Small Business Help Call In 3

Make Customers Want to Keep Your Ads - Smart Marketing Move

This week’s Smart Marketing Move goes to Campbell’s!

Everyone knows they make soup, soup is soup right? In one of their advertisements they included a recipe. Along with a picture of the final product and the product that makes the recipe, Creamy Chicken Soup.

This is a great way to move more products that might not sell as much. Most people know to use cream of mushroom in recipes but might not think of Cream of Chicken.

So nice work Campbell’s, you’ve taken your advertisement to the next level! This is now something that your customers will KEEP.

Lesson Learned: Think of a way to get your customers to KEEP your advertisement, even if it is just for a little bit. It could be a coupon that expires in 2-3 months, it could tips on your business topic, and like Campbell’s it could be a recipe.

Small Business Call In 1

Differentiate Your Business From Your Competition - Smart Marketing Move

This week’s Smart Marketing Move goes to Southwest!

Last week Spirit got the Dumb Marketing Move Award and Southwest is getting their Smart Marketing Move Award because they are playing off of Spirit’s weaknesses and the changes they are implementing. This is a clear campaign of differentiation marketing.

Southwest has commercials that are boldly stating that they will never charge their customers for carry on bags or any checked bags. One commercial uses plan old facts, the other humor! They are personalizing their commercials, which is what everyone wants. Consumers don’t want corporate America, they want to know why should they use your airline, and what is it doing for me? Even if they do charge for bags on the ticket price, they are not nickel and diming you like the other airlines. Smart Move SouthWest.

Here are some of their recent commercials




Lesson Learned: Differentiating your company can be a powerful tool. Compare your company with other local and/or national companies. What are you doing better? What are you proud of? Once you’ve figured that out, tell EVERYONE.

Strengthening Customer Relationships

My father was a manufacturer's representative for 48 years and he had a loyal following. He achieved that in part through some very simple practices.

Always send a thank you note after engaging a customer. He hand wrote them but just the act of doing so was always appreciated because it was so rare. 

When calling on someone look around you and see if there are photos or mementos of a hobby or particular interest. Then when you see something on those areas of interest forward it to them. It shows a depth of interest beyond just making a sale. 

Remember to "Go the extra mile for you will never find it crowded."

Cross Promotion - Smart Marketing Move

This week’s Smart Marketing Move of the week goes to TWO companies, Doritos and Pepsi.

They have joined forces in radio commercials while both introducing a new sub-product. Pepsi now has Pepsi Max – Cease Fire, and Doritos now has 1st, 2nd, and 3rd degree burn flavors. The commercial went something along the lines of a male calling into 911 because the Doritos he just ate were so hot, so 911 instructed the gentleman to use Pepsi Cease Fire, with lime, to cool him down. It got the point across and got my curiosity. Exactly what they were going for in this commercial!

They even took the cross promotion further. They’ve included each product on their packaging. Smart! Although they are both owned by the same larger company, in consumer’s minds they are separate and that’s an even better reason to marry the two.

Lesson Learned: Cross Promotion can be a powerful source that is untapped. Even a small business can take advantage of this by partnering up with another local business where you will both benefit. Start thinking of your customers, where they shop, what they do and see if any businesses are interested in starting up a cross promotion. It could be your secret weapon.

The Art of Being Succinct in Business

Years ago I attended a Toastmasters meeting where I was asked to describe what I do in 5 words or less. Try it, it's not easy!

My answer was "I help people work smarter." As a business owner, or marketing CEO, you want to develop what is called an elevator pitch, usually less than 90 seconds, that gives a more in depth description of your business. When communicating in print, short and to the point is usually more powerful and effective than a paragraph of elaborate descriptions. Think about good billboard advertising, it usually makes the company's point in less than 6 words. Also, remember quotations are popular with people because they deliver a powerful message succinctly.

You might want to review your advertising and ask yourself, and others, whether you are communicating verbally and visually succinctly.

Responsibility Campaign Gains Ground - Smart Marketing Move

This week’s Smart Marketing Move goes to Liberty Mutual.

