Don’t think of market research and customer feedback as an annual event.  Use it to leverage your marketing strategy and further build your brand.

Take some pointers from Proctor and Gamble and my experience with how they use customer feedback to build their brand and improve their product:

I love trying out new products because you just never know when you’ll run into something that’s a real time-saver.  That is why I snatched up the Bounce Dryer Bar when I saw the $1.00 off coupon in my local paper.

It was a little pricey, but I figured that not having to purchase dryer sheets and liquid softener was a good trade-off.

Of course, I couldn’t wait to get the thing in the dryer and give it a try.  I read the directions, which were pretty clear and quickly go the plastic base adhered in the dryer.

The next thing I needed to do was get the actual softener bar into the plastic base.

This proved a little more difficult.  The softener bar insert lies on top of a blue base which snaps inside the plastic base.  In theory, this is a good design;  when the softener depletes itself, you unsnap it from the plastic base and replace it with a new one.  I can see that you’d want to make it unsnap relatively easily.

Well, as it turned out — all it took was the tumbling of the dryer and clothes hitting the dryer bar to unhinge the softener bar from the plastic base.  At first I didn’t know what happened – I only heard this racket in the dryer and when I saw that it had come loose from the base , I wasn’t surprised.  It snapped it really easily, so it made sense that the constant tumbling of towels and clothes could easily displace the bar from the base.  So, this is what my dryer bar looks like now:

I kept the bar inside the dryer and just let it tumble around in there — separate from the base.  it made noise, but the benefit of not using dryer sheets was still there.

I decided to send this feedback to Proctor and Gamble.  I looked on the back of the package and found that they had an entire site dedicated to this product.  That might not surprise you being that it’s P&G and they have thousands of brands to manage.  But that doesn’t mean that you shouldn’t ask yourself if having a complete website for a specific product or brand isn’t a good idea.  I think it is.

The first thing you’ll notice on the site is the GIANT feedback button.  This is a great idea, since it’s a new product and a new concept.  The next thing that happens is a likable scientist and mom gives us a little intro to the product and volunteers to help us use it.  It’s a short clip and does the trick.  There are also extra instructions on the menu to the left.

I got on the site and clicked on the “contact us” button to send them an e-mail.  This is where I explained specifically what happened.  Not long after that, I received a letter from the Bounce team along with a coupon for another Bounce Bar.

I didn’t see the point in that since I had a bad experience the first time — so I did nothing.

But just yesterday, I received THIS:

A sturdy box with a new Bounce Bar and a letter that said this:

Dear Ivana,

On behalf of the entire Bounce team, I am sorry you had a disappointing experience with our latest product, the Bounce Dryer Bar.  Our livelihood depends on the trust from consumer like you, so when we let you down, we will do our best to make it right.

We also want to thank you for reaching out to us with your honest feedback.  Your feedback helps us to improve our products, especially on new products like the Bounce Dryer Bar.

In fact, because of feedback from consumers like you, we have done more extensive testing to understand how to improve our product.  Based on this testing, we are making the following changes to the Bounce Dryer Bar:

1. We are increasing the length of the tape on the back of the dryer bar holder.  This change will reduce the chances of the bar holder falling from the dryer drum and reinforces the dryer tabs that keel the Dryer Bar in its holder.
2. We are clarifying the installation instructions.  It’s our job to provide clear, simple instructions, so we are making our instructions on the package easier to follow with clear words and visuals.

We hope you will give us a chance to make it right.  Along with this letter, we have sent you a complimentary Bounce Dryer Bar, with the longer tape on the back of the holder.  On the next page you will find revised installation and replacement instructions that will be added to our package.

Because your honest feedback has helped us shape this product, we want to give you the modified Bounce Dryer Bar before it is widely available.  We value your opinion and would love to hear your thoughts, so please call us at 800-5-BOUNCE oncve you’ve had the chance to try this complimentary product.  Please indicate that Bounce gave you complementary Bounce Dryer Bar with new instructions and longer tape when providing your feedback.

Once again, thank you for your role in transforming the Bounce brand.

Sincerely Bob Stallman, Bounce Brand Manager.

