Trio Agency: June 2014

Monday, June 2, 2014

Are your Customers "Engaged", or just "Satisfied?"

How many of your customers are satisfied with you and your company? How many of those customers are engaged in your brand? At first glance, you might say "sure, I have very loyal customers who know my core business!" In reality, only a small percentage of many companies' customers are raving fans, or advocates for your business. Increasing numbers of your engaged customers, even by a small amount, is directly linked to growing your business!

No longer can we look at customer satisfaction as a measurement tool. The real test is to recognize that your customers have a strong, emotional bond with your company, thus creating Raving Fans. Let's examine four ways to start down the road toward customer engagement.

Confidence: Do your sales people or customer service reps make the customer feel that your company is trustworthy and keeps promises? Trust is the building blocks of creating customer engagement, and in essence, trust is about predictability. Customers don't like surprises. Does your company deliver what you are promising in your advertising?
Integrity: How a company reacts during a difficult time demonstrates to customers what we are really made of. Whether you have a quick downturn in sales, or a nasty complaint, do your team members treat customers fairly? Customers want the sense that they are being treated in aboveboard fashion, no matter what situation you are facing. Does your team look out for the customer, or only themselves?
Pride: The companies we do business with can become extensions of ourselves or our own image. What kind of car do you drive? What wine do you drink? Where do you shop for clothes? You continue to purchase from companies that make us feel proud to shop there, and where you feel respected, even after the sale is complete. Your customers want to feel that your company is as interested in them now, or even more so, than before the initial sale took place. Does your staff give proper attention to your customers, that would generate a feeling of pride?
Passion: Do your sales staff and front-line employees have passion for what they do? If the answer is "no," it's not a secret to your customers. Your customers can see right through the fake smiles and snooty attitudes. If someone is truly passionate about their job, they are more likely to develop an emotional bond with the customer, therefore evoking feelings of confidence and pride. However, some people simply do not have the talents to interact with people in a way that will allow this to happen. Now is the time to evaluate how passionate your employees are about their job, because any negativity can damage the brand promise you are working so hard to build.

Your customer base is the most important asset to your company. I challenge you to take a close look to find if you have satisfied customers, or engaged customers. Need help with a plan on engaging your customers, so they become brand advocates for your business? I can help. Contact me today for a free consultation.

Renee Schneider
Trio Marketing
p. 515.259.0577
c. 316.644.7029
e. renee@trioagency.com

A little more about us:
TRIO is a full-service marketing communications company providing a wide array of integrated marketing services to meet all of your business and marketing needs. At TRIO, we understand that each client is unique; therefore we provide customized solutions based on your goals and growth objectives. All of our recommendations are made specifically for you and your business. TRIO Marketing, Branding and Advertising delivers an effective blend of creative talent and strategic thinking, delivering results that increase the bottom line of our client partners. We utilize our network of local experts in the community to execute the campaigns on the basis of design, printing and mailing.

Our Services include:

Marketing, Branding, Public Relations and Advertising Consulting

Strategic Annual Marketing Plan Development

Integrated and Interactive Marketing Services including E-mail and SMS Marketing

Promotional Products

Media Negotiation, Placement & Spot Traffic Management Print Design & Production

Web Development & Search Engine Optimization

Direct Mail Services

One-on-One Sales Team Development

Should You Still Advertise in the Phone Book?

For more than a century, Yellow Pages advertising has been a significant part of the advertising world. Despite this longevity, however, the medium has not been immune to recent changes which affects its ability to deliver predictable results for advertisers.

It is no longer accurate to speak of the “yellow pages” as if it were one entity. There are more than 6,000 directory titles nationally, and metro areas now have several versions (or neighborhood areas) of the directories competing to be everyone's reference book! Lots of books makes it expensive to advertise in! Yes, the directory has a widespread reach with nearly 97% of all homes receiving one, but I ask the question…who even opens it when we all have a smart phone in our pocket? While directories perform well as a reference tool (if someone doesn’t throw them away), they can not be considered a very proactive advertising medium.

As you know, most directories are printed once a year, and your ads must be placed (usually) 6 months before the book is printed and distributed. Do you know what is going to be your best seller 15 months from now? How will your business be different a year from now…so you can talk about it in your ad today? I don’t know about you, but I don’t have a crystal ball to look into the future!

Did you know, the Yellow Pages Publishers Association (YPPA) sites that half of all visits to the directory are made by people who have yet to choose a brand/supplier? This poses a great opportunity to convince someone to use you over a competitor…but, is this the level you want to stoop to? Price shopping? A small ad, mixed in with all your competitors makes it hard to convey a strong value proposition, especially when you have to compete with all the other clutter on the page.

