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Appealing to the Senses - the Auditory Experience
2006-10-19 03:30:30
By now, you're probably getting the idea that I like using your small business customer experience as the basis for your marketing. I believe in a thorough sensory experience - and your marketing should be no different. When you TALK about your customer experience, you are marketing your business. Well, as John Jantsch points out in a recent post, we usually only use one dimension in our marketing - the visual one. In his article, he gives several great tips for integrating audio into your marketing mix. In addition to his ideas, here are a few more ways to add audio into your customer experience: 1. Consider the auditory atmosphere in your business - is it loud and noisy, is there background noise or silence? What experience are you selling? Does your "background noise" or lack thereof fit into your desired experience. What can you change to add to your experience. 2. Most customers like knowing the owner. How can you integrate the owner's voice into the customer experience an
Read more: Senses

What If? Small Business Retail Experience Ideas for the Time-Crunched Shopper
2006-10-18 18:48:17
My post last week with "What if" ideas really went over as a big hit! So, I thought I'd shoot a few more ideas to consider. This week, I've been thinking a lot about personal shoppers. The traditional image is that of a sales assistant knowing the needs of the customer so well that the customer can call in, provide a budget or a gifting list and have the need filled. The opposite of that scenario is the situation that most of us are in - we go shopping and hope to find what we need with little more than some newspaper ads or e-mail alerts to guide us. Please consider with me what your business could look like if it provided a service that falls between these two extremes. Let's consider the idea of customizing your customer experience to meet the needs of the time-crunched shopper who likes to make her own decision but needs to do it quickly. Idea #1 - What if your store was organized for the time crunched shopper? The wine shop might order their wines by food type
Read more: Small , Business , Retail , Small Business

Marketing is more than advertising.
2006-10-18 17:13:47
Last week, I had the opportunity to do a brainstorming session with a new client. In our initial session, we lay the groundwork for the planning to come. I ask detailed questions and seek to find out the strengths, weaknesses, opportunities and threats - the hidden business or owner skeletons and the silent vision or dreams of the client. However, with this particular client, this "vision session" took a turn. The client questioned this process (after they had in fact hired me to conduct it, of course). They said something like - "I thought we were here to develop a marketing plan." In their minds, we were there to discuss specific advertising venues or other traditional marketing efforts. Last night, I spent at least 30 minutes on the phone with a close friend who is building a house. She described her frustrating relationship with her banker and the many levels of miscommunication (to put it kindly) that has been extended her during the process. New information has been revealed at
Read more: Marketing

Historic Downtown Hattiesburg's Fall ArtWalk
2006-10-18 16:56:10
Last weekend, Historic Downtown Hattiesburg held their annual Fall ArtWalk. These photos describe the experience outside of Main Street Books, a client of ours located in the downtown area. For those of you still doubting that customers buy experiences, I won't tell you - these photos show you. The customers had a ball eating cotton candy and watching Elizabeth Huffmaster paint. This bookstore provides a complete experience in their renovated building with raw brick walls and twinkling lights. The festive music, the painting, the cotton candy - it sounds straight from a storybook                                                     - and you could buy one of those, too, if you wanted to take the story home with you. The bonus - the media couldn't resist the experience either. Not only did the store get three d


Cowboy Maloney's Remarkable TV Ad
2006-10-09 15:28:10
Late last week, I saw a TV ad for Cowboy Maloney's Electric City, a locally owned electronics superstore with several locations in the area. Of course, they compete head to head with national big box names like Best Buy, Circuit City, etc. and while they are successful, I would consider them a small business success story. The TV ad was nothing out of the ordinary - at first glance. One of the store owners was strolling through the store pointing out the great deals and quoting prices on items like refrigerators, cooktops and washers and dryers. That's when the ordinary ended. After a series of comments like "Whirlpool frost-free freezers as low as $329 and Amana dishwashers starting at just $137" the owner paused and ended his commercial like this: "...Ahem, and...the new whirlpool washer and dryer set...for...(slight cough)...only $8000!" My husband asked me later that evening if I had seen the commercial. At a dinner party this weekend it was a topic for conversation - and we d
Read more: Remarkable

What If? (Random Ideas for a Great Customer Experience)
2006-10-06 22:25:39
Here's a random list of ideas - how can you apply them in your small business? What if you changed the face of your business, your industry? Your (and your competitors') customers will love it and your competitors' heads will spin. You'll stand out - and laugh all the way to the bank (and banks, by the way, should take some of this advice). I hope these thoughts spark great ideas - and if you have more  thoughts to add, please comment and add them to the list. Let's change together. What if... - you actual marketed the small town retail services you've quietly "always done"? (like delivery, charge accounts, alterations - today it's called customization).- you greeted customers at the door and inventoried their needs instead of trying to sell them something without knowing?- you collected every customers email address and took two minutes to educate them about the value of using email and receiving your email?- you looked at a luxury business experience and soug
Read more: Random , Great , Customer

