Tag: customers

Cash flow, creativity, and compassion are not mutually exclusive™

St Germain: The Virgin America of liqueurs?

Posted on by Red Slice

Guest post by Red Slice intern, Suzi An

How often do you hear about Elderflower liqueur? I’m not sure I knew what Elderflower was until last week. Which is unfortunate because that’s from what St. Germain is made. My first experience with fancy liqueur was at the beginning of the year when a bartender at Via Tribunali placed a small glass of something in front of me.

“What is that?” I ask.

“It’s St. Germain,” says Andrew.

I dunk my nose just below the rim of the glass and began to sniff.

“Why does it smell like lychee?” At this point, I’m confused but intrigued by the sweet smelling liqueur.

It wasn’t until last month that our paths crossed once again. But this time, I saw the actual bottle. Have you seen this thing? It is possibly the most elegant bottle of alcohol I have ever seen. It’s a tall, heavy glass bottle with six sides and a color scheme of navy blue, gold, and if you look closely, light turquoise. Even the cap is elegant and refined. I then proceeded to read the little booklet that was attached to its neck that relayed the story of St. Germain. Think about a French man riding his bicycle in the Alps to gather the delicate flower by hand. He then rides his bicycle down to the local market. There are only 40 to 50 of these men who make it possible for the rare liqueur to be made in a given year; hence why St. Germain is rare and a bit pricey. I flip the page and that’s when the sassiness began:

“To put this into context, we can safely say that no men, bohémien or otherwise, will be wandering the hillsides of Poland this spring gathering wild potatoes for your vodka. Likewise, we know of no Bavarians planning to scour the German countryside in search of exotic native hops and barley for your beer.” I love that they are so confident in their brand because they know it takes much effort to make such a rare liqueur. Furthermore, they are proud of their brand because of the craftsmanship aspect of it. You can tell by their word choice. Again, brand communicated verbally is just as important as anything visual.

“Neither passionfruit nor pear, grapefruit nor lemon, the sublime taste of St. Germain hints at each of these and yet none of them exactly. It is a flavor as subtle and delicate as it is captivating. A little like asking a humminghbird to describe the flavor of its favorite nectar. Très curieux indeed, n’est-ce pas?” Very curious, indeed, is it not?

Very curious. Beyond curious. I’m fascinated. The reason why I say St. Germain is the Virgin America of liqueurs is because of the sassiness and the experience they promise. Virgin America flies to limited places, St. Germain has limited quantities of their liqueur. Virgin America promises to make flying fun, St. Germain promises to make you feel sassy and sophisticated. Virgin America’s tone is that of St. Germain. Both are fun and snippy.

In the same booklet, there are pages of recipes that contain even more fun little surprises than the brand story. For example, at the end of the directions for the Sangria Flora, it says, “Serve in an iced-filled glass, then telephone your physician and regale him with stories of your exemplary fruit consumption.” I chuckled as I read that. As I closed the little booklet, it was as if a whimsical soirée had come to an end. I wanted to go back and read through the whole thing like a party I just didn’t want to leave. I wanted to feel like I was enjoying a warm summer night eating delicious French food with my closest friends, as we dine by the dim lights hanging from the trees around us. My experience with St. Germain is not about the liqueur; it’s about the brand, the story of how it came to be, the way it interacts with me, and the way the brand makes me feel. I don’t think I could say that about any other alcohol brand.

Cash flow, creativity, and compassion are not mutually exclusive™

Don’t let your social media campaign just die on the vine

Posted on by Red Slice

Guest post by Red Slice intern Suzi An

Californication is one of my favorite television shows. Naturally, I am going to ‘Like’ the show’s page on Facebook. But ever since the season ended, there has been no interaction from the page’s administrators. It’s a complete dead zone. I then began thinking about all the other brands or products that are on Facebook and Twitter that abandoned their audience. For instance, I follow Citizen on Twitter. Citizen is a small chic restaurant that I absolutely love going to and it’s right down the street from where I live. The reason I follow them on Twitter is to hear about their specials and new items on the menu. But their last post was in March. It’s almost September and I know that they had many changes to their restaurant, like building a new patio area to fit more people. This is absolutely Twitter worthy, yet they have failed to mention it to those who follow them. The point of my story is, if you are going to make your presence known in the social media world, you must plan for whatever happens, whether it is your campaign coming to an end or if it naturally closes. A few thoughts:

