and alliance partners.

Stay in touch to stay visible in your small business marketing.

Let’s be friends on…
Join me on Blastoff!