I read an interesting blog recently that said "If you found out you were dying and were allowed one more phone call before you left who would you call, and what would you say?" It's interesting to think about what we WOULD to if consequences, pride and tomorrow were not factors.
If you could change one thing about your business regardless of how much time and work it would take, or how much money it would cost, what would it be and why?
Now look a the "why" and ask yourself, "why not?" Is there really so much standing in your way that you can;t make the change? Can you really not carve out a little more time, a little more work or a little more money? And what would be the benefits if you did?
Sometimes we spend so much time trying to take care of our customers that we forget to take care of ourselves - our business. But the reality is that without our business, the customers wouldn't be there.
It's time to do something for yor business, It's time to start doing the really good things that you never have time for. It;s time to make your business the priority and give it the attention it deserves. Doing so will invigorate you, and your customers will take notice.
I recently returned from a trip to Disney World. As you can imagine, Disney World has built some pretty high customer expectations. They have an exceptional internal marketing plan and the majority of their employees both understand the Disney brand and work hard to deliver the desired brand experience. However, it's important to note that the higher the expectations of the customer, the more important associates' ability to deliver the brand experience is.
A new marketing campaign asks guests to preregister online and list what they will be celebrating while in Disney. Guests are then given buttons to wear that announce their name and what they are celebrating. Whenever a Disney associate sees someone with a button, they wish the happiness and congratulations. Brilliant, right? However, we never received our personalized buttons. Had the expectation not been built, it wouldn't have mattered.
I've always heard that Disney associates go beyond expectations when it comes to satisfying any guest request or need. This was not the case when we tried to arrange shipment of our souvenirs. Having reviewed the process with a concierge a few days before our departure, we were frustrated to be told the day of that their system had "not been working for some time" and they would not be able to help us. When asked for alternative options, we were told to inquire at the airport.
Poor service is only poor if the customer expects better. The higher you set the customer's expectations, the more important it is that your internal marketing plan thoroughly train, and re-train, your associates to deliver the desired customer experience each and every time, for each and every customer. Even in a magical world full of extraordinary experiences, an unmet expectation will not be forgotten.
Well, this is it. The summer is coming to an end and I am finishing up my internship here at Word Marketing. I’ve been learning so much over the last three months since I started that in a way it still feels like I just got here. But before I go, I just want to take a few moments to reflect on my experience and talk a little about how some of my initial expectations differed from the real deal.
First off, marketing isn’t all about thinking up commercials and new advertising campaigns. There is so much more to it than that. It’s also about keeping the consumer engaged with your company or brand in a way that inspires trust and commitment. Everyday I was put in charge of updating a client’s social media pages with related bits of news and advice. At first glance it would seem like this is no big deal. I mean, most people probably don’t even bother to read any of the articles that I would link to the messages. That’s not the point. The point is that everyday or whenever they log on, they see the brand. They see that it is legitimate. They see that it is knowledgeable. Consumers can relate to that because everyone likes to see themselves as legitimate and knowledgeable. And when those consumers decide they are in need of that type of product or service, their first choice will be the brand that they perceive to know and trust, even if they’ve never even tried it before.
Secondly, I learned that writing is really only a small part of what advertising agencies do. There are so many other services offered and things to participate in such as brainstorm meetings, commercial shoots, and plenty of research. Anything that a client wants to do to promote their business, we would help with. From looking up phone numbers to finding toys to put into gift bags, we had it covered. It’s definitely a fast paced environment.
I would say I am certainly pleased with the experience I’ve gained from working here (especially when it comes to press releases) and I without question I will be able to use it in the future with whatever it is I end up doing.
Last weekend I enjoyed some catching up time with an old friend. We have a lot in common, she and I - including our agreement that a good pedicure is worth a splurge. There's a place in St. Charles where she lives that has always been unmatched in both quality and price. It's becoming one of our favorite traditions.
My pedi was, as usual, everything I'd hoped. Hers, however, not so much.
