CE, or customer engagement, may be a buzzword in marketing circles, but what is it and how can the small business owner use it?
Customer engagement involves a paradigm shift from one-way communication, such as radio or newspaper ads, to building a two-way relationship with customers and prospects. This long term focus may make statistics like conversion rates and return on investment obsolete, as the goal is to engage customers over a longer period of time. For brick and mortar establishments, customer engagement can take form in formal or informal surveys, suggestion boxes, and free samples. It also may involve different tools beyond traditional media, which may include blogs, website forums, email communication, and smart phone applications.
Old schoolers are often resistant to the idea of allowing customer feedback on the company website, especially if it might be negative. One of the bonuses of engaging the public is not only increased loyalty, but tips for improving products or services.
Today’s consumer is not the same as 50 years ago. He has developed an immunity to the constant barrage of ads in newspapers and magazines, and on the radio, TV, or internet. He is usually well-informed before making a purchasing decision. And, based on Maslow’s hierarchy of needs, he is motivated by feeling safe, being part of a group, and increased self-esteem. He doesn’t want to feel like just a number or a sale. He wants to be a groupie for your product or service, if it’s deserving. He wants to contribute to its success.
The idea of customer engagement also makes the best use of the fact that customers are at different stages of the buying process- from simply being aware of the company or product to become a repeat customer. Again, he wants to be treated as an individual. Focused customer engagement processes, including outstanding customer service, communicates a desire to meet the customer where they are at, rather than blast them with generic “buy me” messages. A happy customer is a repeat customer, and someone who will refer your business to others. That’s what makes the business grow.
Mar 16, 2011
Feb 28, 2011
Everyone is in Marketing
One of the largely overlooked ways to market your business or nonprofit is to provide an optimum work environment. If employees enjoy coming to work, appear happy to be there, and speak glowingly about the workplace in the community, people will seek out that company. The logic is that a company that cares for its employees will likely care for customers and clients as well.
Granted, finances and circumstances may prevent providing lavish amenities like workout facilities or a day care center. However, smaller concessions to provide more flexible work schedules and opportunities to contribute on an individualized basis can be made with minimal cost.
In a recent survey of nonprofit employees, the best workplaces made them feel like the leaders of the organization cared about their well-being. They liked their co-workers. They felt like they could maintain a reasonable balance between work and personal life, and job expectations were made clear.
Creating an enjoyable workplace with a more community-like structure than a traditional corporate structure can be a challenge. If your workplace is already marred by dissatisfaction, mistrust, bitterness, and confusion, you may have a lot of work to do to make it a place where people enjoy coming to work. These nine factors can help rebuild a better work community:
1. Understanding. Most people put family first. An optimum workplace will allow flexible scheduling to allow for sick kids and school programs. Some companies allow people to job share or telecommute in order to get the work done and keep employees happy.
2. Celebration. Everyone loves a party. They don’t have to be elaborate set-ups reminiscent of The Office television series, but acknowledging birthdays and service anniversaries as well as reaching fundraising and other goals shows employees they are appreciated and builds community.
3. Communication. Any company with more than one employee is going to have occasional conflict. Clearly communicated expectations can prevent confusion and misunderstandings. The more lines of communication across and between levels of associates, the better community you will build.
4. Training. Even if expectations are clearly communicated, employees cannot do their jobs if they’ve not been appropriately trained. No person and cookie cutter job description are going to be a perfect match at the start. Give employees the freedom to ask for help.
5. Contribution. No one wants to feel like a nondescript cog in the machinery. Each person has unique talents that may or may not seem to fit into the workplace, but that can still be utilized to further the goals of the company. Some may have ideas for more efficient production, or may be able to design the artwork for marketing flyers.
6. Loyalty. When someone continues in the same job for years, or has a flawless attendance record, or is known to go the extra mile, they deserve recognition. They also deserve opportunities for education and training to grow into new positions as desired.
7. Courtesy. Everyone has heard horror stories about harassment, degradation, and worse in the workplace. Common courtesy in word and deed should be expected from all levels of associates, in all levels of communication.
8. Integrity. Nothing destroys morale worse than supervisors who do not follow through and do what they say they will. Be sure that promises are kept and fairness in hiring and promoting is the norm.
