white paper
In addition to brochures, leaflets and corporate newspapers you can issue white paper. This is such a mini-book, a hybrid of a brochure and a large article. It enhances communication with customers and attracts the attention of new buyers.White paper consists of 90% text: useful content, graphics and interesting facts.It usually focuses on one problem and problem, fully disclosed to the reader. For example, children's white paper with puzzles, a magazine about creativity, etc.
The biggest mistake when creating white paper is turning it into an advertising brochure. A good "whitepaper" lives for a long time and the information there is so interesting that it is forwarded, referenced and quoted. Include extracts, trends, reviews, analytics, research results, FAQ, case studies, expert opinions, interviews with stars. Such materials always go with a bang.
Annual report of positive emotions
Positive Emotions Annual Report – printed or electronic document, which summarizes all the good things you have done for your clients this year. It helps to strengthen communication with new clients, find new ones and give a complete picture of your achievements. OThe report can be shown at meetings: instead of saying how much we do for our clients, you present the real picture.
That's what it says Igor Mann: “European Bank had excellent financial indicators, but, unfortunately, this report could not reflect how many good bank made in 2012 for their clients. And then it dawned on us! “How about an idea to make an annual report of positive emotions for your corporate clients?” — we asked the bank's marketing team. The idea was favorably received, and a month later the first annual report was prepared in PDF format, which included more than 30 pleasant things, activities and programs created for the bank's clients during the year.”
How to make an annual report
— Structure. The annual report should have a clear structure. Think about how you can divide everything that you have done for your clients into. These can be sections: marketing, service, IT, training, loyalty program.
- Name. Come up with a funny name. For example: "34 nice things we did for our customers in 2017." Be precise and creative.
- Positive design. Make the emotion report clear, bright, and attractive — don’t skimp on positive design. Print on a color printer - and when made in a printing house, make it full color.
- Don't be petty. Do not include minor things in the report (“we put an answering machine with a color touchpad ...”). What you write about in the report should be meaningful to customers.
- Expand your reach. Communicate the report to as many potential customers as possible. Post it on the site. Distribute via press release. Use social networks.
Selfie and hashtag
About 30% of all photos taken by people aged 18 to 24 are selfies. And one of the most popular tools word of mouth marketing- Create your own hashtag. These two facts can be safely used in referral marketing.
Technically, everything is simple. We compose a hashtag and ask the client to put it on Instagram. For example, McDonald's has a hashtag - #mymaccafe. While customers are buying and drinking coffee, they are asked to "Promote us on your Instagram!" And people are willing to do it.
Thus, friends and acquaintances of the client will find out that he has visited you or bought something - this is a direct recommendation, and charged with positive emotions.
Agitating agitators
Not only customers, but also agitators can recommend your product to others. Here you have to think about who is ready to talk about you. Make a list. It can include your business partners, public figures, journalists, bloggers, analysts, experts in some field, for example, the opinion of a computer technology or travel guru. Try to come up with at least 40 more points, and then cross out the inappropriate ones.
Here are a couple of tips on who to partner with.
- Look for innovators. Innovators are people who buy a product at a very early stage when it first enters the market. There are only 0.5-2.5% of such people. It seemed like a small amount. But these are very motivated and interested people who are always well versed in what they buy. They create a huge wave of reviews about the product, positive or negative recommendations, online reviews.
— Bloggers and video bloggers. In any business, you can find bloggers that your audience reads or watches. the target audience. Beauty, books, design, travel - in all these markets, the blog audience is measured in millions of people. Gather a database of bloggers and write to them: 10-30% of them will definitely come to eat at your restaurant, take a product test or go on a press tour with you. And tell your followers about you.
4. Annual report of positive emotions
The Positive Feelings Annual Report is a simple printed or electronic document that summarizes all the good things you've done for your clients this year.
Helps
Strengthen communications with new customers, make them more convincing and visible;
Tip the scales in negotiations with new clients in your favor;
Gives existing clients a complete and clear picture of all the good things you have done for them in a calendar (or fiscal) year.
Implementation time
A week maximum.
How to use
Very often, at meetings with new clients, company representatives tell what a good company is, how “we do a lot for our clients,” without presenting any evidence.
With the annual report of positive emotions, these statements will no longer seem unfounded.
Igor Mann: “We came up with the idea of creating an annual report when the Marketing Machine company, as a consultant, worked with Evropeisky Bank in Kaliningrad.
Banks are required to make financial annual reports.
European Bank had excellent financial performance, but, unfortunately, this report could not reflect how much good the bank did for its clients in 2012 (the bank had the positioning “Bank of Positive Emotions” - and this obliged their favorite clients - corporate and private).
And then it dawned on us!
“What about the idea of doing an annual report of positive emotions for your corporate clients?” we asked the bank's marketing team.
The idea was accepted favorably - and a month later the first annual report was prepared in PDF format, which included more than 30 pleasant things, activities and programs created during the year for the bank's clients. Managers of the commercial unit liked the tool!
They sent it out to existing and new customers of the bank.
They showed and commented on it in negotiations with new clients.
The effectiveness of the document is proved by the fact that the employees of the bank's marketing service continued to make an annual report of positive emotions for several years in a row, raising the bar in customer service higher and higher.
When I told the Minsk company STA Logistic about this, they immediately made their annual report of positive emotions. On 29 (!) pages.
And now another client of mine is working on such a report - Russian company SIBUR.
Make your annual report of positive emotions! It will be practically free for you if you make it yourself, export it to PDF and print it on a printer - preferably in color.
You will be able to use it in your work with existing clients (sending them at the end of the year, summing up the work) and - most importantly - during negotiations with potential clients, which you can show the real interaction of the company with its customers.
While your competitors are talking common words– you are specific and persuasive thanks to the annual report of positive emotions.
