Business Record - Iowa Biz

Sampling works

Kelly Sharp is the owner of Heart of Iowa Market Place

Someone recently asked me why we like to sample so many products at the Heart of Iowa Market Place.

The reason, I replied, is because sampling works.

Sampling works because it provides a unique and fun experience for customers, which is what retail is supposed to be all about. It works because it educates the consumer about your products. It works because it moves products. And, it works because it produces results on the bottom line of your balance sheet.

I hadn't realized how powerful sampling is until we started offering samples of our homemade fudge. Hardly anyone who comes into my store is thinking they want fudge when they walk through the door … until they taste the fudge. Everyone likes it. And when they come back, they're eagerly expecting a fudge sample.

The first time they come, it's a happy surprise. But it quickly becomes part of the Heart of Iowa experience for returning customers. Sometimes, they come in specifically for a fudge sample. And I'm absolutely thrilled when they do.

Sampling works.

We did a little test not too long ago. We'd been sampling a sausage meat. We had a lot more of a second variety in stock and I said, "We should sample that one instead."

Right away, the second brand started selling because people could taste it. Everybody wins in that situation.

Sampling is all around us, and yet it is often an underutilized sales tool by many small retailers. Book stores know that you bring in authors for readings and book signings. Lowe's and Home Depot have courses to show you how to build things. Other retailers can and should learn from those examples.

Often, your vendors will provide you with free samples. (I'll get into that the next time I write.)

But today is a great day to be thinking about what you can do to engage your customers, give them a unique experience and encourage them to come back. Product sampling should be at the top of your ideas list.

Why? Because sampling works.

-Kelly Sharp

What Facebook adding support for hashtags means for businesses

Katie Stocking is the owner of Happy Medium LLC.

This week, Facebook began rolling out support for hashtags in user posts. This means Facebook users can click on anything tagged with a '#', bringing up a search of anything else publically tagged by other users on Facebook. (Just when those of us that work in Social Media had finished our campaigns to try and get our friends to stop using hashtags on Facebook because there was no point!)

So what does this mean for Iowa businesses using Facebook pages? As soon as they’re enabled, Facebook page administrators can tag their posts with appropriate phrases.

For example, if you’re a restaurant and you’re running a special for Independence Day, you could tag a photo of your special with #IndependenceDay. Your followers could then click on the hashtag, bringing up posts their friends (and other people or pages) have posted about Independence Day. Maybe a potential customer sees a friend looking for something to do on #IndependenceDay and invites them to your restaurant.

Of course, there are caveats. You’ll only see hashtagged posts from Facebook users who have set that post to ‘Public’ visibility (unless you’re one of their friends).

Another setback might be using a hashtag another competing business or brand is using, running the risk of distracting users from your page and your content (and ultimately, your business).

Nevertheless, it will be interesting to see how people and brands alike use hashtags as they begin to roll out to all users.

To use this, or see if your Facebook has enabled this feature yet - put a #desmoines in your status bar then hit space. If the “#desmoines” turns a light blue, you have hashtags -congrats! If not, just keep trying and it will be there soon. Once you see a clickable hashtag, click on it and you’ll see what we’re talking about!

How do you plan to use hashtags on Facebook? Tweet me at @interactivekate!

--Katie

How do you know what to deliver if you never take the order?

Drew McLellan is the owner of McLellan Marketing Group

In general, we assume too much. In marketing we assume WAY TOO much. I was reminded of this truth when I was reading the new study done by Pivot about the social landscape and how it is evolving.

Here's part of their intro: "Each year, the Pivot team studies the evolving social landscape. For our 2012 -2013 "State of Social Marketing" report, we surveyed social marketers and digital strategists who represent agencies and brands. What we learned is that the fundamental drivers for social media have radically transformed."

They go on to explore all the ways people's use and perceptions of social media has shifted over the past year. But the two questions/graphs that really struck me were these:

The first question -- do you know who is accessing your social media content/connecting with you there?

Amazingly -- 38% of these professionals said no, they don't.  That begs the question...why.  Well, here's why.

 

The reason they don't know who they're talking to is because they aren't even talking to them enough to find out why they're there.  

Why? (I'm sure you're asking yourself that as you read this)

I think there are a few reasons.

We are still using social media as a one way communication tool: Rather than recognizing that social is a dialogue, most marketers are still treating it like a monologue. Since we think we're supposed to do all the talking, we don't bother finding out who we're talking to or what they need.

We're afraid to ask: This isn't just a problem in social media - it's true in general. You've heard the expression "don't ask a question if you don't want to hear the answer." Well, unfortunately, marketers, business owners and leaders have taken that to heart. They're so afraid of the feedback they might get, they shut down the opportunity.

We don't actually believe it matters: Of the three, this is the most dangerous. It means you're just going through the motions but you don't  believe social media can actually impact your business. If you are just going through the motions -- stop. All you're going to do is damage your brand and alienate your customers. It's better to stop doing it than do it badly or without sincerity.

While this study was focused on social marketing -- the insight is broader. Without understanding who you're talking to and what matters to them -- you'll never connect with your customers or prospects.

 ~ Drew McLellan, Top Dog at McLellan Marketing Group