Police Chief Sends Christmas Cards to Criminals

Kudos to the Abbottsford police department for their creative marketing campaign.

Marketing is not just about selling a product or service. It is about sending messages. Every organization needs to market. That includes non-profits, public service and the police.

In this case, the Abbotsford police department produced and mailed a custom Christmas card to known criminals and “persons of interest”. It has a picture of the police chief dressed as Santa with a bullet proof vest over the Santa suit. He is holding an assault rifle. The caption is:

Which list will you be on next year?

Inside the card is the note “it’s never too late to change” along with a phone number the recipient is encouraged to call when they want help to change their life.

I assume that the role of the police is to protect the public from harm. That includes investigating crimes and charging law-breakers. But it’s better to prevent problems than try to clean up after. So part of their role means showing up and making their presence known. That helps to keep some offenders in line.

What did the Abbotsford police department do well?

1. The police targeted a specific well-defined audience. They had detailed contact and activity records about this target audience. That information gave them insight into the most likely mindsets and perspectives of the target group. They used their database.
2. The cost is low. The possible return is high. Even one less offender will more than pay back the costs of personal loss and policing costs. The risk of failure is low. Even if nothing changes, the police have demonstrated a clear attempt to reach out to offenders.Low cost and low risk.
3. This creative message is a good public relations move with the community. The public will be reassured that the department is proactive and innovative. It might be reassuring to know that the police are keeping track of the offenders. A message for their other stakeholders.
4. The Christmas card uses a tongue-in-cheek humour while hinting at a threat. Law-breakers probably understand and are motivated by threats more than most. This will certainly grab the attention of the intended audience. Bold and attention grabbing.
5. The Christmas card offers hope. Everyone needs and responds to hope. Some of those recipients might be at the stage where hope will attract them to make a phone call or make changes in their pattern of life. Offer hope.
6. The timing of the Christmas card leverages the good will of Christmas and the resolutions of New Year. Often people simply need a “logical” reason to change. People need a "because".
7. The results of this campaign are easy to measure. First, phone calls from the recipients are one measure. Second, the arrests of the people on this list will be another. Measurable.
8. This Christmas card campaign is bold and provocative and will offend some people. An effective marketing campaign is bold and provocative. Every organization has friends and enemies. You know that your marketing is bold enough when your enemies are offended. Who cares what they think. They are your enemies and will be no matter what you do. Good controversy can help your position and reinforce your message. There’s no question about where the police stand on this issue.
9. For all who receive this card the message is “We’re watching you”. That seems like a good message to send to law-breakers. That alone makes this mailing worthwhile.
10. For the community of Abbottsford, they can see that this police chief had a sense of humour, is bold and he knows his duty. Use the CEO to put a face on your campaign.

  

Merry Christmas to Chief Bob Rich and the team at the Abbottsford police department. And most importantly a Happy and crime-reduced New Year.

Read more about Abbottsford Police Sends Christmas Cards to Gangsters, Drug Dealers at Huffington Post

Read more about Abbotsford police enlist gun-toting Santa for criminals’ Christmas cards at Globe and Mail

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing  
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Networking or Sweatworking?

I believe that networking works.

Yes, I can give you examples of how networking helped boost my career and my business.

No, networking is not a quick fix.

Yes, networking can be frustrating - even when you are doing the right things. It's more frustrating when you are doing the wrong things, and even more frustrating when you are not sure if you are doing the right things.

What are the most common mistakes in networking?

The myth is in thinking that networking is an event.

The reality is that networking is a process.

Perhaps you have attended a networking event and witnessed "Mr. Power Networker" in action. He runs around the room distributing his business card like a cheap flyer. He shakes as many hands as he can grab, while spewing his 30-second commercial like manure. Then he quickly pounces on the next victim.

This misguided networker is not networking - he is sweatworking. He is sweating as he works the room. He believes that he is doing good - because he believes in the mantra - "no pain, no gain". He knows this is painful and sweaty work - he just doesn't realize how much pain he might be inflicting on others. After the event he sweats by the phone and wonders why nobody calls.

