Media placement and public relations is vital to building your business. It includes ongoing activities to ensure the organization has a strong public image. Through media/pr a business can educate, leverage products and emphasize the strength of the company and its services. In addition, a well written, and strong execution of a media campaign can gain national recognition and exposure.
Friday, December 12, 2008
Wednesday, December 10, 2008
Brand Strategy
The brand strategy lays out a future image for the company to aim for, giving a plan of action and criteria against which to judge actions, while mid to long-term management planning covers quantitative management indices. Ideally, the two should be used in such a way that they complement each other, and ultimately they should be integrated with each other.
Monday, December 8, 2008
3 benefits of a strong brand, which increase profitable growth for the company
1. a higher preference from consumers in comparison to other brands
2. a strong image for the product, which can command a premium price
3. Loyalty from the customers, who repeatedly purchase the same product
2. a strong image for the product, which can command a premium price
3. Loyalty from the customers, who repeatedly purchase the same product
Friday, December 5, 2008
Collateral
It is not just a better image. The brand brings long-term profits.
If there is no obvious difference between the products or services of different companies and their prices are the same, customers will be attracted to the stronger brand. Furthermore, a strong brand can be sold at a higher premium price and is thus a powerful way to escape price competition. A strong brand attracts loyal customers who repeatedly purchase the same brand, and it can maximize the effectiveness of marketing activities. A strong brand increases corporate profits over the long term, enhancing the overall corporate value.
If there is no obvious difference between the products or services of different companies and their prices are the same, customers will be attracted to the stronger brand. Furthermore, a strong brand can be sold at a higher premium price and is thus a powerful way to escape price competition. A strong brand attracts loyal customers who repeatedly purchase the same brand, and it can maximize the effectiveness of marketing activities. A strong brand increases corporate profits over the long term, enhancing the overall corporate value.
Wednesday, December 3, 2008
Brand Significance
The brand is a management tool. When the competition is fierce, the brand separates the winners from the losers.
The company has to make clear through its brand the promise it makes to its customers, based on the strategies and vision for the future of its business and products. It is vital that the company fully comprehends exactly what the customers expect from the brand, and that it continually lives up to these expectations.
The aim of brand management is to create a brand that will build this long-term relationship - an unshakeable bond - between the company and its customers.
The company has to make clear through its brand the promise it makes to its customers, based on the strategies and vision for the future of its business and products. It is vital that the company fully comprehends exactly what the customers expect from the brand, and that it continually lives up to these expectations.
The aim of brand management is to create a brand that will build this long-term relationship - an unshakeable bond - between the company and its customers.
Monday, December 1, 2008
The Ripple Effect
Effective word of mouth marketing method can have a significant impact on the effectiveness of your other marketing campaigns. Once potential customers have heard about your business from other consumers, they will be much more likely to click on a banner or text ad, or call your office. By increasing the online visibility of your business, word of mouth marketing boosts the overall credibility and trustworthiness of your brand.
Word of mouth marketing can be an effective tool for your business, but only if you understand how and why it works with online marketing. By tailoring your word of mouth efforts to suit the needs of your audience and highlighting the strengths of your business, you can dramatically increase the power of your online marketing efforts.
Word of mouth marketing can be an effective tool for your business, but only if you understand how and why it works with online marketing. By tailoring your word of mouth efforts to suit the needs of your audience and highlighting the strengths of your business, you can dramatically increase the power of your online marketing efforts.
Friday, November 28, 2008
Go Viral
Viral messages spread from user to user with amazing speed and market saturation. If your word of mouth marketing efforts "go viral," the message about your affiliate marketing business can spread to an enormous number of potential customers in a relatively brief period of time. This form of marketing is highly effective and has the additional advantages of being almost entirely passive and costing very little. Once a great word of mouth message starts, it will often spread with little or no further effort on your part.
