October is Customer Service Month - Elizabeth Kraus
Excerpt, “October is Customer Service Month” from 365 Days of Marketing
365 Days of Marketing is available on amazon.com in book and digital formats.
According to a 2011 American Express Global Customer Service Barometer (a survey done in the USA and 9 other countries relative to attitudes and preferences toward customer service), 70% of Americans said they would be willing to spend almost 15% more with businesses they believed (really) provided excellent customer service. With such an indicator, you would think that businesses would make customer service a top priority; but in the same survey, 60% of respondents said they don’t believe businesses are making customer service a high priority. In fact, 26% said they think businesses are actually paying less attention to service.
When was the last time you asked customers how their experience with your business stacks up against their expectations? When was the last time you asked what they expected, or what constitutes exceptional service to them? When was the last time you received a complaint, a compliment—or any feedback at all related to customer service?
Maybe many business owners simply don’t understand what customer service ‘is,’ or maybe they misinterpret or fail to deliver what it is their customers really want.
When you say the words “customer service,” what comes to mind? A telephone service agent, headset in place, waiting to take your call or working on a long queue of calls; or maybe it’s the smocked sales associate standing behind the counter at the far end of the building, just under a specially titled “Customer Service/Returns” sign. If any of these images constitutes what customer service is to you, or is representative of the people responsible to provide it, your definition needs some work.
According to Wikipedia.org, “Customer Service is the provision of services to customers before, during and after a purchase,” so far, so good, there’s not much there to change the basic understanding held by most people. But the description goes on to reference Efraim Turban’s 2002 book, “Electronic Commerce: A Managerial Perspective” where he says that customer service is “a series of activities designed to enhance the level of customer satisfaction—that is, the feeling that a product or service has met the customer expectation.”
Whoa—that’s a whole different take! According to this line of thinking, the definition of customer service is not contained in the actions of a person taking a phone order, fulfilling a web order, receiving a return or complaint, performing a service or selling a product. Customer service isn’t an action, it’s a process—an intentionally designed system—meant to enhance the customer’s experience and which influences whether a customer feels satisfied or dissatisfied by a product or service.
A sales transaction, product or service on its own is not enough to produce customer satisfaction. You must systematically examine and strategically improve each and every aspect of the customer experience, at every possible touch point. You must create a system designed to enhance the customer experience. Do you know what that really means?
According to thefreedictionary.com, en-hance (verb) means:
1) to make greater, as in value, beauty, or effectiveness; to augment
2) to provide with improved, advanced or sophisticated features
It’s not just about making the customer experience “better.” It’s about making it greater in value, bigger (augmented) and/or more sophisticated – more than that of the competition and more than the customer expects – so that it stands out to the customer as inherently and uniquely extra-ordinary. To do that, you must thoroughly know and understand your customers and you must train, educate and empower employees to respond to requests, complaints, unique situations and individual customer’s needs and desires.
If you wonder why people don’t always agree with the claim you make that your business provides “exceptional customer service” or why the customer experience at your business is not helping you gain and retain clients, it’s because what you have in place is not actually enough to influence the customer to feel exceptionally satisfied.
The level of service and attention you provide to customers may be acceptable; but if it’s not more than expected, and doesn’t set you apart from the competition, it’s not good enough!
Subscribe to my e-mail newsletter which always includes original content and links to more articles that will motivate, inspire and challenge you. It's free, you can opt out any time, and I probably won't bother you more than once each week!
It's going to be a great year!
Elizabeth Kraus – 12monthsofmarketing.com
Build Business, Your Reputation and Give Back by Going Back to School
For the last month we’ve all been bombarded by print, TV and radio ads whose sponsors claimed to be the ultimate resource for parents and students going back to school. Now that the kids are all equipped and back in the classroom, it’s time to change the way you think about going back-to-school.
Unlike these retailers, your business can provide real value to the teachers, students, coaches and parents in your community in ways that can boost your bottom line, build your reputation and give you the means to give back where it counts the most, right in your own neighborhood.
To that end, I pulled a whole page out of my new book, 365 Days of Marketing, to suggest a whole host of ways you can build business while going back to school this year, and they're all featured in my post on the Bonney Lake-Sumner edition of the Patch [CLICK HERE].
If you like this, subscribe to my e-mail newsletter which always includes original content and links to more articles that will motivate, inspire and challenge you. It's free, you can opt out any time, and I probably won't bother you more than once each week!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Unlike these retailers, your business can provide real value to the teachers, students, coaches and parents in your community in ways that can boost your bottom line, build your reputation and give you the means to give back where it counts the most, right in your own neighborhood.
To that end, I pulled a whole page out of my new book, 365 Days of Marketing, to suggest a whole host of ways you can build business while going back to school this year, and they're all featured in my post on the Bonney Lake-Sumner edition of the Patch [CLICK HERE].
If you like this, subscribe to my e-mail newsletter which always includes original content and links to more articles that will motivate, inspire and challenge you. It's free, you can opt out any time, and I probably won't bother you more than once each week!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Style, strategy and marketing savvy newsletter - August 29
Read this issue and get all the links online: CLICK HERE
The August 29, 2011 Style, Strategy and Marketing Savvy newsletter contains:
Original content -
- Strengthen customer relationships with this 45-day rule (beer me!)
- Does employee talent outweigh the trouble that trouble-makers bring?
- You might just have a job if . . .
- Some things you probably don't know about me
and more success strategies -
- Sixty four awesome Facebook marketing techniques
- How to turn stress into an asset
- How over-branding kills profits and drives away consumers
- Sixteen business tips from an ex-mafia man
- Five building blocks of writing good marketing copy
- Style: the perfect fishtail
- Two new trends that could bring new revenues to your service-based business
Alethea Stockton, small business owner on 365 Days of Marketing:
"Your book is great. I will be picking some things to give a review on. you are amazing at what you do. You simplify if for the rest of us and give us a fool proof method. you rock!"
Don't miss next Monday's e-mail newsletter which will include more original content and links to more articles that will motivate, inspire and challenge you. [Click here] to subscribe. It's free, you can opt out any time, and I probably won't bother you more than once each week!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
The August 29, 2011 Style, Strategy and Marketing Savvy newsletter contains:
Original content -
- Strengthen customer relationships with this 45-day rule (beer me!)
- Does employee talent outweigh the trouble that trouble-makers bring?
- You might just have a job if . . .
- Some things you probably don't know about me
and more success strategies -
- Sixty four awesome Facebook marketing techniques
- How to turn stress into an asset
- How over-branding kills profits and drives away consumers
- Sixteen business tips from an ex-mafia man
- Five building blocks of writing good marketing copy
- Style: the perfect fishtail
- Two new trends that could bring new revenues to your service-based business
Alethea Stockton, small business owner on 365 Days of Marketing:
"Your book is great. I will be picking some things to give a review on. you are amazing at what you do. You simplify if for the rest of us and give us a fool proof method. you rock!"
Don't miss next Monday's e-mail newsletter which will include more original content and links to more articles that will motivate, inspire and challenge you. [Click here] to subscribe. It's free, you can opt out any time, and I probably won't bother you more than once each week!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Friday's 5 - Marketing Shorts and Sweets
I have a sneaking suspicion that I should make spending time in the sun tomorrow a priority; it just feels like the thing is coming to an end.
Just in case anyone else is stuck at the computer, here are some really great articles to help you pass the time until the weekend starts.
"Everything in life has a beautiful ending. And if it's not beautiful, then be sure it's not the ending."
[READ] Shut up and get a life: 17 pieces of kick-butt advice
If you prefer some cold, hard reality in your comfortable life, Larry Winget's self-help book Shut Up, Stop Whining & Get A Life might be exactly what you need to jump start your not-so-successful career. Here are 17 kick-butt approaches to a better life and why most people don't have one. And if you don't need this book, chances are, you know someone who does!
[READ] Why Mummy Bloggers rule the world
Annabel Candy writes: Being a blogger is looked on as sad and bloggers get a bad rap from all kinds of places. A case in point is the joke about bloggers with a picture of a monk and a caption that reads something like this: "Bloggers were invented in 300 AD and originally called "monks". Like bloggers, monks had shitty haircuts and never got laid."See what I mean?
