Don't Spend Your Ad Budget Without Reading This!

Hello? Is Anyone Out There?

2010-07-17T08:41:00.003-05:00

I admit it! I'm a Facebook junkie!

Because I work at home, I don't get many opportunities to interact with people on a daily basis. My conversations "around the watercooler" are limited to me and cooler. Besides an occasional walk on the treadmill, I take regular "FB" breaks to see what's going on with my friends, family, business associates and those people, places and organizations I like. Sometimes it sparks my creativity - and since that's my business, I felt compelled to share one of those "FB" conversations.

It all started after a frustrating day of phone tag with several clients and companies with whom I do business (or had a desire to - the operative word here is HAD). I was lost in the "Twilight Zone" of electronic voices telling me to "push 1", "listen to the following choices carefully". I have yet to receive any replies to my inquiries. (Except for one company that made my day - but that's for another blog). I also emailed several RFP's, quotes and quick notes REQUESTED by clients and businesses. No reply. No email. No... nothing.

So to get away from the madness, I vented my frustration on Facebook, via Twitter: "Mr. Businessman - if you hear from your customer - ACKNOWLEDGE their communication! You may not agree, but you may lose them if you don't!"

One of my FB friends, Jeffrey almost immediately posted: "So THAT'S why my Blockbuster went out of business... I thought it was just my friendly disposition when they yelled at me for forgetting their own movies that were left at home...sorry, worked there for 3 years, have my battle scars from customers LOL"

I realize that courtesy in business is a two way street, but thought this would be a great reminder to ALL business people! Since this blog is dedicated to best business practices, that's the reason I wanted to share my reply with you:

"Lack of common sense on a customer's behalf doesn't count, Jeffrey. I know you were joking, but the fact that you allowed them to "battle scar" you at least showed that you listened!
I'm referring to the countless unanswered emails (when businesses request input), the use of endless recorded messages or electronic receptionists, the unreturned phone calls, the lack of interest in service, the avoidance of eye contact when you are in the store so you won't have to speak... and my alltime favorite - businesses who advertise jobs, say NO PHONE CALLS PLEASE, and who do not acknowledge receipt of your resume!”
I often equate this indifference to celebrities who always wanted to be famous, and then when their fans follow them around, or the paparazzi hounds them, they whine about their "privacy"!
When you "hang your shingle", don't assume that customers will automatically flock to your business - nor will they remain loyal if you don't extend to them the common courtesy of service.

Sometimes we get lost in the day to day "business of doing business" and forget that our customers are the ONLY reason we are IN BUSINESS! So here's your wake up call for the week. If you have employees, then you should INGRAIN these in their heads!

1. Take 2 minutes to reply to that email - even if it is to say "Thanks for your inquiry." DON'T promise a follow up if you don't intend to do so! If you advertise for a position, or send out a Request for Proposal, then request that no visits or phone calls be made, then REPLY TO THE EMAILS you get! If you feel too important to do so, at least have an assistant or secretary handle it for you.

2. Get a human being to answer the phone - even if it's you. If you must use a "directed call service", at least answer the phone when it rings in your department. I once worked for a company that screened all their calls, because they owed money to everyone. Makes me wonder why YOU don't personally answer your phone.

I also know another marketing person in this area, who refuses to answer her phone. (I thought it was just me, but her co-worker told me that she listens to her messages, and decides who she wants to call. Madame, how do you know what I want unless I talk to you?

I get it. You’re busy. I am too! But if you are not going to return the call, then change your message. “Sorry. I don’t answer my phone. It’s just here to collect my calls. You may be someone I might call later when I’m not so busy, so leaving your name and number is not a guarantee that I will ever call you back. But you can try. Have a nice day!” BEEP

3. LISTEN to your customer. They may not be right, but I guarantee they will appreciate the fact that you stopped what you were doing, and listened to them. A very wise retailer told me once that “most of the time, they just want someone to listen.”

I learned the perfect reply a long time ago, “I understand how you must feel. What would you do to fix this if you were me?” Most of the time, their reply will be, “I don’t know!” So I follow it with, “Ok, but if you did know, what would you do?” Let them figure a solution. Most of the time, it will be easier than what you have it mind!

4. Your customer has walked into your store. Your customer has taken time out of his day to talk to YOU. They could have gone to any other business, any other store. DO NOT let a minute go by without acknowledging their presence! I can’t tell you how many places I’ve walked out because the gum-chewing, twittering salesperson in the store wouldn’t even look up, for fear that she would have to move from her chair.