Wednesday, November 26, 2008
Contextual Marketing
Since word of mouth marketing is often passed on through intricate online communities, the content of the message is often more relevant to the needs of the viewer than many other traditional forms of advertising. Potential buyers who learn about your affiliate marketing offers through an online community are far more likely to arrive at your site already pre-sold on your offers. In many ways, this word of mouth contextual marketing help to "pre-qualify" potential buyers to receive more information about your products and services.
Monday, November 24, 2008
Instantaneous Marketing
One reason why word of mouth is such an effective marketing method is that it places consumers in control of the message. The Internet allows buyers to quickly share information via websites, blogs, social bookmarking -the-new-way-of-internet-marketing - sites, instant messaging, discussion boards and cell phones. Once users find something of interest or value, they want to immediately share it with friends, family and online social networks.
This can be an intimidating thought to many business owners, but you can ensure your word of mouth is good by always proving great products, service and customer support. However, be willing to face up to bad customer reviews. If consumers start expressing negative views of your affiliate marketing business, look for ways to remedy the situation.
This can be an intimidating thought to many business owners, but you can ensure your word of mouth is good by always proving great products, service and customer support. However, be willing to face up to bad customer reviews. If consumers start expressing negative views of your affiliate marketing business, look for ways to remedy the situation.
Friday, November 21, 2008
Straight from the Horses Mouth
Word of mouth marketing is a highly effective promotional strategy that involves utilizing the power of personal recommendations to sell products and services. According to one recent consumer survey, more than 75 percent of buyers trust consumer recommendations over any other type of advertising. This means your target audience is more likely to trust the opinions of another consumer than advertising in any other form, including print, television, radio and online ads.
By building a reputation with your customers, and then getting people to start recommending your business to other consumers, you can dramatically increase your online visibility, audience size and sales profits.
Why exactly is word of mouth such an effective marketing method? It comes from a trusted source. Due to the highly competitive nature of affiliate marketing, capitalizing upon this trust can be essential for the long-term success of your business.
Buyers are becoming increasingly savvy, which can make it even more difficult for marketers to carve out a place within their chosen niche. By building a reputation with your customers, and then getting people to start recommending your business to other consumers, you can dramatically increase your online visibility, audience size and sales profits.
By building a reputation with your customers, and then getting people to start recommending your business to other consumers, you can dramatically increase your online visibility, audience size and sales profits.
Why exactly is word of mouth such an effective marketing method? It comes from a trusted source. Due to the highly competitive nature of affiliate marketing, capitalizing upon this trust can be essential for the long-term success of your business.
Buyers are becoming increasingly savvy, which can make it even more difficult for marketers to carve out a place within their chosen niche. By building a reputation with your customers, and then getting people to start recommending your business to other consumers, you can dramatically increase your online visibility, audience size and sales profits.
Tuesday, November 11, 2008
Friday, October 31, 2008
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Wednesday, October 29, 2008
Newsletters? Yes, a tool NOT to miss when building your business.
Newsletters, sometimes called e-zines, are a necessary and effective business opportunity no entrepreneur can afford to pass up. Depending on your proclivity for writing, newsletters can either be a royal pain in the butt or a whole lot of fun. Decide whether you can handle producing one internally and if not, look for outside help. Newsletters are a great tool to use in your marketing plan. When writing them, consider the following:
Make them personal. This is a great time to communicate your culture and build a connection with your readers. Remember, people work with and buy from those they trust.
Make it interactive. Offer a featured readers section such as a story, questions or opinion section. Give away a discount or free guide if they call with the newsletter code. Another way to track and measure the effectiveness of your newsletter.
Use this newsletter to further enhance your message and address the top three areas that you hope your clients will come to you for. Keep it consistent and easy to follow. Consider having a "tip" at the top to keep your readers attention.
Make them personal. This is a great time to communicate your culture and build a connection with your readers. Remember, people work with and buy from those they trust.
Make it interactive. Offer a featured readers section such as a story, questions or opinion section. Give away a discount or free guide if they call with the newsletter code. Another way to track and measure the effectiveness of your newsletter.
