A Small Bump in the Road, or Why I am Pouting

Can we talk here? I am glad this week is about over. My VA and I have been grinding our teeth over my move to a new email marketing software. It was motivated by a desire for 1 (only ONE!) function that was really important for me that I could not get with my other email marketing service. And I knew going into this transition that there were some functions I was giving up that were not as critical, but I didn’t know how much I was going to miss my other software. I just cut over today, and I am already almost sorry.

The blame for my feelings goes to being just a little more technical than is good for me. All my life I have been a problem solver. I analyze things and wonder why they are done the way they are. I see better solutions everywhere. So I have been shaking my head and scowling and possibly saying a few “salty” words every time another annoying function, or lack of function, raised it’s head. Yes, there are software solutions that are a much better fit for my needs and encompass everything I want. They are just more than I am willing to pay each month, and more than I need at this point. And no, I am not going to name names. (contact me if you must)

After this week, I am going to embrace and be happy with my new software. The one function it has is going to make all the difference in the world to my business, and so I’ll concentrate on that moving forward. Just not now. I have a few minutes of pouting to do.

A check, a bank, and a cool girl

Don’t you just love a great customer service experience? As a backdrop to what happened to me recently, let me paint the picture of our summer here. We were in the middle of over 50 days of 100 plus degree temperatures, and absolutely not a drop of rain. Talk about setting some records! The heat was unrelenting and it is hard to stay cool when you are running back and forth to client offices, or doing errands.

So, on that steamy Friday I was pulling through the bank after lunch, on my way to another client appointment. (I remember it was a Friday because the bank tellers had on their “Got Money?” t-shirts.) I was depositing a check and getting some cash back for the weekend. When the little container came back to me through the bank chute – what do they call those things? – I took out my receipt and cash, and saw something else there. Lo and behold, it was a popsicle! I just chuckled and looked over at the teller. She was grinning and laughing and said, “It’s Beat the Heat” time. What a very small and inexpensive thing to do to add customer service. It was totally a surprise, and very welcome after weeks and weeks of heat and humidity. I was thrilled, needless to say, and thanked her and laughed, too.

I told many people about my experience that day and posted about it on Facebook. It made a big impression on me, and I suspect on many others that afternoon. I don’t know if that was just a one-day happening, but it will stay with ME for a long time.

So, think about how you can add over-the-top, unexpected customer service to your own clients. It doesn’t have to cost much or be extravagant. Sometimes it’s the little things that matter the most.

Tell me about your favorite customer service stories. We’ve all had bad ones…time to celebrate and brainstorm some “cool” ideas!

7 Great Video Marketing Ideas

Developing marketing ideas that will attract prospects and cultivate clients is one part of my business that I love! Over the last couple of years I’ve been talking to everyone about creating videos. There hasn’t been a business yet that couldn’t benefit from creating videos. Hardly a week (or a day) goes by that I am not tempted to click on a video in Facebook and watch. If you haven’t started using videos for marketing your business, you are missing out on a popular tool.

Now, you may be thinking one of these things:

• I don’t know what kind of video to create. (of course that is why you need to continue reading…)
• I don’t have access to good video equipment.
• I hate to be in front of the camera.

Here’s the good news! You don’t need expensive equipment, I’m going to give you a lot of good ideas, and most of them don’t require you being in front of the camera! Most businesses can create a short video – 30 seconds to no more than 2 minutes – using a low-cost video camera. There are lots in the $175 range. I have a Kodak Zi8 that does a great job. Someone you know may have a Flip camera. Easy to do: Power on, shoot video, upload to YouTube, and post.  And honestly, I’m sure a lot of the videos that people create are taken using their smart phone.

Now, you’ve got the camera. Where are the ideas? Here are some of my favorites.

