Where does your brand live?

August 30, 2011

…How does your brand come alive?

When we talk about a company’s brand, in most cases people’s minds jump immediately to their logo.  No argument – a logo is a vital element of how you communicate it.  It is the visual representation of who and what you are.  But your logo is just the beginning of it.

Others might point to your tagline and suggest that’s where your brand lives.  Again, it’s an important communication tool for telling people what your company is all about.  But where both your logo and your tagline fall short is that they’re one-way communications.  You are showing or telling, but your audience is not actually experiencing your brand.

Brands really come to life when an experience confirms or amplifies the promise that your logo and/or tagline might offer.  Here are some key spots that you might not think about from a brand point of view.  But, they’re places where you can truly bring it to life for your employees, customers and vendors.

Your office/work space: You know what they say about first impressions.  One spot where many first impressions are created is when someone comes to see you for the first time.  Whether you have a retail space, office space or work virtually through an extranet —  how it first appears to your audience will stick for a long time.

• Does it feel very corporate and official?
• Is it welcoming and kind of funky?
• Could it be called cluttered or filled with interesting items?
• How about neat, with everything in its place?

All of that speaks to your brand and what matters to you.

Your “first day at work” experience: Never forget, your most active and important advocates are your employees.  And for them, there are few days more memorable than their first day at work.  What is that day like for them?

• Are they assigned a buddy who helps them get oriented to your workplace, the people and the procedures?
• Is there a small gift (maybe a hat with your company logo on it) waiting for them at their new desk?
• Do some of their teammates take them out to lunch?
• Are they given training or is it a baptism by fire?
• Is everything ready for their arrival or are you scrambling to get paperwork and supplies to them?

Think how many people are going to ask them “how was your first day?”  From a brand perspective, what do you want their answer to be?

Your “return” policy: Even if you are a corporate lawyer, you have your own version of a return policy.  How do you handle an unhappy client?  What do you have in place to avoid making them unhappy in the first place?

• Do you have a guarantee tied to your pricing or billing?
• Do you have a confidential way for them to register a complaint?
• Do you offer refunds without restrictions, boundaries or tiny type?
• Do you have an apology gift or letter that is ready to go in the case of a hiccup?

Remember that an unhappy customer is likely to tell more than twenty people why they’re unhappy.  Do you have policies and procedures in place so that your brand comes out smelling like a rose when those stories get told?

Just like everything in else in life – we can talk all we want, but it is our actions that really tell the story.  How you wrap your brand around key experiences like those first impressions, the first day of work and when things go wrong will go much further in terms of creating a lasting brand.

So where do you think your brand is most alive and vibrant?

 

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Marketing tip #83: You really can’t make the horse drink

August 26, 2011

You can’t make a customer buy!

Here’s an uncomfortable marketing truth:  With few exceptions, you cannot control potential buyers.

No matter how great your product, how spectacular your price or how unparalleled your customer service reputation — if they aren’t ready to buy, they just are not ready to buy.

Yes, as the old adage says — you can lead them to the water.  But once you get them there, you only have two choices.  Try to force their head into the water or entice them to hang out by the water trough until they’re actually thirsty.

And trust me, if you’ve spent any time around horses or a stubborn prospect, you know that you cannot force their head into the water.  No matter how badly you’d like to!

Sadly, to stay with the analogy — most companies don’t have any carrots or sugar cubes at the ready.   Which means their “horse” wanders away.  And by the time they’re ready to buy — probably has wandered to someone else’s watering trough.

I see so many companies that can get a prospect in the door but if they don’t buy that instant, have no way of staying in touch, creating a relationship or keeping under the prospect’s nose until it’s the right time for them to buy.

Imagine this scenario: Someone who would be the perfect sweet spot customer called today and chatted with you on the phone for 15 minutes but wasn’t ready to buy — what would you do/say to keep them connected to you until they were ready to buy?

Could you hold their interest for a month?  6 months?  3 years?

If you didn’t have an answer or don’t think you could keep them around the water trough for as long as you need — you are letting sales walk out your door.

So…now what?

 

 

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Your customers are afraid to spend

August 23, 2011

…Customers are afraid of the coming tides

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

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

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

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

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

How do we function in an environment of nervous trepidation?

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

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

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

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

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

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

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

 

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Content marketing playbook

August 22, 2011

...get a playbook to help you create content that matters

The idea of creating content to establish your expertise, influence the search engines and create a community has been an evolution of one of the oldest marketing tactics out there — sampling.

If I share with you what I know and you learn from it, value it, want more — then in theory, you’ll eventually move from the sample table to the real deal and hire me to give you the full benefit of my expertise.

In the good old days, we might have done that through demonstrations, speaking at conferences or printed newsletters.  (All still viable methods, by the way).

But today — we have lots of new avenues, thanks to digital media and our ability to produce and publish content in a much wider variety of ways.

Every year or so, the Content Marketing Institute (brainchild of Joe Pulizzi) puts out a very informative ebook that outlines some of the best and most effective ways to create content that will connect you with customers.

