From networking to your target market, why the right fit is so important

Here's a silly story to kick start this post {read: self-deprecating}. I attended a very well-regarded networking lunch event in Ottawa last month. Ladies Who Lunch is a regular event bringing together a who's who of female entrepreneurs in Canada's capital area. I didn't know a soul. I decided to go because it was a higher calibre event (3-course seated meal at the NAC) and thought I'd see what a classy networking event was like. I mean, come on - they had swag bags! 

Black sheep anyone?? Yep, that's me!

So I arrive as the lunch portion is starting and everyone is being seated at the tables. I am a bit later than I had hoped; my 'fashionably late' arrival had become just plain late. I confidently walked into the room full of chattering women, some looking like they just came from a photoshoot or professional make up artist, and scanned for a free seat. Strolling through the crowd, smiling my most approachable, winning smile, I asked 'Is this seat taken?' to nearly every person. No go. I keep walking, smiling, searching. I start wondering if they oversold the event...I mean, really...not one seat?? 

Making my way now around the back of the room, I can feel my smile tightening, along with my stomach. "Wow, the room is getting hot!", I think, trying to block out my rising panic that I will be without a seat. My scanning becomes searching, and I finally spy a table with empty seats - hallelujah! I walk over, focused, determined, and - sweet jeezus - relieved that this awkward part of the event is seemingly almost over. Again I ask, as sweetly as I can muster at this point, trying to hide the desperation that I am feeling, "Are these seats taken?" The lovely lady with flowing blonde hair is striking - put together like someone on TV. I might have been more arrested by her aura had I not been so desperate to find a spot. They kind of stumble in response to me...I'm having a bit of trouble figuring out what they are trying to tell me. I'm focussed on hearing either yes or no but they are explaining something...something about making sure there is room for Carol Anne (Meehan as it turns out - a local TV personality) and they point me in the general direction of another lady, who seems to be running the show. As I stand there, still without a definitive yes or no, I begin to follow the busy lady as she buzzes from table to table to...podium right behind me. As I become oriented with my current location in the room, I realize I'm front and centre, unknowingly trying to edge my way to a seat at the head table where the guest speakers and leading ladies of this society are seated.

Realizing my amateur and flustered mistake, I quickly retreat, grateful that they were gracious enough to pretend to entertain my request to crash their party. Oh well. Lesson learned. Networking events of this calibre are apparently not to be attended solo. 

Quasi deflated, I finally did find the absolute last vacant spot in the room. With face and ears burning, and a sweat glistening on my skin I get the answer I was doubtful I would hear: This seat is not taken.

"YESSSSSSS!!!!" I think...I'm sure my face was awash in relief. These were very nice ladies for sure, and I happily sank into their conversation, drowning out the embarrassment and stress of the preceding 5 agonizing minutes. Gaaaagh. What a shitty start to this supposedly-stellar event but what a great story to tell, right?!

All that to say, it pays to be choosy with the events you attend. Not all networking events are created equal and just because they are pricey and highly-touted (the PM's wife was there for goddsake) doesn't mean a darn thing.

My inaugural experience did taint my outlook on the rest of the event: I felt like an outsider among these accomplished, networked women. This was clearly not my crowd. I felt a bit of resentment and bitterness towards the organizers who spoke of the warm and fuzzy kinship of female business owners, and how important it is to lead but also to pull other up along with you. So far, my own experience didn't really speak to that. "Yeah, right" I thought, "...as long as you have an 'in' and are all part of your clique" I thought should be the addendum to that sentiment. It was a nice thought. Whatever.

As I learned, unless you have a contact who can make the introductions for you, it is INSANELY hard to make any significant progress at an event where you don't know a soul, unless everyone else is in the same boat - which is unlikely.

Then you have events at the other end of the spectrum: meetup lunches or brunches with a small group of ladies, some are owners of their own business, most are direct sales consultants. These groups are a dime a dozen. The idea sounds great on paper but again, it's good to consider who will be in attendance and if they are really the people who you want to connect with. That might sound snobby but it isn't. Time is money. When you are building a business you have to look at it in those terms. Sure it is nice to go out an meet people, and most in attendance at those smaller meetup events are very nice people but they might not be the RIGHT people. 

By right people I mean to you and you alone. For example, what do they offer to you? Who do they know? Are they well-connected and therefore can help you meet valuable other people relevant to your business? Are they potential clients? Do they represent a viable target market opportunity? All of those questions are valid and warrant consideration. 

Stop networking with the wrong people; people who would never buy your product or who wouldn't respond to your business model. It's not mean; it's strategic.

This leads to my second point: being choosy about your target market. I could go off on this topic for a good, long while. In fact, I plan to. I will be creating a program as part of my 20-Minute Marketer series about target market profiling but I digress...

