Boxes that will win Your Heart

Further Adventures in Packaging

I don't have the statistics right now, but hey...doesn't it seem like retail is reflecting what's happening in our economy right now? I should ask my husband, a work force development specialist, for the data, but right now he's too busy applying for grants to help out the shrinking NE Ohio economy.

As I consistently scratch out a living in the ever-changing arena of packaging, I'm noticing two things are selling: High-end products and consumer goods at the Dollar Store. A career in consumer product development has told me that high end products are somewhat better than the off brands, but the biggest difference is in the branding and packaging.

Take a look at what's housing your products right now. Does it say "Dollar Store" or "Saks"? Are you saying "I look cheap, but SURPRISE...my price is not as inexpensive as I look" or "I'm a class act. I'm unique, and I'm worth the price."?

I'm all for starting out small and building the business slowly. But nothing says "I look good and I'm worth it" better than custom packaging, targeted branding and a quality presentation. And these things are not just for the big boys, either, although small custom quantities are almost totally ignored by box companies these days. Call me pollyannaish (yes, it's a word. I looked it up), but I believe in small businesses, cottage businesses, etc., and I believe they are the key to creating a thriving middle class again.

OK, I'll get off the soap box, but one common thread in my 30+ year career has been in the sales promotion and marketing of small businesses. It's what I do best. It's also one of the reasons I started my custom packaging company--to create affordable, custom packaging and branding for small and start up companies.

The possibilities are endless (and sometimes overwhelming) when it comes to custom packaging. If you're ready for quality, custom gift packaging and branding, let me help guide you through options. Call me at 330-603-7871. Now's the time to order your gift packaging for Holiday 2011.

'Box-skets' (the alternative to wicker)

To find out more about 'Box-skets', call 330-603-7871 or e-mail me at sylviart@sbcglobal.net or shanahan@shanahanresources.com

Zen and the Art of Customer Retention

It's been proven. It costs less to keep a current customer (and have them buy more) than to acquire a new one. Sometimes, we're so focused on what we don't have yet, that we forget about what we do have --customers that already know us, love us and are ready to buy more from us. Kind of a Zen, "Love and Light" way of thinking of it, don't you think? And to take that approach a little further, consider this: Your focused energies always bounce back to you. In other words, pay attention to your customers and they'll reward you with return purchases, referrals and maybe even increasing the dollar amount of their next purchase.

Below are some ideas, topics and musings to spark your own campaign for customer retention and referrals.

Are you keeping in touch with your current customers? OK, they know where you are, they buy from you already, so now you can relax. Wrong. Customers are like puppies, children and your mother-in-law. They love attention and just like your mother-in-law, they want to be recognized and praised for spending their hard-earned money on you, or in this case, your products or services.

Stroke them with a thank-you email, tweet, text, post card, letter, or even a phone call and don’t forget to include an incentive to come back soon. The incentive can be as simple as a dollar amount off their next purchase or a freebie or discounted “add-on” to their next qualifying purchase.

While your customer is purchasing your product or service, ask for another sale. So many of us pre-judge our customers. We usually think they have less money to spend than they actually do. They buy from us and we’re grateful, yes, but hey, maybe they’ll buy more if we just ask. Smart beauty salon and spa owners know to ask the client at the checkout if they can book their next appointment. Gourmet food, gift and gift basket businesses have the opportunity to remind customers of upcoming holidays. People are so crazy busy these days that many will appreciate that they can get all their gift buying done in one visit, phone call or e-commerce transaction.

Speaking of selling for upcoming holidays, why not offer a Pre-Sale Event on seleted items? Write the order and take the credit card info, but don’t enter the transaction until the purchase is sent, delivered or picked up.

Loyalty Programs: I have mixed feelings on loyalty programs. My wallet is filled with preferred customer cards, discount cards, “buy 9, get one FREE” cards,etc., that I practically need a degree in accounting to keep them all straight. Half the time I forget to use them. What do you think? Do they work for you? What’s the incentive that works best for the program? A free product? A discount? Please provide some thoughts and feedback on loyalty programs, the topics in this article or any other ideas you’d like to share on customer retention campaigns.