Networking is only one part of your marketing. Your networking must fit with all of your other marketing activities and there must be synergy among the different marketing activities. Don't try to adopt a networking persona that is incongruent with your other marketing activities. Your message must be consistent.

Networking is a strategic process. To be more successful at networking you must formulate and follow a plan. Any good strategic plan includes goal definition, systematic processes, resource allocation and skill development. Remember to measure results along with inputs and make necessary course corrections.

A good network can give you a strategic advantage over your competition. Yes, networking takes time and patience. Any new process or skill set is slow at first. Once you reach that sweet spot on the learning curve your results take off.

Yes, you will still attend some networking events. But you will be more strategic in choosing which to attend and you will make better use of your time. Consider each networking event that you attend a personal marketing event just for you. Prepare for that event. Set goals for each event. Draw a simple plan for the event. Rehearse your lines. After the event review your performance, measure results and learn from what actually happened. Follow up with your contacts. Then start preparing for your next networking event.

When you follow a good networking system you will be better rewarded for your efforts. The only sweating you will do is sweating over the details. Yes, it is important to sweat the small stuff because it is the small stuff that will give you the edge from your networking process. You will net more and sweat less.

Want more tips for practical networking? Get your copy of "Your Guide to Networking Success"

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
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Your Database: Your Most Valuable Asset!

Your most valuable asset is not the money in your bank account. Your most valuable asset is what you know about your customers - because that will lead to more money in the bank. Money in the bank is good. But it’s more important to consistently generate more. Money in your bank reflects what you did yesterday. Knowledge about your customers determines what you will do today and tomorrow.

If your business depends on strong relationships then you need information to maintain and strengthen those relationships. Maybe that’s why some companies call this process “CRM” - Customer Relationship Management. It’s just a sexy term for simple database management.

Some say that information is valuable. Not by itself. Relevant information about your customers is not only valuable but vital to the growth of your business.

If you know who your customers are – you know whom to call. If you know what your customers want – you know what to offer them. If you know when your customers want it – you know when to offer it. If you know your customers’ challenges you can help them. If you know your customers’ concerns you know how to sell to them. The more you understand your customers’ habits, environment and personality – you can more likely anticipate their needs and wants.

Today it is imperative that you maintain a useful database of customer information. A database is a record of information. Here are a few examples of databases: the yellow pages, a recipe book, a shopping list, a game schedule and a TV guide.

The Rolodex, a simple database system, worked very well However, today technology allows us to get more from our customer databases. We put it on the computer. There are many computer databases you can choose from.

Criteria in selecting your database
Your database is a combination of: name and address book, phone book, journal, bring- forward (tickler) file, idea file, activity planning tool, business map and to-do list.

In selecting your database consider these basic needs:
It should be simple to update information.
Information must be found quickly.
There must be multiple search methods.
If more than one person can update information it must name and date stamp the update.
You can categorize contacts by different groups.
Contacts can be part of more than one group.
You can set date and time sensitive reminders
It tracks history of contact details.

When more people need access to your database you will have additional needs concerning access, security and timeliness.


Typical questions about a customer database:
Who should be in your database?
What information should be in your database?
How can you use your database?
How else can you leverage your database?
How do you protect your database?

Who should be in your database?
Almost everybody. For example: everybody you ever did business with, everybody you expect to do business with, and everybody who might influence those you do or might do business with.

Your database might include clients and prospects, but also: media, suppliers, association leaders, community leaders, corporate executives, associates and competitors. Some of these might also be clients or prospects. But others can influence your clients and prospects. You want to keep track of them – and influence them.

What information should be in your database?
It depends on your business. you might include: details of every business transaction; details of every discussion, meeting, and bid; alternate contacts including assistants, associates and superiors; personal details about family, likes, dislikes, activities, education, alma mater, awards received, association memberships, significant dates; information about their customers; all promises you made to them; all promises they made to you; your feelings about the person and company; notes that trigger your memory about their appearance or character; where you took them for lunch and who paid etc.

