People like to use January 1st as the starting line for new goals or resolutions. What better time of the year to resolve to do a better job at marketing your own business, your employer, or yourself.
Here is a list of Marketing Resolutions we think that every small business owner or marketing professional should at least consider and possibly adopt:
1. I’m going start understanding how things really work
In our experience, lots of smart business people do a poor job at tracking key performance metrics. This is not only poor business, it is poor marketing. This is because your key performance metrics, like sales revenue, gross profit margin, asset turnover ratio, etc, can be your friends in marketing your business. They help you understand how things really work. By identifying significantly high or low periods of time, your key performance metrics can tell you how well your marketing is or isn’t doing.
By resolving to understand how things really work you resolve to identify your key performance metrics. You then resolve to evaluate those metrics to see how well your marketing is working. Continue reading →
On my smart phone I have two apps called TheFind and Red Laser. They allow me to effortlessly comparison shop wherever I happen to have 3G. This means I can comparison shop within the walls of any brick-and-mortar retail establishment. I have become what some have coined an “empowered shopper.”
In a WSJ.com article by Miguel Bustillo and Ann Zimmerman state that on Black Friday of 2009 empowered shoppers represented .1% of all shoppers that patronized brick-and-mortar retail stores. On Black Friday 2010 empowered shoppers represented 5.6% according to data gathered by Coremetrics.
How worried you are about this trend is dependent upon what type of business you are. If you are a provider of unique or vital services or utilities this trend may be interesting, but not alarming. If you are a seller of things online, this problem is not really new to you as online retailers have always been susceptible to instantaneous price comparison. But, for brick-and-mortar retailers this trend may be alarming. To some it may, like so many other technologies, represent the end of retail as we know it.
This trend may be alarming, but it does not represent the end of brick-and-mortar retail – just the end of it as we know it. These apps like so many other technologies will not ruin retail. The internet has not ruined newspapers or magazines (although it has certainly strained things) and Facebook has not completely ruined face-to-face interaction with your friends.
Here are some suggestions, from the marketing professional perspective, we have for our friends in brick-and-mortar retail: Continue reading →
If your business is like most businesses, you enjoy making a profit. One idea for making your business more profitable is by creating a more personal experience for your customers.
This is actually more than just a novel idea. There are several research projects that back it up. A study by Garrity and Degelman, published in the Journal of Applied Social Psychology, indicated that restaurant servers who introduced themselves by name and then personalized the experience for their patrons received an average tip of 23% compared to 15% for those that made no effort at all. That’s a difference of 53%.
You may not own a restaurant, but the concept of personalizing the customer’s experience still applies and can make your business more profitable. Here are a few suggestions on how you can better personalize things for your customers: Continue reading →