Scrambled to Souffle'
When I tell people I have my own marketing business, they usually say, “Oh, you do advertising?” After providing the “All thumbs are fingers, but not all fingers are thumbs” explanation between marketing and advertising, the next question usually is, “So, do you make commercials?”
Most people have a preconceived notion of what marketing (or advertising) is. Some immediately think TV or radio commercials, others picture “junk mail” in their mailbox or “spam” filling their inbox. While those are great examples of advertising, they are not an complete and accurate representation of what marketing is.
A great way to explain marketing is to talk eggs. There is your basic scrambled egg, or maybe a fried egg...which even has subsets of sunny side up, over easy, etc. There's the classic hardboiled egg and the classic spinoff of deviled eggs. Then you move into your omelets and fancy soufflés. I haven’t even begun to mention the eggs part in making cakes, custards or meringues.
Marketing takes many shapes and styles, much like the extraordinary egg. It can be adapted to the special needs of a business, from basic, fancy, obvious, or hidden. It can stand on its own or be an vital ingredient.
When you think of marketing your business, do not fall victim to preconceived ideas of what that means. You can have a great marketing plan which does NOT include TV & radio, or billboards, or directories that are yellow in nature. Be leery of a marketing "diner" always selling one type of egg, and don’t let others tell you, “What you really need is an omelet,” when what you really want is a couple fried eggs with toast.
Most people have a preconceived notion of what marketing (or advertising) is. Some immediately think TV or radio commercials, others picture “junk mail” in their mailbox or “spam” filling their inbox. While those are great examples of advertising, they are not an complete and accurate representation of what marketing is.
A great way to explain marketing is to talk eggs. There is your basic scrambled egg, or maybe a fried egg...which even has subsets of sunny side up, over easy, etc. There's the classic hardboiled egg and the classic spinoff of deviled eggs. Then you move into your omelets and fancy soufflés. I haven’t even begun to mention the eggs part in making cakes, custards or meringues.
Marketing takes many shapes and styles, much like the extraordinary egg. It can be adapted to the special needs of a business, from basic, fancy, obvious, or hidden. It can stand on its own or be an vital ingredient.
When you think of marketing your business, do not fall victim to preconceived ideas of what that means. You can have a great marketing plan which does NOT include TV & radio, or billboards, or directories that are yellow in nature. Be leery of a marketing "diner" always selling one type of egg, and don’t let others tell you, “What you really need is an omelet,” when what you really want is a couple fried eggs with toast.
Double Trouble
There is a famous saying attributed to John Wanamaker…. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” If anyone could figure out a magic formula for spending advertising dollars, they would be millionaires within days. Until that happens, however, we are all left to “guess” which half is working.
Of course, you shouldn’t really guess. Much effort is spent on tracking and proving which half is working. As a small business owner, if you’re spending ad dollars and NOT measuring basic key metrics yourself, I urge you to start. If an outside firm is showing you the “power” of your ad dollars, don’t be afraid to ask questions.
If you own a small business and have never spent ad dollars before, if you hire a firm to help you advertise and spend what you view as a small fortune on advertising, you would expect results, correct? I've heard others boast their approach will “double customers” or “increased sales 50%!” Can’t argue with those results… or can you?
Let’s say you normally has 10 customers a month. You work with a firm and spend $5,000 on radio spots. These ads gain you 10 new customers that month, and each customer spends $225, which we’ll say is 50% more than a normal customer would spend. You radio buy has now doubled customers to 20, and increased sales of those customers by 50% for that month.
Wow!! Doubled customers and who spent 50% more. If we REALLY look at those numbers, however, you realize your radio buy had a negative net outcome of $2,750 in acquiring those (10) new customers. You spent $5,000 on ads which generated (10) new customers who each spent $225, or $2,250 in sales. The headline might be able to say "Doubled Customers, Increased Sales by 50%,” but teh actual storyt isn't as bright.
Don't be fooled by fantastic headlines or misleading stats. There is no magic formula. Going from $0 ad dollars to ANY ad dollars will likley have an impact. Be sure to review numbers carefully and a partner you trust.
Of course, you shouldn’t really guess. Much effort is spent on tracking and proving which half is working. As a small business owner, if you’re spending ad dollars and NOT measuring basic key metrics yourself, I urge you to start. If an outside firm is showing you the “power” of your ad dollars, don’t be afraid to ask questions.
If you own a small business and have never spent ad dollars before, if you hire a firm to help you advertise and spend what you view as a small fortune on advertising, you would expect results, correct? I've heard others boast their approach will “double customers” or “increased sales 50%!” Can’t argue with those results… or can you?
Let’s say you normally has 10 customers a month. You work with a firm and spend $5,000 on radio spots. These ads gain you 10 new customers that month, and each customer spends $225, which we’ll say is 50% more than a normal customer would spend. You radio buy has now doubled customers to 20, and increased sales of those customers by 50% for that month.
Wow!! Doubled customers and who spent 50% more. If we REALLY look at those numbers, however, you realize your radio buy had a negative net outcome of $2,750 in acquiring those (10) new customers. You spent $5,000 on ads which generated (10) new customers who each spent $225, or $2,250 in sales. The headline might be able to say "Doubled Customers, Increased Sales by 50%,” but teh actual storyt isn't as bright.
Don't be fooled by fantastic headlines or misleading stats. There is no magic formula. Going from $0 ad dollars to ANY ad dollars will likley have an impact. Be sure to review numbers carefully and a partner you trust.
Free Can be Expensive
As a small business owner, I understand trying to seek out great values, whether we're talking office supplies or company vehicles. The feeling of getting something at a great price – even FREE – is great.
In the marketing/advertising world, when the word “FREE” appears, it seems the natural instinct for most is to take whatever is being offered – Ads, sponsorships, cross-promoting, etc. This mindset has crossed over to social media – It’s FREE, so every business should be doing it.
Most people fail to realize the true cost of social media – Time! While it is free to sign up for and use Facebook, Twitter, Instagram, etc., things do not post or tweet themselves. The user must create content. Who is going to do this at your business? It's the same person who barely has time to sleep, eat, spend time with family, or run the business…You. Either you’ll need to commit time to these free tools, or you’ll need to hire/assign someone, both of which have real costs.
Further, the marketing value and effectiveness of social media can be argued even when used properly, but when used improperly, they can have a negative impact. An outdated Facebook page with no posts for 9 months not only looks unprofessional, people may question if the business is still around. An ill-advised tweet about a given topic may offend a portion of your customer base, causing negative pushback against your business.
Before you decide if “FREE” social media tools are right for your business, know the real costs. While free upfront, there are real costs associated with their use and upkeep, time, which is arguably the single most valuable item to small business owners. Additionally, poor plannng and improper use, including lack of use, has a negative impact on your business, yet another real cost.
In the marketing/advertising world, when the word “FREE” appears, it seems the natural instinct for most is to take whatever is being offered – Ads, sponsorships, cross-promoting, etc. This mindset has crossed over to social media – It’s FREE, so every business should be doing it.
Most people fail to realize the true cost of social media – Time! While it is free to sign up for and use Facebook, Twitter, Instagram, etc., things do not post or tweet themselves. The user must create content. Who is going to do this at your business? It's the same person who barely has time to sleep, eat, spend time with family, or run the business…You. Either you’ll need to commit time to these free tools, or you’ll need to hire/assign someone, both of which have real costs.
Further, the marketing value and effectiveness of social media can be argued even when used properly, but when used improperly, they can have a negative impact. An outdated Facebook page with no posts for 9 months not only looks unprofessional, people may question if the business is still around. An ill-advised tweet about a given topic may offend a portion of your customer base, causing negative pushback against your business.
Before you decide if “FREE” social media tools are right for your business, know the real costs. While free upfront, there are real costs associated with their use and upkeep, time, which is arguably the single most valuable item to small business owners. Additionally, poor plannng and improper use, including lack of use, has a negative impact on your business, yet another real cost.
Their Perception is Your Reality
There is a great movie starring Peter Sellers titled “Being There,” a 1979 drama-comedy where Sellers plays a live-in gardener named Chance, an uneducated recluse whose perspective on life was formed from gardening and watching television.
When the wealthy man Chance works for dies, all servants are sent packing, and Chance is left to survive on the streets on his own. At one point, Chance is struck by the limo of a wealthy business man, at which point Chance’s simple life changes.
When asked his name, Chance replies, “Chance, the Gardener,” which others perceive as “Chauncey Gardner.” Every time Chance is asked a question, he answers with simple gardening tips or lines from a TV show, which are interpreted by others as highly insightful thoughts of a wise, cultured man.
Soon, “Chauncey” is on TV talk shows and advising the wealthy and political elite. His thoughts are viewed as intellectual genius, a simplified summation of complex issues of the day. While Chance never attempted to be anything but a gardener, the perception of him was “Chauncey,” insightful genius.
Like it or not, one can spend great effort on branding and marketing their business, but in the end, consumer perception IS who you are, whether true or not. Do you know the perception of your business? Ask around, or have your friends, family members and business associates ask for you. Make sure the perception of your business is in line with your reality.
Further, are you helping or hurting your perception? Think of ALL the things which help consumers form their perception – Storefront, website, employees, pricing, phone message, leaving your “Open” sign on overnight... All of these items play a role.
As much as owners attempt to direct the perception of their business, it will likely grow organically, forming and spreading like a rumor in high school. It is critical to stay on top of and in touch with the perception of your business, or reality may hit you one day like the limo did to Chance.
When the wealthy man Chance works for dies, all servants are sent packing, and Chance is left to survive on the streets on his own. At one point, Chance is struck by the limo of a wealthy business man, at which point Chance’s simple life changes.
When asked his name, Chance replies, “Chance, the Gardener,” which others perceive as “Chauncey Gardner.” Every time Chance is asked a question, he answers with simple gardening tips or lines from a TV show, which are interpreted by others as highly insightful thoughts of a wise, cultured man.
Soon, “Chauncey” is on TV talk shows and advising the wealthy and political elite. His thoughts are viewed as intellectual genius, a simplified summation of complex issues of the day. While Chance never attempted to be anything but a gardener, the perception of him was “Chauncey,” insightful genius.
Like it or not, one can spend great effort on branding and marketing their business, but in the end, consumer perception IS who you are, whether true or not. Do you know the perception of your business? Ask around, or have your friends, family members and business associates ask for you. Make sure the perception of your business is in line with your reality.
Further, are you helping or hurting your perception? Think of ALL the things which help consumers form their perception – Storefront, website, employees, pricing, phone message, leaving your “Open” sign on overnight... All of these items play a role.
As much as owners attempt to direct the perception of their business, it will likely grow organically, forming and spreading like a rumor in high school. It is critical to stay on top of and in touch with the perception of your business, or reality may hit you one day like the limo did to Chance.
FREE Blog Post (with purchase of equal Blog Post)
I once received a coupon in the mail from a big box retailer. They sell items ranging from $1 to thousands of dollars. My offer…. $5 off any purchase of $75 or more. My wife would get coupons from her favorite mall-based department store with a list of exclusions and restrictions so long, I questioned what, if anything, the coupon could be used on. There is a nationally based stand-alone department store chain who has sales so often, people know to NEVER buy anything at regular price.
It is expected that businesses offer sales, discounts, special offers, promos, loyalty programs and more to their customers. When you decide which, if any, offers you would like your business to provide customers, be careful of the message your offer(s) will project.
Does it provide real value – Not to you, but to the customer? Does it incentivize the customer to act with urgency? Is the offer confusing? Does the offer devalue the product or service? Does the offer blur the true value of the product or service?
Special offers are as much of a brand identifier and builder as other forms of marketing. When developing special offers, determine what that offer needs to accomplish for your business (short sales burst, reduce overstock, etc.) Ensure it has value to customers and does not conflict with your business model or brand messaging. Step back, digest the offer, then ask yourself – Would YOU find this offer appealing? If the answer is ‘No,’ then you need to create a better offer.
It is expected that businesses offer sales, discounts, special offers, promos, loyalty programs and more to their customers. When you decide which, if any, offers you would like your business to provide customers, be careful of the message your offer(s) will project.
Does it provide real value – Not to you, but to the customer? Does it incentivize the customer to act with urgency? Is the offer confusing? Does the offer devalue the product or service? Does the offer blur the true value of the product or service?
Special offers are as much of a brand identifier and builder as other forms of marketing. When developing special offers, determine what that offer needs to accomplish for your business (short sales burst, reduce overstock, etc.) Ensure it has value to customers and does not conflict with your business model or brand messaging. Step back, digest the offer, then ask yourself – Would YOU find this offer appealing? If the answer is ‘No,’ then you need to create a better offer.
