E. Sue Huff & Associates

Journalistic Marketing

2012-01-10T15:35:00.000-08:00

At E. Sue Huff & Associates, we understand the value of staying connected to customers by showing them that we value their experience with us. So it is especially enjoyable to begin the new year with some of the latest news in customer connecting.

Marketing predictions for 2012 point to, of course, social media and video as vital avenues that lead to consumers. Experts understand that the growing reliance on these resources to get information is not only here to stay, but here to be utilized. And they are using something called “journalistic marketing” to get the job done.

A recent example involved a story about a man who proposed to his girlfriend on a Southwest Airlines flight. She accepted, and this happy story went viral, thanks to YouTube.

Southwest contacted the couple and blogged about it on their website. I managed to find three different “marriage proposal” stories that involve the same airline. No slouch in the opportunity department, Southwest’s blog website encourages customers to contact them with their travel stories. Recently, they announced they were joining forces with the TLC network to produce a new series giving viewers a behind-the-scenes look at modern air travel, slated to appear in spring of 2012. There will be opportunities for customers to actually travel with a film crew to record their experiences for a television audience.

Deb Davidson
Associate, E. Sue Huff & Associates

Shop Local this Holiday Season

2011-11-30T06:02:00.000-08:00

There’s good news for the small business industry. The buzz among some consumers this season is to shop locally. For the second year in a row, a national campaign sponsored by American Express and labeled Small Business Saturday, urged consumers through social media to keep their holiday spending local, at least for one day. This year’s kick-off date was Saturday, November 26.

Using Facebook and Twitter, consumers shared tips on mom and pop restaurants in their neighborhoods, community art center gift shops, and not-yet-trendy areas of town hoping to bring their economies back to life.

I noticed this marketing phenomenon on my own list of Facebook friends. I recently spoke with a couple of them who shared their reasons for keeping the dollars close to home. Maureen, who has spent years working in sales and marketing, has a special place in her heart for small businesses. She decided to explore her own city this year in search of hidden treasures with a handful of friends. Dubbing themselves “The Retro Shoppers,” they found ordinary neighborhoods with extraordinary diners, cafes, shops and farmers markets. The owners and staff welcomed new faces and The Retro Shoppers came away with one-of-a-kind gifts.

“Communities were once centered around their own business districts,” says Robin, one of Maureen’s Retro Shoppers. “Reinventing community life as I remember it as a child seemed like a fun thing to do. Now, shopping locally has become a habit instead of driving to a big shopping mall."

Deb Davidson
Associate, E. Sue Huff & Associates

Does Your Website Look Homemade?

2011-10-27T08:18:00.000-07:00

What’s the most important piece of your business’s web presence? Your website, of course.

Creating a website requires a good deal of thought; it’s important to plan what information you want on the site, what the layout will look like, and how you’ll connect each piece together.

Think of your website as your hub; it’s what people will see when they look for you. There are many elements that go into creating an effective web presence, but let’s start with your homepage. It will be the first impression for potential clients.

A good homepage will answer the questions “What do you do?” and “Why should I trust you?” Consumers will make a split-second decision on whether they’ll stay to learn more or go to a competitor. Don’t lose them at the start.

The look of your homepage is extremely important. Invest in a professional web designer. If the budget is tight, go to a local college and contact the graphic design department. Ask to speak to the design professor. Many students need to build their design portfolio before graduation, so the professor might have someone in mind who would give you quality at an affordable price.

If you create your homepage yourself, keep in mind that you can do more harm than good if the end product looks “homemade.” Too many fonts, inharmonious color choices, and grammatical mistakes translate to “amateur” right away. If you can’t present a polished and professional face on the web, clients might think you operate your business the same way.

Deb Davidson
Associate, E. Sue Huff & Associates

Inter-Office Business Communication

2011-10-07T09:42:00.000-07:00

Recently there was a ripple in the universe at a little high school in Toledo, Ohio. The principal, a seasoned mathematics teacher known for his congenial manner with staff and students alike, decided to address a growing problem. The issue was not with students in his high school, but with emails exchanged between staff members.

It had all started with an email response to a question. It was simply rushed, no time for pleasantries, just the facts ma’am. Or “terse” as the other party saw it. The “terse” response was returned in kind and noted as “pointed” by the receiver. What began as a simple question from one staff member to another turned into icy hostilities that tainted the normally pleasant atmosphere in the administrative department hallways. By the time all the adjectives were sorted out, the original question in the first email was long forgotten.

It was obvious to the principal that the problem had been the manner of communication and how it was used. Being the thinker and problem solver that he is, the principal dug up some business correspondence models from 1975. He printed out some of his staffs’ emails and did a comparison of components. He noted that the 1975 business correspondence was broken up into three parts: identify the subject in an introductory paragraph, provide the information needed in the body of the letter, and write a closing paragraph.

What was glaringly different between 2011 emails and the 1975 business letters was simply the way they were ended. The 1975 correspondence always had a respectful closing paragraph. The content of this paragraph was a type of personal signature devised by the writer, the sole purpose of which was to end the communication on a friendly note. It provided the tone of the letter. The content varied from writer to writer but usually thanked the receiver for their help or expertise, or simply wished them well.

He took this to the next staff meeting. The principal pointed out that emails do not convey facial expressions, that their tone can be interpreted in different ways depending on how the receiver or sender is feeling at the moment they hurriedly dash off a few sentences and hit “send.” He advised his staff to take the lead in heading off future problems caused by haste or inattentiveness to business courtesies. His suggestion was simple: make the effort to leave one’s chair, walk down the hall, and talk face to face.

