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Is Your Customer Well Informed?

Is Your Customer Well Informed?

by | Jan 5, 2017 | Influencer Marketing, Marketing

is your customer well informed

This time around Bangalore is too hot and all of us who have been boasting about the ‘beautiful weather’ of Bangalore are left wondering, ‘What’s wrong?’. What’s wrong is pretty obvious – with all the trees being cut down in the name of widening the roads, Bangalore is becoming the garden-less city of India.  While this post is not about the maladies of Bangalore, it is definitely about my response to the heat. I suddenly realised (2 days ago) that, I had a niggling pain in my left shoulder which seemed to extend till my fingers. With all kinds of doubts, I quickly googled to check what those symptoms meant and learnt that the pain can be due to many causes, ranging from a pulled muscle to a massive heart attack. With my son nagging me about my lack of exercise and how I ignored the routine (yearly) check-up, I reluctantly agreed to be dropped off at a hospital. We as a family have been regular at the Manipal Hospital due to its proximity, infrastructure and availability of the best of doctors. But this time the drudgery of the long wait dissuaded me and I contemplated other options – Chinmaya Mission Hospital or Apoorva Diagnostic Centre, both of which were in the vicinity of our office! After a bit of deliberation, I landed at Apoorva for a ‘Basic Health Checkup – Female’.

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Why am I boring you with these details? My regular hospital did not care to educate me about the need to get myself checked regularly. They could have taken better care of me by sending me a reminder a couple of days before the due date or provided an offer for a regular health check-up and made me feel cared for. They could have ensured that I was their customer forever… Is there a lesson for all of us (business owners, sales people etc.) here? How often do we speak to our customers – an important influencer? Do we take care to educate them? Do we even respond to their queries entirely? How often do we speak to our customers – an influencer? – Tweet that I’m not talking about anything fancy, it can be a simple, clear, useful information in the form of a mailer, keeping in mind the customers’ needs. A few small steps can go a long way in retaining customers for a long long time and also gain some WoM. Do you agree with me? I would love to hear your views.

The Power of Social Proof

The Power of Social Proof

by | Jan 5, 2017 | Influencer Marketing, Marketing

power of social proof

Your product or service might be the best in the world, even then it is not necessary that people believe you when you talk about it. However if a satisfied customer refers you to 10 or 15 of his friends who are also business owners and if most of them buy your product, then it is a testimony to how great the product truly is!

01

An Influencer

Let me introduce you to H V Shiva Kumar, Proprietor of Geetha’s, an 18-year-old multi-brand inner-wear outlet on DVG road, Bangalore. He is an Opinion Leader among the retailers on DVG road – one of the older, traditional markets in Bangalore. Shiva Kumar is convinced that his usage of technology – Tally, is making him look like a ‘Guru’. According to him, Tally is taking him one step closer to his dream of being a profitable retailer who is looked up to by the brands he is working with.

His position as an authority – a ‘Guru’ gets confirmed when other retailers seek his advice.

His firm belief is that a businessman, that too a retailer has to grow with the help of technology in today’s highly competitive environment.

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Why Shiva Kumar refers so many businesses to Tally?

To be clear, we asked Shiva Kumar the reason for referring so many businesses (to the software he uses) and he gave us the reason:

  1. He was happy with the value Tally had given him and he was sure it can help his fellow retailers.
  2. He was creating a community of Business (Tally) users who can support each other with the usage of the product.
  3. By doing so the dependency on the Technology company will reduce and they will be self-sufficient (as a community).
  4. His status as an expert in Business and Inventory management gets established among peers and also with the brands he represents.

We subsequently came across a retailer in HSR layout (Rangalakshmi & Sons) who was also introduced to Tally by Shiva Kumar, via a Connector* – in this case, a sales executive of an innerwear brand.

One of the beneficiaries, in this case, is also Chethan Kumar of Infolink Business Care, a sales & solution partner of the software company, who is servicing Geetha’s for many years. Says Chethan, “Once Mr. Shiva Kumar refers a customer, I only have to install the product, there is no need for lengthy demos or negotiation. I wish I had more customers like him”.

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What Is Social Proof?

Social proof is a psychological phenomenon where people imitate the actions of others in an attempt to reflect correct behaviour for a given situation.

Simply explained social proof is the need of an individual to check out a restaurant on Zomato or go through the review on amazon before making a purchase decision. It is to see if someone else has already done what one considers doing.

Have you considered going for a show just by seeing a long line of people waiting to get into a theatre? Have you ever tried to plant your friends among the audience to simulate laughter at a Humorous speech contest? In that case, you will intuitively know what Social proof is!