Being a mummy often isn't looked on highly either. Mums are generally not perceived as a useful part of society. Some people tend to think of mothers as women who aren't making a useful or valuable contribution to society. Being called a 'mummy blogger' could be the kiss of death on my street cred, not to mention my personal branding, professional respectability and the reputation I'm building on my blog as a trusted source of information for empowering tips for life and work.
While the popular press remains skeptical about blogging big companies are taking mummy bloggers seriously. That's because women traditionally hold the purse strings and control substantial portions of the total household income. One influential mummy blogger has the power to sway female readers who respect and value her opinion. (There’s more, and it’s great stuff – click here to read it all).
[READ] How people use Smartphones
How are people using smartphones? That’s a question Google asked in their ThinkInsights study. Here are some of the answers.
[READ] 5 myths employees believe about Facebook
Business owners must assume that their employees are using Facebook while on the job. Social media is not the problem. Bad judgment might be, however. With that said, as a business owner or employee, you ought to address the following five myths that many employees believe.
[READ] 20 ways not to look like a social media fool
It seems that we fill every waking moment on one social-media site or another. Waiting for an elevator? Send a tweet. On the toilet? Check Facebook. Avoiding actual work? Get sucked into a YouTube vortex of "Macho Man" Randy Savage videos.You wouldn't choose to embarrass yourself by releasing your bowels in public, but things are a bit more complicated online. So by sharing my tips, I hope to help you avoid taking virtual dumps all over the social-media town square.
That's it, hope you had fun, and have a great weekend! Don't miss Monday's e-mail newsletter which will include original content and links to more articles that will motivate, inspire and challenge you. [Click here] to subscribe. It's free, you can opt out any time, and I probably won't bother you more than once each week!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Just in case anyone else is stuck at the computer, here are some really great articles to help you pass the time until the weekend starts.
"Everything in life has a beautiful ending. And if it's not beautiful, then be sure it's not the ending."
[READ] Shut up and get a life: 17 pieces of kick-butt advice
If you prefer some cold, hard reality in your comfortable life, Larry Winget's self-help book Shut Up, Stop Whining & Get A Life might be exactly what you need to jump start your not-so-successful career. Here are 17 kick-butt approaches to a better life and why most people don't have one. And if you don't need this book, chances are, you know someone who does!
[READ] Why Mummy Bloggers rule the world
Annabel Candy writes: Being a blogger is looked on as sad and bloggers get a bad rap from all kinds of places. A case in point is the joke about bloggers with a picture of a monk and a caption that reads something like this: "Bloggers were invented in 300 AD and originally called "monks". Like bloggers, monks had shitty haircuts and never got laid."See what I mean?
Being a mummy often isn't looked on highly either. Mums are generally not perceived as a useful part of society. Some people tend to think of mothers as women who aren't making a useful or valuable contribution to society. Being called a 'mummy blogger' could be the kiss of death on my street cred, not to mention my personal branding, professional respectability and the reputation I'm building on my blog as a trusted source of information for empowering tips for life and work.
While the popular press remains skeptical about blogging big companies are taking mummy bloggers seriously. That's because women traditionally hold the purse strings and control substantial portions of the total household income. One influential mummy blogger has the power to sway female readers who respect and value her opinion. (There’s more, and it’s great stuff – click here to read it all).
[READ] How people use Smartphones
How are people using smartphones? That’s a question Google asked in their ThinkInsights study. Here are some of the answers.
[READ] 5 myths employees believe about Facebook
Business owners must assume that their employees are using Facebook while on the job. Social media is not the problem. Bad judgment might be, however. With that said, as a business owner or employee, you ought to address the following five myths that many employees believe.
[READ] 20 ways not to look like a social media fool
It seems that we fill every waking moment on one social-media site or another. Waiting for an elevator? Send a tweet. On the toilet? Check Facebook. Avoiding actual work? Get sucked into a YouTube vortex of "Macho Man" Randy Savage videos.You wouldn't choose to embarrass yourself by releasing your bowels in public, but things are a bit more complicated online. So by sharing my tips, I hope to help you avoid taking virtual dumps all over the social-media town square.
That's it, hope you had fun, and have a great weekend! Don't miss Monday's e-mail newsletter which will include original content and links to more articles that will motivate, inspire and challenge you. [Click here] to subscribe. It's free, you can opt out any time, and I probably won't bother you more than once each week!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Does employee talent outweigh the trouble that trouble-makers bring?
It's a ridiculous concept; that we would return time and time again to a place where we know we are going to get hurt, but in business, we do it all the time.
You can spot a broken leg via x-ray (and sometimes even without one); but the injuries I'm talking about don't show up to the naked eye, which may be why we neither treat nor work to prevent them. What am I talking about? We constantly allow individuals within our businesses to 'injure' or even 'kill' initiatives, employee morale, customer relations and more.
Under the auspices of loyalty to employees or the value we perceive they bring to the business, we overlook, make excuses for, tolerate and even facilitate cynicism, narcissism, gossip, turf wars and negativism from certain employees.
You know who I'm talking about — employees who regularly pooh-pooh your marketing and event ideas, who belittle, cut down and minimize the accomplishments of others out of envy, who flaunt their disdain for rules by ignoring the standards you try to set for employees in the areas of appearance, timeliness, productivity, retail sales, etc.
If there were such a ridiculous place in your life (like, say a grocery store) where you knew you would always receive an injury, how often would you go there? How many times can you allow others to injure coworkers, harm your business or do damage to your customer relationships?
Were you to do a cost-analysis of this type of behavior, you would likely find that the damage these individuals are doing to your business, to their co-workers, and to your customer-relations far outweighs the (real or perceived) value you believe they bring to your business.
But (you say) we're talking about people, and people aren't all good or all bad, and some of them have great skills and among their clientele are long-time clients my business can't afford to lose.
Yes, we are talking about people and yes, many times highly flawed people are also incredibly talented; but let me put it another way.
Let's say you have an acquaintance that cooks a wonderful lunch, the best lunch you've ever had. But every time you go there for lunch, you are assured of receiving a sucker punch to the gut, a kick in the chin, or a slap in the face. How often would you want to lunch there, no matter how spectacular the food? This is how it feels for other employees when they are the target of belittling comments or gossip from other employees. This is how it feels for customers when they are mistreated while at your business or on the phone with that one bad apple on your customer service team. This is how you probably feel when you go into a staff meeting excited about a new idea, only to have the negative person on your staff blow it all to pieces.
Furthermore, as you have probably heard before, you should reward people who consistently demonstrate behaviors that you want more of. By rewarding those who exhibit defiance, discourteous behavior, disdain and negativity, you are ensuring that you will receive more of the same behavior. You are also demonstrating to other employees that these techniques work; not only are you discouraging employees who are excited about their work and your business, you are also showing those who may have similar negative inclinations that this behavior is acceptable and effective.
Am I advocating a slash and burn employment policy? No. But I am suggesting that those rare individuals who cannot be persuaded to bring a spirit of positive support (or at least neutrality!) to the workplace where your marketing and client-relations ideas are concerned, who will not endorse your policies and standards, and who regularly hurt other employees or even offend clients themselves, are in the wrong place.
First, they are in the wrong place on the inside. They should be in a profession and in a business that they can endorse intellectually and philosophically. They should be excited about their work and should be just as enthusiastic to try a new marketing technique or hold a new event as they are to do something new that they personally enjoy. They should be able to extend (sincere) congratulations and encouragement to their co-workers in the same way that they would want to be supported. They should be in a place where they are comfortable adhering to standards of dress, conduct, and interpersonal communications.
If not, then they are in the wrong place on the outside, and may need to find another organization in which to work. Your job, as a manager of people is to encourage them either to discover whether they can change 'where they are' on the inside, or to change where they are on the outside (and seek other employment). Your obligation to sustain and grow your business, and to protect and develop your other employees outweighs the obligation you believe you have to retain an employee who is in 'the wrong place.'
You might also enjoy the employee-management tips in my guest-post on bloggingbistro.com [CLICK HERE] to read "Beer me! Use the 45 day rule to build and strengthen relationships."
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Beer me!! Use a 45-day rule to build and strengthen customer relationships
Heyya! I wrote a guest post for bloggingbistro.com (I love that site) titled, "Beer Me!! Using a 45 Day Rule to Build and Strengthen Customer Relationships" -- I think you'll love both the story behind this one as well as the ideas. Incidentally, this is based on an October 6 - Beer Day entry, straight out of 365 Days of Marketing!