5. Finally, I highly recommend you hire a Secret Shopper for your business. You may not realize how your employees are treating your customers! Those retail stores, restaurants, service companies whose boss is on the floor talking to the customers “get it”! You’ll recognize them every time. They’re the ones whose parking lots are full, and whose seats are occupied!

By the way… Thanks Jeffrey, for the reminder. Your “battle scars” may have been the result of a few scatter-brained customers, but every business is in the business of service .

Jump Starting A Successful Marketing Project

2009-08-11T10:17:00.002-05:00

I love the start of a new job. It is like a puzzle. A client has a desire and it is up to me to figure out what they want, what they mean to say and what results are desired. I always start the same way as it has proved to work everytime.

I may not tell them directly what I am doing but in my conversation I am looking for the answers to these questions.

Who, What, When, Where, How and Why ???

These questions apply to both sides of the fence.

I want to know Who we are trying to reach and Who we are. I want to know What we have to sell and What it means to our customer. I do this with every question.

In the process of working through and solving the puzzle, I may ask the questions in many different ways in order to make the logical decision of the best path to take.

A lot of times while I am sitting with a client I will start a flow chart of the Questions so that I can see a visual of the project at hand (more on that in a later blog).

These Questions always help my client as they also help them get a clear picture of the true scope of the project at hand. Sometimes they realize that there are other things that must be done first in order to make the project work.

After deriving the answers to the Questions and going over the flow chart, we are ready to put the project in motion. Answers to these Questions also completely defines a job and makes quoting a job easier since we all know the parameters and can discuss the costs involved knowing that we are all talking Apples to Apples.

Using these same questions before you call on a graphic artist ... or any service technician, will help you get clear in your mind what you are desiring and make it easier to convey what you want.

I hope this helps with your next project and I would love to help you solve the puzzle.

Daniel Westphal - www.daniel@eagletoo.com

What the heck are “assorted colors”?

2009-08-10T18:51:00.003-05:00

This week, we’re going to examine something I call “garbage copy”. To explain… that’s advertising copy that fills space or time, and means absolutely nothing to the customer!
You’ve seen it, you’ve heard it, and chances are very good – you ignored it.

Good copy writing starts with a few basics (and I’ve listed them in order of importance)

1) What’s in it for me?
That’s really all your customer wants to know. Period. Focus on telling your customer what you can do to: Make their lives better… Decorate their house…Change their look…Improve their health? Don’t answer questions your customer is not asking! (Part II of this discussion includes knowing your customer – for a later blog)

2) Be specific!
Your customer cannot read your mind! “Assorted colors” means absolutely nothing! If you don’t have room in the ad for “hot pink, sunshine yellow, juicy lime” – at least use the term “neon brights”. If your photo shows the color selection, you’ve already told them!

3) Avoid vague and overused terms:
“For all your (fill in the blank here) needs” – Nobody can fulfill everyone’s need!
“…and more!” Your customer hears “Blah, blah, blah”… Be specific, or leave it off!
“We provide quality and value” If you want my money, you’d better! How are you doing it?

4) Your customer is not stupid!
“Our 2 Day Sale has been held over!” So, let me get this straight…you’ve had a sale for 48 hours, and it was so successful, that you magically threw together an extension of your campaign, got it produced, then purchased the additional airtime and/or newspaper space, and voila! Your new ad campaign has hit the streets overnight! Who are you kidding? Why didn’t you just call it a 3 Day Sale and be done with it? (Sales are another subject for a later blog)

“We bought too much! Our (lots, shelves, racks) are full! Help us move our inventory!” This one almost deserves no explanation, but… who cares? If you were dumb enough to buy too much, then why is my responsibility to bail you out? Your customer is more concerned about his/her own welfare – not buying from you as if it were a charity!

5) What sets you apart from everyone else?
Not to pick on any one industry, but furniture stores are notorious for using garbage copy! “We have living rooms, dining rooms, bedrooms….blah, blah, blah” Duh! You’re a furniture store for pete’s sake! What else would you have?! Tell me that you offer free delivery to my home, or an on-site decorator that’s going to help me find the perfect green chair for my bedroom!

Don’t drop names that I’ve never heard of! To tell me that you carry lines from “Jo Schmo” may mean something to the people in your industry – but if it’s an obscure name, don’t waste your breath! (Exception: Fashion trends/fads have the life expectancy of a blink, so if the name is hot, strike fast! “Jo Schmo” may be gone next month!)