If Your Friend Was Named Cliff, Would You Jump Off Him?
I remember as a child, while trying to escape punishment from my parents, uttering the classic phrase, “All the other kids did it too.” At this point, one parent would say something like, “Well, if all your friends ate soap, would you,” while the other would come at me with “Our concern is you, not the other kids.” This same parental wisdom can be helpful with small business marketing.
Small business owners tend to travel in the same circles, where ideas and best practices are discussed and shared. One business owner will mention a huge success with a certain marketing tool, say, direct mail, while another boasts of their fantastic online campaign. An ad agency will discuss the importance of multi-level messaging, while your banker promotes the advantages of online distribution and sales.
Funny how life comes full circle. Small business owners can feel pressure from professional and personal peers to replicate “successful” business practices of other business owners, including marketing. Just as when you were a child, simply because others are doing something does not mean you need to as well. Every business has specific traits, needs and budgetary limits, which requires a personalized marketing plan matched to YOUR business needs.
Often, the decision to replicate others comes from lack of time to do the proper research to make informed decisions, a lack of knowledge about the topic, or both. As I’ve stated before, small business owners need to excel at what THEY know best, and delegate other aspects to others. If marketing is not your area of expertise, reach out to a marketing professional to help you determine which marketing tools are best for your business.
Small business owners tend to travel in the same circles, where ideas and best practices are discussed and shared. One business owner will mention a huge success with a certain marketing tool, say, direct mail, while another boasts of their fantastic online campaign. An ad agency will discuss the importance of multi-level messaging, while your banker promotes the advantages of online distribution and sales.
Funny how life comes full circle. Small business owners can feel pressure from professional and personal peers to replicate “successful” business practices of other business owners, including marketing. Just as when you were a child, simply because others are doing something does not mean you need to as well. Every business has specific traits, needs and budgetary limits, which requires a personalized marketing plan matched to YOUR business needs.
Often, the decision to replicate others comes from lack of time to do the proper research to make informed decisions, a lack of knowledge about the topic, or both. As I’ve stated before, small business owners need to excel at what THEY know best, and delegate other aspects to others. If marketing is not your area of expertise, reach out to a marketing professional to help you determine which marketing tools are best for your business.
Shame on Me
People continually mistake marketing for advertising (see my “Scrambled to Soufflé” post.) While advertising is important, the KEY to effective marketing is great communication... Communicating with customers, the general public, your staff, etc. You need to effectively communicate about your business.
One Christmas, I purchased a gift card for my son from a small business located near our home. The week after Christmas, I took my son to this store to use the gift card and the store was closed. Middle of the day/week, normal hours – Lights out, no sign. This process repeated itself again two days later. Multiple phone calls and visits to the stores website and still nothing. For all we knew, the store was out of business. My son and I were angry, and I suspect many others as well.
Turns out, the owner’s mother passed away unexpectedly the day after Christmas, and the owner was dealing with all the issues related to that. We found that out a week later when we finally were able to shop. We extended our sympathies, and felt bad about being angry.
Which brings me to myself. I have not posted a blog entry for some time, and without ANY explanation. The “Interwebs” may have determined I’m no longer in business. Bad approach, me.
In both the shop owner’s case and mine, a brief communication as to WHY we seemingly disappeared would have made a HUGE difference in the perception of others. No anger, no assumptions. We both should have quickly and professionally communicated about our businesses. A solid lesson learned for ALL small business owners.
Things have settled, somewhat, but I am back and ready to blog!
One Christmas, I purchased a gift card for my son from a small business located near our home. The week after Christmas, I took my son to this store to use the gift card and the store was closed. Middle of the day/week, normal hours – Lights out, no sign. This process repeated itself again two days later. Multiple phone calls and visits to the stores website and still nothing. For all we knew, the store was out of business. My son and I were angry, and I suspect many others as well.
Turns out, the owner’s mother passed away unexpectedly the day after Christmas, and the owner was dealing with all the issues related to that. We found that out a week later when we finally were able to shop. We extended our sympathies, and felt bad about being angry.
Which brings me to myself. I have not posted a blog entry for some time, and without ANY explanation. The “Interwebs” may have determined I’m no longer in business. Bad approach, me.
In both the shop owner’s case and mine, a brief communication as to WHY we seemingly disappeared would have made a HUGE difference in the perception of others. No anger, no assumptions. We both should have quickly and professionally communicated about our businesses. A solid lesson learned for ALL small business owners.
Things have settled, somewhat, but I am back and ready to blog!
Simple Can be Successful
When it comes to dessert, I’m a cake/brownie/cookie type, but I occasionally enjoy a scoop (or two) of ice cream or custard – My favorite flavor is Mint Chip. In an article I recently read discussing the most popular ice cream flavors in the U.S., I found it interesting in a world of crazy and unlimited varieties of ice cream flavors, the top two flavors were Vanilla and Chocolate.
That result reminded me of a solid, long-thought principle – Simple can be successful. This holds true for all aspects of life, from ice cream to rocket science, and also in marketing. Sure, geo-targeted web ads based on data obtained from web browser cookies has merit, but so does asking customers for their email.
So many things have become “complicated.” When a customer now goes to pay for their purchase, they need to have a loyalty card scanned, redeem online coupons through their cell phone, decide if they want the receipt emailed or printed, whether to use loyalty points now or later... Complicated!
Certain people within the industry act like marketing has become so complicated the "common man" has no chance of navigating the landscape. Yet, the purpose and principles of marketing are as basic as they have ever been – Get the right message, with the right offer, delivered to the right people at the right time in the buying process.
Yes, technology provides businesses new and "techy" tools to accomplish these marketing principles, however, there are also simple and successful tools which can be just as successful. A sign-up list by the register, a suggestion box by the door, a banner in front of the store, and my favorite – Word of mouth!!! All simple, yet successful, for small business owners nationwide.
While lactose free, passion fruit infused, organic peach ice cream with a sprinkle of ground dandelions may one day become the most popular flavor of ice cream, one cannot overlook the long-term success of vanilla and chocolate. Simple can be successful.
That result reminded me of a solid, long-thought principle – Simple can be successful. This holds true for all aspects of life, from ice cream to rocket science, and also in marketing. Sure, geo-targeted web ads based on data obtained from web browser cookies has merit, but so does asking customers for their email.
So many things have become “complicated.” When a customer now goes to pay for their purchase, they need to have a loyalty card scanned, redeem online coupons through their cell phone, decide if they want the receipt emailed or printed, whether to use loyalty points now or later... Complicated!
Certain people within the industry act like marketing has become so complicated the "common man" has no chance of navigating the landscape. Yet, the purpose and principles of marketing are as basic as they have ever been – Get the right message, with the right offer, delivered to the right people at the right time in the buying process.
Yes, technology provides businesses new and "techy" tools to accomplish these marketing principles, however, there are also simple and successful tools which can be just as successful. A sign-up list by the register, a suggestion box by the door, a banner in front of the store, and my favorite – Word of mouth!!! All simple, yet successful, for small business owners nationwide.
While lactose free, passion fruit infused, organic peach ice cream with a sprinkle of ground dandelions may one day become the most popular flavor of ice cream, one cannot overlook the long-term success of vanilla and chocolate. Simple can be successful.
It's Just Hair
I proudly admit to wearing several of the classic “80’s Punk” hairstyles back in my day. My mother supported them, my father despised them, and I thought I was so cool expressing my “counter culture” attitude in everyone’s face.
My son started showing his teenager spirit through clothing, which I was OK with. Then it moved to an earring. My wife supported it, I despised it, and my son thought he was so cool. When I started to panic at the start of the “hair phase,” my wife profoundly told me, “Calm down – It’s just hair.”
Her point – Let him experiment. It’ll grow back, can be cut off, can be colored, will fade out. It’s a temporary expression of his personality. And the cool part I failed to consider – My son was OK with trying to figure out what HE liked, regardless of outside opinions.
You can approach small business marketing in the same manner. Experiment with different marketing and advertising strategies. Vary your message, your media outlet, your offers, the frequency. If they work – Great! You’ve just found something which works for you and your business. If it flops, at least you’ve gained valuable data to help you plan for next time.
One benefit a small business has – Agility. You can add, remove, change, update and experiment quicker and easier than large corporations. Don’t be afraid to experiment with new ideas or a different approach. Work to create that personality for your business... even if that means being that business owner with the “crazy haircut.”
My son started showing his teenager spirit through clothing, which I was OK with. Then it moved to an earring. My wife supported it, I despised it, and my son thought he was so cool. When I started to panic at the start of the “hair phase,” my wife profoundly told me, “Calm down – It’s just hair.”
Her point – Let him experiment. It’ll grow back, can be cut off, can be colored, will fade out. It’s a temporary expression of his personality. And the cool part I failed to consider – My son was OK with trying to figure out what HE liked, regardless of outside opinions.
You can approach small business marketing in the same manner. Experiment with different marketing and advertising strategies. Vary your message, your media outlet, your offers, the frequency. If they work – Great! You’ve just found something which works for you and your business. If it flops, at least you’ve gained valuable data to help you plan for next time.
One benefit a small business has – Agility. You can add, remove, change, update and experiment quicker and easier than large corporations. Don’t be afraid to experiment with new ideas or a different approach. Work to create that personality for your business... even if that means being that business owner with the “crazy haircut.”
It Pays to Listen
In my former position as Marketing Manager for a company, I would often meet with media companies and advertising agencies. All of them would pitch me on why their station, newspaper, website, agency, etc. was a “perfect” fit for the company I was working for.
In one instance, an agency owner spent a meeting explaining all the things wrong with our current marketing. “You’re on the wrong stations, in the wrong sections of the paper, don’t have the right message. You’re speaking to women, not men,” etc. The funny part – That year we decided to target much of our marketing towards women. He assured us our marketing was working, all the while telling us how wrong we were. Still makes me chuckle.
Everyone would come to these meetings ready to TELL us what we needed. Rarely did anyone come to these meetings to truly LISTEN to our needs. Their goal was to SELL a given product or service of THEIR business. My goal was to find the right fit for our business.
For all you small business owners out there considering an agency or media partner, here is some advice. As you listen to what they have to say, make sure they are providing you the same courtesy. Are they asking questions? Are they the right questions? Do they show an interest in your business or industry?
Don’t be fooled or pressured by a folder containing an absurd amount of pages with colorful charts, enough statistics to make your head spin, and a proposed spending package with tremendous savings. Take your time, ask questions, and be sure the product/service being offered is truly right for you.
In one instance, an agency owner spent a meeting explaining all the things wrong with our current marketing. “You’re on the wrong stations, in the wrong sections of the paper, don’t have the right message. You’re speaking to women, not men,” etc. The funny part – That year we decided to target much of our marketing towards women. He assured us our marketing was working, all the while telling us how wrong we were. Still makes me chuckle.
Everyone would come to these meetings ready to TELL us what we needed. Rarely did anyone come to these meetings to truly LISTEN to our needs. Their goal was to SELL a given product or service of THEIR business. My goal was to find the right fit for our business.
For all you small business owners out there considering an agency or media partner, here is some advice. As you listen to what they have to say, make sure they are providing you the same courtesy. Are they asking questions? Are they the right questions? Do they show an interest in your business or industry?
Don’t be fooled or pressured by a folder containing an absurd amount of pages with colorful charts, enough statistics to make your head spin, and a proposed spending package with tremendous savings. Take your time, ask questions, and be sure the product/service being offered is truly right for you.
Resist the Temptation
We’ve all been there. You have an important meeting coming up. You prepare for weeks. You collect all the data, analyze it, prepare a report, maybe even create an epic PowerPoint presentation. The meeting happens, you “Wow” the group, discussion starts, and then it happens. Someone asks a question you didn’t prepare for. You have no data, no analytics, no cool PowerPoint slide… What do you do?
Nobody likes to be wrong, or look “stupid” in front of a crowd, especially your boss. You don’t want others to think you don’t know what you’re doing. Many might try to stumble through an answer they hope sounds plausible, which leads to even more questions you also have no answers for. You’ve gone from “Wow” to “hope to get through” in just minutes.
Three words can stop such a disaster – I don’t know. Many shy away from those words, feeling they have a negative connotation, as if not knowing the answer to every question is somehow unacceptable.
I had a former boss once tell me, “I’d prefer you just tell me you don’t know. I’ll know when your faking it, at which point, not only are you’re wasting everyone’s time, I’m losing trust in you.”
