Whether you work with a for-profit company or a non-profit organization (or even a governmental unit or institution of higher education) we all want to be wanted by our customers, clients and constituents.
So how can you do that?
What is special about the way you do things?
What about your products or services makes a difference in people’s lives?
The truth is that often times, our products or services aren’t that unique from our competitors.
That’s why embracing your uniqueness should be part of your value formula game plan.
Do you want to generate some small business marketing ideas that benefit your customers?
How about increase the visibility of your nonprofit for fundraising or donor development?
The secret for turning ordinary people into raving fans of your mission includes providing them with a valuable experience that they only associate with your company or organization.
Here are three tips for doing that very thing:
Tip #1: Find Out What People Want, Not What They Need
One of the common mistakes I find in working in online marketing is that too many people build their brand around something people should need.
The truth is in today’s society, most people make purchasing or donation decisions based on want, not need.
And one of the things people want is a memorable experience.
So be attentive!
Show your people that you know them, and understand what they want!
Acknowledge them when they contact you…whether via email or phone.
Customize your branding, message and services to fit what they want.
Appreciate them with specials and coupons to let them know that they are important to you.
Let me give you a couple of examples:
Example #1: I have a company that I have been a loyal customer for many years.
They only give discounts and coupons for new business, never for loyal customers repeat business.
While it’s not a show stopper, it also is something that I mention when someone asks me about doing business with their company.
Example #2: I went to renew an annual registration with my state government.
Imagine my surprise when they had a special to promote business growth and all the normal fees were discounted for a period of time.
I emailed my fellow business owners, because it was such a unique experience.
You can see that you don’t have to be a for-profit company to benefit from great marketing ideas.
Tip #2: Create A Memorable Experience
Here’s a chance to get the creative juices flowing…
Think of ways to create memorable experiences as a part of marketing plans.
What will make you different?
Could you go above and beyond by offering something with a high perceived value?
For example, if you have a bakery, could you share some “top secret” baking shortcuts?
If you have a mission to help children, can you share cards or pictures of how your organization has made a difference in kids lives?
You can even start with something simple, like telling people how much you appreciate them choosing you over all the other options out there.
They will come back for more, i.e. your memorable experience.
Tip #3: Share What Makes You Special!
Finally, don’t be shy about sharing what makes you special!
- Had a happy client?
- Made someone’s life better?
Make sure the world knows!
Social media can be a powerful tool for getting your message out…and so can old-fashioned methods like announcements, “brag” walls and that oldie, but goody, talking to people.
What are the most unforgettable experiences related to your products, services or ideas?
Ask your clients to make sure you are on the right track.
(You may be surprised!)
- Talk about it on your website.
- Include images and video of what makes the experience memorable.
And don’t forget to set expectations for new clients by describing what they will hear, see and feel that sets your company or organization apart from the rest!
Creating memorable experiences is not only a nice-to-do; it’s also what sets you apart from others you are competing against for market share and attention share.
Want to find out more about the Value Formula?
Click here to get your free download of the Value Formula poster.
Lucy M. Morgan, CPA, MBA