In This Issue: Message from the Editor | Indoor Spring Maintenance Checklist | Marketing Planning for Small Business - Part 4: Who are You Selling To? | Sam’s Monthly Maintenance Tip | Recommend a Business

 

 

Message from the Editor

 

I Highly Recommend is very excited to start a new series: Sam's Monthly Maintenance Tip, brought to you by Sam's Total Car Care Centre. Each month we will have information about how regularly scheduled maintenance can improve the performance of your vehicle. From spark plugs to fuel injectors, if there is something about your car that you would like to learn more about, just ask Sam!

 

This month, we continue a segment on marketing by Gregory McCormick of Walking-Stick Consulting Group. We are also pleased to have an Indoor Spring Maintenance Check List prepared by Aub Jobs, your painting and repair handyman. Thank you for subscribing to our newsletter!

 

 

Indoor Spring Maintenance Checklist

 

Indoors

• Make a list of anything that needs painting or staining and schedule the work.
• Have your air conditioner serviced and replace all filters.
• Sweep ashes into your fireplace's ash pit or a dustpan. Clean and lightly oil fireplace tools. Remove ashes from wood-burning stoves and inspect moving parts and gaskets to make sure they seal tightly. 
• Have ducts and vents professionally cleaned.
• Make sure exhaust fans/vents are clean and clear. Remove lint buildup from the clothes dryer vent.
• Inspect hot-water heating system. Lubricate circulating pump and motor.
• Identify the small things like leaky faucets or loose cabinet doors. Have a handyman make all repairs at the same time to avoid multiple visits.
• Clean or replace grout or caulk in bathrooms.
• Have carpets professionally cleaned.
• If you have ice dams on your roof in winter, call a contractor to install new roof vents.
• Dust and clean light fixtures, ceiling fans, walls & ceilings. Dust or wash registers. Wash window curtains or remove drapes for dry cleaning. Dust and polish wood or laminate floors. Polish woodwork.

 

For help with your spring maintenance checklist, contact Aubrey Boothman of Aub Jobs.

 

 

 

Marketing Planning for Small Business - Part 4: Who are You Selling To?

 

This month, we're going to start discussing the 'Market' section of your Marketing Plan. This captures everything you know about your customers, as well as your competitors and the industry you are operating in. This information is vital when deciding on how best to market your product or service.

 

The first and most important part of this section is the Customer Profile. Knowing your customers is the cornerstone of all marketing planning - from determining how to describe and price your product or service, to deciding which Marketing Strategies to use.

 

You may find that you have multiple Customer Profiles - each representing a distinct 'type' of customer. This process of dividing your market into groups is known as 'Market Segmentation'. You'll need to identify your primary segment, and decide whether your marketing will be Undifferentiated (the same for everybody), Differentiated (customized for each segment) or Targeted (aimed only at your primary segment).

 

1. Customer Profile


For each customer type or segment, you want to capture a variety of information in a number of categories

 

a) Demographic: Details your customer's basic characteristics; such as: location, age, race, education, income level, gender, occupation and so forth.

 

b) Psychographic: This is one of those really scary words that sometimes cause business owners to think that marketing planning is simply too difficult; but all we're really looking for here is information about your customer's values, lifestyle and preferences. What do they want, need, care about, like or dislike? How do they see themselves? What does the world look like from their perspective?

 

c) Motivational: This is where you try to identify some of the specific motivations that influence your customer's choices. What problem or pain they are seeking to alleviate with your product? Are they filling a basic biological need? Reducing anxiety or enhancing their security? Seeking convenience or enjoyment? Hoping to increase their social status? Are they simply looking to save time or money?

 

Based on those motivations, what features or benefits are your customers likely to be looking for? What kind of sales experience are they hoping to have?

 

d) Behavioral: We're looking here for behavior and motivations in relation to the product you are offering.  The two biggies here are Frequency of Use and Frequency of Purchase. Is your product something they will use every day or experience once and discard? Do they buy once and never come back, or might they wish to buy again every day/week/month/year?

 

e) Barriers to Purchase: This is vital!  What characteristics of your customers might get in the way of purchase? Are they anxious about dealing with a small independent company? Do they simply not know where to find you, or that you even exist?  Is your product too expensive? Do they prefer to use a credit card rather than cash? These barriers need to be identified so that you can design Marketing Strategies to overcome them.

 

This is NOT a one-time process! You should keep talking with your customers for as long as you are in business. Are they satisfied with your product and customer service? Will they buy again? What could be done better? Will they recommend you to their friends? Businesses that continually update their Customer Profile are better able to retain their customer base and capitalize on market opportunities.

 

Next time, we'll continue with a look at analyzing your competitors and identifying the threats and opportunities presented by your marketplace.

 

Gregory McCormick operates Walking-Stick Consulting Group, helping businesses adapt to new situations - whether launching a new product, expanding, or reacting to changes in the market - as well as providing training and advisory services to entrepreneurs.

 

 

 

Sam’s Monthly Maintenance Tip

 

Brought to you by Sam’s Total Car Care Centre, 956 King St. East in Hamilton

 

Engine Coolant


Your engine has lots of moving parts that give off heat. A regularly scheduled coolant flush will reduce the risk of corrosion and improve the efficiency of your engine.

 

Engine parts can be very costly to replace, not to mention the inconvenience of breaking down unexpectedly. The benefit of an efficient engine is:

• Improved gas economy
• Extended lifetime of parts
• Prevents damage to internal engine components, like the water pump

 

It is very important that you follow the manufacturer’s recommendations for your vehicle. Check the owner’s manual for the scheduled coolant flush (given in km or age of your vehicle).

 

 

 

Recommend a Business

 

I Highly Recommend is a directory of local small businesses in your community. We are built on a network of trust and rely on your recommendations and referrals. If there is a business that you highly recommend, be it product or service, please contact us.