Building Your Relationships and Your Brand... Virtually By: Lois K. Geller Lois Geller Marketing Group

By: Lois K. Geller

When Ann Hargrove invited me to talk... I was delighted!

I was delighted!

NCA Brainstorming

The topic she assigned me is: “Building Relationships and your Brand on the Internet”

Why would someone want a relationship with a dry cleaner? Trust Security Sense of community; belonging

Trust

Security

Sense of community; belonging

Why should you want a relationship with your customers? Because your best customers are the ones who come back week after week, year after year $$$ Word of Mouth Marketing

Because your best customers are the ones who come back week after week, year after year

$$$

Word of Mouth Marketing

So how do you begin the relationship? Personality WIIFM

Personality

WIIFM

How does Zappos do it?

How did you hear about Zappos?

Most likely you heard about it from someone else... Word of Mouth

Zappos Interesting Facts Over $1 billion in sales, is one of the Web's fastest growing shopping sites. The company has 7.4 million customers, nearly half of whom have purchased in the last 12 months. 75% of sales come from repeat customers.

Over $1 billion in sales, is one of the Web's fastest growing shopping sites.

The company has 7.4 million customers, nearly half of whom have purchased in the last 12 months.

75% of sales come from repeat customers.

How do they do it?

I Heart Zappos

Zappos understands that securing and solidifying the relationship with it’s customers is its best marketing or advertising effort it can engage in. Zappos utilizes these online tools to stay connected They know their USP - free shipping and free returns They have a presence where their consumers are

Zappos understands that securing and solidifying the relationship with it’s customers is its best marketing or advertising effort it can engage in.

Zappos utilizes these online tools to stay connected

They know their USP - free shipping and free returns

They have a presence where their consumers are

Zappos

Zappos Website Not the Flashiest, Stylized website But.... Loads extremely fast Information is where it needs to be

Not the Flashiest, Stylized website

But....

Loads extremely fast

Information is where it needs to be

Zappos and Twitter Zappos.com is successfully using Twitter to put a human face on the company and engage with customers more deeply. CEO, Tony Hsieh of Zappos has: Given away shoes on Twitter Sent out an open invitation to a company barbecue and solved a service problem a customer left in a blog comment. Hsieh sees it as part of a larger strategy to build Zappos into a brand on par with Virgin.

Zappos.com is successfully using Twitter to put a human face on the company and engage with customers more deeply.

CEO, Tony Hsieh of Zappos has:

Given away shoes on Twitter

Sent out an open invitation to a company barbecue and solved a service problem a customer left in a blog comment.

Hsieh sees it as part of a larger strategy to build Zappos into a brand on par with Virgin.

Zappos Employees on Twitter

"We think our brand is going to be different because we want people to feel there's a real person they're connecting with, whether it's when they call us or through Twitter or any way they come in contact with us” - CEO, Tony Hseih

Before you run and start an Online and Social Media Plan... Be sure that you have developed a solid business brand.

Brands

So You Have... A Logo Maybe even a Tagline Story Location Sell Sheets Business Cards That’s Great!

A Logo

Maybe even a Tagline

Story

Location

Sell Sheets

Business Cards

Before you can successfully promote your brand, you have to be able to understand and explain what it is...

Dunkin’ Donuts = everyday, hardworking American against phoniness and fluff.

The Brand Process Background Competitive Analysis Positioning SWOT-F Take Action!!

The Brand Process

Background

Competitive Analysis

Positioning

SWOT-F

Take Action!!

Brand Positioning Map Conservative Conservative Conservative Conservative High Cost Trendy Low Cost Conservative Conservative Conservative

Conservative

Conservative

Conservative

Conservative

Conservative

Conservative

Discover your USP…

USP Unique Selling Proposition What makes you different You each have one… Dry Cleaning is not just a convenience business

Brand… More than a logo or a slogan It is the clients TOTAL service experience For a brand to succeed it must STAND OUT from Competitors

More than a logo or a slogan

It is the clients TOTAL service experience

For a brand to succeed it must STAND OUT from Competitors

A Brand “Stands Out” when it routinely provides distinctive customer SATISFACTION & often goes above and beyond what is normally expected

Apthorp Cleaners

Apthorp Cleaners Services

Services

Apthorp Cleaners The Stain Gallery

The Stain Gallery

Apthorp Cleaners Contact Us

Contact Us

5 Steps of Relationship Branding

Putting a Human Face on Your Company Make sure your company shows a human side Use: Humor Compassion Generosity Understanding Helpfulness

Putting a Human Face on Your Company

Make sure your company shows a human side

Use:

Humor

Compassion

Generosity

Understanding

Helpfulness

Discover Your Brand Voice

Look at their behavior - Action speaks louder than words Are they responding to your efforts? Are they referring your business? Ask for Feedback 2. Listening to Your Customers

Look at their behavior - Action speaks louder than words

Are they responding to your efforts?

