Why Quality Matters: Marketing is More than Advertising

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Why Quality Matters: A Guide for The Rest of Us 5
Know Yourself
You started your business to make a difference, right? Whether you wanted to provide service better than the competition, or offer customers
lower prices than they could find elsewhere, or maybe you wanted to have more control over your work life - somewhere along the line you made a decision to do something that people
can respect. Many times - especially in the midst of cash
flow problems, negative feedback, and wearing
all the hats necessary to run a business - it’s
easy to lose sight of what those motivations
were. Continually revisit your original reasons
for starting a business. While some of those
ideas evolve and morph over time, staying true
to your intentions will help you craft a remarkable
presence.
To succeed… find
something to hold on to,
something to motivate you,
something to inspire you.
- Tony Dorsett

Why Quality Matters: A Guide for The Rest of Us 6
Know Your Customers
Research, research, research! As much as you may want to sell
your goods/services to EVERYBODY, the fact is, you are diluting
your efforts. The more you are able to target your ideal primary and
secondary markets, the better off your marketing and promotions
campaigns will be.
Find out the demographics - age, income level, education, gender,
marital status, number of children, etc. And equally important, find
out some psychodemographics - religious afiililation, political subscription,
likes, hobbies, interests, etc.
Know where they hang out - in person and online. Are they Starbucks
people, or are they local coffee shop patrons? Do they motor
bike or ride mountain bikes? The more information you have,
the better you can make your offer, and the more loyal your clients
will be to you.

"If you’ve heard this story before, don’t stop me, because I’d like to hear it again."
- Groucho Marx

Why Quality Matters: A Guide for The Rest of Us 8
Define Your Goals
Now that you remember your reasons for venturing out, it’s time for you to revisit, or begin composing, your core values. Many businesses focus on low prices or great customer service as the extent of their values. And those are great places to start, but it’s not enough to have good prices, or a friendly voice on the phone. Who are you as a leader? What do you want your workplace culture to look like? Goals in writing are dreams with deadlines.
- Brian Tracy
How to Set Achievable Goals
Unwritten goals are falsities. If you don’t write something down, you don’t have to take personal responsibility if it doesn’t get
fulfilled. Always put your goals in writing, in multiple places if you can (index cards, notebooks, etc.) and make an effort to review your goals every day. Be specific. Never word a goal with vague terms like “some” or “a little bit”, or “more”. Be specific! How much money do you want to make this month? How many new customers? Keep them simple. A goal is n

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Why Quality Matters: Marketing is More than Advertising

