Spark into Marketing

Small business marketing ideas and inspiration

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12 days of Christmas small business marketing ideas

December 23rd, 2009 · Inspiration

The 12 days of Christmas is an opportunity to think again about your marketing and get ready for the new year.  Be your own true love and give yourself some marketing presents!

The best gift you could give your business is some inspired marketing.

On the twelfth day of Christmas my true love gave to me:

12 Twelve months of the year to plan newsletters, special national days, anniversaries and to establish the rhythmn of your business.  Finding an anniversary can be a good way to smooth out any seasonal imbalances. .. and break down any assumptions you may have aboutyour customers buying patterns.

On the eleventh day of christmas my true love gave to me :

11 pipers piping out my marketing messages. There are so many pipers available and together they makes more music.  Face to face networking, writing white papers, email newsletters, email courses, PR ( on line and in your vertical markets) advertising: local, pay per click, or in your sector, SEO and on page web optimisation, Web 2.0, blogging and interacting in the blogosphere, directories, videos, teleseminars, webinars, not forgetting direct mail – which has more impact these days – and of course referrals from satisfied customers.

10 lords or satisfied customers leaping around saying how good your work is. More than that, how much you understand what they think  and give them the solutions they want.  Who are your top ten customers and what do they want?  Ask them!

9 ladies dancing. Cars and boats always used to be called “she” and the man who fixed my roof recently referred to my house as “her” and it sounded really friendly!  What do your customers think of your car, your office, your desk, your comfortable chair?  Everything you have is part of your brand and could be dancing for you.  What about your laptop or notebook, the pen you sign the contract with, your shoes, your bag, your jacket, handkerchief?

8 headlines milking the conversation in your customer’s mind.   Headlines on webpages, brochures and emails do a lot of the hard work and work their cash cow thing.  Write 8 during this holiday period so you are ready.

7 steps that take your customers they want to be. Identify the magical seven steps for one of your headlines and let it out into the world.

6 eggs that have been laid since last year. You will be increasing the asset value of your business year on year.  What are the top six assets that you have developed in your business over the past 12 months?  It doesn’t have to be technical equipment which is how we often think of assets.  Your contact list, products, improved systems, new website, better metrics are all assets, too.

5 go-o-ld things that save your business money and time. New technology means you can do more with less better and faster.  From low-cost email marketing so you know who is opening your emails, to easier websites, IT offered as a service for a lower monthly cost, outsourcing rather than taking on new employees, as well as all the talent available to help you grow your business.  There are many ways to make the recession irrelevant.

4 Quarterly plans (to stay on track). Of course planning doesn’t mean you will automatically achieve everything you want, but I am surprised how often it happens.  Getting clear is the first step.  It can be a lonely as an entrepreneur and planning improves your ability to make the most of a team.

3 values that say it all. The sub-text, the hallmark, the special aroma, the spark that you bring to the world that is uniquely you, and communicate powerfully.  It is why people choose to be with you, work with you, like you and trust you.  When we are confident it all happens naturally, but by thinking about it consciously you can generate consistency and be more memorable. (And make more money more easily)

2 keyword phrases.  When explorers first went to remote parts of the world they often planted their national flag to claim the land.  What part of the internet are you claiming?  You may have more than two phrases what are the top two?

Finally:  on the first day of Christmas my true love (me) turned up to give to me (my way of creating money and value in the world/ my business) one partridge plus pear tree.

What is this gift?  One thing that can fly around,  and one that stays still and grows and bears fruit. They have been delivered to your snow covered doorstep as a package.  All businesses need the running around and the staying still.  Active and passive, doing and thinking, yin and yang, extravert and introvert.

Is your business unbalanced?  Do both sides of you get representation at your (very) senior management meetings? Have you got someone who is on your wave length who naturally contributes what is less natural for you?

In modern times retail Christmas seems to last from Hallowe’en at the end of October till December 24th.  But traditionally the twelve days  went from Christmas Day till January 6th.  So once Christmas Day is past you are still in holiday mood right through the New Year and into the first week.

