It’s important for our lives to be based in truth. If we want to be effective, productive and happy, it’s important for us to operate as things are…not how we want them to be. That’s why I wrote this blog discussing “now that we are here.” With that in mind, I want to give you 3 Facts about Corporate Gift Giving in 2020.
It’s More Important Than Ever
We are unapologetic fans of showing appreciation. Of course we are. It’s the business we are in. But we also believe there is an appreciation gap in business today. We talk about that here. But this year, we are asking employees to work more with less. Some team members have been laid off. Others have taken on more responsibilities. It’s what we have had to do to survive. At the very least, we are all working in an incredibly uncertain and stressful time. We need to show them how much that means to us. And for customers that is doubly true. These are our truest supporters that have continued to do business with us…and we need to make sure they know how much we appreciate it.
It’s Harder Than Ever
But here’s the thing, while it’s more important than ever, the fact is it’s harder. Many people are still working from home. We can’t do the traditional holiday events or parties. Even if we can, these events will look small or different to say the least. If we want to give our team a gift, we have to create new ways to deliver them and make them fun. It’s a real challenge. There is no getting around it. (With this challenge in mind, we created this site to help).
It’s Important To Order Early
While we are always a fan of planning in advance, this year it’s a must. As an industry, we are starting to see challenges with delivery times for many orders. Because we HAVE to ship to more and different locations, it’s become a challenge for delivery. As a matter of fact, UPS and Fed Ex have already acknowledged it’s going to be an issue.
In addition, the stock of many items across our industry has been a huge challenge as well. Why? Because when the pandemic began, all business in many (if not most) industries stopped. The promotional products industry was no different. So suppliers shut off orders from overseas to manage space and cash flow. When the economy started to open back up, many suppliers took conservative bets on what to order in. It’s a smart move. But it has created stock challenges on some items. What does that mean to you? It means the item you are in love with for you team might be out of stock. You either need to order before it is…or get ready to change to a new item quickly so you can still show that appreciation that is more important than ever!
So those are 3 Facts about Corporate Giving in 2020. They are realities we all need to deal with. Please be patient as we help you try and navigate these strange waters with you. Again, if you are interested in seeing a solution to delivering the gifts, check out this site we have created. Everything on the site is “all in.” It includes the price of the items, imprinting, setup fees, and shipping to your team member or customers door…all in.
I was sitting at my desk, with the feet up, listening to Mike Michalowicz speaking at a recent Commonsku at Home event. Mike is one of my favorite speakers, thought leaders and authors in the business space. He has written several must read business books including The Pumpkin Plan and Profit First. When he said he is working on a new book about marketing, he had my attention. It was then that he told us about the most powerful word in marketing.
Mike’s new book (still in production) will be called Different is Better. The concept is simple. When there are thousands of options in nearly every business space, how do you stand out? It’s not just about being better (though that is great). It’s about being different. You must do something to differentiate in the customers mind.
Simple right? As we know, simple is not the same as easy.
While I am excited to dig into the book and try many of the tactics Mike discussed, there was one thing that caught my attention. One way to stand out in a sea of competitors is to use the most powerful word in marketing. What is that magic word? What simple word can you put on a piece of marketing that will wildly increase the likelihood that your customer will not only read the piece, but maybe also KEEP it? Let me give you the word…
It’s your customer’s name.
As Mike suggested, we are all attracted to our own name. If we are in a conversation with someone in a crowded room, and someone mentions our name, it will break through the noise. We will hear it. Our name is special to us. It gets our attention. It makes our customer feel important…because they are! If you want a simple way to make your marketing more effective, personalize it. It’s the marketing equivalent of listening to Beyonce and “putting a ring on it.”
The implications of this are simple and powerful. If you are going to create a direct mail piece, you are more likely to get it opened if it actually says the customer or prospect’s name rather than “current resident.” And if you are created a piece of branded merchandise to say thank you to your customers (and you should), what if you personalized that as well? If you create a vacuum tumbler with your logo on it, how much more would it mean if each customer, team member and board member had their own name on it? The effect will be powerful.
