Print 4A Purpose

Customer Service May Be the Best Marketing Tool

In a small town like Kinston, where "everybody knows your name," employees at small businesses are sociable, friendly, helpful, and usually glad you came. It's this neighborly manner that differentiates small businesses from the big guys, and helps win loyal, repeat customers.

There is plenty of research that shows it's the customer experience your employees provide that has a major impact on your bottom line. According to RightNow's third annual Customer Experience Impact Report, published in 2008:

• When recommending a business, outstanding customer service is more important (58%) than low prices (44%) and top quality products/services (43%).
• 58% of U.S. consumers said that in a down economy, they will always or often pay more for a better customer experience.
• 87% of consumers have stopped engaging with a business due to poor customer service, up from 68 percent in 2006.
• 84% of consumers indicated they would tell others about a bad experience — up from 74% in 2007 and 67% in 2006.

So at Advantage, we really value the relationships we have with our customers. Many of our employees have been in printing over 20 years and know and are known by our customers.

People don't do business with businesses. They do business with people. Whenever I hear the expression "It's not personal, it's just business", I cringe. Because it IS personal and it's hard not to take it that way. I want your business and I need your business. And I thank-you for your business.

Advantage Printing is a commercial print and marketing service provider serving small to mid-sized businesses, nonprofits and churches.

Follow me on Twitter: www.twitter.com/davidamoore

 

Using Awards to Market Your Business

Yesterday there was press release in our local paper about a HVAC contractor receiving a customer service award. J & J Mechanical, Inc received a customer satisfaction rating of 99.8 percent for the second quarter of 2009. The customer service award doesn't surprise me. We have printed some of J & J's marketing materials and what I have found out is that these guys do a lot of things right. They send newsletters, run seasonal promotions, and use direct mail effectively. And here, with this award, is a perfect example how they use press releases as part of an integrated marketing strategy.

So how can you use "awards" as part of your marketing plan?

First of all, to win an award, you have to enter or be nominated for the award. In some cases, it may take a lot of work putting together your entry submission package. You may have to spend a great deal of time answering questions or submitting samples of your work.

So why should you put in the effort?

• Customers want to be associated with a winning company
• It may sway prospects to choose you instead of the competition
• It builds credibility
• It improves employee morale
• It helps attract quality employees

How can you market your awards?

• Display in a prominent place – Put them in a place for employees and customers to see every day. Use a nice wall frame, counter stand or door sticker.
• Use "Award Winning" – Use these words in your brochures, website and press releases.
• Put the award logo to work – Be sure to use the award logo on marketing collateral, like business cards, letterhead and direct mail pieces.
• Email marketing – The award story is great material for your regular email newsletter. You are using one aren't you?
• Press release – Certainly use old media newspaper press releases, but don't forget the new media of Twitter and Facebook.

Awards can be a part of your annual marketing strategy. It will take some pre-planning but it offers diversity from traditional marketing methods. If you would like more creative marketing ideas, visit www.AdvantagePrint24.com and www.OBXadvantage.com .

Interested in sending newsletters, invitations and updates by email? Advantage Printing is part of the Constant Contact Business Partner program.

Advantage Printing is a commercial print & marketing services provider serving small and mid-sized businesses, nonprofits and churches.

Follow me on Twitter: www.twitter.com/davidamoore

Capturing Customers’ Lifetime Value through Emotions

I have written recently on the importance of focusing marketing efforts not only on customer acquisition, but on customer retention as well. The comments below were forwarded to me by one of my Xerox representatives, Tami Kolb. The comments are from one of the speakers at a Xerox "Thought Leadership Workshop".

Understanding the emotions behind purchasing behavior is critical to any business, whether in the B2B or B2C space. Once you understand emotional influences, you can then create highly relevant, meaningful messages, graphic presentations and promotions that will draw customers to your brand and capture their lifetime value.

Capturing lifetime value is one of the most important goals of any marketing program.

Research shows that it typically costs $20 on average to gain a new customer and only $4 to retain a customer.

Regardless whether you work in the B2B or B2C space, you must understand the emotions associated with purchasing decisions for your products or services. You must understand those emotions in order to connect with customers, draw them to your brand and build personal value and equity that lasts a lifetime.

Capturing customers' lifetime value is essential to staying competitive and profitable in today's highly competitive and clutter markets.

What's interesting is that the comments apply across all business types but in this particular case very tangible for me. We are in the process of taking delivery of a couple of new Xerox digital presses. We have had Xerox in the printshop for many years, but a comparison analysis is always done in a purchase or lease of this size. But during the whole decision making process, I could "feel" my loyalty to Xerox. The competitors were going to have to beat Xerox. It wasn't even a level playing field because of the loyalty and bond I felt with Xerox from the beginning. And the bond isn't necessarily with a machine of course, it's the people. I have a relationship with the Xerox rep, Tami Kolb; the local distributor, Scott Williams; and the service technicians have been phenomenal.

Combine the relationships with a track record of performance; they have captured lifetime value.

Advantage Printing is a commercial print & marketing services provider serving small and mid-sized businesses, nonprofits and churches.

Follow me on Twitter: www.twitter.com/davidamoore

 

Does your competitor worry about you as much as you worry about him?

Like it or not, competition is all around us. And in terms of free enterprise, competition is a good thing. In terms of your competitor kicking your butt, not so much. If the latter is the case, your competition has done something better than you or is doing something you're not doing.

So what you need is knowledge. You must know everything going on in your market, including information about your customers, prospects and, of course, your competitors. So take 60 seconds and ask yourself a couple of questions:

What are the top 3 benefits of your competitors?

