Category Archives: Communication
As I’ve delved into the depths of SEO and web design, I’ve seen several sources mention that a cornerstone to good online advertising is having “sticky” content.
Sticky content refers to content that will entice visitors to a website to come back often. Examples include chat rooms, forums, games, etc.
As a provider of promotional products, that made me wonder: how “sticky” are the promotional products you are using to promote your business? Businesses use promotional products for a variety of reasons, including: tradeshow giveaways, as a thank you to valued customer, conversation starters, etc. One thing I hear often when discussing promotional products is, how much will these cost?
A better question is, how much value are they? Value can be considered by evaluating how much something costs and how much return on your investment you get from them. If I had to spend $1000 on expensive briefcases with my logo on them, but got $100,000 in new sales as a result, I would consider it a good investment. On the other hand, if I spent $200 on branded pens that get thrown in a drawer and forgotten, I would not reinvest in that item.
A key factor is how “sticky” the product is. How often will the person use the item? Is the item useful in itself? Does it inspire conversation? Will others ask about it? Examples of promotional items that have good stickiness are tools, water bottles, calendars, sports schedules and office supply items. These items get used frequently. Other items may work well, depending on the industry and the typical customer. Whether they acknowledge them or not, people will see your name and/or logo every time. And they will remember your name when you talk to them. Next time you’re looking to advertise or order promotional items, go with something that’s sticky. It will be money well spent!
To your success,
P.S. here are a few of the items we use:
I stumbled on this idea while reading up on SEO (Search Engine Optimization) and building a good website.
One of the primary concerns of any marketing staff or business owner is finding out what people will respond to. I refer to these as “buttons”. The reason they are called buttons is that once a button is pushed (meaning once the word or phrase is said), it will produce a reaction in the intended audience.
As an example, consider the button “terrorism”. When I say that word, most likely it evokes an emotional response. When creating a marketing campaign, advertising piece or even a simple sales or marketing email, a key feature in the success of the advertisement is what buttons are used and how they are used for a specific type of audience. But how do you know which buttons to choose? Or how do you know if the buttons that were successful last year will be successful this year?
The answer is keywords. Keywords are the words and phrases that people enter into search engines like Google or Bing when they are looking for something. Keywords are the most important factor in building an effective Search Engine Optimization strategy for a website. If your website has a high concentration of a particular word or phrase, it will generally rank higher in search engine results when people type in those keywords; all other things being equal.
In order to find out what buttons to use in a marketing program, consider using popular keywords. If a lot of people are already using a particular work or phrase to find things in search engines, it stands to reason that these words are already on their mind. By using these same words in your marketing, you stand a better chance to evoke a response to your marketing piece.
Google Adwords is a paid form of advertising that appears on the results pages when people search for related topics. One very helpful (and free) tool that Adwords provides is a keyword suggestion tool. If you type in adwords.google.com/select/KeywordToolExternal into your web browser, you will be able to find out what phrases people are using to find similar products, services or information when they search on Google.
To give you an example of how to use this process, my company is running a special on promotional products this month, and I want to know which words and phrases people are using to search for promotional products. I enter in “promotional products” into the keyword tool, and I get 100 top keywords and phrases that people use in Google. By doing this, I found that people use “promotional advertising products” and “Cheap promotional products” more than others. I then incorporate the words “cheap” and “advertising” into my marketing.
This tool works best for marketing to a broad audience. If you want more targeted uses, such as limiting to regional markets, you may want to add the region you’re marketing to in the search phrase above. So, in my example I would enter “promotional products dallas” to try to get more locally targeted results.
To your success,
In talking to hundreds of sales managers, CFOs, CEOs and business owners over the years, I’ve encountered a somewhat disturbing trend. This trend is a behavior pattern that I’ve encountered when discussing my products and services. This pattern, while common, can be deadly.
The pattern I’m referring to centers around statistics and how these decision makers react to them. When statistics begin to go down, the first thing many of these decision makers do is cut back on expenses. The idea seems logical at first; if your sales and profit are down, you need to cut expenses to balance out the P&L statement. However, I believe it is a mistake, and sometimes a huge one. I’ve even seen many salesmen do this (and I have too in the past).
The first thing a company MUST do when facing a slight dip in sales or profit is PROMOTE. Economy is important, but you have to promote as a first action. If you fail to promote, your slump will either get worse or be prolonged. If you think about it, promotion makes the most sense. To promote means to make your business, product or service known and well thought of. If sales and profit are down, and you rein in your expenses and fail to promote, you rob yourself of the opportunity of garnering more sales and closing the deals that are close to completion. New customers who may only now be ready to buy or entertain presentations will not be able to find you easily. Old customers may not know what specials or other products you have. All of this means that the action that can directly add sales and profit on an immediate basis – PROMOTION – will not occur, and your business will continue to slump.