1. Give a tour of your office or location. Let us see what’s going on inside. You might show us the shop where your products are made, or introduce us to your customer support person. If you are a restaurant, how about a peek inside the kitchen. If you are a retail store, show us some of your wares.
2. Interview someone in your office. It’s nice to see and get to know the people you are working with.
3. Interview some of your clients – we’re talking video testimonials. Many would be very happy to oblige. Just ask!
4. Do some before and after videos. This could apply to building a house, style makeovers, personal organizers, or updating a website. Another variation that might fit some clients is explaining how your product works, or applications for your product.
5. FAQ’s are great to create videos for. What do people always ask you? Create a series of videos answering one question in each video.
6. Do regularly scheduled tips. Search for “legal minute” or “marketing tips” or something similar inside YouTube. You will find a lot of people give out tidbits of information in this fashion. If you are a fitness expert, create a video showing the proper way to do each exercise.
7. Do a video blog. This would be just you sitting in front of the camera telling the story or teaching the information in the way that you would have written it down.

Most of those ideas can even keep you off the video if you are not interested in being in them. Find someone else to be in the video if that is an issue. However, there is great power in building relationships if prospects can actually see you. Don’t miss out on that! Another tip is to vary the setting of your videos. One time you might be in your business outfit at your desk. Another time you might be outside on your patio in more casual wear. The viewer is more interested in what they are going to learn from you than what you are wearing or how your hair looks. (Depending on your business, you will have to use good judgement as to how casual you can go. I’m a firm believer in looking presentable at all times…)

Are you using videos yet? Please share some other video ideas in the comments!

Marketing Farmers’ Market Style

Shreveport Farmers’ Market – a great place to watch marketing in action! This morning as I was wandering past the dozens of produce, salsa, cookie, bread and art vendors, I was struck by all the variations of marketing going on. Probably just like your local farmers’ market, many vendors have a lot of the same things to sell. It is in their best interest to have something that differentiates them from each other. It might be the lucky location, occupying multiple spaces, having the “name” out there, or creative packaging and signage.

Here locally, everyone knows the “Bradley corn” sellers. It’s the best corn, and they also happen to have the first spot in the place. And, if you’ve ever tried their corn, you know why you should show up at opening time in order to get some! It’s a family enterprise and I’ve enjoyed seeing their large family of beautiful children grow up each summer. Another woman wears her tiara, proclaiming herself Queen of Pralines. The honey vendor brings a working bee hive made of glass so that everyone can watch his product being created. In each case, something draws you to their booth, and once there, your odds of buying go way up.

Today as I was scanning the crowds (hoping to locate my husband) my eyes did a double take on a jelly booth. Now, there are LOTS of jelly vendors. But this gal had very colorful labels AND she had a custom printed Gift Pack that would hold 6 jars. She went the extra mile, saw a way to differentiate herself, and knows something about her target client. There were a lot of people at her booth buying today.

As you think about your own business, remember to differentiate yourself. There are probably lots of people that offer the same products or services that you do. But there is something unique about your offering and / or you. Do some thinking about why your customers or clients buy from you. Once you know what makes you unique – go market it!

Girls Just Want to Have Fun

Whoa! Too long since last post. Business has been moving and shaking and I’m sprinting to enjoy every single minute.

Here is a cool thing that happened this week. I was asked to fill in at the 13th hour as the guest for a 30-minute talk show that is filmed on one of the college campuses  in town. It’s called “Coffee Break” and the host promised to send me a copy of the recording. I’ll let you know when I get it. The host wanted to know about my business and we talked a lot about social media. The show is picked up by one of the local cable networks, so if you are lucky enough to get that channel – you might just see me on the curvy couch! The whole thing was a lot of fun (except for the part where I was standing in my closet that morning wondering what someone wears to be a guest on Coffee Break.)

Home Based Business Ribbon Cutting

Walk with me now as I go back a couple of weeks. I am a member of the Shreveport Chamber of Commerce and  recently they had a mass ribbon cutting for home based businesses. Plus they asked all of us set up a little “booth” so that others could mingle around and find out about our services. It was totally fun and I met some great new women business owners. Here is a picture of all of us cutting the big ribbon at once. That’s me in the front in the fuchsia suit. You can’t see it, but one of the ladies has a gigantic pair of scissors that was used to do the cutting. I’ve got a few other pictures posted in Facebook, too. Careful, <—- that one is scary!

There have been so many networking opportunities lately and I am joyfully fitting in as many speaking gigs and new client meetings as possible. The only cloud has been a rock dinging my windshield as I was tearing down the interstate this afternoon on my way to a meeting. Within 20 minutes the crack had spread about 6 inches on each side of the ding! (can you say new windshield?) AND, shortly thereafter the traffic came to a screeching halt and I inched my way only two miles in the next hour. Needless to say, the meeting was postponed.

