Magnus Marketing Blog

Ah, the end of the holiday 2008 season. The numbers were down at Kohl's and the phone quit ringing for many clients in October - yes, it is a challenging environment. But business growth continues albeit weakly.

This year I was a Kohl's holiday hero. Once again dressing as an elf - hat and "Santa's Helper" red shirt, singing Christmas music, we - the staff put some holiday festivity into the mix by supporting our in-store Santa and handing out candy canes to customers stressed out by what to buy on limited budgets. Our store had no Christmas music and was blaring "Umbrella" and "White Houses" until two weeks ago, when yours truly called Corporate and bitched them out. Within a half hour of explaining that "White Houses" by Vanessa Carlton was about a girl losing her virginity and that just is SO inappropriate to play while Santa is handing out candy canes - the music switched over and Mariah's "All I Want for Christmas" came belting out to my joy. I believe that our sales may have been slightly impacted, since Christmas music evokes psychological memories and stimulates buying. I was a holiday hero. The recognition was nice.

What wasn't nice, however, was that not a ONE of my clients acknowledged the holidays. Not one sent even a mere holiday card which is slightly distressing, given the fact that I am in the process of preparing cards and packages for the New Year. Holiday stuff is too holiday - sales is about the growth, growth is about the future - the future is the New Year 2009. I appreciate the opportunity given and wish to continue in 2009 for a successful and prosperous path - which will be very difficult given economic conditions, but not impossible. All things considered, every single one of my clients was brought new opportunities. Considering I work about a week a month or less for each of them, that ain't too shabby! Hey, if my clients want to be "JUST" clients and view the relationship transactionally, that is fine with me. Pay me on time, I generate leads. Whatever.

That is why I work at Kohls. I walk in the door, the managers are glad to see me. Want some pizza Rachel? How are things going? What do you think about such and such? We made coffee - want some?

What many business owners lose sight of is that it is the little things. My clients don't see the frustration, hear the complaints, or the annoyance when someone hangs up on me. They don't see the anxiety when a client goes and I worry about a car payment. They don't care if I have too much work or not enough sleep because I was at Kohl's until 2 a.m.. All they care about is whether I bring someone to them that will buy their stuff and who my replacement will be - especially if they can get someone EVEN cheaper. (Worse yet, a fulltime employee who will spend half the day chatting with pals and taking smoking breaks).Half of my clients don't even listen to anything I say about the market! One wanted me to stop prospecting and write web copy - which turned out to be a good thing, because I really had no time to do anything else. They got their web copy, on time, Merry Christmas - now they can hack it up - let's see if they trust my judgement on new client acquisition copy. My clients don't care at all that I get job offer inquiries for VP of Marketing jobs. Then I ask myself, what the hell boss or company did I work for that actually recognized me anything different? Oh, yah - can't think of one! Gee, no difference. Let me make another phone call and bang - another opportunity over the fence.

It is the little things that make the difference. But, this is a transactional world. My clients are equally replaceable and I appreciate the opportunity to sit in my attic room making calls. When the right opportunity comes in a couple years, someone will be my boss and maybe they will give me a holiday card, a pat on the back, and a bonus!