How can you acquire customers that will eventually become loyal advocates of your business? In this episode of Trust Cast, I discuss customer acquisition and retention with Brittany Pettit of Pacific BAM. Enjoy!
How can you acquire customers that will eventually become loyal advocates of your business? In this episode of Trust Cast, I discuss customer acquisition and retention with Brittany Pettit of Pacific BAM. Enjoy!
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Jacob Harmon: welcome back to another episode of trust cast. I am super excited to be here with you all today. And I have Brittany Pettit with me and she works at Pacific branding and marketing, which is exactly what we do here on this show.
So I'm super excited to have you here, Brittany. How are you doing today?
Brittany Pettit: I'm doing great. Excited to be here. Thank you for having me.
Jacob Harmon: Of course, and this is actually, I'm kind of going to out you right here, but this is, you just told me your first podcast episode ever. So I hope it's a good experience for you.
Brittany Pettit: Be I have a good feeling about it, but forgive me if I've got some stutters.
Jacob Harmon: Oh, I'll tell you right now. That's something that I'm still working on. I have probably recorded over 60 podcast episodes in my lifetime, and it's still a problem. It's something that I don't, I don't know if I'll ever get over it. I work on it, but every time I'm editing my podcast episodes, I feel it. So,
Brittany Pettit: well, I, I feel like I'm in good company, so thank you for having me.
Jacob Harmon: Well, thank you for being here. So I'd like to talk just a little bit of brief history of your company. You have a very interesting story that you were telling me about kind of how the company came about and the purpose of that company. So I'd like to learn a little bit about that to give us some background.
Brittany Pettit: Yeah, absolutely. So we are Pacific branding and marketing. We were formally Pacific partners and it is a family-based company that my stepfather started. Years ago. And the thing that's so special about what we do is we really can work with anybody. Everybody uses what we do, branded apparel, branded sweater, tag merged.
So initially it was actually my stepfather working. He had a brick and mortar out in Santa Monica, California, um, and he did custom cold air, still his favorite passion and what he does. Um, most, but people would come into the store and say, you know, where can I get a logoed hat? Where can I get a logoed shirt?
So he saw an opportunity to provide an extra service. Um, and so that is when Pacific partners, which we were initially were named, uh, was formulated. And so. From there he's continued to work the business. Uh, we have a sister company, which is national shirt works, um, which primarily focuses on all of the apparel itself.
Um, and then Pacific branding and marketing is a lot more of the merchant swag. We work hand in hand pretty much together though. Um, I've interned for him for about 10 years after graduating from UCI and then last October. So a little over a year now decided to come on. Full-time um, and officially I'm a partner of his, and we love what we're doing here in Utah.
Jacob Harmon: I love it. And could you tell me a little bit about merchant swag? I know that it's a very common thing in business, um, but from the perspective of trust and building trust, um, if you have a hat with your logo on it or a shirt with your logo on it, what does that change for your business? Or how does that impact your business?
Brittany Pettit: So I think it's impressions, right? And I think it's also being able to wear it with pride and start conversation out. Um, even at the grocery store, that's the biggest thing we see with a grocery tote or with a shirt or a hat that grocery clerk is paid to. One, you know, check all of your groceries, but to create conversation.
So that's a great opportunity for buzz to be started. So, you know, I could be on the other end wearing my Pacific branding and marketing, and they're looking for a conversation starter. They're asking me what I do, what does specific branding? And I can start talking about it. Next thing you know, I'm giving my business card to the person behind me in line.
And I think that people are often surprised at how often that happens in the community. And it really does give you that ice breaker when you're starting to build conversation with people out and about, and then obviously just brand awareness. You want your logo to be seen. You want those impressions to be made, and you want to be proud of who you work for.
Jacob Harmon: a hundred percent. And I know, when it comes to swag, I have like two different perspectives on it because I've worked for large companies who have given swag as a perk. And so I know that it can also really help with, um, Employee morale and keeping the employees excited about the business. But then on the other side of it as a business owner, I've recently got to the point where I started purchasing swag for my own business and started wearing that.
