The challenge is to turn those holiday shoppers into loyal year-round customers.
“You create return customers by creating the most amazing experience – not just a good first impression, but a phenomenal last impression,” says Shep Hyken, a customer-service expert and author of The Cult of the Customer (Wiley, 2009).
Clerks should give customers business cards that include a cell phone number where they can be reached, even on their day off, he recommends. And then there’s the follow-up, which can include a handwritten thank-you note and emails alerting the customer to sales and special events.
“It’s not a transaction; it’s an interaction,” Hyken says. “Anyone can ring up something a customer hands them and let him walk out the door. The goal is to create loyalty, which is about a customer having confidence and a comfort level with you.”
Here are three examples of how small-business owners are turning holiday traffic into higher sales all year long.
1. Create a superior in-store experience.
Griffin Ace Hardware, which has two stores in San Diego and one in Santa Ana, Calif., makes being “helpful” its primary marketing message year-round. During the holidays, this means recognising that people are in a rush and adding extra staff to ensure adequate attention on the floor and minimal waiting time at checkout.
In addition, employees are trained to recognise harried customers and try to get them on their way as quickly as possible. “Mainly it is body language,” says Stacey Griffin Jess, whose family founded the business in 1953. “We are watching to see if the customer is walking fast, talking fast and seems in a hurry.”
The company, whose annual sales are estimated to be in the $7 million range, gets two large deliveries a week during the holidays to ensure that it has enough merchandise on hand and doesn’t disappoint customers. And it hosts a customer appreciation night the first week of December, with 20% discounts on most items, photos with Santa for the kids, and product demonstrations and giveaways.
“This evening allows us to showcase our home décor and seasonal products, but also gives customers a chance to see the other products and services we offer,” says Griffin Jess. “We try to give them the helpful experience that will bring them back.”
Griffin Ace has attracted nearly 70 000 Ace Rewards program members, and it receives nearly twice the usual number of rewards applications during the holidays.
2. Keep in touch throughout the year.
Gem of an Idea, an upscale jewelry retailer based in New Jersey, generates about 40% of its $650 000 annual revenue in the last quarter, and most of that in the last six weeks, says founder Maureen Bay. She takes advantage of the increased traffic, collecting as much customer information as possible, including street address, email address and birth date.
She also asks for a “wish list” and product preferences, so she can follow up with suggestions – or even a phone call – when she gets certain items in stock.
“When the customer comes in to make a purchase or repair,” Bay says, “we ask them, ‘Can we put you on our birthday list?’ Who doesn’t like to get a birthday card on their birthday?”
That card is hand-addressed in gold ink and personalised inside, offering a 20% discount on any item in the store during the birthday month. Bay mails nearly 4 000 cards a year, using high-quality paper and first-class postage. She also mails an elegant holiday postcard by first- class mail highlighting a certain holiday collection.
“People don’t just throw it away if you present them with something well done, and it carries a message worth paying attention to,” she says, noting that about 25% of people use the birthday discount. “It’s necessary to remind customers that you are there.”
3. Exceed customer expectations.
Retaining first-time holiday customers is about exceeding expectations, says Fabian Kaempfer, cofounder and CEO of New York-based Chocomize.com, where customers can create their own chocolate bars. For example, the website shows an estimated delivery time of four business days, yet 80% of orders arrive in one to two business days.
The company also adds a free gift to all orders – anything from sample-size chocolate bars to hot chocolate on a spoon – which costs it about 50 cents per gift but creates customer goodwill and repeat business. On average, Kaempfer says, 32% of first-time customers order again at least once within the next 12 months.
“People are positively surprised and more inclined to share their great experience on social media channels and with their friends through word of mouth,” says Kaempfer, whose company has annual revenues just over $1 million. For example, Chocomize.com has 32 000 likes on Facebook, where it posts specials and contests.
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Writing a marketing plan? Here are 3 apps that can help
How Laughter Can Be Your Gateway To New Business
If you want to make sales, you need to connect with your clients. This is the secret sauce that great marketing gets right, and it has nothing to do with how big (or small) your budget is.
Like most kids, in my final year of high school I had to make a decision about my future; make a call about my career path. My head proclaimed: ‘Law!’ My guts rebelled: ‘Acting, yeah!’
