Category: Customer Service Skills

Advertisement Ideas: How To Overcome Negative Press!!!

Advertisement Ideas: How to Overcome Negative Press!!!

 It is time to face the facts that if you have a business you will experience some type of bad press while running your business. You will encounter people for whatever who will bad mouth you and your business. If you are doing the right thing you will experience bad press either through posts on social media sites, letters to the editor,  media sources whose agenda is to  spread negativity, or  competitors looking to tear you down as opposed to build themselves up. The question is what do you do?

 One of the key components is in overcoming negative press is to be armed with the facts that build your credibility. When the press brings up something negative combat it with all that you are doing that is positive in your business. There is an old saying it doesn’t matter if it is good press nor bad press just spell my name right. If it is good press you can build on it, if it is bad press you can combat it with your side of the story.  In your PR Campaign it is important to make everything reflect positively on who you are and what you do so that you strengthen your brand. The key is to make sure when people see your brand it gives them positive vibes. When you receive negative press it is important  to be  proactive and combat the press so that you regain a positive stronghold in  the marketplace. Continue reading Advertisement Ideas: How To Overcome Negative Press!!!

Advertisement Ideas: How to Build Your Customer/Client Base!!!!!

Advertisement Ideas: How To Build Your Customer/Client Base!!!!

It doesn’t matter if you have a brick and mortar business, and internet based business, or  work from your home in each case there is a common thread needed to insure for your success. That common thread is customers/clients. When I worked for Forum Publishing Company as an Advertising Consultant I was always conscious of the # of clients I had because the more clients I had the more money I made based on the fact that the position was a commission only position. I always made every effort to have  a few smaller accounts, a few medium-sized accounts, and a few big accounts. I treated each account as an important part of my business. In selling of the advertising I became someone who would give my clients ideas because in many cases having someone like myself on the outside looking in can be a major asset as I am not so married to the business. Those that chose to listen and implement the ideas did well while those who were set in their ways seemed to struggle week in and week out. In the 2 1/2 years that I worked at Forum Publishing Group I learned a lot about the business people in my territory, which was Margate and Coconut Creek, Florida. In my initial consultation with a potential advertiser I would always ask how are you building your client/customer base? I usually knew where they were already advertising but I would ask anyway. One thing I learned was to never put down the other publications but to build up the reason they should be in my publications. In building a solid customer/client base you have to be aware of what the potential client wants.

 By finding out what your potential clients/customers want you will be able to effectively do a needs analysis and deliver what they are seeking.  I was in a recent meeting of commercial property owners and I asked them what is it they think is keeping their properties from being fully occupied. I heard answers like price, location, the economy, the banks, lack of interest. I asked when was the last time they did an interest intake evaluation? They all looked at me like I was speaking a foreign language. I explained that they all needed to ask their current tenants why they chose to rent or buy property from them, then asked what characteristics they look for when seeking office, warehouse, or retail space? I then used a case study from Jacky Smith’s Book Relevant Selling where she found out that it wasn’t price at all that led to the decision of where to lease or buy property but rather it was security as people wanted to feel they were safe when coming to the location. One landlord implemented a daily security concerns hotline where security issues were addressed as they came up.  As a result of meeting the desires of current and future tenants this developer now has 95% of all his properties full with a renewal rate of 89%. The lesson here is to find out what your target audience wants and then give it to them. Continue reading Advertisement Ideas: How to Build Your Customer/Client Base!!!!!

Advertisement Ideas: Barilla, Chick-Fil-a, Hobby Lobby Oh My!!!

Advertisement Ideas: Barilla, Chick Fila, Hobby Lobby Oh My!

These 3 companies made news recently for all the wrong reasons. They all had employees or CEO’s that made missteps when speaking to the media. They each have apologized for their statements however nothing changes the facts that disparaging remarks were made.  I used to think it doesn’t matter if you get good publicity or bad as long as your name is being spelled right, however I as a public relations specialist I have learned that it is imperative that a company or individual is seen in a positive light at all times. As a publicist it is your job to make sure your company representatives from The CEO to The Janitor understand that they represent the company and what they say has a direct effect on the business.

 To address the comments of Barilla competitor Ronzoni issued this statement in a twitter campaign. BY being proactive and capitalizing on the idea of a boycott of Barilla Ronzoni saw a spike in sales and thus increased their market share.  In many cases controversy will create cash, however one has to be very careful about their initial remarks. As a publicist it is important to brief your client on the right things to say. Often it is coaching your client to put their political views away and when something a bit touchy or uncomfortable comes up they can defuse the situation by saying we are in the business of—– and we strive to be of service to everyone that use our products or services. By utilizing this statement it protects the representatives of the company from making a statement that they have to apologize for making. Continue reading Advertisement Ideas: Barilla, Chick-Fil-a, Hobby Lobby Oh My!!!