Thinking is probably the most valuable gift you can give your business.  If you want some help with the foundation thinking about getting the spark into your marketing check out this ecourse.

Enjoy your precious twelve days of Christmas!

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Strictly Come Dancing marketing idea – be authentic

December 20th, 2009 · Branding, Inspiration

A really superb dancer failed to win a reality-show dance competition. The winner of Strictly Come Dancing had more personality which was preferred by the audience to dancing ability.

The judges gave higher marks to Ricky Whittle, who had more talent, but Chris Hollins was the winner voted by the public. And the public had the final say.

Marketing a small business is also a talent contest: authenticity is easy as a small business, and talent is only part of the mix.

  • You can be known for who you are.  You don’t have to make up cute personas because people buy from people they know like and trust.  Part of the knowing, liking and trusting comes from the fact that being authentic could even be better than being perfect.
  • Chris was always the underdog and Ricky was always the most talented all the way through the competition.  Because Ricky was so good, people may have taken his talent for granted, and failed to get on his side.
  • While Ricky was “cool” Chris had a sense of humour that was expressed more both in his conversation and his dance.  The Charleston was an entertainment tour de force with wit and fun as well as excellent dance steps.
  • Ricky was warm and friendly but Chris was more open, and threw himself into the dancing with a refreshing exuberance and passion.
  • Chris and his partner were happy to make fun of each othe.  They seemed very fond of each other but did not take their relationship too seriously, so we the audience could become part of it.
  • Their partnership had strogner branding. They were referred to as “Hobbits” and as a couple as “Cola” – Ricky and his partner Natalie were not so easy to identify and know.

The people who buy your products and service may prefer a warm open personality to breathtaking talent, too.  What a relief – we can be ourselves!

Coverage in the press:
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Simon Cowell or audience – who wins X Factor?

December 11th, 2009 · Inspiration, Marketing

Simon Cowell at the National Television Awards...
Image via Wikipedia

Comments by Simon Cowell in the semi-finals of X Factor last weekend suggested to me that he thought Danyl was the best contender to win the competition.  Evidence?  He said that his was the best first audition ever, and seemed a little warmer in his approval of him than the other three contestants.

My personal view was that the only person with a chance of winning was Danyl.  But what did the audience think?

They voted him out.

That means 2 “experts” are wrong ( I include myself) and the audience is  right.

The audience has the power.  They can vote and will – at a later stage – buy the CD’s, DVD’s go to the live shows…and effectively create success.

You can say that the voting audience is mostly young girls which is why there are more boys in the final, and could explain why JedWard stayed in the competition so long.  Who is the buying audience for pop music?  Young girls.

As the expert in our own business it is as well to remember that it is the audience who decides.  They decide to give you money, and if they like you and want to see you next week.  Whatever you are selling – therapy sessions, gigs at the O2 arena, consultancy services or books and CD’s – it is the audience who decides.

And the message is:

Know your audience  (demographics  will help)

Find out what they want (X Factor showed us week after week)

Be good at something (singing) but also be appealing

Test with different choices (Stacey Solomon, Olly Murs or Joe McElderry)

Know you can be wrong

Throw in some excitement  by associating with bigger names – (George Michael, Michael Buble and Robbie Williams)(which could alter the voting demographics)

Then make the record and hope that it sells as well as Susan Boyle’s 4.5 million copies shipped to the US – breaking all records.

Let the X Factor inspire you in your marketing!

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Climate Change summit in Copenhagen – positive impression from World Vision

December 10th, 2009 · Inspiration

COPENHAGEN, DENMARK - DECEMBER 08: Rajendra K...
Image by Getty Images via Daylife

The Climate change summit in Copenhagen will affect us all, and we have to hope that concerted action will be taken.  So often in the media we hear about the warring parties and the lack of agreement, but maybe this time it will be different.