The last part of that statement is what stuck with me the most – Losing trust. I learned earlier on the best option was to admit I didn’t know, but reassure I would find out.
“That’s a great question. I don’t have the answer right now, but I’ll research it and get back to you on it.”
In one brief sentence I was able to address the question, assure I would answer it properly, save time AND preserve my reputation and trust.
Make sure when interacting with your marketing professionals they are giving you honest answers to your questions. Don’t be afraid to call them out if you think you’re getting a line of hot air, and at the same time, don’t be put-off by those who admit they don’t know.
Nobody likes to be wrong, or look “stupid” in front of a crowd, especially your boss. You don’t want others to think you don’t know what you’re doing. Many might try to stumble through an answer they hope sounds plausible, which leads to even more questions you also have no answers for. You’ve gone from “Wow” to “hope to get through” in just minutes.
Three words can stop such a disaster – I don’t know. Many shy away from those words, feeling they have a negative connotation, as if not knowing the answer to every question is somehow unacceptable.
I had a former boss once tell me, “I’d prefer you just tell me you don’t know. I’ll know when your faking it, at which point, not only are you’re wasting everyone’s time, I’m losing trust in you.”
The last part of that statement is what stuck with me the most – Losing trust. I learned earlier on the best option was to admit I didn’t know, but reassure I would find out.
“That’s a great question. I don’t have the answer right now, but I’ll research it and get back to you on it.”
In one brief sentence I was able to address the question, assure I would answer it properly, save time AND preserve my reputation and trust.
Make sure when interacting with your marketing professionals they are giving you honest answers to your questions. Don’t be afraid to call them out if you think you’re getting a line of hot air, and at the same time, don’t be put-off by those who admit they don’t know.
Focus on Yourself
There are several personal injury lawyers in my area who spend a great deal of money advertising their firms. TV ads, radio ads, billboards, digital – You see these ads all over.
One lawyer/firm in particular spends the most – has for years – and also happens to have a very catchy (and well known) slogan. If you live in my area, you know the slogan, and lawyer/firm that goes with it.
Competing lawyers/firms have noticeably begun to spend more on their advertising, I suspect in an effort to “keep up” with this large-spending, catchy slogan firm. Four of these competing firms have made a conscious effort to hint at/reference the competing lawyer’s catchy slogan in THEIR ads, basically saying, “We’re better than that guy."
Each ad placed by one of these competing firms is really an ad for them AND the catchy slogan guy they are trying to overtake. Unless you have never heard of ANY of these lawyers/firms, it would be impossible not to realize firm B is trying to put down firm A. When you see the ad, you think of BOTH firms, not just the one.
My recommendation for law firms and all small business owners… Drop the “clever” innuendos and focus on your firm/business, and why consumers should choose it. Your ads should promote your business, and the unique attributes and strengths your business has to offer.
Focus on yourself, make it all about you. Don’t spend your ads dollars to promote you and your competitor – That’s a little counter-productive, don’t you think?
One lawyer/firm in particular spends the most – has for years – and also happens to have a very catchy (and well known) slogan. If you live in my area, you know the slogan, and lawyer/firm that goes with it.
Competing lawyers/firms have noticeably begun to spend more on their advertising, I suspect in an effort to “keep up” with this large-spending, catchy slogan firm. Four of these competing firms have made a conscious effort to hint at/reference the competing lawyer’s catchy slogan in THEIR ads, basically saying, “We’re better than that guy."
Each ad placed by one of these competing firms is really an ad for them AND the catchy slogan guy they are trying to overtake. Unless you have never heard of ANY of these lawyers/firms, it would be impossible not to realize firm B is trying to put down firm A. When you see the ad, you think of BOTH firms, not just the one.
My recommendation for law firms and all small business owners… Drop the “clever” innuendos and focus on your firm/business, and why consumers should choose it. Your ads should promote your business, and the unique attributes and strengths your business has to offer.
Focus on yourself, make it all about you. Don’t spend your ads dollars to promote you and your competitor – That’s a little counter-productive, don’t you think?
Greatest Small Business Story Ever
I was driving to a meeting last week when I noticed them. Like tulips and dandelions, they pop up every spring in my area. Slowly at first, so you don’t really notice them until they’ve taken over… The rummage sale signs.
Whether you call it a rummage sale, garage sale or yard sale, the fact remains – I love them. I believe the rummage sale is the greatest small business success story ever. People literally take items from their home they no longer want, then other people come and PAY to take them away. Amazing!
The rummage sale is a classic small business story. Acquire inventory, strategize on pricing, prepare the showroom, advertise to the public, negotiate deals, collect your profit, close down operation. Running a rummage is hard work, with long days and late nights, getting dirty & frustrated, dealing with difficult customers, etc. Anyone thinking of starting a business should first run a rummage sale.
Everything about a rummage is so simplistic, but so important. Signs on the street, a mention on Craigslist or a local rummage tracker website, the way products are displayed and organized. Nothing complicated, just basic, fundamental business and marketing practices at work.
Successful rummage sales do a great job with sign location, visibility and wording. Items for sale have been cleaned and/or fixed, then organized by categories like housewares, CDs & books, clothing, etc. Perhaps they offer free bottles of water or a shade tent, bags to put purchased items in and so on. Unsuccessful rummage sales look and feel like people literally took their “junk” and threw it on display, then slapped a sign at their driveway.
When you look at how you market your small business, make sure you’re doing all the small, simple, seemingly unimportant things right. Don’t over complicate it. The rummage sale is proof that even the smallest of small business, when done right, can be a successful operation.
Whether you call it a rummage sale, garage sale or yard sale, the fact remains – I love them. I believe the rummage sale is the greatest small business success story ever. People literally take items from their home they no longer want, then other people come and PAY to take them away. Amazing!
The rummage sale is a classic small business story. Acquire inventory, strategize on pricing, prepare the showroom, advertise to the public, negotiate deals, collect your profit, close down operation. Running a rummage is hard work, with long days and late nights, getting dirty & frustrated, dealing with difficult customers, etc. Anyone thinking of starting a business should first run a rummage sale.
Everything about a rummage is so simplistic, but so important. Signs on the street, a mention on Craigslist or a local rummage tracker website, the way products are displayed and organized. Nothing complicated, just basic, fundamental business and marketing practices at work.
Successful rummage sales do a great job with sign location, visibility and wording. Items for sale have been cleaned and/or fixed, then organized by categories like housewares, CDs & books, clothing, etc. Perhaps they offer free bottles of water or a shade tent, bags to put purchased items in and so on. Unsuccessful rummage sales look and feel like people literally took their “junk” and threw it on display, then slapped a sign at their driveway.
When you look at how you market your small business, make sure you’re doing all the small, simple, seemingly unimportant things right. Don’t over complicate it. The rummage sale is proof that even the smallest of small business, when done right, can be a successful operation.
Make it About Something
I’m a huge “Seinfeld” fan. My family and I repeatedly watch episodes and are constantly citing our favorite lines from the show. We laugh when we find ourselves in “real life” situations which mimic episodes.
During the classic episode where Jerry & George meet with NBC to pitch their “show about nothing,” the Head of Programming at NBC becomes frustrated with George about the “nothing” concept. At one point, the Head of Programming asks George, “Why am I watching (the show)?” to which George replies, “Because it’s on TV!” After a brief pause, the Head of Programming answers, “Not yet.”
What is the story for your business? Does it have one, or are you running a business about nothing? Regardless of the type of business you have, you need to have a story. Just because you have a storefront, website, products, or services, or any combination thereof, does not guarantee people will purchase from your business.
Think of your own shopping habits. Why do you choose one coffee shop over another? Why do you like one brand of shoes versus many others? Why did you choose that specific dry cleaner over the ten other options in your area?
It’s because of their “story,” whether you are aware of it or not. That story might be great service, superior quality, proximity to home/work, best prices, return policy, rewards program… The list could go on. Regardless the specific reason, there was for one, or many, as to why you chose to shop from one business over another.
What is your business doing to create a unique story, one which will help consumers choose you over a competitor? How are you setting your business apart? Are people doing business with you just because it’s there? Doubt it.
During the classic episode where Jerry & George meet with NBC to pitch their “show about nothing,” the Head of Programming at NBC becomes frustrated with George about the “nothing” concept. At one point, the Head of Programming asks George, “Why am I watching (the show)?” to which George replies, “Because it’s on TV!” After a brief pause, the Head of Programming answers, “Not yet.”
What is the story for your business? Does it have one, or are you running a business about nothing? Regardless of the type of business you have, you need to have a story. Just because you have a storefront, website, products, or services, or any combination thereof, does not guarantee people will purchase from your business.
Think of your own shopping habits. Why do you choose one coffee shop over another? Why do you like one brand of shoes versus many others? Why did you choose that specific dry cleaner over the ten other options in your area?
It’s because of their “story,” whether you are aware of it or not. That story might be great service, superior quality, proximity to home/work, best prices, return policy, rewards program… The list could go on. Regardless the specific reason, there was for one, or many, as to why you chose to shop from one business over another.
What is your business doing to create a unique story, one which will help consumers choose you over a competitor? How are you setting your business apart? Are people doing business with you just because it’s there? Doubt it.
What Would You Buy?
I'm a married man. This means I have ongoing gift purchasing obligations – Birthday, Mother’s Day, Christmas, Valentine’s Day, Anniversary, etc. History suggests many husbands struggle with this process, buying their wives items like a Waterpik, vacuum cleaner, gardening tools, floor mats, even exercise equipment.
Even when these men realize their limitations and ask for help, they are often tripped up by one simple question “Well, what does your wife like? What is she into?” Blank stares and worried faces often follow. The problem for these men? They love and appreciate their wives, but they don’t really know their wives.
As a business owner, I’m sure you love and appreciate your customers, but how well do you know them? Who are your best customers? Who spends the most? Who are your most regular customers? What type of promotions do they enjoy best? Why do they buy from you? Where else do they shop?
The more you really know about your customers, the more opportunities you have to help them, and by help, I mean offer them additional products or services. Engage your customers through conversation, surveys, a suggestions box, sales staff, referral programs… Anything to initiate dialogue. The more you know about your customers, the better it will be for your business.
Just as it is my duty as a “thoughtful and caring husband” to know and understand my wife, it is your duty as a “thoughtful and caring business owner” to know and understand your customers.
Even when these men realize their limitations and ask for help, they are often tripped up by one simple question “Well, what does your wife like? What is she into?” Blank stares and worried faces often follow. The problem for these men? They love and appreciate their wives, but they don’t really know their wives.
As a business owner, I’m sure you love and appreciate your customers, but how well do you know them? Who are your best customers? Who spends the most? Who are your most regular customers? What type of promotions do they enjoy best? Why do they buy from you? Where else do they shop?
The more you really know about your customers, the more opportunities you have to help them, and by help, I mean offer them additional products or services. Engage your customers through conversation, surveys, a suggestions box, sales staff, referral programs… Anything to initiate dialogue. The more you know about your customers, the better it will be for your business.
Just as it is my duty as a “thoughtful and caring husband” to know and understand my wife, it is your duty as a “thoughtful and caring business owner” to know and understand your customers.
It's All About the Velvet & Popcorn
My wife LOVES movies, watches them all the time. She is one of “those people” who can watch the same movie multiple times. During football season, when I’m hogging the big screen, my wife will happily sync her headphones with her phone/tablet and watch a movie next to me on the couch.
The other day while in the car together, my wife commented to me how she hasn’t seen a movie “in forever,” and I should take her to see one. I said, “You watch movies ALL the time,” to which she replied, “I mean GO to the movies… You know, a new release in a theater... with popcorn!?”
What she was really saying was she wanted the movie EXPERIENCE, not just to watch one. The crazy carpet patterns, the red velvet ropes, the popcorn & candy, larger than life screen and sound… You know, a movie.
People pay 3x as much for a cup of coffee because of the experience. A restaurant with great food closes because the service and atmosphere was bad. You like your bank because they have “Free Ice Cream Fridays” during the summer. You shop an online retailer because of a simplified check-out process, free shipping, and easy returns.
If a gas station went back to full-service… Pumping gas, cleaning windows, checking oil & wiper fluid, etc., would you go there? Would you be willing to pay more for that service? I know I would, as would many others, because consumers are willing to pay more for a “better experience.”
In marketing, providing your customers a quality purchasing experience has multiple benefits. You can use these little extras to differentiate your business in your marketing. Adding “experiential items” is relatively easy and low-cost, and a better experience provides a way to nurture lasting and loyal customers. In turn, loyal customers are more likely to recommend you to others, and we all know that word-of-mouth recommendations are the best advertising possible – Free and trusted. Revisit the type of experience you’re offering your customers and determine if there are ways you could improve. Small things can make a big difference.
