Archives for Engage

How Many Licks Does it Take?

May 15, 2012

Remember that old commercial for Tootsie Pop® when the boy asks, “Mr. Owl, how many licks does it take to get to the tootsie roll center of a TootsiePop®?” Mr. Owl replies, “One, a two, a three…a three.” Funny that we still remember it now, thirty years later. Coincidence? I think not!

Ever thought about how many random things have to happen in order for you or your sales people to meet a new customer? It CAN be very few, but most often it takes “more than three” and timing can be everything.

I was at the Word of Mouth conference in Austin last week and had the privilege of being part of a conversation between a sales rep and his customer. The epiphany between the two was how serendipitous it was (they didn’t actually use that word) that they met over ten years ago. How several random conversations and common connections led to what is now a profitable and long-standing relationship for both parties. Don’t get me wrong! Several things had to occur along the way to nurture this long-term relationship. Excellent customer service, product availability, on-time deliveries, etc.

What’s ironic though are the random acts and coincidences that happen daily that we sometimes take for granted. Somebody moves from one state to another and had they not they might not have ever joined that LBM group and connected with Tom at Bastanchury Building Products and, therefore, wouldn’t have the amazing and profitable relationship they have today. If you hadn’t taken the time to send that handwritten note to John at Custom Manufacturing he wouldn’t have been able to introduce you to Steve, whose now your largest customer and was the best man at your wedding. 

You and your team work really hard to sell potential customers on your products and services, but maybe what you need to do is serve. A handwritten note, lunch for no reason, flowers to take home to their wife on their anniversary or just a shoulder to lean on during a tough time. A few random ways to serve that lead to those long-lasting relationships that build your business.

So, just how many “licks” does it take to get to the tootsie roll center of a TootsiePop®? The world may never know….now, go out and create some serendipity by doing random things.

And make your presence felt!

P.S. Be sure you don’t miss a one golden nugget – subscribe to the Felt blog. 

Allison DeFord POSTED BY: Allison DeFord| Leave a comment

Say Something New Inside a Fortune Cookie

October 27, 2011

5 Ways to Become a Star at Your Next Trade Show

So what do fortune cookies have to do with trade shows for building products? Nothing, really. But as a totally unexpected medium for your brand message—part of your overall show strategy—they’re a fun and inexpensive way to pull prospects into your booth and start a conversation.

But this post isn’t about fortune cookies. It’s about making the most of your 2012 trade show investment.

I know you’ve probably had some pretty successful shows in the past. You’re not new to this. But how are you measuring just how successful the shows have been? Are you taking advantage of all the leads you’re acquiring? Are they qualified leads? What’s your ROI (Return on Influence)? If you aren’t sure, you’re not alone.

After more than 20 years of working with clients in the building products industry, I’ve seen a disconnect that often stems from treating trade shows as individual events rather than integrating them into the overall brand-communications strategy.

Now, with the economic pitfalls that have paralyzed this industry, I know trade show exhibition has been put on the back burner for many of you. It still stands to reason, though, that the sheer power of trade shows to cost-effectively connect with hundreds—even thousands—of customers and prospects makes them an important way to showcase your brand.

Taking the time to strategize before embarking on your 2012 trade show program—and, in particular, pre- and post-show communication—is the most effective approach. Here are 5 ways you can effectively maintain brand consistency and reach brand stardom at your next trade show:

1. Stakeholders and Strategy
Kind of sounds like a Milton Bradley® game, doesn’t it? Get together with all key stakeholders and your creative team well in advance of the show to discuss overall strategy. Your creative team can help you formulate the best way to let your brand shine. Discuss the core messages you want to convey and how you can bring them to life.

These planning meetings should yield a succinct strategy for connecting with attendees before, during and after the show. The strategy will address how you will achieve your goals, influence exhibit design, and act as a script for your next blockbuster show.