I was encouraged to read WorldVision’s blog from Copenhagen which was enthusiastic about how much is being achieved in the more southern countries of the world, such as Mali.  There the village women have managed to make a real difference to climate change.

World Vision is one of the charities I support.  I do so with regular giving which goes directly to a boy who has written to me and I to him, and the money I provide not only helps him but also touches his community.  His mother has recently died and it is good to know that my support can really make a difference.

One way to influence people is to deal in shock tactics and fear – and usually this more heavy handed approach is effective at a small business level as well as when dealing with governments.  However the more long-lasting way is to be an organisation – a company a brand -  that exudes positive values and is a pleasure to be with.  Good customer service, relevant information, courtesy, a can-do attitude which builds trust and loyalty over the long-term.

From a marketing perspective World Vision look after me with information and interesting ways that I can maintain contact.  Their dealings with me are very personal and related to the boy I support.  They have sent a Christmas Card for me to send off, and – quite naturally – have asked for additional funds.   I like to support organisations that – as the song says – accentuate the positive.  Reading the blog from World Vision at the conference helps me to feel that my principles are allied to theirs.  This is likely to encourage me to remain a supporter.

If your business does deal in shock and problems it can be a good way to create attention, but it is not sustainable.  For long-term good relations with clients or supporters it is better to offer a wonderful service and treat them well with courtesy and relevant information.

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The perfect marketing (and internet marketing) conference or event

December 3rd, 2009 · Internet Marketing, Marketing, Uncategorized

Marketing and internet marketing conferences are part of the product offering of many gurus and would-be gurus.

Unlike professional qualifications there are no requirements for  continuing professional development in marketing a business, but those attending hope that their business will increase significantly.

From the viewpoint of the conference organiser there may be additional money to the entrance fee to be made through his or her own sales offer, or through offers made by other speakers.  A “multi-speaker” event is becoming more common these days, and sometimes the entrance is free as money will be made on the speaker’s offers where organiser and speaker share revenue.

Having been to a number of conferences and seminars this year I have found it interesting how very differently they are run.   The perfect conference, to be honest, would be where I leave the conference and magically new customers are already begging to work with me, or simply rushing for their credit cards so they can pay me money.

While I am waiting for that to happen (!) my wish list as an attendee is in this order:

1.  Helpful atmosphere with guru (s) available to actually talk to you in the breaks about your issues without selling hard. (Very rare and precious.)

2.  One or two big ideas that change perception and the sense of what is possible.

3.  Likeable people to sit next to and meet. (JV partners of the future/friends  starting as neighbours)

4.  Some form of development during the event which moves action forward.  We are all responsible for our own action but where it is integrated into the seminar it takes place more quickly and easily.

5.  A list of tactics or a planned programme so that the doing takes place afterwards.  A clear “next step”.

6.  Some variety of speakers and presentation styles, but not too many.

7.  One sales pitch made honestly and confidently.  Not an over-hyped pitch-fest which contributes to overwhelm and makes the organisers look indecisive or greedy.  Seeing a pitch made authentically and persuasively in the flesh can be empowering for an audience looking to develop their marketing.

8.  Energy proactively managed. This doesn’t have to be massages and roof-raising shrieks but sitting still for three days is not normal.

9.  A way of knowing who else is present. There will be natural alliances to be made.

Optional extras:

10.  An organised  follow-up group to work with to encourage implementation

11.  An exotic location so simply getting there is a good experience

12.  A beautiful notebook

13.  Manual to take away.

None of the events I have attended have had all these elements.  However, I can vouch for the fact that the non-critical (my optional points) were certainly an incentive to me to attend one of these seminars! While it had the optional extras in plenty it certainly lacked the very first option of being able to talk to the “guru/s”.

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Twitter or not to twitter for small business marketing

November 26th, 2009 · Inspiration, Internet Marketing

Twitter is often treated as a double edged sword.  It has kudos in the media for its newness, strangeness and rapid growth.  These same qualities can often put off a small business owner.  Many an internet-savvy marketer has confessed that they didn’t “get” it for a long time.  So what is the average small business person to think?  Even though Twitter is free, their most valuable currency is usually time and they want to know where the money is.

