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Two and a Half Cents

My Take on Current and Future Marketing Trends

Month

October 2015

Take Every Opportunity to Engage

In the age of social media, engagement sells. 

As a non-traditional student, I always hated getting those plain-jane email reminders to preregister for the upcoming semester classes. I always set myself a reminder and made sure I was logged in to preregister at 8:00 AM. I would then get several emails over the course of a few months reminding me to register and I’d second guess myself and have to check to make sure the system didn’t fail to register my classes. Because, lets be honest here, we all know technology isn’t infallible.

My daughter called me today regarding a project she is working on as a peer coach at our local college, WVU-Parkersburg. The marketing department had approached her on how to encourage students to register early for classes. She came up with the idea to use memes. After all, the target market at WVU-Parkersburg are Millennials, and Gen Z’er. But let’s be honest, no matter your age, who among us doesn’t appreciate a great meme? I wish they had used this idea when I was a student.

These are just a few of the memes she came up with:


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12165775_10153762406712975_1536712616_n12165870_10153762407017975_1756278689_n 12166401_10153762406732975_67803667_n12167059_10153762407062975_31152729_n 12167627_10153762407047975_364016977_n12167788_10153762406757975_665582861_n 12167855_10153762407032975_1390185527_n12168041_10153762406972975_410065973_n12168075_10153762406747975_1101153520_nAs a marketer, I find this idea an inexpensive way to get the school’s message out in a way that is engaging and appealing to the target market. I told her that she should suggest that the school take this idea of her’s to the next level and make it into a contest between students to further engage the students. After all, my daughter is having a ball with this idea. I believe the other student’s would love to create their own meme and the school will have just created engagement.

Furthermore, the school should realize that they just tapped an unlimited supply of resources in asking my daughter, both a Millennial and a student, how to engage her fellow students.
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As a mom, I see a future marketer in the making!

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How To Grow Your Business With Honesty and Mutual Respect

Today, I was having a conversation with a prior co-worker who has been questioning me on how to go about selling a product he has used to lose weight. His weight loss transformation has been remarkable, but he is apprehensive about sharing his story because he doesn’t think he can be enthusiastic about it. He’s “just never been that type of person,” he tells me.

That got me to thinking about what it takes to be a good marketer and sales person. My first job was as a telemarketer for Kirby vacuum cleaners. I was 17 years old at the time and lived in Hawaii. We worked from a phone book at that time, calling random people and marking out the phone numbers that were no longer valid. On my first day I was nervous and my voice shook and cracked as I began to read the script I was given. I never felt right about reading from the script and, after numerous people hung up on me on that first day, I went home feeling like a complete failure.

Honest-1 (1)That night, I tossed and turned and thought about how I could do better on day two. I decided I needed to do three things: make the script my own, believe in what I was selling, and just be honest. The first few calls I made that day were hangups. I sat back for a moment, regrouped, and began again. The next person I spoke to asked, “are you trying to sell me something” and I said, “Yes! Absolutely! We want you to see a demonstration of the Kirby vacuum and you are going to get two free things for your time. A free sofa, chair, or room carpet cleaning of your choice and your choice a a free gift.” The person on the other line said, “Well, I don’t normally say yes, but since you were honest with me, then I will see what you have to offer. But first, how long will the appointment take?” I told them, “the time can vary-but will most likely take at least an hour. Maybe longer” They set up a weekend appointment. At the end of the month, I had set several appointments and, of those appointments, we sold five vacuum cleaners. My boss told me that it was a record for that office. He asked me what my secret was and I told him, “I was honest with the customer.”

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My boss at Kirby had the other callers sit in and listen to how I spoke to the customers and made my calling approach the example of how to set appointments. I was excited that my boss had noticed my performance. Since that time, I refuse to take a job that would require me to sell something I do not believe in or one that requires me to mislead a customer in any way. After all, I am the voice of the company.

Who is speaking for your company? Have you developed an open and honest relationship with your employees? Do they feel comfortable speaking to you about their concerns? Do you feel comfortable speaking to them about your concerns?

As a side note, just this year, Kirby Vacuum cleaner company made me proud of having worked for them when they proved that they care about the little things. Watch the video here:

I believe the key to running a great business is hiring people who believe in building great relationships with others through honesty and mutual respect. After all, if you don’t care about the customer, how do you expect the customer to care about you?

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