If you’ve read any of my posts, particularly those I write for Forbes, you know I write from experience.
Recently I visited a restaurant/entertainment complex in San Diego, and the experience left me less than satisfied. I’ve reflected on it, and come to the conclusion that the problem was this:
The owners invested money into the wrong aspects of the business.
Recently I spoke about influencer marketing at PR Bootcamp in New York City. Just before my presentation, a panel of editors and producers from television programs like Dr. Oz and The Today Show talked to an audience of public relations professionals about getting products and experts on their programs.
While Egg doesn’t have many consumer product brands as clients, we do have a lot of industry experts, so I perked up when they talked about how experts could get booked on the show, even if they weren’t celebrities.
Originally Published in AllBusiness.com
The first time I saw them, I wrinkled my nose in disgust. They’d arrived in my FabFitFun subscription box, their garish pink color and 10 grippy toes mocking me. I had no use for such frivolity in my life, so I tossed them into my giveaway pile.
A few weeks later, I signed up for classes at a new Pilates studio in my neighborhood. The website read: “New students must have toe socks, which can be purchased in the studio.”
Wait, hadn’t I thrown out some of those? Given that they retail for $16 a pop, I was desperately hoping I hadn’t taken my giveaway box to the thrift store. I hadn’t. So I donned my neon pink, five-toed grip socks and headed to Pilates.
One year later, I’m a convert. What in the heck happened in the space of 12 months to change my outlook on ToeSox? Turns out the brand knows what it’s doing.
This time of year, I’m typically writing articles about the importance and value of sending clients gifts. While I completely advocate doing so (and am pretty proud that I ordered my client gifts in November!), this post is about something more intangible.
I’ve been in business nearly 12 years. While I’ve worked with my share of divas and slave drivers, I have to say, I’m pretty proud to have a roster of clients who genuinely are a joy to work with.
Not every entrepreneur is so lucky.
I’m reflecting on the many gifts I’ve gotten from them. Not cookies and flowers, though I occasionally am delighted to receive those, but more lessons and experiences that help me be better as a business owner.
Innovation and disruption is constantly happening in marketing across the country. In both business and social spheres, there’s constant talk about how hot new brands are breaking into various markets. Take for example Venmo which has emerged as serious competition for Paypal in the payments apps market. Waze is another example of an emerging brand taking away business from an established market giant like Google maps. But when it comes to how consumers are searching for brands, are they really opting for new and emerging brands in place of established category leaders?
Contrary to popular belief, sending out gifts to customers is more challenging than meets the eye. How do you know what the people want and need when you haven’t had the chance to meet them all in person? How do you make the difference between a gift that’s suitable, and a gift that’s not?
In some circumstances, getting personal is a good thing. But you’re not advised to do that all the time. Not everyone has a sense of humor, for example. Business gifts are tricky business. We’ve laid out some best practices to adhere to.
Despite us doing business in the era of Web 2.0, with over 2 billion people active on social media platforms and marketing budgets shifting drastically towards online platforms, telephones continue to be of utmost importance. If you don’t believe us, check out these interesting facts that are sure to get you rethinking your actions the next time your business phone rings:
- 25% customers give up on a company because they’ve been kept on hold for a long time
- 66% customers switch to the competition due to poor customer service
- More than 85% customers are willing to pay as much as 25% more for good customer experience
- Over 50% mobile searchers confirm they call a business following a mobile search ad
- 65% customers prefer to contact a business via phone
Have we got your attention now? Good.
To prompt you to rethink your marketing strategies and centering them on phone calls, here are some important tips on how to make the most of your phone calls to increase conversions.
As a small business owner in particular, it’s always important to remember that the true value of what you’re offering has nothing to do with a particular product or service. Okay, that might be a bit of an over-simplification — obviously what it does and how well it does it matters a great deal.
But in order to attract the attention of the right kinds of consumers and in order to separate yourself in an admittedly crowded marketplace, you need to understand that your chief commodity is one of experience.
When every aspect of your brand is considered as one small part of a much larger whole, you’re trying to offer your customers the type of experience they’re not going to get anywhere else.
This is a delicate balancing and, try as hard as you’d like to prevent it, it will lead to marketing mistakes every now and again.