Big brands are using twitter as a lightning strike form of customer service and pouncing on complaints, magically creating confidence.  If you complain about a product or service you may find the washing machine or the computer replaced, and even airline tickets available where none existed before.  Banks with serious reputation issues in the past year particularly have a chance to be seen as human and helpful for a change.

Small businesses don’t have the customer service issue.  Most have a good relationship with their customers and handle problems personally.  So why use twitter?

The usual reasons given are about creating a community, finding out what prospects think, connecting with peers which can lead to joint ventures or collaborations, and of course being the helpful person solving the relevant problems.  All of which can lead to clients and money.

In the twitter workshops I have been running for a while I have noticed that a great deal of clarity and confidence is gained by looking at the world according to twitter.  By making twitter part of the plan in fact the plan gets clearer, the spark gets more sparky, and the next actions are easily identified.

The participants have learned about their business and themselves, as well as about twitter.

In a small business where one person carries out many different roles, this can provide the edge that leads to greater profitability. Unlike the lengthy soul searching that usually accompanies a business plan or marketing plan getting things right for twitter can be achieved quickly and easily.  That is the first piece of return on time invested, and the second is that the follow up action is usually clear.

Once people have a handle on twitter (in every sense of the word) it becomes a really valuable tool

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National Women’s Enterprise Day – women marketing naturally

November 17th, 2009 · Face to Face Networking, Inspiration, Internet Marketing

National Women’s Enterprise Day on Wednesday 17 November reminds us that women in business is no longer the exception.  A more feminine business model has been vividly handed on as a legacy by Anita Roddick and Laura Ashley to every woman dreaming at the kitchen table.  The number of inspiring examples of women doing business that really matters has expanded exponentially.

Having a great business is the aim but not at the expense of lonliness, of missing bathtime, the late night teenage conversation, or the quality time with husband, partner, friends and family.

Modern marketing which plays to women’s natural strengths has made the goal more achievable.

The increasing importance of networking face to face suits women’s natural way of doing business.  Dr Ivan Misner has spearheaded this change through BNI over the last 10 years internationally followed by many networking groups for women only including Athena.  BNI’s motto:  ” Givers Gain” (if I give you business you will want to give me business in return) has made a big change in the way men do business, but is part of how most women operate.

When we meet up for one to one meetings we ask about each other.  We want to find links between us, and help each other.  We are just as likely to give a compliment about shoes or a jacket as a laptop presentation, and we are just as likely to choose to work with somebody based on their past or their personal style.  After all, it is the so-called non-critical variables that often end up being the most important.

The shoe or handbag compliment is not fundamentally about shoes or handbags but about values, about style, and the way of seeing the world.  When we respond positively to something about somebody else, we  are more receptive to developing a business relationship, to working together, recommending each other and investing our hard-earned money.

As women we have many many ways of demonstrating our brand values, and helping others to know like and trust us.  Face to face networking where we are our own brochure, direct mail letter and exhibition provides a powerful marketing tool.  Many businesses find all their clients through face to face networking.

The internet marketing explosion of recent times also suits women.  Women in their late thirties are the most frequent users of facebook.  which only a few years ago was simply the place for university students.  To be trusted these days, and have an authentic brand,  you have to reveal something about yourself.  This comes naturally to women – even online – but in my experience men find it much harder.

Women are still responsible for more of the domestic tasks in the home, so working at home reduces the hassle-factor.  No more travelling out to work which involves military-precision organisation for childcare.  The washing machine can be filled, or the family meal prepared without having to replace yourself at the heart of the home.  Setting up a sequence of emails for an autoresponder for your information product can be more satisfying than coping with lengthy meetings and office politics.

