Marketing Your Business for the Holiday Season

It's here the glorious or for some dreaded Holiday season and for most of us it comes on quicker each year! The time is upon us to make sure we get the most of our marketing efforts to help insure sales success in the coming months.  

Social Media Contests - Hopefully your business has an established social media presence, as contests on Facebook are often a popular way spotlight your services or products and interact with customers. Remind them during the time when they are being bombarded with over 2,500 ads daily that your product or service exactly what they need and a great gift idea. Remember to keep it simple as you want to when possible gather information on your potential clients but making them jump through to many hoops will discourage most. Using a clever #hashtag so as to be found in more searches like: #Contest, #Free, #Gift, #Giveaway and an incentive such as a prize or discount on a service or product you offer, you can create an intense excitement around your company.  

Holiday Tips - Use your social media, emailed news letters and flyers to offer helpful tips during a stressful holiday season. Consider your industry, product or service and related advice you could offer to make customers’ lives easier. Making yourself seen as a useful resource for the holidays will make your business standout above the rest. Use an original #hashtag to maintain brand awareness across your media platforms - add it to your banners and posts explaining that it will be used during the holiday. EX: #AMIOffer #AMIHolidayTips

Loyalty Rewards - This is the time to make sure your loyal customers feel extra special. Taking care of those clients that have been there throughout the year will generate additional business and referrals. Do this by creating a special offer only for existing customers or providing a sneak preview, free shipping or secret sale that give them the VIP treatment. This will go a long way towards keeping your best customers thinking of your first during this hectic season.

Special Events or Open Houses - Your small business will rise above the convenience 'brand' stores when you host an open house or special event at your location. Use it to showcase seasonal gifts, new menu items and merchandise so customers can get a glimpse of your holiday goods in advance. Remember your Loyalty Rewards and offer an early 1 hour VIP access for existing clients. To get them to stay a little longer browsing what you have to offer include light refreshments: cookies, a mug of hot cocoa or a glass of cider to get people in the holiday spirit. On their way out, give a special offer or coupon that invites customers back to make their purchases at a discount. Macy's, JcPenny, Khol's all offer these types of incentives with great success.  

Email Blasts - Although I caution overuse, email remains inexpensive and easy to implement when it comes to maintaining contact with existing customers. Just remember to be effective, email marketing should be used with people you have already done business with or who have expressed an interest in your business and have requested email from you. (Have at your place of business a sign up sheet to help you with your list - offer a discount for anyone signing up) When making the email keep it short as possible while still getting your message across. Offer to partner with other businesses that support your company to share space or links on their emailed newsletters as well. Use clickable links to drive clients to your Facebook page or website for 'more' offers. Offer 'sharing' discounts for your subscribers. Also, make the title of your email campaign clear like 'Specials just for you', 'Holiday Tips & Treasures'. Lastly use festive designs take care to add the appeal so it is not deleted before your message has a chance to work.  

Remember when creating a marketing campaign think back on last year: 
What worked to grab your attention?
What made you choose the stores you shopped at?
What stood out as special or innovative?
Putting yourself in the shoes of a shopper and thinking what would you like to see if you are shopping for yourself or your family and try to implement it in your marketing plan.

Have an Very Merry Holiday - Remember the Reason for all our Seasons - Give Thanks for what we have - and count your blessings daily!

Happy Halloween - Thanksgiving Blessings - Merry Christmas! 
Kristi Kirkland 
Answer Marketing Inc

How much is enough?

Marketing it can make or break a company - so how do you know you are doing enough and where do you market?
Marketing is defined as:

noun: marketing

1.

the action or business of promoting and selling products or services, including market research and advertising.

I define it as:

2. the action by which your consumers build the trust and desire to use your product or services.  

So let's break it down to the first question everyone asks, 'How Much Is Enough'?  There are multiple variables out there and it factors down to not just time but the usage of resources to get you in front of your consumer enough times that when they are finally ready to buy your company is the name that pops up in their frontal lobe which is the part of the brain that is involved in movement, decision-making, problem solving, and planning! 

