May 27, 2009
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The old adage says, “Image is everything,” and when you’re marketing
a company there couldn’t be a more true statement. When considering launching a
new brand, marketing campaign or re-branding, the first step to take is
choosing an agency to work with.
All agencies have the capability to create a logo, write
promotional materials and set campaigns in motions – the question is which one
will work best for your company?
Selecting the right agency can be both a fun and intimidating
experience, so doing research and weighing all of the options is key. The
following checklist outlines the steps that will assist your company in
selecting an agency that fits best.
______ Location,
Location, Location – When working with an agency, there will be numerous
face-to-face meetings at their offices, and traveling to these meetings can
become costly if an agency is not located within your area. Long commutes to
and from these meetings also takes time away from running a business. Try to
find an agency located within 30 minutes of you.
______ Good
things come in small packages – Big agencies will sell themselves with
countless success stories and a large employee pool to draw from. However, you
need to be the center of attention with your agency. Small agencies take the
time to get to know their clients and make even the smallest clients feel
important. A larger agency can compare this kind of service with a small team
that is dedicated to your company.
______ What
can you do for me? Ask potential agencies to see their portfolio. Have they
run a successful campaign similar to yours in the past? How successful have
they been? Take these two questions seriously; both are important during the
selection process. You will also want to look at their successful case studies
to see the results of their campaigns. If an agency has great results, but has
never done what you are looking for; it may be good to shy away from them.
Avoid being a company’s guinea pig into a new venture.
______ The
cost factor – How much money is your company looking to spend? Many of the
services that agencies perform vary in price. Consider that an agency will bill
hours as long as they are on your campaign. So try to have a clear-cut plan
when you are heading into selecting an agency. Study the rates and compare them
to other companies that are on your radar to get the best bang for your buck.
Consider the pay for performance option and also ask to be notified if the they
go over budget at anytime.
______ Ask
for referrals – Ask an agency who’ve they worked with in your industry. It
is important to know what kind of similar problems that they have solved, and you
can also contact their former clients to see what they thought of their
experience. Asking for referrals will actually show a company that you are
serious in working with them. They will also be more than happy to give contact
information of past clients with similar needs.
______ Plays
well with others – Make sure that your voice is heard. You don’t want to
get stuck with an agency that will create a campaign that they see as best,
regardless of what you think. Lines of communication should always be open,
allowing both sides to work together to create a successful project. If your
company has a creative team, it is also a good idea to see if the agency is
comfortable receiving feedback and input from members of the creative team.
Defining the team, roles and responsibilities upfront on both sides is helpful.
______ Diversified
success – The more avenues that an agency is proficient in, the better. A
successful company will have a firm grasp on multiple levels including
branding, web sites, direct mail and online advertising. They will also be able
to give you more bang for your buck and won’t require you to tap other
resources to cover what they are capable of.
______ People
matters – When talking to the team that will be handling your account, make
sure that they have your best interest in mind. For instance if you have a set
budget, will they help cut costs in some areas to stay under budget? Will they
be willing to work aggressively to meet or finish ahead of deadline? You should
also ask to see the resumes and credentials of the team members and know where
they are coming from. They are working for you so you should know about them.
No matter your budget, this checklist will serve as a useful
tool as you select an agency to help your organization launch a successful
marketing campaign.
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April 8, 2009
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As a small business, your budget is tight and your time is even tighter. But you still have to compete with larger organizations that have big budgets and even bigger staff. Let’s face it image is everything and if you can’t look big, prospective customers will go elsewhere.
How can you make your small business look big without breaking the bank? Start with these five time and budget friendly ideas. In no time you’ll be competing head-to-head with the larger organizations in your market.
1. Powerful Logo – the logo of your company is often the first thing that someone sees. It doesn’t have to be expensive, but don’t take it for granted. It should communicate the values of your company – strong, dedicated, customer focused, etc – and be on all of your marketing materials
2. Business Cards - Don’t underestimate the power of the business card. It’s often the first thing someone sees when you meet them for the first time and they are you when you aren’t there. Make sure your business cards are high-quality, full-color and make an immediate impact. Distribute them freely to ensure that your name gets out there often. Give a stack of cards to colleagues who will pass them along to potential customers.
