Atomic Penny

Bryan Waldon Pope, Founder of Marketing Success Institute, recently wrote about competing with Disney and how he observed the Disney Experience. Disney itself has a book and seminars that cover how it is done at Disney. It is a plan that plays to perfection almost every day in each Disney theme park around the world. Next time you visit, really look a little deeper and see how your interaction and experience is enhanced by the plan the Disney Corporation has put in place.

What led me to discuss Disney is a conversation with a client. When I asked what company he wanted to emulate, his immediate response was “Disneyland”. Not the rides or the food, but the experience. As I am working with him to create that experience I wanted to share a few of my observations.

• You cannot wish to create an experience without a plan. The plan starts before you answer the phone, greet the first customer or sell your first paper. The plan needs to address everything that affects the customer experience; seen, heard, smelled, felt or even tasted.
• Your plan needs to address all of the above and do so in a way that exceeds expectations and creates a better experience than expected.
• In creating an experience, look to the customers for validation – not in a survey, but in their smiles, posture and actions. If you see an issue, address it immediately.
• Give the customers more than they expect. Fireworks are always a good fallback. If you are inside, what fireworks can you create?

One thing that is lost in the creation of the experience is the price. Don’t price to beat the competition, price to make the customer feel they got more than what they paid for when the experience is complete.

In looking around your business, what can be improved immediately to enhance your customers’ experience?

POWER ON–Mark

The Amish are known for their lifestyle rooted in the past, from their mode of transport to the quilts and furniture. The Amish stick to what they know and do it as well as anyone. CNN reviewed the business practices of the Amish as set forth in an upcoming book by Eric Wesner and discovered a few things that can help every business and marketer in the market today. A few simple but vital important principles came out of the article for me.  They were:

Culture

Cooperation

Traditional Values

Stick to what you know

The most amazing information in the article was the 95% success rate of the Amish business community. A number almost unheard of in today’s competitive  business environment.

There are all sorts of metrics, measures and reports available to see how your business is doing. Maybe keeping it simple, using your skills, and producing a quality experience that spreads the confetti of your marketing is the real answer. People, not pages.

Full disclosure: I am not a fan of Madonna, nor do I watch the TV show Glee. However, their recent strategic alliance serves as a shining example for how you can achieve your own Confetti Project.

Source: Popcrunch.com

This week on the Fox TV show Glee, Madonna provided the rights to her entire song catalog. Madonna was exposed to a slew of potential new fans and her current fans were rewarded with new versions of her songs. Glee also made out with similar exposure. But what does that have to do with your business? 
What do you have that you can share to help everyone win?

You have customers who currently spread the word about your company. So reward their dedication! Create an opportunity to form an alliance, which will promote both your business and your “fans.” There is nothing wrong with giving or receiving an opportunity if it helps everyone involved. It is better to give something of value than it is to keep it to yourself. It is a gift both of you can use.

POWER ON-Mark

Shopping as we move forward is changing as shoppers become more savvy and cost conscious. The first big retailing weekend of the holiday season is behind us and according to a myriad of reports, things are changing. An article on businessweek.com states that traditional brick and mortar store sales are flat, while online sales are expected to increase 8%. While sales and traffic are up, revenue is currently running at the same level as last year. All of this is old news, however there is another angle to consider–service.

“Customer is king”; “The customer is always right”; “We aim to please”, are all traditional refrains heard in the retail and marketing departments in almost every company. The reason why you aren’t hearing that is that sales forces are reduced and there is no one to tell you how much your business is appreciated. What you don’t hear is, “We aim to make a profit”, “The customer is right when we make money off of them”; and The dollar is king”, If you went shopping over the weekend, did you notice lines are a little longer, sales people are fewer and prices are lower. As a marketer, you sell the sizzle, and right now the sizzle is price. With lower prices, companies need to cut costs somewhere. And I believe that the saved costs are in the service arena. There have been no big news stories about a rise in seasonal hiring, all that you see and hear about are prices and discounts.

