Yellow Dog Consulting

Sales & Marketing Consulting for solo-preneurs.

Thank the Losers

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photoYesterday in the mail I got a package from Darwin’s Pet Food company. Hank LOVES Darwin’s raw food, and it’s been amazing for his arthritis. So, this summer when I got an email about a photo contest for their website I sent over a couple of photos of the worlds greatest yellow dog. And yesterday we learned Hank did NOT make the cut, but they wanted to THANK us for submitting photos of Hank, and sent him a package of treats!

BRILLIANT. And here’s why:

1. They used their product- something that if Hank likes this treat, we’ll start adding it to our order

2. Loyalty- why would I leave a company that’s delivering product to my door and sends my dog free treats when he loses? SOLD

3. Who Thanks the losers? Almost no one. If you’re holding a contest make sure to thank the losers, and give them something for their time. A discount, free service, or a sample product. Thank them for their time and effort!

As you can tell, it’s made Hank’s day & mine!

Why Best Kept Secrets Aren’t

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imagesWhen someone tells me their product is “the best kept secret” my initial thought is “oh, you suck at marketing.” I mean seriously? WHO wants to be a secret in their business? No one! And if you do, you’re not doing it right. When working with clients, we figure out how to promote yourself without feeling like a sellout. Here’s a few ideas to get you going…

1. Make sure your network is educated, and knows what you’re doing. This can be a newsletter, email to friends & family, social media posts, or some 1:1 meetings. Educate them!

2. Get out and network– Out of sight out of mind. If I never see you, I won’t remember what you’re selling or who you want to work with. If I run into you everywhere I go, I’m bound to start asking questions.

3. Share– if you have a product you can share samples of, SWEET! Don’t push them on me, but let me check it out. If you have a service, share your knowledge. YES give ideas and content away for free, you know, kind of like this blog post…

4. Follow up. With EVERYONE. No, don’t add them to your newsletter list or start spamming them, but if they asked you for more information, or asked you to check in with them in a few weeks, DO IT. Setup a schedule and make the time to do it. No lead is too ridiculous when it comes to growing your business. They may never actually hire you or buy your product, but they’ll remember you were AWESOME at getting them what they asked for in a timely manner.

How about you? how do you keep from being a “best kept secret”?

Take Advantage of Your Sponsorship

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imgresA few months ago I was flying through the Portland Airport. As I was waiting for my flight, another flight was starting to board. And the Alaska Air plane they were getting onto was the Portland Timbers plane. The flight attendant came on to start the pre-boards, and said “as a proud sponsor of the Portland Timbers, if you are wearing Timbers Gear, you can board early.”

GENIUS.

How simple was that? It cost them nothing, except a cool reminder that they sponsor the local team and support those who support the local team.

I’m involved with a lot of groups who work with sponsorships. If you’re giving a company your money for a sponsorship, don’t just think about what they can do for you, think about what you can easily do to increase the ROI from your sponsorship. Maybe it’s an introductory offer, or a small free giveaway if they’re wearing the shirt of said organization. Think about this as a member of an organization as well. Is there some way you can give back to other members, simply because you’re both members? The next time a sponsorship opportunity comes up, think about cool ways you can give back in the long run too.

Here’s a few key questions to ask:
  • What does this audience need? (to get on that plane and get home)
  • How can I make it easier for them? (boarding early because we like the same thing)
  • And make it a better experience? (free NW wine and beer on Horizon baby!)
  • And get them talking about me (hello social media!)