The Very Important

Yesterday, I met with an entrepreneur who owns a healthy IT business. He contacted me to network a bit. He shared some wonderful leads with me and then we brainstormed as he discussed some growth opportunities and ancillary business ideas he is exploring.

When our meeting ended, and we walked towards the door, for a moment my balance was askew. It was then that I realized there was something that just felt different. It took me a few moments, but as I shook his hand and looked into his eyes, I got it! I realized WHY this meeting had been so different.

For 10 months, perhaps even longer, 90% of my meetings with clients have been to discuss and offer strategic support for their struggling and sometimes desperately faltering businesses. Their product repackaging, their lead generation reinvention, their reinvestment of greatly reduced marketing dollars, and their downsized staff restructuring. Here, was a meeting in which the topic of the “truly urgent” was not at hand. He wasn’t looking for strategic insight on his day-to-day marketing, his customer profile, or his changing channels of distribution, he was looking to brainstorm his strategic plans for growth in the next 3-5 years and beyond. It was a paradigm shift for me. He was, indeed, addressing the “very important” of his professional life.

Perhaps this is a sign that the economic downturn is waning?

I am excited to work with this new client on his “future scope” of potentially exciting new opportunities and am grateful for the recognition that I can be a strong resource for him.

I have hopes that in the next few months more people will approach Freakin’ Genius Marketing with longer-term matters, shifting from their “truly urgent” hats to their “very important” suits! The difference is really about making the choice of not letting their businesses run their lives, and instead building the business of their dreams. Addressing the “very important” means preparing for the future, and that future is looking better and better every day.

The Freakin' Word: Spotlight on Genius in Action

The Freakin’ Word's Lori Gertz
interviews
Lynne Jankovec, owner of Olivias Past, www.located in Long Grove IL

FG: What is the secret to your sauce Lynne? 17+ years in a historic town that is off the beaten path with minimal shopping hours, and a shrinking retail base? How do you do it?

LJ: My store has a cozy feeling and is merchandised to make the shopping experience both relaxing and exciting at the same time. Many people have described it as a “treasure hunt” through the small space that is packed with interesting clothing, jewelry, art and gifts. My customers are loyal and come to shop frequently because the size of the shop enables me to turn over the merchandise and feature new lines regularly. The secret to my sauce is a combination of people who enjoy shopping the quaint shops and the historic ambience of Long Grove plus those who know I have my finger on the pulse of what’s hot and what’s stylin’ for my demographic market.

FG: You are a rock solid buyer and have a real nose for clothing trends, how did you define your market? Did your merchandise self define or did you decide who you would buy for?

LJ: I buy from my heart using instinct. I love creating a versatile merchandise base of fun and interesting options for non-cookie cutter shoppers. My demographic is wide, so I have to be cautious to vary the merchandise for an array of shoppers.

FG: What have been the greatest customer acquisition methods you have used to build your loyal base of customers?

LJ: Word of Mouth! Yep, word of mouth and repeat business from my loyal customers is the biggest part of my success.

FG: What would you say is your greatest point of difference?

LJ: I’d like to think it’s my merchandise mix and my bubbly personality that differentiates me from other small boutiques. There is definitely a cache to my location in a tourist driven town though.

FG: Your store’s eclectic interior, like the cottagy exterior, is so unusual. What part of the customer’s experience in your store is sensory and what part is driven by a clothes shopping expedition?

LJ: I hear a lot of comments all the time about how much people love the “feel” of the store. I use a particular air essence and it has its very own sensory trademark, but honestly, it’s hard to say what “makes” any shopping experience…it’s a very personal thing.

FG: Tell me about what the general sense of business owners in Long Grove is as it relates to weathering the downturn in the economy.

LJ: As it relates to the national average, the empty storefront rate is below the average. Meaning, Long Grove is doing better than the average downtown shopping areas around the country. Of course, there’s a lot more creativity in marketing the town through the merchants association, of which I am a part. It’s a great group of committed business owners dedicating themselves to keeping the spirit of this historic place alive.

FG: Given that Long Grove has gone to event marketing, do you find yourself creating marketing tactics in line with those events, or are yours rather, in spite, of the events. Some events would include the annual Long Grove Strawberry Festival, Apple Festival, Chocolate Festival, etc.

LJ: The creative events sponsored by the town of Long Grove are great for driving traffic but we also plan many of our own events that we think appeal to our customers. Trunk shows of up and coming jewelry artists, fashion shows, private parties, have all helped us to create traffic for ourselves.

FG: What is the best tactic for getting your existing customers to visit?

LJ: Personal relationships are key. When I get a new item in, I CALL, yes, the old fashioned way of reaching out, I pick up the phone and call my customers to tell them when something arrives that I know they will love. I enjoy the direct contact with customers and am utilizing email to reach them with news of new and interesting items, promotions in the store, etc.

FG: Tell me, what would you advise if someone just starting out in the specialty women’s clothing business came to you and asked for advice?

LJ: Retail, especially women’s clothing, is a very difficult business to break into. It is most important to set your goals, be aware of your market, monitor expenses, and most importantly, follow your instincts. This is not a business whose success can be defined by a spreadsheet. It is one of passion, determination, and a LOT OF LUCK!

