You might think that working in a shop or on a trade stand is an easy job that doesn’t require any skill…if you do believe this, I have to say that you’re totally wrong. Good customer service IS a massive skill. It’s not one that you need a degree for, but ANYONE who represents your brand, wherever they are and whatever they do has to be valued, soak up what you have to offer, live and breathe it…at least, that’s the impression they should give off to anyone and everyone that they meet.
So, why is this so important? Imagine, if you will, that you’re milling around the tradestands at a show or event and something catches your eye, it’s, say, a beautiful jacket. You’ve never heard of the brand before, you don’t know about the history, the quality, the pricetag or anything…but you do like the look of that jacket. So, you decide to venture over. I guess the next thing you’ll take in is the rest of the product range on the stand and the way that it’s displayed, or it might be the person who is running the stand. Now, if you’re anything like me, you don’t need to be stalked on a stand. I like someone to say hello, and let me know that they are there if I need anything. They can ask me what I’m looking for and, judging by the way that they speak and the interest they seem to have, the chances are that I will explain why I came over. Now, at this point (in my eyes) the person on the stand will explain why that jacket is fab. They’ll tell me the colours it comes in and its qualities. They might tell me a bit about their brand’s ethos and how the jacket reflects this. Of course, I’m listening to the words that come out of their mouth, but I’m watching to see what they are subconciously saying too. Are they watching the clock…do I believe a word
that they say? Yes, the beautiful jacket and the stand itself are helping me form an impression of
the brand…but the person who IS the brand on that day is playing a major roll too.
One particularly positive example of this was a lady I encountered a few days ago. I started talking about the products on her stand and she was passionate, she knew about them, she knew about how the shapes were cut to flatter and that the fabrics had been chosen not to shrink. She knew what she was selling, she was wearing it. My impression of the brand, and the impression that I will spread through word of mouth will be of the beautiful colours and the lovely design, shape and fit, and it’ll be not only what that lady told me, but what I believed.
People who work on stands and in shops are key members of any marketing and promotional effort- great ones can do the job of numerous adverts, just by being them. Bad ones can do untold damage. People who believe in a brand and drink it in, whatever their level and job should be very carefully cared for, they are a massive asset.
As I write this blog, my mind’s whirling with all the lovely things I want, I mean, need to buy at Gatcombe tomorrow.
One of the main reasons for going is, of course, the horse trials. Set in the stunning Gloucestershire countryside with the backdrop of Gatcombe House it is, in my opinion, one of the best ways to spend a Saturday. Add some food, drink and the company of people you like, and, well, it’s perfection.
I’m not going to lie and suggest that I ONLY go for the horses, no, I will also be visiting the retail village, and seeing what they have to offer and what my horses can’t live without.
What I am very interested to see is the way that the people who are manning the stands respond and behave. When I went to a *** event a few weeks ago, some stands really shone and some, well, even if they had THE product I wanted, I wouldn’t have given them a single penny. Some stand holders hadn’t even bothered to open up, others seemed to enjoy the company of their colleagues more than dealing with customers. Now, don’t think I am being negative about stand holders in general, quite to the contrary, when you find a good stand and start chatting to the people manning it, you can feel entirely inspired and connected with the brand and what it’s all about. You should come away knowing a little bit more than when you went on, and have a ‘warm and fuzzy’ feeling about the company and what it’s all about. At the *** event I refer to further up this ramble, I was rather inspired by a company that sold hay steamers. I wasn’t looking for a hay steamer, and I don’t need one at the moment, but an equine nebuliser (another thing I don’t need at the moment) caught my eye and I wanted to go and find out more. The lady on the stand was engaging, knowledgeable and wasn’t pushy. I didn’t buy either item but I have a great impression of the brand and see them as an expert in their field…if I ever need a hay steamer or a nebuliser, I’ll know where to go.
Of course, when you’re working on a stand (yes, I’ve done this too), it’s worth noting that whether you make a sale or not that day, you can still be polite and try and connect with the potential client. They will go away with an impression of your brand and, especially if it’s a larger item, they could well need time to consider their options before placing their order. This has been true of one of my clients who attended the *** on a stand. The sales over the event weren’t ground breaking, but subsequent orders have been superb.
