When Josh Silverman took over Etsy (an e-commerce website focused on handmade and vintage items), he faced immense pressure to revive the company financially.
He didn’t disappoint. While shedding jobs and increasing holiday promotions, Etsy swung from a $29.9 million loss (in 2016) to an $81.8 million net income in 2017.
Managing this featin the face of Amazon’s competition was impressive. Amazon notched $51 billion in net sales in the first quarter of 2018, recently confirming it has exceeded 100 million Prime members globally. In contrast, Etsy has 1.9 active sellers and 33.4 million active buyers.
Amazon is everywhere: delivering groceries, storing music, and putting items at your doorstep in two days or less. Amazon has been so present that it has become a verb: as in, “I Amazoned it.” While Amazon brings smiles to many, it brings tremors to some small businesses. Many are outraged at the demise of mom-and-pop shops, and even large-scale retailers have taken hits.
What It Means For Small Business
The Amazon effect is a catchphrase used to describe how Amazon has influenced our interactions with other businesses.
Because so many people are Amazon subscribers, this platform has raised expectations for shopping experiences. As writer Corey Pemberton notes,
“Because the vast majority of us use Amazon regularly, we’re well aware of a new kind of customer experience. We used to drive to the shopping mall, painstakingly search for items, and wait in long lines with little complaint. But now that we’ve experienced the joy of picking out things in our pajamas and clicking to have them shipped straight to us, the alternative seems substantially less desirable.”
Subsequently, expectations of all businesses have increased.
How Your Business Can Adapt
Here are four ways small businesses can adapt in the wake of Amazon’s influence.
1. Work to develop distinct, personalized products.
Part of what makes your business irreplaceable is the individual products only you can produce.
While resellers can undercut some sales, a small business with a unique, quality product can’t easily be replicated.
2. Partner with e-commerce platforms.
A recent Insureon insurance company poll of 2,400 business owners showed 68 percent of businesses surveyed said that online retailers had a positive impact on their business:
“[Online retailers] have forced small businesses to embrace e-commerce as a critical route to reach their consumers and revenue source,” said Jeff Somers, president of Insureon.
Businesses that don’t sell online will struggle to stay relevant in the modern age, but e-commerce doesn’t just mean partnering with Amazon. Typically, a small business’s website is the most common place to sell.
3. Feature customer ratings and reviews.
When buying online, people need extra input to tip toward commitment.
When you’re looking to buy, who do you trust more: a long-time neighbor or a sophisticated salesperson? Obviously, humans are biased toward “ordinary people.” One of Amazon’s best features in their abundance of ratings and reviews. Capitalize on this yourself and allow the words of others to convince your prospects.
4. Become a destination.
Amazon is convenient, so make your business an experience, not just an errand. Change your product mix regularly and make it enjoyable for people to physically “discover.” Add entertainment with lessons, parties, samples, or anything to engage families. Tell your story and give people pride in doing business with you.
An Enhanced Customer Experience
Amazon isn’t killing small business, but it is changing the way we buy and sell.
Payoneer e-commerce manager Iain McNicoll says Amazon has given entrepreneurs a chance to create customer experiencesthey might have otherwise been overlooked:
“People see Amazon as crushing small business,” McNicoll said. “Really, I think it opens up a door for small business, allowing them to now reach new customers that they wouldn’t have been able to reach in the past.”
Even the most brilliant creators need new fuel from time to time.
If you’re feeling stifled or uninspired (or you just want to have fun!) consider some of these creative “sparks” from designer Jim Krauseto ignite fresh perspective in your monthly routine.
Exercise:Make a puddle of ink. Blow the ink around using a straw. Consider layering different colors of ink and using different kinds of paper. To mix things up, repeat this exercise but start the puddle of ink on an existing picture—a landscape, a silhouette, a cultural icon.
Takeaway: Creating things that create themselves reminds us that art is fun and beauty can arise from unexpected places.