The best thing about this ebook is that it’s loaded with examples that you can study, learn from and of course, adapt to work in your marketplace.

The 2011 version is out and you can download it absolutely free by clicking right here.

 

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Are Smart Phone cameras your new marketing partner?

August 18, 2011

 

Are you leveraging your clients’ technology?

The smart phone is literally changing our world, bit by bit.  It’s changing how we accomplish everyday tasks, how we get our work done and how we communicate with/to the world.

Let me give you an example.

Fact:  Mobile devices have replaced cameras for 44% of consumers

How does that impact your business?  Every day, the majority of your customers are walking around with a camera in their pocket.   How have you adjusted your marketing/thinking to take advantage of that?

Odds are, your answer is… I haven’t.  Begin by asking yourself these questions:

Can I integrate photography/photos into my core offerings?

Example:  EBay has now added the functionality of being able to scan a bar code and click a photo (all with a smart phone) and with two quick uploads, your sales listing is complete.

Is there something you could add (customers text you photos of their car accident from the scene, clients inventory stock for their quarterly financials with some photos, etc.) to how you support clients that their phones could make easier, faster, cheaper?

Do my policies need to be updated?

Example:  It used to be that bridal shops wouldn’t let you bring a camera into their store, for fear you’d steal the design and run home and make it yourself.  Now… anyone can snap photos in the dressing room without lugging in a camera.

Maybe the bridal shops should have you text them photos (from magazines or wherever) of dresses you like so they can pull similar dresses for you to try on, when you arrive at their store?

Do you have policies and procedures that smart phones make obsolete or worse — silly?

How can I get my best customers to share photos that tie to my work?

Example:  There’s a production studio here in my community that in the good old days, used to snap poloroids of the people in studio and then display them all over their walls.  Today’s modern version of that should be — they grab a quick digital shot on their phone… and upload it to their Facebook fan page, tagging the people in the photo.

Now… not only will their fans see the pictures, but so will the Facebook network of each person in the photo.  How can you leverage your customers’ love for sharing, their smart phone and their network?

What other questions, in terms of the smart phone’s ability to capture photos, should we be asking ourselves?

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You need a smaller net

August 15, 2011

 

…are you fishing with too big a net?

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

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

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

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

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

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

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

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

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Are you sure it’s what they want?

August 11, 2011

…Give your customer choices they actually care about

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

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

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

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

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

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

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

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

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

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

 

 

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You’ve got a bird in your hand. Now what?

August 8, 2011

 

… Do you value what you already have?

Like the old idiom goes…a bird in the hand is worth two in the bush.  I’d argue, when the bird is a customer, the ratio is even greater.

For years, at the risk of preaching, I have been banging on the idea that we spend way too much time and energy chasing after potential customers and way too little time and energy romancing (and creating a love affair) our current customers.

I’ve pushed on the idea that our math is all backwards.  It’s cheaper and easier to get more (and more profitable) business from our existing clients — and yet, our “new business” efforts are always aimed at strangers, rather than those friendly, pre-disposed to love us customers.

Which is why I’ve always enjoyed and respected Becky Carroll and her blog Customers Rock.  Becky is an Age of Conversation author and a huge believer in the power of treating customers like gold.

So when Becky emailed me and asked if I would read her new book The Hidden Power of Your Customers (click here to buy*) I have to admit — I already knew I would like it.  Because I knew it would tout the importance of creating love affairs with your customers.

I just finished it — and wanted to share it with you.  As I suspected, Becky spends time making the points that I’ve  made above.  But the lion’s share of the book is spent showing readers HOW to cultivate and celebrate their current customers.  Becky teaches us the how using the acronym ROCK.

R = relevant marketing. This is all about talking to your customers how and when and where they want it.  Which, of course, means you need to listen/ask them.

O = orchestrated customer experiences. Brilliant companies are very purposeful in crafting customer experiences that deliver delight and marvel their most valuable clients.  It doesn’t happen by accident.

C = customer focused culture. I don’t care how smart or insightful a leader you are — if honoring your customer isn’t baked into your organization’s culture… it won’t happen.

K = killer customer service. This is all about consistency. (as you know, one of the cornerstones to good marketing)  When your brand and values are woven into your organization’s culture…. your entire team is able to deliver incredible customer-centric service, regardless of circumstance.

One of the best aspects of this book is the collection of case studies.  Becky went beyond the usual suspects and tells tales of customer loving companies like Nicor National, Salon Radius and Sanuk.  (Nope, I’d never heard of any of them either!)  The fresh stories add a depth that other books are missing.  However, no book on treating customers can leave out stories from Disney and you’ll enjoy those as well!

If you want to build an organization that truly treats its current customers as a precious commodity — this book will serve as a valuable guide to making it so.

Check it out and let me know what changes the book inspired.

 

*Yup, it’s an affiliate link and I was sent a copy of the book by Wiley. However…as you know, I get 4 or 5 books a week.  I only recommend the ones I genuinely believe you’ll value and enjoy.

 

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What should you buy from a social media savvy agency?

