Using 'Funny' and 'Free' to Save your Customers

On the way into work, I debated whether I should stop and get gas. There was a long line and I only had a quarter of a tank and a 30 mile commute to get home. Despite the price gouging $4.19/gallon, I pulled over into the ditch to wait my turn. Since it took me an hour to get to a pump, I had plenty of time to study the desperate driver's faces in the other cars: some probably late for work, others with children in the backseat (who I'm sure were late for school), and many contractors who would be out of work for the day without gas in the tank. Each face was different but on most, I saw extreme impatience and frustration. This magnified when a car would doddle at the gas pump or a patron would go inside looking for snacks as if there were not 50 cars lined up in the rain.

It seemed to me that the gas crisis mixed with a falling stock market and billion dollar bailouts on wall street undoubtedly have the average american a little ticked off.

This experience gave me an idea about small business marketing. Wouldn't it be nice if our businesses could be the bright spot in the day of the average american? Now is a unique time in history where a small act of kindness could really go a long way in the business realm. Consumers are getting busted from every angle and YOU could be the one business transaction that actually leaves them feeling happy.

Here are some ideas that I came up with:
1. Offer a "gas relief" hot dog lunch. Invest about $50, set up a grill in your parking lot and a few balloons with yummy condiments and give away free hot dogs to whoever stops by.
2. Launch "Customer Loyalty" programs that reward customers with fun prizes and discounts.
3. Add a dose of humor to your customer service department. Encourage your employees on the phones to be light, funny, overly courteous and helpful.
4. Offer walk-ins a free snack while they wait to be serviced. Make a couple batches of chocolate chip cookies and a pot of coffee. Put up a sign that says "Take a Sweet since the Economy is Sour."
5. Go the extra mile to be more patient with customers. You never know what someone is facing, especially during these uncertain times. Try to listen before you speak and go out of your way to make someone's day. They'll remember your kindness and remember your business.

Small businesses are the heart of our nation. If we take a stand to be the bright spot in the lives of our customers, we may just be able to make a difference.

Cohesive Literature that Makes the Sale

Check out this link Click here This article is from Entrepreneur.com, a premiere marketing website. It discusses:

1. Why you should have corporate literature that supports your business
2. The BENEFIT of hiring someone to design your pieces
3. The importance of high quality marketing pieces
4. Why all literature pieces should work together, reflecting one another in style and design.

Terms of Use - Do you have an agreement?

You have all seen and checked the little white box before every service or product that you buy over the internet: "Terms of Use: Agree or Disagree." Admittedly, I hardly ever, ok never, take the time to read the small print that's in those boxes but instead breeze right through to the check out page. In reality, this is a bit insane that I don't take the time to read the when's, where's, and how's of the money I'm about to send into cyberspace, but let's face it, who has the time?

I was working today on revamping our company's Terms of Use policies and I began thinking about how important this cluster of phrases is to a small company's long-term survival. I decided to pull up a website of a company that does similar business as ours, but on a much larger scale. I dug around their site until I found the Terms of Use policy and read it thoroughly. Obviously they had legal advice, because not everyone can put together a phrase with that many prepositions, run-ons, and triple-syllable words. It was a learning experience however, because the more I read, the more I realized how much needs to be covered in explaining a simple business agreement.

Here is a simple guideline of what needs to be included in your Terms of Use:

Introduction: Establishes the definitions of all parties and main subjects being discussed.
For example: This agreement (”Agreement“) between You and Jane Doe (”the Author“) consists of these Jane Doe's Blog ( “the Blog“) Terms of Use (”Terms“), etc.

Eligibility: Who is eligible to use your services? Are there age limitations? Specific company limitations, etc?

Fees: What fees apply? How will payment be collected? Are there required up-front deposits?

Receiving/Shipping: In what way will you collect materials (such as photos, files, etc) from your customer? What are the terms of product delivery upon completion? Are there any guarantees associated with delivery times?

Cancellations/Refunds: What are the terms and costs associated with pulling a project from production? How late is too late to cancel? At what point is a refund unacceptable?