Spring has solidly settled in here and all the flowering trees are full of delicate white blooms. My daffodils are bowing their yellow heads, and branches are starting to show little green buds. It seems way too early, but I am happy for the warmer weather.

Wishing you a FUN weekend!

The Best Time to Network

I’ve been to three networking events in the last week. One after work last Thursday, one over lunch yesterday, and one this morning over breakfast. You know that I love going to these – it might have something to do with eating, it might have something to do with getting out of the office, and it might have something to do with seeing friends and meeting new people! Does that make me a networking junkie?

As I was waking up early today and getting dressed for a cold winter morning (think suit, heels and hose!), it crossed my mind that maybe I don’t like the breakfast events so much! The upside is that I made several good contacts and was full steam ahead working by 9:30am. I was so glad that I went. The downside is the getting dressed up early part and driving downtown. It’s funny how I see some of the same people at almost everything. I wonder if they are networking junkies, too…

Last week my networking event was on the evening of the day the temperature dropped. I had been cozy inside my house until 4:45pm when I threw on some “networking clothes” and dashed out in the cold drizzle. You can probably guess the rest: a good time was had by all. Great new location, plenty of food, and drinks for those so inclined. One of the upsides is that I don’t have to cook- there’s food at the event. (“Honey, you are on your own tonight!”) Another upside: a great contact was made – (my goal is just one for each event.)

For the record: the best time to network for me is lunch. I don’t have to set an alarm clock to make sure I get there, I can stick to my normal morning routine, and I don’t have to dash out at the end of a full day. Although, as you know, it’s something I do on a regular basis.

Some people don’t like going to any kind of networking event. It could be the dressing up part, although many don’t dress up. Guess I’m old school! It could be they don’t want to see friends and make new business contacts. Doubtful. It could be they don’t want to have breakfast, lunch or happy hour with friends. Again, not likely.

Do you like to attend networking events? Do you feel compelled to dress up more than jeans? What kinds of networking events do you prefer? And do you have a favorite time to attend them? Leave me some comment love!

Marketing Calendar Details

Today I am going to explain a little more about what kinds of information to put in your marketing calendar. I started talking about this in a recent post titled 2011 Marketing Calendar. In that post I talked about this being a working document that will have all your marketing to-do’s assigned to a date or week in the year. When you do your initial planning session, you may not have all the exact dates and events, but as the year progresses, you will be filling in more detail.

Here are the first things I put in: all my vacation days, holidays and personal time off. They go in a separate color so I know at a glance that those times are not available to do any marketing unless someone else is doing the task for me. Then I start putting in all of the other major events for each month. There should be something going on in your marketing calendar each month, whether you are creating something, offering something, or promoting something. Maybe you can come up with a theme for some or all of the months. I see a lot of people using non-traditional holidays for promotions, as well. Check out a sight like holidayinsights.com to get some clever ideas.

Creating your Marketing Calendar

Then start to fill in the calendar with all of the other categories of marketing activities for your business. Here is a list of things to add to the calendar:

• Events - you are attending, participating in, hosting, sponsoring. Networking events
• Newsletter - add your weekly, monthly, quarterly publish dates, and all of the critical dates leading up to publishing
• Blog posts – schedule when you need these written and posted
• Email marketing – do you send holiday greetings? reminders for sales? weekly event notifications?
• Article submissions – there may be lots of sites that cater to your target market that you could write “expert” articles for
• Social Media – create a one-sheet list of things to do each day/week when you visit your social networks for business. Maximize your time spent.
• Videos - just create some! Schedule the creation and publish time for each one.
• Advertising of any kind – PPC ads, Facebook ads, TV, radio, newspaper, local pubs, industry magazines. When are the due dates? When are you going to create the ad? Who is going to do the artwork/copy/filming etc?
• Press releases – use for all major events in your business
• Product launches -  there are a LOT of individual steps that need to be done. Get them all on the calendar so they don’t slip through the cracks.
• Joint Ventures – Set aside time to connect with good JV partners and come up with something to sell.
• Referrals - at least once a year send out a letter to your circle regarding referrals. Come up with something to offer for referrals.
• Post cards or other mailings – everyone loves getting real mail. There are a lot of inexpensive ways to do this. Check out Click2Mail and SendOutCards.
• Phone calls – an often overlooked and very effective means of connecting. In this world of computers, it’s nice to receive a real phone call!
• Mobile marketing campaign – investigate how you can use this in your business
• Speaking Engagements – extremely powerful marketing tool. Schedule time to connect with local businesses who may need speakers. Set a date to create the presentation, get several dates booked, and any follow up.
• Website creation or update – this is a big marketing tool. Make sure yours is up to date and represents you well. Schedule time to meet with your website person and get your copy updated.