And so I totally feel what you're saying about having that pride in your business and being happy to wear that out in public. Um, But let's talk a little bit about more of that internal piece then. Um, how can swag or, or purchasing, branded, uh, materials for your business, help with your employees and, and keeping them excited about the brand
Brittany Pettit: you nailed it. You know, when you said that people get excited to be given the swag, it's really about how do you incentivize them to want to perform. So maybe, you know, you get XYZ as you hit certain goals. But also one of the things that I love doing the very most for my clients is helping them put together whether it's a welcome package.
Um, I have a lot of coaches that I work with. So welcome packages for new clients that have signed on or in the employee world of it. If a new employee comes in, they're nervous, it's their first day. The best thing that you can do is make them feel a part of that culture and the way that. That is by giving them these branded pieces that they can wear and they can identify with all of their new colleagues with.
And so it really just, it starts to make you feel a part of something more.
Jacob Harmon: Yeah. And it's a small gesture. I mean, when it comes to like the monetary investment, it really isn't that much, but the impact that it can make, I think is huge. Um, I've worked for companies where I get there and they're just like, well, Here you are and go to work. And I've also worked for companies where I feel like they do that culture building piece, like welcome to this company.
This is what we're about. This is our mission. This is our values. Here's some shirts or whatever for you like, and I feel so much more affinity towards those companies and the treat, their employees like family and help them get excited about the company. Right?
Brittany Pettit: Yeah.
absolutely. And likewise, Jacob, I've been on the other side. So I said, I interned for 10 years. Uh, and I kind of knew when I got out of college, I loved this industry. I loved what my stepfather did, but I wasn't quite sure I had had the corporate experience that I needed yet. So I've been on that other end as well.
And I've worked for companies that have treated me incredibly well. And I've also worked for companies that you felt like. Yes, you just weren't even seen. Right. And you were a part of it and
I think everybody's role is equally important. And so making them feel that way is something that really it's, it's an easy gesture, like you said. And that's what I love that I'm able to kind of go and work with my cranes and see, you know, where is the gap of what is that unique products that we can do for your brand specifically, that kind of gives you a point of difference as well.
And so. That's that's where I think I'm really fortunate to have both ends of it is I'm not just from this side of things. I'm also from the marketing end, I was in restaurant marketing prior. So I know what it's like to actually go to people, such as myself and to do bidding on projects and I can kind of see both worlds and, and help find that happy medium.
Jacob Harmon: Yeah, for sure. And I think that the more you invest into your employees, I mean, if you're wanting to build trust with your customers, it really starts with your employees because your employees are the people that are going to be interacting with your customers. Right. And if they love your brand, if they love your business, if they love what they're doing, the customers are going to feel that.
So I love that so much.
Brittany Pettit: Yeah. They're the face of your brand. And I think that that's the most important thing to remember. You know, your hostess at the restaurant is the first and last person that each customer sees the same thing at the store. Um, you know, in retail or wherever you may be. And so you want to make sure that people feel proud both on the clock, down off the clock of your company,
Jacob Harmon: very cool.
So we've kind of started this conversation talking about internally, um, working , with your own employees. Um, I'd like to. Move the conversation a little bit to acquiring customers and retaining customers. we've chatted a little bit before we jumped on this call and that's something that you have a lot of experience in.
And so I'd like to kind of pick your brain there on what are some of the best ways to acquire customers in a trustworthy way.
Brittany Pettit: I think it's relationship building. And I think it's always coming from a genuine place of care and interest, and it doesn't start with, this is what I do. Let me tell you what I can do for you. It starts with listening and genuinely knowing are you the right fit for each other? And even if you aren't still caring, still listening and still building that relationship because I truly.
Believe and, and walking proof of how different relationships can continue to build these everlasting relationships that are outside of just you and me right now. And so I think it's just the importance of always being open to people, caring about people and having a genuine interest. And it's fascinating what you can learn.