I believe that is one of the factors fueling the  increase in online sales, along with ease and convenience, liberal return policies, free shipping and a large selection of product at sites such as Amazon.com and Zappos.com. Zappos usually sells at or near full retail. Zappos also offers outstanding service before, during and after the sale.

As a marketer, your mission is going to be getting feet in your door and buying your product. With price being the major consideration, I believe that you can do some things that get buyers in your doors, and wanting to return. They are:

• Offer a gift card or coupon for a return visit. How many gift card do you have sitting around unused? Offer a premium, that attracts the buyers attention. Plan on some, but not all coupons or gift cards will be used.
• Use current customers to attract new customers. Have a referral system that allows customers to get an extra discount, or a free gift if they refer a friend.
• Partner with suppliers to ease customer angst. Instead of getting  a few extra advertising dollars, have a supplier set up a sponsored rest area, or a hot chocolate stand.
• Offer gift wrap or carry-out service. Do something extra that your competion does not. Online retailers deliver to your door, why not help deliver to the customers car?
• Consider the value of rebates. I am not a fan, but like gift cards, how many go unredeemed?

Simply put, in order to survive, you need to differentiate. Otherwise, you will live and die by beating your competitors prices, with little or no additional revenue. In the end one or both of you are out of business.

Make your service and convenience difference your competitive advantage. Your competitors will be hard pressed to replace the smile you put on the customer’s faces.

POWER ON–Mark

As a small business, you want to create exposure for yourself in the community you are hoping to tap into. There is one way to create a buzz about yourself or your business. Charity! When I say charity, I don’t mean writing a check, I mean finding a charity and being a champion for its mission. You can do this simply and easily, but make sure you are willing to put them first, ahead of your own marketing and business desires.

I discussed this in my September 29, 2009 post regarding the NFL and the support for breast cancer awareness. This time instead of a national sports league, I want you to consider it in the context of what you as a small business owner  or marketing professional can do.

An example of this can be as easy as having a donation station for drop offs for the charity. Have the charity advertise your location(s) as drop offs. This gives donors the opportunity to visit your location and gives you the opportunity to capture new customers.

Imagine the exposure you will receive if you become the largest collector and contributer to the ongoing success of the charity. Everyone wins!

Cost becomes irrelevant as you support a local cause and help those in need. Find a cause you can support here. www.liveunited.org.

POWER ON–Mark

Atomic Penny, in conjunction with Adams G3 Collision Repair and UVU Athletics, is pleased to announce the First Annual Community Share Night on December 5, 2009. Community Share Night is being held to recognize the efforts of community organizations in the Utah Valley area. This event will be held at the UVU vs. San Jose State basketball game in the McKay Events Center.

The featured community organization will be Turning Point, and the Womens Resource Center a resource for non-traditional students who have faced hurdles in returning to school and rejoining the business community.

Additionally, local community organizations will be present to provide information pertaining to the services that are provided to the citizens of Utah County. Your partnership dollars will provide valuable assistance to these organizations.

As a local business, we are offering you the opportunity to be a part of this special event. Partnerships are being offered for a pre game dinner, 2 media timeouts (6 total partnerships) and halftime festivities. Partnership levels are:

• Time-out Sponsor  : $250 plus a  prize to be given away ($50 minimum value) 6 Available. Recognition during the time out, partnership information on handouts, opportunity to nominate community organizations.
• Pregame Dinner for Spotlight Organization and Sponsors: $500 (2 Available) Recognition at pre-game dinner, partnership information on handouts, opportunity to nominate community organizations.
• Halftime Sponsor $400 plus a prize to be given away ($50 minimum value) 2 Available. Recognition of Partnership during halftime festivities, partnership information on handouts, opportunity to nominate community organizations.

As partners, tickets to the game will be made available and you are encouraged to invite family, friends, and clients to this exciting event.

