During the past few months, no matter how successful the business, companies have had to take a proactive role in cutting costs, while continuing to search for creative and innovative ways to maintain clients in spite of spending less. 

From the client’s viewpoint, we’ve all been touched by the precariousness of day to day living.  Even well-to-do clients have had to rethink what used to be standard procedure,  and make do with less, get by without that usual vacation or  “nice to have” treatment, and exercise overall caution in daily spending.

Everyone understands the value of advertising in the branding of a company, but when times get tough and budgets get tight, it is often the first thing to go.  Print ads are expensive, and the search is always on to find an effective way to get the most bang for the buck and to make a lasting impression on customers.  Competition is heightened, and customers have more choices available to them.  A customer that feels neglected or ignored is more likely to move on, and perhaps even settle for less from someone with whom they feel appreciated.

Suzanne Hoggan, founder of Lipshinin Marketing, seems to have cracked the code by creating and providing her clients with a quality product at a very inexpensive cost.  Catchy & colorful, with a thoughtful message about simple kindness or protecting the environment to boot, her high quality little lip balms accomplish the goal of delivering a product that the client keeps and uses every day that is not only useful, but enjoyable. 

Every time someone takes one of Suzanne’s lip balms out of their pocket or purse, they think of her, the marvelous service that she provides, and the way she cares for them.  The ultimate goal is reached, and the client attaches value to the item even though it costs very little.

We could all take a page out of Suzanne’s book—simply take care of your clients and they will return again and again.  A small thoughtful gift can accomplish as much or more than a glitzy ad.  Let’s face it…we’re bombarded with big production ads in media every day.  Take a moment and think of a recent advertisement or commercial that you’ve seen recently…can you actually remember the product?  What does the ad say about the company that presents it?

Take the time to treat each client like they are the only client in your portfolio.  They will stick by you—good times and bad.

LuAnn Jensen
Manager, Marketing Support
Salt Lake City, Utah