Hello SOTGC community,
Creative marketing focuses on service, not sales. Traditionally, a sale was sales, “we’ve got great stuff, buy from us.” What makes you stand out from your competition? Steve Jobs said, “you need to stop focusing on doing it better than your competition ~ you need to do it different.”
Hilton Hotels strategically listen on Twitter. When someone types in “I’m looking for help” Hilton employees respond. The help may not have anything to do with Hilton, this is a creative marketing strategy they are doing successfully. Because when looking for a hotel who will they think of first? Hilton, the hotel that helped!
My creative marketing strategies began back when I was working at the Chamber of Commerce. One of the number one benefits why an entrepreneur chooses to join a Chamber is for the healthcare program. One week after joining the Chamber, the program came to a screeching halt. Chamber members were dropping like flies. The membership dropped by 20 percent. I quickly rallied the team, included Chamber members and volunteers, asking one question ~ besides healthcare what benefit can we provide members? Before long it came to me ~ marketing, networking, business building, etc. with little or no marketing budget necessary. The plan I implemented increased membership beyond the 20 percent loss. Members had seen a benefit using our creative marketing system beyond healthcare coverage.
When you sell, you have a customer today. When you are serving (helping) your customer – you have a customer for life. That’s the system Hilton is using. They are helping people and creating loyal customers for life. When you’re helpful, you keep your customers close. They will follow you on your social media sites: Facebook, Twitter, Linkedin, Pinterest, and bookmark your website.
If you want to stay relevant, you need to always be transforming yourself. We talk about the technology revolution where a business had to transform to using the telephone, fax, World Wide Web, and now social media. You need to be relevant and available 24/7. We are no more the masters to servant business structure. You must develop a peer-to-peer marketing system. Customers have skin in the game. They are talking about you. What are they saying? Are you searching yourself and learning what your customers are saying about you? They’re not bashful. Your customer’s have become reporters. They are talking about you faster, smarter, and more social. It’s the power of NOW! Your business culture needs to be in alignment to succeed with the power of social media.
Creating your culture means hiring people with a passion for your enterprise and continually learning. It’s easy to teach someone a skill.
Whether you embrace it or not, I hope you are, social media is driving consumer purchases. It doesn’t matter if you’re Hilton, UPS, or a small entrepreneurial business. Consumers are driving purchases through social media. Focus on the digital trends. When you’re on Facebook your posting a message to your circle. Your loyal customers are then sharing to their circle, so on, and so on. The circle grows and grows. Social media is where personal and professional relationships collide. People are learning about you across the globe. If you have good content, good service, you will get sales.
Here is the key: you need to promote your usefulness for them first. Traditionally, we would promote our services first and foremost. There was no usefulness for them. Because consumers are smarter you need to focus on how you are helping them.
Do you need help creating your creative marketing system –
Give Team Pheiff a call and we will work with you to
design your personalized system!
Mention this article and receive a 50% DISCOUNT.
I talked about the creative marketing system we implemented for Chamber members. The basis of the program was helping the community businesses by introducing them to other businesses, potential customers. We did this relatively cheaply. We purchased large scissors, like the ones used for ribbon cuttings. Each Wednesday we would meet with selected members that would be renewing within the upcoming three months, members who joined in the last three months, and non-members. The members, ambassadors, were calling the Chamber asking to be part of this program. It was no cost to them, except for their time. Imagine the ability to creatively market your enterprise to hundreds of potential customers visiting your business and getting free press. The only rule, as a visitor you were not allowed to promote your business. The spotlight was on the host. You can always go back and introduce yourself. This program was a SUCCESS!
Now, take those loyal customers and introduce them to your social media platform and your circle will explode ~ only when you promote your usefulness for them. We did have one more rule: You must be honest and authentic in your approach. Through social media you are showing up and letting your customers into your personality.
I’ve worked with clients in both the private and public sector who are afraid of social media. They don’t want people to know what they’re doing. Yes, I agree we don’t need to tell the world what we are having for lunch. There is, however, a place for social media in your business. If you’re not in, how will your customers find you? Use this platform to your advantage. Social Media could be dangerous only if you allow it to be. You don’t have to be a social media expert. This platform will be your friend and you will become a content expert in your field. This technology and the data you are able to collect will help you in volumes increase your business.
Warning, depending on your business, you may still need to implement the ole’ school of creative marketing. So beware, your customers may still require a personal touch, such as a telephone call. If you only go the route of ole’ school marketing you run the risk of failure. Whichever path you take, remember to focus on service, not sales. Have patience while you develop your creative marketing system. Your marketing strategies will help you achieve success. And success is the best motivator of all.