The other day while in the car together, my wife commented to me how she hasn’t seen a movie “in forever,” and I should take her to see one. I said, “You watch movies ALL the time,” to which she replied, “I mean GO to the movies… You know, a new release in a theater... with popcorn!?”
What she was really saying was she wanted the movie EXPERIENCE, not just to watch one. The crazy carpet patterns, the red velvet ropes, the popcorn & candy, larger than life screen and sound… You know, a movie.
People pay 3x as much for a cup of coffee because of the experience. A restaurant with great food closes because the service and atmosphere was bad. You like your bank because they have “Free Ice Cream Fridays” during the summer. You shop an online retailer because of a simplified check-out process, free shipping, and easy returns.
If a gas station went back to full-service… Pumping gas, cleaning windows, checking oil & wiper fluid, etc., would you go there? Would you be willing to pay more for that service? I know I would, as would many others, because consumers are willing to pay more for a “better experience.”
In marketing, providing your customers a quality purchasing experience has multiple benefits. You can use these little extras to differentiate your business in your marketing. Adding “experiential items” is relatively easy and low-cost, and a better experience provides a way to nurture lasting and loyal customers. In turn, loyal customers are more likely to recommend you to others, and we all know that word-of-mouth recommendations are the best advertising possible – Free and trusted. Revisit the type of experience you’re offering your customers and determine if there are ways you could improve. Small things can make a big difference.
Head Out the Window
My Grandma recently passed away – She was 101. It was prolonged and challenging, but at least we could be there with her. My brother-in-law also recently passed away – He was 49. It was sudden and unexpected, and left behind a wife and four children.
I also finished three major projects during this same time, an amazing feat, all things considered. Luckily, I work for myself, a small business owner with the opportunity to make my own schedule, drop things at a moment’s notice, then stay up until 2AM to catch up on the day. The benefits of owning my own business were monumental in helping my family deal with recent challenges.
Many clients I work with, and even me, are often dealing with the stress which comes from owning a small business. Troublesome clients, delivering on promises made, searching for new business, overcoming unplanned issues, paying bills – This is a daily occurrence. Often, we are overwhelmed by these daily struggles, and forget about the passion, commitment and personal dreams which propelled us to where we are.
The other day I was driving and I had Rocket in the car with me. Rocket, of course, is my canine co-worker, an older and relaxed Pug who enjoys lunch meetings. I looked back to check on him, and saw his smushed, pug-noxious face plunged out the window – A smile from ear to ear, tongue & slobber blowing about. He was so happy – No worries, just joy.
All of us were once out there “humping it for the man.” We did our jobs, but dreamed of owning our own business, being our own boss, living a dream we only hoped could happen. That dream has since become reality. Too many of us focus on the stress of owning a business and forget how great we really have it. We should all strive to feel more like a dog with its head out the window – Happy, enjoying life, appreciative of the opportunities and freedoms afforded to us, small business owners.
I also finished three major projects during this same time, an amazing feat, all things considered. Luckily, I work for myself, a small business owner with the opportunity to make my own schedule, drop things at a moment’s notice, then stay up until 2AM to catch up on the day. The benefits of owning my own business were monumental in helping my family deal with recent challenges.
Many clients I work with, and even me, are often dealing with the stress which comes from owning a small business. Troublesome clients, delivering on promises made, searching for new business, overcoming unplanned issues, paying bills – This is a daily occurrence. Often, we are overwhelmed by these daily struggles, and forget about the passion, commitment and personal dreams which propelled us to where we are.
The other day I was driving and I had Rocket in the car with me. Rocket, of course, is my canine co-worker, an older and relaxed Pug who enjoys lunch meetings. I looked back to check on him, and saw his smushed, pug-noxious face plunged out the window – A smile from ear to ear, tongue & slobber blowing about. He was so happy – No worries, just joy.
All of us were once out there “humping it for the man.” We did our jobs, but dreamed of owning our own business, being our own boss, living a dream we only hoped could happen. That dream has since become reality. Too many of us focus on the stress of owning a business and forget how great we really have it. We should all strive to feel more like a dog with its head out the window – Happy, enjoying life, appreciative of the opportunities and freedoms afforded to us, small business owners.
Don't Forget the Cause
We’ve all been asked… “Would you like to round up to the next dollar to support this charity today?” Or how about the $1 balloon, shoe, snowflake or other shape which you write your name on and tape up on a wall or cash wrap. And, how many different wristbands can people now choose from?
I've noticed how these solicitations for donations have become either routine, spoken quickly and with little emotion, or an uncomfortable social interaction for both the cashier, not wanting to ask, and the customer, trying to find an “appropriate” excuse to say no.
While I applaud these charitable partnerships, I fear this new practice has taken the emotion and connection out of the process. Charitable giving seems more of an personal, emotional investment, not a retail transaction.
In a previous position, I used a local animal shelter to provide “FREE” gift wrapping during the holidays. A table would be placed in a high-traffic area of the store, proper signage given, a donation jar front and center, pamphlets & brochures for the shelter available, personnel from the shelter working the table, and even adoptable animals from the shelter on hand. A connection was made, not just a donation.
Small businesses can be a great outlet for charities to work with, especially lesser known charities. I urge all small businesses to find a charitable connection in your community to get behind. Use your position to help raise awareness and funds. Have fun with it. Find things to benefit both customers and the charity. Most importantly, remember the cause – Keep the spirit and the emotion attached. It will provide greater benefits to everyone.
I've noticed how these solicitations for donations have become either routine, spoken quickly and with little emotion, or an uncomfortable social interaction for both the cashier, not wanting to ask, and the customer, trying to find an “appropriate” excuse to say no.
While I applaud these charitable partnerships, I fear this new practice has taken the emotion and connection out of the process. Charitable giving seems more of an personal, emotional investment, not a retail transaction.
In a previous position, I used a local animal shelter to provide “FREE” gift wrapping during the holidays. A table would be placed in a high-traffic area of the store, proper signage given, a donation jar front and center, pamphlets & brochures for the shelter available, personnel from the shelter working the table, and even adoptable animals from the shelter on hand. A connection was made, not just a donation.
Small businesses can be a great outlet for charities to work with, especially lesser known charities. I urge all small businesses to find a charitable connection in your community to get behind. Use your position to help raise awareness and funds. Have fun with it. Find things to benefit both customers and the charity. Most importantly, remember the cause – Keep the spirit and the emotion attached. It will provide greater benefits to everyone.
When a Small Success Turns Big
In 1975, a guy was sitting in a bar talking with friends and heard them all complaining about their pets. This guy made a joke about the “perfect pet,” to which everyone laughed. That man – Gary Dahl. His “perfect pet”? A rock.
Dahl decided to “get serious” about his pet rock idea in the Spring of 1975, and developed the product, packaging and marketing campaign for it. It had initial success in the San Francisco area, and by Christmas 1975, the “Pet Rock” had become a national success story. Estimates are Dahl sold nearly 1.5 million “Pet Rocks” at roughly $4 each. By February of 1976, sales had slowed so dramatically the product was discontinued.
What started out as a successful joke in a bar turned into a successful local product, which in turn morphed into a national icon of pop culture. Amazing!
A client of mine, a child care center, held a FREE festival for the community – Games, prizes, food, ice cream. It was a party for current families of the facility, and a way to interact with the surrounding community on a more personal, welcoming level. Turnout was not “huge,” but about twice what was expected. A small success.
Several attendees of the event enjoyed it so much, they chose to enroll their children at the child care center. In addition, one of the families had just moved into a new subdivision in the area, and recommended this child care center to their neighbors. Additional families have since joined, and the child care has become the “official child care provider” of this new subdivision.
A small success with a FREE community festival turned into several new children enrolling at the child care center. As you plan and implement events & marketing ideas for your business, keep in mind even the smallest success can lead to large rewards. Don’t be afraid to try things, and don’t get frustrated. You may not always end up with a “Pet Rock,” but you may acquire loyal customers who spread the word about your business.
Dahl decided to “get serious” about his pet rock idea in the Spring of 1975, and developed the product, packaging and marketing campaign for it. It had initial success in the San Francisco area, and by Christmas 1975, the “Pet Rock” had become a national success story. Estimates are Dahl sold nearly 1.5 million “Pet Rocks” at roughly $4 each. By February of 1976, sales had slowed so dramatically the product was discontinued.
What started out as a successful joke in a bar turned into a successful local product, which in turn morphed into a national icon of pop culture. Amazing!
A client of mine, a child care center, held a FREE festival for the community – Games, prizes, food, ice cream. It was a party for current families of the facility, and a way to interact with the surrounding community on a more personal, welcoming level. Turnout was not “huge,” but about twice what was expected. A small success.
Several attendees of the event enjoyed it so much, they chose to enroll their children at the child care center. In addition, one of the families had just moved into a new subdivision in the area, and recommended this child care center to their neighbors. Additional families have since joined, and the child care has become the “official child care provider” of this new subdivision.
A small success with a FREE community festival turned into several new children enrolling at the child care center. As you plan and implement events & marketing ideas for your business, keep in mind even the smallest success can lead to large rewards. Don’t be afraid to try things, and don’t get frustrated. You may not always end up with a “Pet Rock,” but you may acquire loyal customers who spread the word about your business.
What's Your Holiday Focus?
Come Holiday Season, a greater emphasis is put on hot price points, high sales volume, and beating last year’s numbers. These are all critically important, but there also are some overlooked items small business should focus on during the busier holiday months.
For retail focused businesses, the Holidays means increased traffic. All your “regulars” show up, and often bring a friend. New customers stop in for that specialty item you have which no one else does. Simply put, more bodies walk through the door. Don’t miss the opportunity to get their information, regardless of purchase. Ask for an email at time of sale, offer a sign-up sheet for a monthly newsletter, or create a fun Giveaway Contest, email required.
For B2B and/or service oriented businesses (retail too, of course), the Holidays provides the opportunity to give thanks, and gifts. Provide all your clients/customers with some small, seasonal “Thank you for your business” gift. These gifts need not be large or expensive – Make them fun, and be sure they are useful or delicious. You may want to give something special to your “best” clients/customers, but it’s more about the thought than the gift. Take advantage of the personalization small businesses have, and the seasonal opportunity to give thanks.
Finally, the Holidays offer a great opportunity to focus on “cause marketing” initiatives. Make your business/office a collection spot for food, clothing, or toys. Donate a percentage of sales to a local shelter or non-profit. People are in a more “giving mood” during the holidays – Use that fact to help support a cause you believe in.
For retail focused businesses, the Holidays means increased traffic. All your “regulars” show up, and often bring a friend. New customers stop in for that specialty item you have which no one else does. Simply put, more bodies walk through the door. Don’t miss the opportunity to get their information, regardless of purchase. Ask for an email at time of sale, offer a sign-up sheet for a monthly newsletter, or create a fun Giveaway Contest, email required.
For B2B and/or service oriented businesses (retail too, of course), the Holidays provides the opportunity to give thanks, and gifts. Provide all your clients/customers with some small, seasonal “Thank you for your business” gift. These gifts need not be large or expensive – Make them fun, and be sure they are useful or delicious. You may want to give something special to your “best” clients/customers, but it’s more about the thought than the gift. Take advantage of the personalization small businesses have, and the seasonal opportunity to give thanks.
Finally, the Holidays offer a great opportunity to focus on “cause marketing” initiatives. Make your business/office a collection spot for food, clothing, or toys. Donate a percentage of sales to a local shelter or non-profit. People are in a more “giving mood” during the holidays – Use that fact to help support a cause you believe in.
The Real Death of Small Business
Any small business owner is keenly aware of the pressures and ‘economies of scale’ a big box business can cause. Price, selection, financing, free delivery/shipping… Their volume of business allows for advantages in these areas. Yet, there has always been a trait where small business seemed to out-perform their big box competitors – Customer Service.
Small biz allows for a more personal approach. You know the names of your best customers, offer special “perks” to others, and even let some pay you later, without an extensive credit or background check. Yes, you’re a business, but your customers are treated more like family than faceless transactions.
I shop at small businesses. I do so to support the cause, but small business offers other perks as well. Unique, hard to find, one-of-a-kind, fresh & homemade, local, organic, and artisan just to name a few. Admittedly, on occasion I will pay a higher price for said items/perks, but the uniqueness of the item(s), along with the personal service, makes it worth it to me.
