The next BIG thing in marketing: authenticity & responsiveness

Want to know how to really make an impression with your clients? Want to learn the trick to the next big viral campaign before it even happens? How about the best way to grow your business? 

Are you ready? Ok....here goes. I hope you are sitting down.

Yes, it IS that simple.

If you don't believe it, I can guarantee that if you take a look at any successful business, 95% of them will agree that paying attention to what their best customers want, and then - here's the key - RESPONDING - is what makes all the difference.

Here's why: 
Customers are your biggest assets. Treat them right and reap the rewards. 

I have said this many times, but it's worth saying again. In fact, you can read more about just how important customers are from sales to innovating your next product here.

The Age of the Customer
"The age of the customer" is but one of the phrases I've heard lately to describe the shift in power from marketers to consumers. Call it what you want, but people are savvier now than ever before, and they can smell a lie, a ruse, a contrived message a mile away. The key to survival (and in turn, success) is cutting the crap, removing the fluff, and speaking with authenticity to your audience. That is where the next wave of marketing is heading. 

Advertisers and marketers, mom and pop shops and CEOs everywhere need to listen up if they want to keep on keeping on. The era of push strategies at any point of the marketing cycle is over.

The take away: take the time to listen, get feedback, RESPOND!

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. :-)

Why you should teach your kids that grades don't matter...much

My daughter came home from school this past week disappointed with her term report card. She is in the 6th grade, has always been a very conscientious and dedicated student. Her marks reflect that and as a parent, I was very happy with her grades because I know how much effort she puts into her work. Her disappointment however, is what struck me. 

I found myself consoling her and explaining that I would take her creative and open mind, her endless questions and eagerness to learn over straight A's any day. I told her that her charisma and enthusiasm strikes a chord with people and she is genuinely a great person that people love being around. I reminded her of the volume of glowing comments from her teachers over the years. I also told her what I now know firsthand to be true: grades don't matter...much. Well, not nearly as much as we were raised to think they do. In real life, no one cares that you were a straight A-student in high school or graduated with honours. It only matters to archaic institutions that unfortunately have the power to act as gatekeepers of our livelihoods, and that really pissed me off. 

Increasingly kids graduate with more debt than a sense of self-discipline or life skills and to me, that is the biggest flaw of our education system. Life skills allow one to bounce back from failure, work with difficult people and not take criticism too personally. Life skills encourage exploration, collaboration and nurture creative thinking. Life skills build one's motivation to push themselves further than they ever thought possible. I would take a kid learning that over getting an A in algebra any day. 

Don't get me wrong, I'm not saying ditch education. But what I am saying is that the means of benchmarking a child's success is fundamentally flawed. 

An example of this is my youngest daughter. She is much more of a free spirit, not as dedicated to receiving the affirmation of her teachers on her academic performance as my eldest. She knows she knows what she knows. End of story. She doesn't need someone to tell her how good she is, however, we are struggling with a balance between that self-assurance and conforming with the status quo. We are teaching her to 'play the game' at an early age: to do what is being asked even if she doesn't like it in exchange for the freedom and leeway it will give her. I cringe a little at telling her she has to be obedient because that is the expectation in the social confines of elementary school, but then again, I know it's essential that she learns what she likes or wants sometimes has to take a back seat to group conformation. Coping in those situations falls into the tickle trunk of essential life skills that many kids lack. 

The difference is she knows she is playing a game. I would never tell my kids to blindly listen and obey for fear of getting into trouble. The lesson we teach has always been that there is a time and a place, and to ask questions if they don't understand something. If their questioning gets them into trouble, so be it. I will always back them up on that, even if it is questioning the status quo. 

I find it so ironic and ridiculous that as a society, we revere those who have strayed from the beaten path, those who have gone on their own to explore new ideas, those innovators that inspire the regular-folk to dream, but we applaud them in only in retrospect once things have paid off and we are assured that they did indeed make the "right choice". We are such a fickle society that way: we focus on the end result (and only if it's a positive one). We idolize those who have made their mark, revolutionized society but yet, given how education is structured, we don't encourage it very much in real life especially in our formative years. It's a pretty pathetic state of affairs. What kind of lesson are we teaching were we applaud those leaders of thought and innovation only once they are rich billionaires but are too tentative to encourage it in our own schools?

Part of the problem with school and our society in general: it is too focussed on the end result, be it a letter grade or a career or to get rich. What we need is to foster in kids a sense of self worth, a work ethic and desire to be better everyday in whatever it is that they are doing. Living a life that is rich because you are doing something you love is what makes life worth living. It's not about the retirement at the end of the road anymore. It's about the days in between.

I think that entrepreneurship is one of the best things kids can be exposed to at a young age. That's one of the reasons I started my own company. I felt compelled to do it because I knew there was more to life than working for someone else. I wanted to make a difference myself and show my daughters that it is possible to define and build your own success. Entrepreneurship is an amazing way to do that. It's about being self-reliant, collaborating with others, building a better society by solving problems. Entrepreneurship is about taking action, being creative and following through. to me, those are the best life lessons of all that everyone would be better off learning (and it's never too late). 

