Maxys Max Media and Entertainment

First Impressions

"What you want?" says the curt lady at local bread shop. Hmmm, that's abrupt.

"A loaf of your finest bread thanks" - "$3.50" the spat reply -

In seconds the transaction complete.

I walked out with my bread and the thought that she doesn't care if I'm a customer or not - yes, there are lots of other customers and also lots of other places to buy a loaf of bread.

That first impression is so important, it doesn't matter if it's a retail store, an office receptionist or a website - our perceptions are made in the first few seconds - she made an impression - I'm pretty sure "I'll never buy there again" is NOT the best one for the business.

Love Thy Customer (and staff)

I'm constantly amazed how many businesses you hear about that don't appear to love their customers.

Business 101: No customers - no business.  No business - no job.  Oh that's right - skills shortages - plenty of jobs.  Not only do you have to love your customers you need your staff to love your business - tough gig.

Yes, some customers can be demanding - that's about setting clear expectations and mutual respect - the days of adverserial relationships and "channel liabilities" are coming to an end we hear.  Like all relationships there's always a choice. With the web - any connections are easy - just a search and click - the challenge is always "good relationships"

"We're partners in your breakfast, holiday, and business etc" I hear the warm and fuzzy new age sales reps chant.

Hmmmm. did I also hear a chorus of snickering from the audience at the back?

Ok, let's qualify, in business you can't please everyone all the time so focus on the customers (and suppliers) you enjoy and are most rewarding (not always just financial).

Today we operate in highly connected tribes  - the mass advetising media model is dated.

Increasing Sales

To grow your business there are generally two options available - increase sales and/or decrease costs.

In sales - for every business there are always customers who are the easiest to sell to - the low lying fruit.

For a shop at the local shopping centre then there's no question that those people already moving in, out and around are your most easy targets.

Where's your local marketplace?

Getting Attention

So the question comes down to -

1. How do you get more attention?

2. If your product/ service are to a large degree commodities (easy to purchase elsewhere) how do you differentiate, increase conversion and repeat purchase? > ie only come to you?

Create Unique Experiences

There's no question - trusted third party referral (Word Of Mouth) is THE MOST EFFECTIVE FORM OF ADVERTISING.

The simply stated answer (but not so easy to deliver) is to create a unique experience for your customers to share (sneeze) and create a groundswell of customer advocates who spread your experience virus

So, what can you do to -

1. Create an experience your customers will tell others?
2. Help them share the experience?

What is your competitive advantage - know your message?

Step 1.
If you sat outside your shop for a week and watched the people coming and going - which potential customer segment aren't you reaching?
If you asked your best existing customers why they buy from you - what do they say?

From that you'll begin to identify your strategic advantage - focus on that. Once you know your "keywords" then embed that in your marketing and wrap it around your customer experiences.

The Web Experience

When it comes to the web your savvy web marketing guys apart from SEO they will tell you the most important element of any landing page is the conversion goal.

Similarly, the most important aspect of your landing page design is to focus the visitor's attention on that conversion area.

There are many web design approaches to drive user attention - many borrowed from photography - from using basic colour, contrast and white space to "eye following"; "head movement"; interruption and encapsulation.

Solution

Without question a good photo or our CLIVEvideo achieves results BUT just make sure you understand your key message first - in most cases this is what your customers will take with them and share.