tip of the week
–5 Ways to put strategy in your social media efforts
We’re getting more questions every day from clients and business colleagues about social media. Frankly, there are still a lot of people scratching their heads trying to figure out how to get into the social media waters. Some are diving head first into shallow water. Others are creeping in so gingerly they’ll probably never make it all the way—they’ll just torture themselves for a while, then give up. Most don't stop to think about the need for strategy as a foundation for their efforts. You can download our white paper with five ways to make your presence more strategic and effective.
–Social Media with HR in Mind
I gave a talk at the Topeka SHRM meeting today about social media and some potential uses for human resource professionals. Of partiular note: LinkedIn offers some excellent tools for recruiting, retention and information sharing and more. A copy of our presentation deck can be downloaded here. –Martha
–Some words of wisdom
"A man who stops advertising to save money is like a man who stops a clock to save time." – Henry Ford
–E-Jargon Primer
Do you confuse SEO with an '80s band? Is it possible Augmented Reality is something related to that movie with the blue people? There are enough acronyms and jargon out there it's easy to get confused. Kat Keyes has put together a handy cheat sheet to help. Get it here.
–Customer service and customer experience: the differences and why they matter
I'll admit that as a consumer, I'm probably more picky than many. With experience in retail and foodservice, as well as marketing, I just can't help it. Surely I'm not the only one who gets annoyed when a store clerk acts like I'm interrupting his Very Very Important conversation with a co-worker. At a grocery store last week (to be unnamed) I'm pretty certain the only hiring criterion was that the applicant could fog a dental mirror. The person who waited on me mumbled, wouldn't look me in the eye and practically threw my change at me. Now don't get me wrong, we all have bad days, and who knows...maybe this clerk is normally quite charming, but just had a migraine that day. I'll never find out because I won't be back.
Customer service is as important as any marketing strategy. But service alone is really just a basic that many struggle to master. In fact, it really should be part of a broader approach to Customer Experience. And it should be an integral part of many marketing plans because it influences consumer choice, loyalty and buzz, which are critical to business success in a very tough marketplace.
An excellent example of doing it right is Boutique Ten47. I love shopping there! Of course, they have great merchandise. But it takes more than that. The staff is always helpful. They don't try to "sell" me—they have fun shopping along with me. Fitting rooms are large and comfortable. The mirrors make me look slimmer. Sometimes there's a complimentary glass of wine. If I buy a gift, it's stylishly wrapped. Even if I just pick up something for myself, it's always impeccably packaged. So when I get it home, it's like opening a present just for me.
So, how do you do it right? How do you know if you're on track or terrible? Start by asking yourself about the last time you stepped outside your place of business and viewed it from the perspective of a customer or prospect? If it's been a while, (or never) you need to do it. Do it today. Here are some things to examine:
• Physical appearance: is it clean? Are windows free of smudges, carpet vacuumed? Is signage faded or snazzy? Does anything look worn or dog-eared? Are public areas neat? And you'd better go look at the restrooms customers use. If they're clean and fresh, it sends a message that you have it together and you pay attention to details.
• Environment: Does it smell good? Or even better, is there a signature scent? (Think of the smells of an Abercrombie & Fitch store, or Daddy Cakes cupcakes.) How's the lighting? What about the music or sounds? Does it make you feel good?
• What does someone hear when they call? Does the person who answers the phone smile and make you feel important? Are you on hold forever? Is there pleasant on-hold music?
• How about your packaging? Staff appearance? The time it takes to be acknowledged when you walk in? What else?
And then there "extras." We all love a gift or surprise. At MB Piland, we always send fat free treats in packages to clients and vendors, and we always take treats to meetings. A client once mentioned how much she and her colleagues love the "surprise candy," and how it always tastes better than anything they could just go pick out on their own. Fat free treats are part of the experience we offer.
"I don't have any customers," you say? I think you do. They may be internal customers in other departments. They could be prospective employees. They might be vendors who can give you better terms or referrals. We all have customers.
If you've done the self-examination and think everything is perfect, you might ask some trusted friends to be "secret shoppers" and report back. An objective opinion is probably in order. If you noticed some rough spots, you're making progress already. You have an opportunity to improve. Does your staff need training? Do you just need to upgrade or update a few things? If you're not sure, give us a call. We've helped clients with evaluation and action plans to help fill in the gaps.
