Category Archives: Marketing

Business, Marketing

Marketing Matters: Create a Business and Brand That Is One of a Kind

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Barber Shop
Diamondduste / Foter / Creative Commons Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0)

 

I’m sure there have been times when you’ve moved to a new neighborhood, city, or state, and immediately looked for services and businesses that you would be a customer at for years to come. Even if you’ve resided in the same place your entire life, there will be times that going to new businesses to shop is necessary. What is it that draws your attention to one company from the next? Is it the service? The owner and employees? The atmosphere and unique environment that hasn’t been seen from other businesses in it’s sector? Whether these same questions were asked by my barber before he took over the business or not, he created a brand that is unique and one of a kind.

Barbershops in general are old fashioned, with the occasional modern barber that went the contemporary route when starting his business. In the same category as a dentist, doctor, or any other service that requires going back to the same person(s), barbers are held in the same respect. If the barber did a poor job cutting your hair, you’re most likely going to look elsewhere.

Previous to my current barber owning the business, the barbershop was the typical small shop, in-between other stores along a city street that got decent business but was never crowded. Now, this formerly quiet shop is the place to go to get a haircut. It’s always full of customers, and even the long discussions like you’ve seen in movies, or when you were a kid.

How did this guy accomplish this? The first thing he changed was the name. Instead of the title being (Insert name) Barber Shop,  he used the word Classic, already making it apparent that this barbershop was like no other. Classic would be an understatement, as not only does he wear the white coat with a tie, but the interior of the store is old-fashioned, from the colors to the wooden floor. What he created was a brand. His unique brand.

Having an adjective such as Classic in the title of the business already signals a difference from all other barbershops in the area. While most are different, it’s usually not until you go inside and get a haircut that you notice how that particular barber differs from another. The title alone sets a trigger that this place is special and retro.

This doesn’t just apply to barbershops either, as it’s prevalent in restaurants, some of whom have a theme to go along with the food and clothing. Johnny Rockets, an old-fashioned burger joint that brings you back to the 1950’s and 1960’s, plays music from that era, the employees dress in the style of those who would found at a town diner in the 50’s, and the interior is full of billboards and ad posters of businesses such as Coca-Cola and Chevrolet.

It’s rare to see this restaurant empty, especially during noon when the line is sometimes out the door. Businesses such as Johnny Rockets and my barber succeed because they’re unique, create nostalgia, and have a retro appeal that also draws in younger generations. The name of the company alone tells potential customers what to expect, which is why business professionals always say to choose the name of your business wisely.

You, the business owner, sets the tone of your marketing. You’re the main marketer, and small details such as the name of your business and the environment of your store is in essence a part of marketing. My barber also utilized social media to further enhance his marketing strategy and draw in more clients in the process.

Your brand is important, and it goes hand-in-hand with the image of your company, being unique and one of a kind. Market and advertise in a way that your competitors aren’t. Offer the customers something they’ve never seen before, or bring them back to a time that creates nostalgia and brings them into your store. These two businesses are thriving off the old-fashioned and retro look. Find what works best for you and your company and apply it to your marketing strategy.

Marketing

Marketing Matters: What Local Restaurants Aren’t Doing Is Killing Their Business

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Restaurant
Foter / CC BY-SA

 

When we think of marketing it’s usually commercials, online ads, and email newsletters, but only the industries that thrive off exposure fully utilizes what we consider “marketing”. Local and even  bigger conglomerate restaurants rarely use any form of advertising, and some ads can still be found in the yellow pages. Everyone knows that eating is a must, and for restaurants the busiest times are around noon and hours from 5 to midnight, depending on whether it has a bar and how long it stays open. But what about the hours that customers don’t walk through the doors? How can these restaurants make money that rival their competitors during the down time?

Remember those local diners or restaurants that everyone loved? For travelers passing through the town or city, they had no idea what they were missing, or if they walked in, what to expect. Usually these diners would have specials at certain times during the day, or would have an item on the menu during the week or on a particular night that was a must have. These specials, similar to what Golden Corral does, attracts customers because it’s a once a week meal that’s not on the menu any other time during the week.

