Apple  about Windows 7, Motorola & Verizon about the iPhone, and Chevy about Honda are just a few examples of the negative ads we’ve seen lately. I’m confident that while we’re in the economic state we are, there will be many more.

In today’s conservative marketplace consumers aren’t readily aware of the differences in features and benefits from one product or service to the next-only price. It’s the responsibility of businesses to diligently educate their consumers about their differences. These big businesses have chosen to do this with a commercial that directly highlights the differences of both features and benefits. In most cases, the the competition the commercial’s sponsor is referring to is doing better in the market place simply because of price alone.

As a small business, adhere your differences and take the time to educate your consumers about those differences. This will help you avoid the use of negative ads later in your business’ life cycle. To do this, just answer this question and take pride in your answer, “Why would someone by your widget over your competitors widget?” If you said, “It costs less” then try again. The last thing you want is a pricing war between your competition, because as quoted over and over again in the marketing world:

“There will always be someone willing to go out of business faster than you.”

– I’m not sure who said it first; otherwise, I would recognize him or her.

Thanks for reading and if you need help differentiating we’re happy to help.

– Matt McIntyre

We deliver small business marketing strategies, and the first one is FREE.

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If your small business is struggling with how a promotional product might work, we’d love to help by creating your next month’s marketing strategy at no cost to you. This free look at your next month’s marketing strategy showcases our commitment to conducting business with you now or in the future.  Either way, it’s professional marketing insight for you to keep and utilize with no obligation.  Email info@marketingmediators.com to set-up a meeting at your location.

Zest! Exciting Food Creations

This wasn’t a typical restaurant waiting line that teased hungry people slowly losing their patience as they stare at others satisfying the exact need they are there to fulfill.  No, this waiting line was different.  The differences were ever so slight, but enough to alter the entire experience.

We happily waited for approximately 20 minutes (it was very busy) in a larger-than-most, comfortable waiting area and then sat at our table with nothing but smiles on our faces because:

• We were politely greeted when we walked in from a working, moving employee as opposed to a typical static hostess that looks bored 95% of the time and makes you wonder if she is doing anything at all to help you get a table faster.  At Zest it was obvious their goal was to get you seated fast.
• We were offered self-serve coffee to drink in real mugs while we were waiting in line.  A simple, cost-effective offering that had such a big impact on me, because I’ve never had that at a restaurant before.
• As we waited with our hot, delicious coffee in hand we listened to music and gazed at the numerous offerings of the restaurant, newspapers, the menu, as well as other contributed items that were easily accessible in the waiting area.

Experience enhancement typically results in a very minor adjustment for a small business, so when it is compared to the end result it makes all the sense in the world.  If you’re looking to enhance your experience then follow these steps:

1. Determine your most frequent customer/client.
2. Ask that person why they are your most frequent customer/client.
3. Add something to that one reason to even make it more valuable and communicate that to all clients and prospective clients.

3 Marketing Mediators Memos for small businesses:

1. Add Something Extra.  The experience you offer a customer/client is what: differentiates your small business, keeps you in the running with big competitors, and get’s people talking about you.
2. Find one that Fits. A small business can alter it’s experience at any point and to any degree without consulting “the man”, so do so until your able to find one that works.
3. It’s How You Feel. Your products or services aren’t what defines your small business in the eyes of its customer/client it’s defined by how the customer/client feels. Always remember that.

One Sentence Commercial

• If you worried that the experience your small business offers isn’t worth talking about then we can help.  We’re offering a FREE over-the-phone Experience Assessment to anyone that emails info@marketingmediators.com and mentions “Zest”.   Please include information about your small business, because we’ll be doing some  research on your behalf before speaking with you.

“Whoa!”, I said to myself in a surprisingly pleased manner. “This dentist is actively capitalizing on word of mouth marketing in the service industry.”  What’s considered a necessary step for any service-based business, is often-times set aside for “more important things” when in reality this is one of the most cost-efficient uses of your marketing dollars.  This simple, inexpensive marketing piece contains great offers for me to pass along to anyone I know looking for a dentist.  I know I want Marketing Mediators LLC on the top of a small business owner’s mind when entering their buyer’s cycle.  Wouldn’t you?

Now, this Care to Share Card was prematurely introduced considering I had not had my experience there yet, but low and behold the experience was wonderful and I would recommend this dentist to anyone (and already have).  Once my appointment was completed I was given even more Care to Share Cards to pass along!  Good, I’m gonna need them.

