This week, I have something near and dear to my heart to share with you. Way back in 2003, when I was a part of the Las Vegas Chamber of Commerce’s Leadership Las Vegas Class, I founded and launched DJs for PJs as our official Class project. It was the start of a nonprofit entity that went on to collect more than 100,000 new pairs of PJs for neglected and abused children. Those PJs were donated to dozens of charities in Southern Nevada.
Now for the exciting twist. We held a press conference last Friday to announce that we have stopped doing the annual, all-day collection events (where DJs would broadcast live from locations throughout the Valley), but we have been able to build up an endowment to support three charities (Child Haven, Safe Nest and St. Jude’s Ranch for Children). We will now provide each of them with a $1,500 check annually, in perpetuity, to purchase new pairs of PJs for the children they help. Donations are still needed, as they will help expand the endowment and let us support even more charities on an ongoing basis. Visit djsforpjs.org to donate.
To see a project go from concept to reality and ultimately make an impact on the lives of so many has been a blessing, and the whole CIM Marketing Partners team is so happy to have led the annual effort.
Perhaps you work with a nonprofit or run your own. If so, you’ll appreciate this brief video. If you’d like to learn more, I’d be happy to talk with you about this most meaningful experience.
December is traditionally the season of giving. Of course, that doesn’t literally mean a present in-hand. You can help a neighbor or friend in need, make a donation in time or money, or pay a surprise visit to someone near and dear.
In that spirit, I asked our CIM team what gift they received that had the most impact upon them…one they remember or appreciated most. For me, it was a little office desk my Father made for me when I was 7. It was absolutely the best gift ever, as I loved to play office when I was little, so when Santa left this for me, I was in heaven!
•------------ ADRIANA ------------• Three Christmases ago, someone gave me the best gift I’ve ever received. My great grandmother's recipe book dated 1894. It’s a true treasure for me, the writing, the food… it’s almost like knowing her in person.
•------------ APRIL ------------• One year for Christmas, when I was around three or four, my parents bought me a monthly subscription to a children’s book club. Each month, I got a new box full of new books to read, which kickstarted my lifelong love of curling up with a good book.
•------------ CLARINDA ------------• Last year’s (2019) Christmas present was the most memorable gift from my husband. After 4 years of moving to America, he surprised me with plane tickets to Canada so I can be with my family and friends during the holidays!
•------------ DARREN ------------• Christmas of 1977 and the Atari 2600 gaming console. It was a total surprise (likened to a Christmas morning miracle) and put me on a path to being passionate about all things “technology.”
•------------ DON ------------• At my 20th high school reunion, my 12th grade English teacher (a master writer and proofreader) approached me and said, “In my 30 years of teaching, I’ve never attended any of my past students’ reunions, but I came tonight to see you.” In that instant, I knew I had made a lasting impression on her, just as she had on me that senior year.
•------------ KAYLA ------------• The most impactful gift I have received was from my grandparents who invested in savings bonds every Christmas from the year I was born. I now get to use this thoughtful gift towards the down payment of my home.
•------------ KERRY ------------• The most memorable gift is one that I receive from my dad every year to this day in my stocking. It is a solid silver dollar Liberty coin. It’s so exciting to reach into the toe and find the coin in its plastic pouch perfectly shiny as if it has never been touched. I have over 40 of these coins, which gives away my age! My dad now sends a Liberty silver dollar to my son, as well, which is super special, so now we share that exciting moment each Christmas.
•------------ MELISSA ------------• While I was studying marketing and graphic design in school, my parents gifted me a Wacom tablet. This impactful gift motivated me to stretch my abilities as I studied design and ignited my passion for hand lettering and calligraphy.
•------------ NAVÉ ------------• The most memorable gift I received was the act of kindness. Christmas traditions often include gift-giving, baking cookies, choosing the perfect tree, and so on. But one year, lack of funds foiled our Christmas tradition; we weren’t receiving any gifts, not even a tree. With only a few days until Christmas, a friend stopped by and noticed we weren’t in the Christmas spirit; soon after his departure, he returned with a tree in tow, most likely the last tree at our local convenience store. Receiving and trimming our tree made that a Christmas to remember!
