Affordable Marketing $olutions LLC

Reminds me of an old adage...

2011-07-12T14:58:00.004-04:00

So, today it happened again & I was reminded of one of my favorite quotes. Red Adair said, "If you think it's expensive to hire a professional to do the job, wait until you hire an amateur."

What happened, you ask? Yet another example of "I can pick your brains & then do it myself for free."

I just visited the new website of someone I know. He has a small business & had needed a website. After spending time speaking w/ him, giving him advice & then sending a proposal to which I never received a response (nor the courtesy of a call/email as to why) I just found out he did it himself using some pre-packaged DIY website program.

Well, to say it is worthless is putting it mildly. He left most of the pre-filled brackets untouched (you know "List your products and services here") so it is very obvious he didn't finish yet let the site go live anyway. The website program company is located in California. How do I know? Their own address is pre-filled in the brackets in which the business owner is supposed to insert their information.

The funniest of all is the testimonials page...they're all greeked out with John Doe in a made up CA company - yes, ALL of them!

In his feeble attempt to try his hand at programming, turns out you cannot get from one page to another without going back to the home page. I ran the stats & the site gets a "D". I also Googled his company name - up to page 6 in the rankings all I got was another company with the same name located in the Midwest.

His copy is filled with sayings such as "quality work" and the like in several places. Sadly, no one will take him seriously.

I should have guessed this would happen. He had all the signs. Too bad he completely ignored all of my advice because had he applied at least some of it, it may have been at least somewhat useful to him. Now it's simply an embarrasment.

While I have nothing against DIY folks, after all I just redid several rooms in my house myself, I did hire an electrician to do the dangerous work (Ms. Sparky, anyone?); an interior designer to create a plan for me to follow; and a plumber - and I PAID them.

Someone once told me they won't pay for ideas...but the best companies/products/services all began with an idea. They're worth paying for. Unless of course, you WANT to fail.

No wonder why retail stores are hurting...

2011-03-15T18:02:00.003-04:00

Yikes! Today I was running errands in an area of town I'm not frequently in during business hours so I took the opportunity to stop into a jewelry store I'd been in before & remember now that it wasn't such a great experience.

So today I'm in there with 2 service items to take care - 1 a quick fix the other a less quick one. I was "greeted" (sort of) by a woman who looked like she'd rather be eating her lunch. She started to take care of the quick fix item for me when she said "Oh here's the guy who does the appraisals, talk to him."

I explained what I needed & he actually said these words to me "You'll have to make an appointment, I have more pressing items to take care of right now." Huh!?!?! What's more pressing than a customer who came into your store? Even if that were true (like, I don't know, an A-list celebrity just placed a million dollar order that you have to fulfill immediately because they're paying you cash but only if it's done by 3PM!!!) that's absolutely NO way to speak to a potential customer. I can think of at least a dozen other ways that should have been handled - all far better than what he did.

I looked at him astounded, turned around & walked out. Now, this is a family owned store not some corporate location which is why I went there as I always try to give my business to a small business owner whenever possible.

This is why retail stores are losing business to the internet. In fact, just the other day I ordered something online & even with a few dollars in shipping was still less than half price of the same exact item I saw in a local store. Yes, I preach supporting small businesses; yes, I believe it's the right thing to do; and yes, I always seek that out as a first option, but guys - work with me, OK?

For front line personnel training, please contact me. I promise I can help you stay in business for the long haul.

Sometimes, you just gotta pick up that phone

2011-01-20T19:10:00.005-05:00

Today I was presented with a potential advertising opportunity to sell my book. I checked it out, seemed like it might be something I should try & so I do - try, that is. I was all the way at the check out credit card in hand when I keep getting an error page. Tried again ... & again - then gave up when my phone rang.

I called the company & left a voice mail & then emailed as well (OK, so my mistake I shouldn't have done that). I receive a curt email reply which doesn't really answer the question. I email back & yet again receive a half-assed answer. So now I refer to my voice mail & still no return phone call.

This went on several more times during the day & I just gave up & emailed the guy to say this was too hard but could have been made much easier had he returned my call.

This guy spent a fair amount of money for his ad to let a very large list of subscribers know about his offer. When someone tries to buy from you they're THIS close (picture a thumb & forefinger just about touching) & you let them get away? Not very smart.

Most every small business owner I've had the pleasure of dealing with would have known better. He should have picked up the phone & taken my order himself, or he could have simply returned my call & answered my question a day sooner. We're all busy, you don't have to send me a long email telling me how busy you are & how many meetings you've been in today. By the time he wrote all that, he could have just called!! Now, he's lost all credibility, some revenue & any opportunity for referrals or repeat business.

So, here's the lesson: just pick up the phone (you know, that shiny device that you take pictures with!!) & sort it out. I don't care how techie you are - there's nothing better than a two-way discussion to "meet" someone, make a connection, finalize a sale, or sort through an issue.

A 5 minute call is all it takes.

The irony of it all...

2010-08-26T20:11:00.004-04:00

So, imagine you just took part in a lead generation seminar. In addition to needing the particular niche service yourself, you were also on the hunt for a subcontractor for your clients.

Now, imagine you (as one of their brand new leads) are treated dismissively & unprofessionally on both the phone & through email by this 'leader in lead generation'. Well, imagine no longer. This just happened to me. Literally, 10 minutes ago.

To say that I am flabbergasted (or as Tabatha would say, "gob smacked") is to put it mildly. I'm almost at a loss for words (well, almost!) but I just had one of those "I feel a blog coming on" moments & had to let you all know that:

1. If you don't practice what you preach then you're kinda useless.
2. Anyone can say anything just about anywhere online these days, but the proof is in the pudding & when it comes time to prove yourself you either sink or swim.
3. If you have all kinds of restrictions, qualifications, minimums, etc. then they ought to be on your website, blog, social media, etc.
4. If you say you serve 'Fortune 500's to start ups' then you ought not blow off a small business who has raised their hand to you.
5. If you can't talk, then let your call go to voice mail. It is so very off-putting & utterly disrespectful to give someone (aka 'your brand new lead') the bum's rush on the phone.
6. If you're not 'on' during your business day, I guarantee you that your competitors are & will be very happy when they get the business you just dissed.

Ugh! So, I guess I'm back to square one but the good news is that I will NOT be put in a position to embarrass myself with a client. It really is better that I was treated this way, then to have had this company treat a client of mine this way & make ME look bad in the process.

A friend of mine always says, "if you are not your word, then what are you?"

I completely agree.

Why isn't loyalty appreciated anymore?

2010-06-18T13:02:00.023-04:00

So many marketing industry articles, blogs & newsletter "how to's" focus on customer loyalty issues - also known as CRM. How to get customers to keep coming back to you - the tips & techniques (including expensive solutions such as database tracking, incentives, coupons, freebies & the like.) But what happens when customer loyalty is given freely & from the heart without cost to a business, then is dismissed or disrespected? I'll tell you - the customer finds someone else to do business with - that's what happens!

