Archive for Customer relations

It’s not JUST a business card!

rw card frontIn 2010 I created my current business card.

It’s worked well, if you ignore the folks complaining about the tiny tag line being unreadable.

And half the message on the reverse side is obsolete. Meaning I couldn’t just order another 1,000 cards and be done with it.

But nobody really cares about business cards, right?

Actually…they do.

Yes, even in this digital age the business card is important; at least for anyone serious about personal networking.rw card back

Because when you’re working the room at a conference, meeting, or chamber event you need to move fast to befriend 300 people in two hours.

Realistically, you won’t find them examining your LinkedIn profile during your conversation.

However, provide a business card explaining what you do and how to find you and you may bond afterwards.

If I can capture their attention, they’ll want to connect on social media where they’ll read my columns, review my website, and examine my portfolio.

I see this card as the first (sometimes only) impression lots of people get of me.

And I know that the alternative to having a business card touting my expertise and talents is writing my phone number on a cocktail napkin.

I’m pretty sure that doesn’t have QUITE the same impact.

In fairness to my designer, I’ve spent three weeks tweaking my new card.

He’s frustrated, wanting merely to finish the project, bill me for it, and move on to the next one.

But I’ve been struggling over logo position, font size, and messaging.

At last, after several versions I’m where I want to be and gave the final go-ahead to print.

PHEW!

My clients today care more about my comprehensive corporate communications and world-class marketing strategies than on my convenient west coast location.

The new card should reflect that.

And that tiny tag line needs to be enlarged, requiring the design to be adjusted accordingly.

It’s been an unpleasant process, but an important one.

The card I’m now finishing should last me another seven years, and my new websites now under construction will complement it.

Because just as my clients need to refresh their marketing materials every few years, my business needs to do the same.

Fortunately, I know JUST the guy to handle the whole thing!

With that said, I wish you a week of profitable marketing.
—————————-

Get help with your branding at www.marketbuilding.com.

I Couldn’t Do This Without You!

500The strangest thing happened at last week’s chamber networking event.

Introducing myself to two women, one said to the other “I know Rob. He’s a celebrity, and very well known around these parts.”

Actually, I’m an incredibly minor celebrity, but appreciated the recognition.

In fact I’m always surprised when strangers greet me. I guess these things happen after 500 columns.

Eleven years after we started our dialogue I’ve apparently developed a following. For this I’m both grateful and nonplussed.

When asked why they read my column, folks typically explain “You make marketing accessible to people who know nothing about it.”

My bride keeps my head from swelling; One can’t have an inflated ego when emptying the trash.

While still unsure why you’re reading this, I do know marketing impacts everyone. It persuades us to try this soap or vote for that candidate.

We’re all increasingly manipulated, and I want to help educate those around me.

And the dialogue has been two-ways. A steady stream of ideas flow from well-meaning readers.

These conversations oftentimes begin with “You should write a column about…” followed by suggestions like vampires, sex, whipped cream, or (yesterday) all three simultaneously.

Which provided a great idea for a novel, but didn’t give me a message for this week.

So how about this: Thanks for your help.

Thanks for the guidance about ideas you’d like explored, researched, and explained.

And thanks for expanding my comfort zone.

Because when you say “Write about Donald Trump,” I know:

1)     I don’t write a political column

2)     I must find marketing angles or a new subject

3)     I can’t portray my personal feelings if I’m going to be honest and fair

So if there’s an issue you’d like to see examined, send in the idea and your thoughts how it relates to marketing, communications, or sales.

Between us, perhaps we can interest others in the community.

Naturally I can’t just write to help promote your business unless you’re doing something really different, marketing-wise.

Unless you’re promoting Panama hats, of course. Then…let’s talk.

But whatever the subject, odds are excellent there’s a marketing angle to it. If you submit it and I write about it, you’ll get full credit.

After all, I’m obviously not THAT brilliant all the time!

With that said, I wish you a week of profitable marketing.

____________________

Submit your ideas at www.askmrmarketing.com.

Learning from others’ mistakes

Toyota’s cars accelerated accidentally. Volkswagen cheated on emissions tests. protest signApple’s phones bent, while Samsung’s exploded.

With the exception of Samsung, these debacles have all been largely forgotten, thanks to time and supplemented marketing budgets.

Stocks and sales have all recovered nicely. While we hope they’ve learned something, business at these companies has largely gone back to normal.

Joining this select group recently was United. Their invitation for the Chicago police to be their public relations representatives on an overbooked flight didn’t go unnoticed.

The video of Dr. David Dao being dragged off the flight was seen by millions around the world. The airline did give him an upgrade, though, with a free broken nose, concussion and removal of two teeth that this passenger hadn’t even requested.

What, no peanuts?

Dao was one of four customers who were “voluntold” to give up their seat after refusing an offer of $800 apiece. He obviously wanted to be on that flight and the criteria for choosing him is unclear. However, it could have legitimately included him purchasing a discounted seat or not having enough frequent flier miles.

