How Emotions Win Customers

Cassell’s Hamburgers is something of a Cinderella story.

Founder Al Cassell launched the iconic lunch counter in Los Angeles in 1948. Famous for grinding beef daily, Al’s passion for great burgers and homemade mayonnaise lived for years. But by 2012, struggling owners decided to sell off Cassell’s rights, recipes, and equipment. It seems there was no magic touch that could save this beauty.

Jingbo Lou had other ideas.

As a Chinese exchange student, Lou came to the U.S. to study at the University of Southern California and developed a passion for architectural restoration that grew out curiosity for American culture:

“As an immigrant to this country, my very big task is to learn the culture,” Lou says. “I really fell in love with the history.”

J Lou put this love to work bringing Cassell’s back to life in a salvaged, crumbling 1920s inn called the Hotel Normandie. J Lou recognized a hotel/restaurant combo was a chance to cater to the nostalgia of many Californians.

And he was spot on.

Since Cassell’s reopening in 2014, the business has topped many “best of” lists and expanded into Downtown LA and a LAX location in Terminal 1.

Why such phenomenal success? Because emotions sell.

Emotions Win Customers

Brands build loyalty because emotions win customers!

While you may believe your decisions are rational, most choices are actually controlled by your intuitive (emotional) mind. Studies show that people rely on the heart, rather than on logic, to make decisions. Douglass Van Praet, author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing, says this:

“The most startling truth is we don’t even think our way to logical solutions. We feel our way to reason. Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation. Emotions don’t hinder decisions. They constitute the foundation on which they’re made!”

Brands put emotional marketing in play by focusing more on the needs and passions of customers instead of on the unique product benefits their products bring.

For example, Pampers exalts healthy, well-rested infants instead of dry baby bottoms. Nike inspires people to overcome limitations instead of highlighting superior shoe quality. Harley sells people freedom without limits rather than offering a mode of transportation. And Cassell’s Hamburgers offers people a return to simpler days, including original chairs, tables, signage, and original menus hanging on the wall.

Want to enhance the emotional message your brand brings? Brand marketers suggest starting with steps like these:

  • Treat prospects as people rather than buyers
  • Give people multiple chances or channels to try or become familiar with your products
  • Use ads with identity messages that motivate or move people
  • Create a shared community among purchasers
  • Inspire users to have dreams
  • Offer messages that give people an experience, not just information

Create stories that allow your company to be part of people’s lives and appeal to every aspect of your customers’ personalities: their ego, needs, dreams, or general emotional state.

These connections can happen through music, artworks, logos, signage, slogans, sport, or anything that really ‘speaks to your customers.

Above all, emotional branding seeks to build lifelong partnerships between a business and its customers. Once someone is emotionally captured by a brand, they are more likely to stay loyal for decades.

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Expert Advice for Classy Custom Labels

In today’s visually-oriented market, brand persona is everything.

Strong, simple visuals go a long way toward giving you a rock-solid image to stand tall above competitors and to capture customer attention.

While companies work hard to shape outbound marketing, they can easily overlook options for the packaging and presentation of their products. Even simple tweaks can go a long way in making your brand shine!

Custom printed labels can offer a durable, stunning accent to your product or printing. But there are many variables when it comes to printing labels. From the right materials to laminate finishing, it’s hard to know where to begin.

Here are a few tricks we’ve learned over the years to help you craft labels to heighten brand appeal.

Less is More.

When it comes to labels, it’s important for your message to connect immediately.

When a label has complex fonts or busy designs, it can be difficult for readers to engage with your product. Keep your designs, images, and borders clean and simple for maximum user experience. If you post nutrition facts, make them as concise and reader-friendly as possible. Non-standard shapes or labels that match your package size are a great way to bring precision and flair.

Color is King.

Want to stop them in their tracks?

Colors command attention and make your message sing.

Try splashes of color against neutral backgrounds, or complementary colors that bring depth and warmth. If your label intends to communicate flavors, seek to pair colors that carry these natural associates (like greens for lime or orange for citrus).

As you design label colors, your goal is to help users find or associate with your product more easily. If you already have a branded color scheme, use this as your prominent theme. Colors help customers recognize your product and feel secure when they purchase in the future.

Fonts Rule.

Nothing says sleek like a perfectly sketched font.

Work to find the right balance of clean and clever. If a font is too generic, it will be easily missed. If it’s too wild, it may be hard to read or seem silly. Stick to a font you’ve branded your company with, or use two fonts (max) to keep your label coherent and easy to read.