In an ever increasing environment of disrespect, lack of civility, and self-centered attitudes it is not only refreshing to see the Liberty Mutual Insurance's campaign built around responsibility, but highly motivating.

Responsibility is not easily defined, but Liberty Mutual expressed it very well visually in an impressive manner in their commercials. They then followed it up through efforts throughout their company even down to the grass roots where the idea touched a nerve in thousands as seen by the response the company received, unsolicited, from the public. They continue to encourage positive action by all of us. Their management not only deserves kudos, they get our: "Smart Marketing Move" Award because they proved how being smart and caring pays off.

Here's one commercial for Liberty Mutual:



Lesson Learned: Your core values as a company and a person can be reflected in your marketing. It can span from TV, radio, print, and grassroots marketing. This can turn into word of mouth marketing which is one of the most powerful sources for any company. But be careful, make sure everyone in your company is on the same page, an employee's bad attitude will make your campaign feel dishonest to customers and bad word of mouth is even worse.

Smart Quote and Thought - Lee Iacocca

{A "Smart Thought" (quotation) is a succinct way of stating a powerful point. How one interprets that point impacts the actions one takes.}

Quote of the Week: "Motivation is everything. You can do the work of two people but you can't be two people. Instead, you have to inspire the next guy down the line and get him to inspire his people." - Lee Iacocca

Smart Marketing Thought: Motivation in business creates inspiration that generates perspiration from the efforts of those exposed to it, thus delivering positive results.



If you have a Smart Thought you'd like to express with your interpretation email MarketingSmartly@aol.com, with the subject line SMART THOUGHT SUBMISSION. At the end of each month, we'll choose one for a small but stimulating prize.

Law Firm's Phone Number - Smart Marketing Move

This week’s smart marketing move goes to Black and Older Law Firm.

Law firms are not generally known for the smart marketing but Black and Older did something that easily gets through the massive amounts of ads we see everyday, including their competition. It’s not their brilliant use of words on a billboard, their catchy music on a radio ad, or their off the charts website, it’s their phone number!

Everyday we are bombarded with ads and all of those ads have numbers, so how are we supposed to remember them? Even if we try it’s hard. Well, the Black and Older Law Firm secured a phone number that you won’t forget, EVER! It’s their local area code, plus 5-6-7-8-9-10. Yep that works out to a phone number! They’ve also played up the numbers even more with their catch phrase, “The Number You Can Count On 5-6-7-8-9-10”, what a smart marketing move!

Lesson Learned: Even something as simple as a phone number is just as important as any marketing you may do. Don’t forget to look at the small things, they add up to something memorable and catchy!

Integrity and Reputation

These two words - Integrity and Reputation - are locked together; they are permanently intertwined and cannot, nor should not, be separated.

Over the last few years the business community has gotten pretty well beat up due to the behavior of some big players. Does that mean all business people are dishonest? Absolutely not! But there is a fact of business life that holds true today as it did a hundred years ago. It takes far longer to build a good reputation than it takes to lose one. 

It is not only imperative, but a smart marketing move to ensure all aspects of your business is ran with integrity and transparency because when you do it will pay big dividends in customer retention and profitability.

Courtesy in business, is it becoming a lost practice?

We all know courtesy is a major problem in the customer service arena, but lately I am hearing more and more stories of the failure of basic manners at the corporate management level.

Two recent incidents brought it to the forefront of my mind.

1 - A CEO of a NYC company requested me to contact him about discussing the possible use of a famous athlete that we represent. I did by phone and e-mail but have yet to get a response. It is understandable if he's changed his mind, but to fail to respond or communicate in any way is a sign of immaturity and lack of professionalism that is very surprising.

2 - Then second situation was another surprise because the situation was where a client referred us to an executive at a company that he felt could benefit from our services. That executive asked us to contact someone in their marketing department, which we did. Even with this VP referral that individual has failed to respond to phone calls. voice mails and e-mails. This lack of courtesy and respect seems to be on the increase. It may be tough times and people are shorthanded but too often this disregard of basic courtesy is reflected in their marketing efforts and relationships on all levels.

