Posted in Branding and Marketing, Business Articles

Marketing That Worked on Me – and Why

I’ve spent my entire life studying and employing the devices of successful rhetoric to convince someone else to do or think what I tell them. Marketer is just one title for people who do this. Yep, that’s what marketers do, day in and day out: research what motivates target customers to choose them, and then create the company messages to make sure that happens.

Certainly, marketers have access to a wide variety of media as well as mixed media to deliver and reinforce the messages they want you to accept as truth and actions they want to compel you to perform.

So when a simple, inexpensive mailer campaign sequence is successful with me – who spends most waking moments at least subconsciously dissecting messages for agendas – I stop to really consider why. And if what I can tease out is replicable, I share that information with the company. In this case, I’m examining my reaction to Honest-1 Auto Care, the Mt. Pleasant branch.

IMG_2066In early summer 2017, I received in the mail a classic postcard bulk mail piece advertising several service specials at a local auto maintenance and repair shop. I know it is bulk mail because the address reads my name on the first line and “or current resident” on the second; this ensures that the piece will be delivered in the relevant service area rather than be forwarded to a previous resident with a forwarding order in place.

Now I’m pretty immune to physical junk mail, including advertisements like this. What happened to make me notice it means backing up just a touch. I had paid off my now-ten-year-old vehicle since my last oil change, which I’d always had done at the dealership. But I was ready mainly to establish a good relationship with a shop much closer to home and work; the dealership was at least 30 minutes away in a part of town I rarely have a need to visit. And I had spoken with my mom about some of the shops she’d used and been happy with on our side of town. And she got the same postcard on the same day and called me to point it out.

That’s what it was. That’s what made this very first “touch” successful. All I needed was an oil change, the shop was perhaps 1 mile from my house and did not require an appointment, and I knew it had been there a good long time, so it must have a reasonable amount of repeat business and/or referrals to at least maintain.

Conclusion (touch #1): there is nothing replicable about the success of this first touch from my response as there is no way the marketers could know all of those specific, converging circumstances that made me primed for the response they were trying to lead me to. But it stands to reason that twice a year (on average) an oil change or routine maintenance is on every driver’s mind, as well as the cost and convenience of acquiring those services.

So one weekday afternoon when I had no appointments, I drove the 1 mile to the shop, walked in, was greeted by a smiling service receptionist (touch #2), got set up as a new client, treated myself to a cup of coffee from the courtesy Keurig, and relaxed with my book in a comfy chair for 35 minutes. That’s when the service receptionist shared with me the courtesy inspection results and recommendations from the techs…with absolutely no pressure to add anything to my commitment for that day. But she did promise to email me the report. Further, when I got in my vehicle to leave, the technician had signed and left a simple “thank you” note card on my passenger seat (touch #3). As I had been promised, when I next checked my email, they had forwarded the report and receipt (touch #4). I also had an email (touch #5) asking me to review their services; good on ’em for asking, something most companies seem terrified to do!

Conclusion (touches #2, #3, #4, and #5): while it’s hard to predict the effect of the same service receptionist on various customer personalities – and, give me credit, I was playing nice that day – it’s easy to compliment a clean, comfortable, climate-controlled, quiet waiting area with free WiFi if I had chosen to work or play on social media instead. It’s easy to compliment a clean, groomed, uniformed receptionist who kept a smile on her face even when she was on the phone and not visible to the caller. It’s easy to be pleased to learn that the overt promises they made, they kept in emailing all of the paperwork from the visit. It’s easy to be grateful for the emailed information and even the prompt for a review, both clearly the result of programmed responses and delays in a CRM. These are replicable conditions that are known to inspire confidence and result in positive results.

I really did keep in mind the recommended service – it was a good and simple and necessary maintenance – and I had intended to get it into my budget and schedule. But I’m also glad I was just distracted enough to not get my butt in gear for 2 weeks after that initial visit. Why? Because two things happened within days of each other:

  1. they emailed (touch #6) me a reminder of the recommended service along with an estimate based on my vehicle
  2. they mailed (touch #7) me a “check” for $15.50 to use towards any service. In the memo line, they called it an “Auto Repair Rebate Check,” but it amounts to a gift card.

IMG_2065Now, I’m not a couponer, not even a casual one, but I can live for a month off of the gift cards I receive at holidays – and I LOVE it! For the most part, I don’t bother on items, say $5 and under; chalk it up to convenience – or inconvenience – fees of clipping coupons and purging when they expire. But when you send me a gift card for $15.50 off of a service that’ll run me close to $80, that’s a big deal in my pocket book.

Conclusion (touches #6 and #7): CRMs are an outstanding tool, especially for automated follow-up marketing (aka repeat sales) in industries where sales interactions take place months apart. Time limits on “coupons” are excellent, necessary even, but I’d argue that 60 days from the visit is too long a period to generate the action desired; I’ve delayed long enough to receive a second reminder.

