Are you ready for 2009?

The last couple of months leading up to 2009 were filled with strategy and planning for the New Year.  My clients have been working hard to identify their goals for this up coming year.  I have to say, it’s been an unusually difficult process.  Frankly, people are scared of the economy and the uncertainty of what the future will bring.

With the chance of seeming like the eternal optimist (wich I happen to be); Change HAS come and with change, opportunity can be found in abundance.  Maybe you have to switch your focus and strategy to continue to be a player in the marketplace.  Maybe you have to re-define your marketing message.  Whatever it is, necessity breeds creativity.  These are exciting times we live in and I know the businesses with courage will not only survive an economic slow down, they will thrive.  Those that stop marketing altogether because of FEAR, will just simply STOP….

I don’t pretend to be an economic expert.  I can’t tell you what will happen with your business.  I can tell you, some things don’t ever change.  For example, the need for people to feel connected, accepted, loved, safe, healthy, and admired.  Do you sell a product or service that touches on any of these?  If so, you have a marketing message.  My predictions for 2009 include the growth of people’s need  to feel connected and accepted.  When trying to find where to tell your uniqe marketing message, take a serious look at social media.  Facebook, Twitter, MySpace, Blogs are places many of your customers spend many hours in a day at.  Maybe you think that your demographic can’t be reached here.  Think again.

According to istrategylabs.com, 35 – 50 year olds only make up 7% of the users on facebook.  However, since last year, this age group was the fastest growing with 172% growth.  25-30 year olds came in second in growth with 98%.  This age group makes up 21% of all users on facebook.  My point, is people are finding communities in different ways and it’s your job to be apart of those communities.

For some of you, this is a new frontier.  Is it a risk?  Sure it is.  Can you be promised immediate resluts?  No, that’s why it’s called a risk.

Whatever 2009 brings, I am welcoming it all.  As always, I am the small businesses biggest advocate and cheerleader.  I pray blessings and prosperity and courage to your business.

P.S.  Just as I was finishing this post up, I read more on istrategy.com and found this:

By iStrategist Jessie Newburn (Twitter, Linkedin, Facebook, JessieX Blog)

…GenXers also tend to find their value in corporate, community and cultural realms by noticing and filling gaps that others either don’t see or don’t care to be bothered with.

Now, along comes social media: The most fertile of environments for micro connections, micro content, micro publishing, micro commenting. Along comes social media: the most fertile of environments for connecting along values, interests and niche subjects. Along comes social media: finally, a place and a space for unfettered expression. A place and a space to speak up, claim a personal perspective, and avoid Boomer-dominated institutional communication channels, corporate speak and Big Media. Along comes social media: a place where it’s ok to be a bit alienated, isolated and cynical. And, oddly, even in doing so and being so, one can find community, connection, purpose and meaning.

See, GenXers, like every other American generation, are starting to move into the next phase of life. Historically, every time an American Nomad generation (today’s GenXers) move into mid-life (ages 42-62), there is always a system-wide crisis that hits … and hits hard. Very, very hard. *

My guess is that intuitively, under the radar, quietly and without needing permission from anyone or anything, GenXers have been aligning; they’ve been developing social media skills and technologies; and they’ve been identifying key people and resources in preparation of the cyclical Crisis Era that always occurs during the Nomad’s mid-life years.

http://www.istrategylabs.com/37-year-olds-in-facebook-it%E2%80%99s-a-genx-thing/

When you’re gone, what will you leave?

Today, I had a unique opportunity to work on my business vs. “in” my business. These strategic opportunities don’t come along often for the business owner but are crucial for growth. The exercise was to discover your core values. By the end of the exercise, I had 5 to 6 core values identified. However, one stood out from the rest for me and could very well sum up the others. Legacy.

Wealth, Integrity, Trust, Creative/Innovative, Perfect, Competent, and Courage were examples of core values. Legacy spoke volumes to me. Why do we do what we do? What is our motivation? What is our ultimate goal? Why do we choose the careers we are in? Of course, I want to live well, travel, and build wealth. And yes, I work to make money to live on, but what do I want to leave behind?

