Thursday, February 20, 2014

Decision Time: Print vs. Online Newsletters for Your Customer Relationships


FOR IMMEDIATE RELEASE





The explosion of options in media outlets along with the very tempting lure of lower-cost online alternatives to traditional media have created confusion in contractor minds about the best way to reach prospects and customers. 

Given significant shifts that have taken place in the marketing world, however, the question is not whether you should choose one over the other (digital vs. traditional), but how well they can work together. This balanced approach you’d take with acquisition marketing also holds true for customer retention marketing.

Newsletters mailed to the home are the premier vehicle for customer contact when filled with interesting home-care tidbits, according to contractor marketer Adams Hudson. There are a number of reasons this is so. As a physical product, print newsletters stay in the home for days at a time, and articles are often highlighted and shared with friends. In addition, homeowners hold onto the valuable discount coupons that are typically included. 

“Most importantly, helpful newsletter articles are not seen as advertising, but as being ‘helpful,’” Hudson said, “and that forges a far better image and strengthens the relationship with the customer. Better relationships equal better retention.”

“I get that, but why can’t these newsletters be put online?” a contractor might ask. And therein lies the call for a balance that can easily double your retention marketing – when your print newsletters are integrated with an online newsletter portal. 

For contractors, your current customers are your primary source of future business, upsells and referrals. After all, in this economy, retention is the new acquisition. But it won’t happen by accident or through neglect. 

If you want the relationships, resales, referrals and recurring revenue that come from retention marketing, visit www.customerretentionprogram.com or call 1-800-489-9099 for a free sample newsletter packet.

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Wednesday, February 5, 2014

I repaid my debt to society!

Okay, I’ve probably not repaid all my debts to society, because after all, there were those college years to consider. (Also known as “Narrow Avoidance of Jail Time Hijinks.”) If I somehow wronged you back then or accidentally set something of yours ablaze in a well-intended ploy for hilarity, remember: there’s no way that was me. I was studying and have the mediocre grades to prove it. 

But it sure seemed like a good idea at the time.

Anyway, you readers may remember when I was ticketed for driving at the speed of sound (49 mph in a 35 mph zone where there was no other civilization for 6 miles). I was asked to either pay $155 or perform 5 hours of Community Service. Writing the check was boring and expected; so I chose the service part. 

I may have misjudged this.

Surprisingly, they have “rules” for what service you perform, which is a word I sort of hate. It’s not so much about the rules; it’s about the rule makers who may have inserted that Ear Wax Vacuum thing a little too deeply. So, they turned down my offer to watch Velocity Channel at the YMCA one Saturday. 

Wow, talk about sticklers. As the deadline drew near, my wife had this “…great idea.” (Realize that “great” is how wives describe shopping for summer shoes or recipes involving hummus, which is actually ground-up anchor rope.)
Since we just moved, we discovered that when you jam two households of furniture into one, 3 things happen:

1.   Your former man-cave garage begins “inheriting” very un-man-cave-like items. Things like 4 sets of China with the optional gravy boats, dozens of ladles, crystal candlesticks, brass candlesticks, various vases, ladies’ clothes (some of which have been worn almost twice!), plus – as far as I can tell – 372 needlepoint chairs. My dude zone now looks like a Flea Market for unorganized fleas with a flair for Victorian living.
2.   You try and “place” items with friends and family. I don’t need to go into detail here, but when you try to weave the desire for a gravy boat into a conversation, people start backing up. A common response was, “Uh, I’m not sure. Can you hold it until later?” This is code for, “You have the stylistic taste of a dysfunctional wombat, so no, I don’t want what even YOU don’t want.”
3.   You give lots and lots of things away to the closest charity you can find and they think you are on a mission from God and want to name a wing of the Children’s Harbor Thrift Store after you. So, that sort of happened.

Yes, this fantastic charity (see http://www.childrensharbor.com) has a Thrift Store that has everything from baskets to Bass boats to Bass weejuns. They also now have a rather superb collection of crystal and brass candlesticks. And I have…

An employee T-shirt.

Yep, as a result of my wife’s great idea – for which I now take credit   I served my time last Saturday. I helped selfless souls Marty and Deb take in goods, unload boxes, carry furniture and stand around appearing volunteer-like. I got to thank the people who donated clothes and cameras; another who gave several skis, another who had an old toaster, another who bought a small boat trailer.

A circle of goodness envelops the process. The Thrift Store exists by generosity. The customers get unimaginable bargains. The proceeds benefit the charity. It’s like God’s original and purest form of recycling.

You may say, “Why don’t they just give the stuff away?” and, in fact, often they do. Yet customers here leave with items and their dignity intact, no matter their station. There is a nobility in purchasing – especially that which helps others – that doesn’t come with being tossed society’s excess. They know that respect is earned and within a man; not demanded by entitlement.

I got to see, first hand, that however “un-rich” you feel, you are comparative royalty to most customers. You sometimes hear, “It’s unhealthy to compare. I say step on down to the Thrift Store and compare away; you’ll humble yourself in the excess to which we’ve grown accustomed.

You’ll feel the sympathetic brow of happiness with the lady who called her husband over twice to make sure the $25 heater was okay with him. It was. And they were happy. As are you, except for the gnawing recognition that you’ve spent more on coffee in a week. Suddenly, a glut in the gut gives you a healthy comparison of fleeting indulgences versus real need. Value adjustment on Aisle 3, please.

I also met some extremely kind people among the donors. All “givers” of the first order. Most seemed to be regulars, known by Marty, a man with joy in his eyes, a spring in his step and service in his heart. I get it now. Community. Service. Two words, one mission. Turns out the debt to society repaid me.

Your Turn?

In a sheepish look back at my annual goals, my “giving” column paled in comparison to the “getting” column, so please dismiss any presumption here. I encourage you to find that spot in your week, month, year where giving of yourself – and not just the check sent in your place – to a cause raises your spirit. You know the one.

In the service business, you are uniquely qualified to help. We’ve often advised “Feel Good” PR that is a reflection of your goodwill, and a bonus on top. 

Donating a furnace and labor, wrapping pipes, providing emergency electricity, will all be like the angels themselves (but with vocational training) arrived on-site. When others see this, I guarantee someone will “catch” your spirit and carry on. And how awesome will that feel?

Go ahead, be contagious. Become a carrier of goodness.

And if your project requires needlepoint chairs, I can deliver.  

Adams Hudson

SPEAKING DATES:

Annual Associated Equipment Corp. meeting at Sandestin Golf and Beach Resort in Florida on March 1, 2014.
 
ACCA in Nashville, TN, March 17 at 3:45. Go here to learn more and save your spot.  As a result of his “time” served above, both seminars will have much more open consulting, freely given.