Use this newsletter to further enhance your message and address the top three areas that you hope your clients will come to you for. Keep it consistent and easy to follow. Consider having a "tip" at the top to keep your readers attention.
Wednesday, October 22, 2008
Monday, October 13, 2008
Branding?
A good brand is about consistency and a strong identity. It stems beyond your logo, and if you don't have one, developing your logo or image is a great place to start!
Here are some quick tips:
Logo -- A logo is simply an iconic image to represent your company. The ING orange dot, the Nike swoosh...icons that are consistently used and marketed.
Color -- Corporate colors are increasingly important. While they never used to be as critical, many firms associate colors with what they represent. For example, when we developed the brand for my home care agency, we chose to avoid red since it represented blood.
Shape -- Blocks, subtle marks, soft fonts...every bit of the design is reflective of you - your company - your image.
Tag Line -- Key Words and Phrases -- Consistent language that your target audience can relate to is important and the implementation of these words when spoken or written is used to reflect your company.
USP -- What is your unique selling position? What is your value add? What makes you different from your competition? Everyone is the leader, the best, the only choice, the first choice. But what do YOU do that is TRULY different? Around here, we are Not Your Ordinary Chicks. Simple - makes you laugh, makes you wonder. Exactly what we wanted. We are different and we make a difference in everything we do. It is ok to be different in a marketing agency.
Let me give you a couple of more examples: Avenue HomeCare - An extension of your family. VitaShape MD. Beautiful Cells, Beautiful Self. Estate Planning Law Center ~ Keeping Life Simple
Here are some quick tips:
Logo -- A logo is simply an iconic image to represent your company. The ING orange dot, the Nike swoosh...icons that are consistently used and marketed.
Color -- Corporate colors are increasingly important. While they never used to be as critical, many firms associate colors with what they represent. For example, when we developed the brand for my home care agency, we chose to avoid red since it represented blood.
Shape -- Blocks, subtle marks, soft fonts...every bit of the design is reflective of you - your company - your image.
Tag Line -- Key Words and Phrases -- Consistent language that your target audience can relate to is important and the implementation of these words when spoken or written is used to reflect your company.
USP -- What is your unique selling position? What is your value add? What makes you different from your competition? Everyone is the leader, the best, the only choice, the first choice. But what do YOU do that is TRULY different? Around here, we are Not Your Ordinary Chicks. Simple - makes you laugh, makes you wonder. Exactly what we wanted. We are different and we make a difference in everything we do. It is ok to be different in a marketing agency.
Let me give you a couple of more examples: Avenue HomeCare - An extension of your family. VitaShape MD. Beautiful Cells, Beautiful Self. Estate Planning Law Center ~ Keeping Life Simple
Friday, October 10, 2008
What is your Unique Selling Position?
For your USP - brainstorm with words that will "move" people. Search the internet. Look at competitors in your market. See what they are doing and offering but more importantly - What they are not. Take advantage of today's volatile market by positioning yourself and your firm as an educational resource. The "leader" in helping people.
Pay attention to your local news and print mediums (newspaper) and market your firm to associate with, support or capitalize on the area concerns/weaknesses. For example, foreclosures or protecting land that people may have. Although they may have lost money in the stock market, they can still protect what they have.
Write articles that address the needs in your area. Submit that article to all media. Post it on your website - on your blog. Send copies to existing and potential professional referral sources. Send copies to your past and current clients. Put copies in your waiting area. Send it to your radio stations - especially those AM talk shows and public TV.
Pay attention to your local news and print mediums (newspaper) and market your firm to associate with, support or capitalize on the area concerns/weaknesses. For example, foreclosures or protecting land that people may have. Although they may have lost money in the stock market, they can still protect what they have.
Write articles that address the needs in your area. Submit that article to all media. Post it on your website - on your blog. Send copies to existing and potential professional referral sources. Send copies to your past and current clients. Put copies in your waiting area. Send it to your radio stations - especially those AM talk shows and public TV.