Earlier this week I called my dermatologist to make an appointment where I've been a patient/client/customer for more than 10 years. As is usually the case, the phone was answered in a terse "I'd rather be somewhere else" tone & I was told I had to wait 3 weeks for an appointment. (This is after I expressed some concern that I had an itchy rash on my hand that was getting worse by the minute.) Now, there are other doctors in that office & I shouldn't even have had to ask for another doctor - it should have been offered to me. But, I asked & was given a hard time about not being available when they were. And, to boot, I now live 25 miles away for the last 3 years but have STILL been going back there, so, yes...my availability is spotty but work with me, OK?

Apparently not. So I take what was offered (still 2 weeks away) & hung up.

My guess is that most medical patients cannot control when their emergencies happen. So if you have to close at exactly 4:30 & cannot open a few minutes early to accommodate a long time patient (who has given you referrals), then perhaps you are in the wrong business, no?

[As a side note: I have on several occasions told my Dr that her staff could use some customer service training & even offered to do it myself.]

A few minutes later I thought "Am I nuts?" so I went online & found a dermatologist less than 5 minutes away from where I now live & made an appointment - FOR THE VERY NEXT MORNING!! I called back the old Dr & cancelled the appointment with the same cranky office person who proceeded to hang up on me.

My new Dr & her staff were lovely & took very good care of me. Turns out there was a good possibility that had I not been put on medication quickly, the rash could have caused some other nasty problems.

In fact, they accepted my insurance & will bill me any residual on the back end. Unlike the first office who demands full payment up front (by check only, of course)then reimburses the residual for any paid amount by the insurance company.

I can recall countless examples of my loyalty given freely & without coupons, gimmicks or other bribes & then being stomped on. This has happened at various businesses including dry cleaners, restaurants, etc.

So, all I can say is that whether you use incentive programs to create loyalty or get it for free (even better, no?) you'd better realize that we live in a capitalist society where EVERYONE has competition. If you want to keep your customers you should treat them as if they were important to you because they ARE.

Or, they will become important to your competitor.

Want marketing/customer service training to boost your employees' effectiveness to your bottom line? Call me. I'm happy to help.

Do the right thing

2010-05-05T08:06:00.003-04:00

Every once in a while I'm taken by surprise when a business owner does the right thing proactively.

Last weekend I showed up for a haircut appointment at my new salon only to find out that the stylist who had been cutting my hair was no longer there. I was very surprised, but I guess I knew something was up when I didn't get the requisite 'reminder' call the day before.

So, now I've scheduled my day around this appointment and there is no one there to cut my hair. They did not make any arrangements for me. I was told that someone had left several messages for me, but I did not receive any of them. Besides, isn't this more of a converstation (would you like us to book you with someone else?), than a message (so & so has left the salon)?

I left the salon thinking "what just happened?" & went about my day.

The next morning I leave a message for the owner & when we spoke shortly after, he apologized, admitted it had not been handled correctly, took full responsibility & offered me a cut at no charge with him (a higher priced cut). I took him up on his offer.

What prompted this post is not just what happened, but how I found the salon - through a local cable TV commercial. And, several weeks later the salon had a billboard right by a very popular train station. This stuff is NOT cheap!!

Bottom line, yes all business owners must always be in acquisition mode as there is some level of attritiion no matter how good your business is, but the retention & 'treat your customers' right portion is where most fall down. He only tripped, but did not fall.

I look forward to a great new haircut later this week.

If you invest in marketing keep in mind:

-Track its effectiveness
-Treat your newly acquired customers right
-Realize that employee training is critical to your success
-Everyone has competition & your customers know it, so....

Do the right thing. It will pay off.

Happy Marketing!

I'll do whatever you want...

2010-03-24T09:17:00.002-04:00

Sound good? Don't fall for it. The 'professionals' who tell you they'll do whatever you want will be the deathknell of your business. I call these folks "order takers" & you should run as far away as fast as possible as soon as you can with the ultimate goal of finding business partners/suppliers who will coach/advise you on the right things to do & share their expertise with you to help you reach your business goals.

Here are just a few examples:

1. I had a meeting the other day & was reviewing the client's website. It was not tagged in any way, had no SEO as part of its construction, & when I ran the stats, the SEO score was 0%. Huh? Turns out that the client never asked for tagging or any SEO. So the "web designer" didn't do it. Are you kidding me? That's like getting your clothes dry cleaned but they didn't put it on hangers beacause you didn't specifically ask for them. So now, they have a site that looks pretty but isn't functioning at all. Worse yet, they've lost time & money achieving their goals.

2. The other day I called a few list brokers to get pricing for a list on behalf of a client. I spoke with 3 different companies. All are relatively well known & reputable in the industry. 2 of them simply ran counts for me without asking any questions of how the list was to be used & what the ultimate goal was. So, sure enough the next day I received excel spreadsheets with counts popped into cells. No background info offered at all (when was the last time the list was updated? what is the source of the list?). The 3rd company however, picked up the phone to call me to discuss "the campaign" in its totality & gave me some great advice. She ran counts & even gave me alternate counts for other list uses. Guess who I chose to do business with? And, the kicker? Her list was the most expensive. Lesson here? Price doesn't always drive buying decisions.

3. In yet another meeting with a client & their supplier, the supplier came to the meeting & not once during the entire hour did she take out a pen, offer up any solutions or advice. She just sat there on the couch with her briefcase closed beside her (& her mind just as closed) looking at her watch periodically. Saying "I'll do whatever you want" every few minutes. Well, OK but we're looking to YOU as the expert in your field to tell us what we SHOULD be doing to get the results we desire. If we have to tell you how to do your business, then we don't really need you, do we? No wonder I was asked by my client to help them vet other suppliers so this one can be replaced.

4. A client mentioned that he'd read something about a new service that a company he'd been doing business with was now offering. I hadn't heard about this so I called the supplier who initially set up the project to ask if this is something we should be doing. "Oh, yes" he said. Well, OK. But shouldn't YOU have picked up the phone to call your client to let them know? If he had been proactive the client would not have done the updating on their own & would have happily given you the task (& money) to provide the service for them. Now, you appear to be behind the 8 ball as opposed to the expert & you lost revenue to boot. And, now I (as a 3rd party) know it too!

Bottom line, if you're on client side it's not always easy to ask the right questions because sometimes we don't even know what we don't know. But...if a potential supplier isn't asking you enough questions, or offering up advice then politely say, 'no thanks' & walk away. Then, call colleagues & friends to get recommendations of expert professionals to work with so that your business will thrive.

If you're on supplier side don't do this to your clients. While it sounds great to offer to do whatever they want (they are paying you, after all) this is a huge cop out. Offer advice, give them choices, talk with them about the bigger picture so that you see how your service fits in.

If you don't, it's highly likely they'll be calling me as soon as you're out the door.

Is sampling right for your business?

2010-02-17T15:53:00.006-05:00

A few months ago at the end of last semester, I received a small token of appreciation from a student in my class. He gave me a beautiful, small round box of 2 of the most delicious chocolate cookies I ever tasted. It turns out his family owns a chocolate company.

