Businesses Don’t Care

If you keep seeing negative comments about your business then you need to do something about it.

People often vent because they think that businesses don’t care about their consumers or that you won’t respond to any concerns.

You need to change your attitude in to thinking ‘I’m glad I can see what people think of my business because then I can act on it’

You also need to share the good things people say about you to ensure that all of your customers and potential customers are reminded how good you are.

Don’t beat yourself up-no one can be great all the time. Feel brave enough to give yourself a pat on the back when you see something great about your business.

Here are some of my personal experiences for you to read and maybe get some ideas from:

  • (BAD) I rarely take the time to complain but felt the urge after opening a bag of crisps from Morrison’s Supermarket. The contents of the bag were wet which was strange. I Tweeted a photo of the crisps to Morrison’s with a 120 character complaint. Guess what? Within 5 minutes I had a reply. ‘Ewww’ it said ‘Message me your details and the bar code’-which I did. Within 7 days I received £3 worth of vouchers and a covering letter. The supermarket has risen so high in my estimations. (And this is a large business)
  • (GOOD) My newspaper produced a poster to back our local football team with a local business as a sponsor. The customer on Facebook shared a photograph of the poster he sponsored and publicised his backing for our campaign. His adverts looked amazing and really captured his brand, the poster would reach his target market as he is in the motoring trade and his praise for our product is such great feedback-comments like this you can’t buy so I re-shared his post for others to see. Lovely for me as I worked with the editor in providing a good platform for a local business on the poster, great for the member of my sales team who worked with the customer, great for the newspaper to hear positive feedback and finally a great opportunity for a local business to brand his business alongside a product linked with a Premier Football team. (Lots of greats I know)
  • (BAD) Although I’ve recently turned 40 I absolutely love being out dancing in to the early hours and am happiest when I’m in Revolution in Swansea. I love the music and if I’m out of a night you can guarantee once I get in to the venue I don’t come out for hours. I was really surprised when I added the bar to Facebook the next day to see really bad reviews on their page. And even more surprised to see not one of the negative reviews had any response. Why is that important? All I can see is one side of a story. If I didn’t know about the bar and had checked them out would I have gone in-no way! if your business has a Facebook page and you allow customers to review you please make sure you respond in a professional manner. It will speak volumes about your customer care

These experiences have given me food for thought.

Don’t believe me…?

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Chasing audience

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Advertising has always been charged on how many people a product attracts that’s why advertising on television was always so expensive. Things haven’t changed that much-it’s just the people aren’t in the same places any more.

Think about it in terms of the new media platforms that have evolved over the last twenty years or so ago:

Television advertising expected high revenues from advertising and with just three channels to advertise on the expected audience was vast- in 2014 my Sky remote channel numbers go up to 999 so the audience will be diluted significantly and scattered across many channels.

Radio advertising-in my youth there was Radio 1,2 3 and 4-I can’t remember any others so again advertising could dictate high prices. in 2014 there is a radio station for every era and genre. There are literally hundreds and many change their target audience as figures rise or decline. DAB Radio has meant that radio listeners don’t have to only listen to local stations because that’s all they can get a signal for.

Newspaper advertising also dictated high prices as competition in the news sector was minimal-if you wanted news you read a paper or watched the news bulletin on TV. 2014 if you want news you find it on your mobile phone, on you laptop, on a tablet, in a newspaper, on the radio or on the TV. News travels via social media-news is accessible, can be localised or national and can be tailored to suit the reader.

There has been a significant change over the last couple of years-when the audience for content shifted to online the radio, television and newspaper industry creaked-some toppled, some completely lost their share of the market by refusing to accept the significance of the internet and some lost their heads.

But….

Some-after a little dunking under the water-re emerged as some of the Worlds most powerful magnets for the audience every advertiser wants.

Take for example the Daily Mail-a newspaper which now has more UK visits than any other newspaper site. It is read across the globe. Combine its audience with the printed title and the Mail reach a significant amount of people.

