Exceeding Expectations

The greatest way to create a loyal customer base is to exceed expectations. I ordered some shoes through Zappos.com today, with the shoes expected to be shipped within 4-5 business days. A few hours later, I received an email that my order had been processed and would be shipped today priority at no extra charge, saying:

Please note that this is being done at no additional cost to you. It is
simply our way of saying thank you for being our customer.

As a customer, I felt valued.

Perhaps they planned on shipping it out today all along…but the way that it is portrayed makes you feel like you are receiving something additional. It can be a lesson to us all on how to ‘package’ our services to exceed our customer expectations.

On a side note, my husband used to be an auditor at the bank and Zappos.com was one of his clients. He had to go out and audit the inventory so that they could obtain the necessary financing. The company was amazing then, but has come a long way. Last month, Amazon bought Zappos for about $880 million.

Thinking Entrepreneurially...in a social way

I recently read that the Salvation Army had increased their Red Kettle donations by 10% in 2008, DESPITE the fact that the retailers suffered one of their worst years. How were they able to do this? By thinking and acting entrepreneurially.

The increased donations were the result of (a) increased partnership with Wal-Mart and the NHL, (2) using 'cashless kettle' that accepted credit card donations and (3) a text messaging service that allowed contributions via telephone bills. What neat ideas! These are three creative ways in which the Salvation Army thought 'outside of the box' in order to increase their revenue. 

It is my hope that the many non-profits as well as for-profits are able to maneuver their way through this difficult time economically by doing the same.

Creative Marketing?

I am expecting our third child in early January and we are waiting to find out if the baby is a he or a she. While I was shopping the other day in a shoe store, a vibrant lady came up to me and told me that she was 100% confident that I was going to have a boy. She went on to chat about how she is always right about these things and that I should call her after I have the baby to confirm that she is right. Miss Sherrie (as she likes to be called) then went on to tell me that she is a professional psychic.

Afterwards, I got to thinking -- wasn't that a creative marketing ploy on her behalf? Miss Sherrie has a 50-50 chance on getting the gender of the baby correct (although perhaps her psychic abilities increase that chance....haha). For those that she does guess correctly, they then have her phone number and are probably more likely to call her up to find out what else she knows!

Setting Yourself Apart

Some industries are more competitive than others and to the average consumer, it is hard to tell some of the business within those industries apart. Think about the dry cleaners, book store, coffee shop, gas station or even hotels. They all pretty much offer the same product/service as their competitor.

This weekend, I was traveling and had to select a hotel. I went online and in the mid-price level, the hotels all looked pretty much the same -- the rates were within $10 of each other, they all offered a complimentary breakfast, pool, high-speed Internet, etc. I ended up settling on the Country Inn & Suites, just because I hadn't been there in a while.

When I arrived, something really stood out to me that I hadn't seen before at a hotel - their Lending Library program. In the bookshelves surrounding the fireplace in the lobby, they had books available that were geared towards all ages. A simple sign explained that you were welcome to pick a book to read, and if you didn't finish it during your stay, go ahead and take it with you and just return it the next time you visit a Country Inn & Suites. What a nice idea!

This program probably doesn't cost a fortune, but it was a nice surprise that I will remember - and for me, will separate this particular hotel from the mass of other hotels in the mid-level price range.

As an entrepreneur, this is exactly how you need to think. Your mainstream product/service has to be competitive, but then try and look to see how you can offer a unique perk or something unexpected that the customer will take away from their experience.

Free Online Resources: It is just a matter of looking

One of the things that I enjoyed about doing market research is that, 9 out of 10 times, the information was out there -- it was just a matter of finding it. That meant doing some exhaustive web searching or going to the library to talk with the librarians (who are in my mind extremely brilliant and knowledgeable).

I have since come to realize the same thing when looking for web applications. If there is some sort of online service that you want, more often than not, it is already being produced and out there. And, many times, those applications are free. This is great news for the bootstrapping entrepreneur that is trying to save a dime or two.

In the coming months, I will attempt to periodically profile some of the applications that I think are useful. And, I'll start with a few right now that might surprise you.

Launched in 2000, the intent of localendar.com is to provide people with access to public events. This is accomplished by giving away free web-based calendars. From an entrepreneurial standpoint, I am not that interested in publicizing my events through their website -- but I am very interested in providing an interactive calendar on my website where my customers / suppliers can see what is going on. What I like about this application (besides it being free) is that it is easy to update on their website and then I can incorporate it into my own website by either providing a link or embedding it as an actual interactive calendar.

Listserves are another great resource for any small business. It allows users to subscribe to your mailing list, and then you can correspond with news, updates or promotions. Our business has historically used this service via godaddy.com, and it has worked well for us - and I do appreciate the extra graphic options that it provides. However, I have also come across some free applications for listserves (with unlimited usage) that I am now using for another organization and recommend you consider. The free application I used is Mailman, and is definitely worth checking out.

By now, craigslist.com is starting to become a household name of sorts! But, think of it from an entrepreneur's perspective -- what a great way to advertise (FOR FREE) your products and services, or your employment needs.

A family member recently referred me to scrapblog.com. For some businesses, creating a scrapblog of sorts may be a good marketing tool or a good way to showcase some of your products. However, I found it to be helpful for other reasons. Specifically, I found it very helpful and user friendly to create a customized website header (and saves you the cost of purchasing a photo editing software and in my mind, is much easier to work with). It is also helpful from a marketing standpoint to create customized, professional looks to help with your marketing material.

On a marketing note, the new HP Creative Studio is also pretty neat. It is an online application that allows you to create business cards, logos, flyers, brochures, websites and more. They do charge for some of their higher level services, but also offer free templates for the cash strapped small business owner.

If you have come across any free online resources that you feel are particularly helpful, feel free to let us know!