Love potion #9 Get Consumers to Heart Your Brand
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No matter the product or service, consumers face a number of choices when they’re in the buying mood. Price, brand loyalty and how great the product/service actually works are just some of the factors influencing their decision. Then there’s the opinion of their family, friends and even social media arenas. With so many similar companies and services competing for affection in the marketplace, as a small business, how can you obtain and maintain a loyal customer base who chooses you first always. In this Small Business Marketing 101, we explore what goes into getting consumers to love your brand. Cole Information Marketing Manager Bryce Curry joins us on this webinar to give offer tips on: • How to stand out in a crowded market place • How to obtain and maintain happy customers • How to apologize when things go wrong
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Love potion #9 Get Consumers to Heart Your Brand
- 1. Love Potion #9: Get Consumers to Your brand
- 2. Lora Ullerich Digital Media Specialist [email_address] Session Framework Bryce Curry Marketing Manager Cole Information
- 10. What are customers saying about you? Are you listening?
- 13. Brand Police
- 21. 8
Hinweis der Redaktion
- Good afternoon. Thanks for joining us for Cole Information’s Small Business Marketing 101 Webinar Today we’re talking about Love Potion #9: how to get consumers to heart your brand. No matter the product or service, consumers face a number of choices when they’re in the buying mood. Price, brand loyalty and how great the product/service actually is/works are just some of the factors influencing their buying decision. Then there’s the opinion of their family, friends and even social media arenas. With so many similar companies and services competing for affection in the marketplace, as a small business, how do you obtain and maintain a loyal customer base who chooses you first always. How to stand out in the crowded marketplace How to obtain and maintain happy customers How to apologize when things go wrong.
- Small Business Marketing 101 webinar series Thanks for joining us My name is Lora, I’m the digital media specialist for Cole Information. Today I’m happy to have Bryce Curry on the webinar—he’s the marketing manager for Cole, so thanks for joining us. Bryce, tell us a little about yourself. Been at Cole for 4 years, tell us about
- Discuss today's session. Today we’re going to go over: What the forecast of customer buying trends is & how that impacts you and your business. How you as a small business owner can stand out in the crowded marketplace with four ways you can engage the consumer—and it involves providing a unique product or service. We’ll also talk about how you can effectively maintain those customers We’ll follow this all up by 5 action points you can implement today that can get consumers to heart your brand. If you do have a question, feel free to type in your question in the dashboard to the right of your screen. We will get to those questions by at the end of the presentation. Also, we are recording this session, so we will be able to forward you the video & slides within a day after the session. And one lucky attendee will be $50 richer as we’re giving away an Amazon gift card at the conclusion of today’s presentation.
- Before we get started, just a little background on Cole Information. In 1947, Jack Cole created Cole Directory, a directory of people by their address and phone number. Jack’s considered the father of direct mail. While companies had dabbled in this type of directory in the past, what made Cole Directory revolutionary was that he used IBM punch cards to streamline the process and thus created a searchable database. This type of crisscross directory was groundbreaking & invaluable to a number of industries including telemarketing, debt collection and law enforcement. Today, through a number of our products, including Cole X-Dates & Cole Lists, we have continued to provide small business owners this searchable database of addresses and phone numbers that allows them to target consumers and businesses in their own neighborhood. We also want to provide small businesses with the necessary tools and information they need to grow their business. We do that through Cole community.com and also these small business 101 webinars.
- We also have a an online community called Cole Community, where with articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. We invite you to take a look around, check out the site & use it as a resource for your needs.
- Cole Community features articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. Best of all, it’s FREE! We invite you to take a look around, check out the site & use it as a resource for your needs.
- In talk about what consumers and getting them to like you—let’s start off with a poll and getting a feel for what you think is the #1 factor that will influence a consumer’s buying decision this year? Price? Brand? Recommendation by family/friends/social media Consumer report Convenience of buying the product/service Advertising Age took a look at the shopping patterns of consumers to learn more about their behavior and from the data they collected, they determined the following: Value remains a top priority: it’s been predominant for more than four years. The ease and convenience of online shopping continues to be tremendously strong The survey also revealed that these shoppers are strategic—they’re not shopping for sport or because they’re bored, consumers are more likely to have a purpose, they have done their homework, read reviews, know the price they should be paying, etc. Source: http://adage.com/article/adagestat/affluency-trends-watch-2012/231886/
- A brand isn’t just a logo, identity or a product, people make their choices based on trust. It’s behaviors, not promises. Under promise, over deliver. A brand is real. Engage the employees as the starting point for building brands Recognize the important role customer service plays.