What's in a name?

On Friday I attempted to choreograph my way through a product launch press release in which the new company, which is web based sans brick and mortar entirely, sports a domain name that is the same as the company name. The product or tool, however, a portal of sorts, didn’t really have a name. Well, I guess it had a name, the same name as the company, but I was struck with the quandary of how to distinguish between the company, the domain name and the actual product in a way that just didn't sound like gobble-de-gook in the launch release that was announcing both the new company and the new product.

It was clear that the name of the company reflects its mission. While that makes perfect sense as a company name, it’s not intuitive at all for search effectiveness, which of course, when you are a web-based tool, needs to work for you, not against you.

Anecdotally, I did a google search for the name of the company, which of course is also the domain name. I had results pages long of completely unrelated topics because the mission of this company, while being a goal, is not at all what its product is about. Using the product itself leads to the goal of the mission, but the search terms or keywords a potential customer would use would not be intuitive.

So, while the brand is effectively named…the product name was not optimized for search, which is key to driving sales on the internet.

One must always remember, a potential customer will search for what they need in terms of a description. Sometimes, if they already know a product, they will search by its name, or the domain name, but better yet, if the domain name is reflective of the product name, then the search will be that much more successful at finding the product.

So….what’s in a name? A name has as much importance as unlocking the door on the front of your brick and mortar business. You don’t want the customers peering into the window but not be able to open the door.

What do you want to achieve in 2010?

It's been a tough year....and a revolutionary decade with the evolution of Social Media and web-based solutions for nearly everything one needs.

Imagine taking control, establishing a return for every minute you invest in your company, and feeling that passion in your work again!

Freakin' Genius Marketing can faciliate your growth into the business of your dreams!

Do you want to gain awareness for your business?
Do you want to increase leads?
Do you want to nurture your current leads?
Do you want to keep in contact with current customers?
Do you want to take your business to the next level?

Email us for a free consultation! info@freakingeniusmarketing.com

We will help YOU make it happen in 2010!

E-maily Post: Do's and Don'ts of Email Design

So, you've decided it's time! Whether you are undertaking an email campaign to drive traffic to your website and generate leads, build brand loyalty or obtain new customers, I say, good for you! Email Marketing is an incredibly effective medium to be successful at all of these goals.

Freakin' Genius Marketing is regularly retained to develop email campaigns from design to execution, but if you are a DIY'er or just trying it on for size, here are a few important tips to avoid the "water" hazards on the course to reaching and making an impression on your recipients.

1. Let your Brand Shine Through!

When your readers open your email, your brand should be clearly visible at first glance. Make sure your template includes your logo and tagline if you have one. If you don't, consider creating one. Brand recognition will make your email subscribers more apt to open and read your emails going forward. Synchronize the colors and fonts with your website, too. Keep it all consistent so your readers get used to seeing what comes from you looking a certain way. It fosters a relationship which is the foundation of all successful sales efforts.

2. Let them jump ship if they want to!

Opting out must be clear and easy. Losing subscribers isn't a warm fuzzy, but giving them the option to opt-out is one key to fostering that relationship I talked about in the last paragraph. It also reduces the risk of having them report you as SPAM (You definitely don’t want to get blacklisted, as a newbie or otherwise). Other alternatives such as an opt-out page, giving your subscriber the opportunity to receive your mailings 1X a month or quarterly instead of more often. Now, instead of losing your subscriber completely, you can still relay a message to them at their preferred frequency.

3. Write it right!

Don't waste time on fluff. Don't bury the lead. Get to the good stuff right away. Include a call to action or a link to a call to action. Don't send out communication that doesn't go anywhere. Your frequency and length should have an inverse relationship. Short and often! Or, if you are sending a monthly email, like a newsletter, make sure it is chock full of value-added information as opposed to having a goal of multiple lengthy articles to keep them engaged.

4. Don't leave anyone out!

An often overlooked aspect when designing an email is making sure there is an option of reading the email in basic HTML or alternative formats. This is imperative because if the email is unreadable (as is often the case on a mobile device) you risk losing them as a subscriber. Additionally, they won't be able to click on links or buy anything from your website. On that note, links are also important as they help to engage the audience, drive traffic to your website, and promote click-throughs (which is most often the analytic you will follow to estimate success of the campaign).

5. Be Consistent!

This sets expectations for the future and allows your reader to easily navigate your emails out of familiarity. They will know where to look to be able to find promotions, articles or favorite sections they've come to expect. Keep your emails clean and easy to read. This can be done by using white spaces between paragraphs, table borders, graphics, columns and sections to compartmentalize materials. No reverse type either. Maintaining a high contrast between font and background colors allows your words to pop from the screen, but reverse type doesn't translate well to screen viewing and certainly not to printing.

A good email design goes a long way! Test Test Test until you have something that you get the results from. The more you test, the easier it will become to create an email that represents you and your company in the best possible way.