Get the idea?

Maintaining your database might feel boring – but the results you get from it can be very exciting and profitable.


How can you use your database?
This is the exciting part. Using your database allows you to think and plan your activity then follow the plan systematically.

Use the reminders in your database to remind you of the next step. For example: depending on the contact, you might set the reminders to tell you to call regarding status in two weeks, send more information in 3 months, or meet to renew the contract in one year. By setting these reminders no one falls through the cracks. Of course you must check your database every day.

When you contact your client or prospect you can quote what you both said the last time, then move quickly forward with your follow-up discussion. When you talk with them you don’t need to rely on memory. Instead you have the details about the relationship on your computer. You can tell them, “You paid for lunch last time - this one is mine.” You can ask them about the project they were working on, their daughter’s soccer tournament or their anniversary vacation in Hawaii.

How else can you leverage your database?
More excitement. Use their past behaviours and buying habits to predict future patterns and behaviours. Remind them before they realize they need you again.

Segment your database into categories. Not all of your customers are equal. Not all of your prospects are equal. So don’t treat them equally. Some deserve more attention than others so allocate your resources and time appropriately. Some you contact every month – some only twice a year. Send special offers to your best customers. Send postcards to your hottest prospects.

How do you protect your database?
This is the most boring part. Until you don’t do it and things go wrong. Then watch the excitement fly. Your computer only works for you part of the time. The rest of the time it is scheming to make your life miserable. Everything from viruses, power glitches, general freeze-ups, and other nasty pestilences that are inflicted upon us by the gremlins of technology.

But you can prevent these pains by backing-up your database – regularly. Backing up your database might seem boring and time consuming. So ensure it happens regularly by making it a habit. Better still make it an addiction. You will thank your foresight one day.

Who wins?
It’s not the information that determines who wins. It is the innovative use of that information that makes you different from your competitors. In the game of chess everyone knows the rules, all the previous moves of the game and all the possible moves. The one who wins is the one who understands the relevance of that information and makes the best use of it.


© George Torok helps business grow. He is co-author of Secrets of Power Marketing. Get your free copy of “50 Power Marketing Ideas” at www.PowerMarketing.ca You can learn more about his speaking and training programs at www.Torok.com To discuss your marketing needs and how he can help you call 800-304-1861

Your Database: Your Most Valuable Asset

What do your best customers smell like?

7 critical things you should know about your customers


Smart marketing starts with asking the right questions and uncovering the answers that will help you build your business.

If information is power, how much do you know about your customers? Try this quiz.
1 Who are your three best customers?
2 Why do they do business with you?
3 What is their competitive edge?
4 What are their greatest challenges?
5 Who are their chief competitors?
6 What significant trends are impacting their industries?
7 What do your best customers have in common?


Marketing intelligence doesn’t need to be expensive. It can be as simple as asking your customers these questions and listening carefully to their responses.

1 Who are your best customers?
How do you define 'best'? Is it the one who paid you the most money this year, the one who has paid you the most over the last few years or the one who provides steady business, pays promptly and is easy to service? You decide.

You might need to create a few categories of best and deal with each differently. However you define best, establish your criteria then measure it regularly. Know who your best are and what they're doing. Treat them special. Stay informed and keep them informed. Stay in contact with them more often.

2 Why do they do business with you?
Stop patting yourself on the back and claiming that they are smart enough to pick you. Maybe that's true. But don't assume.

Forget surveys; ask them directly, over coffee or lunch, "Tell me why you selected my company as your supplier?" Follow up with, "I am always trying to improve my service, and I want to ensure I don't make the wrong changes. So if there is one thing that I should not change what is that?" You might be surprised by their answer.

3 What is their competitive edge?
Would you do business with your best customers? After you ask them why they do business with you, ask "Why do your best customers do business with you?" Watch their reaction at your interest in them. If you know their competitive edge then you can demonstrate how your company can help them with that important edge. You can also offer them ideas to help achieve and promote that edge. They will love you for it.