This is an example of a great feedback and brand reputation management at work.

Here’s what I learned from Bob Stallan, Bounce Brand Manager:

1. Give your brand it’s own digital space.  It doesn’t have to be this big beautiful site with bells and whistles, it can be a simple landing page with links to feedback forms or online surveys where customers can reach out to you.  You can even have a blog around your product or service brand.  It doesn’t matter what you choose, just give it some space.
2. View customer feedback as a gift.  Don’t make the mistake of feeling bad about bad feedback.  Customers who take the time to let you know about their experience really care about the success of your brand.  Find opportunities to engage them in the development and improvement of your product.  It will build loyalty and positive word of mouth.
3. Develop a process around how to make customer feedback work for you.  This is as important (if not more important) an activity as advertising or trade shows.  Creating an interactive relationship with actual users of your product is the best word-of-mouth you can hope for.  A process around this will turn it into a habit and will increase your brand equity.

What experiences or advice do you have around how to collect feedback and how to turn bad feedback into a positive marketing advantage?

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I’ve been working with some clients recently on trade show and event marketing strategies.  I have to admit that it’s been a while since I’ve ordered pens and mouse-pads for shows – but I have to think that there HAS to be something better out there than the traditional pens and sticky notes!  Don’t YOU?

Today we’re chatting about how promotional items can build your brand and we’re trying to collect your tips and ideas on how you’ve successfully used a wide variety of promo items.

Our guest guru today is @Bruce Felber, Felber and Felber Marketing.  While they do all kinds of traditional marketing stuff – my FAVORITE way to think of these guys is 3-D marketing!  That means they are brilliant at direct marketing and using 3-dimensional items (promo items) to get their prospects to choose YOU.

Q1.  What’s the difference between a promo item and a premium?

ScottBradley: @DIYMKTchat When I think of schwag I think about the stuff you pick up on the tables at career fairs #DIYMKT

BruceFelber: #diymkt Promotional items given away w/no strings attached. Premiums require either a purchase or or some form of buy in.

BruceFelber: #diymkt Price of the item is NOT the determining factor.

ScottBradley: @DIYMKTchat When I think of a promo item I think about an “add on” to a specific purchase #DIYMKT

mabynshingleton: Promo items are giveaways to promote a cause, service or business. They are always at trade shows. #diymkt

mabynshingleton: Stuff We All Get (S.W.A.G.) … #diymkt

Q2. What’s your favorite kind of promo item to use and why?

ScottBradley: @DIYMKTchat Pens are always fun, or the squishy stress balls! #DIYMKT

BruceFelber: #diymkt A good video to explain why promotional items work. http://tinyurl.com/lpjg2u

mabynshingleton: @DIYMKTchat Q2. favorite kind of promo item = useful items…and here it all depends on budget. #DIYMKT

burkonsconsult: Q2 – Cloth carry bags w/logos – esp in today’s green world. #DIYMKT

helpitcrashed: @DIYMKTchat I always go with pens or magnetic business cards that I leave for clients I visit/meet #DIYMKT

BruceFelber: #diymkt So many items today that are green, But be aware of ‘green washing’ and do it right.

Q3.  What’s your process of figuring out what kind of item you’re going to choose?

BruceFelber: #diymkt See this recent blog entry, Cost effective at many budgets. http://tinyurl.com/kr6dln

BruceFelber: #diymkt Using promotions as part of your direct mail campaign will yield higher results. Permanent advertising works when you can’t.

helpitcrashed: @DIYMKTchat Budget is key for me as I have none, leaving pens in restaurants and bank lobbies always works for local exposure#DIYMKT

BruceFelber: #diymkt look at the message you need to get out there; look at how many people you need to reach; then the budget to reach that audience.

BruceFelber: #diymkt Make sure you always have some “call to action” on any piece unless an award or impact campaign.

BruceFelber: #diymkt Here is an example of promotional items as part of a PR campaign. http://tinyurl.com/mdrssr

Q4. Is it better to pick products that are “permanent” or products that disappear (food)

burkonsconsult: For me, the need is generally in the future, so I need products that are permanent or used often. When the need arises, there I am. #DIYMKT

mabynshingleton: I think you have to decide what your objectives are. For the St. Patrick’s Day parade here, we throw green logoed cups to the crowd. #DIYMKT

BruceFelber: #diymkt Food items are very effective if the message and delivery method is on target. Consider the carrier of the food item.

