by Susan Collins on December 12, 2011
Is anyone really paying attention to marketing during the holidays? We are barraged with information about 50% off sales, “Buy One, Get One” Free offers and “Free Shipping” from nearly every page on the Internet to nearly every page of our daily newspaper. What could possibly be getting through?
Depending on your business, now could be a great time to be touch base with your customers. If you have a seasonal business that starts out of the box right after the holidays, now is a great time to be letting your customers know what awaits them in January. Figuring out how to break through the clutter is the question.
1) Make sure your message will make your target buyer stop and say “what was that?” You have to figure out a way to be unique and once you’ve gotten their attention, you must make sure they want to know more.
2) Be clear about the opportunity you are presenting. Don’t leave any doubt about what you offer and how it will sold your customer’s problem.
3) Don’t be afraid to brag. Use customer testimonials to prove your excellence.
4) Make sure they know what to do next. Yes, they can wait until January but what an advantage they will have if they engage with you NOW, ahead of the crowds.
5) Make sure the tactic you employ to get in front of your customer is one that is appropriate to them. Don’t buy banner ads on a site they never visit. But then, that’s good advice for any time of year!
You know your business, and you know your customers. If the holidays aren’t the time to engage them, then don’t wait your money. But also consider that they may be planning for 2012, as many of us are, so now might be the perfect time to engage!
by Susan Collins on June 22, 2011
I had an unusual opportunity recently to go to an Executive Educational Conference in Ireland. The trip was planned by Performance Enhancement Incentives, a firm out of the Boston area, that specializes in designing strategic incentive travel programs. I worked with PEI a few years ago to create incentive packages for my sales team. They planned and executed wonderfully creative excursions that salespeople could earn by achieving sales goals.
Classic Dublin Pub
The goal of this executive conference was for PEI and various hotels and tour companies in Dublin to demonstrate their ability to host and entertain groups. It’s not a secret that Ireland is struggling economically and this was one way to show executives here in America that they are open for business, ready and able to deliver an exceptional experience.
As I enjoyed the hospitality, the food, the sites and the experience, I realized that these companies were each demonstrating their services. They didn’t just send us a brochure or an e-newsletter telling us what they can do, they actually invited us to come and experience it, in person!
So, I ask you, how do YOU demonstrate your services to potential customers or clients? How does a financial planner demonstrate their ability to create a successful plan? Or an accountant prove they know their debits and credits? It’s probably easier when dealing with a product. A company can always give out samples, but when it’s a service like the ones I’ve mentioned or the one I’m in (!) how do we prove our worth.
Would love to hear your opinions on this. Feel free to share your ideas on how YOU demonstrate your value. What works??
Depending on your business, now could be a great time to be touch base with your customers. If you have a seasonal business that starts out of the box right after the holidays, now is a great time to be letting your customers know what awaits them in January. Figuring out how to break through the clutter is the question.