In the coming years, kids are going to come out of educational institutions increasingly miffed at how misled they were to believe that a diploma would secure some kind of future for them. As a result, we {parents, business owners, role models} will have to pick up the slack and show kids what IS possible. We are going to see a new insurgence of entrepreneurs...I can feel it...and I find that so exciting. Innovation and evolution don't come from standing still. 

Polar vortex of consumer unhappiness

Turn misfortune into an opportunity to rise above...by making your customers happy even in less-than perfect situations. 

During the recent cold snap courtesy of the Polar Vortex, businesses were inundated with delays, airlines were the source of much malcontent, and generally speaking, if you dealt with any human being in northern North America in early 2014, you were bound to hear complaints about customer service.

What I want to put out there is this: Why not turn that misfortune into an opportunity to wow and amaze your customers with outstanding customer service?

I can see the scoffers now... Am I right to assume that the following excuses are being bounced around?:

"That takes too much planning" 

and 

"That's unrealistic! How can we know what to expect and then plan for it?" 

Those are valid questions but I'll ask this one in response:

Can you afford NOT to be prepared?

Most businesses can and should (read this post about why customers are so important) excel at keeping customers happy when things are running at status quo. But where businesses have the chance to shine (and rise above the competition) is when things are less than perfect. The time is ripe then to stand out, and it might take less effort than you thought. The pay off: a lasting impression.

Small actions, big results
It's not easy AND it takes planning (it's not a quick fix - sorry), but if you can provide customer service excellence in the worst of times, the carry over impact can lead to enjoying more of the best of times.

What I'm proposing doesn't have to involve a top-down makeover of every person's role in a company. What it does involve is having a few things in place and taking a good hard look in the mirror. 

Here is my three-step plan for how to prepare for the worst, and make your company looks its best in the process:

1. Role play: At your next staff meeting, take a few minutes to go around the table and have everyone imagine they are an angry customer. The absolute worst incarnation of an upset customer. What is the worst, most horrible feedback you could ever receive? Make a list. Don't censor, don't bury your head in the sand.

2. Face it, own it: Now that you have this list of worst case scenarios staring you in the face, take a step back and a deep breath. You are likely surprise to find that having them in front you probably feels pretty good, a relief that they are no longer bouncing around in your mind, haunting and waiting to lash out. Acknowledge them, but also acknowledge that they are probably not as scary as you thought, and the best part is: there are solutions to be had!

3. Get creative: The goal is to reasonably solve these problems to save your reputation, but most importantly, save your relationship with your customers. Again, stepping out of the 'business' mentality and into how you yourself feel as a consumer and human being is absolutely key. Make sure your solutions are genuine, driven by the desire to make things right for your consumers, and in turn, they will remain your biggest fans.

THE TAKEAWAY: Customers are so important - I cannot stress that enough. They are your lifeline and your future. Nurture them in good times and in bad, and you will be rewarded tenfold with loyalty, word of mouth promotion and great insight to make your business even better.


Best of luck,
~Nancy

One day to marketing bliss: intensive virtual marketing makeover session

Would you like to improve marketing and promoting your business?

How about having access to support and guidance along the way?

Do you find marketing your business an endless chore that you’d rather ignore than tackle alone?

Does this situation sound familiar? You are not alone.

Marketing your business doesn’t have to be an uphill battle!

Are you ready to finally tame the Marketing Beast?

Then working with The Rogue Pea Marketing Inc. for just one day will do just that!

My approach: You stay in control; I provide expertise, guidance support

You have invested a lot into your business and aren’t prepared to let someone else make key decisions. This is why my approach is different: with The Rogue Pea Marketing, you will never have to hand over the reins to a stranger. Strategies are implemented either together or on your own BUT with my support.

Most importantly, I teach you essentials that you will carry forward in your future marketing decisions.

One day to marketing bliss: Intensive fast-track marketing makeover

This session is tailored every step of the way to your business. Learn through applying what I teach as we go and come away with marketing know-how and be ready to implement in just hours!

What you get:

-ONE-on-ONE dedicated, personal, uninterrupted customized training for a full day to address the most trying, overwhelming and challenging aspects of marketing your business. 

-Business diagnostic session (via phone or Skype) prior to VIP session. This allows the session to be customized for your business.

-Learn essential marketing concepts and knowledge to carry forward and apply in the future. This is not a band-aid solution; I teach business owners solid concepts that they can use to their advantage, independently in the future, to apply again and again.

-Your custom strategy map for your specific objectives = road to success.*

-A personal 30 min. follow-up session to evaluate progress. I want to check in and ensure our work together is delivering the results you need.