BruceFelber: #diymkt Ebroidered and screened apparel is 40% of all promotional items today. See http://tinyurl.com/nkufdc

BruceFelber: #diymkt Try this liink on wearing apparel http://tinyurl.com/dj8dwz

BruceFelber: #diymkt Consider family and business reunions, open houses and special events. Wearing apparel can be used to brand an event.

Q5. What’s the benefit of using a promo consultant or firm?

burkonsconsult: Q5 – not having to do it yourself and letting a professional do it. #DIYMKT

Q6. Share a promo item success.  Why did it rock?

BruceFelber: #diymkt I once used apples with an imprint (yes food safe ink) for a Johnny Appleseed promotion.

DIYMKTchat: @BruceFelber I’ve seen people with different colored shirts at family reunions to designate which “child” or which generation – fun #DIYMKT

BruceFelber: #diymkt another effect use is to put kits or packages together for special events, meetings etc. Education use is highly effective.

BruceFelber: #diymkt This was a very successful campaign using promotional items to open the door. http://tinyurl.com/npddgn

BruceFelber: #diymkt Consider the Co-op campaigsn where several companies share the cost and outcome. See http://tinyurl.com/nret5f

Q7. What’s the one thing we all should do when thinking about promo items?

helpitcrashed: @DIYMKTchat remember that Call to Action!! #DIYMKT

BruceFelber: #diymkt Don’t give up on trade show marketing. Still great way to reach many. http://tinyurl.com/ar9s5j

BruceFelber: #diymkt q7 – consider the recipient and expected outcome. Are we branding, informing, promoting an event, thanking a client or employee?

BruceFelber: RT @helpitcrashed: @DIYMKTchat remember that Call to Action!! #DIYMKT Yes number one. Message, contact info etc.

BruceFelber: #diymkt One more link. http://tinyurl.com/mx3bsh

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Today marks exactly the 33rd time this month I’ve told someone to get their brand online.  That’s an average of once a day that I have this conversation.  It all starts with how to connect with a targeted audience.  Then it moves on to the inevitable cost of marketing and finally ends with my asking how much time and effort they’ve spent in giving themselves, their name, their company name and brand — online.

Getting online USED to just mean having a web site.  But a web site is not enough.  You need a web site, a blog, a profile on LinkedIn, Facebook and Twitter.  And there is so much more.

Check out my latest article on HPs Small Business Marketing Guide Blog for a detailed to-do list on how to give your brand a better presence online and get more, better, profitable customers as a result.

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Most marketers are taught that you should first pick the market to go after and then literally alter yourself to become appealing to them as a choice. Believe me, I’ve tried and found that it’s just too hard and too expensive for most small businesses.
My preference is to build a brand from the inside out. When I say “brand” it doesn’t have to be this big multi-million dollar recognizable logo – I mean a recognizable and desirable promise that you make to your customers about the experience they’re going to have with you and your offering.

But where do you begin with something like that?

Here is my recommendation:

Your first goal is to clearly understand what an experience with your organization PROMISES. The best way to do this is to identify what your strengths are and what you do well.

1. If your organization is heavily influenced by the owner: Get the book “Strengths Finder 2.0.” The owner should take the assessment to find out what his or her natural strengths are, and how these strengths differentiate them from others. Not only will you get a clear and concise explanation of what sets you apart, you will actually get words that you can use in your marketing materials.
2. Review and debrief any and every job that you’ve had and keep asking yourself the question “WHY did I do these things?” For example, if your job was to do competitive research, why did you do that? What were you hoping to find and why?

Work with this information to identify what your mission and purpose in the business is. WHAT DO YOU DO AND WHY?

The next thing to do is take the interview guide I’m offering below and ask every employee these questions. Your goal is to identify what sets them apart and what they provide NATURALLY to the business.

inside-interview-guide

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• Discover Your Strengths
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