MarketShare

For entrepreneurs, in-house marketing directors and small business owners.

[roemisch]

Making a List and Checking It Twice

I like music.  Especially this time of year.  I can’t start listening to holiday music early enough. It can’t end late enough to suit me.  Rudolph and Peter Cottontail overlap with me.  So, this year I signed up for a free music service for my too smart cell phone. It was affordable because it barks advertising to me between the songs.  One morning last week, grooming myself in the mirror, readying for a meeting, I’m singing along to my favorites when all of a sudden I hear, “Harry. Harry. There are local singles who want to meet you!”  Stop the presses. Never before has my cell called out my name to get my attention.  Never before were local singles interested in meeting me. ...I knew my phone was smart, but didn’t know it could be intrusively annoying.   I forgot to check *Married* on the application apparently and it was trying to fix me up for Saturday night.  Sorry. I’m taken. Get with it.   This tiny episode though,  catapulted me back to an advertising class I once took. Yes, they have such things.  All semester we concentrated on a one-to-one marketing strategy, because one of the most common mistakes in advertising strategy development is attempting to talk to too large a market or to too many people at the same time.  When we attempt to appeal to too large an audience we will, unfortunately, end up talking to no one in particular.  Advertising is no place for the “My fellow Americans” speech.    How does this effect you?  Well, if you are a small business owner or have the responsibility of marketing a small company, you are going to have to sit down at some point and write.  Write an ad to someone, somewhere who probably doesn’t want to hear from you.  Like the dating service hi-jacking the sanctity of my phone. Here is a quick list to for you to check when you think you are finished:

  Did you offer something exciting or different?

Is everything positive (not negative)?

Is what you are offering easy to get and quickly?

Is it too good to be true? (If it is, it probably isn’t)

Is it interesting and easy to read?

Does it communicate exactly what you wanted to say?

Did you write it to one person?

So, my fellow Americans small business advertisers....start thinking the word ‘one’.  One idea, one strategy one ad, to one person. And take one holiday at a time. Oh, by the way, the music service has been cancelled. Here’s to your success.... and have one Merry Christmas Please note. I am beginning a new question and answer section for this column.  If you have a question regarding marketing/advertising/public relations/sales please don’t hesitate to write to the below e-mail.  You and your company’s name will be kept confidential. I will do my best to answer them in a timely fashion within the space provided me here.  Remember, a rising tide lifts all boats. Looking forward to hearing from you.   Harry Roemisch is the owner of Roemisch & Company a marketing, advertising and public relations company.  He can be reached at [email protected] or 864-660-9544

[roemisch]

How Much Is A Logo?

How Much Is A Logo? 

If I had a dime for every logo I’ve created, I’d be a poor man today.  Even with all the years I’ve been in this business...I just haven’t done that many.  Few dozen...maybe...tops.  Why? Not because I haven’t been asked. I have shied away from this task because creating a corporate logo is probably one of the toughest, time heavy, creative drains of any of the marketing services offered to clients. 

  People who know what I do for a living will come up to me out of the blue, and ask, “How much is a logo today Harry? I see them on the Internet for 10 bucks now?”  Under my breath I mumble something like, “And how much is a house? I see people living in tents now too.”  What a lot of business people don’t understand is that images, like a logo, at a glance, help us understand a concept that would take forever to explain in words. The shape, the colors, the fonts, the leading...they all transmit what the company is and what it stands for. This is important stuff.

  So, If you are looking for that new look. One that reflects your passion for your business, the integrity of your products, the attitude of your employees and your concern for your customers, here’s a quick list of things not to do. And then, things to do that will help you in your quest. 

  1.  Do not have a logo contest.  This means inviting numerous artists, most non professionally trained, to compete. You get to choose and pay the one who does the best job.  What you will inevitably get is something of poor quality. A design you have to settle for, and then throw good money after bad to refine it before it’s ready to use. If there is a sign, a piece of stationery or an ad that is visually trite, complicated or just plain doesn’t make sense to you, chances are it was a contest winner.