Bank Communication Equals Bad Marketing
2006-10-06 21:37:41
Mark Hurst's Good Experience e-mail yesterday caught my eye. It started with this: I recently received an unforgettable fax from my bank. The bank's logo was in the upper-left of the page, visible and clear, but that was just about the only thing on the page that I understood. Just below the logo, in bold letters - the only bold text on the page - read the following: ACH Rules require that you make the changes specified in the NOC within six banking days or face possible fine. (The full article: http://www.goodexperience.com/blog/archives/000997.php)How many times have all of us received one of THOSE letters. We didn't do something right. Or regulations changed, and we missed the news release? Heaven forbid we not be proactive in taking action. It happens most regularly in highly regulated businesses - financial services, legal, property, etc. We got the "notice" written in gibberish and out of fear call to respond. What if one of those highly regulated businesses turned
Read more: Marketing , Equals

Feedback Tools
2006-10-06 21:16:27
I subscribe to a public service provided by our Mississippi Development Authority (MDA) that notifies small business subscribers of potential government contracts and subcontracts that might fit my area of expertise. Now, I've never really been interested in government contracts, so I've never used the service. However, it is a good service, entirely automated and on-line. It delivers a daily email with a link to your project matches and information. Yesterday, I got a fat envelope from the MDA; it was a MULTI-PAGE feedback survey for this contract matching service!! Now, my entire experience with this service/agency has been on-line. This written, lengthy survey is a mistake, and here's what they SHOULD do and why: They should solicit survey feedback and gather survey results on line. Completely on line. Gathering the feedback on line allows for automated compilation of the information vs. time-consuming human compilation of the written material. Furthermore, it is an inconsist
Read more: Feedback , Tools

Am I the Only One...?
2006-09-26 04:55:55
I frequently sit down face to face with small business owners for what I call an "introductory consulting session." Inevitably, after they finish a few minutes of basic "unloading", I get asked something like this: "I mean, am I the only one with this problem?" It doesn't matter if the featured problem is lack of cash, poor accounting, employee productivity, profitability, purchasing, marketing, etc. - I still get the "Am I the only one?" question. The answer is that NO! - you are not the only one. While I am not prepared to belittle or underestimate the danger of such problems to the longterm success of the business, the problems are common none-the-less. Small business owners are a proud breed, and as such, as hesitant to share their woes or ask too many questions for fear of looking out of control, uneducated, unorganized or unprofitable. That is OK - your business image should appear spotless to the outside public, but from where I'm sitting, the problems are not uncommon. I'v


Networking Opportunities in Mississippi
2006-09-26 04:44:17
If you've been listening to me for five minutes, you've heard me talk about the importance of networking and alliances to you small business' success. But maybe you know you should be networking, but you aren't sure where to start. Here are a few ideas - I'm going to list a few good ideas from around the state; however, there are lots more. If you know of a valuable club in your community or state, please let me know - I'll post it here and help you promote your cause. Small business owners - it's time to network!! Networking at Noon in Tupelo, Miss. - http://www.tupelomainstreet.com/luncheon.cfm Networking in the Neighborhood in Jackson, Miss. - http://www.mylocalhotspots.com/networkingintheneighborhood/index.php?&MarketID=2&RefAddr=FeaturedEventNetworkingHomepage Team Women in Jackson, Miss. especially for women business owners - www.teamwomen.com
Read more: Opportunities , Mississippi

Downtown Hattiesburg Unveils Their New Plan
2006-10-24 03:19:44
I have to extend a huge thanks to the Historic Hattiesburg Downtown Association for their great collaboration and support during the development of their marketing plan. Shameless promotion - the plan will be unveiled: http://www.hattiesburgamerican.com/apps/pbcs.dll/article?AID=/20061023/NEWS01/61023016


The Campaign for Real Beauty: Dove hits the marketing mark.
2006-10-24 18:36:46
Dove has started the Campaign for Real Beauty - in case you haven't noticed. I noticed the first time I watched the TV commercial and made an about-face to see the gray hair and wrinkles, the young and middle-aged all displayed as beautiful. I loved it - I related to it. It's been a long time since I related to a TV commercial. Dove has released an intriguing commercial on Canadian TV - you can watch the link here and read some other comments about the campaign. http://www.mpdailyfix.com/2006/10/dove_does_it_again_canadian_tv.html Small businesses take note: Dove is marketing a message that is authentic - it relates the the customer. They have started a non-profit organization to actually educate young girls about "real beauty" in light of the "evolution" problem they demonstrate in their video. They have created a real connection with customers in a virtual way - their customer experience is genuine and real - they understand and they get it. And by doing all of that - wow, hav