Thursday, October 9, 2008
The 3 C's
Customer Centric Copy - On the internet today it is so important to create an on line reality that is impressive to your target audience. Using the right web content can boost your reputation and make your company more credible on the internet.
Keep in mind that your visitors do not visit to hear about you, specifically. They have found your site in the interest of learning more about what you do, what you offer and what it can do for them.
One way to help you build on line credibility is to publish a case study. It never hurts to offer details of how you have worked with someone else - how you made a difference for them. This not only helps the visitor relate, but also put your services into perspective. It may even initiate further thought or interest in an area that they didn't know you offered.
Finally, case studies can essentially help build a sense of trust with your visitors.
Keep in mind that your visitors do not visit to hear about you, specifically. They have found your site in the interest of learning more about what you do, what you offer and what it can do for them.
One way to help you build on line credibility is to publish a case study. It never hurts to offer details of how you have worked with someone else - how you made a difference for them. This not only helps the visitor relate, but also put your services into perspective. It may even initiate further thought or interest in an area that they didn't know you offered.
Finally, case studies can essentially help build a sense of trust with your visitors.
Monday, October 6, 2008
Drive Clients to Your Website
With the wealth of information available on the web, how do you drive clients to your Web site?
And once they are there, how do you get them to schedule a consultation?
Don't overload your visitors or make it difficult for them to find what they are looking for.
Keeping it simple is your best bet in several ways. For example, clear information on where you are located, how to contact your office and a strong headline that speaks to the unique benefits your firm offers. It is also important not to overload your website with too much information.
Keeping it fresh and up to date is more advantageous than overwhelming people.
You should also avoid too much flash technology on your site, which appears as splash pages or some sort of animation. A lot of 'cool' features will actually impede your ability to be found in an organic search. For instance, if your practice logo is placed on your site as an image vs. text, it's virtually invisible to search engines. What's more, those flashy bells and whistles can slow down the loading time for your Web site. People are incredibly impatient on the Internet.
You've got literally one or two seconds to grab their attention.
And once they are there, how do you get them to schedule a consultation?
Don't overload your visitors or make it difficult for them to find what they are looking for.
Keeping it simple is your best bet in several ways. For example, clear information on where you are located, how to contact your office and a strong headline that speaks to the unique benefits your firm offers. It is also important not to overload your website with too much information.
Keeping it fresh and up to date is more advantageous than overwhelming people.
You should also avoid too much flash technology on your site, which appears as splash pages or some sort of animation. A lot of 'cool' features will actually impede your ability to be found in an organic search. For instance, if your practice logo is placed on your site as an image vs. text, it's virtually invisible to search engines. What's more, those flashy bells and whistles can slow down the loading time for your Web site. People are incredibly impatient on the Internet.
You've got literally one or two seconds to grab their attention.
Wednesday, October 1, 2008
ESP?
Not only do we have it, we used it daily. If your firm is not utilizing the strength of ESP, it should be.
Many business owners have or are beginning to realize the power of the internet, that keeping your information current is critical to your on line success. Your firm has the potential to create a website that compete with your competitors providing that you keep the self-centered content out and the educational material in. After all, at Brock MacNeill, our ESP represents our strength in being a leading electronic service providers.
Many business owners have or are beginning to realize the power of the internet, that keeping your information current is critical to your on line success. Your firm has the potential to create a website that compete with your competitors providing that you keep the self-centered content out and the educational material in. After all, at Brock MacNeill, our ESP represents our strength in being a leading electronic service providers.
Wednesday, September 24, 2008
Serena’s Top 10 Rules and Revelations
1. Every new hire is great “out of the gates”. Give them a few weeks to settle before making any drastic decisions. There is a good reason for the 90-day trial period!
