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Home  December 15, 2009
December 15, 2009
 | December 15, 2009 |
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Awards
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Written by Jackie Rosselli
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Monday, 14 December 2009 11:07 |
 If you've read the article on email marketing that appears in this edition, you have a better understanding of just how powerful this tool is when communicating with customers and prospects. Indeed, it is one of the most cost-efficient, simplest methods to get your message across, and one of the best ways to provide value and demonstrate your knowledge of the industry and its services. Why is this important? The more you're viewed as an expert, the greater your odds of adding customers to your client base.
There's another tool that produces similar results: winning a UNIVATOR. Like email marketing, UNIVATOR attests to your stature as an expert, an industry pro who understands the dynamics of today's uniform market. Winning a UNIVATOR adds to your credibility, and best of all, there's little, if any, cost involved in spreading the word.
First, the staff at UniformMarket, the awards' sponsor, is here to help. We'll carry the news online, in a special commemorative issue packed with in-depth coverage, photos and interviews. This distinctive edition will remain on the UniformMarket site in perpetuity, a lasting tribute to awardees.
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Economy
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Written by Jackie Rosselli
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Monday, 14 December 2009 10:45 |
 Introduction: From time to time, readers write in with story ideas. As would be expected, many requests are "pitches" – companies looking for publicity on some new product or service, but a good percentage comes from readers looking for the basics, or "tools of the trade," information on the instruments used to attract and retain customers.
This series is a result of the latter request, and reflects the dual purpose of this publication. Our business is uniforms, and as such, we eagerly seek and present news about a company's latest offerings, for it is information that readers – and their customers – need in order to run a more profitable business.
But we know you depend on us for more than company news. It is also our job to write interesting and relevant stories that inform, teach and educate, and that is what we'll attempt to do over the next several months. Parts 1 and 2 will cover email marketing, laying out the basics and defining its role in today's efforts to reach customers. In Part 2, appearing in Made to Measure, you'll learn how to craft strong, customer-centric messages, and read first-hand accounts from others on what works – and what doesn't – when using this very important communications device.
Finally, in Parts 3 and 4, we'll move from modern day tactics to the tried and true by taking a closer look at cold calling and customer service, giving tips, best practices, and fresh advice on these two industry standards.
Email Marketing 101
Any conversation about email marketing should start at the beginning; namely, defining what the term means. Simply put, email marketing is a form of direct marketing which uses electronic mail to covey messages or information about a company, its products or its services. The actual written copy can range from a one page letter or announcement to an elaborate newsletter, complete with images, surveys and links to articles or your website.
Email marketing is not meant to replace print advertising or other traditional means of marketing, but is intended to compliment and build upon existing promotional activities.
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Last Updated on Monday, 14 December 2009 10:59 |
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Economy
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Written by Joseph Greco, MSOD
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Monday, 14 December 2009 11:33 |
 Most of us deal under some pressure much of the time. The demands of satisfying clients, given limited resources, causes stress. Most managers deal with problem-solving regularly. Resolving the simple problems or those with which you have had experience are rather easy and gratifying at the same time.
But what happens when there are persistent problems for which there are no obvious or quick solutions? Frustration builds. Relationships get tested and performance will probably suffer. It is the job of the leader and manager to step aside and re-analyze the situation from a fresh perspective. The key to knowing when to do this is when the old methods don't resolve the issues satisfactorily.
I used the cliché recently that "It's tough to remember that you were sent to drain the swamp when you're up to your butt in alligators." If you are in a messy or complicated conundrum, help is available but you have to be willing to change, learn and grow. In reviewing a valuable text, "Reframing Organizations: Artistry, Choice and Leadership" by Bolman and Deal, I outlined some tips that are helpful to me. At Greco Apparel this past year we have gone through a major transition in refocusing the strategy of our business. Due to the recent changes in business climate, (the Recession) we have been forced to reduce costs while increasing categories of product offerings, foster growth and satisfy the needs of current clients. This was no small task and subsequently caused some internal organizational and relationship stresses.
Last week, my VP of Operations theorized that a group of our staff members were not confused, they just don't know what to do. While this seemed paradoxical I started to think about the intent. Turning to Bolman and Deal I was reminded that ‘managers are imprisoned only to the extent that their palette of ideas is impoverished." No one can resolve or think of all the solutions individually. Help is required from various sources including outside advisors, review of the business plan, interested co-workers, consultants and reference material that is the history of the trials and errors of others. Blending together the components required for a successful solution is artistry which the authors define as neither exact nor precise. Art is not a replacement for engineering but an enhancement. So what's a manager to focus upon?
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Last Updated on Monday, 14 December 2009 11:46 |
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