A friend’s FaceBook post this past week reminded me that not everyone may know about Canada’s national Do Not Call List. Here’s what you need to know:

“If you are a consumer you can choose to reduce the number of telemarketing calls you receive by registering your residential, wireless, fax or VoIP telephone number on the National DNCL. You can also check your registration, find out how to remove your number from the National DNCL, and file a complaint about telemarketing calls.”

Registering your number on the DNCL won’t eliminate all those potentially irritating phone calls.

“The exemptions include telemarketing calls made by, or on behalf of:

• Canadian registered charities;
• Political parties, riding associations and candidates; and
• Newspapers of general circulation for the purpose of soliciting subscriptions.

Telemarketing calls from organizations with whom you have an existing business relationship are also exempt.”

Way to go Canada! For more info and to add your name and number to the list, check out the DNCL website.

I don’t like when people who’ve only just met me make presumptions. They learn something about me and decide they know all about me. Doesn’t that just bug you?

One of my favourite stories happened when I was in my early 20′s and at a new job. A few weeks in, the gal training me said (word for word), “Wow, you’re blonde and you’re not even dumb!” As it was a new job and I wasn’t past my probation period yet, I refrained from stating the obvious comeback.

The presumptions that woman made were way off the mark, though at least she had the decency to ‘fess up and adjust her views. I am sometimes reminded of that incident when I ask myself what presumptions I’m making about a situation or when I’m looking for a solution that is not immediately obvious.

Don’t make assumptions about your customers! Even if you used to know what they wanted, when was the last time you really nosed around to confirm what your customers need and want NOW? And how could knowing more, NOT help you in making better business and marketing decisions?

The more you know about your customer, the more you can meet their specific needs. And people are willing to pay for solutions.

Learning more might be learning more about your customers, what they like, why they buy, and where they buy. (This is also known as market research.)

Learning more might be brushing up on your marketing knowledge and skills. (See other posts here on the Market Navigators blog.)

Learning more might be connecting to a group of like-minded business people who are willing to meet on a regular basis and share knowledge, resources and ideas. Creating a strong network of people you trust enough to refer to your friends, family and colleagues is also valuable as a resource to learn from and share with.

Learning more might mean taking a yoga or meditation class that allows you to stay more focused and be more effective at the office. It’ll reduce your stress level too, so those little bumps in your day stay molehills rather than becoming mountains.

Learning more is NOT about sitting in a classroom and having flashbacks to high school math or physics class. News flash: Learning can be fun! Expand your definition and embrace ongoing learning as a way of life that will have positive ripples into your business.

One of the fastest ways to undermine your credibility and look like a yahoo (and at the same time turn off prospective clients) is using your home phone for business.

It’s such a rookie mistake! The only argument for this gaffe is that it saves money. But that isn’t actually true. It’ll cost you money if people expected to call a business and get, “Hi, you’ve reached Bob, Beth and Fluffy. We’re probably out walking Fluffy, but leave a message and we’ll call you back. Meow!”

Okay, that’s a bit extreme. But even a basic personal greeting that doesn’t reference the business says, (a) the caller got a wrong number; or (b) “I work from home in my pajamas, when I’m not out walking the dog.”

Either way it makes the “business” sound like a sham, hobby, or other half-assed venture — and that means I’d not to risk my money on it.

Here’s what you can do to improve people’s first impression when you’re connecting on the phone:

1. Get a second phone line. Enough said. They are relatively inexpensive and with a different ring tone for the business line, you won’t accidentally answer after hours.
2. Use a mobile phone for business. You probably have one anyway, why not make a business expense? You can redirect your calls to a land line during the day and screen calls after hours. There are lots of plans and options, find one that works for you.
3. Answer the phone in a professional manner. That means identifying yourself, not saying something inane like “Yeah?” or “What’s up?” both of which scream “unprofessional!”
4. Have a proper voicemail message. Let people know whether they’ve reached the right number, and when they can expect to hear back from you. I don’t leave a message if I’m not sure the right person will get it, and that can mean lost sales.

Many small business owners believe they don’t get bigger contracts because they are small. Not true. In fact, they often don’t land the business because they don’t look professional enough to do the job.