Most significantly, yellow page directories are facing a much bigger problem. The internet. Yes, they have made strides in the “if you can’t beat ‘em, join ‘em” category, by creating their own online directories, but nothing compares to the good ‘ol major search engines like Google, Yahoo and Bing.

I believe that the only time someone actually picks up the printed directory is when they have an emergency, i.e. your toilet is over flowing, your garage door won’t go up or you need a lawyer. So, if you choose to place an ad in the directories, I suggest you create a strong sense of urgency in your message. For example: Same-day delivery, Customer Service open 24-hours or Emergency Services available!

So, in the age of technology, I recommend you evaluate your phone book budget, and perhaps re-invest that money into another medium that will engage, convince and motivate your customers to buy. Choose a medium where you can change the message as often as you want to stay current. And, some of the more “modern” mediums available are less expensive and give you more ROI than you’d think.

Want someone to evaluate your budget and tell you if your marketing dollars were well spent last year? I can help! Call me to set up your FREE Consultation.

Renee Schneider
Trio Marketing
p. 515.259.0577
c. 316.644.7029
e. renee@trioagency.com

Marketing, Branding, Public Relations and Advertising Consulting

Strategic Annual Marketing Plan Development

Integrated and Interactive Marketing Services including E-mail and SMS Marketing

Promotional Products

Media Negotiation, Placement & Spot Traffic Management Print Design & Production

Web Development & Search Engine Optimization

Direct Mail Services

One-on-One Sales Team Development

Is Customer Service Dead?

Let's face it. People and employees are busy in every organization. But does that mean that you have to be rude to your customers? NO! Customers, clients and patrons are not an inconvenience to you, they are your bread and butter! Would it be hard to treat everyone with enthusiasm and appreciation for their business?

These days, it seems as if business owners "settle" with their employees providing sub-par customer service skills. Unfortunately, when your employees scare your customers away with their less-than-friendly demeanor, your customers are running right to the competition and spending their hard earned money there! And, the lack of sales is blamed on the marketing department.

Let's examine this phenomenon a little further.

Your marketing may be working wonderfully and bringing prospective customers your way, left and right. If your sales people are not able to convert the lead into a sale, whether through poor sales skills or poor attitude, it appears as if your marketing is not working properly, because your sales are down. Interesting??

What would happen if you invested a small amount of money into your sales and/or customer service department to improve your customer's experience when they shop with you? I imagine, that you would be pleasantly surprised with how improved your bottom line would be...and how being "nice" can take your business a long way.

I have an Onstar subscription in my car. I love it. Yes, it is expensive ($35/mo for something I use maybe 4-6 times) but I find it is a necessity. I am ALWAYS in awe of the experience I have when I push that little blue button on my rear-view mirror. I am greeted by name every time (even though I know my name pops up on their computer screen...it is still nice)! I hear the words "thank you" every time I call. I always here "Is there anything else I can do for you Ms. Schneider?" which tells me they WANT to help me...and I have never gotten bad directions (even if I have gotten lost with their service...I don't recall). The point is, I feel GREAT when we hang up the phone because, no matter what customer service rep I speak with on the other line, I feel that I am appreciated.

Remember the "Golden Rule" when you were growing up? Training your employees to treat customers like they would want to be treated may also improve the culture in your place of business also! (And, don't forget to take a look in the mirror to ensure you are practicing what you are preaching!) Your customers are happy...your employees are happy...and YOU are happy.

Attitude is everything, so take this moment to evaluate your customer service experience at your office. Implement small changes and surprise yourself with an improved bottom line!

Happy selling!

Renee Schneider
Trio Marketing
p. 515.259.0577
c. 316.644.7029
e. renee@trioagency.com

Marketing, Branding, Public Relations and Advertising Consulting
Strategic Annual Marketing Plan Development
Integrated and Interactive Marketing Services including E-mail and SMS Marketing
Promotional Products
Media Negotiation, Placement & Spot Traffic Management Print Design & Production
Web Development & Search Engine Optimization
Direct Mail Services
One-on-One Sales Team Development

Lights, Camera, ACTION!

Lights, camera, action! Video can truly bring your brand to life. Forward-thinking companies are utilizing video to better position themselves and give customers yet another reason to plug into their brand. Did you know that over 40% of consumers watch videos weekly? In addition, videos can significantly improve your SEO (search engine optimization) results. Overall, creating a unique presence through video encourages view, increases interaction and drives more conversions to sales. Here are a few ideas on how you can optimize video in your marketing plan:

Build trust through product videos.