Legacy covers much ground. For my business, I want to build a brand that keeps going with or without me. For my family, I want my children to be miles ahead of me both spiritually and creatively. For my relationships, I want the seeds I sow to exponentially grow to touch others.

OK, so I’ve identified why I do what I do. Surprisingly, that’s the easy part. Now, I need to make sure my actions support my core value.

Red Hat Marketing Tip – The power of networking

Talk about a blast from the past. This week I have connected with two of my former referral partners ending up getting business from one and giving a referral to other one. This wouldn’t be that unusual, except both were from a networking group from a different town about 3 years ago. This is harvest season for me.

The concept of “farming” and “cultivating” relationships successfully to yield results is not for the impatient. How long do you work and invest in your referral partners? When is enough? The word is commitment. I know, for some of you “kiddos” this is not a good word. Like any good relationship commitment must be the glue. Commitment and Foolish are not synonymous. You can be committed all day long and not be happy.

How do you get your contacts to refer you?

a. You work them. It is your responsibility to train them to refer you. (That means no complaining. If they aren’t referring, odds are you didn’t do your job right)
b. You gain their trust.
* Visibility
* Credibility
c. They know you, really. Invest the time to know them and in return for them to know you.
d. Find ways to help them first.

If you want more info on referral marketing, email me for workshop dates. hillary@thinkmarketingtexas.com

The Connector

Lately, I have been called a connector, especially in the Body of Christ. At this time in my life, the Lord has me in this place. Sometimes, it feels like I am not doing my part in ministering to people who are hurting or in need. I have come to understand that’s ok and not all kingdom work is frontline.

I have found myself in this place and I trust that it is “my place”, if even for a season.

What is a connector?
The Free Dictionary by Farlex online says:
Noun 1. Connectorconnector – an instrumentality that connects
con·nect (k-nkt)
v. con·nect·ed, con·nect·ing, con·nects
v.tr.
1. To join or fasten together.
2. To associate or consider as related: no reason to connect the two events.
3. To join to or by means of a communications circuit:
4. To plug in (an electrical cord or device) to an outlet.
v.intr.
1. To become joined or united: two streams connecting to form a river.
2. To be scheduled so as to provide continuing service, as between airplanes or buses.
3. To establish a rapport or relationship; relate: The candidate failed to connect with the voters.

I have connected ministers and pastors together with other ministries or with resources. I have connected friends with other friends. All with a strategic purpose (realized or not). A few years ago, my prayer was for the Lord to place me strategically. I feel that is what has happened. I don’t even see the big picture of what is happening but, instead, sense that it’s bigger than I know. The cool part, is that it’s happening with little to no effort on my part, almost like I am a spectator or witness of it. A few years ago, I never would have put this “job” (connector) into the equation of strategy. I’m glad He did. Can’t wait to see where it leads and how it plays out. I would be interested to know if anyone else feels like they are a “Connector” in the Body of Christ.?

Red Hat Marketing Tip – Target your Customer

With all the questions the business owner has concerning marketing, a good question should be “how do I get the most impact with the Less Money?”. There are many answers to this question one of which I wish to explore with you.

Target your existing customer. Yes, it’s good to go after new customers that “look” like your existing clientele, but it’s even better to focus on those who have already bought from you. Why? We know they have some money to buy your product. We know they are in the market for your product. And depending on what you sale, we know they probably need more than one or another one in the future. We also know they don’t shop alone. Most women take either a family member or a friend with them to shop. This means the friend or the family member could be your next customer.

A non-threatening way to approach your existing clientele is through Newsletters. These days, more and more people are going to their emails and the internet for their information. That’s Perfect! An e-newsletter does not cost you money per message!

Where to start? You must collect emails. I know this seems like a given, however you would be surprised at how many small business owners forget or don’t know to do this. Ask for it every time and/or multiple times you come in contact with your customer.

