MoxieWorks

5 and 5 - Online and off you can create great promotions.

Are you thinking about running a promotion? There are some fun things you can do both online and off. You don't have to run the same promotion over and over - coupons or ads in the paper. Have some fun with it and let your customers see a little bit of your creativity!

Here are 5 in store promotions that have a bit of sizzle:

1. Pop That Balloon: If you own a shop you can put a discount in a balloon, have your shopper choose a balloon, pop it and that is the discount that applies to their purchase
2. Choose Your Duck: This is reminiscent of the duckie game at the carnival. Have a bowl of water and let each customer choose their duck - written on the bottom is the savings that they get on their purchase.
3. Business Card Trading Cards: If a customer gives you their business card you give them a discount - the added bonus is that you have their contact information if you are going to consider other marketing (email, direct mail, etc.)
4. You're a Winner!: A month long or even year long promotion that give every tenth customer (or your favorite number) either a discount or free bonus. Grocery stores have been doing this for years - for a reason!
5. Donate for a Cause: If you have a special cause you can ask either for a specific donation (school supplies, toys, etc.) or a monetary donation ($1 goes on a heart above the cash register) and they receive a discount on their purchase - everyone wins!

And here are 5 online promotions:

1. Twitter Poets: Offer a free gift for the best haiku about your company or product - 140 characters aren't many, but it allows for some fun creativity.
2. Blog Post Bingo: Offer a discount for folks that post at least 5 meaningful comments on your blog within a set period of time - make sure you have some good content to keep them coming back!
3. Email Answers: Send out questions to your readers of your email newsletter and the best answers win the prize - let your customers shine & post the results both online and through your newsletter. Getting people to interact with your brand adds to the excitement.
4. YouTube Who?: Create a YouTube contest where people either show your product in action, wax lovingly about your company, or create a dance video to show their true love of what you do. Have a host of "celebrity" judges pick the top 5.
5. Share Your Story: Have bloggers tell about how our product/company made a difference to them - have the readers pick the best story. Winner gets a fabulous prize!

These are all simple ways to enhance the ever growing need to create promotions and sales for our products. The good part is that they don't have to be boring!

One Page Small Business Marketing Plan - Easy!

I recently taught a workshop on creating a one page marketing plan for small business. It was a strategy workshop where they created their plans right there. All of the participants have been in business for sometime and none of them had ever done a marketing plan. Most of them thought it looked to scary. It isn't. In fact, you KNOW everything that should be on the plan.

Here are some highlights:

• Who are your targets? I usually work with small businesses to identify three targets for their business.
• What are you doing to reach those three targets? This allows them to think about what they are doing now - and then we follow up with what they would like to do in the next year.
• What are you doing to reach each of these targets each month? Take a calendar or a piece of paper and write January - December. Now, write an action to attract these targets for each month.
• • This could be a direct mail campaign, changing content on your site, starting a blog that is specific to this target, setting up an in store display, etc. The point is that these are actions that can actually be accomplished.

That is just the beginning of the exercise, but it was tremendously helpful. Three weeks later I ran into a woman who was part of a participants plan to connect with. She mentioned that she was having lunch with the participant and I smiled because I knew that she was following her plan.

Building Relationships for your Small Business One Campaign at a Time

One common problem that I see small businesses make over and over is being consistent (and I am right there with you folks). You start with great energy, but then work or life takes over and you don't have the energy to keep up with all the cute ideas that you had in the beginning. My suggestion is to choose one. Choose one thing that you know you can do consistently to continue to spread your message to your current and future customers.

Some ideas might be:

• Sending cards for the holidays (or pick your own holiday that is unique to your business - nothing wrong with sending a celebratory Irish Good Luck message rather then a Christmas card)
• Write a regular column for a local publication
• Keep up with your blog and post regularly (2-4 times a week)
• Stay up to date with Twitter or Facebook fans
• Send a monthly e-newsletter
• Give a small promotional gift with each order or purchase
• Host a spring open house

Whatever you do, stick with it for at least one year. Keeping yourself tied to your one idea will help you learn the discipline of sticking to your choices and hopefully you will see results with continuing and new customers. You can't do EVERYTHING, but you (and I) can commit to doing ONE THING to continue to build our brand.

