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Why Consistent Strategy Matters

Sat, 25 Mar 2023 19:01:49 GMT

Uncoordinated and fragmented efforts are inefficient and ineffective

An article* in Inc.com last year, discussed the importance of an art director to ensure that marketing goals are met. More broadly, and for smaller businesses, this highlights why having an agency (like Jade!) and/or a dedicated marketing resource in your organization is so critical.

Uncoordinated, fragmented efforts to get your name out there, misaligned with your brand and your target customers' needs are inefficient and ineffective in the long run. Ads placed here and there, random social posts and marketing materials that don't tell the same story, do not yield sustained growth. We call this "dartboard marketing" and it's not uncommon.

Businesses need a strategic marketing plan against which all customer interactions are aligned. Your marketing programs will consistently communicate your unique value, with a look and feel that truly reflects who you are and how you do business. This builds a strong brand, attracts the right new customers and supports the growth of your existing customer relationships.

Think it's time for a brand audit or not sure where to start on your marketing strategy? Concerned you're throwing good money and not-so-good programs? We're always happy to provide some objective insight into how you can get more out of your marketing spend.

* https://www.inc.com/frank-wazeter/the-missing-element-of-your-marketing-strategy-art-direction.html

Is Your Audience Content with Your Content?

Tue, 31 Jan 2023 00:49:56 GMT

You may need to start getting fresh.

Stale content is like day-old pizza: not as enjoyable, but still edible with personal attention! The same goes for your marketing content. If you let it sit around too long without freshening it up, your audience may lose interest, which can mean fewer conversions and sales.

Here are five ideas for keeping your audience informed, engaged and coming back for more:

Humor, Fun and Interest: Add some humor and humanity, or make it more interactive for readers. Polls, surveys, or contests are great ways to engage your audience through social media or email.
Use your Audience : Encourage your followers to submit their own photos, videos or other content related to your brand.
Keep it Current: Take advantage of what's happening in the world or in your community and keep content relevant by referencing (and linking to) current events or topics.
Mix it Up: Keep content diverse by alternating between video, text-based content, slideshows, etc.
Behind-the-Scenes Action: People love getting a glimpse into the inner workings of a business or organization. Sharing behind-the-scenes content can help make your brand more relatable your followers.

One final reminder: Always remember that good content should be interesting, engaging, (appropriately) fun, educational and authentically representative of your brand. If you feel it's lacking and don't know how to get on track, contact us today.

Holiday Sale Days: How to Boost Your Business for Year-End Success

Tue, 01 Nov 2022 17:50:24 GMT

Black Friday, Small Business Saturday and Cyber Monday. No longer just a retailer's game, the weekend after Thanksgiving is a time of heightened consumer demand, in stores and online.

If your business offers products and services in the broadly defined gift segment, it is especially important that your fourth quarter marketing strategy appeals to your target customers and makes sense financially and operationally. Here are five tips for happy holiday results:

Start early! The sooner you start planning your marketing strategy, the better. This will give you time to come up with creative ideas and make sure that your marketing materials are ready to go. It also ensures you have time to hire extra support for fulfillment so your customers will be delighted!

Think beyond discounts! While discounts are always popular, they're not the only marketing tool to attract sales. Promote your products and services in other ways, such as enhanced features, access to special events and highlighting your unique value.
Get social! Social media can be especially effective during the holiday season. It’s accessible to every business owner and advertising can be targeted, it’s measurable and easily scalable. Leverage social channels to tout special deals and drive traffic to your website or brick-and-mortar location.
Don't forget about email! Email marketing can be a great way to reach your loyal and active as well as dormant customers and prospects. Remind of why they do business with you. Use data you have learned about them (always appropriately) to offer customized holiday deals if possible. Of course, the more consistent your existing branded email relationship, via regular newsletters and value-added content, the higher your open and response rates.
Measure your results! Before your holiday campaigns, know your baseline metrics for website visits and patters, social page engagement, inquiries and sales, and whatever else is relevant to your unique sales funnel. Once holiday promotions are launched and after their conclusion, track results and adjust accordingly.

With a little planning and creativity, you can make the most of this holiday season!

Foundations of Customer Trust

Thu, 06 Oct 2022 19:11:36 GMT

You may find business communication stressful lately. The costs of goods are rising, materials continue to be scarce and hiring is a challenge.