--Deb Davidson
Associate, E. Sue Huff & Associates

The 15 Minute Organizer

2011-09-06T06:42:00.000-07:00

Sue recently called my attention to an article about clutter. It was one of those “personality” indicators that linked the most cluttered areas of your house to what that might say about you. For example, a cluttered entry, full of family photos, art, and knick-knacks, coats and shoes would indicate you want visitors who enter your home to know you right away. While it’s comforting to think one’s mess might mean something positive, if the congestion spreads into every room, you are probably more irritated by the chaos than you know. Making long To-Do lists can often add to this stress. If there’s just not enough time in the day to tackle all your problem areas, a solution might be to become a 15 minute organizer.

The idea is simple. Break tasks into 15 minute segments and stick to that time frame. Once 15 minutes is up (set a timer if you have to) stop and congratulate yourself on the accomplishment. Is the home office your main source of irritation? Make a 15 minute job out of gathering up only catalogs, magazines and bills. Sort them into piles labeled Toss, Read, Order, and Pay. Keep in mind, anything you keep will claim your time later. It could take several more 15 minute segments in the future. Do you really want to do that? You may decide you don’t need those catalogs and magazines, especially if they were on top of the bills you forgot to pay.

One of the best things about the 15 minute rule is you will begin to see how much internal and physical clutter you add to your life without meaning to do so. Eliminate the time you spend on things that cause additional stress, so that you can enjoy a sense of mastery over the things that matter most.

--Deb Davidson
Associate, E. Sue Huff & Associates

Keep Customer Communication Strong

2011-07-10T13:25:00.000-07:00

In an economic downturn, companies tighten their belts. Typically they pull their advertising and marketing budget. The truth is that by doing this and reducing communication, you only affect short term sales, and sacrifice your long term goal of a strong link with your customer base.

There are several strategies for staying connected. First, consider that media revenue is also deflated in times of economic stress. The cost of advertising in some markets gives you the opportunity to stretch your advertising dollars. Perhaps its time to increase your visibility while your competitors are lessening theirs.

Second, be mindful that consumer behavior changes during a recession. Major purchases are delayed, and cheaper alternatives are sought. Not all consumers stop spending, they simply alter their habits to better fit their financial situation. Keep your customers attracted to your business by letting them know you are willing to be flexible to meet their needs, even in tougher spending times. If you can offer a lower cost solution to their needs they won’t have to go elsewhere and you won’t have to risk permanently losing them to a competitor.

Third, depending on the type of business that you own, you might consider offering free seminars or give-away events. The idea is to connect and reconnect with your customers at every opportunity by providing something that draws them back to you. This will keep them loyal and help to cultivate a stronger relationship in the future.

Deb Davidson
Associate, E. Sue Huff & Associates

Don't Crash the Party

2011-05-17T06:47:00.000-07:00

I was volunteering at a community art show recently, passing out programs to a crowd who had come to experience the free kids’ art activities, stroll artist booths along the street and enjoy some culinary treats from neighborhood restaurants. Its an annual event sponsored by a non-profit organization, and well-attended each year. I noticed a woman with a clipboard standing nearby. At first I thought she might be taking a count of how many people were coming to the show, but then I noticed her approaching folks and went to investigate. Turns out she wasn’t a volunteer for the show at all, and her clipboard held a petition she wanted people to sign. She was there to take advantage of the large crowd of potential signers and had posted signs about her issue.

This reminded me of all the times I’ve been in a store parking lot and had someone approach me selling candy, raffle tickets, and other solicitations. Its not enough that I’m bombarded with requests for my time, money and attention on the television, on the internet, at my front door, on the phone, and in my mailbox. I’ve been approached while unloading groceries in my driveway and while digging weeds in my garden. Worthy causes await me at traffic stops. 866 callers wake me up at 8:00 a.m. Sometimes the best place to be is driving my car with the CD player on. I do my part to make the world a better place, but frankly, I’m tired of being treated like a commodity on a daily basis.

The only time I DON’T mind being treated as a potential asset is when the Girl Scouts set up a table at my grocery store. I can’t resist their earnest little faces or those Do Si Dos. I’d actually call selling Girl Scout cookies a community SERVICE.

The Clipboard Lady didn’t like my suggestion that people weren’t coming to the show for her political cause. As worthwhile as her cause is to her, its still her personal agenda and she decided to bring it--uninvited--to a social event. She told me she had the right to do that on public property. But I sure wish she would have set up shop on the sidewalk outside the county courthouse, instead of “crashing the party” at a Sunday afternoon social event.

Keep in mind that those you want to interest in your sales approach, whether its a product or an idea, are more likely to respond if you choose the right place and time. Know your audience, and don’t make a bad impression by infringing on their space.

--Deb Davidson
Associate, E. Sue Huff & Associates

Bon Voyage on Allure of the Seas

2011-05-09T08:58:00.000-07:00

I just got back from a one week cruise on Royal Caribbean’s Allure of the Seas. The Allure has many things to boast about, not the least of which is their approach to customer service. They have managed to create a top notch product and bring it to life with the people they employ.

What I really want to tell you about is how gracious, friendly and hospitable the entire staff of over 2000 people on Allure of the Seas is. I can’t say I’m a veteran cruiser (this was only my fifth cruise) but I am a very discerning consumer. The food is great, the entertainment spectacular, the attention to detail flawless. Yep, that’s what I’d heard about them. But as a “people person” I value harmony and camaraderie more than anything, and I found it in abundance onboard the Allure.