Recently I visited a local small business, and experienced what can only be describes as horrible service. No acknowledgement upon entering, looks of annoyance when asked questions, poorly marked pricing, a very uninspired promotion, and zero personality from the employee. If this had been my first time in the establishment, I would not have returned. Only positive prior experiences with the owner provided this business another chance.
People are OK with crummy service when their selection is huge and prices are low... It’s the trade-off they make. If small business stops delivering on the ONE thing they can, and should, out perform their big box competitors on - SERVICE - then THAT will be real reason small business dies. Big Box is the available alternative, but it will be the lack of doing those special things unique to small business that will kill it.
Small biz allows for a more personal approach. You know the names of your best customers, offer special “perks” to others, and even let some pay you later, without an extensive credit or background check. Yes, you’re a business, but your customers are treated more like family than faceless transactions.
I shop at small businesses. I do so to support the cause, but small business offers other perks as well. Unique, hard to find, one-of-a-kind, fresh & homemade, local, organic, and artisan just to name a few. Admittedly, on occasion I will pay a higher price for said items/perks, but the uniqueness of the item(s), along with the personal service, makes it worth it to me.
Recently I visited a local small business, and experienced what can only be describes as horrible service. No acknowledgement upon entering, looks of annoyance when asked questions, poorly marked pricing, a very uninspired promotion, and zero personality from the employee. If this had been my first time in the establishment, I would not have returned. Only positive prior experiences with the owner provided this business another chance.
People are OK with crummy service when their selection is huge and prices are low... It’s the trade-off they make. If small business stops delivering on the ONE thing they can, and should, out perform their big box competitors on - SERVICE - then THAT will be real reason small business dies. Big Box is the available alternative, but it will be the lack of doing those special things unique to small business that will kill it.
A List of One
Happy New Year! I wish everyone a year of good health, great memories, and success with your small business.
Each year as the calendar turns, people often feel pressured to make some dramatic and life altering changes to their lives. Common “resolutions” include losing weight, exercising more, eating healthier, quit smoking/drinking, and saving more and spending less. For those of you focused on one of these, best of luck to you.
I do not participate in the “resolution” game, however, I do take this time to reflect. What did I accomplish (personal and professional) in the past 12 months? Is there something I wanted to do but did not, and why? What can I improve on? What are my options moving forward? I find this reflection to be very helpful – We often overlook our many small accomplishments and focus on one or two failures.
I try to set a few attainable goals each year. That goal can be anything, from being a better husband to updating my website. I find the more specific and shorter my list, the more successful I am in reaching those goals.
As you start the new year, find one “marketing thing” you want to accomplish for your small business. Write it down, put it somewhere you can see it, and get at it. Trying to collect more emails, increasing new customers by 15%, learning more about SEO, or finally starting that blog you wanted are all great examples. And, once you finish one, feel free to start another.
While every business needs a professionally developed plan from year to year, creating your own “One Item Check List” for items you have chosen to give priority to is a simple and effective way to start out the new year.
Each year as the calendar turns, people often feel pressured to make some dramatic and life altering changes to their lives. Common “resolutions” include losing weight, exercising more, eating healthier, quit smoking/drinking, and saving more and spending less. For those of you focused on one of these, best of luck to you.
I do not participate in the “resolution” game, however, I do take this time to reflect. What did I accomplish (personal and professional) in the past 12 months? Is there something I wanted to do but did not, and why? What can I improve on? What are my options moving forward? I find this reflection to be very helpful – We often overlook our many small accomplishments and focus on one or two failures.
I try to set a few attainable goals each year. That goal can be anything, from being a better husband to updating my website. I find the more specific and shorter my list, the more successful I am in reaching those goals.
As you start the new year, find one “marketing thing” you want to accomplish for your small business. Write it down, put it somewhere you can see it, and get at it. Trying to collect more emails, increasing new customers by 15%, learning more about SEO, or finally starting that blog you wanted are all great examples. And, once you finish one, feel free to start another.
While every business needs a professionally developed plan from year to year, creating your own “One Item Check List” for items you have chosen to give priority to is a simple and effective way to start out the new year.
Don't Eat Cereal with Bell's Palsy
I like eating cereal. I’ll eat cereal for a snack or even as a meal. When you know you're hungry but don't kow what you're in th mood for... Cereal always hits the spot. I’ll also admit I'm not a nutritious cereal eater – I like the good stuff. We’re talking your Count Chocula, Cocoa Puffs, Frosted Flakes, Lucky Charms, etc.
Earlier this month, I had a medical “incident” – It appeared I was having a stroke. Luckily, my wife was home that morning, and immediately took me to the ER, where they assessed my situation. After a slew of test, they determined I was not having a stroke, rather, I was suffering from Bell’s Palsy, a viral condition where half of your face becomes paralyzed due to inflammation around a facial nerve.
Needless to say, when half your face is paralyzed, there are some issues you need to deal with. Talking is difficult, I cannot smile, I cannot close my right eye, and eating & chewing is exhausting. While trying to determine which foods would be easiest to eat, I obviously thought of cereal. I just happened to have a box of Cocoa Pebbles in the cabinet. Small pieces, soaking in milk… Sounds tasty and easy to eat.
With each spoon full, milk would dribble down the right side of my chin, falling onto my sweatshirt, or landing on the table. After four or five attempts, I had to admit defeat. I never really thought about it, but when you eat cereal, you need to chew with liquid in your mouth. Easy to do normally, impossible to do when half your face is paralyzed. It was a sad realization.
The realization I had with my love for cereal and my Bell’s Palsy condition can also serve as a larger lesson for small businesses and their marketing strategy. Often, a small business will attempt a marketing strategy which they WANT, ignoring the obvious signs that it simply is not a good fit. Certain items take up too much of the budget, too much is focused on one event, your schedule is spread too thin or too bunched together, etc.
Don’t allow want you want to cloud what you should do. Assess the situation from a neutral view, then make your decision. Sometimes, what you want and what you should do will align. Other times, you’ll need to admit, you can’t eat cereal when you have Bell’s Palsy.
Earlier this month, I had a medical “incident” – It appeared I was having a stroke. Luckily, my wife was home that morning, and immediately took me to the ER, where they assessed my situation. After a slew of test, they determined I was not having a stroke, rather, I was suffering from Bell’s Palsy, a viral condition where half of your face becomes paralyzed due to inflammation around a facial nerve.
Needless to say, when half your face is paralyzed, there are some issues you need to deal with. Talking is difficult, I cannot smile, I cannot close my right eye, and eating & chewing is exhausting. While trying to determine which foods would be easiest to eat, I obviously thought of cereal. I just happened to have a box of Cocoa Pebbles in the cabinet. Small pieces, soaking in milk… Sounds tasty and easy to eat.
With each spoon full, milk would dribble down the right side of my chin, falling onto my sweatshirt, or landing on the table. After four or five attempts, I had to admit defeat. I never really thought about it, but when you eat cereal, you need to chew with liquid in your mouth. Easy to do normally, impossible to do when half your face is paralyzed. It was a sad realization.
The realization I had with my love for cereal and my Bell’s Palsy condition can also serve as a larger lesson for small businesses and their marketing strategy. Often, a small business will attempt a marketing strategy which they WANT, ignoring the obvious signs that it simply is not a good fit. Certain items take up too much of the budget, too much is focused on one event, your schedule is spread too thin or too bunched together, etc.
Don’t allow want you want to cloud what you should do. Assess the situation from a neutral view, then make your decision. Sometimes, what you want and what you should do will align. Other times, you’ll need to admit, you can’t eat cereal when you have Bell’s Palsy.
Dead President Discounts
We often hear people complain about Sweetest Day or Valentine’s day as made-up holidays, designed for the sole purpose of boosting sales for greeting card, candy and flowers. If you watch or listen to morning TV/radio shows, you’ll often hear it is National Donut Day, or Crazy Socks Day, again, likely just another marketing “scheme” aimed at boosting sales of donuts and goofy socks.
While the above-mentioned examples are annoying to some, they do not bother me, and in fact, I find humor in a national day of celebration over something like a donut. If I owned a small bakery, or clothing store which sold socks, I would use this “Day” to have lots of fun, celebrate the silliness of it, and use it to connect with (and possibly grow) my customer base.
Beware, however, on how far you take this concept. Each year, I grow more annoyed with my industry peers, conjuring up another President’s Day, Daylight Savings, Memorial Day, or Labor Day Sale. Why? How do birthdays of two dead presidents translate saving 40% off a sofa? Rather than Memorial Day being a “celebration of savings,” perhaps sponsor a local parade honoring those who have served our country. And I suspect on Labor Day weekend, most people would prefer a day off over having to work, selling that refrigerator at a discount.
If you’re going to use calendar events – holidays, seasonal, tax day, donut day, etc. – to help drive sales, make sure the connection make sense. Using a holiday simply as a label, or because everyone else has a similar sale, does not make it a good idea. Ask yourself, does this sale name make sense and why? Is an Arbor Day Sale a good idea for a high-end shoe store, or maybe more suited for that hand-crafted wood furniture store, who might offer a discount AND donate a new tree planting for every $50 spent?
Sales events are a great way to drive sales and acquire new customers – Every business should have a solid promotional plan. Make sure the sales you are holding have a strong call to action, accomplish the goal you were targeting with the promotion, and avoid the cliché and often poorly connected themes.
While the above-mentioned examples are annoying to some, they do not bother me, and in fact, I find humor in a national day of celebration over something like a donut. If I owned a small bakery, or clothing store which sold socks, I would use this “Day” to have lots of fun, celebrate the silliness of it, and use it to connect with (and possibly grow) my customer base.
Beware, however, on how far you take this concept. Each year, I grow more annoyed with my industry peers, conjuring up another President’s Day, Daylight Savings, Memorial Day, or Labor Day Sale. Why? How do birthdays of two dead presidents translate saving 40% off a sofa? Rather than Memorial Day being a “celebration of savings,” perhaps sponsor a local parade honoring those who have served our country. And I suspect on Labor Day weekend, most people would prefer a day off over having to work, selling that refrigerator at a discount.
If you’re going to use calendar events – holidays, seasonal, tax day, donut day, etc. – to help drive sales, make sure the connection make sense. Using a holiday simply as a label, or because everyone else has a similar sale, does not make it a good idea. Ask yourself, does this sale name make sense and why? Is an Arbor Day Sale a good idea for a high-end shoe store, or maybe more suited for that hand-crafted wood furniture store, who might offer a discount AND donate a new tree planting for every $50 spent?
Sales events are a great way to drive sales and acquire new customers – Every business should have a solid promotional plan. Make sure the sales you are holding have a strong call to action, accomplish the goal you were targeting with the promotion, and avoid the cliché and often poorly connected themes.
How 'Bout Them Apples?
The other day, my wife and I were driving somewhere, and while sitting in the passenger seat, she decided to eat an apple. A bit noisy of a snack for the close quarters of a car, but you can’t fault someone for choosing healthy.
As we were waiting at a stop light, a white car pulled up alongside the passenger side of our car, with a young man in his early to mid-20’s behind the wheel. After about 10 seconds, he motions towards my wife to roll down her window. Surprised, intrigued and a bit concerned, she lowered the passenger side window.
“How’s that apple?” he asked.
“Great! I love apples for a snack,” my wife replied.
“I know… They’re so crispy and juicy. Can’t go wrong with an apple,” he stated. “Well, have a nice day!”
“You too,” my wife answered.
And like that, up went the windows and there ended the conversation. Not a typical occurrence for us, casual fruit conversation with a passerby in a vehicle. It was different, unexpected, and made us smile.
As small business owners, you have an opportunity every day to engage customers with an unexpected and appreciated surprise. One year, I purchased long-stem carnations in a variety of colors for the sales staff to give to all female customers who walked into the store on Mother’s Day Weekend. Unadvertised, non-promotional – Just a nice surprise for the women who came in. At the same business, we also created “private label” high-definition water to offer to guests for free, a fun play on words customers could relate to. It made them laugh and smile.
The pressure to differentiate yourself from other retailers and online competitors is real, and the ability to set yourself apart is possible. It can be as simple as saying “Hello,” or handing out a coupon, or offering a free bottle of water… or apple. Midwest Express Airlines (now defunct) was known as much for their in-flight chocolate chip cookies as they were for their two-across seating and amazing on-time arrival numbers.
Don’t miss your next opportunity to “wow” your customers with a memorable and smile-provoking surprise. It could be as easy as asking, “How’s that apple?” but will leave a positive and lasting impression.
