Sobel Co. LLC Marketing Blog

A friend of mine owns an antique store in South Carolina, and she is doing very well. But the business is somewhat seasonal and she has plenty of weeks where there is little, if any, action at all. To help spice it up, she has begun hosting some evening events. The topics are based on the interests of the customers she attracts, so they focus on “How to Spot a Real Antique” or “Where Will You Put thatThing Once You Get it Home?” She gives advice on home decor, antique hunting, and other related subjects, while serving wine and cheese. She is creating quite a draw for these events, and people often hang around afterward to browse - with some making purchases. It is an excellent way for her to leverage after hours  ’down time’  that she is already paying for.  Are you in a similar spot? Can you find a way to draw people in to your business by sharing insights that are relevant for them? Whether you are a manufaturer bringing in educational programs for vendors and customers or a retailer offering  some after-hours fun events, this may be an inexpensive  approach to deevloping new relationships!

Almost every industry has its “seasonality” challenges, when the work flow increases and  so does the stress level.  Often the time available for marketing decreases in direct correlation to the increase in the work load. Retailers are crazed during the holidays as  shoppers flood the stores; contractors are busy in the spring, summer and fall trying to finalize projects before winter sets in; accountants are notarious for the pressures they endure during “tax season” - and the list goes on.  But your customers don’t expect to have their service interrupted or delayed because you are “busy” and your marketing should not be abandoned either.  In fact, your marketing should increase at the height of your busiest time - as that is when the most customers are likely to be touched by the message.  And if your competitors want to abdicate their spot to you because they are “too busy” to market, then you can take full advantage of that by being a consistent presence, committed to a year-long marketing and branding effort, that helps build momentum for your company, no matter what season you are in!  Make every day your day!

While most businesses across every industry sector have marketing and sales as a key function, they may not have time to write a specific marketing plan. Even those with written plans may not have included the critical  ”implementation” component to ensure that the plan leaps off the paper to become reality.

In order for your company to successfully market itself, especially those of you with limited resources, you will be more successful if  you assign tasks to your employees, holding them accountable for some of your marketing initiatives.  Each employee can have responsibility for an area that best leverages their skills. Someone may want to start a blog - like this one!. Others are great at making presentations to potential customers or vendors. There are opportunities for all, from networking at community events to writing articles of relevance for your audience - and everything in between.

The key to successful marketing and branding is to be sure that you delegate a wide range of tasks, that when integrated together, become a cohesive and effective marketing strategy.  In order for this to really work well, someone must be held accountable for each of the various programs, events or opportunities  that you have decided on.  Good luck!

Thre are so many ways to reach your customers to build a distinctive brand for your company, that the multitude of options can leave you without a focused plan and with your head swimming! Before you jump into anything, first consider your customers and what they most value from you. If it is news about their industry or innovative ideas that will help them be more efficient or more profitable, then consider how you can consistently transmit  meaningful information to them that will be relevant for their situation.

A blog is one idea. While not the be-all-and-end-all of marketing tools, a blog can have an important role, enabling you to have a process for sharing meaningful information with a targeted audience. It provides you with a vehicle for adding real value to your customers as you share industry trends, information about new products and services, and suggestions for solving some of their most critical issues.

Hopefully you are also gaining value from visiting the Sobel & Co. blog. If so, please tell your friends about us - and feel free to contact me with any marketing quetsions you might have at sally.glick@sobel-cpa.com.

A recent study by Fortune magazine reports that in today’s market, companies can no longer effectively differentiate their products or services from their competitors’ offerings. The conclusion suggested is that companies distinguish themselves, not their products, and one way to do that is by behaving as good corporate citizens. Fortune recommends that “nice guys no longer finish last.” In fact, their suggestion is that the businesses that are philanthropic, concerned and committed will be the ones that attract more customers. 

As you consider your 2010 marketing budget and begin to make plans for your new marketing initiatives, think about the community you live in and find ways to get involved and make a significant impact. Your sincere approach to being more responsible may be your best marketing tactic!

