By: Susan Gunelius

We’ve all seen them — those half-hour commercials where an enthusiastic host and satisfied customers tell you why you have to call now for this amazing product.  When infomercials first debuted, many people laughed and thought consumers wouldn’t respond.  Guess what?  Consumers did respond, and today, infomercials have become a reluctantly accepted part of late night television.  Products that seem completely useless such as the Snuggie and Sham-Wow became overnight sensations, and the people behind those products undoubtedly made a lot of money from them.

But should you create an infomercial for your business?  Is it worth the time and money?

The answer is — it depends.

Following are the considerations you need to analyze before you dive into creating an infomercial for your small business:

First, the type of product or service that you want to promote might or might not work well in the infomercial format.  Infomercials are most effective for products that require a demonstration for consumers to truly understand and appreciate them.  The trick is to be honest in your demonstration, so consumers believe your claims.

Second, your budget can affect your ability to create an infomercial.  This is a marketing tactic that you should not try to do alone.  Hire an experienced ad agency to help you write the script, obtain talent, and produce the commercial.  An agency can also help you negotiate placement rates with television sales people.  While the cost for producing an infomercial could range in the tens of thousands of dollars to the hundreds of thousands of dollars depending on the scope and talent, placement costs typically run in the hundreds of dollars to thousands of dollars range.  That’s because they typically air during the night and in off-peak time slots that television ad sales representatives are thrilled to sell.  If you’re comfortable negotiating placement rates with the ad sales rep directly, this could be an area where you can save some money.  Furthermore, you also need to obtain a toll-free telephone number to accept customer calls and hire staff (or outsource through a third-party) to handle those calls.  For online orders, you need to make sure your Web site is set to handle a spike in traffic when your infomercial airs.  Of course, you also need to have appropriate shipping procedures and return procedures in place to ensure orders are processed quickly.

Third, timing should be a consideration.  Creating an infomercial from start to finish is not an overnight task.  It’s a big investment, so you need to take the time to find the best resources and develop the best piece possible or you’ll waste your time and money.  In other words, an infomercial is not a marketing initiative where you should try to cut costs and save money.  Remember that quality is essential to ensuring your infomercial is successful.

I fell upon the website for the Intercontinental Hotel Group innocently enough.  I have a meeting at its Americas headquarters next week and I wanted to do a little research specific to its corporate social responsibility.  Well, my goodness, I found a website filled end-to-end, front-to-back with examples of everything right to do on a site.  Here is a summary:

• Lead with emotion.  An inviting block of body copy tells me that Intercontinental Hotel Group’s goal is to create great hotels guests love.  Nice.  And may I mention that the look of the site is very easy on the eyes?
• Give me the quick info fast. Wanna’ book a hotel room?  Just book your stay and call it a day.  Want to know the latest news, share price, or hotel development updates?  No problems.  It’s all right there.  Like your info in video format?  Click, click, click.
• Provide me with opportunities to interact.  Links to Twitter, giving feedback, and requesting customer service make interactivity a breeze. 

Oh, and that corporate responsibility info I wanted?  It’s one click away on its own fully-developed microsite.  Case studies.  Partnerships.  Economic impact.  Environment.  Innovation.  And, yes, even more videos.  This entire website was so nicely done that I would, in fact, consider staying at one of the IHG hotels—and I even know now that it has seven different brands.  The most surprising part of this website experience has been how quickly and easily an enormous amount of information was conveyed while underscoring the brand experience every step of the way.

If your website is starting to feel bogged down by too much copy, too much information, and too much time needed to get through it, take a lesson from the Intercontinental Hotel Group.  I’ll let you know what I think after I see one of its hotels up close and personal next week!

Goals, mission statements, visions, values.  These things start to run together like gobbledygook and end up, frankly, meaning little to nothing.  That’s why my head cocked sideways when I heard this goal recently from a company committed to environmental leadership.  “I want us to capture and reuse every single drop of water that falls on our property,” he said.  Now, that’s a goal.  Precise and measureable.  Challenging but achievable.  Directly related to the organization’s core mission of protecting the environment.