If you want buyers to have confidence in you, ensure your image projects your commitment to doing a professional, quality job.

A great place to start is with email. Here’s the quick list:

1. Use a proper email address. That means creating an email address that aligns with your website URL, not using GMail, Yahoo or your local cable provider’s email account. My motto: If you use a Yahoo email account for business, you ARE a yahoo!
2. Use a proper email signature. Include your name, title, company name, and a phone number where you can be reached. After a couple of replies, it’s okay to shorten things but anyone you email should only have to go back to your latest email to find your phone number, not search through countless emails and/or their contact list.
3. Have a consistent email signature. Everyone in your company should be using the same email signature template, it’s part of your brand. Anything less indicates you may be haphazard in other areas of your business. Is that the impression you want to leave?
4. Be concise in your communications. We’re all busy people, so no one has time to read to the bottom of the page to find out what you want. Spit it out! And keep it brief — there’s way less room for misunderstanding. If you need action, say so up front and if you need more than one action, use a numbered or bullet list.
5. Leave the drama at home. We should all know this, but it bears repeating: if you are fussed about something, think twice before sending a heated memo. Nasty emails leave a very long-lasting bitter taste that’s hard to get over, not to mention they are very easily forwarded far beyond the reach intended.
6. Keep it professional and friendly. But not too friendly. Email IS professional communications these days and it has a less formal, less rigid structure than traditional written correspondence, which is a good thing. Keep in mind, that doesn’t mean that courtesy and decorum are no longer necessary.

What Not to Do

Production and manufacturing of any sort includes a very steep learning curve. When there are so many details to consider, there are many things that can go wrong. Here are a few things not to do:

1. Don’t buy packaging too early in the process. Products go through a variety of tweaks and revisions as kinks get worked out on the way toward final commercialization. Jumping the gun may seem like a bargain at the time, but can be costly in the long run. Take the sauce company that bought bottles before finalizing their manufacturer. Turns out the co-packer couldn’t use them on his bottling line which meant thousands of dollars down the drain.

2. Don’t compromise your brand. The quality of your packaging immediately conveys the value of the product inside it. You may save a few bucks using a cheaper packaging option, but if the product doesn’t sell because it isn’t appealing or looks cheap and shoddy when it isn’t, you’ll have to do it again. It seems like savings in the short-term but in the end it’s a huge money waster and means costly delays in getting a return on your investment.

Judy McArthur and Maureen Drew, owners of Artisan Edibles did it right. They integrated their love of art into their business, not just through their fantastic jelly and chutney recipes, but also through the packaging in which each product is presented. Every product comes in a beautiful Italian jar that’s worth keeping, even when it’s empty.

“Customers appreciate our branding and packaging – the artfulness and elegance – and of course that the product delivers on taste and quality,” says Drew. “Artisan Edibles is always classy, professional and on trend.”

3.  Don’t pay premium prices. Remember that packaging is typically tossed. There is a balance between top quality and over-the-top. Negotiate with your packaging supplier, ask for volume discounts, inquire about comparable but less costly (and perhaps more environmentally friendly) alternatives. Above all, ensure that cost is balanced with overall profitability.

Rules for Effective Packaging

Packaging creates the ultimate first impression, which means you need to get it right the first time. Increase your likelihood of making a great first impression by following these rules:

1. Get creative! Unless your product can talk, the packaging needs to attract interest as well as communicate your brand and uniqueness. Look for unique or non-traditional ways to package, like the high end fruit juice that comes in a wine bottle. Or bath salts that come in a vase. Know your constraints (see Field Testing below), then get creative within them.

2. Field test the packaging. Don’t settle on the first design or take anyone’s word for it. Have a few mock ups put together and put them to the test. Does it hold up to wear and tear? Variables will depend on the product and may include sunlight exposure, temperature and moisture variations, customer handling, and baby-proofing. And be willing to accept customer feedback on whether your packaging is working.

Dale Dubberley, owner of Thai Away Food produces gourmet frozen Thai meals that can be heated and served within seven minutes. In consideration of her customers, she initially put the food products in clear bags so customers could see what they were purchasing.