The same thought process works for individuals also. If your personal statistics are down slightly, you need to PROMOTE. Salesmen who experience lulls or dips in their sales need to promote and get their name and products out there. Work hard to get appointments, make more calls, send more emails, disseminate sales materials, etc. Other employees can get their statistics up by promoting and PRODUCING. Sometimes, if your job doesn’t directly relate to sales, the action step is to produce. For example, if the Accounts Receivable clerk has a responsibility to process invoices, send out invoices and receive payments from customers, each of these responsibilities can be measured in statistics. Then, if the number of invoices sent, checks in, etc., start dropping, she can Promote by calling people directly for payments, asking sales departments if there are any pending sales to invoice, etc. She can then Produce by getting those invoices out and checks in.
Promotion doesn’t always have to cost a lot of money.
It can be as simple as emailing your customers and prospects to let them know you’re there, or better, that you have a product or service that can really help them. Email blasts are good for broad contact, but you should also send personal, individual emails or messages that focus on a specific product or service for that customer. Make sure you tie in how that product will help that particular business or individual. Other forms of promotion are phone calls, cold calls (when done correctly), website ads, how-to You Tube videos, etc.
My company is positioned to help businesses in two ways: promotion and economy. We consult with customers and help them design one or more marketing pieces, such as flyers, postcards or promotional items. Our relationships with manufacturers helps us save money while promoting.
Our connections also help customers save time and money on their office supplies, toner and printer supplies, business forms and A/P checks. It is a good strategy to use cost savings on these items to pay for promotional actions.
If enough companies and business owners stopped complaining about the economy and just PROMOTED, we would go a long way toward turning our entire economy around, not to mention putting extra money in our pockets.
As we come out of Thanksgiving and roll into the holiday season, I find myself gasping for breath.
Sales is a fun endeavor, with lots of randomity. On any given day, I’m cold calling, following up on leads, generating proposals and following through on existing orders to make sure my customers are well satisfied.
The last point deserves some mention, for both buyers and sellers. In the age of the almighty Internet, buyers have unprecedented access to a wide variety of vendors. I was talking the other day to an account that buys custom printed envelopes from a small printer in Iowa. By “small” I mean the printer was a one-man operation. My prospect said he found the guy on the Internet while searching for a good price.
Given the fact that there seems to be more competition than ever, most sales people seem to succumb to cutting their price to be competitive. I view it differently. I’m not a low-price guy. I save my customers money by consulting with them to design the form or options that best fits their needs. I follow the process from start to finish, including the production, delivery and follow up stages to ensure my customers are satisfied. When there’s a problem or delay, I let my customers know in a timely fashion so they are not left guessing at where their product is. I answer my phone!
While all of this may seem to limit how much business I can win, on the contrary, I build a loyal customer base that understands the value of service.
As a buyer, keep in mind that the low price guy may not be the best option, especially if you want a quality product, or if you want to know that the vendor you’re using will get your product right and on-time.
I believe good is ultimately a better value than just good enough.
There are two ways to keep your name in front of customers:
1) A steady flow of calls, messages, ad pieces, emails, etc.;
2) Useful items that customers will keep and reuse often.
Both strategies have their uses, and can be an important part of marketing. I view marketing as having two essential functions: first, to assist sales by generating interest in the product or service; and second, to make your product or service well known and well thought of. Ideally, the second helps establish the first. Brand recognition, humor, information and product comparison all contribute to these two functions.
The downfall of continuing to barrage customers and prospects with a litany of calls, emails, flyers and other messages is that it is expensive in terms of both time and money. Additionally, people can become annoyed if you overdo it. Every person has a different tolerance level. Moreover, if you are in a field where there is a lot of competition, your customers and prospects are probably being inundated with messages and requests for meetings by your competitors as well.
The alternative is by using number 2) above. Certain items can provide a lasting impression, by virtue of the fact that they are useful. For example, custom printed pens work well because everyone uses them. They also travel alot (people steal, “borrow” and otherwise misplace them). This can be great if your product can be used by everyone. Not so good if your company has a niche customer base; the pens may leave the customer’s office without ever being seen by the decision maker.
A great item that provides lasting advertising is a calendar. Calendars are used year-round by virtually everyone. People make notes on them, mark birthdays, plan holidays and vacations, etc., all using a calendar. Instead of looking at a flyer or email and throwing it away (if they even look at them), people tend to keep calendars. Every time your customer or prospect uses their calendar, they see your name and/or message.
You can tailor the calendar style and artwork to your design. For example, we know some of our customers are car enthusiasts, others like to travel, and still others enjoy inspirational scenery. So, we ordered several styles to accommodate them.