And so, of course, this got me thinking.  What is my big goal?  What is my precise, measurable, challenging, achievable objective that is directly related to my core mission?  In simple, colloquial terms, what is my big fat hairy purpose?

Here’s how the conversation (with myself) went.

What is it you do?

I write about sustainability.

Okay, but what’s your core mission?

I use the power of words to help my clients change the world.

Now, can you make an attempt at being precise and measurable?

I use the power of words to help the top companies committed to sustainability in my city make a measurable difference through their corporate social responsibility initiatives.

Score!  I now have a big fat hairy purpose!

What’s your big, fat hairy purpose?  Make it precise, measurable, achievable, challenging and directly related to your core mission.  Make it real.  Make it make a difference in the very course of your business—and your life.  And then, make it happen!

If you are a dentist, maybe your goal is to create 1000 excellent smiles.  A renovations specialist may want to help 25 people come home to the home of their dreams.  A pest control company owner may choose as a goal that “I will let nothing bug my customers.”  If you choose your goal well, you may even discover a new tagline for your business!  (I like that bug one!)

Here is an electrician I found on Kudzu that will solve electric problems “quick as a flash.”  This company charges a set rate per minute, and stresses its speed in numerous ways on its website.  It is available 24 hours a day, 7 days a week, in order to “improve the lives of homeowners.”  Sounds like a big, fat, hairy purpose to me.

By: Susan Gunelius

eMarketer reports that a new study from Hurwitz & Associates found a direct correlation between marketing investment and returns among small businesses in 2009.  With the economy still struggling, it’s easy for small businesses to cut back on marketing budgets, but it could be argued that there is no more critical time to continue investing in marketing than when the economy is faltering.  This study backs up that claim.

According to the report, 65% of small businesses that expected higher revenues in 2009 had either raised or planned to raise marketing spending.  Additionally, the study revealed that small businesses are shifting their marketing investments away from traditional media and into digital media.

The top three digital media in 2009 for small business marketing investments were:

• Social media
• Email newsletters
• Search marketing

Of those small businesses in the study who reported they expected higher revenues in 2009, 46% of them used email marketing during the year.

Email marketing can be an affordable marketing tactic for small business owners, and as this report shows us, it’s helping many small businesses grow despite the economic downturn.

Here are a few tips to get you started with your own email marketing campaign:

1. You need to be certain that you have a clear goal in mind for your email marketing campaign.
2. Make sure that you have a great email address list filled with valid email addresses for people who are likely to be interested in your messages.
3. Create a compelling offer that recipients can’t refuse.
4. Write an intriguing subject line to entice recipients to open the email when they see it in their in-boxes.
5. Take the time to ensure responses to your email are handled promptly.
6. Track your results!

Email marketing really can be easy and affordable for small business owners to test, analyze, tweak, and try again.  Take a look at the articles below to learn more about email marketing, and then implement your own email marketing campaign!

• Top 5 Tips for Effective Email Marketing Campaigns
• Optimize Your Email Marketing Lists to Boost Returns
• 15 Tips to Boost Email Campaign Delivery and Success Rates
• 5 Websites for Sending Small Business Email Marketing Campaigns
• Small Businesses Can Do Email Marketing without Violating the CAN-SPAM Act

I just ran out to the bank.  I was in a bit of a rush because I needed to come back and work, and what do you know, I ended up having a great local business experience and now, here I am writing about it!  The second I walked into the bank, the bank manager stood up and said, “Welcome!”   The teller referred to me by name.  Another employee asked me if there was anything else I needed.  As I left the building, smiling, I realized that this happens every single time I go to this bank.  And, you know what?  It’s nice.  It’s just plain ole’ nice.  In fact, it’s so nice that I have never once considered switching banks.  My bank, with almost 2,000 locations in numerous states, feels like a small, local business to me, and that is quite an accomplishment in this day and age.

There’s another place to which I go occasionally that gives me a similar good feeling the second I walk in the door, and that’s  Moe’s Southwest Grill.  Ever been there?  If so, then you know what happens when you enter—an employee behind the counter shouts, “Welcome to Moe’s!” to every single person who comes in.  Don’t take my word for it—listen here.

