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How Will Your Marketing Be Remembered

Are There OMG Moments Available

The Cadbury’s milk tray advert with the man in the black outfit skiing perilously down the mountain to deliver chocolates to his loved one over 30 years old “and all because the lady loved Milk Tray”.

This leads us to the question how will your brand be remembered in 30 minutes, 30 days, 30 months or 30 years time?

What opportunities are there for you to OMG moments regardless of whether you are are a manufacturer of widgets or a legal practice. Now some companies may say I haven’t got a sexy / desirable product or the budget like Cadburys! The fact is you can create marketing great moments at low / no cost . We live in a world of opportunities the challenge is to capitalise on them.

How Will Your Marketing Be Remembered

Some OMG Examples

The 2010 world cup held in South Africa saw the noisy vuvuzelas becoming an incredibly popular item being seen and heard at every game. It seemed that everybody had one (even if they couldn’t play them very well). but they weren’t the best selling item at the world cup, that honor went to the humble ear plug. A definite case of up-sell and cross sell with sellers recognising an additional profitable market opportunity.

  • The birth of the royal baby Prince George of Cambridge on 22nd July 2013 was a huge global event. Within minutes of the birth there were examples of opportunity marketing greats
  • Prepare the royal milk featuring a baby bottle of milk with an Oreo
  • The Delta airlines image of a baby looking up at a child’s mobile with Delta aeroplanes on
  • The share a coke image with two bottles featuring the names Kate & William

Now all the above are big brand names that have a huge marketing resource, but what other opportunities present themselves within your market sector?

OMG As Part Of Your Sales Process

Well trained staff in a normal interaction can ask incredibly powerful questions as part of the sales process

  • Is this for anyone special
  • What’s your daughters name
  • Having the capability of adding an element of personalisation
  • Moving the customer / prospect away from a ‘standard’ transaction and leading to an experience that stops them in their tracks

How Will Your Marketing Be Remembered – OMG As Part Of A proposal

Where you do not have a direct interaction with the customer e.g you have to submit a proposal the same still applies. When the customer gets the proposal does it appear just like all the other proposals? Or does your proposal have that OMG factor that differentiates it from all others, helping you engage with the customer.
For more information on differentiating your marketing click here. To contact Andrew Goode an experienced marketing and sales professional click here

The Importance Of Customer Service?

Have you been subjected to some brilliant customer service recently?

  • You rang a call centre and were amazed by the speed at which your call was answered and the helpfulness of the operator
  • On entering a specialist electrical shop you are greeted by a friendly and knowledgeable assistant who is able to provide outstanding technical advice in a jargon fee manner.
  • The busy restaurant table that you had previously booked turns out to have been double booked. The waiter pulls out all the stops and arranges another table making your dining experience enjoyable and memorable.

Examples of customer service I have recently experienced

Good Customer Service: I recently had to visit Belfast on business. I was late getting to the hotel, and upon arrival the receptionist greeted me with a smile and courteous welcome. I was obviously one of the last guests to book in and she greeted me by name and had all the paperwork for booking in to hand. Once the room formalities and obligatory credit card scan were completed, she enquired about dining requirements and provided some great information. The following morning she was at the reception and as I went for breakfast and she greeted me with a “Good Morning Mr Goode”. It cost her nothing to do but was a great example to me of a member of staff who really valued what she was doing.

Bad Customer Service: My wife and I visited the coast at the weekend to take the dog for a walk. As it was cold and bleak we thought we deserved some lunchtime fish and chips. On entering the empty shop we were unfortunately greeted by a very miserable looking assistant. As she mumbled ‘What do you want” I perused the boards and ordered our portion of cod and chips. “£5.90” muttered the assistant. I paid the money, received my change and waited for the fish and chips.

The assistant then preceded to lean against the counter and continued to look like a wet weekend. About 4 minutes later the fish and chips were wrapped and we’re out of the shop and onto the promenade to eat them. Now the fish and chips were absolutely fantastic; beautiful flaky flavoursome fish, light crispy batter, chips that were crispy on the outside and fluffy in the middle, simply gorgeous. But, have I told friends about the great product or the poor customer service!! Just imagine if the assistant had offered a cheery level of service as per my Belfast experience.

Your Customer Service:

  • What happens when someone rings your company
    • How many times will it ring before being answered
    • Will a customer get a consistent courteous greeting
    • Will the person who answers the phone be able to deal with the call
  • What happens when someone visits your office / factory / shop
    • Will they be greeted
    • Will they feel as if they have been noticed
    • Is there a process in place to make sure they are dealt with correctly
  • How do you deal with customer complaints

Customer Service –  Yours, The Good and Bad

Customer service can and does make a huge impact on the ability to gain increased and future sales. Many companies focus all their effort on making the sale and forget about the important element of customers. If you think you would benefit from an external customers services review simply contact Andrew Goode on 01733 361729.

4 key approaches to improvement from a World Cup winner

Observations and Experiences of Will Greenwood MBE

I was very fortunate to hear the great Will Greenwood MBE winner of the rugby world cup in 2003 speak and share a few of the insights that helped the English rugby team transform from 76-0 losers to winners of the world cup in a five year process.

I can’t do justice to the way he incredibly eloquently put forward the concepts (it always helps when you can include anecdotes that involve rugby heroes like Martin Johnson (a natural leader) and Jonny Wilkinson (a marvellous match winner).