2. Booths in the Zone
In a recent Marketing Profs article Stephanie Janard interviewed industry expert Les LaMotte, founder and CEO of Xtra Lite Displays (www.xtralite.com). According to Les, the key to maximizing booth traffic is to make sure the booth commands attention at several distances, starting with about 30 feet away. Your booth needs something eye-grabbing that attendees can spot from that distance. “Side wing” displays that catch attention from several aisles are also a good option.

The Big 3
1 The Memory Zone—about 15 feet away.

2 The Sensory Zone—close enough to interact with booth materials and demos.

3 The Data Zone—as much a state of mind as a particular proximity, the Data Zone is where booth visitors are looking for evidence that your product or service will solve their problems.

3. Loud and Clear
Competition at trade shows is fierce, and many companies think creating an exhibit with a “wow” factor is the ticket to generating traffic. Although you certainly want your exhibit to be visually effective, it’s critical to make sure the brand doesn’t get diluted in the process.

Instead, focus on creating clear, concise messages that support your brand attributes and resonate with the target audience. Start with words on paper. Seriously. You should be able to express your core message in one sentence. Once that’s established, building on it visually becomes easier and ultimately more effective.

4. Social Bee
Engaging socially with attendees prior to and during the show can have an extremely positive impact on attendance and participation. It isn’t, however, something you should use as a one-off campaign communication. It should be part of your overall marketing efforts. Social media isn’t a solution. It’s a tool. A way to become more intimate with your audience.

You can use social media tools to create curiosity and anticipation prior to a show. It’s a vehicle for being human. Let’s face it—your company isn’t about a tool or a widget. It’s ultimately about people who make something for people. I recommend having a point person to be your social voice. Make someone responsible for monitoring the conversation. This person can also blog about the sensational things that are happening during the show and stay connected with attendees long after the show is over.

5. After Glow
Everybody’s all excited and gung-ho during the show—preparation, dinners, drinks, enthusiastic conversations. But what happens after the show? Here’s where the ball gets dropped—little or no follow-through with the new “show” friends you’ve made. Capitalize on everything you’ve worked so hard for. Follow up with a thank-you letter. Ask them to stay in touch by subscribing to your e-newsletter. Socialize with them via Twitter and Facebook.

Measuring your effectiveness is also paramount. Utilizing a toll-free “trade show” number is a great way to track response. You can also capture important information via an online survey. Find out what resonated with them most. Coded response cards are another way to glean information and connect post-show.

Need help mapping out your trade show strategy?
Download our free Guide to Trade Show Stardom for Building Products Professionals.

What’s your trade show track record? Any big hits or misses? I’d love to hear from you. Here’s to creating a sensation and saying something new!

Allison DeFord POSTED BY: Allison DeFord| 1 Comment

How Enchanted Are Your Customers?

August 24, 2011
Slightly enchanted?
Positively enchanted?
Uber enchanted?
OR Unenchanted?

If you haven’t checked out Guy Kawasaki’s new book, Enchantment, you may want to. I’ve been reading it and thinking about how this idea of enchantment relates to the building products industry. At first, it made me chuckle. Enchanted customers in the building products industry floating around with wings a flapping and sprinkling fairy dust all around the office. Sorry, this is what I actually thought of.

Guy describes enchantment as “causing a voluntary change of heart and mind and, therefore, actions.” The goal is not to sell them your tool or product or widget, but to fill them with great delight and completely transform the relationship. Enchantment reshapes, converts and changes behaviors. Enchanted customers are more loyal. They are changed for having done business with you.

You must know what your customers are thinking. Kawasaki uses an example from when he worked for Apple in the 80′s. Apple failed to sell Macs to the business market because they didn’t understand what their potential customers were thinking. They were so enchanted by their own product that they couldn’t understand why everyone else didn’t feel the same way. Apple was “me” focused instead of “you” focused. They were more enchanted with themselves than with addressing the needs and concerns of their customers.

Are you and your team focused on enchanting your customers or in selling them on why your brand is so enchanting? It’s tough. It’s easy to get caught up in selling instead of serving. Relying only on traditional marketing instead of evolving with customer trends. Engaging customers. Conversing with them. Listening to them. Giving them something they didn’t even know they needed.

