The topic I want to chat about today is service, good old fashion service.  I can’t really speak from much experience, but rather from chatting with parents and grandparents and reading books and magazines.

From what I have gathered, the service provided in the “good ole days” seemed to be much better then the service.

Some examples of service from a while back:

• Live person picking up the phone every time
• Doctors making house calls
• No time restrictions on what to spend with a client

Some common themes in service today:

• Voice answering services
• Email is preferred
• Get people in and out as quickly as possible
• Spend as little as possible on service

So I ask you one question: How can you bring some of that good ole days service to the present?  Check out Zappos.com as an example. This is one of my favorite companies in America.  Buy a product I dare you you to and check out the service you receive before AND after the sale, it’s incredible.  Some companies are doing service the right way, but I’m afraid most are not.

Posted on March 9th, 2010 by Michael Tasner
Filed under: Guerrilla Marketing, Marketing Insights, Sales Strategy | No Comments »

I will admit, I never use to a fan of direct mail - at least not the typical kind: a simple letter.  However, I’m a major fan of lumpy mail or direct mail that stands out and gets someone to open or read it.

One of my secret weapons the past few years has been a company called SendaBall.com.  SendaBall was recently featured on the popular show: The Shark Tank check out the full episode here: http://abc.go.com/watch/shark-tank/225872/250429/season-finale?cid=fullepisodeaccess

What I love about SendaBall.com is that they literally write on balls and mail the ball with stamps on it — no packaging whatsoever.  The post office delivering the ball can’t just jam the ball into a small mail slot, so the chances of it reaching it’s recipient increases exponentially.

I’ve been using these for marketing purposes, but they can also be used to cheer people up with a phrase like “Bounce Back Soon.”

I highly encourage you to check them out and “Send a Ball.”  In today’s economy you’re gotta get a bit more unique with your marketing to stand out from the crowd.

Posted on February 11th, 2010 by Michael Tasner
Filed under: Guerrilla Marketing, Marketing Insights | No Comments »

I was on a consulting call the other day when the question came up: Michael, how long do you think it will be before we see results?

To my reply: I have simply no idea. This baffles marketers and our clients, but, it’s a fact.   Consumers are bombarded by thousands of marketing messages a day, of which our marketing messages are just one of the.

The way to tip the scale in our favor is to increase the number of interactions we have and the mediums.  Let’s hit them up with radio, social marketing, email marketing, mobile marketing, a postcard and so on.

There are varying statistics on the number of times you need to reach someone in order for them to take action, I’ve seen as low as seven and as high as 500, it’s pretty crazy.

The bottom is however: it takes time to get the marketing results you’re looking for.  Setup your marketing calendar and stick to it.  Don’t deviate off the calendar unless your absolutely certain (armed with data)  that the method is just not working.

We’ve designed campaigns that have brought in huge windfalls of cash years later, and nothing in the beginning.

Marketing takes time, have patience and I promise you, this will be the best investment you ever make!

Posted on February 10th, 2010 by Michael Tasner
Filed under: Guerrilla Marketing, Marketing Insights | No Comments »

I was watching the super bowl yesterday and getting some work done at the same time.  One of the commercials caused me to take their desired action: visit their web site.

So, seconds after the commercial aired, I visited the site:  Dockers.com/freepants.   Here is what I got:

So, they spent 3 million dollars, for hundreds of thousands (if not millions) of people to visit a site that was down.

Always be prepared for extra traffic.   The worst part:  they had time to prepare.  They knew the exact moment their commercial would be airing so they could have been ready.

Always prepare for the un-expected, worst case scenario so you’re marketing dollars don’t get wasted!

Posted on February 9th, 2010 by Michael Tasner
Filed under: Marketing Insights | No Comments »

During the week prior to the Superbowl, most businesses that sell TV’s experience a large increase in sales.  Why is this?  Simple, the demand rises.  First, how are you capitalizing on this increase in demand?  Are you running specials to lure people into your store versus the others?   Get creative in your marketing, lowest price does not always rule the day.

More importantly, why can’t you have increases in sales all year long?   Many businesses rely on certain times of the year to make their entire year.   If I was in that type of business I would be nervous, very nervous.

Here are four ideas to get more spikes in business throughout the year:

• Customer Appreciation Month.  Host specials each day of the month
• Pre-Orders.  Wouldn’t it be great it people pre-ordered your product or service throughout the year?
• Amazing customer service.   It’s 10X easier to sell to your current customers, treat them well and they will be much more likely to frequent your business
• Postcard Marketing.   Consumers (and businesses) still love (and respond to)  postcard marketing.