Exercise:Choose a subject and create 25 thumbnail icons that depict its message and its meaning. If that’s too easy, try 50 or 100. Start with basic sketches and transition into graphic design or photos. Consider different line weights, shaded and filled areas, or combinations of geometric shapes.
Takeaway:Forcing yourself to sketch the same thing in different ways can build and broaden your artistic muscle. The next time you work on a concept, fill a full page with icon sketch versions of it before you settle on your design of choice.
Exercise:When was the last time you took out a paintbrush? Still-life portraits are a tangible way to sharpen your skills, especially when you combine objects of various shapes and textures in interesting arrangements (think eggs in a bowl surrounded by glass spice bottles on a bustled cloth napkin).
Takeaway:Still-life paintings are like eating your carrots: they’re good for you and increase your appreciation of texture. Painting helps you learn to see forms and colors, which makes you a more effective artist in any field.
Exercise:Begin with a blank piece of paper. Make a mark using the media of your choice (India ink, acrylic paint, and toothbrush, sketching pencils, chalk). The next mark you make will be a reaction to the first mark. This can be a new mark, a line, shading, fillers, or finishes. The goal here is not to “plan” what you’re going to draw but to practice progressive art by following one element to another (like a group of people taking turns adding sentences to a narrative). Your goal is not to create a thing of beauty, but simply to flow. If the results are pleasing, that’s fine. If not, that’ s ok too.
Takeaway:This exercise teaches the artist to rely on instinct: to react or flow rather than to plan and control. The best art can be born out of spontaneity.
Tend Your Roots
Creating is like breathing: it brings energy and life! If you only create what you’re “told” to do, you will stagnate. Tend your roots by cultivating the passions and interests that nourish your artistic core. As you pursue creative expressions outside your job or career, originality will flow in your profession as well.
Now that your designs are really singing, find high impact print options that won’t shock your budget. Want to talk cost-effective wow factors like thermography, high shine coatings, or alternative bleed options? Give us a call!
T-Mobile touts itself as “America’s Fastest Unlimited Network.”
In a fiercely competitive market, T-Mobile knows one of its most crucial responsibilities is to bring pleasurable customer support to the millions who call their helpline each month. While traditionally its call service center resembled a factory floor (cubicles brimming with reps donning headsets), T-Mobile has dedicated the past decade to reinventing its service sector.
Today when you enter a T-Mobile contact center, you’ll find reps sitting together in shared pods as they collaborate to solve customer issues as a “Team of Experts,” or TEX. TEX teams include cross-functional groups of 47 people who serve named customer accounts in a specific market. Each team has a point leader, four coaches, and eight technology specialists. Customers no longer wade through a “call tree” but have immediate access to a dedicated, reliable team. Teams are so connected to their service region that they follow the daily news in this area and decorate their pods accordingly (like a Lego replica of the Golden Gate bridge).
“We’re constantly talking about what’s happening there,” said a senior rep whose team serves San Diego. “I’ve never been to San Diego, but I know what’s going on in the local news, where the best place is for fish tacos, and what the surf report looks like for the next few days.”
Now a team in Chattanooga is responsible for 120,000 customers in Detroit, and a Charleston team responds to suburban Philadelphia. This collaboration allows each service team to operate like a small business, with members laboring together to increase performance. As a result, employee turnover has decreased by 48%. T-Mobile now boasts its lowest “cost to serve” ratio in company history (down 13% since 2016) and has been ranked the number one wireless company for service by Nielsen for the past 24 months.
Together Everyone Achieves More
Team collaboration fuels innovation and provides consistent service for your customers.
Does your team have a sense of enthusiasm or shared DNA that brings measurable results? T-Mobile started with four questions:
- Are our customers happier?
- Are they staying with us longer?
- Are we deepening our relationship with them?
- Are we making their service experience low-effort?
Embracing a team-service focus brings your clients more effective answers. Reps develop more authentic relationships with clients, which means they can improve their everyday service functions. And this ultimately enhances the product or service you offer. A superior output prompts higher customer loyalty, increased sales, and better word-of-mouth for your business.