As we were waiting at a stop light, a white car pulled up alongside the passenger side of our car, with a young man in his early to mid-20’s behind the wheel. After about 10 seconds, he motions towards my wife to roll down her window. Surprised, intrigued and a bit concerned, she lowered the passenger side window.
“How’s that apple?” he asked.
“Great! I love apples for a snack,” my wife replied.
“I know… They’re so crispy and juicy. Can’t go wrong with an apple,” he stated. “Well, have a nice day!”
“You too,” my wife answered.
And like that, up went the windows and there ended the conversation. Not a typical occurrence for us, casual fruit conversation with a passerby in a vehicle. It was different, unexpected, and made us smile.
As small business owners, you have an opportunity every day to engage customers with an unexpected and appreciated surprise. One year, I purchased long-stem carnations in a variety of colors for the sales staff to give to all female customers who walked into the store on Mother’s Day Weekend. Unadvertised, non-promotional – Just a nice surprise for the women who came in. At the same business, we also created “private label” high-definition water to offer to guests for free, a fun play on words customers could relate to. It made them laugh and smile.
The pressure to differentiate yourself from other retailers and online competitors is real, and the ability to set yourself apart is possible. It can be as simple as saying “Hello,” or handing out a coupon, or offering a free bottle of water… or apple. Midwest Express Airlines (now defunct) was known as much for their in-flight chocolate chip cookies as they were for their two-across seating and amazing on-time arrival numbers.
Don’t miss your next opportunity to “wow” your customers with a memorable and smile-provoking surprise. It could be as easy as asking, “How’s that apple?” but will leave a positive and lasting impression.
The Might Fanny Pack
Our son is the “King" of vintage clothing, and is very knowledgeable on collectible sneakers. Much of his free time is spent thrifting, in search of gems from the 80’s and 90’s, which he can keep, sell or trade.
I was amazed at how much he has spent on certain items, and equally amazed at what he has been able to charge when selling some of his items. There is a thriving market of old, used items from past decades, and our son is in the midst of it.
This got me thinking – What’s REALLY going on here? Are people buying products or are they buying memories? The answer, of course, is both, but my retrospective on this matter took a slight turn, and my braim started to focus on a related thought… as it often does.
Current advertising practices tend to focus on attracting NEW customers. Banks, cable providers, pizza places, beauty salons – All regularly provide excellent discounts and specials to entice new customers. I get it – Businesses need new customers to grow and survive. However, many of these deals alienate the current customer base... Why do they get that such a great deal when I’ve been a loyal customer?
Further, studies and data tell us it's easier and cheaper to keep a customer than to acquire new ones, and that current customers spend more than new. Further, we know most of your business comes from a small portion of your overall customer base.
Current customers are a lot like vintage clothing, or shoes, or cars. While they may be “outdated” and not on trend, they tend to offer an increased value to a business. I've always argued equal time, effort and money should be spent on wooing current customers as much as new.
None of us will admit we had a fanny pack in the 80’s/90’s, but are you aware they are making a comeback? Top name designers are including them in their latest fashion lines. However, the highly sought after packs are the original, vintage packs from decades past. If you want one, let me know – My son has several in his collection. But hurry, he’s already sold a few.
I was amazed at how much he has spent on certain items, and equally amazed at what he has been able to charge when selling some of his items. There is a thriving market of old, used items from past decades, and our son is in the midst of it.
This got me thinking – What’s REALLY going on here? Are people buying products or are they buying memories? The answer, of course, is both, but my retrospective on this matter took a slight turn, and my braim started to focus on a related thought… as it often does.
Current advertising practices tend to focus on attracting NEW customers. Banks, cable providers, pizza places, beauty salons – All regularly provide excellent discounts and specials to entice new customers. I get it – Businesses need new customers to grow and survive. However, many of these deals alienate the current customer base... Why do they get that such a great deal when I’ve been a loyal customer?
Further, studies and data tell us it's easier and cheaper to keep a customer than to acquire new ones, and that current customers spend more than new. Further, we know most of your business comes from a small portion of your overall customer base.
Current customers are a lot like vintage clothing, or shoes, or cars. While they may be “outdated” and not on trend, they tend to offer an increased value to a business. I've always argued equal time, effort and money should be spent on wooing current customers as much as new.
None of us will admit we had a fanny pack in the 80’s/90’s, but are you aware they are making a comeback? Top name designers are including them in their latest fashion lines. However, the highly sought after packs are the original, vintage packs from decades past. If you want one, let me know – My son has several in his collection. But hurry, he’s already sold a few.
We Don't Really Do Any Marketing
I hear that phrase a lot. I’ll start a discussion with a business owner, only to have them tell me how they’re a small operation and don’t really do any marketing, but hey, thanks anyway!
If I sense I’m not getting a TOTAL brush off, I throw out, “Do you mean you don’t really do any ADVERTISING? Every business does some kind of marketing, whether they know it or not.” If that statement grabs their interest back, we begin the “What is marketing?” discussion.
In some ways, everything your business does is marketing, from business cards and store hours, to the way you answer your phone or the packaging you use. I hold the opinion that ANY interaction with a customer (or potential customer) is a marketing interaction. This does not mean always selling, or using heavy promotional verbiage. It means that any and every interaction you have with a current or potential customer shapes and builds your brand/image, also known as marketing.
Many small business owners are marketing every day, they simply are not aware of it – And that’s not necessarily a bad thing. However, when that unknown marketing starts to have a negative impact, it’s difficult to identify and correct an unknown. Facebook pages with no posts for months; website form submissions going unanswered; an apathetic and disinterested evening-hours employee; always getting voicemail instead of a real person… All these examples represent a negative marketing experience.
How does a small business avoid these common pitfalls? Realize that while you may not do any advertising, EVERY business does marketing, and does so DAILY. Identify key customer interaction points and tools, then determine whether the marketing experience provided by each is in-line with your overall brand/image strategy and goals.
There are many businesses who do no advertising (until the late 2000’s, Starbucks was one of them), but if your business interacts with customers (good chance it does), then you ARE marketing. Take advantage of it!
If I sense I’m not getting a TOTAL brush off, I throw out, “Do you mean you don’t really do any ADVERTISING? Every business does some kind of marketing, whether they know it or not.” If that statement grabs their interest back, we begin the “What is marketing?” discussion.
In some ways, everything your business does is marketing, from business cards and store hours, to the way you answer your phone or the packaging you use. I hold the opinion that ANY interaction with a customer (or potential customer) is a marketing interaction. This does not mean always selling, or using heavy promotional verbiage. It means that any and every interaction you have with a current or potential customer shapes and builds your brand/image, also known as marketing.
Many small business owners are marketing every day, they simply are not aware of it – And that’s not necessarily a bad thing. However, when that unknown marketing starts to have a negative impact, it’s difficult to identify and correct an unknown. Facebook pages with no posts for months; website form submissions going unanswered; an apathetic and disinterested evening-hours employee; always getting voicemail instead of a real person… All these examples represent a negative marketing experience.
How does a small business avoid these common pitfalls? Realize that while you may not do any advertising, EVERY business does marketing, and does so DAILY. Identify key customer interaction points and tools, then determine whether the marketing experience provided by each is in-line with your overall brand/image strategy and goals.
There are many businesses who do no advertising (until the late 2000’s, Starbucks was one of them), but if your business interacts with customers (good chance it does), then you ARE marketing. Take advantage of it!
Loyal or Lame?
I am a big consumer of loyalty programs. I know they just want my purchase data, often to sell to a third party, but I make sure to get my benefits from them as well.
There are two businesses I frequent often – One a national pharmacy chain who you may or may not have green walls, the other a resale shop where sales are used for the good will of others. I have a Loyalty Program card which I use at both to earn “points,” which as they accumulate, provide me discounts, coupons, in-store credit and so on.
For one of the above, it seems like I’m ALWAYS earning a $5 coupon. Once I even asked, “Are you sure I earned another one already – I just got one?” For the other from above, I once asked, “What do all these points do? I never seem to earn anything.” One program has created a situation where I almost feel bad I’m getting so much out it, the other makes me question if I will ever get something out of it.
Many small businesses try to “play” the Loyalty Program game, often with punch/stamp cards or a general discount card. Others use apps or text clubs to accomplish the same thing. Whichever approach, be sure your loyalty program has a quality incentive. Your ultimate goal of these programs is for customers to spend a little more. Yet, if they don’t see any value in it, you’re spending a lot of time and effort on something which will yield no results for you.
You want your customers to feel like they’re getting a deal. You don’t need to give away the store, or discount your entire margin, but “reward” your loyal customers for being just that.
There are two businesses I frequent often – One a national pharmacy chain who you may or may not have green walls, the other a resale shop where sales are used for the good will of others. I have a Loyalty Program card which I use at both to earn “points,” which as they accumulate, provide me discounts, coupons, in-store credit and so on.
For one of the above, it seems like I’m ALWAYS earning a $5 coupon. Once I even asked, “Are you sure I earned another one already – I just got one?” For the other from above, I once asked, “What do all these points do? I never seem to earn anything.” One program has created a situation where I almost feel bad I’m getting so much out it, the other makes me question if I will ever get something out of it.
Many small businesses try to “play” the Loyalty Program game, often with punch/stamp cards or a general discount card. Others use apps or text clubs to accomplish the same thing. Whichever approach, be sure your loyalty program has a quality incentive. Your ultimate goal of these programs is for customers to spend a little more. Yet, if they don’t see any value in it, you’re spending a lot of time and effort on something which will yield no results for you.
You want your customers to feel like they’re getting a deal. You don’t need to give away the store, or discount your entire margin, but “reward” your loyal customers for being just that.
What if it Works?
I was approached by a potential client who had a great attitude, a lot of energy, and several good ideas. We had some great back-n-forth brainstorming, which led to even more ideas and more positive energy toward her idea.
After our discussion I asked, “OK, so what if it works?”
“Don’t you mean what if it DOESN’T work?” she replied.
What I was asking was if she were ready to absorb an increase in business if all these great marketing ideas work. Will she be able to handle the increased work load and customer base? Is your website setup to properly and efficiently funnel customers? Take orders? Take payment? Do you have the time for 3-4 new client appointments each week AND keep doing the work you need for current customers?
Small business owners often focus so much on the growth they overlook the logistics needed to handle that growth. A responsible marketing partner will help small business owners identify what I like to call “marketing whiplash,” the potential of increased marketing and/or advertising causing an overwhelming amount of new business, orders or customers.
A solid marketing plan can provide incremental targets and goals, which can help regulate the growth seen from it. Ensure your rush for success and growth is not actually setting yourself up to fail, or your potential new customers. Figure out where your “trouble spots” might be, then ask yourself, “Am I ready?” If the answer for some is, “No,” determine what steps need to be taken to get you ready.
After our discussion I asked, “OK, so what if it works?”
“Don’t you mean what if it DOESN’T work?” she replied.
What I was asking was if she were ready to absorb an increase in business if all these great marketing ideas work. Will she be able to handle the increased work load and customer base? Is your website setup to properly and efficiently funnel customers? Take orders? Take payment? Do you have the time for 3-4 new client appointments each week AND keep doing the work you need for current customers?
Small business owners often focus so much on the growth they overlook the logistics needed to handle that growth. A responsible marketing partner will help small business owners identify what I like to call “marketing whiplash,” the potential of increased marketing and/or advertising causing an overwhelming amount of new business, orders or customers.
A solid marketing plan can provide incremental targets and goals, which can help regulate the growth seen from it. Ensure your rush for success and growth is not actually setting yourself up to fail, or your potential new customers. Figure out where your “trouble spots” might be, then ask yourself, “Am I ready?” If the answer for some is, “No,” determine what steps need to be taken to get you ready.
FREE Cake? Yes, Please!
I’ve admitted many things in this blog… I like sugary cereals, stupid sale names make me angry, I love rummage sales, my son makes money selling old fanny packs, I prefer cake & brownies over ice cream, and that I don’t take my wife to the movies often enough.
Now this bombshell – I like getting junk mail. You know, the REAL stuff that comes in the mail box. It fascinates me. I look at all of it. I rate each piece. I look for errors, I clip coupons, I put some in a file for future ideas.
The other day, I stuck my hand in the mailbox and out comes a card… Bright red with big, bold, white text that says, “FREE CAKE.” I was all in. I didn’t care if it meant I had to eat Kale – raw – I’m going to get my free cake.
It was a mailer for a restaurant trying to get me to sign up for their “Birthday Club,” and trust me, I will be. I enjoy this particular restaurant AND I get a free piece of cake... Um, awesome!