JOINRED.com - Brilliant Alliance Marketing
2006-10-24 18:17:03
Maybe you've seen the shirts on Gap ads or the new red phones from Motorola or the smoking hot red iPods from Apple. They're hot - and they're for a cause. One of the 12 Steps in our Results Revolution marketing program advocates the use of alliance marketing - riding the coattails of a national advertising campaign, joining with a nonprofit or partnering with another local business that targets your customers. With this campaign, national brands are linked together for a common cause - Product RED. And it's a raving success. You have to "join" on the Product RED web site to be "notified" of product availability. http://www.mpdailyfix.com/2006/10/joinredcom.html http://www.myspace.com/joinredHow can you support this cause in your small business? or another national cause? This one is hot - and Christmas is a great time to see RED. Join.
Read more: Alliance , Brilliant , Marketing

Mississippi Magazine Advertising
2006-11-01 19:08:34
This week I got the much-anticipated Holiday 2006 edition of Mississippi Magazine . This terrific publication comes out every other month, and their holiday edition is a must-have for gift and decorating ideas - as well as all the inside scoop into the Hospitality State's holiday season. We Southerners love an excuse to celebrate, throw a party, or just spend money - and this magazine fuels the excuse engine. Mississippi Magazine is a great advertising resource for the state's small businesses - because it has a readership that most publications could only dream of having - the six-digit income earners of our state are loyal and avid readers of this publication. Mississippi Magazine is a coffee table staple and a shopper's resource guide. That being said, I quickly grew cynical while reading the current issue - well, while reading the advertisements in the current issue. Despite the (mostly) great-looking artwork, I found myself saying - "so what?" Here are some examples
Read more: Advertising

Going to Seattle
2006-11-01 22:42:56
I am so honored to have been chosen to speak at the 2007 National Main Streets Conference this upcoming March in Seattle , Washington. This annual conference is put on by the National Trust for Historic Preservation and is a terrific networking and learning opportunity for any small town business owner or local revitalization project. We here at HALO Business Advisors are huge advocates and supporters of this fabulous program for downtown revitalization. We provide that the Main Street program provides the key to survival for many small towns - jewels on the American landscape. So, I can't wait to share our insight with this outstanding group - the topic will be "Finding Your Niche in the Gen Y Market." See you in Seattle!
Read more: Going

To Blog or Not to Blog
2006-11-15 15:31:39
For those of you wanting to "read all about it" from a reliable source on blogging, try out this new study report, The Blogging Success Study, from Northeastern University and Backbone Media. http://www.scoutblogging.com/success_study/ The report cites the Mississippi Hospital Association as a great example of a successful blog. They also site multiple other small businesses and organizations, so this is NOT a pie in the sky report about corporate or tech blogging - it is applicable. It also addresses customer experience via the blog, which is a key element, in my opinion to small business success in the blogosphere.


Do the Networking Math
2006-11-15 15:09:46
Still thinking about how networking can benefit your business? (This comment is something I modified from an article sent to me by Zale Tabakman of Hydrogen Creative - thanks Zale!). Here is some "networking math" to consider: Small Business Networking Tip: Do the networking math. If you were to spend time looking for a job or a customer, statistically it takes about nine cold calls to get a decent lead. It can take all day just to get five decent contacts and leave you no time to followup or close sales. If you're lucky, one of those "decent contacts" will turn into an actual customer. The cost per lead is your daily rate. So if you are worth 50/hr your cost per lead is 8*50/5 = $80. Instead, go to a two hour morning networking session, and you are almost guaranteed to meet and speak with at least 5 people. Lets say you do a Chamber of Commerce event at $25. Your cost is (25+2*50)/5 = $35 lead. Tip: And if you are smart and continue to attend the same group regularly - your c


Mark Hurst's Gift Guide & Almanac
2006-11-16 15:53:08
Yesterday, I received the fourth annual compilation of Uncle Mark's Gift Guide & Almanac. It's author, Mark Hurst , is one of my favorite marketers. He operates www.goodexperience.com, the GEL Conference, and www.thisisbroken.com - all interesting and compelling ways to sell the need for great customer experiences to America's businesses. Small business should take note of Mark's expertise - at least by receiving his e-newsletter and the prolific examples on his "This is Broken" blog. But, now we come to Holiday Season 2006 and Uncle Mark's Gift Guide . Mark apparently is a cool uncle and as a tech-type, he gets a lot of those questions from Great Uncle Joe and Cousin Jane about which gift or camera or computer they should buy. So, he compiled the answers into a frank, funny, direct and useful guide. And he spread it far and wide. In this guide, we see the usefulness of authentic communication, the providing of value, and the leadership he exudes by listing only ONE recommenda


