by _comunica2punto0

#marketing Creative Ways to Attract Local Customers to Your Small Business

In Marketing on 22 julio, 2017 at 20:06

StartupStockPhotos / Pixabay

Nothing is more disheartening to owners than an empty store, a phone that doesn’t ring, or a website with few visitors. You know you could make sales if only more customers would visit. Well, don’t sulk, get creative. Here are a few ways to draw in more customers:

Signage:

A sandwich chalkboard in front of your store can be a great attention getter. Its ephemeral nature (you redo it every day) makes it timely, and when you use it to advertise one-day specials, you can expect to attract more customers. Restaurants use this technique all the time, but your retail store can easily adopt it. If the weather is bad, stick a banner in your window instead.

Flash sale:

An intra-day sale can generate excitement if it’s generous – for example, a two-for-one sale or 40 percent off from, say, 1:00 to 4:00 pm. Pick a time when the weather forecast is good. Publicize the flash sale on social media, through emails, text messages, etc. And as mentioned above, list it on you sandwich chalkboard.

Free food:

Nothing packs them in like free food and refreshments. If your store happens to sell snacks, you can use your own inventory for the promotion. Or you can do a cross-promotion with your neighborhood bakery or coffee house. It doesn’t have to be fancy, because the great masses just can’t turn down free food. Hot coffee on a cold day, lemonade on a hot one, Danish on any day – customers and potential customers will enjoy your generosity and might be more willing to buy something from you.

Mobile push:

Double down on your mobile market apps (you use these, don’t you?) to push messages to consumers in the neighborhood who might want to drop into your store while out and about. The message can include a promo code for a special discount or free gift.

Entertain the kids:

A great way to gain the loyalty of local parents is to offer free, supervised entertainment to young kids so that mom or dad can do a little quality shopping. The area can have games, books, a play table, even a balloon-blowing clown. If you run a country store, how about setting up a small petting zoo – you might even be able to charge entry. Make sure you use trustworthy, preferably bonded, employees to mind the kids, and keep your liability insurance up to date. Offer special discounts to parents who bring in their children, that should really heat up sales.

Loyalty:

Many stores have adopted loyalty programs – have you? There are many off-the-shelf programs you can adopt, and the cost is usually low relative to the bump in sales. On a slow day, your flash sale might be triple points for a few hours.

Contests:

We all love to win. Thrill your customers by having daily raffles and contests. For instance, if you are a florist, elicit poems for specific purposes, such as get well or anniversaries. The best poem gets a discount coupon for future use. You can tie this into your email lists (after all, you have to notify winners), which is marketing gold that pays off many times the costs of the contests.

Revamp your website:

If your website has gone a little stale, it’s time to refresh it. There are many techniques to increase website traffic, including fresh and frequent blogging. If you don’t have time to write new content yourself, hire a good freelance writer and flood the zone with interesting stories.

We’ve listed a few good ideas, but there are plenty more out there – use your imagination and, with any luck, you’ll be swarming with new customers before you know it.

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#marketing Building a Leadership Innovation Matrix

In Marketing on 22 julio, 2017 at 17:06

Leadership innovation requires understanding the business environment. This involves leveraging available feedback mechanisms to engage business stakeholders. Internal feedback mechanisms are often developed to ask for feedback to key questions selected by the leadership team. These questions focus on impact areas that are perceived as determining customer and stakeholder satisfaction.

Quantitative measures traditionally emphasize financial, resource, hours, errors, turnover, etc. Whereas qualitative measures traditionally measure satisfaction, engagement, learning, quality, etc. These two types of data are highly interdependent, just as inputs-processes-and-outputs represent a multitude of drivers working in unison towards a shared goal.

Business models provide a view into the inner workings of the workplace. Supplemented by quantitative and qualitative feedback mechanisms, the leadership team is provided an opportunity to check alignment between:

  • Espoused vs. held beliefs
  • Reinforced vs. used values
  • Reinforced vs. unavailable processes and resources
  • Goals vs. actual performance/achievements

A balance between positive and negative feedback is necessary to fully understand how the business model impacts the environment. Glassdoor.com provides a matrix for evaluating the following business drivers:

  • Culture & Values
  • Work/ Life Balance
  • Senior Management
  • Compensation & Benefits
  • Career Opportunities

These business drivers (or domains) can be incorporated into a leadership innovation/business scorecard and used to graphically monitor business strategy across the different planning cycles (1 year, 3 year, 5 year, etc.). Using internal and external feedback mechanisms, a company is provided a balanced view of how its internal business model impacts the communities it serves. Comparing the data against industry competitors strengthens the company’s ability to gain insight into areas where it is slipping, leading, or comparing against industry rivals/or partners.

Systems Thinking Opportunities for Leadership Innovation

Because a rating of 3.0 (on a scale of 1-5) does not necessarily indicate satisfaction, engagement, ethical governance, or sustainability higher scores should be pursued. A positively skewed distribution is moving in the right direction but may similarly fail to satisfy customer, or remain sustainable within a complex regulatory environment. The interdependence of these domains can create unanticipated consequences as changes are introduced. It is for this reason in particular that a system’s thinking approach is needed. Planning from a system’s viewpoint supports planning that considers the impact of each input on the rest of the system.