  1. 1. Why Quality MattersMarketing Is More Than Advertising A Guide for The Rest of Us Why Quality Matters: A Guide for The Rest of Us 1
  2. 2. ABOUT THE AUTHOR Leah Goold-Haws, founder and Creative Director of LGH, started her industry pursuit as a graphic designer more than 15 years ago. Since then, she has been brought on to help grow and expand advertising agencies and marketing firms and further de- fined her creative edge and approach. After a run as Creative Director of a marketing and advertising firm in Northern Cali- fornia, Leah seized an opportunity to branch out on her own and, in January 2011, opened LGH Marketing/Strategy. Having developed a reputation for strong creative solutions and comprehensive strategies, Leah led LGH to attract city and county organizations, as well as professional firms and non-profit organizations who are seri- ous about committing to a solid marketing platform. Her focus is to assist clients in understanding the need for an overarching strategy, then developing and implement- ing creative marketing solutions to achieve their goals. She can be reached at leah@ lghmarketstrategy.comABOUT LGH MARKETING/STRATEGYLGH is a boutique marketing strategy and creative advertising firm based in Redding, (far) Northern California. Found-ed under the guiding principle that Marketing Without Strategy is Meaningless, our goal is to work with individuals,businesses and organizations who can appreciate the need of a comprehensive strategy for their marketing efforts.Noting our guiding philosophy, we seek to settle the increasingly common misunderstanding that piecemeal serviceslike a design on a business card, or a new logo are not alone to be considered “marketing.”LGH Marketing/Strategy is a full service advertising and marketing firm specializing in both new interactive and socialmedia, web development, television commercials, print collateral, graphic design and comprehensive marketing strat-egies. LGH has worked with numerous county and civic organizations to develop county-wide initiatives and outreachplans. LGH has demonstrated fluency in guiding seemingly disparate groups in achieving a common goal, and devel-oping partnerships that benefit all parties involved. See examples at www.lghmarketstrategy.com. Why Quality Matters: A Guide for The Rest of Us 2
  3. 3. ! Contents Part I: What’s your brand story? Know Yourself Know Your Customer Check Yourself Define Your Gaols Identify Your Weaknesses Celebrate Your Strengths Part II: What Do Your Ads Sell? Encourage Brand Advocacy Be a Resource Be Your Best Experience Worksheet Contact Why Quality Matters: A Guide for The Rest of Us 3
  4. 4. Part I: What’s your brand story? Why Quality Matters: A Guide for The Rest of Us 4
  5. 5. Know YourselfYou started your business to make a difference,right? Whether you wanted to provide servicebetter than the competition, or offer customerslower prices than they could find elsewhere, ormaybe you wanted to have more control overyour work life - somewhere along the line you To succeed… findmade a decision to do something that peoplecan respect. something to hold on to,Many times - especially in the midst of cash something to motivate you,flow problems, negative feedback, and wearing something to inspire you.all the hats necessary to run a business - it’seasy to lose sight of what those motivations - Tony Dorsettwere. Continually revisit your original reasonsfor starting a business. While some of thoseideas evolve and morph over time, staying trueto your intentions will help you craft a remark-able presence. Why Quality Matters: A Guide for The Rest of Us 5
  6. 6. Know Your CustomersResearch, research, research! As much as you may want to sellyour goods/services to EVERYBODY, the fact is, you are diluting s ou’ve heard thiyour efforts. The more you are able to target your ideal primary andsecondary markets, the better off your marketing and promotions If y n’t story before, docampaigns will be. e I’d stop me, becausFind out the demographics - age, income level, education, gender,marital status, number of children, etc. And equally important, find in. ke to hear it agaout some psychodemographics - religious afiililation, political sub-scription, likes, hobbies, interests, etc. liKnow where they hang out - in person and online. Are they Star-bucks people, or are they local coffee shop patrons? Do they mo- - Groucho Marxtor bike or ride mountain bikes? The more information you have,the better you can make your offer, and the more loyal your clientswill be to you. Why Quality Matters: A Guide for The Rest of Us 6
  7. 7. Check YourselfThere was once a boy who walked into a store and askedthe proprietor if he could use his phone. “Why certainly,” Quite possibly the best way to make sure you are stayingthe store owner replied. true to your brand is by spying on your employees. Step away from the office, place a call to your business andThe boy dialed a number and said to the person on the disguise your voice. Are your employees being helpful?other end, “I’m calling you to offer you the services of the Friendly? How do they handle a difficult or misinformedbest yard boy in town.” customer? Doing exercises like this will help you truly understand what your customers, or potential custom-“Well, to tell you the truth,” replied the person on the otherend, “we feel we already have the best yard boy in town.”The little boy then said, “I really called because I wantyou to have the most beautiful yard on your street, andI want you to feel a sense of pride whenever you see it.”“I must say,” was the response, “we do feel a sense ofpride whenever we look at our lawn.”“Well, if that’s the case,” said the little boy, “congratu-lations. I’m really happy for you.” He then hung up thephone and handed it back to the store owner.“Young man,” the owner exclaimed. “I couldn’t help butto overhear your conversation, and I must say, with anattitude like that, you’ll have no trouble getting a job oneday as a yard boy.”“Oh, I’m already a yard boy,” the boy proclaimed. “In fact,I’m the yard boy for the people I just called. I was justchecking up on myself.” Source: Taken from Guerrilla Marketing Remix Why Quality Matters: A Guide for The Rest of Us 7