Trust is more than a word. It can make or break your business. Build trusting relationships with your subscribers by not only promoting your products, but also providing them with informative video segments on product details. The important thing is to keep the video content relevant, timely and engaging – so, no monotone rants here! Zappos does a great job of this by providing product descriptions on their site and via email. By creating trust with your subscribers, you become a valuable resource when making future purchasing decisions and ultimately provide compelling reasons to buy.

Educate your customers on their purchase.

What happens when your customer makes a purchase on your site and needs help? Through video you can reduce customer service calls by highlighting all the product details. Whether you utilize screen shots or virtual demonstrations, videos take your communication to the next level. Consider emailing a post-purchase video to thank customers for their purchase and provide a FAQ on ways to contact you if they have questions. This time can also be used as a recommendation for other complementary products for cross-sell and upsell opportunities. Or, post a video on Facebook or Twitter with a fun recommendation on your most popular products and how other consumers are using them.

Show off your company’s personality and brand identity.

Create a stronger connection with your subscribers by giving them an inside look at you and your brand. Do you have something unique about your business? Share it via email or social media. Also, don’t forget engagement goes both ways. Encourage your subscribers to submit videos using your product as well to keep them looped into the customer lifecycle.

Going beyond written communication to video allows your customers to foster a meaningful connection with you and your business, ultimately doing big favors for your bottom line. Need help with your videos? Contact me today, and we can brainstorm how videos can be added to your marketing plan!

515-259-0577 - office
316-644-7029 - cell
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About TRIO Marketing|Branding|AdvertisingTRIO is a full-service marketing communications company providing a wide array of integrated marketing services to meet all of your business and marketing needs. At TRIO, we understand that each client is unique; therefore we provide customized solutions based on your goals and growth objectives. All of our recommendations are made specifically for you and your business.

TRIO Marketing|Branding|Advertising delivers an effective blend of creative talent and strategic thinking, delivering results that increase the bottom line of our client partners. We utilize our network of local experts in the community to execute the campaigns on the basis of design, printing and mailing.

Our Services include:

Marketing, Branding, Public Relations and Advertising Consulting
Strategic Annual Marketing Plan Development
Integrated and Interactive Marketing Services including E-mail and SMS Marketing
Promotional Products
Media Negotiation, Placement & Spot Traffic Management
Print Design & Production
Web Development & Search Engine Optimization
Direct Mail Services
One-on-One Business Development/Sales Team Coaching

5 Tips for Better Social Media Posts

Are you getting confused about what to post on your facebook, linked in or twitter pages? Sometimes, you can think too hard, thus, making your job a tad more difficult. Here are 5 quick tips for making your posts better, therefore, making them more visible in the social media space!

#1 - Post a variety of content to attract interaction with your network of followers. Carefully track the results you receive from each content type (i.e. text only, pictures, videos, polls, questions, etc) and see what post type works best for you. For many of my clients, simple text-only quotes receive more views than elaborate custom-made graphics!

#2 - Post regularly. Depending on your industry and content, you can post a couple times per day, but in general, once per day is probably good enough. Too much, and you will turn off your customers!

#3 - Post your content after working hours, or whenever YOUR network is most likely to be online. Monitoring your Facebook Insights will give you some important data as to WHEN your likers are online. Plan your updates accordingly.

#4 - If you are able, post videos directly to your page, rather than uploading to YouTube first. Be sure to include links back to your website in the videos description to encourage traffic to your website!

#5 - Ask questions! Soliciting feedback from your network will encourage interaction, therefore, making sure your content shows up on their newsfeed! Make your social networking a social event.

Need help with your Social Media strategy? Contact me today to put a plan in place that is easy to follow, that is sure to get results!

Marketing, Branding, Public Relations and Advertising Consulting
Strategic Annual Marketing Plan Development
Integrated and Interactive Marketing Services including E-mail and SMS Marketing
Promotional Products
Media Negotiation, Placement & Spot Traffic Management
Print Design & Production
Web Development & Search Engine Optimization
Direct Mail Services
One-on-One Business Development/Sales Team Coaching

10 Tips to Turning "Likes" into Results

If I had $1 for each time someone asked me "How do I turn my Facebook 'likes' into dollars," I'd be a rich woman! So, I thought that I would write a blog about it, hoping to educate you on how you can get a return on your investment!

