Paula's Marketing Words

Are you thinking like a big business?

"Why doesn't my ad work?" This is the burning question for many small businesses. The reason so many ads fail is that there was no research performed to devlop the messages. The ad doesn't connect with the target. The target doesn't buy. The ad fails.

Without direct customer research or competitive research, it's impossible to know how to sell your product or service. Sure some businesses succeed without it but as world becomes smaller through the internet, knowing how to connect with the customer is becoming vitally more important.

I am thoroughly disheartened when I here of a business spending thousands on tv, radio or print campaigns. Or hearing that the complete marketing budget was spent on one ad, one web site or one sign. For most businesses, it's much better to put effort into a variety of inexpensive outlets instead of just one single effort. And I truly believe it's better to spend this year's budget on research so the advertising planned for next year succeeds.

If you don't believe me, consider the tv ads during any major sporting event. These are heavily tested to ensure connection with the target audience. Even before they are prepared, they are planned based on the latest product research. That's why big business gets bigger. So if you want your small business to get bigger, maybe you should think like a big business now. Maybe a little market research is the step you need to take this year.

Paula Mahony
Marketing Strategist
www.wordsatwork.us

Marketing -- Five reasons to do more, not less

Marketing is a powerful tool. Here are five great things that can happen to your business if you spend a little more time on Marketing and a little less time on the crisis management that fills a typical day...

1) Replace customers lost to attrition -- every business suffers some attrition, even if you do everything right. Customers change their minds, move away, pass away. Marketing will provide a steady stream of customers to replace those who stop doing business with you.

2) Sell more to existing customers -- it's possible that your customers don't know everything that you have to offer them. It's a well-known principle of business that it's easier to sell more to existing customers than it is to convert prospects. So, what else could your customers buy from you? You'll be doing them a favor by making life more convenient for them. They will have fewer purchase decisions to make...fewer vendor relationships to manage...fewer trips to buy...fewer checks to right.

3) Insulate yourself from the competition -- although competition keeps us sharp, marketing can reduce the negative effects of competition by telling your customers why they should buy from you.

4) Keep your staff fully employed -- seasonal fluctuations wreak havoc with your staffing levels. Wouldn't it be better to fill in the gaps of your business cycle so you can keep the same, well-trained, experienced and valuable employees? (By the way, did you realize that training your employees is a marketing strategy?)

5) Take more time off -- yup, I mean it. Good marketing can mean more time off. If the business is running smoothly because you have a steady stream of new customers and your staff is well-trained and experienced in performing their jobs, you, the boss, can afford to take more time off because you won't return to a train-wreck.

So what are you waiting for? Start making a list of all those marketing projects you've never had time to initiate.

Paula Mahony
Marketing Strategist
Words@Work

Have you got Small Business Vision?

How’s Business?

How many times has someone asked you that question? How do you answer?

Yesterday, the Small Business Development Center celebrated their 30 years in Maine with a symposium on small business growth. Not only was it a great opportunity to rub elbows with other area business owners, it was a powerful opportunity to reflect on the motivating factors that drive someone to open a business of their own.

Over the course of the day, attendees had the chance to hear from Tom Stemberg, the founder of Staples, take in a motivating film by Lou Holtz, participate in a Lunch and Learn session about vision and planning with Jim Wilfong from the Center for Entrepreneurship and attend a workshop on growth presented by Steve Little of Inc. Magazine. It was an amazing day.

The “take-away”
Too many of us operate in vacuums. We put our noses to the grindstone and churn out what needs to get done…we fight a few fires…we thank a few customers…we think about where to place the next ad or radio spot. We call that running our small business. Based on what I heard yesterday, we’re not getting the job done.

Each speaker impressed upon the audience of almost 500 small business owners the importance of opportunity: how to find it, recognize it, make it and ACT on it. They talked about the importance of being a customer-focused business. They talked about the importance of addressing needs rather than selling product. They talked about vision.

