MARKETING & CUSTOMER SERVICE NEWSLETTER
ISSUE
14 FEBRUARY 2013
this issue Marketing P.1 Customer Service P.1 Tool, Tidbits, and Trends P.2 The WOW Factor P.2 Upcoming Events P.3 Web Hits P.3 Key Marketing Dates P.3 Sponsorship P.4 TEAM FMWR P.6 Professional Development P.6
CUSTOMER SERVICE The more you engage with customers the clearer things become and the easier it is to determine what you should be doing. OPEX & OPEX REFRESHER TRAINING DATES
26 FEB - OPEX 0730-1630 AMCC 27 FEB - OPEX Refresher 0800-1130 or 1300-1630 AMCC 20 MAR - OPEX 0730-1630 AMCC 21 MAR - OPEX Refresher 0800-1130 or 1300-1630 AMCC Remember space is limited to 28 per session so please get your staff registered now. The Refresher is for front line staff. Anyone who is a rater is to attend the Sustaining the Covenant Management Workshop – date TBD.
Customer Service isn’t a department, it’s an attitude!
PEOPLE
TO TALK!!
People talk about products and services. People talk about stuff they use every day. People are talking about you and what you have to offer right now. It might be a casual mention. It might be a scathing attack – or it might be something really nice. How much they love what you do. How their friends just have to try it. Why you are definitely better than the other guys. How wonderful it is to do business with you. Maybe they’ll say these nice things to their neighbors or write them on a face book. This is, of course, what you’d like to have happen. And it’s actually pretty easy to do. Word of mouth marketing is about earning that good conversation. In the end, it’s pretty easy: If people like your stuff, and if they trust you, they will tell their friends to do business with you. Learn to make customers really, really happy. It doesn’t take much more than that. Here’s the definition of word of mouth marketing: 1. Giving people a reason to talk about your stuff . 2. Making it easier for that conversation to take place .
4 RULES of WORD of MOUTH MARKETING 1) BE INTERESTING Nobody talks about boring companies or boring products. If you want people to talk about you, you’ve got to do something special. Anything. If you are boring, you’ll never get a moment of conversation. Your word of mouth will fall flat on its face. (Actually, it will just fade away, unnoticed.) Before you run an ad, before you launch a product, before you put something new on the menu, ask the magic question: Would anyone tell a friend about this?
2) MAKE IT EASY Word of mouth is lazy. You’ve got to help it along if you expect it to go anywhere. You need to do two things: Find a super-simple message and help people share it. Start with a topic that anyone can remember. Anything longer than a sentence is too much. It’ll get forgotten or mangled. 3) MAKE PEOPLE HAPPY Happy customers are your greatest advertisers. Thrill them. Create amazing programs. Provide excellent service. Go the extra mile. Make the experience remarkable. Fix problems. Make sure the work you do gets people energized, excited, and eager to tell a friend. When people like you, they share you with their friends. They want to help you, they want to support your business, and they want their friends to enjoy what you offer. You will get more word of mouth from making people happy than anything else you could possibly do. 4) EARN TRUST & RESPECT If you don’t have respect, you don’t get good word of mouth. Nobody talks positively about a company that they don’t trust or like. Make ethics part of everything you do. Be good to your customers. Talk to them. Fulfill their needs. Make people proud to tell your story to everyone they know. Source: Andy Sernovitz, Word of Mouth Marketing: How Smart Companies Get People Talking, www.wordofmouthbook.com.
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THE “WOW”
TOOLS, TIBITS & TRENDS
FACTOR! Don’t just satisfy your customers, WOW them!
W. O. W stands for Wonderful, Outstanding and Way beyond what you ever expected!
JANUARY “WOW” EVENTS!
TOOLS
TIDBITS
TRENDS
ARMY MWR MASTERCARD
IMCOM PROMOTIONS
FULL FRONTAL
Why CHASE Applications at your Point of Sales? Nearly all garrisons, Army-wide, are now using Chase's Customer Payment Solution (CPS) to process credit card transactions made at Family and MWR locations. With this partnership and by marketing the product, ARMY FMWR facilities benefit.
STRONG B.A.N.D.S.
“Not just transparent, but naked
For Your Activity These improved rewards benefits will provide your activity with even more ways to offer value to your customers while also adding value to your programs. Builds Sales & Customer Loyalty Improved rewards benefits give cardholders even more reasons to use their MWR card for more purchases at your activity. Supports MWR Programs & Activities– every purchase with the Army MWR MasterCard supports MWR services and programs. Increase Revenue Savings on Interchange Fees - increase bottom line profits for your activity as your customers use the MWR card for more of their purchases. If your customers have questions, direct them to the Army MWR Mastercard website at www.chasemilitary.com/army Where they can also apply online. If customers want fill out an application at your facility please send the applications to Pala Johnson, Blgd 470, rm 1129.