  2.  Do not use stock imagery downloaded from the Internet.  These images are ripped thousands of times a day, promising you that just when you thought you got a fabulous deal, you’ll see yourself coming and going on a product or service that doesn’t reflect the nature or stature,or perhaps even the product of your firm.

  3.  Do not try this at home. Do not attempt to draw one yourself unless you do your own dentistry. 

  4.  Do interview more than one firm or artist.  Look for that one special person who is truly interested in getting to know your industry and how you are positioned within it.  This is about a relationship, and there has to be chemistry. With their permission Email or call their satisfied clients. It’s too late after the process has begun. Hide nothing. Tell him or her everything they need to know about your business. Pay ⅓ of the fee up front. ⅓ of the fee after pencil concepts have been approved and ⅓ after it is finished. 

  5.  Expect a charge higher than you anticipated.  The time required to research, conceptualize,  reflect, communicate, cry, redo, make camera ready, can be considerable. Expect no more than 2 or 3 visual spec concepts. With logos, confusion reigns. No one can choose from too many options.  The process will also take longer than you expected. Weeks, sometimes months will go by. Don’t rush it.

  6.  When it’s finished and everyone is delighted, reward the artist with chocolates, a dinner, booze if appropriate, and then celebrate yourself.  Don’t let major milestones pass without proper acknowledgements.  Life’s short.

  So how much is a logo?  Impossible to say.  If you keep it for a month you paid too much.  If you keep it for a lifetime, priceless.  Do what you can afford without being cheap and you should come away from all this with a song in your heart and a public identity that says to the world everything you want people to know about your business...in a single image. 

  Here’s to your success. 

  Please note. I am beginning a new question and answer section for this column.  If you have a question regarding marketing/advertising/public relations/sales please don’t hesitate to write to the below e-mail.  You and your company’s name will be kept confidential. I will do my best to answer them in a timely fashion within the space provided me here.  Remember, a rising tide lifts all boats. This has nothing to do with the article you have just read. Looking forward to hearing from you.   Harry Roemisch is the owner of Roemisch & Company a marketing, advertising and public relations company with offices in the Trillium Arts Centre in Travelers Rest, SC and Brevard, NC. He can be reached at [email protected] or 864-660-9544

[roemisch]

Why Do You Need An Elevator Pitch If There Are No Elevators Around?

O.K, maybe there are a couple. But you don’t need an elevator to recognize an opportunity to tell a stranger in 20 seconds or less what you do and how it might benefit him. Those situations are all around us.  You’ve been there.  The wine get-together, the curious waitress, the probing car salesperson.  The question; “What is that you do again?” And as they say in show biz, honey...you’re on! You’ve got approximately 20 seconds to communicate what you’ve been preparing for for 15 years.  Don’t blow it now.  It’s the elevator pitch.     Keeping a good elevator pitch back in the recesses of your mind, ready to enlighten a possible prospect will bring you contacts, contracts and profits.  But much like a phone presentation, you have to prepare it. Write it down and memorize it. Then you have to practice the key elements.  Here’s a handy short guide to help you pass the “so what” test.     1. Write down the keyword benefits of what you do.  I like the word help. I help people become successful in business. I help people find a new hairstyle.  I help people become more productive with their smart phones. I help people master horsemanship.   2.  Don’t try to sell.  Inform. People don’t like to be sold on first meeting. It’s annoying. 3.  Be excited without being crazy.  Show spirit and love for your profession.  Sound as if you are saying this for the first time. Even though it’s been hundreds. Pause briefly every once in a while to entertain any questions he or she might have. 4.  Say your name.  Hi! My name is Janis. Janis Small (say it twice for people to remember it) and I help..... 5. Give a brief example.  Hi! my name is Janis, Janis Small and I help people sell their homes in north Greenville.  As you know, selling a home yourself can be an intimidating process and financially dangerous without adequate knowledge. I make sure everything goes smoothly for sellers and buyers. It can be an enjoyable process.  Notice we didn’t even say the word listing. 6.  Keep the focus on the benefits of what you perform, not on you.   7.  Keep it short. Remember, you’ve only got 20 or 30 seconds at most until the next floor, the next glass of wine or until your audience starts glazing over.   8. Write everything down.  Now practice. Get in front of the mirror. And practice reading it. After five reads, try to do it without the notes. Does it work for your?. No? Add, edit and try again until you are comfortable.   If you run an organization make sure everyone that works for you is able to communicate what your company does.  If they need help, help them. Make it as simple as picking up a paycheck and all of a sudden it’ll be a breeze meeting payroll. Please note. I am beginning a new question and answer section for this column.  If you have a question regarding marketing/advertising/public relations/sales please don’t hesitate to write to the below e-mail.  You and your company’s name will be kept confidential. I will do my best to answer them in a timely fashion within the space provided me here.  Remember, a rising tide lifts all boats. This has nothing to do with the article you have just read. Looking forward to hearing from you.   Harry Roemisch is the owner of Roemisch & Company a marketing, advertising and public relations company with offices in the Trillium Arts Centre in Travelers Rest, SC and Brevard, NC. He can be reached at [email protected] or 864-660-9544  