9. Generosity. People want to do something that makes a difference. Green work practices contribute to the environment. Community activities such as food drives and fundraising dinners show that your company cares for something besides the almighty dollar.
At the very least, you should be able to give your employees the same treatment you give your best customers.
Granted, finances and circumstances may prevent providing lavish amenities like workout facilities or a day care center. However, smaller concessions to provide more flexible work schedules and opportunities to contribute on an individualized basis can be made with minimal cost.
In a recent survey of nonprofit employees, the best workplaces made them feel like the leaders of the organization cared about their well-being. They liked their co-workers. They felt like they could maintain a reasonable balance between work and personal life, and job expectations were made clear.
Creating an enjoyable workplace with a more community-like structure than a traditional corporate structure can be a challenge. If your workplace is already marred by dissatisfaction, mistrust, bitterness, and confusion, you may have a lot of work to do to make it a place where people enjoy coming to work. These nine factors can help rebuild a better work community:
1. Understanding. Most people put family first. An optimum workplace will allow flexible scheduling to allow for sick kids and school programs. Some companies allow people to job share or telecommute in order to get the work done and keep employees happy.
2. Celebration. Everyone loves a party. They don’t have to be elaborate set-ups reminiscent of The Office television series, but acknowledging birthdays and service anniversaries as well as reaching fundraising and other goals shows employees they are appreciated and builds community.
3. Communication. Any company with more than one employee is going to have occasional conflict. Clearly communicated expectations can prevent confusion and misunderstandings. The more lines of communication across and between levels of associates, the better community you will build.
4. Training. Even if expectations are clearly communicated, employees cannot do their jobs if they’ve not been appropriately trained. No person and cookie cutter job description are going to be a perfect match at the start. Give employees the freedom to ask for help.
5. Contribution. No one wants to feel like a nondescript cog in the machinery. Each person has unique talents that may or may not seem to fit into the workplace, but that can still be utilized to further the goals of the company. Some may have ideas for more efficient production, or may be able to design the artwork for marketing flyers.
6. Loyalty. When someone continues in the same job for years, or has a flawless attendance record, or is known to go the extra mile, they deserve recognition. They also deserve opportunities for education and training to grow into new positions as desired.
7. Courtesy. Everyone has heard horror stories about harassment, degradation, and worse in the workplace. Common courtesy in word and deed should be expected from all levels of associates, in all levels of communication.
8. Integrity. Nothing destroys morale worse than supervisors who do not follow through and do what they say they will. Be sure that promises are kept and fairness in hiring and promoting is the norm.
9. Generosity. People want to do something that makes a difference. Green work practices contribute to the environment. Community activities such as food drives and fundraising dinners show that your company cares for something besides the almighty dollar.
At the very least, you should be able to give your employees the same treatment you give your best customers.
Jan 25, 2011
Get FREE tips to save money on marketing!
AMW Marketing works with you to save you time, money and helps you become more productive and efficient with personalized, affordable marketing services.
Our free guide, "Top 10 Tips To Market Your Business on a Small Budget" will show you first-hand the basic ways to save money, free-up your time and get the results you want from your marketing plan.
For instance, TIP #7 will tell you how to save money directly affecting your bottom line. And, TIP #4 will tell you how to increase your internet presence for FREE.
Don't miss out on learning more about marketing on a small budget.
To receive your FREE Top 10 Tips To Market Your Business on a Small Budget and get more information on how AMW Marketing can save you time and money, simply complete our form and we'll send you our Top 10 Tips immediately. Click here now: http://www.amw-marketing.com/cc-fb.html
Our free guide, "Top 10 Tips To Market Your Business on a Small Budget" will show you first-hand the basic ways to save money, free-up your time and get the results you want from your marketing plan.
For instance, TIP #7 will tell you how to save money directly affecting your bottom line. And, TIP #4 will tell you how to increase your internet presence for FREE.
Don't miss out on learning more about marketing on a small budget.