Many business owners have had to share hard news with their customers about necessary price increases (or higher project quotes) as well as delays in service and product delivery. Will you face an angry barrage of complaints directed at you and your team or experience customer attrition? Hopefully not if TRUST has been earned and reinforced in your marketing. The goodwill garnered with trusted relationships is like an insurance policy.

Customer trust has three primary benefits: customer loyalty, customer referrals, and customer lifetime value. All are critical in this environment when customers are rationalizing their spending choices even more than usual. A quick summary:

Customer loyalty is when customers make repeat purchases from your business over time. They’re also more likely to buy from you instead of a competitor and recommend your products or services to others. Loyal customers are more likely to forgive honest mistakes and delays, as well as understand price increases.
Referral business can be a considerable source of growth for your company, especially when existing customer spending is slower. When customers trust you, they’re more likely to tell their friends and family about you.
Customer lifetime value is the total amount of revenue that a customer will generate for your business over the course of their relationship with you. Trustworthy companies have clients who stick around longer and spend more money with your business.

FIVE STRATEGIES TO BUILD (AND KEEP) CUSTOMER TRUST TO STRENGTHEN YOUR BUSINESS:

Be honest and transparent in all your dealings. Share data if you can. Admit and address errors when they occur.
Deliver on your promises. If you say you’re going to do something, follow through. Keep customers apprised of changes or delays. You can do this 1:1 or through marketing channels.
Be responsive and proactive in meeting their needs and concerns; express sympathy versus defensiveness. Reinforce active listening skills across your customer-facing staff. Small "above and beyond" surprises yield tremendous goodwill. Email newsletters, postcards and social media content can reinforce that you're on their side.
Demonstrate that you care about the long-term relationship, not just making a one-time sale. Loyalty reward programs (that don't have to be expensive) emphasize your values.
Get to know customers and client teams over time and remember their preferences with regard to your products, services and favored channels of communication. Thoughtfully use any personal data you may have learned over time (e.g., birthdays or volunteer work) to make interactions with your business better or special.

Why Year-Round Marketing is Important: 5 Reasons You Can't Ignore

Mon, 02 May 2022 21:38:39 GMT

Marketing only sometimes doesn't work

It's no secret that marketing is an essential part of any successful business strategy. However, with the lazy days of summer, many businesses tend to slow down or, worse yet, stop marketing altogether. The rationale is often: "Everyone is one vacation," or "No one makes decisions over the summer." But to maintain success, consistency is key. If you stop interacting at the same level with your customers (and potential customers), you make yourself vulnerable.

Here are five reasons why marketing is essential year-round:

It helps you stay ahead of the competition. If you're only marketing during specific times of the year or just before a big event or promotion, your competitors will fill the void and start to build relationships with your customers. By keeping your marketing efforts consistent, you help ensure that you're consistently reinforcing your value in the marketplace.

It keeps you top of mind. If you market sporadically, customers are likely to forget about you when they need your product or service. Building on the competition point above, you do not want to be the company that customers think of last when they need your product or service. Don't lose out on the investment you've already made in hard-earned brand awareness and recall!

Steady revenue streams. Many businesses see a lull in sales during certain times of the year. Running marketing campaigns during these slow periods can help boost sales and keep your business afloat.

Inflation check. When marketing is consistent, you have more opportunities to reach new customers and grow your business. Depending on your variable versus fixed cost ratio, this increased growth can help offset any potential inflationary pressures, maintaining profitability and keeping prices reasonable for your existing customer base.

Brand identity. An ongoing, multi-channel marketing presence helps strengthen brand connections and advocacy, customer loyalty, and the likelihood of responding to calls to action. Remind customers and prospects about how your business uniquely meets their needs!

At Jade, we focus on 12-month calendars for our clients. If your business is seasonal, we flex with your budget to keep you in front of your target audience as much as possible. Contact us to learn more about how we can help you develop a marketing strategy that works for your business.

Living up to a tagline

proadAccountId-424479 — Mon, 01 Nov 2021 20:39:56 GMT

Vivid-Tek does it!

New Paragraph

What's Your Brand?

Wed, 20 Jan 2021 17:32:18 GMT

W hy Branding is Important for Your Small Business

Branding is important for all businesses, and it's even more essential for small business marketing. Today's consumers have more choices than ever, and the road to success starts with getting noticed.

Competition is generally a good thing, but it can present some problems if your business isn't as well-known as Apple, Coke, Nike, or Disney. If you haven't yet focused more of your marketing efforts on brand awareness, here's a closer look at why branding is so important for small businesses.