Are they referring your business?

Ask for Feedback

3. Share with them… including stories Keep your clients informed Adds to your human element. People relate through stories

Keep your clients informed

Adds to your human element.

People relate through stories

Zoots Dry Cleaner

4. Making Customers Feel Secure They must feel that you will always be honorable in your dealings with them 100% guarantee NCA BBB

They must feel that you will always be honorable in your dealings with them

100% guarantee

NCA

BBB

Hallak Cleaners

Hallak Cleaners

5. Creating Friendships That Last To keep customers, brands need to establish other attributes along with trust, like a “care for me” relationship style that includes empathy and reciprocity. This must be embodied in every interaction every where.

To keep customers, brands need to establish other attributes along with trust, like a “care for me” relationship style that includes empathy and reciprocity.

This must be embodied in every interaction every where.

SLATE NYC

So how do YOU apply it Virtually?

Be There You can’t play the game if you’re not in the game

You can’t play the game if you’re not in the game

Why do you need a Website?

You need a website because... Your website helps convey a professional image It will promote your business 24/7 You can reach customers locally, nationally, or worldwide You can track traffic, growth and results of your marketing campaigns

Your website helps convey a professional image

It will promote your business 24/7

You can reach customers locally, nationally, or worldwide

You can track traffic, growth and results of your marketing campaigns

What do you think makes a good website?

Splendid Dry Cleaners

KM Laundry and Dry Cleaners

Tide Dry Cleaners

Dry Cleaner

West Bank Dry Cleaning

Chris French Cleaner site

Web Sites Your Shop Window... open 24/7 a world of opportunity

Your Shop Window... open 24/7

Website Overview Your website is an employee. meaning it works for YOU. Successful web sites are more than just graphically pleasing. They are the result of in-depth research, market comprehension, careful planning, and execution.

Your website is an employee. meaning it works for YOU.

Successful web sites are more than just graphically pleasing.

They are the result of in-depth research, market comprehension, careful planning, and execution.

Effective Web Design

Neat and Easy Navigation Navigation of links on your site plays a big role in determining the stickiness of your site SITE has to be readable Ask yourself this, What do visitors do as soon as they open your site?

Navigation of links on your site plays a big role in determining the stickiness of your site

SITE has to be readable

Ask yourself this, What do visitors do as soon as they open your site?

Meurice Garment Care

Content and Timely Information Original Content is the most important trait of a great Web Site Provide valuable and timely information Websites should be updated regularly. Information should be well-edited

Original Content is the most important trait of a great Web Site

Provide valuable and timely information

Websites should be updated regularly.

Information should be well-edited

Be Interactive Interactivity is the second most important trait on the web. Sites that involve the user and have a sense of fun or adventure will get more traffic

Interactivity is the second most important trait on the web.

Sites that involve the user and have a sense of fun or adventure will get more traffic

Chicago Dry Cleaner

Fill a niche and dominate Be different. Discover your USP and utilize it. Research your competitors. Find what they are and are not doing. Dominate the market. The goal is to be the premiere dry cleaner in the US?, NY?, Bronx?, etc. You become the expert, publish a column on your website

Be different. Discover your USP and utilize it.

Research your competitors. Find what they are and are not doing.

Dominate the market. The goal is to be the premiere dry cleaner in the US?, NY?, Bronx?, etc.

You become the expert, publish a column on your website

So how do we get visitors or customers to come back to your site?

Pick Up and Delivery Options Coupons and Deals Products and Services FAQ or Q&A Information

Content Is King Write about dry cleaning and tailoring tips...

