Word of mouth marketing has been a proven tool in generating interest, traffic, awareness and ultimately – sales. But how has word of mouth marketing changed in the past few years? With the advent of the internet, information is literally at your fingertips in a matter of seconds. Wide searches and reviews can generate foot and internet traffic for retailers and businesses.However, one of the most important advances has been the use of social media for businesses. Forrester analyst Augie Ray recently wrote Word of Mouth and Social Media: A Tale of Two Burger Joints. This article discusses how two wildly popular restaurants rose to success – one over the course of 10 years, and the other – in just one year. How did this …read more
When developing a marketing and sales strategy for your business, there are many avenues, ideas and programs to follow. It’s overwhelming at times – Do I focus on message? Do I need a new design? Is my website performing? It’s enough to make your head spin! However, one of the key pieces of advice any consultant, marketing guru or successful businessperson can give is to test, Test, TEST!
Justin Premick published an article about his case study regarding his email efforts and how effective they were. The focus of the case study was comparing text links to html buttons in an email. He was trying to discover which type of …read more
When formulating a marketing and sales plan, one of the best places to start is with your competition – what better way to get a feel for what is working, what you can do better, and how to set yourself apart? As Steve Strauss discusses in his article How to Research Your Competition, using marketing research and competitive analysis is key in understanding the market landscape.So just how should you research your competition?1. Start with their website – it should contain history, product or service positioning and other useful information.2. Do physical research – visit their store, call their customer service or purchase from them…what …read more
Being eco-friendly and saving our resources is not just an environmental issue. It’s also a great way to save dollars in your business, and reach out to your customer and client base. Some obvious benefits of following the “Reduce, Reuse, Recycle” adage are: saving our environment, reducing waste, and saving money.
But what are the not-so-obvious benefits?
Why not use your ad message in a “green” way – like putting your imprint on a Shopping Tote? Many stores encourage the use of re-usable shopping bags, and some even charge for bags or boxes. What a simple way to keep your name and message …read more
According to a few sources, January 20th is “Get to Know Your Customer Day”. Whether you are a small business owner or a sales professional, you have one thing in common – your business IS your customer! While it is great to highlight “getting to know your customer” once a year, this really needs to be a daily effort. This got me thinking – how can we all really get to know our customers?1. Ask! This might seem straightforward, but simply asking your customers opinion is worth its weight in gold. They can offer you insights such as product requests, service upgrades, and just general suggestions to help you give them exactly what they …read more
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 …read more
Keeping it short and simple this week – National Pen would like to wish everyone a wonderful holiday season and a happy and prosperous New Year!
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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.
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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 …read more
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 business2. Make an offer3. Combine Mail-outs4. Create a combination display5. 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’ …read more