Tag Archives: word of mouth

Everyone Collects Something, Some Like Matchboxes – Smart Marketing Move

This week’s Smart Marketing Move goes to A Little Taste of Cuba.

It’s a smoke shop, mainly featuring fine cigars plus other tobacco products. Normally, I wouldn’t go to one, but a friend needed just a pack of cigarettes, so we went in.

I wasn’t expecting anything fantastic out of a smoke shop, because it’s a smoke shop. But this one lived up to its name because they created an experience when you walk in, through Cuban art, music and furnishings that transported you from New Hope, PA to some nook in Cuba. Although that’s not the reason why they’re getting a smart move.

We were in this store just for a moment while my friend bought what he needed. With his purchase, even though it was under $10, they gave him a pack of matches. But it wasn’t just “Here’s a pack of matches”, it was wooden matches in a box that had A Little Taste of Cuba’s logo on it and on the back were their two locations.

With all of the options of where to get a pack of cigarettes, they’re doing it right. You can’t expect a customer to walk in the first time and want to come back immediately, or even remember where they were. Since New Hope is a weekend destination spot, it’s smart that they are reminding customers with a nice box of matches. I know that I like to keep matchboxes as reminders of place I’ve been, and this is just another way that the shop did a great job of staying relevant.

So far, my friend still has these matches, and what does that mean? Every time he looks at them, he is reminded of when he stopped in and the next time he is in town, he’ll remember that there’s a smoke shop that he can stop at rather than a convenience store.

Lesson Learned: There are subtle ways to be in your customer’s face like a box of matches with a purchase or even something as simple as a business card in their bag. The hardest thing is to find new customers, so if someone makes a purchase or uses a service you offer, make sure they remember you and come back for more!

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Coupons Combined With Considerate Customer Services Adds Customers – Smart Marketing Move

This week’s Smart Marketing Move goes to Wild Garden Accents!

A friend and I were driving past a garden center; it looked more like decorations and we weren’t in a rush, so we stopped. This place was packed with goodies to make a garden unique to you. Wild Garden Accents had many employees that greeted us and asked if we needed help. The customer service was spot on, but that’s not the main reason they are getting this Smart Marketing Move.

 

We made our way around the entire store, the display outside is where we found something we were considering. We came inside and were approached by yet another employee. She asked if we received the 20% off coupon. We hadn’t; so she gave us one to use only for that day. That sealed the deal. We got the item, which wasn’t a high ticket purchase, but we might not have bought it otherwise.

 

Lesson Learned: This was very smart of the employee, I’m sure she saw us taking our time looking around. Maybe we had a specific person in mind for a gift, or something for ourselves. Either way, we might not have made a purchase without that the extra nudge. This sale was already happening, so why not make sure that all of your customers receive a little perk?

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Marketing Through a Different Venue Brings More People to Your Business – Smart Marketing Move

This week’s Smart Marketing Move goes to TWO companies.

 

Disney Cruises & Maytag for their sponsorship of “Who wants to be a Millionaire?”

 

 

Each company, I’m sure for a hefty fee, sponsored this popular game show on separate occasions. It’s highly watched, it’s on in luncheonettes around the US, and because it is a quiz show, as an advertiser you are going to hit a diverse audience.

 

Just like if you were going to win money on a normal Millionaire show, you had to answer one of the questions right to win a Disney Cruise or a Maytag washer and dryer. This got the audience excited and encouraged more interaction.

This was a smart move for both companies because:

  1. It created brand awareness. You know Disney, but maybe you forgot about their cruises.
  2. As part of the audience, you were rooting for the contestant more for the “extra” prize and a bigger pay-out than normal.
  3. The contestant that won is going to be an advocate and spread you name brand around via Word of Mouth Marketing.
  4. Gives face-time needed to solidify your company into the short-list.
  5. Positions your company as a market leader.

 

Lesson Learned: Ok, so you’re not Disney or Maytag and you don’t have their budget. It doesn’t matter, think about the possibilities you have in your “back yard.” Here in Philadelphia, we have many community events that we can sponsor from an annual art walk to college basketball games, or even a half time shoot out at a youth game – parents are bound to be there! Don’t just think about social media….think out think your competition, don’t outspend them!

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Personalized Attention Makes for Happy Consumers – Smart Marketing Move

This week’s Smart Marketing Move goes to PetSmart.

PetSmart is huge and overwhelming if you’re looking for one specific item, as I was this one day. I was looking for a urinary tract infection paste product for my cat. I have never bought it before so I must have been looking really confused in the maintenance section.

There were two employees on the next aisle over that could see me. The one that was stocking the shelves closest to me simply asked, “Do you need any help?” This was one of the few times that I actually did when someone asked me.

She came over and helped me find what I needed with my vague description and then she said, “Hang on a second, I think we have something over here too.” They were changing out brands they were using for all of the over-the-counter medication and she brought over the same exact thing for $3 instead of $9.

I was shocked. First off, this is a big chain and I don’t expect good customer service. Second, she went way above and beyond, saving me $6. It adds up! I wish I got her name, she deserves praise because I’m sure that I’m not the only person that she helps that much.

Lesson Learned: Going above and beyond is not just a personality trait, it can be taught. A little bit of kindness can go a long way and bring customers back to your store. Make sure you say hello to customers, treat everyone the same, and if someone is looking confused like I was they definitely need help…so help them. You’ll have a happy customer and they’ll tell others. Word of Mouth Marketing – use it to your advantage.