But in the 21st century and with the internet, those travelers and even residents of that particular town should know the specials and prices the diner or restaurants provides before walking through the door. However, this is still not the case.

Last summer a few friends and I would go to Chili’s. The food was great, but better yet, the movie theater was right across the street, which is why we chose that restaurant. For some of us who had the same dish every time we went, there was no need to read the menu, but for one friend, he always had to try something new. In the few months we went there, the menu would change slightly, with new dishes and offers making choices more difficult. We didn’t check the menu on the website before going because as typical 20 year olds, we didn’t feel the need to research what we were going to have.

This leads to the problem with most restaurants. As customers who went to Chili’s on a weekly basis, we expected the same food every time we went there, only to be surprised when a new dish was featured. Had Chili’s given us cards to fill out asking for our email addresses, they could send us, along with all the other customers they gave the cards to, weekly or monthly email promotional ads featuring their new dishes and entrees. By doing this they would have an email list and another way to market their food. It’s cost efficient and doesn’t require much effort.

For all the small restaurants, an email list is crucial. You don’t have the same marketing and advertising opportunities such as Chili’s, but on a smaller scale you can keep in contact with your customers and inform them on what’s new to the menu.

This,  along with a Twitter and Facebook account, would cover all the bases when reaching out to your customers, and even the frequent travelers who pass through your city or town on their way to and from work. Right now, no not many customers, except for the most loyal, will know what is on your menu, or what is being added to it. An email newsletter is a perfect way to get the word out, and the customer’s decision on what entree he or she wants will already be decided before walking through the door.

Restaurants don’t market on a small and simple scale, but you can be one of the few. Give your customer a card to fill out, ask for their email address, and then inform them on what your restaurant is up to, the specials, and the new entrees. You do this, and I guarantee, your profits will likely increase, especially during the off hours in-between lunch and dinner.

 

Marketing

Marketing Matters: A New Way To Attract Customers For Contractors

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www.aadesignbuild.com, Custom Design and Remodeling Ideas, Finished basement, Home Theater, Wet Bar, Pool Table, Play Room, Lighting, Ceiling Design Ideas, Interior Design Ideas, Bold Colors, Germantown, Gaithersburg, Rockville, Potomac, Bethesda
A&A Design Build Remodeling, Inc. / Foter / CC BY-NC-ND

 

As in any industry, putting all your eggs in one basket when it comes to marketing and advertising must be avoided at all costs. Whether it’s social media, a website, blog, or an E-mail newsletter, a sound marketing strategy must incorporate every aspect of advertising to become noticeable. Over the next few weeks I’m going to target specific industries and discuss ways businesses can get more exposure by thinking outside the box, by being creative and using social media technologies that not many companies have implemented into their marketing strategies yet.

First, let’s take a look at how private contractors all across this sector can stand out and attract more clients and customers.

For plumbers, electricians, home remodelers, and other home improvement related businesses, they have a better opportunity than any other industry to market their services through YouTube videos. These aren’t the video’s you see from time-to-time where a contracting company talks about itself, what they do, or where they are; the generic business ad that after a while becomes redundant. There are a few strategies that can be used to show your expertise, who your company is, and really personalize your message that creates confidence in the customer before they pick up the phone and call you.

1) Tutorial/How to videos

Simple five to ten minute videos that go over projects ranging from the easy to fix, to skilled jobs should be posted over time on your YouTube channel. You may ask, “How does this help my business and grow my clientele?” By showing what you or your company can do creates trust in the future potential client, but also, it’s not likely these viewers will do the work themselves, they’ll call professionals. Having videos that link to, or are on your site adds to your credibility, and even though these “how to videos” may seem simple, they can go a long way when it comes to marketing and advertising your business.

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Only a few other businesses have employed this form of marketing known as Youtility, but you’ll be surprised how effective it can be. As contractors, you’re always giving the customer or client the options when it comes to certain projects, such as sinks, tiles, wood floors, etc. However, you lay down their options when you show up on site, wasting valuable time for both you and the client. Instead of answering the questions or persuading the customer when you show up, post videos on YouTube that already answer the questions and give the viewer reassurance that one texture, tile, or floor is better than the other.