And as a side note during this pandemic, it’s safer. If each person has their own tumbler (or other branded piece), then there is a much lower chance of someone drinking out of the wrong tumbler and getting sick.
So now that we are in appreciation season, consider using the most powerful word in marketing to increase the value of your branded gift. Use your customer’s name and personalize your gift for even more affect!
Make sure you never miss an update. Please sign up for our VIP list and we will email you once a week with all of our latest content.
If you read this blog on the regular, you might be thinking something like this. “Okay I get that you need to retain customers (we talk about that here). I understand you need to grow within your current client base. But at some point you need to get new customers to grow as well!”
You’re right. Now more than ever…we need to find new ways to create new revenue.
So let’s focus on that now…with Target Accounts. I think this is one of the most powerful ways to grow your business.
Promotional products are most effectively used when they are targeted.
That is why this concept works so well. Let’s start with the concept.
First, you want to create your “target” list. I have also heard this referred to as the Dream list, Bullseye List, and Bucket List. Regardless of the name, you want to create the list of 100 perfect prospects for your company. These are the exact kinds of clients you want to do business with. I base this list on a number of factors. They include proximity, kinds of businesses, reputation for payment, culture and more. You are going to know the factors that are important for your ideal customer. This is the kind of customer where successfully getting just one of them, will quickly affect your sales numbers! If you want to dig into this more, check out our free 5 day marketing course.
This is a powerful step for a couple of reasons.
First, as I just said, this Target Customer is the kind who can REALLY impact your sales. They have the wherewithal to purchase what you are selling…in big numbers. Second, it is MUCH more cost effective to market to 100 people than it is 10,000! You can be much more personal, targeted, and relentless!
Now, DO take the time to get them on paper (or in your CRM if you use one). When getting them recorded, make sure to include all the pertinent contact information. This will keep you from “creating reasons” not to follow up. You will have all the information at your fingertips…so no reason not to call!
By the way, this first step is a huge one. Take some time and don’t skimp on the information. You will be glad you have it right in the long run.
Now that you have your list it’s time to create your plan.
I recommend breaking your Target list of 100 into more manageable numbers, like 5 or ten at a time. This does a couple things. First, by breaking the numbers down, you make the list more reasonable to follow up with. In addition, once you have gone through the first 5 (all the way through the process) you have your next 5 all ready to go. You will be glad you did. On more than one occasion I have made the list of only 5, and then when I got through it, got stalled because I had to start the “target list” all over.
Once you have the Target List created, it’s time to make the impact with these great potential customers with promotional products! Now it’s time to have some fun.
If you have chosen wisely (and in this case, I mean big!) you will need to understand that these are clients that most people would want! So they probably have “everyone” marketing and selling to them. That’s the bad news. The good news is, most people are being lazy when reaching out. They are sending letters, or cold calling or some other “shot in the dark” sales technique.
Since you don’t want to blend in with the other wannabes, you need to create a creative campaign that will stand out. I recommend a “three tier” campaign for that. This means you will send 3 creative mailers—one after another—until the follow up.
You really need to stand out here. Don’t just send a letter. If you want fantastic results, you need to set out to make a fantastic impact.
Let’s go through a fictitious example:
Let’s say my friend Bill has a Home Improvement store that focuses on carpet and paint. Though he certainly wants every “do it your-selfer” to think of him, he can make larger sales AND repeat sales if he focuses his marketing efforts on contractors. They are in the market for his products over and over. So Bill might make his Target List starting with contractors he wants to do business with.
This is when the project can really be fun. Here are some ideas for mailers that he might send:
Mailer 1
He sends a box with a nice measuring tape with his stores logo and phone number on it. It would need to be a nice one if he is sending it to a contractor. They won’t appreciate junk on something like that! With the measuring tape he might include a letter asking if their current supplier is “measuring up” on service and price. He might include other verbiage about having “room for growth,” and their specialty being the “height of service.” You get the idea. Have some fun to tie the letter to the item.
