How this blog thing works

Ever since I added "read my blog" at the bottom of my email signature, I've gotten tons of my regular email recipients to take a peek. I realize this is a new thing and all, but you're supposed to leave your comments on the blog, not email me and tell me that you liked the story about the nail salon and you totally agree.... I DO appreciate that you all are reading and you have to jump on the bandwagon!

That's why I'm doing this blog. For the majority of us, this is new stuff. If you're a twenty-something, it's old hat. The research I've done shows that 60% of teens are blogging actively. Well, they're growing up blogging and we, as marketers, need to remember that they are the market of tomorrow. If you don't target teens, remember that they will be tomorrow's adults! While many businesses don't blog (less than 4% do), this number is expected to dramatically increase in the next couple of years. Take a look at GM's blog -- www.fastlane.gmblogs.com. They aren't selling cars here; they're building a community of car lovers. It's called good PR.

If you run a business, think about how you might develop an online community around your product, service or industry. It could pay off nicely in the future!

- Feeling bloggy!

Susan G. Komen Breast Cancer Foundation

I'm proud that I and my company have gotten involved with the Florida Suncoast Affiliate of the Susan G. Komen Breast Cancer Foundation. We're fortunate enough to be providing this wonderful organization with public relations. In the few months that we've been working together, I have been repeatedly humbled and reminded of how fragile life can be. One in seven women will develop breast cancer in her lifetime. It's a disease that affects so many.

Tonight, the Affiliate is holding the Pink Martini at the Blue Martini at International Plaza, from 5 pm - 8 pm. Two drink coupons, hors d’oeuvres, and a pink ribbon pin are included in the price of admission ($30 prior to event or $35 at the door), and a silent auction will feature items donated by dozens of local businesses. The event will also include a raffle and more than 100 prize balloons. The event is a kick-off to the activities leading up to the annual Race for the Cure®, to be held this year on October 7th at the Vinoy Park in St. Petersburg. To find out more, to register or make a donation, please visit their website: http://www.KomenSuncoast.com

There's nothing more satisfying than helping a good cause. Let me know if you want to get involved, too.

--
Jan

Woman of the year

Thanks to those of you who have sent me congrats on the Tampa Bay Business Journal's Business Woman of the Year nomination! I'm excited to be in the honor of so many great women in Tampa Bay. Plus, it's just an honor to be nominated!
See the article at http://tampabay.bizjournals.com/tampabay/event/2527

- Jan

Why do people ignore marketing?

I read this great article about marketing and had to share some of the points with you (When I find it again, I'll give the author credit):

Marketing planning is a lot like exercise. First of all, everyone knows they should do it but nothing dramatic immediately happens if they don't. So, it's easy to ignore. Then, one day, you wake up and you can't button your pants or you find your competitor has landed the account you wanted and, well, you vow to never let it happen again.

Other reasons (or is that excuses) that people ignore marketing planning -- they already have enough business. In fact, they're afraid they can't handle anymore so why market themselves? Do you think McDonald's or Coke is hurting for business and that's why they advertise? Nope. Because marketing is more about branding and positioning than it is about sales. No matter how sales are going, you need to put a message out to the market about your company's message. Why? So you'll attract high-level, experienced employees. You'll have improved relationships with vendors. People will know who you are and what you do whether they buy from you or not. It's called making a name for yourself. And, it doesn't matter who you are, you need to do it.

Another reason people ignore marketing: they're afraid to commit to a message. They're content putting messages out to appease each prospect. They want to be everything to everyone, even though they swear they don't. There's a cool branding exercise we do that helps companies identify their message. It's worth doing to make sure you are sending the messages that you want your prospects to know. The easier you make that message, the more who will remember it.

What I learned about customer service at the nail salon

I have to admit. I get my nails done every two weeks without fail. There's something about having nice nails that makes it worth the effort. At my last visit, however, I started making a few observations that I thought were excellent lessons in customer service that we could all learn from.

1 - Make every customer feel like they are the only one in the room. While I was getting my nails done, several people came in. The technician acknowledged them all and told them when they would be served but never stopped working on my nails. He was polite to the new customers, and yet didn't forget that I was sitting in the chair in front of him.

2 - If you can't accomodate someone immediately, tell them when you can. A saturday afternoon is busy in a nail salon. Yet, the technician still calmly let each new customer know when they would be serviced. The rude people darted away -and who wants them as customers - but the majority of people thanked him and sat down, waiting their turn.

3 - Never talk badly about your customer. There are many nail salons where the workers don't speak english and you fear that they are talking about you. In this salon, there were many opportunities to talk about a customer and yet, they all resisted. They were professional in front of all customers. You never get the impression that someone is making fun of your legs or clothing selection.

4 - Hot towels. There's no need for a hot towel after the pedicure but boy, it feels good. Invent something in your business that just makes the customer feel pampered. In fact, we could all paint our own toe nails yet women line up to have someone do it for them. Why? Because it feels good to be pampered. Come up with something in your business that your customers could do but heck, why should they when you have the "hot towel."

5 - Appreciation. A lot of young high school girls frequent the same nail salon. To them, a $2 tip is a big deal, when the norm is $5 - $7. Even though the technician is fully aware that there are only 2 dollar bills being handed to them, they still are extremely thankful and polite to the customer. The customer walks away feeling good about the experience. Sure, the technician deserved more but in all likelihood, retaining a faithful customer who enjoys coming there is more important than a few dollars.

I think I could go on and on. There were many things in the nail salon that made me think, "Wow, why don't all businesses do that?" Think about ways you can use these simple techniques in customer service to enhance the experience your customers have with you.

- Jan Luongo, wearing "All Roads Lead To Rome" hot pink toe nail polish and pink and white fingernails