3. Professional Materials—Produce high-quality, professional materials for all of your branding and marketing initiatives. All of your collateral materials - business cards, letterhead, brochures, note cards, post cards, giveaways and even return address labels - should all match and make a strong impression. And don’t forget note cards for hand written thank you notes. Because prospects and customers like to review information from home, clear and easy-to-read brochures with product or service information are important. Skip photo-copied fliers on colored paper and shoot for full color glossy materials. Hand them out when you meet with clients or prospects at shows and conferences.
4. Reinforce Your Brand With Great Giveaways—Stay in front of your customers every day. Look for cost-effective options that have staying power. If it makes sense for your business, items like calendar magnets with seasonal professional sports calendars are a great way to ensure your customers will place your business and contact information in a frequently viewed location like the refrigerator or file cabinet. Also consider holiday cards and holiday promotional giveaways with your name and messaging.
5. High Impact, High Frequency Mailings—Promotional mailings are one of the most cost-effective ways to keep you top of mind with your customers. Look for high-impact, full-color postcards that inform customers of your latest successes or upcoming sales. The frequency of the communication is almost as important as what you say. Mail your customer base twice a month for the best response. If you can segment your database, send smaller print runs of mailings to targeted audiences. You’d be surprised how appropriate mailings can impact the bottom line.
No matter your budget, these simple tips will enable you to look professional and will keep your company’s name in front of your customers.
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March 9, 2009
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Many
small business owners know that direct marketing is one of the most cost
efficient methods of marketing to both new and existing customers. It allows you to focus the postcard mailing
or other marketing materials directly to consumers who are part of your target
market, but on a large enough scale to make an impact on business. The process of designing a mailing, having it
printed, developing a mailing list then mailing the postcards through your
local post office is a very time consuming task. The best way to simplify the process is to go
through an online printer who will help you design, print, develop a mailing list,
and mail your postcard for the lowest postage rates.
Money Well Spent
While at
first the total cost of this all-in-one service may seem high, it actually is
the most cost effective method. Not only
is it time saving, but a printing company is able to provide you with a
targeted mailing list which you may not have had access to without a fee
otherwise. A company which offers a
mailing service is sending out a large number of mailings which means they can offer
you the best shipping rates for your mailing. And since time really is money when you are
juggling multiple tasks as the owner of a small business, mailing services are
priceless. Also, all of this can be done right on your
computer from one of the numerous online companies which offer this
service. This simplifies the process so
you can spend more time on other matters within your business and less time in
line at the post office. To get the most
out of your mailing though, there are several key points to remember.
Build the Correct
List
This is
where some people tend to panic, but if you take your time and put some thought
into what your target market truly is, you’ll be successful. Narrowing down a list from an online source,
for example, is very simple if you understand the demographic that you think
you might have the best chance of turning into a customer beforehand. If you’re operating a flower shop, it’s best
to target a female demographic above the age of 30. If it’s a landscaping business, you’ll want
to first target homeowners within a certain area close to your home base.
If you
aren’t sure which demographic to focus on, think of your main core of customers
and decide which categories they would best fit into, such as income levels,
gender, age, and location. This will
give you a good starting point to narrow down your list. Once you determine which audiences are most
successful, you can continue to market to them to keep on top of mind, while
expanding and testing into other areas and demographics.
There is
also this to consider: sometimes a
failed direct marketing campaign can also be turned around and deemed a
success. Don’t be afraid to test new
demographics from time to time because you may find an untapped market. By finding out what works and what doesn’t,
you can better streamline your efforts to ensure that you’re only getting the
potential customers you really feel will give you the best chance to thrive. Many companies that have mailing services
allow you to upload your own list or rent a list from them which has been
tailored to your demographics, and then send out your creative all from one
place.
Ensure
the Creative Is Effective
Here is
probably the single most important aspect of the direct mail campaign, since
it’s your actual postcard which will catch a customer’s eye and bring them to
your company. The standout nature of
your postcard or brochure can’t be understated, or it will get lost with all
the other mail consumers receive. Not
only does it have to be noticeable and bold in terms of color, text, and appeal
but it also has to have a clear call to action, and an offer that the potential
customer will act upon.
