the think tank:
business development

the little things

In a world where a frantic pace has become the norm, we sometimes forget that lasting impressions are made by the little things.  The thank you’s and acknowledgments, the smiles in a greeting, the odd phone calls or email just to stay in touch. The little things.

These things are what lasting working relationships are founded by. Making an effort to be that genuine, likeable representative of your firm who can stay in contact through the busy.....and not so busy times. A working relationship with your client is not just about what comes your way in monetary terms, but that by being patient and staying in touch even when there is nothing to receive – that strong relationships will be built, and in turn business to business relationships will come to fruition.

Next time you have second thoughts about keeping in touch with that client who only offers a small glimmer of a possibility, stick it out. Small seeds eventually grow and business will prosper for a person who can do the right thing by those around them by growing the relationship before you expect to benefit from it.

So smile, you never know who’s watching!

put your business in other people's hands

Estimates suggest that Apple's App Store is turning over $200 million per month in selling iPhone Applications.  In addition to this, smart phone apps have only become the rage in the last couple of years.  It would appear there are a lot of people looking into how they can take advantage of these emerging technologies...putting themselves in the hands of other people.

There have been those who have referred to current trends of their day as passing fads.  I would think though that any trend that is creating this amount of interest is well worth investigating to see how your organisation or business can benefit from being 'hand held', so to speak.

For some time now people have used their mobile for more than making a phone call.  With the advent of smart phone apps they are paying bills while enjoying a coffee...they're playing addictive games...they're researching and making purchasing decisions wherever they have down time.  It is a new day of product placement and advertising acumen.

My point is simply this...however you are currently marketing your business or communicating with people who are yet to hear about your outstanding product, there is always going to be some new method to consider.  Whether or not an iPhone App is for you right now, I would encourage a courageous outlook into how you diversify your marketing strategy in the midst of new technology.

It's worth thinking about.  It's worth talking about.  We're happy to spend some time considering the possibilities with you.

How do you like them apples!

There’s nothing like having someone reiterate how clever you are… especially your boss! It is rare that anyone will approach you after the fact and say “Do you know what? You were right!” Ooooh… it makes me all goosepimply!

This week, the point I was ‘so right’ about was that when we approach the design of an identity for any business, we should move away from the obvious. There is nothing more frustrating for a designer when lets say a client who owns a coffee shop approaches you with a brief for a logo, and the words ‘I reckon we should have a coffee cup with steam rising from the top!” escapes their mouth.
 
Granted, sometimes designers do get a little too clever for their own good (myself included). We don’t want to alienate the market with something that they cannot digest, connect or understand. A simple logo, a stylized representation or an abstract mark is often most effective. A logo needs to be clean, recognizable and create a point of difference.
 
On my drive home yesterday, I thought a little more about what I was ‘so right’ about. I thought more of the logos that I really love and encompass what I believe to be good design. The first that came to mind was Apple. Apple is genius. Simple, too the point and iconic. But guess what? Their logo is… drum roll please… AN APPLE! My stomach sank. Maybe I was wrong! How could I possibly write this blog when one of the most recognisable brands in the world uses the most obvious icon?
 
But why does Apple work? It’s simple. It has a definite, uncomplicated form, the bite creates a point of difference from an expected representation of an apple, and it is not commonly red. However, after this analysis I was still not convinced… it’s still an Apple!
 
I don’t believe there is a right or wrong way to design. What I do believe is that a logo is a visual representation of a companies personality. It is not about what they do! Imagine if the logo for McDonalds was a Big Mac, Nike was a sports shoe, Coca Cola was a glass of brown fizzy stuff or heaven forbid Starbucks was a cup of coffee. Would they be so successful?
 
Logo design is not necessarily about being clever, it’s about being smart. Apple works because of successful branding. Because the icon of an apple is so far removed from consumer electronics, the obvious representation works as it is simple, clear and creates a point of difference. There are no concrete rules and as designers we need to remember that every business is different. We can’t get caught up in being clever. A holistic approach to a brand will always work best. So… how do you like them apples!

what is your strategy for 2010?

We have all heard the saying, "if you fail to plan, you plan to fail."

Well there is no better time to put a plan in place or review your existing strategy than at the start of the year. Especially when that year ushers in a new decade.

Many of our non-retail clients have been reporting an unusually busy December 2009 and January 2010, traditionally quiet months for non-retail sectors. Our experience at Nucleus Media supports this. We have gained three major new clients during this period which is uncommon for the advertising industry at this time of year. 

Based on this kind of activity it seems confidence is returning which is an indicator that 2010 is shaping up to be a very positive year for business.