Release: A statement that clears you from being responsible for a client's business going wrong due to your service.

Dispute Resolution: How disputes or conflicts will be handled and the terms of that process.

This is not an exhaustive list, because so many "terms of use" subjects are industry specific. However, this outline should get you thinking about your terms of use agreement. Include this agreement with all job orders so that you and the customer both know the expectations before the job begins. This increases effective communication and is a safety net for your company as you conduct business.

Fired for not Moving Up- a discussion about employee retention

"What happens to the person who rises to a level and then chooses not to go any farther? Great press operator, but he doesn't want to be production manager or learn anything other than what he is doing now...at some point you will have to convince that person to grow with you or your business will be stuck. "

I recently read this quote in an article written by Tom Crouser, CEO of CPrint and contributing columnist to Quick Printing Magazine. It was part II of a series entited "Case of Continuing Forever" a discussion on building a small business to last long after you are gone.

After reading the quote, I have to say I was a bit taken aback. Let's imagine the following: Here's a man that's worked hard all his life to be the best press operator that he can be. Keeping his station neat and tidy, he performs well under pressure, turns out error-free jobs, and rarely takes personal days. He's never wanted management because he's task oriented and not much for crowds, team activities, or public speaking. Above all, he takes pride in his work and does it well, probably better than any other pressman in the company.

According to Crouser, this pressman should be terminted for his disinterest in climbing the corporate ladder. Crouser argues that small businesses should adopt military style assessments of who is growing the company and who is not so that the company avoids ruts and stunted growth. He recommends a maximum amount of time that an employee can be in a position before they must either move up or move out.

My thought is this: if a small business employs only go-getters and ladder climbers, wouldn't they end up with a business full of type-A personalities, all trying to run the show? I firmly believe it takes all types of personalities and work styles to make an effective and complete team. Moreover, in a small business, if you are always moving people up and out, you would constantly be hiring, which is an expense in training and time that most small businesses cannot afford.

I do agree with Crouser that "you must be proactive in recruiting, training and developing..." If you employ someone who is unwilling to do his current job better, then that's an ineffective worker. All valuable employees should be looking for ways to do their job better. That's where the motivation and training come in. But terminating employees because they don't want to move up in the company seems ignorant and dangerous in the world of small business. After all, where would we be without the artisans that have mastered their machines after 10 years of service? Not every job can be re-taught and re-trained every two years.

Leave your comments on this issue and please discuss what has and has not worked in your small business.

Inspire your Employees during Uncertain Times

I recently read an article "Beyond Bonuses" by Heather Larson featured in "My Business" magazine, a publication of the National Federation of Independent Business that highlighted some practical ways business owners can inspire and reward faithful employees after a job well done. During these uncertain economic times, employees everywhere, including big bank Wachovia, are hearing about job-loss, benefit cuts, and falling stock prices. How are we, the small business, to keep our employees motivated when there's nothing on CNN except doom and gloom?

Step out of the box and toss on your creativity hat. It's time to figure out what low-cost way your business can use to reward the employees who go the extra mile to make your company a success. This article highlighted a salon in Indianapolis who rewarded her stylists with "Vivi Bucks" which they could redeem for spa services. These bucks were earned by customer reviews, innovative ideas, and random acts of kindness.

I worked for a staffing company in Raleigh, NC under an enthusiastic boss who always had crazy ideas for his employees. One day I came into work and found a giant (about 5 foot tall) Kermit the Frog sitting in my desk chair. This Kermit later became a symbol of a job well done. At weekly staff meetings, our boss would announce the new winner of the 'Kermit Award.' Nominations were taken from other co-workers during the previous month and Kermit was then allowed to sit in the winner's office for their month of glory. Now, I have to say, kermit didn't really float my boat. Besides, he's huge and got in the way. But if I could go the extra mile and get my highlights for free... well, that'd be something to work for.

What could your company offer as an incentive? Remember, the goal is to keep the cost minimal but the impact a maximum.