-Direct access to me for ongoing support via email during the implementation of your strategy map.

-access to CLIENT ONLY Facebook workgroup.

-CLIENT ONLY resources and material such as workbooks, exercises, free templates for better productivity and organization.

Business investment: $1500.00 (LIMITED TIME) Reg. $1800

Don't wait: Book before JANUARY 31 and save $300!

Start off the New Year with a new approach to your marketing efforts. Reserve your session BEFORE midnight, January 31 and receive instant savings. That's a discount of $300!

Most courses are just scraping the surface at the end of Day 1, but you will be ready to GO! 

Most marketing training courses are lengthy, requiring a long-term commitment and fixed schedule to complete. They are not customized to meet the needs of your specific business by answering your most pressing marketing questions and they certainly don't provide ongoing support or most importantly, a TANGIBLE, ACTIONABLE plan. 

I don't just provide solutions; I teach so you understand and can carry that knowledge forward so you can create and evaluate your own solutions independently & confidently.

This custom session will not only help small business owners deal with immediate marketing challenges, it will transform their understanding of marketing by providing a foundation of knowledge and skills to apply to future decisions.

In one 6-hour session, you will have:

·        a clearer vision of your marketing goals

·        confidence to move forward using the custom strategy map

·        knowledge you can carry forward in your business

·        independence from relying on external resources for marketing know-how

·        ongoing-support when you need it

Still unsure? Check out this 60-second video about my approach: 

Don't wait for change: get your biz marketing makeover booked today and get 2014 off to a roaring start!

YES, I am ready to reserve my session now:

Step 1: Complete the sign up form below. 

Step 2: I will be in touch via email to confirm the session date and send you a questionnaire. We will also set up the pre-session 

Step 3: Payment submitted via EMT (email money transfer). Receipts provided immediately.

Step 4: 30-min pre-session business diagnostic meeting. I gather key information to build your custom marketing makeover session.

Step 5: Custom session day! In-person (Ottawa area) or via Skype/video link.

* Satisfaction guarantee: The success of this program requires that we work together. If you have followed all recommendations and instructions as directed, and you are still unhappy with the results,  I am happy to provide you with a full refund upon presentation of proof that the strategy map did not deliver the results. 

A shift in traditional marketing: VALUE MARKETING is NOW

I’ve been involved in marketing and advertising for well over a decade now. I started when new media was a one-person gig at a big company. That was my gig. I sat in a cubicle on the fringe of the marketing department. How appropriate.

There were no real budgets to speak of because no one knew what to expect, but because internet advertising was in its infancy (remember + $100 CPMs?), you better hope that someone in the traditional media advertising department had the ability (and trust) to authorize internet advertising contracts in the thousands of dollars. Luckily, I had a great time learning about online media (something that my college program hadn’t yet included), and it set the stage for the rest of my career.

Fast forward a dozen years… 
Since that time, as is to be expected, the world has continued to evolve. What I have learned is just how much marketing has been a mirror of society’s evolution in that time. Marketing has always had a symbiotic relationship with people and society. Afterall, if there is no one to market to, what is the point? Who is listening? 

Marketing depends upon people and personally, I think it is time for an industry wake-up call. The people part of the equation is what is going to make or break business in the near future. Those not paying attention will be left behind.

SIDE NOTE: A bit of  background here...As we know, marketing in the past decade was revolutionized with the advent of self-publishing, where everyone and anyone can take the mic and BE OUT THERE. Web 2.0 levelled the playing field for small companies to exist on the ‘big stage’ that use to be out of reach unless you had millions of dollars to spend on marketing and advertising. This changed the dynamic of advertising and marketing from being a one-way broadcast to a two-way method of communication. That shift is key. While this isn’t news anymore, it is plain to see that some companies still don’t get it – and that, my friends IS newsworthy. Why? Because that is the crux in the big marketing machine. THAT is what small business can use to its advantage. Read on to learn why...

Here's the big reveal: The companies that recognize the value of communicating with their customers and then using the information as insight to meet needs, add value and in turn, stay relevant, will succeed. This is what I call VALUEMARKETING. Companies who ignore the power that customers hold, will perish: it’s as simple as that.

Is your business among those who will succeed? Are you ready to be part of that shift in marketing - a shift that will involve a new and more relevant approach to your customers? I'm very excited to discuss and explore, and most importantly, help small businesses take advantage of this unique time in consumer culture to be the difference, to stand out and make the lives of their customers better, and in turn, become remarkable.

More posts about implementing VALUE MARKETING and free video tips to come...want to stay in the know? Register at right for first notification.

Best of luck, 

Nancy~

P.S.: To read more about the importance of VALUE MARKETING to small business success, read my next post that really gets into the nitty-gritty of this approach and necessary shift in thinking: People are marketing; NOT products, gimmicks or how many ‘likes’ a photo gets - coming soon! 
Register at top right to know when its up!

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!