Although the intent to have “honest packaging” was sincere, the reality was that frozen food doesn’t look so appealing after a while! Dubberley learned from this lesson and revised her packaging with a bright blue brand that stands out nicely and showcases product appeal in the frozen food section.

3. Collaborate with your marketing and graphics teams to ensure the overall look and design accurately reflect the product’s brand. Unless your product talks, packaging does more than look good. It must also attract buyers’ interest, communicate value, and encourage purchase.

Use all of the packaging real estate to market and cross promote other products you may sell. At the very least, be sure to include your website address.

4. Consider storage, shipping and shelf display needs. How sturdy does your packaging need to be? Factors to consider include where you’re selling – local retail, direct to consumer or international mail order. These decisions also affect whether items are individually or group packaged, what materials are most suitable, and whether the packaging needs to be able to stand up to being tossed around a little.

“Package with integrity,” suggest Dubberley. “We have intelligent consumers today and they recognize misrepresentation in packaging. The industry has also changed considerably over the years and there is now a trend towards honest and efficient packaging.

Stores also want you to take up as little shelf space as possible because it leaves them with room for other products. Thai Away is also aiming to soon sell our products in 100 per cent compostable packaging. With the increasing green movements it’s now affordable for small businesses to go with the Green option.”

5. Learn the labeling requirements for your industry. There are rigorous government-mandated regulations for what information must be included on the packaging of some products, such as medical devices, food products and baby products. You must comply with these regulations or face stiff penalties and in many cases, significant additional cost. Be smart, know before you start.

In addition to any regulatory information, be sure to allow space for logistical information such as a barcode if the product will be sold in a retail environment and space for a shipping label if it will be mailed or couriered direct to your customers. Carefully evaluate everything on the label and ensure you are using the space effectively.

In a nutshell, when you’re packaging your product take steps to ensure you don’t have to do it twice! Keep in mind the old carpenter’s adage: measure twice, cut once.

Not only will the product evolve, so may your ideas of the best way to present it. Start thinking about packaging early in the process, toss around ideas for a while, and brainstorm with your graphic design team. Only after you’ve ironed out any hiccups should you write up the purchase order.

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Written in collaboration with Women’s Enterprise Centre. All examples cited are BC business owners who have been profiled at Women’s Enterprise Centre publications, events or workshops.

Liz Gaige, owner of Market Navigators Consulting, specializes in bringing creativity and a double shot of inspiration to business and marketing strategies for businesses of all sizes. By her own admission, she does her best work when she’s just a little bit cheeky!

Around the corner or around the province, Women’s Enterprise Centre is helping women start, grow, and succeed in business by offering business advisory services, business skills training, business loans, resources, publications and referrals.

Marketing in it’s purest form is not about selling, it is simply a form of communication and as such is a neutral concept that can be used for good or for evil.

I’ve had newsletter subscribers tell me that even though they are not in business or marketing, they read my newsletters cover to cover and always find something that helps them. From the librarian who wants kids to know about the many fun, educational programs they can become involved in, to the kindergarten teacher who needs parents on board with her classroom policies, they find ideas on improving communication and getting better buy-in whatever their valuable, beneficial message.

I think that’s pretty darn cool.

Getting people to adopt new behaviour is often met with resistance, even when the change will be beneficial in some way. Sigh. We humans are such creatures of habit.

Marketing is usually thought to be concerned only with changing consumer behaviour, which has been the challenge of business owners since the dawn of…well, the dawn of business owners. But whether it’s business or social change (or some combination of the two), success requires both an understanding of the people you want to connect with, and the dynamics of the behaviour you want to encourage.

The Fun Theory initiative explores the idea of prompting a change in behaviour by making it fun in some way. Trust Volkswagen and the Swedes to be so inventive and show that change for the better doesn’t have to be hard. In fact, it can be downright enjoyable!

What might the outcome be in prompting socially conscious change, if we took this innovative and friendly approach, instead of trying to beat people into submission with guilt?

In the following video, check out the guy who looks around for more garbage to pick up so he can do it again!

See more videos at www.thefuntheory.com.

Much of a store’s success has to do with how well you take advantage of your physical space. Before making any big changes, you’ll want to review the elements of customer enticement, then do a quick assessment of what’s working and what’s not.