[Click here] or cut and paste the link below into your browser. It's going to be a great year!
http://www.bloggingbistro.com/how-to-use-the-45-day-rule-to-strengthen-relationships-with-your-customers-guest-post/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+BloggingBistro+%28Blogging+Bistro%29
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
[Click here] or cut and paste the link below into your browser. It's going to be a great year!
http://www.bloggingbistro.com/how-to-use-the-45-day-rule-to-strengthen-relationships-with-your-customers-guest-post/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+BloggingBistro+%28Blogging+Bistro%29
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Noon EST / 9 AM PST - Listen Online!
Noon EST / 9 AM Pacific -- Please listen in online when I'll be the featured guest for 30 minutes on the Hair Artist Association's internet radio talk show. I'll be sharing marketing know-how, but I'll also be talking about the individuals in the professional beauty industry that absolutely changed my life, and why I developed 12 Months of Marketing calendars and books as resources to help strengthen the beauty industry.
[Click here] for the link to the show, or cut and paste the link below into your browser.
http://www.blogtalkradio.com/hairartistassociation/2011/08/24/elizabeth-kraus-beauty-industry-marketer-educator-author
[Click here] for the link to the show, or cut and paste the link below into your browser.
http://www.blogtalkradio.com/hairartistassociation/2011/08/24/elizabeth-kraus-beauty-industry-marketer-educator-author
3 Characteristics of a Real Team (and a lesson from the marching band)
Today’s Harvard Business Review’s ‘Management Tip of the Day’ included three characteristics of a real team. They point out that the word “team,” as used in business today, has lost its true meaning.
To be rightly called a team, and to maximize their potential, a group must be characterized by three things:
• a meaningful and common purpose
• adaptable skills, and
• mutual accountability.
In Make Over Your Marketing, I devote a whole chapter to the Employee Culture. Noting that many business owners have become so used to opposition when it comes to making even the most necessary changes that they often give up on a good idea if they can’t do it alone, I wrote:
The chapter goes on to provide ideas about how to systematically garner employee buy in for common goals and create a more cohesive employee team. How does your team stack up to HBR’s three characteristics? How do they stack up against a student marching band? And what are you doing to build a true team for your business?
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
To be rightly called a team, and to maximize their potential, a group must be characterized by three things:
• a meaningful and common purpose
• adaptable skills, and
• mutual accountability.
In Make Over Your Marketing, I devote a whole chapter to the Employee Culture. Noting that many business owners have become so used to opposition when it comes to making even the most necessary changes that they often give up on a good idea if they can’t do it alone, I wrote:
Sometimes it seems almost impossible to make even the smallest changes in your business when it necessitates the cooperation of your team. It can feel like your employees actually want new ideas to fail, even if it means less success for everyone.
As human beings, we all bring our own ideas, prejudices, experiences, likes and dislikes into the employee group. Just because someone joins your team, it does not necessarily mean that they all do so with the same level of commitment and enthusiasm that you desire or even demonstrate. And even if someone joins your team with a high level of enthusiasm and energy for business-building activities, it still doesn’t ensure that they will agree with your ideas on how to build clientele or even who your “ideal clients” should be relative to marketing activities. And it does not mean they will agree with the environment and “feel” that you want all of your clients to experience in your business.
What does all of this have to do with employee culture?
Everything.
Your employee culture is a reflection of the sum total values, beliefs, attitudes, ideas, experiences, assumptions and behaviors shared by your staff. And this culture is reflected back to your clients in every area of your business.
If your employee culture is characterized by attitudes that are negative, lazy or careless, unmotivated or cynical, it is because those traits are present to some extent in one or more of your staff, and it is because these negative traits are allowed to dominate and influence daily operations.
Does this mean that you should only hire people who think exactly like you? Not at all. It is the variety of experiences, talents, skills and interests — the differences within us as people, when shared — that leads to higher levels of creativity, imagination, resourcefulness, abilities and strengths. But your business will grow and thrive only to the extent that these strengths, passions and creativity can be harnessed to pull toward the same goals; and when this occurs in a spirit of positive energy and optimism rather than predominant negativity.
Have you ever seen a marching band in action on the field during the halftime period at a football game? You might see a hundred or more people, all working together to play the same song. By mutual agreement, all of them use their individual strengths, abilities and play different instruments in order to deliver a performance for the audience. Every step they take is even choreographed specifically to further engage and entertain the audience visually, beyond the music. They create a visual, changing design that, like the music, is made up of completely individual routes and roles, purposefully designed and choreographed to create a visual whole made up of the sum of all its parts.
Each member has different skills and strengths, and many are skilled soloists in their own right as musicians and/or even as dancers. But as band members they come together with an understanding that the good of the whole is greater than the glory of any one individual. They agree to pool their strengths, skills and abilities in order to achieve a group goal—to perform the same song, to the same beat, as directed by the band leader, in order to please their clients—the audience.
School band members know that they will only be playing together for a short time, maybe even only for one year; yet they still come to this agreement and shared goal.
In the case of your business, where some of you may work together for decades, isn’t it even more important for you to agree to work together toward the shared goals of attracting and pleasing your clients? Of meeting your customer’s needs and making them feel that they are, in fact, vitally important to your business?
The chapter goes on to provide ideas about how to systematically garner employee buy in for common goals and create a more cohesive employee team. How does your team stack up to HBR’s three characteristics? How do they stack up against a student marching band? And what are you doing to build a true team for your business?
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Leaving the best impression (the Andy Griffith Guide to Dressing for Success)
Wherever you go, there you are — the 'Andy Griffith Guide' to Dressing for Success.
One afternoon I caught my husband watching a re-run of the Andy Griffith Show. In one scene, three of Mayberry’s premiere citizens (a reporter, a banker and a mechanic) were all sitting in a diner, enjoying a piece of pie. In walk Andy and his girlfriend Helen, they greet and chat with their 3 friends for a moment and then go sit down to enjoy their own dinner.
My husband, who is a dentist by day, turns to me and says, “Wow, look how dressed up they all are just to go out and have a piece of pie!” and I noted that the banker and the reporter were in suits complete with ties. Andy was in a suit jacket. Helen, a school teacher, was in a dress and was wearing white gloves. Even the mechanic had a button-down collared shirt on, and neither he nor his shirt bore any signs of a day spent in the mechanic’s shop. They were all dressed that way because in that day and age, going out in public was done (or at least demonstrated on TV) with a certain level of respect.
Anyone encountering their local banker at the diner would be presented with the same version of himself that he presented during office hours in the bank. Anyone meeting the reporter would know by his appearance that he was a professional, who was ready to report on a story whether it happened at the diner or during his working hours. Anyone meeting the mechanic would have a clean hand to shake, and he was ready to extend a reminder to any client (as he did in this episode to Andy) that it was time for him to bring in his car for service.
My point is this; wherever you go, there you are.
If you went with friends to the local diner for dinner or even just to the local ice cream or frozen yogurt parlor for dessert, and one of your most important clients came by with some of his or her friends, would your appearance in terms of attire, hair, makeup, grooming, etc., be an expression that demonstrates your talent, sense of fashion and style and even your professional expertise to your client and to her friends? Would you be ready with a personal welcome?
Whether your destination for the day is the salon or spa or any other public venue, like it or not, clients and prospective clients do notice what you wear and how you look. And the fact is, they make judgments about your intelligence, expertise and talent based on what they see. So subscribe to the Andy Griffith Show Guide to Dressing for Success, and be prepared to demonstrate your talent and sense of style and fashion in how you choose to present yourself 'wherever you are!'
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
One afternoon I caught my husband watching a re-run of the Andy Griffith Show. In one scene, three of Mayberry’s premiere citizens (a reporter, a banker and a mechanic) were all sitting in a diner, enjoying a piece of pie. In walk Andy and his girlfriend Helen, they greet and chat with their 3 friends for a moment and then go sit down to enjoy their own dinner.
My husband, who is a dentist by day, turns to me and says, “Wow, look how dressed up they all are just to go out and have a piece of pie!” and I noted that the banker and the reporter were in suits complete with ties. Andy was in a suit jacket. Helen, a school teacher, was in a dress and was wearing white gloves. Even the mechanic had a button-down collared shirt on, and neither he nor his shirt bore any signs of a day spent in the mechanic’s shop. They were all dressed that way because in that day and age, going out in public was done (or at least demonstrated on TV) with a certain level of respect.