The staff and management want you to know that THEY know you are on vacation. They take it very seriously that you have chosen their ship. They thank you, talk to you nicely, smile at you, tell you to have a wonderful day, ask how your evening was. They are relaxed and unhurried, pleasant and efficient. I can’t remember the last time I encountered such gracious hospitality in the vacation industry.

I think all that positive energy was contagious. There were so many happy people on this ship (over 6000 passengers) that perfect strangers smiled at each other in the hallways, joked in the elevators, shared shopping tips, complimented beautiful outfits. We were fortunate to meet people from all over the world. Six thousand strangers shared a very large ship for seven days and somehow we felt we were living in a happy little global village.

Maybe I’m going “overboard” with all this praise, but there’s a lesson here. You can have the most wonderful product in the world but its the “extra special something” that brings customer loyalty. This can only be delivered by the people who represent you. At E. Sue Huff & Associates we value those things ourselves. When we see a great example of it, we want to share it with you. Bon voyage on your next customer service trip!

--Deb Davidson
Associate, E. Sue Huff & Associates

Keeping an Eye on Facebook

2011-04-13T19:55:00.000-07:00

Being on Facebook means different things to different people. Take Emily, a 37 year old mother of two middle school-age girls. Emily doesn’t need Facebook to keep up with adults her own age, but she is on Facebook for her daughters. Emily found herself having to explain to offended friends why she was ignoring their requests to be a “Facebook friend.” She’s too busy with her job and her family to spend any more time on Facebook than she has to.

She uses Facebook several times a week to keep on top of the socializing trends at her daughters’ school. She allows her girls to be on Facebook only if she is “friends” with them and if they give her their passwords. That way Emily can monitor what her daughters post, making sure they do not reveal too much personal information, get bullied online, or fall prey to predators posing as kids their age.

The naivete of children that age toward the perils of internet access sometimes works to Emily’s advantage. Because kids that age don’t care about their privacy settings, Emily is able to look at the Facebook pages of her daughters friends, and even friends of friends. Some of these kids, Emily has learned, use the time before their parents come home from work to raid dad’s wine cellar or try pot in the family rec room. They post pictures of their activities. Emily is well aware of who they are and will refuse to give her girls permission for any social activities at the homes of these children, or at events supervised by any of their parents. All too often she’s heard parents whine that they feel guilty “invading” their children’s privacy (like Emily has) on Facebook, so they simply cross their fingers and hope for the best.

Not so for Emily. She wants to teach her daughters that Facebook is not a place for kids to hide socializing that they know their parents wouldn’t approve of. She believes that the middle school years are the most vulnerable, and is making an extra effort now to guide her girls on a path to healthy relationships and self-esteem. Emily calls that “good parenting”.

--Deb Davidson, Associate, E.Sue Huff & Associates

Are You the Weakest Link?

2010-08-17T14:57:00.000-07:00

You know your business plan inside and out. Your finger is on the pulse of the industry in which you work. If you are a small business owner, you probably spend most of your time on the big picture and rely on your staff to take care of the rest. I’m talking about day-to-day operations such as running the accounting department, troubleshooting equipment problems, or managing software upgrades.

You have great people working in your company. But would you know how to do everyone else’s job if you had to step in and do their job? Could you train a new hire in a pinch? If not, you may be the weakest link in your company.

I see this in a lot of client offices, the boss doesn’t know what it takes to do a particular task, and they think it can be done faster but don’t really know how to do it themselves. Being in the dark about the process of getting business done can cost you more than a few sleepless nights.

What’s the answer? Take time to familiarize yourself with each area of your company’s operations. Have your staff write down the procedures and problems they deal with on a regular basis. Create "job audits" by having employees keep track of what they do and how long each task takes, know what they do daily, weekly, monthly, and so on. As your business grows, more procedures, documentation and clear guidelines are needed. Should someone call in sick or quit abruptly, you don’t have to be the “the weakest link.” Instead, you’ll be the “temporary bridge” while you wait for help to arrive. Stay nimble and stay prepared.

Creating Balance

2010-08-03T15:59:00.000-07:00

I recently found out a good friend has cancer. First, there is shock and then the worry. How could this happen? I just saw her, she looked fine. Then I got the news that another friend from church passed away yesterday. It makes you stop and think about how quickly things can change. I have to ask myself, am I living my life as fully as I think I am?

Times like these underscore the need for balance. I get caught up in the process of work, results and efficiency, and seldom have time for anything else. I've got a terrific 'work plan' for work. But maybe I lack a plan for life itself. There's never enough time left for friends, for exercise or for down time. The idea that everything could suddenly stop because of serious illness or death has made me revisit my life's 'work plan.'

I need to create balance . . . for body, mind and soul. My 'to do list' will just have to include those things that will benefit my personal being.

Life is short. As they say, we only do this once. When you work, work hard, when you live, live to your fullest potential. This is going to be my new plan.

Create a Good Memory

2010-07-26T08:19:00.000-07:00

Ease and convenience are two major things that customers report as being important to them. That’s what makes internet ordering so popular. But if you sell face-to-face with your customers, you need to focus on the “ease” part I mentioned, and ask yourself “how much at ease” are my customers when they buy from me?

