Customers/Clients Archives - Page 15 of 35

Marketing Insights Question: How are you building your marketing foundation?

December 20, 2011

How are you building your marketing’s foundation?

Over the next few weeks, as we head towards 2012, I want to get you thinking about your business in a new/fresh way. I’m going to ask a single question in each post — but I’m warning you, these aren’t slam dunk questions.

I’m hopeful that as you ponder my question — it will give you some ideas for making 2012 a break out year for your organization. If nothing else — this exercise should fine tune some of your marketing efforts.

How are you building your marketing foundation? We’ve talked a lot about the know • like • trust model. If you remember, the final leg of that equation is that consistency creates trust and trust leads to sales.

How do you generate that trust? By building a marketing foundation. And here’s how you go about that.

You do one thing on a regular (daily, weekly or monthly) basis that will add incredible value for your prospects and customers. This is something that, if you stopped doing it or skipped a week — they’d not only notice the absence but they’d actually miss it.

What is the one thing? It’s going to be different for every one of us — depending on our industry, our clientele, our position in the market place, our bandwidth and our organization’s culture.

It could be as simple as an enewsletter or as complex as a podcast where you interview leading experts in your field every week. It might be a cartoon or an ongoing video series.

No matter what form it takes, it must meet these criteria to qualify:

It’s scaleable so as your audience grows, you can include many more people
You are 110% committed to honoring your consistency pledge
It is not a sales piece — this is you creating incredible value
It is shareable (people can pass it along to colleagues somehow, even if that means tacking it up on a bulletin board)
It should be unique to you. Either no one else in your competitive set does something like it or you do it so differently that it stands out

This is going to require some creativity on your part. And some discipline. As soon as an idea starts to sound at all like a sales tool or gimmick, smack yourself. That’s the kiss of death. And it is the mistake 90% of all organizations make. They just can’t resist hinting at or outright asking for the sale.

If you truly adopt this effort — you will create long lasting relationships with clients and prospects. You’ll also create a word of mouth marketing machine, as your audience shares your offerings far and wide.

Start with that first building block…and you’ll be amazed at how quickly you’ve built something worthwhile.

Marketing insights question: Who is your ideal customer?

December 6, 2011

Do you really know your ideal customer?

Who is your ideal customer? One of the biggest mistakes most businesses make is that they cast too wide a net, when it comes to prospecting. Not all money on the table is good money. We’ve all had a bad customer. But if we’re really honest, we’ll admit that they weren’t a bad customer. They were just bad for us.

Assuming you have a finite marketing budget or that you still haven’t figured out how to extend the day past 24 hours — you have to make some choices. So why not target the very best possible customers?

Your intentional marketing efforts should be laser focused on those people/companies who are ideally suited to benefit the most from your offerings AND bring you the best benefit (profits, repeat business, referrals, longevity etc.) back to your organization.

Are you running around like Chicken Little, trying to make sure that everyone and anyone knows about your business? Do you spend marketing dollars on long shots and Hail Mary passes? If you are — stop it. Now.

Instead, invest that energy into discovering who your best customer is. Describe them. Be able to tell me what matters to them and how they get their kicks. Know what they drive and why they chose it. When they go to a restaurant, do they pay attention to the fat content of the offerings, the prices or if there’s a 16 z steak on the menu?

Once you really know who they are — you’ll know how you can help them. Talk to them about it. Help them a little so they get to know you before you ask them to buy. Tell them stories of how you’ve helped other people. In other words — market to your best customers in a way that creates trust and familiarity. have you noticed how your best customers end up being your friends?

That should tell you something, shouldn’t it?

Unless you have an unlimited marketing budget and time on your hands – you can’t afford to waste one minute or one dollar on anyone who isn’t ideal. So figure out who that is…. and stay focused on the people/companies you can help the most.

Photo courtesy of BigStockPhoto.com

The hard truths

October 22, 2011

How do you get clients to tell you the tough truth?

One of the things I loved about playing chauffeur to my daughter when she was younger were the conversations we’d have in the car. There’s something to be said about the implied “safety” of not looking the other person in the eyes when dealing with a difficult topic.

I think many couples will attest to how sometimes lying in bed in the dark can inspire one of them to raise an issue that for some reason felt more uncomfortable on the couch or over dinner.

The truth is… the truth is hard. Even if you candy coat it, sometimes what you have to say is going to upset the other person. And so you have to decide if you’re going to speak it anyway.

That’s not just true in our personal relationships. It’s true in business as well. Our customers probably have some hard truths to tell us. But unless they really love us — they’re not likely to muster up the courage to tell us to our face.