Now, you don’t have to jump up and shout “welcome” to everyone who enters your medical practice, auto repair shop, or salon, but saying hello never hurts and usually helps.  That’s a pretty solid rule of thumb.  Other things to consider—comfortable chairs, a water cooler, up-to-date magazines, enough room for wheelchairs and strollers, a clean restroom, and, more than anything, a noticeable feeling of pleasantness. Get off the phone and away from the computer and acknowledge people.  Give them an idea for how long they may have to wait, and provide alternative options such as rescheduling if the wait is too long or calling them on their cell phones when their car is ready, in case they want to walk across the street and run an errand.  Accommodate them.  Treat them with dignity and respect.  Recognize that strong fragrances (a vase of highly fragrant flowers or a bowl of potpourri, for instance) and loud TVs bother some people, and give them a way to avoid these if you have them in your office or waiting area.

Ask a friend of yours whom your employees don’t know to come to your place of business and evaluate how he or she feels upon entering.  Is the environment inviting?  Is he or she acknowledged? Can he or she identify things that could make the experience more positive?  Take the feedback you get and consider a potential differentiator you can develop that makes going to your business extra special.  For instance, I remember every doctor’s office to which I’ve ever been in my life that had a fish tank.   Kids know that if they go with you to the bank, they get a lollipop. A car wash I used to frequent sold greeting cards so I could always catch up on those late birthday wishes.  I’ve heard of a cleaning service that leaves a chocolate on every pillow.  A hair salon lets little girls choose a barrette from a bowl.  It’s the little things that make folks feel welcome, including something as simple as just saying “welcome.”

By: Susan Gunelius

Many small business owners struggle with the question, “should I start a blog for my business?”  At the risk of being labeled a ’social media evangelist’, I have to answer that question with a resounding, “Yes!”  Not only can blogs help you connect with a broader audience, build relationships, and boost traffic to your business Web site, but they can also directly boost your revenues.

In October 2009, Technorati released its annual State of the Blogosphere Report for 2009.  The results are very interesting when it comes to dissecting how blogs benefit businesses and individuals.  While the majority of the nearly 3,000 bloggers who responded to the September 2009 survey were classified as ‘hobbyists’ (people who blog for personal satisfaction and enjoyment only), there is a growing group of professional bloggers who either blog to boost their online image as an expert in their fields, to attract new clients and grow their own businesses, or to grow the companies that they work for.

Check out the statistics below to see how business blogging is affecting professionals and small business owners.  Then consider how a business blog could help you find similar success.

• 70% of respondents claim they are better known in their industries thanks to their blogs.
• 56% of respondents state that their blogs have allowed them to position themselves and their companies as through leaders within their industries.
• People who blog for business-related purposes publish posts far more frequently than hobbyists do (at least several times per week).
• People who blog for business-related purposes spend more time blogging each week than hobbyists.
• People who blog for business-related purposes are far more likely to use Twitter (and likely other social Web tools such as Facebook, LinkedIn, video, and so on) than hobbyist bloggers.

If you’ve been waiting to see some tangible numbers showing you that a blog can help you reach your personal and business goals, these statistics are a good place to start.  According to the Technorati report, more and more individuals and companies are realizing that blogging and social Web participation can directly impact their brands and their bottom lines.  In other words, there is no better time to start a blog for your small business than right now!

Check out these articles for more information about business blogging:

• 5 Reasons to Start a Blog for Your Small Business
• 5 Small Business Blog Post Ideas
• 10 Ways Small Businesses can Build a Social Media Presence

By: Susan Gunelius

Business.com conducted a study of 2,948 business people around the United States to gauge their usage of social media tools in their jobs, particularly for purchasing.  The goal of the study was to learn where business people find value in social media tools so Business.com can enhance their online offerings, but small business owners can learn from the study findings, too!