6 Ways To Make A Good Offer - Direct Mail, Advertising, You Name It -

With all of this talk about internet marketing, email marketing, direct mail and social media there seems to be one piece missing - What are you offering? If it isn't compelling people aren't going to respond. Then it won't matter if you were cost effective or cutting edge!

1. Give them something they want. This seems like a simple idea, but do you really know what your customers want? If you are in the service industry they want great service and perhaps something special that only they will get if they respond to your offer. If you are in retail they want the best prices and great quality. They also want to know that you will offer ongoing reliable service. So, think about what you have and what you can offer that is truly special.
2. They want to be treated well. I believe that people want to belong to groups and if you can create a special group culture around your product they will become interested. This happens in a variety of ways; brand building, secret things just for them, and letting them know that they are part of that special club. "Respond now and be part of our Product Review Panel", is one way that you could approach people being part of a new club - that is part of your business.
3. Are you offering something that no one else is? If you are offering the same discount as your competitors you better have something else that sets you apart. Do you donate a percentage to charity? Are you involved in your community? Do you only offer products made in America - these are all things that might set you apart from your competition.
4. Is your offer out of this world? Are you promising the moon? Do you think you can move mountains? Don't offer outrageous claims - these just make you look foolish.
5. Is it easy to redeem your offer? If you are offering a free widget do I have to fill out three page of forms to get it? Trust me, that is not easy. Are you sending them on a wild goose chase through your site to find the redemption key? You want to make the offer easy to understand and easy to redeem. It is a turn off to be to tricky with your words - there can be restrictions, but make them clear and easy to understand.
6. Is it something that people want? If your offer doesn't reflect what people want in your company then you are missing a mark. Don't give dog leashes if you are a car company - seriously, you would be surprised what people THINK that people want. Match the offer with what you sell and you will have a match made in... well one that works!

So, to wrap up, be honest, be exclusive, be clear and give something that people really want and you will have written an effective offer. Need help? Just ask!

Should my Small Business Buy a mailing List?

To buy or not to buy - that is the question. Many small businesses wonder if it is worthwhile to purchase a list and there are three rules that make buying valuable. Remember, permission based marketing is always better then noise in the mailbox, but sometimes it makes sense to reach a broader audience in their in box.

I advise small businesses to consider three things before purchasing a list:

First - Are you trying to reach a targeted region (neighborhood, community, city, zip-code area) with your direct mail piece? If you are already doing business in an area but would like to expand that business it is often a good idea to purchase the list. Your marketing will be regional in scope and personal in nature because you are already engaged with one of their neighbors - a good way to market to new clients is to share that you are working with someone that they know.

Second - Do you know something special about your customers and you can market directly to them with that secret? If the majority of our clients are Lutheran then purchasing a list of Lutherans makes sense, if they are preschool teachers buy that list, and if they are interested in yoga purchase a list targeted to their interests. That special - targeted information is valuable in helping you get that next client.

Third - are you launching a brand new product, idea, or concept and need to branch out to a particular region or business - then buying the list is valuable.

The idea is that you have to know what you have, who you are currently serving and purchase lists that are targeted directly to that information. Granted, I am talking about lists that are small in nature and manageable in scope. Don't just by every homeowner, business, or address in your state! You will waste your money and your great mailing will end up in the round file - so buy smart.

More next time on what makes a good offer - now that you have targeted your mailing make sure that they are getting back to you!

4 Ways to Get and Maintain New Clients in 2009

Now that we are solidly in the New Year let me wish you the best - in your planning, marketing and execution!