Therefore, it is a great time to ask questions like:

• Are we prepared to take advantage of the current business climate?
• What have we learnt from the economic downturn and is our business stronger for it?
• Do we have a strategy that will take us confidently into a new decade?
• Is our web strategy current and/or effective?
• What portion of our business will need to be web based to be competitive in the future?
• Does our brand image suit 2010, this new decade and future growth?
• What new technologies do we need to explore to keep current? And which do we ignore?
• What place will social networking have in our future?
• What is happening right now in our market segment?
• Are our materials suitable for growth?
• What is our communication strategy?
• etc....

Taking time out to ask yourself these questions and review your business strategy can not only increase your revenue but can save you lost opportunities, motivate your staff and ensure the long term health of your business. Is it time to update your business plan? Is it time you put a five or ten year plan in place?

Our advice is simple, make sure you have a plan in place to ensure success in 2010.

be available, not complicated

In the age of global markets and economies, connectivity has never been so important. Technology is racing ahead and the internet, teamed with mobile and wireless connections, means that there are endless options for people to reach you, however when they call you, can they find you? Are you accessible?

You would think that in tough economic times, people would be happy to get all the business they can. The other day I rang a contractor to arrange repairs for equipment at home. Both listed numbers went directly to voicemail and I’m still awaiting a return phone call. Needless to say, he won’t have my business when he calls back…if he ever calls back.

The key to being accessible is to develop a code of communication, that is, for as many numbers as you have, have a plan of response. In other words, when you receive a call, answer it after so many rings and if you accept messages, commit to return them promptly. There is no point in having several phone numbers, fax, email, mobile, facebook, twitter and website communication tools and yet never monitor them or follow through the enquiries and customer communications you receive.
       
Your clients deserve the courtesy of a response. It is important to ensure that accessibility remains a priority for your business because people will always be the backbone of your success. It is too easy for people to look elsewhere for a solution, so get in quick or risk losing current or prospective business, and worst of all, being the catalyst for bad word of mouth.

And finally…smile! People will hear it in your voice!

never underestimate the power of your image

An interesting thing happened to me not long ago.

A colleague and I were in a meeting to take a brief for a pitch against some other advertising agencies for the account of a prospective new client.

As per usual we started by handing them our business cards, and then continued with the meeting. A little later the client said "I've gotta stop you right there and let you know that you already have our business." We were stunned because we hadn't finished receiving the brief for the pitch yet. On enquiry the client said that it was because they loved our business cards and that they were more creative and modern than our competitors. Therefore they felt sure they wanted to use us.

For every person that has the courage to speak up, like this client, there are hundreds of others who won't. Therefore it stands to reason that there would be a great number of potential clients that we come across day to day that will be influenced by our corporate image.

With that in mind, what do your business cards say about you? Your letterheads, your logo, your office, your car, your clothes, your speech?  All of these have an impact on how others perceive you, and ultimately these factors will help prospective clients decide whether they will do business with you or not.

Our recommendation is to invest in your image, it may just be the difference between winning a major account or just being one of the players.

Click here to see for yourself a video of what this client had to say...

taking it to the streets

It seems that everyone can be in their own movie these days.  The advent of YouTube, facebook, Dailymotion, vimeo, hulu and other video sites has brought with it a plethora of video content...there are videos about everything.

for best results, make the right start in business

A while back we had a client approach us who wanted help in launching their business with a website, because they felt that was what everyone else was doing. They had no logo, no business identity, no business plan, and no real idea of how to build their brand. What they did have, however, was a great idea.

This type of scenario is like trying to sell a product that has no packaging. While you might sell something, it would be an uphill battle from day one.

Unfortunately, many people start business like this, doing what they think is right because they have a great idea or are a skilled tradesperson. The truth of the matter is that this is not enough to start a business, you have to begin to think like a business owner rather than a worker.

"The E Myth Revisited", by Michael Gerber, is a book we often recommend to people starting out and to small business owners. It encourages you to think of your business as a product or a franchise that you will one day sell to someone else for a profit. While you may never sell your business, you'll certainly think differently if you design it to be sold....

In fact you'll probably start asking questions of yourself like:

• How do we get the business working without us?
• What will make our business appealing enough for someone to buy it?
• How would we design our business if it was going to become a franchise?

You may be thinking it's way too early to start with questions like this. We would suggest that if your business is going to have a good chance of succeeding, you have to start with the end in mind. Picture what you want your business to be and start heading for that from day one. This is the essence of a business plan.

Back to our client, we discussed these ideas with them and asked them to read the book. Our ethos is that we would rather point our clients in another direction than do a job that may fail. Therefore we suggested that if they wanted to consider a more strategic start to their business, we would help in every way we could.

We are happy to report that the client came back to us two weeks later with a whole new outlook on how to start their business. The great news is that one week prior to this article they finally launched their business with a great deal of industry support because they packaged themselves correctly.

Click here to see their logo design
Click here to see their stationery design

If there are any books that you would like recommend as a help for business development or practice, we invite you to post them in the comments for this blog.

if you can't measure it, you can't manage it

Time and time again clients have asked us the question, how do we determine if our advertising is getting results?