Why would a customer be willing to subscribe to your e-newsletter?
* Exclusive Offers for Subscribers
* Latest Products they may want to know about
* To be a part of the “club” or to stay connected
* Helpful Tips in your area of expertise

Why is this a benefit to you?
* Cost is Low
* Top of Mind Awareness
* Up Sale on Product or Catch a New Sale
* Builds Trust and Credibility
* Call to Action Message

If you can see how this would benefit you, please call me. I can help with these newsletters.

Hillary Kilpatrick
512.804.9757
rebathmarketing.com
thinkmarketingtexas.com

It’s the message. It always has been.

After Surfing, I came across Seth Godin’s blog and read a post that he wrote in February this year. I thought it was timely and relevant and I wish I had said it. For those that think the sky is falling, grasp some hope.

Thank you Mr. Godin.

Marketing in a recession

When times are good, buying things is a sport. It’s a reward. The story we tell ourselves is that we deserve it, that we want it and why not?

When the mass psychology changes and times are seen as not so good, the story we tell ourselves changes as well. Now, we buy out of defense, to avoid trouble. Or we buy because something will never be as cheap again. Or we buy smaller items for the same sense of reward.

Of course, the two different extremes can lead you to buy the very same thing. It’s not the thing so much as it’s the story.

Starbucks was the indulgence of a confident person happy to blow $4 on a cup of coffee. Starbucks can become the small indulgence for the person who just traded down to a small rented apartment.

The challenge for marketers is to figure out how to change the story they are living so that their customers can change the story they tell themselves. What you make, where you make it, who makes it, how it’s priced and sold and … it all adds up to a perception. If you change these elements the story will change too.

Posted by Seth Godin on February 24, 2008

think out of the box

Opening up your home for a Christmas party doesn’t count as “out of the box” marketing, unless you are a high-end custom home builder and you have just invited 40 of your best business referrers to a party in one of your million dollar show homes. Today I had the pleasure of seeing this strategy first hand. I substituted for a BNI Networking Breakfast for a friend of mine, John Anderson from Anderson Mobile Advertising. While there, I sat next to a custom home builder who offered to host their Christmas party at this home.

This is such a great marketing strategy for this type of business for a few reasons

• Low to no cost advertising to potential buyers and/or potential referrals
• Brings another level to the relationship between him and the people that are looking to refer him
• He doesn’t need to advertise on TV or Radio, he just needs to be introduced to the right person and it helps to know the right people.

Maybe this effort brings him nothing. Maybe it helps to land the perfect referral. Maybe all it is is a cool place to have a great party. It’s still a great way to “think” out of the box.

I want to start collecting great ideas such as this one. If anyone has a success story, please, let me know about it.

–Hillary

Who wants a Re-Bath?

Re-Bath Marketing

When I start uncovering a client’s “story”, many times I find that testimonials or customer experiences say it all. I can come in and tell you that Women, 34+, Homeowners, middle to high Income is your “target demographic”. However, knowing this doesn’t describe your customer to the fullest, does it? This example is a real customer of Re-Bath of Travis County (Austin, TX).

“There just aren’t words to describe just how beautiful our bathroom is. It was sooooo worth the $$$! We would do it all over again…and again. Extremely professional. They tore out our dated tub/shower and converted the space into a giant walk in shower. It was totally complete in just 2 days. I have recommended this company to all of my neighbors and my entire family.”

Jodi B. Austin, TX 34 (Yelp.com)

Jodi is a female, 34 years old, a homeowner, and obviously has expendable income. This is true, however, from this testimonial I, also, see that she is concerned about her home looking beautiful just from the very first sentence. She understands about Value versus Price, according to her second statement. She is looking for someone to “treat” her with professionalism, she needed more space to take a shower, and the time it took to complete the project was important to her. I was excited to find this testimonial, because it paints a perfect picture of who buys Re-Bath.

I will keep this example and use it to craft a message that will speak directly to all the Jodi’s out there ready to buy a Re-Bath.

Let your customers reveal who you are. They can say it much better than you can!

West Texas, still improving their homes.

