Are you spending more time and resources trying to woo new customers or take care of the customers you already have? We’ve all heard the saying that it’s easier to sell to customers you already have, than to try and find new ones. During tough economic times like these it’s easy to shift into panic mode in a desperate attempt to replace shrinking revenue. But often times the best solution is to harvest your low hanging fruit so to speak. Here are some ideas to deepen loyalty and build customer relationships.

1. Ask them what they think. It’s a simple idea, but when was the last time you asked for honest feedback from your customers? My firm does an annual customer satisfaction survey, and we share the results with our entire staff so everyone is aware of where we’re doing well and where we need to improve. The first year of the survey we calculated our net promoter score to use as a quantitative benchmark, so we would have a metric that could be studied over time.

2. Show symbols of your appreciation. It’s one thing to say “thank you for your business” and quite another to show it with a symbol or gesture. Take them to lunch, send them a hand made birthday card, perhaps even give them a surprise discount off their invoice. Take the time to get to know your customer and show interest in what’s happening in their lives. For one of our clients whose wife had a baby, we created a piggy bank that was personalized with the baby’s name and birth date.

3. Be sure they are in the know. We have a client who is rapidly expanding their product offering but their customers are not aware of their complete offering, despite our client’s best efforts to educate them. A regularly scheduled drip email program is a great way to stay in front of customers by highlighting new products and services that may be of great benefit to their business.

4. Create an advisory board. I’ve implemented this idea at two previous companies I worked for, with great results. We created a group of designers (in one case floral designers, the other case interior designers) who served as a board of experts to educate consumers on trends, create inspirational design vignettes, and provide instruction on the correct use of the company’s products. Your advisory board could be a blend of outside experts like we did, and customers. And the ways to leverage an advisory board are endless in today’s connected, social media world.

5. Give them incentives to buy more. Figure out what would make them want to buy more from you. The easy answer is lowering your price, but obviously that isn’t a sustainable concept. Most B2B customers have complex problems they are trying to solve. Are there ways you can help solve them? Imagine the value you can bring by analyzing your customer’s business, and bringing new ideas to improve efficiency and productivity in their processes.

For more information on how to improve client relationships, or how we build our own in ways you can’t imagine, contact us today.

Flickr photo courtesy of mrtopp

As efforts to contain the disastrous oil leak in the Gulf continue, the mere mention of oil generally evokes images of environmental destruction. While this may be the case, oil doesn’t have to be synonymous with wreaking havoc on the environment. That’s because some companies are making a true commitment to sustainability.

With all the greenwashing that’s occurred over the last several years, it’s easy to find tons of examples of companies who make claims about sustainability, and market their products as green whether through messaging on packaging or providing services that reduce materials, energy and waste. And because there are no real standards as to what defines a green or sustainable product, it’s easy for consumers to be confused, and even downright fatigued by all this eco-talk (remember BP’s green ad campaign, which ran at the same time as the company acquired a permit for dumping toxins into Lake Michigan?)

But some companies have actually found a way to embed green into their value propositions. They understand that a critical component of an effective brand strategy is to live up to the promises you make to the consumer, and in doing so build credibility with consumers.

Take companies that use, produce, and change motor oil, for example. According to the American Petroleum Institute, recycling just two gallons of used oil can generate enough electricity to run the average household for almost 24 hours. Companies that work with motor oil are therefore in a unique position: the decisions they make about the product they work with can either prove to be harmful or beneficial to the environment.

Examples of companies truly embracing green practices are appearing more and more these days, from oil quick change shops working with re-refined motor oil and acting as used motor oil collection centers, to motor oil producers selling re-refined and biodegradable motor oil made from beef tallow.