As a case in point, a friend of mine stopped shopping at a very convenient grocery store. She passed this store every day on her way home from work and often stopped to pick something up for dinner. But she usually left feeling like she’d been an inconvenience to the people who worked there. The cashiers were often sullen. Their greetings to customers came across as automated, yet they joked around with each other. Sometimes they walked slowly off to find a price code and came back five minutes later . . . while she waited in line. She started calling it the Bad Attitude Grocery Store, or “BAGS” for short. Finally, the bad experiences made her dread stopping at that grocery store, so she drove three miles out of her way to a different store. Turns out the selection is better (who knew?) and she doesn’t have to put up with grumpy people at the end of each work day.

Don’t create bad shopping memories for your customers. Its not enough to teach your employees to parrot customer service lines such as “did you find everything you need?” or “hello, how are you?” especially if its obvious that they don’t mean it. Put your customers at ease with genuine friendliness. Treat others the way you would like to be treated and drop the phony baloney.

If you serve up a good customer experience, you will create a favorable memory that can be the basis of a long-term relationship. A positive experience increases the likelihood of re-purchase and positive word of mouth, the two things that directly impact your bottom line.

Procrastination

2010-07-11T18:53:00.000-07:00

Procrastination is the art of keeping up with yesterday. We all do it, to some degree, but I like to have my schedule planned out well in advance. I work ahead on most things, mainly to leave room for last minute things I can’t control . . . um, like other people’s procrastination. When I rely on someone to deliver something on time and complete--- and they say they will---I tend to believe they mean it. But procrastinators are a different breed. Their idea of a deadline is more like an ever-changing mirror in the carnival Fun House. They see what’s in front of them, but it just doesn’t seem real.

Psychologists often cite such behavior as a mechanism for coping with the anxiety associated with starting or completing any task or decision. They say it can result in stress, a sense of guilt and crisis, severe loss of personal productivity, as well as social disapproval for not meeting responsibilities or commitments. Making a habit of procrastinating is career sabotage. Your boss or co-workers will soon lose patience with you if you cause THEM stress or put a project in crisis.

Don’t wait until the last minute, especially if your part of a project gets passed to the person who is responsible for the final outcome. Your sloppiness dumps problems on others, and will earn you a reputation for being unreliable or careless. Procrastination not only causes resentment, but its a nasty habit that can put your job in jeopardy. TALK to everyone involved in a project, coordinate schedules prior to the job being a rushed panic job, then get started!

Summer Slump

2010-06-28T10:34:00.000-07:00

Don’t take a vacation from your marketing plan. Its easy to fall into the “summer slump” and get lax about customer service, promotions, and employee relations. After all, everyone else is on vacation, why shouldn’t you be, too?

Summer slow-ups give you a break from the normal hectic pace. Take advantage of any lull in business to review and refocus on your year-round marketing plan. Brainstorm new ideas, tweak last year’s promotions, get cracking on that computer system software update you’ve been meaning to do. In other words, shore up what you have so that the coming year has a solid foundation for continued success.

While you’re working on the nuts and bolts, use some of your time to build relationships with your customers and staff. Review customer accounts and make courtesy phone calls about future promotions or special discounts. Do things you would not normally have the time to do when you are busy, such as acknowledging outstanding employee service or surprising the staff with goodies in the break room.

Got time on your hands? If you do, use it now!

Job Hiring Questions

2010-06-17T06:27:00.001-07:00

What are the right questions to ask in a job interview? As an employer, you want to pose the hard questions that will give you a strong understanding of the knowledge, skills, and abilities plus the strengths and weaknesses of potential hires. Begin each interview in a comfortable atmosphere. If applicants feel at ease, you are likely to get them to talk more freely about themselves and their work habits. You might want to begin with a question such as, “How did you get involved in this line of work?” Pay attention, take notes, and let the applicant talk more than you do.

There are a few techniques and questions you can ask applicants in order to see their true colors. When an applicant comes into your office, they are prepared to answer the standard questions. Asking out of the box questions can help you decide on the best candidate for your business.

Asking a question such as “What are your strengths and weaknesses?” could provide some interesting answers, but keep in mind that the applicant surely doesn’t want to reveal that their worst weakness is not finishing a job on time, or habitually coming in late. Make sure you have references, and call them.

What may be more revealing are behavioral questions. Behavioral questions require a candidate to relate real situations, and demonstrate how their strengths and weaknesses are manifested on the job. For example, rather than asking a customer-service candidate to describe their people skills or problem-solving abilities, ask them to explain a recent problem or situation they experienced with a difficult customer and how they handled it.

This type of discussion can help you determine how the candidate approaches problem solving, and also generates a topic that you can ask the candidate’s references to comment on. As an example, did the reference see the situation similarly to the candidate?

Job interviews are stressful for both the potential employee AND the employer. A lot is riding on your decision, and you want to ask all the right questions so that you don’t end up with the wrong person. Think of it as a mini-marriage -- one that you don’t want to end in divorce!

Clearly Written Business Emails

2010-06-03T14:13:00.000-07:00

I spend more time trying to understand business emails. This sounds funny coming from someone who teaches time management and effective business practices. I sure would like the opportunity to give a mini lesson to those out there who write emails that require multiple responses in order to get to the point.

As a recent example, someone asked me to give them a price on “some work”. That was all I got from the email, no details or explanation. We went back and forth on several emails before I had a good idea what the person wanted. The entire “question” took four days to answer, when I could easily have done it in fifteen minutes if the person had used TEA time: Tell, Explain, and Ask.

TEA time is the best example of clear communication, whether oral or written. T - Tell them what you want or what you want to discuss; E - explain the problem, project, issue, etc; and then A - ask for an action, decision, response.