Saturday, American Home Improvement & Re-Bath of West Texas celebrated their anniversary with a big sales event.  With over 33 appointments set within 5 hours, the amout of traffic, and the optimistic mood I almost forgot we were in what many are saying “a depression”.  West Texans still have homes and still see the need for companies like Re-Bath to offer such an affordable way to “fix” up their homes.

Bathrooms  continue to be considered a necessity and will weather the “storm” better than many other high item purchases that are considered luxuries.  Rodney & Karen Martin bought a siding and window company almost 15 years ago.  Today, American Home Improvement has grown to include quality products that are designed to improve homes to fit lifestyles, including sunrooms and patios.

Re-Bath, a national franchise, caught Rodney’s eye 4 years ago.  “I began to see that bathrooms was a necessity and a room that showed wear and tear fast,” explained Rodney.  He bought the West Texas franchise territory and with an overwhelming response from his customers.  Saturday’s turnout confirmed this.  Almost everyone who walked into the doors wanted to see our “bathrooms”.

American Home Improvement still sells siding and windows, in fact it is their core product.  However, the Martins will continue to explore bringing on new products and services that are important to homeowners.  In fact, be on the lookout for something new and exciting in January.  Hint: your new year’s resolution, to be more organized, will love this product!

Congratulations American Home Improvement & Re-Bath of West Texas!

–Hillary Kilpatrick

Success with Re-Bath Leads

Re-Bath of San Angelo

- Open House  Success

Oct 11th turned out to be a perfect day.  Re-Bath of San Angelo hosted an Open House event at their newly remodeled showroom from 10 to 3 and gathered 32 set appointments from it.  I think 4 of those set appointments were made the week before off of the Event Advertisements so Clayton (owner) included these in the final count.

After organizing over 17 of these “showroom” events, I have never seen such team work and preparation from a client to ensure a successful day.  To say I was impressed just doesn’t cut it.  I was proud.  Clayton, Randy, Peggy and ALL their installers & salesmen were ready and WILLING to do everything and anything to make this event work for them.  I arrived Friday night at 9pm in San Angelo and headed straight out to the showroom.  They were still working to set up for the big day.  In the parking lot, stood an enormous tent housing rows of tables and bathroom displays.

I didn’t really have to do anything, these guys knew the drill.  They had already organized the “cooking”, the balloons, the signs, and the people.  Two things they did that really impressed me were 1.) had the installers be the primary people to talk to customers to get an appointment.  2.)  they had door prizes from businesses all over town that were FREE.

Having the installers talk to the customers was perfect because they did NOT know pricing but knew the product.  A monetary incentive to get that appointment set was given and they were able to make some extra money that day.  I thought this was a great idea and could be used for my other clients.  It also, creates a sense of “team” when everyone is working for the same goal.

I saw a well organized “team”, however, according to the head installer, they were a family.  Before the day began that Saturday, everyone came together to give the Lord glory for the day.  I was proud to be apart of this family and look forward to watching them grow this next year

Congratulations Re-Bath of San Angelo!

-Hillary Kilpatrick

Red Hat Marketing Tips

When meeting with clients I’ve never met before, I wear my red hat. I have a love affair with my hat. It is brilliant! I went as far as having a logo created featuring this fiery accessory. What does this hat have to do with marketing?

For practical purposes, I have used it as a tool to:

• Stand out from the crowd & Get NOTICED.
• Be memorable.
• Tell my story.
• Have Fun.

Isn’t this what we try to do with our marketing messages? If it’s true, people do business with people they know, like, and trust then our marketing messages to new clientele must:

• encourage trust
• create feelings of familiarity
• communicate as someone they would like to get to know better

Does my red hat translate into new business? Honestly, I don’t care. It has given me a way to introduce whimsy into my daily routine (and I always encourage whimsy wherever I can). On the other hand, it has given me a platform to work in some tips of the trade into my blog, which can eventually find it’s way to a new and exciting client for think! marketing.

Periodically, I will post Red Hat Marketing Tips – so keep an eye out.

Happy Marketing!

Hillary Kilpatrick – owner