•------------ RYAN ------------• My most memorable gift was waking up on Christmas morning, going downstairs to the living room, and seeing an intricate slot car racetrack setup. Weaving through the coffee table legs and around the tree. That feeling of excitement and joy as I raced my brother and dad will always stick with me.
•------------ SHAYLA ------------• When I was eight years old I started playing basketball and on Christmas morning I woke up to a brand new pair of Michael Jordan basketball shoes. This was during the Chicago Bulls prime years when everyone wanted to, "Be Like Mike." These shoes furthered my passion for sports and gave me the competitive drive I still carry with me today.
•------------ SONNY ------------• My most memorable would be the birth of our oldest daughter on the 24th, 26 years ago.
•------------ VICKI ------------• When I was a kid, my parents got me a Cabbage Patch Kid tricycle for Christmas. It was the most memorable gift I’ve ever received as a child. Every day I would ride around the neighborhood with my big wheels and feel so awesome inside!
Enjoy the rest of 2020 and I wish you a very memorable and blessed holiday season!
Quote of the week:
May no gift be too small to give nor too simple to receive which is wrapped in thoughtfulness and tied with love.
L.O. Baird
We're Thankful For You and...
Thanksgiving is a time for family, friends, fond memories (and making new ones!), giving thanks, and more. Personally, I have a lot to be thankful for and will enjoy the upcoming holidays to reflect and appreciate. I am particularly thankful for my God-given talents and passion I have for marketing, the love I have for being an entrepreneur and the freedom to live in a country where I can run a business and provide employment for others and help clients do the same.
I asked our team what they are most thankful for (personally or professionally), but with a caveat: They couldn’t say family, friends, health, or their job, because I already know we’re all thankful for those. Here’s what they shared:
I’m thankful for strong coffee, whipped cream, and ice cream keto bars. I’m thankful for family dinners and good yummy food.
I’m thankful for YouTube and online training resources (and patience!) while I try to train my brand new puppy, Valkyrie.
I’m thankful for Amazon Prime & streaming services like Netflix, Hulu, Disney+, etc.
I am thankful for all those who have made sacrifices to defend and uphold our Constitution so that I may live my life and enjoy freedom.
I am thankful to live in the greatest country in the history of the world.
I’m thankful for my puppy, Whiskey. And the beverage, wine.
I am thankful for snuggles with my son, sunshine and cooler weather, great podcasts like Armchair Expert and How I Built This to entertain me and open my mind as I cycle through the Red Rocks.
I am thankful for my pup, Hudson, a good latte, and Crumbl Cookies.
I am thankful for HOPE, knowing that tomorrow is a new day and anything is possible.
I am thankful for diversity, without it the world would be pretty boring.
I am thankful for my health and my three pups, Butkus, Leo & Sugar.
A wife that keeps me challenged and who lives on the edge each and every day!
I am thankful for the show called “The Masked Singer” with the judge, Ken Jeong, who always makes me laugh, and for music and a cup of green tea!
A very Happy Thanksgiving to you and your family…
Quote of the week:
Gratitude can transform common days into thanksgivings, turn routine jobs into joy, and change ordinary opportunities into blessings.
William Arthur Ward
Marketing Insights from a Pandemic
There’s so much that could be written about lessons learned this year, many of them as unexpected as COVID-19 itself. I was talking with the CIM team last week about that topic, and the conversation turned to specific marketing lessons learned. Take a minute to reflect on these:
Having strategic, business, and marketing plans is vital, but plans cannot be set in stone. While they serve to keep you focused and on track, it’s critical to be able to flex as the business and competitive landscape shifts. We didn’t just have a shift, the ground fell out from underneath us! In many cases, we learned to reinvent ourselves, our products/services, and our core ways of working. We didn’t just slightly correct course, we pivoted and did 180s and back again!