This is also a good opportunity to engage with the viewer, as there is a possibility that they’re watching your videos to see what might work for their situation. If they have a question, create a video based on what the commenter is asking,  giving other viewers who will come to your channel that may have the same question the answer. You could also have at the end of every video a two minute section that answers a slew of questions, giving them recommendations and the information that they’re seeking.

When creating these videos, you must present yourself as assuming that these viewers will do the job themselves when in actuality, 95% will call a professional instead. At the end of every video or in the section below, post your contact information and website URL to direct traffic to your site, increasing the chance of viewers picking up their phones and calling you for their next project.

In this day and age with Google, Yahoo! and Bing, you must present the customer or client with information. Many businesses fail in this department as they only talk about their company and what they do, completely missing out on reaching potential customers who are looking for answers. The days of people looking in the Yellow Book and finding a contractor are over. They want to know what you’re going to do for them, how long the job will take, and what options they have when it comes to the project itself.

Information; it creates trust and credibility. When you pull up in front of their house, the trust should already be there and the client should be satisfied before the job is done. Use YouTube in your marketing strategy and see where it will take you. Not many businesses are utilizing all the tools at their disposal, and if you can reach the customers and inform them first, your chances of getting the job will definitely increase.

Marketing

Marketing Matters: Is Old School Marketing Still Worth The Investment?

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Recently I had read an article on Entrepreneur.com discussing why old school marketing shouldn’t be forgotten when getting the word out about your business and services. It’s a very interesting topic as some businesses still use the old-fashioned marketing approach while others have completely gone to social media, and there are some individual companies who have incorporated both into their marketing strategy. But is it worth the investment of time and money to advertise your business as if it was still 1999 by creating radio ads and having your business’ information published in the yellow pages and newspapers. Probably not, and here’s why.

The writer of the article even acknowledged that 73% of people ages 18 and older use social media, leaving the remaining 27% who either don’t use social media sites such as Facebook and Twitter, or aren’t regular users on these sites from a day-to-day basis. While many of this 27%, and even some of the 73%, still read the newspaper and listen to the radio, both of these marketing outlets are a dying breed. As we’ve seen over the past decade newspapers have shrunk as the same information that can be printed on paper is published on the internet and social media sites, where it can be read on a laptop or smart phone.

When it comes to the radio, there aren’t many small businesses advertising, and that’s never been a primary marketing strategy for these smaller companies to begin with. Along with social media and websites, small businesses are more apt to advertise on podcasts as that is becoming the new form of AM and FM radio. While social media marketing is constantly improving and growing, podcasts and other forms of information and entertainment haven’t reached their potential yet. It shouldn’t be discouraged to advertise the old-fashioned way, but is it smart? No. Potential customer numbers are dwindling, marketing in newspapers, yellow pages, and on the radio are expensive, as opposed to social media marketing that is free, or at worst a few dollars out of your pockets.

Another reason to explore different marketing options other than newspapers and radio ads is because of the new generation of customers and potential clients. These 20 to 30 somethings are on Twitter, Facebook, and Instagram; they’re not sitting at a table during breakfast reading the newspaper before the entire family goes off to work or school. Looking at marketing from a 20th century perspective will neither grow your business or your clientele, leaving you in a tough spot as you’ll be spending more money on advertising than bringing in revenue and profits.

One of the biggest issues with marketing the old way is that it’s hard to track what forms of advertising is working, as it’s more difficult to track ROI. To say that a company should invest any amount of time with this older approach might be a stretch, as it isn’t cost effective and these marketing strategies aren’t targeting a growing audience.

What makes social media marketing unique is that it can be personal. The business owner or company can talk to the customer directly and in a timely manner.  By doing this they’ll know what the consumer wants and what attracts them. Many small businesses still haven’t converted over to social media marketing, and not only are they wasting $2000 or more a month, they’re not seeing any fruits from their marketing labor.

If companies want to go the traditional route, the most effective form of old-fashioned marketing is the E-mail newsletter. Even today that is still the most effective way of reaching customers, both new and current. I recommend that all businesses have this in their arsenal, as e-mail subscription lists are a goldmine and a great opportunity to expand the customer base.

