Let's see what happens when you say 'thank you'

One of the running jokes that my cousins have about me is my letter writing. I have been known to write a letter or two when I feel a business has done wrong. My feeling is that when I am paying for a good or service, I expect it to meet my standard. (It should be noted that how much I have to pay depends on how upset I get. Getting a sub-par $3 Happy Meal doesn’t warrant a complaint; getting a sub-par $30 entree most definitely will.)

What is often overlooked (because it's not as funny) is how often I write complimentary letters. I recently wrote one to DSW, the shoe warehouse. I had purchased a pair of shoes and needed to return them. I paid cash for them and didn't have my receipt. I figured that even though I didn't have my receipt, I had given the cashier my rewards number, so they would be able look up my purchase and issue a refund. The store was 25 minutes from my house and since it's not on the way to anything else (i.e. work, church, friends), I had to make a special trip to return them. Which I did … only to find out they couldn’t issue me a refund because the cashier couldn’t look up my account. Had it not been for the pleasant manner of the store manager Chris and his willingness to help, this incident could have been bad for everyone in the near vicinity. Chris let me know that it was, in fact, possible to do; however I would have to wait until Monday when he could call customer service to get a copy of the receipt. His pleasant manner made me not care about having to make another special trip – which was made that Monday, when Chris had called to follow up and let me know he had a copy of the receipt. And when I showed up? Chris was at the register with the receipt copy before the associate had the chance to page him. That's definitely the type of service you rarely see in retail.

I'm curious to see how DSW will handle the e-mail I sent. We know that a company will often try to right a wrong with a coupon or apology. I wonder how they will right a right – not that I am expecting anything; I sent the e-mail because I wanted them to know what a great employee they had and how he managed to avoid an unpleasant experience and upset customer. I wish that more customer service employees were like him.

No matter the industry you are in, customer service should be a top a priority. Chris took a little bit of time from his day to make mine much better. Are you doing the same for your customers?

*A portion of this blog published originally on: Nadia's Notes

Nadia Zerka serves as account executive for Imagine Marketing.
Contact Nadia at nzerka@imnv.com

There’s not one time of year for a Warm Fuzzy

Nearly every summer since I was 14, I’ve attended Leadership Camp at Camp Lee Canyon. I started as a participant and moved on to become youth staff, a trainer, an assistant camp director and adult staff. During those years one thing has remained constant – the Warm Fuzzy Board.

Long before e-mail, text messages and social networking sites, there was the Warm Fuzzy Board. Similar to the postal service and hand-written notes, the Warm Fuzzy Board is a truly unique entity – no harsh or negative words must grace its surface. The board is typically lined with vibrant colors, and every single person at camp – from children to senior citizens, participants to medical and kitchen staff – have a mailbox (an envelope with their name on it and carefully placed stickers for decoration).

The best thing about the Warm Fuzzy Board is you don’t dread checking your mail. People write to you about the fun you’re having, what an amazing job you’re doing and overall how great of a person you are and how happy they are you are there.

Every business (and family) should have a Warm Fuzzy Board. Vibrant colors, stickers and envelopes are optional. Some companies get so involved with being busy they forget to tell their employees when something goes right, when they brighten a room or when they deserve a friendly pat on the back just for being themselves. When times are tough and the bottom line is truly at the bottom, people forget to thank the people around them, to let them know exactly how valuable they are to the company and the people around them.

As children – as evidenced by the Warm Fuzzy Board – positivity is paramount and adults encourage children to strive for greatness. Why should that end when we’re adults? I have friends who attend Leadership Camp every year as adult staff just for the Warm Fuzzy Board because it’s the only time of year they feel appreciated for work they do and the people they are. Just like the holidays, why save something special for one time a year? Warm fuzzies are equal-opportunity and can be delivered in person, via e-mail or text, social networking or the old fashioned way – scrawled on colorful paper, decorated with stickers, and put carefully in your company mailbox.

Tiffannie Bond is a media relations specialist at Imagine Marketing.
Contact Tiffannie at tbond@imnv.com

Closing out 2010: 10 tips for the everyday business pro

Although my profession allows me to encounter the everyday occurrences to highly complex situations on a daily basis, I still see trends in the marketing-communications arena that my clients have challenges in dealing with.

Below is my 2010 list of the top 10 most frequently asked questions I receive or situations I see clients faced with from time-to-time. Simple, actionable steps you can take now to help your business in 2011.

1. Failure to leverage opportunities – Most businesses overlook the many opportunities they have in leveraging dynamic content/materials they have on hand (news releases, copy writing etc.) into other communication playing fields – websites, social networking sites, blogs and everyday sales materials. Get the most out of your money and leverage these materials to give you the biggest bang for your marketing buck.