While every industry is different like say a restaurant can invoke through their advertising an immediate hunger creating a response to action while a harder industry like financial planning has to do a lot more strategic planning in their marketing to induce a return on their advertising investment.  Having said that a good rule of thumb is the 60 - 30 - 10

Hold on to your seat... the 60% is how much time you should be causing an action in marketing your business product or services!  In a 50 hour week that is about 30 hours of time devoted to getting in front of your customers.  This is a time & again proven fact for all successful businesses!

· Spend 60% on marketing and sales

· 30% on making or providing products or in service delivery

· 10% on administration and management

Or simply, prioritize your time as marketing - making - managing.

The exception to this is when you're in start-up. Since you have no customers (or very few) spend 80 - 90% in marketing and sales and 10 - 20% developing systems in administration and management. 

This 60 - 30 -10 rules transfers into other aspects of your business as well. 

For example, when it comes to Client Retention and acquisition, spend 60% of your time and effort on keeping and growing your current clients. Spend 30% on getting new mainstream clients in the short term and 10% on long term sales for those bigger projects or clients.  It factors down to the same story no matter the industry it is easier & more affordable to keep a client than to cultivate a new one.

For training, spend 60% of your training time and budget developing and enhancing your strengths;

30% learning new concepts; and 10% working on improvement of your weaknesses. I get asked all the time when attending a seminar for services I offer, 'Why are you going to that when you could be teaching it'? There's never a time when you have learned enough to stop learning more...

If you don't have a budget for training, I suggest you rethink this. Imagine how much more business you could grow simply by sharpening your edge and honing your strengths. I'm confident you'll realize a high return on your training investment. Fact is with the internet education is more affordable than ever!

If you have staff, spend 60% of your time on the superstar best performers. 30% on the high potential staff and 10% on the low performers. Just like enhancing skills, investing time and energy into winning opportunities will yield greater results than trying to improve weaknesses or poor performance. 

So how does this 60 - 30 - 10 rule translate out to an actual week?  In an average 50 hour work week, these percentages equal 30 hours sales and marketing, 15 hours providing products or service delivery and 5 hours doing administration and management.  

Are you having a bit of a reality check? Give it a try and you may be amazed at the result on you business. 

Next blog will be on Marketing Artfully! If you are needing to spend 60-80% on marketing don't you want to get the most bang for your buck? Make sure to subscribe so you get notice when it is posted! 

As always - AMI is here for you! 

Kristi Kirkland

Answer Marketing Inc

850-215-7667

When Looking How Do You Choose?

Yes, it's a deep subject as with all businesses when selecting a service to help you take care of things so you can continue to grow your business like a bookkeeper, advertising agency, product supplier, printer, office cleaner, or other industry it comes down to a few key things.

1. Price for what you receive
2. Value for what you bought
3. Knowledge - Expertise
4. Reliability - Trust
5. Continued Care

 Let's tackle them one by one and you will see a lot of these can be answered by those closest to you that you have already built a relationship with to help you find the right service provider.

1) Your first thought when adding an outside resource to handle or provide things you need to keep your business growing is for a lot of people the price.  Most will look for the bargains the service providers that offer 'The Best Rates' in town.  Be wary of this tactic getting a good price for the services you receive is not always about getting the lowest priced you're offered.  You know what it costs to maintain overhead if you receive a product for $50 do you sell it for $50?  You calculate your time, value, and overhead before putting a price on an item or service.  So when looking at prices received from the companies you need the services from consider several things before you decide how much you are willing to pay for it.

• How many things are included (Those nice little extras)
• What do others say about the value they received (are they getting more or less for their money)
• What kind of experience is the service or item backed by (It's not always about the amount of certificates on a wall) 
• Old saying still applies - 'You Get What You Pay For' if it's free or priced lowest are you getting the same value in some cases you do...   