If you use these 10 best practices to run real, measurable social campaigns on Facebook, you should see an improvement in your social presence. They’re designed to drive the behaviors you want to happen — whether that’s more sales or donations; greater exposure, sharing a video, or other content; increased event attendance; or something else. In many ways, this is just applying basic marketing principles so you can get specific, measurable results. Applying them on Facebook? Well, that just kicks things up a notch and puts the power of sharing your great offer in the hands of your customers, clients, supporters, and fans.

1. Build a full campaign plan

Before you conduct a social campaign on Facebook, you should have a goal in mind, whether it’s the number of fans gained, documents downloaded, coupons redeemed, donations raised, or something else. After all, if you can’t measure it, how will you know if your campaign was a success? You can run your social campaign for as long as you like, but the most successful ones have a 2- to 3-week window where you can publish, promote, and drive action around it. Have a plan for how you will tell the world about your campaign, and how you will keep the momentum going. Consider how to do this on your Page, in your store, in your email newsletter, on other networks, and anywhere else you talk with customers or connect with those people you want to reach.

2. Create a dynamite offer

Whether you’re selling products, services, or promoting a cause, you want to build your campaign around something amazing that will get people to “Like” and share your Page with their friends. Think about what you can offer — whether it’s a discount, exclusive content, or the opportunity to make an impact through a donation. How will you know if your offer is good enough? Ask yourself if you would act on it if your favorite business or organization offered it to you!

3. Have a clear call to action

When people come to your Facebook Page for the first time, make it clear that you want them to “Like” your Page and give a good answer for their question, “What’s in it for me?” After they’ve “Liked” your Page, be clear about what you want them to do next — whether that’s to share your campaign with their social networks, download a coupon, join your email list, or give you feedback on your wall. While it would be nice for people to do everything you want them to do, focus on just one or two actions. This is the best way to get measurable results (and may even lead to additional actions happening on their own).

4. Promote your offer across all your communications channels

There’s no single guaranteed method to promote your campaign, so it’s important to tell your audience about your offer wherever you can. Include it in your email newsletter, promote it in your place of business, tell visitors in your trade show booth, post it on all of your social networks, share it on your personal profile, and write a blog post about it. If you really want to amp it up, buy Facebook Ads or Sponsored Stories to promote your Page and your campaign. They’re relatively inexpensive and an easy way to target exactly who you want to reach.

5. Check your stats

It’s important to understand what networks drive the most people to visit your Facebook Page, “Like” it, and share your offer with their own networks. You can see who is connecting with you, and where your time might be best spent to get the biggest return. You can also determine if your offer is as compelling as you had hoped it would be.

6. Keep your fans up to date

One of the best ways to keep your fans engaged in a social campaign is to provide them with updates on how it’s going. This is a great way to drive urgency, action, and increase social sharing.

7. Encourage them to join your email list

Once you have people coming to your Facebook Page, encourage them to join your email list by adding a “Join My Mailing List” block to your campaign. For each social campaign, create a separate custom contact list so you’ll know where the subscribers came from. This makes it easy to engage them on similar topics in your newsletter later on. The more channels on which you engage with your audience, the more likely they will be to hear your messages.

8. Say “thank you”

Social media marketing is all about providing something of value to your current and potential connections. In exchange they “Like” your Page and/or share your message with their friends. As in real life, if you are asking someone to do something and they do it, make sure to say “thanks.” For example, a nice Facebook wall post or email that thanks people for participating in and sharing your campaign can go a long way toward building strong, long-term relationships.

9. Have fun with it

Social Campaigns, and social media marketing in general, present a great opportunity to show the personality of not just the organization, but the people who work there. In most cases, you’ll want to be light in tone and have some fun, so your fans have a pleasant experience interacting with you.

10. Do it again

Good marketers have a steady stream of marketing campaigns ready throughout the year. Don’t do the same thing every time, but do keep engaging your audience and encouraging them to share. Offer something new every month – access to an upcoming event, an exclusive recipe, a holiday special, a limited time offer, or access to a special video for fans. Take a few minutes to come up with 12 ideas and you’ll quickly have a marketing plan for the next year.

When it comes down to it, conducting a social campaign may not be much different from how you’re already using Facebook. But focusing your effort around a specific campaign can help you find measurable results.

Want examples on how to use these tips in your own company? Call me for a Social Media Audit and I can brainstorm with you!