And what about companies involved in the production of plastics? Plastic is one of the major toxic pollutants of our time, and it causes serious damage to the environment during its production and disposal. So any company involved in the production of plastic is an enemy to the environment, right? Wrong. Some plastic producers have invested millions of dollars in green research, and have begun making plastic from sugarcane waste which is free of harmful toxins and requires less energy for production. These plastics, in addition to other bioplastics, could reduce greenhouse gas emissions and slow global warming

By aligning their business strategies with their communication strategies, companies enable sustainability to seep into every area of their organization. When you have this kind of alignment, sustainability becomes not just something you talk about, but something that affects hiring decisions, performance reviews, incentive programs, vendor partnerships, and operational procedures. It impacts what customers see and experience at the point of sale. It impacts the way you answer the phone when they call. It impacts every single communication you put out there, from an email to a postcard to your website. And it impacts your overall brand strategy.

And an effective brand strategy usually equates to a strong brand, which pays numerous dividends to stakeholders within the company. Strong brands garner higher price points and margins, they foster loyal customers, and they attract and retain top talent.

Need to better align your brand strategy? Check out our account and brand planning capabilities. Or give us a shout. We’d love to chat with you.

Flickr photo courtesy of XcBiker.

Our former and current superstar interns: Sarah, Hayley, Rachel and Amy

Ahhh summer. It’s a time for warmer weather, family vacations, sporting events, or a leisurely cook out on your deck. It’s also the season when we advertising agencies plow through an endless stack of resumes, searching for that college intern who shows promise and passion for our industry.

Internships are a chance for college students and recent graduates to show their stuff, and gain valuable experience to bolster their resume. It’s a chance for them to discover what the advertising world is really like, which can’t be adequately captured in a college textbook or class. An internship helps a young, eager, ambitious kid determine whether advertising is all they thought it would be, or if it makes them want to run the other way screaming, never to return.

The sluggish economy has forced many companies, especially small businesses, to eliminate their interships or turn them into unpaid positions. And that has some officials in the Labor Department raising concerns that unpaid internships violate fair labor and minimum wage laws. Investigations in Oregon, California and other states have resulted in fines for some employers. While there isn’t currently a reliable way to track the number of paid and unpaid internships out there, there is evidence that the number of unpaid internships is growing. Stanford’s employer job board this year posts 643 unpaid internships, more than triple the 174 from just two years ago.

I feel for today’s college grads. Not only are they entering one of the worst job markets in history, they must fight their way through a sea of their peers vying for the same limited pool of internships, often without earning a wage while at the same time dealing with the realities of life such as paying rent and other expenses, establishing credit, and paying off student loans.

But I don’t think the real issue is paid vs. unpaid. The real issue is how companies define the position of intern, and the responsibilities that go along with that role. Menial work such as making coffee, shipping packages, and wiping door handles to prevent swine flu (yes, an intern actually did that), are irrelevant to a budding career and not in the true spirit of what an internship is about. To be sure, many internships involve some level of drudgery, but companies need to put time and thought into building an intern program that is meaningful, rewarding and valuable. The payoff is an experience that will be mutually beneficial for the intern and the company. There is a saying that today’s top student is tomorrow’s top employee. Invest in your intern program, and you’ll be rewarded with a superstar employee in the making.

What do you think about internships? Should they be paid or unpaid? What can companies do to make them more worthwhile?

A recent episode of The Office makes one wonder how closely the story parallels real life experiences in hospital birthing centers.

<SPOILER ALERT>

If you didn’t see the episode, Pam goes into labor at the office and reluctantly agrees to be driven to the hospital by her boss Michael. Reluctant because she is hoping to somehow hold off until after midnight, since her insurance company will only pay for a 2 night stay. Michael drives Pam and Jim to Scranton General hospital, and parks the car illegally because he’s unsure of where to park (not all that surprising for Michael). Excited parents-to-be Pam and Jim are greeted by a sarcastic nurse, moved to a shared patient room and finally after the birth of their daughter, must deal with a male lactation consultant (awkward!). Pam is overjoyed when her baby finally latches on during a middle-of-the-night feeding, only to realize that she’s nursing her roommate’s baby.

Like so many TV shows, The Office exaggerates the healthcare experience to muster some laughs (which they did quite successfully in my view). However the fictitious Scranton General may not be that far fetched from real-life experiences. I’m sure nearly all of us have at least encountered a less than friendly healthcare worker before.

