Building Connections

Rhonda HiltbrandMarketing is really about building strong connections that won’t break. ~ Rhonda Hiltbrand

My husband and I were having a conversation recently about our beloved Cincinnati Zoo & Botanical Garden.  He was saying how it never used to be as crowded with visitors as it is these days.  I told him it is because they are now marketing so well.  They do direct mail, social media, billboards, TV commercials…they do it all!  They are involved also in the community helping to plant flowers in less prosperous areas of town and they attend the Cincinnati Reds and Cincinnati Bengals events.  They have summer camps for children and special events for members.  They are truly connected!

We feel we know the animals so well because due to this marketing, we know their names, their ages, their quirks and where they stand on the endangered species list.  We know when they give birth and rejoice and just have to go and see the new offspring.  We understand but feel a little sad when they get older and are sent to other zoos.  Yes…their marketing builds strong connections.

Your marketing can do the same.  We always say News Works helps with this by making our shop owners stars.  Their customers build strong connections with them because when they get their newsletter/flyer/postcard, they feel they really know that person who owns the shop where they get their vehicle serviced.  When our shop owners do an employee spotlight, it builds yet another connection.  Ties that bind are important in this day of coupon chasing.  If your customers connect with you, they won’t even think of going elsewhere.

I am so happy to tell you that our customers are reporting that they are “slammed” with work.  That is music to my ears.  That means they are marketing correctly and consistently.  If you need help in this area, please don’t hesitate to contact us.  We would like to help you become a star too…and more importantly, help you to build strong connections with your customers.

Have a great August!

Rhonda Hiltbrand
CEO
News Works Marketing


Perfection is Highly Overrated!

Rhonda HiltbrandA man would do nothing if he waited until he could do it so well that no one could find fault. ~John Henry Newman

I have had to have a severe talk with myself lately.  When I get interrupted in my writing I have a hard time picking it back up with the same enthusiasm as when I started.  I have elderly parents and I get as many as six calls a day from them stating that there is an emergency, and I need to come over right away!  I stop what I am doing, grab the car keys and head out the door only to get a call back that says, “Don’t come.  It is okay now!”.  This is almost a daily occurrence.  It puts me right off my game!  This column, for example, is on its third rewrite.  I told myself today that I’m not perfect, therefore this column won’t be perfect, so just let it go!

I know a young man in marketing that is so terrified of sending out something that isn’t perfect that his company is hurting big time!  Once upon a time he was “red penciled” and “blue-lined” by a so called friend that set themselves up as an “expert” in spelling and grammar and he can’t move past it!  I keep telling him that his writing is excellent and you don’t have to use great big words to make a point!  He is just scared and won’t put anything on social media, or write a blog or communicate with his customers in any way except by telephone.  He outsources all of the marketing he does for his customers and because of this he doesn’t have many.

I read this great quote the other day and it helped me.  If you are procrastinating because you are afraid to be less than perfect…perhaps it will help you too!

Perfectionism causes people to shy away from opportunities, waste time on irrelevant details and aggravate colleagues.  Constantly ranking being perfect ahead of being human is a surefire way to limit yourself both professionally and personally.  ~K. Boogaard

We have such great customers but every now and then a brand new one gets too scared to move forward.  We have to help them take “baby steps” and once they take the plunge, they are so happy that they did because they get a lot of great comments and business increases immediately because of the piece they sent out. Don’t be afraid to “move forward” for fear of criticism.  Just do like I had to do today and realize that perfection is highly overrated!

The Less Than Perfect

Rhonda Hiltbrand
CEO
News Works Marketing


Frustrated with Social Media? Don’t Be!

Rhonda Hiltbrand(Marketing Essentials of the Highly Successful Shop Owner – Part Two)

Social media marketing can be effective, but it shouldn’t be your only tactic for promoting your business, writes Sticky Branding President Jeremy Miller. 

This is part two in answer to a reader who is frustrated that many of his marketing strategies aren’t working like he thought it would! Today’s post is about social media.

Many small business owners (and large business) are frustrated that “Social Media” isn’t paying off.  As small business owners you may have the advantage because:

  • Those who interact with your social media may actually know you and care more about your posts. They will even engage with them now and then.
  • Most of you are posting your own social media and aren’t paying someone (an outside service) to do it for you!

Facebook, Twitter, Pinterest and all the other social sites are a good way to be “social.”  They aren’t necessarily a way to add dollars to your bank account.  Don’t stop being social because of this…your posts can still be enjoyed by your customers.

What type of posts do my most successful shop owners share?

  • Trivia about famous cars
  • Actual pictures of disastrous car parts they are replacing that day
  • Pictures of a staff member’s birthday party, etc.
  • Pictures of unique vehicles they are working on that day

Social media posts themselves may not be making you money, however, they do keep your shop “top of mind awareness” and isn’t that a very important part of marketing?

Do you pay Facebook for your ads?  If so, here is something you will want to know!
Facebook is collaborating with the Media Ratings Council and the Interactive Advertising Bureau on viewability. The social network charges only for ads actually viewed, but it defines that as any ad that appears even slightly in front of a user instead of the MRC’s standard that an ad should be 50% viewable for at least one second. The Wall Street Journal

Rhonda Hiltbrand
CEO
News Works Marketing