  8. 8. Define Your GoalsNow that you remember your reasons for venturing How to Set Achievable Goalsout, it’s time for you to revisit, or begin composing, your Unwritten goals are falsities. If you don’t write something down,core values. Many businesses focus on low prices or you don’t have to take personal responsibility if it doesn’t getgreat customer service as the extent of their values. And fulfilled. Always put your goals in writing, in multiple places if youthose are great places to start, but it’s not enough to can (index cards, notebooks, etc.) and make an effort to reviewhave good prices, or a friendly voice on the phone. Who your goals every day.are you as a leader? What do you want your workplaceculture to look like? Be specific. Never word a goal with vague terms like “some” or “a little bit”, or “more”. Be specific! How much money do you want to make this month? How many new customers? Keep them simple. A goal is not the entire story of your ideal life. Goals in writing Want to give an awsome presentation? Retire at 50? Simple wins. are dreams with Make it significant. These are your reasons for being in business. More money is part of every entrepreneur’s dream, but what else deadlines. drives, motivates or inspires you? Write it down. - Brian Tracy Make it measurable. What gets measured, gets done, says the adage. Define your goals in terms of height, weight, dollars, inches, or hours. Then measure your progress until you achieve your desired outcome. Map it out. After you state your specific desired outcomes, you will notice the gap between where you are and where you want to be. And you will also naturally start to piece together how you can bridge that gap by setting and fulfilling achievable goals. Why Quality Matters: A Guide for The Rest of Us 8
  9. 9. Identify Your Weaknesses OpportunitiesT hough we are often loath to admit, we all have weaknesses - both professionally and personally. And as a sole proprietor, or one who runs a small business, those identities often overlap, so don’t make too many distinctions.But the term weakness has tremendously negative connotations, so let’s instead call them areas of pportunity.This approach may sound a little new-agey, but don’t overthink it. Because as business owners, as the person whois responsible not only for your own livelihood, but that of your employees, you must abide by a sometimes unnaturallevel of optimism. If you aren’t continually looking for new opportunities or ways to improve whatever it is you do, thenyou can never expect to achieve your version of success.How do you handle stress? How can you improve your customer service? What can you streamline to make yourvisitors’ experience better? How do you fare in the marketplace? What are you offering that isn’t doing much good, orwhat do you not offer that you can capitalize on?To help you identify your opportunitirees, let’s look at a common model, DRIVE:DRIVE is an approach to problem solving and analysis that can be used as part of process improvement. DeFIne the scope of the problem the criteria by which success will be measured and agree the deliverables and success factors` Review the current situation, understand the background, identify and collect information, including perfor- mance, identify problem areas, improvements and “quick wins” Identify improvements or solutions to the problem, required changes to enable and sustain the improve- ments Verify check that the improvements will bring about benefits that meet the defined success criteria, priori- tise and pilot the improvements Execute plan the implementation of the solutions and improvements, agree and implement them, plan a review, gather feedback and review Why Quality Matters: A Guide for The Rest of Us 9
  10. 10. Celebrate Your StrengthsIf you just got a terriffic review or write-up in a newspaper or magazine, do you think it’s okay to promote it amongstyour fans? (Hint: of course it is!)Many times, business owners will fail to properly promote themselves - maybe out of a sense of austerity or martyr-dom, and usually to their demise. People don’t want a mediocre, average experience. They want a great experience.If your business thrives on being a place where you know your customers by name, then celebrate it. If you havethe most knowledgeable staff, celebrate it. While identifying weaknesses is a good practice, also remember to buildon what you do well. Why Quality Matters: A Guide for The Rest of Us 10
  11. 11. “The reason you haven’tfelt it is because it doesn’t exist. What you call love was invented by guys like me, to sell nylons.” Part II: What do your ads sell? Why Quality Matters: A Guide for The Rest of Us 11
  12. 12. Experience > Product = True Legendary entrepre- When I asked (Zapposneur Richard Branson CEO Tony) Hsieh whatwas once asked, “What Zappos stands for, hedoes Virgin stand for?” never mentioned the physical products that He could have an- Zappos sells—shoes swered “a great mu- and clothes. sic store” or “a great airline,” but instead Instead, he answeredhe answered with one “happiness.” word—”fun.” Source: Quotes taken from a Forbes Article Why Quality Matters: A Guide for The Rest of Us 12
  13. 13. Encourage Brand AdvocacyOnce you start getting some meaningful feedback(at this point, it should be 99% positive feedback,right?!), you need to let the world know! But here’sthe kicker - there’s only so much self-promotionyour clients want to hear from you. This is wheretestimonials come in.If your customers truly do love you and do thinkyou’re amazing and do think your’e so smart, thenlet them tell the world. A sales pitch from a busi-ness is nowhere near as powerful as a word-of-mouth referral from a satisfied client/customer.Enchant people with a good experience, and let them tell the story. Why Quality Matters: A Guide for The Rest of Us 13