My folks shrieked: ‘Acting? Do you intend on having a mortgage in your own name in your lifetime? You’ll never be able to afford a medical aid.’ Aside, but purposefully audible: ‘He’s never going to move out of home. Is he?’
So, I made a compromise. I studied a Bachelor of Arts degree, majoring in marketing communication and when I completed that formality, I chose ‘acting, yeah!’
Google: ‘Acting school Los Angeles’.
Result: TVI Actor’s Studio just outside Hollywood, paid my deposit, packed a large, hard-coated Delsey suitcase and moved to The Valley for six months, to ensure that Future Mike couldn’t resent the decisions made by Past Mike.
Those six months comprised: Drinking sake and barbecuing with Counting Crows’ Adam Duritz while he orchestrated acoustic magic on his guitar; eating home-made chocolate chip cookies baked by the sweet hands of Teri Hatcher when Desperate Housewives was the most popular TV series on the planet; smashing Grey Goose on the rocks during road trips to Vegas, ululating: ‘The Goose is looooooooose’, with my housemate Chris; ordering Animal Style Double Doubles from In-N-Out Burger but, most importantly, falling in love with the natural narcotic of stand-up comedy.
What. A. Rush. Pit of your stomach sickness, churning from line delivery, converting into convulsions of laughter, or the agony of the opposite side of the spectrum — the silent onstage assassination. Hopefully it’s the former.
Connecting with your clients
Stand-up and marketing are inextricably linked. This premise is how I live my career.
Every meeting is an opportunity to leverage humour in order to make an impact. Laughter is my gateway drug to new business. Also, the road to branded content creation is paved and then signposted in the fork of either ‘Emotion’ or ‘Humour’.
A decently written story — TV or YouTube commercial — with a quality DOP at the helm, accompanied by an orchestral score, can elevate a mediocre concept to Cannes Bronze status. The line between funny and farcical, however, is so fine.
Consider a comedian standing on stage at a club, squinting out into the blinding lights and judgemental faces of a multi-demographic audience, about to open his mouth and croak on stage for the very first time.
This also happens to be an analogy for the scenario facing the rookie social media community manager before he posts a hashtag-TBT, hashtag-blessed, hashtag-yawn piece of unoriginal content from a calendar, signed off by a marketing manager who doesn’t think their target market is on Twitter because they ‘definitely aren’t’.
Judy Carter, author of The Comedy Bible, simplifies the writing of comedic material into two components:
It sounds too simplistic. It isn’t. We like to complicate things in the world and business, in particular, to make us seem more impressive, smarter, to elevate ourselves. It’s about being a big dick, or as someone far more eloquent than I described it — Ego. **Hat tip to Freud.**
Comedy and communication
Back to comedy and communication. In both settings — whether you are looking to connect with an audience in a comedy club environment or engage with a target market in your next advertising campaign — it is imperative that you determine the key insight, truth or premise of your material.
When I started doing stand-up in US venues, I would open on the topic of accents, as my accent was my obvious USP or differentiator when communicating to an American audience.
‘Hi. My name is Mike and I’m from South Africa. That’s why I have an accent. And, what’s weird about accents is chicks LOVE accents’ — truth (premise). Regardless of the background of my audience — age, sex, location, creed, or affluence — they identify with the statement that I have an accent and consciously or subconsciously they agree with my words or copy (if we are referring to a campaign).
The second part pertains to the acting-out of the funny; the crafting of the humour. This requires a slick delivery and commitment to the idea in order to generate audience laughter.
So, we have the premise, then we transition — immediately — into the act-out to connect the dots between truth and funny within the audience members’ minds. Comedy is dependent on what you first tell, then show your audience, and eventually how your performance becomes a catalyst for their own imagination to carry the chuckle to its limits. When we package these elements together, the execution becomes:
- Premise: ‘Hi my name is Mike and I’m from South Africa. That’s why I have an accent. What’s weird about accents is chicks LOVE accents.’
- Premise part two: ‘You can be Shrek, but if you’re packing an accent, you’re getting some ass!’
Act-out. Left hand behind head. Pelvic thrusts while speaking seductively into the microphone with a Scottish accent á la Shrek, simulating a movement synonymous with making sexy time: ‘Oooooh, that’ll do, Donkey. That’ll do.’