6) Call to action!
Use words that stir emotions: protect, improve, enhance, erase, benefit, discover, feel …
Involve your customer in what you are saying! Remember rule #1? If you don’t tell them what’s in it for them, they’ll go somewhere else to get it!

7) Be honest!
“Trust us…” I cannot emphasize this enough...be very careful using these words in your advertising. They have been misused so much from politicians to bankers to ministers...that very few people take them seriously. Tell people what you do, how you do it... and deliver it. Don't embellish it with words like "the greatest ever", "world-famous", "#1 in the city, state or wherever". If you make statements like this, you'd better have some way to back them up!

8) Price isn’t always the issue
It is a proven fact that consumers will pay more for good service, quality products or for those items that last longer than their battery life. This is especially true in an economic downturn. Don't be so focused on touting price in all your advertising! Discounts don't always equal a good deal - and today's savvy consumer recognizes this.

9) Demonstrate that you are the expert!
When your customer is looking for the types of products and services you sell, do they immediately turn to you? Your website, blogs (free), email campaigns (little to no cost) and other forms of advertising should include your expertise. Don't assume that your customer understands your products and services. Take the time to talk to them - if you're not confident in your writing capabilities, hire an expert copywriter! It's well worth the money! Search engines pick up this type of advertising - and it won't cost you a nickel!

10) Look before you leap!
Look, read and experience your copy as a customer! Before you sign off anything, read it carefully! Don't depend on spellcheck! Software won't correct "the" when you mean "these". Get someone else to read it - preferably someone who will objectively read it as a customer. It amazes me how many ads are printed that omit addresses, or don't include important dates or worse - make absolutely no sense!

Good copywriting often scares people. Where do you start? What should you say about your event? How much do you leave out about your services? Don't panic. Follow these guidelines, or call on us! www.eagletoo.com

Vicki Miller - vmiller@eagletoo.com

10 Ways to Help Your Small Business Survive – Despite the economy!

2009-08-03T17:43:00.004-05:00

This week, I wanted to share some of the “life lessons in marketing” that I have learned over my 35+ career, from experience as well as from some incredible marketing “mentors”, with whom I’ve had the privilege of knowing and working under.

1) Repeat after yourself: “Business is good!”
Despite the gloom and doom the media is shouting from the rooftops, how refreshing it is to speak to someone who has a positive outlook! If you believe that your ship is sinking, then you’ve already accepted it – why would anyone take a chance on you or your company? I remember a true story (told to me by a colleague who lived it) about a small TOWN whose principle tax revenue came from tourism. For whatever reasons, tourism was drying up. For many months, everyone walked around with long faces and there was an air of defeat everywhere. The town leaders got together and decided to “stop the bleeding” by telling every visitor “Business is good!” They passed out buttons, made posters, even got on TV and radio and told everyone within earshot, “Business is good!” Well, soon everyone started believing it! More importantly, the tourists started coming back – they wanted to know “why?” Which leads me to the next “lesson”…

2) “If you promise them the moon, then you’d better have a lot of moons when they get there.”
Before embarking on any venture, you had better be prepared! Remember the town in our last story? You’d better believe that before they spent any time, money or effort, they spruced things up, got their ducks in a row, filled their shelves, and prepared for success! How many times I’ve had clients jump into a campaign, a website, a direct mail program, without thinking things all the way through! Remember the wonderful TV commercial a few years back about the little “widget” company that set up a website, and immediately got 1 order? They were thrilled! And then, the orders began to flood in…. panic! Be ready to answer the call, when your customer calls on you!

3) Who’s minding the store?
Your employees…THEY ARE YOUR COMPANY! When your customer talks to them, do they even get a smile in return? Do your employees know your product? Are they glad to be there? If you don’t know the answer to these questions, you might want to ask someone to “experience” your business as a customer when you are not there. There are too many people out of work these days to keep an uninformed, inattentive, uncooperative, sour individual on your payroll! Don’t believe me? How many times lately, have you personally received “good customer service”? I had a boss one time, who would offer a job on the spot to those employees who treated him exceptionally well.

4) Empower your employees to make good decisions!
First, be perfectly clear in your communications, what’s expected of your employees. Don’t ask them to write their own job description! When your employee is facing your customer, they have to make decisions as if it were you standing there. You must allow them to make the type of decisions that will save the sale, and make that customer happy! Common sense is called for here, but that employee has to know that you are entrusting him/her to represent your company in a manner that will make that customer your future spokesperson and goodwill ambassador. There is no greater advertising than word of mouth!