Build Trust

Potential customers will be more inclined to trust your small business if you are consistent and cohesive with your branding efforts. In turn, the more trustworthy your brand is perceived to be, the more likely it is for someone to feel confident choosing and recommending your business over another one that offers similar products or services.

Branding Gets You Noticed — in a Good Way

"Who?" "What?" “Why?” These are questions you don't want potential customers to ask when they come across your business online. With the right approach to brand awareness, however, you can enjoy a much-appreciated boost in recognition when online searchers see your business on results pages.

It's a Great Motivator

Go beyond simply hiring employees who are primarily seeking a paycheck by improving your brand's image and story. Sure, compensation is important. But employees are more likely to be motivated and inspired if they feel they are contributing to a compelling brand image with a strong, clear, and relevant message.

...and Revenue Generator

Never underestimate the power of word-of-mouth when it comes to small business marketing! Your brand's logo, image, and messaging can inspire potential customers to click or visit in person and make a purchase. Branding that's done right can also result in positive reviews and other things that improve your revenue stream.

Create Consistent Content

One of the perks associated with branding for small business is content creation. If you have a brand with a consistent image and message, it's a lot easier to produce content that fits the narrative you want to tell. In fact, well-crafted content can boost awareness while also giving you a reputation as a source of reliable and relevant content.

Complement Other Marketing Efforts

Many small businesses struggle to plan and create an effective marketing strategy . Fortunately, branding can offer areas of focus for your small business marketing efforts. Part of the reason why branding works so well is that it requires a deeper understanding of your target audience. This knowledge will serve you well with all your marketing-related endeavors.

We’re Here to Help!

If you need some help with branding for your small business, Jade Marketing Solutions is here to help. Contact us today to learn more about our small business marketing solutions and services.

Small Wins vs. Big Wins

Mon, 19 Oct 2020 18:33:54 GMT

It's all perspective.

This post was supposed to be about mini wins — until I had a wild and unwanted visitor.

This picture is of the first egg, laid by Edna, a chicken from my quartet of backyard hens. I consider this production of food a mini-win.

My original goal of this post was to tie this into marketing the mini-wins of your business. So whether opening a new location or getting a good testimonial, mini-wins should be celebrated and shared. They can help with existing customer engagement, as well as get you noticed by potential new audiences.

But, just after I finished taking the photo, I heard the chickens freaking out. Dropping the egg (which did not break), I ran to the yard to see a fox mid-attack (he had a Rhode Island Red by the wing). I started to yell and wave my arms, making so much noise that I accidentally woke up my next-door neighbors. (They heard me and checked to see what was wrong). Anyway, the chickens scattered, including Edna, who ran into the house. (I am giving her Darwinian points for that)! The sly fox tried to dodge by me, but he finally took off.

We still have all four fowl. All seem unscathed. So I now consider this a BIG win story: four live chickens and neighbors who care.

Knowing that he will be back, however, I now have to strategize how to outfox the fox.

Is Your Marketing Puzzle Complete?

Mon, 12 Oct 2020 17:08:56 GMT

A missing puzzle piece is annoying. And while you may think, "Well, it is only one piece," it could wreck the whole picture.

A company’s marketing strategy is a lot like a puzzle — with mixed up pieces to fit together over time. How do you, as a business owner, start to solve this puzzle? Do you work randomly? Do you pick a section to focus on first?

Everyone will take a different tack, based on goals, strengths, resources, and challenges. Some may be overwhelmed and give up on the process — but you shouldn’t! At Jade Marketing Solutions , our approach is to categorize the marketing puzzle pieces into four strategic building blocks so that d ecisions are more rational and simplified:

Brand Infrastructure:

Your infrastructure needs to be in place before investing in any other marketing.
These are your brand building blocks and include foundational written and visual materials – from your logo to your website to brochures – that provide necessary information about your company to customers, prospects, employees, and potential investors.
It also encompasses defining your customer experience lifecycle standards and some form of robust client database or CRM tool.
A weak brand infrastructure, especially a crappy website, can result in subpar customer relationships and the erosion of a sales pipeline.

Customer Engagement & Relationship Growth:

These tend to be high ROI initiatives that build loyalty, encourage referrals, grow share of wallet, and enhance your understanding of customers' needs.
Activities that can strengthen connections with customers include social media pages, relevant surveys, events, newsletters, product/services enhancements, and loyalty rewards programs.