2. The personal touch still matters – It will always be considered good form to say “please” and “thank you.” P.S. Handwritten letters will also always be considered good form and are an excellent way to deepen business relationships – always.

3. For the love of … Please manage your online brand! – Media consumption is almost always rooted from Internet stories, social networking, blogs, videos and more nowadays. Please, I encourage you to create a Google Alerts account to help manage your online brand and to keep track of what “other people” are saying about you. Visit Google Alerts, add your first and last name as well as your company name (with quotation marks around your name and company name) and take advantage of this free and easy-to-use alert system. It won’t catch it all, but it’s a start.

4. Plan, plan, plan - Create your 2011 marketing plan now. It will give you focus to accomplish goals, adhere to a timeline and your budget. Just be sure to build in a 20% “cushion” for any “what ifs” that occur along the way. (And they will happen.)

5. Content is still king – Concerned about Google, Bing or Yahoo! search result rankings? It’s likely that old web content is the problem. Marketing pros recommend social networking, blogging, news feeds and more for a reason – not just simply to convince you that you still need them around for advice and support. It’s because dynamic content (i.e. new/relevant information) is key in driving search results and traffic to your website.

6. Follow up - You’d still be surprised to find that 90% of sales people STILL do not consistently follow up on leads and opportunities. (Yes, even in this challenging economy.) Blame it on the economy and us all being busier than we have ever been before. It doesn’t matter. If you’re the one who is following up, when no one else does, guess who gets the work?

7. “The Ask” still works - Don’t think you’re too humble to ask for referrals. In the name of free commerce everywhere, please ask for those business referrals.

8. Keep up-to-date on emerging markets and trends - It’s exhausting and nearly impossible to master every single aspect of your industry in today’s Internet age where information doubles in a matter of hours, minutes … seconds. No matter, you’re still the expert to your clients. If you’re not the guru in digital marketing, or your area of law, banking or retail, you still need to know what’s happening. Keep yourself informed. Then, surround yourself with the people who are hungry for knowledge, who want to (and are willing) to discover these “new frontiers.”

9. Relationships still matter - Customers want the newest, best and fastest product that works and they want to know the person, specifically, that is providing it to them. If it’s not you, then it’s you that needs to introduce your customer to the right provider. Customers will stay with you because they value your relationships since you are the person who brings them business success. BE the resource.

10. Healthy outside starts from a healthy core – Strength in all things in life comes from a strong core (thanks Denise Austin)... including your business. It doesn’t matter if you don’t have twenty minutes … or 20 seconds to spare. It’s absolutely critical to your organization’s success that you find a way to make time for staff development and internal team activities.

Amber Stidham is the director of strategic planning for Imagine Marketing.
Contact Amber at astidham@imnv.com

Murphy's Law: "If anything can go wrong, it will"

Weddings are a perfect example of Murphy's Law: "If anything can go wrong, it will"

During the last year, I’ve been an active participant and friend to two wedding parties. Other than the month they occurred and a couple minor details, the one thing they had in common was Murphy’s Law: “If anything can go wrong, it will.”

On the contrary, I’ve never seen calmer brides. It was in their plan things would inevitably go wrong and the people they had around them were empowered to just fix it. No matter what it was. On the day of her wedding, the last thing a bride wants is to be told something is going wrong (unless it’s something she can fix). I think this is the true reason for bridesmaids – they’re body guards. Protect the dress.

On the other hand, it’s a brilliant marketing and business model. The client is the bride. And although there are times they are included in the things-that-could-go-wrong meeting, it is our job, as their bridesmaids, to protect them from the little things that happen and to help them plan for everything possible – and a few of the impossible.

It’s our jobs as marketing professionals to prepare our clients for almost everything – almost. There is no way to predict the mysteries in life. If we could, we’d be the hottest marketing firm on the planet (although we think we are anyway). But since the last time I checked the storage closet we are fresh out of crystal balls, we have to go with what we know.

The best thing my bride friends did was prepare their bridesmaids and other helpers around them for what could happen. They knew nothing catastrophic would likely go wrong, but there are little things that often can’t be helped. And they knew it.

Knowing was half the battle.

Clients who are flexible and allow things to be solved and roll off their backs are like having the world’s best bride. Calm. Collected. Trusting.

No event is ever flawless and most of the time, not every single person in the room is going to be completely happy. Weddings, like marketing professionals, aren’t ever perfect. But if we’re good at what we do, and prepare our clients for the aisle ahead, it makes the perfect occasion.

Tiffannie Bond is a media relations specialist at Imagine Marketing.
Contact Tiffannie at tbond@imnv.com