by Kirby Hasseman
It happens to everyone at some point. Well, I can certainly say it happens to me.
Our work life gets more and more hectic. We have travel commitments. We have meetings. We have projects. Then one day we walk into our office (or work space) and it looks like a bomb has gone off. Though there might have been a system of organization at the beginning, now it just looks like stacks of papers all over the place. The office is a complete mess.
When this happens to me, I struggle to think.
My mind is constantly being distracted by this pile and that pile. I see trails of unfinished projects and ideas…and I struggle to focus on the task at hand. When I realize this, in my office, it usually means it’s time for a purge. Regardless of how busy I am, it usually pays me to take the time to clean up. Not only do I get my focus back (at least a little), but I usually unearth some projects that I am excited to work on again.
This time of year can be like that. May is not only the season of spring. It’s also the time of softball season, piano recitals, dance, and this year, graduation parties. Every weekend is filled with the parties of excited graduating seniors and many other activities. These are all good and important and fun events. But just like the cluttered desk, sometimes it’s hard to keep it all straight.
And just for good measure, we decided to host an Open House at Hasseman Marketing tomorrow night!
No…I don’t mean it’s time to purge. Though sometimes if feels like it would be easier to move away in May, that’s not the answer. Just as in the case with my office, it’s about getting back to basics. Usually it helps to get all of these events on one piece of paper (or calendar).
“The brain is a great place for coming up with ideas. It’s not a great place to store them.”
Getting all of these events out of your brain and onto a calendar will not make May less hectic. But it might help you to enjoy the moment just a bit more.
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by Kirby Hasseman
Podcasting has become an amazing and popular way to communicate your message and build your brand. It’s easy to get started. And, when done right, it is an extremely personal way to communicate to your audience. They really get to know you and your point of view. So how do you get started podcasting? Today we will cover some basics…and what has worked for me.
I started podcasting nearly 3 years ago. Though I have done podcasts on my own, I have found the most success with other people. I enjoy the interaction and it helps to keep me accountable to be consistent.
Promo UpFront Podcast
For years, I have recorded a podcast with my buddy Bill Petrie every week. First it was called unScripted and can be found here. For the last several months, we have shifted a bit. It’s called the Promo UpFront podcast. You can find that one here!
We talk about topics in the marketing and branding world and release the podcast every Friday. The unScripted podcast is designed to give our honest, unedited opinion on the topics that are relevant at the moment. What I love about this podcast is that it truly is off the cuff. I don’t know what Bill is going to bring up and he is in the dark about my topics. It’s fun. And the audience seems to respond to this authenticity as well. We have won a few awards for the podcast, and that is rewarding. But it’s a fun and fairly easy way to create conversation and to build our brand.
He Said She Said Podcast
More recently, my wife Amy and I have started a weekly podcast called He Said She Said. Because of our diverse interests, people are often curious about what we are doing. We thought this might be a way to give people a “behind the scenes” look. Amy and I talk about a “trending topic” each week and give people insight into what we are working on. We also try to provide a lesson of some kind and we give a weekly “shout out” to someone we are inspired by. It’s a fun new podcast and you can find it on our Soundcloud channel or just simply come to our blog each and every week.
Delivering Marketing Joy
Delivering Marketing Joy is the “OG” of content for me. Each week I interview a different leader in the business and marketing space. DMJ started as a web show, and it still is and can be found here on PromoCorner. But as it went on, people asked for me to provide them a podcast version of the show! I obliged and you can find that here on Soundcloud!
So those are our current podcasts…so how do you get started? Let’s dig into that.
Equipment
One thing that hangs people up on podcasting is the idea that you need a ton of equipment to get started. You don’t. Sure, the better the equipment, the better the sound. The better the sound, the better it is for your listener. That is true. But don’t let that stop you from just getting started. Your laptop has a microphone built in. That’s not the best, but it records! If you want a better microphone but do not want to break the bank, the one I recommend is the Blue Snowball USB microphone. It plugs right into your computer and gives really good sound. There are always ways to upgrade. Now that I have been at it a bit longer, I use this Yeti Blue Snowball and I love it. But to get you off the ground, this is a great start!
Recording Platform
While there are plenty of options when it comes to the platform you use to record your podcast, I use Zoom. It’s become ubiquitous, so nearly everyone you want to interview will know how to log in and use it. In addition, I find that the overall quality of video and audio is solid. You can even break the video and audio tracks apart if you want.