The human connection is vital. We learned new ways to connect with family, friends, and clients. From simply letting clients know “we’re still open to serve” to announcing operational or service changes, it became more important than ever to communicate, frequently, with our target audiences.
Downturns have their upsides. It has been a strategic time to invest in marketing. Similar to during the Great Recession a little more than a decade ago, media rates dropped significantly and some companies have been able to afford certain advertising opportunities for the first time. Historically, studies have proven that firms that invest in marketing during a downturn (especially while competitors cut back) come out ahead – in brand awareness and business growth – in the years following the downturn.
QR codes are making a comeback! Yes, several years back, QR codes hit the scene with a splash, then we saw them start to fade away. However, with most new mobile phones incorporating QR code reader technology within their cameras, coupled with our new “touchless” obsession, we’re seeing QR codes’ resurgence. Enter just about any restaurant, and you’ll see “Scan here to view our menu.”
We’re not done yet. No, we’re still learning and growing and managing to succeed despite all the challenges. I truly hope your efforts are paying off to stay safe and healthy, keep your family, friends, colleagues and clients as your focus, and adjust your business model to ensure continued success.
Quote of the week:
Life can only be understood backwards; but it must be lived forwards.
Soren Kierkegaard
Ready For 2021 Reboot!
What a year it has been. Summer’s gone. Cooler temps are finally here. Thanksgiving is around the corner, and December will be filled with holiday activities. That makes now the perfect time to prepare for and lock in an effective 2021 strategic marketing plan and budget.
What’s in it for you? By planning now, you’ll…
Avoid entering the new year with no plan, leaving you to only react to opportunities that may appear.
Get the whole team on board with where you’re headed, why you’re headed that way and how everyone can contribute to getting there.
Save marketing dollars by working with your marketing/PR agency to identify and evaluate the best opportunities (those with the greatest ROI), as well as potentially lock in lower 2020 media rates into 2021.
Investing in planning now will allow you to more fully enjoy the remainder of this year and help ensure a more profitable, more focused, and less stressful 2021. After reading the next few sentences, switch screens on your computer to see your calendar. Block off several hours with others involved in your marketing decision-making process and plan for a review of your business and the competitive landscape.
Now is the time to take the time to work through important questions and begin to develop your strategy for 2021 marketing:
What are your specific business goals for 2021?
How has the competitive landscape changed (and how might it change in 2021), and what do you need to do to adjust?
What marketing initiatives deserve your attention (and budget) in 2021?
Are you stuck in traditional marketing avenues, or are you capitalizing on many of the new marketing opportunities that are truly changing the landscape (think digital/online/social media)?
What does your marketing budget need to be for 2021?
What are you able to accomplish on your own versus what do you need professional assistance with implementing?
We suggest you work through this “reflection and review” as a starting point to nail down a true strategic approach for 2021. If you need help, ask for it! Working with a team like CIM Marketing Partners can put you on a more solid path to growth and prosperity, while at the same time freeing YOU up to focus on what YOU do best (like operationalizing your company’s products and services, and providing superior client service and experiences).
With your plan in place (and the ability to adjust it as needed in our current environment), you’ll experience marketing efforts working behind the scenes to improve profitability and ultimately build the value of your company.
Quote of the week:
Planning is bringing the future into the present so that you can do something about it now.
Alan Lakein
Only 58 Working Days Until Christmas!
We’re getting close to that time of year when many companies reach out to those who mean the most to them: Their clients, their referral sources, and their preferred vendor partners. For some, it means sending a holiday card (physical or e-card) and/or a holiday gift.
If you choose to send a gift, here are some tips to keep in mind:
Choose a single gift or a collection of smaller items that are meaningful and useful.
You may want to create a theme and follow that, including on the card or in messaging that accompanies the gift.
Many companies create several levels of gifts (with corresponding costs), with perhaps the highest level going to your most significant clients or referral sources, a mid-range gift for moderate-size clients and something nice for others.
We do not recommend over segmenting into too many groups, as this becomes cumbersome and more difficult to orchestrate.