Anyone encountering their local banker at the diner would be presented with the same version of himself that he presented during office hours in the bank. Anyone meeting the reporter would know by his appearance that he was a professional, who was ready to report on a story whether it happened at the diner or during his working hours. Anyone meeting the mechanic would have a clean hand to shake, and he was ready to extend a reminder to any client (as he did in this episode to Andy) that it was time for him to bring in his car for service.
My point is this; wherever you go, there you are.
If you went with friends to the local diner for dinner or even just to the local ice cream or frozen yogurt parlor for dessert, and one of your most important clients came by with some of his or her friends, would your appearance in terms of attire, hair, makeup, grooming, etc., be an expression that demonstrates your talent, sense of fashion and style and even your professional expertise to your client and to her friends? Would you be ready with a personal welcome?
Whether your destination for the day is the salon or spa or any other public venue, like it or not, clients and prospective clients do notice what you wear and how you look. And the fact is, they make judgments about your intelligence, expertise and talent based on what they see. So subscribe to the Andy Griffith Show Guide to Dressing for Success, and be prepared to demonstrate your talent and sense of style and fashion in how you choose to present yourself 'wherever you are!'
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Who'll be on an internet radio talk show Wednesday, August 24th? Me!
Who'll be interviewed live at 9 AM (PST) on Wednesday the 24th? Me!
Please plan to listen online, the Hair Artist Association is going to be giving me the floor to talk about 365 Days of Marketing and dish out as much marketing creativity as I can in 30 minutes time!
Here's the link for more information -- http://www.blogtalkradio.com/hairartistassociation/2011/08/24/elizabeth-kraus-beauty-industry-marketer-educator-author
Find out more about my newest book, 365 Days of Marketing -- about which salon owner and platform educator Alethea Stockton posted this on Facebook: "Your book is great. I will be picking some things to give a review on. you are amazing at what you do. You simplify if for the rest of us and give us a fool proof method. you rock! "
Find out why I believe that 1 salon industry icon, and 2 salon owner/stylists changed my life forever.
Find out what you need to know for social media marketing success in 2012 -- I'm going to break it down to the 4 most important things that you should be doing. Just four?! -- You can handle that!
Find out more about the Hair Artist Association on their website at http://thehairartistassociation.org.
I can't wait! It's going to be a great year - Elizabeth
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Please plan to listen online, the Hair Artist Association is going to be giving me the floor to talk about 365 Days of Marketing and dish out as much marketing creativity as I can in 30 minutes time!
Here's the link for more information -- http://www.blogtalkradio.com/hairartistassociation/2011/08/24/elizabeth-kraus-beauty-industry-marketer-educator-author
Find out more about my newest book, 365 Days of Marketing -- about which salon owner and platform educator Alethea Stockton posted this on Facebook: "Your book is great. I will be picking some things to give a review on. you are amazing at what you do. You simplify if for the rest of us and give us a fool proof method. you rock! "
Find out why I believe that 1 salon industry icon, and 2 salon owner/stylists changed my life forever.
Find out what you need to know for social media marketing success in 2012 -- I'm going to break it down to the 4 most important things that you should be doing. Just four?! -- You can handle that!
Find out more about the Hair Artist Association on their website at http://thehairartistassociation.org.
I can't wait! It's going to be a great year - Elizabeth
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Friday's 5 - Marketing Shorts and Sweets
I'm trying to get this post written quickly so I can go spend an hour in the sun today. The days are already getting shorter, back-to-school ads are streaming across the TV and I am feeling the need to get some vitamin D while the getting is good!
Here are my 5 short and sweet marketing treats for you this week:
[READ] 5 Ways to Improve Your Marketing, Immediately
It would be easy to grow this list to be 50 or 100 points long. The point is, there’s no shortage of actions you can implement today to improve your marketing. Here are five actions you can take today to improve your marketing immediately.
[READ] The Zen Way to Build a Successful Business
Studying the ancient wisdom of Zen masters can provide a path to build a successful business. According to Zen philosophy, there are "five fingers" of success that have worked for thousands of years.
[READ] How 5 Companies Used Social Media to Get Found and Get Sales
I especially love the local marketing done by Big Daddy's BBQ – there are some great ideas in this article! “Done is better than perfect.” This is the writing on the wall — the physical wall — at Facebook. Big break winners how they went from social media novices to experts in the making, and lessons learned along the way.
[READ] 7 Things You Never Have to Do
“Love is never having to say you’re sorry.” This phrase originated in the movie Love Story, but has since been modified, satirized, patronized and reorganized in dozens of movies, songs, tv shows and other art forms. Are there other things we never have to do? In business, in life and in love, maybe there’s an entire line of thinking based on this idea.
5 Quotes for (Marketing) Inspiration
"Our doubts are traitors, and make us lose the good we oft might win, by fearing to attempt."
(William Shakespeare, 1564-1616)
"If you stay ready, you ain't gotta get ready."
(Will Smith, 1968 - )
"We can't think narrowly. We have to think in the biggest possible way."
(Alice Waters, 1944 - )
"Trust your own instinct. Your mistakes might as well be your own, instead of someone else's."
(Billy Wilder)
"Too often we underestimate the power of a touch, a smile, a kind word, a listening ear, an honest compliment, or the smallest act of caring — all of which have the potential to turn a life around.
(Leo Buscaglia)
That's it for this week! Don't miss Monday's e-mail newsletter which will include original content and links to more articles that will motivate, inspire and challenge you. [Click here] to subscribe. It's free, you can opt out any time, and I probably won't bother you more than once each week!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Here are my 5 short and sweet marketing treats for you this week:
[READ] 5 Ways to Improve Your Marketing, Immediately
It would be easy to grow this list to be 50 or 100 points long. The point is, there’s no shortage of actions you can implement today to improve your marketing. Here are five actions you can take today to improve your marketing immediately.
[READ] The Zen Way to Build a Successful Business
Studying the ancient wisdom of Zen masters can provide a path to build a successful business. According to Zen philosophy, there are "five fingers" of success that have worked for thousands of years.
[READ] How 5 Companies Used Social Media to Get Found and Get Sales
I especially love the local marketing done by Big Daddy's BBQ – there are some great ideas in this article! “Done is better than perfect.” This is the writing on the wall — the physical wall — at Facebook. Big break winners how they went from social media novices to experts in the making, and lessons learned along the way.
[READ] 7 Things You Never Have to Do
“Love is never having to say you’re sorry.” This phrase originated in the movie Love Story, but has since been modified, satirized, patronized and reorganized in dozens of movies, songs, tv shows and other art forms. Are there other things we never have to do? In business, in life and in love, maybe there’s an entire line of thinking based on this idea.
5 Quotes for (Marketing) Inspiration
"Our doubts are traitors, and make us lose the good we oft might win, by fearing to attempt."
(William Shakespeare, 1564-1616)
"If you stay ready, you ain't gotta get ready."
(Will Smith, 1968 - )
"We can't think narrowly. We have to think in the biggest possible way."
(Alice Waters, 1944 - )
"Trust your own instinct. Your mistakes might as well be your own, instead of someone else's."
(Billy Wilder)
"Too often we underestimate the power of a touch, a smile, a kind word, a listening ear, an honest compliment, or the smallest act of caring — all of which have the potential to turn a life around.
(Leo Buscaglia)
That's it for this week! Don't miss Monday's e-mail newsletter which will include original content and links to more articles that will motivate, inspire and challenge you. [Click here] to subscribe. It's free, you can opt out any time, and I probably won't bother you more than once each week!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
It’s Hammock Time!
Close your eyes and breathe deeply and slowly, in and out, exhaling completely at least 5 times (10 would be better). With your eyes still closed, imagine yourself somewhere warm but not hot, with just the hint of a breeze blowing across your body as you lay in the sun, swinging slowly back and forth in a hammock over a white sandy beach, the sound of the ocean in your ears. Unworried and far from the cares of life and free of the demands you make on yourself and those required of you by family, friends, your boss, co-workers, church, charities and associations. Content, perfectly satisfied with yourself and your surroundings, wanting for nothing. Alone or with the perfect companion, be it a significant other, sibling, family member or friend – whichever really suits your fantasy best.
How does this translate to the salon and spa (or any other business, for that matter)?