At halftime, there will be a special presentation courtesy of Adams G3 Collision Repair to a very deserving individual. Halftime sponsorships will assist us in bringing this presentation to reality.

All monies collected (with the exception of supply costs) will be distributed to participating community organizations.

Plan now to be a part of this exciting event. For more information and to sign up as a partner, please contact Atomic Penny at 801-995-5550 or via email at atomicpenny@gmail.com. Response requested by October 28, 2009.

I received this email on the 19th of June:

I know I have reached out to many of you before about this, but I wanted to make sure you all were aware of what I’m offering. Next Wednesday, June 24th is the end of XXXX fiscal year for 2009. Thursday, June 25th starts our new fiscal year (2010). As of today I am qualifying for our annual trip (XXXXXXXXXX) at XXXX which this year it’s in Ireland. I am 3 accounts away from making it happen. I am giving anyone who refers me a company (new or existing) that signs and starts XXXX by next Wednesday the following options:

· If you’re a client a FREE MONTH OF SERVICE
· If you’re a client or a prospect you’ll get a $25 Gift Card (to wherever you’d like) for a company that processes on a Monthly/Quarterly basis
· If you’re a client or a prospect you’ll get a $50 Gift Card (to wherever you’d like) for a company that processes on a Bi-weekly/Semi-Monthly
· If you’re a client or a prospect $100 Gift Card for a company that processes on a Weekly basis

(company and sender information removed)

Ummm….. OK, so you are asking me to sign up for you to win a trip? I don’t get it. What do I as a client get? What sets your company or services apart from others? Why should I sign up? Other than the need for a gift card, what is my motivation as a customer?

In my opinion, NEVER put your self interests ahead of your client, NEVER! During the current economic crisis, over and over the news has been full of leaders, managers and executives who put their interests first. That really didn’t seem to work out, for anyone.

Bottom line, be customer focused. Offer them value and service. If you are unconventional, and serve them better than the competition, the result will be positive, regardless of what the competition offers.

POWER ON–Mark

Think, Think, Think… The issue or problem you are trying to solve is overwhelming your thoughts and actions. You struggle to get beyond something that continues to puzzle and confound you. Want to break through your obstacle? Buy Tinkertoys!

While on the surface that may seem foolish, it is an easy and inexpensive way to refine or revise your thought process. Any activity that requires you to concentrate on an activity other than what you are working on creates a break. By focusing on a new and different activity, you can expand the potential of resolving other issues. You can go back to the original issue refreshed and with a new perspective.

It may be unconventional to think that play in a time of crisis or stress is inappropriate, but in reality it is the best time to play. It will reduce stress, refocus and reengage all involved.

Whether it is a barrel of Tinkertoys, a pound of clay, or pipe-cleaners, the premise is the same: “All work and no play makes Jack a dull boy”.

POWER ON–Mark

Have you noticed how there are so many components related to marketing. Advertising, customer relationships, surveys, customer satisfaction, employee satisfaction, employee motivation and on and on. Each of these components require attention, and attention will ebb and flow as different situations arise.

Think of this the next time you are driving down the highway. The road is the marketing plan that you began with. There can be weather conditions, construction, detours as well as other drivers. Each of these situations require you to alter your planned trip. As you alter your route, new obstacles and opportunities will arise.

You need to be aware of the destination, but at the same time be aware of obstacles and opporunities that will arise. Here are some suggestions:

• Know what your end goal for the marketing plan consists of and determine where initial efforts will be spent to begin the process. (Initial Route)
• Be aware of what your employees and suppliers are saying and doing to support your efforts. (Construction)
• Be aware of what your competition is doing to provide better products, services and motivation. (Alternate Routes)
• Be very cognizant of opportunities that arise as your plan progresses. Be ready to change direction if sales stagnate or if alternative uses are found for your product or service. (Detours and Express Lanes)
• Ask you customers and employees their thoughts and suggestions, make them a part of the company success. You alone cannot drive the company and the marketing efforts. (Update GPS)