[robertreich]

Labor Day is traditionally a time for picnics and parades. But this year is no picnic for American workers, and a protest march would be more appropriate than a parade.

Not only are 25 million unemployed or underemployed, but American companies continue to cut wages and benefits. The median wage...

[roemisch]

Makes sense.

[roemisch]

Monkey Business

“Harry, could you step into my office for a minute. Need to discuss something with you.” Sure, Mr. Fitzgerald.  ( Oh God, I hate it when clients ask that. I’m either going to get highly praised for my last campaign or I’m in trouble again.... probably the latter.) “Harry, from now on I want a monkey in all my commercials. Nothing gets peoples’ attention more than a monkey.  I want a monkey in my print ads, a monkey on TV, radio, brochures you name it, it’ll have a monkey in it.”     This was a great client actually. One I’d had had for years.  They were the area’s premier upscale marina, selling yachts, sailboats and motorized fishing toys in excess of $100k each.  The ad agency I was working for toiled diligently to build their image as THE place to go for a larger than life watercraft that could fulfil one’s wildest fantasies.  Can you imagine attracting qualified customers from a three state area and never once discussing price?  It was a retailer’s best dream.  And it was all a part of their highly crafted image.     We used to call it imaging back then. Today we call it branding.  But one thing has never changed and that is the drive to protect the brand’s image.  It’s the customer’s (or client’s) perception of your business.  It’s that picture that comes to mind when someone mentions it’s name. Good, bad, indifferent, it’s the perception that counts. Fiction here can be stranger than truth. The graphics. The ad copy. The ad placement. The PR.  All synced, all working in tandem. All  churning away to buy a piece of the customer’s brain.  When it works, it’s worth protecting.  And in this case it was. “Mr. Fitzgerald.  I agree.  There is nothing more attention getting, save a fire in a hen house, than a monkey.  However, over the years, we have spent countless dollars, building an image of trust and reliance.  When a customer arrives here, he or she is in search of a dream. Anchoring in a lagoon at sunset. Catching that once in a lifetime deep sea trophy fish. All sails full while screaming across the bay.  We are able to sell that dream without regard to price because we have bought their trust through branding.  Bringing a chirping, clowning around monkey into the mix, in my opinion, cheapens you. The monkey motif will hinder sales not enhance them.  People think they are cute, but they don’t trust them. If you want to add a discount lot and sell downscale product, I and my monkey friends will be more than willing to help. Harry, I never thought of it that way. You are right. Good thinking.   Whew! I can’t tell what kind of business you have from this vantage point. But one of the key attributes of your success is, or will be, trust.  If your customers trust you they will buy. If they don’t, well..... Ringgggggg.  Hello?  You want to see me in your office? And put a what in your ad? Nuts. Here’s to your success.  