When it comes to vendors I’d like to use, having to trade several emails just to obtain basic information from them makes me a little bit nervous about the quality of the product they might deliver. They are “dumping” their unprofessional manner on me, and I sure don’t want them “dumping” an unprofessional product on my clients.

Effective business correspondence should be a professional part of what you do. I’m here to help my clients maximize their time and dollars and hope that you have that same sense of dedication for your business. If you are operating your business with shorthand and guessing games when it comes to communication, then you are probably wasting more than you think. You are wasting time, money and clients.

Avoid flipping off a poorly defined question just to get the ball rolling and get it off your “to do” list. Don’t use shorthand and half-phrases in the business world; save all that for a personal text to your BFF.

Privacy on Facebook

2010-05-17T05:16:00.000-07:00

You're going to think it's pretty funny that, as the owner of a marketing and advertising company, I'm going to caution you about the kind of information you might be giving out about yourself over the internet. Advertisers are always looking for potential markets. Recently, writers for the New York Times, PC World, and other savvy publications are sounding a warning about Facebook's privacy policy. It seems that Facebook reset a lot of your account information to be accessible to all registered users, even if you had set up your Account Settings differently. For example, under the Account Settings option, in the Facebook Ad tabs, two options are automatically turned on to share some information with advertising networks and friends. Anyone who wants to keep this information private must uncheck the boxes in that tab.

Unless you were paying attention to this change, your profile, photos, wall posts, etc. suddenly became available to friends of friends. That status post about your vacation plans (your home will be unattended, right?) and complaints about your boss can now be seen by perfect strangers. Could be one of them is a friend of your boss's friend who just couldn't wait to share the juicy gossip. In FB slang, it's called "creeping"; in the real world it's called an invasion of privacy. An invasion that you are allowing.

Facebook has over 400 million registered users worldwide, which means it is the Mother Lode of Databases. It was originally meant to be a social networking site, just a friendly sort of place you could drop in and keep in touch with people easily. But 400 million potential targets for non-friendly uses are just too tempting for some folks. Identity thieves can easily glean some necessary information about you from your Facebook site, such as birthdate, city, address, e-mail address, and workplace. Keep Facebook friendly and protect yourself by visiting all your Account Settings and setting them to "Just Friends."

Email Address Names Can Make or Break the DEAL!

2010-05-10T07:25:00.000-07:00

So, you're excited about the Monster.com job opportunity and have sent your resume to a very promising ad. Of course you're available for a phone interview! And please contact me at JelloShooter10@ . . . com.

Not.

No thanks, the potential employer immediately says after skimming your resume. We don't need any Jello Shooters here. We fired the last one. We're looking for a serious employee, someone we can count on. Your email address indicates you might be having too much fun to be serious. Or possibly unable to hold a coherent conversation.

Email that you use for personal and private use should reflect who your friends know you to be, but your talents as a professional need to reflect who the business world knows you to be. No matter how fantastic your portfolio or sales proposals are, you will most likely be remembered for your email name rather than your credentials. Next time, ditch the BigBoy, 2Hot4U, TequilaMama, JuicyBaby and other casual monikers in favor of something that reflects you as a business commodity. A simple and straightforward Smith2250@ . . . com helps the business contact remember your last name, and leaves off any hints that you might be living 24/7 in Party Land.

Penthouse or Bargain Basement Image?

2010-05-03T15:58:00.000-07:00

Today anyone with a computer and some standard software can call themselves a graphic designer. Your business card, brochure, and website can make you look like you have a penthouse on Fifth Avenue . . . or a closet in the Bargain Basement. Businesses think nothing of letting the secretarial staff or IT department design their materials. Many pass off the in-house design as a way to cut costs, thinking the only important thing about their business card, brochure, or website is that it has information on it. Good design involves understanding visual balance, style basics, even color choices. Good design strives to capture the reader's interest . . . and present your company as a competent, professional, and classy organization.

Paying money for good graphic design may seem like a luxury in a slow economy. You don't have to spend a fortune, but don't try to do it on the cheap. Cutting corners on design may end up being money wasted in the long run, especially if potential customers won't give your brochure or website a second glance. Look at samples from graphic designers before you put your company's image in their hands. When visual materials fail to hit the mark, the real problem is that the design simply didn't do its job, which is to convince potential customers that you have your act together.

No More Junk E-Mail

2010-04-26T16:29:00.000-07:00

I bet you're wondering if anyone reads those marketing e-mails you send out on a regular basis. You're hoping your valued customers don't mark things from you as "junk" and delete them before they are opened. I know I get promotional e-mails every day and I often delete them. Why? Well first, because my inbox is full of lots of important things and I have to prioritize my time. Secondly, I've come to expect the same messages from some of my e-mailers. They are either advertising a sale or a special event. I hate to say this, but I'm usually too busy to plan a trip to a particular store because of a sale, even though that's one of my favorite words in the English language. And a special event? That's usually "code" for something you want me to buy. If your customers think they know what you have to say, or think it isn't something they would be interested in, they'll never open your e-mails.

In order to get your customers' attention, you have to bring something new to the table every time you contact them using the computer. Let's say you own a coffee shop. Rather than simply sending your customers a 10% off coupon for this week's special flavor, include a recipe for iced coffee drinks for a summer party. Be sure to jazz it up with some fun suggestions for serving the beverage (iced mocha umbrella drinks, anyone?) Catchy subject lines such as, "Summer Party Ideas" or "Bean There, Done That?" can give your reader a little teaser that says your e-mail just might be worth opening.

