To Discount or Not To Discount?

If one word ruled 2011 marketing, it would be "discounts". From Groupon to LivingSocial to a dozen-plus other options, business owners had the chance to draw in new customers...but at deeply discounted rates.

Discounts are a fine-edged sword. Many business owners worry that discounts and/or participating in a program like Groupon bring in "low quality" customers: customers who might come once (at the deeply discounted rate), and then never come back again. What's more, these "low quality" customers often suck up time, energy, and effort the business could be spending on "high quality" customers.

So are these programs worth it? The answer, of course, is "it depends."

Here's one business's success story with a low-rate program, one that produced unexpected positive consequences.

The Wine Country Inn is a high-end Napa Valley boutique hotel. It has 24 rooms and five luxury cottages. Guests come from all over the world to stay at the Inn and experience all that the Napa Valley has to offer. The Wine Country Inn had great occupancy during its "high season" -- during the harvest months of September and October, and during holiday weekends. But as with almost all businesses these days, it is continually seeking ways to book business during the off-season and during weekdays.

After much consideration, the Innkeeper, Jim Smith, partnered with LivingSocial to create and then offer to LivingSocial members a Wine Country Inn-specific offer for December 2011 - March 2012. Here are the good things that have happened to date from this LivingSocial program:

* The Inn sold more than 100 of the LivingSocial special offers, driving business to the Inn during the very-quiet months of December and January and beyond.

* Yes, the LivingSocial guests have been younger than the Inn's traditional guests. But this has led to several benefits:

~ These younger clients, having loved their stay at the Inn, are highly likely to return at later dates, when they are more financially well off (and at regular rates).

~ These younger clients are much more social media-oriented. The Inn's Facebook "Likes" have jumped dramatically, as has the number of people who have "checked in" via Facebook. This offers the Inn a great opportunity to expand its Social Media marketing efforts over time.

~ These younger clients are promising to tell their friends about the Inn...and also their parents, who ARE the Inn's primary demographic market.


Utilizing a discount program must be done carefully -- you don't want to de-value your offerings, or attract only "discount seekers". But as seen with the Wine Country Inn, partnering with the appropriate partner can generate new revenue and new customers, and lead to positive unanticipated results.

Notes from a Google Conference

I recently attended a three-day marketing conference focused on Search Engine Marketing (SEM) in general, and the 800-lb gorilla in this field, Google. Here are some of my key marketing-related takeaways from this event:

* Every business that wants to build an online reputation/following MUST understand and utilize Google.

* Bing will become a bigger and bigger SEM player.

* Facebook offers a plethora of marketing opportunities, including very targeted advertising.

* People LOVE testimonials. These should be placed on a company's web site home page.

* People REALLY LOVE video testimonials.

* Search Engine Marketing (SEM) is a combination of: SEO (organic searches, driven by high-quality content/keywords), links, and pay-per-click (PPC) campaigns.

* Google still places a high priority on links, both having links on your web site and, even more importantly, having links to your web site on other web sites relevant to your business.

* The highest marketing return-on-investment (ROI) still comes from email marketing done to existing customers.

* What is the second largest search engine behind Google? YouTube. Be there or be...lost.

To learn more about Google and online marketing, please contact me at (707) 568-7322.

To online success!

Winning in Your Niche

Here is a link to a recent article I wrote for the Riches in Niches blog, talking about web content and Search Engine Marketing:

http://richesinnichesblog.com/2011/05/guest-blog-content-marketing-7-steps-to-winning-in-your-niche/

The Element of Surprise

I've been drawn to Chef Eric Ripert (see pic) of Le Bernardin in New York City for the simple fact that Le Bernardin has, in my opinion, a KILLER web site. (I've been researching web sites for a client, who is in the process of re-designing their own site.) The Le Bernardin site features fantastic photography, great navigation, and I LOVE LOVE LOVE the "background sounds" on the cuisine page. Killer, killer, killer.

And then last night I happened to see Chef Ripert on a food/travel show, and he said something during a meal that really struck home with me: He said (and I'm paraphrasing a bit), that during a special meal, people "...want to be surprised, and to have an experience." Yes and yes!

One of the great delights I have when dining out is to see something new/different on the menu. And then when I try this new "thing" and its fantastic, yes! (I had this experience recently at the French Garden Restaurant in Sebastopol. I tried, for the first time, their Salmon Rillette, and WOW -- fantastic!...to the point where I have now sought out the perfect glass of wine to go with it, for my next visit.)