Jacob Harmon: Yeah. Yeah. And it's interesting too, because like a couple of weeks ago I posted on a Facebook group that we're both in and I said, Hey, I'm looking for some swag. And I got a bunch of people saying, Hey, I have swag. I have swag and you are one of those people and I didn't even purchase from you.
I purchased from someone else, but it amazes me that you, you didn't take that to be, Oh, Jacob, isn't the type of person I want to do business with or he didn't choose me. So I'm not going to talk to him again, but instead, yeah. Now, here you are on my podcast. And so I think like business relationships, as you said, just because, um, they don't purchase from you the first time or something like that.
You can still invest in those relationships and they'll bring returns later. Right?
Brittany Pettit: Absolutely. And I love that you brought up that example, you know, it was really fun cause I saw your post that you were looking for people to come on the podcast. So I went to message you all excited and I'm like, Oh, we've talked DDL and. What it's like to be on, you know, the group that we're on and I've asked for referrals to certain things and you do, you get blown up, which is the beauty to that group and the beauty to networking.
But you can truly, you can only get back to so many sometimes. And so, you know, I know there's nothing personal there, but I'm confident still that in the future, I hope, you know, I've got the opportunity to still bid on a project, but nonetheless, what an opportunity for me here today. To sit on your podcast, my first podcast ever, by the way, as we mentioned, you know, and it all works out.
I think it's just having that good attitude and knowing and believing, we truly all do have the best intentions. So
Jacob Harmon: So what are some of the best ways that you can invest in those relationships? You mentioned listening, you mentioned asking questions. What are some other things that you can do to really make sure that your business relationships, that you're nurturing them?
Brittany Pettit: I mean, I think it's just touching base and I think, I mean, social media is obvious and easy one right now. Right? How fortunate are we? Especially during COVID. I mean, our business has continued to grow and during the times that we're in right now, That's a huge blessing. And it's it's because we have the values of social media and being able to touch base, follow ups and asking questions and scheduling meetings, whether it's coffee or just, you know, dropping by to say, hello, I'm huge on that.
I love the face to face. So I have missed that lately. but it's, you know, it's just kind of nurturing the relationships and keeping. Keeping your list and making sure that you're touching base and, you know, even if it's just, Hey, we don't need anything. You're still present in. You're still there. And they know you are available whenever they are ready,
Jacob Harmon: Yeah, I agree. And if we flip that coin over, what are some things to avoid? Some things that you shouldn't do, if you're wanting to build trust and business,
Brittany Pettit: I mean, I think overselling yourself, you never want to do that. Nobody wants to fill. Like you're forcing anything upon them or that you're only interested in the relationship because you think you might get something out of it. Um, I think, you know, promising things that you can't actually deal, you know, sometimes people say, just say yes and figure out how to deliver later.
I am a true believer. Being honest, but being willing to find a solution and that builds trust because then people know that you're not going to just tell them what they want to hear and, you know, under, under promise over deliver. I'm a huge believer in that.
Jacob Harmon: yeah, I think the biggest thing that you can do to destroy trust in business is to break a promise. Even in the small things, like something as simple as. If you said you were going to be on a call, like beyond that call, or if you said you were, you were going to deliver by a certain date deliver by that day.
And if for some, if something happens, then communicate right over communicate when something does come up because those things do happen. I mean, I've definitely missed calls before, or I've missed deadlines before, but I, you always have to be super proactive about communicating, um, so that you aren't leading people astray or breaking promises.
Brittany Pettit: Absolutely. Couldn't agree more.
Jacob Harmon: Yeah.
so let's talk a little bit now about retaining customers and keeping customers loyal to your brand. Um, you've acquired on, you've kind of built some trust with them. Um, how can you make sure that you have those customers come back to you over and over again?
Brittany Pettit: I think, I mean, obviously it's your initial order is your first chance to really shine and to show them what the point of difference in working with you is. Um, and for me that is understanding the other side of things. And so I really take pride in being able to help with that project management, taking that off of their shoulders.