I mention this piece for two reasons. First, contrary to certain opinions, direct mail is NOT dead. Advancements in digital printing and creative postage options can make it a great and cost-effective solution for the right situation and business. Second, this piece illustrates the importance of, “It’s not always what you say, but how you say it.”
Had I received a piece which said, “Join Our Birthday Club Today! Sign-up Online and get a FREE piece of cake,’ I would not have reacted to the piece the same way. While the purpose of the piece is to get my email, and have me spend more money at their restaurant, the focus and/or message of the piece was the FREE cake – And it worked!!
Great marketing is a mix or art and science. Metrics can drive part of the process, but without great ideas and creative thinking, the message can miss the mark. As you begin to plan your next marketing project, don’t be afraid to “hide” the obvious within something fun and creative. A message can be delivered in many ways – Find a method which delivers results, regardless of whether it seems obvious or not.
Now this bombshell – I like getting junk mail. You know, the REAL stuff that comes in the mail box. It fascinates me. I look at all of it. I rate each piece. I look for errors, I clip coupons, I put some in a file for future ideas.
The other day, I stuck my hand in the mailbox and out comes a card… Bright red with big, bold, white text that says, “FREE CAKE.” I was all in. I didn’t care if it meant I had to eat Kale – raw – I’m going to get my free cake.
It was a mailer for a restaurant trying to get me to sign up for their “Birthday Club,” and trust me, I will be. I enjoy this particular restaurant AND I get a free piece of cake... Um, awesome!
I mention this piece for two reasons. First, contrary to certain opinions, direct mail is NOT dead. Advancements in digital printing and creative postage options can make it a great and cost-effective solution for the right situation and business. Second, this piece illustrates the importance of, “It’s not always what you say, but how you say it.”
Had I received a piece which said, “Join Our Birthday Club Today! Sign-up Online and get a FREE piece of cake,’ I would not have reacted to the piece the same way. While the purpose of the piece is to get my email, and have me spend more money at their restaurant, the focus and/or message of the piece was the FREE cake – And it worked!!
Great marketing is a mix or art and science. Metrics can drive part of the process, but without great ideas and creative thinking, the message can miss the mark. As you begin to plan your next marketing project, don’t be afraid to “hide” the obvious within something fun and creative. A message can be delivered in many ways – Find a method which delivers results, regardless of whether it seems obvious or not.
Forgotten Customers
Tell me if this scenario sounds familiar to you. You receive an offer in your mailbox/inbox, or see an ad in the newspaper, or see/hear an ad on the TV/radio. You visit that business to take advantage of the offer being presented, only to have the person working there seem confused and/or unsure about the item or promotion which brought you to that business.
What was designed to be a positive interaction for you and that business has deteriorated into a complete mess of poor communication, planning and implementation. It has become frustrating for both you and the employee – Certainly not the intended outcome.
A great deal of time, effort and dollars are spent marketing to the consumer, however, one group is often overlooked and forgotten… Your employees! Ensuring everyone within the company has knowledge of your marketing efforts, from the person answering the phone(s) to the cashiers ringing up a sale, is a key element for success.
All employees should be given a summary of the key facts (dates, offer, coupons, etc.) for each promotion, sale or special offer you advertise. I have also found it beneficial to provide some “big picture” perspective as well, for example, “We’re trying to collect as many emails because it will be cheaper and easier to reach customers moving forward.”
Having everyone one aware provides for a better customer experience, makes all employees feel like they’re part of the team, and makes it easier to get “buy in” and support from every level within your company. Treating employees like customers will help keep your team focused and on point.
What was designed to be a positive interaction for you and that business has deteriorated into a complete mess of poor communication, planning and implementation. It has become frustrating for both you and the employee – Certainly not the intended outcome.
A great deal of time, effort and dollars are spent marketing to the consumer, however, one group is often overlooked and forgotten… Your employees! Ensuring everyone within the company has knowledge of your marketing efforts, from the person answering the phone(s) to the cashiers ringing up a sale, is a key element for success.
All employees should be given a summary of the key facts (dates, offer, coupons, etc.) for each promotion, sale or special offer you advertise. I have also found it beneficial to provide some “big picture” perspective as well, for example, “We’re trying to collect as many emails because it will be cheaper and easier to reach customers moving forward.”
Having everyone one aware provides for a better customer experience, makes all employees feel like they’re part of the team, and makes it easier to get “buy in” and support from every level within your company. Treating employees like customers will help keep your team focused and on point.
Don't Miss the Chicken in the Room
As I have clearly demonstrated throughout my blog, I’m a fan of good food…and usually not the healthiest options. It should be no surprise then, I’m a huge fan of fried chicken. The other night, I was really in the mood for some fried chicken, so my quest began to secure some for the family.
There’s a national chain near me which starts with K and ends with C, several grocery stores which serve chicken from their hot deli, and a few “sit down” eateries where I could go with a carry-out option. It was getting later in the evening, so I chose the quickest and nearest option, my local grocery store. Upon arrival, I was met with a near empty display case of chicken, then given a 30-minute wait for a fresh batch. I passed.
On my crabby, angry, and hungry ride home, the truth hit me – There are not many options in my area for quality fried chicken. A not-so-close to me national chain and a couple grocery store options, but after that, I’m dealing with few quality options. If I only had the time and money, and made delicious fried chicken….
Business owners should always be on the lookout for ways they can differentiate their business from the next. Those unique traits are a great way to market yourself. While I do not have a client who sells chicken, if I did, I would be sure to point out the lack of quality options in my geographic area, and the opportunity to market their chicken to that crowd. If someone started promoting fried chicken in my area through commercials, or a postcard with a coupon, I’d be there.
When you’re out shopping, dining, taking your child somewhere, your dog to the park, and so on, be on the lookout for opportunities to create a unique message for your business. It could revolve around pricing, parking, customer service, selection, quality, or the availability of quality fried chicken. Knowing where you excel and how you’re different will assist your marketing and helps focus the core competencies which make it successful.
There’s a national chain near me which starts with K and ends with C, several grocery stores which serve chicken from their hot deli, and a few “sit down” eateries where I could go with a carry-out option. It was getting later in the evening, so I chose the quickest and nearest option, my local grocery store. Upon arrival, I was met with a near empty display case of chicken, then given a 30-minute wait for a fresh batch. I passed.
On my crabby, angry, and hungry ride home, the truth hit me – There are not many options in my area for quality fried chicken. A not-so-close to me national chain and a couple grocery store options, but after that, I’m dealing with few quality options. If I only had the time and money, and made delicious fried chicken….
Business owners should always be on the lookout for ways they can differentiate their business from the next. Those unique traits are a great way to market yourself. While I do not have a client who sells chicken, if I did, I would be sure to point out the lack of quality options in my geographic area, and the opportunity to market their chicken to that crowd. If someone started promoting fried chicken in my area through commercials, or a postcard with a coupon, I’d be there.
When you’re out shopping, dining, taking your child somewhere, your dog to the park, and so on, be on the lookout for opportunities to create a unique message for your business. It could revolve around pricing, parking, customer service, selection, quality, or the availability of quality fried chicken. Knowing where you excel and how you’re different will assist your marketing and helps focus the core competencies which make it successful.
It's Always About the People
My wife was not feeling well, and I was feeling lazy, so rather than cook dinner, I decided my son and I should go out to eat… Some quality “Father-Son Time” for the guys in our family, the “going out to eat discussion,” which every family has, starts with, “What are you in the mood for?” We quickly came to agreement and headed out.
Since we chose a restaurant with multiple locations within 15 minutes of our house, we began discussing which location to visit. I suggested the one closet to our home, to which my son mentioned the awful service we continually get there. He suggested another location not much further away, to which I reminded him how that location seems to always mess up our order. We finally agreed on a location further away, but where we seem to get good service and our orders are correctly filled, less one or two minor issues.
Same food, same brand, far different experience based on location. Why? The people.
My bank has three locations the same distance from my home, yet I always go to the same one. Why? The people. You had a choice of five different firms to help redesign your office, but you chose one over all others. Why? My guess, their people. It’s ALWAYS about the people.
Now, if we’re talking “Big Box Chain,” the issue is muted. They will still get your dollar, just depends on which specific location. But suppose you’re a local pizza joint, and people are avoiding your business due to employees, and instead, are spending their money at another local pizza joint nearby. Not so good for you.
Whether you serve pizza, sell shoes, design websites, clean carpets, or offer tax preparation, the single most important marketing factor is your people. A great owner with a great business needs to hire great employees to ensure great service and a great experience. I understand many other factors help determine the success of a business – location, pricing, competition, etc. – but the core value of your business is always your people.
You don’t need a degree in consumer behavior to know when you’ve received excellent or terrible service. The right people make all the difference, regardless of the industry or the situation, and will always be the best marketing asset for your business.
Since we chose a restaurant with multiple locations within 15 minutes of our house, we began discussing which location to visit. I suggested the one closet to our home, to which my son mentioned the awful service we continually get there. He suggested another location not much further away, to which I reminded him how that location seems to always mess up our order. We finally agreed on a location further away, but where we seem to get good service and our orders are correctly filled, less one or two minor issues.
Same food, same brand, far different experience based on location. Why? The people.
My bank has three locations the same distance from my home, yet I always go to the same one. Why? The people. You had a choice of five different firms to help redesign your office, but you chose one over all others. Why? My guess, their people. It’s ALWAYS about the people.
Now, if we’re talking “Big Box Chain,” the issue is muted. They will still get your dollar, just depends on which specific location. But suppose you’re a local pizza joint, and people are avoiding your business due to employees, and instead, are spending their money at another local pizza joint nearby. Not so good for you.
Whether you serve pizza, sell shoes, design websites, clean carpets, or offer tax preparation, the single most important marketing factor is your people. A great owner with a great business needs to hire great employees to ensure great service and a great experience. I understand many other factors help determine the success of a business – location, pricing, competition, etc. – but the core value of your business is always your people.
You don’t need a degree in consumer behavior to know when you’ve received excellent or terrible service. The right people make all the difference, regardless of the industry or the situation, and will always be the best marketing asset for your business.
Are You Still a VHS Business?
I read an article recenty about the closing of the last operational Blockbuster Video, in Alaska. At their peak in 2004, there were over 9,000 Blockbuster stores worldwide. There are no survivors.
It’s funny now, looking back on those Blockbuster days. The entire video rental process was rather involved, and costly. Deciding on Thursday if you wanted to rent a movie for the weekend so you could “get a good one.” Hoping a new release would be available, then sadly strolling through the "Genre Sections" trying to agree on Plan B. Paying $4-5 per movie for something you may or may not enjoy, not to mention the inevitable late-night rush to return the movie before midnight to avoid the late fee. Fun fact - In 2000, Blockbuster made $800 million just from late fees!
Now, we can pay as little as $6 a month for a streaming service which offers so many movies and TV shows you couldn’t even watch them all in a month, plus no trips to a store, no rewinding, and no late fees.
This progression has not been limited to our movie rental habits. Think of the massive changes in the world of marketing and advertising. Companies used to fight over page position in phone directories. Fortune 500 companies would spend huge amounts of money advertising on TV and radio. Now, you can buy an ad which runs before someone watches a video online, put an ad out on a world wide social network of billions of people, or send a personalized message right to someone’s Inbox.
As you review your marketing and advertising strategy, be sure to identify any VHS technologies you may still be using. Are they really helping? Are they cost effective? Is there a better way to communicate your message to the audience you want? Don’t be caught using VHS while your competition has moved on to streaming services. If nothing else, you’ll save on the late fees.
It’s funny now, looking back on those Blockbuster days. The entire video rental process was rather involved, and costly. Deciding on Thursday if you wanted to rent a movie for the weekend so you could “get a good one.” Hoping a new release would be available, then sadly strolling through the "Genre Sections" trying to agree on Plan B. Paying $4-5 per movie for something you may or may not enjoy, not to mention the inevitable late-night rush to return the movie before midnight to avoid the late fee. Fun fact - In 2000, Blockbuster made $800 million just from late fees!
Now, we can pay as little as $6 a month for a streaming service which offers so many movies and TV shows you couldn’t even watch them all in a month, plus no trips to a store, no rewinding, and no late fees.
This progression has not been limited to our movie rental habits. Think of the massive changes in the world of marketing and advertising. Companies used to fight over page position in phone directories. Fortune 500 companies would spend huge amounts of money advertising on TV and radio. Now, you can buy an ad which runs before someone watches a video online, put an ad out on a world wide social network of billions of people, or send a personalized message right to someone’s Inbox.