Chef Ripert's comments go beyond food and restaurants. EVERY BUSINESS could benefit by focusing on "surprise" and "an experience." All consumers WANT to be (pleasantly) surprised (at the quality of customer service) and have a great (buying) experience.

Want your restaurant -- or business -- to grow? Create surprise and a great experience for your customers, and it will.

One New Idea

Here's one idea from Tim Polk Communications to help jump-start your marketing efforts:

People Still Read (Really?) Newspapers

Yes, they do. For local marketing efforts, don't neglect the power of your local newspaper. With staff and budget cuts, and the addition of online blogs, newspapers and reporters are LOOKING FOR CONTENT. This is particularly true for restaurants, as most papers have a food and wine section. One of my clients recently ran a week-long special, and tracked (via a customer survey) where people heard about the special. A few said our radio ads, a few were regulars...but the vast majority of customers said that they saw the short (three paragraph) note in the local newspaper's Food & Wine section.

To get short notices -- or, perhaps, an actual article -- in your local newspaper, consider the following:
1. Send short, concise, fact-based information in an email.

2. Send the email to a specific person (most newspapers and blogs now list email addresses, either in the paper itself or on their web site).

3. Include your information in the body of the email, NOT as an attachment (too many concerns about viruses, causes extra steps, etc.).

4. Send information regularly.

5. Don't take it personally if a mention about your news-worthy event did not make the paper; keep sending news notes.

Good luck with your PR efforts!

New Site for Authors Launches

I'm excited to be a part of a new web site/service created to assist authors with writing/editing, publishing, and marketing. Check it out!

AuthorAlly.com

P + F = Success

Three weeks from today, my client, Silverado Brewing Company, begins their biggest week-long celebration of the year: their annual Oktoberfest celebration. (That's our head brewer, Ken Mee, in the pic to the right. Funny hats are a part of our Oktoberfest tradition.) Not only do we feature daily German food specials (all of which go great with our special Oktoberfest lager), but we put on two big special events: a Community Dinner (where we turn the restaurant into a giant beer hall) and a Brewer’s Dinner (where we pair five courses with a different Silverado beer).

As the Marketing Guy, I should be SLAMMED, right? I should be CRAZY.

No, I’m not. It’s all good. In fact, the focus of our marketing meeting tomorrow will be to begin discussing the components of a new customer loyalty (locals) program we want to implement soon.

So why am I NOT c-r-a-z-y? Preparation. We began planning Oktoberfest six weeks ago. During that time, we created the various flyers, email blasts, press releases, and Facebook/blog posts that we will use to publicize this event. We also work off of a checklist complete with due-by dates. As a date comes up…boom—the marketing element, already created, is simply implemented. The only outstanding Oktoberfest item at this time is a postcard, and that is due to go to the printer by Monday.

Want more bang for your events? Prepare. Use a checklist. Meet regularly to review goals, timelines, and resolve any issues. Get the word out in as many different ways and formats as possible.

If you do these things, not only will your event be more successful, it will be much less stressful.

Preparation + Fun = Success

Staff Training: A Critical Piece of Marketing

The goal of marketing focuses on getting customers or prospects to take action--go to your web site, or come in to your restaurant or pet store or country inn.

Today I want to talk about an important, if not critical component of a company's overall success--once that prospect comes into your store, your staff should be trained to (1) treat that prospect in a professional, customer-oriented manner, and (2) have basic sales skills to enhance the prospect's visit and, and course, drive sales higher.

With this in mind, I have developed a three-part staff training program. The parts are:

1. Customer Service

This includes everything from the initial greeting to what I believe is one of the most important customer service areas: THANKING the customer as they are leaving.

2. Cross-Selling

This simple concept trains staff to suggest other, complimentary, items. If a client orders a dessert, the server should suggest coffee, espresso, or an after-dinner drink. If a man decides to buy a suit, the store associate should suggest a shirt and tie.

3. Up-Selling

Again this is a simple, yet extremely effective, designed to increase what a customer spends at your location. Up-selling involves exposing customers to higher priced (and, more times than not, best value) items. For example, if a customer walks into a pet food store, and then asks the clerk, "What type of dog food do you suggest for my dog?", the clerk should ask several questions to determine the type of dog, then suggest the premium dog food available. If the customer doesn't want to spend that much money, the clerk can then offer a lower-priced version.