So giving them that first experience. That highlights what your point of differences are, uh, and following through all the way until the end, but then also following up and seeing, did you get an ROI on that product? What was the feedback that you received? And if it wasn't great, sometimes you do a marketing initiative and it doesn't go as well.
How can we pivot and figure out what will work best next? So always being kind of one step in the step, ahead in the game with them, understanding. You know, in your initial discovery, let's not just talk about what you need here today, but let's maybe talk about where you're going in Q2 Q3 and how we can start putting together ideas for the future.
I then keep notes of that and I'm able to find products that will match that need and put it in front of them at the time that I know they're ready for it, but it, it eliminates one last follow up that they have to do one last, Oh, wait, we need. We needed those, you know, cups for our juice launch. That's coming up in April, I've already sent it to them and they're like, Oh great.
She's on it. You eliminate your chances, you know, shocked at that point, they trust that you are as invested in their business as you are. And that's, that's a big
Jacob Harmon: I think that's very rare. Unfortunately, what I'm seeing. And the few years that I have in business is that it's kind of rare for people to be that on top of things and to be as invested in their client's businesses as they are their own. But I like the idea of being proactive.
And being on top of things. So I have a quick example. Um, just this past month I have a client that I built a website for, and we were working on a new marketing initiative for him. So I set up kind of all the marketing automation and everything on the backend. And. It didn't turn out the way he would have liked it to, um, didn't get quite as many conversions.
Didn't get quite as many people as, as our goal was. And so I think that is an opportunity for a client to potentially not want to come back. Um, but instead we kind of just sat down and we had a conversation about, well, what did we do wrong? What can we do better next time? And I think that at the end of that, he was maybe even more loyal to me, even though we technically had just built a marketing automation that didn't perform as good as he would've liked it to.
But it's all about, it's all about being able to take those situations as they come and then turn it into something positive and learning from those
Brittany Pettit: Absolutely. And I love, I mean, the thing I hear in that story is ownership. Right? You, you owned your part in it and it wasn't, well, this was your marketing plan. You were in it with him. You helped build it. So there's, there's something very admirable about that. So I appreciate that story.
Jacob Harmon: Yeah. And I think, I think that's what we need more of in business. And obviously, sometimes there's going to be moments where things don't work out the way you wanted them to, and you need to leave. Right? You need to go to someone else. You need to go to someone who maybe is more competent or knows what they're doing.
But at the same time, I think going back to relationships, I think their relationship is often so, so important. And we just ignore that or. We kind of drop drop people when things don't work out the way they were supposed to
Brittany Pettit: Yeah. And I think, I mean, I talked a little bit earlier about missing some of that face-to-face interaction and whatnot, and I think it's so easy in today's day and age to ignore that because it's all through email or texts. So, you know, you don't get as much of that opportunity to engage in kind of hear the expression and emotion and people's voices.
So sometimes it's also as simple as. Picking up the phone and explaining, you know, what's going on. If there was some sort of, you know, issue or package is going to be delivered late, pick up the phone, give them the courtesy of allowing to hear your sincerity. As you explain, you know, what happened and also how you're going to help redeem the situation as best you can.
Jacob Harmon: Yeah. Um, and. You
since you mentioned COVID and you mentioned the lack of face-to-face business interaction, I'm just curious, how is your business dealing with not having that face-to-face interaction and what are some of the things you guys have done to combat that
Brittany Pettit: Yeah. I mean, as I said, it's been surprisingly a very successful year for us. Um, it was in 2020, and we're excited for 2021. Um, There's still opportunity. It's zoom, it's, you know, finding creative ways. Even BNI meetings are all done via zoom right now. And having the opportunity business networking national.
I'm not sure if you're familiar, but just, there's all kinds of networking groups that where you can get on and you can still meet people. And I think it's opened a whole new door of opportunities and it's given me. The ability to really branch outside of just you taught, um, you know, we work with people throughout the entire country and that's because we do now have zoom.