What's the value in blogging?
2006-11-16 16:44:11
Thanks to Jackie Huba for sharing this terrific "Why to Blog" document written by CK. She describes her project on her blog, saying:I asked you one question. A BIG one: What is the single greatest point of value you receive from blogging? I sought the single, the uber, the most rewarding, robust and important point of value you receive from embracing these tools and investing your time. The value of blogging is explained "in their own words" by successful bloggers and in a clear and creative format. Check out the PDF "Voice In" report: http://www.ck-blog.com/VoiceIn_Collage_11.06.pdf I especially love Ben McConnell's reason for blogging:"Scale. If I were publishing a newspaper, a high level Goss Colorliner press would cost me about $30 million, not including delivery and installation, to reach the 12,000 subscribers to our blog. Instead, I send $14.95 each month to Typepad..."Read the rest of Ben's comment and many more valuable excuses to blog in the report. These values apply to


Links for 11-16-06
2006-11-16 18:02:17
I run across LOTS of good information, and frankly, I only have so much time to explain, suggest, rant and riff. In lieu of that, some items of interest get ignored. This stops today, as I attempt to share some of the more self-explanatory, needs no comment or generally interesting links that I find. I hope you enjoy, but more than that, I hope you find among these weekly links lists a wealth of valuable information that you can apply to the marketing of your small business. Here are this week's links: http://www.churchofthecustomer.com/blog/2006/11/the_great_bathr.html - on customer experiencehttp://experienceology.blogspot.com/2006/11/bathroom-blogfest-ends-for-this-year.html - followup to abovehttp://exacttarget.typepad.com/chrisbaggott/2006/11/personalization.html - email marketinghttp://exacttarget.typepad.com/chrisbaggott/2006/11/geat_email_mark.html - more on email marketing & how simple it is to do wellhttp://www.ducttapemarketing.com/weblog.php?id=P796 - I'm not the


Hilton Sandestin Experience
2006-11-26 03:01:48
Well, the Hayes family is just back from a week at the Sandestin Resort in Fort Walton County, Florida. We stayed at the Sandestin Hilton , a family friendly resort hotel on the beach side of this large resort property. I chose the hotel because of past experience (a business trip two years ago) and travel time to the resort from our home. However, we will definitely re-visit this resort and this particular hotel because of the positive and memorable experience that we had there. Despite cooler than expected temperatures outside, the hotel staff went above and beyond to make our stay terrific. We were greeted by name and received a room upgrade upon arrival. Our bellman pointed out the nearest vending machines, gave a local restaurant tip and filled our ice bucket before leaving us to settle in. The housekeeper left M&M's for the kids each day, and the lobby restaurant had a stellar breakfast buffet (we agreed that it topped the Peabody Memphis breakfast by a long shot) - and our


Amazon leading way to
2006-11-27 14:46:00
USA Today's Kevin Maney wrote in his column this week about the future at Amazon . Small businesses should sit up and take note. http://www.usatoday.com/tech/columnist/kevinmaney/2006-11-21-amazon-user-generated-products_x.htm"If you tease out Bezos' plan, you get to a point where a high school cheerleader sitting at home with a laptop could theoretically harness computing power, design capabilities, manufacturing and distribution from around the world, and make and market a cute little pink hot rod that would compete against General Motors."The idea? What's going on with media (video, music, etc.) could potentially branch beyond media into every other consumer sector. Are you prepared to go on-line with your business? Or create and distribute your own branded line of products? Maybe you should be ready, because it seems that Amazon is about to make it too good to resist - or so good that you'll either be there or be outta business. As with all things technology, it seems futuristi


Holiday Shopping Spree 2006
2006-11-28 04:41:12
Tomorrow I will kick off my annual Holiday Shopping Spree . This is where I swear off all big-box retailers for my holiday shopping, and I seek out great small independent retailers to fill my Christmas shopping list - and I critique the good - and the bad - in the process. This year, I'm starting my tour in the Flowood/Brandon area. I have meetings in the area tomorrow, and there are lots of independent retailers peppering a landscape brimming with big-boxes. The likes of Lowes, Best Buy, Target, Stein Mart, Pier One, Old Navy, Belk and more anchor this neighborhood. However, there are some great looking retail developments specializing in the independents - there are even some brave independents socking it to the big guys by moving in right next door. I'll make the rounds to at least a few of these shops, and I'll report back on what they do right and wrong. I'm planning a few more outings, so if you want me to shop your town, send me an email outlining the possibilities. If I