Marketing, Branding, Public Relations and Advertising Consulting
Strategic Annual Marketing Plan Development
Integrated and Interactive Marketing Services including E-mail and SMS Marketing
Promotional Products
Media Negotiation, Placement & Spot Traffic Management
Print Design & Production
Web Development & Search Engine Optimization
Direct Mail Services
One-on-One Business Development/Sales Team Coaching

At TRIO, we work hard to combine marketing talent and technology with outstanding customer service to build long-term partnerships with you and your business. Our strategies are delivered on time and in a cost-effective manner to achieve maximum response and grow your business.

** Portions of this blog post were written by Constant Contact. TRIO Marketing|Branding|Advertising is a Constant Contact partner. Want to use email campaigns as part of your marketing mix? Click HERE to sign up for Constant Contact!

No Invitations...No Party.

A wise man once said "Running a business without advertising is like having a party and not sending any invitations. Who do you think will come?" Well said. I guess many business owners feel that once

they open their doors, whether it is a brick & mortar store, an online business or a home-based business, their customers will come flocking to buy their products and services. Yeah, right. There are SO many other businesses in the market place that are vying for the same customers. Remember that you have to ASK customers to do business with YOU, instead of your competition.

How do you do that, you ask? Simple. Tell people about your business. INVITE them to do business with you and explain to them WHY you are different than all the other businesses out there that are just like you. First of all, you need to determine your Unique Selling Proposition (USP). In a nutshell, write down everything you do that no one else in your industry can say. If you can replace your business' name with your competitors name in your USP, and it is still true...it is NOT unique to your business. Do you have free nationwide delivery? Do you have a 100% lifetime happiness guarantee? You might need to do a little research on your competitors to learn what their USP is, and then one-up them!

A little competition is good for everyone.

Once you have determined what makes you different (and better) than your competitors, scream it from the mountain tops!! You can market your business for little to no money. Seriously. There are thousands of ways you can invite people to do business with you for free, or low-cost. Here are some of my favorites:

Email newsletters - collect your current customers email addresses or borrow them from your friends to start your database. You can always add more later.
Social media - facebook is a must-have for any business, along with LinkedIn and twitter.
Public relations - this is EARNED media. Make a story newsworthy before sending to the media outlets for coverage. If it seems like a sales pitch, they won't bite.
Guerrilla marketing - chalk the sidewalks, handout flyers on main street, flyer a parking lot (with permission). You get the idea.
Word of mouth - by far my favorite. Just do a great job, take care of your customers and they will tell their friends about you!

I hope that I have given you some simple, easy to execute ideas to INVITE more customers to do business with you. You're having a party every day at your business. Invite your customers!!

Now, all I ask is that you share this blog with your friends, associates and family. See, that is asking for business! It's not that hard

Need motivation with inviting your customers to do business with you? I can help.

Marketing, Branding, Public Relations and Advertising Consulting
Strategic Annual Marketing Plan Development
Integrated and Interactive Marketing Services including E-mail and SMS Marketing
Promotional Products
Media Negotiation, Placement & Spot Traffic Management
Print Design & Production
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Direct Mail Services
One-on-One Business Development/Sales Team Coaching

Traditional Media Making a Come Back

While marketers never really abandoned traditional means of advertising, much focus has been on the rise of social and digital media in the past couple years. New business opportunities have emerged for some who focus solely on the development and management of digital media marketing. Because of the shift in attention to these "non-traditional" mediums, many have forgotten about the power of "traditional" media. Until now.

I find it interesting that marketers put all their marketing eggs in one basket and think that digital media is all that is needed to make a well-rounded marketing plan. They attempt to abandon the use of other media, that has stood the test of time. Direct mail, radio, newspaper, television, strategic relationships and public relations are a few examples of "traditional" marketing that many professionals are straying from. While these tried-and-true mediums have carved their way into successful marketing plans for my clients, I can rest assured that they are more effective now than they have ever been.

Think about this: If people are putting more effort and money in to digital media, that means there is less clutter (i.e. competition) in the mail box...right? So, less junk mail means that your business has a better chance of seeing your postcard (or letter, or....) in the mail! Genius! Do you think the same would be true for printed ads?

So, while your friends, colleagues, competitors and associates are encouraging you to abandon traditional media in exchange for the cooler, trendier social and digitial alternatives...tell them "NO!" To clarify... I firmly believe that all businesses should have a strong and solid presence in the digital space, however, please continue to advertise in mediums that have stood the test of time, and are proven to give you a good return on your investment!

Don't know if your current marketing mix is going in the right direction? Contact me today for a free consultation and marketing analysis. I would be happy to brainstorm ways to help improve your return on investment!