That is the level of experience you should want to create for your clients. That one time they can count on every few weeks when they will be able to step away from all the things that they have to do and will have a chance to ‘just be.’
In terms of a client experience, you want your clients in the 'hammock.' You and your staff must reach agreement on the type of atmosphere you will provide and you must think through and purposefully design the client experience from end to end, and from top to bottom, because you — you as the owner and all of the staff — are the supports and the netting that holds this hammock in place. Loose netting or weak posts will mean that clients are at constant risk of falling out of the hammock — the experience you want to create.
Brainstorm as staff and come to agreement on the atmosphere that you want to provide for clients. Make a list of all of the moments that comprise a customer’s experience, from the moment they arrive at your business location, to the reception and waiting area, through each of the points they might touch during their service appointment and through to the end of their visit and their departure.
Think about background elements such as music, lighting, decor, cleanliness. Set up a plan to re-design each touchpoint with the goal of reinforcing the atmosphere – the experience you agreed to create for each and every customer, and map out a plan for the coming year to transform each one.
Think about personal comfort such as whether customers might be hungry or thirsty or in need of a restroom (especially during longer appointments or those that occur during typical mealtime hours). Create hospitality scripts for employees so that every customer is consistently received hospitably and treated as a pampered guest throughout their visit.
As part of your staff meetings each week, talk about at least one aspect of the customer experience, and how you can improve or tweak your processes or the physical environment. Incorporate 5-minute scalp or hand massages to help clients receive temporary release of tension and worries.
I love this quote, attributed to 1997 Reader’s Digest (my apologies, this is the only reference I could find to attribute!)
A hammock is the best place to spend a midsummer afternoon. When you climb into a hammock, you are linked to reality only by the narrowest of cords. Suspended in time and space, you shed any sense of weight or corporal substance. As you sway with the gentle rhythm of the breeze, you drift and dream between heaven and Earth, glimpsing the blue truth of sky beyond the wagging treetops.
Then suddenly the spell is broken by a dog's snout poking you, a rumble of thunder or a child's cry, and you are brought back to a world you temporarily left behind. But the hammock's solace is not forgotten. Its gentle crescent lingers.
If you create this level of experience – one that will linger in the client’s mind, even after they have returned to their everyday life, they will come back for more and they will send family and friends to you. Build a bigger role for your business in the lives of your clients.
Don't miss next Monday's e-mail newsletter which will include more original content and links to articles that will motivate, inspire and challenge you. [Click here] to subscribe. It's free, you can opt out any time, and I probably won't bother you more than once each week!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Who'll be getting the presidential treatment today?
Do you remember when President Clinton made “headlines” (sorry, I couldn’t resist the pun), garnering no small share of criticism when LAX shut down two airstrips for hours, just so the president could call his personal stylist to come and cut his hair on the tarmac? If you need a refresher, [here's a link to the the NY Times article].
I was thinking about that on my walk today. About the level of success you’d have to achieve — not to shut down the airport to get a haircut — but to be able to charge four hundred dollars (or more) an hour for hair cutting and styling services.
I thought about a conversation I had recently with a local salon owner who told me that while some of her peers continue to hurt financially due to the slow economy, she is doing fairly well. She attributes her present success not from an ability to move more clients through during the day, but actually, by moving fewer clients in and out of her chair each day. She told me that she is simply spending more time with them. Again, while you might reasonably expect me to say that she is selling more services or services that take longer to her existing clients, that’s not what she said. She said she is simply spending more time with them. Time during the consulting process. Time talking with them about their jobs, their kids, their spouses, their family and friends and hobbies and interests. She is investing her time, focusing on and connecting personally and emotionally with her clients, as a deliberate part of the client experience.
It goes to the heart of the matter.
I’ll bet the Clinton’s “family stylist” (as Christophe is referred to in the NY Times article) treats the Clintons like royalty, like VIPs, like celebrities, like — well — the president. I’ll bet his attention is focused 100% on his clients during any service appointment. I’ll bet that there are no more than a handful of times in his entire professional career when he’s failed to deliver extraordinary results as well as an extraordinary client experience. Because that’s what it takes to be able to charge hundreds of dollars for a haircut. That’s what it takes to be on call for the president.
And here’s the moral of the story. You may not be on call for the president, but you might have someone presidential in your business today and not even know it. It might be the president of the local PTA, Chamber of Commerce, Rotary or Kiwanis, the head of the local chapter of MOPS, the owner of a local restaurant or wine bar — there could be any number of extremely influential people who come into your business on any given day, whether you are aware of it or not.
Your opportunity lies in giving each and every customer who walks in the door the presidential treatment. Giving each 100% of your focus when greeting them, seating them, consulting with them, providing services for them, recommending products for them, listening to them — through each step of their journey through your business — up until the moment they leave. Can you imagine the president’s stylist barely looking up when he walks in the door? Can you imagine the president’s stylist taking personal calls during the service appointment or having a personal conversation with a co-worker? Can you imagine the president’s stylist failing to tell him about a hair or scalp problem? Failing to recommend the right products? Failing to make each moment of the president’s client experience special, extraordinary? Me neither.
Who’s going to get the presidential treatment in your business today? I hope that it turns out to be the vast majority of your clients; because, if so, it’s going to be a great year!
Don't miss next Monday's e-mail newsletter which will include more original content and links to articles that will motivate, inspire and challenge you. [Click here] to subscribe. It's free, you can opt out any time, and I probably won't bother you more than once each week!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
I was thinking about that on my walk today. About the level of success you’d have to achieve — not to shut down the airport to get a haircut — but to be able to charge four hundred dollars (or more) an hour for hair cutting and styling services.
I thought about a conversation I had recently with a local salon owner who told me that while some of her peers continue to hurt financially due to the slow economy, she is doing fairly well. She attributes her present success not from an ability to move more clients through during the day, but actually, by moving fewer clients in and out of her chair each day. She told me that she is simply spending more time with them. Again, while you might reasonably expect me to say that she is selling more services or services that take longer to her existing clients, that’s not what she said. She said she is simply spending more time with them. Time during the consulting process. Time talking with them about their jobs, their kids, their spouses, their family and friends and hobbies and interests. She is investing her time, focusing on and connecting personally and emotionally with her clients, as a deliberate part of the client experience.
It goes to the heart of the matter.
I’ll bet the Clinton’s “family stylist” (as Christophe is referred to in the NY Times article) treats the Clintons like royalty, like VIPs, like celebrities, like — well — the president. I’ll bet his attention is focused 100% on his clients during any service appointment. I’ll bet that there are no more than a handful of times in his entire professional career when he’s failed to deliver extraordinary results as well as an extraordinary client experience. Because that’s what it takes to be able to charge hundreds of dollars for a haircut. That’s what it takes to be on call for the president.
And here’s the moral of the story. You may not be on call for the president, but you might have someone presidential in your business today and not even know it. It might be the president of the local PTA, Chamber of Commerce, Rotary or Kiwanis, the head of the local chapter of MOPS, the owner of a local restaurant or wine bar — there could be any number of extremely influential people who come into your business on any given day, whether you are aware of it or not.
Your opportunity lies in giving each and every customer who walks in the door the presidential treatment. Giving each 100% of your focus when greeting them, seating them, consulting with them, providing services for them, recommending products for them, listening to them — through each step of their journey through your business — up until the moment they leave. Can you imagine the president’s stylist barely looking up when he walks in the door? Can you imagine the president’s stylist taking personal calls during the service appointment or having a personal conversation with a co-worker? Can you imagine the president’s stylist failing to tell him about a hair or scalp problem? Failing to recommend the right products? Failing to make each moment of the president’s client experience special, extraordinary? Me neither.
Who’s going to get the presidential treatment in your business today? I hope that it turns out to be the vast majority of your clients; because, if so, it’s going to be a great year!
Don't miss next Monday's e-mail newsletter which will include more original content and links to articles that will motivate, inspire and challenge you. [Click here] to subscribe. It's free, you can opt out any time, and I probably won't bother you more than once each week!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Style, strategy and marketing savvy - August 15
Happy Monday! Even though many are busy vacationing and trying to eke out the last bit of sunshine and relaxation from this waning summer (don't blame me, I'm just the messenger!), I know that you're getting excited for the coming months. After Labor Day, the speed of business will return to 'normal' (whatever that means) and the holiday season — which is a critical source of retail for most business — will be just around the corner.