Fast forward to Valentine's Day & I'm tossing around ideas about what to buy my better half (he really is). I'm on the web searching for items when I look on my desk & see the small round box he gave me. It was too pretty to toss & I now keep paper clips in it on top of my desk. Duh! There's my answer. Because my better half is a chocoholic this was the perfect solution.

Sure, I suppose I could have ordered from a well-known chocolate chain (there are 2 that immediately come to mind) & while theirs are good too, I personally want to do all I can to support small businesses, so, I go to the website but decide to call instead. After I introduced myself to the owner (my former student's mom) she tells me that the gift was his idea & that she had only a short while ago created this small box to use as samples because (as I learned) just one taste & there is absolutely NO way anyone could resist making a pruchase after that.

In fact, her samples recently landed her product on a very famous morning talk show. What could be better than that?

I use sampling & it works well for me too. My Marketing Sessions are discounted time with me on the phone. This small investment gets the prospect the marketing push they need & I make it easy for them in every way: they can pay directly from my site using Pay Pal & if they decide to move forward with more services (which 9 times out of 10 they will) I take the initial investment off of their first invoice. This is almost a no-brainer on everyone's part.

Think of the grocery store setting up samples of new food items in little tasty bites for people to try. It's convenient & it works!

Give some thought to what you can do from a sampling standpoint that is appropriate for your business. Discounted short periods of time for consultants can work well for you as they do for me. Or, what about sending small samples of product to the target audience you'd like to reach? It doesn't have to be food, of course it could be almost anything.

A while back I purchased an item at a well-known women's retail clothing chain. At the checkout counter the cashier put a sample of a laundry detergent/fabric softener combination in the bag. Great idea! Quality clothing should be treated well at home & this new detergent was perfect for that. Great partnership & I'm sure it worked well for all parties involved - including me!

Be creative. Think outside the box & consider how you can give away samples to entice prospects to purchase your product or service. You may be surprised how well it can work for you.

Samples away!

Great Expectations

2009-12-14T13:46:00.008-05:00

It occurs to me that the reason companies use advertising to brag about awards, reviews and related accolades is to get prospects to do business with them and that when a prospect takes them up on their offer they ought to do their best to live up to the great expectations they have set up for themselves.

This weekend I was sorely disappointed with the service I received at a local furniture chain store here in CT. I purchased a rug at their Southern Fairfield County store where I happened to be in the area doing other things that day. I should have listened to the red lights going off in my head at the time of purchase when we practically had to beg to get a salesperson to take the rug down. I then brought the rug home to Northern Fairfield County where I live.

Once I got home I saw the size was all wrong and so I immediately called the store to ask if I could return the rug to the store that is located just 5 miles from my home (vs. their 20+ miles). After 2 minutes of insane button pushing & phone system gymnastics, I finally got a live person. He said 'no' I could not return it to the [much] more convenient store because it would mess up their inventory system. 'But you're a chain store' I say. To which the guy on the phone said this is 'their policy'. Hmmm...so the owner of the store who spends several hundred thousand dollars a year on local Cable TV ads bragging about their award winning #1 customer service is what - just kidding?!?!?

So...I haul the rug back 20+ miles the next day in the pouring rain. When I get there I see 5 or 6 salesmen standing in the front of the store. Not ONE of them held the door for us, or offered to help us carry this very heavy, bulky, awkward item into the store. NOT ONE OF THEM!

Finally we drag the rug to the customer service area (located in the BACK of the store, I might add) & was 'greeted' by a 'customer service' rep who proceeded to give us the 3rd degree about why the rug was being returned. 'Wrong size,' I say. This was greeted with a look of disgust by the rep who was annoyed that she had to process a return.

And a process it was. We stood there while what I guess took at least 1000 keystrokes to enter insane amounts of information into their computer system. And then FINALLY she asked for my card to process the credit which then took another 1000 keystrokes. Yikes! Are they kidding? To say she was gnarly is putting it mildly. This entire time all I'm thinking is how much of an inconvenience this all is. And how their service on all fronts is anything but award-winning.

Finally, we were released from the rug binds that tied us to the store. It's now deluging rain & I have to drive another 20+ miles to get home. On the way we stopped to return a movie at a Redbox location when it hits me -- Redbox allows you to rent a movie & return it at ANY of their locations. In other words, a vending machine can figure out the inventory process, but an award-winning chain store can't?!?!?!?

So, bottom line -- don't make promises in public you cannot keep & don't waste consumers' precious time. You never know who may have a blog.

Customer Delight

2009-11-18T16:40:00.003-05:00

The other day I happened to be in my old neighborhood. On my way to a meeting, I stopped in at one of those little stores with great service that I miss shopping at. The store sells authentic Asian foodstuffs and for a foodie like me, it is a great place to stock up on those items you can’t get anywhere else.

Once I finished and was juggling all the jars and cans of yummy goodness, I went to the checkout counter and paid. As the owner was handing back my change she then asked me if I would like fresh chili peppers. ‘Sure’ I said & opened my wallet again. Upon seeing me do this she said that no, she was giving them to me because she thought they would go well with the items I purchased and then proceeded to give me a recipe off the top of her head to be sure I used them correctly & would enjoy the meal.

I was suddenly struck by the Customer Delight concept. Something I read about often in my marketing publications and the like – but it was right here, in action, in front of me. How delightful!

And think of how much better small businesses are positioned to overtake the big monolithic, bureaucratic corporations in this very important area. Remember that it can take up to 10x more to acquire a new customer than to keep an existing one. So take care of your customers! They are the source of referrals for you and can keep your pipeline full.

A few months ago I read the now famous “Hug Your Customers” book by Jack Mitchell, CEO of Mitchell's/Richard's clothing stores here in Connecticut that is a very high end store with a legend following from affluent circles. Mr. Mitchell tells a story of Paul Newman’s little girl visiting the store many years ago & riding a bicycle they kept in the ‘children’s area’ of the store to keep the little ones occupied while their parents shopped. He says that Paul Newman told him months later that the money he spent on the suit that happened to be on sale was now full price when he added in the cost of buying his daughter that same bicycle!

Think about how many times you have wished for better service? Better treatment and perhaps even more [some?] respect by retailers or customer service folks on the phone. Imagine the goodwill that is spread by doing so. By giving more than is expected, you are indeed delighting your customers. Treating them well, going above & beyond may not put cash in your pocket today, but it will pay off.

As has happened before, this morning I received a call from someone who was referred to me by a current client. That client is so delighted with my service that she recommended me to my now new client! How delightful is that?

Telephone techniques to enhance your marketing campaigns

2009-08-27T17:07:00.008-04:00

Crazy as this may sound, I have witnessed so many instances of businesses shooting themselves in the foot with their own telephone.

I saw an ad (4 color, magazine - VERY expensive!) for something I was interested in. I call their phone number & was greeted (well, barely) with a surly, rather annoyed voice who gave off the impression that she'd rather be anywhere else on earth than there, doing her job.

Not a good start.