Never let someone else's manners affect yours. Remember what Wendell Wilkie said "The test of good manners is to be able to put up pleasantly with bad ones." Don't let lack of courtesy spread in your business or corporation!

Good Business Card Example - Smart Marketing Move

This week’s Smart Marketing Move goes to Menz’s Restaurant!

They won this award because they made a smart move with their business card. It’s not the plain ol’ card with just their name, logo, and contact info. Yes, it’s on there, but they also included more information, which is great for a person just learning of their restaurant.

First off, they are located in a town outside of a vacation town in southern NJ. So, they’re off the beaten path for tourists but they get a lot of business and their card helps! Below is their business card:

How does their business card help with business? They’ve maximized their space by making it a folding card, just that move doubled their space. They’ve even used the back, which is space that is usually wasted on most cards. All of which influences customers.

They have also included what they specialize in. Unlike the business card dumb marketing move, to view it click here, they have told everyone that they are a restaurant and bar but have also included that they serve seafood, steaks, and poultry. Now you know what type of restaurant it is and that there is something for everyone!


Finally, which I have rarely seen, they included a map and directions! What a genius idea, not all vacationers have internet to look up directions when their on vacation. Since they are offshore from vacation homes and hotels, they have included 5 of the closest tourist towns. Overall, I think Menz Restaurant and Bar made all the right moves with their business card. Take notes! Here's a Bad Business Card Design.


Lesson Learned: Maximize the space on your business card to tell others about your company. It doesn’t have to be a folded card, but don’t forget about the back of your business card. Also, tell people who you are, what you do, and how your business can help them.

Smart Thought - Optimism vs. Pessimism

{A "Smart Thought" (quotation) is a succinct way of stating a powerful point. How one interprets that point impacts the actions one takes.}

Quote of the week: "An optimist sees opportunity in every calamity, a pessimist sees calamity in every opportunity." 
- Winston Churchill

Smart Marketing Thought: Name one benefit gained from a pessimistic viewpoint. There are none. You will get inaction, indecision, and guaranteed failure. Although optimism must be tempered with reasoning, it will also lead to greater achievements and a more fulfilling life.



If you have a Smart Thought you'd like to express with your interpretation email MarketingSmartly@aol.com, with the subject line SMART THOUGHT SUBMISSION. At the end of each month, we'll choose one for a small but stimulating prize.

{A "Smart Thought" (quotation) is a succinct way of stating a powerful point. How one interprets that point impacts the actions one takes.}

Quote: A problem is a chance to do your best - Duke Ellington

Smart Thought: If you have the right attitude most problems are viewed as opportunities to shine.

If you have a Smart Thought you'd like to express with your interpretation email MarketingSmartly@aol.com, with the subject line SMART THOUGHT SUBMISSION. At the end of each month, we'll choose one for a small but stimulating prize.

{A "Smart Thought" (quotation) is a succinct way of stating a powerful point. How one interprets that point impacts the actions one takes.}

Quote: I am looking for a lot of men who have an infinite capacity to not know what can’t be done. - Henry Ford

Smart Thought: Eliminate the "nots" in your vocabulary - cannot, will not, should not could not, etc.



If you have a Smart Thought you'd like to express with your interpretation email MarketingSmartly@aol.com, with the subject line SMART THOUGHT SUBMISSION. At the end of each month, we'll choose one for a small but stimulating prize.

Be Open to Change - Smart Thought

{A "Smart Thought" (quotation) is a succinct way of stating a powerful point. How one interprets that point impacts the actions one takes.}

It's easy to come up with new ideas; the hard part is letting go of what worked for you two years ago, but will soon be out-of-date." - Roger von Oech

Smart Thought: Be open to change because the odds are your competition won't be.


If you have a Smart Thought you'd like to express with your interpretation email MarketingSmartly@aol.com, with the subject line SMART THOUGHT SUBMISSION. At the end of each month, we'll choose one for a small but stimulating prize.