No one has a problem coming out of a movie or a restaurant and gleefully exclaiming to others about the great quality of the product or experience. Each time we spoil the plot line of a movie to someone or contemplate the ingredients of an awesome new dish, we are embarking on a journey of helping others build their brand recognition and grow their client base. With focus turning to local economies and keeping money within our home tax bases, it is more important than ever to pass along good business experiences to each other. This is the process of building referrals, also called word-of-mouth marketing. Referrals can make a substantial and dramatic difference to a business, but unfortunately most people flounder at how to stimulate a proper referral system.
No doubt business owners will agree with “the power of referrals”. However, how many businesses do you know who supply their clients, friends, family, or employees with information on how to refer? I’ll admit that there are some very good incentives or tools out there whereby I can pass along a business card or leave a comment card in a box. Most often what is ignored in referral marketing is a thorough description of an ideal client. An ideal client is part of a businesses’ target market, and knowing “who to refer” is critical.
For example, if I am thrilled with my groomer and refer her to everyone I know who owns a dog; I may feel I am really helping her out. If I own a small dog and assume she grooms large and small dogs alike, I am frustrating all my large dog owner friends and doing my groomer a disservice if she only grooms small dogs. If only she told me…..
Vivid Image’s target market is small to mid-sized businesses that have been in business about seven years. Vivid Image loves working with business owners from all industries, passionate about using technology mixed with marketing to grow their business. We shine when referred to businesses who value professional expertise that we provide in the areas of graphic and web design, custom programming and database design, IT specialty areas, and Internet marketing. Businesses typically have more than five but less than 100 employees and are located within driving distance. We value making a difference for business owners, taking small steps and experiencing the joy from the relationships formed over time with our clients.
Don’t be afraid to tell people who your target market is and how they can make referrals. There are four great books that are guaranteed to boost your referral system and spur more ideas: Duct Tape Marketing, by John Jantsch; Raving Fans, by Ken Blanchard and Sheldon Bowles; Citizen Marketers and Creating Customer Evangelists, by Ben McConnell and Jackie Huba. In exchange for one referral, you can borrow my book; email me at beth@vimm.com, For more information on how to refer a business to Vivid Image call us at (320) 587-8974.
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