2. Just because I grew up in Canada doesn’t mean that I lived in an igloo...
3. Marketing is like shaving, if you want look your best and set the leave a positive impression, you must do it everyday!
4. I am not a micro-manager. I give people enough rope to climb to the next level. Unfortunately, some just decide to hang themselves with it.
5. You only have one job to do: Be the best at whatever you chose to do.
6. Have passion for what you do and who you are. If you aren’t happy, perhaps you are in the wrong business or relationship.
7. Everyday is what you make it. Success is a result of passion, commitment and determination.
8. Life’s success is a collaborative effort – without support from my family, my teams and friends – I would not be where I am today.
9. Don’t be high maintenance – just have HIGH standards.
10. No matter what concourse your plane arrives on, your connection is going to take off on another concourse at the other end of the airport...
2. Just because I grew up in Canada doesn’t mean that I lived in an igloo...
3. Marketing is like shaving, if you want look your best and set the leave a positive impression, you must do it everyday!
4. I am not a micro-manager. I give people enough rope to climb to the next level. Unfortunately, some just decide to hang themselves with it.
5. You only have one job to do: Be the best at whatever you chose to do.
6. Have passion for what you do and who you are. If you aren’t happy, perhaps you are in the wrong business or relationship.
7. Everyday is what you make it. Success is a result of passion, commitment and determination.
8. Life’s success is a collaborative effort – without support from my family, my teams and friends – I would not be where I am today.
9. Don’t be high maintenance – just have HIGH standards.
10. No matter what concourse your plane arrives on, your connection is going to take off on another concourse at the other end of the airport...
Wednesday, September 3, 2008
Videos?
September 3rd, 2008
Videos are definitely the new wave! We are also excited about incorporating this technology so check back to see ours!
If you consider adding video to your website or blog site, here are some important tips:
1. Keep in mind your own personal frustrations. If you hit a website that takes too long to load the video, the video is hard to hear or see or is just plain boring it did nothing for you, right?
2. Don¹t cheap out on pre-production planning.
Your fixed costs per day for studio time, photographers, stylists, models and assistants can be substantial, so make sure that you have a well thought of, coordinated plan that will run at maximum efficiency. I have been on many photo shoots that could have been wrapped up in an hour vs. 4 or 5 because of people not being ready.
3. Choose a great spokesperson. A carefully selected actor or model could be your single best investment. If you are using yourself, your own employees, or clients, be sure that they present well both physically and verbally.
4. Rehearse your script before production begins. Your spokesperson will be more comfortable with the material, you’ll cut down on the number of takes and can fix any faulty lines. Off the cuff is okay, providing that your spokesperson rehearsed his/her thoughts before taping.
5. Avoid outdoor locations, if possible. Studio shoots are more efficient.
“Controlled lighting and better staging to allow you to shoot 3 to 4 times more sessions per day.
Serena L. Brock
Videos are definitely the new wave! We are also excited about incorporating this technology so check back to see ours!
If you consider adding video to your website or blog site, here are some important tips:
1. Keep in mind your own personal frustrations. If you hit a website that takes too long to load the video, the video is hard to hear or see or is just plain boring it did nothing for you, right?
2. Don¹t cheap out on pre-production planning.
Your fixed costs per day for studio time, photographers, stylists, models and assistants can be substantial, so make sure that you have a well thought of, coordinated plan that will run at maximum efficiency. I have been on many photo shoots that could have been wrapped up in an hour vs. 4 or 5 because of people not being ready.
3. Choose a great spokesperson. A carefully selected actor or model could be your single best investment. If you are using yourself, your own employees, or clients, be sure that they present well both physically and verbally.
4. Rehearse your script before production begins. Your spokesperson will be more comfortable with the material, you’ll cut down on the number of takes and can fix any faulty lines. Off the cuff is okay, providing that your spokesperson rehearsed his/her thoughts before taping.
5. Avoid outdoor locations, if possible. Studio shoots are more efficient.
“Controlled lighting and better staging to allow you to shoot 3 to 4 times more sessions per day.
