Thanks to an idea that I got from my friend Andy Sernovitz, word of mouth marketing guru and the author of the aptly named Damn! I Wish I'd Thought of That! blog, I'll now be posting my monthly buzz marketing newsletter to this blog.
Here's the January 2009 newsletter content:
In December, my wife Ellen and I enjoyed an amazing trip to Argentina & Antarctica. Listening to Argentinean taxi drivers, restaurateurs and hoteliers complain about a dramatic drop in business from the previous year and reading the dire economic headlines on the Web finally convinced me, the eternal optimist, that the world is mired in a severe recession. In fact, the penguins in Antarctica, fat and happy due to abundant quantities of krill, were the only ones who seemed satisfied with their material abundance.
Business owners concerned about the future are cutting employees, closing locations, shrinking inventory, and reducing marketing. This behavior is understandable and, in some cases, essential for survival. However, when it comes to marketing, there are ways to increase buzz that cost little or no money. In fact, building buzz and improving sales in this challenging economy will be my newsletter focus throughout 2009 so you can say “I refuse to participate in a recession” and have the tools to make that statement a reality. So, let’s get started…
Pick up the phone. Call the customers you haven’t seen in awhile and ask how they are doing. Now is a great time to chat with the folks who you have been too busy to call. Chances are the people you’re calling will have more time to talk. Ask what sort of business they’re seeking and when you run across someone who might be a good business connection, take the time to provide a testimonial and an introduction.
Become an information source. Notice the stories that you see on TV, hear on the radio, or read in newspapers and magazines that might provide a good lead or useful information for other business owners. Take a minute or two to email them a link to the story along with your good wishes for business success. These small acts will build goodwill and generate referrals. To track stories about your friends or your own business, set up free Google Alerts in the “comprehensive” mode so you receive media stories, blog posts, online videos and message board comments as they appear.
Provide something extra. I’ve noticed restaurants scaling back their food portions and companies cutting back on basic services like the speed at which they reply to online queries or customer phone calls. I assume that some of these changes are intended to reduce costs. But, what is the cost in lost goodwill? One way to separate your business from others and get people buzzing is to offer something that isn’t expected even though it might cost nothing or little to do. I keep going back to the same neighborhood coffee house because I always get warm welcome and heartfelt smile.
Believe in yourself. This inspiring seventy-five second video will show that those who keep trying can achieve amazing results even when things look grim: click here to watch.
