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Author Archive
Second Visit Treats!
Friday, January 6th, 2012 by Jason StrattonOne Sunday last month, I started my day off with a vente iced vanilla latte with soy and double shot at 7:45am. Yes it’s true; I am the only farm boy I know that loves Starbucks and all things gold card. To my surprise, the cashier asked if I had heard about “our Treat Receipt?”. The bottom of my receipt read “Your cold grande drink for $2! Show this receipt after 2 p.m. and get any cold grande drink for $2 (+ tax if applicable.) Participating stories. Same day only.)” So of course I took them up on the offer at 2:15pm for a second wind caffeine fix. The Sunday to do list practically checked itself off with that much caffeine in my system.
Bottom line, Starbucks got $2.00 more out of me because of the treats. Just imagine if you could get the same customer inside your location twice in one day or twice in one week or even twice in one month. How much would it cost you to invite them back? How much incremental revenue could you gain? How much do you stand to lose over the lifetime of a customer who feels un-welcomed in your location?
The idea is simple, but developing and implementing the plan can be a challenge. In this case, the cashier knew the program, engaged me by asking “Have you heard about our (fill in the blank with your treat).” and most importantly, she took ownership with a smile. I was already a Starbucks lover and now it’s gone to the next level. If you would like a partner to help you develop and implement your “treat”, you know who to call – Force 5.
Can you Insure Me from Myself?
Monday, November 7th, 2011 by Jason StrattonSetup Picture – I am sitting at the Apple Genius Bar, ya I know they call it a “Bar” but not a drink in sight, working through my iPhone issues with the savvy, half shaven, twenty something, blue t-shirt wearing apple genius who is just about finished with my antenna issue. When to my surprise the next customer introduces himself to my genius with the problem of “Dude, my iPhone was only in the washer for just enough time for me to realize it wasn’t in my hands” – Yes, I am quoting his first sentence, I can’t make this up any better than reality. These folks really are geniuses of not only apple stuff but of multi-tasking, the proof is that my genius finished my issue while keeping a straight face and not laughing at the laundry dude. I have to admit that for the sake of all our Force 5 readers, I just had to stick around to hear the rest of the laundry story – You’re sitting on the edge of your office chairs, Right?
Laundry dude continued to explain how his iPhone was in his favorite jeans pocket and probably didn’t get that wet. He showed some smarts and called Apple before turning on his now sparkling clean iPhone. Apple instructed him to go to the nearest store and ask the genius to turn the phone on for him – Do Not Try This At Home should apply here. The genius listened and was very sympathetic to laundry dude. But, when the laundry dude finally confessed and said that this was his “THIRD” iPhone within the past year, the conversation was at a cross roads. In my opinion, the genius could have said “Sorry Charlie” and had every right to do so. But, to my surprise he offered laundry dude a new iPhone 4 at a greatly reduced rate of $199.00. Of course, laundry dude asked “Isn’t there any kind of insurance or care plan I can purchase that will cover me from stuff like this?”
Lesson of the story, we all have done some silly things in our lives and careers. So, what makes you different is the ability to ask yourself “Ok, that marketing effort was a flop and WHY?” If you can’t ask the question, you can’t learn the answers of tomorrow’s successes. Need someone outside of your organization to ask that tough question? Force 5 can help and we promise not to wash your cell phone.
2011 Winner of A Force for Good
Monday, September 12th, 2011 by Jason StrattonThe winner of the 2011 A Force for Good non-profit awareness contest is “St. Joseph County Bridges Out of Poverty.” The winner was chosen by an outside selection committee made up local marketing professionals. The decision was difficult due to the wide range of highly qualified Non-profit finalists. Congratulations SJC Bridges! And a huge thank you to all our judges and voters.
“The St. Joseph County Bridges Out of Poverty Initiative (SJC Bridges) provides an innovative community wide approach to seek solutions to break the cycle of poverty. SJC Bridges puts concepts, tools, and relationships in the hands of people in poverty. With our partner organizations, more than 400 people graduated from a 15-week GETTING AHEAD workshop where participants make a plan to move to self-sufficiency. We’ve developed innovative programs that support graduates to take the next steps through employment, gaining financial knowledge and resources, and building social capital and relationships with community allies. We have also educated more than 1500 employers, educators, social workers and other professionals and concerned individuals and provided avenues to get involved. SJC Bridges is changing lives, impacting organizations and advocating for community investment. We are a national model supporting and inspiring other communities in the region and across the country.” – Bonnie Bazata, Executive Director
Again, thank you to all that participated! The Team at Force 5 is committed to doing good work for people who do good works. A Force for Good is an annual contest that will continue to grow. Please share your comments and be sure to let us know if you became more aware about any of our 19 nominees because of this contest.
What’s Your Voice?
Tuesday, August 23rd, 2011 by Jason StrattonWe have all done it, you see a cute puppy or kitten or any kind of baby animal. Your voice changes to that of a 4 year old as you try to talk and make this adorable creature smile – “hello little puppy”, “Your soooo cute”, you get the idea. You’re probably saying it out loud right now as you read this – I did every time I proofed this post. This honest voice is to be pleasant, soothing, trusting or to just share a smile. Usually the response is great, you get a purr or a wagging tail or even some polite slobber if you’re lucky.
So how in the world does this relate to marketing? Ask yourself this – “What is our company’s “customer” voice?” I’m not saying to talk to your customer like a puppy, unless that’s your customer, but to force yourself into that state of being the most honest and polite voice you can. By honest, I mean that your voice, or the voice of your employee is the voice of the brand, and your staff are the ambassadors of that brand. The way we speak to a customer, the way we “handle” them are reflections of the brand. We’ve seen it time and time again—we approach a sales counter—no eye contact, no hello, just “what can I do for you” in a monotone. That is your first impression of the brand. On the other hand, the glad-handing, high energy sales rep with a commission gleam in his eye is also a reflection of the brand. So if the brand experience, not to mention the product, falls short of your expectation, are you going to purchase from that company again? Not likely. That’s because those companies don’t care, or are talking to you in the voice they think you want to hear. But when the voice and the product live up to or exceeds your expectation, you become a repeat customer.
When you get to your true voice, your honest voice, then you are showing your brand, your identity, who you are and why it matters. Those who take the risk of being out there for the world to understand receive the largest gains. It doesn’t matter if you are trying to build more likes on your Facebook page or selling million dollar yachts’, your voice needs to say who you are in the most honest way possible.
Here is a portion of the definition for “human voice” provided by Wikipedia:
“The human voice consists of sound made by a human being using the vocal folds, a body part, for talking, singing, laughing, crying, screaming, etc.”
So you see, we are born with the ability to change our voice, but can you speak to your customer, your staff and/or your investors in your best brand voice? Do you need help with your Brand Voice? – Force 5 can help. Oh, we can help with the puppy voice too. Our staff members, Brady and Sophie can be ready at a moment’s notice!