Don’t rely on a few days to make your sales quota for the year, generate some more consistent revenue throughout the year by getting creative and providing amazing service!

Posted on February 8th, 2010 by Michael Tasner
Filed under: Sales Strategy | No Comments »

Think for a second about some of these small things:

• Mints after dinner
• A hot towel on an airplane
• Mimosa with breakfast
• Turn-down service at the hotel
• A christmas card thanking you for your business

The bottom line is:  we appreciate and enjoy the small stuff!  You don’t need to spend hundreds of thousands of dollars on perks and loyalty programs.  Find a few small things that your customers would appreciate and start doing them — consistently!  I promise you will be pleasantly surprised!

Posted on February 3rd, 2010 by Michael Tasner
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Ok yes, I’ll admit it, I was checking out a Victoria Secrets offer.  I actually LOVE getting “spam”  bulk mail.  There normally are some very headlines and copy to learn from.

One of the recent offers I received (well my wife received)  was a unique looking coupon.   Here’s the offer:

Bring this card into your local Victoria Secerts as it’s worth AT LEAST $10, BUT.. it would be worth $50, $100, $500, even $5000.

Instead of telling people that they have already won, you get people to take the action you’re looking for: get them into the store.  Victoria Secrets knows that once you’re in the store your going to shop around and buy several things rather then just one.

How could you use the element of surprise in a sweepstakes to generate traffic to your web site or store front?

Posted on February 2nd, 2010 by Michael Tasner
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I typically don’t want the Grammy’s, but I decided to this evening.  While watching the Grammy’s, one of the bands that got some help from Guerrilla Marketing (The Zac Brown Band)  WON and a Grammy.  Since they got quite a bit of help from Guerrilla Marketing they gave a plug to the brand.  Guerrilla Marketing on the Grammy’s I love it!

Posted on January 31st, 2010 by Michael Tasner
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How many times have you been in a situation where you are being sold to?   I can think of at least 50 in just the past week:

• Wine at dinner
• Upgrading Salesforce.com licenses
• Better car wash
• Warranty on a new printer
• Etc, etc. etc.

What I’ve found is that I’m much more likely to buy if the salesperson knows the product or service backward and forward.  If they start hesitating or have to check with others for answers I get skeptical.

Bottom line:  if you want to sell more, really get to know what your selling so you can answer pretty much any question that may come up!

Posted on January 10th, 2010 by Michael Tasner
Filed under: Sales Strategy | 1 Comment »

We’re in-store for another interesting year.  I always enjoy interesting however as it keeps me on my toes.  If marketing and entrepreneurship were that easy then everyone would be doing it!

Here’s what I mean when I say crazy:

#1 First off, read my other blog post on some general trends and more specific to online marketing for 2010

#2 Free is the new model.  Anything can be found online for next to nothing.  Embrace this.

#3 If your selling content — virtual is the new fad.  People don’t want clunky CD’s, magazines and DVD’s all over the place.  They want to be able to stream your content, throw it on an ipod, or listen to it in the car.  Regardless, it’s not enough to give just one method of consumption.  Appeal to all the various groups.

#4  Guerrilla Marketing will be essential.  With marketing budgets droping, spending more time, energy and brain power will serve you better

#5 Change the channel.  There is a great book out called “Changing the Channel“   in this book MaryEllen Tribby talks about how having just one Channel (I refer to them as streams) is the kiss of death.  Direct mail, radio even TV can be very effective in generating leads and business

#6 Harvesting your current clients will become 10X more important.  Customer loyalty is nothing.  Having customer evangelists is another story!

#7 The FTC will be watching watch you say — enough said on all this drama.  Use testimonials the right way.

#8 The law of attraction will become mainstream.  Now more then ever we need to focus on what we want.  Visualize my friends!

New houses tend to settle and shift a bit; (mine settled like crazy with over 180 nail pops, thank you Ryan Homes) this will be transparent in the marketplace as well.  Consumers and businesses, will be shifty and rather fickle.    Your objective is to educate the heck out of them (remember education based marketing) and show them why YOUR the expert.

To making 2010 your best year ever!

Michael Tasner

Posted on January 4th, 2010 by Michael Tasner
Filed under: Book Reviews, Guerrilla Marketing, Marketing Insights | No Comments »