Thursday, May 7, 2009

The "I've just gotta have that" mentality

In a weak economy.., consumers tend to only buy what they need. If consumers feel that they can do without your product/service — whether that's actually the case or not — your business is going to be significantly impacted.

Since 2006, many household products previously regarded as necessities have been placed in the luxury category by consumers. Microwaves, clothes dryers, air conditioners, and televisions all took a hit and have been dropping in sales.

Granted, this can be partially attributed to emerging technologies. For instance, there are now a variety of ways for consumers to watch TV — on their computers, mobile phones, and other little hand-held gadgets. And speaking of mobile phones, that's one industry that hasn't been hit by this economy. In fact, just as many consumers who felt that they needed a mobile phone in 2006 feel the same way today. (Read the report at http://pewresearch.org/pubs/1199/more-items-seen-as-luxury-not-necessity)

All is not lost if public opinion is saying that your product is no longer a necessity. People are still purchasing these products. College students will always need a microwave, and it will be interesting to see how many people feel that air conditioning isn't a necessity when the real summer heat hits.

Oftentimes, all it takes is the right marketing angle to show customers that they do need your product. If you feel that consumer opinion is placing your product in the luxury category because of this recession, let's talk. Or, better yet, talk amongst yourselves. I would LOVE to see the Hudson Valley business community come together and start doing some collaborative marketing. I always like to find the good in things. If one good thing comes out of this recession, it will be that our business community comes out stronger than we went in.

June Bisel
BBG&G Advertising and Public Relations
BusinessCardContacts.com
845-695-1880
smartstrategies@bbggadv.com

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posted by June Bisel at 2:45 PM 0 Comments

Wednesday, March 25, 2009

Who Are You? Brand Your Business

Successfully marketing your business starts with figuring out who you are and what your story is. What is the personality of your business? Your business’s brand should be the core of your marketing messages, because those businesses with a clear brand are most remembered by consumers.

Too many businesses operate without telling their story to consumers. Branding isn’t a concept just for big corporations. Small businesses can benefit just as much from branding if not more, because small businesses have a more concentrated consumer base.

For example, if you run a pizza shop, do you take pride in serving the best deep dish? Does your pizza shop have a genuine Italian atmosphere? Is your store the hippest place for high schoolers to stop by with friends and grab a slice?

Work on defining the personality of your business and let the brand personality permeate through each sale, product development, and decor choice. This will set the stage so that when you are ready to create an ad, or to hire an accomplished agency to make ads, then they will be unique and memorable.

June Bisel

Partner, BBG&G Advertising & PR

BusinessCardContacts.com

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posted by June Bisel at 3:02 PM 0 Comments

Monday, March 16, 2009

Preparing for St. Patrick's Day

I recently read an article about a bank who has taken to handing out biscuits to their customers. They are promoting a product line they call "Biz Kits" (get it, biz-kits, biscuits)... pretty clever!

Anyway, handing out Scones and Irish Soda Bread isn't a part of any product line here at BBG&G, but it is part of our Irish Hospitality here on St. Patrick's Day. So, anyone lucky enough to have an appointment tomorrow, or anyone who just happens to stop in for a visit, will be offered a cup of coffee or tea with some Irish fixins'.

Every year, I get phone calls and emails leading up to the big day, asking me for my scones recipe. So, here it is for any last-minute bakers.

June's Scones
2 cups unbleached, all-purpose flour (I prefer King Arthur's)
1 cup Stone Ground Whole Wheat Flour
1 TBS baking powder
1/2 tsp baking soda
1/2 tsp salt
8 TBS butter, room temperature
8 TBS sugar
1 cup buttermilk
1 tsp vanilla
1 egg
1/2 cup chocolate chips (of course, you can use raisins, but soak first in hot water and then drain)

Preheat oven to 400 degrees. In large mixing bowl, blend dry ingredients. With two knives, cut in the butter until the mixture looks like bread crumbs. Stir in buttermilk, egg, vanilla and chocolate chips or raisins.

Turn the dough out onto a well-floured board and, with well-floured hands, knea the dough very gently 8 to 10 times... just enough to bring it together. Sprinkle on more flour as you need, to keep the dough from sticking (and it will!).

Divide dough in half, making two pie-shaped pieces. Cut into 8 pieces each (as if you were cutting a pie). Place onto greased cookie sheet, folding thin end over top. Sprinkle with sugar.

Bake for 12-15 minutes, until golden brown. Makes 16 tea scones.

Now, here are some options I've heard about, but haven't tried yet: Using ALL unbleached flour will make scones lighter, but not as healthy as using the whole wheat -- like scones with whole wheat flour are healthy by any stretch of the imagination!
OR substitute 1/3 cup cocoa powder for 1/3 cup unbleached flour -- can't believe I haven't tried that yet.

That's it... I hope you like them. Please let me know if you've tried the recipe and how they came out.

Have a Happy St. Patrick's Day!!!

June Bisel
Partner, BBG&G Advertising & PR
BusinessCardContacts.com

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posted by June Bisel at 2:58 PM 0 Comments

Thursday, March 12, 2009

The Other Side of the Coin

Yesterday we talked a bit about the value of coupons during tough economic times. Today, I thought we should discuss the long-term dangers.
While two-for-ones, discounts, and enticing coupons may keep your customers buying your products or walking through your doors, let's think about the buying habits you are creating and the damage you may be doing for the long-term equity of your brand.
Once consumers get accustomed to using coupons, two things happen: 1) they start thinking that in all reality, your product/service was overpriced to begin with, and 2) it may be very difficult for you to restore a full-price mentality to your shopper's buying habits once the economy recovers.
So, what is the best way to proceed? Perhaps it is all in the way you present the discount offering. Show your customer that you are offering the discount because we're all in this together. For many local businesses, you will actually be taking on some financial burden yourself in order to make this offer to them. 
Why will you do this? Well, when it comes right down to it, it's because you want to stay in business. But let's remember why you started this business in the first place. It's most likely because you knew you had a product or service that would be of value to your customers. And, if you've stayed true to your vision and to your commitment to your customers, then it most likely is of value.
Whatever marketing route you decide to take, be true to your customers. Be honest. Offer them value. Put them first. And let them know how much you appreciate them. Maybe it's with coupons - maybe it's not.
June Bisel
Partner, BBG&G Advertising & PR
BusinessCardContacts.com

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posted by June Bisel at 10:02 AM 1 Comments