Tuesday, October 23, 2018

Start Mouth-Watering Conversations Through Word-of-Mouth Marketing

Karen Weber-Mendham was a part-time librarian and mother of three when she turned her family's propensity for garlic cheesy bread into a cool million.


This northern Wisconsin family often ordered cheesy bread while waiting on pizza. Weber-Mendham said the kids' appetizer passion was so strong "they would arm-wrestle each other for a piece!"  


Cheesy fever inspired the family to enter the 2013 Lay's potato chip competition, "Do Us a Flavor," challenging customers to create a new chip flavor to hit store shelves that year. Lays was swamped with 3.8 million submissions as the contest winner was given the better of two options: $1 million or 1% of the flavor's net sales over a year. Beyond fame and fortune, Weber-Mendham was given the opportunity to ring the bell at the New York Stock Exchange and was flown to Los Angeles for the big reveal with Lay's endorsement celebrity Eva Longoria.


"Eva was so genuine and happy for me when I won," Weber-Mendham said. And yes, "She's as beautiful in person as she looks on TV."


Catalysts for a Great Conversation


What was Lays up to in this fun-loving campaign?


Were they desperate for creative ideas? Hungry for the inspiration only average citizens could bring? Or did they strike gold by tapping into a conversation with everyday Americans?


Word-of-mouth promotion has been identified as the most valuable form of marketing, tagged "the original social media." According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising, and trusted referrals are most likely to drive sales for your company. But in an American Marketing Association survey, 64% of marketing executives say that, though they believe word of mouth is the most effective form of marketing, only 6% have mastered it.


As you seek to generate good gossip about your company, here are three action points to keep in mind:


Engage


Make a commitment to listen.


What would that truly look like in your context? Allow your customers' space to be heard and to contribute to the company as a whole. Engage with clients through e-mail surveys, online question and answer boards, social media service options, or by highlighting customer success in your printed newsletters. When customers are heard, they feel connected and valued.


Encourage  


Allow people reasons or avenues to talk to each other or to talk about you.


Like a common chalkboard with a fun question in your favorite coffee shop, invite clients into the conversation and give them tools to chat. Encourage people to talk about your services and products with you and with others by creating helpful, shareable content, including icons to your favorite apps that will make it easy for your fans to spread your name around!


Equip


Give your fan base tools to become brand advocates.


Let them know their opinions are important and look for fun ways to spread the word. To create buzz around the Ford Fiesta, Ford gave away a number of cars and asked ambassador "influencers" to test drive and share their experiences.


During "Do Us a Flavor," Lays received over 1.4 million Facebook and Twitter votes, one of its biggest marketing campaigns ever. While you may not give away a car, give away tools to get your fans advocating: ask clients to pass coupons to five of their friends, to give you an online review, or be part of a fun selfie or Snapchat contest to boost your reputation.


Get the conversation started and pave the way for new growth!

Tuesday, October 16, 2018

The Power of Store Ambiance and Sensory Cues

Unmistakable Ambiance


As viewers enter the Richard Mille watch boutique in Paris, their senses are inundated with beauty. Large glass panels are etched with details of the emblematic RM tourbillon, giving viewers the sensation that they might be entering the heart of the watch itself. Extreme elegance buoys buyers through the store, with black leather chairs, Macassar ebony, and brushed steel accents. The impact is palpable.


As a primary showcase of the watches, these interior design elements are vital. The Paris boutique offers a theatrical look with a touch of femininity. "I wanted to go against the traditional macho design, with its dark materials, cold metals, and dark atmosphere," said Mélanie Treton-Monceyron, the watchmaker's creative director. "I thought we needed to open the shops, give light and add lighter colors."


Treton-Monceyron says she's stirred by functional spaces like hotels, airports, and factories, rather than drawing inspiration from typical retail designs. The space itself is her muse: "I was a choreographer and dancer before," she said, "so I look at a shop from a stage design vantage point and move inside the space — using my own body to sense the space left and right and position everything from the watch displays to sofas to walls."


Increased Personalization Through Sensory Impact


As today's merchants seek to grow online sales, businesses are also showcasing more personalized experiences in their stores.