Generally this is a very difficult question to answer as the results of advertising are difficult to quantify. Television ads, press advertising, flyers and the like will produce a result. Hopefully the phone will start ringing and customers will buy your product. However, the real question is, how many people have actually seen your ad, considered your product and remembered your brand?

In the past, clients would build response mechanisms into their advertising such as promotions, free offers or incentives. However, this only had limited success and depended on the client making contact with the business. Frankly, most people knew that this would mean opening themselves up to contact, which can be a negative.

The internet however has changed everything.....

On the internet every click is trackable, yet browsers can enjoy the anonymity of visiting your website in privacy with no need to talk to your sales staff. Through your website you can then precisely monitor all their movements, where they came from, what time of the day they visited, and the areas of your website where they spent the most time. This information is incredibly valuable, especially if you can attract your clients to your website as part of your advertising strategy.

What does this practically mean? If you can attract leads to your website via your advertising, you will be able to precisely measure the results.

For example, one of our clients, Patio Innovations, runs press ads in the Melbourne newspaper 'The Herald Sun'. As soon as they do they see a spike in their web visits from Melbourne and can see exactly what percentage of these visits result in leads. For them it has proved that this publication is a good medium to advertise in, because their advertising pays for itself many times over. On the flip side we have other clients who have had us build websites utilising analytical tools which have proven their advertising has not been working.

In short, integrating your website into your advertising strategy will give you the ability to precisely measure the results of your advertising dollar.

stand out from the crowd with a strong brand

In a crowded market place, with many companies selling the same service or product, the only differentiation and separation method is through branding and image, and that ultimately is achieved with graphic design.

A powerful tool for business, graphic design is really not an expense. It is an investment, not only in building a strong market face, but in the success of your business.

Your image is the one thing potential customers can connect with. Make sure the impression and message you are sending is the correct one. Good design has the power to improve your image and strengthen your brand, differentiate your business from your competitors and deliver your message to potential customers.

All of the above ultimately means one thing, better business.

less players...more room to move

In these challenging economic times it is sad to see people going out of business.  No one likes to see the hard work of another person come to nothing, however, we're seeing it more and more every day.

For those that remain it's like having the entire forward 50 without any defence in the way...it's a lot easier to get to the goal.  Or perhaps consider an art exhibition...with less pieces of art on the walls yours are more likely to be seen.

The point I'm making is that as these current unfortunate outcomes undo someone who may be in opposition to you, it provides you with an opportunity to be more easily noticed by your audience.  This would then turn down times into an up situation.  Times like these are the perfect opportunity for those with strength to spread out and take more ground in the market.

The needs of your customers won't go away...which means they will still be looking.  A strategic marketing campaign, whether it be via television, print or the web stands to be a very effective way to gain market share...and the next 12 months could be the best time to take these steps.  I'm no economics expert, but I think it stands to reason.  It's all about making the most and the best of whatever is happening around you.

once said...heard many times.

In the busy world of business it often becomes a challenge to keep up with that all important communication with staff and clients.  In many cases this is affected by time constraints and also geographical limitations.

If you've got something important to say, with a little planning your entire staff can be brought up to speed in no time.  By employing the services of a video production house you can invest just the time needed to say what you want to say and then, with the wonders of the web, your team can hear your very latest when they are available...no awkward diary juggling or expensive air tickets...they've got you in their inbox and you're already off to the next thing in your day.

While nothing beats a face to face, and that will always be important, when that just isn't possible, your message can be conveyed successfully via video delivered on the web.  At the Nucleus we're doing this kind of thing all the time and helping business people get on with business.

networking and nurturing

Have you ever been to a networking event, handed out every card you had in your pocket and felt like it was a great achievement?  Well, you're right...it was.  Meeting new people who may become involved in your business is something that is always filled with anticipation wondering what may eventuate in the future.

Well, now that you've possibly assembled quite an array of networkees, have you considered what could come of nurturing them.  When you're planning on running out to your next Chamber of Commerce or Industry Specific Meeting, consider this...what are you doing with the important and valuable people you already have?

By regularly keeping in contact with those people already in your network and being genuinely interested in helping them build the things that are important to them, I would like to suggest you are doing more to build your business than standing around a room full of people you don't know just hoping that the tray of Lemon & Pepper Squid would come past one more time.

Nurturing your network is simply keeping in touch because you are genuinely interested in where people are at and helping them get to their goal, as you may have already done to some degree.  It's a way of letting people who are important to your business know that you're not only still around, but you're always thinking of ways to help them.  They will really appreciate it, especially if you're suggesting new ideas that can help them grow what is important to them.

Of course, don't pass up the opportunity to continue growing your network because some of those functions do serve some great food!