Sending
out a direct mail campaign without an effective offer conveyed in a clear, bold
manner, turn out to be nothing short of a waste of time and money. Your call to action should tie directly to
the product or service your company offers – for example a free estimate for a
company providing a service.
It’s
also important that the creative is unique, and clearly represents your company
brand. Uploading graphics and specifically your company logo also adds a nice
touch, and will hopefully start to generate brand awareness for your small
business. The design and overall look
and feel are only bound by your own imagination.
Keep
It Going, Keep It Consistent
Most
consumers need to hear from a company multiple times before they buy. Build a
contact plan to make sure that customers see your message multiple times –
focusing on the time of year when they are most likely to use your products.
This will make it more likely that you are in their consideration set when they
are ready to make a purchase.
In order
to make these multiple mailings truly effective, remember to track your results
and test different options. Testing is
every direct marketer’s best weapon because it lets you determine what works
and what doesn’t so you can learn for the next campaign. In fact, every direct marketer should learn
from every single mailing so each consecutive one becomes more successful.
Testing
doesn’t have to be difficult, or extensive.
Start by testing different audiences to see who the right target is for
your product or service. Once you have a good list to work with, test an offer
to see if a discount works better than a free product offer. Then, test the
format of the piece to determine, for example, if envelopes work better than
self mailers. Once you’ve tested for the
most effective, most reliable kinds of marketing programs, no matter how small,
you can continue to roll them out time after time, stay on top of mind, and
continue to generate business.
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February 9, 2009
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Your small business is operating in a time where things are uncertain. Business coming through the door might be spotty, customers seem to be spending less, and making the bills is a much bigger struggle than it once was. But that doesn’t mean that customers aren’t out there to be had. People are still spending money, and they still need what you’re selling, just like they did a year ago. The key is doing the little things to bring in business, and that includes creative marketing. You might think that marketing in a recession is impossible because of the costs, but staying on top of mind with customers and letting them know that you’re still there for them is paramount in a down economy. Marketing to customers that you have already served, as well as working to bring in new ones can pay long term dividends through any economic downturn. It also doesn’t have to be expensive if you have a little know how and creativity.
When most people think about marketing, they think that it’s going to be too cumbersome in terms of cost to achieve any kind of results. The truth is if you use your creative mind and do things a little bit differently, you can still make a marketing impact while tightening your belt. Here are a few things you can do to keep yourself out there and in the minds of customers for a very small investment. Steps like these can be the difference between keeping your doors open and having to close up shop in tough times.
Focus on existing customers.
It’s an old marketing mantra: acquiring new business costs exponentially more than retaining the customers that you already have. In difficult economic times, this rule is one that you should stick to. Keeping the customers you have is absolutely paramount. Existing customers already know your business and the level of service you provide, and can to some extent vouch for you and even recommend you. Nothing generates business like word of mouth, and referrals are still one of the biggest drivers of new customers to a business.
You shouldn’t shy away from asking for referrals – even give customers tools to make referring others to you easy. In tough times that means handing out business cards, or if you have extra budget, brochures that can be used as easy handouts. But instead of handing someone just one business card, give them a few. The odds of them falling into a new customer’s hand will increase.
You can even also do things to encourage repeat business with existing customers. It’s easy and cheap to print up business cards with frequent buyer boxes on the back. For every third order a customer places with you, give them a special offer. As you check off the boxes, with a special stamp or mark, the customer will know they are close to a freebie or deep discount. Make the incentive meaningful so the card with your contact information will be kept and hopefully acted upon when seen again. Giving a customer an incentive will keep you on top of mind, raise loyalty for your business, and also the chance that they will refer you to a friend.
This is a good example of how a small investment can yield big results. All you have to do is use your creativity and do things a bit differently to bring business to you.
Get a Web presence
Traditional advertising spending, which has included newspaper, magazine, and other print publications continues to decline as the readership and circulation of these mediums continues to go down. More and more customers are moving online to find the products and services they are looking for. Small businesses that can’t be found online and through local searches are missing out on potential business. Getting your own web presence is also very easy. Many companies offer Website packages that are even under $5.00 per month. You can design your own site and include your products or services, your contact information, pricing, and where you are available. Oftentimes you can even sell your products online using even basic packages, taking payments online and driving additional sales.
