FUNdamental Question:
Do you only think in terms of inventing, re-inventing or improving something?
Finding new uses for things can be just as important!
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HOW NOT TO WASTE MONEY MARKETING
Make sure you understand exactly:
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‣ What people truly need and want to know.
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‣ Who your customers and prospective customers really are.
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‣ Your actual sales goals.
Stop using dull, outdated or otherwise obsolete materials.
Make a plan. Set a Marketing Budget. Live by it.
Be realistic about the difference between advertising and making donations. It's wonderful to support your favorite community initiatives through programs and sponsorships, but unless you're convinced that these goodwill efforts will bring a return, you shouldn't consider them part of your real marketing plan. The same is true of random client entertainment, attending events at the last minute and ordering promotional items you hadn't planned for. If you absolutely can't resist such spontaneous actions, earmark a "slush fund" for your impulsive expenditures and stay within the limit.
Don't ever buy any "one shot" ads - even if they look like a bargain. As a rule, most people need to see most ads about 10 times before they remember them.
Find creative, inexpensive ways to establish and reinforce your brand by setting a specific tone and providing a consistent level of service. There are always more ways to improve the customer experience.
Any time you participate in events, seminars and community initiatives, follow up.
Any time the advertising you buy isn't produced or run according to your expectations, speak up.
Get in the habit of sending out press releases with reasonable frequency.
Ensure team cooperation. Be sure to clearly communicate all of your Marketing, Advertising and Promotional plans to your Sales Team and Customer Service Department, PR Team and anyone else who has customer media contact.
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3 GOOD REASONS TO CONTACT ME ABOUT
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CUSTOMER SERVICE:
1.) YOU FEEL YOU'D BENEFIT FROM A CUSTOMER SATISFACTION SURVEY.
2.) YOU FEEL YOU'D BENEFIT FROM A "MYSTERY SHOPPER."
3.) YOU WANT TO MAKE DOING BUSINESS WITH YOUR COMPANY
A BETTER AND MORE CONSISTENT CUSTOMER EXPERIENCE.
GREAT LINKS
The Business Owner's Toolkit
Guides and Resources for Entrepreneurs
The Small Business Administration The voice for Small Business within the Federal Government. Also a source for Business Statistics.
A Litmus Test for Entrepreneurs Courtesy of Harvard Business School.
Effective Workplace Writing Courtesy of The OWL at Purdue University.
HOW TO SAVE MONEY ON CONSULTANTS
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‣Don't hire them for things your people have the time and talent to do.
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‣Start with one contractor and ramp up slowly instead of bringing in several at once.
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‣Don't bring in anyone until you are well organized and ready.
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‣Make sure they'll create deliverables you can use.
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‣Make sure that the contract spells out the scope of the work, the fee structure, deliverables, revisions and all expectations.
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‣Make sure they understand your company's chain of command, policies and protocols.
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‣If a senior member sells you, then sends in only junior members, speak up.
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‣Find a way to keep them well-informed without paying them to sit through excessive meetings.
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‣If they seem to be over-complicating or over-simplifying things, meet with them to discuss your concerns.
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‣Don't do their work for them.
Caroline-isms about money
"Cost control without quality is like speed without accuracy."
"It isn't about how much money you're earning, it's about how much money you're going to be earning."
"Not spending is just as important as earning."
Caroline-isms about time
"After you give instructions, always check for understanding. That extra minute or two on the front end can save you countless hours later."
"If you think it takes too long to do it right, just think how long it will take to do it over."
"If you want to earn respect and inspire accountability, develop a reputation for keeping your meetings short, formal, organized and documented."