This week's Style, Strategy and Marketing Savvy newsletter has some great reads!
Get all the article links [CLICK HERE]
In this issue:
ORIGINAL CONTENT
:: Make under – not over – your brand
:: Makeunder makeovers that build business in the salon and spa
:: Ten ways to find out what customers really want
MORE SUCCESS STRATEGIES
:: Start with the customer experience in mind
:: Authenticity is overrated: Why people don't really want the 'real' you
:: 8 rules for social media
:: Are you sure this is what your customers want?
:: Anatomy of a great landing page
:: Delighting customers: Little Passports and customer experiences that transport
Don't miss next Monday's e-mail newsletter which will include more original content and links to articles that will motivate, inspire and challenge you. [Click here] to subscribe. It's free, you can opt out any time, and I probably won't bother you more than once each week!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
This week's Style, Strategy and Marketing Savvy newsletter has some great reads!
Get all the article links [CLICK HERE]
In this issue:
ORIGINAL CONTENT
:: Make under – not over – your brand
:: Makeunder makeovers that build business in the salon and spa
:: Ten ways to find out what customers really want
MORE SUCCESS STRATEGIES
:: Start with the customer experience in mind
:: Authenticity is overrated: Why people don't really want the 'real' you
:: 8 rules for social media
:: Are you sure this is what your customers want?
:: Anatomy of a great landing page
:: Delighting customers: Little Passports and customer experiences that transport
Don't miss next Monday's e-mail newsletter which will include more original content and links to articles that will motivate, inspire and challenge you. [Click here] to subscribe. It's free, you can opt out any time, and I probably won't bother you more than once each week!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Friday's Marketing 5 Shorts and Sweets
I don't know about you, but this week has been information overload. From worries about the imploding stock market to the roller coaster ride as it recovers, I'm ready for some short, sweet and inspiring news to get me in the mood for the week's end.
Here are 5 short and sweet marketing bits that I thought worth sharing this week:
[READ] Boring Meeting Suck (Here are some ways to kill them for good.)
Your fourth hour-long meeting of the day may have convinced you that all meetings are useless and hopelessly, irrevocably boring.
Not so, says Jon Petz in his recently published Boring Meetings Suck. In his world, meetings are productive events at which information is shared, perspective is offered and everyone emerges better for having been there. They are also quick and even rare.
I especially love the idea of rotating meeting hosts.
Presumably, those attending your staff meetings are department heads or hold some type of unique responsibilities/position. So why not give all the leaders within your business a chance to actually flex those leadership muscles? You can even use this as a team building and employee education exercise, because holding meetings within the confines of other departments can give you a better perspective on the demands and challenges they face on a daily basis.
[READ] 7 Ways to Inspire Others
Conventional wisdom tells us that we cannot change people. The results of our attempts to direct different actions, behaviors and thoughts will not be immediate, guaranteed or precisely as we envisioned. But you and I can be agents of transformation for our colleagues, employees, business partners, mentees and customers. Here are 7 ways to inspire others to become better.
[VIEW] Infographics: The Marketing Hourglass (Duct Tape Marketing)
It’s not a marketing funnel, it’s an hourglass, and what happens after the “know, like and trust” that leads to your sales will make the difference in whether your customers buy again, buy other products or trust you enough to refer their family and friends to your business. Don’t miss the graphic at the bottom, which gives you an idea of several types of offers that should be part of your core product or service menus.
[READ] 7 Ways to Reward Customers with Shipping Perks
You might not be able to soak up all shipping costs, but there are other ways to reward your customers with shipping perks; here are 7.
[READ] 3 Key Elements of Email Subject Lines
Rumors of the death of email marketing have been greatly exaggerated. Email is still the way to go in many lucrative mainstream niches. You must first, of course, get your emails read. And it all starts with the subject line.
Want more? Here's a link to last week's Friday's 5 [click here].
Or subscribe to my newsletters to have more inspiration and links to great articles delivered right to your inbox, generally no more than once each week.
Here are 5 short and sweet marketing bits that I thought worth sharing this week:
[READ] Boring Meeting Suck (Here are some ways to kill them for good.)
Your fourth hour-long meeting of the day may have convinced you that all meetings are useless and hopelessly, irrevocably boring.
Not so, says Jon Petz in his recently published Boring Meetings Suck. In his world, meetings are productive events at which information is shared, perspective is offered and everyone emerges better for having been there. They are also quick and even rare.
I especially love the idea of rotating meeting hosts.
Presumably, those attending your staff meetings are department heads or hold some type of unique responsibilities/position. So why not give all the leaders within your business a chance to actually flex those leadership muscles? You can even use this as a team building and employee education exercise, because holding meetings within the confines of other departments can give you a better perspective on the demands and challenges they face on a daily basis.
[READ] 7 Ways to Inspire Others
Conventional wisdom tells us that we cannot change people. The results of our attempts to direct different actions, behaviors and thoughts will not be immediate, guaranteed or precisely as we envisioned. But you and I can be agents of transformation for our colleagues, employees, business partners, mentees and customers. Here are 7 ways to inspire others to become better.
[VIEW] Infographics: The Marketing Hourglass (Duct Tape Marketing)
It’s not a marketing funnel, it’s an hourglass, and what happens after the “know, like and trust” that leads to your sales will make the difference in whether your customers buy again, buy other products or trust you enough to refer their family and friends to your business. Don’t miss the graphic at the bottom, which gives you an idea of several types of offers that should be part of your core product or service menus.
[READ] 7 Ways to Reward Customers with Shipping Perks
You might not be able to soak up all shipping costs, but there are other ways to reward your customers with shipping perks; here are 7.
[READ] 3 Key Elements of Email Subject Lines
Rumors of the death of email marketing have been greatly exaggerated. Email is still the way to go in many lucrative mainstream niches. You must first, of course, get your emails read. And it all starts with the subject line.
Want more? Here's a link to last week's Friday's 5 [click here].
Or subscribe to my newsletters to have more inspiration and links to great articles delivered right to your inbox, generally no more than once each week.
make under - not over - your brand
So often we make the mistake of thinking that our brand needs a "makeover" when what it really needs is a "make-under".
If you aren't building a bigger role for your business in the lives of your clients, if customers don't seem to want to refer friends and family to you, if they aren't inspired by the greater purpose of your business in the community or the causes you support — if they just aren't excited about your business much at all — let's face it, you have a real problem.
If that's the case, it would be easy to think that you need to redesign, refresh or totally renovate your brand. But before you expend the time, energy and money it will take to make over your brand, try a makeunder, instead.
Here's what I mean:
Make decisions about your business underneath the umbrella of your brand. Create offers and design communications that fall underneath the spirit and promises that exist in your mission and vision statements. Make hiring decisions that support the promises that your business makes to its customers, and which fall underneath your long range plans. Set company policies that reinforce your brand's personality; in other words, which fall under the tone and culture that you want to define your brand. And create a marketing plan for your business which is designed to communicate your brand — the story of your business, the mission and vision, your values and core objectives, the greater good that you do in the community and for the local economy — to your customers.
You might actually already have a spectacular "brand" (I hope that you, at least, believe this to be true!) But if you aren't communicating what is at the core, heart and soul of your business, people will never be able to really see it or connect with you or your business. It's like being out on a first date with someone but never telling them about yourself, what you believe in or what you want for the future. You've got to give people a chance to fall in love with your business!
Build a bigger role for your business in the lives of your clients—it's going to be a great year!
Don't miss Monday's e-mail newsletter which will include more original content. [Click here] to subscribe. It's free, you can opt out any time, and I probably won't bother you more than once each week!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
If you aren't building a bigger role for your business in the lives of your clients, if customers don't seem to want to refer friends and family to you, if they aren't inspired by the greater purpose of your business in the community or the causes you support — if they just aren't excited about your business much at all — let's face it, you have a real problem.
If that's the case, it would be easy to think that you need to redesign, refresh or totally renovate your brand. But before you expend the time, energy and money it will take to make over your brand, try a makeunder, instead.