Editing Software
The other concern I hear from people who are interested in starting a podcast is, “will I need new software to get started?” The answer is “yes” and “no.” You will (most likely) need something to edit your audio file. But the level of editing will vary greatly depending on the kind of podcast. If you are doing something like our unScripted podcast, we pride ourselves on the fact that editing is minimal. If you do a quick google search you can find all kinds of audio editing software. But I like to keep it simple. We have Final Cut X, so that is what we use. I have talked to many people who can get started by using iMovie or Moviemaker to get their podcasts off the ground. Again…keep it simple. Get started and you will learn what works and where you need to upgrade.
Hosting
Once you have recorded your podcast, and then edited it into a finished product, you will need to host it somewhere. In other words, where will you upload it so someone can find it and listen. Again, there are lots of options. The one I use the most is Soundcloud. We upload most of our content there and then we have set up rss feeds to send the podcast to Apple Podcasts, Stitcher, and other places where most people listen. The other app that I kind of like is Anchor. What I like about that format is, they make it easy to record directly to your phone and upload directly from there. Although that won’t create podcasts that are nearly as produced, it does get rid of some of the production hurdles that stop so many people.
Point of View
Beyond the equipment, I think it’s even more important to establish what you are going to talk about. Do you have a topic where you are a true expert? Are you in an industry where you can help people? Do you want to highlight your community? Whatever your topic is going to be, I think it’s important to have a clear direction. No one wants to listen to someone drone on with no coherent thought. Think out what you want to cover. In addition, have an opinion. You don’t need to be a “shock jock.” But so many people are afraid to say anything that might be perceived as controversial. So…they say nothing at all.
Length
There is no set answer to how long a podcast should be. That’s the beauty of podcasting. People listen to it as they have time. Think about how you listen to them. You might be in the office, or in the car, or you might be working out. I generally am a fan of brevity…especially when starting out. You don’t want to make something longer just for the sake of it. Say what you need to say…then stop talking.
Getting Started
The biggest lesson I would like to share with you is, you need to get started. So many of us wait until the mythical time when everything is perfect. We don’t want to start until we have everything figured out. That time will never come. In addition, the way you “figure it out” is by starting. You create a podcast. You listen (and you might even cringe a bit). Then you adjust and get better. Rinse and repeat.
If I can help you or answer any questions on how to get started, please email me here. I am happy to help. I can’t wait to hear about your podcast…and your journey along the way.
P.S. As a cool side note, I was invited to be a part of the 100th Episode of the Your Living Brand podcast. You can listen to that here.
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by Kirby Hasseman
It’s time for the 8th episode of the He Said/She Said Podcast with Hasseman Marketing! This podcast is designed to give an inside look at being married and being entrepreneurs and the projects we are working on and the challenges we are facing! We talk about business, family, community and more. So listen in and let us know what you think!
On this episode we talk about…
Trending Topic
This week Kirby and Amy talk about the fact that it’s Election Day. No, it’s not one of the big November election…but a local election and what that means to them. In addition, they give an update on their oldest daughter, Skylar, leaving home to pursue her career in dance. Learn all about that here.
Weekly Whirlwind
This time Kirby talks about all of things swirling around at HMC and trying to get himself out of the way. He doesn’t want to the bottle neck that keeps things from rolling. Amy gives a quick update on what is happening on the building project and how she is filling the time.
Lesson In Life
The goal of the lesson in life is just to provide a bit more value on the podcast. This time Kirby and Amy talk about where they find motivation and inspiration. We all have times where we need a boost. Find out what they lean on here. Oh, and here is a link to a blog Kirby wrote on the subject as well.
Shout Outs
Each week we want to give a shout out to an organization or an individual doing good work. This time Amy circles back to those that are willing to throw their hat in the ring and serve government at a local level. Kirby talks about the City of Coshocton and West Lafayette and a ground breaking project that they are working on together!
So that’s a wrap! We will be back…and we will continue to improve. Any feedback will be welcome as we try to provide you value! If you want to subscribe you can do that where you normally get podcasts…or you can head here to follow on Soundcloud.
Thanks so much for listening! If you have any topics you want Kirby and Amy to cover, please comment and let us know! Oh…and if you like this content, check out this page where you can find all of the content we create!
by Kirby Hasseman
Even Finn loves the Commonsku SWAG
Creating a Branded Collection Can Elevate Your Brand
If you are a sports fan, you might remember being encouraged to “Be Like Mike.” There was an entire generation who idolized Michael Jordan and wanted to emulate his moves on the basketball court. More recently, if you were a fan of soccer (or football for those of you outside of the U.S.), you might remember trying to “Bend it like Beckham.” Anyone with a soccer ball was trying to spin it so it curved into the net. It was a sight to behold!
Now, if you are reading this blog, I want to encourage you to “Crush Collections Like Commonsku!”
Okay…maybe it doesn’t roll off the tongue quite so easily (I will work on it), but the message is similar. If you want to create a brand that people want to wear, support and be fanatical about, you should pay attention to want the good people at Commonsku are doing!