So, just remember, whilst a smile costs nothing, it can be a very valuable asset.
We’re loving this poem, it’s called ‘It’s all in the State of Mind’, author unknown.
We think it’s very apt…go get ‘em!
If you think you are beaten, you are -
If you think you dare not, you don’t -
If you’d like to win, but you think you can’t,
It’s almost a cinch you won’t -
If you think you’ll lose, you’ve lost,
For out in the world you’ll find
Success begins with a fellow’s will
It’s all in the state of Mind.
Full many a race is lost
Ere even a race is run,
And many a coward fails
Ere even his work’s begun.
Think big, and your deeds will grow,
Think small and you fall behind,
Think that you can, and you will -
It’s all in the state of Mind.
If you think you are outclassed, you are -
You’ve got to think high to rise -
You’ve got to be sure of yourself before
You can ever win a prize.
Life’s battle doesn’t always go
To the stronger or faster man -
But sooner or later, the man who wins
Is the fellow who thinks he can.
This may not sound like a business blog post…but it really is…
On Friday, I was lucky enough to attend the second night of the inaugural Moo-vie Festival, courtesy of Muddy Boots foods…and it was brilliant.
The Moo-vie we saw was fab (you can’t beat a bit of Hot Fuzz can you?) but the food and the atmosphere were amazing.
From what I can understand of the Moo-vie Festival, it was put on, largely, as a PR exercise…and it has me hooked. Having organised a couple of big events previously, I know of the work that goes in to creating something on this scale…and it’s immense. The question is though, is it worth it to raise your profile, promote your brand, and get people to buy in to what you’re all about. If done well, as in the case of Muddy Boots, the answer is 100% yes.
The venue was a barn that (I believe) is used for cattle during the winter months…however, there was no sign of anything less than lovely. Half of the barn was dedicated to eating, drinking and being merry. It included a massive BBQ where one of the most delicious steaks I have ever eaten was cooked (for just £5!) and then there was a selection of local wine, cider, beer, ice cream and popcorn. All was local. The decor was stunning, hessian table cloths with pots of lavender adorned the tables, all in colours that entirely complemented the Muddy Boots branding. The staff were superb and the company owners were hard at work…not mingling with customers whilst they drank champagne,…no, they were serving, clearing, pouring, organising, you name it. However, despite the fact that everyone was incredibly busy, they were entirely charming and you really got a feel for the personality of the business and what it was all about.
In many circles, an event that does not make a huge profit could be seen as a failure, and whilst I am not sure of the facts and figures, even if the event didn’t make a penny, it is a huge success from a PR point of view. Muddy Boots got bums on seats and brought people in to the heart of their business. I defy anyone who attended to have anything negative to say about anything- it was superb. Word of mouth is a strong marketing tool that should never be underestimated. People talk to their friends and people that they know about good and bad experiences, about amazing things that they’ve eaten, lovely locations, comfortable seats and attention to detail.
So, Muddy Boots, I salute you. I have no doubt that a fair amount of blood, sweat and tears went in to your fabulous event, but the value you will have gained from it is immeasurable.
PR and marketing isn’t just about press releases (although, of course, that is a large part), it can be so much more than that, and innovative ways of getting people to like and understand what you do is incredibly important.
As a follow up to my customer service rant, I was a mixture of delighted and surprised by the response I received. I had an email from Robert Fowler from The Pure Feed Company saying that reading my blog had ‘pushed him over the edge’ with a decision he’d been toying with for a while, as a way to offer his customers even more.
The key point was delivery, and although the company had researched and chosen what should be a suitable delivery system, it appeared that sometimes it wasn’t working as well as it should do. Robert did some research and found another option to help ensure that Pure Feed’s deliveries made it to their final destination faster, but with this there was an additional cost implication for the company…so what to do? Robert and Pure Feed have taken the leap and I hope that the new delivery company do their bit, as Pure Feed has.