The Ultimate Goal Is to Build Loyalty

Is to Build Loyalty

Email Marketing

Dry Cleaning By Dorothy Case Study

Drycleaning by Dorothy Family owned business Wanted to interact with customers on a more personal level. Teamed up with a marketing agency to design a email marketing campaign

Family owned business

Wanted to interact with customers on a more personal level.

Teamed up with a marketing agency to design a email marketing campaign

Dorothy posted sign up sheets and offered $5 off dry cleaning for anyone that signed up 4yrs later… list grows by 30 – 45 names per week. Using the sheets and other acquisition efforts

Dorothy posted sign up sheets and offered $5 off dry cleaning for anyone that signed up

4yrs later… list grows by 30 – 45 names per week.

Using the sheets and other acquisition efforts

Dry Cleaning By Dorothy The business cost of the special offers in his e-mail marketing is not a big concern for Dorothy. “ I'm not trying to make a profit off my e-mail promotions,” he says. “My first aim is to solidify current customer relations and make new ones.”

The business cost of the special offers in his e-mail marketing is not a big concern for Dorothy.

“ I'm not trying to make a profit off my e-mail promotions,” he says. “My first aim is to solidify current customer relations and make new ones.”

Dry Cleaning By Dorothy They always track their campaigns and learn what works and what doesn’t Forwarding to Friends is a must on all their campaigns Have acquired many new customers as a result.

They always track their campaigns and learn what works and what doesn’t

Forwarding to Friends is a must on all their campaigns

Have acquired many new customers as a result.

Effective use of email can add value to almost all kinds of businesses.

5 Great Things About Email Low-Cost Relationship Building Targetability Flexibility Trackability

Low-Cost

Relationship Building

Targetability

Flexibility

Trackability

Plan, Schedule and Set Goals Plan out your emails for the year or season and build campaigns around holidays and seasons Like every other marketing function… you must set goals for your efforts. Test to learn what works and what doesn’t

Plan out your emails for the year or season and build campaigns around holidays and seasons

Like every other marketing function… you must set goals for your efforts.

Test to learn what works and what doesn’t

Create a Calendar Email 09 Calendar

Keys Points for Emails Email can be sent only to people who had "given their permission" by providing their email address. Email communications should contain timely messages. Deploy your emails on a scheduled basis. Try every Wednesday around the same time. Subscribers learn to expect the mail on a regular schedule and that adds to its impact

Email can be sent only to people who had "given their permission" by providing their email address.

Email communications should contain timely messages.

Deploy your emails on a scheduled basis. Try every Wednesday around the same time.

Subscribers learn to expect the mail on a regular schedule and that adds to its impact

Email is Great for Retention... Not Acquisition So focus your efforts on building and cultivating the relationship

So focus your efforts on building and cultivating the relationship

Hallak Email

Email Tracking Report

Email Example

Email

Griffin’s Dry Cleaning

SEM and Online Advertisement

Most Internet users enlist the help of one of the major search engines Google,Yahoo, or MSN every time they access the web.

Search Engine Marketing is the science of understanding how your business can appear more frequent in the search rankings.

Two General Types of SEM

SEO Improving the volume and quality of traffic to your site through natural search results Optimizing your website so it is easily searchable Use: Internal/External Links New Content Text Wisely

Improving the volume and quality of traffic to your site through natural search results

Optimizing your website so it is easily searchable

Use:

Internal/External Links

New Content

Text Wisely

Paid Search Selecting keywords and phrases to bid on Operates like an auction Example: Google Adwords

Selecting keywords and phrases to bid on

Operates like an auction

Example:

Google Adwords

Did you know the majority of small businesses draw customers from within a 50-mile radius?

Local Search is Evolving If you serve mainly one area... Your efforts should be focused on that area So What is Local Search...

If you serve mainly one area...

Your efforts should be focused on that area

So What is Local Search...

Local Search People doing local searches for a local business or service provider. Customers come to local search with an existing or anticipated need.

People doing local searches for a local business or service provider.

Customers come to local search with an existing or anticipated need.

So what are people searching for? You... Yes You In a recent study: 59% are searching for a restaurant or entertainment 41% seek information on local services, dry cleaners and lawyers. People want the basics: 52% said they searched specifically for a business phone number or address

Get Listed, Be Included

There are many to choose from Find out what your customers use in your area...

Find out what your customers use in your area...