Here are three tips to help you improve customer service teamwork:
Clearly State the Team Objectives
Teams can’t move fluidly until everyone knows what the “win” is.
Highlight Team Performance
Regularly communicate achievements, challenges, and specific goals. As progress is celebrated, motivation and unity increases.
Create a Sense of Belonging
While T-Mobile’s traditional customer-service managers only measured individual performance, today compensation is variably weighted according to both individual and team performance.
Teams use collaboration software to resolve calls and alert each other of escalating issues (like regional power outages). From this ownership mindset to a wholesale transformation of the factory floor, customer care vice president Callie Field says team unity has empowered everyone to do more:
“If all you ask people to do is bring down their handle time, they can do that. But if you empower them to do more—to think like a small-business owner who is focused on the customer’s happiness and the strategic management of their P&L—they can do that too. And they’ll do it really well if you give them the tools and get out of their way.”
Corporate sponsorship is one of the most effective marketing channels, but most businesses haven’t tried it.
What is event sponsorship and why should you consider it? From a 5K road race to a good old-fashioned neighborhood picnic, companies that get outside their walls can make a huge splash in the community.
Won’t You Be My Neighbor?
Businesses that rely on local support understand that their company will grow primarily through the support of its neighbors.
How do you engage your neighbors?
By being a good neighbor! Put a face on your business by sponsoring a baseball league, hosting community events on your lawn, or by mobilizing your city to benefit a beloved charity.
Community development events show you are invested in your region and you enjoy its people. Here are some fun examples of how firms have made this a reality:
- Budweiser helps sponsor the annual “duck” tape festival in Avon, Ohio. With music, brews, fashion shows, and family-friendly movies, the three-day event draws more than 60,000 people from around the world to see taped parade floats and a playful tapestry of taped costume creations.
- McDonald’s and Pizza Hut sponsor “the Chicken Show” in Wayne, Nebraska, which features a “national cluck-off” and the world’s largest chicken dance celebration.
- In 2016 Pretty Pampers Beauty Essexhosted a charity event that offered affordable and luxurious experiences while raising money for The Cystic Fibrosis Trust. Local spas teamed up to provide steeply discounted services like massages and facials so donors could relax and unwind. Between sessions, guests could shop boutique vendor stalls featuring local clothing, jewelry, cosmetics, and home decor.
Hosting or sponsoring an event can help your business demonstrate its commitment to community involvement, philanthropy, and family fun. Of those local businesses who get involved in a community event, 80% said they were satisfied with the results and many reaped tangible benefits like features in local newspapers, tags in citywide blogs, promotional newsletter highlights, and social media selfies!
Events spread your name in print through T-shirts, prizes, water bottles, and giant displays, and photos of real people in action. This prompts word-of-mouth marketing that simply can’t be captured elsewhere. In 2016-2017, companies who used local events saw sales increase by an average of 14 percent.
Use Corporate Events to Spread the Love
How can your business get started in spreading some cheer?
Sponsor a charity event or contest, host a sales or promo booth at a community festival, promote an on-site event, or allow your customers to nominate recipients of a “give-back” incentive you sponsor for your city. Sponsorship doesn’t always have to be monetary: you can also look for ways to volunteer branded items, free service from your company, or concessions donations for a city-wide festival.
Want to multiply your marketing dollars and make a lasting impact? A micro-market event focus can bring better results and spread the love. When companies support issues they care about, they gain greater trust and loyalty from patrons. And that investment is sure to yield great returns!
How do you grab a lifeline on “Who Wants to Be a Millionaire?”
You ask the audience!
While experts tend to get a trivia question right two-thirds of the time, the audience gets that answer right 91 percent of the time. Why? Because individually we are limited, but collectively we are genius.
In today’s global economy, buyers understand the importance of collective intelligence. People rely on other consumers to help them decide what movies to see, which vet to use for their pets, or the best software to buy.