Just because people are nice, or have a business or are living and breathing and have money to buy things doesn't mean they are right for YOUR business. 

It might seem contrary to limit who you are targeting because it means your are targeting fewer people, but in reality it means that you are actually not wasting time or resources targeting the WRONG people. Unless your product has very wide, generic appeal like shampoo or hand soap (and even then, you can be selective!), a broader target market doesn't necessarily equate to more sales.

What does make a difference is making sure you know who your business or product resonates with the most. Tapping into that will pay off.

Likewise with networking, identifying the best opportunities for YOU is what is most important. Think about what you want to accomplish and the type of people you would benefit most from meeting and let that be your guide.

Most of all, BE AUTHENTIC. Don't approach your target market or next networking event like a vulture circling it's next meal. It's give and and take. Give advice, listen, be courteous. What grows out of highly targeted events and markets is a natural fit that will bloom without being forced.

The TAKEAWAY: Businesses, people, ideas, products - they all thrive when built upon natural connections and complementary relationships. Finding that "fit" is the key to success whether we are talking about mentors, networking or defining your target market.

5 ways you can learn more about your customers NOW!

The customer is king. We have entered an era of marketing where businesses are finally realizing the value of genuinely connecting with their customers. Customers are, afterall, a business's most valuable asset. Loyalty breeds good news like a drop of water on a still pond. Treat your customers right, and the rewards will come. But often overlooked are the simple ways you likely already have in place that can help you connect with your customers on a regular basis. 

Here is a list of common touch points - points of interaction that your business has with customers - that can take your insight - and service - to the next level. 

1. Sales receipts

Yes, believe it or not, this is a way to interact with your customers. I mean, what else are they guaranteed to have in their hand at one point or another? Write a more personal, customized note on sales receipts as opposed to simply slapping your logo onto generic forms. If you can't do that, create stickers or custom post-it notes to add to the receipt by hand (if the sale is in-store). Ask questions, encourage customers to contact you via email or the web; if you collect email addresses (why aren't you collecting email addresses??) encourage them to sign up with a call-to-action on the receipt. And of course, be genuine and thank them for their business.

2. Surveys

Put a survey up on a free service like Survey Monkey and encourage feedback with a prize for completing the survey. Ask questions about your products, the variety, the price points, service, delivery time - these tools are available: USE THEM!!

3. Email

Use any piece of material that gets into your customers hands to drive them to your website or sign up with their email (see sales receipts, for example). You don't need to send them a weekly 10-page newsletter. Quite the opposite. Make it occasional but GOOD! Make the content count. Create interest. Ask questions. Encourage interaction via social media. CROSS PROMOTION of all your touch points is key.

4. Social media

If you are using social media as just another platform to blast information AT your customer and target audience, you need to stop NOW! Balancing information with your sales pitch is essential to have any traction in social media. Think of this platform as a way to share with friends. Encourage conversations, ask questions, comment on things of interest to your area of business. Don't be afraid to contact people directly through replies or shares or comments - that is why those features were created! 

Just because you are a business and represent your brand, doesn't mean you can't interact like a human. In fact - that is highly recommended. Once the dialogue starts flowing, you can use social platforms for feedback as well. Show new stock, preview products coming in, create excitement. 

Contests, coupons, quizzes are also easy to create and post on social media sites.

5. In person

First and foremost, make sure you are 100% focused on the customer you are serving. Secondly, when they are paying for their purchase, why not have a quick question prepared to ask during the process? Might as well put that chit chat to good use! Ask them if there is anything other product they would like to see stocked. Ask them how often they come into the store. Ask them what they purchase most often. One question asked to each customer can yield some great insight and it isn't much of an intrusion since they are already engaged and in a conversation. Just don't bombard them with an impromptu game of 20 questions; save that for the survey I mentioned above. 

The takeaway: These are some simple yet effective ways to take your engagement with your customers to the next level. It really comes down to listening...really listening, and not being afraid of what you might hear. But that's a topic for another post. :-)

Best of luck! 

~Nancy

PS - How about signing up with your email on my site? You'll receive notification first about these awesome little posts to help your business grow by connecting better with your customers. :-)

Marketing training sessions

Have you been thinking about improving ANY aspect of marketing your small business? Do you have a circle of friends, colleagues or acquaintances who also have questions about improving their marketing efforts? Do you find training sessions intimidating to attend alone?

Start 2014 off with a PRIVATE & CUSTOM Rogue Pea Marketing training session with a group of YOUR friends, acquaintances and colleagues!

Three reasons to book now:
-I customize the training session for the needs of your group = relevant info only!
-training times to suit your schedule: mornings, afternoon, evenings, even weekends
-I come to your end of town - no travelling!

BONUS for hosting: By sending out invites to friends, acquaintances and colleagues you know will benefit from a private training session, you earn FREE registration to the session (a $75 value).