The Strong B.A.N.D.S. promotion will again take place in the month of May. This promotion provides an opportunity for garrisons to showcase the numerous and exceptional fitness and wellness activities available to Soldiers and Families Army-wide. OPERATION RISING STAR Congratulations to the 2012 Operation Rising Star Winner, SPC Constance Mack from Presidio of Monterey! Be sure to check the www.oprisingstar.com page to follow her journey as this year’s winner. Installations interested in participating in the 2013 season of Operation Rising Star should plan to host their vocal competitions in September – October 2013. MILITARY SAVINGS WEEK Feb 25 – Mar 2, 2013. Military Saves is a part of America Saves, the larger nation-wide campaign for all Americans. Military Saves encourages all service members, their families, and civilian employees to take the Military Saves pledge. __________________________
WIN 59 –?????? Email the answer and be entered into a drawing for a 59 minute card! megan.j. odonoghue.naf@mail.mil Last month’s winner: ?????
and proud ;-)” Brands must move from ‘having nothing to hide’, to pro-actively showing and proving they have nothing to hide. Some stats: The percentage of global consumers who trust business to do what is right fell from 56% in 2011 to 53% in 2012 (Source: Edelman, January 2012). The proportion of people saying brands making a notable positive contribution to their lives is around 8% in European markets, and 5% in the US. (Source: Havas, February 2012). 69% of US consumers said they are more likely to buy from a brand that talks publicly about its corporate social responsibility (CSR) results, versus the 31% who would purchase from a brand that talks about its CSR mission and purpose (Source: Cone Communications, October 2012).
Only 44% of Americans trust companies’ green claims (Source: Cone Inc., March 2012).
Only brands that have the utmost confidence in their product (and themselves) will be able to go FULL FRONTAL. i.e. September 2012 saw McDonald’s begin publishing calorie information on all its restaurant menus and drive-thru windows in the US, while the company also began promoting its ‘Favorites Under 400 Calories’ menu, which includes lighter dishes such as the Filet-O-Fish sandwich and the Egg McMuffin.
Source: Trend Watching
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ADVERTISING
KEY DATES
Upcoming Events / Spread the Word!
Marketing:
For a link to ALL MWR Flyers and Events click here
To capitalize on our Marketing efforts, Marketing Requests are DUE a MINIMUM of 45 days out! Getting the request at 45 days or EARLIER ensures that the Marketing Office can meet all our advertising deadlines to maximize exposure of your event, program or facility.
February 14 “ANTI” VALENTINE’S DAY PARTY Are you a Valentine's Day hater? We’ve all been there – so why not celebrate it! This year, find your safe haven at BlackJack Bar & Grill’s Anti-Valentine's Day Party! Enjoy live music from Andrew Stratman and great food & beverage. Dress the part, best dressed wins prizes. Bring your worst break up stories to be told to the crowd during band breaks – best stories get prizes! 329-2563 February 16 LIGHTROOM PHOTOGRAPHY CLASS The Arts and Crafts Frame Shop is hosting Lightroom (for beginners) Class. This workshop focuses on the photo editing/ enhancing program “Lightroom”. Download a free trial and bring your laptop to this workshop with your camera. Seating is limited. For cost and details stop by the Arts & Craft Frame Shop located in the PX Mini Mall. 596-0242
•Requests will be accepted at anytime however you may miss out on many advertising avenues. •April Marketing Requests are due by February 11.
February 23 KID’S TROUT DERBY The Outdoor Adventure Center and Department of Natural Resources will host the Kid’s Fishing Derby on Saturday, February 23. Registration starts at 9:00 am and fishing from 11:00 am – 2:00 pm. Derby is FREE and open to kids ages 15 years and under (must be accompanied by an adult). The trout derby will be held at Stone Mills Spring located on FLW 20 Road off Water Intake Road. Prizes will be awarded. Limited fishing poles will be available; you are encouraged to bring your own. Open to the public. Licenses and fees are waived. 596-4223 February 23 BOLD IN THE COLD PLUNGE Take the Bold in the Cold plunge at TA250 and support the Fort Leonard Wood BOSS program. Cost: advance - $5 per person, $20 per team (up to 5 members) / $5 more on day of event. Prizes will be awarded for best team theme, best couples theme, best individual costume, youngest plunger, the old salt award, and individual with the most overall moxy. Event is open to the public and begins at 1:00 pm. Youth under 18 must provide a written consent from parent/ guardian on day of event. Dress appropriately. Register online at www.fortleonardwoodmwr.com . 596-6913
~ Month of the Military Child ~ 8 – Easter ~ 22 - Earth Day •May Marketing Requests are due by March 11. ~ 10 – Military Spouse Day ~ 12 – Mother’s Day ~ 18 – Armed Forces Day
WEB HITS – DECEMBER 2012 FORTLEONARDWOODMWR.COM TOTAL HITS: 1,475,729 AVG HITS PER DAY: 47,604 AVG PAGES VISITED PER DAY: 510 FILES DOWNLOADED: 1,354,990 TOTAL PAGES VISITED: 114,631
TOP 10 PAGES VISITED
EZINE DOWNLOADS: 645
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
MWR SOCIAL MEDIA HITS FROM MWR WEB FACEBOOK: 19,888
TWITTER: 19,865
FLICKR:
YOUTUBE: 18,646
19,002
TOP 4 FLYERS DOWNLOADED 1. Slimpossible
2. Bunco
3. Super Bowl
4. Dueling Pianos
MWR Home Page LORA Sports & Fitness Outdoor Recreation CYSS ITR ACS Employment Flyers/Events Calendar
Check your web sites, patrons are lurking!