I’ve been pleased with this company’s communication, programmed and delivered by a simple CRM with simple automated marketing. It’s a powerful tool – that automated marketing. It makes it easier for a marketer to switch up the gentle and the aggressive messages for the best opportunity to generate that desired response from a variety of customer types. Naturally, if my interpersonal and/or service experience hadn’t matched up, I surely would not have been as receptive to the reminders or the coupon/check.

I’m scheduled to use my coupon/check the last week of August.

NB: The initial postcard indicates that marketing is generated by the corporate office in Marietta, GA, the coupon/check lists my local shop in Mt. Pleasant, SC.

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Posted in Branding and Marketing, Small Business Tips

Under-appreciated Branding and Advertising Tool: button makers

I recently found myself volunteering to make about 100 buttons for my mom’s church group’s national convention: one each for the delegates to wear and extras to trade with delegates from other states.
And as I was studiously working in a familiar loading and pressing rhythm, I thought how nice it was to be reunited with the button maker I had purchased for a former employer. Naturally, we parted on great terms since he continues to let me borrow the button maker.

You see, for short-run branding and advertising needs, you can’t beat the cost and ROI of a single-purchase button maker for about $300, and supplies so cheap!

For large runs of general branding items, you’re still going to get the best cost through outsourcing. But when you need it dated, featuring the employee of the month 12 times a year, or fewer than 500, make the investment in the button maker and give yourself the freedom to design what you need and make only the number you need, even if it’s the night before you need them!

Buy the American Button Machines 2.25″ kit shown above here.

Posted in Business Articles, Housekeeping, Small Business Tips

12 cleaning upsells for 12 months – part 2

UpsellingIt’s never too late to implement your upselling strategy. Get yourself ready with these campaign ideas for July – December.

As you’re pulling up to the end of the first quarter or 2016, let’s finish up a year’s worth of monthly upselling and cross-selling campaigns. Remember, you can choose to run your program less frequently – say quarterly for 4 upselling promotions a year – to get started. There’s no need to overwhelm yourself with planning or your staff with keeping up right out of the gate. You can check out the first six ideas here.

July: Christmas in July Pre-paid Service Deals

Instead of competing with all of the Fourth of July themed promotions, pick up a Christmas in July theme and focus on beating the heat with good ol’ Saint Nick at the beach, the lake, or the park – and push your gift certificates or pre-paid cleaning services and programs. Another play on a summer/winter mash-up is to use a design with holiday evergreens made out of watermelons or pineapples.

August: Sweet Thank-Yous

August boasts both National S’mores Day (10th) and National Marshmallow Toasting Day (30th), so play up nights around the fire pit or camp fire and the last days of summer before school starts. It might feel like taking a break from promotions and selling, but I recommend breaking things up with a soft upsell on referrals, something that appeals to your existing clients’ hearts and senses. For this promotion, leave a thank you note along with a S’mores kit; to alleviate food allergy concerns, it’s best to purchase pre-packaged kits. It’s the kind of thing that they’ll talk about to their friends – OH, you could leave a note about sharing S’mores with friends and leave extras!

September: No-Labor Day for Mom

Why does Mother’s Day have to happen only in May? Encourage mothers to celebrate themselves and their labors-of-love by leaving the cleaning to you – especially the extras like refrigerators and carpets and pressure washing and even a one-time special on laundry.

October: Silver Polishing Cross-sell

With two often-formal family meal holidays coming up, many clients will be looking to pull out the good silver…with all of its tarnish. Imagine a leave behind with a Victorian-inspired dinner scene dripping with Halloween cobwebs to start getting clients in both a cleaning and silver frame of mind.

November: Thanks-Giving Referral Promotion

The holidays are one of the easiest times to close sales on referrals from your current customers because the holidays just simply demand a clean and tidy home. So make November an entire month of Thanks-Giving by offering to donate 10% of the cleaning fee to your charity of the month or to the charity of their choice when customer referral gets his/her first cleaning. Extend the promotion to the new client for an immediate upsell: 10% of the regular service fee (weekly or biweekly) to charity when they upgrade to regular service (fine print: donation to be made after the fifth regularly scheduled cleaning is completed).

Tip: ARCSI members should consider the November promotion as a way to create awareness of ARCSI’s Kleaning for Kids charity with the Ronald McDonald House in their local area.