Traditional and Targeted Marketing:

Want to go full Don Draper? It is still okay to do that! Mass media ads, advertorials, newspapers, magazines, TV, and radio may be appropriate for certain promotions and businesses.
Good old direct mail is still a successful tool for sales growth and building brand awareness for small- to medium-sized businesses.
With daily (even hourly) updates in Google algorithms and the growth of knowledge bases, targeted digital marketing (e.g., display ads, search engines, social media advertising) is our most widely used tactic. Works for almost any budget with completely measurable results.

Grassroots Outreach:

This is networking – being "out there" with peers, advisors, and referral sources. You represent your brand and its values face-to-face, on Zoom, on LinkedIn, and with vendors.
Can be cost-free for attending public events or more expensive for visible event sponsorships, industry associations, and networking groups.
Requires your time, which we know is a scarce commodity!
Whether you’re a natural schmoozer or not, nurturing existing relationships and seeking new connections is worthwhile on any scale, but requires ongoing commitment and follow up.

With this marketing structure (and the right team in place), you can more easily assess where you are and what you need, and then allocate resources accordingly. Plus, you and a strategic marketing partner can develop a flexible strategy, so you can pivot and adapt quickly (and without great cost) if your business changes — or say there's a pandemic or something far-fetched like that.

Keeping Your Business Afloat During Covid-19

ctpost@digitalproductsuite.com — Mon, 04 May 2020 16:03:47 GMT

You may be worried about a lot these days. How is your business going to get through this? How can you keep your employees employed? How are you going to pay your bills? These are all normal concerns to have but there is some good news that will help keep money coming in now and the future. Read on for a few ideas.

If you are a business that can offer gift cards, this is one thing you should act on now. When your customer purchases a gift card, that is immediate cash going into your business. Your customers and the community WANT to support you at this time and this is a great way to do that. Maybe offer them at a discount too.

If you run a business that offers a service you may be closed due to Coronavirus. Set up a video system. This has become extremely popular in the past several weeks. It’s a great way to stay in touch with your clients but from a distance.

If you are a gym or yoga studio, offer online classes. If you are a restaurant, offer a cooking class. If you are a professional organizer you too can do this virtually. If your business is centered around learning and education, offer classes online. Use your imagination.

Another way to keep in touch with your customers and to remain top of mind is to reward them with a special offer when they refer your business. Just because you may not be able to get out and perform the service now, you will be able to when things settle down and become more normal. It will be great to have some new customers in the pipeline and your existing customers will really appreciate the special offer.

Have you ever thought about partnering with another small business in your area? Now may be the perfect time to explore this idea. There are many benefits to a partnership. Probably the number one benefit is it allows you the opportunity to grow your customer base. But a partnership could also mean your business will have access to new products, reach a new market, block a competitor (through an exclusive contract), or increase customer loyalty. A partnership is also a great way to strengthen a weak aspect of your business. To get started simply map out a plan. Determine prospective partners and then pitch your idea to the prospects you have identified. Don’t be afraid. You will get some no’s but you may also get a yes. You won’t know until you try. This is a time to think outside of the box and do some calculated risk-taking.

You know this is a time when many if not all of your competitors are taking their foot off the marketing pedal. If you are able to, this is a time where YOU can blow right past them. Of course, not all small businesses will be able to do this, but if you do have the resources, invest in your marketing. This is how you can gain a competitive advantage over the next few months and when this crisis is all over you will be in a better position. Good luck!

Helpful Tips on How to Utilize Social Media This Holiday Season

ctpost@digitalproductsuite.com — Mon, 18 Nov 2019 19:15:37 GMT

The holiday season is upon us – and it’s the perfect time to lean in to your social media accounts. Does that sound counterintuitive? Quite the opposite! Yes, you are extremely busy, and that’s a great thing, but ignoring your social media during the holiday season will be a detriment. Follow these helpful tips to maximize your social media exposure and increase sales and followers this holiday season.

Showcase your company’s personality with some holiday cheer. This is a great way for your business and employees to interact with your followers and customers. Post pictures or videos of your offices decorated for the holidays, holiday parties or team events. Your followers and customers love to see the human side of your business.

Use social media for teasing new products. This is a terrific way to get your customers engaged. Undoubtedly you are getting shipments multiple times a week – take the time to snap a photo, do a quick write-up about the product and post. This is the time of year that your customers are researching products for gift-giving, and they usually have a game plan for shopping. If they see your products before others, you have a much better chance of winning the sale!

