E. Sue Huff & Associates: April 2010

No More Junk E-Mail - Monday, April 26, 2010

I bet you're wondering if anyone reads those marketing e-mails you send out on a regular basis. You're hoping your valued customers don't mark things from you as "junk" and delete them before they are opened. I know I get promotional e-mails every day and I often delete them. Why? Well first, because my inbox is full of lots of important things and I have to prioritize my time. Secondly, I've come to expect the same messages from some of my e-mailers. They are either advertising a sale or a special event. I hate to say this, but I'm usually too busy to plan a trip to a particular store because of a sale, even though that's one of my favorite words in the English language. And a special event? That's usually "code" for something you want me to buy. If your customers think they know what you have to say, or think it isn't something they would be interested in, they'll never open your e-mails.

In order to get your customers' attention, you have to bring something new to the table every time you contact them using the computer. Let's say you own a coffee shop. Rather than simply sending your customers a 10% off coupon for this week's special flavor, include a recipe for iced coffee drinks for a summer party. Be sure to jazz it up with some fun suggestions for serving the beverage (iced mocha umbrella drinks, anyone?) Catchy subject lines such as, "Summer Party Ideas" or "Bean There, Done That?" can give your reader a little teaser that says your e-mail just might be worth opening.

Labels: Advertising E-Mails, Getting Your Customers' Attention, Junk E-Mail

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What's in a Name? - Monday, April 19, 2010

I went to this great restaurant recently to meet a potential client. The client had suggested a place with a clever name that had the word "diner" as part of its name. Having been to lots of diners in my life, I immediately thought of old-fashioned scrubbed formica counters and worn booths, maybe even a sassy gum-cracking waitress who would bring heaping plates of burgers and fries.

To my surprise, the place was very elegant, it had a chic kind of decor, and was not very diner-like. When the menu was presented, I saw that my diner was really an upscale bistro. I enjoyed the food and atmosphere very much, but felt sorry for the restaurant because many people will probably get the same images in their minds when they hear the word "diner".

A friend once told me she avoided an Asian restaurant because it was called "Phlem's". Phlem, you see, was the first name of the very nice man who owned the place. Coming from another country, Phlem had no knowledge that his name sounds like, well, phlegm. Upon hearing the name of the restaurant, potential diners immediately thought of the phlegm as they knew it, and got a negative association in their minds. The food was actually quite good, but the parking lot at Phlem's was usually empty.

Its important to choose the right name for your business. When you do, try to look beyond your own experience and consider what image your business name will conjure up in the minds of consumers. Large companies use focus groups to test product names, but small businesses can't afford to pay for services like that. You can always try using some good old-fashioned market research: find as many folks as you can who represent a diverse range of ages and cultures. Then, politely ask them for their opinion and see what kind of responses you get.

Labels: market research, naming your business

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How Happy are your Employees? - Monday, April 12, 2010

There's an old saying, "You get more flies with honey than you do with vinegar." Human nature responds to sweetness and recoils from things that are acidic. As a business owner, you probably spend endless hours trying to figure out how to "sweeten" your bottom line by pleasing your customers. But don't overlook the importance of applying the same kind of attention to your employees. You may have unwittingly created a hostile work environment without meaning to, and believe me, this costs you money in the long run.

One of the biggest mistakes a boss can make is to be verbally abusive or intimidating toward a subordinate. Its hard to get away with that in a large corporation (the boss would be out of a job!) but small businesses often don't have the hierarchy to monitor these kinds of issues. Nice salaries and good benefits are wonderful, but if your employees dread coming into work each day, no amount of money will keep them, especially if a chance to succeed in a better work environment comes along. Its too easy to blame the employee for having a bad attitude or accept a high turnover rate at your company as "normal."

Of course, the easiest way to correct an acidic workplace is to "sweeten" the atmosphere with respect for each employee. People who feel appreciated, valued and trusted are the real "bottom line" in any business.

Labels: happy employees, high turnover, toxic workplace

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Branding - Tuesday, April 6, 2010

To understand the marketing concept of "branding" just think back to the Wild, Wild West. Ranchers branded their cattle with a distinctive mark as a way to make sure they received payment for their cattle at the point of sale. The "brand" was, in effect, a logo, and its symbol became associated with all parts of the rancher's business.

Today's branding of your "business" property is far more involved than simply creating a great logo. Why? Your logo is like a small ad for your company, but branding is the marketing strategy behind the logo. Besides having a company logo, you need to develop a brand strategy.

Your brand resides within the hearts and minds of customers, clients, and prospects. To succeed in branding, you must understand the needs and wants of your customers and prospects. Your strategy must allow your audience to recognize that you are talking specifically to them. This often requires companies to narrow down their target market. Just ask any fisherman how to catch their specialty. For some, casting a wide net into the ocean is best; for others the key to success is using specific bait in a well-stocked pond.

Labels: advertising, branding, marketing

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