Please note. I am beginning a new question and answer section for this column.  If you have a question regarding marketing/advertising/public relations/sales please don’t hesitate to write to the below e-mail.  You and your company’s name will be kept confidential. I will do my best to answer them in a timely fashion within the space provided me here.  Remember, a rising tide lifts all boats. This has nothing to do with the article you have just read. Looking forward to hearing from you.   Harry Roemisch is the owner of Roemisch & Company a marketing, advertising and public relations company with offices in the Trillium Arts Centre in Travelers Rest, SC and Brevard, NC. He can be reached at [email protected] or 864-660-9544

[roemisch]

5 Great Suggestions For Better Sales Meetings

10.00 AM: (Notice the time stamp here) “Well, it was great fun having coffee with you this morning but I have to go. “ “Where are you off to?” “We’re having another one of those time wasting, boring sales meetings. If I could bring a pillow and go to sleep I would.” Are you in charge of sales?  Are you responsible for your company’s sales meetings?  Then quit wasting your people’s time. Remember, the only reason to hold a sales meeting is to get your sales staff ready to sell. Yet, all too often, sales meetings turn into boring lectures and redundant time wasters. Or, in the worst case scenario, downers that send your people out into their day wondering why they work for you in the first place.  More prepared to go back home to bed than to sell a potential client. I know this is tough talk...but good sales managers are tough people. Grrrrrr. Salespeople hate meetings without an apparent purpose, or agenda. And when no new information is shared, they feel as if they're wasting their valuable time. The key to almost any successful meeting is to make it interesting, useful and positive. Before you ring those bells to rally the troops for another get-to-gather, consider some of the ways to make the most of the time you spend with your sales staff. If you own a small business and have enlisted the sales help of one or more dynamic sales people you need to do a few things right. #1.  Get it started early (8AM is a better than 10) and on-time. Waiting for someone who isn’t there is a bummer. Not to mention a momentum killer. Have some hot coffee, oj, bagels, donuts, napkins (so you don’t see smudge marks on the sales reports), paper plates etc. and make them feel welcome. Watch for the knees jumping up and down behind their desks. They tell the whole story.  The faster they bounce the worse you are doing. #2.  Welcome everyone. Briefly review management memos since the last meeting. Communicate management’s requests with some enthusiasm.  Don’t force them to smile or clap their hands. This isn’t a gulag. #3.  Encourage your people to share war stories.  What went right, what went wrong and how it was handled.  Interaction keeps it alive. Salespeople need to know they aren’t the only ones with these challenges.  If people get stuck trying to figure out a solution, give them one that, from your vast experience, has worked before and might again. After all, you are there to help and facilitate. Better yet ask some of your more experienced sales people.  Many would love the honor. #4.  Be positive. Congratulate exceptional performance and use it to encourage others. No downers. Don’t criticize  Handle constructive criticism in a private one-on-one setting. Never admonish people in front of their peers. Sales meetings are meant to focus on group concerns, not individual problems. In my sales career, I have unfortunately been witness to good salespeople tearing up from embarrassment over insensitive remarks from management. In cases like these, you can set your timer for their permanent exit.   #5. Keep the discussions relevant and don't allow people to present individual problems or situations unless they also have potential solutions that are relevant to the team. Stick to topics that are group oriented and don’t let salespeople rattle on about unrelated topics. Keep up the pace, the energy, smile and end on time. People like it when others respect their time.   When your regular sales meetings help your salespeople make more money, you'll find that the once-dreaded sales meeting is a welcome , useful gathering that they will not want to miss. Here’s to your success.  