  1. Plan ahead of time your exit out of the social media world: Once you have entered the cyber world, it’s almost impossible to completely get rid of any trace of your campaign, brand, product, etc. Think of it as verbal communication. You cannot take back what you have already said. It’s important when planning your debut in the social media world to also plan what will happen at the end of your campaign. Will you keep your account and look after it for other long term uses or will you simply delete the account?
  2. Manage the transition: If you do decide to keep your page, even if you are on a brief hiatus, it’s extremely important to communicate with your audience. I understand that Califorication is on summer break until the next season, but I would like to be up to date on what is going on, such as knowing when the start of the next season is or what to expect in the new season.
  3. Thank those who made it possible: Investing time into creating a community surrounding your product takes much time and effort. If you decide to delete your page, you may want to direct people where you want them to go next, like a cliffhanger. Never leave without thanking those you supported you because they will feel abandoned.

Although I would hate to see any brand disappear from the social media world, I understand that sometimes it wasn’t meant to be. But there are several brands and products on Facebook that do a fantastic job of keeping their audience updated. Silk is a product and brand that I ‘Like’ on Facebook and I always see updates on new recipes or the audiences’ opinion on certain things. Do some light research and see how these brands and products are keeping their audience hooked. You could use what you fin to help you in your own social media campaign. After all, the last thing you want is to break up with your audience by just abandoning them without an explanation.

Cash flow, creativity, and compassion are not mutually exclusive™

Ask the Expert: Content that makes sales, not just wastes time

Posted on by Red Slice

Red Slice recently chatted with Beth Buelow of the Introvert Entrepreneur where she coaches our less extroverted brethren on how to build a successful business. She helps them understand, own and leverage their strengths for personal and professional success. In today’s Ask the Expert, she shares with all of us – introverted or not – how to get off the treadmill of useless networking, blogging or “stuff creation” and build a powerful content strategy that turns lookers into buyers.

A certified professional coach, Beth works primarily with introverts and offers one-on-one and group coaching, teleclasses, webinars and workshops. Prior to becoming a coach, she enjoyed a successful nonprofit career, with responsibilities as diverse as fundraising, marketing, website management, grantmaking and public relations. Her obsessions include developing her advanced coaching skills, as well as deepening her knowledge of Jungian psychology, Voice Dialogue, and the Myers-Briggs assessment tool.

BethBuelow_TPEHeadshot

RS; Hi Beth! Welcome. How do we move someone from “kudos to client?” when warm fuzzies and cool newsletters aren’t paying the bills.
BB: When you’re first starting out, there’s a certain amount of spaghetti strategy happening: you’re throwing things up against the wall and seeing what sticks. You’re probably churning out a lot of content. Much – if not all – is probably free. And you get good feedback and encouragement… just not the sales.

This stage is the thrashing stage, where you’re getting just enough positive feedback that you think if you just do more, faster, better, bigger, people will convert to clients. What’s missing is strategy and intention behind your content. People are most likely confused about what you have to offer, what your strength is, and how you are the solution to their problem. A confused mind always says no. It might say, “Great work, loved the newsletter!” but it doesn’t take the time to connect the dots that you have scattered all over the page.

RS: I love that: “A confused mind always says no.” Same holds true if your brand is schizophrenic! So what do I need to do to create a strategy for my content?

BB: My favorite approach is to look at it through the framework of Moves Management. Moves Management is a term used in the world of nonprofit fund development. Here’s one definition: “a system, a process and a plan for building a relationship that moves individual prospects to engaged, passionate donors.” (Alexander Haas Martin & Partners)

I use this expression because I have found that attracting clients is very similar to raising money for an organization. Donors – and in our case, clients – move through a process that is established by the organization. If the strategy is clear and intentional, and the organization knows exactly who it wants to attract, each touch point is designed to shift the relationship to a deeper level of connection. For nonprofits, the lowest level of engagement is awareness of the organization’s existence and being on the mailing list. The highest is a donor who makes a planned gift (allotting part of the donor’s estate to the organization upon the donor’s death).