3 Marketing Mediators Memos for small businesses:

1. Pleased Customers are your greatest sales people. Give them a true reason to share your business offerings with others.  Don’t just buy their business.
2. Offer an experience (not a product or service). That is what people remember and will share/talk about with others.
3. Ask your current clients if they would feel comfortable sharing your offerings with family and friends.  If you’re receptive enough you’ll get some great insight.

One Sentence Commercial

• If you’re too overwhelmed or don’t have the time to create a word-of-mouth referral campaign for your business Marketing Mediators LLC can help create the experience everyone will be talking about.

Who did you ask? – Ask your current clients (that found your company online) what key words/phrases they searched to find you.  That is a good starting point.  If none of your clients found you online does a PPC initiative make sense?  Now, it might if you’re planning to target a different market, or introduce a new product line.  If that is the case, be sure to thoroughly utilize Google’s Keyword Tool to find the the most cost-effective search string.

Did you lay Bread Crumbs? – Let’s pretend your keywords are all perfect, your ad is well written, and now it just got clicked.  What’s next?   You need to funnel those people that clicked your ad down a path directly relating to that ad’s purpose in order to convert that lead into a sale.  Typically, when I give this advice it results in small website development tweaks or custom landing pages just for this purpose.  Either way this is a must for PPC conversion.

Can you Watch the Weather? – Being a smaller company your advantage is being able to dynamically change your targeted keywords in relation to: national search trends, keywords not preforming well, and new products or promotions you introduce.  The downside is this requires time and the analytical skills to support it.  Luckily, these tools are typically in place, but you have to know how to analyze them and react quickly.

3 Marketing Mediators Memos for small businesses:

1. PPC is the most successful for a company with a packaged good or service with a fixed price they are looking to promote.
2. Managing a PPC campaign takes time and needs to be managed diligently to be effective.  Initially,  the  cost of a PPC is only time (until it starts working) because the tool is already set up so be sure to plan accordingly.
3. Inexpensive Sales Funnels are Real. They are necessary to turn leads from your PPC ads into sales, and there are many cost efficient tools that can be used to achieve this.  In fact, Google documents is just one.

Quick Commercial

Marketing Mediators LLC can cost-efficiently review, consult, manage, or set-up a PPC campaign for businesses that:

• Are not currently getting PPC results.
• Need a proper sales funnel developed to convert PPC leads into sales.
• Don’t have the time to manage an effective campaign.
• Want to start a PPC campaign from scratch.
• Want to know if PPC is right for them.
• Just e-mail Matt to get started.

EXTRA CASH EARN an extra $800 - $1000 a MONTH International Health and Wellness company expanding locally. Flexible Schedule - Start Immediately Will Train Contact: Betsy At: (###) ###-####

I walked to my car one morning and found this post-it note stuck to my driver side window.  Immediately, I grabbed it, crumpled it up (as you can tell), and tossed it aside while saying to myself, “Sure, I want EXTRA CASH, but not this way… this isn’t for me“.

Whoa!   Is it true?  Did this simple post-it note advertisement actually work? I read the entire message, understood the next steps (as written), and made my decision before I even realized it.  Now, it wasn’t successful with me, but I’m certain it was with others.  Why?

The message was concise, well targeted (placed on cars in an apartment complex), and contained information on how to take the next step.  Most importantly, it probably only cost around $100 and the time needed to execute the campaign.

3 Marketing Mediators Memos for small businesses:

1. Keep your ads simple and cost effective by understanding who your ideal consumer is and only targeting them.
2. Measure the return on all your Ads by correlating a promotion code or referral source questionnaire with all purchases.
3. React quickly if an Ad doesn’t work, because the greatest advantage of small business is being dynamic and adapting to changing environments.

KFC made a coupon for a free 2 piece grilled chicken meal, had Oprah announce it on national TV, published it on her website for one day only,  and watched the people come pouring in.  I suppose they didn’t take in to consideration that: all Americans love free food, most love chicken, all love to share free things with friends and family (especially via the internet), and again it’s a free meal!  The response was so big that KFC was forced to no longer accept the coupon and offer rain checks instead.  Talk about a punch to the brand.

3 Marketing Mediators Memos for small businesses:

1. Think through promotions. What is the biggest impact this promo could have and are you prepared for it?
2. Don’t devalue products by 100%.  What’s left?  Use other (or develop new) ways to entice consumers.
3. Test all communications before release. Make sure it’s understood after the first read.  If not, rewrite.

• Have you ever dealt with something similar?  How did you resolve it?