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36TOBACCOOUTLETBUSINESSMARCHAPRIL2011mallcompaniescanbuildthekindofbigbrandpowerenjoyedbythelikesofAppleandCoca-Cola.Hereshow.YourbrandisthesinglebiggestnancialassetyourcompanyhasJackSimsauthoroftoldattendeesofPE2011sseminaronbrandmanagement.Tinkaboutit.WhenyoubookedyourtripheretoLasVegashowdidyouchooseyourhotelYourrentalcarTebestbrandsgetthebestcustomers.SeventypercentofallpurchasingdecisionsaremadeordeterminedbyabrandnameaccordingtoresearchbythemarketingrmInterbrand.Ofthose70percent72percentarewillingtopayapremiumof20percenttogetthebrandoftheirchoiceintheirlives.TebottomlineBoostingyourbrandboostsprots.AndbrandmanagementisntjustforlargehotelchainsandrentalcarcompaniesSimsadded.Everycompanyandeveryindividualworkinginthatcompanyisabrand.SohowdoyoumakeyourbrandstandoutinaseaofcompetitionAndhowdoyoubuildthekindofbrandequitythatcanboostyourprotsSimssuggestsafewwaysyoucanstandoutfromthecompetitionandbuildyourbusiness1.WhataddedvaluedoyoubringaskedSims.Whatdoyourcustomerswantandexpectfromyou2.TesearethecustomerswhocontributemosttoyourbottomlineandtheyretheonesyouneedtofocusonwithmarketingandcustomerserviceexplainsSimswhonotesthatatanygivencompany20percentofcustomersgenerallyaccountfor80percentofrevenues.3.Inatougheconomymanycompanieslooktocutbackonbrandmarketingbutconsistencyisessentialinbuildingabrandimage.WhatsmoretoughtimesrepresentanopportunitytogainmarketshareascompetitorslooktocutbacksaysSims.Spendwhatyouvebeenspendingandstickwithyourplanheurges.Peoplealwayswanttobuythebestbrandeveninadowneconomy.Yourbrandwillprotectyou.4.StrategiesareadimeadozengettingitdoneistoughnotedSims.Youcantdoitwithouttherightpeoplesoyouhavetofocusonthat.5.Everysingleelementofyourbusinessandeverypointofcontactwithyourcustomershasanimpactonyourbrandimage.TewaythephonegetsansweredbyyouremployeesorworsebyanansweringmachinewhenyourenotthereisyourbrandsaidSims.AreyoutruckscleanareyoursalesguyssmartareyourinvoicesalwaysaccurateGetitrightthatsyourbrand.AttheendofthedayitallcomesdowntodeliveringonauniquepromiseofvaluethatresultsinapositivecollectionofperceptionsthatcausesanexpectationinthemindsofyourcustomerssummedupSims.Temessageyougiveandthebrandyoubuildisuptoyou.peakingatPE2011LindaCahanofCahanCompanyurgedretailerstobuildcustomerloyaltybymakingthefollowingmovesGreetingeverycustomersoundsobviousbutsurprisinglyfewretailersmanagetomakeithappen.Evenifyoureonthephoneorworkingwithanothercustomertakethetimetosayhelloornodtocustomersastheywalkthroughthedoor.Facialexpressionsarepowerful.YoucansaytosomeoneHeyhowareyoudoingbutyourfaceorbodymightbesayingGetoutofmystore.Youneedtohavefacialexpressionandbodylanguagesayingthesamething.byexceedingtheirexpectations.GiveawayssuchaslollipopsandmatchbooksorprovidingfreeWiFiareaneectivewaytomakepeoplehappy.Providingyourcustomerswithknowledgeisagreatwaytobuildloyalty.One-on-oneon-the-spottipsabouthowtoselectcutlightsmokeorholdandashacigarcanendearyoutothosenewtocigarsmoking.Oeringcigaretterollingdemonstrationsoreducationalsessionsonchoosingandsmokingapipecanbuildyourbusiness.Collecte-mailaddressesbykeepingasign-upsheetattheregisterandencouragingcustomerstojoin.Promiseanddeliverspecialsandeventsformembers.Acigarloungeshouldhavecomfortableseatingsmellpleasantandbekeptneat.Funcolorfulgraphicsandartorsignagethatreectsyourpersonalityoryourstoresimagecanalsohelpyoubuildaloyalcustomerbase.Findoutwhatinterestsyourcustomerswhetheritbesportsorlocallawsgoverningtobaccouseandsupporttheminthoseinterests.Considersponsoringacharitystartingapetitionorhelpingalocalcause.LetpeopleknowaboutyouyourphilosophyyourstasummedupCahan.Havefunwithyourcustomersgettoknowthembynamelearntheirstoriesandgetinvolvedwithindustryandcommunitycauses.Notonlywillyouenjoyyourworkmoreyoullalsomakemoremoney.SpeakinginasessionentitledCigarsAPerspectiveSeldomSeencigarindustryveteranDickDiMeolawww.dimeola.comoeredPE2011attendeesabrieflookatthelongandvariedhistoryofcigarsaswellasthebenetofhishard-earnedexperienceduringdecadesinthebusiness.InadditiontosharingthesecretsofmakingbuyingstoringandsellingcigarsDiMeolaoutlinedtheopportunitiesandpitfallstheindustryfacesgoingforward.ExcerptsfromhisinsightswillbefeaturedintheMayJuneissueof.Understandwhoyouareandwhatdierentiatesyou.Identifyyourbestcustomers.Committoyourmarketingandserviceprogram.Surroundyourselfwiththebesttalentyoucanaord.Beaperfectionist.Acknowledgepeople.MakepeoplefeelspecialOerinformation.Startacigarclub.Createaninvitingenvironment.Getinvolved.SSGrowingSmallBusinessesIntoBigBrandsTOBTPE2011SeminarHighlights1.2.3.5.6.7.