Does your organization have an exclusive story to tell that helps it stand out from the competition?
This is the classic Unique Selling Proposition principle of marketing. Basically defined, you must highlight the distinct benefits offered by your product or service in order to compel consumers to make a purchase.

Does your organization employ a team of goodwill ambassadors who have a passion for the establishment’s culture, philosophy and the product or service it sells?
Every one of your employees works for the marketing department. Their enthusiasm, dedication and courtesy must be strikingly evident to every customer or prospect who calls on the phone or walks through the door. And remember, as we mentioned in a previous blog article, it starts at the top.

Does your organization understand its true core business from a consumer’s perspective?
Southwest Airlines doesn’t sell seats on planes, it is in the business of providing people with a safe, fun and memorable way to get to their destinations. Take a step back from the technical definition of your product or service and identify the customer benefit(s) you provide.

Does your organization understand the lifetime value of a loyal customer?
Customers keep the doors open. From a tactical perspective, you owe them solutions, dedication, exceptional service and quick response. Dig deeper and become students of their industries so you can forge valuable strategic marketing alliances.

Does your organization and team strive to make a difference in your community where your customers live and work?
Being a good corporate citizen is a privilege and responsibility. Commit your business to effect positive change and distinguish yourself as a community minded enterprise.

Does your organization have a face – a personality, CEO, president or owner to whom customers can relate or who they can readily access?
You are the leader of the very competent staff that deserves the trust and confidence of your customers. But if clients know that they can also count on your personal attention, you’ve added that extra dimension of service and level of comfort that may very well differentiate you from the competition.

While everyone loves first impressions, does your organization enjoy an everlasting positive image with customers that continues to create pleasant experiences and encourages repeat business?
One of the many crucial functions of marketing is the perpetuation of that positive image which encourages the repeat business that is key to a company’s survival.

You are certainly to be congratulated if you answered “yes” to all of the above questions. If you’ve identified some necessary retooling, however, proceed full speed ahead and have your firm’s marketing running like a well oiled machine.

Innovation is essential to an organization’s long term success. It leads to improved products or services, increased efficiency and additional profits. Managers must spearhead the development of an innovation initiative that helps all associates realize their importance in assuring the company’s continued development. In other words, a “business as usual” mentality stifles rather than strengthens the workplace.

How do you move the needle from tried and true to new? First, make sure the staff is focusing on the right subjects. Identify specific business challenges and ask “what if?” You must also eliminate the fear of a bad idea as there is no such thing, so encourage your people to keep brainstorming. Experts tell us that 50 to 70 percent of all new product or service ideas fail at even the most successful companies. The main difference between businesses that have an innovation culture and those that do not is simply the number of new possibilities under consideration.

So, thinking is the operant word and there are many steps one can take to encourage this activity. One of the most important points to remember is that this should be a fun and enjoyable undertaking, not a task. Provide time for associates to reflect and create. Consider enhancing the creativity in your office through photos and art that inspire different trains of thought. Diverse viewpoints spark unique approaches, so create teams of individuals that normally don’t interact with each other. And by all means, tap into the fresh perspective offered by new employees.

Now that you’ve harnessed this collective thought process, schedule regular brainstorming sessions where ideas flow freely and management has the opportunity to recognize and compliment originality. Your objective is the creation of an innovations account from which your organization can withdraw and execute, while constantly replenishing.

The loyalty and support of established clients ensure the continued success of the company to which they have entrusted their business. This principle is so obvious it is often overlooked. Our corporate responsibility therefore, is to safeguard the trust and confidence customers have placed in us by following some basic guidelines…

• Guard Against Complacency: In some cases, an excellent client relationship could lead to a false sense of security. Personal friendships may develop between your team and the customer. Of course that bond should be nurtured. But the employee must never forget his/her business responsibilities or lose that “edge to impress” one feels when a new customer comes on board. Encourage your employees to always go that extra mile.
• Lead By Example: If you are a manager in your company, let your staff appreciate the genuine dedication, enthusiasm and gratitude you feel for the clients that keep the doors open.  It starts at the top!
• Stay Passionate: Do a good job of leading by example and your staff will develop a passion to excel in customer service, not because they have to, but because they want to. There is a true story about an account executive who got in a car accident on the turnpike while driving to a press check. The first call he made was to the insurance company, the second call was to his office to send another associate to the printing company and the third call was to the client for whom he was conducting the press check, with a problem/solution scenario.
• Be Accountable: If a deadline cannot be met on the promised day, the client should be notified as quickly as possible with the facts (not excuses) and an action plan. Do not wait for the customer to call your office asking for a status update.  By assuming this proactive stance, you have defused a potentially frustrating situation and earned the client’s trust and respect.
• Commend Your Staff On A Job Well Done: When a client compliments one of your associates, by all means share that comment with the individual and the entire staff.  Personal recognition goes a long way towards motivating positive job performance.