BONUS for attendees: Access to The Rogue Pea Marketing PRIVATE FB group where you have ongoing access to me (and the community) for fast answers to your questions, a place to bounce ideas, and discuss new marketing techniques.

Maximum group size: 12-15

Want to know more? Send me a quick message on Facebook, or email info@theroguepeamarketing.com

Looking forward to meeting you in 2014!

~Nancy

PS - Here is a FREE download/peak at one training session that I have developed for a client just to get an idea of my training method. Enjoy!

5 quick and easy things to make any business better

When inundated with daily tasks of running a business, it’s easy to overlook some of the simpler ways to make a big impact with your customers. Here are my top 5 EASY ways to make your business better:

      1. Type, don’t handwrite

Whether you are a well-oiled entrepreneurial machine or a home-based cleaning service, typing your correspondence, ads, coupons, etc. is an absolute must. I saw an ad for a piano instructor posted on the neighbourhood mailboxes…written in marker. Despite what might have been stellar credentials, the lack of professionalism in the delivery of the information tainted the information itself. Save handwritten notes for personal correspondence like Christmas cards and thank you notes.

2. No typos!

Similar to point #1, credibility is lost immediately if there are typos on a webpage, email, advertisement, etc. Taking the time to review, re-review and then have someone else do the same is time well spent. Typos and errors speak volumes to potential customers, conveying a perceived level of professionalism, care for detail and pride of ownership – all qualities that contribute to the overall perception of a business.

           3. Respond in a timely BUT relevant fashion

Consumer behaviour research indicates that when customers are ready to make the leap to contact your business, it is the result of having a need or want they are looking to satisfy, usually accompanied by a sense of urgency. Don’t miss this opportunity to be the one to answer their call (or email!). While time is of the essence, do take some time to know what the potential customer is seeking. A prompt but irrelevant email reply is just as damaging to the relationship you are building as is a delayed response. I know a bride-to-be who emailed a wedding planning company with questions about specific services. What she received, while prompt, was an automated response showing that no one actually read her email. That business was quickly removed from her list of potential suppliers.

       4. Answer the phone like a pro

This one is pretty straight-forward but often easy to overlook. Remember that a customer contacting you is extremely valuable. Answer every call like it’s your next big client; be courteous, polite, speak clearly and be friendly. And oh yes, don’t sound like you were just awoken from a nap by their call! Yes, that actually did happen...again to the bride I know.

       5. Make sure your web links work

If you have a ‘contact us’ link, make sure it actually does what it says and allows the customer to get the information to contact you. Make sure your webpages load properly for various browsers and now, more than ever, devices just as iPads and smart phones. Because web pages are typically the first point of contact for potential customers, ensuring the links are functional is essential and will influence the opinion and perception of your business’s professionalism.

Summary: Don’t waste an opportunity to make a great impression. You don’t have to jump over the moon to serve; following these 5 easy tips will go a long way to creating a positive experience for potential customers and existing clients alike. A positive experience is the basis for building great customer relationships. Good luck!

Do you have any other easy but essential tips to share? Don’t be shy, please comment below! Our community is richer the more we learn from eachother.

Great growth lies in small victories

In today's fast-paced society, we have become accustomed to wanting everything yesterday. It's normal to get caught up in the hectic lives we lead, but taking time to give yourself a pat on the back is just as important as going full steam ahead - maybe even moreso if you are an entrepreneur. 

 When I started The Rogue Pea Marketing, way back...last month, I had grand visions for the way my business would develop and grow. I was ready to start taking on clients, poised to help businesses define their goals and set up marketing strategies. Although I've made progress, there have been times that I feel like I'm not doing enough or it's taking too long. I am impatient!! But to reassure myself that things are moving along just fine, there are a few things I do to keep that nagging voice in check, that I think are worth sharing:

1. Check the calendar: When it comes to having a vested interest in something we want to see thrive and succeed, we often feel like we've been working away at it a lot longer than we really have. Being focussed day in and day out, working on the same project or goal can give the sense of time passing more quickly than it actually is. My solution: mark key dates on a calendar (ie. start of  a new cycle in your business or introduction of a new service or product) and make sure you check your expectations against the time that has really passed. This is an eye-opening exercise that I recently did for myself. I was becoming a bit anxious about the progress I've made since launching The Rogue Pea, but a quick look at the calendar made me realize that it's only been a few weeks and to temper my expectations accordingly.

2. Make progress reports for yourself: This need not be time consuming nor complicated. In fact, the simpler the better. I keep a note file on my iPhone to which I add weekly or bi-weekly updates whenever I have a moment (like before bed, waiting to pick up kids at their activities or while drinking my Sunday morning coffee). I add new updates to the same file so that I can refer to my last entry, which helps kick start the reflection process. This is a simple and easy way to force yourself stop for a moment despite all the hustle and bustle, and to spend a couple of minutes thinking back to what you have done in the past week or two. Take some well-deserved time to really acknowledge the progress you have made. I find this a really excellent way to both ease my anxiety about 'not doing enough' as well as being a great visual tool to see what I've done and then set goals for the coming week. It is a great opportunity to pause and pat yourself on the back, in addition to helping you gather your thoughts and plan for what's next.