Patient experience is definitely a growing priority for healthcare marketers, because they know consumers have choice. However there is often a huge gap between what is being talked about vs. what is actually being done.

According to the HealthLeaders Media Patient Experience Leadership Survey, 46% of healthcare executives said they spent less than $50,000 on patient experience initiatives, and 11% said they have no budget at all. Furthermore, 25% of respondents said lack of funding or budgeting priority is their biggest stumbling block to adopting a patient experience strategy. Without a doubt, healthcare marketers are feeling the pressure to do more with less, as are marketers across virtually every other industry.

But improving patient experience needn’t cost exorbitant amounts of money. Even Scranton General can implement easy, cost effective ideas. Parking signs that clearly direct those arriving at the Emergency Department where they need to go. Training and departmental leadership can reinforce the importance of friendly and caring customer service, and encourage employees to consistently deliver it. A thorough admissions process can enable more complete understanding and fulfillment of patient requests and preferences.

With strong focus and leadership, a positive patient experience is possible – if not critical – in any healthcare organization regardless of the size of their wallet.

Have an experience you’d like to share, good or bad? Comment below. If you’d like more information on our account or brand planning, contact us today.

Crocs has launched its new “Feel the love” ad campaign highlighting its new, more… ahem, “fashionable” styles, including loafers and flats, marking a line extension and fundamental evolution beyond their funny-looking original model clog.

“First and foremost, what we want to do is establish Crocs as a brand and not that one shoe,” said Ken Chaplin, vice president for marketing at Crocs. “Spring, summer — we own that. But we also have great shoes for back to school, fall and winter. There’s a lot of opportunity to expand wearing occasions and the seasons we play in.”

Newsflash: That ship sailed quite some time ago.

However,  you can’t blame Crocs for taking action. They haven’t had a profitable year since 2007. Revenues took a nose dive from $847.4 million in 2007 to $645.8 million in 2009. Like so many other companies, they are surely feeling the pinch of a slow economy, however it is interesting that they cut their advertising budget by a whopping 65% during the same time. Perhaps sales might not have been quite as dismal had they stayed in front of their customers. But that was only part of their problem.

On top of a crappy economy and lower ad spending, they overproduced what was essentially a fad style shoe, hoping consumer tastes wouldn’t change (a dangerous risk for a company in the fashion industry). Over flooding the market with a product is usually a sure way to decrease demand, because it loses its specialness…that certain je ne sais quoi.

But while swift action is needed, I can’t help but wonder if it is a mistake to depart from their core brand of “ugly but comfortable”. Would they have been smarter to stay true to their brand, and keep finding creative ways to reinvent ugly? After all, UGG boots have built a $700 million market doing just that. They made ugly the new trendy, season after season.

There are many examples of other famous brands who let their freak flag fly with great success, including Volkswagen Beatle, Snuggie and Birkenstock. Even Crocs made light of its odd styling by using the tagline “Ugly can be beautiful” back in 2005, in response to the many vocal Croc-haters out there. Fast forward to the present, and it sure feels like Crocs has lost its sense of humor and its sense of self. They seem to be abandoning a core audience who identified with and embraced the oddball styling. In their attempt to appeal to everybody, they may very well end up appealing to nobody.

It remains to be seen whether Crocs’ new campaign will breathe life into the brand. But one thing’s for sure; social media marketing campaigns and PR opportunities abound for those who aren’t boring, especially when it comes to fashion.

Let us help you reinvent your brand with our brand planning services. Give us a shout today.

Flickr image courtesy of Ferdi’s World.

Did you know that women recently made history?

That’s right. For the first time ever, women outnumber men on U.S. payrolls. According to the Bureau of Labor statistics, in January 2010 there were 64.2 million female payroll employees vs. 63.4 million males. Women have officially surpassed men in the US workforce.

The “mancession” is responsible for pushing women past this milestone, due to heavy losses of male-dominated construction and manufacturing jobs. It remains to be seen whether those jobs will come back, however when you consider that 58% of college graduates today are women, and an even higher percentage of post graduate degrees are being earned by women, it seems clear that women will continue to dominate the workforce in the future. Consequently, many questions begin to emerge for healthcare marketers.