2)  Your next might be to ask yourself how do you know if you are receiving a good value for the service or product?  This is a valid question for any of us that have bought something only to turn around and see the exact same thing for less.  Again, you have to ask yourself was the item or service being offered for less have as much going on as what you bought? 
Example:  You buy cleaning service from 'Ace Cleaning' for your office and it includes; Emptying trash, vacuuming, dusting, cleaning the restroom & windows.  This service is 2X a month for $150.
A week later you get a mailer saying 'Acme Clean' is offering the same list of services the same amount of times a month for $99...  Hold onto that first thought: "I NEED TO SWITCH" admit it you know it crossed your mind.
Let's look closer - in addition to the services offered by 'Ace Cleaning' they bring their own supplies
to clean your office with and they have a strong social media presence and put in plugs for all the businesses they clean.
While on the other hand 'Acme Clean' uses your cleaning supplies, has little online presence & uses it only to promote their own business. 
So look closer it is not always apples to apples when you are comparing companies.

3)  The intellect question... When you ask, does this company really know their stuff or will this product live up to its standards or the standards of your company?  I like to ask for recommendations if using a service or a list of companies that are using the product before buying.  This is not rude, this is smart business.  If the product is so great then surely others are saying how great it is.  If the service a company is offering is the best and they are stating they're the experts then again they must have someone willing to testify to this fact.  Ask for validation of their customer satisfaction guarantee.  

4)  Reliability and Trust - for me this is big!  I am willing to pay more for a service or product that will stand the test of time.  How many have bought a product (cell phone) and the first few weeks you're in love with it and then you experience electronic depression when it doesn't perform like it should.  That amazing new technology gets a one way ticket out the window.  Or on the service end you hire a company to take care of something you need and at first they are actively rolling out the red carpet & then leftover syndrome hits and you are no longer the brightest toy they have and the red carpet turns brown. 
Again, easily checked just ask for references to who has bought their product or used their services for more than a few months.  Look for longevity in the references, someone who has been using them for more than a couple months.

5)  Number 4 rolls right into Continued Care - When you first agree to a service or buy a product and the company falls over themselves to make sure you are happy (at least I hope they do...), doesn't it feel great.  How do you know if the company you choose will continue that care for the long haul?  Do your homework - ask others you know have used the company you are about to hire or buy from.  Research their company what are others saying about them, do they have past clients are they still singing praises even if they no longer need to use their services or buy their products?  No one wants to hire a service or buy a product and have the newness wear off after the check is cashed.

Word of mouth most of the time can't be bought if a community is talking about a company listen and let friends, co-workers, family, clients help you make the right choices in using other businesses. 

Visibility also a great tool for helping you decide on who gets your business.  If a company is all over the place and the feedback is 99% of the time positive, it's a good sign they are willing to back their business.

Price Point looking for value compared to price given, understanding it's not always the lowest offered that you want to run with.  Paying for good product or great service will connect you with a product or service you will continue to be happy with even after it's been paid for. 

Hope this article has helped you when needing to make a choice to purchase a product or service.  It's ok to shop around, to ask others and to require proof of value.  After all you worked hard for your money make sure when you use it that it's working hard to earn you more or bring a value to your business or life!

You Chose Wisely,
Kristi Kirkland
Answer Marketing Inc

It's all in the way you say you're the Best!

Thought occurred the other day that while I teach how to say your elevator pitch within the safe zone of a direct referral group it does not always translate in other situations verbatim. Sometimes what those of us that have been doing this all our lives know isn’t common knowledge for all.

Within a direct referral group we are allowed and in fact encouraged to get right to it and ask for the things we need to grow our business.  Nicely put within a direct referral group those that ask – receive.  Outside the team this works well with those people we have created relationships with; friends, co-workers, family, long term clients – as long as you were first in those relationships a giver.  But, if you are meeting someone for the first time asking them directly to give you a referral when they don’t yet know how wonderful you are might not translate so well… 

 So let’s use a moment to take our elevator pitch and turn it into something that is usable in any situation to generate a follow up meeting with someone that you might be able to turn into a client or a referral for a team member.