December: The 12 Gifts of Christmas

Folks love gifting others with the items and services that they enjoy the best, so remind your customers of the various “extras” you offer that they’ve found valuable. Run 12 different deals-of-the-day, just one each day: a small discount or 2-for-1 with the offer expiring that same day. Repeat something if you don’t have a lot of extras, and change up the promotion for it if you do. Traditionally, the 12 days of Christmas run from December 25 – January 5, but many businesses use the 12 days leading up to Christmas: December 12 – December 24. Alternatives: The 8 Gifts of Hanukkah, The 7 Gifts of Kwanzaa

Between these and the first 6 months of upsells, you now have a complete annual upselling calendar to keep your existing clients reaching for – and paying for – more. This is an easy program to set up and put on autopilot year after year, with maybe a few tweaks and switch-ups. And don’t forget that a successful promotion begins at least 2 weeks before you intend/expect for folks to need that special service.

CeCe Mikell is the Editor-in-Chief for CleaningBusinessToday.com, coming to the cleaning industry from a 15-year career as a college professor of communication and business. She also consults with cleaning business owners on business development projects.

Originally published on March 23, 2016 at CleaningBusinessToday.com.
Posted in Business Articles, Housekeeping, Small Business Tips

12 Cleaning Upsells for 12 Months

UpsellingUpselling to your current customers is easier, less expensive and more profitable than relying only on new customers to raise your revenue. Part 1 of 2.

Pull out your annual marketing plan – if you have one. Take a look at the promotions you’ve slotted in for each month because, let’s face it, most promotions line up with the primary holiday each month.

Who’s your target consumer for those promotions? I’m betting you’ve designed your monthly promotions to get new clients on your schedule and even include in fine print at the bottom of the email, postcard, or flyer “New clients only” or First-time clients only.

I challenge you to add a second, concurrent promotion of either an upsell (add-on to an existing cleaning appointment) or cross-sell (add-on or big enough to be a separate appointment) specifically designed to entice your current clients to buy more from you. And I’ll even make it easy with 12 great upselling promotions you can deliver via email or leave behind with your current clients.

January: Refrigerator Cleaning Add-on

Once the New Year celebrations have ended, your clients have refrigerators that have weathered three food-based holidays in three months, and that refrigerator is pretty icky with spills and smells. A simple company magnet with your number makes a great leave behind – especially when it’s holding a simple note with the refrigerator cleaning rate right on the refrigerator.

February: Loyalty (or Frequency) Upgrade

Make use of the “love” theme in the air to focus a campaign on your happiest clients who haven’t yet committed to weekly or bi-weekly service by confirming a primary cleaner or team to take care of them when they upgrade their service. Remember to add a little fine print to allow for a proxy cleaner or team to occasionally visit to allow the primary team deserved time off.

March: Window Cleaning Add-on or Cross-sell

Consider a play on the Luck o’ the Irish and a pot of gold at the end of the rainbow for a window cleaning cross-sell. If you can offer only interior window cleaning, this promotion works well as an add-on to an existing appointment. But if you can offer exterior window cleaning (or whole house pressure washing), often a separate appointment is useful. Add a simple coin chocolate to a printed leave-behind for a bit of whimsy.

April: Spring Organizing Add-on or Cross-sell

As you’re pitching traditional spring cleaning to get new clients, your maintenance routine makes that unnecessary for your regulars. But often by this time of the year, especially at tax time, clutter presents more of a challenge than dirt. If you haven’t offered organizing before, consider starting small with linen closet, pantry, and toy organizing since those are usually focused, contained spaces that can be unloaded, sorted, and reloaded within a few hours.

May: Porch Cleaning Cross-sell

By May, most of the spring pollens around the country have completed their yellow dusting and left porches unusable – at least until someone hoses them down. Keep tabs on the visible pollen activity in your local area and time this cross-sell with enticements of favored outdoor spring/summer nights, but only after the porch or deck has been de-pollened.

Tip: This is a great opportunity to partner with a local pressure washer in a cross promotion, gaining you access to his/her clientele and broadening your reach.

June: Kids’ Room Deep Clean Up-sell

School’s out and many kids get to spend a week at a sleep-away camp during the summer. This can be a great opportunity for parents to have you come in to specifically deep clean just one room – every nook and cranny and even the scariest place on earth – under a kid’s bed. And it’ll probably take you long enough to include laundry service for this highly unique service.

Naturally, any one of these upsells and cross-sells can be re-framed as a “new clients only” promotion, but it’s nice to be able to make your customers feel special when they see that some services are only available to them.

And remember, just because you’re featuring or promoting a particular service doesn’t mean you have to offer a deal or discount. The awareness factor alone is often enough to drive conversions.

Oh, you noticed that that’s only six months, did you? Check back frequently at CleaningBusinessToday.com for the second installment. Type “upsell” in the search bar to see what other resources are available.

CeCe Mikell is the Editor-in-Chief for CleaningBusinessToday.com, coming to the cleaning industry from a 15-year career as a college professor of communication and business. She also consults with cleaning business owners on business development projects.

Originally published on February 17, 2016 at CleaningBusinessToday.com.