August 5, 2011

…buy the right help from the right agency

Okay…the other day I blew a fuse about social media consultants selling smoke screens and mirrors.  (read my rant here)

Which of course begs the question — what SHOULD you buy from someone who actually has an expertise in melding social media into the rest of your marketing efforts?  (And yes…at MMG we do all of this but so do many other qualified and competent consultants)

Strategy: Whether you’re pretty familiar with all things social or you don’t know your Facebook page from your Facebook status — it helps to have an outsider help you think through your strategy.

They’ll ask questions to get you really thinking about WHY you’re investing resources into social media and WHAT goals/results matter to your organization.

Measurements: A good social media strategist will help you determine WHAT to measure and HOW to measure what matters.

While social media serves up things to count, they don’t always count, if you know what I mean.  That you have 1,348 Twitter followers may be important or it may just be a meaningless number.

A good strategist will help you determine not only what to measure but help you set up a comparative reporting system (we call ours The MMG Digital Footprint) that monitors your progress.

Mechanics: You don’t need to know how to code a blog or customize a Facebook fan page to build one into your marketing activities.  Let your social media consultant either do the heavy lifting or supervise someone else doing it for you.

The great thing about most social media is that it’s plug and play but the truth is — it should all look and feel like your brand.  Which means some customization is needed.

Content Massaging: Odds are you already have plenty of raw material for content creation.  But it’s probably not written in the style, length or format best suited for social media.

Need a white paper turned into an ebook?  Or a research report converted into an infographic?  Let your social media agency take your existing material and get it ready for your friends and followers.

Coaching: Understanding that a touchdown is worth 6 points is very different from knowing the nuances of how to actually get into the end zone.   Many companies fumble the ball (sorry — the last football analogy) by applying old school marketing behaviors to these new marketing tools.

Having someone at your side, teaching you how to navigate the new waters without making any faux pas.  Remember…Google never forgets.

Systems: There are plenty of tools out there to help make your social media activities more efficient and easier to manage.  Whether it’s setting up your listening post (it’s not just about creating content — you need to know what people are saying about your company, your industry, your competitors etc.) or scheduling your content’s publication (so you can time fresh content to appear when your audience is online) — your social media partner can help you do more with less effort.

Integration: Social media (like all marketing tactics) should not exist in a vacuum.  It should fold into the rest of your marketing strategy and efforts.  Otherwise, you are not stacking up your impressions and maximizing every dollar and every effort.

Of course, that’s just hitting the highlights but you get the idea.  There’s plenty for an agency to help you with.  But they should be behind the scenes…not front and center.

There’s no substitute for your smarts, years of experience or personality.  That’s how your prospects meet your brand.

 

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You can’t sleep through your own social media efforts

August 3, 2011

 

…no effort, no real gain

I will admit right off the bat, this is a bit of a rant, which you know I don’t do very often.

I was on the phone with a prospect (an organization who is just contemplating how/if they should begin to participate in social media) and I was talking about the process we’ve developed to help clients create a social media strategy that actually defines why they’d invest resources into the effort and then measures against those goals.

Just like any marketing strategy — we identify audiences, key messages, the right channels etc.

We end up creating a very robust strategy with our clients and then we teach them how to implement it.  For the next several months, we walk along side them as they get their sea legs.   We help them test drive different tools and schedules until they really feel confident that they can generate, conduct, find and participate in the kinds of conversations where they can add value and get value in return.

After that, we help them tweak the strategy and we might help with some content editing or repurposing some existing content for a blog or e-newsletter — but for the most part, they’re doing it on their own.  Because it is their conversation to have.

At this point in the phone call the prospect stopped the conversation and said “wait a second, are you saying that you don’t believe you should do it all for us?  I’ve talked to four other firms/consultants and no one’s ever suggested that we would do some of it ourselves.  They said it would be much easier on us if we just paid them a monthly fee and they took care of it all.”

What???  Are you freaking kidding me?

I’m not going to get into the “social media expert” discussion because it’s been done to death.  But, it infuriates me when people hold themselves out as any sort of expert and then purposefully give their clients bad advice because it puts more money into their own pocket.  It’s not only a crappy way to do business and dishonest — but it has the potential to do some serious damage to the client’s business.

Of course hiring someone else to do it all for you would be easier.  But that doesn’t make it better or even right.  It would be easier if you sat on the couch rather than going to the gym — but you don’t actually build any muscles that way.

Now don’t get me wrong.  There’s nothing wrong with hiring someone to help you.  People hire MMG all the time for that very purpose.

But you have to do some of the driving yourself.  Think about it.

Can a paid consultant respond to a customer complaint on a Facebook page wall or add to a conversation about your area of expertise in your blog’s comment section?  They can probably fake it.  But it certainly is a lost opportunity if you let them “handle” it rather than you digging in and really either starting or enhancing a relationship — all in front of hundreds (or thousands) of potential buyers.

Don’t let any social media agency, company or consultant own your social media activity any more than you’d let a stranger answer your customer service line.

If you do, it may be the most expensive buying decision you ever make.

 

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