- So--with so many companies offering a similar product/service and competing for your affection in the marketplace, as a small business how can you obtain and maintain a a loyal customer base who choose you first & always? In other words, how do you get a consumer to heart your brand? It really comes down to four things: Listening Being unique Taking action
- The first involves listening. Since customers are the center of the equation & you should be all ears. Happy customers usually become evangelists and brag about your goods & services to everyone they know. This kind of brand evangelism or word of mouth marketing and it’s effective--according to a study 82% of people are talking to people offline, face-to-face about brands. So what are customers saying to you? About you? Your competition? The product or service you’re selling? Are you listening?
- Through social media—FB, twitter, location based apps like gowalla, 4 square, yelp, my yahoo, etc….you can keep a pulse on what people are saying about you. You can keep an eye out for opportunities to tweak your product or service, handle a customer service issue, etc. to your advantage. Today marketing is a two-way communication, it’s about dialogue & relationships and you can’t ignore what people are saying about you. Are you looking to find out if a new logo, product, marketing campaign is working/will work? Why not post the question on Talk to people, ask them to sign up, retreat information via twitter. Once you’ve honed that, give customers reasons to talk about you. Social media promotions and participation in location-based networks like Foursquare and Gowalla can do that. Maybe you can offer an incentive for people to review your business on sites like Yelp. Also, make sure to monitor those reviews. Acknowledge the negative ones as fuel for improvement, and thank people for the positive ones. u
- Customer surveys are another way to keep pulse on how you can do things better along with eNewsletters & a blog. It gives you a way to reach out to your customers, give them something of value & also get feedback on what’s working and what isn’t. Be consistent with your voice & look Get customers to talk you up Referrals and brand ambassadors
- You logo is how people know & identify you. Be the police when it comes to your brand. Be consistent in terms of the way your logo looks & feels Never let your logo be stretched, scrunched, low resolution or different colors or even using an old logo can hurt your brand, be confusing & annoy your customers. Only use what is approved by the brand police. You spend thousands of dollars on this kind of thing—you need to protect the integrity of your brand because it says a lot about you.
- Along with the look and feel that needs to be consistent, your brand’s voice must also be consistent. And you must
- When you decide who you are and you are that. You’ve recognized your best features. Now play it up. Some keys to doing this include: be specific with what your product is & how consumers can use it. Be remarkable Offer unique value Do something different Stay relevant and be innovative Times and tastes change. Even “classic” companies need a fresh approach to keep the relationship alive. Long time customers are rooting for you to bring them new things that enhance their relationship with you. In other words, don’t be like Kodak—who invented the first digital camera in the late 70s, but were never innovative enough to make it relevant to the consumer. http://www.npr.org/2012/01/06/144801653/kodak-tries-to-buy-time-by-selling-patents
- With so much competition, I’m sure near the top of your work wish list is a resource that could provide identifiable homeowner’s insurance policies in your area up for renewal that would be easy to access online & available 24/7. The beauty of Cole X-Dates is the list is based off the homeowner’s original purchase date. And we get this list from several reputable sources including three credit bureaus, deed records and surveys.
- Let’s look at our own products & how we’re unique. We’ve got three examples of how we’re providing solutions to small insurance agents, small business owners & real estate agents. The benefits of Cole Lists are you can target mailing or telemarketing list in a certain part of town or the country of: Consumers Businesses New movers Ideal prospects for your profession- Clones of your best customers--Have you ever wished you could find more customers like your best customer ? C ole Customer Cloning you can easily identify dozens of characteristics of your best customers and then download a list of prospects with those exact same characteristics.
- Welcome to Cole Realty Resource. You've signed on to a powerful tool that allows users to search for qualified leads in your neighborhood. In less than 30 minutes, we'll show you how to use the neighbor search to target your best prospects for mailing or telemarketing. You can find businesses and consumers close to your Just Listed or Just Sold properties to find new customers with unlimited searches and unlimited downloads. Cole Realty Resource also empowers agents to: • Farm a neighborhood using our Google Mapping App • Target prospects by home value, street, length of residence etc. • Find potential first time home buyers by targeting renters We'll also have a brief demonstration and some time for Q & A. At Cole Information, our passion is helping businesses find new customers. During today’s presentation, I’m going to show you the highlights and benefits of the program, how easy Cole Lists is to use to target consumers or businesses. If at any time, you have any questions, please type your question into the console to the right of the presentation & we’ll answer those questions.
- The fourth way we get customers to love our brand—is to take action: If there’s a problem, we react and remedy the situation—immediately. When people are talking about you, you must have a policy in place that clearly states when & how you are going to resolve the issue. We also have live chat set up With social media, there are plenty of ways to engage the consumer. It’s also a way they can engage you & it’s not always going to be positive. That’s why you need to monitor what people are saying about you with Google Alerts set up We
- Here are 5 ways to get consumers to heart your brand today!