Now, some of you have already figured out that potential customers are enchanted with video content on YouTube. Greg Jarboe is the author of YouTube and Video Marketing: An Hour a Day. He says that video content that is enchanting must provide intrinsic value to the viewer. He states that this value comes in four forms:

  1. Inspiration

  2. Entertainment

  3. Enlightenment

  4. Education

The idea is for you to supply a regular stream of video online that inspires, entertains, enlightens or educates your audience. This is a great way to enchantment current and potential customers. I can’t tell you how many manufacturers and distributors in the building products industry are not taking advantage of this fantastic medium. The ones that have are benefitting greatly.

I also encourage you to enchant your employees, but that is another conversation. Until then, please comment on this idea of enchantment. How are you enchanting your customers? What would move them?

Allison DeFord POSTED BY: Allison DeFord| 1 Comment

10 Ways to Create a Sensation Around Your Brand: Part 8

November 18, 2010

CREATE PASSION –
Be The Brand Customers Love

Several years ago, a friend relayed the story of her experience with BMW—one that springs to mind when I think about brand passion.

After test-driving several makes, she and her husband settled on a Z3 roadster and ordered the exact model, color and features on their wish list. When they arrived a few weeks later to pick up the car, they didn’t see it on the lot.

Instead, the silver convertible was sitting under spotlights inside the showroom, facing the entrance, perfectly polished and ready to go. Their salesperson met them at the door, and two others stopped what they were doing and came over to congratulate the new owners.

When the final paperwork revealed a slight discrepancy, the salesman apologized for the error and offered merchandise from the logo shop to make amends. Golf shirts and hats in hand, my friends drove away feeling like royalty. And they’ve been singing BMW’s praises ever since.

Here’s the kicker: Most of the little touches that added up to an exceptional brand experience cost BMW nothing more than time and effort.

And neither do these passion-building ideas for your business:

Engage your employees.

If your employees are excited about your company and its products or services—your brand—the customers they interact with will be, too. One of the best ways to generate enthusiasm among employees is to simply include them: listen to their ideas, share information about the company’s goals and results, thank them personally for doing great work.

This really hit home as we conducted a brand assessment recently for a well-known industry distributor. Every employee we interviewed had such positive feelings about working for this company. And the president does amazing things to show his appreciation, like occasionally handing out a crisp 50 to each employee out in the yard with a simple, “Have a great weekend.”

Profile the customers who already love you.

Identify customers who are evangelizing your brand (social media platforms are a great place to look), and find out what, specifically, they love about it. You could survey them, monitor their comments online, or even invite them to a quarterly lunch or “power summit” to find out exactly how you can serve them better.

When Felt profiles key customer segments for our clients, we take it a step further by naming and putting a “face” on them. (i.e.: “Jeff,” a product specialist/buyer for a 50-year-old door and window company. Responsible for purchasing $15 million in product annually. Bonused at year-end for smart buying and company-wide sales. Typically married, with kids. Enjoys golf. And so on.)

This kind of profiling allows companies to visualize and better understand different customer types—and the gestures they’ll appreciate most.

Heed their advice.

Ask your evangelists what’s working, what’s not, what could make their lives easier. Then share your findings with employees throughout your company, and challenge them to look for ways to do more of the good stuff. Big stuff, like the Genius Bar in every Apple store, or the Gold rewards card for Starbucks customers. And little stuff, like parking the car in the showroom.

Then reward them with exclusives.

Give your evangelists free samples, and encourage them to voice their opinion in blogs and user forums. Or invite your evangelists in to demo new products, and serve lunch. People love to eat, and they’ll love getting first crack at trying the newest thing. They’ll feel important, involved and empowered to speak on your brand’s behalf.

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Apply what you learn from existing evangelists—to your marketing practices, your order and fulfillment operations, your customer service processes—and you’ll create even more passion around your brand. And more evangelists to spread it.

Here’s to creating a sensation! Let’s get started.

Allison DeFord, Trailblazer
allison@felteverywhere.com

Allison DeFord POSTED BY: Allison DeFord| 2 Comments