Serena L. Brock
Monday, March 24, 2008
Start Thinking Strategically
Most attorneys and financial professionals do not have a strategic plan for growth. In fact, many of those who come to work with us, have never considered putting together a business succession plan - complete with a strategic growth option. Why should you have one?
10 Benefits of a Strategic Plan:
1. Look at your first quarter results - do you feel that you have a focus on the best opportunities that will provide a vast increase in your sales, marketing and operational effectiveness?
2. Review your marketing plan - does it keep you constantly in front of the right prospects so that you have less stress to enjoy your career and have a happy balance between work and personal?
3. Are you able to synchronize your business development with your personal values? This can lead to unparalleled success for you.
4. After this first quarter, do you feel that you have a foundation for on -going revenue generating systems? If not, you should revisit your plans to ensure cash flow in the future.
5. Your strategic plan should have a clear timeline that details how fast you "can" and "should" grow.
6. Review your referral tracking sheets and examine the referral sources, amount of referrals and the quality of the leads. What is the closing ratio? Do you need to make any changes for the 2nd Quarter?
7. Your sales and marketing should be working in unison. Do you have a solid plan of action? Is it working for you?
8. Look at the first quarter from an outside view. Are you - the attorney or financial professional - stressed? Overworked? Compromising your personal time and/or relationships? If yes to any of these, it is a good time to implement a business structure that will permit you to gain control of balance.
9. Order - effectiveness - efficiency test. If any or all is not as solid as it could be - work on correcting it. There are 3 quarters left in the year, get a handle on it before it gets to late.
10. If you do not have a solid marketing strategy, work on one. You need to drive quality referrals and close more business.
10 Benefits of a Strategic Plan:
1. Look at your first quarter results - do you feel that you have a focus on the best opportunities that will provide a vast increase in your sales, marketing and operational effectiveness?
2. Review your marketing plan - does it keep you constantly in front of the right prospects so that you have less stress to enjoy your career and have a happy balance between work and personal?
3. Are you able to synchronize your business development with your personal values? This can lead to unparalleled success for you.
4. After this first quarter, do you feel that you have a foundation for on -going revenue generating systems? If not, you should revisit your plans to ensure cash flow in the future.
5. Your strategic plan should have a clear timeline that details how fast you "can" and "should" grow.
6. Review your referral tracking sheets and examine the referral sources, amount of referrals and the quality of the leads. What is the closing ratio? Do you need to make any changes for the 2nd Quarter?
7. Your sales and marketing should be working in unison. Do you have a solid plan of action? Is it working for you?
8. Look at the first quarter from an outside view. Are you - the attorney or financial professional - stressed? Overworked? Compromising your personal time and/or relationships? If yes to any of these, it is a good time to implement a business structure that will permit you to gain control of balance.
9. Order - effectiveness - efficiency test. If any or all is not as solid as it could be - work on correcting it. There are 3 quarters left in the year, get a handle on it before it gets to late.
10. If you do not have a solid marketing strategy, work on one. You need to drive quality referrals and close more business.
Thursday, February 7, 2008
Attention Employers!
I’m sure it wouldn’t surprise you to learn that the annual cost to U.S. businesses due to lost productivity of working caregivers is a whopping $17.1 to $33.6-billion dollars*.
As Boomers grow older, the number of workers raising kids while simultaneously caring for aging parents is skyrocketing. When they are torn between caring for elderly loved ones and the demands of their job, the impact on work performance can be staggering.
· Missed deadlines!
· Loss of productivity!
· Absenteeism!
It all adds up. It’s estimated that businesses lose $2,441 per employed caregiver each year.