Even better – blogging about your day and the ups and downs of home life can be turned into a business.  The office becomes redundant in every sense.  Heather Armstrong of Dooce in the US was one of the first examples of mommy blogging.  She genuinely and naturally wrote about her day – which was of interest to women in a similar situation – leading to massive traffic on her site.  Advertisers lured by the size and responsiveness of her audience appeared bearing gifts with monetary value.

As women we enjoy relationships and getting to know people and it is refreshing that we can now build a business from this place.  Perhaps it will be the unsung heroines who will be the real contributors to the economy in the coming year.

Old business is dead.  Long live new business and national women’s enterprise day!

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Women + internet marketing + vision + plan + fun = a better world

November 2nd, 2009 · Inspiration, Internet Marketing

Millionaire Bootcamp for Women held over the last weekend brought together women who know how to make money easily with women who have not done it yet (and want to!) Internet marketing, property, NLP, and speaking were the most popular route to riches, but vision, strategy and above all generosity were the hallmarks of the weekend.

Was the bootcamp different because the audience was women and the presenters were women?

The aim of the weekend was to empower women to make money.  It was the brain-child of Stephanie Hale who started a project to interview 12 women millionaires so she could leave a legacy if her brain tumour diagnosis was accurate.  Luckily it was not, and the millionaire bootcamp for women became a spin-off reality a year later with the help of Mark Anastasi.  The big idea was that the support and the strategies are available for women for millionaire-dom.

Both women and men speak with passion, both can be self-made millionaires, both can hold the stage, and both can want to spend more time with the people they love. So what was different about this weekend?

I found it unusual and inspirational to have women as presenters. Internet marketing was the most-frequently cited route to riches and there are direct comparisons to be made with most internet marketing events which are dominated by men.

More variety in presentation styles. Women have more choice over what to wear than men, but there was a very rich variety of presenting styles, too. From  walk-around or stationary, glammed up or unmadeup, entertaining or serious,  polished or disorganised I did indeed feel empowered to be what I wanted to be, and that making lots of money could be easy.  The internet marketing world in particular is dominated by charismatic entrepreneurial men, and what they offer seems like the pot of gold at the end of the rainbow.  I had not realised that something was missing until I saw these speakers.

The importance of vision in the making of money was an integral part of most presentations.. This is not exclusively the territory of women, of course, particularly as Napoleon Hill’s Think and Grow Rich (written by a man interviewing men) was often cited as inspiration.  However the presenters felt as though they were in permanent relationship with a vision, rather than using the vision-as-project.

Tracy Repchuk was on first.  She has made squillions in a very short time on the internet, and was already retired as a millionaire before she started.  Her initial focus was on dreaming the dream, (and you got the very strong impression that she really cares) as well as explaining the mechanism for money production.  Jennifer Hough, the second speaker, spoke about energy and less effort.  I was in awe by lunch time – this was my kind of conference  – spiritual values and money. Not one at the expense of the other… and I have not experienced this so vividly before.

More value expressed to the people who matter.  Men in internet marketing refer to those around them, but I have not seen it done with such a sense of gratitude.  Nearly all the women mentioned the people closest to them with pride and gratitude: parents, partners children, friends. The fact that these women are millionaires of course made the message stronger: you can be happy and be rich.  You don’t have to be a bitch to earn a lot of money.  You can be successful and be loved. You can get the support of those who love you.

Real confidence expressed in tone of voice and body language.  The cars, the toys, the houses and the dream travel are often included in presentations to give credibility to the speaker, and it happened here, too.  But it was inspiring to be with successful women who are “on message”, enjoying their wealth (Jennie Amato has a red helicopter to match her red shoes), happy to talk about their lifestyle, and wish this same freedom for other women from a position of strength not battling against a male enemy.

More generosity about being part of the event. Many of the speakers were around and able to talk over the two days, which gave a fantastic opportunity to get to know them before making up your mind if you wanted them as a mentor.  Jo Martin, who gave the most memorable virtuoso performance of the event, also referenced previous speakers, and in particular Gill Fielding who had spoken the day before.  Yes, men do this too, but the women felt more accessible. It was especially good that Stephanie (organiser of the whole thing) was around and very easy to talk to, and not remotely self-important.