Marketing, Branding, Public Relations and Advertising Consulting
Strategic Annual Marketing Plan Development
Integrated and Interactive Marketing Services including E-mail and SMS Marketing
Promotional Products
Media Negotiation, Placement & Spot Traffic Management
Print Design & Production
Web Development & Search Engine Optimization
Direct Mail Services
One-on-One Business Development/Sales Team Coaching

How Easy is it for Customers to Buy from You?

There have been a few instances recently where I have struggled to spend money at a business. My wallet was OPEN and ready to hand out the "dough" and it was virtually impossible to spend it. These experiences have led me to think about one thing... Is it EASY for CUSTOMERS to spend MONEY with me? As I explore this topic, please examine your business practices and see how your business can improve!!

Experience #1:

A few months ago I bought a Groupon for a full-detail on my car. Because I am fully aware of the amount of calls companies can get after running a special on Groupon, I purposely waited until the first rush of people had already called in. When I called last week, I specifically did NOT tell them I had a Groupon, just to measure their follow-up techniques. (I am always in the "research" mode, if you haven't noticed!) Needless to say, I have YET to hear from them to schedule my appointment. For all they know, I am a full paying customer!!! In fact, IF they would return my call, I have (or had) intentions of buying a FULL PRICE gift certificate to get my husbands' truck detailed.

#1 LESSON: Does your business treat customers that way? Do you return calls in a timely manner? You never know that that NEXT phone call has in store for you. It could just be your next big order that gets you over your goal this month! And, based on your customer service skills and end-product, you could earn a life-long customer.

Experience #2:

Switching operating systems in your electronic devices can be quite the learning experience. Whether its your cell phone, computer or mp3 player. I have been in the process of using my MacPro more and more and recently I had a project to complete using software I was unfamiliar with (all in an effort to improve my client's end-product!) I had some questions, and spent (what felt like) 2 days trying to find an answer. I went to 4 "Big Box Stores" and got 4 different answers (none of which worked, btw) and called tech support a few times (I am sure they love me by now!!) In the end, I figured it out on my own and was EXTREMELY proud of my finished product (so was my client!) During this experience, I was ready and willing to spend big bucks on new software that I KNEW I needed, if it would make my job easier. But, no one seemed to know what I needed, so I didn't spend anything and figured it out on my own by spending less than $20.

#2 LESSON: Are your employees trained in all aspects of your products and services? Do they know solutions to common problems, and can anticipate your customers' next question? Staying one-step-ahead of your customers can be challenging, but overcoming objections and offering solutions to problems that don't yet exist are imperative to earning RAVING FANS in your business.

Needless to say, I have learned a lot in the last couple weeks on how to improve my own business by comparing it to my life experiences. I challenge you to do the same so we can continue to take our businesses to the next level.

Marketing, Branding, Public Relations and Advertising Consulting
Strategic Annual Marketing Plan Development
Integrated and Interactive Marketing Services including E-mail and SMS Marketing
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The Ultimate Inspiration is the Deadline

When you are responsible for the sales and marketing for your business, it is very easy to become overwhelmed with the amount of tasks that need to be done. And, as you well know, marketing and advertising has hard and fast deadlines, which is a procrastinators 'worst nightmare!!'

So, when you have a ton of stuff to do, and little time to do it, how do you cope? Here are a few tips to make sure you don't drop the ball, and are scrambling at the last second!

PLAN AHEAD
Develop a plan of action. You may have a media plan with due dates, a daily task list in a day planner or a huge 3-month dry erase calender on your wall with due dates (yep, I have all 3), but as long as you have a way of documenting WHAT tasks need to take place WHEN, it is easier to prioritize. When placing media adverting, it is important to know when your ads are running as well as when the artwork is due. The creative could be due a couple days to a couple months in advance, depending on what medium you are advertising in!

ASK FOR HELP
Just because you are responsible for the task, doesn't mean you have to personally execute it! Ask a co-worker, media sales rep or your marketing consultant to help. Delegating all or part of your task can, not only give you some extra time, but could bring new perspective to your project! You just might have a creative breakthrough by giving up a little control!

REMAIN CONSISTENT
Consistency in branding your business is very important. From the colors and fonts to the layouts and copy phrases you use! Your customers THRIVE on the familiarity of your branding and it can increase your top-of-mind-awareness with your audience. But, did you also think it saves you time when you are creating your marketing piece? Using the same templates, layouts and phrases allows you to play to your customers deep-down desires for consistency, but also prevents you from starting from scratch every time you need something new for your marketing! So, dig into your archives and reuse, reduce and recycle!