While that sounds great on the surface — after all who really wants to hear the bad stuff? But here’s the rub.

just like in our personal relationships — the longer something festers, the bigger a deal it becomes. And sooner or later, it can poison a relationship.

So how do you create the “riding in the car” feel with a client?

Hire a confidante: Clients want you to know and they want to tell you. But they don’t want to hurt your feelings and they don’t want to have an awkward conversation. But, they will, especially if you ask them to, talk about you to someone else.

We do this sort of thing for clients all the time and never in my 25+ year career has it failed to result in some significant changes and insights.

Conduct an anonymous survey: If you allow them to vent without attaching their name to the document, they may be more candid. I think our clients want us to be successful and they want us to be the best

Brave it: Make a point of taking your best clients out to lunch/drinks/dinner a few times a year. Point blank ask them — how could we be better? You can ask it in a variety of ways — “if you could wave a magic wand and change something about us, what would you change?”

It’s our job to make it possible for our clients to tell us the hard truths. It sure beats them telling us goodbye.

Photo courtesy of BigStock Photos

What are you doing to generate word of mouth

October 6, 2011

Amazon’s Vine program

We all know how awesome word of mouth is. We know it beats any mode of advertising and that over 90% of consumers say it’s the most compelling factor in their decision to buy.

We all want it. We want our customers to go skipping down the street, singing odes to us. We want them to pull out their rolodex and drunk dial their peers to shout our praises. We want them to tattoo our logo on their rear end. (Hey, it works for Harley)

So we patiently sit and wait for them to do just that. And we wait. And we wait.

Perhaps it’s time we actually do something to make it happen.

Amazon created a program they call Vine. They have formed a small cadre of customers and inved them to be Vine members. A Vine member gets two free books or any other item (they provide a list…you choose from that list) that Amazon sells every month. In exchange, you agree to review those items. Good, bad or ugly — once you publish your two reviews for the month, you’ll eligible to get more free stuff the next month.

I’m a Vine member. Of the 12 or more reviews I have written, almost all of them have been positive. A couple effusive and a couple were so-so. So at least 80% of the reviews they’ve gotten from me have been praising the products. They generated word of mouth because they set out to get it.

If mega-store Amazon has to actively create word of mouth opportunities, what do you suppose the odds are that you’ll suddenly get a bunch of spontaneous praise?

Exactly. Which is why we need to purposefully and actively generate it.

How could you do that in your business or how are you doing it today?

Mix your media for best results

October 3, 2011

This is not a new notion but when you’re buying/using media — use more than one vehicle and when possible, blend how the information is ingested. In other words, I see/hear your TV spot (or YouTube video), so add in a print element or something online that I can read. Access more of the audiences’ senses for more impact.

Having a media mix is very old school but it’s as relevant today as it was back in Ogilvy‘s day. Add that age old wisdom to today’s new truth — 75% of Americans (and I find it hard to believe we’re the only ones) watch TV and surf the web at the same time.

All the more reason to have a media blend in play.

A new study by Nielsen reinforces this idea and reminds us that this impacts recall as well. (link to Business Insider story) They found that advertising on multiple platforms substantially increases consumers’ ability to remember an ad campaign compared to when the ad is viewed on TV alone.

Nielsen findings support the idea of having a media blend or mix.

In a media lab study conducted by Nielsen, participants viewed related content across a TV, computer, smartphone and tablet. A 15-second video ad promoting a premium sports sedan was shown to different groups with some people seeing no ads, and others seeing the ad on different combinations of screens.

In the group that was exposed to TV ads alone, 50 percent of people correctly attributed the ad to the correct auto brand. For groups that saw the ad across all screens – TV, computer, smartphone and tablet – the ability to remember the brand jumped dramatically to nearly three-in-four (74%).

What does this mean for you and me? It means we need to be smart about how we utilize media. Follow these guidelines to take advantage of these insights:

Mix your media: Be sure you are cross promoting your message by having a URL in your print and broadcast ads. Share your radio and TV spots on your website. Use QR codes to drive your mobile audience to unique content designed for the mobile experience.

Use the strengths of each media/human sense to really drive your core messages.

Don’t think it’s all about the money: Keep in mind your Facebook fan page, your website/blog, Twitter, etc. as you build your media plan. Work on placing trade pub stories (online or in print) and getting others to share your content.

In today’s world — keep in mind that isn’t just about paid media. This is media you buy (advertising), own (your own sites) and earn (public relations) combined.

Deliver the same core messages on all media: Don’t get cute and have different messages for different media. The execution may change — but your core message should be consistent across the board.