Another way to increase those holiday sales is through special discounts, shipping offers or flash sales. Shopping has changed, and more and more people are doing theirs through social media. Reward your followers with a special deal, and watch the sales come in.

Of course, it’s not all about sales. This is a wonderful time to donate to a charity you support, volunteer or give back to your community. During this season, giving is a little bit more special. Engaging with your followers on causes you support will benefit those charities. People will be more inclined to donate, giving you the chance to say thank you to your followers and making the holiday season a success for everyone.

These are just a few helpful tips to get you going. Use your imagination! The opportunities are endless! Whatever you choose, don't overlook the power of social media this holiday season.

Don’t Miss the Boat. Create a Marketing Strategy for Instagram, Today!

ctpost@digitalproductsuite.com — Thu, 05 Sep 2019 16:28:53 GMT

Instagram is a powerful tool in any company’s toolbox. All companies should be utilizing Instagram to put a face to their brand, increase sales, build connections, engage directly with their customers and keep an eye on their competition. However, there are still many companies that do not have a strategy in place for Instagram and, as a result, they are missing the boat.

Instagram is becoming the social media of choice for many companies; it adds more active users each month than Facebook. On average, advertisers are seeing four times more engagement on Instagram (versus Facebook) because Instagram followers are much more likely to engage and share content.

Instagram is all about sharing photos and videos. It provides a clean, less cluttered and more streamlined experience making it easier to navigate. Customers want to see who you are, the face behind the company. It’s a proven fact customers tend to be more loyal and purchase more often from a company they feel comfortable with. Revealing your company’s true self on Instagram will help build brand loyalty. So, how do you implement a marketing plan for Instagram? Get your feed started with team pictures and videos, satisfied customer testimonials, events, and products and services your company offers. Instagram is a great platform to communicate directly with your followers about special promotions, upcoming sales, flash sales, new products or services, and any other newsworthy information you want your customers to know that could potentially lead to increased sales.

We all know social media is all about building relationships, forming connections and networking, and Instagram can facilitate this – it’s a great place to find like-minded people who share similar interests. Since Instagram users are much more likely to engage and share content, it’s a key spot for your company to expand their network.

Another great benefit of Instagram is the ability to keep a close eye on your competition. You can see how they interact with their followers, how often they post, what content they are posting and gather crucial information to help better define your strategy. Social media makes it easier than ever to know what your competition is up to.

Ramp up your marketing strategy. Instagram is a powerful marketing tool for businesses looking to expand their presence, visibility and sales, and your company will benefit from it as well. Don’t wait any longer – create your Instagram marketing plan today!

Jade Marketing Solutions of Greenwich Recognized Nationally as Women's Business Enterprise

ctpost@digitalproductsuite.com — Tue, 21 May 2019 19:15:35 GMT

Jade Marketing Solutions of Greenwich recently received a prestigious national designation. This innovative marketing company became certified as a Women’s Business Enterprise through the Women’s Business Enterprise National Council (WBENC), the nation’s largest third-party certifier of businesses owned and operated by women in the United States. This certification is approved by the U.S. Small Business Administration (SBA) Women-Owned Small Business Federal Contracting Program.

WBENC certification validates that the business is 51 percent owned and controlled by women. In fact, the federal government’s goal is to award at least 5% of all federal contracting dollars to women-owned small businesses each year.

Suzanne Stillwell of Greenwich and Samantha Kempster of Westport are the Managing Directors and cofounders of Jade Marketing Solutions. Both managing partners have decades of business experience.

Jade Marketing Solutions specializes in all areas of marketing: from strategy and competitive analysis, to digital marketing and client support services, research and communications. They employ four marketing experts on staff as well as work with top consultants.

“In order to be accepted as a certified women’s business, the application process was very rigorous,” noted Stillwell. “We had to pass an intense interview and document review process.”

Kempster added, “This certification opens the door for our company to pursue new business with access to hundreds of major U.S. corporations and federal, state and local government entities that accept WBENC certification.”

Jade Marketing Solutions provides straightforward, creative marketing services to businesses all over Fairfield County as well as in Westchester County and New York City. The firm handles special events planning, project management, and print advertising to website design, blogging, social media management, and market research. They work on both a project or retainer basis with a variety of small to large clients.