Women have traditionally assumed the role of caretaker for their families, managing everything from doctor’s appointments to taking care of sick children to filling prescriptions. But with more men staying at home and more women in the workforce, their roles are constantly changing, requiring everyone to adapt to a new lifestyle.

Those of you in healthcare marketing or hospital advertising will likely need to rethink strategies to address the implications of these changing roles. The notion that your core user may be changing from female to male is a fundamental shift that requires completely different thinking, messaging and outreach. Healthcare organizations have an unprecedented opportunity to show compassion and support to families who are most certainly feeling the stress of these changing dynamics.

Want more insights on this important trend? Download our white paper, or contact us for help with your healthcare marketing.

Flickr photo courtesy Imnop88a.

OK marketers. Picture your dream job. If you could work for any company, on any brand campaign, what would it be?

Got it?

Ok, now, what would be your absolute last choice? The one that would make you cringe, say “ewww” or feel embarrassed to tell your friends about?

Feminine products, perhaps? Yeah, that would probably be near the bottom of my list.

But I gotta say, the new U by Kotex campaign made me rethink that. It takes an irreverent, humorous approach to that oh-so-unpleasant time of the month.

Check out the TV commercial:

I love that they spurned the typical euphemistic approach to advertising feminine products and turned it on its head. I mean really, how ridiculous is it to see tampon commercial after tampon commercial showing women dancing in white pants, leaping on a beach, or twirling in a cheerleading outfit?

Even the bold, black-and-neon product packaging is the polar opposite of the soft pastel blue typically seen on retailers’ shelves.

We can all learn a lesson from the Kotex marketing team and their ad agency. And that lesson is to question everything. Take the norms, the assumptions, the way things have been done year after year, and rethink them.

The other lesson is to listen. Listen to your customer. They’ll tell you what they want you to know. Kotex listened, and realized that standard fem-care ads had absolutely nothing to do with the experience of having a period.

More importantly, they realized that not dealing openly with women’s health issues below the waist has contributed to the negative impact on girls’ body image and self esteem.

Kudos to Kotex for changing the conversation.

Want to change the conversation you’re having with your customers and prospects? Check out our account planning capabilities. Or give us a shout.

Google image courtesy John Herberger

There’s no shortage of super cool applications for the iPhone. You can pinpoint the location of your favorite Disney character in real time at Disney World. You can determine whether you’re sober enough to operate a motor vehicle. You can tune your guitar, calculate your daily calorie intake, or turn your iPhone into a flashlight.

And now, you can find out how long your wait will be at The Hospital of Central Connecticut’s emergency room. The free iPhone app posts emergency room wait times at HCC’s two campuses. It also provides maps, directions, phone numbers and general information about the facilities. The patient has the choice of selecting the location with the lower wait time, not to mention the peace of mind of knowing that they won’t get lost on the way there.

Not only is this more convenient for patients, it helps the hospital manage demand. Patients know what to expect, and hospital staff can better service their patients. It’s a win-win situation for everyone.

With so much focus on patient experience and patient satisfaction scores, hospitals are arming themselves with tools that give them a leg up. Standardized surveys such as HCAHPS measure patient perceptions of their healthcare experience, and are easily accessible to consumers and the media. Hospitals are keenly aware that they need to find new ways to attract customers and win business.

And this gives healthcare marketers something to smile about. Because we’re always looking for a competitive advantage. A way to be different. A way to show the consumer, “we’re thinking about you”. We want to make things quicker, easier and more pleasant for them. Because we want them to share their experience with their friends and family. And we want them to become loyal advocates for life.

Looking for ways to delight your customers? Check out our brand planning capabilities. Or contact us today. We’d love to hear from you.

Flickr photo courtesy of josephpetepickle

Not too long ago we conducted a survey asking marketers what topics and issues are most important them. Not surprisingly, social media marketing was at the top of the list. While some companies have progressed from testing the waters to approaching social media with deeper communication strategies in mind, others are still trying to navigate the basics and determine where to start.