Building A Brand With Apparel
As I mentioned in this article, there are different ways to create value for your brand using Promotional Products. The first, and most common, is to use the vehicle (whatever that may be) to put your logo, phone number, and contact information on it to give it lasting impact. This has a ton of value when done right. When I first got into the business, I was taught to put the “who, what, where” message of any business on the item. This gives customers and prospects a way to contact you at their fingertips. It’s powerful.
But another way to create loyalty with customers is to create a “collection” of products that find their way into your audiences every day life. When done right, this can back up the brand you are building, the story you are telling and create real and lasting loyalty. Oh, and it makes your customers a walking, talking billboard for your brand too!
Commonsku is a master at this. Let’s take a quick look at how they make it happen.
Think Cool and Comfortable
As I type this, it’s a cool spring day in Ohio. I am a little embarrassed to admit I am currently wearing three different Commonsku apparel items! Why? Is it because I want to run around Coshocton promoting the Commonsku platform? Not exactly. I am wearing them because they are good looking and very comfortable. Your clients will choose their apparel the same way. Your collection should have a fun, cool design and be super soft and comfortable. This is what they will go in their closet and select again and again.
Partner with Amazing Suppliers
There are plenty of people in the promotional world who are very comfortable doing things “the way they always have.” That’s fine…unless you want to create something memorable. As Seth Godin would say, “If you want to be remarkable, you need to make something people will remark about.” Commonsku knows that doing things the way they have always been done will not create a collection that will “crush it.” So they have partnered with some great supplier partners willing to think outside of the box. They created t-shirts that are super soft with T-shirt Tycoon, hoodies that are so comfy with Sanmar, and even an amazing pair of joggers (that I am wearing right now) with Redwood Classics. There are others too, but I only have so much time here. Regardless, when you decide to create your collection, work with people that help you think outside of the box so you can create something your customers will crave!
Cover the Apparel Bases
As I mentioned, I am wearing three different pieces from the Commonsku collection right now. Why? Because they have covered the bases! I don’t just have one item to wear to rep their brand! I have a t-shirt, joggers, and a cool hat (from BamBams). As the weather gets cooler tonight I have a zip up hoodie that I love to wear. And when I want to dress it up on Monday, I have some cool and colorful socks to spice up my outfit. All in all, they cover any and all of the apparel items I might want to wear. When you create a collection for your clients, make sure you think of all of the ways they might want to rep the brand!
Listen to the Audience
One final piece of advice, especially as you get going, is to listen to the audience you want to reach! At a recent Commonsku event, co-founder Mark Graham stood on stage and talked about the term “Skummunity” (now on the shirts for the event) and how the audience coined the term to label the Commonsku community. Mark said, “I wasn’t sure about it. But everyone seems to like it, so here we are!”
So many times, we have ideas about what our customers will love…and we might be right. But sometimes the best feedback for what to do next, or what design might work best, can be right in front of you. Make sure you are continually listening to your passionate group of customers as to what apparel piece will be the next big thing!
When considering what to do next with your brand, think about creating a collection that your customers will love to wear. It might be just the thing that will help to take your brand to the next level!
If you want help with your next Promo campaign, you can always start here. Make sure you never miss an update! Sign up for our VIP newsletter here!
by Kirby Hasseman
When it comes to a successful education, old timers tell us about the 3 R’s of education. The idea is that a focus on “Readin, wRitin, and aRithmatic” would help create a good student.
And though that is hopefully not the entire focus of our education system today, we know that those are the basics for success.
The Three R’s of Business Growth: Retention, Repeat Customers, Referrals
When it comes to business, there are also the THREE “R’s” that are important in any successful, long term business.
We have already spent an entire blog post on one the role that promotional products can have in fostering the first “R,” customer retention. Today I’m going to introduce the next two R’s of Business—repeat customers and referrals.
Why are repeat customers so valuable?
All successful business owners want to have a steady stream of repeat customers. Repeat customers are the backbone of any vibrant business. They are the “holy grail” of business growth.
These customers come back again and again and (hopefully) their loyalty leads them to spend more time and money with us.
(Repeat customers are, incidentally, our best source for the third “R”—referrals—but I will get to that in a minute.)
Repeat customers are great because we have already won them. It takes a great deal of time, energy and money to earn a customer’s trust and business. It’s much harder to convert a non-customer into a customer than it is to sell to one of your current customers. Depending on the study, it’s been shown that it costs up to 6 to 7 times more to capture a new customer than to sell to a current customer.
Insufficiently focusing on their current clients is one of the main mistakes many businesses make. Why do so many spend so much time and money on the clients that are hardest to reach?
So, we have a base of repeat customers. Great! Now, what next? It’s safe to say the goal is to grow that base. But how?