Following are some of the key statistics from the study:

• 69% of respondents use webinars and podcasts to access business information, making them the most commonly used social media tools.
• Facebook is the most popular social networking site for B2C companies with 83% of respondents maintaining at least 1 Facebook profile and only 45% maintaining Twitter profiles.
• Facebook and Twitter are nearly equivalent in terms of B2B usage with 77% maintaining Facebook profiles and 73% on Twitter.
• 62% of respondents visit brand and company social media profiles to do their jobs and 55% search for information on social media sites to do their jobs.
• Consultants and marketing communications professionals are the most active social media users for business purposes, particularly businesses with fewer than 100 employees. Interestingly, IT professionals use social media tools the least.
• The average company is planning, developing or running 7 different social media initiatives.
• The majority of respondents have less than 2 years of experience in using social media tools for business.
• Brand building is a top reason that respondents use social media.
• The majority of respondents lack metrics to analyze the results of their social media efforts.

Clearly, companies are learning that the social Web offers business value, and that’s why respondents to the study reported that existing policies which restrict the usage of social media tools such as blogs, Facebook, Twitter, and so on must be revised to reflect the changing world around us.

In other words, your customers are using social media tools, and so should you.

Check out these articles to get started with your own social media initiatives:

• 5 Tips to Create a Small Business Online Content Marketing Plan
• 5 Tips to Maximize Online Video to Boost Your Marketing
• 10 Ways to Build Your Online Brand
• How to Respond to Negative Social Media about Your Business
• 10 Ways Small Businesses can Build a Social Media Presence
• How to Make Twitter Worth the Hype for Your Business

There is this coffee shop I visit every weekend.  I don’t like the coffee.  I don’t like that they serve it in Styrofoam, a material my county does not recycle (I have worked out a way to avoid the Styrofoam).  The manager, whom I see every week, barely speaks to me.  I go there, frankly, simply to get my husband his favorite coffee.  This is just one of the things spouses do.  However, when I was there this past weekend, I thought of you because the manager suddenly started talking to me as if I were his best friend.  Turns out, of course, that he wanted me to tap in online to some survey about his shop, which is a franchise location of a major national chain.  Turns out I get a free donut, which I never buy and don’t want, if I do this.

Now, now, now.  There are many marketing lessons in this.  One, don’t try sweet-talking someone just because it’s survey-time.  Two, don’t ask customers who are clearly not your best customers to review you.  And three, don’t offer a reward that your customers don’t even want.

This brings me to you and your Kudzu reviews.  If customers think you are treating them well simply to get a good review, fuggedaboutit (as we say in my native New York).  Customers like authenticity.  They like quality service that is part of a company’s core principles. They like consistent excellence, no matter when, no matter what.  And if you have customers whom you know may not say great things about your business, skip ‘em.  The disgruntled don’t need any encouragement to talk about you—it’s the ones who will say good things that need some boosting along.  The lesson?  Deliver top-notch service all the time and you can always feel comfortable asking all your customers for reviews.

As for the whole bribing-for-reviews thing, it’s a fine line.  The donut is probably not a bad incentive.  It’s a small-valued item, offered as a token of appreciation for the time it took to do the survey.  Not bad.  Perhaps there is some small item or offering you can make in your business.  Some companies tie cause-marketing into this, saying they will donate to have a tree planted for every person who answers a survey, for instance (making no stipulation about whether the responses are good or bad, which helps to maintain credibility).  Most companies on Kudzu do not do anything like this at all, and they keep their record clean as a result.  The last thing you want is to be accused of bribing your customers, especially with money or fancy steak dinners, to say good things about you.

The best incentive for getting positive reviews?  Excellent service, and a personal request for a review.  You’re probably already delivering the excellent service.  Have you tried the personal request for a review yet?  Give it a shot today.

See how clients rave about Miss Tiffany on this Kudzu profile.  Are your customers raving like that about you?

By: Susan Gunelius

Companies create Advisory Panels all the time to connect with experts.  I’m on one for a well known technology company. They use it as a way to get free insight into the minds of thought leaders and discuss new trends, strategies, and more.  It’s also a great way for companies to drive publicity.  You better believe each time the Advisory Panel meets, there just might be a press release about it!