Please note. I am beginning a new question and answer section for this column.  If you have a question regarding marketing/advertising/public relations/sales please don’t hesitate to write to the below e-mail.  You and your company’s name will be kept confidential. I will do my best to answer them in a timely fashion within the space provided me here.  Remember, a rising tide lifts all boats. Looking to hear from you.   Harry Roemisch is the owner of Roemisch & Company a marketing, advertising and public relations company with offices in the Trillium Arts Centre in Travelers Rest, SC and Brevard, NC. He can be reached at [email protected] or 864-660-9544

[roemisch]

Imaging. You Are What Your Customers Think You Are

To marketing people, image is everything.  Great image, poor image, non-existent image, when we begin to consult with a client, it’s what we look at first.  It’s what savvy business people should work tirelessly to protect.   I had to go health care insurance shopping a few years ago. Due to soaring costs, I was after the best price, the best features, the best service. In that order.  I found myself whipping through directory ads, websites. I’d compare the size of ads. The bigger the better.  Then out of the blue I received a piece of mail from a local insurance agency. I opened it because 1) I was in the market for insurance and 2) it was a pleasing and attractive envelope.   It was crisp white...the type-style was creatively selected, the high quality stationery pulled out almost by itself. The copy must have been written by a Hollywood wordsmith.   I had to find out more. I dialed the 800 number effortlessly (800 numbers seem to dial more easily than other long distance numbers). The receptionist must have just finished her doctoral thesis on elocution and enunciation. Yes! So far so good. After having been abused over and over again by  lackluster black boxes and surly office receptionists, suddenly here was a company with whom I was eager to do business.    She immediately thanked me for my call and routed me to an agent who graciously insisted that he visit my office, saving me the drive to his.  After arriving, he began his presentation by just listening. After an hour of true confessions from me, he asked me how many employees I had. “Two,” I said humbly.  He didn’t flinch. Toward the end of the session I was curious enough to ask him how many people he employed. Looking up slowly he remarked, “Just two. My wife and me.” I was impressed.  This small business owner had mastered the image thing. In my mind, his company was as large, as competent, as competitive, as responsive as any a thousand times as big. Now I am not so naive as to think that image is going to make the sale for you, although in many highly competitive businesses like insurance, it will put the odds in your favor; however, a masterful, well thought out image will help you secure that difficult, pivotal appointment that could suddenly propel your  business forward.   Professional and service businesses need a constant, ongoing review of image details, beginning from the point of first contact. Stationery, business cards, websites, sales collateral, the cold, gum-chewing receptionist, the “wait” music that’s being played on the telephone system’s hold feature...I especially love the companies that play news radio when on hold. The horror of last night’s murders do not breed much confidence. These all need to be re-evaluated.    Companies that care for the details of every point of contact from the first “hello” to the dotted line are few and far between.  Take an inventory of what a customer experiences when he deals with your company. You can position yourself for success with just this simple action.  Polish those details that create your image and it will speak volumes about the way you run your entire operation.   Harry Roemisch is the owner of Roemisch & Company a marketing, advertising and public relations company with offices in the Trillium Arts Centre in Travelers Rest, SC and Brevard, NC. He can be reached at [email protected] or 864-660-9544

[roemisch]

Four Things You Can Do To Make Money Today.