Here's what I mean:
Make decisions about your business underneath the umbrella of your brand. Create offers and design communications that fall underneath the spirit and promises that exist in your mission and vision statements. Make hiring decisions that support the promises that your business makes to its customers, and which fall underneath your long range plans. Set company policies that reinforce your brand's personality; in other words, which fall under the tone and culture that you want to define your brand. And create a marketing plan for your business which is designed to communicate your brand — the story of your business, the mission and vision, your values and core objectives, the greater good that you do in the community and for the local economy — to your customers.
You might actually already have a spectacular "brand" (I hope that you, at least, believe this to be true!) But if you aren't communicating what is at the core, heart and soul of your business, people will never be able to really see it or connect with you or your business. It's like being out on a first date with someone but never telling them about yourself, what you believe in or what you want for the future. You've got to give people a chance to fall in love with your business!
Build a bigger role for your business in the lives of your clients—it's going to be a great year!
Don't miss Monday's e-mail newsletter which will include more original content. [Click here] to subscribe. It's free, you can opt out any time, and I probably won't bother you more than once each week!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Friday's 5 Marketing Shorts and Sweets
Had just about all the heavy reading you can handle this week? Here are 5 short and sweet bits of marketing fun, renewal and inspiration that won't weigh you down!
Give your customers something "for luck" that brings luck back to you
[READ]
Sometimes you come across a story that both warms your heart and gets your creative marketing juices flowing, this one does both. Can you give your customers something for luck that comes back to you? This story proves you can.
Chart of the Day: What people are (really) up to on Facebook
[READ]
Facebook users spend most of their time in the News Feed, the river of information about your friends, and comparatively very little (just 10%) using apps according to a comScore report on how people use Facebook.
I think I'm in love: ThinkNear instead of groupon to bring in customers during slow hours
[READ]
I’ve passed along many articles noting the pitfalls and talking about the high cost of participating in daily deal sites like groupon and livingsocial. As with any other “problem” it’s usually just a matter of time until someone "builds a better mousetrap," and ThinkNear.com just might be it.
ThinkNear sends offers to customers and prospects only redeemable during your slow hours. What’s more, instead of taking anywhere from 25-50% (or more) of the cut, they charge a flat monthly fee for participation. I think I’m in love! Thanks to Springwise.com for putting this one on the radar.
Want to be more productive? Eat these foods
[READ]
It takes real energy to negotiate crunch numbers and exercise willpower.
What you eat impacts your ability to do all these things. Decision-making and "effortful control of thoughts" are impaired if you're either working on an empty stomach or are eating the wrong foods, with too much fat and sugar.
We compiled a list of foods from Psychology Today and other sources that will improve the way you think and work.
Can signage help service workers get more tips?
[READ]
So this type of tip jar and handwritten signage might not be the thing for your service-based business, but it bears consideration. How do you communicate your policy and preferences on gratuities to your customers? How could you better communicate with customers in order to help them understand the purpose of tips in your business and reinforce the 'tip etiquette' you want within your business to both employees and customers?
Don't miss Monday's e-mail newsletter which will be packed with original content as well as some great articles to help you become a better leader, bring in new business and build a bigger role for your business in the lives of your clients. [Click here] to subscribe to my free e-mail newsletter.
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Give your customers something "for luck" that brings luck back to you
[READ]
Sometimes you come across a story that both warms your heart and gets your creative marketing juices flowing, this one does both. Can you give your customers something for luck that comes back to you? This story proves you can.
Chart of the Day: What people are (really) up to on Facebook
[READ]
Facebook users spend most of their time in the News Feed, the river of information about your friends, and comparatively very little (just 10%) using apps according to a comScore report on how people use Facebook.
I think I'm in love: ThinkNear instead of groupon to bring in customers during slow hours
[READ]
I’ve passed along many articles noting the pitfalls and talking about the high cost of participating in daily deal sites like groupon and livingsocial. As with any other “problem” it’s usually just a matter of time until someone "builds a better mousetrap," and ThinkNear.com just might be it.
ThinkNear sends offers to customers and prospects only redeemable during your slow hours. What’s more, instead of taking anywhere from 25-50% (or more) of the cut, they charge a flat monthly fee for participation. I think I’m in love! Thanks to Springwise.com for putting this one on the radar.
Want to be more productive? Eat these foods
[READ]
It takes real energy to negotiate crunch numbers and exercise willpower.
What you eat impacts your ability to do all these things. Decision-making and "effortful control of thoughts" are impaired if you're either working on an empty stomach or are eating the wrong foods, with too much fat and sugar.
We compiled a list of foods from Psychology Today and other sources that will improve the way you think and work.
Can signage help service workers get more tips?
[READ]
So this type of tip jar and handwritten signage might not be the thing for your service-based business, but it bears consideration. How do you communicate your policy and preferences on gratuities to your customers? How could you better communicate with customers in order to help them understand the purpose of tips in your business and reinforce the 'tip etiquette' you want within your business to both employees and customers?
Don't miss Monday's e-mail newsletter which will be packed with original content as well as some great articles to help you become a better leader, bring in new business and build a bigger role for your business in the lives of your clients. [Click here] to subscribe to my free e-mail newsletter.
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
This week's style, strategy and marketing savvy newsletter
Did you miss this weeks' edition? Make sure you don't miss another by subscribing to my free marketing savvy newsletter to have it delivered to your e-mail in box each week. [Click here] to subscribe.
Here's what you missed in this week's newsletter - get more info about the articles and the links at www.12monthsofmarketing.net/aug4.html
IN THIS ISSUE:
original content
• Marketing Caution: Objects in mirror are closer than they appear - the 3 marketing problems that could run you off the road
• Why fun and games could be the key to building a bigger role for your business (in the lives of your clients)
more success strategies
• Why your meetings fail and 7 ways to get more from your meetings at work
• Gamification: How competition, games and fun is reinventing business, marketing and everyday life
• Marketing that sticks: A crash course in marketing with stories
• Bone tired: 10 tricks to combat sleepiness and stay sharp during the day
• Social media: What to expect on the road ahead
• 8 tips for small business website landing page design
Here's what you missed in this week's newsletter - get more info about the articles and the links at www.12monthsofmarketing.net/aug4.html
IN THIS ISSUE:
original content
• Marketing Caution: Objects in mirror are closer than they appear - the 3 marketing problems that could run you off the road
• Why fun and games could be the key to building a bigger role for your business (in the lives of your clients)
more success strategies
• Why your meetings fail and 7 ways to get more from your meetings at work
• Gamification: How competition, games and fun is reinventing business, marketing and everyday life
• Marketing that sticks: A crash course in marketing with stories
• Bone tired: 10 tricks to combat sleepiness and stay sharp during the day
• Social media: What to expect on the road ahead
• 8 tips for small business website landing page design
10 ways to find out what your customers (really) want
August 4th is National Pampering Day. According to thefreedictionary.com:
pam-per-ing (verb, means to)
indulge with every attention, comfort, and kindness; spoil; the act of indulging or gratifying a desire; gratifying tastes, appetites, or desires
Have you ever had someone try to make you happy, not with what you truly wanted, needed or desired, but who tried to make you happy by giving you what they believed you should want. In other words, they wanted you to be happy with what they wanted to give you, without having an understanding of your real desires (or even in spite of them).
I have. I was in a long term relationship with a man who tried to keep me in the relationship with things that he gave me, rather than working to improve the relationship. He mistakenly thought that things and money (or the threat of losing things or money) could keep me in a relationship that was really not working for me.
Without hitting that nerve too hard, I think that there’s a parallel to be made to the relationship you have with your customers, and to the idea of pampering your customers on National Pampering Day, and every day.
By definition, in order to pamper your customers you have to have a real handle on their true needs and wants. If you try to guess what your customers want or give them what you would want (if you were them) then you could be missing the mark by a wide margin. What’s more, if people feel that you are trying to coerce them to remain in a relationship with your business by giving them something they don’t really need or want, it could lead to a loss of trust, loss of customer confidence, and to the loss of customers themselves.
In business you get what you want by giving other people what they want. (Alice MacDougall)
So how can you know what your customers want? In the spirit of National Pampering Day, here are 10 ways to find out what your customers really want, so that you can spoil them!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
pam-per-ing (verb, means to)
indulge with every attention, comfort, and kindness; spoil; the act of indulging or gratifying a desire; gratifying tastes, appetites, or desires
Have you ever had someone try to make you happy, not with what you truly wanted, needed or desired, but who tried to make you happy by giving you what they believed you should want. In other words, they wanted you to be happy with what they wanted to give you, without having an understanding of your real desires (or even in spite of them).