Experiment with font pairings: consider a headline that’s bold and condensed with a copy that’s light or vertically stretched. Or try an all-caps serif with an italicized sans serif to compliment. Test your font pairings on volunteers or gather feedback from artistic friends before finalizing a design.

Consistency Counts.

Labels help you build a personality.

What message will you send? What ideas do you hope to convey?

Keep your labels consistent with your brand identity, looking for distinct features you can highlight or graphics that illustrate your story. 19 Crimes Wines uses an interactive “Living Labels” app to allow each wine to unveil a mystery. Fieldwork Brewing uses blown up oceanside photos for its Island Time Sour Ales. Fit Buns High Protein Bread comes in a box that makes the pastries look like a ripped dude’s abdominal “6-pack.” The label also conveniently features a free fitness center coupon inside. Also, remember to keep your contact information accessible so customers can visit your website or contact you with feedback.

Let’s face it: in the marketplace, beauty is often skin deep.

Your label is a representation of the things you’ve worked hard to build, so go the distance to make your brand stick. Need ideas to get you started? From hangtags to custom adhesives, we’re your one-stop shop for creative label options!

Four Ways to Market Smarter in 2019

Looking to energize your base or drum up new leads?

A new year is a great time to refresh your marketing matrix. Whether you’ve been in business for two months or for 20 years, creating awareness and interest is always a current challenge. Here are four areas to tweak as you build a competitive edge this year.

1. Know Your Audience.

Who are your ideal customers? What are their challenges or the goals you can help them achieve?

Revisit your buyer persona regularly and make sure you’re still clear on who you want to reach. These profiles can be used to segment your list and to personalize your latest pitch.

Knowing your audience also means examining whether you’re hitting your target. Are you sharing information that your prospects are actually hearing? Re-examine your media strategy and conduct regular database purging.

If you’ve been neglecting your database, your communication will be skewed as well. Successful marketing relies on data-driven decisions, so ensure your contacts are current.

2. Employ User-Centric Content.

In an increasingly individualized market, blanket sales pitches have lost momentum.

If you want to gain trust from your network, make it your goal to reach people in a more personal way.

How?

Position yourself as a giver, a helper, or an equipper in your print marketing. Use content that is insightful, entertaining, and easy for your prospects to apply.

3. Move From Keyboard to Camera.

Hubspot recently found 72% of people prefer video when they want to learn about a product or service.

With the dominance of YouTube and social media, the explosion of visual content is bound to continue. Our brain processes images 60 times faster than words, and humans are naturally drawn to narratives and stories.

Why not share more of your story through video?

Whether it’s quick bursts (think Snapchat, Instagram Stories, or Facebook Live) or a professionally edited piece for your website, video content will keep you connecting in ways that are real and relevant to this generation.

As you grow, look to connect your online and offline presence. One example: ask a leading question on your direct mailer and have them scan a QR code or use a personalized landing page (PURL). 

4. Lighten Your Load Through Marketing Automation.

No matter how hard you try, you can’t do it all.

A great deal of effort can be saved through automation software, which expands your reach and boosts your efficiency.

Marketing automation allows you to identify warm leads and nurture prospects with highly personalized content that meets users at every stage of their customer journey. This can lighten your administrative load, provide an excellent return on your investment, and generate significant new revenue.

Automation software is especially effective in transforming traffic to leads and prospects to customers. Automated content is tailored to consumers based on how they interact with your company, growing their trust in you and making them much more likely to buy.

A recent Salesforce study found that 67% of marketing leaders use marketing automation of some kind, and this number is expected to grow significantly in years to come.

Keep in Shape

Your customers will change and evolve, and so will your business.

As people change, your job is to understand how your customers want to buy and to make it easy for them to do it!

Keep your marketing in high gear as you find new ways to streamline data, boost engagement, and improve the customer experience of each person you serve.

What the Amazon Effect Means for Your Small Business

When Josh Silverman took over Etsy (an e-commerce website focused on handmade and vintage items), he faced immense pressure to revive the company financially.

He didn’t disappoint. While shedding jobs and increasing holiday promotions, Etsy swung from a $29.9 million loss (in 2016) to an $81.8 million net income in 2017.

Managing this feat in the face of Amazon’s competition was impressive. Amazon notched $51 billion in net sales in the first quarter of 2018, recently confirming it has exceeded 100 million Prime members globally. In contrast, Etsy has 1.9 active sellers and 33.4 million active buyers.

Amazon is everywhere: delivering groceries, storing music, and putting items at your doorstep in two days or less. Amazon has been so present that it has become a verb: as in, “I Amazoned it.” While Amazon brings smiles to many, it brings tremors to some small businesses. Many are outraged at the demise of mom-and-pop shops, and even large-scale retailers have taken hits.

