Why the Wrong Name Can Cost You Sales

People will protest and picket if your business name is insulting.There’s a melting pot of cultures in almost every community, and one slip-up can start an avalanche of negative press if you’re not careful.

Choosing the right name for a business or product line isn’t so easy today. It’s almost as if you need a cultural board of directors to help you select a name that doesn’t unknowingly insult an ethnic group.

Biggby Coffee just went through a name change due to this problem. I’d read the story a while ago but was reminded of it in Gourmet News’s November issue.

The Michigan-based coffee franchiser opened for business 12 years ago under the name Beaner’s Coffee. They’re now rebranding themselves with a name change to Biggby Coffee because they learned that the former name is disparaging toward the Hispanic population.

“It’s offensive to Hispanic Americans. At the end of the day, if anyone is offended, it doesn’t go along with the company’s mission.”

How can you, as a solo marketer, ensure that the names you choose for your kits, systems, products, services, and even your business, don’t insult another culture?

My line of defense would be to request feedback about the selected word(s):

1. On forum boards. I would ask board members if the word(s) are used to attack or defame.
2. At face-to-face gatherings, such as the Meetup event I mentioned yesterday.
3. Online by testing the word in search engines to see if the results reveal something I don’t know.

Biggby Coffee selected their name years before they realized the backlash that would occur today. The technology available now makes this situation less likely as long as this type of research is part of our marketing plans.

This story is a lesson for us. Choose business and product names as carefully as you choose the business you enter.

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November 21, 2007 | Filed Under Problems & Solutions, Solo Housekeeping | Leave a Comment 

What I Learned Last Night at Meetup

Last night, thanks to my friends Des Walsh and Suzie Cheel, I attended the Web 2.0 Meetup in New York.

The mix of networking and business presentations warmed the chilly evening.

If a Meetup group is within or near your area, I urge you to attend to not only meet like-minded people but to also hear new ideas and learn about opportunities you may not have considered.

Sorry to say I must keep this post brief, as I’m off to discover more about the services presented at last night’s event. Perhaps these sites will be beneficial to you, too.

Buddy Media/Acebucks - Facebook loyalty program
Convos - Aggregates your group’s information in one place
Snooth - Wine social network
RadiusIM - Social network integration

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November 20, 2007 | Filed Under Networking, Technology | Leave a Comment 

Six Reasons Why I’m Thankful for My Clients

Show clients your appreciation for choosing you as a service provider.A business can buy from anyone, but some have made a decision to become your client. Have you expressed your thanks to them, or do you plan to do so before year end?

Saying “thanks” is part of marketing, and unlike some business owners who plan not to show appreciation, as captured in surveys I’ve shared in the past, there’s no better way to sustain and grow your enterprise than by telling customers how you feel about them.

Why am I thankful for my clients? They:

1. Provide me with important feedback about my products and services.

2. Allow me to explain my services’ benefits, even if I’m not chosen as a provider every time.

3. Consider me as a silent partner in their business, asking me for recommendations outside of my expertise. This lets me consider new projects for future development.

4. Support me during speaking engagements by coming to hear the presentation and introducing themselves after the event.

5. Send unsolicited Emails and letters explaining how my services make their business lives smoother. With their permission, I share their sentiments in my marketing literature, which leads to more business.

6. Recommend me to friends and business associates whenever possible.

Look back at how clients have helped you grow your business. Then show your appreciation by taking them to lunch, sending a card, providing a free analysis, or recommending them to a potential buyer. Saying “thanks” in whichever way you choose guarantees your continued success and theirs, too.

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November 19, 2007 | Filed Under Customer Connections, Offline Ideas | Leave a Comment 

Camcorders Come in Many Sizes for Marketers

Digital camcorders make marketing simple and easy.Two years ago, my brother-in-law walked into Costco on a day when a manufacturer was promoting a brand new pocket camcorder. Maybe it wasn’t called a camcorder at the time, but it provides the same type of features.

The slim product, which easily fits into a shirt pocket, let you record visuals just like a larger camcorder and add your voice as narration. My brother-in-law said that he could record for a total of 45 minutes.

When done, he connected the recorder to his computer through the USB connector, downloaded the recording, and manipulated it however he saw fit.

I don’t know how my brother-in-law currently uses his recorder, but that same product is a hit in the marketing community. Jim Kukral showed his recorder at his BlogWorld Expo session, explaining its ease of use to quickly capture information wherever he travels.

The camcorder is similar to this product, shown on Best Buy’s Web site, but it’s not this exact item. I’ve used the Tiny URL dot com site to condense Best Buy’s long URL.

Perhaps a traditional camcorder is not in your budget or too large to capture video on the fly. If buying a small digital version will help you market your products or services, give it a try. Here are three ways I can think of quickly for its use. Capture:

1. Testimonials from satisfied clients. It may be easier than getting them to write their comments.

2. Demonstrations on how to use a product’s feature. This demystifies a complex task.

3. A comparison between two products or services. You can be the spokesperson or choose a client to make the point.

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November 16, 2007 | Filed Under Customer Connections, Technology | Leave a Comment 

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