Finding a connection
There are few things more powerful in this world than words that disrupt the audience thought process. Donkey-ass puns, turning Shrek’s line of affirmation for Donkey — from its intended feature film usage — on its head, by making it smartly sexual; generating mass hysteria from a group of previously disconnected individuals, now connected through the universal language of laughter.
The best advertising in the world does exactly this. It takes an insight (premise) that connects with you as an individual, forces you to nod your head in agreement, and then leverages a powerfully constructed set of copy lines or imagery to emotionally move you.
Laughter, goosebumps, or the development of a lump in your throat. Effective communication is something that facilitates catching feelings. Whether you are on stage delivering lines, or at your keyboard posting snaps, tweets or status updates, every character that comprises a word of each phrase needs to be a purposeful paragraph composition — not just a tick box on a to do list of monthly KPIs.
We will delve into real experiences throughout this collection of personal anecdotes, because nothing doth a bigger dick make than an ‘expert’ who has all of the theory and none of the practice.
This article is an excerpt from The Best Dick: A Candid Account of Building a $1 million business by Mike Sharman.
In this his debut business book, The Best Dick, Mike Sharman invites you to share in the hustle. From the enthusiastic, entrepreneurial beginnings of a bootstrapped start-up founder — a relatively inexperienced 26-year old — to a seasoned, professional storyteller, who has built a boutique social media advertising agency that has made more brands go viral, globally, than any other studio in Africa.
Find it at all good book stores for R250.
Get your copy today
Email Tracey McDonald at firstname.lastname@example.org and quote ‘Entrepreneur’ to buy your copy for R200 plus free shipping.
How Content Marketing Adds Real Value To Your Customers’ Lives
If you’re marketing on a budget, content marketing is a great way to reach your audience, add real value and gain brand traction – without breaking the bank.
Content marketing is a relatively new type of marketing that most businesses are still trying to get their heads around. Unlike traditional media advertising, which interrupts customers to get noticed, content marketing provides content that customers want in exchange for permission to market a product or service.
There’s a saying, fish where the fish are. Marketing is the same. You need your message to appear where your audience’s attention lies. I don’t believe billboards or even TV adverts hold consumer attention anymore. People aren’t looking at billboards as they drive past; most aren’t even looking at the road, they’re so busy staring at their mobile device or listening to a podcast.
The traditional advertising model creates ad content that interrupts consumers. Billboards, TV commercials and radio advertisements momentarily disrupt what you actually want to be doing — watching your favourite TV show or listening to a song or chat show.
These ads don’t provide any real value to the customer and they don’t offer an immediate reason to even be viewed or engaged with. Instead, they rely on good placement, clever wording and brilliant creativity to capture your attention for a brief period of time.
The rise of content marketing
In response to these problems and restrictions, content marketing is on the rise. As a marketing alternative, it’s not only more cost effective, but it doesn’t aim to interrupt your customer. Instead, it aims to add real value to their lives and businesses by plugging directly into their interests, problems and challenges.
So how does content marketing work? Companies and marketers create content in the form of blog posts, podcast recordings, downloadable guides and infographics, video content and articles that don’t push products, but offer interesting advice, tips and opinions.
The value to consumers is provided in two ways: As educational content and as entertainment content. In both cases, access to this content is free, heightening its value.
Get the most out of content marketing
Here are three ways to get the most out of your content marketing efforts:
- Provide content that your customers want. Don’t make the mistake of writing your blog posts about your business. Lesson number one is that people don’t care about your business. Provide valuable content that customers want and need in exchange for their attention. This content can be educational or entertaining. It can be a ‘How to Guide’, an in-depth stats-driven article or an entertaining video. Just make sure it’s about them, and not you.
- Focus on content for the customer’s benefit and only occasionally promote or push your product. This is the rule most brands and companies struggle to understand. If you’re going to provide value to your customers, you need to mostly write content for the customer’s benefit and only occasionally promote your products within the content. People are interested in articles and posts that benefit them, not ad posts touting how awesome your products are. Give your customers content that they want, and nine times out of ten you’ll be rewarded with engaged and targeted audiences.