4 What are their greatest challenges?
Is it competition, staff, or finding time to relax? If they don't want to tell you then back off. Likely they will be only too happy to share their concerns with a trusted colleague. Listen and don't try to solve their problem unless that is your area of specialty.

Ask them how they are approaching this challenge. You will learn more about them in understanding how they think. You may be able to recommend a book, seminar, or associate who specializes in that challenge. Or you may be able to help them directly by adapting your service to help.

If you can help your customers with the ghosts that keep them awake at night, you will become invaluable.

5 Who are their chief competitors?
If you know whom they see as their chief competition you gain insight in to how they position themselves. Are they the market dominator or the underdog? Each will have entirely different corporate cultures, styles and needs. You will market to them differently.

You also need to decide if and how you will deal with the key competitors to your best customers. It will depend on the nature of your business and the level of trust and confidentiality needed to maintain good customer relationships. If you are tempted to sell to their competition remember that the surest way to create allies is to have a common enemy.

6 What significant trends are impacting their industries?
Be aware of threats to your customers' viability and discover new opportunities for your business. How is their industry changing? How will they do business in one, three and five years? And how will you fit into that?

If you are aware of these trends then more news about them will tend to grab your attention when you read the news or talk to others. You might clip and send your customer an article that talks about the trends. Your customer will appreciate your interest. When you market your product you might explain how it protects them from a negative trend or takes advantage of a positive trend.

7 What do your best customers have in common?
If you want more 'best customers' then know how to find them. Describe your best customers and post it on your office wall. It's like a wanted poster for good customers. If you know what you are looking for you are more likely to find it.

Think about how a hunter tracks their prey. They learn the habits, smells, likes and dislikes. You can do the same to find your big game. Here is a sampling of the information you might collect about your best customers; clubs and associations of which they are members, where they live, what they read, their education, special interests, sports and hobbies, recreation, demographics & ethno graphics, etc.

You can do two things with this information. Direct your marketing to these groups or places. It is like fishing. Discover where to catch the best fish and concentrate your efforts in those places. Find where you will catch the best customers and concentrate your marketing there.

Secondly, ask your best customers to refer you to others like them in their groups. We prefer to do business with others who are like us. These referrals have greater weight and it helps you catch the customers you want.

Sharpen your nose and happy hunting.
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© George Torok is co-author of the national bestseller, "Secrets of Power Marketing", the first guide to personal marketing for the non-marketer. To receive your free copy of “50 Power Marketing Ideas” visit http://www.PowerMarketing.ca To arrange for George Torok to speak at your conference visit http://www.Torok.com To arrange for a media interview call 905-335-1997

Free CRM Webinar this Friday

Free CRM Webinar this Friday May 15

If it's time to get up to speed on CRM then take advantage of this opportunity to attend this free non-technical webinar this week. It's offered by my friend Rick McCutcheon. He is an expert on CRM - that's all he does - CRM. He consults, trains and implements CRM for sales teams. From strategy to tactics Rick knows CRM - Customer Relationship Management.

Check out the video to get a flavor for his style and content. The video is a good free introduction to CRM.
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Just a reminder that my next CRM Planning Webinar is taking place this Friday May 15th at 1:00 p.m. EDT.

Planning for CRM Success
This is a non-technical CRM Planning Workshop focused on User Adoption Success. It is based on the Full Contact Selling Methodology for integrating sales processes, people skills and CRM technology.For complete session details and to register for this free session please go to http://www.swiftpage2.com/SpeClicks.aspx?X=2U0OZL2NHQSJ05V400ZCW2 .

Thanks

Rick McCutcheon

800-480-5762
mailto:800-480-5762rickm@fullcontactselling.com

P.S. You can view my new Full Contact Selling Video at www.fullcontactselling.com/intro-video.html
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George Torok

Power Marketing