What's in a Name?

2010-04-19T05:41:00.000-07:00

I went to this great restaurant recently to meet a potential client. The client had suggested a place with a clever name that had the word "diner" as part of its name. Having been to lots of diners in my life, I immediately thought of old-fashioned scrubbed formica counters and worn booths, maybe even a sassy gum-cracking waitress who would bring heaping plates of burgers and fries.

To my surprise, the place was very elegant, it had a chic kind of decor, and was not very diner-like. When the menu was presented, I saw that my diner was really an upscale bistro. I enjoyed the food and atmosphere very much, but felt sorry for the restaurant because many people will probably get the same images in their minds when they hear the word "diner".

A friend once told me she avoided an Asian restaurant because it was called "Phlem's". Phlem, you see, was the first name of the very nice man who owned the place. Coming from another country, Phlem had no knowledge that his name sounds like, well, phlegm. Upon hearing the name of the restaurant, potential diners immediately thought of the phlegm as they knew it, and got a negative association in their minds. The food was actually quite good, but the parking lot at Phlem's was usually empty.

Its important to choose the right name for your business. When you do, try to look beyond your own experience and consider what image your business name will conjure up in the minds of consumers. Large companies use focus groups to test product names, but small businesses can't afford to pay for services like that. You can always try using some good old-fashioned market research: find as many folks as you can who represent a diverse range of ages and cultures. Then, politely ask them for their opinion and see what kind of responses you get.

How Happy are your Employees?

2010-04-12T10:59:00.001-07:00

There's an old saying, "You get more flies with honey than you do with vinegar." Human nature responds to sweetness and recoils from things that are acidic. As a business owner, you probably spend endless hours trying to figure out how to "sweeten" your bottom line by pleasing your customers. But don't overlook the importance of applying the same kind of attention to your employees. You may have unwittingly created a hostile work environment without meaning to, and believe me, this costs you money in the long run.

One of the biggest mistakes a boss can make is to be verbally abusive or intimidating toward a subordinate. Its hard to get away with that in a large corporation (the boss would be out of a job!) but small businesses often don't have the hierarchy to monitor these kinds of issues. Nice salaries and good benefits are wonderful, but if your employees dread coming into work each day, no amount of money will keep them, especially if a chance to succeed in a better work environment comes along. Its too easy to blame the employee for having a bad attitude or accept a high turnover rate at your company as "normal."

Of course, the easiest way to correct an acidic workplace is to "sweeten" the atmosphere with respect for each employee. People who feel appreciated, valued and trusted are the real "bottom line" in any business.

Branding

2010-04-06T08:57:00.000-07:00

To understand the marketing concept of "branding" just think back to the Wild, Wild West. Ranchers branded their cattle with a distinctive mark as a way to make sure they received payment for their cattle at the point of sale. The "brand" was, in effect, a logo, and its symbol became associated with all parts of the rancher's business.

Today's branding of your "business" property is far more involved than simply creating a great logo. Why? Your logo is like a small ad for your company, but branding is the marketing strategy behind the logo. Besides having a company logo, you need to develop a brand strategy.

Your brand resides within the hearts and minds of customers, clients, and prospects. To succeed in branding, you must understand the needs and wants of your customers and prospects. Your strategy must allow your audience to recognize that you are talking specifically to them. This often requires companies to narrow down their target market. Just ask any fisherman how to catch their specialty. For some, casting a wide net into the ocean is best; for others the key to success is using specific bait in a well-stocked pond.

How to Make Twitter Work for You

2010-03-19T07:24:00.000-07:00

How do I use Twitter has to be the most asked question these days. Twitter is a free social networking site that enables users to engage one another in real time. The trick is to make your Tweets (Twitter updates) interesting, helpful, informative, and entertaining. Tweeps (people on Twitter) are very engaging and friendly for the most part. If your Tweets are interesting, you will find yourself with a multitude of followers from all over the world. Users exchange 140 characters or less with other users answering the question, "What are you doing?" You might ask yourself, "Who cares what I'm doing?" As a business owner, the answer is, "Your customers!"

According to LaTease Rikard, a self-admitted Twitterholic, who posts frequently from her Blackberry and TweetDeck, you should post interesting and engaging content in order to build your following. Ms. Rikard averages 20-30 new followers a day from all over the world with her Tweets. The more followers she engages, the more often her Tweets are ReTweeted; that is, copied and forwarded. She counsels Tweeters to first be mindful of their audience. Tweeters, she says, don't like spam, and in fact they hate sales messages. Posting nothing but sales messages will get you nothing in return. Instead, she says, post helpful marketing tips sharing ways to become successful.

Marketing the Customer Service Way

2010-02-09T12:58:00.000-08:00

Don't spend your advertising dollars on a fancy website or print ads unless you have the right people to greet your customers. Make sure you have a friendly and knowledgeable person answering your phones, and attentive workers in your stores. I know I hate to go into a store where the employees continue their personal conversations even after I enter. That kind of behavior sends a message that the customer is an inconvenience. If employees aren't friendly or engaged, customers take that as a cue that the business owner doesn't care very much about the consumer.

When a customer steps through your door, you get one chance to either win them or lose them. First impressions are everything! All businesses, big and small, need someone who can create a positive and professional impression.

You want your customers to know that your priority is to help them get what they need. Be smart about your marketing plan, have the team in place to guarantee dollars spent are being valued by everyone.