The donor is not necessarily aware of the moves the organization is putting on them. If it’s all done smoothly, the donor moves from level to level rather seamlessly, and of their own volition.

The same is true for your prospective clients. A well-designed Moves Management process outlines clear steps for you to take (and clear content for you to create) that transitions a client from Casual to Convinced. Just like you don’t meet someone at a party then ask him to marry you, you don’t hand someone your business card then ask her to purchase your Platinum Package.

RS: This sounds just like the sales process or buying process that marketers live and die by. I talk about this in workshops as “Awareness, Education, Consideration and Purchase.” But Casual to Convinced sounds much cooler. What does that mean?

BB: I break the Moves Management funnel into four sections: Casual, Connected, Committed and Convinced. Each section represents a deepening of the client’s relationship and investment.

Casual

Offerings (blog, podcasts, Facebook fan page) at this stage determine a prospect’s first impression of you; they begin the journey of someone knowing, liking and trusting you. In general, unless the prospective client makes a comment or is required to provide an e-mail to access information, he can remain an anonymous lurker. People are standing on the edge of your business, with one foot in, one foot out.

Connected

Information products/services in this category require more direct communication and connection. The client declares herself and decides to share her information in return for a higher level of interaction from you. There is usually an exchange of value, typically of money or an e-mail address/contact info.

The content you deliver (workshops, newsletters, speaking, etc) is one-to-many. Your offerings reflect your expertise in a deeper way than at Casual, and they can be used in one of two ways: 1) give the client enough “DIY” information that she can take it from there, or 2) give the client enough information that he is inspired, curious and made aware of the benefits of moving to the Committed level.

Committed

At this level, the interaction and content shifts from one-to-many to one-to-one. The relationship is deeper and more personal. You’re working together through coaching, consulting, advising, mentoring or providing direct, custom services/products.

Convinced

Working with a client at this level is the end result of her knowing, liking and trusting you. She is convinced that you and your business are the right fit for her needs long-term (which is relative to your business – could be months or years). She becomes an advocate and a source of quality referrals. She’s in love! You are delivering your highest level of services and products, in terms of quality, customization and financial investment.

As you create content, consider where it fits into your Moves Management funnel. Communicate clear benefits to your prospects, and have a compelling call to action appropriate to where they are in the funnel. Having a clear strategy puts you well on your way to getting warm fuzzies in the form of appreciation and compensation!

Cash flow, creativity, and compassion are not mutually exclusive™

Why I’m a walking billboard for Dave’s Killer Bread

Posted on by Red Slice

Guest blog post by Red Slice intern, Suzi An.

It’s 2 a.m and my boyfriend and I decide to do some late night grocery shopping. Normally, I shop at Whole Foods where I buy the same brand of whole-wheat sunflower bread. But because they close at 10 p.m., I ended up walking down the street to QFC.

“Suz, come look at this.” Roger is awkwardly holding a loaf of bread with bold colors on the packaging.

“What is that? That’s not my normal loaf of bread,” I say. I shrug my shoulders and continue to walk down the bread aisle looking for my sunflower bread.

“Suz. Come read this!” Fussy and defeated, I walk back towards him.