I want to know what you think. Should businesses still look to the old ways of marketing and spend endless amounts of money on a form of advertising that has no guarantee of working in 2014? Should newspaper ads and radio commercials still be on the back burner for businesses and companies? Or are there other ways of marketing that haven’t been exploited yet that these companies can get into before the rush? This is definitely an important topic and one that every business owner should think about and discuss.

Marketing

Marketing for the New 2015 Jeep Renegade: How to Attract Buyers

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It is no secret that Jeep and Chrysler are owned by the Italian car manufacturer Fiat, who has slowly changed the face of the two proud American car makers. Fiat has pushed their own models in marketing and advertising as the 500 and 500L are a new concept to the United States as smaller, European style vehicles that aren’t known to post strong sales figures in America. Yesterday, Jeep unveiled their new Renegade, which will be the newest model and crossover the car manufacturer has released. However, being small and based off the Fiat 500L, what is the company’s marketing strategy for this vehicle?

Unlike all the other models such as the Wrangler, Cherokee, Liberty, Patriot, and Compass, the Renegade doesn’t appear to be the traditional Jeep that can tackle different types of terrain that mother nature throws at it. To go along with tradition, Jeep owners want an SUV that is dependable, can go through snow and dirt, and is built like a truck. The Renegade on the other hand, is based off of small Italian cars that are primarily used in the city, which then raises questions about the fuel economy it gets, as other Jeep models aren’t the most fuel efficient in the city on the market today.

With the Renegade making it’s debut at the Geneva Motor Show, we’ll get a better understanding about the vehicle itself, it’s benefits, fuel economy, type of engine, and more importantly, the price.

From the limited pictures that have been released the backdrop is the woods or areas that aren’t the city or suburbs. But could Jeep tailor to a broader customer base, and how could they achieve this? Seeing that the Renegade is small, it’s likely that it will get decent gas mileage and is easier to navigate in the city, making this vehicle perfect for all conditions. This Jeep is perfect for the adult who works and or lives in the city, the badge that it carries on the front and back of the car is from an automaker who’s known to build the best vehicles for winter, and it should have the carrying capacity that rivals other crossovers.

With this vehicle in particular, it should be marketed in a city environment as well, not just in the outdoor setting that only refers to the owners who take their Jeep on camping trips. This is a great opportunity for the manufacturer to subtly change their image with the Renegade by making it city friendly, especially with it’s size. Because Fiat already holds this reputation with their 500 and 500L, the same can be done with this very small Jeep when it hits the showrooms across America.

This crossover may also appeal to the younger generation as it’s sporty and shouldn’t be too expensive.

With any company or product, making even the smallest of changes can be risky, and for a car manufacturer such as Jeep, this is a new look. Priority number one is to market this vehicle to those who prefer smaller crossovers and vehicles that can navigate through city streets. The Renegade could definitely be a hit with younger drivers, especially since they’re the ones who will be future consumers and car drivers.

Jeep is moving in the right direction and it will be exciting to see the reception the Renegade gets from the public. Fiat’s influence is certainly visible, but let’s see if that’s what the American consumer wants.

 

Business, Marketing

Marketing Matters: The Sales Pitch – The Deal Maker or Breaker

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In marketing and advertising the crucial element that either makes or breaks a deal is the sales pitch. This can take the form of a presentation in a board room, a face-to-face conversation, email newsletter, online advertising, or a commercial on television. The presenter must lay out the benefits of the product and or service that the company or the individual is providing, along with the cost and comparison to the competitors. Most products don’t sell themselves unless they’re an absolute must have for every household, but even then, the sales pitch is what introduced the customer to that product which in turn creates sales.

Needing a new shade after years of being weathered and worn down, a local shade repairer and installer had to be called. He explained the differences between the shades that were available, their benefits, the costs, and which one would serve a better purpose. The shade that was chosen blocks sunlight to reduce glare, keeps the warmth in during the winter due to it’s depth and the material it’s made from, and keeps the cool air in during the summer. By reiterating the benefits of the shade it made his sales pitch stronger, and the price that came along with it closed the deal.

As an experienced professional in his field he knew exactly what worked and sold it to his customer. That is successful marketing, and while the decision to go with the heavier shade was already agreed upon before he arrived, his sales pitch would be effective for someone who wasn’t sure what they wanted and needed the differences and benefits laid out on a table for them to see.

