During This Week of Giving Thanks Remember the Power of a Thank You

This week I did business with two new places I'd never been before. One was a restaurant; the other a veterinarian. Both of these new businesses seem to be doing most everything right from a start up marketing perspective – good locations; clear street signage (that's how I found them); appropriate pricing; and the like.

However, both sorely disappointed me. Neither place of business greeted me when I walked in; in fact I stood there for a good two or three minutes in both cases without any eye contact or even a cursory 'be right with you' (not that either place was busy).

Worst of all was that neither said Thank You upon receiving payment. Neither! When will business owners understand that those two words are the most powerful Retention tool there is? Why is "You're all set," or worse, "Here you go" acceptable to say to someone who has just given you their hard-earned money?

The small business world is doing its part. Small Business Saturday is in its 6th year now carving out a space for small businesses to tell their stories and jump on to the marketing bandwagon that is making permanent and lasting change in consumers' minds. Now, it's the small businesses turn to show their appreciation for this national effort.

Studies show that:

-Service experience is a top factor when customers make a purchasing choice – not price
-1 of 3 consumers say they'd pay more for personalized service or help
-Service is the #1 way to avoid being show roomed during this most lucrative time of year
-Giant retailers don't know the names of their customers walking in the door, but YOU do (or should) – say Hello to them using their name with meaning & intention
-Customers who have a negative experience tell 12 people, those people go on to tell a total of 72 more. That's 84 folks who won't give you their money – make EVERY customer interaction count
-Hire then train the very best Brand Ambassadors you can. Reinforcing good service habits on a regular basis keeps your employees happy; therefore your customers.

So, I will still continue to seek out and do business with locally-owned businesses and I do strongly believe in #ShopSmall #ShopLocal, I just wish the business owners and their employees did their part to show appreciation for us that show them love when everyone else is at the mall.

Remember, a Thank You is the best free marketing I know of.

Happy Thanksgiving.

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Small Business Saturday

Now in its 6th year, Small Business Saturday (started by American Express) has sparked a social movement to #ShopSmall and #ShopLocal for the holiday season. In 2011 even the US Senate got on board to support the movement and now it is affecting real and lasting change on consumer shopping behavior.

Here are some highlights according to the Amex website:

• In 2012 73.9 million consumers shopped small on Black Friday and Small Business Saturday
• Nationwide, over 1450 Neighborhood Champions helped rally their communities
• Last year, it grew to a record high $14.3 billion spent at small business on that day

This year, it promises to break even more records as consumer awareness of the effects of keeping money in local communities continues to grow.

Consider this: According to the Institute for Local Self-Reliance for every $100 spent at a national chain store outlet in your neighborhood, $14 stays in the community; but that same $100 spent at a small business in your neighborhood contributes $48 to the community – that's a 71% increase and the difference can often mean the availability of funding for everything from the library to the parks to the schools in your community, and it has profound effects on employment, taxes and real estate values.

ShiftYourShopping.org (#ShiftYourShopping) is a national grassroots organization that 'encourages residents to take job creation and economic concerns into their own hands by strengthening their own local economies' and it provides forums with ideas and feedback for local business owners to share. Go there to get inspired for ideas to help your small business.

For even more resources to help you make the most of Small Business Saturday this year, check out AMIBA - the American Independent Business Alliance. Another nationwide supporter of local and independent businesses nationwide.

Then listen to this month's episode of Show Us Your Business, a podcast dedicated to all things small business, of which I am the co-creator and co-host along with Cliff Ennico. Have a listen at http://bit.ly/SUYBiz2 (you'll hear AMIBA's PSA too!), then tell us what you think.

This year, as you do your holiday shopping, remember that November 29th is Small Business Saturday and shifting as little as 10% of your spending to a local, small business can make a tremendous difference in your community.

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Randye Spina is Chief Solutions Officer of Affordable Marketing Solutions LLC, a small business marketing consultancy serving the needs of small and micro businesses nationwide.

6 No Cost Small Business Marketing Techniques That Work

Some of the following techniques may be obvious, but others may not. Incorporate these NO cost strategies into your marketing efforts and you will see results:

1. Business Cards - Stash them 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. I've been told far too often by new small business owners that they don't have cards with them - this is a terrible missed opportunity. Also, include a card with every piece of correspondence you send out. It says "pass me along."

2. Articles - To position yourself up as an expert in your field, set aside time and write articles (like these) that will get people's attention. Send them out on the web and be sure to send them to your local media outlets and publications.