I grab the bright yellow bag from him and begin to read: I was a four-time loser before I realized I was in the wrong game. 15 years in prison is a pretty tough way to find oneself, but I have no regrets… Immediately I am hooked. Who is this guy spilling his life story on a loaf of bread? I continue reading and realize that this guy created his whole brand on his incredibly story. He was in and out of prison for drugs, assault, and robbery until he realized he needed to change his life: A whole lot of suffering has transformed an ex-con into an honest man who is doing his best to make the world a better place…one loaf of bread at a time. My heart sunk. I turn the bread around and see “Just say no to bread on drugs!” and I cannot believe how clever and fantastic this is. I see that the specific loaf that Roger had grabbed was called GOOD SEED. How cute. A loaf of bread named after Dave’s change. Ultimately, it is Dave’s story, a story that is personal and inspiring, that will make his business and brand successful. And the best part, his products live up to his brand promise. Heavenly Texture and Saintly Flavor. His bread is probably the most texturally pleasing bread I have ever tasted in my life. I practically devour the entire loaf in three days. I am beyond obsessed. As a strong supporter of the green movement and sustainable eating, Dave had won me over with his organic bread, compostable bags, the wind farms, and only providing the Northwest with his mouth-watering bread. He believes everyone deserves a second chance, so most of his employees are ex-cons as well. Dave, can you be anymore fabulous?!

I follow Dave on Twitter and I try to see him at almost every festival where he is present. I recently saw him at the Bite of Seattle where I bought six loaves of bread, a T-shirt, a coloring book, and had the opportunity to meet the guy behind the brand. I feel like a giddy ten-year-old girl! The only words that came out of my mouth were, “I am a huge fan and I eat your bread on a daily basis!” Really? How did I become a “bread groupie”? At least once a week, I tweet “How can I get on Dave’s PR team?” I have yet to receive a response but they seem to reply to everything else I tweet about them.

It’s brands like Dave’s that reaches out to interact with their customers, creates relationships, and has a clear vision of what it wants the brand to do that will be more than successful. I am proud to be a consumer of his bread and will follow Dave wherever he goes. So when can I start?

Cash flow, creativity, and compassion are not mutually exclusive™

Passion for your brand = passionate customers = more $$

Posted on by Red Slice

I know someone who absolutely loves her job. LOVES it. Even though she’d appear to be in one of the most boring industrues known to man, she talks about customer relationships, and solving problems, and being mentored by her boss. She’s like those ITT Tech commercials, where the graduate talks about how their new career has changed their life, given their family hope for a brighter future, enabled him or her to be the best he or she can be. I chuckle when I watch these commercials, because – on the outside – it looks like this person has just settled into another soul-sucking cubicle gig. But you can’t help but admire the pride in their work, the loyalty to their company and how they are truly the best brand ambasssador for which the firm could ever ask.

B2B companies especially really can suck the creative life out of you. Especially since many of them don’t give a lick about branding or connecting with customers. “We sell a product with more widgets than our competitors at the best price,” they boast. And the conversation and connection stops there.

But this recent post talks about this sad truth and how it can bite a company in the end. If the human beings making the purchase decision don’t understand what the brands of their suppliers really stand for, they might be in for a world of pain. It’s all fun and games to save as much money as possible or make the lowest-common denominator decisions until someone loses an eye – or a lawsuit.

What does your brand stand for? Why does your company exist? Do you go around talking about how your company saves lives, makes the air cleaner, supports sending employees to school, gives money to worthy causes or contributes to the local community?  No?  Maybe you need to rethink your mission and find your brand’s passion – or more importantly, rethink what ensures that your employees, partners and customers will jump up out of bed every morning and sing your praises.

It’s not enough for people to recommend your business or services when they are asked. You need to ensure they can’t wait to practively share – at their next cocktail party or in their next Tweet – something you do that utterly delights them and makes them proud to be part of your tribe.

Cash flow, creativity, and compassion are not mutually exclusive™

Brand at work: How DRY Soda’s brand has evolved

Posted on by Red Slice

Here’s a peek at a case study that will be featured in my upcoming book, Branding Basics for Small Business, due out this Spring/Summer:

A strong brand strategy does not remain stagnant; it can evolve to adapt to changing demands and dynamics while still staying close to its roots. Sharelle Klaus, Founder and CEO of DRY Soda Company (www.drysoda.com), has evolved her strategy while still staying true to her mission of creating a new soda category. Sharelle saw a market need for a modern non-alcoholic beverage when she was pregnant and couldn’t drink alcohol. As a food and wine lover, she grew frustrated with the lack of options available to pair with fine meals. Sharelle hoped for a drink that was simple, all-natural, caffeine-free, low in sugar and made with the highest quality ingredients – a beverage that could complement great food or act as a light refreshment on its own. DRY Sodas come in seven flavors: cucumber, vanilla bean, juniper berry, lavender, lemongrass, kumquat and rhubarb. DRYs brand is modern, all-natural, well-designed and sophisticated and this is conveyed through their gorgeous bottles, their visual identity and the fact that DRY is found in high-end restaurants, stores and at food and wine events.