Make your brand come alive
Retail marketing offers an incredible opportunity to expand your brand into the third dimension. It’s excellent to have a logo and mission statement to define what your business offers, but there’s nothing so compelling as customers being able to actually experience it. Think of it as an extension of the personality you already convey in all your other marketing communications (signage, advertising, promotions, etc.).

Take Angie Bricker, owner of The Natural Baby Shop in Kelowna, a store that’s all about raising babies in a healthy, environmentally conscious world. Her brand conveys the idea of simple, fresh, pure living and is represented with images of happy infants and parents. The visual brand is consistent from business cards to website.

When it came time to design and decorate the actual store, Angie took it one step up and ensured her brand also extended to the experience of her customers. “We wanted our customers to have a warm, comfortable and healthy experience. We brought in the same colours that are on all our marketing materials as a continuation of the brand and made sure that everything in the store points to that idea of healthy living – from the way it’s decorated, to the products we sell, even down to the clothing we wear,” says Angie.

Is your brand about smooth sophistication or youthful enthusiasm? Does it say restful calm or maybe inspired fire? Or, perhaps it’s funky goddess. Whatever your brand’s personality, let it come out!

Ooooh, what a feeling
Much goes into creating the vibe, the ambience of a successful store. Yes, ambience. You want to evoke a feeling when people walk into your store. An attitude. The trick is figuring out which attitude. If your products are focused on active children, you need to exude a completely different vibe than a spa catering to the busy, executive parent who needs a respite from noise and demands.

Getting in touch with the vibe you want customers to sense and feel means looking at the dimensions and flow of the space, in addition to capitalizing on your brand personality.

Kate McKenzie, owner of Got Scraps! in Revelstoke, set up her shop specifically to inspire customers. She wanted them to know scrapbooking isn’t only for the creative, it isn’t difficult, and it doesn’t have to be expensive.

Got Scraps! features a big workspace with all the tools and supplies anyone could ever need to create a scrapbook where customers can sit down, get comfortable and give it a try without inhibition. To enhance the experience and encourage creativity, Kate also has a section of the store dedicated to displaying sample scrapbook pages.

“There is a misconception that you must be artistic to be good at scrapbooking, which can be very intimidating for people; I know because I was one of those people,” laughs Kate. “Whether a customer is an experienced scrapbooker or someone brand new to the idea we want to help them feel relaxed, welcome and inspired to create their own books.”

Extending your brand into your physical space and making customers feel good are both great ways to engage with customers, show them that you are focused on their needs, and encourage them to purchase and return.

Devilish details
Don’t forget the technical details. You can also directly influence how customers feel and what they come to expect in your store with features that are often taken for granted like lighting, layout, music, even scent. Burned out light bulbs and dusty shelves say something completely different than a tidy front desk and organized display cases. Then again, some shops are meant to be jumbled. All of these elements affect how a customer feels in your space and the likelihood of them making the transition from browse to buy.

Restaurants often do an excellent job of managing the details, right down to the style and quality of cutlery on the table. If you want customers to experience a quick in and out, keep it crisp, brightly lit, and shiny clean. If you want customers to enjoy an evening out sampling the chef’s creations, settle them into a cozy booth and keep the lighting low, the music soft, the wait staff attentive.

Yeah, yeah, customer service
Speaking of customer service… Nothing kills atmosphere quite as quickly as surly or non-existent service. Some shops, like the infamous “soup Nazi” of the Seinfeld television show, manage to get away with chip-on-the-shoulder attitude, because it is very intentional and part of the brand personality.

On the flip side, quality customer service isn’t about sugary sweet either. It’s about being genuine. It comes right back to how you want your customers to feel in your space, how you want them to experience your brand. It’s best to hire staff who already have the right attitude, whether calming or boisterous, but that’s not always easy. If finding any staff — let alone appropriate staff — is a challenge, be clear about expectations and lead by example.

Show off your best attributes
Merchandising, merchandising, merchandising. It’s all about showing off the goods, honey!

One element of merchandising is how products are displayed throughout the store. You can sort by colour, size, category…the list is endless. I love stores that have the same product in several different areas because they refuse to limit its potential. That’s the attitude! I might not appreciate its beauty in one combo, but in another grouping it catches my eye.