Less drama in the “rags” part of the rags to riches story. Male internet marketers often tell dramatic stories about the low points in their lives:  in fact as you are listening you can almost wish that you had experienced being shot at, being homeless, or bankrupt as that seems to be the pre-requisite for riches later.

The women told their stories differently: less “out there” and more of an “in here” realisation at a moment of breakthrough.  In fact speakers wanted the break through not to have to come through ill health or some dramatic story but a willingness to change attitude and change their life.

And was the audience different because they were women? It did not seem like a “female-only audience” – but of course the queues for the Ladies was longer, and offered more opportunity for the casual meeting and greeting which can lead to relationships! I suspect also that the female audience was more intent on giving back having received inpsiration and strategies for free.

Entrance was free which is in accordance with the law of reciprocity as outlined in Robert Cialdini’s book “Influence” which is a handbook for the internet marketing world.  The principle is that you receive something and want to give back.  Of course this is a key part of many religions and philosophies and is also  networking.  Congratulations to Mark Anastasi for having enabled this to happen.

I imagine that there were many sign-ups, but I am absolutely convinced that the spark of empowerment and inspiration will be paid back many times over.  I was already booked in with Jo Martin and Ed Dale in November, and didn’t feel I had the mind-space to take on another course.  Do I know who I want to work with in the future?  Certainly do.

The Millionaire Bootcamp for women was inspired by Stephanie Hale and the event was organised by Mark Anastasi.  Speakers were: Jennie Amato, Joanna Martin, Leili McKinley, Gill Fielding, Heather Seitz, Naomi Sassaye, Jennifer Hough, Lynda Dyer, Tracy Repchuck, and Maria Davies.

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Not just an anniversary a Marks and Spencers 125 year anniversary

October 19th, 2009 · Marketing

Marks and Spencer is celebrating 125 years of trading.

Quite an achievement for any business.  This is not just an ordinary anniversary .. as they say in the TV ad – but an extra special anniversary in this year of retail problems. What can a business owner learn?

Marks and Spencer 2009 Penny Bazaar

Marks and Spencer 2009 Penny Bazaar as reported in the Daily Mail

1. Celebrate your anniversaries. Whether it is one year or 125 years make a noise about it.  125 years is a long time to be in business, and definitely a cause for celebration.  M and S used the history of the “Penny Bazaar” to re-create part of their history, sell goods at 1 penny, and attract a lot of attention.

Even one year of trading is an achievement.  The statistics from Britain and the US are alarming – most businesses fail.  Sometimes 9 out of 10 will fail,  but 4 out of 5 is common by the fifth year. If your business is anything over 1 year old – celebrate!

2.  Products + salesmanship. Michael Marks introduced products from Poland to the North East of England.  He offered exotic toys, which had probably never been seen before. He sounds like the classic entrepreneur: risk taker, resourceful and probably very charismatic.  All entrepreneurs have to get buy-in not only for products and services but also for their ideas. it is salesmanship.

3.  Know what your customers are thinking. One of the best principles of direct marketing is  – as Robert Collier put it – to get into the conversation in the customer’s  head.  When those early buyers read the sign on one of Mark’s stalls which said:  ” Don’t ask the price, it’s a penny” they must have become more willing to hand over the coin.   It disqualified any customer who couldn’t read (and probably wouldn’t have a penny of disposable income), and made them feel their thoughts had been read.

4.  Ask for what you want. Michael Marks was no slouch and expanded his business with market stalls and by selling products from Dewhurst’s a local supplier  into the villages around Hartlepool.  He approached Dewhurst to see if he would be interested in a partnership.  Mr Dewhurst turned him down.

