Posts Tagged ‘brand repetition’

What Are Your Customers Saying About You?

Thursday, December 11th, 2008

Most small businesses rely on positive word of mouth as the primary way to grow their buisness. I think the reason is that it’s free and the person doing the referring is excited about what you did for them and they want to share their experience.

This can occur organically or we can have a systematic referral approach where the results are much more tangible and measurable. The organic way happens naturally and we really don’t have a good way of making this happen. The more contact you have with your customers, the more inclined they are to talk about you. Since most of us are too busy doing our own thing, this customer contact element of our business is reduced to the point of need. In other words your customer or you have a need to talk to each other about something of interest to the other party.

This can happen on a regular basis if you see the other party regularly. More likely, it happens gradually over time. If this is the case, there’s really no incentive for your current customer to talk about you unless the subject of t shirts comes up in a conversation. Even then you may or may not benefit depending on whether your customer remembers to mention you. Most likely, they won’t. It’s not because they don’t like you or have a problem with you. Rather, you simply aren’t in their mind at that time. You need to know how to get a positive referral. You have to have top of mind position.

As any marketing or advertising pro will tell you, your brand depends on repetition, repetition, repetition. Regular reinforcement of what you’re doing, what’s interesting/new, anything of value is helpful. The more benefit you can deliver to your customer, the better the chance they will remember to mention you. You need to give them a reason why when it comes to recommending you. I can’t tell you how many times I’ve been told I didn’t get the order because someone else “knew a guy who knows a guy who’s doing t shirts.”

To defeat this kind of situation you need to be positively positioned in the brain of your customer so they can recommend you. There are several ways to do that. Tomorrow I’lll outline one of my favorites.
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