I have. I was in a long term relationship with a man who tried to keep me in the relationship with things that he gave me, rather than working to improve the relationship. He mistakenly thought that things and money (or the threat of losing things or money) could keep me in a relationship that was really not working for me.
Without hitting that nerve too hard, I think that there’s a parallel to be made to the relationship you have with your customers, and to the idea of pampering your customers on National Pampering Day, and every day.
By definition, in order to pamper your customers you have to have a real handle on their true needs and wants. If you try to guess what your customers want or give them what you would want (if you were them) then you could be missing the mark by a wide margin. What’s more, if people feel that you are trying to coerce them to remain in a relationship with your business by giving them something they don’t really need or want, it could lead to a loss of trust, loss of customer confidence, and to the loss of customers themselves.
In business you get what you want by giving other people what they want. (Alice MacDougall)
So how can you know what your customers want? In the spirit of National Pampering Day, here are 10 ways to find out what your customers really want, so that you can spoil them!
- Ask customers what they want in surveys at the point of sale or to follow up after appointments or purchases by e-mail.
- Create a formal customer suggestion system. Respond to each and every entry, even if it only to acknowledge that you heard the request and will keep it in mind for the future. If you implement changes based on customer requests, publicize this in your e-mail newsletter, direct mailings to customers,and/or in signage noting which new products, services or process improvements were added specifically because of customer requests.
- Add a product or service request form to your website.
- Poll your employees (especially those employees who have the most contact with your customers).
- Implement an incentive program to reward employees or even customers who make suggestions that result in improvements to the customer experience.
- Network with peers—even competitors—to share ideas, discuss common customer complaints or requests and brainstorm solutions, and to share ideas which lead to improvements in the customer experience.
- Respond to each and every customer complaint. Acknowledge the individual and their feelings. If you made a mistake, apologize, and do what you can to make it right. Be transparent.
- Be available. Spend time interacting personally with your best customers (or with all customers).
- Make personal contacts with your most valuable customers throughout the year to gauge satisfaction and to ask “What could we do better?”
- Communicate with your customers. From old-school community bulletin boards to e-mail newsletters, a blog site, Facebook, Twitter and other social media, it’s never been so easy to converse with your customers and prospects. Engage in two-way dialogue, ask provoking questions, hold contests, and solicit feedback—whether negative or positive—and monitor and respond to public feedback.
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
Marketing Caution: Objects in mirror are closer than they appear
Yesterday was a road-trip day, driving from Fond du Lac, Wisconsin to just north of Battle Creek, Michigan as part of our family vacation. Wanting to get one more blog post written for Monday, I decided to peruse roadside advertising for some marketing inspiration.
What I got was a series of ho-hum, cliché billboards for various restaurants, sales, and the like; I thought to myself, why do companies try to get a catch-phrase to catch on – it’s such an expensive endeavor! Will I remember that Cracker Barrel tagline tomorrow? No. And I don’t.
A bit dejected, I caught site of the side mirror with the phrase: Objects in mirror are closer than they appear.
I thought, that’s very true in life as well as on the road.
Often, things we thought we left behind us come back to run us off into the ditch. And things we weren’t watching out for – competitors, technology, etc. – can catch up to us and overtake us if we aren’t paying attention. From a marketing standpoint, check those rear-view mirrors often for these 3 objects that are likely much, much closer than they appear:
1- The Competition
Take stock of what your direct and indirect competitors are doing. Is there a new business in town? Is new technology available to your industry? Is there a substitute product or service offering that could make what you have to offer obsolete? Who among your competitors is doing ‘what you do’ better than you? More efficiently? More inexpensively?
And just like on the road, don’t just watch what the competitor right behind you is doing – see if you can get a glimpse of speedsters coming up fast in the lane beside you.
2 – Dissatisfied Customers
You’ve probably heard this before: It’s not necessarily a problem that will result in a lost customer; it’s how you handle the problem. That customer who left yesterday in a huff because your clerk was rude, distracted or un-knowledgeable about your products or services? Today they’re calling you, sending you an e-mail or writing you a letter to tell you that you failed to satisfy. That is, if you’re lucky; if not, they’re already on Facebook telling all their friends and the whole world about how bad your business is.
You thought you left the problem behind when the customer walked out the door, but those bad reviews are going to be much, much closer than they appear, and they’ll result in lost business and lost sales. Responding to customer complaints as quickly as possible will help to minimize damage to your reputation and bad reviews online. If you messed up, say so, and make it right. If you didn’t mess up, you should still acknowledge the complainant’s feelings and experience as legitimate (their perception is, after all, their reality) and do what you can to provide them with new, more positive experiences.
3 – Problem Employees
So you sat down with the employee who caused the dissatisfaction noted in point #2 above, and now you believe that the problem is in the past. But if this employee has a history of providing poor customer experiences or if your communication was not clear to them, you stand a good chance of continued problems.
A point I have made in all of my books, including 365 Days of Marketing: employer loyalty is a highly laudable quality, especially in this economy when employers can have their pick of even the best employees who have been affected by the recession and slow economy. However, employer loyalty is misplaced when it is bestowed equally on top performers and conscientious, customer-service minded staff as it is on individuals who provide poor customer service, who negatively impact morale in your organization, who are cynical or even subversive when it comes to your programs and initiatives or who otherwise negatively impact your organization.
As you’re cruising down the road this summer, check those rear-view mirrors for these things that could come back to run you off the road!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
What I got was a series of ho-hum, cliché billboards for various restaurants, sales, and the like; I thought to myself, why do companies try to get a catch-phrase to catch on – it’s such an expensive endeavor! Will I remember that Cracker Barrel tagline tomorrow? No. And I don’t.
A bit dejected, I caught site of the side mirror with the phrase: Objects in mirror are closer than they appear.
I thought, that’s very true in life as well as on the road.
Often, things we thought we left behind us come back to run us off into the ditch. And things we weren’t watching out for – competitors, technology, etc. – can catch up to us and overtake us if we aren’t paying attention. From a marketing standpoint, check those rear-view mirrors often for these 3 objects that are likely much, much closer than they appear:
1- The Competition
Take stock of what your direct and indirect competitors are doing. Is there a new business in town? Is new technology available to your industry? Is there a substitute product or service offering that could make what you have to offer obsolete? Who among your competitors is doing ‘what you do’ better than you? More efficiently? More inexpensively?
And just like on the road, don’t just watch what the competitor right behind you is doing – see if you can get a glimpse of speedsters coming up fast in the lane beside you.
2 – Dissatisfied Customers
You’ve probably heard this before: It’s not necessarily a problem that will result in a lost customer; it’s how you handle the problem. That customer who left yesterday in a huff because your clerk was rude, distracted or un-knowledgeable about your products or services? Today they’re calling you, sending you an e-mail or writing you a letter to tell you that you failed to satisfy. That is, if you’re lucky; if not, they’re already on Facebook telling all their friends and the whole world about how bad your business is.
You thought you left the problem behind when the customer walked out the door, but those bad reviews are going to be much, much closer than they appear, and they’ll result in lost business and lost sales. Responding to customer complaints as quickly as possible will help to minimize damage to your reputation and bad reviews online. If you messed up, say so, and make it right. If you didn’t mess up, you should still acknowledge the complainant’s feelings and experience as legitimate (their perception is, after all, their reality) and do what you can to provide them with new, more positive experiences.
3 – Problem Employees
So you sat down with the employee who caused the dissatisfaction noted in point #2 above, and now you believe that the problem is in the past. But if this employee has a history of providing poor customer experiences or if your communication was not clear to them, you stand a good chance of continued problems.
A point I have made in all of my books, including 365 Days of Marketing: employer loyalty is a highly laudable quality, especially in this economy when employers can have their pick of even the best employees who have been affected by the recession and slow economy. However, employer loyalty is misplaced when it is bestowed equally on top performers and conscientious, customer-service minded staff as it is on individuals who provide poor customer service, who negatively impact morale in your organization, who are cynical or even subversive when it comes to your programs and initiatives or who otherwise negatively impact your organization.
As you’re cruising down the road this summer, check those rear-view mirrors for these things that could come back to run you off the road!
Elizabeth Kraus – 12monthsofmarketing.com
365 Days of Marketing is available on amazon.com in book and digital formats.
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