For me, one of the most meaningful parts was Lou Holtz dramatically emphasizing that no one gets out of bed in the morning to follow a strategic plan. We get up in the morning to follow our dream…fulfill our passions…make a difference in some small way. Why was that so meaningful? When I talk to small business owners about the importance of a strategic plan, their eyes tend to glaze over. Now I know why. I’ve been using the wrong language. I’ve been speaking Corporate-ese to people who are driven by passion instead of paychecks.

Steve Little talked about how Maine and America will change over the coming years and predicted population shifts that will bring new demographic groups and plenty of opportunity for Maine businesses. Even if we never solve the brain drain of our youthful population, I’m confident that a vibrant, educated and experienced population has its eye on Maine for our beautiful scenery and comfortable way of life.

Several speakers touched on the importance of technology and being on top of the latest methods of communication…so, have you mastered blogging yet? I'm not an expert yet, but I am not giving up!

Over the course of the day, participants were asked why they want to grow their business. My answer: Few things are more exciting than hearing that a small business has discovered the key to success through better marketing. Imagine the 04103 neighborhood filled with thriving businesses of all types. That’s my small business dream. What yours?

Paula Mahony
Small business Vision-keeper
pj@words@wordsatwork.us
www.wordsatwork.us

Modular Construction: not what it used to be

Have you seen Schiavi Home Builders lately?

They've been around since the 1950's so chances are if you live in Maine, you've driven by their home center in Oxford, Maine. It's right on Rte 26 as you head west toward Sunday River.

If you haven't taken a good look lately, you probably consider them to be a great place to buy a mobile home. That's how Schiavi Homes began long ago. Over the years, they've noticed that the models in the catalog didn't really satisfy all home buyers.

With the introduction of modular construction, a new phase of Schiavi Homes's life began. Yet, again they recognized the limitations of offering only what the factory had already designed.

There's a lot of excitement at Schiavi Home Builders these days. You see, people are beginning to recognize that they are no longer merely a modular construction company. In fact, people are noticing that if you really want the best in quality construction PLUS all the custom features of a finely crafted home, you need to talk to the folks at Schiavi Home Builders.

Now this process didn't simply happen by itself overnight. It's been a process involving the strategic marketing services of Words @ Work. (www.wordsatwork.us) Over the course of a year, we have revamped their web site, developed new messages that hone in on their target market. Eliminated messages that confused prospects. And coordinated the messaging of all their marketing efforts. They've started calling Words @ Work their secret weapon.

Recently, we completed a brochure for use by their sales people. This piece will go home with a new prospect to continue the conversation about the value of building with Schiavi Home Builders.

For a copy of this brochure, email me at pj@wordsatwork.us. Then let's talk about your secret weapons.

Paula Mahony
Marketing Strategist
Words @ Work
www.wordsatwork.us

PR -- there's more than one way to get attention!

When there's an importany story to tell but the local paper won't print it, what do you do? Guerrilla PR.

That's the case with ADCO Electric in Massachusetts. You see, Gary Ajamian, owner of ADCO happens to be friends with Paul Buckley, Fire Chief for the town of Needham. One day they got talking about electrical fire safety. Come to find out, Chief Buckley has some serious concerns that he wants homeowners to know about. So Gary took on the project to hire a writer (me) and try to publish a story about fire hazards in the home that everyone should know about.

We wrote the article but the papers won't print it because they think Gary has a vested interest in it. Too bad they can't see that his vested interest is really to prevent fires and perhaps to save lives.

So what is this new fire hazard lurking within our homes? rechargeable gadgets.

How many devices do you own that requre periodic recharging? How many of them do you plug in each night? How often do you plug more than one into a single outlet or strip? That's the hazard.

Each of those items draws electricity which creates heat. Too much heat in one outlet will cause a fire. It's simple. Problem is, these fires get started at the time of day when there is the least supervision. Most of us plug this stuff in when we don't need it...ie while we sleep.