- Write cornerstone content. Cornerstone content is content that can be easily found by your ideal customers. It’s content that provides incredible value to customers over a long period of time. How-To Guides, resources, 101 content and instructional videos all fall into this category. It should be content that customers can refer back to, and which has a long lifespan. This also immediately increases the ROI of your content production, as you only need to create the content once, but it will continue to bring returns.
Bringing it all together
As you make your final marketing push for the year and gear up for next year, make sure content marketing forms a vital part of your strategy. Learn to write engaging blog posts, invest in a podcast setup and push video content. No one is expecting your content to be perfect — you are the expert in your area, and have great advice to share. That’s what will keep your audience engaged and coming back for more.
Just remember that this is a long play. Success won’t happen overnight. It takes time to build momentum — but over time, you will notice increased traffic, more leads and more sales.
- Do you know what your clients are interested in, concerned with or challenged by?
- Are you offering advice, tips or opinions that tap into these areas?
- Does your content mostly focus on your clients and not you?
4 Ways To Implement Strategic Marketing Without Breaking The Bank
Marketing your start-up is all about the right strategies, not how much money you spend. You need to build your reputation from the ground up. Here’s how you can get started.
Building a fledgling business is as much about increasing your client base as it is about building a positive reputation around the business and its expertise. Many experts and seasoned entrepreneurs argue that clients buy from people they trust and building that trust hinges on various parameters.
Take Steve Jobs, Wendy Luhabe, Richard Branson and many other leading business minds whose brands are built on years of credibility and trust. The truth is that equal attention needs to be given to great products and building trust within your client base.
Here are five skills that we’ve used to build our reputation at WordStart.
1Sharpen your writing skills for media and general communication
Create media coverage. Write on a company platform (like a blog) or for established media outlets. This will position you and your business in ways that get people to listen and share your knowledge.
Having your name next to an article on a respected platform can lead to useful connections with relevant contacts. A series of media features and industry commentary also help to position your business and team as experts in your field.
2Share industry trends
People will generally do research in and around an industry to find insights and trends, sometimes before they buy anything in that industry — and even afterwards. When I search for information on photography, Canon appears more than any other brand and they tend to set the scene on which device to buy.
Imagine your business is construction and that homeowners endorse your skills as a home improvement specialist. Packaging your knowledge into industry trends is also a great way to use your own lessons about the industry as you grow and it also helps you to connect with potential customers. Useful information with your name on it can increase your sales and client base.
3Edit. Edit. Edit
Something that cannot be stressed enough is that your writing in client documents can tarnish your brand. Many businesses tend to overlook the importance of grammar in their documents.
It can be difficult to reread and rewrite documents that you use in the business, but that is precisely what can lead to the loss of new and existing business.
Pay attention to how your business uses language and edit that work. When in doubt, read it again and be sure that nothing was missed.
4Practice public speaking and search for opportunities
After you have written for various publications, you increase the likelihood of being invited to speak at conferences and seminars, which means that people put a face and voice to the written expertise. In some instances, the speaking engagements can be paid for by conference organisers which can be an additional revenue stream.
Public speaking, especially industry-related speaking, will increase the likelihood of selling more products or services and this will separate you from the competition. By increasing the trust customers have in you, you can improve the likelihood of them buying from you.
Once a business is positioned as a team of experts with the ability to speak for their industry, opportunities open up for that business to create unique content. Industry leaders who are able to help the public to connect the dots through the information they share are regularly on guest lists.
Is there anything you can share that your industry peers and the public may find eye-opening? There may be a conference organiser looking for you.
5Educate the market and build a client base
One of the advantages of being part of an industry is that you have inside information that the general public does not have. This presents an opportunity for you and your business to become a self-nominated industry mouthpiece.
When an individual and business share news about an industry, they can create a new client base because the public associates them with that information.
One of the best cases in South Africa is Discovery’s Vitality rewards programme, where you earn points for being healthy. This does not mean that Momentum, Bonitas, Sanlam, Sizwe and other players do not have similar or even better offerings. Vitality is more visible and more vocal about the fact that leading a healthier life can get you rewards.
A great reputation may lead to positive word-of-mouth for your business and increased sales over a longer period than a single marketing message.
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