I asked her what she didn't like, and her biggest compliant was that the technician was lazy. My friend noted that her technician had worked there awhile, but that mine was pretty new. Whereas mine took every opportunity to make things just right and really treated me, hers went through the motions mindlessly. The difference in the end product was evident - as was the difference in the tips.
If you've managed to do a good job building your company brand, and then teaching your associates how to deliver that ideal brand experience, what are you doing to reinforce that it so that your associates are equipped to continue to deliver the desired brand experience with consistency over time? Not being able to deliver on the expectations of your consumer is the fastest way to ruin a business.
Training for your associates is not something that can happen once, or even once a year. It's something that must be repeated until mastered... and then repeated again, and again and again. It's the part of brand development that many companies neglect. It's not enough to build a strong brand - you must then continue to defend it.
When's the last time you worked on your internal marketing plan?
When it it, or is it ever, time to change your brand?
First let's define what we mean by "brand." Your company's brand exists in the hearts and minds of your consumers, and is the sum total of all their experiences with your product or service. The first step to a successful and valuable brand is to thoughtfully define your brand, and then build a strategy to deliver the desired brand experience to your consumers.
If you've followed a solid process to develop your brand and brand strategy, it is likely that you will never actually have to "change" your brand. However, you will need to allow your brand to evolve. The truth is that any brand lasting for a significant amount of time must evolve in order to remain relevant. So what are the appropriate reasons and ways to update a brand?
Visual relevance Think Coca-Cola, McDonald's and Ford Motor Company. These brands have been around for decades, and yet their logos today are not the logos of years past. These companies have updated their logos over time in order to keep them looking fresh and current. But always, these updates were done gradually while keeping the main components in tact.
Product Development Think KFC and LG. The former evolved to meet changing consumer attitudes, and the latter to meet opportunities of new technology. Successful companies are always aware of how their brand co-exists with the current market trends, and those that are long-lasting have been able to evolve without straying too far from the original brand. For example, KFC (formerly Kentucky Fried Chicken) did not try to become known for salads. Instead, they took the emphasis off "fried" and developed a baked chicken product in order to remain relevant in a market newly concerned with health.
Fundamental Promise Think Sears. In the late 1800's Sears began as a catalog order store that promised better than retail prices to a market primarily of farmers. As more cities developed, Sears began to open more retail outlets in order to meet the needs of a changing consumer habit. Over the years, Sears has continued to evolve to meet these changing needs.
Brands that do not evolve become stagnant. The trick to successful brand evolution is that it is done thoughtfully and with great care. Successful companies develop brands with a future focus, in order to ensure room for evolution, without reinvention. They know their consumers, what those consumers expect today and tomorrow, and they adjust their strategy in accordance with their brand evolution.
I'm excited to be providing leadership training for the Chamber of
Commerce for Columbia, Missouri's Leadership Columbia Class for 2011!
Check out the video for a few more details.
A marketing associate of mine relayed a personal experience that I fear happens more often then most business owners want to believe.
The associate was torn between joining two country clubs. One was located closest to her home and was the favorite choice of the family. The other was offering a tremendous discount. She called the former and explained that although they were her club of choice, she was having trouble justifying spending the extra money. She asked the young woman on the phone to please give her some reasons that would rationalize her spending more for a family membership at this club.
The club's associate said she really could not say.
The young woman went on to confess that she wasn't very familiar with what their competition had to offer, and therefore, couldn't really help to justify her own club's higher pricing. My friend joined the other club instead.
What do your associates know, and not know, about your business?
Your brand exists in the hearts and minds of your consumers, and the only influence you have over their perception is your ability to deliver the desired brand experience. Can your associates deliver the brand experience as well as you would yourself? Do they even understand what the brand experience is? And if you think they do, how are you confirming? How are you reaffirming? And how are you training your new associates to do the same?
