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marketing

Making it personal

Created: 05 Apr 2018 / Categories: Marketing

When you're trying to stand out from the crowd, you've got to be doing something that no one else is doing. But it’s easy to be different - it’s being better that's the hard part.

Everybody talks about building relationships. Very few businesses invest in those relationships in ways that really matter. It’s not that they’re ungrateful. I think culturally, taking the time to express our gratitude and build each other up is just not something that we know how to do well.

“The deepest principle in human nature is the craving to be appreciated.”

- Philosopher and psychologist, William James

If you don't understand people, you don't understand business

Each business has a unique opportunity to make a meaningful impact on other human beings. Whether they’re a customer yet or not, gifts are a tangible way to surprise and delight in a way that no other business does. One gift can completely change the dynamics of the relationship, forever.

Most businesses send a cheap bottle of wine or generic hamper at Christmas with whatever they have left in the budget; but those who understand the power in strategic gifting are intentional about showing their gratitude for the clients or customers who drive their success all year round. 

Make it about them

Gift giving is an art. Be strategic and give gifts that are representative of the relationship. Remember that gifting and generosity are about creating joy so figure out what your customer truly values so that the gifts that you give are meaningful to them, and they’ll keep them forever.

Gifts of appreciation not only need to be personal, they need to be world-class, and delivered at a time that’s not expected. Don't give gifts when everyone else is in a business context (eg. at Christmas, out of obligation); give gifts when it'll be a true surprise and delight.

Strengthen the connection

When done well, gifts welcome the receiver into the inner circle. Gifts can also educate, or empower customers to get the most out of what you have to offer. We love the way nutrition and health coach Lauren Moroney empowers people to live The Wellness Life with these beautifully designed recipe cards, given as an extra thank you for joining her community.

Recipe cards for The Wellness Life by Jabiru Printing

Here's another example - a few weeks ago I bought a DIY 'clean living' kit online, it arrived straight away and I immediately made one thing. I loved using it but I hadn't tried everything in the kit, until last week when a parcel arrived from the owner of the online store I bought the kit from. She'd made me a gift using the kit, with instructions for me to make it (and more) myself in a beautiful custom gift bag. Plus she'd handwritten a 'thank you' postcard and made an extra little something with a product that wasn't in the kit for me to try.

It was such a sweet surprise, and it inspired me to not only make the same gifts for my friends and family, using up the kit I already had, but to also jump online and buy that product that wasn't in the kit, that night. Thanks to that one gift, I've fallen in love with the product and I will be shopping there again very soon.

Don’t forget about your own team

The two most important groups of people for your business are your customers, and your employees. Research has found that when leaders show appreciation for what their people are doing well when things are running smoothly, those same people are more likely to go the extra mile for them when things aren't going well, digging deeper during crisis because they know that their efforts aren't going unnoticed.

“Customers will never love a company until its employees love it first.”

- Simon Sinek

Show your team members that they are a valued part of your success, reward them for their efforts, and provide them with the tools they need, equipping them to be brand ambassadors. It doesn't have to break the bank - we get excited just putting together new employee welcome packs with just a few practical items like writing utensils and notebooks, a water bottle, and headphones. A little appreciation can go a long way in helping your team feel valued in what they do - and when they believe in the brand, they’ll tell their friends and family why they should believe in it too.

Whatever business you’re in, it’s important to focus your efforts where you’ll have the most impact on your success. So go deep, create a plan, and discover the power in giving gifts of appreciation to a core group of clients, customers and team members. When done well, every time they see or use your gift - or someone else asks them about it - they’ll remember you and how your gift made them feel, years from now.

JABIRU PRINTING

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Our Holiday Guide for Small Business

Created: 26 Oct 2017 / Categories: Marketing

Christmas is a wonderful time for you and your brand to connect with customers in a more meaningful way. Get the jump on this Season, and start planning now with our Holiday Guide for small business while you still have plenty of time! Don't forget to make sure your business is top of mind as we end the year and head into the new one!

 

Inspiration image via Pinterest

 

01. Add festive cheer to your branding

Creating the right atmosphere for this time of the year can be a lot of fun. From the ground up in-store, on your website, in your communications (like your email signature), even your product mix - let your brand personality shine. A simple sandwich board or window decal can be effective for any business. In retail? Consider providing a gift wrapping service.

You can't over-communicate at this time of year, so make sure you let everyone know ahead of time what your holiday opening hours are, as well as any other key dates they may need to know about in the lead up til Christmas, in-store, online, and turn on your email autoresponders. Then, if you've updated your branding and website with Christmas notices or shut-down dates be sure to remove them as soon as they are no longer needed.

 

02. Print it out

Gregory Ciotti says that 'Marketing is enthusiasm transferred to the customer'. What better way to show-off your brand than engaging the senses of your customers through a beautifully designed holiday catalogue, checklist or gift guide. Hands-on, tactile print pieces filled with stories, lifestyle images, and room layouts are proven to be an excellent way to express a brand's personality.

On that note, according to research conducted for the United States Postal Service, recipients of direct mail catalogues are more likely to make a purchase than shoppers who do not receive direct mail. What's more, they typically buy more items and spend 28% more. This applies even if your business operates solely online; the study also found a 163% lift in revenues for websites supported by catalogues as opposed to those that were not.

 

03. Collaborate with other local businesses

Two heads are better than one, right? Collaborating with other local businesses is one way to connect with and gain exposure to a targeted, interested audience even if they've never heard of you! We love it when local businesses join forces because when done well, brand collaborations can be worth more than the sum of their parts from a customer's perspective. The holiday season is the perfect time too. Think: stand-alone hair salons and nail salons, health and wellness centers with the local whole food or organic cafes and restaurants, and even fashion boutiques and dry-cleaners. The Collective Hub has written a great post on how to collaborate, read it here.

 

04. Send your holiday greetings

Conjure up the magic and excitement of Christmas with beautiful greeting cards for your customers, suppliers and staff. When it comes to sending Christmas Cards personalisation is key. Completely customise the design or use a template - this year funds raised from our Charity Christmas cards go towards the Heart Foundation, Children's Cancer Institute, and the National Breast Cancer Foundation! In retail? Make sure gift cards are available. Selling the type of thing people love to buy as gifts? Why not design your own branded Christmas cards for your customers to buy to complete the package all in the one place.

 

Inspiration image via Pinterest

05. Embrace gift giving

Gifting is a great way for clients to further connect with you and your brand. We're not talking about a box with some random items thrown in it. It can be much more than that! Your clients chose you for a reason and more than ever, they want to feel a sense of pride for working with you. Strengthen relationships with your clients, suppliers and staff with a simple personalised gift to say thanks. They'll remember you for offering them something meaningful and tangible this season.

 

06. Think about the year ahead

Take your custom gifts to the next level and turn your customers into brand ambassadors. Sharing a little love this season can go a long way in building your business in the year ahead. Choose items that not only align with your brand and message, but also make their lives better. As an example, visual schedules are proven to help us to better design our day - so allow customers to interact with your brand all year round with wall planners, calendars, journals or notebooks. One glance at their gift and they’ll have an instant and tangible reminder of their goals and the progress they're making with your help.

 

07. Schedule it!

The days after Christmas are the best time for your business to retain newly gained customers so keep up your communications throughout January. Schedule your content and promotions in advance using the built-in functionality on Facebook or Wordpress for example, or with free tools like Hootsuite, or Buffer.

 

Our final tip?

Don't overlook your post-holiday strategy. Make the return to work after the festive season a little more joyful - finalise your high level marketing plans for the year ahead, and you'll be able to hit the ground running!

JABIRU PRINTING

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