I asked some questions to which I received one & two word, clipped responses with a few "I don't knows" sprinkled in.

What the heck happened here?

Well, I can guess one of several things:

1. The business owner did not keep their employees in the loop about this new ad campaign & therefore they were not trained how to answer potential inquiries;
2. The employee was aware & didn't care;
3. The business owner doesn't have thorough hiring practices.

OK, so let's tackle them one by one:

1. If the business owner didn't tell their employees, then this must change. Your front line employees can make or break you - be sure it's the right one. Give your employees the tools they need to do their job on your behalf. Tell them about the ad, give them a copy to keep by the phone, tell them to expect more calls when the ad comes out. Go through mock phone calls to identify potential questions so you can create the responses. Finally, write an inbound phone script for them to keep by the phone. Believe me, it will pay off.
2. If the employee was aware & didn't care, this is an easy problem to solve. A heart to heart may be necessary to get the employee on board. If this doesn't work, show them the door. This is your business! There are many, many thousands of great workers out there who are now unemployed.
3. If this last possibility is the answer here then consult with a human resources professional so that you can put good hiring practices in place that will enhance the image of your business and will support your marketing efforts.

As they say on "Millionaire", the phone is your life line to your prospects and customers. Make sure it doesn't kill your business.

The outcome for me? I will not be giving them my business. Too bad too because the ad was great. Probably even cost them a thousand dollars or so. It's sad to waste an opportunity like this.

Perhaps Affordable Marketing Solutions can help. We offer on-site marketing training for employees and communication scripting to make the most of your telephone opportunities.

Conact us today at http://www.myaffordablemarketing.com to see how.

Circulation down? Help me renew!

2009-07-31T08:19:00.005-04:00

In an effort to clean up my desk & get things off my plate I tackled my in box very early this morning. One of the items "to do" was to renew a magazine subscription. Simple, right?

The publisher made me an offer for an early renewal - I would get 2 free gift subscriptions & a cookbook. Great, sign me up!

So, I go gather my friends' mailing addresses & fill in the form to send them gift subscriptions. I fill out the rest of the renewal card & then...I can't find the reply envelope.

OK, no big deal right just use my own envelope. So, I grab one & put a stamp on it along with my return address sticker & when I begin to address it, guess what? There's no address ANYWHERE on the renewal card. Front, back - really, nowhere!

Next, I figure I'll wait until 9AM & call. Yikes - no phone number!

As a last resort, I figure well at least I can renew online. Alas, once again, there is no URL anywhere to be found.

Now, I'm annoyed. I just wasted precious time & a stamp! Never mind, I was looking forward to doing something nice for 2 good friends.

This publisher is one of the oldest magazine publishers around - simply put, they ought to know better. They missed 3 tremendous renewal opportunities. Doesn't anyone proofread this stuff on their end?

Lesson? If you want someone's money then make it easy for them to give it to you. This means giving them options. Consumer behavior has evolved to the point where they want to choose how to be in touch.

Smart marketers who understand this will thrive. The rest, well...not so much.

A lead is a terrible thing to waste

2009-07-27T12:29:00.005-04:00

Over the past several weeks I have had the opportunity to speak with several potential clients. One of the standard questions I always ask someone is what they do with their leads. Not surprisingly, I often get one of the following answers:

1. What leads? Anytime someone contacts you but has not yet done business with you their information is a lead. In other words, you have the right (unless they have said otherwise) to contact them & stay in touch until they are ready to buy. Keep these leads in a file of some sort whether it be electronic or on paper in a file drawer somewhere labeled "leads" - just KEEP them somehow.

2. I threw them out. Ouch. Leads (treated well) are your next customers. Never purge your files. If you've been in business for several years, chances are you will have a nice supply of lead contact information. This information can range from simply a phone number, to an email address, or just a mailing address. Keep them & keep in touch with them - somehow!

3. Quickbooks is my database. While not technically a lead, old customer files should ALWAYS be kept. Never purge your Quickbooks files without printing them out & storing them in a file folder somewhere - again marked "leads". Someone that purchased from you once is likely to purchase from you again provided all went well during their first experience with your company.

The overarching lesson here is that leads should become part of your ongoing marketing. On average, it takes 3-5 "touches" for a consumer to make a purhase decision. That number moves to 9 or 10 for a business purchase decision. Taking into account the economy, the number of touches may now be higher. Treating your leads right & staying in touch with them is the key to growing your customer base.

Bottom line: Leads are your next customers!

Vehicular Marketing

2009-06-25T19:04:00.002-04:00

A few weeks ago I had an experience on the road that highlights the need for organizations to train their employees & for small business owners to become acutely aware of the practice of humane driving.

In a nutshell, I was on my way to what turned out to be a very painful medical experience. It was early in the morning & it was raining. I was anxious, hungry & frightened. I was in a new neighborhood & so wasn’t familiar with the streets. In addition, long stretches of road were almost forest-like with no addresses visible from the road.

When the address suddenly popped up, it was already too late for me to turn into the driveway, so I drove just past the address & pulled into the parking lot of a very well known company (of which I am a current customer!!) to make a U-turn & drive back a block.

As I did this, one of the company’s trucks was headed into the lot behind me. What happened next blew my mind, irritated the bleep out of me & made my already horrible morning even worse.

Choosing not to give me the three seconds of time I needed to turn around, the driver honked this obnoxious horn causing me to hit my head on the roof of my car of out sheer fright, then yelled an unpublishable obscenity out his open window & then topped it all off by showing me his disdain with a hand gesture out the window – you know which one I mean. This was the worst PR imaginable for this company & completely undermines their TV commercial, great website, etc. So, I figure that hand gesture could cost this company a loss of marketing dollars somewhere in the $100,000 - $200,000 range.

Huh?!?!

OK, so once my heart resuscitated, I blew it off. Clearly this guy was a jerk & it certainly was not personal. But it did tick me off that this very guy could be the next one to come do the service in my home & that he certainly expects ME to be polite to HIM.

Over the following few weeks, I began to notice more & more of this behavior by drivers “on the clock” using a company branded vehicle. Even worse, business owners themselves who drive vans or pickup trucks with their lettering all over it are doing the same thing!

I happen to have several construction clients right now who drive similarly branded vehicles & because I am doing their marketing I know firsthand how tough it is for this & similar industries right now. Why, in any sane world, would you cut people off on the road, drive recklessly or aggressively while you are trying to market your services? Don’t you think that people notice these things? Do you really believe that person to whom you just gave the international high sign is going to call you & invite you into their home & then PAY you to do work for them?

For larger companies with branded fleet vehicles – the same message goes out to you. Except – because there are so many more of your trucks on the road, your marketing liability is much greater. As was the investment made to paint/letter/brand your trucks or vans. Again, why in any sane world would you allow your drivers to act like this on the road?

Do you even know how your drivers behave on the road? If you don’t your business may be suffering & you will NEVER know why. Perhaps you have the best website, polite receptionist, efficient scheduling & pretty good pricing but business is down. Maybe this could be the reason?