Remember, you are building impressions so stay 110% consistent.

Interesting isn’t it? The more newness there is, the more the time tested foundational truths about advertising ring true.

How has all of this new media changed your philosophy?

Customer service case study from Jeff the cabbie

September 18, 2011

… meet Jeff the marketing professor!

From on outset, I knew this was going to be a different sort of cab ride. I walked out of the hotel and just like it has happened hundreds of times before…magically, the taxi appeared.

But from that moment on, it wasn’t a ride, it was an experience!

The bellman put my suitcase in the trunk as I got into the back seat. The driver immediately turned around in his seat and extended his hand. As we shook hands, he introduced himself and asked what kind of music I liked.

I told him to surprise me and he suggested some Carlos Santana because “you can’t help but feel joyful if you’re listening to Santana.”

As we headed towards the airport — my marketing lesson continued. Jeff got a call (like cab drivers always do) but quickly told his wife he had to go because he was chatting with his new friend Drew.

He proudly pointed out to me that his taxi was a Lincoln Town Car and as I commented on how the leather glistened, he explained that he wipes down the interior a few times a day to keep it like new.

In the course of the conversation he gave me his business card with his cell phone number on it. He invited me to call and pre-schedule with him next time I was in St. Louis. He told me that most of his fares were by referral or repeat business. I’m not surprised.

When we got to the airport, he not only got my bag out of the trunk, but he carried it to the airport’s door. We said goodbye with another handshake.

I bet it won’t surprise you that he received more than a healthy tip from me. And I suspect that’s the case with most of his fares.

What are the takeaways from Professor Jeff?

People do business the people: It’s hard to imagine a less random choice than hailing a cab. Whoever is first in line is who you choose. But Jeff made sure he wasn’t some random cabbie to me. He went out of his way to become a person — and a person I liked. Next time I am headed to St. Louis, I will be calling Jeff.

It’s all about the customer: Jeff made me feel like he actually cared that I was in his cab. He called me by my name. He didn’t talk on his cell phone but instead, stayed engaged with me. He invited me to partake in the music selection and we chatted for the entire 30 minute drive.

Appearances do matter: His cab was immaculate, inside and out. He was dressed neatly and he had a warm and genuine smile on his face. You honestly couldn’t help but enjoy doing business with him.

I’d bet that Jeff never took a single marketing course. (He was a cop for 25 years before becoming a cab driver) He probably doesn’t have a brand manual, a tagline or a company vision statement.

But he understood customer service better than many companies that have all three.

And if you’re ever headed to St. Louis, let me know. I’ll hook you up with my buddy Jeff, so you can get some marketing schooling!

THE best customer service tip ever

August 31, 2011

… stellar customer service = pinky swearing

I’m going to tell you THE secret to incredible customer service, customer retention and word of mouth referrals.

It’s quite complicated so you’ll want to print off this post and hang it somewhere where you can refer to it every day.

If you’ve got music playing or some other distraction around you — turn it off/put it away so you can fully concentrate on the concept I am about to unveil before your very eyes.

Ready?

Pinky Swear.

When we were kids, if you pinky swore — that was a blood oath, a die or do it sort of thing. There were no asterisks, exceptions, small type or exclusions. It was a pinky swear. Enough said.

If you want your customers to rave about you and to come back time and time again — pinky swear.

If you are so old that you don’t remember pinky swearing — let me translate it for you.

Do what you say you’re going to do. Every time. No exceptions.

Go forth….and pinky swear. Your customers will love you for it.

Your customers are afraid to spend

August 23, 2011

…Customers are afraid of the coming tides

Building a sandcastle (with our without the pre-form buckets) is a childhood ritual that brings with it a sobering life lesson.

Unless you are uber cautious about location — the tide is going to come in and wipe out that sandcastle sooner or later. And if the tide doesn’t get it, beach walkers, dogs or 4 wheelers will do the job.

Young or old, there’s something haunting about watching the waves creep up on your masterpiece, knowing you can’t alter its fate.

I think that’s exactly how our customers are feeling today. They’re leery of investing too deeply or buying into new long-term programs because they have this nagging fear that the waves are heading back in.

The world economy’s continuing struggle, the US debt ceiling debacle and credit rating slap on the wrist and in general, a sense that it’s tougher to make a buck these days does not bode well for us as marketers.

How do we function in an environment of nervous trepidation?

Acknowledge it: Don’t hide from it. Don’t pretend it isn’t there. Be up front about it. Recognize that your sales cycles are going to be longer. Build your projections accordingly. The only way to weather the storm is to be well prepared for it.