Suzanne Stillwell is a marketing leader with demonstrated capabilities in shaping strategy, developing new businesses, innovation, and top-line sales growth in Fortune 500 companies. She possesses over 20 years of marketing and direct sales experience in apparel and consumer products with a career track of continuous growth and increased responsibility. Previously, she has worked as the Senior Marketing Manager for Hanes Apparel and Sara Lee Corporation; VP of Sales for VF Corp; and for several years she has developed marketing plans for small to medium-sized businesses throughout Fairfield County.

Stillwell has extensive marketing knowledge, from luxury to mass market. She has received numerous marketing awards and honors. She is a Summa Cum Laude graduate of California State University, Long Beach, with a degree in consumer economics.

Her business partner, Samantha Kempster, brings over 15 years of finance experience to the firm. She initially got her start in the financing industry when she was in Toronto. Her career then took her to New York, where she transitioned into corporate finance at a publishing and media company.

Kempster brings a unique perspective to projects, understanding the need to be innovative and to drive superior performance, while being cognizant of the financial challenges of a business. It’s the marriage of two worlds – artistic and financial – that leverages the right opportunities for their clients.

She holds an MBA in finance from the Schulich School of Business, York University in Toronto and a Bachelor of Commerce with Honours degree from McMaster University in Hamilton, Canada.

“Our focus is to assist companies to generate additional revenue by expanding their client base, building customer loyalty, reaching new markets through targeted advertising, and building relationships to continue growth for years to come,” noted Kempster. “We ensure that each marketing program is unique and offer our clients a fresh, unique approach.”

For more information about Jade Marketing Solutions, call 203-869-5510 or visit www.jademarketingsolutions.com .

Grow Your Following and Your Business Will Grow

ctpost@digitalproductsuite.com — Thu, 25 Apr 2019 14:35:28 GMT

Unlock the Power of LinkedIn

Digital marketing is here to stay and if you are not engaged daily then you are probably seeing a negative impact on your business. Companies that are engaged, lead the pack and will eat your lunch. These days when everyone has a computer in their back pocket a business must utilize all channels to reach potential customers.

There are many marketing functions that fall under digital marketing, social media being one of them. LinkedIn is a great tool to have in your toolbox and should be used daily to grow your business.

LinkedIn has over 500 million total users with 250 million monthly active users but out of that population, only 3 million share content on a weekly basis. There are millions of missed opportunities, missed connections, and potentially missed sales. Don’t let this happen to you and your business.

Grow your following! It may seem like a daunting task, but if you take the time it will pay off in the end. Building an extensive following will not only help grow key connections, but it’s those relationships who often times provide crucial introductions to potential new clients or customers.

LinkedIn is a great way to increase your following with its advanced search engine. Services like premium business subscriptions and the Sales Navigator platform all help professionals develop and customize prospect lists for targeted outreach.

LinkedIn allows you to send personal invitations to contacts to join your network. You will see an increase in referrals and opportunities, your profile will be elevated and seen by the right individuals and the sharing of experiences and knowledge among your peers will be invaluable.

Take the first step, sign up for a LinkedIn account and put together a plan on how you will engage with the social media platform regularly. By incorporating this tactic into your marketing strategy you will benefit from positive growth and a return on your investment.

Giving Thanks This Holiday Season

proadAccountId-416997 — Wed, 12 Dec 2018 21:49:52 GMT

It’s so easy to get caught up in the hustle and bustle of the holidays, but this time of year is also a wonderful time for entrepreneurs to reflect upon your accomplishments and give thanks to your important customers. After all, if you didn’t have them, your business would be quite different.

Some may ask, “ Does spending time & money reaching out to say ‘thank you’ to your customers really make a difference?” The answer is, YES. Expressing appreciation in ways that are meaningful and sincere is one of the many reasons your customers may choose your small business over a larger corporation with less personal outreach. This holds true throughout the year , but is particularly resonant at year-end if your message reinforces your ongoing face-to-face customer focus.

Keeping your current customers happy and making them feel valued is also very cost effective. Attracting a new customer can cost a business five times more than keeping an existing customer, so why wouldn’t you do all you can to retain those customers? Happy, loyal customers also talk to their peers. Your “thank you” keeps your business top-of-mind in terms of referrals, and provides a fresh, positive current impression for references.

Here are some examples on of how you can recognize and thank your customers :

Write a statement of thanks on an invoice.
Send a handwritten note to your VIP customers.
Produce holiday cards that reflect your brand and have your team hand sign them.
If your budget allows, offer a special discount to some of your important customers.
Send a small branded gift or food item.
Consider hosting a post-holiday “kick off the new year” gathering for customers with an interesting short speaker. Emphasize your unique value. Support your customers’ business goals by bringing them into your network.
And don’t forget… reinforce your relationship on all customer levels, from decision-makers to influencers.