Presentation is important.
Whether hand-delivered or mailed, take time to wrap or package it so it makes a nice impression on the recipient.
Your firm logo may or may not have a place.
On sticky notes and low-end pens, sure, your logo is fine. Some of the nicest, longest-lasting and most used items I’ve received over the years do not have logos on them, but you can bet I remember who gave me those items (a leather padfolio or a business travel bag, for example).
In advertising, we try to stand out while avoiding the fray, instead showing up when there’s less competition for one’s attention.
After Thanksgiving, you may have noticed your company break room becomes filled with a number of incoming gifts, further blurred by your own extra busyness of the season. That’s why since I started my company in 1996, we’ve been sending holiday cards and gifts each November just before Thanksgiving.
A Note About Food Gifts and COVID
If you’ll be giving food items to a group or an entire office, make sure those items are individually wrapped – forego the whole cake this year, instead opt for individually wrapped or packaged serving sizes. It might increase cost a bit, but this will ensure your holiday treat will be enjoyed by the recipients.
We just entered October, so it’s time to make up your lists and gather your thoughts on how you’ll be touching those you care about and appreciate. If you need any assistance, please reach out.
Quote of the week:
The excellence of a gift lies in its appropriateness rather than in its value.
Unknown
STAR Power and How to Get It
Everyone knows that reviews are important for businesses, but a lot of people don’t realize just HOW important they are. Positive reviews can influence purchase decisions by allowing potential customers to read feedback during their research phase. People are more likely to trust a brand with comments from previous customers that have had pleasant experiences than a brand without. Why? Credibility. A business with positive reviews increases credibility, and at the end of the day, consumers want to trust the businesses they are engaging with. Valued high-star ratings build trust with potential clients prior to even having a conversation with them. In addition:
Reviews also build a business’ reputation and increase visibility on the web, which in turn, helps in SEO and ranking efforts. Particularly with Google reviews, a business’ search ranking improves when Google sees engagement, relevance, and consumer confidence.
Responding to reviews in a timely manner is important. Clients appreciate the effort made in personal and thoughtful responses to each review that is left. It is especially important to respond to negative reviews. Potential customers want to see how a business addresses a negative experience, and since the occasional negative review is inevitable, remember to respond promptly and professionally.
There is value in a positive review regardless if it is on Google, Facebook, or any other social media platform. Online reviews are the easiest and most authentic promotion for your brand because it is coming directly from the mouths of people who have worked with you – a third-party endorsement, if you will.
Always take a negative review response offline by replying with a request to have the person contact you via phone or email. Never engage in an online argument as you will never get the last word, and it doesn’t sit well with people evaluating your business – you’ll likely come across as difficult to deal with. By simply requesting that the person contact you, any rational consumer will view this as you taking action to rectify a poor experience. No response looks like your company doesn’t care – a big turnoff to those perusing your reviews.
While most review platforms discourage soliciting reviews, Google embraces it and will typically post straight to your Google My Business location page. Talk with us about a service we offer to streamline this process.
Due to all of the benefits of positive reviews for your business, remember to ask your clients if they would leave a comment and/or rating describing their experience with your brand. There are platforms and processes that can help with measuring, building, and managing your company’s overall online reputation. We have a powerful solution that can help make review harvesting CIMple. Call us or email me, and we’ll be happy to help.
Quote of the week:
My advice is to answer every customer, in every channel, every time. This is different from how most businesses interact with customers, especially online, which is to answer some complaints, in some channels, some of the time.
Jay Baer
The Power of Memorable Moments
It was quite a memorable moment when I finished reading a great book, The Power of Moments. What an impact can be made with some simple, implementable tips. Here’s a summary that I hope will inspire you to create memorable moments for your customers, employees, and clients.
What’s a Defining Moment?
We tend to remember the best or worst moment of an experience, as well as the last moment, and forget the rest.
We all have defining moments in our lives – brief, memorable and meaningful experiences that stand out in our memories.