'Tis The Season

2009-12-21T10:33:00.000-08:00

At this time of the year, we think about giving. Simple acts of charity make us feel good and connect us with the communities that we live in.

As a business owner, you are in a unique position to contribute in a positive way, either from donations of services or goods, or simply with your time. Your visibility can end up being a strategic alliance with other business owners and even with your customers. One of the easiest and most rewarding ways to contribute is by becoming involved in a charity event. Charity events accomplish several things: they help local charities, provide you with the opportunity to meet members of the community, and increase your community presence. There is, perhaps, no better way to show the community that you are invested in it.

Shakespeare might have said, "What's in a Meme?"

2009-12-07T07:50:00.000-08:00

The newest buzz in viral marketing is "meme marketing". What's a meme? Memes are ideas, symbols or practices that naturally spread throughout a culture. These thoughts are things that just seem to "catch on," whether it's coffee houses, doing "The Wave" at a sports event, or tight-rolling your jeans back in the '80s. In marketing terms, think of it as viral marketing that has mutated.

Great memes are absorbed by a community. Marketers can apply the study of memes (or, memetics) to create messages for their clients. Its not just about being the loudest car commercial on TV or the most offensive idea imagined. These things can grab attention but they're ignored just as quickly. Great memes are noticeable, memorable, and actionable. A great meme invites customers to do something that solves their problems, connects them to others, or lets them express themselves.

Viral Marketing

2009-12-01T05:54:00.000-08:00

We're all worried about H1N1 . . . picking up someone else's germs makes us all uneasy. It happens by casual contact; touching a door handle, shaking hands, etc. Nobody wants to "buy into" an innocent encounter like that! But in the business marketing world, casual contact is a good thing.

Viruses of any sort are built with one goal in mind: to reproduce. Every marketing campaign designed to "go viral" has to do the same things as your (not so) favorite illness and turn a point of contact into a purchase. In the right situation, a virus like that can be very beneficial.

Help a Student Win $1,000

2009-11-16T10:23:00.000-08:00

I'm excited to be directing the marketing campaign for the Community College Baccalaureate Association. This is my seventh year promoting this worthwhile and beneficial project for the CCBA. Students enrolled in a community college write a 400-500 word essay on "Why obtaining a four year degree on my community college campus is (or would be) important to me."

The winner will receive $1,000, an all expense paid trip to the 10th Annual CCBA Conference in Baltimore from March 26-28, and $1,000 will be awarded to the Student Government Association of the winner's college. The scholarship prize is provided by Community College Week.

The Community College Baccalaureate Association strives to promote better access to the baccalaureate degree on community college campuses, and to serve as a resource for information on various models for accomplishing this purpose. The Annual Student Essay Contest is open to any student currently enrolled in a community college, including institutions in the United States, Canada, and the Caribbean.

The deadline for entries is February 5, 2010. We're working hard to get the word out with the help of CCBA members associated with community colleges. Please pass this info on to students you may know. Details and contest rules can be found at the CCBA website: www.accbd.org. One thousand dollars in this economy can go a long way to help pay for college expenses!

Street Corner Sign Guys

2009-11-09T05:40:00.000-08:00

We've all seen the street corner sign guys and wondered if this type of advertising works. Well it does, and according to a recent article in Entrepreneur Magazine, lots of companies are using this type of marketing tactic.

Using "human directionals", as they are called in the advertising world, has morphed into high energy antics guaranteed to draw a crowd. New companies such as AArrow Advertising are ready and willing to take advantage of our love of a good laugh. Its arrow-wielding humans are equal parts clown, athlete and actor. For six hours at a stretch or more, they spin and throw their arrow-shaped signs like batons, strum them like guitars, paddle them like canoes, ride them like horses--anything to grab the attention of passersby.

Liberty Tax Service, a new competitor to established behemoths like H&R Block, not only hired a human directional to dress up like the Statue of Liberty, but added AArrow Advertising employees for a lively sidewalk show. Especially in warm climes, such as Florida and Southern California, this guerilla marketing technique has evolved into a profitable form of street performance.

2009-11-03T05:23:00.000-08:00

Horizontal Marketing

Creating alliances is a good rule of thumb and a way to increase your market share. As an example, a car dealership in Wisconsin teamed up with a real estate agent and advertised, "Buy a House, Get a Free Electric Car." The ad drew a great deal of attention and the dealership reported a noticeable increase in foot traffic at his business.

Partnering with a company that shares your target market saves you time and money. Many business owners have learned the value of what is called "horizontal marketing": when two businesses with different products but similar clientele join marketing efforts. Its a smart way to increase your customer base without increasing your marketing budget.

I found this idea to be full of possibilities for small business owners and thought I would pass it on to you . . . it might spark your next successful marketing project.

Organize Your Desktop and Be MORE Productive

2009-10-03T18:15:00.000-07:00

Category: Time Management

Does your desktop look like one big mess of folders? If you find yourself wasting time in search of a file that’s lost somewhere on your desktop, maybe its time to adopt a different style of organization. A simple system can save you precious time, and take the edge off a busy day.

I am still amazed when I visit my clients and get a glimpse of their files. In the old days, I could automatically see if clients were working in an unorganized way. They would have paper files piled all over their desks, on the floor and on every flat surface. Today, its a little harder to notice work clutter until you see their computer. I have seen clients with thousands of emails, and files that cover most of the desktop space. Needless to say, an unorganized day is not as productive and billable as an organized one. Start small and work your way up to a highly productive day.