Online search engines like Yahoo!, Google and MSN have also devised ways to increase your search results, and can help you use tools to get noticed in local searches and keyword searches. If you have extra budget, you might even want to consider making some inroads into the world of paid search marketing, which can reap big benefits when done effectively.
When you have your own Website, you have another avenue for customers to find out about you and contact you directly. You can add your web address to your traditional networking and marketing materials as another point of contact. As more and more consumers go online, they will come to expect your business to have an online web presence. If you don’t, they could very easily move on to a competitor who does.
Be creative, stay visible and keep testing!
Now more than ever you need to use your business savvy and marketing creativity to drive business and keep your customers, even if it means doing so on a shoestring budget.
Some types of marketing are relatively cheap and when done correctly, and effectively. For example, traditional direct mail can still work, especially for retaining your valuable customers. And it’s not as expensive as you think. Postcards can be ordered for a low-cost. Oftentimes you can get 100 for under $25. You could mail them out, or to save money on postage you can design one with a coupon or special offer, and either give them away at your shop to entice people to come back and buy at a later date, or put them into shipments as a box insert. When people open their package they can get a postcard with another special offer or a coupon for money off their next order, which they will encourage them to buy again.
If you haven’t yet, you can try to get visibility with signage including car door magnets, or lawn signs. Keeping visible keeps you top of mind with customers who may need your product or service.
But the one thing that you can’t stop doing is marketing. The strides you make now will sustain you through these tough times but can also be used anytime to drive business. Tried and true methods that don’t take much of an investment should be done in both good times and bad.
Trynka Shineman is chief marketing officer of VistaPrint North America, the small business marketing company. For more information on VistaPrint go to www.vistaprint.com.
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January 6, 2009
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As a sales representative, making your goal can be full of anxiety. Some months your phone rings off the hook while other months leave you pulling your hair out as you try to drum up business. You need existing customers to buy your products and use your services. You also need prospective customers to think of you when the need arises. How can you accomplish this without breaking the bank?
The fact is you need to be working just as hard to bring in business during the busy months as you would during the slow ones in order to eliminate those peaks and valleys and keep your sales at a high, consistent level all year long. In order to do accomplish this shift and move from reactive to proactive selling, you need to market yourself to prospective and current customers on a regular basis.
Here are time-tested tips which will help you keep your name in front of prospects and customers to increase your sales consistently and in a cost-effective way:
1. Comprehensive Database—Your customer and prospect database is your lifeline. Stop putting customer information on yellow sticky notes. Get a database and use it. Make sure it’s up-to-date and growing on a regular basis. Be sure to use a system that enables you to segment the database and easily print off mailing labels. It is important to have the ability to reach your customers and prospects in a split second via phone or mail to segments of them regularly.
2. Professional Materials—Skip photo copied or low-quality materials from the corporate office and produce high-quality, professional materials for yourself. Sales sheets, brochures, note cards, post cards, giveaways and even return address labels should all match, be professional looking and make a strong impression.
3. Extraordinary Business Cards—Don’t underestimate the power of the business card. It’s often the first thing someone sees when you meet them for the first time and they represent you when you aren’t there. Make sure your business cards are high-quality, full-color and make an immediate impact. Distribute them freely to ensure that your name gets out there often. Give a stack of cards to colleagues who will pass them along to potential customers.
4. Your Face—People remember faces so don’t take yours for granted. Put your photo on all materials including business cards and promotional mailings. The more your customers and prospects can associate a name with a face, the more likely they will call you when they are ready to buy.
5. High Impact, High Frequency—Promotional mailings are one of the most cost-effective ways to keep you on top of your customer’s mind. Look for high-impact, full color postcards that inform customers of your latest successes or upcoming sales. The frequency of the communication is almost as important as what you say. Mail your customer and prospect base twice a month for the best response.
6. Reinforce Your Brand—Stay in front of your customers everyday. Look for cost-effective options that have staying power. Business card magnets are a great way to ensure your customers and prospects will place your business and contact information in a frequently viewed location like their refrigerator.