Bottom line: customers don’t need anything fancy but appreciate personal expressions of appreciation. A simple “thank you” yields dividends throughout the year. Thank you for reading. Happy Holidays

Planning an Event to Showcase Your Business?

lemaster@digitalproductsuite.com — Wed, 09 May 2018 00:00:00 GMT

Quite often, event planning is assigned as an “extra” fun project to an employee who approaches it with enthusiasm, only to become frustrated when all the elements don’t come together with ease.

This is especially true in small or family businesses where team members wear many hats. However, it takes a special set of skills to successfully plan and execute a winning event…and not everyone has the time, talent or knowledge to pull it off! It is often more cost effective (and stress reducing) to engage an experienced event planner.

So, what are the skills needed to help knock your next event out of the park? The following is a list of some key characteristics to look for when hiring your next event planner:

Highly organized & detail oriented – willing to provide regular updates on each element of your event, and thinking about everything your guests will see, touch, taste and hear
Creative – envisioning unique and memorable ways to achieve your outcomes
Focused – aligning with YOUR goals, budget and vision throughout the process
Fun, people friendly – maintaining a positive outlook and staying easy to work with before, during and after the event
Highly effective with time management – ensuring all deadlines are met and minimizing stress for the client
Flexible – capable of executing “Plan B” when the unexpected occurs (and it usually will!)
Connected – managing positive relationships with an array of vendors, sites and service providers to negotiate favorable pricing and scheduling

So, the next time you envision a spectacular event, consider making it spectacular with JMS. As a marketing firm, we understand that a “party” is not just for fun. You are allocating resources to connect with your best target audiences to grow your business and brand.

Some Kind of Wonderful

lemaster@digitalproductsuite.com — Tue, 16 Jan 2018 00:00:00 GMT

So here’s the deal: You ARE some kind of wonderful but with the new Facebook algorithm your Business Page followers might not see how wonderful you are!

In an effort to get its users to spend more time engaging with others and less time scrolling through status updates, reading articles and watching videos (come on! We really love those cooking videos- they’re mesmerizing!), Facebook will be making some major changes.

CEO Mark Zuckerberg said “The first changes you'll see will be in News Feed, where you can expect to see more from your friends, family and groups. As we roll this out, you'll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard -- it should encourage meaningful interactions between people.

So what can you do?

Create awesome content that will promote conversation and focus on storytelling to create engagement.
Avoid Click bait posts that ask a user to like, share, follow or tag. Facebook says they will be demoting these posts.
Choose the “see first” option on pages you do like to engage with (like ours of course!)
To do this go to your favorite page, click the “following” tab under the cover photo, click “see first” then “turn on notifications”.

This is a tough change for small businesses, but we can all make this work!

Sales Are Like Beef Bourguignon?

lemaster@digitalproductsuite.com — Fri, 15 Dec 2017 00:00:00 GMT

I love to cook. Really, I do. Especially when I'm not in a mad dash to get dinner on the table in less than 30 minutes. So, that's why I love this time of year. Pulling our favorite recipes from past holidays or new ones from my boys' favorite shows on Food Network.

I heard someone say recently that Sales is a lot like Cooking. Huh? I've been in professional sales most of my adult life and truly love it, but I've never thought of it much like cooking. I guess it could be. So many ingredients that have to be prepared just right, sliced, diced and simmered or broiled for just the right amount of time and at the right temperature. Yeah, maybe they are on to something.

After many years of pulling out my tried-and-true Julia Child cookbook, it's safe to say that I can make Beef Bourguignon with some success by now. I've learned with many tries at it, what cut of meat works best, that shallots are better than garlic in it, which stock is best and that the Le Creuset pan is truly the best. Oh, and to not forget to give it time to rest for a while after it finishes cooking! It's a complex recipe, but once broken down, is totally doable.

So, back to the Sales part and how cooking relates to Sales because I was getting hungry! Whether you are trying to sell a client's products or services, in order to make that sale or expand sales:

You need all the right ingredients that make a great sale.
This includes your research, data analysis, knowledge about the client/competition/market, your product or business's features/attributes/benefits and how they relate to the target market. You also need a plan, determination, the ability to hear "no" many times and follow-through.

