I have seen time and again that the majority send out Christmas Cards/gifts or Happy New Year cards/gifts to their customers or potential customers.  Do you think the competitors are doing the same?  I would venture to guess, YES!  Thus, your token of appreciation is most likely going unnoticed simply because you are filed amongst the rest of the clutter.  Is this where your company and brand belongs?  The old cliché think outside the box applies to the simplicity of holiday cards/gifts to customers.  Think outside the holiday and drop a line of appreciation to your customers on a “non traditional” holiday such as Valentine’s Day.

Remember, to spread the love to your customers on these non-traditional holidays.  I used to send out 4^th of July cards to all my past/present clients; the great thing about it is this simple gesture made our brand stand out more because the clients has less clutter to sift through (e.g. Christmas Cards).  Plus, it is always nice to receive a card/gift when you do not expect it.  Step outside your comfort zone and be unique because you ARE unique.

-Jason

Recently I experienced a difference in definition between customer and a business when it comes to setting expectations.  Expectations are readily definable given proper communication.  When dealing with a customer, always remember they have chosen to contact you, not the competition.  Thus, it is imperative their time be handled respectfully.

The Internet has transformed our world to one that is growing accustom to readily available information.  The Internet allows us to produce and consume information instantaneously.  Thus, our expectations of how others communicate online or offline might correlate.  Because of this it is important to understand your customer’s position and properly set the expectations of communication whether that be online or offline.

When a customer contacts you via an online method (website, email) and requests an estimate or asks a question.  The first thought that should come across is this customer chose us, let us communicate effectively and set proper expectations such as when the customer can expect their reply.  In the offline world when a customer contacts you via telephone, if you are busy, in lieu of telling them to hold on a second ask for their information to contact them when you are done-if it is convenient for the both parties.  Keep in mind your perception of “just a second” could drastically differ from that of your potential customer.

I know you are probably thinking if they do not hold on for a second (that was quoted) what good is the contact information if they search out the competition.  Well, my thought is that it is better to have their information (a form of commitment on the customer’s part) than for them to hold on for that second (which could turn into minutes) and have them hang up in disgust.  If the customer hangs up in disgust, how do you think they feel about your brand?  Remember, honesty is the best policy-most customers understand they are not the only ones but make them feel important.

-Jason

Chasing Cool is a book that offers up some answers to the question of what is cool?  It seems in today’s cluttered marketplace companies are trying anything to stand out from the crowd, whether that be an extreme commercial to a viral website.  Do you remember the subservient chicken?  This type of viral video garnished significant attention but was it aligned with Burger King’s brand?  Most of us have all but forgotten about the chicken and unfortunately Burger King as well.  They did an exceptional job of creating a viral video that was viewed by millions but what did their brand have to do with a chicken that the viewer can manipulate.

Gene Pressman (Barney’s Fame, not the lovable purple dinosaur) and Noah Kerner (Professional DJ) offer their experience on what cool is and how to keep cool sustainable in the future.  The cool factor has to be genuine to be sustainable, if a company does not come off as genuine the brand and ultimately sales will suffer.  Pressman and Kerner discuss at length about how companies jump on a bandwagon when something appeals to a certain buyer without having any credibility.  The word bling is discussed about how companies without any “street credibility” peppered this word into their marketing/communication in hopes of appealing to a certain buyer.  This would be an example of “chasing cool” as there is no sustainable measure for the future.  In fact, chasing cool as in the aforementioned example could have an adverse effect.

There are many reasons one will label something “cool,” there were many reoccurring themes of what cool is in “Chasing Cool” that included:

• The unexpected-we see this every year during Super Bowl commercials
• A genuine natural expression
• Luck-you don’t have to be cool to create it
• When preparation meets opportunity
• Intelligence
• Among other things

There is a quote that I have carried in my wallet since discovering it in a book during undergrad that describes luck, “Luck lies at the intersection of preparation and opportunity.  Since opportunity is always available, those individuals who are especially prepared always seem to win or reach their goals.”  Thus, from a marketing standpoint if one does their homework, research and has credibility in their product or service then there is no need to chase cool and be something that it is not.  Remember, it is not cool to chase someone else’s cool, rather innovate your own cool through originality.

“Chasing Cool” is a great read and I came across it by accident this past weekend at our local library.  Our son was renting a DVD and I decided that I would check out the marketing/business section.  I came across “Chasing Cool” and inadvertently picked it up and I am glad I did because it taught me not to chase the cool of someone else but instead be original and it pays to go with your gut instinct sometimes.

Here is how to change your settings in Gmail <Click the Gear icon<Settings<Accounts and Imports<Send Mail as.

7 Reasons to Use an Email Address With Your Own Domain Name

• Marketing is more than just advertising
• PR is for more than just a mainstream audience (think about your niche market!)
• You are what you publish
• People want authenticity, not spin
• People want participation, not propaganda

Point three has really begun to resonate with my own personal life as indicated by this website itself.  It is important from a Marketing standpoint to understand your niche markets and to monitor the blogs/forums where these consumers are.  Those companies that dive in and offer assistance using these mediums (when appropriate) are seen as more credible where as those who fail and or ignore this communication can find themselves in trouble.  Furthermore, you are what you publish-is your company publishing fresh and relevant content or are you simply copying and pasting information?  It is imperative you take the time out to offer some value to your consumers with out expecting anything in return.  If you are too busy to add fresh content there are websites that offer blog services, here is an intersting article detailing such services that RINF mentions in their blog: Click here.   If your consumers become educated on your products/services/company via the content you are “publishing” this can help turn them into customers!  Remember, what is the point of publishing content on a social media website if you prohibit comments (e.g. participation), encourage participation!

I have talked about starting a website for nearly a year now and finally decided to take a leap of faith this weekend and get the ball rolling.  I have several friends, one in particular (Barry Crouch) who have websites and have been encouraging me to setup my own.  After completing grad school on December 18, 2011, I have undertaken the task of searching for my next career (ideally global marketing).  During the search, I decided to keep sharping my saw and rent marketing books to read/study from our local library (the library is a great resource, future blog).  One of the books that I read last week was “The Zen of Social Media Marketing” by Shama Hyder Kabani.  In this book it stresses the importance of social media, this book coupled with encouraging friends brings us here today.

I recommend reading ”The Zen of Social Media Marketing,” it is a fast read,  packed full of relevant social media information for someone who is not familiar with this platform and it provides verteran’s with a good refresher.  I look forward to everyone’s recommendations   Let’s Connect!

-Jason