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This past week a potential client began describing the concept of her business to me. She was passionate as she painted the portrait of her business, I wondered if this was the picture her customers were seeing. She wondered too.
Your business is a like a fine piece of art. You, the artist, know the meaning because you created it. But like any fine piece of art, it is open to interpretation. In business, that interpretation can mean success or mediocrity.
The question is: Do you think you are what your customers think you are?
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| Photo credit: Flickr photo by tata_aka_T |
This is important knowledge to have, because it helps you gauge the success of your marketing efforts. Are you wasting your money and spinning your wheels? Or are you getting a healthy return on your branding efforts? Let’s spend the weekend wisely to find out. I promise to do this project if you do.
Weekend Marketing Project:
First: Get a handle on your business brand. On a sheet of paper, (1) Describe what you think your brand is and what you think it means to your customers. (2) Articulate your brand promise. (3) Describe in two sentences or less the difference you make in your customers’ lives.
Second: Print three key questions on your letterhead using the format below. Send them to 100 customers, with a self-addressed stamped envelope (fewer if you don’t have that many customers). Allow them to reply anonymously. As an incentive, include a $5 off coupon on their next visit.
Dear Customer,
We’re trying to get a snapshot of what our customers think about us. Would you please contribute anonymously to our picture? Simply answer the the three questions below and stick it in the postage-paid envelope and mail it to us. As a token of our appreciation, please accept the enclosed $5 coupon good toward your next purchase on anything in our store.
1. What service/product do you think we provide?
2. What do you think is unique about our business?
3. Does our business fill an important need in your life? If yes, what?
Sincerely,
John Smith – Owner
XYZ Company
If you have your customers’ email addresses, you can use an online survey tool like Survey Monkey to conduct the survey. The free version is limited to 100 responses.
Conduct Customer Research On Site
But don’t stop there. You are likely to see an increase in traffic because of the $5 coupon (that’s a good thing). One of the best ways to conduct free customer research is through normal interaction. Ask the survey questions to everyone who comes in to your store. But this time ask them personally. Don’t make them fill out a form in store.
After you read your customers’ responses, what do they think? Is it what you think? What adjustments need to be made (if any) to position your brand more effectively?
Related information on branding:
Involve Your Customers to Create New Products
Marketing Multiplier #1 – Branding
Quote Spot – Branding
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