Four Things You Can Do To Make Money Today. Went to a social get-together the other afternoon.  I’m ok at these things until someone finds out I’m in marketing then the conversations start to creep into the great money making crevasse.  In listening to the business situations and sales problems associated with small business, a lot of the high and low points of these scripts haven’t changed a whole lot over the years. “Here’s my problem Harry, my business is only about a year old...the economy still hasn’t kicked in and I don’t have much extra cash.. if any at all.” “Here’s my problem Harry, I’ve been in business now for twenty years, and for the past five nothing new and exciting is happening. I think I would be just throwing good marketing dollars into the wind.” “Here’s my problem Harry, I’ve got somebody that handles all this and I really don’t know what’s happening anymore, kind of left it others...you know?” Ok.  I hear you. So here are four no-budget somethings you can do now to put some excitement back into your business and a smile on your face. #1.  Start a direct mail campaign.  But guess what?...you can’t spam anymore.  The incredible thing though is that there are many businesses, individuals and new and potential customers  who actually want to hear from you.  Think of all the emails that you get from businesses that you work with every day. Your grocery store, your favorite restaurant, clothing store, local newspaper etc. are always welcome to touch base with you.  The secret here is how often can they contact you without becoming an annoyance. Every business is different.  Every offer is different. It’s a fine line to walk here but the rewards are tremendous if done right. You can start today by collecting names and email addresses and permissions from people who you meet on a regular basis.  A good email list is solid gold.  Then contact one of the many reputable permission based email companies and get advice on how and how often to mail.  Remember, be kind, be generous, and don’t become a pest. #2.  Write and submit a news release.  If you are a regular reader of this column, you probably have noticed that I’m constantly drumming on this one.  Good reporters and news writers are scarce as fleas on a fish.  Most of what you see on TV news, read on-line and in the newspapers is the result of someone pecking out a short news release, and along with a photo, capturing a bright spot in the media that commands your attention.  Google “news release” and you will learn more in 15 minutes than I can write in an hour. But  neither Google nor I can do it for you.  Sit down and hammer it out.   #3.  Master your elevator pitch.  You know, the one where in 30 seconds you convey to a prospect exactly what you or your business does and in that short amount of time, leaves no doubt in their minds that you are confident, competent and worth seeing again.  And after you have mastered that quick pitch, teach others in your company to do the same.  It’s simple, effective and a great foundation builder.   #4.  Visit a trade show. Perhaps there is one in the city close to you.  It doesn’t have to directly relate to your business.  There are peripheral businesses that compliment yours and and will load you up with current and exciting ideas about new services and products you can use today to help you prosper this year.    Any of these actions may just be enough to give that new or tired business a little jolt of energy.  Sometimes that’s all it needs to build momentum and take off. Here’s to your success. Harry Roemisch is the owner of Roemisch & Company a marketing, advertising and public relations company with offices in the Trillium Arts Centre in Travelers Rest, SC and Brevard, NC. He can be reached at [email protected] or 864-660-9544

[roemisch]

Welcome to MarketShare, The Small Business Marketing Journal

MarketShare: A Marketing Column for Entrepreneurs, Small Business Owners, and In-House Marketing Directors.   Who am I and what am I doing here?   The one thing I remember most about recessions, depressions, and other major economic slowdowns is the excitement of their ending. Having seen several come and go in my 40 years in this field, we always turn the curve, point our business noses upward and recover from it all. Do I believe we are out of the woods yet? No. Do I believe it’s time to start planning to be successful in the upcoming economy? Yes. Absolutely. Through the magic of this column, I am going to teach, prod and guide you. I will help you fine tune and polish your business until it blinds the competition, and ultimately congratulate you on your success. Whether you are a one person shop operating out of the local coffee underground or a seasoned ad pro for a hotshot corporation, I want to help you achieve an ‘Ah Hah!’ moment and run to the bank with it. Over the next few months we are going to cover topics such as Personal Selling (yes someone still has to do it), Marketing Strategy (the original MAPS), Advertising (yes it can actually work), Public Relations (there is more to it than you think) and Research and Trends (I promise not to bore you).  There will be check lists to save, books to reference, website links to hoard. Hopefully with your input and my output, the articles will give you a sense of confidence and new-found spirit in your day- to- day business ventures.  Also look for a bit of humor thrown in, at no extra charge, to keep you from glazing over as I try to make sometimes tedious topics fresh and new.   Down the road, you’ll be able to ask your own questions and I’ll try and answer them in this column...space permitting.   Harry Roemisch is the owner of Roemisch & Company a marketing, advertising and public relations company with offices located in the Trillium Arts Centre in Travelers Rest, SC and Brevard, NC. He can be reached at [email protected] or 864-660-9544