Don’t you care that the $5,000+ per truck signage & branding you invested in is EXACTLY the reason for your downfall?

From experience with a home repair service client, I know that there are GPS tracking systems (VERY, VERY expensive) that companies invest in to put into their trucks so they can track drivers on the road to give customers estimated times of arrival (or know how long their drivers took for lunch). But that’s not enough. In fact, that could be the very root of the problem itself. If all you care about is time, then your drivers WILL likely behave badly on the road in an effort to “beat the clock.”

So please, for the safety of all of us & for the best investment you can make in your branded vehicles, train your drivers (or yourself!) to become the person that puts their hand out the window to graciously wave someone in ahead of them during a traffic merge as THIS is the gesture that may make your phone ring with a grateful person at the other end who happened to notice & called to do business with you because of your good neighbor attitude. In fact, they may think to themselves, “Gee this nice person is someone I’d trust to be in my home.”

After all, isn’t that the reason you branded your vehicle in the first place?

Safe driving & happy marketing.

Randye Spina
www.myaffordablemarketing.com

Marketing: It’s no longer a choice – it’s an ethical responsibility

2009-05-22T09:04:00.000-04:00

Now, more than ever as an employer it is absolutely a moral imperative to engage in some form of marketing for your organization.

Why?

You have an obligation to your employees to do so. Imagine telling employees that you can not afford to keep them when it turns out you could have. If only you had engaged in marketing as part of your business strategy.

What would your employees or suppliers or family think if you don’t?

They will think that you rested comfortably on your laurels hoping for the best rather than taking a proactive stand and that you did not do enough to salvage your organization.

What can you do?

Be creative. What other market segments can use your product or service? How can you get referrals from existing or previous clients? How can you communicate with your stakeholders inexpensively to let them know of special promotions or new products and services? Can you repackage existing products and services to promote them in a different way? Can you exploit your competitive advantage to its most effective use?

To give up is simply not an option. Not now. Not when so much is riding on it and when so many people are depending upon you and looking to you for leadership.

Don’t disappoint them, or yourself. Get started on some of that marketing today so that tomorrow, your organization will still exist.

Randye Spina
Chief Solutions Officer
Affordable Marketing Solutions LLC
www.myaffordablemarketing.com
randye@myaffordablemarketing.com

Collaborative Marketing

2008-12-05T10:13:00.005-05:00

The other day I received a postcard from a B2B firm selling integrated database web hosting services. Normally, I most likely wouldn't have looked twice at it, as these offers are so abundant, however, the photography was extraordinary.

The "picture" side of the postcard had no words, simply a very beautiful photograph of 3 penguins - Mama, Papa & baby - with the sunlight shining just right in a wonderful winter landscape. Printed on high gloss stock it was very impactful.

I turn it over to read it and in small letters below the offer, the company credited the photographer and even gave his website. I was very impressed & thought to myself that if this company works that collaboratively with a photographer (& they're not even selling creative services), then imagine how well they will work with me & my cients! They won me over. I plan to keep this postcard in my archive of "if I ever need a service like this" file for future reference.

Interestingly, I just had a very negative experience with someone who refused to give me public credit for work I was about to do for him as a subcontractor. It was a bad & hurtful experience, especially coming from someone I have worked with before. I was stunned at the inflexibiity of this person who runs a virtual agency. Without collaboration, there is no virtual agency, there's just 1 person scrambling around trying to fill holes for their client. Sadly, this is probably the end of our relationship.

I don't understand this posture at all. Some of my recent collaborative experiences have been wonderful & rewarding. For example, on my print collateral material I have the printer put "printed by...." along with his email. It's in a small font at the bottom & gives him a platform to get more promo.

Recently, a client asked me to work with someone who he thought might be somewhat my competition in some areas, but he wanted us to work together on his behalf. He treaded very lightly during the initial phone conversation & I had to giggle. I told him that my professional ego was very much intact & that he is the client & if he wants me to work alongside someone he knows well who has the right connections for us to give him what he needs, then it's OK with me. Turns out, we're not competitors & she is lovely & I now have extended my network by getting to know her. It was a good experience for everyone with creative ideas flowing which produced a final project for the client that he is thrilled with. His collaborative attitude even extended to putting links on his new site for all of us. What's better than that?

Before starting my own marketing firm, I had many years of being on client side & I have seen the advantages of working with a collaborative team. There are many for both the client and the parties involved. So, I'd like to offer some tips on how to work well in a team:

1. Work with the best in each field so both you & the client create the very best end product possible
2. Leave the egos at the door when you walk into a team situation - you do what you, & I do what I do - we're all professionals & should know better
3. Give direction & set deadlines then let everyone do their job & come back with their best work & ideas that you may never have even thought of

Finally, let's all take a page from President-elect Obama's playbook. After announcing his latest Cabinet picks he said that the likes to work with strong personalities who have strong opinions and are the best at what they do. This then produces the best results (& new ideas) for the American people.

Or, in the case of marketing it produces the most successful campaigns for the client. And...isn't that the point?

Effective, inexpensive marketing in this economy

2008-10-15T11:13:00.005-04:00

Imagine getting in your car and expecting to get to your destination without gas. Silly, right? Now, imagine trying to create a successful business without marketing? Hmm…see where I’m going with this?

Marketing IS the gas that fuels your business.

There simply is no other way to bring revenue in the door without some form of marketing. It’s just flat out impossible.

Now, before you say “I’m just staring out, I don’t have a marketing budget”, or “times are tough, I don’t want to spend a lot”, let me stop you. You can market your business without spending a fortune. Perhaps without even spending at all.

Let’s look at some amazingly affordable marketing solutions you can implement right now:

1. Email – Do you have signature block at the end of your emails? If not, you are missing a large opportunity to get the word out. Make sure you include all the ways to contact you & even add a tag line. You’d be surprised how much mileage you can get out of this consistent branding opportunity. Make it policy that any employees must also have one.
2. Email Marketing – At every opportunity, try to collect emails from prospects as well as existing clients. You can easily do this by putting a sheet at your front desk if you have a retail location, asking for emails when calling to confirm appointments, etc. if you are a spa or medical office, etc. Then, using your existing email system (no subscriptions required) just be sure to send them something relevant & of course don’t forget to use the “BCC” line to protect everyone’s privacy.
3. Phone – Do you have a message on your after hours, or voice mail system that plugs your business? A short, simple message that states “Thank you for calling _____. The company that ____. This is ____. No one can take your call right now, so please leave us a message & someone will return your call as quickly as possible.” Remember, for a first-time caller, impressions are everything. You may also want to consider stating your cell number for client emergencies.
4. Business Cards – Be sure you have them stashed everywhere. In your briefcase, padfolios, wallet, purse, notebook, pockets – I mean everywhere! You never know when an opportunity arises to give someone your card, or to put it up at a community location. Also, don’t forget to include a business card with every piece of correspondence you send out. It can subtly say “pass me along”.
5. Write articles – If you want to set yourself up as an expert in your field, set aside time & write articles that will get people’s attention. Send them out on the web & be sure to send them to your local media outlets & publications.
6. Website – If you already have one, be sure to consistently update its content to stay fresh & of course, add to it as necessary. Learn how to update verbiage yourself. It’s not that difficult and you can save money by doing these yourself.
7. Network – Pick up the phone & call 5 people that you think will be great resources for you. Call friends & ask if someone they know needs your product or service. Ask everyone, everywhere you go & make time to network once a week. I like Fridays when people are more relaxed & open to a quick (& I mean QUICK!) chat. Then, ask those people for more referrals & the list keeps going.
8. Do reviews – Go to book sites & review books within your industry & area of expertise. Get your name out there & be sure to include links to your email & website, if you have one.