As the brand grew, they protected it by carefully choosing high-end distribution partners and initially did not want to mass market it in any way. However, consumers’ beverage choices are changing and wellness has become a bigger priority to everyone, not just the higher-end market. People are cutting down on sugar and First Lady Michelle Obama has unveiled an initiative to fight childhood obesity. The New England Journal of Medicine asked soda companies to lower their sweetness level and DRY Soda was the only one that met the requirement. In keeping with their brand as a “modern soda company” they had to evolve the strategy to meet consumers where they are today. So they increased their flavor choices to include more mainstream preferences, decreased their price point to stay competitive, and opened up distribution channels. They are looking to begin selling through Target in 2011, a mass market brand but one with cache and sophistication that aligns well with DRY.

They are staying true to the brand by still choosing those distribution partners carefully. Partners that do not align with their carefully cultivated brand values will be turned down. As they open up distribution, DRY is finding which “brand levers” work in different markets. But they stay on course to the original brand values of all-natural, sophisticated, modern and well-designed so as not to alienate their early adopters.

“We still need to build the brand customer by customer even though we are expanding our reach,” says Sharelle. “We always want any new consumer’s first experience with DRY to be consistent with the brand and you tell your brand story by where people can find you. We build our brand region by region so people can develop strong emotional attachments– and that approach influences how we roll out the product in each new market.” DRY Soda can be found throughout the United States and Canada and in limited international distribution.

Cash flow, creativity, and compassion are not mutually exclusive™

Customers are not scary

Posted on by Red Slice

Why do businesses spend tons of money, time and effort on compiling market data, analyzing trends, conducting expensive focus groups with people who have never bought from them, or spend hours combing through research data, when they ignore a prime source right in front of them: their own customers?

Your customers, especially repeat ones, like you. They want you to succeed. They have found that your product or service fills a need for them, or your message has resonated with them. So when it comes to figuring out what will work for 2010 , just ASK them.

This can be as easy as sending an inexpensive (or sometimes free) online survey via Surveymonkey or Emma. If you have a store, offer an incentive to all customers who come in to fill out a quick questionnaire. Invite your customers to an informal focus group with some drinks and snacks and offer them a coupon as an incentive. If you’re an online or service business, offer a discount code, or 50% off their next service, or heck, even a drawing for a Starbucks card (worked for me). Always offer some type of incentive for their valuable time and participation.

Stop guessing about what you are doing right or wrong and ask them. People love to give their opinion, especially if you can incent them a little bit. Keep your questions unbiased, don’t ask leading questions. Try to keep any surveys to less than 5 min for a small incentive or 10 minutes if you’re offering a larger incentive. Even 5-8 questions can do the trick sometimes.

One client even just sent old fashioned emails direct to a select group of customers with an incentive to respond. Or you can use social media as a great way to get feedback. But you have to ask.

Focus groups or surveys with your customers (past or present) can be super easy to implement. Working with one client on her brand strategy, she was not sure of the primary reasons people came to her (of the many reasons she promotes in her marketing), so I had her send a survey and ask, “What caused you to seek out my services?” and offer 5 possible answers. She found some pretty surprising results that caused her to rethink her marketing messaging.

I don’t recommend testing actual ad creative with focus groups or surveys, as people will be consuming them in an unnatural way and the results will be skewed. No one dissects an ad in real life they way they would in a focus group session. But you can test ideas, messages, what they think of your brand, ask why they bought from you, ask them what you could offer or do better, what incentives would they respond to, etc. They are a wealth of information for making brand improvements so don’t fear them – embrace them.