7. Handwritten Note Cards—There is no substitute for a hand written note. It’s inexpensive and has a strong impact. Sending hand written cards to key customers for special sales or discounts is very effective. Hand written thank you notes are also appreciated and make a lasting impression because they show you are willing to go the extra mile.
8. Don’t Forget the Holidays—Holiday cards are an important way to let your customers know that you appreciate them. Pick high-quality, cost-effective, color cards. Make sure your photo, logo and company messaging are integrated into the cards. Consider sending cards for Thanksgiving or customer birthdays to stand out from the crowd. If your business is seasonal or cultural, use holiday cards to celebrate related holidays like St. Patrick’s Day or the beginning of summer.
9. Brochures—Customers like to review information at their leisure. Clear and easy-to-read brochures with product or service information are important. Skip photo-copied fliers on colored paper and shoot for full color glossy materials. Hand them out on sales calls or at shows and conferences.
10. Great Giveaways—Give your customers a useful and appreciated gift that they will actually use. The gifts your offer don’t have to be expensive to make an impact. For example, stay in front of customers all year long with calendar or seasonal professional sports calendar magnets. Business card magnets also work well. Whether they are placed on the refrigerator or on a file cabinet, they help reinforce your company and your contact information.
11. Email Communication—Communicate with your customers via email in addition to regular mail. Match your e-signature to your business card with unique e-business cards—electronic versions of your business cards that are included in every email. Encourage customers to forward contact information, an excellent way to increase customer base.
12. Get Out There—Networking is critical to all sales no matter the product, service or industry. The more people see you, the more likely they will remember you when the time comes to purchase a product or service. Be sure to attend industry events or trade shows and (remove “be sure to”) join any appropriate industry associations. Always bring your high-quality promotional materials with you and pass them out freely.
And finally, don’t forget to be polite, helpful and appreciative. Be responsive when something is requested and thank customers for their business. When you’re moving fast, it is easy to forget this simple rule. Let’s face it, people purchase from sales representatives that they feel good about working with. Make sure you’re one of them.
No matter your budget, these simple tips will enable you to proactively build an effective customer base and increase your sales for years to come. For more ideas, visit www.vistaprint.com.
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December 3, 2008
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There’s no question that the holidays are a time for sharing and giving back to those that are most important to us. Making sure all friends and family receive gifts during this time can be a time-consuming task and during this shuffle, small business owners can easily forget some of the most important people in their lives – their customers. While it may seem like a minor detail, taking the effort to send a simple card wishing them well over the holidays can go a long way in developing long-term relationships with your customer base.
When looking for the perfect card from scratch, here are some tips to follow:
Know your audience
One of the more complicated parts of picking out a holiday card is to make sure that none of your customer base gets alienated. Holiday cards are meant to grow your customer base, not shrink it. A good rule of thumb is to use neutral messaging like “Happy Holidays” or “Season’s Greetings,” unless you know the religious preference of your customer base and want to create multiple cards that are faith-specific.
Another way that you can avoid offending anyone is to send a Thanksgiving or New Year’s themed card. These cards also offer a unique opportunity for small business owners. Thanksgiving is typically the time that consumers begin their holiday planning. These cards allow businesses to offer a holiday coupon and to get in front of their customers at the start of the holiday rush. New Year’s cards offer the chance to add a calendar as part of the card to give it a longer shelf life with its recipients.
Since these cards are coming at the beginning and following the holiday season, they are less likely to get lost in the holiday shuffle and get your company in front of your loyal customers.
Brand it!
Perhaps the most important thing about holiday cards is to make sure that your brand is incorporated into the card’s theme. Keeping that in mind, you want to make sure that it is done tastefully. One way to do this is to bring your logo and company name into the card’s design you can also add your logo as a water mark under the inside message along with your slogan. If you want to avoid a ‘hard sell’ and be more subtle in branding, you can also have your logo and slogan printed on the back side of the card.
