Marketing – K.I.S.S. & DON’T STOP

K.I.S.S (KEEP IT SIMPLE STUPID)

Know your customers and how best to reach them.

Your marketing needs to be simple, appealing to your customer base and communicate well.

So many signs, ads, and even sales talk complicate and confuse people. Simple images and messages communicate best.
EG. The simple Gloria Jean’s Coffees drink posters have such a dramatic impact that occasionally stock will run out. If the poster is changed, the new drink displayed quickly becomes a high seller.

I often glance at outdoor advertising posters – roadside, railways, street & bus stop posters. The ones that catch my attention are ones with few words, sometimes clever or arresting images where the company or service is easily identified. The Virgin airline ads come to mind – bold red writing with catchy lines, easily identified and simple.

Down-to-earth simple things work well – the best advertising is always word of mouth - it’s free!

Get back to basics and do what works for your business

eg.
Sample product – get out there and give stuff away, making sure you always direct people to the store or company.
Ring people back – follow up promptly, it’s amazing how many businesses don’t!
Clean up your website –simplify and make it fun (many first enquiries are now online) and answer all enquiries here daily at least.
Make sure you have the right receptionist  - one who has a can-do attitude, loves engaging people and knows the latest deals or offers. Follow through with staff phone training – how many have been greeted by a great receptionist only to be challenged by a depressing, uncooperative accounts person.

AND DON’T STOP! - ESPECIALLY DURING TOUGH TIMES

One franchisee I spoke to thought there was little point in actively promoting his store while the shopping centre had renovations in progress and there were so few people coming to the centre (customer count was down 20%). We both stood at the store entry point watching people pass by and I asked ‘Then what are all these people doing here? Why not start sampling now? You have 80% of potential customers still coming!’

DON’T GIVE UP

Just because results seem harder to achieve – break the mindset that says ‘marketing now is a waste of time’.

FOCUS

Tough times force us to re-evaluate how we are marketing our businesses.

INVEST IN YOUR REGULARS

This is the time to build on your regular customer base. Don’t be tempted to take your regulars for granted, look at investing greater value into any loyalty programs you may have.

STRATEGISE WITH YOUR TEAM

Now is the time to keep your staff motivated and enthusiastic. Give them reasons to achieve results as well as have fun on the journey. When they enjoy the job it will reflect to customers.
     
           
TIP: Encourage staff to see their alarm clock as an opportunity clock