Parts that are usable and should be included inside and outside the meetings are your name & tag – use it often as you want them to remember you long after the conversation is over.

Now take it up a notch have you ever been introduced to someone that said what they do and it caused you to ask ‘what is that?’ or ‘Tell me more’ or ‘That sounds interesting’ – any kind of introduction to someone about what you do that causes a reaction in the person you are talking to or has them asking you a question is a great start!

Whenever you describe your services always explain how your business will make a difference to others. Explain it in an entertaining fashion – make it memorable. Show off your expertise in a personable way. Try to highlight your experience and your company’s strengths using testimonials. Ground your business concept with simple, realistic messages that will make an impact. Do not use jargon – or ‘sales talk’. Most importantly, pitch quickly. You never know – the person to whom you are pitching may have an elevator to catch. 

Let's take another moment to give a few radical ideas of engaging moments that stood out.  Take these and let your creative juices flow for your own industry! 

EX 1: I once met a chiropractor who when he introduced himself took out of his pocket artificial sweetener packets and tossed them on the ground.  What did that have to do with my spine - not much unless my health was being effected by the things I was eating that were causing underlying issues.  Well it caught my attention and I have never forgotten it.  That Doctor that threw the packets down now takes care of my families chiropractic needs as he has a business that takes care of not just the symptom but the root of the problem.  If a persons diet was poor leading to other health issues he wouldn't just do a spine adjustment and see them again in a week because it wouldn't solve their problem.  He'd in fact talk to them about ways to prevent and heal the problem. 

EX 2: We have an extraordinary member in one of Answer Marketing Inc's direct referral groups and his stature has in his past caused him a few troublesome days.  Now he puts it to good use by standing on a chair whenever he has something he wants to say. It catches all our attention every time and keeps our attention for his entire elevator speech.  Using what you have or don't have to your advantage to get a point across is always a way to make sure you are remembered long after the business cards are forgotten.       

Ok, so what makes you special - don't be shy write them down and be proud you are unique! Now give yourself a pat on the back for having services you can offer that make you a valuable person to know! 
Remember practice saying positive things about you and your services as the more fluent it is the less sale pitchy it sounds.  Try it out on friends, your team mates or family and ask for critique.  If they don't like it you know you need to tweak it a little more.  
Now here's the key - when talking to someone ask them what you would want someone to ask you about yourself or your business...  Did a light bulb just pop on?  It should have....  The key to any great conversation is asking others what you would want to be asked, LISTENING to the answers and then being ready when they turn the question onto you.  You've practiced it - Tested it out - & Perfected your response as to what makes you 'The Best'.  Now when they ask it comes out as matter of fact and you have a great foundation laid for business.  

List your Qualities, Practice, Ask, Listen, Answer, Connect!

   

3rd times a charm?

Yes, I know you've heard it before try - try again and we hope the 3rd times a charm. Well, this is about your daily routine and adding some serious productivity boosts to your day.

Think now about how many thoughts roll around your head - I don't know about you but that is a serious time distraction when you have 'brain blogging' going on.  Some of us get so bogged down with the ideas, needs, issues and other thoughts that roll around on a regular basis that we don't function at our highest or stay as creative as we need to be.



Third times a charm - here's where it comes into play.
First time charm: When you come in to the office in the morning before you start your daily routine take your first moment in the day to seriously clear your mind.

Now this is harder than it sounds you are not just taking a quick few breaths, thinking of your happy place, and starting your day.  You need to close off distractions (cell phones, computers, lights, activity in the halls) and let those 'brain blogging' thoughts surface while you visualize a list in your head and prioritize the thoughts that surface.  For some of you that do not visualize well it is ok to write down the thoughts surfacing.  Now go over them and put them into perspective.
1) Grass needs mowed (This can be thought about at home)

