I could probably write 50 blog posts on marketing challenges alone, but for this post, I am thinking about the danger of businesses seeking budget-friendly marketing solutions - and FAME - and how frugality can lead them to trusting the sneaky marketing leprechaun.
You know, it’s not very often that we ‘love’ our businesses. Most of the time, it seems we push, push, push it to go harder-faster-bigger without taking time to show it some appreciation. The funny thing is, it’s that very thing - love and appreciation - that helps businesses to go harder-faster-bigger.
Would you appreciate a loyal customer who has been returning to your business, year after year, spending more than a total of $2500 with you at around $20 per visit? I’m guessing you would…I certainly would…but it occurred to me today how infrequently this actually happens. How often are customers actually appreciated?
When I was a teenager, my mom held the job as the regional sales manager for Del Monte foods. I remember marveling at her confidence in her job. ‘Trying’ to sell to someone was something I always thought to be extremely uncomfortable. By that time, I’d done some retail work and no matter how often I was asked to approach the customer, I felt like such a nuisance. Have you ever felt this way?
Then, Johannes handed me his business card [WARNING: This may be offensive to some readers. Don’t be defensive, but by all means, be objective…]. Subtly…well, almost lacking consciousness entirely…three elements of his card revealed some things about Johannes that had me slowly retreating.Do you know what they were?
I had a friend once who worked half of her time in the United States and the other half in Shanghai. At one point, she was managing a large staff in China and interestingly, as an American, she had the most loyal staff out of the entire company. Some of her employees had worked for her for more than 15 years. When I asked about her secret, she told me that she’d managed, rewarded and promoted her employees based on their Chinese horoscope signs.