Recent studies show more than half of adultsunder age 50 consult online reviews before making a purchase decision. People trust and rely on these reviews, and products or companies that receive positive reviews increase the quality and quantity of their website traffic.
Gather and Manage Your Own Online Reviews
Customer reviews are an incredibly valuable asset in today’s world, and businesses have more power over these reviews than they may think.
Don’t leave your reputation in the hands of third-party sites like Google, Facebook, or Yelp! As you seek to generate leads and engage prospects, work to:
- Encourage satisfied customers to leave reviews.Can you interview a brand loyalist personally? Have you launched an e-mail campaign to ask customers for reviews on recent purchases? Have you tried incentives to prompt greater response?
- Get notified of new customer reviews and efficiently respond.Reply directly online or send a personal message to the reviewer to express gratitude or interest in their concern.
- Aggregate and embed reviews on your business website.This increases the chance of positive reviews showing up in online searches by interested prospects.
- Learn from reviews and improve service.Even negative feedback can signal customer engagement. The more you listen and respond to your customers, the more relevant and successful you will be.
As you flush out and manage reviews, don’t assume that search engines and review sites aren’t important. According to Mike Bluementhal, online marketing co-founder of GatherUp, Google is crucial:
“We advise small businesses to think of Google as your new Home page. Your Google brand result is one of your most important pages on the internet. That is not to say it can replace your website. It can’t. But your Google presence should reflect the best your business has to offer. People searching will see how you appear in Google and make immediate judgments.”
A Winning Formula
Bluemental says that 70 percent of new leads start at Google.
While traditionally word-of-mouth marketing the most powerful referral option, online reviews now hold tremendous influence. From phone calls, driving directions, or contact form fills, Google is the number one spot for new users to take action to connect with a business. And this behavior is strongly influenced by the customer reviews Google posts from the business website or social media pages.
In other words, manage your content and take great care of your customers! Care about what they think and streamline your service to their needs. Encourage them to share compliments. And when they do, give that content a boost so it appears far and wide online. Bluementhal says this will help entrepreneurs to improve weak areas while simultaneously growing areas of strength:
“It’s a winning formula in today’s landscape.”
Want to grab attention for your event, promotion, or group?
Flyers are a low-cost form of mass communication that can be personally delivered, distributed through mail, posted in public places, or sent via e-mail. Flyers are fun to create and provide a great place to experiment with unusual images or layouts. As you explore the possibilities, here are five areas to sharpen your design:
1. Magnetic Focal Point
When you begin your design, clearly identify the theme of your message.
Look for an image or headline that best communicates this, and build your entire design around it. Every flyer should have one thing on the page that is huge, dominant, or captivating. If you catch their eye with this focal point, they are more likely to read the rest of your text.
2. Logical Design Flow
After the focal point, your flyer design should have a sensible layout that intentionally leads the reader through the page.
Strong subheads should allow viewers to quickly scan the flyer. If the skim layers don’t interest them, people won’t read the copy. Designs should include engaging color and graphic contrast. If everything is large, nothing can really grab a reader’s attention. Sequence a logical flow: left to right, top to bottom, or using visual cues like numbers, arrows, or a “map” of dashed lines.
3. Strategic Repetition
Whether your headline uses a playful typeface, script style, or an ordinary font with unusual colors, consider bringing a little of that font into the body of the text for repetition.
This may mean using one letter or one word in that typeface or highlighting key words or phrases in each section of the design to make them pop. A strong contrast of typefaces will add interest to your flyer, but intentional design repetition will bring a sense of integrity and solidarity to your piece.
4. Cohesive Alignment
Choose one alignment for the entire flyer.
Don’t center the headline then set the body copy flush left. Don’t center everything on the page but also squish extra elements in the bottom corners. Be confident in your layouts: try all flush left or flush right. Your design should feel brave and bold!
5. Appropriate Content
What should you include in a flyer?
While brochures or foldable flyers come in a variety of formats, a basic rule of thumb is this: the “where” determines the “what.” The delivery of your publication has everything to do with its content. If your piece arrives in the mail to someone on your mailing list, you can include much more on it. If it is to been seen on a display board as people stroll by, your main feature must be readable at a glance.