Mailer 2
In the second mailer, Bill might send a Giant Pencil. This is really designed to get his attention and make them smile. The letter might include something about “penciling him in for a meeting” or “having trouble finding time to source carpet.” You really want to get the clients raising eyebrows here.
Mailer 3
Finally he might send a nice travel mug with an offer to buy him a cup of coffee. In the letter, explain how you know they are “on the go” and you respect their time. Bill might also promise to keep the business relationship “hot” by giving leads back to the contractor. Then it’s time to let the prospect know that Bill will be following up (if they haven’t called already). Tell them your intention here. Don’t beat around the bush.
Now you might be thinking, “Wow! This is a lot of money to throw at one prospect.” And you are right. This is probably $40 to $50 per prospect here. But you also need to remember that these are clients that can spend thousands and thousands each and every year. So their impact can be well worth it. It’s also worth noting that you are not going to spend this much chasing each customer…just the Target list!
Now the procedure becomes simple.
First, choose your 3 to 5 first Target Accounts. (Make it a number you KNOW you can follow up with). I tend to choose them based on the ones I am most excited about working with the soonest. This will give me the most motivation to get this process rolling.
Second, once you have chosen the Targets, send out the mailers. I tend to space them out a week apart. This is a bit of a long sales cycle. But it ensures that they will have time to digest the message, even if they are out on vacation, business travel, etc.
Third, just like any business process, the fortune is in the follow up! You must work the phones now to get your appointments with the Target List. If you have done these mailers right (and been creative) you will have a great deal of success.
Be bull-headed in your follow up though.
You have invested a lot of money on these prospects! Work hard to get some time in front them now!
If you have chosen wisely on your promotional items and your themes, you will not only have made an immediate impact with your Target list, but you will also have the chance to have long term advertising with them as well!
Happy Thanksgiving! The holidays are officially upon us. And as the Black Friday Sales start (on Thursday, no less) it is extremely easy to get sucked into the stress of the holiday season. We can get too focused on the gifts and less on the meaning. We get focused on the tasks on the to-do list and less on the point of the exercise. I know I am guilty of it. So on this day of Thanksgiving, I wanted to take just a moment to outline a few of the things I am thankful for here at Hasseman Marketing.
The Team
I really am excited and thankful for the team I get to work with every day. From different backgrounds and different parts of the country, the inside employees and the outside sales team are what make us go. They are who “Deliver Marketing Joy.” Thanks to the Hasseman Marketing Team!
Our Customers
Nothing happens until there is a sale. That is true of any business, and certainly ours. We so appreciate the faith and trust our customers place in us every day. Thanks to each and every one of you!
Our Communities
Our Corporate headquarters is in Coshocton, Ohio and we love that area. We #ChooseCoshocton. We are proud of it. We want to have an impact. But with the nature of our business, we have team members in other communities too. Yes, we have people in Ohio. But we also represent communities in Virginia, North Carolina, and California as well. We are thankful for the opportunity to make a difference in each.
Our Suppliers and Partners
As with most any business, we are not in it alone. We have a host of fantastic suppliers and partners that help us do what we do. These suppliers are manufacturers, printers, designers and software developers…and more. We are thankful for the opportunity to work with each. So thank you! If you are reading this, you are likely in one of these camps.
All of us at Hasseman Marketing would like to take this chance to give Thanksgiving…for you!
In nearly every sales force you have three kinds of team members. You have your Rock Stars, the average performers, and the Laggers. And your success as a business is dependent upon working with (or not working with) the right groups with the right amount of time to grow your sales.
1. Rock Stars: These are the folks that are self-starters. They are driven. This group takes very little of your time to motivate and (most of the time) they are actually pretty low maintenance. There is not a need or want of any hand-holding (for the most part) because they don’t have time for that. They are working to get the next sale.