The BBC-once seen as channel losing it’s audience to younger, funkier channels-now reaches an audience of 256 million people per week with combines reach of television and online platforms. It’s phenomenal.

I work for the South Wales Evening Post newspaper and on an average week we reach an audience of over half a million people. When I began working in the industry 12 years ago, with a newspaper only we reached 172,000 people. It’s an amazing transition. Our website attracts close to one million unique users on an average month. It doesn’t feel real. I’ve seen the newspaper industry seem like the underdog in media as people only talk about losing circulation-with confidence and with pride I can say that my products can reach a vast local audience. It’s a lot more intelligent, it’s more flexible and what’s more I have a revived passion for the business because like in the old days we are at the top of our game.

So my advice to you today is don’t buy advertising on price-buy it on audience.

A former boss of mine used to say ‘You get what you pay for’-if something’s cheap then it probably doesn’t command a high audience.

An advert without an audience viewing it is like a football match with no crowd.

 

Tempt Me

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As an advertising manager I’m really interested in how people buy but when advising customers I think about how I buy and apply it to campaigns if relevant.

I’ve had some really good buying experiences which have really made me aware of how differently we operate with all the choice we have.

I very rarely buy on impulse now-I can shop online for days/weeks for something and never actually buy anything.

I visit lots of different sites before I buy too.

More importantly I am often ‘tempted to buy’

Here’s a couple of examples:

Every year I help to organise a food and drink festival and every year I think what I’d like to buy and yes-it’s always a locally sourced, delicious sounding product like Welsh Cheese.

That was before I used Facebook as a marketing tool for the event.

With every exhibitor I signed up a new post was added to the event to give all attendees a tempting preview of what they could buy. As I added the exhibitors to the group I liked some of the companies pages too.

You know what I’m building up to don’t you?

I bet you think I came away from the event with lots of delicious goodies don’t you.

Well I did but it was some lovely soya wax candles!

What?

Why did I buy that?

While I was attracting over 100 people to the event with my marketing on Facebook one customers website I’d liked was busy tempting people directly to their stall.

Every day a new customer testimonial was added to the website.

Every day a new candle scent was talked about.

Every day the enthusiasm of the owner reached me and before long I was virtually shopping and choosing what I’d like. I didn’t mean to but sub consciously the good things I was reading started to create a need.

I need candles! I can’t live without candles! These candles burn for longer! These are the best candles around!

I almost couldn’t wait to get to the stall and buy my candles. I chose lavender, lime and vanilla and a burner. I got home and lit the candles and thought -‘She was right-they do smell great’

So my point it that you heavily influence buying purchase by advertising and marketing in print and online by:

  • Being enthusiastic
  • Using customer testimonials
  • Describing your products
  • Let people know where they can get them
  • Thank people for the feedback they give
  • Showing your passion for your business

My other great example is slightly different but just as powerful.

I recently organised a health and well being fair which was run in conjunction with Tara Hammett- a personal trainer and TV personality. Apart from feeling like a sloth standing beside this glowing, sporty, healthy lady I saw how her passion for her business has made her so successful.

Tara reaches out to her ‘customers’ by giving away free content-you can go on to YouTube and watch her giving health and fitness advice, you can add her on Facebook and ask her questions at any time and she’s happy to reply, she’s written a book giving a wealth of her experience away plus scientific nutritional advice tips, you can join her fitness programme or follow her on Twitter.

Wherever you engage with Tara she is the same enthusiastic role model that inspires people on a daily basis.

She is approachable which is really important in todays society.

I wanted to join her fitness programme, I wanted to be fitter and healthier but more importantly I believed in her brand as I trust her and admire her.

This is such an excellent idea of personal marketing that I had to share it with you.

There is one thing about Tara though that you do need to know-she invented chocolate sprouts. Don’t diss them before you’ve tried them-they are actually very nice.

My message today is simple really-time spend marketing yourself in as many places as you can, to as many people as you with as much enthusiasm as you can will escalate your business in a matter of time.

It’s hard to quantify but every time you engage you could be slowly tempting a person to buy from you.

Invest in your business today but make people know it I you.