There are so many other ways to help stay on top of your daily tasks, but these simple reminders can help a great deal. Do you have other suggestions? Comment on my blog below to give your own tips! I would love to hear from you, and learn from you, too!

Want to delegte your marketing and advertising tasks to a marketing consultant? Let's talk.

"The Ultimate Inspiration is the Deadline" - Nolan Bushnell

Marketing, Branding, Public Relations and Advertising Consulting
Strategic Annual Marketing Plan Development
Integrated and Interactive Marketing Services including E-mail and SMS Marketing
Promotional Products
Media Negotiation, Placement & Spot Traffic Management
Print Design & Production
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Direct Mail Services
One-on-One Business Development/Sales Team Coaching

How to Handle Client Rejection

Rejection is a fact of life. Every one of us, from the time we are children, experience rejection of some kind. Perhaps you received last place in a coloring contest, got dumped by your boyfriend, or as a small business owner, lost a big client. The natural ebb and flow of business is to earn clients and lose clients, but what matters most is how you deal with that rejection because that can make or break your business.

How have you dealt with rejection in your life? In business, it is imperative that you don't take rejection personally. It's JUST business! I know, whether it is business or not, rejection hurts, and it is hard NOT to take it personally. But, until you walk a step in your clients' shoes, you have NO idea what is going in on their head. (And, you probably don't want to know, anyway!!)

So, when that day comes that you lose a big client, here are 3 rules to live by:

1.) Be gracious

During your last conversation with your new ex-client, you may want to reach into the phone or across the table and strangle them. Please don't! Some of us might have handled disagreements on the playground in that matter, but in the professional world, that doesn't bode well for your reputation. Instead, remember to be grateful for the business your client HAS given you in the past. Thank your client from the bottom of your heart, and actually mean it! Whether you have worked for that client for one year or only one project, his financial contribution to your business (assuming he paid!) made a difference in your life and your business. Be grateful for that.

2.) Learn from the situation
There are lessons to be learned in everything we do, from shopping at the grocery store to working on projects for clients. The key to success is learning from YOUR mistakes, and the mistakes of OTHERS so you don't make them again! Perhaps you lost a client from a mistake that you made. Oops! That happens. Don't make excuses, instead, learn from it so you don't make that same mistake again. I read something once that said "once you have a thought, your mind will never go back to it's original state." I take that to mean, that with each new lesson, I am growing as a person, a business woman and more importantly, a mom.

3.) Don't burn bridges

What happens if your client breakup is a really BAD one and they never want to see your face again? Unfortunately, for some small business owners, they think that they will never HAVE to see their ex-client again. Well...news flash! It's a small world, and someday you might have to cross back over the bridge you just burnt to ashes. If your relationship is smoldering (about to catch fire), perhaps you have a heart-to-heart, either in person, over the phone or in a letter, and try to smooth things over. Realistically, you won't do business with that client again, however, depending on your professionalism at this moment, you might have the chance to work with them again. Just remember, your ex-client knows a lot of people who may ask for a reference!

So, the fact of the matter is, you're going to lose clients. But, your attitude and professionalism during that time is all that really matters. Just remember, losing one client will open the door to being able to serve another. Happy relationship building!

Want to talk more on this subject? Call me @ 515.259.0577 for a FREE consultation and brainstorming session!

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About TRIO Marketing|Branding|AdvertisingTRIO is a full-service marketing communications company providing a wide array of integrated marketing services to meet all of your business and marketing needs. At TRIO, we understand that each client is unique; therefore we provide customized solutions based on your goals and growth objectives. All of our recommendations are made specifically for you and your business.

TRIO Marketing|Branding|Advertising delivers an effective blend of creative talent and strategic thinking, delivering results that increase the bottom line of our client partners. We utilize our network of local experts in the community to execute the campaigns on the basis of design, printing and mailing.

Our Services include:

Marketing, Branding, Public Relations and Advertising Consulting
Strategic Annual Marketing Plan Development
Integrated and Interactive Marketing Services including E-mail and SMS Marketing
Promotional Products
Media Negotiation, Placement & Spot Traffic Management
Print Design & Production
Web Development & Search Engine Optimization
Direct Mail Services
One-on-One Business Development/Sales Team Coaching

TRUTH: 5 Reasons Why Your Advertising is Failing

So, you have started an advertising campaign and it's not working. Why? What can you do about it now, since you have already started? Can you "jump ship?" Should you? Let's examine the Top 5 Reasons Why Your Advertising Could be Failing!