Sometimes they are so easy to deal with you might ignore them. Don’t.
2. Laggers: As one sales manager once told me, “You can’t push a rope.” Many organizations make the mistake of spending a lot of time with the Laggers. They are often very nice guys and gals (that’s why they were hired). And the tendency is, we think that if we “coach them up” they can turn into Rock Stars. Most of the time, this is fantasy. Raise your hand if this has happened to you…everyone!
3. Average Performers: The fact is, most of your sales team falls into this category. These are good sales members that have moments of “rock star status.” They just don’t perform at this level consistently. They very well could be “rock stars” but they are not…yet. One of the jobs of an entrepreneur, sales manager, or sales guru, is to raise the level of these team members.
But how do you thank and appreciate the Rock Stars and incentivize the rest? That is, literally, the million-dollar question. Let’s take a look at a few options…
1. Status Award: When it comes to affecting sales members’ behavior, a great option is to create Status awards they “wear.” This allows them to be reminded of their accomplishment nearly every day. It also shows the Average Performers who to model their behavior after. When thinking of a status award, think of the Green Jacket that is given to the winner of the Masters. What are some other ideas for status awards? Think of doing a cool custom watch. The average person looks at their watch more than 10 times a day. Make it a fashion statement and you have something they are proud to wear. Not a fan of a watch? No problem. What about a custom ring or a special shirt. You get the idea.
Make it cool and it will get the attention you desire.
2. Fun Award: Sometimes you can really have fun with the celebration! If you create a contest or incentive around lifestyle and the fun that success can bring, you might create awards that celebrate that. What do I mean, think about toting around a very nice Coleman cooler to every event this summer with an award message. What a great way to remind your team of their success (and get people to ask about it!).
3. Public Awards: Another way to make sure your sales team knows how they are doing is to create an award program that is a very public display of accomplishment. Read more on how to really do this right here. But when you create a public display, you can really give your sales team a way to showcase their own accomplishments to everyone that walks in their office! The other cool effect of these awards is that it tells all future customers that they are dealing with a Rock Star…and we all want that. If you want to dig deeper on learning how to create a program to help grow sales, just contact us here and we will reach out to you. In addition, you can shop online for other ideas here.
Let’s start with a statistic. It will really make you think.
Studies show that 69% of customers who leave you (as a customer, donor, supporter, etc.) do so because of “perceived indifference.” They will leave you because they simply don’t think you care.
Seriously, think about that. Nearly 7 out of 10 lost customers come down to the fact that you didn’t show them that you gave a crap about them.
Customer Loyalty—The Stakes are High, But It’s in Your Control
This statistic both frightens and excites me.
On one hand, it means that my customers could leave me because I have just been careless and lazy. It means that if I am not careful, my competitors could swoop in and take my revenue…just by caring more! Am I doing enough to show my customers, regularly, that I sincerely appreciate their business? Are you? The question itself seems scary.
And yet, on the other hand, it is an entirely fixable (and improvable) situation. If I am not doing enough to show them, I can fix it! It is totally within my power to do so. That’s a good thing. I don’t have to wait for some cosmic shift in the economy, or some other outside force to change. This is something I can fix all by myself. I just need to care more, and then follow through with actions to demonstrate that I care.
Create Systems to Improve Customer Loyalty
On the third hand (is that even possible?) I see this statistic about perceived indifference as an opportunity. It means that most businesses—and likely my competitors—are NOT caring enough about their current customers. That means I (and now you) can create systems that allow you to gain market share…through caring! How cool is that?
So how do we do it?
Let’s talk about two very concrete ways to ensure your customers always know you appreciate them.
Two Strategies for Customer Retention
Start a Habit of Sending Thank You Cards
It’s funny. Sometimes the things that make a big difference in your customer’s eyes are the simplest.
Send your customers a card on their birthday.
Send them thank you cards for their business.
Send them a holiday card.