3. Be realistic with the timelines for your goals: This is where a lot of us fail, myself included. We are too hard on ourselves about accomplishments and set unrealistic timelines for achieving our goals: a double-whammy of self-sabotage. Success comes from experimentation; seeing what works or not, and then adapting and moving on until we find something that clicks and drives things forward. Building a business, setting up a Facebook page, creating a marketing plan, or diving into social media - this concept applies to it all. The key is to know where you want to go and to not be put off by the lack of immediate success. This doesn't mean there is no success to be had at all, just that it is taking a longer route to get there. Going through steps 1 and 2 can really help keep this step in perspective.

Summary: Setting smaller goals, checking your real progress along the way and taking time to pat yourself on the back are key to keeping things in perspective, which perpetuates forward momentum. This approach will help keep you on your game rather than feeling discouraged and overwhelmed. Stay positive, be creative and keep your eye on the prize!

Interested to learn more about marketing your business? Register for the upcoming Work & Learn session on July 31 in Kanata, or drop me a line to discuss affordable, scalable solutions for small business: info@theroguepeamarketing.com

New! Learn & Work sessions for small business: July 31: Postponed

UPDATE: SESSION POSTPONED UNTIL SEPTEMBER 2013. PLEASE CONTACT ME DIRECTLY IF  YOU ARE INTERESTED IN CUSTOM TRAINING IN YOUR WORKPLACE: info@theroguepeamarketing.com

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UPDATE: TOPIC SELECTED
The topic for the Learn & Work session on July 31, 2013 will be:
Social media: I have a social media account; so what's next? 
Please refer to this post for more details about this session.

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Part of the reason I started The Rogue Pea Marketing was to work with business owners who are as passionate about the vision for their business as I am about mine. It gives me such a sense of purpose to help others on their way to achieving success by doing what I enjoy most: problem solving with creativity!

One of the things I have learned  from speaking with small business owners is that there is a glaring lack of available training options that address the unique marketing challenges that face small business owners, namely ones that are affordable, relevant and not too time consuming. Alas, the idea for my Learn & Work Sessions was born.

Starting in July 2013, I will be offering a series of 2-hour sessions. These sessions are a combination of training/education followed by a one-hour workshop. By completing a questionnaire in advance, attendees will come prepared to discuss some real issues they are facing in the marketing of their business that relate to the session topic, so that we can have productive discussions and apply what was covered in training.

The first Learn & Work Session will be held in the Kanata-Stittsville area at the end of July 2013:

Cost: $40 + HST = $45.20. Receipts will be provided.
Date: July 31, 2013
Location: boardroom, TD Canada Trust at Huntmar Road and Hazeldean Road, Stittsville
Time: 8:30 a.m. to 10:30 a.m  OR 12:00 p.m. to 2:00 p.m. is preferred. Please indicate your preference when registering.

Please note that there is a maximum of 12 spots available for this Learn & Work Session. If you are interested in attending, email info@theroguepeamarketing.com to reserve your spot.

Right now I'm looking to find out what topic/area has the most interest for this inaugural event. Please indicate your preference in a your reservation email:

1 = Branding to grow your small business: how to do it and why it matters
2 = Target market connections: staying in touch with your customers and the valuable information they hold
3 = Facebook, Twitter, Pinterest: determining the purpose of your presence and making the most of it

Each participant will receive a PDF training guide for the session topic covered.

Note: Participants will also receive a 20% discount towards The Rogue Pea Marketing services within 4 months of the date of the session.

From back burner to front and centre

Today is the first day of the rest of your life, or so the saying goes. For me, this means taking the next step in my freelance writing and communications consulting career by introducing my new website for my company, Simple Communications. I've worked with excellent graphic designers AMDS, a Canadian design company that never ceases to amaze me. They are a perfect fit to create my website because their talent and ability to conceptualize new and engaging ways to present information echoes what I strive to achieve in all aspects of my freelance writing and and communications - to provide new and engaging ways for clients to reach their audiences and communicate their messages simply and clearly.

So, this the first day of the rest of my life and with that, I'm breathing new life into this blog too. I had left it alone for quite a while, knowing I have to have a website too in order to show more dynamically what I can do for people. Now, with the website done, I'm excited to actively build this blog again.

And with that, ta-da: my website is revealed. Please visit www.simplecomm.ca to have a look at my portfolio and how I can work with people to improve their writing and communications projects, big and small. I'm very excited to begin this new adventure. Let's see where it leads!