That’s basic, and highly effective, cross-marketing. Many people cannot visualize or imagine the end result – they need your help. When customers see how festive a holiday-dressed table looks, they are much more inclined to buy the extras to recreate the look at home, rather than risk trying to be creative on their own. Trust me, it works!

Another element of merchandising is tracking product turnover so you know what products sell best in which areas within the store.

Judith Johannsson’s passion for retail brought her out of retirement with the purchase of Ghostrider Trading Company, a clothing and shoe store in Fernie. Her merchandising strategy is right on the money: focus on customer flow through the store, and identify “hot spots” to feature prime merchandise.

“It’s important to look at the dollar of sales per square foot in the store to see if where you’ve placed a product is paying off. In a small business it’s easy enough to identify if one corner is not producing sales as it should, then assess whether you have the most interesting merchandise upfront where customers can see it, or if you need to move it around,” advises Judith. “Keep new and fresh items in the hot spots, and maximize margins per square foot.”

Rotating new product into the hot spots also keeps the store interesting and encourages repeat visits.

Take the test
Now that you know what to look for, do an assessment of your own store. Grab a coffee up or better yet, skip the coffee and bring a notebook and pen, cross the street and take a walk past your store. Notice how it appears from the outside. Then cross the street and walk back to the store, noticing what your customers see. Then do the same inside. Browse. Listen. Observe.

It’s easy to stop seeing your own store after a while, like that crack in the ceiling, so really take time to notice. Be impartial and look at your business with fresh eyes and find ways to get your customers “in the mood.”

Look for ways to express your brand in every detail of the store. Showcase your products in their best light, and ensure it’s easy for customers to buy. This will increase the likelihood of moving them from browse, to purchase, to repeat customer.

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Written in collaboration with Women’s Enterprise Centre.

Liz Gaige, owner of Market Navigators Consulting, specializes in bringing creativity and a shot of inspiration to business and marketing strategies for businesses of all sizes. By her own admission, she does her best work when she’s just a little bit cheeky!

Around the corner or around the province, Women’s Enterprise Centre is helping women start, grow, and succeed in business by offering business advisory services, business skills training, business loans, resources, publications and referrals.

Seasoned business owners hesitate because they have become emotionally attached to the logo they have — whether it’s working or not.

Shiny, new entrepreneurs worry about being locked into a brand that won’t reflect them in the future — but they are in a rush to get going.

Correct answer: it’s a balance. Up front, you DO want to take sufficient time and soul searching to ensure your brand is reflective of your business offering and values, but recognize that you and your business may evolve over time. In which case, a new brand may be more appropriate than a mere update.

Do not enter into this decision lightly, however. Some tweaks are just nasty and worse than a re-brand altogether.

One thing to consider is, you are better off with a tweak if you’ve already invested a lot in the brand and your core business and values haven’t changed.

The Crayola brand case study is an excellent example of how a long-standing company has evolved over time in keeping with the times, while staying true to it’s business and it’s brand, while continuing to build on the equity they’ve invested.

What’s different — the font. What’s the same, the general concept of packaging, name, colours…

I don’t always get immediate buy-in from clients when I tell them their marketing materials or instruction manuals need an overhaul. Sometimes it’s the cost of the re-do (when in fact poor materials cost you potential sales), a mistaken belief that more is better, or the conviction that because the client understands it — isn’t it obvious? — their customers will too.

Turns out, according to Wray Herbert in American Scientific Mind, A Recipe for Motivation: Easy to Read, Easy to Do, people are more likely to do something if it’s easy to read.

I don’t just mean the words, I also mean the general look and feel.

Words, sentence structure, layout, font, type size. All of these things matter when trying to get people to understand or DO something. The harder it is to read, the less likely people will engage or feel they want to attempt or can accomplish the task.

I know that holds true for me. I often don’t finish reading text that isn’t scanable, single paragraph articles/letters/emails are a pet peeve, and I won’t buy books, leisure or business, if the type is too small or there’s too little white space. Now scientists confirm that, while I may be peculiar, I’m also onto something. (Note: I also appreciate a nice texture to the cover and paper.)

Basically, if you want people to get it or do it, keep it clean and simple on every level.