Sherri May & Co.

Last week, I stopped by my regular coffee shop for my daily caffeine boost. Keep in mind, this is a coffee shop I visit often enough to be considered a regular but without the benefits. (Benefits like being able to say “I’ll have the usual” without the barista rolling her eyes).

Anyway, as I approached the cash register, a familiar barista asked my drink order and my name. Always the same: “Vanilla Latte – Caitlin.” The barista nodded, scribbled on the cup, then passed it to a different employee. After making my drink, he looked at my cup with a puzzled expression and decided to call out “Vanilla Latte” rather than the name written on the side.

I picked it up and quickly figured out why— he didn’t want to yell out “Kitten” in public, which was the name that was clearly written on my drink. And now, not only do I have a new office nickname (it’s been shortened to “Kitty”), I’ve also decided it’s time to try some different, local coffee shops.

So how does this relate to your business?
Don’t underestimate how important it is to A. Get to know your clients and B. Constantly work on strengthening those relationships. Here are a few key steps to working on both:

Remember the details. While knowing your clients’ names is a good place to start, also remembering the details can be an advantage. For example, if your vendor, Mark, has 2 boys who play Pop Warner football, try to get your facts straight before saying “Hey Mitch, how are your little ballerinas doing?” Try keeping a notepad if your memory is a bit rusty.

Put the information to use. Did your client express a specific feeling toward one of your products? For example, if she says, “I don’t like Product X, I prefer Y” then bring it up the next time you meet. Try saying, “I remember you mentioned you like Product Y, we have something similar I think you’ll like.”

Check in. Google Alerts can be a great way to check in. Just type in Google.com/alerts, sign in to your Gmail account (or create a new one), and list the companies you would like to follow. It will send you email notifications when they’re mentioned in the news, allowing you to send them quick notes like “Hi, just found out you won an award for excellent service, congratulations!” It’s a meaningful way to acknowledge their work.

And remember, when you forget your client’s name, play it safe and use “friend” or “my favorite client” if that’s appropriate. But definitely not Kitten.

By: “Kitty” Bebout

If you haven’t seen the latest pop-phenom, Lady Gaga, you’re missing out. While her music is catchy and quirky, the real draw with Ms. Gaga is that she knows how to get your attention. Despite her slightly mad-as-a-hatter image, her rise to fame has been a methodical process that has components that can be used in any strong marketing strategy (she’s topped the Billboard charts twice and is Billboard’s 2009 Rising Star).

Let’s take the Video Music Awards, where Lady Gaga could be seen donning a white, feathered wreath that framed her face. Her other costume changes were ordinary only by Liberace’s standards. Adorned in a red dress, onlookers couldn’t take their eyes off her matching headpiece that appeared as though a chess piece had swallowed her face.

Okay, so now you’re wondering, “How does this loony pop-starlet tie into marketing?” Good question. There are actually methods behind Lady Gaga’s madness that any business can apply as strong, marketing methods:

Stand out
The economy is improving but is still sluggish, which is why it’s important to use your solid brand, strengths and individuality to make a name for yourself. Even if your niche is in a more conservative realm, like a financial or medical firm, hire a creative team that will make your marketing pop.

Join the conversation
Attend networking events with professionals in your industry, create events/contests to get buzz or even dabble in social media. All of these methods are positive ways to get people talking about your company for weeks to come.

But stay true to yourself
While tactics like social media can be beneficial, they may not be right for every business and campaign. Use what has worked for you in the past and what has generated solid results, despite what every other business is doing. In other words, make sure your campaign is built on a foundation of solid strategy.

The fact that Lady Gaga can sing well and write witty lyrics shows that she has the talent to back up the costumes. If she only had the method to gain popularity without the talent, she would just be that crazy lady who wore a dress made out of bubbles and mumbles about the paparazzi.

Contact Sherri May & Co. today to find out how to get your marketing campaign as successful as Lady Gaga. 602-547-7020.

Photo by Wire Image / John Shearer