It’s Growing and Changing Google put Local Search in the palm of your customers hand

Google put Local Search in the palm of your customers hand

Blogs and Social Media For Dry Cleaners

For Dry Cleaners

Social Marketing in a Nutshell Consumers now seek advice through social networks, prediction markets, micro-blogging, location-based, networked mobile phone applications and even virtual worlds.

Consumers now seek advice through social networks, prediction markets, micro-blogging, location-based, networked mobile phone applications and even virtual worlds.

Blogs It gives them a reason to come back Starts the conversation on your website Gets your customers interested in you.

It gives them a reason to come back

Starts the conversation on your website

Gets your customers interested in you.

Benefits of a Blog Increased sales They get more traffic from search engines and social networking engines like technorati.com News agencies are more likely to do a story on your business Real-life stories and tips warm up your web presence Free!

Increased sales

They get more traffic from search engines and social networking engines like technorati.com

News agencies are more likely to do a story on your business

Real-life stories and tips warm up your web presence

Free!

Ecolave Blog

Show your expertise and begin relationships

Only do it if you can post often

Social Media

Social Media is a fast, professional, easy and effective way to market your business

Sites such as: Linkedin Facebook Myspace Twitter

Linkedin

Facebook

Myspace

Twitter

What can it do for you? Strengthening brands Create positive buzz Build word of mouth Build relationships

Strengthening brands

Create positive buzz

Build word of mouth

Build relationships

Southwest Airlines uses twitter to let customers know of special deals and offers. GM is using Twitter to keep their followers updated on the on-going crisis and their development of new technologies. Facebook has had the capability to build groups and companies have taken advantage of that.

Southwest Airlines uses twitter to let customers know of special deals and offers.

GM is using Twitter to keep their followers updated on the on-going crisis and their development of new technologies.

Facebook has had the capability to build groups and companies have taken advantage of that.

Starbucks Twitter

Louis Vuitton Facebook

Viral Marketing The idea behind a viral marketing campaign is to create a novel or unique concept that can be spread all over the web Think of it as a virtual word of mouth campaign on steroids This technique can catapult a business into pop culture overnight, but it is not guaranteed to work The key is it is governed by the users not the creators

The idea behind a viral marketing campaign is to create a novel or unique concept that can be spread all over the web

Think of it as a virtual word of mouth campaign on steroids

This technique can catapult a business into pop culture overnight, but it is not guaranteed to work

The key is it is governed by the users not the creators

Dove Evolution

New Stuff

Joy of Direct Marketing

Joy of Direct Marketing

Lois’s Favorites Linkedin Plaxo Facebook Twitter Active Rain

Linkedin

Plaxo

Facebook

Twitter

Active Rain

On LinkedIn you can keep track of your database Email them questions Find out about suppliers Make friends in the area

Email them questions

Find out about suppliers

Make friends in the area

Test a Vertical Social Media Website

Your Ideas...

Plastic? Why not give a cloth bag?

Eco Products

Offers BOGO 2 for 1 Spring Cleaning Win a closet organizer

BOGO

2 for 1

Spring Cleaning

Win a closet organizer

Try Something Viral The 10 weirdest things someone left in their pockets Out-takes of a commercial or filming

The 10 weirdest things someone left in their pockets

Out-takes of a commercial or filming

Contests and Co-Brand California Closets Clothing Companies

California Closets

Clothing Companies

Nora Nealis Goes to Washington and spends all her time and resources campaigning…. So busy there’s no time to focus on herself

Goes to Washington and spends all her time and resources campaigning….

So busy there’s no time to focus on herself

NCA-I Current Site

NCA Professional

NCA-2

NCA Johnson Box

When you consider your website: Develop a creative that represents your personality Position yourself in a unique way Consider some of your great stories - and use them on your site

Develop a creative that represents your personality

Position yourself in a unique way

Consider some of your great stories - and use them on your site

When you consider your website: Remember Debra Kravet’s Site: “ The Westside’s Cleaner” Busy Streets Interactive Humorous Get their email address Email them on a schedule Do something special for them!

Remember Debra Kravet’s Site:

“ The Westside’s Cleaner”

Busy Streets

Interactive

Humorous

Get their email address

Email them on a schedule

Do something special for them!

Be Creative

Let me know how you are doing! [email_address]