Vehicular Marketing

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

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

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

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

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??

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

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.