Until next time, Namaste, Love and Light, God Bless, ArriverZENci!

Marketing Cheat Sheet (an idea reminder for quick inspiration from Shanahan Resources)

Define Your Identity:

Create or maintain an honest identity that reflects your personality and “brand.” This image should be consistent throughout all your advertising. Use the same colors, the same typeface, the same photography or style of photography and the same tag line.

Remember Who You Are:

Define your audience. Who buys your product or services? After you find your niche, go after it. Are your products or services for the upscale? Middle-class? Price conscious? After you have determined your market, remember that’s whom you’re talking to in all your advertising, promotions, and communications.

Reinvent:

Does your logo need updated? Your marketing materials need tweaked? If the same old things aren’t producing results, it’s time to try something new.

Image Counts:

Afraid to spend the big bucks on your image? Don’t be. Spend the money to have your identity professionally developed for your initial launch, and then copy those formats for future literature.

Remember the Role of Advertising:

It is only 1/100 of the whole marketing process. Marketing is not just advertising, but a small part of the whole picture that also includes product, price, location, competition and availability.

Get Involved:

The more people you meet, the more contacts you create and the more opportunity you have to talk about and sell your products or services.

Cross-promote:

Display signs or flyers of other businesses at your location and they’ll do the same for you. Share the cost of production of flyers, brochures, coupons, mailing, etc., by including other non-competing but related companies in your communications.

Establish Publicity Contacts:

Make contacts with your local newspaper, radio and tv stations through personal phone calls and e-mails. Offer your expertise for future stories or pitch them an idea concerning your business.

Stage a Special Event:

Create a contest, donate services or products to charity, or become a sponsor of a community event. All of these activities get your company name in the public eye. Don’t forget to write and send a press release to your media contacts on all upcoming events and the results of the event.

Maintain a Customer List:

If you don’t have one, start it today. If you do have one, add to it, update it and market to it though Facebook, LinkedIn, Twitter, e-mail, direct mail--anything that gets your message across.

Obtain Testimonials:

Satisfied customers add credibility to your message. They have more impact than all the glorious, wonderful things that YOU say about your company. Most people are happy to let you use their testimonials on all your marketing materials.

Join Clubs and Associations:

Become part of the community and make friends. This is the most inexpensive way to spread word of mouth advertising.

Give Free Samples:

This is proven to be the most effective marketing tool ever devised—the cosmetic industry was built on it. Don’t forget to attach a coupon and/or business card and a bounce back coupon on the free sample so the customer has an incentive to buy it and knows where to get it.

Write a column for a local newspaper or web site:

Offer to write a column or article on something related to your industry that appeals to the reading public. Don’t ask to be paid for the article, just ask for a mention of your name, phone number, web site, and e-mail address.

Use Catchy Classified Ads:

Not much in your advertising budget? Classified ads in community newspapers are inexpensive and are perceived as personal and friendly.

Create a Newsletter or a blog:

Write and produce a monthly or bi-monthly newsletter and mail or e-mail it to your customer list. Include coupons, promotions, testimonials and tips related to your product or services.

Promote Gift Certificates:

If your product or services make a great gift, always promote them.

Make it Easy for Your Customer to Buy:

You can hand people catalogs and brochures all day long, but if it’s not easy to purchase your product or services, you won’t make a sale. What’s the easiest way to purchase? Assist them in filling out order forms or have the product with you so you can make the sale right there.

Sell the Benefits:

Don’t tell people how good your products or services are; tell them how good your products or services will make them feel.

Don’t Assume Your Customers Know More than They Do:

Over-explain your products and services until your message gets across.

Repeat Yourself:

Repeat your offer in every marketing message. Repeat your company’s name. Repeat your tag line.

Ask them:

What do customers and future prospects think of you, your company and your products or services? Find out how you are perceived by asking everyone you come in contact with to fill out a questionnaire and/or feed back form. Don’t forget to ask your buying customers why they buy from you.

Need a new angle, promotion, logo, or package for your product? Go to www.ShanahanResources.com or e-mail sylviart@sbcglobal.net