Make the holidays revolve around you
One of the aspects of the holiday season that makes it so special is that it means something different to everyone. This individuality can be carried over to your company’s holiday card. You can make the holiday theme entrench your business to make the card stand out to your customers. For instance, if you are a carpenter or contractor instead of having stockings hanging over a fireplace, you can hang a few tool belts with your crew’s names on them. This slight alteration on a timeless staple of the holiday landscape also brings out some personality and shows a lighter side that may not traditionally come out.
Stick with the classics
One old adage that often applies to most businesses is “If it ain’t broke, don’t fix it.” The same can be said about holiday cards. Some images are synonymous with the holiday season like Santa, reindeer, dreidels, menorahs, Christmas trees and snowmen; and they can be transplanted into any card to give a holiday feel
If the imagery of the holiday season is not something that appeals to you, there are also a number of color schemes that never go out of style. Mixing reds and greens are something that will always draw a connection to the season.
Get personal
A staple in personal and family cards is adding family images to cards. This is also a great way to let your customers know who you are. Sure they may know you when they come to you for business purposes, but do they know who you are or will they recognize you around town? Adding a picture of your company’s staff on your card along with a logo can help build brand awareness and recognition among your local community.
If you have a brick and mortar location, you can also take a picture to help drive traffic to your business. For instance if you own a bed and breakfast, you can take add a picture of the location decorated for the holidays to give patrons a warm and cozy feeling; or if you run a golf course, you could send a picture of the nicely manicured greens to rid the winter blues from avid golfers.
Show your charitable side
Another option to consider when planning your holiday mailing is charity cards. A portion of the proceeds from these cards is donated to a charity. This option shows customers you are committed to giving to a cause that you feel strongly about. Customers will appreciate the extra effort and it may even inspire them to help out a charity that they feel strongly about as well.
Everyone loves presents
By sending a holiday card, you are immediately in the hands and minds of your customers – why not make a longer impression? One way to do this is to add a gift to your customers’ cards. Even something small such as a coupon off their next purchase, a calendar magnet or desktop calendar makes an impact.
No matter what your design choice is, one thing that is a necessity to building a lasting relationship with your customer base is to write a handwritten message. This could be anything from a thank you to a personal note or message pertaining to a specific customer. These little touches will go a long way in building lasting relationships with your customers.
Happy Holidays!
Trynka also blogs on VistaPrint Small Business - http://www.vistaprintsmallbiz.com.
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November 4, 2008
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Personal connections with your customers can be one of the most positive ways to build business relationships and drive sales. While these connections are made throughout the year, the holiday season offers one of the best times to reach out to your customers and prospect base. Regardless of your approach, this can help bring back customers over the upcoming year and cement long term business relationships.
Getting Personal
Sending a personal, customized holiday card to each and every one of your prospects and customers is one of the simplest and most effective networking strategies for the holiday season. To make a strong impression on your recipients, stay away from basic cards which can be purchased at your local drug store. Instead, holiday cards that are customized with your company’s logo, name and even photo on the front of the card will have more of an impact and reinforce your brand.
A personalized greeting on the inside of the card, as opposed to the standard “happy holidays”, is also a great way to make more of a personal connection with your customers and prospects. Stories about your family or a funny yet tasteful quote can make your holiday card even more memorable during the season. In order to maximize on the exposure of your company, use matching return address labels, gift tags, gift stickers, holiday brochures and thank you notes with your company name and logo.
The Season of Giving
Another way to capture the attention of your customers is by sending them a charity holiday card, where a portion of proceeds from that line of cards will go to a specific charity. Numerous charities offer special cards around the holiday season and current and future customers will like seeing that you support appropriate charitable organizations. Use a well known organization that your customers will recognize or one that is close to your heart as a way to support them during the season of giving. Regardless of the choice, a charitable contribution is always appreciated over the holidays.
Timing Matters
Depending on the product or service you offer, the timing of your holiday card mailing can be crucial for boosting sales during the season. Sending out Thanksgiving cards in early November is the best option if your product or service is holiday related. This will remind customers of your business and grab their attention before they have begun their holiday shopping. Thanksgiving cards are also a way to gain your customer’s attention since the holiday mailing rush is only just beginning. If your holiday card is one of the first they open, it’s more likely to make an impact. As a way to drive business after the holiday season, try sending out New Year’s cards as an alternative.
