Do You Know What Your Associates Know?

July 20th, 2010

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?

Posted on July 20th, 2010 | Posted by Anna Lawrence | Permalink | Rss Feed


Innovation Will Keep People Chasing After You

June 21st, 2010

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.

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Posted on June 21st, 2010 | Posted by James | Permalink | Rss Feed


Chill 'Em Out

June 20th, 2010

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!

Posted on June 20th, 2010 | Posted by Anna Lawrence | Permalink | Rss Feed


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