The book outlines four elements that play a role in a memorable moment: Elevation, insight, pride, and connection. All four needn’t be present to create a particularly memorable moment. The book also contains a number of inspiring examples.
A good surprise is one that delights employees, as well as customers. We recently mailed care packages to clients during the COVID-19 crisis, touchpoints they enjoyed receiving, and our team was delighted with the feedback we received.
A bit of attention and energy can transform an ordinary, forgettable moment into an extraordinary one.
Start by thinking about and recognizing some memorable moments in your life. Surely, you have some standouts in your personal and professional interactions. How has a business delighted you? How did someone please or surprise you?
Now, look at your interactions with your team and those you serve. Brainstorm to create touchpoints to wow both. Remember, in marketing, meaningful moments matter; don’t miss a huge opportunity by leaving them to chance.
If you would like to discuss how we could help you create meaningful moments for clients, please reach out.
The Power of Moments by Chip Heath and Dan Heath
Quote of the week:
The best things in life aren’t things. They are moments.
Unknown
Perception vs. Reality – What do your clients think?
So, you think you know your buyers, customers, or clients. But do you?
Perhaps you and your company have done what you do for many years, and you’ve surely gotten a lot right to have been this successful. Let’s take a peek at a handful of ways to truly get to know your buyers, from simple and fast, to more extensive, but very important:
Satisfaction surveys: These can be simple to orchestrate and will provide feedback quickly. You can create printed surveys to hand out or mail with a postage-paid return envelope. Alternatively or in addition to that, you can create an online survey (think SurveyMonkey). Offering a range of options to provide feedback will be most effective. Don’t have too many questions, and include a question mix that allows various types of responses – yes/no/1-10 scale and open-ended where answers are typed in.
Focus groups: This is formal research where about 10-12 people are recruited to physically go to a location for a 90-minute conference table discussion about a company, product, service, or concept. Focus groups can also be held virtually. The participants usually do not know the company behind the event, so the open discussion can be encouraged. Specific, non-leading questions are gone through to pull information, viewpoints, and competitor insights from the group. We’ve seen the results of what was learned during a focus group literally save our clients hundreds of thousands of dollars.
Buyer personas: Simply put, these are detailed profiles of your ideal buyers. The process is to interview several actual clients and others whom you think are your ideal target buyers to dive deep into their psyches to find out what is most important to them when seeking your products or services. This involves scheduling and having a detailed, one-on-one conversation/interview with them to ask a series of questions to get at the root of what they want and need, and why. After the interviews are completed, profiles are created outlining what these individuals look like (demographics) and details about their key decision factors, concerns, likes, dislikes, and priorities.
The insight gleaned from any type of marketing research can yield a treasure trove of information that can be incorporated into your business development and client care initiatives: Website content, marketing collateral, digital outreach (email campaigns, newsletter content, online advertising), etc.
Invest in the time to truly know and understand your customers and prospects so you can “speak” to them in the most effective way possible. If you need any help with marketing research, please reach out to me.
Quote of the week:
Marketing without data is like driving with your eyes closed.
Dan Zarella
The Good, The Bad, and The Ugly of Content
You already know how important it is to communicate with your target audiences:
Clients, customers, and vendor partners need to know about your company, its offerings, your team, relevant industry happenings, etc.
Similarly, your internal team needs to be kept abreast of the same information so they’re prepared to have meaningful conversations with your external audiences.
What’s as bad as lack of communication is reaching out with poor messaging and content. This week, we offer some tips on creating great, useful content to keep everyone in the loop and help expand your new business pipeline.
Keep in mind that content needn’t be long or overly detailed. Keeping it succinct will be appreciated by the reader, or in the case of a video, the viewer. In addition, great content can be multi-purposed: Send it in an email campaign, post it on social media, link it to your online advertising, and share it with your internal team.
We are excited to have a glimpse of restart in our Battle Born State. Stay healthy and well, and reach out to us if you need assistance with your communication strategies.
Quote of the week:
Don’t judge each day by the harvest you reap, but by the seeds that you plant.