But, as in business networking events, if you ask for what you want clearly somebody will know somebody who is the right person.  In this instance Mr Dewhurst recommended Thomas Spencer, his cashier.  Thomas Spencer did see an opportunity for his money to grow, and probably for his talent to be applied.  He invested £300 for half the business, took over the warehousing, and the company expanded rapidly.

5.  Growing a business is different from starting a business. So the company belonged to them both and Marks had to share his venture.  He ran the market stalls and Spencer ran the back office.  They brought different – equally important – skills to the business which was bigger than either of them.  Spencer was probably an expert with the quill pen and the ledger, and valued order and process, Marks  saw opportunity everywhere, and had a million new ideas every day.

Marks developed the company to the stage where entrepreneurial skills and flair could be boosted by sound management.  Once it made that transition, Marks and Spencer reached critical mass and the early success laid the foundation for the 125 year anniversary.

Anniversaries make news. They create a good answer to the question “Why should I know about this” and the media and your target market will be interested.  They are a chance to promote products and services simply by virtue of the anniversary.  It couldn’t be simpler!

Some of the better known retailers celebrating this year include:

Selfridges – 100 years in business in March

Primark – 40 years in business – their tale of growth and acquisition makes interesting reading.

Cargo -20 years

It is not only retailers who gain from the focus of an anniversary, but any organisation that has a link with a famous individal or cause.  It is an opportunity for books, ebooks, events, festivals etc, and a re-publication of old material made newsworthy by the anniversary.

Charles Darwin – author of  Origin of Species. 150 years since publication, 200 since his birth.  The Natural History Museum and English Heritage were leaders in the focus  on Darwin.

Isambard Kingdom Brunel – the great engineer.  150 years since his death.  The anniversary has created opportunities for organisations as diverse as First Great Western trains to Brunel University .

Hampton Court – royal palace owned by Henry VIII.  500 years since Henry came to the throne. an opportunity for festivals, conferences and special events. ..not only for the Palace, but for any associated organisations.

Hitchhiker’s Guide to the Galaxy Douglas Adams’  famous book is 30 years’ old and published by PanMacMillan who are promoting a special anniversary edition.

Island Records.  The breathtakingly successful British recording studio  with a stellar lineup from Bob Marley, Cat Stevens, and Amy Winehouse to Keane. 50 years old.

Look around for noteworthy events in your market even if your own history doesn’t warrant an anniversary.  Ride on the coat-tails.   Plan your anniversary in good time.  It is a golden opportunity to connect and to promote.

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Online road tax renewal- good customer service from DVLA

October 9th, 2009 · Inspiration

What a pleasure! Good efficient customer service from a government-type organisation!

My road tax became due and I was excited to read on the form that my car qualifies for payment of only £35.   I rushed off to the Post Office with what I thought were all the forms needed.

Road tax from the Post Office

Road tax from the Post Office

I had completely forgotten that my (new to me) second hand car needed an MOT certificate.

I organised the garage visit, the car had the service and passed its MOT.  All very easy.  Then I looked for my papers for the repeat trip to the Post Office.  To my amazement I could find the insurance but the form from the vehicle licensing people couldn’t be found anywhere.

Then I discovered I could register online.  The  car log book number gave me access to check into the DVLA site.  All my papers were virtually verified online and payment was easy to do.  (And I enjoyed the low price of £ 35!).   I was told that the disc would arrive in the post 4 – 5 days later.

Well we are all more cynical now – and I certainly was.  But to my great surprise the tax disc arrived this morning in the post 3 days after I applied for it!

Online tax discs

Online tax discs

When they over-delivered and it arrived early I was astonished…and delighted ..and want to tell people about the great service.

LOW EXPECTATIONS + OVER DELIVERY = POWERFUL MESSAGE FOR CUSTOMER LOYALTY

Delivering services and products beyond customer expectations is the best way to create loyalty and keep customers coming back.  If you are in a market not noted for good service you have an additional opportunity.

I do prefer to use a real live Post Office if possible, but it was great to receive excellent customer service.  Well done to the DVLA!

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