4 key approaches To Performance Improvement

1. Cottage Cheese Rinsing
This encompasses the principle that greatness is achieved through the attentiveness of detail. Getting better never stops but you need to change mindsets and create an environment that allows improvement
To achieve improvements you might need to break a big problem into a series of smaller manageable component parts that you can then work on. In the case of the rugby team they did this by activity i.e scrums, line outs, tackles etc.
A couple of fascinating insights

  • They trained to get better, they didn’t just train to train. So if there was an activity they need to perfect and they all got it 10 minutes, training complete.
  • Communication was key and they made sure that everybody understood. The MUM test was introduced in terms of would your mum understand
  • As a team they changed their mindset, changed their behaviour had strict rules and guidelines but had the freedom to operate, so they didn’t become robotic.
  • So in the case of preparing food, if you rinse the you off the cottage cheese this is the part with the most fat. This small detail part of the bigger picture to having a better controlled diet

2. Lombardi Time
Within the whole squad it was vital order flomax generic that there was a code of conduct ‘Teamship’ a collective standard of behaviour. Interestingly the rugby players worked very closely with the British Army specifically the Royal Marines. This military discipline led to a zero tolerance approach and over a 5 year period all squad members beating the deadline.
Note Vince Lombardi was the famous Green Bay Packers coach came up with this approach the idea being that you arrive for a meeting 15 minutes early so that you can catch your breath , collect your thoughts and pre-plan what you want to achieve.

3. Critical Non Essentials
Sherylle Calde was used by the squad as a Vision coach to improve the use of the eye muscles
As a vision coach the CTC technique was developed Crossbar / Touchline / Communicate. This fundamentally meant that if you weren’t directly involved in the play then you should be involved in the game through CTC
This was just one of the critical non essentials based upon the aggregating a series of 1% improvements. The fine details can help you develop a match winning aggregated performance

4. Tea Cups – Thinking Correctly Under Pressure
The rationale of dislocated expectations i.e. the only thing you can rely on is that things will go wrong
On this basis the ability to be prepared and able to change whilst in play was developed. So whilst you might be able to practice a manoeuvre within the training ground what happens when you under pressure in a match

How To Date Your Customer

The Issue Of Relationships In Business

Potentially there are loads of similarities (metaphorically) between business and personal relationships
So lets consider some examples

  • Do we want a series of one night stands or a longer term relationship
    • This is a fundamental business question to answer as it will significantly impact on the investment in the sales and brand building process
  • If the person doesn’t like you there is little or no chance of getting business
    • Do you need to identify at an early stage those who you cant / wont sell to. (Typically – 10% of people will never buy from you). Is there a need to have a series of additional factors in place to overcome the issue of personalities

If you you can gain Respect and Trust there is a greater chance of being liked

  •  What do you implement to help increase trust and respect. Are these activities taking place from a personality or a company needed perspective.
  • One of the challenges we often come across is that the respect and trust occurs at an individual level (not organisational) This personal relationship means that when the person leaves the organisational relationship often collapses. What are you doing to build ‘company’ relationships
  • Listening is critical within a relationship
    • One mouth, two ears use them in that ratio is a common expression. How well do listen to your customers
  • Sometimes you need to be active or different in order to become more attractive.
    • What can you do to make your product more attractive

The Art of Attraction

  1. Who are you talking to? What gets them fired up
  2. What do you want them to do?
  3. Why should they buy from you? They need to buy it for their reasons, so what are their reasons?

How To Date Your Customer

For more information on sales and marketing approaches and how to date your customer click here.

Social Optimise – In One Click Send

Maximise Potential Social Media Benefits Without Having To Spend Time Posting Content

The Challenge Of Social Media

Many companies we talk to spend valuable time writing content for Linked In,Google + posting out photos on Facebook, Pinterest and Twitter. It  a laborious, time consuming process but they do it as they are hoping for the benefits that social media could provide over time.
Ever since Google started it’s goal has been to effectively rank the best quality webpages. This is so that users of Google (thats about 9 out of evrrry 10- people) can consistently find the best content first in Google (and not on other search engines).The one thing that we know is beneficial for a website is to produce will written content that is

  • Unique : i.e. its original content not just a cut and paste
  • Relevant : i.e. if you are manufacturing widgets content should be based around aspects of widgets
  • Authoritative : i.e. at least 300 words and accompanied by a suitable image
  • Frequent – i.e. produced as a minimum weekly or more frequently

With some of the changes Google has been making it appears that links with Social Media along with great content may ultimately be beneficial.

Get Your Great Content Into Social Media Without Spending Any Additional Time

Once you realise how beneficial producing great content is, and how it will be an asset on your website. I t allows you to think about articles that you could create that would be of interest to your customers. So what if these articles (posts / news) could be posted automatically onto your social media profiles specifically Google + , Linked In, Facebook, Twitter, Pinterest and You Tube.

On WordPress websites we have automated social media distribution. The moment you click the Publish button on your website your awesome article appears on your website, a title, link, image and excerpt of that article are published on all the social media sites and even sent to your current email list.

To further improve the content we create your business  Google + , Linked In, Facebook, Twitter, Pinterest and You Tube accounts so that they are styled as per your website. That way if a customer visits your social media all the formats have a similar style
Below are examples of how the Blue Dolphin WordPress content is consistently presented on the various platforms.

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