Marketing Blog

November 23, 2010 By Travis Baker

5 Reasons to Send a Business Thank You Card

366 marketing thank you letter I wrote previously about how powerful a thank you card can be. Everybody loves to be thanked and the personality of a properly executed thank you card can do wonders.

So we agree about the need, but when do you break out the quill and ink?

New Business: You received new business from a customer. This is the best and most exciting reason to send a thank you card. You are excited and the client is energized about their new partner.

It can also help cement the relationship, while reassuring them that they chose the right partner.

Proposal: They let you submit a proposal or a bid to them for new business. You are thanking them for the opportunity to win their business. You know they didn’t have to let you in the door, but they did and that deserves a thank you.

Referral: They referred you to someone else. This clearly deserves a thank you because they went out of their way to mention you.

People love to “have a guy” who they can refer, whatever industry it may be in. A car guy, a pool guy, a money guy, a (plug here) marketing guy . So when people refer to you as their “guy” (by the way I think guy is an appropriate moniker for both sexes in this instance) that is a strong endorsement that should be acknowledged.

Testimonial: Whether it’s a quote, a video, anything that you can post online, they deserve a thank you card. Actually these are so powerful that they probably deserve a steak along with that thank you card.

They attended an event: They took time to attend an event you sponsored or in some way were affiliated with. Not only did they take time out of their schedule, they show others (prospects and people in general) you are valuable enough for them to go out of their way.

There are other “smaller” things that someone can do for you. For instance, a mention on a social network might not warrant a card but an acknowledgement on that same network might.

The above scenarios are a few reasons to write a Thank You card to your customers. Remembering and thanking a client or prospect who has helped you and your business should never go without mention.

So let me know when do you write a Thank You card to your clients? Follow us on Twitter @travisabaker or on facebook here or our RSS feed.

September 17, 2010 By Travis Baker

Small Business Marketing and the Thank You Card

Do you remember when getting mail was fun? When you were little and could run to the mailbox in hopes of a package addressed to you or a birthday card from your Grandmother. You were excited about the mail. Ripping open your letters with excitement and such zest. Oooooo, the anticipation.

Then you got older and mail means junk and bills. Maybe an occasional card, but mostly bills and junk. And let’s not forget about our electronic mailbox. Full of e-junk and e-bills and an occasional virus. Tons of fun, right?
Now think about this, what is the value of something cool and interesting in your mailbox? I would think fairly high, right.

Enter the Thank You Card, new and improved. And to separate it from all the mass produced garbage it distinguishes itself with 3 characteristics.

Be Handwritten: Everything is done with printing today. The only thing that should be printed is the art on the card. Everything else should flow from your hand and be personal as possible.

**Note on the printing: Nice paper, good art. (For those in the Charlotte area, ask for Hutch here.

Have an Actual Stamp: Look at the letters you get in the mail. All of them have been run through a postage machine. It is great for direct mail, but not so great for a thank you card. Take the time to buy a stamp. It is eye-catching and unusual. Even better find an interesting stamp or one that conjures up your product or service. Check out some cool stamps here .

Most importantly, Be Honest Thank your customer or stake holder and be(delete) while being honest. Sound like a person. Sign it from Travis (if your name is Travis), not from 366 Marketing (again if your company is 366 Marketing). People want to deal with people not corporations.

So you have the tools all you need is a reason to send the cards. I think I will do that in my next blog. If you can’t wait, like us on Facebook and I will send you the list a few days before the blog goes out. Sign up here 366 Marketing Small Business Newsletter or follow me on Twitter.

August 5, 2010 By Travis Baker

4 Reasons You Don’t Have an Email Marketing Campaign

bird art A newsletter (electronic, of course) is a wonderful way to keep your brand front of mind. It establishes a connection and is a great vehicle to drive promotions.

So, why do many small businesses not have a newsletter? Here are my four favorite excuses.

Why do I need a newsletter? I am a painter, restaurateur, lawyer, monkey trainer, whatever. Nobody wants to read what I write. Wrong. People love knowledge and learning about new information. How else can you explain this ? Theoretically you should be at least as twice as interesting as snail ownership. Hell, I’m in marketing and I am more interesting than that.

I don’t have time. This is probably the number one concern. However, most of being a small to medium business is sales. Whether you are actively selling or passively networking, nothing happens until someone sells something. So you don’t have time not to write.

I don’t know what to write about. Well, what questions are your customers asking you? What did you not know when you weren’t such an expert ? What is new in your industry that you can comment on?

I don’t have anyone to send it to. Boom, wrong. You have plenty of people to send it to. Put a form on your facebook fan page and on your website and tweet about it. Check out 366 Marketings . It is simple and effective. Every time you talk to a prospect ask them if they would like to receive it. You should ask every customer you have if they would like to receive your newsletter.

Note: Although you may be communicating often with a customer or a prospect now, how do you know that this relationship will continue at the same level in the future? The answer is you don’t. People drift away from each other. A newsletter makes it easier to keep in touch.