Send them a Thanksgiving card.
Most people open their mail standing over the trash can because all we get are bills and junk mail. A heartfelt thank you card really stands out.
The reason most people don’t send out cards regularly is they lack a system.
Let’s face it; most of us have good intentions. But those intentions go out the window when we can’t find the right kind of card, or we can’t find a stamp, or we don’t have the person’s address.
We need to schedule a specific time each day (or week) that we send out cards. One of my favorite practices is to try to create a reason to send out at least one thank you card each day. Sometimes I send a card to thank a customer for a purchase they made. Sometimes I send one to someone who helped me. It’s a fantastic practice.
Two things will happen. First, your customers will NEVER think you don’t appreciate them. And second, you will have a better attitude about life. If you spend every day trying to find something to be thankful for—guess what—you will become more grateful. That’s not a bad side benefit for doing something to help you increase your business! Now let’s talk about how to create customer retention with promotional products.
Send Quarterly “Thank You” Gifts to your Best Customers
If you are like most businesses, 20% of your customers or clients produce 80% of your sales. It’s not a universal rule, but it is surprising how often it is true.
So those 20% are the clients you REALLY want to show that you care. So, in addition to sending them a birthday card, a Thanksgiving card, and thank you cards, you want to reach out with something extra special at least once a quarter.
Start by establishing a budget.
How much are you willing to spend over the course of a year in order to say “thank you” to these top clients? Remember, these clients are your bread and butter. This is probably not the time to go cheap. How much you can afford to spend retaining your best clients will be different for every business, but, in my experience, you don’t have to break the bank.
Figured out how much you’re able to spend per year, per top client? Now, just for argument’s sake, let’s assume this number is $100 per year. That is, you’ve determined that it’s worth it to your business to spend $100 over the course of a year to say thank you to these top clients. Divide your number by 4. This means you have $25 per quarter to create some sort of gift to give to these clients.
This is more than just a nice gesture. This promotional gift shows your appreciation for them, and it also showcases your logo, reminding them each and every time they use the gift that you are a great company to work with! The trick is to tailor the gifts to your audience.
Start a quarterly thank-you gift program and you’re now “touching” these clients 4 more times a year with a tangible, useful piece of appreciation.
A Plan for Thanking Your Best Customers with Awesome Promotional Products
How does this work? Let’s give you an example. Let’s say you are an insurance agent who has a wide variety of customers. You have business professionals, farmers, families and more.
This diverse group of customers gives you an idea of things you do and don’t want to give. So, your quarterly gifts might look like this:
Quarter 1:Roadside Safety Flashlight. This makes sense because you are not only promoting your brand, but you are showing you care about your client on the road.
Quarter 2: High-End Travel Mug and Cooler Bag. This is a cool combo because your clients might be thinking of vacations or road trips for the warmer months. Great way to remind them that you are with them through the miles and smiles!
Quarter 3: BBQ Set. At this point they will be in barbecue season with tailgating just around the corner.
Quarter 4: Executive Calendar and Tumbler. These two gifts are sure to stand out in the office and the home.
Obviously, these are just a few ideas to get you thinking. There are thousands and thousands of options. But these are some cool things that transcend generations and gender.
Streamlining the Process of Ordering Promotional Products
Also, here’s a quick tip to make this easier for you.
Call your promotional products consultant (that’s us!) and tell them your plans. We’ll help you find the perfect products that fit your budget and will be genuinely appreciated by each of your top customers. To make it even easier, consider ordering all four quarterly products at once. Have them shipped to you about a month before you need them, which allows you to spread out the cost over the year.
Pre-ordering for the whole year, “poof!” creates a reminder system for you, so you remember it’s time to say “thanks” again to your best clients. When the boxes arrive it’s time to start!
There are lots of ways to thank your clients, to kick the problem of perceived indifference to the curb, and to spread marketing joy all year round.
Get creative too and have some fun thanking your customers. You will be glad you did!
