Clients ask all the time as to when is the best time to post social media. Research has found that these time slots are the most active…
- 8:30 am – initial email and social media for the day check time
- 12:30 pm – lunch hour
- 5:30 pm – end of the typical work day
- 10:00 pm – after the kids are asleep
American fashion retailer Nordstrom began collecting examples of great customer service from its employees. They called them Nordy stories.
For example, a customer comes into the store, laden with items already purchased from rival store Macy’s. The customer shops in Nordstrom, comes to the till and takes advantage of Nordstrom’s free giftwrap service.
The Nordstrom employee obliges and then, to the surprise and delight of the customer, offers to wrap the Macy’s gifts too for no extra charge.
In another example a customer comes into Nordstrom wishing to return a $17 tyre iron. They don’t have a receipt. Nordstrom doesn’t sell tyre irons. The employee gives the customer a full refund.
That employee knows full well that the Nordstrom customer has an average lifetime spend of $8,000. What’s $17 compared to that?
By publishing these stories, Nordstrom not only gives concrete examples of how great their service is to customers, but also to new employees as well.
Your employee handbook might say ‘give great customer service’ but to the average employee that basically just says ‘smile, make eye contact and tuck in your shirt’.
Nordy stories give concrete examples to the employees to show them exactly how good customer service is given.
1. Identify your target market
Promotion helps you reach your target market, but first you must know who they are. Gather statistical information regarding your target market’s demographics, market segment, needs and buying decisions. Use your research to clarify which media will best promote your product, whether print, online or broadcast. Become an expert in your field and create personal profiles for your ideal customer. How old are they? Are they male or female? What is their job? What salary bracket are they in? What do they do for fun? Do they own a car? Do they have kids? Such details will help you clearly define pricing, promotion and place.
2. Understand the strengths and weaknesses of your competition
Collect data on how your competition promotes their products. What is their price point? What do you like and what don’t you like about their marketing campaign?
3. Develop a pricing strategy grounded in market research
Small businesses can set a price for their product or service based on popular profit margins, competitors’ prices, financing options, or the price a customer is willing to pay. A popular profit margin examines the profit of similar products also in your market. Profit margin is a very helpful measure when looking at other companies in your industry. Many industries have profit margin standards which are easily accessible on the Internet or through your Better Business Bureau.
4. Research similar products
Whether you sell a service or a tangible item, it is important to know what is currently on the market, and what the competition is offering. You can improve your product or service based on findings about what your customers really want and need. Focus on things like function, appearance, customer service and warranties.
5. Identify the best placement or location for your product or service
Where should you set up your product? Where should you distribute from? Is a department store the best platform for your product, or are your needs best met online?
It’s labor day weekend. Summer is over and school is beginning. For most businesses it’s the start of a busy quarter.
At Frankenstein Design we are busy bees working on campaigns for the fall marketing season. September, October and November have been the most effective months for our clients marketing campaigns. Direct Mail Campaigns, E-Campaigns and Brand Awareness seem to be the most sought after services during this quarter. Trade show displays and collateral along with promotional products for the holidays are always a priority durring this quarter.
As always, call us at 609-567-3577 or email us us email@example.com to discuss all of your marketing, branding, printing or “signage” needs!
For the last few months we polled visitors to this blog as to what they believe to be the most effective medium is for marketing. The overwhelming winner was direct mail campaigns. It’s true that a direct mail campaign TARGETED TO AN ACCURATE DATABASE OF YOUR DEMOGRAPHIC is a pinpoint “sniper-like” shot at increasing market-share however; it’s not the end all be all – send it and they will come – magic marketing tool.
When developing a direct mail campaign these things need to be considered:
1. We recommend a heavy stock 6×9 postcard opposed to anything in an envelope. The retention rate of a professional design postcard piece is tremendously higher than anything else.
2. If your piece is just a coupon “spiffer”, utilizing a service that bulks you in with everyone else is acceptable however; if you are a Business to Business operation or if your business wants the complete attention of individualism…do not use a mailing service that packs you with others.
3. The database that you are sending to must target your demographic and must be accurate.
4. A direct mailer is effective but only if you support it with other collateral, mediums and brand building techniques.
5. A very effective direct mail campaign will just tease the prospect with some interesting facts or ideas. At times in a simple question form and will direct them to your website. At the website they can log in for a special offer thus giving you authorization to email them other marketing collateral.
Feel free to contact Frankenstein Design with questions, comments or if you would like to learn more about effective marketing campaigns at firstname.lastname@example.org or 609-567-3577.
Frank Italiano ~ Frankenstein Design
Business blogs are sweeping the business community!
Blogs are an excellent method to share a company’s expertise, build additional web traffic, and connect with potential customers.
At Frankenstein Design we implore all of our clients to create bonds with their customers. Relationship selling has always been essential to customer loyalty and in this age of technology, it has never been easier. A Blog is a powerful means to allow your customers to be educated about you and your company in a personalized and non-imposing fashion.
A little under 40% of small businesses blog. This number has grown exponently over the last two years. Don’t let this potent medium pass you by.
BLOG TODAY…Your Customers Deserve to Know You!