Why would a business owner like Shiva Kumar go out of his way to refer a technology product to a fellow retailer? Why does the retailer buy without negotiating? The explanation is quite simple – if Shiva Kumar, an influencer and someone who’s seen as a progressive business owner, has to recommend a product risking his credibility, there must be some merit in what he says! And that is what convinces the retailer to buy…

The explanation is quite simple – if Shiva Kumar, an influencer and a progressive business owner, has to recommend a product risking his credibility. People tend to think that there must be some merit in what he says! And that is what convinces the retailer to buy…

A recommendation from an Influencer reduces the sales cycle! – Tweet that 

Influencer marketing is a subject we understand very well.  Call us or mail us today, for more information on how we can help.

* Connectors are  people who have incredibly widespread “social networks.” They are often successful businessmen or politicians and play an integral role in the spread of ideas.

In this case, the person is a sales person, who due to his profession, is in touch with a large number of retailers. Read more about Connectors in Malcolm Gladwell’s Tipping Point.

 

Customer Success story – How to create one?

Customer Success story – How to create one?

by | Jan 5, 2017 | Marketing

customer success story

Customer Success stories or what are referred to as case studies – are a very useful marketing tool, especially for a B2B business.

A Customer success story or a case study is one of the most effective collaterals. A case study helps to tell your prospects a real-life example of how your product or service was able to solve a customer’s business challenges and help them benefit from it.

In this context, a case study is a report of the usage of a product or solution by a client organisation.

A typical case study has 4 sections:

  • A brief description of the client organisation
  • The business challenge faced by the client
  • The solution provided
  • Benefit accrued

To make sure the case study serves its purpose a couple of steps can be followed

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01

Interview a customer

Most often the marketing teams resort to heavy usage of technical jargon in the case study and tend to make it very boring. A good customer success story can be crafted by meeting and interviewing a customer – Tweet that.  It will not only help you understand the nuances of the customer experience, it will also help you craft the story in the language your target audience speaks & understands. Meeting with the customer will also strengthen your relationship with them.

 

02

Create a crisp document

While the language and the tone of the customer needs to be captured, the document needs to be crisp yet provide all the information. It is not needed to quote the customer verbatim!

 

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03

Add a photograph

Who doesn’t like to see themselves in media? Take a high-resolution photograph of the customer if he or she is willing, this along with the quote makes the document very very authentic! It is great to have a professional photograph but taking one with your own camera or smartphone can serve the purpose equally well.

If the customer is not too keen on providing his photograph, one of the office premises is also fine. A link to the customer website or their logo on the case study helps.

04

Spell out the benefits

The clearer your articulation of the benefit statement, better will be the impact. Make it explicit if the customer is willing to oblige: what was the money earned or saved? How did your solution help the customer grow his business? Did it impact the top line or bottom line? Did it bring down the operating expense?

 

 

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05

Take a sign off!

It is imperative to get a sign off on the final case study document. It is also advisable to get the customer to understand the ways in which you intend using the case study – posted on your website, as a collateral or probably even as a news release! This effort can go a long way and avoid confusions at a later point in time!

 

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Consent from the customer for publishing the case study is essential!

We offer case study writing as a service, call us or write to us if you need one!

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Fashion icon Chiara Ferragni named the latest Global Brand Ambassador of Pantene

Fashion icon Chiara Ferragni named the latest Global Brand Ambassador of Pantene

by | Jan 5, 2017 | Influencer Marketing, Marketing

chiara ferragni pantene

Pantene has recruited top digital fashion icon and international trendsetter Chiara Ferragni as its new global brand ambassador.

Chiara’s partnership with Pantene marks her exciting venture into the world of beauty and she has written about it on her blog TheBlondSalad

Chiara says of the partnership: “I’m obsessed with my hair! I’ve always felt that when I have beautiful hair, I look and feel more beautiful – and stronger. When I was a teenager, I was fascinated by Pantene’s gorgeous ads and when I started travelling frequently I trusted it to look after my hair. So I’m thrilled to be Pantene’s latest ambassador because healthy hair helps me look and feel stronger and more beautiful.”

While she’s made her name in fashion, the Italian-born, LA based entrepreneur believes that hair elevates her overall look, stating: “It’s so much more than an accessory – hair inspires my look and completes it. The fact it can be so transformative gives me confidence – and now I can actually transform the health of my hair to keep it looking beautiful.”

Not only is Chiara’s the founder of the iconic fashion blog TheBlondSalad, she has a massive following of 5.4 million on Instagram and 266 thousand followers on Twitter  (@ChiaraFerragni). She is an ideal influencer for a fashion brand with her presence and followers on multiple platforms. She definitely meets all 3 R’s essential for Influencers: Relevance, Reach & Resonance.

You can  follow Chiara on Instagram at http://www.instagram.com/chiaraferragni  and her blog  http://www.theblondesalad.com

SOURCE :PR Newswire / Pantene

6 tips to create a Professional Profile

6 tips to create a Professional Profile

by | Jan 5, 2017 | Uncategorized, Marketing

Professional Profile 1

When I first joined Toastmasters I was faced with a challenge; I had to introduce (Icebreaker) myself to my club members in 4 to 6 minutes. I had to cram 4 decades of my life into a short speech!