High-Impact Promotions
The timing of your holiday mailing will gain the attention of your customers, but a special holiday sale or promotion will help to drive sales. Even regular, high-quality post card mailings with your offer can be very successful. During the holiday season, where mailboxes are often flooded with promotional mailings, make sure your postcard stands out by using vertical ones instead of the usual horizontal. Full color photos of your business, products or images relating to your promotion will also catch the attention of your audience and a glossy finish will give it a professional look.
Get Out There!
Networking with potential customers is the final step to securing their business after you have finalized your holiday card and promotional mailing schedule. You are more likely to come to mind when a customer needs your product or service after making face-to-face contact with them. Networking can take place anywhere, so try attending industry conferences or events related to your company. Participating in industry holiday parties or even town celebrations could provide valuable networking opportunities, depending on your business. Perhaps even sponsor an event that will provide you with the right target market visibility.
If sponsoring an event is not possible, try holding a holiday party at your place of business and invite customers and prospects to attend. Playing holiday music and offering drinks and snacks help to set a relaxed mood allowing more conversation. A holiday party may be outside of your budget, so partnering with similar or complementary small businesses is another option. That way you can decrease the cost yet still make an impact. Invitations sent to current and future customers should match your holiday theme and feature your company logo. Be sure to remember to provide giveaways such as calendar magnets for the upcoming year with your company name on them to all attendees.
Always Say Thank You
Sending your customers a thank you note is the final step to ensuring that your holiday season was successful. Hand written thank you notes make an impact on customers because they show you go the extra mile. Customers purchasing large orders should always receive thank you notes and be sure to thank those who refer new customers to your business. This will show how much you appreciate their business, resulting in a tremendously loyal customer base.
If you follow these steps for holiday networking, this is bound to be one of your best holiday seasons yet. And the best part, the relationships you build this holiday season will surely carry over to the rest of the year.
Happy Holidays!
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October 9, 2008
12:56 pm | 0 recommendations | 4 comments
When thinking about small business marketing, the standard means of promotion such as newspaper ads and postcard mailings most often come to mind. While these “tried and true” methods can be effective, they are not the most cost efficient for a business just getting off the ground. Local newspaper ads don’t draw very much attention for the size and it is difficult to stand out. Filming a television ad can be very costly, and a poorly made one can make your business appear unprofessional. Small businesses need to immediately gain visibility and build brand recognition in the minds of consumers, but how? This can be achieved in an easy and rapid way: through the use of effective signage. By putting a company name, logo, and contact information on things like window decals, car door magnets, and lawn signs customers are quickly introduced to your business for a very small investment. But how and where you use these various products is paramount to success.
Location, Location, Location
A prime retail location can make all the difference for a new business. Being in a high traffic area almost guarantees that people will be drawn into your store and at the very least aware of the products or services you provide. Of course, these locations come with a price which often excludes a small business. This doesn’t mean however that a business is out of luck if it is in a less-traveled area.
Building familiarity with a target market is as simple as displaying your company’s name, logo and message near a busy road. A professional and durable way to do this is to use one of the customizable lawn signs that are now on the market, and very cost effective. Many retailers offer these at low prices, so any small business can get 10 for well under $100. Make sure to keep the sign simple so people can understand what you are advertising as they are passing. Using your logo and message on the sign will also help to build your brand. Someone may not be in need of your service now, but they will be more likely to remember you in the future if they are continuously exposed to your services. Holding specials or sales on a regular basis give you another great reason to draw people into your store. Displaying bright signs advertising the sale at the nearest busy road grabs people’s attention and alerts them of the event.
For service-based businesses who are often at different locations around town, a lawn sign is a must have. Displaying your sign at a job site advertises your business to your target market. Oftentimes you can enter into an agreement with a customer to display your lawn sign in exchange for discounts on products or services. If one person needs a housekeeping company more often than not their neighbors will as well. The lawn sign will give an idea of what service you provide and hopefully encourage a customer to contact you. For a landscaping business or painter, these signs allow potential clients to see firsthand the level of service you provide, which is extremely valuable. Always be sure to include a phone number and/or website on the signs so customers can contact you or find out more information.