What It Means For Small Business

The Amazon effect is a catchphrase used to describe how Amazon has influenced our interactions with other businesses.

Because so many people are Amazon subscribers, this platform has raised expectations for shopping experiences. As writer Corey Pemberton notes,

“Because the vast majority of us use Amazon regularly, we’re well aware of a new kind of customer experience. We used to drive to the shopping mall, painstakingly search for items, and wait in long lines with little complaint. But now that we’ve experienced the joy of picking out things in our pajamas and clicking to have them shipped straight to us, the alternative seems substantially less desirable.”

Subsequently, expectations of all businesses have increased.

How Your Business Can Adapt

Here are four ways small businesses can adapt in the wake of Amazon’s influence.

1. Work to develop distinct, personalized products.

Part of what makes your business irreplaceable is the individual products only you can produce.

While resellers can undercut some sales, a small business with a unique, quality product can’t easily be replicated.

2. Partner with e-commerce platforms.

A recent Insureon insurance company poll of 2,400 business owners showed 68 percent of businesses surveyed said that online retailers had a positive impact on their business:

“[Online retailers] have forced small businesses to embrace e-commerce as a critical route to reach their consumers and revenue source,” said Jeff Somers, president of Insureon.

Businesses that don’t sell online will struggle to stay relevant in the modern age, but e-commerce doesn’t just mean partnering with Amazon. Typically, a small business’s website is the most common place to sell.

3. Feature customer ratings and reviews.

When buying online, people need extra input to tip toward commitment.

When you’re looking to buy, who do you trust more: a long-time neighbor or a sophisticated salesperson? Obviously, humans are biased toward “ordinary people.” One of Amazon’s best features in their abundance of ratings and reviews. Capitalize on this yourself and allow the words of others to convince your prospects.

4. Become a destination.

Amazon is convenient, so make your business an experience, not just an errand. Change your product mix regularly and make it enjoyable for people to physically “discover.” Add entertainment with lessons, parties, samples, or anything to engage families. Tell your story and give people pride in doing business with you.

An Enhanced Customer Experience

Amazon isn’t killing small business, but it is changing the way we buy and sell.

Payoneer e-commerce manager Iain McNicoll says Amazon has given entrepreneurs a chance to create customer experiences they might have otherwise been overlooked:

“People see Amazon as crushing small business,” McNicoll said. “Really, I think it opens up a door for small business, allowing them to now reach new customers that they wouldn’t have been able to reach in the past.”

Four Exercises to Fuel Your Design Innovation

Even the most brilliant creators need new fuel from time to time.

If you’re feeling stifled or uninspired (or you just want to have fun!) consider some of these creative “sparks” from designer Jim Krause to ignite fresh perspective in your monthly routine.

Exercise: Make a puddle of ink. Blow the ink around using a straw. Consider layering different colors of ink and using different kinds of paper. To mix things up, repeat this exercise but start the puddle of ink on an existing picture—a landscape, a silhouette, a cultural icon.

Takeaway: Creating things that create themselves reminds us that art is fun and beauty can arise from unexpected places.

Exercise: Choose a subject and create 25 thumbnail icons that depict its message and its meaning. If that’s too easy, try 50 or 100. Start with basic sketches and transition into graphic design or photos. Consider different line weights, shaded and filled areas, or combinations of geometric shapes.

Takeaway: Forcing yourself to sketch the same thing in different ways can build and broaden your artistic muscle. The next time you work on a concept, fill a full page with icon sketch versions of it before you settle on your design of choice.

Exercise: When was the last time you took out a paintbrush? Still-life portraits are a tangible way to sharpen your skills, especially when you combine objects of various shapes and textures in interesting arrangements (think eggs in a bowl surrounded by glass spice bottles on a bustled cloth napkin).

Takeaway: Still-life paintings are like eating your carrots: they’re good for you and increase your appreciation of texture. Painting helps you learn to see forms and colors, which makes you a more effective artist in any field.

Exercise: Begin with a blank piece of paper. Make a mark using the media of your choice (India ink, acrylic paint, and toothbrush, sketching pencils, chalk). The next mark you make will be a reaction to the first mark. This can be a new mark, a line, shading, fillers, or finishes. The goal here is not to “plan” what you’re going to draw but to practice progressive art by following one element to another (like a group of people taking turns adding sentences to a narrative). Your goal is not to create a thing of beauty, but simply to flow. If the results are pleasing, that’s fine. If not, that’ s ok too.  

Takeaway: This exercise teaches the artist to rely on instinct: to react or flow rather than to plan and control. The best art can be born out of spontaneity.