This article listed the following ideas:
-Extra Time Off
-Free Lunch
-Restaurant gift certificate
-A box of treats on their desk
-Event tickets
-Spa gift certificates
-Sporting event tickets
-Free company gear
-Shout-outs at staff meetings.

Have you offered any incentives at your small business that have worked well? Please post a comment and share them with our blog reading community.

Moonlight Blogging

Do you have an area of expertise? If you own your own business, chances are you know a heck of a lot about your own product or service. My dad has often said that he knows more about printing than anyone would ever care to listen to. What can this information do for you?

I'm proposing that you can use this wealth of knowledge to bring you a bit more cash during the year.

Want to pay off some bills? Go on a vacation? Re-landscape your yard? Fill up your gas tank? Well then, you should consider doing some moonlight blogging. An avenue to bring in some extra cash with zero cash investment and minimal expense of time. Starting a blog is incredibly easy. Take this blog for instance- it was created using www.blogger.com: Choose a username and password, select a template, and start typing. It's that easy.

You can begin sharing your expertise on your blog. For instance, since we're printers, I may blog about the best equipment for our size of a shop, printing techniques that save time and money, software that's a waste of time or the delicacy of cash flow. Just pick a topic and make it as specific as possible. Since we live in the information age, people are always looking for experts on just about anything. Even if you're not an expert, you can add valuable wisdom on your topic.

Once you get some content established, consider adding ads to your blog using Google AdWords. These pay-per-click ads can generate quite a bit of traffic and cash. Pretty soon, you'll be driving traffic to your blog and receiving a check in the mail each month.

If you decide to embark on this adventure, post a note here on our blog and let us know how it's going. Questions and comments are always welcome!

Tightening up on Small Business Spending

Does the economic squeeze have your wallet gasping for air? Do gas prices have you wincing everytime you see your delivery truck take a right hand turn out of your parking lot? Are consumables at an all time high?

Well before you take your SUV on another sales trip to bring in more money, consider cutting down on some of the costs inside the office walls.

1. Analyze your monthly bills.
The advantage to living in a capitilistic society is that you can afford to shop around and get the best bang for your buck. When's the last time you looked at your phone bill, your broadband provider, your vendor bills? Well, you probably look at them every month but were probably too nauseus to notice how much you were paying and what you were paying for. One of my favorite websites is www.clarkhoward.com. Clark is a radio jockey that has made a name for himself because he's cheap. His entire broadcast is dedicated to finding the best deals and lowest prices with the best service. His site is divided into searchable categories such as: "insurance," "computers," "telephones," etc. If you think you're paying too much for a service or product, check out his website for tips to find the best deal.

2. Unplug your Vampires
You may have seen some recent reports that indicated that electronic devices, even when not in use, drive up the electricity bill and suck up your spare change. Actually, these devices that are not in use account for 5 cent of every $1.00 of electricity that you pay for. That doesn't sound like a lot but if you have a large facility, this could amount to a few hundred in savings per year. Instead of crawling on your hands and knees unplugging every overloaded socket in each cubicle, try putting each desk on a power strip and just making it policy that the power strip is turned off at night and on the weekends.

3. Shop local.
Cross-country shipping wasn't always a big deal, in fact, the cost was negligable considering the money you saved by shopping internationally. Now however, shipping prices have doubled and even trippled in certain circumstances. Anything moved by petroleum has gone up, food included. Consider what products you are receiving from distant places and survey your local market to see if you can get just as good of a deal down the road. You save money, you stimulate the local economy and promote small business in your community. It's a win-win situation!

4. Cut down on Consumables
How many post-it notes do you go through in a day? Do you print out your emails? Do your co-workers drink out of throw-away cups or do they bring coffee mugs to work? Consumables can be spent faster than a dollar in a candy store. I went to a graduation party last weekend at a picnic site where the hostess provided plastic cups for beverages. I realized by the end of the 100 degree day that I had used at least 5 plastic cups simply because I could not remember which one was mine. I wasn't about to risk getting a stranger's germs! I'd rather pile up plastic cups in a landfill! Seriously though...consumables are those little things we use all day long and throw away without thought or care. Just a bit of mindful monitoring would go a long way for your monthly expeditures.