To really get the most from your marketing efforts, consider on-going staff training focused on customer service and basic sales skills.

Note about the picture: from the Oktoberfest Celebration 2009 at Silverado Brewing Company. Why this pic? Have some FUN with your staff, too!

Guerrilla Marketing Insights_part 2

More marketing insights from Guerrilla Business School....

Three keys points to the Ultimate Marketing Strategy:
1. Market
2. Message
3. Medium (HOW you reach your market)

If you can't define your market, you can't find them.

Your best market is someone who has purchased a similar product or service before.

Messaging is about answering two key questions:
1. Why buy this?
2. Why buy from us?

A company's Number One assest is their database/customer list.

"Up-level" your marketing -- create a higher-ticket product/service for your clients.

{ - end - }

Guerrilla Marketing Insights_part 1

How you do anything is how you do EVERYTHING.

To be successful, you must surround yourself with successful people.

Way to create a "new" product:
Take an existing product, add a needed new enhancement or feature, and make it unique.

FOCUS is critical to business success. Opportunities can become obstacles...as they cause you to lose focus.

In life, you don't get what you want -- you get what you are committed to.

Every business should tell their story. Story telling is really story selling.

Guerilla Marketing

...off on Tuesday (Mar 23) to a Guerilla Marketing program put on by the Peak Potentials folks.... Stay tuned for some great info....

Winners...

...forget that they're in a race, and just run.

Becoming an Expert

During my recent Virtual Marketing Program (Professionals Need Coaches) group phone call, I led a discussion on how to create the most effective solution for your clients. To create great solutions for clients, you need great information from them regarding their specific needs. To receive this information, you must first build trust and rapport. How do you do this? By building your reputation as an expert. Once you become the expert, clients will place greater value on your time, your insights, and, most importantly, the value of your services (i.e., solutions).

One way to become an expert is to act like an expert. How? By asking lots of questions and then listening intently to the answers. Once the prospective client sees that you truly care about their business, they will be more open. When they are more open, you are better able to identify and understand their specific needs.

Are you asking enough questions of your clients/prospects? Who talks more: the prospect, or...you?

To care more, ask...and then listen more!

VMP Launches!

I'm excited to announce that my Virtual Marketing Program (VMP) had a successful test-launch a week or so ago. In addition to some North Bay (CA) folks, we had people attending from places like Colorado and Las Vegas, NV.

Again, the purpose of VMP is to assist business owners and sales professionals who want to grow their business. For more information and to register, visit here.

VMP Payment Options

The Virtual Marketing Program has three payment options:

Monthly: $75.00
3-Month: $199.00 (Only $66 per month)
12-month: $699.00 (Only $58 per month)

To purchase the VMP:
1. Mail a check to:
Tim Polk Communications
Attn: Tim Polk
2436 Quail Hollow Drive Santa Rosa, CA 95403

2. Purchase online through the secure PayPal program:

Monthly: $75.00

3-Month: $199.00

12-Month: $699.00

For questions, please call 707-568-7322. Thanks!

VMP Calendar of Calls

The Virtual Marketing Program (VMP) monthly group coaching calls will take place as follows:

January 2010:
Tuesday Jan 19 and Monday Jan 25

February - December 2010:
The second and fourth Mondays of each month

Phone Call Times:
Calls will begin at 11:05 a.m., and end at 11:55 a.m. PST

When you sign up for VMP, you will receive the call-in phone number and other information.

The Virtual Marketing Program

Professionals Have Coaches

My name is Tim Polk, of Tim Polk Communications (TPC). For the past 15+ years I have been helping business owners and sales professionals launch or grow their business. To date, all of my client interactions have been face-to-face. Now, though, in 2010 I am launching a new Virtual Marketing Program (VMP). Through VMP, you can receive monthly marketing and sales coaching, guidance, and brainstorming, and direction easily and at an affordable price.

What You Receive
When you commit to VMP, each month you will receive:

* Two (2) telecoaching sessions led by myself. We'll cover the key topics necessary to grow your business, discuss your specific needs, goals, challenges and opportunities, and you'll receive my expert feedback, guidance, and support.

* Two (2) Marketing Action Plans (MAPs) sent to you via email which correspond to each telecoaching call.

* Access to me via email throughout the month for questions, review and feedback, and so on.