There are, of course, lots of other things you can be doing to market your business, but this should give you a good start. What questions do you have about creating a marketing calendar? I’m teaching a class locally tomorrow evening if you are in the area. Send me an email for details…

2011 Marketing Calendar

The last two weeks of this year are dedicated to reflecting on the last 50 before them. I’m also gearing up for 2011 by getting a lot of things on my schedule that so that I can hit the ground running. One tool that is going to be important is my Marketing Calendar. Like many of you, if something isn’t written down, it’s not likely to happen because I will be thinking about other things! This lifesaving document will be with me at all times so I can know at a glance what I need to be working on each week to keep my business moving forward.

The calendar should be a working document and change as your business changes. I will be updating and evaluating mine each month or so, and know it will keep me organized and on track with my marketing to-do’s. During 2010 I watched people use a wide variety of marketing techniques and will try some on for size. Not all may be right for me or for my target clients, but I plan to try some new things to see which ones suit us.

If you are in the Shreveport/Bossier area, I invite you to come to my in-person Marketing Calendar class this year. If you are interested in a virtual class, leave me a comment as I will be scheduling one soon. And I’ll be offering some one on one time with those who want some assistance in getting their marketing calendars put together.

Here’s to a bountiful and joyous 2011!

A Blog in the Closet

A new blog. There, I’ve said it. It’s what I want for Christmas. This is a nice blog, but there are a lot of other things I want to talk about that aren’t “business” related. So I believe I am going to keep going here, AND start another blog. But my fear is that somebody will laugh at what I have to say, or no one will comment, or any number of other reasons people don’t do things!

When I started my business several years ago someone asked me what my long term goals were for my business. And I quietly answered that one of my goals was to have a blog that a lot of people read every day. I hadn’t thought of that until recently, and I would really like to try and talk about some other things that are going on in my life. My plan is to start writing over “there” and get going and then come back and tell you about it. You won’t mind, will you? In the meantime, I’ll be chatting along right here and it will be just like always.

Here is my plan:

• Finalize the name of the blog and get the right URL.
• Create my blog with the Builder theme from ithemes.
• Start blogging.

I think that’s it. It’s mostly still in the uncongealed stage (like Jello), but I’d really like to get this baby up and going soon. Just wanted to tell you what is going on in my head these days. Now it’s like I’m committed.

Co-Working on a Broken Laptop

Today is a big day at UnCommon Sense Marketing! I just put the final touches on the premier issue of my marketing newsletter. Thanks to my new VA, it’s coming to an email inbox near you. Like many of you, I receive newsletters from other people and enjoy what information I can, when I can. So, maybe you’ll like what I have to say each month.

Here’s something else that’s new: a new office space that I am working from 2 or 3 days each week. It’s a co-working space downtown, and totally awesome. It’s in an old warehouse with great brick walls inside and high ceilings, open seating with movable wood walls to separate desks as needed. In just a couple of hours each day I can get through a lot more work than if I was at home. Well, I could if my old laptop was acting right.

A couple years ago I took my laptop in to have the geeky boys clean off a bunch of trash and it came back in a somewhat compromised condition. That’s what led me to purchasing it’s big brother last summer: the nice desktop. (oooo!) That relegated the bad laptop to it’s backpack in my hall closet. Bad Laptop. Until my new, glorious office appeared. Bring out the laptop and try, try, TRY to work. PLEASE! So, after much cursing and rebooting, I’ve determined that either I need to reload everything on my system or buy a new laptop. Stay tuned to find out how this ends.

(Oh, in case you want to read my new monthly newsletter, you can go to my website and sign up. Love to have you!)