National Contest Winner gets the Spotlight

Amy Cuttino of Huntersville, NC was recently named winner of Kodak's Picture of the Day Contest. Her candid picture has been splashed around news websites and papers because after all, she's a local who was recognized on the national level. As prize, her picture will be on display in Time Square, New York, NY for all the world to see on May 28. Quite a prize indeed, and a promising boost of advertising.

After I heard the newsstory, I dug around a bit to find out more about this local wonder. WRAL radio had mentioned her company's name: Photography and Art Blossoms. A short Google later, I popped onto their website to see if Huntersville was harboring the next world's greatest family photographer.

Their website was fairly basic but served the purposes of an amateur photographer. It had plenty of galleries and contact information. After spending a short time navigating the links, I glanced up at the url bar: http://www.phartblossoms.com.

Seriously?! Do you really want the word "phart" in your url address? Stunned, I looked at the pictures and saw cute family photography. Lots of candid shots of kids and parents and brides. The url address and the content just seemed inconsistent. (I am adding an update to this blog post due to a reader comment that the word 'phart blossom' is a local phrase used as a term of endearment) I still maintain, that to an outsider, it's confusing.

This experience reminded me that we (all business owners, especially small business owners) should be on the look out for opportunities of fame. Little contests and accolade ops that would take our business to the next level. After all, one big break like this could take an amateur photographer and make them a star. Being careful not to spend too much time filling out contest entry forms, we should search out plausible opportunities for free advertising. Once you find that perfect contest however, please make sure that you are ready to receive attention. Check through your website, fix broken links, swap out low-res images, update your blog, and for goodness sakes, don't use any words like "phart."

Customize Your Own Search Engine

Have you ever wanted to add an easy search bar to your website that allows visitors to search your site, news, or even the entire web? Maybe you haven't even thought of the possibility.

Yahoo has created a Search Builder that allows you to customize (colors and all) a search bar that you can then place on your site or blog for your visitors to use. You can limit the search to give results from your site only, all news, or the entire internet. I can see the main benefit from searching within your site.

I went through the 10-minute process this morning and found it super easy to use. I was hoping that it would give options to further customize the search, but unless I just missed it, I think limiting searches to your site is about it as far as it goes.

I plan to place a customized bar on our blog so that you or anyone else can search our Artech site for any marketing materials you may need. For example, "brochures," "inserts," or "website design." If anything, it can be a glorified navigation tool.

If you are looking for a way to enhance your site on a limited budget, this seems like a worthwhile gadget to try. Let me know what you think.

Funnies get Published

I have started a section in our monthly newsletter called "Over the Bar." It started when a long time friend of ours, Nancy from Artisan Shutter, shared a hilariously funny story about her husband. It was so funny that I had to include it in our newsletter. We'd like to keep it going but we need your help! You guessed it, we need funny material.

Submit your witty banter here to receive your story published and if you are chosen, we'll also publish your name and company url. Hey, who doesn't want free advertising? Our newsletter currently reaches 260 well established professional businesses.

Commentary on Paper making a Comeback

The recent article, "'Dead-tree Medium' No Longer: For Many Marketers, Print Outperforms Digital" published in Knowledge@Wharton on March 19, 2008 confirmed my suspicions that paper as a marketing medium was always effective, but merely pushed aside as the fresh and tech-magnetic internet gobbled up advertising dollars.

The print industry has experienced many ebbs ands flows (mostly ebbs) since the dawn of the internet/website/html/pay-per-click age, but now seems to be making a comeback as e-mail boxes become bloated, websites more common, and optimization more expensive. I am not insinuating that the internet is not a wonderful communication tool, but merely pointing out that it is only one of the many useful advertising and marketing tools available for small to large businesses. Moreover, I highly suggest internet presence and marketing when coupled with a strong print campaign.