You need the right pan.
Are you sharing what is important to the customer and how it will benefit them? Or just sharing everything and hope something sticks? Have you determined how you can reach the target market? How are you "serving it up" to them? What tools will you use to implement these sales plans?

It has to be timed just right.
Are you meeting in-person or by phone? Or trying to just make a quick email follow-up? An efficient email is not usually the most effective way to generate sales. What type of follow-up will you have and at what frequency?

Get cooking! Just follow the recipe that you set out for yourself and get ready to serve up successful SALES!

Making Your First Impression Last

lemaster@digitalproductsuite.com — Fri, 10 Nov 2017 00:00:00 GMT

It used to be that you had 7 seconds to create a good first impression. This has changed. Now, if you impress someone, you must back it up with a strong online presence. Similarly, without a robust online presence, you may not get a chance to make that impression in person. Your brand, whether you or your business, must be conveyed clearly in face to face meetings and across all media platforms.

Here are some tips that we often hear - and are relevant to all industries

The In-Person Meet and Greet
- Dress appropriately for the audience. This could be conservative or a bit edgier depending on your industry.
- Know your elevator speech inside and out. Practice with friends and ask for feedback from trusted sources.
- Understand how what you do benefits or impacts your audience - so your meeting is meaningful for them.
Digital Identity
- Develop social media profiles that are appropriate (for you and your business) such as LinkedIn to help maintain professional contacts and Facebook or Instagram to help showcase your products or services.
- Have a great headshot (no selfies) to use for your personal branding on professional platforms.
- Post regularly from your platforms, keeping your brand identity and strategy in mind.
- Check in with yourself regularly; ask others what their perceptions are, and Google yourself to see what shows up.

While maintaining your online brand is more of a challenge, you should be true to your business and you. Remember that every tweet, status update or picture posted contributes to your brand. Prospective clients will be checking you out online before deciding to work with you.

Marketing your brand is not easy – but over time you can develop a brand that instills confidence in others, and leaves the impression you want.

How Many Touch Points?

lemaster@digitalproductsuite.com — Fri, 06 Oct 2017 00:00:00 GMT

Generating leads is a big marketing hurdle. One advertisement does not get much response. The same goes for one e-mail or one social media post. Marketing must be ongoing to be effective. The first time someone sees your message, it will not resonate as there is so much “noise” competing for our attention today. A prospect needs to see your marketing an average of seven times before they take action.

How can you implement an effective multipoint advertising campaign? Increase your message reach by broadcasting the campaign via several channels. Your message has a much higher probability of being seen if it’s on social media, in a newspaper, and blasted through email, for example, than if it’s a one-time postcard in the mail.

Sounds expensive? Many forms of digital advertising offer a high number of impressions (number of times your ad is seen) for a relatively low cost. Similarly, in traditional print media, companies are competing for your marketing dollars, so many publications offer packages in hopes of enticing you to advertise with them. As such, a well-planned and targeted mix of channels can help you market effectively without breaking the bank.

When it comes to marketing, if your brand is out of sight, it is out of mind. Increase your touch points, and be top of mind.

3 Reasons to Outsource Your Marketing

Mon, 18 Sep 2017 00:00:00 GMT

Think your company is too small to afford a marketing program? Think again. Marketing is a necessary cost of doing business – without it, you may well be an invisible entity. And in this world of social media, search rankings, and traditional media, it is more important than ever to ensure that the marketing you choose to do, makes sense for your company, your target market, and your budget.

A great way to achieve this is to hire an outside marketing agency – which provides several benefits over doing it internally.

• Business Focus

Outsourcing marketing allows you and your team to focus on your business- freeing up time to do the things you are good at and leave the work of this functional area, to specialists in the field.

• Cost Effective

A quick query on Indeed.com shows that the average salary for a marketing manager in Norwalk, CT is approximate $78k per annum. This is base salary only and does not include vacation or benefits. Alternatively, an outside firm can put together a plan, which targets your market, while keeping within your budget constraints. This budget can be flexed up or down, depending upon your marketing needs, and budget constraints.

• Access to Strategic Thinking

If the firm is comprised of more than one person, you get the benefit of a team of people, their experience, creativity, and connections - instead of just one. A team approach can allow for a more original, flexible, and leading-edge campaign.

Regardless of how you choose to get your name out there, there is one thing you can note for sure - your competitors have a marketing strategy. Taking that into account, you really can’t afford to ignore this aspect of your business.