How to do it (and do it the best you can)
Correct logic and a clear structure of the report are important. Think about how you can divide everything that you have done for your clients into. For example, these could be sections:
Marketing,
Education,
Loyalty program...
Make the annual report of positive emotions understandable, bright and attractive - do not skimp on positive design! The title of the report obliges! Therefore, I repeat, it is better to print the annual report of positive emotions on a color printer - and when produced in a printing house, make it full-color.
Use end-to-end numbering of client "amenities". You can name your report something like this: “34 nice things we did for our clients in 2016”.
Let the annual report of positive emotions become a tradition. This is where continuous numbering comes in handy (see above) - try to give even more "goodies" to your favorite clients next year!
September 18, 2018 – As a result of the release of the first annual Positive Emotions Report, Segezha Group (part of Sistema) continues to receive feedback from global clients from around the world.
Positive feedback came from companies: Hardwoods Distribution Inc. is a global distributor of architectural building products operating under several brands in North America; Tate&Lyle, a global provider of solutions and ingredients for the food, beverage and industrial markets; Elof Hansson Group, which is an international trading house, which specializes in trading various forestry and consumer products in more than 100 countries with annual sales of over 1 billion US dollars; Baltic Pulp & Paper OÜ LTD (Estonia), successfully operating in the wholesale and retail; the Italian office of CSM Bakery Solutions, an international leader in the bakery industry, producing one of the industry's widest ranges of products for customers in over 100 countries and many more.
“This is a great presentation. I didn't know your company makes so many different products,” wrote Stuart K. McDiarmid, director of the Elof Hansson Group (Director Panel Products USA Building Materials Division), who immediately expressed interest in certain types Segezha Group products.
“Thank you for your great work aimed at improving the openness and quality of service at Segezha Group. We have read with great interest the electronic version of the annual report on positive emotions and would be grateful for the opportunity to receive it. printed version", - said the official representative of Baltic Pulp & Paper OÜ Galina Jatla from Tallinn.
She also added that Baltic Pulp and Paper OÜ, to the best of its ability, is ready to contribute to the work of the Russian timber industry company in the hope that this will bring significant results in terms of mutually fruitful cooperation.
The positive emotions report was prepared by the Marketing Department management company Segezha Group with the subtitle "365 days of growth". According to the document, in 2017 the company's customer loyalty index increased to 34% (+10% compared to 2016). Clients evaluated the comfort of interaction with a group of companies according to key criteria: the work of the company as a whole, the work of the manager, the quality of the product, the quality of packaging, delivery time and work with claims. The response of respondents to the independent NPS survey was 75 points (+13 points compared to 2016). The main points of growth in the document are the stability of product quality throughout the entire production chain, an increase in the speed of response to possible claims and delivery times. As a positive result, the completion of certification audits of enterprises for compliance with international standards and audit of sales processes at all stages of order fulfillment.
Particular attention in the Report is paid to the Shift project aimed at creating a culture of responsible consumption in Russia. With the help of the project, Segezha Group focuses on the acute problem of using disposable polymer packaging and offers a new consumption format focused on more environmentally friendly packaging, including those made from paper.
The Report also provides a chronology of the company's participation in public events and specialized exhibitions, updated export geography, proposed new services and formats of communication with customers, updated the advantages of the product line, formats and benefits of cooperation with the company.
For further information, please contact:
Segezha Group is one of the largest Russian vertically integrated timber holdings with full cycle logging and deep wood processing. The holding includes Russian and European forestry, woodworking and pulp and paper industry. The geography of the Group's representative offices covers 11 states. Products are sold in 88 countries around the world. SG enterprises employ 13,000 people. Segezha Group is the largest forest user in the European part of Russia, the total area of the leased forest fund is 6.8 million hectares, 95% of which is certified according to international standards. Segezha Group ranks 1st in Russia (54% of the market) and 2nd in Europe (14% of the market) in the production of paper bags, 1st in Russia (71% of the market) and 4th in the world in the production of brown sack paper, 5th in in the world for the production of large-format birch plywood, 1st place in Russia for the production of sawn timber and for the production of house kits from glued beams. Website: http://segezha-group.com/
So, how did Source iT become better:
1. Great Migration.
We have moved to a more comfortable and spacious place. Our large and bright classrooms are always ready to receive students thirsty for knowledge. Instead of impractical round tables, we have arranged 90 study desks where you can comfortably sit down without losing your personal space. We have our own huge space for holding our bright events, in which it is simply impossible to crowd. The number of study laptops has been doubled. Now almost every student of ours who is not able to come to class with his laptop is technically provided. Now we have more administrators who are always ready to promptly and accurately give advice on all burning issues.
2. Kamtugeza.
We have increased the number of our colorful events, where our students and guests can immerse themselves in the whirlpool of the latest news and ideas from the IT world. Our speakers are always ready to share their tremendous experience and ideas, and will gladly tell you about all the innovations in the world of programming technologies and IT management. Now master classes from our teachers are gaining momentum, where students who already have experience can practically feel the new software development technologies and IT production methodology. Also, we do not forget about trial lessons, in which doubting applicants can make sure of the choice of the direction in which they want to study.
3. Patience and work will grind everything.
We now have an improved employment assistance structure for our graduates. We regularly hold special classes with an HR/recruiter, where we explain to graduates how to quickly adapt to the ever-changing IT personnel market and provide assistance in compiling a resume. These classes help our graduates move more quickly towards their cherished goal - employment. We have established contacts with a large number of IT companies that are ready to accept our graduates for internships.
And at the end, some numbers for this year:
1000 - on so many square meters we are
350 - so many people can stay with us at the same time
40 - number of teachers
107 - the number of companies with which we cooperate
100,000 hryvnia donated in certificates for training
1616 - graduates for this year