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“Outthink the Competition Rather Than Outspend Them”

Author: Leslie Wolff, CEO of Smart Marketing Group, speaks from experience as an entrepreneur, sales and marketing executive plus advisor and coach. Les has “walked the walk and talked the talk.” The knowledge that he imparts with passion has been learned in the toughest of schools, “Real Life!”, in the trenches, on top of the mountain and everywhere in between

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Communication Breakdowns Results in Disgruntled Consumers – Dumb Marketing Moves

This week’s Dumb Marketing Move goes to: University Crossings.

As a college student I wanted ease of access, so when I signed up for my apartment I had to opted for an automatic monthly payment. I figured that it would be easier than having to remember to go to the office every month and bring a check, but in the end it was not.

There were no problems up until May, when the automated service was changed, without any notification for the residents. I was sent a letter in mid-May stating that I was being evicted and had ten days to vacant the apartment. I was shocked, to say the least.

I called the office and told them that is was a mistake because I paid my rent. I was informed that they had not received my May rent therefore the eviction letter was sent. I checked my bank account and saw that, in fact, that was true. What I wasn’t told by the main office was that they changed their system and no longer took automated payments.

This frustrated and annoyed me because as a company that should be in communication with its leasers, did not email, call or in any other way inform the residents of the pending changes. It resulted in a lot of chaos that could have been easily avoided and the loss of many residents.

Lesson Learned: An ill-informed customer is not a happy customer. Make sure your company is user friendly. If you’re changing something major that affects your customers, have a plan to inform your customers. Make sure your employees are able to help your customers if they have questions and put it in writing. Send a letter to each customer, as well as a reminder email or letter.

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“Outthink the Competition Rather Than Outspend Them”

Author: Leslie Wolff, CEO of Smart Marketing Group, speaks from experience as an entrepreneur, sales and marketing executive plus advisor and coach. Les has “walked the walk and talked the talk.” The knowledge that he imparts with passion has been learned in the toughest of schools, “Real Life!”, in the trenches, on top of the mountain and everywhere in between.

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Getting a Deal on New Shoes Brings You Back for More – Smart Marketing Move

This Smart Marketing Move goes to Famous Footwear.

In my search for new sneakers, I noticed that Famous Footwear was having an end of year sale.  I went in and found shoes that I needed for running. This was right after the holiday rush and before New Year’s, so they were entering a slower time of year for sales.

After I paid for everything, the sales associate handed me a something that said “Famous 5 Bucks” with my receipt. As he was handing it to me, he explained that I can get another pair of shoes but for $5 off after the New Year. I was pretty excited because I just got a fantastic deal on this pair of shoes, now I have a chance to save more at a later date.

What did they do here? They gave me a reason to come back in, with an expiration date. They are building trust and loyalty, plus it just made me happier. Honestly, I don’t think I ever bought from Famous Footwear before this purchase; so I had no idea about these “Famous Bucks”.

Here’s what part of the back says: “Customers receive $5 in Famous Bucks for every $50 spent.” Then there are directions on how to use them, but the back reveals that this is an ongoing campaign for them. I thought it was just because we were entering a shopping slump in the retail industry, but it wasn’t. They continue this throughout the year, bringing people back into the store and helping them save a few bucks.

Lesson Learned: Once you complete a transaction – online or brick and mortar store, what are you doing to keep the customers you already have? It costs 50% more to get new customers than to keep one. Learn from what others are doing like Famous Footwear, especially during the holiday season since everyone is hustling around in stores. Offer a discount on their next order, give them a referral card so that they can refer their friends and they both get a gift or discount. Just don’t forget an expiration date! Think creatively and you’ll gain something money can’t buy, loyalty.

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“Outthink the Competition Rather Than Outspend Them”

Author: Leslie Wolff, CEO of Smart Marketing Group, speaks from experience as an entrepreneur, sales and marketing executive plus advisor and coach. Les has “walked the walk and talked the talk.” The knowledge that he imparts with passion has been learned in the toughest of schools, “Real Life!”, in the trenches, on top of the mountain and everywhere in between.

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VIP Services Means Loyal Customers – Smart Marketing Move

This week’s Smart Marketing Move goes to: BANANA REPUBLIC.

              

Black Friday is known for its great deals, but also its long lines and mad rushes into stores. I figured I’d try to take advantage of the midnight opening for various stores at my closest mall on Black Friday. As expected, the stores were as packed as a regular business day, with the few exceptions that weren’t participating in the sales rush.

                The first store we went to, Banana Republic was surprisingly neat and still relatively calm. We walked in and right away, one of the employees came up to us and asked if we needed any help and if we wanted a dressing room.  We immediately took her up on the offer for the dressing room and it was a smart choice, because they quickly filled up.

                The employee came back a few times, to ask if we needed her help, but didn’t hassle us, and proceeded to get different sizes and colors of the different pieces we were trying on. We had tailored service even in a chaotic setting. It was nice to feel like more than just a consumer. I’m not sure if the people were getting time and a half or working on a commission, but the fact that the people working took the time to make sure that each person was helped made my willingness to continue to patronage their store a huge plus.

                Lesson Learned: Making your customers feel like VIPs is a crucial part of keeping them coming back for more. Plus, fantastic Black Friday deals don’t hurt the inflow of people. When you offer tailored service and accommodation to customers, people feel seen and like the attention. Good work Banana Republic on making Black Friday a memorable and successful event. 

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“Outthink the Competition Rather Than Outspend Them”

Author: Leslie Wolff, CEO of Smart Marketing Group, speaks from experience as an entrepreneur, sales and marketing executive plus advisor and coach. Les has “walked the walk and talked the talk.” The knowledge that he imparts with passion has been learned in the toughest of schools, “Real Life!”, in the trenches, on top of the mountain and everywhere in between.

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