5) Don’t forget to recognize a job well done!
Years ago, there was a “Cheers” episode (one of my all-time favorite sit-coms) in which Woody, the lowly bartender, stormed into the boss’s office, demanding a raise. The boss quickly replied that she was going to give him something better than a raise – she was going to give him a TITLE! He quickly accepted the offer, thinking that he had really scored a coup! Fact is, he was thrilled because he felt that somebody finally recognized him for his talents and hard work! As silly as that scenario seems, there have been studies on studies in which employees admit that money isn’t always everything! A thank you, a hand-written note (preferably on a bonus check), a handshake, a recognition for a job well done and encouragement along the way, can develop a hard-working, loyal employee every time! (…and a happy employee means you won’t be spending your time interviewing dozens of potentials to replace him!)

6) “Thank you for your business!”
These are some of the most neglected words in our language! I prefer to skip the “big box” stores, and shop in a local “mom & pop store” in my neighborhood because of one manager. When I walk in, he’s usually near the front of the store (he had his “office” moved up front, so he could greet customers!) He always says hi, and often walks through the store, asking customers if they are finding everything alright. How much more do I appreciate that personal service than the robotic “Thank you, have a nice day” that I get at the big chain stores. Remember – your customer can shop ANYWHERE for your products! And many will even pay extra if it means good service!

7) Unless you’re selling wine – your products don’t get better with age!
If you’re still looking at the same products collecting dust on your shelves, or turning colors on your racks – you need to rethink your inventory! No matter how much you loved them at market, and how convinced you were that you would sell a million of them, if they’re not moving – face it! Your customer either doesn’t want them at that price, or doesn’t want them at all! Mark it down, get it out and make room for something that sells! Don’t tie up your inventory dollars! (By the way, a simple markdown or two may be the answer – your customer will let you know at what price she is willing to pay for that item)

8) Don’t be all over the place – decide who you are, and stick to it!
If you’re making up things as you go along, and constantly changing your mission and focus, you’ll be chasing your tail forever! (Old Southern saying) If you can’t stay focused on what you’re doing, how is your customer going to understand you? There’s nothing wrong with growing and expanding, but keep your focus! Case in point: “Dunkin Donuts” has expanded beautifully into the coffee business – but they’ve kept their original flavor (pardon the pun)

9) Surround yourself with the best – and let them do their job!
I worked for a man once that believed in this philosophy. He found the best people in their field, paid them what they were worth, and let them do their job! He was not a micro-manager – he told them what he expected them to do, pushed them beyond what they thought they could do, encouraged them when they did well, criticized them when they didn’t, and rewarded them as THEY MADE HIM MONEY! What an awesome combination! The result? His retail store did 80% of the shopping center’s volume in 7% of the total leased space! You’ve got to choose the right people, believe in them, encourage them, and pay them what they are worth! Then all you have to do is stand back and watch them shine! Your business will grow, and you will thrive – it works every time!

10) Advertising is not a dirty word!
So many people “hang their shingle out” and expect customers to pour in by the droves! Advertising is one of those scary pieces of the marketing puzzle, because so much of it is intangible.

The key to effective advertising and marketing is to develop your program, plan your campaigns, allow them to run their course, grade them, adjust them when needed, and move on!
Doing nothing is a big mistake! You have to let folks know about you! Plan for advertising in your business budget! That includes the “paid” elements: signage, website, brochures, business cards… and the “freebies”: face book, twitter, Craig’s List… If all of this sounds foreign to you, call on an expert! www.eagletoo.com

Vicki Miller - vmiller@eagletoo.com

What's in a Name? A LOT!

2009-07-24T07:50:00.004-05:00

By the time most clients call us, they have already chosen the name of their business, and they’ve hired us to create a logo for them. Sometimes I wished they would have thought it through before deciding on their name. After all, it’s your company’s first impression on your client, and the name that will identify you throughout the life of your business – hopefully.

This may seem like “common sense”, but you’d be surprised how many businesses make these simple mistakes. There are a few things to consider when choosing a name:

1) Is the name easy to remember? Easy to spell? Easy to say?
Even if you don’t use radio or television advertising, will your customer instantly recognize the name when they hear it? Or will they say "huh?" More importantly, will they be able to remember it? You want people to talk about you (favorably I hope) and spread the word! Will they have a tough time remembering how to say or spell your name, so that others understand?

2) Keep it simple. Keep it short.
Unless you are a legal firm that must name all of the partners (I love calling them, just to hear the receptionist run out of breath) , try to keep the name short. You don’t want to force your clients to flip your business card over in order to see the entire name!