Begin by creating 5 basic folders:

1. Inbox: Put unprocessed items that don’t have a place yet in here. This may be items like software installers you’ve downloaded, files sent to you from colleagues, and photos. This should be thought of as a temporary folder that must be emptied every day at the end of the day.

2. Actions: Put items requiring an action that takes more than 2 minutes in here. This may be items such as forms to fill out, large applications to install and setup, and files to upload.

3. Incubate: Put items you aren’t ready to do or complete in here. These may be articles you’re thinking of reading, rough outlines of potential projects, and to do lists you still want to add to.

4. Current Projects: Put files related to active projects in here. This folder contains projects you are currently working on. Each project gets its own folder and should contain subfolders with supporting files. Once the entire project is complete, move it into Archive.

5. Archive: Put completed projects, general reference items and anything else you might want to look at again in here.

Once you have the folders created, start moving things into them. The time you invest in organizing will be well spent.

When do we work?

2009-09-17T14:00:00.000-07:00

It seems that lately there has been so much networking that I can't seem to get my work done... anyone else falling into the NETWORKING trap? Networking is good and very beneficial to your business but it must not take priority over getting your daily tasks completed. Luncheons, meetings and coffee with a friend is all well and good... but remember your focus. What do you want to accomplish today? Are your actions taking you closer to your goal? Is your networking more social than business related?

Take a minute to plan your work for the day, stay on course and focus on the next right thing. So many of us can become distracted with the outside world that we forget where we are headed today. Remember, keep the focus.

The Importance of Press Releases

2009-02-11T14:19:00.000-08:00

Attention business owners! Don't be discouraged!

Even though your business may not be doing as well this year as it was last year doesn't mean you can't still try to get new clients. In this particular economic situation, the importance of submitting regular press releases should be stressed-- even just submitting a press release once a month can help your business get noticed. Try it, you might like the results.

Is Good Customer Service Becoming Extinct?

2009-01-29T12:16:00.000-08:00

Whatever happened to good customer service? Isn’t the customer supposed to be right –at least most of the time? Shouldn’t savvy business owners and their employees try to please their customers instead of frustrate them, especially in these tumultuous economic times?

Even though the answer to these basic questions seems like common sense, recently I have discovered that is not the case. In many instances, I have received terrible service, discourteous service or a total lack of service. Sound familiar?

Good customer service is about ingratiating yourself with your patrons, hoping that they will spread the “good word” about your business. This is not achieved easily, but it very important.

Employers should teach their employees several phrases that they should never use including (but not limited to): “I can’t do that”; I won’t do that”; “I never have done that”; “I don’t know how to do that”.

While seemingly harmless phrases, they can cause much irritation and frustration to customers on the receiving end. Imagine calling a store where you have done a lot of business and being told by a clerk that he or she “can’t” and “won’t” help you with a problem. This type o response does little for confidence-building in the store. It also serves as a turn-off to the customer who may turn elsewhere for their next purchase, hoping to find better service and assistance.

Business owners should teach their employees to: smile, respect customers, wait on customers promptly, assist customers with their concerns/problems or find someone who can help, thank customers for their patronage, and never let customers leave without getting some sort of resolution to their concern/problem.

Generating Word of Mouth Advertising (WOMAD)

2008-03-13T08:35:00.000-07:00

by Sue Huff

WOMAD is a term used to describe voluntary comments (solicited and unsolicited) about your products, services, company and/or organization. Word-Of-Mouth is typically more effective than traditional advertising since people are prone to believe friends, family, and colleagues’ comments over paid advertising.

Write down 3 things that make your company or organization worth talking about today.

Exceptional Service, Products, or Company Policies generate WOMAD. You must stand out; you must treat customers better than your competition in all respects in order to expect WOMAD. You must exceed their expectations.

Customers don’t generally complain unless their expectations of your company, product and/or service have NOT been met. They will talk to gain control over the situation, to find out if others have been treated the same way and to get sympathy from others.

Tip: Make sure you have policies and procedures in place to deal with a customer’s complaint.

To create positive WOMAD, you must:

Step Out – Know what you stand for.
Stand Out – What do you do different?
Speak Out – What can people say about you that is negative and positive?

Ask yourself what you can do better, what can you do more of and how can you create a memorable experience for your customer.

Review the three things you wrote down that make your company worth talking about. Are they strong enough to create WOMAD? What do you need to change or implement?

Interested in learning more? Write your question or contact E. Sue Huff & Associates to schedule an informative WOMAD seminar for your organization or business.

Tips for Submitting A Press Release That Gets Noticed!

2008-02-05T12:57:00.001-08:00

by Sue Huff

When you are writing a Press Release, be sure to include the Who, What, When, Where and Why. You don’t want to make the media, and your target audience, search for important details.

If your Press Release is more than one page, it is more suitable for a feature story. Consider contacting a specific writer at a publication and pitch your story.

Do not use descriptive adjectives in a Press Release (i.e. least expensive, fast working, best product) – stick with the facts. You can include these types of words in a quote: “Sue Huff says this product is the best she has ever used.”

Remember to write in the third person. For example, “E. Sue Huff and Associates offers marketing and management consulting to small and medium-sized businesses.” is acceptable for a Press Release, while “My company offers marketing services.” should not be used.

Keep it short, sweet and to the point!

Click here for a sample Press Release or cut and paste the following to your web browser:
http://www.pr-inside.com/naples-based-e-sue-huff-associates-r422573.htm