1.) Targeting the wrong people, or too general of an audience

Before you started your campaign, did you really sit down and decide who to target your message to? Did you dive in deep enough to really narrow it down? Let's look at an example: If you are a new car dealership targeting Business-to-Consumer (B2C) customers, you can narrow your target market by age, income, home ownership, home value, home location, hobbies and special interests, just to name a few! You must weed out those consumers who are not-as-likely-to-buy because you SIMPLY can't afford to talk to "everyone who drives a car!" Use your current customers as a starting point to develop your Ideal Customer Profile!

When I was working at the agency for McDonald's, the leading Quick Service Restaurant in the world, we narrowed our target audience down by menu item! Does your company have more than one target market, based on your products and services?

2.2.) Your media schedule is so thin or fragmented that it doesn’t penetrate the minds of the target audience.

3.Perhaps you aren't putting enough "weight" behind your advertising campaign. Simply put...Don't be cheap! Unless you have enough money to invest in a solid marketing program that will penetrate your target audience with enough Reach and Frequency, don't do it! Listen to your media sales reps when they tell you "this schedule isn't really heavy enough to work." They aren't just trying to sell you more (probably). They truly do care about your business!

My #1 pet peeve is working with clients who want to "test the waters" and "try" out a new medium. That is the worst idea you could have, because you won't break through the clutter and make an impression on your target audience. You are better off taking your advertising investment and buying a scratch-off lottery ticket at the gas station! At least then you have some odds of seeing a return on your investment!

3.) Bad Creative – The message and presentation has to memorable.
Sometimes you are targeting the right audience AND have invested the right amount of money in an ad campaign, and it is STILL not working. Maybe you're not telling your customers the right thing! Do you have a strong Call to Action in your message? Are you talking your customers' language, or are you using words that they don't connect with? It's time to examine your ad creative and see what can be changed!

To give you an extreme example of making sure you are "speaking your customers' language," an American T-shirt maker in Miami printed shirts for the Spanish market which promoted the Pope's visit. Instead of "I saw the Pope" (el Papa), the shirts read "I saw the potato" (la papa). Ha! Just a good reminder to double and triple check that you are advertising what you WANT to advertise!

4.
4.) Internal weakness within your business – Signage, location, sales-force,product, service, etc.

One reason why companies fail miserably with their advertising campaigns is because they are terrible about following up on leads when they come in, or aren't properly tracking where the leads are coming from! Every organization has a little of this going on, but now is the time to take a look at your internal procedures and make sure you are testing, measuring and tracking your leads properly and following up on each and every customer inquiry! This will ensure that you will only invest in advertising that gives you a good ROI in the future.

If you are tracking your conversion rate from a lead to a paying customer, you might also uncover some other weaknesses in your business. Perhaps your location is hard to find, or not clearly identifiable, or your product or customer service does not meet consumer expectations.

All of these things can make you believe your advertising is failing, when in fact...the advertising is working just fine - you just need to fine tune your processes!

5.) Your expectations aren’t realistic – What will constitute success?Are you expecting a 1000% return on your investment? Do you think that if you drop a direct mail campaign that your phone will be ringing off the hook for months? Well, probably not. If you haven't already done so, take a look at national response rate statistics for the mediums in which you are advertising. There are websites from organizations for every possible advertising medium. A simple Google search can help you find them, and they are chocked full of statistics to ensure you have realistic expectations for your advertising!

Did you know that the average national response rate for direct mail is 1%? So, if you mail 2,500 postcards, 25 people will respond. Now, depending on your conversion rate (national average is around 30%) that will be 7.5 new customers! Great job. Just make sure those 7.5 customers have a high enough average ticket sale and profit margin to give you a good return on your direct mail investment.

So, there you have it. Have you found the missing link to why your advertising is failing? If not, I can help! Call me today at 515-259-0577 or email me atRenee@TRIOagency.com and I can help analyze your current marketing program and recommend ways for you to become more efficient in your approach to earning more customers!

Marketing, Branding, Public Relations and Advertising Consulting
Strategic Annual Marketing Plan Development
Integrated and Interactive Marketing Services including E-mail and SMS Marketing
Promotional Products
Media Negotiation, Placement & Spot Traffic Management
Print Design & Production
Web Development & Search Engine Optimization
Direct Mail Services
One-on-One Business Development/Sales Team Coaching