Differentiate your brand!

I experienced first hand today the importance of superior customer service and well-thought-out systems in helping a brand stand out from the crowd. The following experience I had recently is a great example of how important it is to differentiate your brand!

I spent the afternoon ringing round insurance companies trying to get foreign worker medical insurance required by law for a new designer we will be employing.

All brands equally as bad

Escalating blood pressure was further heightened by pointless recorded ads selling nothing I was interested in. Endless pressing of number options that took me round in circles, or worse to a person who had to transfer my call as that department “didn’t handle the enquiry”, even though I pushed the right buttons (and every person I spoke to succeeded in pushing all my wrong buttons!). Dropped calls upon transfer, and even people answering the call and putting the phone straight down (it was a Friday afternoon after all and who works on a Friday?).

The two I did get through to said they needed to get an agent to call me back and that would be Monday. When I asked one if it was possible to have them call me today the answer I got was; “But it’s the weekend now.” It was 3.30 pm at this time. Sorry, but that’s not my definition of the weekend and I’m sure her employer would feel the same way!

Another jacked up their rankings on Google by claiming to offer the insurance I required and googled, but the phone call revealed that, in fact, they don’t.

All these companies had a customer begging to give them business and no one was interested.

The sixth call of the afternoon was to Great Eastern. And WOW did they stand out as different! Differentiate your brand? Yes, they did!

No recorded messages.

No numbers to select ad infinitum.

No dropped calls.

No uninterested staff saying it wasn’t in their job description.

In fact I was caught completely off guard when the call was answered directly at the third ring – not by a recorded message but by an ACTUAL PERSON (the horrors!) who dealt directly with my enquiry with no need to pass me on to someone else.

Differentiate your brand!

When your brand offers a sea of sameness in products, you’ve got to stand out on service. You’ve got to be noticeably different and delight your customer.

When the rest call back on Monday when it suits them, Great Eastern will have already secured my business. Why. They treated me differently than the rest and showed that they wanted the business.

Stand out. Do things your competitors don’t – or won’t.


content-queen-ange-dove

the missing piece
of your marketing puzzle.

 

It’s funny how the universe gives back!

I’m sure you’ve had the experience before when you didn’t give something much thought and it never really entered your world then when you focussed on it, it magically started appearing everywhere.

OK, I don’t think I’m making much sense. Let me give you an example. You decide to buy a certain model of car in green thinking you hadn’t see it around at all so you’ll be unique, then suddenly everywhere you look the same model drives by in the very same colour you had just bought. And you realise it wasn’t that it was unique, it was just you hadn’t been focussing on it.

Well the same kind of applies when you “put your message out there to the universe” so to speak. You tend to get what you need at the time you need it.

Now before you freak out and start saying, this isn’t our Ange writing this, I have to be honest. I’m not completely sure about this law of attraction stuff. But I do know that I come across these so called coincidences on too many occasions for them to really be coincidences.

For instance, last month, we did some event marketing for a client’s event and the client started lamenting to me about how stressful the management of the whole event had been because she had to deal with SO MANY DIFFERENT VENDORS for different elements of the event.

“Ange, I don’t understand why an event management company doesn’t do the marketing of the event for clients. Now if you guys did the event management as well as the marketing, this whole thing would have been so much easier and I’d have peace of mind knowing my event was in safe hands.”

Well at the time I thought her reasoning was ridiculous. I run and marketing company not an events management company. How could she possibly think I should be doing events management? But then I started thinking, well what if we did manage the events as well as the event marketing?

Well that thought was shelved almost instantly I can tell you, no matter how much I wanted to be able to deliver for my clients! After all, I knew nothing about organising events. I’m not even a big party-going animal!

But then SOMETHING REALLY WEIRD HAPPENED …

The very next day I was speaking at an event and got to network with the attendees. One of them introduced himself and after a while said to me: “I think you should meet my wife. I think you two will really hit it off and you have some synergies you may be able to work on.”

So a meeting was arranged, and he was right. His wife Jini and I did hit it off, and guess what? She was running an events management business and needed support with event marketing! How bizarre!

To cut a long story short, we teamed up and that’s how I got into the events management business!

 


content-queen-ange-dove

the missing piece
of your marketing puzzle.

 

Is setting a small business marketing plan too complicated?

I’ve been speaking to some of my small business clients over the last few weeks about the challenges they face putting their small business marketing plan into action.

The same responses kept coming up time and time again:

  1. I just don’t have time to do it all, keep up with it all or orchestrate it all
  2. I don’t really know that much about online marketing so we stick to the offline channels only
  3. I try some online marketing but to be honest I’m just targeting everyone and hoping something sticks because it’s too expensive or time consuming to put things out to different target audiences
  4. I’m not sure I’m reaching my target audience or even that I really know who my target audience is
  5. What marketing plan?