Tend Your Roots

Creating is like breathing: it brings energy and life! If you only create what you’re “told” to do, you will stagnate. Tend your roots by cultivating the passions and interests that nourish your artistic core. As you pursue creative expressions outside your job or career, originality will flow in your profession as well.

Now that your designs are really singing, find high impact print options that won’t shock your budget. Want to talk cost-effective wow factors like thermography, high shine coatings, or alternative bleed options? Give us a call!

 

Team Collaboration Transforms Customer Service

T-Mobile touts itself as “America’s Fastest Unlimited Network.”

In a fiercely competitive market, T-Mobile knows one of its most crucial responsibilities is to bring pleasurable customer support to the millions who call their helpline each month. While traditionally its call service center resembled a factory floor (cubicles brimming with reps donning headsets), T-Mobile has dedicated the past decade to reinventing its service sector.

Today when you enter a T-Mobile contact center, you’ll find reps sitting together in shared pods as they collaborate to solve customer issues as a “Team of Experts,” or TEX. TEX teams include cross-functional groups of 47 people who serve named customer accounts in a specific market. Each team has a point leader, four coaches, and eight technology specialists. Customers no longer wade through a “call tree” but have immediate access to a dedicated, reliable team. Teams are so connected to their service region that they follow the daily news in this area and decorate their pods accordingly (like a Lego replica of the Golden Gate bridge).

“We’re constantly talking about what’s happening there,” said a senior rep whose team serves San Diego. “I’ve never been to San Diego, but I know what’s going on in the local news, where the best place is for fish tacos, and what the surf report looks like for the next few days.”

Now a team in Chattanooga is responsible for 120,000 customers in Detroit, and a Charleston team responds to suburban Philadelphia. This collaboration allows each service team to operate like a small business, with members laboring together to increase performance. As a result, employee turnover has decreased by 48%. T-Mobile now boasts its lowest “cost to serve” ratio in company history (down 13% since 2016) and has been ranked the number one wireless company for service by Nielsen for the past 24 months.

Together Everyone Achieves More

Team collaboration fuels innovation and provides consistent service for your customers.

Does your team have a sense of enthusiasm or shared DNA that brings measurable results? T-Mobile started with four questions:

  • Are our customers happier?
  • Are they staying with us longer?
  • Are we deepening our relationship with them?
  • Are we making their service experience low-effort? 

Embracing a team-service focus brings your clients more effective answers. Reps develop more authentic relationships with clients, which means they can improve their everyday service functions. And this ultimately enhances the product or service you offer. A superior output prompts higher customer loyalty, increased sales, and better word-of-mouth for your business.

Here are three tips to help you improve customer service teamwork:

Clearly State the Team Objectives

Teams can’t move fluidly until everyone knows what the “win” is.

Highlight Team Performance

Regularly communicate achievements, challenges, and specific goals. As progress is celebrated, motivation and unity increases.

Create a Sense of Belonging

While T-Mobile’s traditional customer-service managers only measured individual performance, today compensation is variably weighted according to both individual and team performance.

Teams use collaboration software to resolve calls and alert each other of escalating issues (like regional power outages). From this ownership mindset to a wholesale transformation of the factory floor, customer care vice president Callie Field says team unity has empowered everyone to do more:

“If all you ask people to do is bring down their handle time, they can do that. But if you empower them to do more—to think like a small-business owner who is focused on the customer’s happiness and the strategic management of their P&L—they can do that too. And they’ll do it really well if you give them the tools and get out of their way.”

Target Local Consumers with Event Sponsorship

Corporate sponsorship is one of the most effective marketing channels, but most businesses haven’t tried it.

What is event sponsorship and why should you consider it? From a 5K road race to a good old-fashioned neighborhood picnic, companies that get outside their walls can make a huge splash in the community.

Won’t You Be My Neighbor?

Businesses that rely on local support understand that their company will grow primarily through the support of its neighbors.

How do you engage your neighbors?

By being a good neighbor! Put a face on your business by sponsoring a baseball league, hosting community events on your lawn, or by mobilizing your city to benefit a beloved charity.

Community development events show you are invested in your region and you enjoy its people. Here are some fun examples of how firms have made this a reality:

  • Budweiser helps sponsor the annual “duck” tape festival in Avon, Ohio. With music, brews, fashion shows, and family-friendly movies, the three-day event draws more than 60,000 people from around the world to see taped parade floats and a playful tapestry of taped costume creations.   
  • McDonald’s and Pizza Hut sponsor “the Chicken Show” in Wayne, Nebraska, which features a “national cluck-off” and the world’s largest chicken dance celebration.
  • In 2016 Pretty Pampers Beauty Essex hosted a charity event that offered affordable and luxurious experiences while raising money for The Cystic Fibrosis Trust. Local spas teamed up to provide steeply discounted services like massages and facials so donors could relax and unwind. Between sessions, guests could shop boutique vendor stalls featuring local clothing, jewelry, cosmetics, and home decor.