3. Network - Pick up the phone and call five people every day that you think will be great resources for you. Call friends and ask if they know anyone who needs your product or service. Ask everyone, everywhere you go and make time to network once a week. I like Fridays, when people are more relaxed and open to a quick (and I mean QUICK) chat. Then, ask those people for more referrals and the list keeps going.

4. Book Reviews - Go to book sites and review books you've read within your industry and area of expertise. Get your name out there and be sure to include links to your email and website.

5. Public Speaking - This has been very successful for my business over the years. I've keynoted at workshops, conferences, and association meetings. Reach out to local groups such as the Chamber of Commerce or other similar organizations. The more people who know about you and your business, the more likely you will keep your prospect pipeline full.

6. In-store/office - If you are lucky enough to have an actual location use it to your marketing advantage. Invite speakers, have distributors give product demonstrations. Then serve tea or wine and cheese and invite your customers and prospects. Tell them to bring a friend. You'd be surprised how well this can work for you.

Bottom line, be creative & always be thinking of marketing -- after all, it IS the key to your business success.

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Randye Spina is Chief Solutions Officer of Affordable Marketing Solutions LLC, a small business marketing consultancy serving the needs of small and micro businesses nationwide.

5 Things to do Regularly to Support Your Small Business Website

Each time I receive a call from a prospect to help them with their website, I see mostly the same issues again and again. They range from a poorly done DIY site all the way up to a professionally built site that isn't producing results. No matter what the initial build was, the upkeep is usually the culprit. By this I mean:

1. Keep the content updated - Search engines love content. The way to make your way to the top & stay there is to add relevant information to your site as your business grows, your industry changes, your client list expands. Usually this is done via a blog linked to/from your site. But it can also be done by adding new services/products, creating downloadable pages, link new press releases, add new employees, etc. I often hear people say that their website is their online brochure – yes, but even better in that it can be updated frequently at little to no cost. Your site is not a static document, rather it is a living, breathing critical part of your business.

2. Look at it with fresh eyes - Every once in a while log on to your own site. You'd be surprised how this simple act can help you view your information as others do. If it's been a while since you've done this, do it right now to see what I mean. You may notice things that need adjusting, updating, rewriting or even deleting of old information.

3. Update your footer - The other day I got a call from a small business owner whose site was stale, including the footer which still had a copyright date of 2007. Oh my. This is so bad for your image as it makes you seem disconnected from your own business. As you plan your New Years' celebrations each year, put 'update website footer' on your to do list.

4. Do a logic check - A prospect who worked from home had Google maps on her site because she said someone told her it was good for SEO. Well, yes - but the map was to her business mailing address at the PO. She then admitted that over the years a couple people told her they tried to go to her office only to find out it was postal mailing address. That's bad. Imagine how many people didn't tell her? When I questioned her, she said she didn't want her home address used because she had babies at home. Perfectly understandable - just remove the tool if it isn't serving your business well.

5. Prioritize your site - Treat your website as an employee who needs to be nurtured & taken care of in order to perform well. Everyone once in a while it needs to be given direction to keep up with your business, or it may need upgrading once in a while to be the best it can be.

In a nutshell, if you treat your website well it will pay you back. It is after all your digital salesperson so give it an upgrade now & then - it's cheaper than a raise.

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Don't Let This Happen to Your New Retail Business

It happened again. I must be a glutton for punishment, but I just can’t help myself. I try and try to give my money to new small businesses that open in my area but some just don’t get it. I drove by one the other day and it was shuttered and though I wasn’t surprised, I was saddened to see it.

As a former retail business owner myself, I understand the challenges. I was co-owner of a retail store while working full-time in corporate marketing – it’s hard, it’s exhausting and after pouring a lot of money, time and effort into it, survival becomes a must because you can’t afford not to. The marketing edge is not a luxury – it’s an imperative.

Follow these easy-to-implement steps to get your retail business on the right track:

1. Keep consistent hours – Not too long ago I drove to a new business in the area. I parked, walked half a block to the storefront and it was closed. I read the Store Hours sign on the door - they should have already been open for a bit, yet they weren’t. No sign in the window nor any update [‘Closed for family emergency,’ for example.] Needless to say they lost money and credibility too.

2. Have great signage – This is NOT the place you want to go cheap. Retail businesses make it or not based on the public’s ability to see your storefront from a good distance away. In areas where parking is an issue (see #1 above), be sure the lights are on or there is some clear indicator that you’re open – or not.