For response 1: I get it. You really need to be focussing on your business and hand over the marketing to someone who has the time and means to put your small business marketing plan into action.

For response 2: You’re missing out on so much! The world’s moved. It’s all online. Think of the younger generation today – grown up on technology. This is the majority of you buying public and the percentage is only going to get bigger with every year! Get online!

For response 3: It’s great that you are doing things, but hoping against hope is not much of a strategy. You need to get in front of the right people and laser focus your marketing.

For response 4: Knowing who you are communicating to is crucial. You need to be speaking the language your audience can relate to or you are wasting your time.

For response 5:  Call me!

What could we do to help small businesses create a good small business marketing plan?

So I got to thinking: Since so many small businesses seem to face the same challenges, and since it’s small businesses that need marketing support the most, why don’t I come up with a system for them to systemise their marketing actions to make it easier to manage and so that they have a small business marketing plan.

Then it would make it cheaper for my business to be able to manage their whole plan for them at a FAR lower cost than if they came to us on an ad hoc basis.

So I put together a monthly marketing action plan called Market My Business For Me that we can systematically action for any small business for less than it would cost for them to employ ONE good marketing manager per month.

And with that manageable fee, they get not one marketing support staff but our ENTIRE team working for them AND they get all their marketing communication pieces written and designed and uploaded for them into the bargain! And they have their small business marketing plan in place to work from!

I am so excited to roll this out because I foresee that it is going to help a LOT of small businesses to get in front of the right customer and convert interest into DRAMATICALLY increased sales.

After all, you can’t sell if no one knows you are out there. It’s all about getting seen, and seen in the right places by the right people.

 

A FREE marketing toolkit for businesses that want to get started right now

I know that some of you are desperate to get going, so I’ve also put together a marketing toolkit packed with the essential elements to get you going if you want to handle it all yourself.

So head on over to download it now, and do get in touch with me if you have any questions getting it going. I’ll be glad to help.

So looking forward to talking to you!

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content-queen-ange-dove

the missing piece
of your marketing puzzle.

 

Is marketing your business too complicated?

The importance of a marketing action plan. I’ve been speaking to some of my small business clients over the last few weeks about the challenges they face putting their small business marketing plans into action.

The same responses kept coming up time and time again:

  1. I just don’t have time to do it all, keep up with it all or orchestrate it all
  2. I don’t really know that much about online marketing so we stick to the offline channels only
  3. I try some online marketing but to be honest I’m just targeting everyone and hoping something sticks because it’s too expensive or time consuming to put things out to different target audiences
  4. I’m not sure I’m reaching my target audience or even that I really know who my target audience is
  5. What marketing plan?

For response 1: I get it. You really need to be focussing on your business and hand over the marketing to someone who has the time and means to get your plans into action.

For response 2: You’re missing out on so much! The world’s moved. It’s all online. Think of the younger generation today – grown up on technology. This is the majority of you buying public and the percentage is only going to get bigger with every year! Get online!

For response 3: It’s great that you are doing things, but hoping against hope is not much of a strategy. You need to get in front of the right people and laser focus your marketing.

For response 4: Knowing who you are communicating to is crucial. You need to be speaking the language your audience can relate to or you are wasting your time.

For response 5:  Call me!

What could we do to help small businesses market better?

So I got to thinking: Since so many small businesses seem to face the same challenges, and since it’s small businesses that need marketing support the most, why don’t I come up with a system for them to systemise their marketing actions to make it easier to manage – a marketing action plan.

Then it would make it cheaper for my business to be able to manage their whole plan for them at a FAR lower cost than if they came to us on an ad hoc basis.

So I put together a monthly marketing action plan called Market My Business For Me that we can systematically action for any small business for less than it would cost for them to employ ONE good marketing manager per month.

And with that manageable fee, they get not one marketing support staff but our ENTIRE team working for them AND they get all their marketing communication pieces written and designed and uploaded for them into the bargain!

I am so excited to roll this out because I foresee that it is going to help a LOT of small businesses to get in front of the right customer and convert interest into DRAMATICALLY increased sales.

After all, you can’t sell if no one knows you are out there. It’s all about getting seen, and seen in the right places by the right people.

 

A FREE marketing toolkit for businesses that want to get started right now

I know that some of you are desperate to get going, so I’ve also put together a marketing action plan – a marketing toolkit packed with the essential elements to get you going if you want to handle it all yourself.

So head on over to download it now, and do get in touch with me if you have any questions getting it going. I’ll be glad to help.

So looking forward to talking to you!


content-queen-ange-dove

the missing piece
of your marketing puzzle.