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© Aleweb Social Marketing, October 2010<br />Appreciation Marketing<br />How to Grow TOMATOs<br />Based on "Appreciation Marketing: How <br />to Achieve Greatness Through Gratitude“ <br />by Tommy Wyatt and Curtis Lewsey<br />

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TOMA(TO)<br />Top of Mind Awareness is what causes your customers think of you when they need what you do<br />You want to grow a TOMATO! (Top of Mind Awareness… Through Others)<br />You come to your customer’s mind when they find people who need what you do = referrals!<br />Don’t ask for the referral. Deserve it!<br />© Aleweb Social Marketing, October 2010<br />

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© Aleweb Social Marketing, October 2010<br />Agenda<br />

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What if…<br />…the majority of people you know were loyal advocates who promoted you? <br />Would you be getting more referrals?<br />Would you be able to reduce your marketing costs? <br />Would your profits increase while you work less? <br />Would your work be more personally fulfilling? <br />© Aleweb Social Marketing, October 2010<br />

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Why Do Customers Leave?<br />68% leave due to perceived indifference <br />Others leave due to price point (14), are stolen by a competitor (9), decide to buy from a friend (5), they relocate (3) or they die (1)<br />Think Cheers - Sometimes you want to go where everybody knows your name. And they’re always glad you came.<br />They crave that human touch<br />© Aleweb Social Marketing, October 2010<br />

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Why Do Customers Stay?<br />Because…<br />they know you<br />they like you<br />they trust you<br />They have a relationship with you<br />© Aleweb Social Marketing, October 2010<br />

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Likeability is Our Lifeline<br />If your customers don’t like you, they’ll go someplace else<br />Likeable people are perceived as capable, respectful, approachable and positive, while less-liked people are seen as arrogant, conniving, negative and manipulative<br />Remember, if they like you, they’ll do business with you!<br />© Aleweb Social Marketing, October 2010<br />

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Customer Loyalty<br />Consider what makes you a loyal customer<br />Know your customer’s name<br />Care about them as a human being<br />Show gratitude for their business<br />Be polite and happy to see them<br />Send birthday and holiday cards<br />© Aleweb Social Marketing, October 2010<br />

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Invest in Your Customers<br />Relationships are like bank accounts<br />You can invest in them, making deposits of good will<br />You can draw on them, testing someone’s patience<br />It takes years to build a relationship, but only seconds to damage it<br />Be mindful to make regular deposits<br />© Aleweb Social Marketing, October 2010<br />

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Think About This<br />Feeling gratitude and not expressing it is like wrapping a present and not giving it. – William Arthur Ward<br />Think of the last time you did something nice for someone (letting them into heavy traffic, provided a referral, etc.) and didn’t receive a “thank you”<br />© Aleweb Social Marketing, October 2010<br />

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The Power of Thank You<br />The expected “thank you” is important, but unexpected gratitude has far more impact (thanks for having coffee with me, etc.) <br />Sets you apart<br />Creates warm feelings<br />Is passed along to others<br />Not saying “thank you” does more damage than saying “thanks” does good<br />© Aleweb Social Marketing, October 2010<br />

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Cost of Retention<br />A smile and a handshake: Free<br />A phone call just to see how they’re doing: A couple cents<br />A heartfelt birthday card and personal, handwritten holiday card once a year: $3<br />An endless referral source: Priceless<br />© Aleweb Social Marketing, October 2010<br />

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The Effect of Gratitude<br />The great thing about it is, you both benefit! Gratitude is contagious!<br />Start your day saying “thank you” and watch what happens next!<br />Fear disappears and abundance appears (Tony Robbins)<br />Make the choice to be positive<br />The moment you permit your mind to dwell with dissatisfaction on things as they are, you begin to lose ground. On the other hand, to fix your attention on the best is to surround yourself with the best and to become the best. (Wallace Wattles – The Science of Getting Rich)<br />© Aleweb Social Marketing, October 2010<br />

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A Heartfelt Thank You<br />E-mail allows us to quickly acknowledge a kind act, but may get buried in the inbox<br />A phone call is always appreciated, but short-lived<br />Connecting on a social network feels great, but what next<br />A card received in the mailbox scores big points amongst all the bills and junk mail<br />© Aleweb Social Marketing, October 2010<br />

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Blending High Touch/High Tech<br />Tools exist to facilitate your connections<br />Networking events and groups<br />Telephone<br />Social media platforms<br />SendOutCards<br />Use alerts and paper.li to find info to share<br />Be responsive<br />Repurpose wasted time (cell phone, mobile web, etc.)<br />© Aleweb Social Marketing, October 2010<br />

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Beware of Disguises<br />If you must contact someone for business, keep it business-oriented<br />Don’t disguise it as appreciation<br />When you contact someone to thank them, don’t hide propaganda in the message<br />Remember, the people you appreciate already know what you do for a living<br />© Aleweb Social Marketing, October 2010<br />

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Caring Counts!<br />If you genuinely care about someone else, it’s easy to give them referrals and you can count on them doing the same<br />Cultivating relationships takes time, there’s no fast track to do it, but if you’re steadfast and patient, your efforts will pay off (Your garden will be full of tomatoes!)<br />© Aleweb Social Marketing, October 2010<br />

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What to do with Business Cards<br />Remember that each one represents an individual (someone’s brother, mother, lover and friend), not just a business<br />How would you like people to treat your loved ones?<br />Give them the same respect<br />Use the card as a reminder of this person, and find ways to connect<br />© Aleweb Social Marketing, October 2010<br />

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Go the Extra Mile<br />The difference between ordinary and extraordinary is that little extra. – Former Dallas Cowboys coach, Jimmy Johnson<br />212 The Extra Degree, water is hot at 211, but boils at 212, which creates steam, which is strong enough to move a locomotive<br />One extra degree of effort separates the good from the great<br />© Aleweb Social Marketing, October 2010<br />

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Summary<br />Recognition and appreciation will beat self-promotion every time<br />Excellent customer service is not enough<br />Express your gratitude<br />Give people reasons to like you<br />© Aleweb Social Marketing, October 2010<br />

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Summary<br />Be positive<br />Be sincere – no self-serving motive<br />Build strong relationships<br />Be a giver<br />Connect people<br />Recognize your assets (reasons to be thankful)<br />© Aleweb Social Marketing, October 2010<br />

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Resources<br />For Gmail users, add Rapportive plug-in.<br />SendOutCards<br />Social media<br />Paper.li<br />© Aleweb Social Marketing, October 2010<br />

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© Aleweb Social Marketing, October 2010<br />Questions?<br />Thank You for coming!<br />

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© Aleweb Social Marketing, October 2010<br />Contact Information<br />Aleweb Social Marketing<br />Phone: 860-946-0544<br />alewebsocial@gmail.com<br />twitter.com/eandtsmom<br />linkedin.com/in/taraalemany<br />facebook.com/AlewebSocial<br />