In the world of small business, trade shows can be some of the best investments that can be made. They offer an opportunity for live interaction (and in recent years, virtual interaction) with fellow business members, customers, partners and vendors within your specific field. Networking, advertising, learnings and demonstrations are carved out for a customizable experience for each attendee or exhibitor.
How can you make the most of these shows? Joanna Krotz discusses her strategy with Microsoft in her article .9 Steps to Making Trade Shows Pay Off.. She outlines key points, such as creating a strategy, research, having a backup plan and getting noticed. In the strategy of getting noticed at trade shows, there are a few schools of thought, however Krotz suggests a dialed-down, more personalized approach. Rather than overwhelming attendees with flashing lights and massive displays, she suggests using personalized coffee mugs with company information as a give-away with plenty of fresh coffee available at your booth. Also, she recommends collecting business cards to raffle off a single high-value item.
Identifying and reaching out to customers is a challenge that businesses face on a regular basis. But what about retaining customers — for life? Benjamin Franklin Plumbing, in Missouri, uses a “front of the line” program for their regular customers – meaning that in the dead of winter, if your pipes freeze, you won’t have to wonder how long it will take for the plumber to come out.
In a recent article on MSN’s Business on Main page, Keeping Customers for Life, companies like Benjamin Franklin Plumbing are used as a model for how to grow and retain your long-term customer base.
Here are some key steps used by companies such as Southwest Airlines, ED Foods and Crucial Technology:
– Deliver what you say you’re going to do
– Expect the best
– From there, go beyond the usual
– Watch your customer, not your bottom line
– Nurture lifelong employees
– Make customers want to stick around
– Be picky about your lifelong customers
Customers truly are the heart of any business – we simply wouldn’t exist without them, so remember: treat them well and your company will be treated well in return!
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Customers for Life
Identifying and reaching out to customers is a challenge that businesses face on a regular basis. But what about retaining customers . for life? A plumber in Missouri, Benjamin Franklin Plumbing, uses a .front of the line. program for regular customers . meaning that in the dead of winter, if your pipes freeze, you won.t have to wonder when you.ll be able to get a plumber out. In a recent article on MSN.s Business on Main page, Keeping Customers for Life, companies like Benjamin Franklin Plumbing are used as a model for how to grow and retain your long-term customer base.
Here are some key steps used by companies like Southwest, ED Foods, and Crucial Technology:
Small business owners are often faced with the challenge of how to most effectively market their business with restricted budgets and resources. An article on bestsyndication.com titled 5 Ways Small Business Can Cross Promote, outlines the top 5 steps for making the most of your marketing dollar through collaboration.
1. Find complimentary business
2. Make an offer
3. Combine Mail-outs
4. Create a combination display
5. Link your site
This is an interesting approach to collaborative marketing. Often times, complimentary businesses or strategic partners pair up at tradeshows and conferences or in advertising campaigns. Perhaps a little .out of the box. thinking can help uncover other uses for this team marketing methodology.
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A recent Wall Street Journal article .As Online Reviewers Grow, Businesses are Listening. discusses how online reviews, written by everyday customers is on the rise. With sites such as Yelp, UrbanSpoon, Yahoo Local and CitySearch, users have the ability to review and rate their favorite (and not-so-favorite) businesses. Many consumers use these sites to discover and research their choices online. In fact, the article states that 4 in 10 consumers perform online research to aid in offline purchase decisions.
So how can you harness the power of this user-driven content? Some businesses publish positive reviews on their websites, or print them for viewing in their stores. Sites such as Yelp and CitySearch offer the ability for business owners to publish special promotions for their users. Yelp alone had 29 million unique visitors in September, so the purchasing power behind these users is quite attractive.
How do you engage prospective customers with email marketing? The subject line. Before a customer even decides if they want to buy something, they have to open your email first. Before they open the email, they usually decide if your email is worth opening. So, the first place you have to capture their attention is the subject line.
Subject Lines with the following characters have been shown to have better results: Correct spelling and grammar Sense of urgency Personalization Offer Not spammy sounding Be interesting but not deceiving
These are just the basics, but by starting here, you.re on your way to a much better open rate and hopefully conversion rate.
Sometimes the best ideas come from your customers. After all, they are the ones looking to purchase from you, utilize them to help drive your business to the next level. As a company, your best interest is the customer because if you can sell or provide them what they want or are interested in, they are more likely to convert.
It seems that, in general, people like to have a say in the things they buy, own, or consume. Take the example of food . while McDonald.s McCafe is growing up its own customer base rather quickly, there still many die-hard Starbucks fans. Taking the facts of coffee quality and price aside, you.re left with options. I see that McCafe is trying to give the customer more options but at Starbucks you are pretty much free to customize your coffee any way you want.
In this economy, people are taking a lot longer to buy, doing research, and looking for the best deal. I came across an article from ClickZ on .Optimizing Your E-Commerce Site: Three Levers for Success. and feel that it provides a great sum up of how you can improve your website to hopefully grab that next sale or lead. Here.s a quick rundown:
Audience Understand your core demographically, geographically, and behaviorally.
Do you have consistent messaging across the site?
Are you targeting your core customers in the way most appealing to them?
Offer Utilize the 4Ps: Product, Pricing, Place, Promotion Product
Is your product presented in an appealing and information way?
Do you offer anything special with the product . guarantees, upsells, cross-sells?