Internal marketing is one f the most important factors in determining your business' success. If you don;t have a plan for existing associates as well as new hires, you're risking damage to your brand with every existing and potential customer that your associates come into contact with. So ask yourself, isn't it worth knowing, what they know?
I’ll admit it. I am a fan of video games. For me, last week was especially exciting because it was the week of the annual Electronic Entertainment Expo (E3). Basically, it is a trade show for the video game industry where Nintendo, Microsoft, and Sony can show off all their new gadgets so that we (the consumers) can start saving our money in advance. It’s quite thoughtful of them, really. Of course, just about every game developer is there showing off their latest games, and it’s always exciting to see what new experiences we can look forward to. But this E3 there was one thing that really got my attention - the Nintendo 3DS. It’s Nintendo’s latest handheld game machine that has the ability display stereoscopic 3D graphics without the need for glasses. These days, 3D is all the rage with films like Avatar, and others, trouncing on the box office. But you always have to wear those glasses. Even new 3D TVs require expensive glasses to work. Somehow, though, Nintendo was able to beat them all with its 3.5 inch screen that works perfectly with the naked eye. It can even take 3D digital pictures.
So you might be wondering, “How does any of this relate to my business?” Well, a while back I remember someone from Nintendo, maybe it was their president, say in an interview that Nintendo doesn’t try to just give people what they want. Instead, Nintendo’s goal is to give people what they don’t know they want. They constantly innovate and try to find something new… something unexpected… but something that when people see it they say, “I have to have this.” I think that’s something that can apply to any business, no matter what you do. And if you do it right, you’ll have everyone else chasing after you.
Just look at the Nintendo Wii. It is significantly less powerful than any of its competitors, and yet it sets sales records and has Microsoft and Sony scrambling to come out with their own motion controllers. Nobody saw it coming.
The forecast for the Midwest has been, and will continue to be... frickin' hot. And it's only June!
As we all know, people can get a little testy when temperatures are soaring. So here are some customer service extras you can adopt to give your customers an above-and-beyond experience.
Have cold drinks on hand and available. It doesn't have to be costly like soda - make some lemonade and keep it good and cold, or just fill a cooler with ice water. You'll be surprised how many of your competitors haven't thought of this!
Give them shade. For car dealers and other retailers with outdoor displays, have lots of umbrellas on hand to loan shippers. This will provide them some coolness on that hot blacktopped lot.
We all scream for ice cream,. Negotiate with a local ice cream place for some coupons or even freebie certificates to give customers after their transaction. It's a great opportunity for the ice cream shop to get some new customers, too.
Design cool. Especially for retailers, set up your front of store display with refreshing items, cool colors and revitalizing scents. You know that feeling when you first walk in out of the heat and cold air hits you? Why not create a similar feeling for your customers with your own merchandise?
Remember, in life it's the little things that make a big impact. Make a little effort to show your customers and you are thinking of their comfort, and see big results!
I know a woman who fired her stylist after catching him parked in a handicapped spot. An associate of mine lost a client because of something their associate posted on Facebook. An account director missed out on a prospect they were close to getting because they treated a waitress badly. The waitress happened to be the prospect's sister.
Your brand is whatever your consumers perceive it to be, and that perception is based on their sum total user experience with you and your product or service. That includes who you are away from the office. And in today's camera-phone-Twitter-filled world, you never know who is watching... and reporting.
So does this mean we are no longer able to let our guard down, ever? Sort of.
The real key is not that you can't be yourself, but rather, that you must always be aware of the self you are. And whoever that is, you'd better be prepared to own it. In other words, if where you park or what you post on Facebook is a part of you that you embrace, then any clients or potential clients who choose not to do business with you because of it are probably mismatched in other ways that will eventually prevent an ideal working relationship. But if you are ashamed when someone "catches" you, then it's probably a habit you should try to change, or at least keep private.
Your brand, much like your reputation, takes a long time to build. It is worth protecting. Be who you say you are, and don't say you're something you aren't. Be the best you, and then own it. Your brand will grow stronger, and so will your character.