At some point, you will probably want to develop a website (more about that in a later blog), and there is nothing worse than telling your customers, “Sure, you can view our products online! It’s at…..got a pencil? http://www.killebrumwiggetscompanywebsite.com." First, using your family name is great, but not everyone will be familiar with it, and know how to spell it. Second, avoid being “cute” with the spelling of your product. You’ll have to explain your way of spelling “wiggets” every time, (and it drives spellcheck crazy!) Third, do you really need to add all of the other fluff? (We'll talk about your website name later, too)

3) Let’s talk logo
The first thing that our clients ask is, “How much do you charge for a logo design?” Ok, I get it. You have a budget. But you should be seeking a designer that first asks you questions to better understand your business, your customer, your company’s mission, and your goals.

Logo designs are a process. I interview my clients extensively before I even start the first draft. If your logo doesn’t reflect your business, (and YES target your audience) then it’s useless – at ANY price!

Are colors important? There are extra charges in printing every time you add a color! You might want to consider what your logo looks like in black and white, if you plan to run newspaper advertising. Then, there are the issues of shading, gradations, even process colors. All of these factors play a part in your decisions.

Do you want a sig with your logo? Is it necessary? (The sig, incidentally is a symbol or graphic "plug" that is used in conjunction with - or in some cases, instead of - your logo) Think of the double arches for McDonald's! Or the K in Kmart.

Finally, be careful that your logo design is original. I recently had a client call me in a panic. It seems that the logo he had been using locally was designed for “free” by a friend. (Side bar: the client didn’t know this was not an orginal design.) We had been using it in all of his local advertising, which may have been ok, if his sales would have been confined to this region. When his business gained a much larger national audience, the “friend” called and told the client that he’d better not use that logo – he “stole” the design! Yikes! We were already in the middle of a national campaign! We had to scramble, and change it enough to make it “legal” to use.

Before you print your stationery or order that sign, let’s talk! It could save you a lot of money in the long run!

Vicki Miller - vmiller@eagletoo.com

Deadly sins a small business owner often makes in their advertising – Part I

2009-07-20T10:47:00.002-05:00

Using your children as spokespersons for your business

All too often I see (or worse) hear a child hawking everything from their Daddy’s used cars to the family furniture store. Ok, they may be cute, BUT…

- Their diction and pronunciation are terrible – they’re kids!
- They know nothing of the product – they’re kids!
- The viewer is so annoyed with trying to understand what the heck they’re saying, or why they are behind the wheel of a car, they pay no attention to your message – they’re kids!

If you simply can’t resist showing off your children or grandchildren (and I happen to think mine are spectacular), by all means, put them in the ad, show a snapshot, but don’t let them speak for you! They are not believable, and force your audience to feel as if they are stuck viewing your home movies at a family barbeque.

Yes, if your business is an amusement park, an ice cream parlor, an arcade, a children’s museum – a few words from tussle-haired tykes makes sense. But be careful! There’s a reason why even the largest retailers in the world shy away from children speaking on camera. We’ve worked with children many times, with some very successful campaigns, but we keep their speaking roles to a minimum.

Those campaigns that do it right:

Visa – “Aquarium” Beautiful use of a child’s wonder as she and her Daddy are visiting the aquarium. The child doesn’t have to say a thing. The absolute joy on her face says it all. Daddy uses his VISA to give her an unforgettable day. Wouldn’t you pay to see that look on your child’s face?

Chef Boyardee – “Ravioli” Mom is feeding her child this product, without the child knowing it has VEGETABLE SERVINGS in it! The child (on camera) never says a word. He’s just enjoying the food. Dad almost spills the beans, when he starts reading the label, and Mom tries to distract him by making all kinds of noises. I can so relate to this commercial! The product got the point across, without the child once uttering a word! (And it’s a product geared to children!)

Before you consider using a pint-sized spokesperson, ask yourself a bottom line question, “Do you think it will create more business for you?” If your answer is no, then perhaps you should rethink your strategy!

Vicki Miller - vmiller@eagletoo.com

What this blog is all about...

2009-07-18T15:55:00.005-05:00

We have been in advertising and marketing for more years than we probably care to admit. Consequently, we have each become ardent observers of people, lifestyles, pop culture, and how it relates to marketing and advertising.

And so, this will be a forum in which we will explore marketing trends, share our observations, applaud the good - and yes, tear apart the bad, according to the way we see it.

We'll share some case studies, and sometimes just have some fun. In the meantime, if you would like to see a sample portfolio, or contact us, visit our website: http://www.eagletoo.com/