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KEY DATES Sponsorship: Be sure to get your Sponsorship requests in as early as possible
EVENT MONTH
REQUEST DEADLINE
Mar April
Dec 3, 2012 Jan 9, 2013
May
Feb 1, 2013
June
Mar 1, 2013
July
Apr 2, 2013
Aug
May 1, 2013
Sept
Jun 1, 2013
Oct
Jun 29, 2013
Nov
Aug 1, 2013
Dec
Sep 2, 2013
Jan 2014
Sep 30, 2013
Feb
Nov 1, 2013
A LITTLE SPONSORSHIP INSIGHT – IEG SURVEY 2012 How important are the following objectives when evaluating which properties to sponsor?
How valuable are the following property-provided services? Reminder: Sponsorship is a benefit to both the sponsor and the program receiving sponsorship. Sponsorship is not a guarantee – but will be sought if all requirements are met.
Shereece Spain Sponsorship Manager (573) 596-0147 shereece.n.spain.naf @mail.mil
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SPONSORSHIP EVENTS & PROGRAM OVERVIEW WHEN FILLING OUT A SPONSORSHIP REQUEST
Month
Cash
In-Kind Value
Total
FEBRUARY
$50.00
$50.00
BUNCO
$50.00
$50.00
VELATA - REBECCA HUTLZ MARCH
$300.00
$200.00
$500.00
TASTE OF THE ARTS
$300.00
$200.00
$500.00
GRELLNER
•Identify benefits to Sponsor •Value of benefits to Sponsor •Identify suitable Sponsoring Companies •Tailor ideas to demonstrate benefits to Sponsor! •Identify POC on site or at the facility •Use altruistic benefits as "icing" Consider the sponsors perspective and the criteria they will use to judge your proposal:
MISSOURI EAGLE ST JAMES WINERY VELATA - REBECCA HUTLZ SEVEN SPRINGS WINERY APRIL
$275.00
$275.00
FUN FAIR
$275.00
$275.00
BIG O TIRES MAY
$300.00
$300.00
MILITARY SPOUSES DAY
$300.00
$300.00
FT WOOD HOTELS
SPONSORSHIP COMPARISON FY 2010-2113
•How will they see your group in comparison to others •What do you want to achieve through your activities or events? •Do your activities or events achieve the sponsor's marketing objectives. •Is it a good fit with their product image? •What profile does it give their business? •How reliable is your group. •Will you deliver? •How does the sponsorship help their business? •How does it help sell their product/service?
Your request should address these concerns to help the sponsorship manager sell your program and have the best chance of standing out to a sponsor.
Shereece Spain Sponsorship Manager (573) 596-0147
shereece.n.spain.naf @mail.mil
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TEAM FMWR
CATCH US AT OUR BEST Professional Development
EMPLOYEE & CUSTOMER COVENANT – LIVE IT! “The covenant is a symbol of the commitment we will make to doing business a bit differently, understanding the way to excellent service for Soldiers is through employees,” Rich Gorman, FMWRC Executive Director and Chief Operating Officer, at the first signing event. EMPLOYEE COVENANT Taking care of our customers begins with taking care of you, our employees. We are committed to providing a strong, supportive environment where you can thrive. To that end, we promise to position our employees for success with: ● A robust orientation to welcome you to the Family and MWR team ● Clear performance standards for service excellence ● Formal and informal training to develop your skills ● Performance support tools to assist you on the job ● A holistic program of recognition and incentives to reward excellent service ● Career development opportunities to reach your full potential CUSTOMER COVENANT We are committed to providing quality through service excellence to our Soldiers and Families commensurate with the quality of their service to our Nation. We understand that we create value for our customers through predictable, consistent, efficient and customer focused service. To that end, we promise our customers they will:
MG. ROBERT M. JOYCE INSTALLATION MANAGEMENT ACADEMY The Installation Management Academy, School of Family and MWR supports the Family and MWR Master Training Plan by training entry level through executive staff and providing results-driven support. The School for Family and MWR offers approximately 60 courses through online or classroom formats. Currently, 40 courses have received college credit recommendations from the American Council on Education (ACE). All courses receive continuing education units (CEUs) from the International Association for Continuing Education and Training (IACET). Visit the Academy at www.imcomacademy.com. For Academy assistance please contact the Family & MWR Register at imcom.academy@us.army.mil or call 210-466-1050 and choose option 1. To take a look at our catalogue or to see our news feed, log onto http://www.imcomacademy.co m/
● Always be respected and treated as individuals who are valued ● Receive a prompt and friendly greeting in a professional and courteous manner ● Experience aesthetically-pleasing facilities ● Receive timely, accurate and helpful information ● Be offered high quality products and services ● Have an opportunity to provide feedback
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