A big thanks to our Friends at Dean Machinery

By Jack Burke
I just wanted to thank our friends at Dean Machinery in Kansas City for all their help setting up customer stories for RunReady and On The Job magazines. Much appreciated!
The next issue of On the Job, the business-related magazine for those in the building trades, is due out in the next few weeks. The winter issue of RunReady--a publication for facility managers and others interested in electric power generation--will come out in December.

Steve Jobs and the importance of design

The death of Steve Jobs has unleashed a torrent of words about his genius. Here's a look at his impact on design.

The power of Social Media

By Jack Burke
Tweet and they will hear. We bought a front door from a big box store (think opposite of High's). The store provided a subcontractor to do the install. Long story short, there were some problems. The big box store pointed to the contractor; the contractor wouldn't respond to calls. After several unhelpful phone conversations, my wife Tweeted her displeasure. Now, it should be pointed out that my wife doesn't Tweet. I believe that Tweet was her first in 2011.
Within 24 hours, she was contacted by the big box store's corporate headquarters. Within another day, the local store called us. Within a week, the contractor was back out to our home. We will be getting a new door to replace the problematic one.
The moral of the story? Social media gives you options once the "regular" channels seem closed. And don't make my wife mad.

Fascinating fact from Coke's CEO

By Jack Burke
Five years ago, Coca-Cola spent 3 percent of its marketing budget on Social Media. Today, it's 20 percent and growing, according to CEO Muhart Kent. More here about Coke's plan to double sales by 2020.

When is losing a customer better than keeping one?

By Jack Burke

It may seem counter-intuitive—or plain crazy—in these economic times, but sometimes it makes more sense to drop a customer who creates headaches than to try to match ever-increasing demands.

Do you have customers who are always behind on bills? How about customers who keep hitting you up for discounts? There’s no harm in asking for a deal, but you have to make money, too.

The bottom-line: if you need to “fire” a customer, do it professionally and courteously.

And remember, every hour you spend worrying about/fighting with a bad client is an hour you’re not spending with a good one. It’s hard to put a price tag on that.

Marketing tips for tough times

By Jack Burke

Historically, many businesses reduce advertising and promotional expenditures rather than slash fixed costs during hard times. However, studies have shown that those maintaining or increasing marketing during slowdowns wind up outselling rivals who cut back.

Savvy marketers can boost sales and market share, even in a slump, by focusing on short-term tactical techniques such as sales and price promotions and tailoring advertising in response to the shaky economic climate.

Here are key ideas to keep in mind, courtesy of the U.S. Small Business Administration:

• Monitor your competitors’ marketing. If they’re cutting down, seriously consider increasing your ad budget and hitting harder. This will provide a great opportunity to capture—and retain—a larger share of the market.
• Avoid gimmicky and clever advertising. Center your message on the benefits and advantages of your product or service.
• Stress quality and durability. Consumers are looking for as much value as possible in a weak economy.
• Keep in mind that perceptions play a major role in a weak economy. If people believe money is going to be tight, they will behave as if it is—even if they have money to spend. Your marketing has to convince prospective clients.
• Promote your business every chance you get with signs on your vehicle and at the jobsite.
• Start a website. More and more people are gathering information from the Internet. You should be there.
• Contact the local Chamber of Commerce to see if your business information can be included in a welcome packet for new residents.
• Become known by establishing a presence in the community. Don’t be afraid to use your company to support parades, community festivals, golf outings and other events.