When you are looking for ways to distinguish your company’s brand, and add value to your customers, one option may be to consider strategic aliances with other organzations that also serve your audience.  If you can create a “one stop” shop platform, or just make additional services and products available, clients will appreciate the effort.   Spas and salons  have done this for years,  providing space for boutiques to display clothing or jewelry to enhance their customers experience.  Professional service providers can also do this, with CPA firms offering  cost segregation studies, R&D credits or wealth management services to clients through strategic alliances that go beyond the firm’s core competencies. The more you can address your customers’ needs, the more loyalty you will build for your future!

There are so many different things that a business owner can leverage when marketing a company! But over breakfast today with a friend of mine, Paula Varsalona, a world famous bridal gown designer, I was reminded that it is the basics that always work most effectively.  When she asked a European customer  recently why they wanted to work with her and why they had selected her gowns for their retail store, they said , “We could tell from the beginning what it would be like to do business with you. We liked your website because it was easy to navigate and we could really see the merchandise clearly. We appreciated how responsive you were and how quickly you replied to our inquiry.” So, in this instance, it wasn’t about “flash” or “glitz” but it was about efficency, effectiveness and responsiveness. Paula has built a global business by caring about her clients - both the retailers and the brides - and it shows.  I am not saying you shold stop all of your other wonderful marketing and branding initiatives, I am just reminding you that the customer really just wants you to listen, make life easy, and care about fulfilling their needs. Not that hard, huh!

Last week I had the pleasure of listening to author and speaker Charlie Greene (Trust-Based Selling and Trusted Advisor) talk about how to build trust with customers. When you spend time contemplating how to attract and retain more customers, the concept of building trust must be the underlying foundation supporting all your initiatives. Retailers, wholesalers, manufacturers, contractors, professional service providers and nonprofit directors alike all seek relationships with customers that are predicated on trust.

It stands to reason that the more crediblity you have, the more people will want to do business with you. So - how do you build and sustain their trust? You need to act with reliability (if your product breaks down, how do you solve your customer’s complaint?); you need to focus on the customer’s perspective (how long does your client sit in your lobby waiting for an appointment?); and you need to be transparent and honest (do you make promises you know you can’t keep?). Your sincere  concern for solving the customer’s needs instead of focusing on your own bottom line becomes immediately apparent. Ultimately your bottom line will grow as a result of your commitment to customers, but it cannot be your main focus because, over time, your customers will find somewhere else to go where they will be treated with respect and where their needs are addressed sincerely, quickly and efficiently.

Some of the best marketing you can do does not take the form of traditional promotion or branding. Instead, you can be a value-added resource for those who influence your target market. The stronger your relationships with these influencers, the more likely you are to gain their trust, their respect and (ultimately) their referrals. No matter what industry you are in, you can reach out to others who share your market segment by sharing information and resources and making relevant introductions for them. 

If, for example, you are in manufacturing, you might provide insights of new trends you are seeing to the journalists who cover this sector, helping them find new angles and new stories to investigate or report on.  Business  leaders in retail, construction, or professional services,  can all extend themselves to demonstrate a genuine commitment to helping others. 

In return for your sincere support, those you help will be more willing to help you as well. Make a list of the influencers in your market and consider ways that you can consistently interact with them more effectively. Just try it!

Just this week-end I was reminded that sometimes you can define world class service best by making observations when it is NOT delivered!  Here is what I mean:  I recently received a gift certificate for a massage at a nearby spa. After enjoying this free hour of stress relief, I was checking out when the spa manager gave me a gift certificate for $10 off my next visit, if used within 60 days. Great marketing I thought – catching me while I was still under the glow of the treatment and encouraging me to make a commitment for a future appointment. So, I made the spontaneous decision to schedule another massage. Just what they were hoping for, right? Well, not necessarily. When I asked to book a date in February with the same person, I was told “She hasn’t set up her February schedule yet, so can you just call in a few days?”

They went to all the trouble of getting me to become a loyal fan and then put the burden on me to follow up! I said, “Never mind. I will probably forget in a few days.” Of course, she quickly agreed to put me into the computer, but I left feeling like they could’ve been much smarter in the way the transaction took place.

My take-away from this experience is to always think about what your customer wants, consider how to make it as easy as possible to do business with your company, and then establish a policy to ensure this happens consistently!