As you review your marketing and advertising strategy, be sure to identify any VHS technologies you may still be using. Are they really helping? Are they cost effective? Is there a better way to communicate your message to the audience you want? Don’t be caught using VHS while your competition has moved on to streaming services. If nothing else, you’ll save on the late fees.
The Pinata Principle
My personal interaction with piñatas is limited to two occasions as a child, but I’ve seen enough video evidence of other piñata interactions to where I feel I have a large enough sample size to provide educated comments.
Aside from the cliché hit to an unsuspecting head/groin/gut, the most common piñata theme seems to be difficulty in busting one open. Swing after swing, hit after hit, and still no candy. Yet, these children continue to swing their arms off, knowing the sweet payoff which awaits them inside the colorful beast.
There is a valuable marketing lesson to be learned from the mighty piñata, or more specifically, the exhausted children seeking the candy inside.
View the piñata as the general marketing public, and the candy inside is your share of customers for whatever widget or service you offer. The broomstick represents a marketing message trying to reach those customers. Wham! Broomstick hits the piñata, or, message sent to potential customer. How long do you keep swinging? In the case of children and piñatas, they don’t stop until the candy falls. As it relates to marketing, I would argue the same “Piñata Principle” should apply.
While everyone would like a single marketing message to make “candy fall,” we all know that’s not the case. Research indicates multiple messages are needed – Repetition is a proven marketing approach. Those who take one swing at the piñata hoping for immediate results will be disappointed, unless they possess immense physical strength (brand awareness) or an oversized broomstick (large budget.)
In the world of small business, results are far more plausible through a committed, repetitive, well developed marketing plan which allows for multiple swings at the piñata. If you know the candy is there, make sure you have the stamina to take enough swings to reach your goal
Aside from the cliché hit to an unsuspecting head/groin/gut, the most common piñata theme seems to be difficulty in busting one open. Swing after swing, hit after hit, and still no candy. Yet, these children continue to swing their arms off, knowing the sweet payoff which awaits them inside the colorful beast.
There is a valuable marketing lesson to be learned from the mighty piñata, or more specifically, the exhausted children seeking the candy inside.
View the piñata as the general marketing public, and the candy inside is your share of customers for whatever widget or service you offer. The broomstick represents a marketing message trying to reach those customers. Wham! Broomstick hits the piñata, or, message sent to potential customer. How long do you keep swinging? In the case of children and piñatas, they don’t stop until the candy falls. As it relates to marketing, I would argue the same “Piñata Principle” should apply.
While everyone would like a single marketing message to make “candy fall,” we all know that’s not the case. Research indicates multiple messages are needed – Repetition is a proven marketing approach. Those who take one swing at the piñata hoping for immediate results will be disappointed, unless they possess immense physical strength (brand awareness) or an oversized broomstick (large budget.)
In the world of small business, results are far more plausible through a committed, repetitive, well developed marketing plan which allows for multiple swings at the piñata. If you know the candy is there, make sure you have the stamina to take enough swings to reach your goal
Good-bye, Geoffrey
As a child, and then again as a parent, I would spend many hours and dollars at what was, for me, the most famous toy store around, a place where a kid could be a kid, as their marketing once stated. Today, you can no longer buy a toy from what was the most iconic toy store from my childhood, perhaps ever.
There are many reasons why Toys R Us failed. Some were of their own doing, others due to forces well beyond their control. I always viewed Toys R Us as a “Life Moment” type of business. When our son was between the ages of 4 and 10, we hit Toys R Us - HARD!! We’re talking multiple visits per month, if not for us then we were buying gifts for birthday parties or Secret Santa. We spent A LOT of money at Toys R Us during those years.
Toys R Us was a great fit for us, at that moment in our life. Once that moment passed, we simply were not going to shop there, regardless of how amazing the offers or incentives were to shop there. Toys R Us no longer matched a moment in our life. When our son has children and we become grandparents, the life moment would return, but there are many dry years in between.
There are other examples of “Life Moment” businesses, many dealing with hobbies or leisure activities. I used to spend money at a local photography store, others might have been into biking or kayaking, and you have your health club and gym memberships. While there are “lifers” in all these industries, many customers in each will come and go as their needs and interests change.
Think about your business – To what level is it a “life moment” business? Once a customer always a customer, or are there other factors affecting your customer count? Ensuring your marketing helps provide a proper balance of existing and new customers is smart. When planning your marketing, be sure to maximize your current customer base while you have them, but never ignore the necessity to continually grow your base.
There are many reasons why Toys R Us failed. Some were of their own doing, others due to forces well beyond their control. I always viewed Toys R Us as a “Life Moment” type of business. When our son was between the ages of 4 and 10, we hit Toys R Us - HARD!! We’re talking multiple visits per month, if not for us then we were buying gifts for birthday parties or Secret Santa. We spent A LOT of money at Toys R Us during those years.
Toys R Us was a great fit for us, at that moment in our life. Once that moment passed, we simply were not going to shop there, regardless of how amazing the offers or incentives were to shop there. Toys R Us no longer matched a moment in our life. When our son has children and we become grandparents, the life moment would return, but there are many dry years in between.
There are other examples of “Life Moment” businesses, many dealing with hobbies or leisure activities. I used to spend money at a local photography store, others might have been into biking or kayaking, and you have your health club and gym memberships. While there are “lifers” in all these industries, many customers in each will come and go as their needs and interests change.
Think about your business – To what level is it a “life moment” business? Once a customer always a customer, or are there other factors affecting your customer count? Ensuring your marketing helps provide a proper balance of existing and new customers is smart. When planning your marketing, be sure to maximize your current customer base while you have them, but never ignore the necessity to continually grow your base.
All Customers Wear Glasses
I wear glasses. My wife wears glasses. Roughly 65% of the US population wears glasses to correct their vision.
Another fun fact about my wife and I... We enjoy Mexican food, and our “go to” place unexpectedly closed a few months back. Obviously, there are other restaurant options, but we liked this place. We formed this opinion after dining at multiple options in our area. Now we’re looking for a new place and have asked others for their input.
Some rattled off names, like we just moved here and needed a summary of the local Mexican restaurants, while others told us about all the places NOT to go. For those who provided a suggestion, all stated it was the “best” Mexican restaurant around and it had the best (name entrée here) they’d ever had.
My wife and I had eaten at some of the suggested places, and I assure you, they did NOT have the best (name entrée here) I’d ever had, not even close. How is that? How can a place have both the best and worst of something? Why is one place a favorite to some and on the “Do Not Go” list for others?
It’s their glasses, or in other words, the lens through which they see the world. One set of lenses sees the best burritos in town, the other, not so much. Every four years, roughly 50% of our population thinks one political candidate should be President, the other 50%, not so much.
We all have a lens through which we view the world. It has been formed over years and influenced by any number of factors. Your product, your service, your marketing message… All are viewed through the lens of customers. Understanding and knowing how you want your product/service viewed is critical, just realize not everyone else will see it that way… and that’s OK.
Another fun fact about my wife and I... We enjoy Mexican food, and our “go to” place unexpectedly closed a few months back. Obviously, there are other restaurant options, but we liked this place. We formed this opinion after dining at multiple options in our area. Now we’re looking for a new place and have asked others for their input.
Some rattled off names, like we just moved here and needed a summary of the local Mexican restaurants, while others told us about all the places NOT to go. For those who provided a suggestion, all stated it was the “best” Mexican restaurant around and it had the best (name entrée here) they’d ever had.
My wife and I had eaten at some of the suggested places, and I assure you, they did NOT have the best (name entrée here) I’d ever had, not even close. How is that? How can a place have both the best and worst of something? Why is one place a favorite to some and on the “Do Not Go” list for others?
It’s their glasses, or in other words, the lens through which they see the world. One set of lenses sees the best burritos in town, the other, not so much. Every four years, roughly 50% of our population thinks one political candidate should be President, the other 50%, not so much.
We all have a lens through which we view the world. It has been formed over years and influenced by any number of factors. Your product, your service, your marketing message… All are viewed through the lens of customers. Understanding and knowing how you want your product/service viewed is critical, just realize not everyone else will see it that way… and that’s OK.
My Toast is Awesome!
I know my way around the kitchen, and we’re talking more than just pop-tarts and boxed mac n' cheese. I've learned a lot from my wife, more than I thought I would from TV cooking shows, and my Mom showed me her secrets when I would help her as a child.
I have “a range” of things I’m comfortable making, and many things I am not. My skills cover breakfast, lunch, dinner and dessert. The other week, I decided to make a nice Sunday breakfast of bacon, eggs and toast for my wife and I. My bacon is legendary (it’s all in temp and technique) and I am a scrambled egg champion, but ask me to fry a couple eggs over-easy, however, and I’m lost.
As I proudly served my wife her plate of my “epic” bacon and champion scrambled eggs (both self-awarded titles), she made the following comment…
“I’m so excited. I love your toast! You make THE BEST toast ever!”
Now, I have no idea if I make “the best toast ever,” but my wife does, and let’s be honest, that’s all that really matters in my world, right? But, why does she think this?? My guess is that I actually put some work into my toast.
You see, the people who invented toasters have designed ALL toasters to never toast anything to the actual setting you set them at, nor will they ever toast things evenly, no matter how many slots or settings they have. Knowing this, when I make toast, I use the “flip & rotate” method. This involves popping the toast out manually several times during the toasting process, flipping front to back, even rotating which slot a slice is placed. The outcome is beautiful toast every time.
Toast is simple and basic, not exciting or new, yet, when done right, can become a headliner. Marketing holds these same qualities. As I’ve said many times before, marketing need not be complicated nor expensive. What it needs is a commitment to be done well and done right, like my epic toast.
During the most recent election season, I had three different candidates knock on my door, ready to speak with me about their position on a variety of topics. I spent no more than 5 minutes with each of them, yet that interaction proved far more effective than any TV ad, robo call or mailer. Doesn’t get much more basic than going door-to-door to deliver a message. (I should have offered each of them some of my epic toast, see if they agree with wife.)
Whether a small business owner, part of a non-profit leadership group, or one person just getting started, don’t get frustrated if your marketing isn’t elaborate or expensive, or feel like you need that for it to be successful. It could be a basic referral program to facilitate word-of-mouth, or a simple direct mail postcard to select zip codes, even an email to your list of contacts, current customers or past donors. Whichever option works best for your situation, just be sure to “do it right,” that is, take the time and effort it requires to be successful.
I have “a range” of things I’m comfortable making, and many things I am not. My skills cover breakfast, lunch, dinner and dessert. The other week, I decided to make a nice Sunday breakfast of bacon, eggs and toast for my wife and I. My bacon is legendary (it’s all in temp and technique) and I am a scrambled egg champion, but ask me to fry a couple eggs over-easy, however, and I’m lost.
As I proudly served my wife her plate of my “epic” bacon and champion scrambled eggs (both self-awarded titles), she made the following comment…
“I’m so excited. I love your toast! You make THE BEST toast ever!”
Now, I have no idea if I make “the best toast ever,” but my wife does, and let’s be honest, that’s all that really matters in my world, right? But, why does she think this?? My guess is that I actually put some work into my toast.
You see, the people who invented toasters have designed ALL toasters to never toast anything to the actual setting you set them at, nor will they ever toast things evenly, no matter how many slots or settings they have. Knowing this, when I make toast, I use the “flip & rotate” method. This involves popping the toast out manually several times during the toasting process, flipping front to back, even rotating which slot a slice is placed. The outcome is beautiful toast every time.
Toast is simple and basic, not exciting or new, yet, when done right, can become a headliner. Marketing holds these same qualities. As I’ve said many times before, marketing need not be complicated nor expensive. What it needs is a commitment to be done well and done right, like my epic toast.
During the most recent election season, I had three different candidates knock on my door, ready to speak with me about their position on a variety of topics. I spent no more than 5 minutes with each of them, yet that interaction proved far more effective than any TV ad, robo call or mailer. Doesn’t get much more basic than going door-to-door to deliver a message. (I should have offered each of them some of my epic toast, see if they agree with wife.)
Whether a small business owner, part of a non-profit leadership group, or one person just getting started, don’t get frustrated if your marketing isn’t elaborate or expensive, or feel like you need that for it to be successful. It could be a basic referral program to facilitate word-of-mouth, or a simple direct mail postcard to select zip codes, even an email to your list of contacts, current customers or past donors. Whichever option works best for your situation, just be sure to “do it right,” that is, take the time and effort it requires to be successful.