To receive your FREE Top 10 Tips To Market Your Business on a Small Budget and get more information on how AMW Marketing can save you time and money, simply complete our form and we'll send you our Top 10 Tips immediately. Click here now: http://www.amw-marketing.com/cc-fb.html
Oct 25, 2010
Get creative with marketing
Marketing involves creativity- new modes and methods of communication, to just get the attention of prospective clients or consumers. What do you do when you feel tapped out and the idea mill has dried up?
Creative people have methods they use, consciously or unconsciously, to give their minds the maximum capacity to think creatively and generate new ideas.
• Take time to think freely. This may be lying in bed before falling asleep, during a morning walk or run, in the shower, or during a long commute.
• Exercise your imagination. The more you use your imagination, the better it works for you. Visualize your success. Ask yourself, “What would happen if…?” Fantasize about the impossible.
• Do something new. Your brain’s neurons start firing when it has to learn something new. Read something different, volunteer, try a new exercise class, or start a new hobby.
• Create. Paint, knit, write, carve, cook… the result doesn’t matter. It’s the process that gets the right side of your brain active.
• Chill out. Creativity flourishes in a relaxed atmosphere. Take a walk, meditate, find a quiet place, breathe deeply. Put your worries aside for awhile and de-stress.
• Get back to nature. Spend time appreciating the colors of the season, the sound of water churning, or the changes during sunrise or sunset. Get inspired.
• Immerse yourself in creativity. Go to the theater or an art museum. Pick up a classic piece of literature or poetry. Creativity breeds more creativity.
With a tight schedule and multiple deadlines looming, you may think some of these activities are a waste of time. However, they are methods that “sharpen the saw” as Stephen Covey would say. When you take time to cultivate your creativity, you’ll spend less time chasing a muse, and more time wowing your clients with innovative ideas.
Creative people have methods they use, consciously or unconsciously, to give their minds the maximum capacity to think creatively and generate new ideas.
• Take time to think freely. This may be lying in bed before falling asleep, during a morning walk or run, in the shower, or during a long commute.
• Exercise your imagination. The more you use your imagination, the better it works for you. Visualize your success. Ask yourself, “What would happen if…?” Fantasize about the impossible.
• Do something new. Your brain’s neurons start firing when it has to learn something new. Read something different, volunteer, try a new exercise class, or start a new hobby.
• Create. Paint, knit, write, carve, cook… the result doesn’t matter. It’s the process that gets the right side of your brain active.
• Chill out. Creativity flourishes in a relaxed atmosphere. Take a walk, meditate, find a quiet place, breathe deeply. Put your worries aside for awhile and de-stress.
• Get back to nature. Spend time appreciating the colors of the season, the sound of water churning, or the changes during sunrise or sunset. Get inspired.
• Immerse yourself in creativity. Go to the theater or an art museum. Pick up a classic piece of literature or poetry. Creativity breeds more creativity.
With a tight schedule and multiple deadlines looming, you may think some of these activities are a waste of time. However, they are methods that “sharpen the saw” as Stephen Covey would say. When you take time to cultivate your creativity, you’ll spend less time chasing a muse, and more time wowing your clients with innovative ideas.
Sep 30, 2010
Outside Marketing
Marketing is most effective when it reaches the target audience. Common sense, right? The question is, where is your target audience?
One suggestion by marketing expert Kim T. Gordon in her article “Fresh Ideas for Innovative Marketing,” is to “take it outside.”
Do your potential customers value environmentalism? Adopt a section of highway. Do they visit the gym? Buy ad space in the locker room. Are they parents of school-age children? Sponsor a little league team. Do they frequent the local coffee shop? Buy a placemat ad. Do they do the grocery shopping? Advertise on the shopping cart. The key is to have the name of your business in front of your potential customer at the right time.
As trite as “think outside the box” may sound, successful marketing strategies go beyond traditional print and media ads. Yet, they’re purposeful- not throwing money at every opportunity, but focused at reaching specific people with your message.
Another “outside” opportunity is to partner with other businesses. For example, if you are a business targeting brides-to-be, you can place your business cards at a photography studio or bakery. You can place an ad on their website, or offer a discount if the customer uses both services. The opportunities created by this kind of partnership, also called affiliate marketing, are only limited by your imagination.
So, take your marketing to the streets, where your customers are. And don’t forget to check our website for a chance to win 20% off your first project with AMW Marketing!