Ideally, no one would have to look to outside help when a loved one needs care, but sometimes, it can’t be avoided. The days of large extended families are gone. Without that safety net, more and more often, care of an aging parent falls on a single caregiver. Few of us have the luxury of staying home to do so. How many of your employees are part of this “ Sandwich Generation”? If I could show them how to maintain a healthy home/work life balance would they want to know? Here are just a few topics I can cover:
Stress Management. Taking on the responsibility for an elderly loved one’s health and wellbeing can be overwhelming. With the proven and effective stress management tools I will outline, caregivers will learn how to lessen anxiety at home and increase productivity on the job.
Practical Tips. I can teach your readers how to trouble-shoot a home with a special focus on elder issues, and explain safe lifting techniques to maximize safety and comfort for caregivers and their families.
Why listen to me? I am president and CEO of Avenue HomeCare, a Charlotte, N.C.-based provider of home healthcare services. Since launching this company in 2004, my vision has been to be the preferred and trusted leader in home care, respected for providing the most effective, compassionate and innovative care possible. The experience of my staff, which, unlike other homecare providers, includes licensed clinical nurses and nurse practitioners, is unparalleled.
In addition, I currently run two other successful companies. I am CEO of Brock MacNeill Consulting/Marketing, a national marketing, business strategy and consulting firm, also headquartered in Charlotte, and a principle partner in VitaShapeMD™ an all-natural, cutting edge, anti-aging supplement. With more than 15 years’ entrepreneurial experience directing and writing marketing campaigns, creating shareholder reports and conducting road shows, I am nationally recognized as an authority in several diverse areas of business and advocacy, helping clients define and achieve growth objectives through innovative approaches to sales, public relations, marketing and business development.
As a speaker and writer, I’ve lent my expertise to such topics as sales training and motivation, recruiting and retention, business development and planning, brand definition and implementation, investor relations, and strategic marketing. Most recently, and perhaps closest to my heart, I’ve been addressing issues that impact the healthcare industry, especially as they relate to the aging population’s urgent need for pro-active strategies regarding future healthcare plans and the engagement of quality caregivers.
Bottom Line: If you want to help your employees bust stress, boost productivity, and find a happier, healthier work/life balance, I can show them how.
Friday, January 11, 2008
We DO Judge a Book by its Cover
Ah, the old adage, don’t judge a book by its cover. But, in fact, in reality we do judge everything by its outward appearance.
Your clothes set the stage. Your words set the tone. And your actions set everything else in motion. If you’re looking to impress, don’t compromise on what you wear, the words and the tone you use, and especially in your actions. First impressions speak volumes about what will happen next.
Impressions are formed from your appearance, your voice and choice of words left on a voice mailbox, as well as your actions made with new clients, employees or colleagues.
Your business is judged on how your employees answer the telephone, how they accommodate your clients, how they dress, and most importantly, how they represent you. Additionally, your business is judged on how your materials look, from the logo to your printed materials, website and complimentary company gifts.
It has been said that 90% of people form an opinion within 10 to 40 seconds upon meeting you or viewing your materials. Once people draw conclusions, they are reluctant to change their minds, and negative first impressions may be formed quicker and are harder to overcome.
An effective first impression must also be communicated within your company materials. Design and usability DO matter. It’s a relatively simple rule . . . you rarely get more than one chance to capture and hold the first-time customer. In this day and age of brand oversupply and impression overload, that first impression counts. It creates an instinctive aura by which we judge the brand and how we evaluate its relevance to us as consumers. Consider it a pheromone radiating a hidden aura of attraction and goodwill. It also establishes an early warning system for the future. Is this a brand that I would want to revisit and buy again another time? Does this professional have the credentials that I am looking for? Do they in fact have the experience needed to take care of me? The old “trial versus repeat” battleground. Incidentally, the Gartner research firm advises that a 5% increase in customer retention results in a whopping 60% increase in profitability over a five-year timeframe.
First impressions are not all “touch” in the pure physical sense. They’re more than a bad experience or transaction with the salesclerk at the checkout line. Impressions are formed in a myriad number of ways, from a telephone greeting to email response time; from lobby décor to employee dress code; from CEO personality to media message. For your firm, it may be advertising that reeks of mediocrity and inconsistency resulting in loss of interest. Is this what you intended? Did you compromise your brand because of a small marketing budget?
