Customer Connections

I just wrote about how important I believe Facebook is becoming to the marketing world. But it's really just one piece of an what I call an overall Customer Connections program, which I believe should include at a minimum:

1. An online newsletter/database

2. A Facebook page

3. Management of online client reviews (Yelp!, TripAdvisor, BiteClub, etc.)

Savvy organizations also will take advantage of these applications, as they apply to your business:

4. A blog

5. Twitter

6. RSS feeds

TPC has developed a Customer Connections program to keep your business interacting with your most important asset -- your clients -- and to outreach to new, potential clients and customers. Contact me for more information.

Facebook is for Real, Folks

I specialize in communicating with customers, and soon-to-be customers. For some reason, I had been reluctant to jump on the Facebook bandwagon in terms of recommending this to my clients (for a variety of reasons). Now, though, I’m convinced—Facebook is for real, folks.

It can be a powerful tool for the vast majority of businesses. It is particularly powerful, in my opinion, for restaurants, wineries, and businesses with a social aspect to them. I am aggressively recommending, and helping build, fun, upbeat Facebook pages for my clients, and managing them.

Managing your Facebook page becomes the key. I have developed four “golden rules” to follow in terms of how often, and what, to discuss. For more information about this, contact me.

Your business might not become as popular as Starbucks – it has, as of this writing, 3,605,413 friends – but created properly, and then run effectively, a Facebook page will help you build stronger bonds with customers, and generate new customers.

Why You Want Your Marketing Guy to Play Poker

As many of you know, I have won a free entry into a World Series of Poker (WSOP) event, which will take place next week (June 18-20) at the Rio Casino in beautiful Las Vegas, Nevada. I have been playing poker for the past 2.5 years, and obviously have obtained a certain level of skill in the game. As I've been thinking of late about both poker and marketing, two things dawned on me: 1) the similarities between the two (in broad terms) and 2) my belief that it's a GOOD THING if your marketing consultant or marketing person is a great poker player. Why?

Reason 1: Both involve strategy

Both marketing and poker involve creating and then executing a strategic course of action. In the poker tournaments I play, for example, I have very specific ways I play the different tournament stages (early play, mid-level, final table, final three, heads up). Your marketing as well should be written down, and have specific elements for different phases and/or customers related to your business.

Reason 2: Both involve reading people

Poker isn't about just the cards; a large part of the game hinges on your ability to guess (called 'reading') what cards the other person has. Likewise, you want your marketing expert to be a good reader of people, i.e., someone who understands customers and prospects and, even more importantly, can quickly determine the messages they send to a business.

Reason 3: Both involve spending money to make money

In poker, you can't play a hand unless you call the minimum bet at that time (called the 'blind'). Likewise, marketing often involves spending some money (X) with the idea of making more money than your initial investment (X+Y). Good poker players --and great marketing folks -- invest money wisely, understand percentages, and have the experience to limit, as much as possible, your exposure to risk.

Reason 4: Both involve (or should!) a bit of a gambler's mentality

At some point in poker, you will be making bets with nothing, in hopes of winning a pot by having the other player fold. That's gambling. Likewise, marketing often involves trying something new in hopes that it will work out. That's gambling too (not just the money invested in the new venture, but also the time and energy required). The key is this: great poker players/marketing consultants aren't reckless gamblers; yes, they'll try something new, in hopes of hitting it big. But they are savvy enough to limit exposure and investment, and wait until something is a proven winner before going full-bore.

For quick marketing-related information, please follow me on Twitter:

http://twitter.com/tpcresults

If you want to follow my poker exploits at the World Series of Poker, follow me on Twitter:

http://twitter.com/will2winpoker

See you at the tables/in the meeting room!

Great Resource

I'm excited to share that Steven Campbell's new book, Making Your Mind Magnificent: Flourishing at Any Age, is now available. I helped edit Steve's book, and as I was going through this, I was blown away by the great information on how to make your mind work FOR you, not AGAINST you. This book is particularly ideal for seniors, students, and entrepreneurs.

This 242-page, softcover book has a retail price of $19.95. To order a copy, please send a check made out to "Steven Campbell" for $24.00 (book price plus tax and shipping and handling) to:

Steven Campbell/An Intelligent Heart
P.O. Box 197

979 Golf Course Drive
Rohnert Park, CA 94928-2404

Please allow 2-3 weeks for delivery.