These days people are tightening their spending belts but they will continue to spend some money now so make sure it’s YOU who gets the business. And, when the economy turns around you’ll be top of mind for those on whom you made a great impression.

Good luck!

Randye

Lost Trade Show Opportunities

2008-06-27T16:53:00.005-04:00

Several weeks ago I attended a trade show at the Javits Center (in itself an investment to show there). As usual I saw old friends and colleagues and learned about some interesting new developments, services & technologies. I am guessing I gave out at least 3 dozen business cards to those organizations that would send me more information, put me on their email lists, or otherwise follow up with me.

Much to my surprise ONLY 2 (!!) have followed up. The kicker here - it was a MARKETING conference!! OK, so if we don't get it right - who possibly can?

In fact, a couple of weeks prior to that I went to a local small businss expo at a local university in my neighborhood. Those odds were about the same, but of course one would expect more from professional marketers!

Here are some easy, affordable ways to make the most out of leads (that cost a lot of money, time & organizational effort to obtain):

1. Send only the best to trade shows - I saw too many employees text messaging, reading & NOT paying attention to or greeting people who came by their booth. If you are going to spend $10k or more to have a booth then send your BEST employees to represent you.
2. Quickly follow up - Within 2 weeks a phone call, email or other form of communication should take place. Don't spend too much time overthinking what to say, how should it look, etc. Just reach out with a sincere "it was nice to meet you" message. One person who did it absolutely right sent an email newletter saying thank you for stopping by & here are our new products. Short, sweet & very effective.
3. Be sure to strategize before you go - Have a plan in place to handle the leads. depending upon the size of your organization, the follow up task should either be turned over to sales/marketing or an administrative support person who will get it done.
4. Do not underestimate the power of perception - If you are selling an expensive B2B solution, your organization's reputation is very much on the line & the way you handle your leads is an indication of how a potential new client relationship will be handled & believe me, decision makers absolutely notice these things. A short phone call is the best way to show your appreciation & is an easy & affordable follow up method.

Remember, to PLAN for follow up & always take good care of your leads - they're your next CUSTOMERS!

Affordable, accessible marketing for all!

www.myaffordablemarketing.com

If marketing isn't an investment - then what is??

2008-06-13T18:05:00.005-04:00

Just the other day after responding to [yet another] proposal to the same company within a year, I received word back from them that it was [yet again] not going to happen. This time the reason was because "we are investing all of our profits back into the business". Hmmm...I thought. Well, if this company doesn't consider marketing an investment, then clearly they will not give it the priority attention it deserves - even if I [yet again] offered them [yet another] "deal".

The lessons here I think are:

1. If a company rejects your proposal twice, don't set yourself up for another rejection. There are other agendas at work here & they may be using it to seek other proposals & it could possible be used against you (tho I cannot say for sure this was the case here);

2. Run quickly from any company that actually comes out & tells you they don't have money. No matter how much you discount, that's a giant red flag that you may get burned.

3. Most importantly, no matter how money you invest in technology, operations, etc. the ONLY way you will EVER bring money in the door is through MARKETING. No matter which marketing solutions you choose (web site, advertising, sales,, promotions, public relations, etc.) you MUST do something to get new revenue in the door & there is simply no other way to do it than to implement some kind of a marketing plan that is right for you busines.

Remember, you don't need million dollar marketing budgets, just million dollar ideas implemented sensibly.

Affordable, accessible marketing for all!

Visit www.myaffordablemarketing.com/solutions for more affordable marketing options.

Website lessons for small business owners

2008-05-12T20:19:00.007-04:00

Recently I have worked with several clients to redo their websites and I have found there seems to be some recurring issues with small business owners & their relationship (or lack thereof) to their own website. There are some lessons that we can all benefit from to make the most of your site itself & your relationship with your writer, desiger, & hosting company.

They are:

1. Not owning your own URL - this is a TERRIBLE mistake. While it may seem convenient for your web designer to do it for you if you are busy, it takes less than 10 minutes to register it yourself. NEVER let anyone hold your URL hostage (especially if it is the name - or a derivation thereof - of your company). All domain registration companies allow for you to set up an administrator (the web designer) which allows them access to create it, but YOU own it. Once the site is finished, you can change the passwords so no one else but you has access to your site.

2. Not looking at your stats - this is another TERRIBLE mistake. Be sure you have access to the statistics of your own site. Don't depend on others to get them for you (they're always too busy once you've paid them). Ideally, you should check them once a week. Even if at first you don't understand what they mean, call your hosting company & they can explain it to you. Over time you should see pattern & be able to adjust the content of your site accordingly. The basics that you want to look for are # visitors per day (you can look for patterns in your daily visits), most popular viewed pages (see where you may be falling short on content), referrals (where the hits are coming from such as another site where you might have a reciprocal link, google, etc.), main entry & exit pages.

3. Not testing your contact form - if a period of time goes by & you have not received any requests for information, be sure to go in & test it yourself by filling it out & sending it. Sometimes hosting companies have issues, or sometimes it is the form itself. By demanding too many required fields (& having the form bounce back blank for leaving these blank) you may be unintentionally turning people away from the form, & therefore from your business.

Lastly, remember that simply having a website does NOT mean that people will visit it. A website is really just an electronic brochure that has interactivity. You still have to market it - don't spend money on a site, sit back & think that's all you have to do. You will find this is a big mistake & you will be wasting valuable time & resources. Be sure to back it up with a solid marketing plan to drive visitors to your site.

Happy Marketing!

Randye

visit www.myaffordablemarketing.com for more information & solutions to your small business marketing issues.

But I took out an ad......

2008-04-10T09:48:00.001-04:00

The other day I had a phone conversation with a potential new client who desperately needed help building his failing business and finding a new direction to take it to.

As we talked, I asked him how he is currently marketing his business, what has he done in the past, etc. His answers were almost painful to hear.

He had fallen into the trap of “I’m too busy to take care of marketing” when he had business and the revenue to support a marketing effort, and now that business is at a dead halt, he has no pipeline, no marketing experiences to fall back on and worst of all, no budget to do anything with.

His reasoning for not doing any marketing was that he took out an ad several years ago; it didn’t work, so he never did it again.

Sadly, I see this happen to so many small business owners. The idea that marketing and advertising is the same thing is an incorrect assumption.