No matter where your company is in the continuum, we all need to be reminded of the basic tenants of social media from time to time. So the next time you’re feeling discouraged about your social media prospects, brand or strategy: take a deep breath, refocus and read below.

1. Every product can be social. Just because your product is considered a negative purchase, low interest or has a small audience, doesn’t mean you shouldn’t have a social media strategy. If H&R Block can make taxes social, your product can be social. People are talking about your brand, or at least your product category, whether you realize it or not. You must get involved in the conversation.
2. Test and learn. There is no silver bullet when it comes to social media. In today’s digital age, you must embrace experimenting. We’re all students, learning as we go. Don’t be fearful. Just be flexible and open to learning, and make sure you have a way to track the results of your efforts.
3. Develop a conversation strategy. Remember that your content should be interesting, useful and helpful. Map out an editorial calendar for the year. Determine what you want to talk about each month, based on what is most appealing to your audience. If you’re not sure, ask them. Your content can assume many different forms – videos, blogs, slides shows, photos – to name a few. The more engaging and interactive, the better.
4. Understand the commitment. Social media requires a tremendous amount of time and resources, whether your company or your agency is managing it. The more relevant, interesting and fresh your content is, the more likely your audience will share it to their friends and colleagues. But it takes considerable time and thought to reach that point. Identify who will be responsible for creating the material, and realize that you will likely need a team of diverse skills sets rather than an individual.
5. Be patient. Don’t expect overnight success. Commit yourself to long-term thinking by determining how social media can help you achieve your marketing goals. A great example is Fisk-A-Teers, an online community started by Fiskars (maker of the famous orange scissors) who was losing market share to cheaper foreign knock offs. Since its inception 4 years ago it has grown to over 6,800 passionate crafters, who are fiercely loyal to Fiskars’ products.
6. Incorporate a call to action. Always include a clear call to action so your audience knows what they should do next. Try different offers to determine what generates the best response, and focus on offering something of value and TRACK IT.

Speaking of which, here’s my call to action: Having trouble figuring out whether your social media efforts are leveraging best practices? Not sure whether they are generating results? Ponder no longer. Let Point to Point do a free social media audit for you. To learn more, drop us a line or call (866) 979-5822 x106.

Got any tips you’d like to add? Please share below.

With nearly 6,000 hospitals in the US, not everyone can be number one in their market. If you find yourself perplexed at how to stand up to the behemoths, the last thing you should do is try to be like them. In fact, you should embrace your compact size and use it to your advantage.

Take Avis. Back in the 60s they were suffering a serious butt kicking from market leader Hertz. Avis had much smaller market share than Hertz, and hadn’t managed to turn a profit in over ten years. Their “We Try Harder” campaign was a celebration of being the underdog. It was refreshingly honest. It was amazingly simple. And it was different than Hertz. They didn’t try to compare themselves to Hertz. They didn’t try to say they were better (which the market wouldn’t have believed). In the first year of the campaign, Avis turned a profit and in just three years they tripled their market share.

So what lessons can you learn from Avis? Turn your small size into a competitive advantage.

• Audit your organization to uncover your true point of difference. Narrow your focus. Are you trying to be like your competitors? Are you trying to be all things to all people?
• In what areas do you truly excel? Can you specialize in one or two key service lines? Perhaps you can focus on expanding the continuum of care. Instead of focusing solely on joint replacement, consider offering services to address pain management and increased mobility before surgical procedures are needed.
• Instead of focusing solely on birthing, offer a full range of services designed for every stage of a woman’s life.
• Perhaps you can specialize in delivering your service exceptionally well. Often the behemoths fall victim to delivering clinic excellence at the expense of the patient experience. You can offer an attractive alternative to consumers by showing that they’ll be treated with a level of respect and compassion far beyond what they’ll experience within the cold, impersonal walls of the giant city hospital.

Need help finding your true point of difference or want to talk healthcare marketing? Point to Point can help. Visit our contact us page and say hello.