This project (each speech is a project) aims to provide an individual, an opportunity to introduce himself or herself to the members of the club. This speech is meant to provide an insight and understanding of the not so obvious aspects of the new member to the club.

The speaker has the flexibility to focus on any aspect: occupation, ambitions or how he or she got over a particular crisis etc. At the end of a well thought through short speech, invariably the members of the audience feel they know the speaker better.

A professional profile serves a similar purpose. It is an absolute must for a professional as well as a business owner. This serves as a marketing tool which is meant to showcase the abilities, experience and skills of the individual to the world and can attract potential business. It can open up doors to many opportunities.

Below are 6 tips that can help you to write a professional profile

01

Keep it simple, stupid

Use simple, powerful, and descriptive language and avoid jargon.

A lengthy, pompous profile does not mean anything if it does not get your prospective clients/employer interested. Be succinct.

Focus on the skills that you have developed over the years, that are relevant to the job you are applying.

It is helps in your job search if your skills and work history are what recruiters are looking for.

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02

Awards & Recognitions

If you have exceptional achievements—for instance significantly increasing sales in your previous position—include those.

Quantifiable achievements are what convinces prospective employers how you can contribute to their company if they hire you.  

Remember to mention the awards and recognition you’ve received.  Usually, an award is an acknowledgement to your accomplishments.

 

03

Certifications & Memberships

Do you have a membership of the Press club or are a member of an industry body? A specialization or a skill? If so, mention it. Also, mention the certifications you have acquired. Needless to say that your qualifications are to be written.

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04

Career Path

Detail the business experience you have gained over the years. What did you do before you reached the current position? What were your accomplishments? Did you increase the revenue, reduce the overhead, build a new product line etc. for the company you worked for?

05

Personal accomplishments

Are there personal achievements that may not be connected to your corporate role; but adds a dimension to your character? Have you been an active member of the local charity? These attributes are to be highlighted in your profile. These are aspects that add strength to your profile.

 

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06

Update periodically

In today’s fast-paced life, your skills keep evolving, update your profile accordingly. Take a look at your profile at least once every six months to tweak it to make it current.

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You can also think about the following questions and add it to the profile to keep it fresh:

  • How long have you worked in an industry and does it make you a subject matter expert?
  • What impressive clients have you worked with and will they endorse you?
  • What are your values — why do you do what you do?

A well-written profile is a great marketing tool; use it to let people know who you are and what you can do.

Influencer Marketing Deciphered

Influencer Marketing Deciphered

by | Jan 5, 2017 | Influencer Marketing, Marketing

influencer marketing deciphered

The term ‘influencer marketing‘ is gaining popularity in India. Organisations both big & small are pursuing it with gusto. Every entrepreneur wants to practice it and every marketer has his/her take on the subject.

Let us look at the term Influence – dictionary.com defines it as ’ the capacity or power of persons or things to be a compelling force on or produce effects on the actions, behaviour, opinions, etc., of others’. Taking this concept further, we can deduce ‘influencer marketing’ to be the power of a person to influence the buying decision of others…

Assuming that an organisation wants to practice influencer marketing, they need to have access to these influencers.

01

So how can an organisation find these ‘influential’ people?

    • She can be an influential customer with a social media following and recommends your product or service when asked for one.
    •  He can be a blogger, analyst or a media person who writes about your industry. Introducing your product to such a person can lead to them write about your product or services.
    • He can be an academician who educates, speaks with authority to your target audience. Will you be able to get his buy in? Will you be able to show the value of your product and induce the passion into him?
    • She can be a social reformer, a TV anchor who talks about your product or service on national television.
    • He can even be the jury of an award committee!
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  • It could even be an erstwhile competitor who has failed to replicate the success and has grudgingly turned into an admirer of your product!
  • A loyal employee who refers his friends to the company as prospective employees.
  • She could be a dynamic channel partner who eats, sleeps and dreams about her business

Yes, these are brand advocates and promoters of your brand. Can they drive action? Sure, some of them can, and do.

Someone who has a loyal base of followers and is an authority due to their expertise or social standing can spread a good word about your business.

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02

Why will these influencers talk about the organisation?

“Character is like a tree and reputation its shadow. The shadow is what we think it is and the tree is the real thing.” ― Abraham Lincoln

Without the tree, how can there be a shadow? So it is essential to establish character and the shadow, in this case ― reputation will follow suit.  So whether it is a product or a service, the organisation needs to strive at perfecting it and keep delivering on the promise. Once the customer is satisfied with the product, he or she will invariably refer it to friends and family. The reputation will naturally start building.

 

Continuously providing the right kind of information to the influencers will keep them updated about the progress or advancement the product or service is doing. It will also help them to share it with their followers. Once the influencer is convinced and also has sufficient information, the next natural step is to speak, write, tweet about the organisation.

And voila! The network effect kicks in!