Flyers are fun to create because they allow you to abandon restraint.
Your flyer will often go head-to-head with dozens of competing pages, so grab their attention and really go wild. Anything out of the ordinary will make people stop and look, and that is 90 percent of your goal.
Stephen Cannon became president and CEO of Mercedes-Benz in 2012. Though he was convinced about the quality of his cars, he recognized the success of his brand was rooted in the kindness of his people.
Cannon understood that the company, the true essence of Mercedes-Benz, was embodied by the people who sold and serviced the cars, including how generously they behaved.
“Every encounter with the brand must be as extraordinary as the machine itself,” Cannon said.
Cannon believed almost every touchpoint of the brand involved a personal encounter with a human being in a dealership. Representatives could act in ways that were memorable and honoring, or repetitive and dismissive. This was a grand vision, but how could Cannon impart a culture of connection and compassionto 23,000 employees at dealerships nationwide?
“There is no scientific process, no algorithm, to inspire a salesperson or a service person to do something extraordinary,” Cannon said. “The only way you get there is to educate people, excite them, incite them. Give them permission to rise to the occasion when the occasion to do something arises. This is not about following instructions. It’s about taking a leap of faith.”
Kindness is Contagious
In this leap of faith, Cannon challenged dealers and employees to perpetuate a grassroots movement that scattered kindness like a contagion.
This included spontaneous acts of generosity, like a dealer who noticed a buyer’s birthday on his closing documents and included a personalized cake when the customer came for the car. Or for a woman who panicked over a flat tire on the way to her son’s graduation. When mechanics could not locate a replacement tire for her model, the service manager jacked up the showroom model, removed one of its tires, and sent this mom on her way in a flash.
“We have so many stories like this,” Cannon says. “They’re about people going out of their way because they care enough to do something special.”
Beyond encouraging “extra mile” efforts, companies can build a culture of kindness in three areas:
Giving Back to the Community
Businesses that sponsor volunteer days enjoy team building, civic pride, and a more personal investment in their neighbors.
Today a growing number of companies participate in a one-for-one model: for every product sold, they give one matching item (or dollar amount) to a person in need. Or for every hour an employee volunteers, a matching dollar donation can be given as well. For example, Microsoft employees serving as Boy Scout leaders can simultaneously “bank” corporate dollars into scout scholarship accounts for those in need.
Offer Employee Autonomy
If you want generous employees, healthy working conditions are essential.
Younger people especially enjoy working for companies that allow flex scheduling, remote working options, or some ability to shape their physical environment. When employees feel empowered, they generate better results. When you convey a sense of trust in your employees, they’ll perform beyond expectations.
Build Personal Ownership
It is more natural for employees to show kindness if they are motivated by pride in what they do.
When Mercedes-Benz realized that nearly 70 percent of its front-line employees had never driven a car out of the dealership, the company put 800 new cars in the field, offering 48 hours of fun to each staff member. People drove their daughters for sweet 16 parties, chaperoned grandma on her 90th birthday, and snapped selfies to chronicle the adventure.
“The reactions were out of this world,” said general manager Harry Hynekamp said. “Sure, people got to know the cars very well. But the biggest piece was the pride piece.”
In the past, ideas of “virtual work” might have included colleagues from a different country or visions of mysterious IT specialists who hacked your computer by day and only crept out at night.
Today, virtual work is woven into the fabric of our experience. Remote working is essentially using technology to conduct business, often with nearby colleagues. This may include:
- Using e-mail or IM to conduct business with nearby colleagues (in your city or down your hallway)
- Multi-site meetings involving video-conferencing or simulcast options
- Flex-scheduling that allows employees to work part of the week from home
Virtual work is on the rise: a 2017 Gallup reportfound 43% percent of Americans work remotely to some degree. Fifty-six percent of software startups worldwide have outsourced their work (contributing to the demand for remote workers) and, according to research by Gartner, organizations that embrace remote working will increase employee retention rates by 10%.