But did you know you can use the same concept to market your business?  It’s true.  You can set up a Customer Advisory Panel!

Creating a Customer Advisory Panel is simply a matter of defining your goals for the effort.  For example:

• Do you want to conduct exploratory market research to help you define future marketing strategies?
• Do you want to test interest and effectiveness of advertising campaigns?
• Do you want to test your products?
• Do you want to get people talking about your products, services and business offline and online?

A Customer Advisory Panel can help you do all of that and much more!

Once you know what your overall goals for your Customer Advisory Panel are (for example, your primary goal could be to drive an online conversation about your brand using the members of your Customer Advisory Panel as your brand advocates), you can recruit consumers.  Remember, participants in your Customer Advisory Panel don’t have to be your existing customers.  You can invite prior customers, potential customers, industry experts, and more.  Consider how different members could benefit the effort and help you reach your long term goals.  Just make sure all members have unbiased opinions.  Most importantly, don’t create your panel and then forget it.  Make sure you hold in-person or virtual meetings on a consistent basis!

Try to offer added benefits to consumers to join your panel.  Free publicity for participants is a great way to attract industry experts.  Tell them you’ll link to their Web sites and mention their names or businesses each time you promote or discuss the Customer Advisory Panel.  You can do this by mentioning them in press releases, in brochures, in your emails and direct mail, on signage in your store or office, and so on.  Many times, consumers are simply happy enough feeling important and sharing their opinions as part of an advisory board, and that’s the best case scenario.  You don’t want to sway any opinions by offering compensation for participation.  However, attracting busy experts might take some incentive, such as the free publicity mentioned earlier.

It’s important to promote your Customer Advisory Panel as well.  Send press releases, update your business blog, discuss it on Twitter and Facebook, and send emails or newsletters to keep your customers and a broader audience “in the know” about the interesting things you’re working on with your Customer Advisory Panel.  These are just a few ways you can use your Customer Advisory Panel not only as a long-term marketing strategy development effort but also as a short term publicity vehicle.

Get started today by reaching out to potential members.  Prepare your pitch and make sure participation is positioned appropriately for each invitee to get maximum results.  You should blog about it before you even get started to build momentum and interest in the great things you have in store for your business and customers! Go ahead — go spread the word on your blog, on Twitter, in person, and so on.  Let the world know that you’re planning on creating a Customer Advisory Panel to ensure you’re meeting customer needs now and in the future!

Listen, no one really knows the magic formula for “going viral” on the internet, but, my goodness, if you can somehow discover the silver bullet, you can get your company name all over the place in a short amount of time for little to no money.  The videos that seem to be spreading like wildfire lately seem to have a common theme—creative spirit.  I’m thinking we are absolutely starved for creativity as a society right now, and when we see a video that touches the fun, alive, creative essence of our humanity, we respond—mostly by hitting “send.”

That’s exactly what I did just this morning with this video.  I posted it on Facebook, I tweeted about it on Twitter, I added it to my blog, and I sent it to several friends with this subject line: “I LOVE this!”  And yes, I even got curious enough to go to the sponsor’s website. And I found myself thinking about the sponsor (Volkswagen) and where the company is going with this campaign, and how it might fit into my life at some point.  You wanna’ know how many times I’ve thought about Volkswagen in my life?  Absolutely zero, except for when my brother and I used to punch each other in the car saying, “Punch buggy no punch back” every time we passed a Volkwagen Beetle.

I was on the web site for a moving company yesterday that had a picture of a senior couple and a line that said, “We specialize in senior moves.”  Now, doesn’t that line just suggest a really fun video, perhaps of seniors dancing wild and crazy, elegantly, playfully?  The little tag line at the end, “We specialize in senior moves” with the company logo, phone number and web address would be all you need to say.  I’m guessing that video would fly over the internet, especially at the fingertips of seniors (this company’s target audience!)

What can you do to present your company tag line in a surprising way?  What creative concept can you turn into a campaign or contest?  What virtual buzz can you inspire your target audience to get behind?

Think outside the box and have some fun.  We could always use more of that.