Let's face it: no one is perfect. There will be times that we make a misstep or drop the ball somewhere. If we've been doing things right all along, it makes it easier to apologize and fix the mistake. And if we really go above and beyond when we're doing the fixing, we have the chance to deepen relationships and customer loyalty—and that ever important Word of Mouth—even further.
There are some customer service conversation starters on our Facebook page. Check it out, and share one of your experiences—good or bad—and what it's taught you. We'd love to hear from you!
—Martha
–Manage paper so you can avoid an "intervention"
Here are five handy ways to manage your time more effectively. Save money and your sanity!
1. Remember the following acronym so you know what to do with incoming paper as soon as you receive it.
RFTA
R ead—place documents for reading in a pile to grab them as you need them.
F ile—place documents in a filing pile that can be done once a month.
T oss—clip the information you want from papers, then throw out the rest.
A ct—these require action and should be put on your 'to do' list for the day.
2. Maintain only ONE 'to do' list.
3. Use a computer to store information that doesn't change (birthdays, anniversaries, etc.)
4. Remain focused on what you're doing because jumping from project can cause frustration and is inefficient.
5. Set up regular and identified dates on your calendar to clean out obsolete files and make room for the papers that are part of your action items.
These ideas submitted by super-organized Mandi Walter, taken from Cynthia Kyriazis, Organizing & Time Management Consultant & Coach, article 50 Tips for Managing Paper Chaos
–Kick-start your brainstorming
So many times people say to us something like "You're so creative, I wish I could be like that," or "I wish I could be a fly on the wall when you're brainstorming." There's certainly some magic that happens when we're Thinking Wild Thoughts for our clients, but there are also some ground rules that help a lot. Here are some things you might try the next time you're trying to come up with an idea that's great, instead of good.
Dare to be stupid: No idea should be "shot down" by others in the group. Instead of killing an idea, teammates try to build on it and make it better. Sometimes the outlandish idea is the one that gets us to the ah-HA!
Change your point of view: We might move to a new location like a coffee shop or the bowling alley, or just put on funny glasses, masks or silly hats. A new perspective creates new grooves in our brains (we're not scientists, but I'm pretty sure this is true) and moves us away from the routine.
Idea swap: Everyone gets a piece of paper and has 5 minutes to write down as many ideas as they can. When the time is up, teammates trade papers, then build on someone else's ideas. This works great via instant messaging too. Try it!
Let your hair down: Remember the bowling alley tip above? Don't think of brainstorming as "work," but instead incorporate it into a fun activity. Have a hula hoop contest or bring out some Play-Doh. Give your brain permission to wander, circle back and wander some more.
What are some ways you find to be creative? Go to our Facebook page and share!
–Low cost/no cost marketing
I was a guest speaker at Dr. Stoica's business management class at Washburn University on Thursday. These students have all been assigned real small business clients in the Topeka community. Each business client has a team of students working on a marketing plan, tactics and budget. Most of the clients are nonprofits or startups who have very limited marketing budget. It's always fun to talk to the students—hear their questions and ideas—and know that the Topeka business community will be better because of the students' contributions.
At MB Piland, we're always looking beyond the usual to help our clients succeed. Our Fat Free philosphy is founded on innovative "color ouside the lines" thinking. It doesn't mean we abandon proven tactics. It does mean that we find room for doing something new if it's strategic. So here are a few high points from the class:
Branding is essential. It's the foundation. If you don't have that in place, the other things are 10 times harder (and probably more expensive). I can't emphasize this enough. Enough said.
There's a big difference between "shotgun" and "targeted" marketing. There's a place for each, but you must ask yourself these questions: Who's my target? What does she care about? Where is she? What else do I know about her? How do I relate with her? Does my plan answer these questions? If your marketing isn't taking these questions into account, you're probably wasting time and money.
Nontraditional marketing, grassroots efforts and all that "free stuff" really isn't free if it's not well-targeted or you haven't accounted for the time it takes to execute it well.
Become a fan on our Facebook page to see some photos and read more about our thinking and what we've been up to.