Let’s start with some basics:

Think of marketing as an umbrella and each spoke is a slice of the marketing pie that all fits together to form a marketing strategy. Those spokes may include advertising, website, acquisition, public relations, packaging, distribution, slogans, sales promotion, pricing, sales, retention, customer service, logo, uniforms, follow ups, even how you answer your phone and the associations you belong to. The most accepted definition of marketing is soup to nuts – everything it takes to get a product or service into the hands of the end user when they are ready to buy.

Confusing marketing with advertising can be fatal and very expensive. To begin advertising without having a solid platform of what your company represents to the consumer, what your competitive benefits are, and EXACTLY who your target market is will always result in a failed advertising effort and therefore wasted dollars. Advertising is a mass form of communication used to sell your product. But it is not the only form and may not be the right platform for your business, especially if it is a specialized product or service.

Because of the high cost of advertising, it should be left to companies who have a proven business and marketing model. Why? Taking out a one time ad at a cost of $1000 is not effective. On average, it takes 3-5 touches for a consumer to make a purchase decision (if you are selling to other businesses it may take even more). If you have a $1000 budget, you are much better off running a smaller $250 ad four times. This accomplishes what is known as frequency which is the proven way to move consumers to a purchase decision.

In addition, because most small business owners do not have a marketing background, they almost always fall prey to selling features instead of benefits. Think of this example, if you told me the ingredients in a new shampoo, would I care? Most likely I couldn’t even pronounce many of them. Instead, if you told me it would make my hair healthier, shinier, cleaner, curlier, softer, etc. THEN I would be more likely to buy it because I now know what it will do for me. In other words, I know the BENEFITS.

Often I review existing or prior ads that have been used by my clients and 99% of the time I see this malady. Because they are so close to their product they know what goes into it, but not why people buy it. This is why their ads didn’t work, especially if they did just a one time placement.

Here’s a fun but powerful exercise to try for yourself:

Turn 3 features of your product or service into benefits. For example, “weights less than a pound” would be stated in all marketing and advertising as “lightweight and portable”.

Once you have the benefits down and know the right way to implement marketing and advertising, you are well on your way to creating an impactful, successful campaign that will drive revenue to your bottom line.

How to start a mailing list

2008-03-05T11:25:00.003-05:00

A mailing list is, of course, a vital part of your marketing campaign. You need it to generate interest in, and activity for your business.

To start, enter all applicable names from your Rolodex. These are people you know, therefore, they are likely prospects for your business. They may also be asked to refer friends and colleagues to you as well.

Collect as many business cards as you can. Some ways to do this are through networking and exchange clubs. If you have a retail business, have customers drop their business cards in a jar and offer them an incentive, then once a month hold a drawing. For example, restaurants offer free lunch to the winner.

Ask everyone you come in contact with during your business day if they want to be part of your mailing list.

If you are a member of a professional organization that publishes a member directory, that’s also a great source for qualified names.

Here are the top five biggest mistakes businesses make when developing a mailing list:

1. Entering all the data as if it were one long entry. This will severely inhibit your list’s usability. Instead, each ‘record’ (business card) ideally should be entered using contact management software. If you don’t have that, simply use Excel and set it up so that each separate piece of information (field) is its own cell. For example, don’t enter a full address in a string. Enter the street address in one cell, the city and state in their own cells, and most importantly the zip code as a stand alone item. This allows for sortability, and when your mailing lit becomes large, sorting by zip code allows for substantial postal discounts.

2. Not using the list. By all means use it! Whether your list is currently 10 names or 1000, stay in contact with them. As you collect each name, send them SOMETHING, whether it is a postcard saying thank you, an email, even a personal call. But, never waste the contact by not offering them something. For example, a thank you postcard may include an offer for 10% off, or a FREE “something” by stopping by your store, or perhaps announce a sale. Whatever is applicable to your business.

3. Not knowing where each lead came from. Set up a simple categorization system for each name you enter in your database. For example, “A” for association meeting; “R” for rolodex; “T” for trade show. This helps you set up for future success by tracking the response of each type of lead on your list. This becomes critical as your business grows, as it allows you to weed out non-responders (thereby saving your marketing dollars!) and helps when purchasing future lists so you know what type of lead responds best to your offers.

4. Letting your list go stale. At any point in time, 10 percent of the US population is moving. If you market to businesses, think about how often people change jobs. By using your list and keeping up with the changes and feedback you get, you’ll have a much better up to date marketing tool.

5. Not respecting those that that don’t wish to be on your list. You must remove anyone who asks to be removed. This can actually work to your benefit because you’ll be saving marketing dollars in the long run. Be aware that mailers are expected to adhere to guidelines as stated on the Direct Marketing Association's website. Visit www.the-dma.org for more specifics about adhering to ethical marketing guidelines.

Lastly, make sure you have a budget to cover the ENTIRE marketing campaign. Mailing a list is just the first step. After that, you must produce and print the marketing piece; perhaps use lettershop services; and of course, pay for the postage.

Good luck in your marketing efforts and for more tips visit www.myaffordablemarketing.com!

Directly,
Randye Spina

Succes is in the Details, especially when mailing to a new list

2008-02-13T17:03:00.008-05:00

I just purchased a list for use in my business as many business owners do and as I was reviewing the list I noticed some small details I wanted to change so as not to appear as junk mail when it landed in the mailbox of those business owners I want to impress.

Some hints for making the best use of a list are:

1. Be sure to review it before using it - I noticed a duplicate or two here and there due to spelling issues. Remove one of them even if it isn't obvious which one is spelled wrong. This duplication will save you money in postage and paper in the long run and more importantly, your company won't be perceived as inept on the receiving end.

2. After the dupes are gone, clean up any abbreviations - the list had more than 300 entries. In most of the entries there were abbreviations used for Street (St), Avenue (Ave) and the like. Go in to each and every line item and change the abbreviations. Yes, this can be time consuming BUT...it's worth the effort. Again, the perception on the other end is one of a higher level of professionalism.

3. Once the list is cleaned up, go through each entry - I noticed another marketing company on the list which I have chosen not to mail to. Not only is this wasteful on my part, I don't want my competition knowing any more about how I run my business than they would want me to know about them. Yes, this is one wasted lead, but it's for the greater good.

4. Don't assume anything - gender, for example. There are some names on the list that I cannot 100% identify as male or female. Be absolutely sure that your mail gets opened and read, so don't insult anyone by adding a "Mr" or "Ms" title in front of their name, it simply isn't necessary. I am especially sensitive to this as my first name is often mistaken as male. I recently received a mail offer from a CPA with the dreaded "Mr" in front of my name. I called the office & when they asked who was calling I said "Mr Spina" - boy was she confused & speechless! When I got through to the owner who signed the letter, I explained who I was, what I did & offered my services to enhance his marketing efforts. He gladly agreed he needed help!

5. Use it or lose it - when you purchase a list from any reputable list company, it will come with a mailability guarantee (usually 95% or 98%). So...mail the list & keep any returns. If they exceed the guarantee, you should contact your list broker and ask for a refund, or perhaps replacement names to make up the difference.