Being attentive to the other party is the simple secret behind any successful relationship. We must constantly be on guard not to overlook this obvious principle in our professional or personal lives.

Don’t forget to leave us a comment and let us know what you think! We looking forward to working with you and adding your project to our portfolio.

You present to clients, supervisors and colleagues on a daily basis without even realizing it. Since you’re comfortable with what you’re going to say and to whom you’re saying it, you communicate clearly and confidently. In other words, you’re in control, which is the key to successful presentations, regardless of the size of your audience. Being in control of a presentation is easy, if these basic guidelines are followed.

Define Your Audience
Defining your audience goes a long way towards increasing your comfort level and assuring a productive presentation, since you can tailor the message to resonate with your public’s interests and expectations. Obtain information such as group size, the names and titles of those who will be attending, gender breakdown, average age, their familiarity with your subject matter and their perceived attitude regarding your topic.

Identify Your Presentation’s Purpose
What is the objective of your presentation? Is it to introduce a new product or service? Are you educating your audience on a specific issue? Will you be reviewing year-to-date sales figures? The purpose will dictate the information you need to convey and help you create the visual aids, such as graphs, charts and photographs that will support your points. Surveys tell us that only as little as 10% of a verbal presentation will be remembered after 3 days, but that figure can increase to as much as 66% when visual aids are used.

Structure Your Presentation
Now it’s time to structure the content. Prepare a script that stays on point and presents the information in segments that are easy for listeners to assimilate. Begin by introducing yourself. If you’re using PowerPoint, for example, your first slide should include the presentation title and date as well as your name and title. Then command your audience’s attention immediately by asking a question, sharing a story, presenting some dramatic statistics, etc. The script should flow logically from the introduction, to sub topics (if applicable), to a strong conclusion that weaves the entire presentation together and moves your public towards an emotional response or causes them to take a specific action.

Practice
Knowing your material inside and out, including when to pause, establish extended eye contact, insert humor, etc. is a key confidence builder. It also positions you as the expert with your audience because it affirms that you are extremely comfortable with the subject matter. Practicing does not mean memorizing your presentation word for word. You want to sound natural and relaxed and you will, by remembering that “practice makes perfect!”

You’re almost ready, but there is one last thing to remember… believe in yourself and your message and your presentation will be excellent.

In This Issue:

• Social Networking, Retro Style
  The buzz words in the current marketing world are “social media” and “social networking.” Facebook, Twitter, YouTube and the like are performing blitzkrieg on the ad world. I’m on the bandwagon, but there’s a fundamental problem there if we’re not careful. The focus is all wrong. It’s far too inward.
• The Value of Value
  While the economy is showing slow but steady signs of improvement, the savings/discount mentality will be with us for the foreseeable future. In many cases, quality has taken a back seat to bargain versions of products and services. The most effective way to address this mindset is by educating customers on value.
• Earn Your Client’s Business Every Day
  The loyalty and support of established clients ensure the continued success of the company to which they
  have entrusted their business. This principle is so obvious it is often overlooked. Our corporate responsibility
  therefore, is to safeguard the trust and confidence customers have placed in us by following some basic
  guidelines…
  
• A Company Blog Can Improve Your Ranking On Google
  Having a difficult time securing a strong ranking on Google for your prime search phrases?
• Details, Details: Choosing The Right Font For Your Web Site
  Before you consider “Flash” and other web site bells and whistles, start with the
  basics… your font selection.

To read more, and get your own copy, send us a note, or give us a call at (954) 922-9395.

While the consumers who visit your web site have some interest in your product or service, the majority of them will not make an immediate purchase. But if you can offer these visitors something of value that is absolutely free, in exchange for their names and e-mail addresses, you’ve just created a whole new database of leads. Now capitalize on this initiative by sending these potential prospects e-mails they will find helpful and informative on a regular basis and brand yourself as an expert in the industry that you serve.

The fact is that e-mailing is still the most popular and effective medium for sharing information online. According to a recent consumer study conducted by sharethis.com…

• 46 percent said they share information via e-mail
• 33 percent said they share information via Facebook
• 14.5 percent said they use other channels to share information
• 6 percent said they share information via Twitter

Your e-mail program and web site are the foundations of your internet marketing. We recommend that you maintain and even strengthen these efforts for the rest of the year.