Leadership Innovation Business Scorecard glassdoor

Glassdoor.com is a useful tool for gaining critical insights into the company’s business model. The following ‘trends’ are pulled directly from the company pages on the Glassdoor website. The company trend profiles are ranked from the highest average score to the lowest. Additional insights can be gathered by comparing each company’s business model to the next. Although it is not the intent of this section to provide an in-depth analysis of each company’s business model some discussion will be included to provide an example of how the ‘trends’ snapshot can be leveraged to build insights.

Providence Healthcare Vancouver Glassdoor

The highest score among the agencies reviewed in this section. The data indicates a positively skewed distribution (feedback leaning towards a positive outlook). Scores ranking 3.0 or lower warrants further scrutiny to better understand opportunities for improvement.

Government of BC Glassdoor

This agency received the second highest ranking among those reviewed in this section. The data indicates a positively skewed distribution (feedback leaning towards a positive outlook), with a more normalized distribution when compared to the previous company. The overall ranking for this agency is higher than the company profile that follows. Scores ranking 3.0 or lower warrants further scrutiny to better understand opportunities for improvement.

Vancouver Coastal Health glassdoor

This company received the third highest ranking among those reviewed in this section. A positive distribution is indicated, although the distribution is more normalized (averaged at 3.0) than the agencies reviewed above. Scores ranking 3.0 or lower warrants further scrutiny to better understand opportunities for improvement. Note: Fraser Health Authority also received an overall rate of 3.5

BC Cancer Agency glassdoor

This company received the fourth highest ranking among those reviewed in this section. A normal to negatively skewed distribution is indicated. A binomial distribution may be indicated, highlighting a need to better understand the feedback received at the lower end of the scale. Scores ranking 3.0 or lower warrants further scrutiny to better understand opportunities for improvement.

PHSA provincial health services authority glassdoor

This agency received the fifth ranking among the 7 agencies reviewed in this section. Although the distribution indicates a positive skew the overall ranking is pulled down by several individual domain scores. A binomial distribution may be indicated, highlighting a need to better understand the feedback received at the lower end of the scale. Scores ranking 3.0 or lower warrants further scrutiny to better understand opportunities for improvement.

community living british columbia glassdoor

This agency receives the 6th ranking among the 7 agencies reviewed in this section. A below the mean average score (2.8) explains the indication of a negative distribution from the feedback. Scores ranking 3.0 or lower warrants further scrutiny to better understand opportunities for improvement.

british columbia emergency medical services glassdoor

This agency received the 7th ranking out of the 7 agencies reviewed in this section. A negative distribution is indicated at both the domain and overall level. Scores ranking 3.0 or lower warrants further scrutiny to better understand opportunities for improvement.

The insights provided through these trend profiles is only the beginning. Leadership innovation requires ongoing engagement, solicitation of feedback, and the pursuit of excellence to leverage these insights. How these insights are leveraged will depend on the company’s existing commitments, resources, competencies, and product/ service offerings. Begin the discussion with the question ‘why?’ The answers that follow will then begin to paint a picture of the larger system, barriers, and opportunities for improvement.

How is your company leveraging feedback mechanisms to support leadership innovation? Share your comments below.

Resource:

Glassdoor Job Search | Find the job that fits your life. (n.d.). Retrieved July 17, 2017, from http://ift.tt/2cohap9

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#marketing #SocialSkim: LinkedIn Jumps Into Video, Amazon’s Social Shopping Platform: 10 Stories This Week

In Marketing on 22 julio, 2017 at 16:41

This week’s ‘Skim: LinkedIn finally gets a native video feature, launches Lite version of its mobile app for emerging markets, also rolls out Windows 10 app to help you stay on top of notifications; Amazon launches an Instagramesque social shopping feed, and reportedly plans a WhatsApp competitor; Facebook tests ads on Marketplace, brings an alternative News Feed to all users; the status of paid social and how your brand matches up; how an airline won the Internet; and much more…

Skim for this week’s breaking social media news!

1. LinkedIn begins offering video, and here’s why it could be a revelation

Finally, there’s a B2B social platform with video, and it’s likely to already be your go-to social network to reach prospects. LinkedIn started rolling out a new, native video feature last week on its mobile app that allows users to record and upload up to 10 minutes of horizontal or vertical video right on the platform.

The rich analytics means brands can see likes, shares, number of views, job titles and companies of viewers, and the location each video was viewed from. That data can provide a wealth of new insights into potential leads, and it could also help LinkedIn fix its user retention problem by employing the same tactics that have helped Facebook and Snapchat take off.

Currently available only for a batch of users in the US, the video feature is expected to roll out worldwide in the coming months.

2. Amazon launches Instagramesque social feature to encourage users to shop

The Internet retail giant last week launched Spark, a shoppable feed of photos and stories aimed at getting Prime members to discover and share products more easily.