We talked about who your best clients were, what they like about your business, and what you can offer them to build your relationship. Now let's use this goldmine of information to get new clients:

1. You know what your current customers like do you think that your future or potential customers might like the same things? Let them know by sharing Customer Satisfaction Stories or Experiences. You can do this in a number of ways: sales letters, website, blog, posters, counter signs, signs next to merchandise (Aunt Betty Loves these Beans), or direct mail/email. There are a number of ways to let people know what people love about you - it may seem like tooting your own horn, but it is a great way to help people feel comfortable with you.
2. You know WHO your current customers are: age, gender, maybe neighborhood or other industry specific demographic (income, religion, marital status, etc.). Now you can take that information and market to people like them. You can even buy lists with that information helping you to target your market.
3. Customers have LOTS of choices now. You need to create good experiences to keep them coming back. If a first time customer purchases from you this is an opportunity to connect - give them a satisfaction card to send back, give them a card with your website or let them know that you send special deals through Twitter and they should connect. Customer service has to be perfect, but you can also use this time to start building that relationship.
4. Going after Who You Know is always smart because it is known component - so track those things! That extra work will help you be smarter about your marketing. If you have a small widget shop selling online and you are trying to figure these things out ask them at check out and make it mandatory to tell you. Don't get to personal, but find out some vital information that will help you continue to target and refine your marketing plan.

A lot to chew on as you start the new year! Remember I am here to bounce your marketing ideas around. Need help? Drop me a line (jacqueline at moxieworks dot net)  and I will be glad to brainstorm with you - I am offering a FREE 30 minute consultation to help you create down to earth marketing strategies for the New Year. Ends January 30, 2009 - Let the Smartest Girl in the Room save you money and move to the top of your market.

Now that we are solidly in the New Year let me wish you the best - in your planning, marketing and execution!

We talked about who your best clients were, what they like about your business, and what you can offer them to build your relationship. Now let's use this goldmine of information to get new clients:

1. You know what your current customers like do you think that your future or potential customers might like the same things? Let them know by sharing Customer Satisfaction Stories or Experiences. You can do this in a number of ways: sales letters, website, blog, posters, counter signs, signs next to merchandise (Aunt Betty Loves these Beans), or direct mail/email. There are a number of ways to let people know what people love about you - it may seem like tooting your own horn, but it is a great way to help people feel comfortable with you.
2. You know WHO your current customers are: age, gender, maybe neighborhood or other industry specific demographic (income, religion, marital status, etc.). Now you can take that information and market to people like them. You can even buy lists with that information helping you to target your market.
3. Customers have LOTS of choices now. You need to create good experiences to keep them coming back. If a first time customer purchases from you this is an opportunity to connect - give them a satisfaction card to send back, give them a card with your website or let them know that you send special deals through Twitter and they should connect. Customer service has to be perfect, but you can also use this time to start building that relationship.
4. Going after Who You Know is always smart because it is known component - so track those things! That extra work will help you be smarter about your marketing. If you have a small widget shop selling online and you are trying to figure these things out ask them at check out and make it mandatory to tell you. Don't get to personal, but find out some vital information that will help you continue to target and refine your marketing plan.

A lot to chew on as you start the new year! Remember I am here to bounce your marketing ideas around. Need help? Drop me a line (jacqueline at moxieworks dot net)  and I will be glad to brainstorm with you - I am offering a FREE 30 minute consultation to help you create down to earth marketing strategies for the New Year. Ends January 30, 2009 - Let the Smartest Girl in the Room save you money and move to the top of your market.

Still Time To Plan Your Small Business Marketing

The new year is fast approaching and if you are like most people you are still in holiday mood. No need to dampen the light spirit - just take a few moments to think about where you want to go in the next year. Grab a pen and jot down your thoughts on the following:

1. Who are my best clients/customers?
2. What do they like about what I do/offer? (Use your best guess here)
3. What can I offer them to make our relationship even better? (More services, better insights, special offers?)

Now - take that small list and do two things with it - apply it to your NEW customers & reinvigorate your existing base.

How can you do this? Gather satisfied customer quotes to add to your marketing pieces, offer promotions on services that are currently your top 3 best sellers, and communicate what you do well to your current and new clients - you live it every day and they may need to be reminded of what you are great at. Oh, and keep doing what you are doing REALLY well.

None of this costs you any money, but it reinforces what you are doing, why you are doing it, and how to keep doing it better. The smarter you are in the new year will help you succeed. A tough economy means doing what you do better - don't slash prices, give great service and remind your customers why you are the best at what you do.

