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January 12, 2009

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GROWING YOUR BUSINESS TOGETHER





contents

Small Businesses' Online Plans
Most realize 2009 is for getting digital

When Bad News Has to Hit
Strike a balance

Christmas-Dip?
Unnecessary with blooming plants

Teleflora at the Super Bowl
Running its first ever ad campaign

 



small businesses' online plans

For many, the question is when they will start using digital.

Small businesses will not cut spending on most forms of online advertising in 2009, judging by a survey conducted in December 2008. A higher percentage of respondents said they planned to spend “about the same” in 2009 than planned to change their spending.

More small businesses said they would increase their spending on social networking than on any other format. And respondents were more likely to say they would increase spending in 2009 on e-mail and their company Websites than make cuts on those formats.

The percentage of small businesses who said they did not use various online marketing tactics was high. Well over one-third of respondents said they did not market using social networks, their own Website or even e-mail. Less than one-quarter used more tech-reliant tactics such as online video and mobile marketing.

A lot of small businesses’ marketing efforts this year will focus on lead generation, according to another study just conducted. More than one-half of responding small-business owners named lead generation as their greatest challenge. Nearly one out of five said lack of ad dollars was the toughest marketing problem they faced. Many respondents said that ROI was the main way they measured success for their marketing tactics.

Source: EMarketer

 

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when bad news hits, strike a balance

Business owners forced into the unenviable position of cutting jobs face more than just a guilty conscience about the workers they let go: They also must keep morale and productivity high among employees still on the job, according to a Nov. 13 IndustryWeek.com story.

"During difficult economic times, it's important that employees feel they are valued," said Douglas Klein, president of Sirota Survey Intelligence, a research firm with North American headquarters in New York. "Plus, both management and non-management employees are likely to report feelings of guilt, stress, and depression during and after layoffs."

Sirota surveyed some 500,000 employees after the Sept. 11 terrorist attacks to track trends in employee confidence, job satisfaction, workload and other factors, and Klein told IndustryWeek his company sees similarities between the current economic downturn and the post-9/11 economy. That theory has empirical support: The Bureau of Labor Statistics reported Nov. 24 that mass layoff claims from January 2008 to October 2008 "were the highest for the January-October period since 2002." (Mass layoffs are those involving 50 or more layoffs from each employer.)

Klein and his team insist employers can effect positive change by focusing on communication, creative solutions and teamwork. "Anger, concern, insecurity, and survivor guilt are all perfectly natural emotions for employees to feel," said Klein. "It is crucial for managers to spend time assuring employees that it is OK to feel this way. Otherwise, employees may release these feelings in non-productive ways or situations."

Try this:

A spoonful of sugar may not help layoff, cutback and budget reduction news go down — but Klein and his team do offer suggestions on how to soften the blow of bad news:

  • If you make an unpopular decision, keep the lines of communication open. "Most employees want to know what will be happening to them, especially whether they will be laid off," Klein said. "Secrecy or lack of transparency will just add to their sense of powerlessness."
  • When employees leave, those left behind often face increased workloads. That shift can strain employees, but it also can provide opportunities. "Following layoffs is a good time to introduce 'stretch assignments' — those that will expand the skills of survivors and demonstrate your confidence in them," Klein said. "It is also a good time to increase the frequency of discussions about career-related topics, including possible advancement opportunities."

Source: SAF

 

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Christmas-dip?

Unnecessary!  When all the cosy Christmas decorations disappear, the shop turns a bit cheerless. Do you want to know what to do in this Christmas-dip period?

After the holidays one can use some colours and flourish. It is the ideal period to 'pimp' the shop with a blooming houseplants and the like.

The long lasting colour, warmth and sociability, of the houseplant can be an important acquisition motivation. Beside that you've got several sales-possibilities during this 'Christmas-dip' period. The following practical tips can help you to step more actively to the customer.

  1. Solve problems
    If a customer doesn't want to carry their plant purchase, right away... Offer a solution for this problem! Give them an opportunity to pick up the plant when they are all done shopping.
  2. Questions & Answers
    Where does the customer intend to place the plant. Is it a warm and sunny - or a old and dark spot? Ask open-ended questions, find out, and show that you are expert, this is your chance!
  3. Positive Persuasion
    Not all visitors to your shop are certain they are buying something. There are enough reasons, why they are right. Make reasons for them to want to buy and prove their wrong with great suggestions!

Source: Dutch Creations

  

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teleflora preps super bowl play

Hoping to remind male viewers that Valentine's Day is just around the corner, Teleflora will run its first ever Super Bowl ad during the 2009 game. Florists, in general, have shied away from the championship game for the past two decades. FTD, was the last floral company to buy into the big game with spots featuring NFL Hall of Famer Merlin Olsen.

Teleflora is taking a decidedly different approach. Its spot, which is reminiscent of office sitcoms, shows a man giving a box of flowers to a mousy female co-worker. Soon, the flowers start insulting her. In one spot that has not been finalized, the buds quip: "Have you ever considered rhinoplasty?"

"Don't send flowers in a box," the ad warns. "You don't know what they'll say." The commercial, which will run in the game's second quarter, touts "The Teleflora difference" and directs viewers to Teleflora.com.

Lynda Resnick, owner of Teleflora parent company Roll International, said, "Sixty percent of the flowers today are delivered in a box. Our flowers are hand-designed and hand-delivered right to your doorstep. That's the difference."

The spot specifically touts the Rubies & Roses Bouquet in a keepsake vase.

Florists have taken a hit because so many wire services sell impersonal boxed flowers direct to the consumer, according to Resnick, who also runs Pom Wonderful and Fiji Water. "It's taken about half a billion out of the floral industry, and that's a lot in a $6 billion or $7 billion industry. Our motto is to support the local florist."

Teleflora's in-house unit Fire Station Agency handled creative development. Teleflora has also purchased airtime on NBC after the game.

Roll spent $10 million in traditional U.S. media for the brand for the first 10 months of 2008, per Nielsen Monitor-Plus.

 

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