I would like to highlight a few quotes from this article to support my claim:

1. "...print today defines as its core strength the flexibility once claimed by digital communications"

It's interesting that now, in 2008, banner ads and pay-per-clicks are a competitive market. No longer can you pick the best word to describe your business and wait to watch your online presence grow. No, now you must optimize, strategize, and pay out the nose for appropriate website services. These services that are available are no doubt a great way to go IF you have the cash. It is documented that SEO services have a great return on investment but do you have $80,000 to invest right now?

Why the huge price tag? Increased competition. Have you noticed that there is less and less mail coming through your physical mailbox? Because the advertising pendolem has shifted, there is an open market for the taking through direct mail and catalog marketing. Imagine being promised that 75% of your prospective client list would read (eyes to paper) the exact message that you want to communicate to them? Well it's possible, and it's possible (for a lot less money) with paper.

2. "Brendan Hoffman, president and chief executive of NeimanMarcus.com, the retail website, says that even though print is expensive, it gets the job done...We send out approximately a million catalogs a year, and about 99% are thrown out...but when we stop mailing out catalogs, we lose customers."

I think there are two needs being fulfilled here:
Value-added Experience- When I receive a Pottery Barn catalog in the mail, it makes me feel good. I like to sit it on the coffee table so that in the evening I have something to pick up, thumb through, and imagine my home with pottery barn furniture. Will I buy a couch that night? Probably not. But I can promise you the next time I need to purchase a new slip cover, I will be going to their website looking for their sage green with white pin stripe number featured in their Spring Catalog.

The second, Focus on Customer Service- Our print industry once built its core around catalog design, print and fulfillment. When the online boom hit, these slowly disappeared one by one, making their way to pdf formats. The consumers have had time now to share their input and it seems that most buyers would rather read a hard copy than a pdf on their screen. Moreover, they don't think well of a company that demands their expense to print off a 50 page color manual. Now before you start lamenting over lost rain-forests, remember that most catalogs today are printed on 90% post-consumer materials and are quite earth friendly.

Online advertising is effective. Online advertising along with a well-planned print campaign is MORE effective.

Is E-News right for me?

MarketingProfs.com publishes an e-newsletter that has really stimulated my creative marketing ideas. Here are 7 things I like about this particular newsletter. If you're thinking of starting one, this would be a good model to follow:

1. As it's title, "Get to the Point" implies, it is direct, short, and relevant
2. It picks only one idea per e-mail on which to focus
3. It provides helpful links and professional references
4. The information is helpful instead of a mere tactic to make a sale
5. It is easy to read, lots of white space and a capturing clean photo
6. It shows up in my inbox a few times a week, reminding me that I should be marketing at all times
7. It takes about 1 minute or less to read- something I can actually commit to

Remember, before you dive into this kind of marketing, assess your company and decide first if you would even benefit from this kind of campaign. Not all businesses use the same type of marketing- and there's a good reason for this: no two businesses are exactly alike! Before you begin, ask yourself the following questions:

1. Do I have a list of clients/prospectives that would benefit from my newsletter?
2. Are my clients/prospectives actively engaging with the internet/e-mail?
3. Do I have knowledge that other people crave?
4. Do I have the time/manpower to send a consistent, timely, well-designed piece?
5. Do I have a website to direct traffic to once I get interest from the newsletter?
6. Would this be the best use of the resources that I have at my disposal?

Hopefully these questions will help guide you in the right direction. Just give us a shout if you have more questions. Want to create an html newsletter but don't know how? Call Artech 704.545.9804.

Save a Stamp and add Advertising to your Outgoing Mail

Statement Stuffers as Advertising:
You've seen them. They usually come in your bank statement envelope or your utility bill. Before you stop reading and go Google searching for "marketing ideas that really work," think about how you treat your snail mail and how a stuffer could work for you.

