Finding Your Place In The Economy

The current economy has opened up multiple opportunities for businesses. Sure you can say people aren’t spending like they used to, but why sit back and just accept it? Consumers are willing to spend their extra money; they just want to make sure they are finding value in their purchases.

How do we create value in our products and services? We can do so in a couple of different ways.

1. Be The Best- If you are the best at what you do of course consumers are more likely to spend their money with your business, especially as opposed to spending with a less effective competitor.

Take a company like Dick’s Sporting Goods. Sure there is a ton of competition out there for sporting goods store, but Dick’s took a different approach. They didn’t specialize in just one aspect like golf or fishing, they specialized in it all. Dick’s is kind of like several stores within a store.

Each department is separated within the one store. Want to know more about golfing? They have golf enthusiasts working in the golf department and the same goes for the exercise department and the shoe department is staffed with hikers and runners that are very knowledgeable about different types of shoes and sneakers.

Because Dick’s is such a large chain, they can offer their products at a discounted price giving them a huge advantage over the mom and pop sporting good stores. Breaking their locations down into smaller segmented sub stores with knowledgeable employees also gives them an advantage over the other larger chains.

2. Have A Niche- Create a place for your business within your industry. Offer something that your competitors can’t offer.

Panera Bread is a great example of a company that has found their niche. Sure there are plenty of fast food restaurants out there and also plenty of sit down restaurants. Panera has taken the two concepts and put them together to create something unique.

The draw of a fast food restaurant is that it is quick and easy for people that are on the go, but it is often not the best quality food. Sit-down restaurants, however, offer quality food and some healthier options but the food meets your mouth in a less timely manner.

Sure Panera isn’t quite as fast as a fast food chain but it’s certainly not as slow as a typical sit down restaurant either. It’s the quality food, warm environment and reasonably quick, exceptionally friendly service that makes this chain such a success. Of coarse there are also the small things like free wifi and real plates and silverware to add to the customers’ experience. Plus where else can you get a roasted turkey and artichoke sandwich on a freshly baked focaccia bread with a hearty cream of broccoli soup served in a bakery fresh bread bowl for under 10 dollars?

Being a successful business is really a simple concept. You have to create value in what you do. Be the best and your reputation will represent your business well. Be different and set yourself apart from your competition.

QR Codes and Mobile Marketing

When I talk to people about QR Codes, there are several typical responses:

1) “A what code?”

2) "I just don't see the big deal about those things."

3) "Every time I see one, I scan it. I just can not stop myself."

For those of you in category one, a QR Code is an abbreviation for Quick Response code. A scannable barcode used to link a mobile device to specific information. Based on the code, it can link you to a website, make a phone call for you, deliver a vCard with contact info to your address book, and more.

Of course, in order to scan the code, you need a QR scanner. My favorite is RedLaser by Occipital, which is free.

QR codes were started in Japan, and have since gained popularity across the globe. Of course, once marketers got their hands on them, their uses have increased and innovators continue to find new and creative ways to use them in an effort to get their message into the hands of potential customers.

Where might you see them? On business cards, billboards, print ads, packaging and labeling, as check-ins at stores and restaurants, at museums and other tourist attractions. In fact, the tourism industry has quickly adapted QR codes for use as airline boarding passes, in contests, for self-guided tours, on billboards and other advertising, and more. Where might you start seeing them?

• Airline Check-ins
QR codes are being used as boarding passes, avoiding lines upon arrival at the airport.

• “High-tech” Contests
Contestants can check in at various locations by scanning a QR code to their mobile phone.

• Self-Guided Tours
Museums, galleries, even zoos: display a QR code, which links to a video, audio, or text explaining details about the exhibit.

• Go Green and Save Money
Use on print ads, billboards and posters, at your place of business, and on packaging or labels. Consumers can link directly to a digital brochure or website right from their smartphones. Not only does this save money, but it will also assist you in your corporate efforts to go green.

Technology is forever changing the way we advertise, the way we communicate and even the way we vacation. We have seen it over and over again. Fifteen years ago Google didn’t exist and now it is a word in the dictionary! Two years ago, most of us had never seen a QR code. Now, as we walk around New York City, we see people pointing their smartphones to the sky as they scan these funny looking mobile barcodes off of billboards.

While it is difficult to stay on top of new trends in technology, this new trend may just be worth your while. QR codes are a marketing tool that can be used to engage your target audience and save you money.

Everyone Loves a Good Mystery
To me, the most intriguing element of a QR code is that you don’t always know what to expect when you scan in that code. It is that element of surprise that marketers can use to their benefit. So, have fun. Be creative! Engage your audience and provide them with information that is useful and relevant.

June Bisel

Quality Vs. Quantity

When there is a struggling economy like the one we are currently dealing with, we often find ourselves competing with each other in the form of price wars. Businesses lower their profit margins in an effort to gain additional business and stay ahead of their competitors. This practice typically results in working two times as hard for less money.

Businesses should try a much different approach. We have all heard the saying Quality over quantity. Would you rather have a lifelong loyal customer or a one-time discount shopper? The lifetime customer will provide your company with repeat business over a long period of time, so you should be grabbing onto these customers and treating them like they are all your first priority. A little appreciation goes a long way.

The truth of the matter is that small businesses simply cannot compete with large chains. Large businesses and chains have a much greater buying power than small businesses, which gives them the ability to buy inventory at a much lower rate. This is why smaller businesses need to hit large companies where they cannot compete, with customer service and quality.