While there are many advantages to enhanced technology, there are unique difficulties to overcome. Whether you’re keeping a team accountable or sharing instructions (but can’t point at someone’s computer screen over their shoulder), the demand for good communication has significantly increased!
Productive Virtual Relationships
What communication skills will you need to succeed in remote working relationships?
Whether you’re e-mailing your colleague across the table or uploading blueprints to a design specialist in another time zone, here are some guidelines to grow your skills:
Establish Rules of Engagement
When working face-to-face, the style of communication evolves naturally.
You don’t barge through a door when it is shut or get offended if someone pauses after you ask a question. But since we lose non-verbal cues in remote working, it’s important to establish connection guidelines. Your team should discuss what technology you will use, how often to correspond, and the preferred method of communication. If one person enjoys e-mail but another sends 10 texts per hour, tension can build quickly. A multi-tasking supervisor may prefer to connect once a day, while a project manager might want hourly updates. If you’re not sure where to begin, ask your team:
- What time of the day is best to catch you?
- What times are off limits?
- Is it ever ok to send a text message?
- What is the best way to share files?
- How should we connect offline if confusion arises?
- How will we eliminate lost or duplicated work?
Before starting a project, it’s important for colleagues to establish a foundation.
To build relational trust, have one face-to-face (or video-conference) meeting to gain confidence in each other. Include simple social elements (questions that are sincere but not overly personal), share some of your own interests and career aspirations, and let a friendship develop naturally.
When colleagues work remotely, they’re not as confident that you are looking out for their best interests. Seek to affirm good work or have a little fun, even just light-hearted online banter.
Take the initiative in giving regular progress updates, completing projects on time, or voicing questions and concerns before they spiral out of control.
Without nonverbal cues, silence can be damaging, so respond to e-mails quickly and honestly, even if you need more time to resolve an issue. Restate questions in your own words to ensure you are understanding any problems and be honest if you feel someone is hindering the workflow of your team.
Maintaining strong, productive virtual relationships takes extra tact and attention, but these contacts can lead to years of fruitfulness. Sow seeds of intentionality now and enjoy a high yield in years to come.
If you haven’t had a frustrating boss in your life, then you are part of a slim minority.
Most of us have experienced a manager that’s driven us to frustration or brought us to tears. Here are some “Bonehead Boss” storiesfrom CBS News to make you grimace:
1 – After months of hard work, I closed a deal for $7,000,000. My customer bought the equipment because of our strong personal relationship and my company’s technical capabilities. Six months later they doubled the order. My bosses, thinking that they had closed the deal, limited my commission to a fraction of what it should have been. I found a new job and quit. A week later my customer moved the order to my new company.
2 – I had worked at a camp for five summers during college when my best friend unexpectedly died from heart failure. When I returned from the funeral, my grandfather was on his deathbed. Obviously upset, I approached my boss and explained the situation. She said “Well, you’ll have to get over it and get on with your life. I can’t let you go again.” My grandfather died the next week. When I told my boss about his upcoming funeral she said, “You should have planned better, you have no bereavement time left.”
What if the Bad Boss is You?
Whether its disrespect, micro-managing, or verbal abuse, bad experiences with a boss can make people dread going to work each day.
But what if the bad boss is you?
According to the 2017 “Bad Boss Index”from Bamboo HR, here are seven mistakes managers frequently make. They:
- Take credit for stuff they didn’t do
- Don’t appear to trust or empower their employees
- Don’t seem to care if their people are overworked
- Don’t advocate for employee compensation
- Don’t back up employees when there’s a dispute between staff and company clients
- Don’t set clear expectations or provide proper direction on assignments/roles
- Focus more on employee weaknesses than strengths
How many of these characteristics apply to your leadership?
If you can relate, consider talking with your employees and asking how you can improve. Try to understand the impact of your faults and use this as motivation to change. People will trust you more when you are honest about your weakness.