More on how you can apply this to getting NEW clients next time - until then have a Joyful New Years Celebration. Good things will come to those who market effectively in 2009!

Need help? Drop me a line (jacqueline at moxieworks dot net)  and I will be glad to brainstorm with you - I am offering a FREE 30 minute consultation to help you create down to earth marketing strategies for the New Year. Ends January 30, 2009 - Let the Smartest Girl in the Room save you money and move to the top of your market.

Simple Marketing Advice: Free Resources, Build Relationships & Keep Marketing

Twitter allows the ability to quickly ask people for their advice. Granted you can use this to figure out what kind of jeans to buy or where to go for lunch, but if you are really smart you will ask questions that matter to your business. I asked a question for you - "What is your best marketing advice for 2009?" Here are a few of the responses:

• OfficeLiveGal My advice would be to check out free online resources like the ebook we produced with @ducttape http://zi.ma/socialmedia-ebook
• lpgauthier SME's should invest in getting to know their customers better anyway that they can. Digital or analogue.. just get closer!
• PattiFousek Keep marketing and don't rely only on one source. Variety is important to any marketing campaign - especially in a tough economy

I love the advice to get closer - I agree. We need to be better at building the relationships that we have with our customers. They need to trust us like people use to trust their local grocer, pharmacist, and mill operator. The world is bigger, but it is also smaller. We just need to take the time to build our relationships. Remember, marketing drives sales - and if we can build great relationships we can make better sales.

So, gain understanding through FREE resources (like this blog), build better relationships, and KEEP marketing! Three simple things to get you through 2009!

Saying I'll Think About It Saves Marketing Dollars

As a small business you are probably inundated with requests to advertise in your local paper, sponsor a high school sporting event, buy pens with you logo on them - whatever walks in your door that week asking for you to participate in the next greatest advertising/marketing idea.

Don't do it.

I know, I sound like a Grinch at Christmas time, but I wanted to share some simple steps to creating an effective marketing plan for your business.

First, when those cute soccer players come in asking for a donation, your choir member asks you to sponsor a fundraiser, or the pen salesman is at your door say this, "Thank you so much for asking please leave your information and I will think about it."

Those magic words will save you hundreds, maybe thousands, of dollars.

By giving yourself the time to think about an opportunity you can decide if it is right for your business. It is really hard to say no to a smiling face and everyone who has ever successfully sold something knows that, so give yourself the only defense you have - distance and time.

Repeat after me, "Thank you so much for asking, please leave your information and I will think about it."

I just saved you a ton of money! Tomorrow I'll share with you when to say Yes and when to say No to the offers.

Why Do They Buy? Your Customers Can Tell You.

Why do your customers work with you? Why do they purchase your products? You might be surprised at what they tell you, and you won't know until you ask.

First, Why Does It Matter?
Knowing why your customers purchase what you are selling is crucial to being able to continue to give them the experience that they are looking for and to hone your marketing message for future customers. If you know what some of your customers like you might be able to share that better with potential customers.

For example, you might think your customers like that you are open after regular business hours, but what they really like is that you have great customer service after they purchase their products. Knowing that, you can share that with potential clients and craft a marketing campaign about something you already are doing that is appreciated! (Not having to invent something NEW to market is a huge advantage to saving money, time, and risking failure.)

How Do You Ask?
You can ask your clients why they choose you and what it is about your services that they like in a variety of ways. First you can just ask. At the end of a transaction just say you are doing a short survey and if they have 3 minutes they can help. Another option is to send an email survey, if you don't have their address just ask for that after the transaction letting them know it is for a one time customer survey - they may say yes if they know you are going to use it just once. If you have their addresses you are free to send the survey. The last option is a written survey. They can be directly mailed to your customers or given at the end of a transaction.

As an option you can offer a free gift or add on for completing the survey - something that is useful, but inexpensive is the norm, or a drawing to win a larger free gift.

It doesn't matter HOW you get the information - what matters is that you ask your customers about what you are doing. This kind of conversation can help you develop a stronger more profitable business just by asking. you can use this new knowledge to know how to market both to your existing customers and be able to share what they love about what you do to your potential clients.