So, are there any more excuses that you can think of? Want to receive my email newsletter? Sign up here for our monthly mailing list .

June 9, 2010 By Travis Baker

Small Business Marketing with Barbarians

“Barbarians! Barbarians! My kingdom for Brand Barbarians.”

That famous quote is from William Shakespeare’s “King Richard III”. If he was in Marketing, instead of frittering his time away being a playwright, that is.

So what is a Brand Barbarian?

People talk about “Brand Ambassadors” (I know I have) and they are wonderful to have on your side. They are the ones that pipe up when the conversation gets around to something related to your product.

However at the cocktail party that is social media, the ambassadors politely wear your flag on their lapel, while the barbarian inspires with her passion (often from atop the buffet table). Instead of waiting for the conversation to flow the barbarian will guide, or damn near commandeer, the conversational boat.

BB’s defend your honor when you aren’t there. They are the first responders when your brand is in peril. Met an Apple Fanboy on a forum and dare to impugn Mr. Jobs? That’s the classic Barbarian.

People with tattoos of your logo (Harley), that own everything bedecked with Red and White waves(Coke), that carve your logo in their hair (Nike). Those are the shock troops in the war for market share.

So what are the first steps of getting your own horde?

Build them a castle. First you have to give them a great product/service. That is the castle from where they launch their invasion. Nobody wants to support something that can’t be bothered to support itself.

Crappy product and services that leave you wanting don’t have barbarians. In fact the competitor’s barbarians put their (theoretical, hopefully) heads on pikes.

Allow people to feel that the product is theirs, it is theirs. It is their widget, iPod, bike, vending machine. People own the experience and the brand, not you.

Be a good King or Queen. When there is a problem you need to do whatever you can to resolve it. People love to defend companies and products that went the extra mile for them.

I paid for “a”, but I got “a, b, c and they threw in d”! When your customers know that you have their back they want to have yours.

When you talk about someone that you have known forever isn’t one of the most telling bit of information that, “he was always there for me.”?

Arm Them. Give them ammo things to convince unbelievers. Give them content and make it shareable. These are the slings and arrows that your Barbarians can use to protect and grow your brand. Great content, articles, video anything.

Something that is cool and relates to the brand and can be co-opted and owned by your horde.

Anyway those are my thoughts. If you have any comments feel free to post them below. You can also follow me on twitter at travisabaker to hear my random daily thoughts.

March 10, 2010 By Travis Baker

How to Lose Control of your Branding and Love It

I was recently on a panel about Social Media at my alma mater Winthrop University. It was a great experience and I was glad to be asked. I truly hope that the students that attended got as much benefit as I did from it.

At one point there was a question about how using Social Media you can retain control of your brand with all these other people taking part. Others who can’t care about your brand as much as you do.

The question was not directed at me and by the time I spoke again the conversation had gotten around to something else. The person who answered explained that it was difficult but that it was possible to keep control and that it was very important to do so.

However driving home that afternoon I kept turning the question over in my head. In marketing your brand is holy. It is what defines your company and you must treasure and protect it. It is your colors, your image, everything that people see and say “oh that’s McDonalds, that’s Apple, that’s Verizon, that’s 366Marketing…or whatever.

Right?

10 years ago a whole hearted yes. Everything about your brand must be controlled and administrated by a person or team of people who rigidly protect it. And it made sense. You were broadcasting you had ultimate control over your brand. You could and should protect and baby it and send it out into the world with a suit of armor to protect it. You spent a lot of money and time and money building it up.

And it was fairly safe unless there was a big disaster. Or maybe a loony with a pen might mark your ad up in a Dr’s office but besides that you were good.

Now not so much. I mean still have your brand and as the owner of your company you need to stay true to your own standards. But absolute control is a thing of the past. There arethousands of loonies wanting to get their say about your brand. I proudly count myself among them.

But the upshot is that now instead of the controller you are more of a guide for the brand.

And they aren’t trying to damage your brand. They just want their say. Hell a lot of them want to help you! A lot of them (hopefully) are your brand ambassadors (hyperlink). And who cares if when they forward your email or coupon they change something or don’t stay totally true to “THE MESSAGE”,they are invested enough to tell others about. If you are mentioned on facebook, twitter, myspace, linkedin, whatever, you need to have the bravery to let people have their say and still soldier on.

The skillful thing is to be able to respond and guide the conversation where you want it to go. But bear in mind no matter how great a guide you are there are unexpected turns in the path and no matter how great you are bad things will happen. Just be honest, weather the storm and hopefully your fans will take care of you.

Storm clouds gathering and not enough umbrellas? Contact 366 marketing, maybe we can help or at least offer some hot cocoa.

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5 Reasons to Send a Business Thank You Card

Small Business Marketing and the Thank You Card

4 Reasons You Don’t Have an Email Marketing Campaign

Small Business Marketing with Barbarians