Four Steps For Growth as a Leader
As you listen and implement change, here are four steps toward positive change:
1. Ask honest questions and listen without becoming defensive.
Even if only a part of the criticism is true, your ability to sift through exaggeration (without rejecting feedback entirely) will grow you in leadership and character.
2. Deal with feedback directly.
Don’t discount a complaint or place the blame on others. Seek accountability and ownership for how others perceive you.
3. Take immediate action.
Give affirmation to the feelings and requests of others and look for two or three quick changes you can make to remedy frustration.
Try to sow in the opposite spirit: if you micromanage, be more intentional about delegating. If you criticize too often, seek to encourage more.
4. Establish weekly leadership goals and share them with someone you trust.
Have someone (a neutral friend or respected co-worker) hold you accountable for necessary changes, and schedule check-ins for at least one month as you move ahead.
Remember, a person who feels appreciate will often do more than you expect. Take ownership over your leadership and your team will flourish as you grow!
Boston was overjoyed again as their darling RedSox capped off a 5-1 series victory over the Dodgers to take the 2018 World Series title.
The championship was well deserved, as Boston won a record 119 games, more victories than any World Series champion except the 1998 Yankees. “Now we deserve to be known as the greatest Red Sox team of all time,” said infielder Brock Holt.
If the RedSox are not the greatest, they are certainly the most loved. According to numbers crunched by Bundle, Boston fans are “America’s most obsessed baseball fans.” Bundle’s stats include money spent on tickets, food, and merchandise, including neighborhood restaurants and bars. From May of 2003 to April 2013, the Red Sox sold out every home-game seat – a total of 820 games for a major professional sports record!
The “Perfect Game” Promotion
One Boston retailer recognized this passion and tapped into the momentum.
In 2013, Jordan’s Furniture held a “Perfect Game” promotion with one simple premise: any fan buying furniture or merchandise before May 5 would receive the furniture for free if a Red Sox pitcher threw a perfect game between July 17 and October 1. While that perfect game never materialized, the contest was certainly a home run. In 2014, Jordan’s offered a new promotion: if the Sox could repeat their 2013 World Series victory, everyone who bought furniture between before May 18, 2014, would get a full rebate on their purchase!
Jordan’s grabbed local excitement and used it as fuel for sales. And why not? A wonderful way to build brand loyalty is by making your customers smile. Like a “kiss a pig” contest generates giving, you can grow marketing engagement with an entertaining contest of your own. Here are three examples to get your creative juices flowing:
1. Get Them Snapping.
People love to snap and share photos, especially of themselves.
Capitalize on that obsession with personalized photo contests! Any photo contest can begin with these words: “Show us your _____.” Contestants then take photos that demonstrate their best, their worst, their ugliest, their cutest, etc.
Perhaps the winner of the ugliest couch gets a free upgrade from your showroom. Maybe the cutest baby picture nets a year of free diapers. The craziest bedhead gets a free cut and style from your salon. Get them sharing and enjoy the results!
2. Get Them to Go Wild.
In this scenario, customers capture shots of themselves using your product “in the wild.”
This contest could include video or traditional photo categories and might also be used as a monthly or bi-annual promotion. Winners receive a prize, a service credit, or a gift card.
When you publicize the contest, include questions that might draw fun testimonials as well. Feature results in your newsletters, social media posts, or in hilarious product reviews!
3. Get Them Celebrating.
What food do you adore? Do others love it too?
Get their taste buds tingling by building contests around minor secular observances like national doughnut day, coffee day, s’more day, etc. (Run a quick internet search of “national food days” for inspiration!)
Seasonal contests allow you to foster anticipation every year, especially during your off seasons. Ask people to vote on their favorite pie flavor then serve samples. Ask contestants to guess the number of Ghiradelli chocolates in your vase on National Chocolate Day. Ask for sweetest first date stories and give away a Valentine’s Day package at a local restaurant or hotel.
Make customers smile and keep your name front and center all year!