The ambiance is imperative: 1 in 5 consumers said they choose to shop in person because of an enjoyable atmosphere. From convenience stores to car showrooms, merchants hope to connect their product with its people through environmental elements that generate sales. Sensory impact plays a principal role:


"Advertisers are increasingly aware of the influence sensory cues can play," said Ryan Elder, associate professor of marketing at Bringham Young University. "Our research dives into which specific sensory experiences will be most effective in an advertisement, and why." Data found that people caught in sensory experiences (like taste or touch) were more likely to buy at an earlier time, and suggested consumer behavior can be influenced by both actual and imagined sensory experiences like sounds and smells. Even online reviews that articulated these features were ranked higher in terms of how useful they were to others.


Drive Sales for Ambivalent Customers


With 37% of U.S. consumers saying that being in the "right mood" spurs impulse purchases, here are some elements that can drive sales for ambivalent customers:


Music and Scent: What are the first things people hear or smell when they enter your establishment? Does the "first impression" profile you display match the brand message you want to project? Like songs or smells adjusted to the holidays or festive events, details create emotional connections with clients, giving brick-and-mortar shops an advantage e-tailers simply can't match.


Décor: From colorful artwork to oversized custom posters, match your décor with your target patrons. Build an ambiance that will encourage customers to linger. And don't underestimate an uncluttered, tidy environment: a 1997 study showed customer satisfaction was greater in "pleasant" (versus disorganized) furniture stores. Customers in pleasant stores spontaneously spent more money on articles they simply "liked."


Spacial Layouts: What does your store blueprint or interior signage communicate? Are you looking for a consistent, orderly flow or a casual, flexible feel? For Richard Mille, directional (yet conversational) spaces were key. Trenton-Monceyron says she designs open spaces to admire and dialogue because the brand believes watch shops are about more than just sales:


"They are like the salon of conversation of Marguerite de Navarre during the 16th century; a place where you can come just for visit, discuss and exchange a point of view."

Tuesday, October 9, 2018

Keys for Change: Small Businesses Making a Big Impact (Part 1)

The winter of 2013 was a hard one for Georgette Carter.


As a single mom raising two young boys while she cared for a father with dementia, money was very tight. Then, she totaled her car and found her resources – and her hope – were nearly gone. That is, until a 1996 blue Ford Contour arrived from the Connor Brother Collisions "Recycled Rides" program.


Conner Brothers of Richmond, VA, overhauls donated cars and awards them to people who have been nominated by community members. Carter said her heart was rehabilitated almost more than the car she received:


"It turned my life around. I can get to my job on time, and I don't have to maneuver to get my child out of daycare. I'll never take that for granted again."


Getting Others Involved


Small businesses like Conner Brothers are creating innovative giving models that not only impact people but strengthen the business and the character of the companies themselves.


Kevin Conner said his company donated its first car and was looking to extend the "Recycled Rides" program to three other locations, but they had some pushback in the process. Some objected to giving away freebies when they were working so hard to earn a living themselves. But Conner says this mentality changed when employees got physically involved because compassion comes from being part of an experience instead of merely giving a donation:


"I got them involved in actually giving the cars away, handing over the keys," Conner says. "Now the guys at the shop call me and ask, 'When is our next car?' It would be easy to give money or a service here or there, but it's the teamwork behind the program that creates an amazing atmosphere for a successful company."


The car giveaways have become such a cornerstone for Conner Brothers that the program helps define the type of employees the company wants.


"Giving back is a huge part of our company," Conner says. "I challenge the guys every day to give back in some way, to give customers more than they expect. People remember that."  


Giving That "Changes" Lives


Another giving strategy comes from literal pocket change, as givers round up or down for charity.


For example, the ridesharing company Lyft recently launched an initiative allowing customers to round up their fare to the nearest dollar for military appreciation and human rights campaigns. More than 40,000 passengers donated over $100,000 in the first two months!


Grocery stores, mass merchandisers, and retailers have also invited customers to donate change to worthy causes. As technology and digital platforms make such giving easier, small businesses have challenged staff members to round down their net pay to the nearest dollar (or tenth dollar) and give the difference to charity. While painless or even unnoticed, these small donations add up to a collective impact with heartfelt results.


Whether your employees give financially, volunteer together, or embrace a community partnership project, innovative giving helps your business to:



  • Stand out from competitors or set itself apart in the community
  • Make matching donations alongside employee giving to multiply impact
  • Use positive feedback from supported causes to provide content for print and digital marketing
  • Increase team unity as employees give toward a common cause

While generosity begins in the heart, often innovative giving strategies begin with small business. Join us for part two of this series to gain more inspiration for a culture of charity that will strengthen your business.