These days, we get fewer and fewer items in our physical mailboxes, and more and more junk in our e-mail inboxes. I'll venture to guess that at least half, if not most people treat their mail like I do:

When I get home, it's a small treat to go down our sidewalk to our mailbox. I peer inside, hoping to find a new magazine, card from a friend, sales papers (I love sales papers)...let's face it, anything but a bill gets me pretty excited. I then go inside with my new treasure and sit comfortably on my couch. I actually end up giving each peice quite a bit of attention since only a few come per day...
I then do a general sorting:
1. Things I want to look at to the left
2. Things I don't care about to the right

Anything that's a bill gets opened because I'm curious about the amount. Just the other day, I nervously opened my $300 electric bill for my 1100 sq. ft house. While in shock, you better believe I read the envelope stuffer titled "How to Decrease your Energy Bill." The stuffer listed tips and tricks to lower my energy costs: free interesting and relevant information for the taking. This company capitilized on the stamp it was already paying for and reinforced their name, brand, and service all through a little envelope stuffer.

I will probably use the same amount of electricity next month because I don't think it will be any warmer ouside, but I will remember the electric company's name all the more. And everytime I see an idle electrical applicance plugged in sucking away my money for no reason, I'll think of them while I pull the plug.

What ad could you stuff?

And the Winner Is...

Pass "Congratulations!" around and you may just boost your sales along the way. We all like to get a pat on the back every once in awhile. You just can't hear "good job" too many times in a week.

A customer of ours is in insurance. He had a great idea to help market his company in an unobtrusive way. Here's what he did: He compiled a list of local award-winning companies and sent to each a hand-written congratulatory card emphasizing their accomplishments. At the bottom he simply signed his name, of course adding his company name as well.

Sneaky or just plain smart? I tend to air on the brilliant side. What better way to get your name in front of some prospective award-winning, fast growing companies than to pay them a compliment? Think about it, a kind word may work wonders.

Networking event for Mint Hill Associates

Marketing is not just about mailers, e-mails, posters and events. Actually, I'd go farther in saying that MOST of marketing is not about mailers, e-mails, posters and events (although still necessary). There's a fine line between marketing and sales and the age-old practice of networking bridges the gap. Networking can be both a launchpad for marketing and also a landing for a sale. It's all about the initiative you take when you seize the moment of opportunity.

I recently got an invitation to the Open House at CMC-Mint Hill Medical Plaza. It will be held on January 17, 2008 from 5:30-7:30. Since it is brand spanking new, they're having a ribbon cutting ceremony, hors d'eouvres and the like. This invitation just reminded me how important it is to get out and meet the citizens and professionals of our small community. Never pass up an opportunity to build professional relationships and to speak positively about your product or company.

Here's a few tips for those who dread and despise networking:

1. Calm your Fears
Think of the worst that could happen when meeting someone new: You could blank on everything you were about to say and even forget your name. If this happens, you could just talk about how cold it is outside or the yummy piece of cheese you just ate. That wouldn't be so bad, would it?

2. Scan the room for Aquaintances
Especially for "new networkers," its best to start with who you know, or at least, who've you met before. Look around for any familiar faces which whom you might already share a past. This way, you can have some common experience to discuss as a jumping off point for deeper conversation.

3. Don't Sell
Selling is about the worst thing you can do when networking. It's all about building the relationship, not reeling in the fish. Use the opporutnity to find out more about their business, their life, their needs. Taking the time to gather this information is the only way you'll know if they even need your service or product.

Wait, but didn't I say that networking could be used to close deals? It can. Sometimes (and these are really great times) you'll go to an event and someone you've pitched to before will approach YOU, but this time, the timing is right and you're standing in the same room and they're ready to do business.

4. Speak Postively
No one likes a sour attitude. Complaining about your boss, the bad food, or your cousin's annoying text messages just makes for bad conversation. Show you're good side by disucussing topics that are light, happy and informational. Stay upbeat and leave the baggage at home. Remember, you want every interaction to create a positive memory of not just you, but your company you represent.

So get out there and NETWORK! You can do it, and when you do, stop by our blog and tell us how it went.