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Category Archives: Marketing

Small Is Beautiful

Today’s blog is a guest post by marketeer, mum of twins and long standing buddy of mine, Lyndsey McCullough.  

Many people who run businesses may dream of the day when their company is considered “large” (over 75 employees).  

But as Lyndsey explains, bigger is not always necessary better…

Small is Beautiful

When I first started out as a bright-eyed and bushy-tailed business graduate, I worked for a small start-up company. My role was titled “marketing executive”, yet it quickly became apparent that in small businesses you wear many hats.  So I performed a wide range of tasks from answering phones, creating new sales materials and selling products and services, to creating new services to sell, developing quality assurance procedures and doing accounts and payroll.  And every so often I badgered the company’s directors with strategic marketing questions like “Where is the company going?” and “What is our unique selling point?”

Even though I loved the variety of my work, I always felt in awe of the larger companies that we competed with. They had slick marketing campaigns and seemingly endless budgets at sales conferences to give away pens and glossy information packs; while I stood with little mini bags of Haribo sweets and a terrified smile, hoping no industry experts would ask me anything difficult.

I am now on the other side of the fence, working for a large multi-national company, and it never fails to amaze me that many of the challenges that I faced working in that small start-up exist on a much larger scale in big organisations. Like trying to find out where the business is going or how do we really differentiate ourselves in the marketplace?  I now have the luxury of wearing fewer hats, but the cost of this is that I don’t have any clue about how the other areas of the business are performing. I am now a small cog in a very large, slow-moving machine.

In my experience the key advantage that every small business owner has over the “big guys” is this – You KNOW your customers. You speak to them regularly, you get feedback directly – either by no return purchases or because they phone you and tell you. Large companies spend a fortune on market research to tell them exactly what you already know. They are always looking to small companies to learn how to do things better; to be more dynamic or to see what the “next big thing” will be.

So if you own or work in a small business, rejoice! Don’t be in awe of those large competitors – you are more of a threat to their business than they are to yours.

 

Change

Many of you will be aware that I am pre-launching a new company in a few weeks, with the full launch in early 2013.  The company is called Consumermums.com and is it a revolutionary new company aimed at helping mums to have more.

The company, I have been told, is one of the most amazingly smart, but incredibly simple ideas ever to hit the consumer mums market.

It is a company that will enable mums to:

  • Save money
  • Make money
  • Support their local community
  • Provide a better life for their families

I am soooooo excited, passionate and driven by the potential of this company, and what it can do for mums the world over.

How will this affect you?

Well, it won’t affect you much at all, except that instead of landing on Lipgloss Entrepreneurs, you will land on Consumermums.com as I have decided to incorporate my blog into my new website.

The content will still be the same great articles that you’ve come to expect from me, and it will still be delivered straight to your inbox on a daily basis (if you subscribe to my blog).  The only difference will be the name.

So look out for the change.  It will be happening within the next 14 days.  And please, as usual, I’d love to hear your comments, suggestions and feedback.

Love Kim

 

Call To Action

When advertising your business or asking for something from someone, it is important to always include a strong, specific call to action.

Human nature is such that if you don’t tell people exactly what you want them to do, they probably won’t do anything.

Give them precise instructions of:

Who to contact or where to go

What number to use or website address to type

When to do it and what to ask for.

A good example would be:

“Stop by and visit our website now at http://www.calltoaction.com and click on the link that says “sample”, to pick up your free sample today!”

You need to be specific about what you want from people.  Make it easy for them and tell them exactly what is required.  Most times they will be happy to oblige, as long as it doesn’t require much thought or action on their part.

Most importantly, make it very clear what you want them to do.

Questions People Ask Themselves Before They Buy

Will this make me look smart?

Will this enhance my reputation?

Will this make me look good?

Will this give me competitive advantage?

Am I making the right decision for my life?

People don’t buy products, people buy benefits.  (Not to be confused with the benefits that you have decided your product will give them).

Usually there’s a big difference in what people say they want and what they really want.

So stop listening to what they’re asking, and start looking for what they’re not asking.

(Hint: Start noticing your own inner dialogue for practice on this)

 

Marketing Must Knows: Ignore At Your Peril

Company name – Is it easy to Pronounce?  

How can people tell a friend about something they’re excited about if they don’t know how to pronounce the name?  If it’s not immediately obvious, then they don’t want to feel stupid, so they just won’t say it.

Smoothness

How easy is it for people to share you with their friends?  Is there a “Tell a Friend” button?  A Facebook “Like” button?  A Twitter “Share” button?  Make it easy for people to do your marketing for you.

Get them Involved

How can they see/try/sample/use it?  Make it easy for them to get their hands on it.  Offer free samples on your website, giveaways at local markets, open days at your premises.  Be generous and abundant.

Credibility

Who do they admire that is using it?  What celebrities have tried it?  What powerful groups have endorsed it?

Design

What are you doing that will get your noticed?  What about you is remarkable/different/newsworthy?  What separates you from the competition?

Marketing: How To Find More Customers And Grow Your Business – Fast!

Marketing.

When you hear this word, what images spring to mind?

Ad campaigns?  Cold calling?  Door to door sales?  Leaflet drops?  Facebook?  Twitter?

Traditionally marketing has been all about reaching the masses.  The more people you can hit with your message, the more chance you have of turning these people into customers, right?

Wrong.

Seth Godin calls it “Interruption Marketing”.  He says that for years businesses have been trying to interrupt us with their message, hoping that they can catch our attention for a split second and persuade us to buy.

I remember when I started my first business.  I printed off thousands of leaflets and went frequently to all the places I knew that parents would be.  I hired people to stop (interrupt) people when they were playing with their kids, or having a fun day out, and offer them a leaflet, which detailed all our services.  I also did door to door leaflet drops.

How many customers do you think I got from this expensive marketing endeavour?

Zero.

Where did all my customers come from?

Word of mouth marketing.

When people enjoy your services, they will tell their friends.  And if you provide a service that is really worth talking about, they will be even more keen to spread the word.

Want to know how to find more customers?  Look after the ones you already have.  Give them something worth talking about.

Create a once in a life time opportunity.

Offer something that no one else is offering.

Think outside the box.

Create something special that they can’t resist spreading.

Let your consumers do your marketing for you.  All you have to do is come up with the big idea – the something special, and the rest will take care of itself.

 

 

 

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