As the marketplace evolves, companies are faced with an increasing number of communication vehicles. Brands can now deliver content to their customers throughout their day, and more importantly at key points during the decision making process. We can intercept consumers when they are searching our competitors, e-mail them within seconds of a visit to our website and leverage their social connections to tell our story. Technology allows us to interact on an immediate basis and customize brand experiences based on the individual preferences of the user, whether the medium is a social network, e-mail campaign or search-optimized advertisement.

But what happens when we have to deal with our customers face to face? Does your brand experience live up to the expectations you have created through your marketing and advertising campaigns? Marketing and advertising can get your customer through the door, but it won’t keep them there. Delivering on the value or benefit you have promised is essential to fostering a relationship with your customer that has substance, durability and longevity.

The difference between a positive and negative brand experience is surprisingly small. Driving a consumer to try your product or service for the first time often takes a significant investment of resources in today’s diversified and competitive market. Having an internal strategy for customer relationship management is essential for making sure that you don’t disappoint when the time comes. Each customer interaction is a chance to make a great impression, gain share of mind and develop long-term brand loyalty – don’t miss your chance!

Respectfully Yours,

#1 - Find out what matters to them

You may think your in-room dry cleaning service is the best thing since the World Wide Web, but if your hotel caters to lakeside tourists and families it won’t matter. Think about what your customers find valuable and find a way to provide it. If you are a business-to-business company, it may come in the form of easily downloadable notes on your latest products. If your focus is retail consumers, you may want to think about a simple loyalty rewards program. The point is, it doesn’t have to be big; it just has to be relevant.

#2 – Admit your limitations

Admitting your limitations doesn’t mean broadcasting your shortcomings to your customer base. It does, however, mean recognizing the areas you excel in and focusing your energy. Your brand can’t be everything to everyone. If you try, you will inevitably end up disappointing your customers in an attempt to address needs you either do not have the resources to meet, or lack the experience to satisfy. Instead, pick a targeted portfolio of services or products and
over-deliver.

#3 – Maintain your Brand

It is necessary to evolve to survive in today’s market. However, be careful not to lose your customers in the process. Strengthening your brand and improving your offerings will gain points with your customers; altering your brand image based on the hottest weekly trends will not. Create clear expectations for your brand and make sure you live up to those expectations. You risk confusing your customers or losing them to brands they view as more established and consistent if you do not.

#4 – Keep your promises

If you take a close look at your marketing and advertising, you should see the recurring values, features and benefits you communicate to the consumer. Above all else, you must deliver on these promises. There are few things that will hurt your company more than dissatisfied customers. Disappointed customers talk. They sound off on social networks, write online reviews and activate their word-of-mouth networks. Take care of those that take care of you.

#5 – Know when you've won them over

Nothing is more frustrating than gifting your loyalty to a company, only to be blasted with an e-mail the next day asking you to become a customer. Keep track of your customers, and make sure you recognize their status as such in any direct communications. The shift in marketing and advertising channels has been driven primarily by the fact that consumers don’t want to be treated like another number. Be sure to communicate your appreciation for their business and strive to treat them like a valued member of your business.

King Media is partnering with the Nokomis Learning Center this spring to develop a new website. The Nokomis Learning Center is a non-profit Native American cultural learning center located in Okemos, Michigan that is dedicated to the preservation and presentation of Anishinaabeg culture. Nokomis has been working to teach the people of the state of Michigan about Anishinaabeg arts, culture and history for nearly two decades through interactive community programs, rotating art exhibits and family-friendly cultural events.

Through the new website, Nokomis will be incorporating information on the new community programs available this spring, an updated online gift shop and accessible tools for members and community donors. King Media will also be developing a refreshed design that reflects the Center’s rich culture and history.

Events to look out for this spring include the annual Spring Feast and Chili Cook-Off at the Nokomis Learning Center, April 17th at noon. Attendees can sample chili from a variety of categories, including hottest chili, best vegetarian chili, most interesting chili and best youth chili, as well as showcase their cooking skills by competition in the chili contest or brining a favorite dish to pass. Also, be sure to visit the Center’s most recent exhibition featuring modern day regalia, medicine tools and sacred items. The exhibit is a beautiful representation of traditional arts and highlights the importance of elders’ community roles.

Visit www.nokomis.org to find out more about the Center’s programs or e-mail info@nokomis.org to find out how you can get involved in preserving the history, arts and culture of the “people of the Three Fires!”

King Media recently worked with WLNS to promote the Greater Lansing Orchid Society’s 27th Annual Orchid Show and Sale.  The Greater Lansing Orchid Society (GLOS) looks forward to this yearly opportunity to exhibit hundreds of exotic blooming orchid plants, showcase orchid art and photography, and offer free educational talks and advice on how to care for orchids from industry experts.  Growers from across the United States attended the event to present their beautiful arrangements to the public and contribute to the 2010 show’s success.
 
King Media has been involved with GLOS for more than a decade, and each year Coleen King works to ensure a great turnout for the Orchid Show.  This year, the King Media team executed a press release for the Orchid Show and Sale pro bono to help promote the event across Michigan.  The event was also publicized through WLNS, who interviewed GLOS board members the day of the show and ran commercials leading up to the event.  Despite bad weather and the Olympics, the Orchid Show was well-received by the public and drew enthusiasts from across Michigan. 
 
Pete Porciello, President of GLOS, believes that the Orchid Show has benefited greatly from King Media’s market expertise.  “GLOS has developed a great relationship with King Media,” he observed after the 2010 show. “It has allowed the agency to provide a turnkey media campaign to which improvements are continually being made.”
 
The Greater Lansing Orchid Society, a non-profit organization, exists for the purposes of creating an awareness of orchid culture, fostering the preservation of native species of orchids, supporting research and development of orchid culture, and holding meetings, lectures, and exhibitions.  GLOS meetings usually take place on the third Saturday during the months of January, March, May, July, September, and November.  For more information about GLOS or other upcoming events in 2010, visit their website or become a fan of their Facebook page.

Q: What can I do to minimize the damage if someone has a bad experience with my brand?

A: The solution to a bad brand experience always starts with addressing the problem, no matter how simple or complex the situation is.  No one likes to be ignored, especially if they feel that they have been wronged or let down.  Approach the customer and start an open dialogue.  Let them speak and express their frustration before you try to rectify the problem.  The majority of customers who have a bad experience want to be heard more than anything.  

Once you have listened to what about their experience was disappointing, accept responsibility.  Regardless of the circumstances, responsibility should never be shifted to the affected customer.  Instead, recognize that your company made an error, and offer the customer options to resolve the situation.  Different customers may have different ideas about what is an appropriate way to solve the problem. By letting them take the lead and choose a solution that works for them, you reinforce the idea that you respect their input and value their business.

Unfortunately, some customers do not want to resolve the situation.  They may feel that their experience was beyond reconciliation, or simply do not view your product or service as a good fit for their needs.  In this case, you may have to consider moving on.  You cannot force them to change their opinion about your product or service you can only take the right steps to correcting the error.  In this event, make sure to communicate that should they change their mind, the offer to make good on the situation still stands.  More often than not, the effort that you put forth will prevent them from passing on any ill will to their social networks and peers.

Send your questions or comments to Ralphie@KingMediaNow.com

Unsubscribe from this list.

Our mailing address is:
1555 Watertower Place, Suite 200
East Lansing, Michigan 48823

Our telephone:
517.333.2048

Copyright (C) 20 King Media All rights reserved.

Email Us if you have any questions or concerns regarding this e-mail.

Subscribe to our newsletter