The first way is to get these repeat customers to come and do business with us more often! If we can increase the number of times these customers do business with us, we increase sales. Duh…right?
Well in two separate studies (in 1993 and 1994 respectively) promotional products were shown to improve repeat business.
Research into How Promotional Products Encourage Repeat Business
Repeat Business for a Food Delivery Service
In the first study, conducted by Southern Methodist University, 900 people were divided into 9 groups of 100. These nine groups were broken down by customer type (existing residential food delivery, new residential food delivery, and business/commercial food delivery customers) and what they received (a promotional product, a coupon, or nothing.)
The promotional product and the coupon were both valued at $2. But which one turned out to be more valuable?
- Customers who received promotional products ordered up to 18% sooner than those who received coupons.
- Customers who received promotional products also averaged up to 18% more orders than those receiving coupons.
In other words, the customers that received the promotional products ordered more quickly and more often than those that received coupons…or nothing. Sales more often and sales more quickly = more sales.
Repeat Customers for a Dry Cleaning Business
This study, also conducted by Southern Methodist University, tracked the activity of 300 new customers at two locations of a dry cleaning business.
Customers were randomly assigned one of three groups. Everyone received a welcome letter from the company. One of the groups, in addition to the letter, received a promotional product valued at $5. The second group received a $5 coupon. The control group just received the welcome letter.
After 8 months, the results of the study were:
- New customers who received the promotional product spent 27% more than those who received coupons, and 139% more than those who received only a welcome letter.
- Promotional product recipients were 49% more likely than coupon recipients (and 75% more likely than letter recipients) to patronize the dry cleaner in each of the eight months studied.
Just as in the first study, this second study showed that customers who receive promotional products spent more and were more regular customers than those who do not.
If repeat customers are the “holy grail” to business success, then you need to consider how cementing that relationship with a promotional product can help you grow.
How to Get More Referrals
Another huge part of any successful business is the third R…referrals. As a business friend once told me, “The best way to get referrals is to deserve them!” Obviously, this is foundational. But I am going to assume that you’re already running a business that is worthy of referrals.
So here I’m going to talk about how to get more referrals.
As I mentioned earlier, your current customer base is often the best place to look for growth in your business. It’s also a source of referrals that many business owners and marketers ignore. Your current client base already “gets” you. They understand what you offer, and they love you for it. Repeat customers can be a fantastic source of new customers.
The problem with referrals is that no really likes to ask for them! Admit it. You, like everyone else, don’t like asking for referrals. (Most people don’t.) Nearly every time I speak to a group, everyone agrees that getting referrals is a great way to grow your business. It’s just common sense. And yet, most people admit to failing to “consistently ask” for referrals.
What I’ve found, time and again, is that giving a promotional gift before asking for a referral is a simple way to make asking for referrals easier.
And another study proves it.
In 1993, researchers at Baylor University showed that customers who received a promotional product are more willing to provide referrals than those that don’t.
The study was conducted with 20 Mary Kay beauty consultants, half of whom distributed a promotional gift to their customers; the other half of whom gave no promotional gift.
The results were impressive.
- Customers who received a promotional product were 14% more likely to provide leads than those that did not.
- Salespeople who gave promotional products to their customers received 22% more referrals than the salespeople who did not use promotional gifts.
Providing even a small promotional gift to your customers increases the likelihood that they will provide you with referrals. Combine that with the fact that you have a business worth referring…and you have business gold!
Here’s an Idea: Create a Gift-Based Referral Program
Are you still struggling to ask for that referral? Here’s another approach—create a referral program which does the asking for you.
First, create a flyer to email, mail, fax (or send via smoke signal, your choice!) to your current customers.
The flyer should advertise a nice “referral gift.” Use your imagination. The gift can be anything from a nice watch to a piece of luggage. The incentive gift does not have to break the bank, but it does need to be nice enough to garner attention.
Send your flyer, letting customers know that if they provide a referral that results in business for your company, they will receive this fabulous gift.
Boom. Watch the referrals flow in.
A few tips:
- The gift needs to be nice enough to get your customer to act: Make the new customer’s qualifying purchase large enough that the profits from that sale will cover the cost of the item. This way you might break even on this transaction, but now you have a new customer for life!
- Make it feel “exclusive”: Considering only sending your referral offer to your top 20% of clients. They are the most likely to give you the best referrals anyway!
Setting up a simple program like this—one where you “give first”—takes “the ask” out of the referral. Instead of asking for a referral, you’re giving them an opportunity to receive a great gift. It’s a win-win proposition.
Focusing on the three R’s—retention, repeat business, and referrals—lays the foundation for building a successful business. And the research shows that promotional products can help your business achieve all three goals.
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