Now, in this case, there was a cost implication to Robert’s decision. Improving service in this is area means that Pure Feed will have to pay more, but this is an investment in customer service and will reap rewards in terms of customer satisfaction. The great news is that there’s an awful lot that can be done without costing a single penny! A smile, knowing your product, having a helpful telephone manner and being generally accommodating goes a long way.
I did actually have a particularly bad experience last week, non-equestrian I hasten to add, as it was car based. I spoke to a mechanic about a query I had about my car, and was greeted by a fairly miserable chap who insisted that the car should never have been bought and that he knew what it was, and it would cost me in excess of £2000. I kid you not. After having a minor panic, I phoned the dealership and waited a call back. As I am an impatient person, it was then suggested that I phoned a specialist who had experience with my kind of car. Now, he could have also put the fear of God into me, but did he- no. He said that the first chap must be very talented to diagnose an issue of that magnitude over the phone, and suggested that I popped the car over and they’d have a look at it. So, I went, they took it for a drive, plugged it into a machine, and it has a sensor that needs replacing, which will cost me about £100. They also mentioned that this issue that was going to cost me a small fortune would never have cost that sum as the repair is subsidised by the manufacturer. I’d also like it noted that the dealership phoned me back and said the same as jolly mechanic two.
So, what’s the moral of this, and why have I bored you with a story about cars when this is clearly an equestrian blog? Mechanic one was rude, unhelpful and put me in to a panic, so I will never go there again. Essentially, he has lost my business for good, and anyone that I choose to tell. Mechanic two was nice, polite, offered good advice and the car is going to see him next month for its sensor. There’s also a fair chance I will take it there for services and other mechanical issues as the man was so good- so, all in all, he will do rather well out of me, and why don’t I mind this fact? Because, quite simply, he was nice about it. I felt he listened to what I had to say, had experience of the product and offered good advice.
Of course, the engine COULD fall out of the car tomorrow…and at that point I will cry, but I know who I will be calling to help me fix it…
Good question…honest response…it depends.
There are a great many talented riders out there who know their stuff, would be superb brand ambassadors and could ‘add value’, even prestige, to what you do. However, it is key when you’re even contemplating rider sponsorship to think about what you need to make it pay…and I don’t mean in pound signs, as this can be incredibly hard to monitor.
If you want someone to sport your logo when they’re riding cross country and, for that, you’ll give them some free product, that’s fine. However, when you enter into an agreement, you need to make this clear so the rider knows what it expected of them, and you know what it is expected of you.
However, this is not where rider sponsorship needs to end, especially when you bring social media into the equation, I said that riders can add huge value to a brand and I meant it. Pick the right person and the possibilities are endless. At one end of the spectrum, you have companies who work with riders to develop product ranges…but there’s an awful lot between saddlecloth branding and going into business together!
I could bore you with all the possibilities, and I’m sure I will in subsequent blogs, but just as a taster that links to my social media comment, to get the cogs turning, here’s an example of how companies can work with their sponsored riders for mutual benefit.
We know that Laura Collett is a talented event rider, we know that yesterday it was announced that she will make her senior squad debut at Luhmuhlen (http://www.horseandhound.co.uk/competitionnews/391/308672.html), we know that she was third at Barbury at the weekend, and was (quite frankly) amazing at Badminton…but do we know how she started in the sport? Well, we do now…enjoy this clip from The Pure Feed Company http://www.youtube.com/user/PureFeedCompany#p/a/u/0/RL0c6CTSF24
Why are QR codes great? Well, here’s one I’ve generated for my website, all you need to do it download a QR code reader on your iPhone, capture the image or scan the code, and it takes you straight to the destination the QR code creator has set.
This is great for businesses, as adding QR codes on to adverts, for example, can provide your customers with a link from printed media straight through to your website or social media platform without any www…it’s as easy as taking a picture. QR codes can also lead your customers to exclusive content, linked information or videos and lots more…
Unless you’ve had your head buried in the sand of your arena, you’ll have heard and read about tack shops and equestrian stores talking about how the internet is taking over, their sales are suffering, and eBay is the enemy.