Buying mailing lists are a great way to get your message out relatively inexpensively, so do it, but do it right to be sure it gets opened and read on the other end!

Good luck & be sure to visit www.myaffordablemarketing.com for more helpful tips to market your small business.

Good luck & happy marketing for all!

Randye

Is it me, or are all Dry Cleaners crazy?

2007-12-11T18:46:00.001-05:00

This morning I got a call from the doorman in my building who said the dry cleaner wanted to speak with me (is that like being sent to the principal's office?). So...he gets on the phone (without introducing himself) and proceeds to yell and tell me that there is a $15 minimum for pick up and did I have anything else. Well, let's see - why would I keep my dirty laundry in hiding upstairs and just drop off one pair of pants? NO, I DON'T HAVE ANYTHING ELSE, OR YOU WOULD SEE IT?!?!?!?

I said I was never told that there was a minimum and besides, because I was so annoyed I told him just to leave my dirty pants in the lobby and "fugget abowd it" I'll come get them later.

Because I was on the phone with a client, I did not make a big deal of this however, afterward I thought "you've already made the trip to my building anyway, what's one more pair of dirty pants? and...why would you turn down business, especially from a new customer [with a blog?!?!?]" then, I got angry when I started thinking of all my other dry cleaner exeriences of late and thought "is it me?"...

So...as anyone who has been reading this blog knows, I have recently moved. Therefore, I need all new services including dry cleaning. So far, I have gone to 3 local dry cleaners, only 1 of which has been even civil to me despite that I have spent lots of money with them and gotten abused in various ways.

The first one didn't speak English and neither did his workers when he is not there. This is all well and good if it's a simple drop off but not when you have questions (which I did) or need alterations (which by the way are a HUGE income stream for them)....

The second one was closed even tho the sign on the door said they should have been open....

The third one was nice enough and even did a good job of alterations (since I was still in need from drycleaner #1), however the parking is horrible there and it is otherwise not in a convenient location for me.

So now, I come to find out that my building has this service (shouldn't the owner of this company have some kind of marketing in place to notify all new homeowners of this. I've been here for 6 months???) so I figure, OK I'm busy - I'll give it a shot. And so...once again, I find myself at the mercy of some crazy dry cleaner.

So...I went downstairs to pick up my dirty pants (thanks very much) and the doorman gave me a printout of this service's prices on which it says there is a $15 minimum (sure, NOW you tell me)...also there is his phone number. Which I just called. The outgoing message gives no indication the phone number is a business (yet another marketing mistake) and just says to leave a message, which I did. I leave it to your imagination as to the content of my message.

Is it me, or are all the dry cleaners in the world independently wealthy and just doing this service because they're on a mission to keep the world clean?

Do you have a dry cleaner (or other similar business) experience? If so, I'd love to hear about...

Customer Data Collection & Use

2007-11-10T16:57:00.001-05:00

Most businesses are in their heavy selling season now. Along with this increase in customer traffic (both inquiries & purchases) is an opportunity to collect customer data for use in future marketing campaigns.

There are many legalities and policies - too many to name here - however be aware that you must ask permission to collect and use data. This includes: phone and email. For specifics, go to www.the-dma.org. This site contains information and downloadable policies for your use. Once you have a handle on the policies THEN implement the procedures for use in your marketing strategy.

For example: I recently stopped by a local boutique in my new neighborhood. At the cash register I was asked if I would like to sign up for their promotions. I said yes & gave them my contact information including address, phone, and email. Weeks went by & I never heard from them. Then I received a postcard from them inviting me to attend a fund raiser event for a local charity at their store one evening. That's a nice gesture & certainly a good marketing effort for the community at large, however, they missed a HUGE opportunity.

What they should have done was immediately (within 24 hours) send me a Welcome email & a thank you for my business. Ideally, this should have come from the saleswoman who helped me (& no doubt makes commission). The email should have stated their days/hours of operation as well. Also, they took my size info, favorite colors, etc. but NEVER used any of it. Sadly, they missed a tremendous opportunity. To this day I have never recevied an email from them.

Because I support small, independent businesses whenever I can (I hate shopping malls!!) I am their prime target market. I recently went back to the store & spoke to the owner & gave him my business card & told him what I could do for him. To which he replied "we have an advertising agency".

So...I just wonder: Has anyone from the agency staff shopped at the store? I suppose not - they simply created a pretty postcard announcing the event & used their mail indicia to mail to the customer list. I suppose that's one way to do it, but there is so much more that marketing encompasses - especially at this time of year. Take a cue from online businesses who usually get this right & understand the value of customer contact information.

For more tips and "isms", go to http://www.myaffordablemarketing.com to make the most of your holiday opportunities.

Welcome!

2007-10-16T16:00:00.001-04:00

Welcome to my blog!

I am celebrating my new site at http://www.myaffordablemarketing.com/ - THE site that advocates 'affordable, accessible marketing for all'....

My new site was created for small business owners, entrepreneurs and self-employed professionals who need SOLUTIONS not 'consultants'.

Please browse this site and be sure to check out my Marketing Solutions page where clear deliverables and pricing are listed so you know what you are getting before you pay for it!

Have a comment? Thought? Please let me know at randye@myaffordablemarketing.com.

Always remember that you don't need a million dollar marketing budget, just million dollar ideas implemented with your success in mind!

Happy marketing!

Randye

PS - I still haven't heard from the company I referred to in my first post...have you had an irritating marketing experience too? If so, I'd love to hear about it. Let's change the world of marketing together - one experience at a time!

Is your back end up to par?

2007-08-31T17:31:00.001-04:00

The other day I received a direct mail offer from a local paint/design store chain here in Connecticut. In the envelope was a letter from the President and a plastic wallet card that I should keep and use to redeem my special offers.

The letter congratulated me on becoming a new homeowner (thx very much) and said I am entitled to a special offer which includes a 10% discount on all paint purchases PLUS an at-home consultation with an interior designer for just $100. Great - sign me up!

I stopped by the store where I was ignored by the paint department staff and encountered many unfriendly "DO NOT TOUCH" hand made signs on various items on the shelves. Hmmmm....

Then I wander over to the decorating area where a friendly (yet non-design staff) woman explained to me how the service worked. She took my business card and said a designer would call me to set up my in-home consultation. That was 4 days ago. Hmmmm....

As I write this I am looking around at my new space which due to various demo projects looks sort of like a living room having a really bad day. I have paint trays, rollers and blue tape all ready to go but NO PAINT.

They completely blew it. I was ready (in fact, eager) to buy right then & there (had my swatches with me) and they lost me. Their marketing took me from a name on a new homeowners list as a lead, to a prospect, to an "I want to buy from you" [almost] customer.

So, in the end (pun intended) the moral of the story is be absolutely sure your back end supports your front end marketing dollars. After all, isn't that why you're spending lots of money on creative, print, graphics, postage, etc.? If your employess don't support your marketing efforts you're wasting your money, but more importantly, your customers time. Perhaps I should send the President an invoice for my time along with a proposal for my marketing training services?

What are your thoughts?