Hosting or sponsoring an event can help your business demonstrate its commitment to community involvement, philanthropy, and family fun. Of those local businesses who get involved in a community event, 80% said they were satisfied with the results and many reaped tangible benefits like features in local newspapers, tags in citywide blogs, promotional newsletter highlights, and social media selfies!

Events spread your name in print through T-shirts, prizes, water bottles, and giant displays, and photos of real people in action. This prompts word-of-mouth marketing that simply can’t be captured elsewhere. In 2016-2017, companies who used local events saw sales increase by an average of 14 percent.

Use Corporate Events to Spread the Love

How can your business get started in spreading some cheer?

Sponsor a charity event or contest, host a sales or promo booth at a community festival, promote an on-site event, or allow your customers to nominate recipients of a “give-back” incentive you sponsor for your city. Sponsorship doesn’t always have to be monetary: you can also look for ways to volunteer branded items, free service from your company, or concessions donations for a city-wide festival.

Want to multiply your marketing dollars and make a lasting impact? A micro-market event focus can bring better results and spread the love. When companies support issues they care about, they gain greater trust and loyalty from patrons. And that investment is sure to yield great returns!

Etiquette Training for a New Generation

Johnny Oleksinski of the New York Post has a bone to pick with millennials and their bad manners. Consider one technology-related example:

“Last week I watched in horror as a 20-something girl carefully snapped a photo of a basket of onions,” said Oleksinski. “But we weren’t at a serene farm or the Marché d’Aligre in Paris — we were crammed into the Columbus Circle Whole Foods. Thousands of customers were streaming through the aisle trying to grab some garlic for their dinners, and Little Miss Annie Leibovitz was blocking traffic to get some artsy snaps of nightshades. Will she print out these photos? Nope. A pile of white spheres under fluorescent light is even too dull for Instagram. Next time, Annie, take a breath and think about where you are . . . Pay for your brie wrap and vamoose.”

Etiquette is Part of Your Brand

Oleksinski isn’t alone. Modern professionals are finding a suffocating relationship with technology has left them oblivious to social basics their elders took for granted.

Presentation, both personal and professional, is a key to showing who you are. And etiquette training of all kinds is making a resurgence for millennials.

“Etiquette is so much a part of your brand,” said Rachel Isgar, a Phoenix-based etiquette coach and author. “Just a few improvements can help your career.”  

People respond to people, and poor manners may mean a hindered partnership, a missed promotion, or a collapsed deal. Companies like Beaumont Etiquette, which runs a marquee “finishing program” in the Plaza Hotel of Manhattan, have recognized a unique need for social training in the modern generation.

For $125, a participant can take part in a two-hour group session that teaches courtesy gestures, personal hygiene, and a range of soft skills conducive to successful socializing.

“Even if it was not something you were taught as a child, anyone can learn to have good etiquette, and it’s up to you to teach yourself,” founder Myka Meiers said. “I think, sadly, people become very self-involved . . . and forget about others. What I wish these people could learn is that by spending just a little time each day making someone else happy and spreading kindness, even the smallest gesture, their lives could be so much more fulfilled.”

Meiers says honoring others includes everything from table manners to Twitter posts. Just as we once taught people to “think before you speak,” how much more crucial should it be to “think before you post?”

“If you don’t want your grandmother or your boss to read it, don’t post it,” Meiers said. “Once it’s on the web, it’s out there for good.” 

Want to curb your own bad behavior? Consider ten smartphone tips for starters:  

  1. Never ignore those you’re with to make a call or text.
  2. Apologize to your guest if you need to respond to an important message.
  3. Never leave your ringer on in quiet places.  
  4. Never use offensive language while using your phone in public.
  5. Don’t post work-related complaints on social media.
  6. Don’t photograph everything.
  7. Never post on social media while you’re under the influence.
  8. Don’t place your phone on the table during meetings.
  9. Don’t text people about work outside of normal office hours.
  10. Don’t dehumanize cashiers by using your phone while someone serves you.

Daniel Post-Senning, co-author of the 19th edition of “Emily Post’s Etiquette: Manners for Today,” says ultimately good manners are about putting others first, whether that’s online or at a dinner party. While social customs change, manners are timeless:

“Manners are really reflections of core principles,” Daniel says. “Consideration, respect and honesty.”