* Access to my network of professional marketing service providers.

Benefits to You
By having myself as your "Virtual Director of Marketing," you will receive focused guidance from a seasoned sales and marketing professional, leading to a greater ability to attract more prospects, achieve higher sales, and grow your business. I also am a great resource to brainstorm new ideas with, and will help provide "teammate" accountability to help ensure that you follow through as needed.

VMP Costs
VMP has a monthly cost of $150 per person. For a limited time, you can sign up for only $75 per month. For those who will commit to three-month increments, you will save even more, as the three-month fee will be only $199. Want to commit to a full year? Only $699--just $58 per month.

Take Action Now
To enroll in the Virtual Marketing Program, simply:
1. Mail a check payable to "Tim Polk" to: Tim Polk, 2436 Quail Hollow Drive, Santa Rosa, CA 95403. (Be sure to provide me with your name, telephone number, and email address.)

2. Send an email to tpcresults@gmail.com, and I will contact you.

3. Register online using a credit card or PayPal account via secured transmission by clicking here.

Professionals Have Coaches. Make your 2010 a stellar one by joining the Virtual Marketing Program (VMP) today!

Thinking About 2010

Yes, the holidays are here, which means time for family, fun, and relaxing. But this time of year also excites me business-wises, as it’s a fun, creative time for planning for the new year ahead, too.

I’m particularly excited about 2010 after having recently completed a three-day seminar with wonder-trainer Doug Nelson, of Peak Potentials. Doug shared some amazing insights on personal missions, entrepreneurship, financial freedom, and much more. (I have it on the skinny that he is working on a book—more details to follow soon.) Here are a few of Doug’s insights that I found particularly energizing, and which I want to share with you:

Everything is one thing—energy. Do you want more sales? More revenue? A better business? Expend more energy on marketing-related things. How? Begin by creating a written marketing plan with goals, time lines, and tactics. Then create daily—and I do mean daily—marketing-related activities (even something as simple as scheduling a lunch with another professional to discuss each other’s business).

To achieve new heights, get uncomfortable. Our mind wants to keep us safe, i.e., in our comfort zone. We must continually push to move beyond our comfort zone to continue growing and thriving. What would be a risky move for you in 2010? DO IT!

How you do anything is how you do everything. What is marketing? EVERYTHING. How you answer the phone. How you schedule lunch meetings with clients or colleagues. How your email signature looks, and the information it contains. And so on. Look at every interaction as a form of marketing yourself or your business. I know this can make many uncomfortable; just remember, if you are providing a valuable service, at a fair price, why not make this known to people with problems, looking for solutions?

The first 10 people who send me an email at tpcresults@gmail.com with “2010 Marketing Jump-Start” in the subject line, I will spend 30 minutes on the phone at no charge helping you craft your 2010 marketing plan.

To success!

Holidays: Wasted Time, or Marketing Time?

I say marketing time. Here are three quick reasons why:

1. The holidays give you a great excuse to reach out and “touch” your clients.
I see many entrepreneurs so caught up trying to attract new clients that they neglect their current clients. Your best clients are your best clients. In other words, existing clients are ideal prospects not only for new business, but also referrals. Use the holiday time to say “thank you” to your clients. I suggest avoiding an (impersonal) email message, and instead sending a holiday card. Gifts can be tricky. I avoid the “obvious” (fruit baskets, chocolate, etc.) and instead try to give something of value related to my business, such as a business-building book, a marketing-related White Paper, etc.

2. People have more time…which allows them to think about their business/personal life.
Most businesses slow down during the holidays. This gives business owners time to collect their breath…and think about their business, especially as it relates to 2010. Likewise, most people know that they need to de-stress/eat better/get more exercise/get a better mindset, etc. Focus on this thought: People need your solutions—now you must simply introduce them to how they can move forward to obtain the benefits you offer.

3. Party on.
I feel holiday parties are positives—people are more relaxed, (generally) in better moods, and more open to talking. Stay positive, stay professional, and have fun. Don’t come on as a hard-sell. Instead, look for opportunities to “plant seeds”—ask a question, make a comment, etc. Your goal should be to grab someone’s interest, then receive their permission for you to contact them later. (Avoid at all costs having them contact you—this rarely happens.)

Happy Holidays from TPC!

To help jump-start your 2010 marketing efforts, or to discuss a book writing/editing/publishing project, please contact me at 707-568-7322.

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.