Another great tool are sports schedules. If you’ve got quite a few customers or prospects who are fans of the local team(s), get a large poster made of the team’s schedule. We use both an 11×17 poster with the Cowboys schedule and a column for writing in the scores and W/L next to each game. We also print up a basketball and a baseball wallet card, which has our logo with the local teams’ schedules on the front and back, with our contact info on the bottom. Every time they look to see who their team is playing, they’ll see our contact information and remember to call me.
Lastly, promotional products are a great tool to keep your name in front of customers. I find that if you are in a specific industry, it’s better to tailor your promotional product to that industry. For example, for the Health Care industry, stress relievers (squeezable foam balls that people squeeze to relieve stress) in the shape of a part of the body work well. For example, if you’re selling to dentists:
Look around the offices of customers and prospects. Find out what items are being used regularly. We did a clipboard for a medical insurance company with their name and a shortcut list for a commonly used software program. The customer loved it, and the insurance company got a lot of leverage out of it.
The possibilities are endless in this area, so I won’t go into all of the variations here.
The key to these items is that they are used, and as such, they stick around. When you do make another cold call, or email or request a meeting, you can reference the item and build rapport. Gate Keepers will recognize your company, thereby increasing the likelihood of getting you to the decision maker. And, you might just impress the decision maker in the process.
For specific suggestions, or for quotes on the above, visit our website at www.accuratesupplies.com, or call me at (817) 498-4840.
I have to admit, I never liked to study Grammar when I was in school. Usually, when the teacher would say something like, “today we are going to study parenthetical clauses” my eyelids would get heavy and my mouth would start to involuntarily drool.
However, as I surf my way through the information superhighway, I’m surprised to learn how advanced I am in comparison to the average blogger, RSSer, tweeter and commentators out there. For example, here was a comment to one of my recent blog posts:
“Just wish to say your article is as astonishing. The clarity on your put up is simply spectacular and that i could think you’re knowledgeable in this subject. Fine together with your permission allow me to seize your RSS feed to keep updated with coming near near post. Thanks a million and please keep up the enjoyable work.”
“Unquestionably believe that that you stated. Your favourite justification seemed to be on the internet the simplest thing to consider of. I say to you, I definitely get annoyed while other folks consider concerns that they plainly do not recognise about. You managed to hit the nail upon the top and defined out the whole thing with no need side-effects , other people could take a signal. Will probably be again to get more. Thanks”
The judge gives a life sentence for mercilessly hacking up the English language with a plastic spork (an eating utensil that combines a spoon and a fork into one device).
To be fair, these posters are probably not native English speakers. As such, I give them the benefit of the doubt. God knows my syntax is horrible whenever I try to spew out my limited vocabulary of Spanish, German or Turkish.
What’s perhaps even more annoying are the mistakes and just plain laziness of the average texter, tweeter and other internet and phone denizens out there. Especially those who post in a professional capacity. There is a concept called proofreading that I highly recommend, especially if you’re looking for me to take you seriously or otherwise view your argument in a positive light.
The bottom line is, people judge you based on how you present yourself. In person, this includes your appearance, body language, etc. Once they have a first impression of you based on your appearance, your communication skills (or lack thereof) will solidify their overall opinion of you. If you sound like you can’t be bothered to pronounce your words correctly, observe at least basic grammar and speak in a clear, confident tone; people will have a negative opinion of you.
With online media, your appearance is often left out of the equation. At best, people will have access to your profile picture. That said, if you are writing in a professional forum or on a professional topic, make sure your profile picture isn’t the one with you and your 2 best friends in the middle of a 15-tequila-shot binge (or the morning after). Also, when you are referring people to your online profile, website, Facebook or other sites, make sure those sites are free of negative imagery. Create separate pages or profiles if you have to.
Keep in mind also that because your online posts, tweets, comments and blogs are devoid of body language, voice tone and other communication nuances, you must be that much clearer in your intention. For example, not everyone reading this post may recognize my attempt at humor in response to the quoted blog comments above. Sarcasm is notoriously tricky to communicate via only the written word. Unless you are very sure that your audience will understand your style, humor, etc., keep those elements to a minimum.
And finally, proofread, proofread, proofread!!! If you’re language skills aren’t that of an English major, don’t try to be fancy. Say what you mean as clearly and concisely as possible. Make sure there are no speeling or grammatical errors (yes, I intentionally misspelled ‘spelling’ to prove my point). That’s what a spellcheck was created for. And if you’re writing an emotional response to something, take a few minutes to calm down and reread your comments before you hit send.
Good luck and good writing! (I hope I didn’t overdo it on the parenthetical clauses)