You also can order Steve's book on Amazon.com.

"I don't like marketing."

"(Success) is the birth of a new reality through the union of thought and action."
~ Author Dennis William Hauck

I attended a business networking lunch meeting today in San Francisco, and when I introduced myself to one business owner by saying I have my own marketing communications company, the woman quickly said, "Oooo, I don't like to do marketing." I hear this frequently. Most entrepreneurs would rather spend their time doing what it is they love do -- taking photographs, providing nutritional information, running a business, etc. -- than trying to hustle up (in their mind) new customers. My response to these folks?

You have a valuable product or service; as many people as possible should know about you/your business. That's marketing. Once a person makes this mental adjustment -- shifts their thinking that little bit to where marketing becomes a solution rather than a bother-- they usually learn to not only do, but embrace marketing: marketing that's creative, effective, and ongoing.

Post a comment here or contact me with thoughts and questions: tpcresults@gmail.com or 707-568-7322.

It's Beginning to Look a Lot Like...

...well, fall, actually. Leaves are turning brown, falling. Tomato plants are bursting with yellows, reds, and oranges. Grape clusters are hanging heavily on the vines. It's easy to get caught up in enjoying the abundant fall. But for savvy marketing organizations (like TPC and my clients), now is the time to begin thinking about, and planning for... the holidays. That's right--they're just around the corner, and coming quickly!

The end-of-year holidays are, in my Surviving to Thriving opinion, an extremely fertile time to reinforce and build your branding and your marketing. Why?

1. It's a chance to thank the most important people related to your business--your best customers.

2. It's an excuse to reach out and "touch" prospects and those you want to do business with in the future.

3. It's a chance to differentiate yourself among all the other holiday cards and boxes of chocolate.

The question then becomes, What to do? Again, a few tips:

* Stand out from the pack. Be creative. Don't just send a holiday card; send a card wrapped in y and accompanied by z.

* Be genuine. I invite my best clients to a dinner in late November. Last year, I also splurged and bought rooms for everybody at the hotel where we were dining. Why? I truly wanted everyone to not have to rush home, and not have to worry about drinking and driving. Not only did the group have a fantastic time, we all had brunch together the next morning, for more bonding and fun times.

* Have a higher purpose in mind. As much as possible, attempt to show that you do realize the "why" behind the holidays. This doesn't have to be (nor should it be!) religious. Instead, give thanks. Show gratitude. Express joy. Have fun.

* Whenever possible, utilize your existing customers. One of my clients is a massage therapist; I also work with several wineries. Hmmm, do you think a gift certificate for a hot stone massage would be a great gift? How about some high-quality Napa Valley wine? You bet! Not only do the people receiving my gifts receive something of value, my clients benefit as I am purchasing from them.

The end-of-year holidays can be an extremely important time to differentiate yourself in the marketplace, to say "thanks" to important clients and business partners, and to help jump-start your 2009. Don't delay, begin planning now. Should you need some brainstorming help, contact me.

Discounting vs. Value-added

My clients know that I'm NOT a fan of discounting, for several reasons. One, people come to expect it; they not only want discounts all the time, you continually have to offer deeper and deeper discounts to keep them "interested." Two, discounting, to me, sends the subliminal message that your products or services aren't "worth what you're asking."

Instead, I like to focus on value-added. This is a key part to telling your "story" to clients and prospects. With value-added, you don't discount, but instead offer one or more tangible "extras' to help make a prospect feel good about buying your product or service (at full price). An example would be the Wine Country Inn's new series of food and wine events, which will kick-off in early August. Guests come to the Wine Country Inn from all over the world to experience the Napa Valley's beauty, wine, and food. Why not offer several small, fun events at the Inn itself, rather than let guests wander around on their own? These "extras' will, over time, make a significant difference in (in this case) occupancy; if given the choice between two beautiful Napa Valley properties, wouldn't you be more likely to select the one holding a paella party (see pic)? Or to picnic in a Napa Valley vineyard and taste the grapes that go into a fantastic Napa Valley cab? I know I would!

Executing a value-added strategy takes energy, creativity, and commitment. But the results over time are well worth the effort. To learn about ways your company can add value, feel free to contact me to brainstorm.