Now, this got me thinking…and has had my brain whirling for a while. Sure, shopping at home is convenient and (sometimes) cheaper, but there’s nothing like going into a great tack shop. You get to touch, feel, see and try a number of similar products to find out which one is just right, and come away with your purchase instantly, ready to use, wear or try on your horse.
Whilst I do buy products online, I do also visit tack shops when I want something specific, sized or instantly. I like both. One of the other things about visiting a tack shop is that you get to engage with people who know about the product that they’re selling, can advise you on your purchase, and actually want to speak to you. Going to a great tack shop gives you something extra, not just the product in a polythene bag, it’s a shopping experience…so I thought.
I last visited a tack shop about two months ago, as I wanted to buy a product in a hurry…I have to say that the shopping experience was awful. The person who was meant to be helping me left the shop, and after choosing my product I stood and waited for about five minutes before she returned, got behind the counter, and then asked me if I knew how much the product was as the label had fallen off. So, what happened next? I walked to the shelf, got another tub so she could see the price, paid my money and left. So, what did I learn from this experience? That I will NEVER visit that tack shop again. Yes, it sounds extreme, but I mean it. Why would I give someone my money who doesn’t apologise for wasting my time, doesn’t even look me in the eye as they ask me for my PIN number, and then suggests I do their job by finding out the price for something, as their labelling system is inadequate?
…and this leads me on to the subject of customer service…and why it’s important. Engaging with your customers is important, not just on social media, but in your shop. Horsey people (usually) like to ‘talk horse’ with like-minded people, and they like to be treated like human beings…because they are, well, I am. Each customer that walks through your shop door helps contribute towards your business, helping with cashflow, staff wages, heating, lighting, rates and advertising…even if they just buy a hoof pick. Customer loyalty is important- think about it, they come to a shop because they need something for their horse and they receive fab advice, buy the perfect product and it works like a dream…where will they go for their next purchase?
Yes, it’s important that we support our local tack shops if we want to keep them in business…but it’s ESSENTIAL that they support their customers. Great customer service that you don’t get from a computer, a shopping experience, a nice person to talk to, ‘added value’ that keeps them coming back for more.
There was a time when tack shops were rare things to see, and the opening of a new one was an exciting event. However, the internet means that distance doesn’t matter, in fact, it’s less effort for me, in Worcestershire, to order something from Scotland, than it is for me to get in my car and drive 10 miles to my nearest tack shop.
Just something to think about…
Just a very, very quick post (as the food I have been incinerating is about to get too black), but, I’ve just received some great testimonials from a number of happy customers. If you’d like to have a look, that would be just great, they are here http://rheafreemanpr.co.uk/testimonials.
So, what nugget of information can you take away from this blog? Look after your customers, be reasonable, and push yourself to deliver more. It’s all about the customer service (as well as your ability to do a job). Now, don’t get me started on customer service…that’s a whole different blog…
Don’t worry, this isn’t a post dedicated to me…well, no more than normal. It’s about what the content/video and photos that you or the person managing your social media platforms put on, and what that says about you.
We all know that content is important. Having a Twitter account that never tweets, or a Facebook page that never posts is hardly a valuable asset to a marketing plan. Content is important- not just a product push, but interesting news stories, behind the scenes information and exclusive content that people can’t get anywhere else. However, it’s VERY important to think about every single thing you post on your wall or put on your Twitter account.
You may think that this is obvious, and you’d be right, but whenever I post something, I always think ‘what does this say about the brand’. If, for example, you’re working with brand aimed at children, I, personally, think that every comment posted needs to be whiter than white. No clever puns or hidden meanings. If you’re working with a brand and you want to convey an innocence, and I’m not talking children’s brands here, I mean general brands, think about what you post.
I’m not trying to take the fun out of social media, or dictate what anyone puts, but it’s always worth just having a think before pressing ‘post’ or ‘send’ to make sure that this fits with your brand identity and the image you want to portray to your readers…just something to think about…