Spark was designed to bring the social conversation about Amazon and its products happening on other platforms back to Amazon, and it encourages users to share stories, images of products, and ideas they love; other users can respond with comments and “Smiles,” Amazon’s currency equivalent to other social networks’ Like and Favorite buttons.

The new feature, which also apparently takes aim at Pinterest with its feed-style interface, is available through the “Programs & Features” menu option in Amazon’s mobile app. Photos and stories that contain an item that Amazon sells will include a shopping bag icon, which means users will seamlessly have one-click access to purchasing options.

Check out the full recap of the new social feature here!

3. Introducing LinkedIn Lite

Welcome to the 1MB version of LinkedIn. The professional social network has launched a lite version of its mobile app in India, with an expansion in 60+ more countries on the horizon in the coming weeks and months.

The pared-down version of its flagship app hopes to attract users in markets where data is cost prohibitive or network speeds are slow.

LinkedIn Lite avoids heavy graphics, but it includes the essential elements of the social platform; pages load within five seconds (even on a 2G network), and data usage for consumers is reduced by 80%. For now, the app is Android-only, a nod to the fact that Android phones significantly outnumber iOS in emerging markets.

4. Facebook brings its alternative Explore Feed center stage

The social network’s alternative News Feed, meant to help users discover things outside their friends’ posts, has officially come to the app’s main navigation.

The Explore Feed, indicated with a rocket ship icon in the app’s “More” menu, aggregates popular articles, photos, and videos that a user hasn’t yet seen, customized based on their interests.

Confused? Don’t worry, the app welcomes you with a brief tutorial explaining the alternative feed when you open it for the first time. Go ahead and give it a go!

5. Amazon reportedly working on messaging app to rival Facebook and Snapchat

As consumers get more and more comfortable communicating with businesses via messaging apps like WhatsApp and Messenger, Amazon will naturally want an in. According to rumors and a purported survey from the company, Amazon Anytime looks to provide customers with a one-stop shop for smartphones, tablets, PCs, and smartwatches, capable of text and video, games, and easy integration of Amazon services for food and music.

The standalone app would also let users communicate with brands, make reservations, check on orders, and more, potentially taking what Facebook’s already done and amplifying it with the full suite of Amazon services.

Amazon hasn’t yet responded to an inquiry regarding the possible app, but we’ll certainly keep an eye on this potential game-changer.

6. Facebook wants to serve you ads when you’re most vulnerable

Facebook Marketplace could become the newest place the social network serves ads, hoping to get users right at the point they’re ready to purchase. The social giant is testing ads within the Marketplace with a small subset of users; a wider rollout is dependent on how well the ads perform.

The ads will have the same look and feel as those already on your News Feed. Users will be redirected to pages where they’ll be able to the services or products being advertised.

7. LinkedIn rolls out Windows 10 app to help you stay on top of news

Microsoft has launched a dedicated LinkedIn app for Windows 10, which means notifications from the business-centric social network are even easier for your team to keep tabs on, as they’re now integrated within the Windows action center on the desktop.

Users can customize which notifications appear, so you won’t be bothered with absolutely everything LinkedIn would like to show you. The dedicated app will be available in all LinkedIn markets by the end of the month.

8. The status of paid social, and what marketers need to know

Where does your company stand in its use of social media channels it’s spending money on? Is it following the crowd, or bucking the trend? Marketers remain the most bullish on Facebook—and they’re ready to spend on it—but what social networks do marketers plan to spend less on? Will Snapchat bite the dust? Or will Twitter lose the most?

Recent research from Hanapin Marketing, and a MarketingProf’s recap, has the answers, so don’t miss out!

9. You can now make GIFs using Facebook’s camera

Ever accidentally swipe left on Facebook’ mobile app home screen and found the camera? Now there’s even more reason to do so on purpose, as the social network just launched the ability for users to record their own GIFs.

Taking advantage of Facebook’s camera, users have full access to the filters, effects, and frames for their GIFs, and can add their finished GIF products to their Facebook Stories, add them to their profiles, or download them to their phones. For now, it seems, the feature is available only on iOS.

10. We’ll wrap with the one time an airline wasn’t on the receiving end of social media wrath

Delta managed to do something most airlines rarely can: win the Internet. When political commentator Ann Coulter’s seat was given to another passenger seemingly without reason, Coulter tweeted an insult about that fellow Delta flyer. But Delta didn’t let it go. Sure, the airline should have honored Coulter’s seat selection from the beginning, as she had paid for it in advance, but Delta’s cordial yet firm response on the social network gained praise across the Web, and resulted in brand mentions of the airline increasing 1,400% in just two days.

The airline acknowledged that Coulter would be refunded, but also publicly condemned her insult about their customer. According to Brand Watch, Delta’s online sentiment across Twitter, Facebook, and Instagram stood at 52.3% positive, while Coulter’s was 55.9% negative.

It was a risk on Delta’s part, but it ultimately worked out for the airline in the end. Would you have played this differently?

VIDEO

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