  14. 14. Be a ResourceWhen it comes down to it, most consumers really you, or you were told it is not in stock, and the sales-just want a couple things: to feel like they’ve gotten person offered an alternative part, or referred you toa great deal, and to feel like they’ve been taken care a trusted salesperson at a competing store. This isof. That’s it. Think about a time when you went to the powerful: when you put the customer first, and placehardware store looking for a specific tool, and they their needs before your bottom line, you have built adidn’t have it in stock. You’ve probably experienced level of trust, and you can be sure that customer willthe situation handled one of two ways: either you return.were told the item is not in stock, and good luck to Why Quality Matters: A Guide for The Rest of Us 14
  15. 15. Be Your Best Experience Gandhi said “If we could change ourselves, the tenden- 5 Tips to create an amazing customer experience cies in the world would also change. As a man changes his own nature, so does the attitude of the world change Create a customer service vision. Much like creating a vision towards him. ... We need not wait to see what others do.” statement to direct the organization, you should also create a So what does this mean for your business? clear and compelling “customer service vision” that describes the level of service your organization aspires to deliver. It means change starts with you. Right now. Everywhere. Exceed customer expectations. Show a relentless commitment Use your own personal experiences, good and bad, for to exceeding, not just meeting, expectations. Customers can’t tell crafting the best experience for your customers. Think you how to exceed their expectations, but they know it when they about good experiences you’ve had, and understand why see it, they remember, and they tell their friends. you felt positive about them. Do the same for negative ex- periences, and work to make sure that doesn’t happen Create superior customer value. Focus on creating superior with you or your company. You must craft the version of value for your customers, and they will love you. This means know excellence you wish to have. your competitors, technologies, and alternatives available. Match your offerings to your target customers better than anyone else. Now, get off your hiney and make things happen! Train every employee to be a customer service champion. Empower employees with the tools, training, equipment and sup- port they must have to deliver excellent service consistently. Re- esn’t rkable do ward and praise those who deliver, and deal quickly with any em- Rema you. ployee who does not embrace the service values. a rkable to mean rem arkable to me. Destroy barriers to delivering superior service. Look at all remIt means systems, policies, procedures, reports and rules. Wipe out any- ke a ing to ma thing that creates roadblocks or frustrations in the effort to delight Am I go it? and amaze the customer. Remember, it’s about them, not you. rema rk about din - Seth Go Why Quality Matters: A Guide for The Rest of Us 15
  16. 16. Get Learned UpWhat are some of the brands (businesses) you admire? ____________________________________________________________________________________________________________________________________________________________________________________What are some of the brands you currently use already? _________________________________________________________________________________________________________________________________________________________________________________What would be the benefits of co-branding with another business? ________________________________________________________________________________________________________________________________________________________________________Why might your customers appreciate co-branding? ______________________________________________________________________________________________________________________________________________________________________________________Who are your local competitors? ________________________________________________________________________________________________________________________________________________________________________________________________________Who are your online competitors? _______________________________________________________________________________________________________________________________________________________________________________________________________What do you do differently than your competition? ______________________________________________________________________________________________________________________________________________________________________________________What does your business do uniquely to others? __________________________________________________________________________________________________________________________________________________________________________________________Do you have a core (niche) market that supports you? ____________________________________________________________________________________________________________________________________________________________________________________Do your customers feel part of a “tribe”? _______________________________________________________________________________________________________________________________________________________________________________________________ Why Quality Matters: A Guide for The Rest of Us 16
  17. 17. Still looking for some answers?SBDC at Shasta College LGH Marketing/Strategysbdcmarketing@gmail.com leah@lghmarketstrategy.comwww.sbdcsc.org www.lghmarketstrategy.com530.242.7630 530.410.1182 Why Quality Matters: A Guide for The Rest of Us 17

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