We are all familiar with the childhood fable about a certain little creature storing up food for the “winter” while his peers were happy to play, feast and relax. Perhaps you remember what happened when winter came… With that in mind, let me explain why it’s imperative that you continue your marketing even when you’re at the height of busy season.
Most of the business year is a series of peaks and valleys. You’re busy, then you’re not. When you’re busy, all you’re thinking about is being busy and getting things done. When you’re not, all you can focus on is searching out business so you can be busy again. Rather than transitioning between these two extremes year after year, why not do the following:
When you are busy, don’t decrease your marketing, keep it rolling. That way when you close all the deals you have in the works, you have more deals right down the line! At Neapolitan Consultants, sometimes we get calls from our clients saying, ‘Hey I’m really busy right now, let’s reduce my advertising budget.’ In our minds, this is the absolute wrong strategy. We understand being overwhelmed by potential business, but that’s the best possible problem to have.
Lastly, we’d like to suggest that, not only should you continue your marketing as you get busy, but you should strongly consider increasing your marketing budget since you have increased income. If you have an abundance of business, send out referrals. For the record, the wise animal from the parable ended up helping out his friends in need.
Now, this advice may seem a little self-serving coming from a company that handles social media marketing, but we truly think that it’s in your best interest. If you can relate to the peaks and valleys we mentioned, keep marketing while you’re busy, line up those opportunities, and see if that helps smooth out the extremes. That way, when “winter” comes (or “summer” in Naples), you’ll be well prepared.
The busiest shopping season of the year is upon us. You may be wondering what, if anything, to give your clients this holiday season. If you are not sure how to approach business gift-giving, then take a look at an article in Florida Weekly where Shelly Aristizabal, CEO of Neapolitan Consultants, contributed a few ideas: https://fortmyers.floridaweekly.com/articles/holiday-gifting/
The answer is YES. If you are wondering wether or not you should give gifts. You have provided your clients valuable products and services, but now it's time to show appreciation.
Make it PERSONAL. You want your gesture to be thoughtful and personal. You don't want your gift to land in the trash or to seem generic. Put a little thought into each client and make it special.
Do NOT make it PROMOTIONAL. Many companies send clients gifts that contain their own name and logo. That’s not a gift. It’s a marketing piece. Don’t gift it.
Do be CREATIVE & FUN. Make it something they will remember and think of you! If your client enjoys cooking, send them to a cooking lesson at Sur La Table along with a gift card. Or have Blue Apron deliver the fixin's for a romantic dinner at home.
Don't be CHEAP. First class only. What is the message you want to send about you and your brand?
Show APPRECIATION all year not just during the holidays when everyone is giving. When you take the time to show you care when least expected and its personal, you will stand out and they will appreciate your thoughtfulness.
Oh, and don't forget to connect with me on Facebook:
Hi! Shelly Aristizabal here, the founder of Neapolitan Consultants. Just thought it would be fun to share how I decided to name my company Neapolitan Consultants....
The first time I visited Naples Florida I was in the 7th Grade and my family made that long drive from Greenfield Indiana to visit my grandparents, Harold & Betty Holton, for Christmas. My grandparents had been spending winters in Naples for as long as I can remember.
The beautiful palm trees, the hibiscus flowers and the ginormous bright blue sky were the very first objects to capture my attention... I was enamored by the beauty all around me...
Proudly my grandpa took us for our first visit to the beach!! I will never forget the feeling of awe and joy as I was mesmerized by the experience. The sound of the gentle waves truly spoke to my soul and I was never the same Shelly after that moment! My soul knew (and knows) this is exactly where I need to be : )
My next visit to Naples was a permanent one. It was several years after that young girl fell in love with the beach, just two days after High School graduation, I happily declined my acceptance to Indiana University and packed up my little green Chevette and - with big dreams in my heart - I drove to my new home; Naples Florida!
I love Naples! I'm raising my four children here, I've owned several businesses here (I built a very large network - 31,000+ people - that started with 8 of my closest friends in Naples and expanded around the world). Those connections have allowed me the opportunity to work with some incredible people and travel extensively for pleasure and for business.
So, about a year ago, while on a trip to Switzerland & Italy (a wonderful trip consulting one of my clients on whether he should partner with a Swiss Spa franchise in Indianapolis) I felt my Soul speak to me again. My Soul was actually, calling me home.
Yes, I live in Naples, but I was traveling every other week for business (my ex-husband & I share parenting one week on, one week off). There I was, sipping a lovely Swiss Rose wine, I had just enjoyed a fabulous spa treatment, and I was reflecting on all the incredible blessings I have in my life... When I had this, epiphany: I should be building my business in Naples!
My kids are growing up so fast (my youngest, Emma, will be off to college in 5.5 years)! I don't want to miss out on anything! Also, where there is growth, there is opportunity - Naples is booming again and many businesses will need to revamp their brand, messaging and marketing efforts. I can do that! And, on a personal note, it's not so easy to meet and date any wonderful guys if I'm traveling all the time....
The name was easy. I am a Neapolitan with almost 30 years of Neapolitan connections. I love, love, love people and business in Naples so Neapolitan Consultants was created!
Oh, and I like the ice cream too!