If you follow these simple techniques, you will find that it will help optimize your open and click-through rates, reduce SPAM reports, and help you build your customer base. If you would like more help in designing or executing your email campaigns, contact Freakin’ Genius Marketing by emailing us at info@freakingeniusmarketing.

Jumpin' on the Email Marketing Bandwagon

Ok, so you’ve decided to jump on the email marketing bandwagon. Where do you begin? With design and content quandaries, deliverability, recipient overload, bounce rates, and consumer distaste there are so many choices that if made wrong, will negatively impact click-throughs, read rates and unsubscribes.

Marketing services agencies like Freakin’ Genius Marketing can handle all aspects of your email efforts from design to execution, all while providing analytics to help increase your lead and success rate, however, if you choose to go the DIY route, you will be deluged in options and resource providers.

Below is a great 3rd party list of turnkey email providers that will not only serve as the foundation for your email campaigns, but will also house your databases safely.

Evaluate your needs and assess a number of them before making a choice. If you are html saavy or have a programmer on staff you may not have to utilize a resource like this. However, if you are looking for a bevy of templates for newsletters, e-post cards, announcements, emails, vmails, etc. then you should make sure that the templates offered by the service provider in question meets your needs. If the providers offer a free trial, give it a test spin…upload a test list and experiment with the design tools. Make sure there is a spam test and run it against your design to make sure you will be cleared.

Using a top notch service provider is imperative to your emails getting through and not ending up on a recipient ISP’s blacklist. This takes some undoing and will seriously affect your delivery rates.

Questions? Overwhelmed? Call Freakin’ Genius Marketing and we can help you create an annual campaign effort from design to implementation.

Top 50 Email Marketing Service Providers and Resources

Source: Website Magazine’s 50 Top rankings are a measure of a website’s popularity. Ranks are calculated using a proprietary statistical methodology of average daily unique visitors and page views over a specified period of time. The site with the highest combination of factors and variables is ranked in the first position.

1. Icontact.com
2. Getresponse.com
3. Mailchimp.com
4. Cheetahmail.com
5. Streamsend.com
6. Lyris.com
7. Campaignmonitor.com
8. Aweber.com
9. Campaigner.com
10. Sandblaster.com
11. Silverpop.com
12. Listrak.com
13. Benchmarkemail.com
14. Emaillabs.com
15. Bronto.com
16. Fusemail.com
17. Boomerang.com
18. Email-unlimited.com
19. Eliteemail.com
20. Subscribermail.com
21. Mailworkz.com
22. Netatlantic.com
23. M,yemma.com
24. Yesmail.com
25. Jangomail.com
26. Cakemail.com
27. Strongmail.com
28. Emailbrain.com
29. Epostdirect.com
30. Goldlasso.com
31. Contactology.com
32. Resultsmail.com
33. Contractpro.com
34. Inwise.com
35. Contantcontact.com
36. Verticalresponse.com
37. Emailvision.com
38. exactTarget.com
39. permissiondirect.com
40. listcast.com
41. simplycast.com
42. mailermailer.com
43. bigresponse.com
44. pinpointe.com
45. vipermailer.com
46. volomp.com
47. contact29.com
48. skylist.com
49. enterprisemailer.net
50. lightningemail.com

Direct Marketing is Alive and Well!

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Loyal Customers in Good Times and Bad

Loyalty. Something most businesses would give their bottom line for! Loyal customers are the best investment and asset a business can have and will help you weather the proverbial storm during the mean times. In the end, it’s your loyalist’s experience with your company, products, and employees that will keep them faithful and encourage them to spread the word to others also. So what strategies do you have in place to not only keep your faithful customers happy but perhaps even increase their spending with you?

Consider what the impact on sales would be if you could motivate your top customers to purchase one more item per visit. Executing a cross-sell promotion to drive the purchase of an additional item or a bounce-back offer to motivate the customer to come back for an additional visit can have a significant impact on your sales. Make your loyal customers feel special and the results will speak volumes.

Not all ambassadors of your brand will need a specific reason to tell someone else how much they love you, but it certainly doesn’t hurt to empower them with new exclusive benefits that they’ll be so excited about they’ll tell everyone. With new customers getting harder to acquire, word-of-mouth marketing through your tried and true loyal customers may be the most attractive. Give them something fun or valuable to share, or create a “refer-a-friend” program.

Creating conversation with your most loyal customers is easy. They are already loyal to you and have a lot to say to you. You have earned their respect. You can get their feedback on your product line, customer service, or e-mail campaign by using a satisfaction survey or an exit interview at your register or door. Enhance any customer touchpoint with product review options, testimonial forms, and acts of sincere thanks for their business. Asking for your customer’s feedback and advice is the greatest form of flattery, and the last time I looked, there was no itemized budget for flattery, so use it generously.

One word of caution, when you collect your loyal customer’s feedback, don’t ignore it. The act of collecting it is not the endgame. It is imperative that you react to the feedback you receive from your best, most loyal customers. Be ready to respond to concerns that could lead a loyal customer to jump overboard. Lastly, don't let once-loyal customers slip away. Reach out with an incentive-laden “lifeboat” at the first sign of activity drop off.