Advertisement Ideas: WTH ARE YOU THINKING???

Advertisement Ideas: WTH ARE YOU THINKING?

 Today’s blog entry was inspired by a not so nice encounter I had with an ING Representative last week at The Joe DiMaggio Children’s Hospital Baby Love and Family Expo. Most of you who read this blog on a regular basis know that I always make an effort to be of value and service to all I come in contact with. On Saturday 8/10/13 I traveled to The Broward Convention Center for The Joe DiMaggio Children’s Hospital Baby Love and Family Expo to represent my Internet TV Show, The Anything Bucket, which airs on Wednesday at 8:00 PM EDT on www.wrpbitv.com. I was going booth to booth introducing myself and obtaining business cards as I have an awesome opportunity to help business people to maximize their message and increase their brand awareness and potentially increase their revenue. As I was standing next to The ING Booth a family was walking by with young kids and I said hello do you have your college planning taking care of see this gentleman from ING. What occurred next was totally unexpected, the gentleman instead of thanking me got real pompous and arrogant saying he didn’t need my help. He then proceeded to tell me that he ran The ING in Boca Raton, FL.  To which I stated you know Ralph Waldo Emerson said ” Nothing Great Was Ever Accomplished Without Enthusiasm.” His reply again was you don’t understand I run The ING Office in Boca Raton. To which I said can you say arrogant and then wished him Namaste and walked away. As I walked away I began to ask what the heck was this guy thinking?  His arrogance and pompous attitude cost him the opportunity to have me not only as a client but as an advocate for his business. In today’s marketplace it is imperative to understand that one day someone may be sharing a service with you but on another day they can be using your service.  Think about it what would 6 minutes on an Internet TV Show with over 50,000 viewers mean to you with 77% being in the local market, in this case Broward and Palm Beach County. I really felt like telling The ING Guy to go pound sand, however that would not have been to right way to handle him. The lesson here is to realize that everyone you come in contact with can be of service and value to you. Continue reading Advertisement Ideas: WTH ARE YOU THINKING???

Advertisement Ideas: 30 Days To Jump Start Your Marketing & PR!!!

Advertisement Ideas: 30 Days To Jump Start Your Marketing and PR!!!

 Are you maximizing your message? Are you overwhelmed when you hear Twitter, Facebook, Pinterest, Tumbler, Stumble Upon, Vine, LinkedIn? Have you sat down to plan, implement, and evaluate an effective marketing and public relations strategy? I am amazed by the many  entrepreneurs who tell me they do not have a marketing plan. I often respond if you don’t know where you are going how are you going to get there. This entry is designed to be a road map on how you can jump-start your marketing and public relations in 30 days. It is based on a track record of success in obtaining media coverage for those who have chosen to work with me. It piggy backs on the concept of plan your work and work your plan. If you want to attract customers/clients you must have a strategy to do so as the idea of build it and they will come as a strategy is becoming less and less effective.  Every day you open to accept clients/customers you should be doing something to market your business.

Advertisement Ideas: The 30 Day Plan

 Create your message and announce it to your staff. Develop your logo that will be synergistic with your message. Put out a media release to your media contacts and your email list.

     Decide where you are going to promote your message, write and send out media releases.

 Promote across your Social Media platforms. Choose 4-5 to use and see which gives you the most reach. You can do this daily, weekly, every other week, or monthly. The key here is to give content that will be of service and value to your audience.

 Begin to attend networking events and deliver your message then follow-up with the people you spoke to with a special offer.

 Create a you tube channel and start posting videos that are relevant, entertaining, and resonating.

 Research and find media outlets to advertise with. Make sure all ads have a strong call to action. Continue reading Advertisement Ideas: 30 Days To Jump Start Your Marketing & PR!!!

Advertisement Ideas: Be A Champion Like The Miami Heat!!!!

Advertisement Ideas: Be A Champion Like The Miami Heat!!!

 

 What does it take to be a champion in advertising to be like The Miami Heat?  It takes hard work, dedication, knowledge, a commitment to excellence, a dedication to being of service and value, and the willingness to see advertising as an investment not an expense. The Heat’s General Manager, Pat Riley, put the components in place and assigned a coach to guide them to a championship. The plan they put in place came to fruition in the form of Back To Back Championships.  Much like the Heat it is important to put the correct team in place so you can be a champion in your business.

 Micky Arison of The Heat empowered his General Manager, Pat Riley, by given him a clear-cut plan and what his goals and objectives were for The Miami Heat. Like Micky Arison you as a business owner must empower your managers to make advertising decisions based on the directives that you give them.  If you do not have a team and are a sole proprietor then you will desire to create a plan to be a road map for your marketing. A strategic plan is a necessary component to insure for your success. Continue reading Advertisement Ideas: Be A Champion Like The Miami Heat!!!!