Moving Advertisement
Think about the amount of time you spend in the car and all the people and places you encounter even while just running errands on a Saturday. Now imagine if you could tell each one of those people about your business and give them your contact information. The truth is a car can actually be a moving billboard for your company. Car door magnets can be personalized for your business and placed on either the door or back of your car. This allows everyone you are driving by to be exposed to your company and contact information for a minimal cost. Again, retailers are making these products more available, many offering them for as little as $10.
It is also a good idea to invest in smaller window decals. These can be placed in your own car windows, as well as your shop’s window. They can inform people walking or driving by of unique sales, discounts, or specials you are running. They can be used as a moving or stationary advertisement, and another way to increase awareness about what your business is offering. These small and simple marketing materials can turn into big visibility for your company.
Again, be sure to keep messaging simple so potential customers can easily tell what your business is, the service you provide and how they can contact you. Having a good logo is also essential, especially when using it on signs. Your logo is the image of your business, so keep it professional and make sure it reflects what you company does. Using the logo on all forms of signage will strengthen your brand and help people to remember the service you provide.
Think Outside the Box
A small marketing budget can seem like a curse for a company just getting started. In reality, this shouldn’t hold you back; it should just force you to be more creative. Using signage in different ways can help set you apart from the pack when used in unique ways. Some trial and error may be involved, but always be sure to ask your customers how they heard of you so you can get direct feedback on what works the best for your company.
Trynka Shineman is chief marketing officer of VistaPrint, the small business marketing company. For more information on VistaPrint go to www.vistaprint.com.
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September 2, 2008
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Let’s face it; every organization wants a great brand. One that exemplifies your corporation’s best qualities and one that makes every customer want to purchase your products or services. Some of the most successful organizations in the world have worked hard to build and maintain a brand that people remember. However it is important to note that branding is as important for larger businesses as it is for smaller ones. But what is a brand and how can you use it to effectively convey the right message to your customers?
A brand is the identity of your organization. It is a unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. No one element makes up a brand. It is both a physical and emotional trigger to create a relationship between consumers and the product or service.
Whether you are a physical retail establishment, conduct your business online, or both, the first interaction any customer has with your company defines your brand. Are you friendly and helpful like L.L Bean, or self service like Priceline? Are your products high-end like Garnet Hill, or bargain basement like Overstock.com? Do you offer something no one else does like Red Envelope or are you competing on price in a competitive market like KB Toys?
Communicating the Company Brand
Whatever you decide, be sure to consistently communicate company brand values. Don’t just assume your employees know what your organization stands for. Tell them and tell them often through regular training activities.
New hire training, new position training and quarterly update training are important to put in place. Reward personnel for behavior that exemplifies the values of your company and be sure to correct those that do not follow the appropriate course of action. But beyond that, build your call center or in-store service centers around those values to enable your employees to carry out the brand that has been defined for them.
Building the Brand Cost Effectively
While companies can spend millions to build their brands across every aspect of their organization, it can be done cost-effectively. The first step is to provide all frontline sales personnel with the tools necessary to build the corporate brand successfully.
These tools include templates of marketing materials such as presentations, direct mail pieces and company literature that can be customized and personalized according to target market. They could also include special customer promotions, new product or service announcements, even birthday or holiday card wishes. Presentation folders, letterhead and business cards should also be provided.
Beyond the basic tools necessary to protect the brand, consider arming your sales force with gifts for customers. Appropriate giveaways can make a strong impact on brand communication, ensuring that your customers think of you when they need to purchase.
Consistency Is Key; Evolution Natural
Regardless of brand choice and implementation, consistency across the board is the key. You must ensure that every aspect of your organization, from marketing materials and web sites to customer service personnel, maintains the values outlined in your brand. Reaching brand nirvana is not a difficult task, it is just one that needs focus and attention.
Once clearly defined, communicated and practiced, your brand will likely evolve over time as your organization grows and expands. Perhaps you expand your product line, refine it or maybe you even want to target a new market. Do not be afraid of the growth. Simply make sure it’s communicated appropriately and practiced through delivering on the promise. The investment will pay you back in spades.
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