Those four seats were given to crewmembers needed in Louisville (325 miles away) for another flight. Apparently renting a car wasn’t an option for those employees.

The airline’s since settled with Dr. Dao, rather than getting dragged into court. They’ll also now offer up to $10,000 for volunteers relinquishing their seats.

But their reputation as “The Friendly Skies” airline is shot.

Meanwhile, Southwest has stopped overbooking their flights, learning from United’s mistakes.

On April 9 United clearly broadcast that their employees matter more than paying customers do.

They simultaneously provided these lessons for the rest of us:

With video cameras everyplace, nothing is secret anymore

Your reputation can be damaged in an instant

Customers don’t care what your problems are. Anyone with a business can adopt these lessons to improve service, sales and profits by not promising more than can be delivered. If you do over-promise, handle it delicately. Finally, trying to shift your problems to customers guarantees you’ll lose business and reputation.

The immediate issue may go away, but is sure to be replaced by bigger headaches.

United has (hopefully) learned that. You should also learn from its screw-up.

========================

THIS is the right way to treat customers!

How much would you charge?

breakfast sandwichI just flew in from Sacramento, and BOY are my arms tired!

Sorry…I’ve always wanted to say that.

At the airport my bride purchased a “substandard” bagel and “okay” coffee for $6.04. The same counter was selling breakfast sandwiches for $11.

Realizing I’m in the wrong business, I pondered how anyone has the nerve to charge such exorbitant prices.

First thought: Greed. Airport dining options are limited and most vacationers, feeling expansive, don’t bring their own food.

Plus with millions of guaranteed customers, a “Take it or leave it” attitude is almost understandable.

Especially since airport meals typically fade from memory before the next suitcase is packed.

Then I considered my neighborhood’s gas stations. One at the freeway entrance consistently charges 80 cents more per gallon than the place across the street lacking ramp access.

Given the minor differences from one brand of gasoline to another, the price differential must be caused by the convenience factor; the station’s location.

Economics 101 dictates something is worth only what customers believe its value to be.

A bottle of cold water selling for 25 cents at Costco is worth $3 when sold on a hot day inside a football stadium. Customers willingly throw money for the same item due to its increased perceived value.

Meaning we’re witnessing the law of supply and demand in action. The gas stations, airport restaurants, and water vendors are all charging as much as their particular customers are willing to pay.

You too should be looking to bestow some form of additional perceived value on your business. Like the airport, gas station, and football stadium, you may have location as an advantage.

Carrying hard-to-find products, providing amazing service, or making something of significantly higher quality than the competition also helps.

Or just making the experience more pleasant than the competition does might make the difference.

Greeting customers with a cheery “Hello friends!” and playing classical background music for those enjoying a morning cup of coffee, for example.

Of course, the answer to business success changes based on industry, geography, customer demographics, and your definition of success.

But if you can find that one thing that makes both you and your customers happy, you may suddenly find you’ve become quite popular.

Right this way, Mr. Squinty

In September I found myself at a branch of my bank awaiting a receipt. My sd-sdreyer-1485458125-snap-phototime was spent perusing brochures, people-watching, and staring into space. Then the monitor behind the counter caught my eye.

As a marketing professional I’m naturally curious about every company’s messaging. So I watched their video presentation. Twice.

Finally I realized the problem. “The picture’s fuzzy,” I told the teller, who smiled noncommittally.

Last week I visited another branch of the same bank and determined the problem wasn’t my eyes, but the presentation itself.

This time the teller acknowledged the issue. “We said something to headquarters weeks ago and they promised they’d fix it,” she said.

Yet here we are, months later, and the problem persists.

When I started in business, my father advised me to be sensitive to customers’ needs. “People’s eyes start playing tricks on them around age 40,” he warned.

Truer words were never spoken! Shortly after I hit 40 my eyes started acting up, and they’ve only gotten worse with age.

So here I was observing a marketing presentation that was unfocused and giving me a headache.

And the bank’s marketing department apparently wasn’t very concerned about it.

Meaning the message meant to reinforce my warm fuzzy feelings for this bank instead irritated me.

Counter-productive? You bet!

Even if the bank eventually gets its act together, it’ll be quite a while before I’m watching that video again.

Translation: beyond the annoyance factor, they’ve lost a very visible, very cost-effective tool for communicating with me.

And a measure of good will has also been lost because they didn’t pay attention to my needs.

Now let’s consider your business. Do you:

• Know your customer’s profile and their preferred ways of being communicated with?

• Understand their needs to ensure they receive your message?

• Listen to your staff when they tell you there’s a marketing issue requiring attention?

Admittedly I’m not so annoyed that I’m moving my business elsewhere…yet.

Still, I’m now wondering which other concerns of mine they’re ignoring.

And should the competition hit me with the right offer, benefits, and messaging on the right day, I might be persuaded to switch.

All because some faceless person didn’t take the time to ensure quality control at the point of sale.