For this business owner, face-to-face conversations and presentations is the only form of sales pitching he does. There’s no Facebook or Twitter account, and no website. However, because shade repair and replacement is still in demand, he’s fortunate that his lack of social media presence isn’t hurting his sales, but they could definitely increase dramatically and help grow his business.

All business owners must pitch their products or services where potential customers can see them. I use this business owner as an example because of his strong sales pitch in a verbal conversation, but he hasn’t taken that next step and marketed to a broader audience that could increase clientele and income.

As I’ve said before, contractors or anyone who has a  product or service that can be presented in pictures, should get on Instagram and start posting right away. For example, what my living room looked like with the old, worn out shade and now with the new, more durable shade that keeps the sun glare out. Facebook and Twitter can also have a positive affect. Even for a small company that provides a service that gets forgotten about, many people would switch to a shade that keeps the warmth in during the winter, and cool air in during the summer for one reason; to save energy.

The same goes for all the other small businesses out there. Just because you offer a service or product that only reaches a limited amount of people at one time, don’t confine your business to this number and get on social media if you aren’t already. In this day and age, clientele can grow at a much faster rate than in previous decades, and that can be credited to websites, blogs, and social media. If you’re a small business owner who only makes sales pitches in face-to-face conversations, I suggest to set some time aside and broaden your business’ horizons. There are probably many potential customers out there, and they’re waiting for you to approach them.

Marketing

Hyundai and Volvo Village of Danvers Is The Epitome of Great Customer Service

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Volvo logo
Foter / Public domain

 

We’ve all heard of, or have experienced buying a car at some stage in our lives, and depending on who you talk to, it was either great or extremely horrible.  For the past few weeks I was looking at getting a vehicle due to the amount of driving I do on a weekly basis. Opportunity came knocking on my door as Hyundai and Volvo Village in Danvers Massachusetts had a car that was perfect and exactly what I needed. An hour and half after I had taken a test drive, the car was mine. However, the customer service is what really made the difference.

Before going up to see the car, I was focused on paying attention to the dealer and customer service itself more than the vehicle that I was interested in. Seeing everything from a marketing and business perspective, I wanted to understand the industry on a local level. Just from a customer service standpoint, I was impressed and still haven’t ceased raving about the experience I had at Hyundai and Volvo Village.

After the test drive and negotiations my dad and I were offered bottles of water, which surprised me since other car dealerships didn’t show that same friendliness. Small acts of kindness definitely goes a long way, and as a consumer, it created confidence is this dealership. The night I picked the car up everything went smoothly, the dealer thoroughly went through all the details about the car itself and even filled my car’s tank to full before I drove it home.

Hyundai and Volvo Village of Danvers really is the epitome of great customer service. Everyone who works there is friendly and welcoming, making it a comfortable environment to buy a vehicle. Needless to say, I’m so impressed with my experience there that I will drive the 31 miles to have my car serviced, and hopefully purchase my next vehicle there.

This is how customer service should be across the board, whether car dealerships or small businesses along a main street. If you treat your customers with respect and give them a sense that you really care about their well-being when they’re purchasing your product, they will return, guaranteed. If your clients or customers have to sit at a desk and fill out paperwork or sit in the waiting area, make them feel as close to home as possible. Waiting to pick my car up, the receptionist said that we could change the channel on the TV and help ourselves to coffee and cocoa, which again, isn’t seen or heard of in many places.

The friendliness and engagement of conversations also eased the apprehensiveness of buying a first vehicle. When customers enter your store, be friendly and interact; not only does it make them comfortable, but it shows that your business is warm and open. What I experienced last Saturday was the perfect example of a quality brand, and as I’ve said in previous articles, that alone can be your best form of marketing.

No doubt I’ll be telling my friends and relatives about Hyundai and Volvo Village of Danvers, and I’m sure other customers have too. Marketing can take many forms, and if your customers are that satisfied with your service, you’ve already succeeded in drawing in clientele. For the small business owner, this is how you should run your store and customer service. Add that to marketing on social media and starting a blog, and you’ve mastered the art of advertising and customer relations.