3. Hire awesome people – It’s very difficult to manage a retail business solo. There are errands to run, appointments to keep and a whole host of other necessary evils that will take you away from the store now and again. So be sure you hire a great ambassador whom you take all the necessary quality time to train with customer service in mind as well as product/service knowledge. This person is the ‘face’ of your business when you’re not there and it’s critical to your success (and online reviews) that customers are treated very, very well in your stead.

4. Apply a marketing mindset – make sure your business ranks for local search, collect contact information to stay tethered to your shoppers, create and use a marketing calendar and put a plan in place to ensure your success.

With just a few well-considered marketing efforts, your new retail business will thrive.

Good luck and happy marketing,


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The Three Phases of Marketing You Need to Know to be Successful

During my tenure in corporate marketing departments I learned that true marketing-oriented organizations budget for each of these elements as part of their marketing arsenal. This is what makes for long-term success. Though the numbers and budgets for these large corporations are far bigger than a small business can afford, the strategies and tactics are exactly the same and can be easily implemented to fit small business marketing needs.

Have a close look at the diagram. What do you see? I hope you notice that Acquisition surrounds all the other elements. This is because the Acquisition phase happens first in any new business, but also because in my years of working with hundreds of small businesses I've seen that oftentimes, the reasons a customer leaves you can be out of your direct control (they move, sell or go out of business, etc.) therefore, Acquisition should be an ongoing task in order to keep your pipeline full.

And, businesses should work at keeping their customers through great Retention Strategies as well. If your product/service is price-sensitive, then you stand a good chance of losing a recently acquired customer to a low-price competitor. A great retention program keeps customers tethered to your brand.

Finally, Reactivation strategies should be used to win back those who haven't done business with you for a while. This too, could be for a variety of reasons, but a well thought out Reactivation plan can be very profitable.

Acquisition - All new businesses are in Acquisition mode. This is where you'll acquire customers for the first time. To do this, you must use the right marketing techniques to let your target audience know you exist. This is typically the most expensive phase.

Retention - Once you have customers you must work to keep them because it can cost up to 10x more to acquire a new customer than to keep an existing one, so consistent Retention practices should become part of any business's marketing activities.

Reactivation - This is a sub-segment of the elements above. For myriad reasons a customer may stop buying from you (they moved, or entered a new life stage, etc.). Depending on what your product is and why they stopped, some portion can often be reactivated to become viable customers again.

To ensure your small business marketing success each of these three phases should be part of your marketing arsenal to ensure your success for the long haul.

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3 Questions to Ask Before Embarking on Your Next Small Business Marketing Campaign

The best strategic ideas not executed well will always end badly. They're a waste of money, time, and in the end, you'll be no better off than you were prior to the effort. And, in some cases, you could be worse off. So, before embarking on your next small business marketing campaign, ask yourself these three questions:

1. Am I ready? This seems simple, but in actuality is very complex. Take for example a recent campaign fail I experienced: A full page ad on the back cover of a magazine that cost $7500 (according to the magazine's media kit) + creative costs, etc. It was perfectly attuned to the audience of the magazine, looked nice, had great calls to action, but when I went to their site I got several 404 errors. This is so bad...they didn't check their links so that their back end would hold up and support their marketing. Embarrassing to say the least, and because I couldn't get through, I couldn't purchase from them.



2. Can I handle the new business? If you're a solopreneur be careful that your campaign doesn't blow you out of the water. Some examples I've seen are: Buying a list with a 5000 minimum, plus spending a huge chunk of your marketing budget to get to those names (postcard, for example), then scrambling not to fall apart on the back end because you can't keep up. Hire temporary staff if you have to; recruit friends and family too; but do everything you can to prevent your effort from backfiring. This makes for a poor service model and while you may have acquired them, you likely won't retain these new customers if they have a bad experience. Or, here's another example: A local store put a Grand Opening ad in the paper, but didn't have enough staff on hand to handle the customers. People walked out grumbling. Not a good first impression.

3. Do I understand exactly how the media works? Every day in the professional trade journals I read about more new technology platforms to use for marketing. However, if you don't really understand how they work and/or what they can do for you then you may run into trouble. For example, I recently worked with a business owner who bought into a new app program thinking that he could adjust offers, etc. on the fly only to find out that yes, he could...once his turn on line in the workflow came up. Often this turned out to be a week or so too late for him to jump on an idea or take advantage of a news tie in. So the effort did OK, but it could have been great.

Always be sure that your back end will support the front end marketing effort you just spent a lot of your heard-earned dollars on as this can make or break your small business marketing efforts.

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