Marketers are finally waking up to the fact that a good first impression is in many ways tied to exemplary customer service, which in turn, contributes mightily to brand loyalty and customer retention. Many customers are now looking to various technology platforms to address the problem. Unfortunately, that solution cannot be dismissed lightly. Most of us today are spoiled by the instantaneous information that the world wide web provides. Thus, when calling on a new vendor, we expect them to know everything or “find it out on their own”, rather than waste time repeating tiresome information, such as what we do or where we are located.
Regardless of the superior levels technology has achieved, customer service will never replace the impressions of human contact. Technology may in fact frustrate us, if and when it fails, but it is you and your staff that will have the opportunity to save the day.
My advice, you ask? Concentrate on your most valuable assets: YOU, your employees and your marketing pieces. For YOU, it is first impressions. For your employees, it is selective hiring, training, coaching, and accountability. Your marketing should be a direct reflection of you and your culture without words.
Your clothes set the stage. Your words set the tone. And your actions set everything else in motion. If you’re looking to impress, don’t compromise on what you wear, the words and the tone you use, and especially in your actions. First impressions speak volumes about what will happen next.
Impressions are formed from your appearance, your voice and choice of words left on a voice mailbox, as well as your actions made with new clients, employees or colleagues.
Your business is judged on how your employees answer the telephone, how they accommodate your clients, how they dress, and most importantly, how they represent you. Additionally, your business is judged on how your materials look, from the logo to your printed materials, website and complimentary company gifts.
It has been said that 90% of people form an opinion within 10 to 40 seconds upon meeting you or viewing your materials. Once people draw conclusions, they are reluctant to change their minds, and negative first impressions may be formed quicker and are harder to overcome.
An effective first impression must also be communicated within your company materials. Design and usability DO matter. It’s a relatively simple rule . . . you rarely get more than one chance to capture and hold the first-time customer. In this day and age of brand oversupply and impression overload, that first impression counts. It creates an instinctive aura by which we judge the brand and how we evaluate its relevance to us as consumers. Consider it a pheromone radiating a hidden aura of attraction and goodwill. It also establishes an early warning system for the future. Is this a brand that I would want to revisit and buy again another time? Does this professional have the credentials that I am looking for? Do they in fact have the experience needed to take care of me? The old “trial versus repeat” battleground. Incidentally, the Gartner research firm advises that a 5% increase in customer retention results in a whopping 60% increase in profitability over a five-year timeframe.
First impressions are not all “touch” in the pure physical sense. They’re more than a bad experience or transaction with the salesclerk at the checkout line. Impressions are formed in a myriad number of ways, from a telephone greeting to email response time; from lobby décor to employee dress code; from CEO personality to media message. For your firm, it may be advertising that reeks of mediocrity and inconsistency resulting in loss of interest. Is this what you intended? Did you compromise your brand because of a small marketing budget?
Marketers are finally waking up to the fact that a good first impression is in many ways tied to exemplary customer service, which in turn, contributes mightily to brand loyalty and customer retention. Many customers are now looking to various technology platforms to address the problem. Unfortunately, that solution cannot be dismissed lightly. Most of us today are spoiled by the instantaneous information that the world wide web provides. Thus, when calling on a new vendor, we expect them to know everything or “find it out on their own”, rather than waste time repeating tiresome information, such as what we do or where we are located.
Regardless of the superior levels technology has achieved, customer service will never replace the impressions of human contact. Technology may in fact frustrate us, if and when it fails, but it is you and your staff that will have the opportunity to save the day.
My advice, you ask? Concentrate on your most valuable assets: YOU, your employees and your marketing pieces. For YOU, it is first impressions. For your employees, it is selective hiring, training, coaching, and accountability. Your marketing should be a direct reflection of you and your culture without words.
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