Friday, October 5, 2018

Printed Gifts Are Perfect Any Time of Year

Providing your customers with a small memento of your business is one of the best ways to keep your brand top-of-mind.


However, many business owners struggle with ideas about what they can use as gifts that are cost-effective, memorable, and useful to their clients. There are plenty of options on the market today in terms of promotional products, but a thoughtful printed gift may be the ideal option for your business.


Here are some of the ways that businesses are making themselves memorable in print!


The Gift of Humor


Knock knock. Who's there? Etch. Etch who? Bless you, friend. 


There are few things that will put a smile on someone's face more quickly than a corny knock-knock joke. You know they are terrible, but you still have to smile! Your customers will feel the same way, so why not gift them with a little light and laughter in their life? A small printed joke book is the perfect way to let your customers know you're thinking about them. Humor has been shown to build trust and inspire creative thinking -- what better gifts could you provide to your best customers? 


Giving Notes


Many organizations are clear and consistent with their message of helping others, so why not extend this concept?


A simple printed postcard or notecard showing your clients that you contributed to a specific charity on their behalf is a terrific way of showing your commitment to giving back to the community and the world. Prefer to have a more lasting memory for your customers? Printed magnets or labels will also help you share the message of generosity.


Office Supplies


Who "borrowed" my notepad this time?!?


Offices throughout the country hear this cry on a regular basis, so why not take away some of this pain? Printed pop-up notes or notepads are an inexpensive gift that will be appreciated for weeks -- or even months. Plus, you can add your brand in a way that not only are you sharing your message with the individual sending the note, but the recipient will also have a positive association with your brand, too. Instead of doing a simple blank note, why not print inspirational statements on them or create bold "Thank You" messages on the notepad? Your customers will love being able to share them with friends at work. 


Desktop Prints


Motivational posters or prints are always a welcome gift, as they help clients stay encouraged even when they're going through a rough patch.


A simple mini-print is ideal for this situation, and you can even upgrade to a small matted display for your best customers. Help customers see how much they mean to you by sharing a heartfelt note that brings together your brand promise and shows how far above and beyond you are willing to go to provide top-notch service. 


These are only a few of the ways you can share the appreciation that you feel for your clients on a daily basis. How do you show appreciation for your clients?

Monday, October 1, 2018

Customize Printed Mailings to Maximize Your Impact

One of the best ways that brands can engage their customers is by making people feel valued and unique.


Brands that are able to provide their customers with this feeling of connection are going to be one step closer to creating true advocates for their brand. Perhaps one of the best ways that modern organizations can offer a customized experience is through meaningful personalization -- far beyond the "Dear Friend" found in some mass mailings.


See how businesses are using personalization in their printed materials to create an experience that customers will appreciate and remember. 


Tailored Offers Drive Traffic


Grocery stores are able to effectively track a massive number of items and customers, including when and where they purchased specific products.


While your business may not be quite that complex, you can certainly track in a more simplistic way in order to offer timely and meaningful coupons to your customers. For instance, offering a discount card tied to someone's phone number allows you to discover which days of the week they are coming to see you and how often. Upsell your services by providing discounts on off-days when they may not visit or to shorten the time between services. This strategy works especially well for service-based businesses such as hair and nail salons. 


Treating People Like Family


If you are able to capture additional information about your customers such as the age of children, this allows you a greater opportunity to customize your message.


Knowing the general age of your customers or whether they're empty-nesters, young parents, or an older retired couple provides you with the information that you need to create offers that are more compelling. One example would be a restaurant whose tables are nearly empty on a Wednesday night. Sending information to young families that Kids Eat Free on Wednesdays is likely to bring in a wealth of new business on that evening and keep your tables full. 


Move-In Special


There are many businesses that thrive on new families moving into the area -- from retail establishments to grocery stores and everything in between.


Consider working with a few complimentary businesses in your region to create a move-in special: a package of offerings that can be mailed to families just as they move into the area. These hot new potential customers have not yet formed an opinion of the area and will need to create new shopping patterns. If your offer comes at the perfect time as they're moving in and purchasing new products for their home, they are likely to continue visiting your establishment over the years. 


There are many different ways that your business can take advantage of a compelling, personalized offer in print.