How is your company unique compared to your competitors?

Finally, would YOU buy from YOU?

The point: Be brutally honest, if you don't think your company can serve your existing target market better than your competitor, you have two options:

QUIT or FIND A NEW TARGET MARKET.

Advantage Printing is a commercial print & marketing services provider serving small and mid-sized businesses, nonprofits and churches.

Follow me on Twitter: www.twitter.com/davidamoore

Would You Buy Your Cell Phone from a Kid?

Over the last four to five years, I have enjoyed a very good relationship with my cellular phone store. I use U.S. Cellular because of the excellent coverage in eastern North Carolina but I have a wide range of choices of wireless retail stores. Anything from U.S. Cellular company-owned stores to some "Jack-leg" selling phones out of his trailer (mobile home for those that aren't Southern). And when the time and the vendor of choice was my decision, I chose Imagine Wireless in Kinston, NC.

Why did I choose Imagine Wireless? Why else? I had a relationship, an acquaintance with the owner, Kim Weeks. I didn't know Kim that well at all, in fact, but like so many other products and buying decisions, I will usually make my choice on a person, not a product. Don't you do that? All other things being equal, why wouldn't you make a choice based on a relationship? And, most of the time, I don't mind paying a little more (within reason) to do business with someone I know.

That's the reason I chose Imagine Wireless, but that's not I've stayed and am so pleased with them. In fact, I rarely see Kim. She has a crew of several high school age "kids", both boys and girls serving customers like me. There are a couple of them that have been there for a while and I know their names, but several I don't know. The amazing thing to me is that they are all great kids and super customer service people. I don't know how Kim does it, but she does an outstanding job in the hiring process. Every single "kid" that has helped me over the years either knew his cell phone technology inside and out. Or, and this is the best part, if they didn't, they knew how to handle the situation. They didn't "fake" it if they didn't know the answer, they admitted they didn't know and took whatever steps necessary to remedy the situation.

All of the staff, young and "old", have great people skills it seems. They've always been there for me to fix the occasional "problems" with any wireless service but they have been great in making suggestions so that I get the most out of my cell phone and service plan. They never try to "up sell" me into something I don't want or need. I'm able to drop in the store at anytime, ask a stupid question, and be on my way. So "Thank-you": Justin, Chip, Jesse, and the other "kids". How lucky Kim is to have such a quality group of staff.

So there you go, in what could be one of those situations where bad service is a necessary evil you have to put up with, the "kids" at Imagine Wireless make my cell phone experience better than I could, you guessed it…Imagine!

(Advantage Printing is a commercial print & marketing company serving small and mid-sized businesses, nonprofits and churches.)

It’s your call

What's it going to be? Are you going to participate in this economic downturn? Recession? Or are you going to choose a different response? Are you going to be one of the creative solutions that will be born out of this time?

I'm tired of everybody telling me that they are cutting their budgets and just trying to hang on. I've been guilty myself of perpetuating those conversations and line of thinking.

It takes risk to build a business. It takes risk to be an optimist. This country was built on the back of that entrepreneurial spirit. The cornerstone of our country is small business and the courage that comes from risking it all for cause.

What about you? You may not have your own business but you can still have that entrepreneurial spirit and drive for a cause. What's your cause? Your purpose? Your passion? Have you discovered yours?

Advantage Printing is a commercial print & marketing company serving churches, nonprofits and small businesses and is not participating in the current economic recession. 

How the Red House Commercial was Made

If you haven't watched The Red House Furniture Commercial, do it now.

Even better, may be the video about How the Red House Commercial was Made. Take 3 minutes to enjoy.

So how does one make a viral video? You really don't make plans for it to be viral. It just happens. These guys are authentic. They are real. And it worksL

Are you a Leader? Thoughts from Seth Godin

I am a huge fan and reader of Seth Godin. I have read many of his books and listened to others on Audible. He will inspire you and make you question the status quo. He may hit you where it hurts so don't read his stuff if you have soft skin or aren't willing to change.

In The Seth Godin Interview: How to Become a Leader you can get a snapshot of his latest book Tribes. You'll get insight into Seth's thoughts on leadership with 5 quick questions.

Support your local book store first to see if they have a copy or can order you one. If not, check my sidebar and order from Amazon.

(Links: Advantage Printing & OBX Advantage)

Buy Local - Kinston, NC

If you read the forum post "Buy Local" from the Kinston, NC newspaper FREE PRESS, you can make your comments on this blog post.

I want to hear your plan for Kinston Economic Recovery through Buying from Local Small Businesses.

This blog isn't necessarily the place for a comprehensive discussion on the topic.  But this blog is a place for small businesses to get buzz marketing ideas and inspiration.  So some of these comments will be here for others to read that may be useful for other small town, small businesses.

Spend it Here, Keep it Here

In response to my February 24 post Unfair Advantage: 5 Tips for a Thriving (Small Business) Economy I was contacted by Joel Libava about a similar post. I particularly like this one because he specifically mentions "Printing" and "Marketing" and we, of course, do both at Advantage Printing and OBX Advantage.

But enough self-serving. If you are looking to create your own "Buy Local" campaign, read his post Would You Like To Help Your Local Economy?

Depending on how serious you really are…if you are working on a real "Buy Local" campaign for yourself or like our local Chamber of Commerce is about to do, you might consider specialized landing pages or microsites. I have also posted about landing pages on this blog (just look at little bit, I am tired of linking) or check the OBX Advantage website for some ideas.

But check local first for other web services. Get some ideas here and see if you can do it local. If not, contact me and we can work something out.