When talking to Steve Rouse from Stanislaus, a California based company that offers a wide range of tomato products to restaurants, I found they have a very unique approach to business. They like to make sure that their customers know how much passion they have for what they do. They compete on quality and service alone and never bring price into the equation. As a company, they focus on helping their existing customers grow their businesses through a variety of avenues. “Why pay for your friends” Rouse said. That’s essentially what you are doing when you are offering discounts and coupons.

Stanislaus truly facilitates their existing customer base through many different avenues. Since 1990 they have published a newsletter and idea exchange called “La Trattoria”, which is where all of their customers share the success stories of their businesses, giving ideas that other restaurateurs can build off of. It is filled with all sorts of useful information including recipes (most of which do not contain tomato products), success stories, ways to improve customer service and much more. In addition to their newsletter, Stanislaus also calls each one of their customers on a regular basis. Rouse says, “We truly feel our customers are a part of our family and we want them to feel that we are a part of theirs”. They like to make sure that their customers know they can call them whenever they have a problem.

Customer service is making a huge comeback in today’s market. Those who have the extra money to spend are looking for the star treatment that they feel they deserve. Great customer service and quality products are the best ways we can show our customers how important they are to our businesses. After all, who doesn’t like to feel like they are the top priority?

The Facebook Challenge

February 2004 marked the launch of the official Facebook.com website and the start of a phenomenon. At that time, we could not imagine the endless opportunities this would create for marketing. If you are like most people, you were a skeptic at some point — and maybe you still are.

As marketers, it is our job to experiment and to find exactly how we can use this new method of communication to the benefit of our clients.

It didn’t take long to discover just how loyal users are in their daily “Facebooking”. Users love to interact with other users and businesses. They genuinely enjoy viewing status updates and interacting with your wall and friends. Many people genuinely feel good about being able to interact and weigh-in their opinions.

How can you use this to your benefit? Start to interact with your followers on a more personal level. If you see someone has clicked the “Like” button for your page or regarding a post, send them a message from your personal Facebook profile and introduce yourself as the owner of the business. Always be sure to thank them for visiting your page and also direct them to your website, where they can sign up on your e-mail list. It will surprise you how much people enjoy it. Most people will respond by adding you as a friend and thanking you for the message. You will find, in some cases, your customers will mention it when they come by for their next visit. It also gives those customers that don’t necessarily know who you are an opportunity to get to know you better. People like to feel that they have that special connection with the owner of a business.

If you still don’t think Facebook is a necessary form of business promotion, then I challenge you to this: Every day, post a newsfeed on the wall of your personal profile for two weeks. Monitor the activity on your post and take note of who is “liking” it and commenting on it. I can almost guarantee it is the same 5-10 people each day. These are usually dedicated “Facebookers” that access Facebook throughout the day. When they click “Like” or add a comment, you will then appear in their newsfeed, which extends your reach to their friends. If one of their friends comments or “Likes” the post on their wall, then it will display to a whole other group of people.

If every Facebook user has 5-10 friends that are dedicated Facebookers and they each have 5-10 friends doing the same, then you can then see how far your reach can actually go. People who have never heard about your business can just stumbled upon it through the positive Facebook interactions of your friends and theirs. If all of your friends are talking about something that you have never heard of, then you would be more inclined to give it a try and see what all of the buzz is about.

Now do you think Facebook is an effective tool for marketing?

I'd love to meet with you to discuss how social media can benefit your business. Please contact us if you have any questions about how Facebook can work for you.

June Bisel

845.291.7399

Do Your Customers Feel the Love?

Customer service is severely lacking in many businesses. Here are some tips on how to better serve your customers and ensure that they "feel the love" on a regular basis.

· INFORM customers of updates in your service area that could be of
interest or value to them. This is not a sales pitch. It is added value.
· ALWAYS keep it personal. Don't send form letters or emails to your
entire customer database. Make it personalized to them.
· LISTEN. What really irks them? What are their favorite foods, wine,
music? When is their birthday? Anniversary? You don't need to know
it all... just keep good records and make a note of things as they
come up.
· COMMUNICATE often. Answer phone calls and emails immediately.
Don't rely on emails when a phone call is warranted.
· DO THE UNEXPECTED... go that extra mile.

We've all heard the facts about how expensive it is to obtain new customers compared to retaining the ones we have. But even without those statistics, I can't imagine why people wouldn't want to make the most out of the relationships they have built through time and hard work.

The world is filled with mediocrity. Do your best to raise the bar and excel at customer service.

June Bisel
@BBGGadv
Visit us on Facebook at BBG&G Advertising

Facebook Advertising

With almost 700 million people currently on Facebook, I thought I'd talk a little bit today about the great advertising opportunities available through this networking site.

I'm sure you've noticed the advertising is very targeted to your interests. That's no mistake. Facebook's advertising set-up provides the advertiser with the ability to precisely target location, interests, gender, age groups, etc. And at an extremely reasonable CPC (cost per click), just about anyone can afford to advertise here.

With all the controls at your fingertips, you can make changes as needed. Switch out ads that are not getting results. Change your target market preferences to achieve the highest click-through rate. Update ads with special offers, seasonal changes, or to market specific products or services.

So if you have a limited advertising budget, with a good website in place, invest a bit in Facebook advertising. You may find you're very glad you did.

Check us out on Twitter @BBGGadv and on Facebook at BBG&G Advertising.

BBGG is a Certified Woman-owned advertising agency with unique strengths in marketing in this changing economy.

June Bisel