Perception can be a scary thing.

It’s been several days and every day is exactly the same. After a cold damp night, dawn breaks and it starts over again. The ones in charge begin to prepare. I'm not sure if I can survive another day of waiting. Here they come. They can be so judgmental and criticizing. Yet, you have to admire their determination and decisiveness. They know exactly what they want—they want the best. 

I don't know whether to be relieved that I haven't been chosen, or upset that I may not be good enough to ever be chosen. I have heard some of them talk about what they're going to do with us. It sounds uncomfortable. But they speak of the deeds like they’re going to enjoy it. Are they evil? I freeze as one of them comes closer. It is obvious I'm under serious assessment. They call someone over to compare me to another. This might be it. Yes, this is it. It's my turn to leave. Where will they take me, and what will happen once I get there? Are the rumors true? Oh, the suspense. There goes my ulcer… 

I bet you’ve never thought about the pumpkin patch from the perspective of the pumpkin before.  

Have you thought about your business from the perspective of your customer before? You know you're working hard, and you believe you’re doing a great job. But do your customers? What questions might they want answered, but they're afraid to ask? What perceptions or expectations might they have in the absence of that communication?

Your investment in marketing and advertising will surely lead customers to you. But are you doing everything it takes to keep them coming back? Asking the right questions will help keep your business—and theirs— from rotting on the vine.

Social Media Plan

What are your social media objectives and how will you measure return on investment? What resources (time, money) are you expending to your social media? If your company is involved in social media or if you are considering it – develop a plan!

Yes, sometimes the best way to get started is to simply get started. That’s okay. You have to walk before you can run – right? Yet, at some point you need to know where you are going and why. To determine your organization’s direction, it might be beneficial to collaborate with your advertising agency, media specialist, PR firm or customer relations department. Decide how social media fits within your overall communications plan. What financial and personnel resources should you assign for this communication and relationship building opportunity? How will you allocate advertising budgets between traditional advertising, new media and social media management?

Once you have a plan (a blueprint for everyone to follow), you will have a clear perspective and be in the best position to make decisions, delegate tasks and measure the results. Management and execution can be delegated, but one person should be ultimately responsible for plan approval, overseeing execution and monitoring results.

With regard to delegating: Pushing content (PR, brand and promotional messages) can be assigned to a responsible person to follow the approved plan. However, be sure to find the right person capable of managing the “networking” component of social media. Networking takes time and effort (there is a reason “work” is part of the word networking), but more importantly, you need someone who can respond intelligently and brand-appropriately to posted questions or comments.

Online networking efforts, in my opinion, could provide the best results of all the social media components. However, it could also provide a profound negative response if not handled appropriately. You hire babysitters and get grandma’s help with the children, but you are still the parent – right?

Want to learn more? Check these out.

Social Media in Plain English
www.youtube.com/watch?v=MpIOClX1jPE

Developing a Social Media Plan
www.slideshare.net/ifPeople/developing-a-social-media-plan-1323287

Creating your Social Media Plan
www.outspokenmedia.com/social-media/social-media-planning/

I am interested in hearing your questions or comments.

Debra Stauffacher

Shopping Process

When my husband shopped for a camera as a gift for my birthday, he visited a few retailers to see what options existed, talked to sales staff and physically handled the products. He started out thinking he would be buying me a Flip camera and ended up with a Sony Bloggie, which I love (see below).

When I started my search for a new TV, I started with a telephone call to a tech-savvy friend who got me started on the right path. Then, I conducted some online research and discussed some options with my husband. I made my choice and called in the order. The TV is ten times more expensive than the camera, but I will not see it in person until it’s in my living room.

As these examples demonstrate, shopping methods may vary by person. Also, our shopping process may fluctuate depending on what product we plan to buy – some items can be researched in advance, but require a “test drive” before commitment to buy. No matter if your customer’s shopping methods are CALL, BRICK or CLICK, are you providing an experience consistent with your brand?

Examine how inbound calls are handled, review your stores’ online brand and assess if your business is set up to deliver the best in-store experience. Your goal should not be to match your competitors, but rather to outshine them. Customer service before, during and after the sale (by phone, online or in person) can lead to sales increases and repeat business.

Why I Love my new Sony Bloggie
Just in time for holiday shopping:
1) Compact size
2) Lightweight
3) Rechargeable, removable, replaceable battery
4) Memory chip upgrade
5) USB port
6) Easy to use
7) It’s blue
8) Swiveling camera head
9) Affordable, so I can let the kids use it
10) Because it was a thoughtful gift from my husband

Happy Holidays!