Make the most of it: If your customers are less likely to sign long term agreements or are going to want to stretch out their payments — price accordingly. Create a new, shorter term choice but price it at a premium. That’s not taking advantage — that’s upselling.

Don’t cut your prices: This is one of the biggest mistakes business people make during tough economic times. It may make short term sense but it’s a killer long term. If you reduce your prices — you will never be able to raise them back to where they belong again.

Manage your costs by managing your customers: Not all customers are created equal. Customers who are not a good fit, demand too much of your time and don’t reward you with their dollars in equal measure are actually draining your company’s resources. Perhaps it’s time to fire some of them?

Re-think your business model: It may be that how/what you’ve sold in the past simply isn’t going to work in 2011 and beyond. Just because you want to sell it doesn’t mean there’s still a market for it. Or maybe it needs to be re-packaged or re-tooled. If you were starting a new business from scratch in your industry — what would it look like? Should you move in that direction?

You can’t work in marketing or own a business for very long without running into shifts in the economy. And we’re not going to love every shift. So you have to be willing and ready to adapt.

How are you/have you accommodated this current economic climate?

You need a smaller net

August 15, 2011

…are you fishing with too big a net?

Fear can make us take our eye off the ball and lose focus on what really matters. In marketing, that often translates to these sorts of mistakes:

I’m afraid this is the only ad/website/sales letter they’ll ever see so I need to cram everything I can into it.
I’m afraid they’ll choose someone else so I’ll lower our price, even though my price is fair.
I’m afraid we won’t have enough customers, so I’ll chase everyone that breathes.

I must admit, I get on my soapbox about this one. One of the best things about smart branding is that it repels the wrong customers. People who are not a good fit.

Every business has a “right fit” customer and those are the only people you should be actively pursuing. Why would you want to win a new customer only to deliver at a so so level.

You can rock the socks off the “right fit” customers. They’ll brag about you to their friends. And you’ll love working with them. Stop being content with anything you can catch in that big net of yours. Go get a smaller net and chase after just the right fits.

Need more convincing? I got this note on Facebook the other day from Sherry Borzo, a business woman I know here in Des Moines.

“Must tell you, because I’m pretty sure you were the one who said it so often in my presence a few years ago, but I truly GET the idea of working only with your ideal customer. It makes for a much happier environment for both business person and customer. It is like you’re building your own little community. So important. Always think of you saying that when I’m working with a customer that fits well with what I do.”

Amen to that! Toss that big old net in the garbage and begin catching your right fit customers.

Are you sure it’s what they want?

August 11, 2011

…Give your customer choices they actually care about

One of the buzzwords that continues to bounce around the marketing world is “value add.” I have no issue with providing more value to your customers. In fact, I think it’s a dandy idea. But I think you can also stub your toe when you do it in a vacuum.

As you know, I fly a lot (visiting clients, speaking at conferences, etc) and I always fly United. Like most of you who travel a fair amount, I have traded choice of airline for airline perks.

For the most part, I love United and the benefits I get as one of their frequent fliers. But it also gives me an opportunity to see many a marketing attempt go awry.

What your customers want, in terms of value add, is real value, not value for show. Let me show you a few examples (at United’s expense):

Real value: The Red Carpet Clubs — very cool spaces with plenty of free wifi, soda, snacks, really comfy chairs and best of all, customer service reps who will take as much time as you need to help sort out a messed up ticket or change in plans. (Value added — comfort and great service)

Value just for show: Unlimited upgrades for their upper tier customers. Except…. in many cases, they don’t upgrade your companion if you’re flying with someone else. So really — it’s just mean teasing. “Oh, we wanted to upgrade you but your kid/spouse/buddy will have to fly coach.” Who wants to be that jerk? Which means I only get to use the upgrades I’m offered if I am flying alone. (You’re pretending to give me a value and then taking it away)

Real value: Letting frequent fliers board the plane first, meaning there’s always overhead storage space available. (Value added — convenience and comfort)

Value just for show: The ridiculous red carpet line (complete with a scrap of red carpet that you have to cross) that only makes the casual traveler feel like they don’t matter and the frequent flier feel conspicuous. (You’re using me to advertise your perks)

Notice how the real value happens when a company selflessly worries about what matters to their customers. But the value just for show is when the company decides, without asking their customers or walking a mile in their shoes. Then the “value add” looks self serving and may actually diminish the experience for your best customers.

So as you contemplate how you can appreciate your customers and reward them for their business — be sure the value add is genuine AND actually valued.

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