If You Advertise You Exist
Your business will not move the sales needle if consumers don’t know you’re out there. Customers buy from companies they recognize, and that market presence is created through advertising. If you don’t advertise, you simply don’t exist.

Potential Customers Are Waiting To Hear From You
Once a decision has been made to purchase a particular product or service, approximately half of those consumers will make the actual buy within one week.  A consistent advertising effort increases your chances of reaching that potential customer as he or she shops for the best offer.

Advertising Creates Sales Opportunities By Driving Customers To Your Store Or Web Site
Turn those visitors into buyers by raising the potential for impulse and point of sale business through specials, limited time offers and coupons.  According to a survey conducted by the National Retail Federation, for every 100 planned buys, consumers make an additional 30 unplanned purchases.

Creating Top Of Mind Awareness Is Critical
Simmons market research tells us that consumers are confident of product or service satisfaction when they purchase a familiar brand. We have become a nation of sophisticated shoppers, researching price options, quality, company reputation and performance, especially when considering major items including automobiles and appliances. Once again it goes back to generating a consistent advertising effort so your name is the first one customers remember when they are ready to buy.

Advertising Provides The Most Effective And Efficient Means For Reaching Your Target Audience
There is an advertising message for every audience as well as numerous media choices at your disposal for reaching your target market. Two of these include publications focusing on your specific industry (fashion, travel, sports, as examples) and direct mail that can further segment your market by age, income level, and other criteria. Research the most effective media options for your business.

It Works
From multi-national corporations to local family owned ventures, successful businesses advertise. They understand that it is a crucial component of the sales function and key towards competing in their industries. Even market leaders continue to advertise in order to maintain their top positions.

Learning to say “No” is perhaps the greatest factor for maximum achievement.  “No, I won’t hit the snooze button again.  No, I won’t buy that item that I really don’t need.  No, I won’t channel surf for the next thirty minutes.  No, I won’t have that third extra large chalupa.  No, I won’t put that phone call off again.”

Of course saying “Yes” to the right things is effective.  But so often people say “Yes” to the wrong things.  “Yes, I’ll go to that movie” – when we really should be getting to bed early so we can get up and do something more productive the next morning.   Or “Yes, I’ll take that last piece of pie” – when we really should be watching our intake.  Or “Yes, I’ll buy that” – when we really shouldn’t be loading up the credit card.

Every “Yes” is actually many more “Nos.”   “Yes, I’ll watch the movie” is “No, I won’t invest those two hours reading, exercising, talking to my spouse, learning something new, etc.”    “Yes, I’ll buy that” is “No, I won’t buy something else, or save the money, or use these resources to help someone in need.”   On and on it goes.

Meeting goals is about making choices.  Those choices often come down to one of two simple words… “Yes” and “No”… and both words are immeasurably important.

I remember hearing a radio spot for the grand opening of a sub shop in my neighborhood.  I’d get a sub for one dollar just by mentioning the DJ’s name.  As fate would have it, I was driving by the shop at that very moment, and I was hungry, so what the heck.  The young lady behind the counter knew nothing about the promotion, and looked at me like I was trying to pull a fast one.  She also told me there was no way to handle that in the cash register.  Of course the manager wasn’t in at the moment, so I politely insisted she call him.  Problem solved.

Or how about this?  You see or hear an ad that says “Order online today and get free shipping.”  But when you go to the web site, the shipping charge shows up no matter what you do.

The breakdown that occurred in both of the situations above is a simple one.  Important information never made it to the front lines.

Marketing involves communication… with the outside world, yes, and also with other internal departments of the company doing the marketing.  Imagine how much greater the impact of the sub shop promo would have been if the in-store staff had said “Great.  I see you heard our radio ad.  Why not get a second sub and take it home to your wife?  It’s only a dollar.”  Sure, they were losing money on every sale, but the good will and excitement they could have caused might have made me, and my wife, long-term, repeat customers.

If your company is engaged in lead-generation, I congratulate you.  I also encourage you to make those efforts even more effective by adding some in-house education.  Make sure everyone on your team is aware of what’s going on and knows how to add value at their point of customer contact.  The payoff could be dramatic.

When a company increases the “com” in marcom, it can only strengthen their marketing.

Expecting great things,
Steve Fales
AdServices Inc.
www.adservices.net
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