2) Power point presentation needs fixed (Prioritize)
3) Coffee pot needs rinsed (Do at next break)
4) Client follow ups (Right after you clear out yesterday left over)
5) Left over work from yesterday (Start your morning with - prioritizing value)
6) Call back utility company (Handle at first break)
7) Squirrel.... ok that was a serious distraction (How many of you have unexplainable randomness?)
8) Check on car oil level (Right after work is over)

Next open your eyes you have your structure for the start of the morning - take your deep breaths, roll the shoulders, straighten the spine and take on the day!
Wait!! What about 3rd times the charm?? You all know as well as I do that even the most well laid plans go awry when other outside factors come into play. So what you just did to start your day you do right after lunch and before you go home.  Only difference is after lunch you will re-clear your mind and re-prioritize your morning list taking into effect higher priorities that may have come your way.  The 3rd times a charm & one of the most important for a balanced life is when you clear your work day out of your mind - remember you are human and there's only so much you can do in a day.  Write yourself out a task list for the next morning and put it out of your mind allowing family and fun come into your mind.
Some might do this task right after you shut down the computer for the day or on the ride home, where ever it is just make sure it is handled before you walk into your home. Consciously think about a wonderful memory before you walk into the house and be the greeter with a smile for your castle area.
This will not happen over night and it does require concentration and dedication. But, if you make it part of your routine like drinking 8-8oz glasses of water a day it will improve your spirit and productivity!

Think Happy Thoughts!
Kristi Kirkland
www.answermarketing.net

Seven Networking Tips:

Networking goes hand in hand with running a successful business.

But many of us dread walking into a room and introducing ourselves to a bunch of strangers. We get direct referrals through our A-Team but we need to be cultivating referral resources through our memberships & community connections.  Here are a few valuable tips:
1. Resist the urge to be fashionably late. It's almost counter-intuitive, but showing up early at a networking event is a much better strategy than getting there on the later side. As a first attendee, you'll notice that it's calmer and quieter – and people won't have settled into groups yet. It's easier to find other people who don't have conversation partners yet.

2. Ask easy questions. Don't hold up the wall or wait for someone to approach you. To get the conversation started, simply walk up to a person or a group, and say, "May I join you" or "What brings you to this event?" Don't forget to listen intently to their replies. If you're not a natural extrovert, you're probably a very good listener – and listening can be an excellent way to get to know a person. When first getting your feet wet bring someone with you - walk up to a group or single person and say, "Not sure if you've met..." & introduce the person you are with, then follow up with & by the way I'm.... Works every time!
3. Ditch the pitch. Remember, networking is all about relationship building. Keep your exchange fun, light and informal – you don't need to do the hard sell within minutes of meeting a person. The idea is to get the conversation started. People are more apt to do business with – or partner with – people whose company they enjoy. You don't network to sell a product or service you network to build a connection, that leads to a follow up meeting that ends in one or both of you getting or referring business!
**If a potential customer does ask you about your product or service, be ready with that one thing that makes you stand out from your competitors.
4. Be passionate. Win people over with your enthusiasm for your product or service. Leave a lasting impression by telling a story about why you were inspired to create your company. Talking about what you enjoy is often contagious, too. When you get other people to share their passion, it creates a memorable two-way conversation.
5. Smile. It's a simple – but often overlooked – rule of engagement. By smiling, you'll put your nervous self at ease, and you'll also come across as warm and inviting to others. Remember to smile before you enter the room, or before you start your next conversation.
6. Two ears ONE mouth. Some people who dislike networking may overcompensate by commandeering the discussion. Don't forget: The most successful networkers (think of those you've met) are good at making other people feel special. Look people in the eye, repeat their name & listen to what they have to say. Be a conversationalist, not a talker.

7. Remember to follow up. It's often said that networking is where the conversation begins, not ends. If you've had a great exchange, ask your conversation partner the best way to stay in touch. Some people like email or phone; others prefer social networks like LinkedIn. Get in touch within 48 hours of the event to show you're interested and available, and reference something you discussed, so your contact remembers you. Write on the back of their business card something you can refer to later so they know you were sincere.

Success is only one connection away - Kristi Kirkland
www.answermarketing.net