—Martha
–The Post Office is changing reply mail bar coding
According to our print maven, Sara Hood at Professional Print Management, "If any of your customers use business reply envelopes or cards please let them know that the bar coding is changing and to check with the post office before reprinting." This would also go for any envelopes you have laying around that you're thinking about using. It's generally our practice to work with Sara and the Post Office to be sure anything we're mailing meets their requirements.
Sara says that there are no longer any direct mail service representatives in Topeka, but if you need help, here's a contact: Lewis McCollum, A/Mailpiece Design Analyst Central Plains District 402-573-2114. The Post Office has also provided a form to help you navigate the new rules. Thanks to Sara for sharing!
–Secret shop yourself
If you haven't called your own phone to listen to your voicemail greeting lately, you probably should. Does it support your brand? Does it sound friendly, or warm, or portray the image you want to project? If not, some tweaks are probably in order.
–Traffic Manager Wisdom from Kat Keyes
"Never Put Off Until Tomorrow...
...what you can do today,” said the old proverb. While there are some exceptions to this rule, in general I think it’s a bit of advice we too often overlook today. This may not apply to that bungee jumping excursion you’ve been thinking of, or taking out that loan for an ostentatious six-figure car you don’t need.
But many of us come across small day-to-day tasks that aren’t challenging, and are often put off in the face of more pressing items on our to-do lists. I’m here to suggest that the simple act of doing things as you go, can save you a little time, headache and heartache in the future.
Though this can apply to nearly everything in your life, check our website again for some of the most pressing “do-as-you-go’s” I have encountered:
What We’ve Got Here
That’s right, a failure to communicate. Most of us encounter daily e-mail, text messages, voicemail and other forms of communication. And in an information age, listening to or reading as you go can keep these items from piling up on you. This will keep you from shying away from an inbox at the beginning of your work day for fear of message overload. And responding to, discarding or filing as you go will give you additional peace-of-mind and sense of accomplishment!
Whistle While You Work
Do you have images of Snow White and her forest-creature friends dancing around a cottage cleaning happily? Maybe that’s just me as an over-exposed Disney fan—but either way I’m sticking with it. Clean up your area daily! Whether you’re talking about your desk at work or your home office, a little TLC can make any space you inhabit easier to live with. And less physical clutter equals less mental clutter.
A Little Down Time
This is quite possibly the most important of any do-as-you-go rules of thumb I have encountered! Studies show that high stress levels may have negative impacts on our bodies and minds. One of the best things I have done for myself has been to take at least 15 minutes a day that belong to only me. Early bird or night owl, find a quiet space and spend just a little bit of time with yourself to unwind, take stock and prepare for events in your life. If we don’t take time in advance, most of us find our bodies demand time in one form or another with illness—so be proactive to stay happy and healthy!
Never put off until tomorrow, what you can do today. Five minutes now, can save you five hours later.
–On idea-sharing and efficiency from Andrea K. Engstrom:
Share ideas for efficiencies at work with people you respect. If you are able to use a tip from a co-worker, strategic alliance or mentor that saves two minutes a day at work, in a year's time, it will save you over eight hours. That's a whole work day!
—Brilliant words from the legendary David Ogilvy:
One of advertising's greatest legends – and thinkers – offered seven tips for success in business. Although he wrote them many years ago, at MB Piland, we find they still hold true today. Read more at Fortune online.
—A great tip from our friend Janie Rutherford:
"Start where you can start." In other words, if you're facing a daunting project—and maybe tempted to procrastinate—don't force yourself to start at the beginning. Staring at a blank page can be torture. Instead, start with the part you know. Do you know the budget like the back of your hand? Start there. Or do you know exactly what the outcome should be? Start there. Often, that's just what you need to get your brain jolted out of its rut. You'll find the ideas start flowing much better once you do.
—A memorable tip attributed to Ted Turner:
Early to bed, early to rise, work like hell and advertise.
—Social Media is Like High School
Here's a great article that makes the whole concept of social media easy to understand.
—Good proofreading of your work is essential.
Have another set of eyes review your work, since errors will look “fresh” to someone else. Another good method, from my Washburn University Journalism Professor, David Harris—read your copy backward. It forces your eye to slow down and really read the content. It’s harder to skip over the mistakes this way. Remember, SpellCheck doesn’t catch everything!