One suggestion by marketing expert Kim T. Gordon in her article “Fresh Ideas for Innovative Marketing,” is to “take it outside.”
Do your potential customers value environmentalism? Adopt a section of highway. Do they visit the gym? Buy ad space in the locker room. Are they parents of school-age children? Sponsor a little league team. Do they frequent the local coffee shop? Buy a placemat ad. Do they do the grocery shopping? Advertise on the shopping cart. The key is to have the name of your business in front of your potential customer at the right time.
As trite as “think outside the box” may sound, successful marketing strategies go beyond traditional print and media ads. Yet, they’re purposeful- not throwing money at every opportunity, but focused at reaching specific people with your message.
Another “outside” opportunity is to partner with other businesses. For example, if you are a business targeting brides-to-be, you can place your business cards at a photography studio or bakery. You can place an ad on their website, or offer a discount if the customer uses both services. The opportunities created by this kind of partnership, also called affiliate marketing, are only limited by your imagination.
So, take your marketing to the streets, where your customers are. And don’t forget to check our website for a chance to win 20% off your first project with AMW Marketing!
Sep 27, 2010
Enter for your chance to win!
Our new website is up and running and fabulous! Tell us what you think about it and you can win 20 percent off your first project with AMW Marketing. Use the Contact Form on the site to have your name entered in the grand prize drawing. http://www.amw-marketing.com/
Sep 9, 2010
Get inside your prospect's heart
Michael Fleischner, founder of MarketingScoop.com, states that “marketing, if done correctly, helps us to define how we feel about a product.”
Why did you choose your cell phone? Did it provide services that you need? Do you NEED a phone to call, text, email, surf, take pictures, locate destinations, and calculate tips? Do you need a touch screen AND a keyboard? Or do you like the feel of the textured case, the color of the keys, the ringtones that sound more like a play list than a notification? Your cell phone provider knows the competition is fierce. If the TV ad or salesperson can convince you that your phone is a reflection of your level of coolness, a mind-altering communication experience, a secret advantage, an intimate relationship with the technical world… you will buy a top-of-the-line phone with all the accessories and service agreements to boot.
To market effectively, you have to get inside the head and heart of your potential client. What makes them tick? What do they really want? How do you want them to feel when they use your product or service? Dig deep. Who would have guessed deodorant could make you feel confident, or shampoo could make you feel beautiful? Fortunately for the marketing world, Americans want it all. They want to feel attractive but unique, interesting but accepted, exciting but safe. How can you help them reach those goals?
It’s not about manipulation, trickery or schemes. It’s about tapping into the reason your product or service is desirable for meeting the wants and needs of your potential customers or clients. It’s about stepping out of your business owner/operator shoes and stepping into your customers’ shoes. What do they do on a daily basis? What frustrations and aspirations do they have? What would make their life easier or add value to it?
How are you going to redefine your marketing approach today?
Why did you choose your cell phone? Did it provide services that you need? Do you NEED a phone to call, text, email, surf, take pictures, locate destinations, and calculate tips? Do you need a touch screen AND a keyboard? Or do you like the feel of the textured case, the color of the keys, the ringtones that sound more like a play list than a notification? Your cell phone provider knows the competition is fierce. If the TV ad or salesperson can convince you that your phone is a reflection of your level of coolness, a mind-altering communication experience, a secret advantage, an intimate relationship with the technical world… you will buy a top-of-the-line phone with all the accessories and service agreements to boot.
To market effectively, you have to get inside the head and heart of your potential client. What makes them tick? What do they really want? How do you want them to feel when they use your product or service? Dig deep. Who would have guessed deodorant could make you feel confident, or shampoo could make you feel beautiful? Fortunately for the marketing world, Americans want it all. They want to feel attractive but unique, interesting but accepted, exciting but safe. How can you help them reach those goals?
It’s not about manipulation, trickery or schemes. It’s about tapping into the reason your product or service is desirable for meeting the wants and needs of your potential customers or clients. It’s about stepping out of your business owner/operator shoes and stepping into your customers’ shoes. What do they do on a daily basis? What frustrations and aspirations do they have? What would make their life easier or add value to it?
How are you going to redefine your marketing approach today?
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