Help Wanted
2006-11-30 04:42:08
For all of you with Help Wanted signs hanging or short labor supplies this holiday season, it's an employee's market out there, it would seem... Here's at least an excuse for why you can't find that perfect employee for your small business - now whether it's a reality or just an excuse, that's another story! http://blogs.usatoday.com/smallbiz/2006/11/feds_labor_worr.html Want to attract great employees for your small retail business? Here are some places to look: 1. Local colleges that have a degree program anywhere remotely related to your retail niche.2. Special interest groups or hobby clubs filled with members interested in at least one aspect of your market.3. Put the word out with people you trust like professional organizations, schools, churches or social clubs. 4. Consider allowing for flexible work schedules or two part-timers instead of one full-time. In this case, people who have left the workforce, such as stay-at-home mothers or recent retirees, who have profess


Shopping Spree 2006 Journal: Day 1
2006-11-30 04:19:44
Yesterday was the kick-off day for Holiday Shopping Spree 2006. Not that successful - I admit. Traffic was a bit hairy in the Flowood/Brandon area. I had a doctor's appointment that was two hours too long - apparently, the doctor's felt the need to bring the holiday spirit into their office - by adding long lines, waits and crowded quarters for all involved. I've never seen lines that long to check out of a doctor's office. Ridiculous. But that's a rant for another day. So, with my shopping time cut short, and an appointment 30 minutes away in Raymond, Mississippi in one hour, I decided to find my way towards Raymond instead. I did arrive in town early to find some refreshment and respite from my traffic nightmare. Raymond is a small town about 10 miles south/southwest of Jackson, Miss. and home to Hinds Community College, the largest of the state's community colleges. Raymond is the historic county seat of Hinds county, but government proceedings have long past been moved int
Read more: Journal , Shopping Spree

Leadership Advice from Warren Buffett: "Hit the ball down the middle."
2006-11-30 20:16:15
Another leadership article on USNews.com on Warren Buffett - these are some good stories, and this guy is the real deal - a true American success story. Here are some excerpts from this article, and I hope that you'll apply Buffett's principles of honesty, transparency, customers first, and long-term planning to your small business. You'll enjoy the profits for years to come - and maybe you can give some away a little, too. He rarely invests for the short term or changes his mind. But what is less familiar to the public is his generosity of spirit to others, from students contemplating their careers to new CEOs facing difficult challenges. -- "Money aside, there is very little difference between you and me in terms of lifestyle. I eat simple meals. I drive a regular car. I make decisions, and, yes, I, too, make mistakes." -- Then Buffett offered the young student advice he won't forget: "Be a nice person, Vitaliy. It's so simple that it's almost too obvious to notice. Look
Read more: Leadership , middle

Leadership Advice from A.G. Lafley: "The consumer is boss."
2006-11-30 20:00:37
I ran across a couple of articles on some great leaders that are using the lean thinking style - simple, customer-centric management and marketing to revolutionize their large businesses. It seems to me that if Proctor and Gamble can recover from an entrenched old-style culture in an international multi-language setting that your small business should be able to take a dose of the same medicine to create loyal customers, high customer retention rates, customer evangelists and high profits for your company. So, here are some excerpts from this great article to whet your appetite. I hope you enjoy these as much as I did (next article on Warren Buffett is in my next post). How's this for the KISS principle of leadership? "The consumer is boss," Procter & Gamble Chief Executive A. G. Lafley says simply of the business mantra he endlessly repeats to his employees. -- Take, for example, a recent meeting he had with his executive speechwriter, Greg Icenhower. The two got together to co
Read more: Leadership

Congratulations Columbus, Mississippi
2008-02-11 10:41:10
Congratulations to all of our friends at Columbus Main Street and Mississippi Main Street Association - this is such a high honor for our state to receive this praise. Jan Miller, Sam Kaye and so many others have worked tirelessly...
Read more: Congratulations

Do you make ASSUMPTIONS about your customers?
2008-02-07 08:57:00
We're all guilty of making assumptions about our customers . It's a fact of life - we often jump headstrong into situation after situation with certain expectations and end results in mind - and we get disappointed time and time again....


Small Business Branding 101
2008-02-06 08:41:00
Andy has me on a kick. I think I'm feeling competitive. He's really our Team HALO in-house branding guru, but I'm fascinated and frankly, enthralled, by the idea of small business branding from the perspective that not only does it...
Read more: Small , Business , Branding , Small Business

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