And so there is still opportunity for face-to-face, um, or even things as simple as sending a video of a product. So I'll get a sample in and I'll send them a video I'm using their name in the video. They now feel like we've got a different relationship than just the attached image that came from our SOC you know, photo.
So it's just being creative and finding ways. And quite honestly, you got to look at what are my advantages here. If you get stuck in, well, I can't do this and this is what I love. You're not going to get anywhere. So instead, okay, well, I can honestly have more zoom meetings in a day than I can face-to-face meetings.
So how can I leverage that? And let's, you know, see how we can continue to
Jacob Harmon: Yeah. And there's, there's definitely some advantages of face-to-face interactions, but I think there's also some advantages of the virtual interactions. And like you said, being able to record a personalized video, maybe that's something you wouldn't have thought of before, you know, because you would have seen them in person and your weekly meeting or whatever, but now you're like, okay, well we can do the weekly meetings.
So what do we do? And then those creative juices start flowing. So I'm not. At all saying that I'm glad the pandemic happened. Like, man, I wish it hadn't, but I think there are opportunities and there's opportunities to be creative that sometimes only happen when things like this happen.
Brittany Pettit: Absolutely. Yeah. And it'll be interesting to see what the transition is, you know, I think obviously we're going to see. A lot more employees that are still continuing to work from home. And they're, they're seeing the productivity is increasing in a lot of cases. So it will be interesting to see what that transition is.
And, you know, we'll just all continue to, to work with what we've got when we have it. And
Jacob Harmon: For sure. I am curious, um, you mentioned that your business has actually grown during the pandemic and because your business is Swed. That surprises me because I would think, and maybe I'm wrong here, but I would think that swag is something that.
You do, and you can go to events and conferences and people are in the office not working from home. And so my question to you is how in the heck did your company pull off growing during a pandemic? Especially when it's a company that in my mind at least
Brittany Pettit: So, I mean, it's a great question. And it's, it's one. I am, I mean, I'm happy to tell the answers because it's been a great result for us. One of our biggest clients is out in DC and they. And have an online store. They redo their retail stores, essentially it's in a museum and the museum has been closed, but their online purchases have skyrocketed.
So people are finding loyalty that way. Um, we've done a ton more apparel. So apparel has far more increased outside of, you know, some of the events, flags that we do. We did lose. Uh, you know, quite a few projects initially, because trade shows closed down all of the events that had been planned, obviously we're not gonna, purchase those items anymore.
So that if we took a hit in the beginning, for sure, because a lot of these projects, especially when you're doing trade shows and different events that have different entities that are going into them, they take time. It's not just, you know, your call up and, Hey, we need to reorder our tumblers.
There's a little bit more thought and process that goes into it. So we took a hit in the beginning, but then for whatever reason, we've just been able to really skyrocket with our apparel. , obviously PPE is huge. So being able to offer the personal protective equipment, um, math, finding creative ways again, to, to reach out and see what can we do to boost morale with your teammates.
So, you know, we've done tens of team jackets and fun stuff like that. So. I mean, I wish I had a really scientific, solid answer for you that you gave them gave more specific, but it's, it's been a good thing for us and we're happy and we're continuing to see the growth. So we're excited.
Jacob Harmon: Well, I'm happy to hear it. And I think that, um, you should be very proud of your company too, because being able to pivot and transition like that. It's it's hard. And I think you guys have done an amazing job at being able to grow through, through a difficult situation. So congratulations to you and your team.
Um, and I think. Yeah. And since this is a branding and marketing podcast, I think, I mean, marketing is everything we do to grow our businesses. Right. And so the fact that you've been able to grow it and be successful in that area is huge. So congratulations to you on that.
Brittany Pettit: Yeah. Thank you. I mean, I think another one that comes to mind that gives a real good. Example of how people have thought out of the box is, you know, there's also a nonprofit out in orange County that I worked with and they have a run every year where everybody goes to the angels stadium and that obviously was canceled.
So I called and said, you know, what can we do to help support? What are you doing in. It's substitution for the event because they still want to do the fundraising and whatnot. So they actually had a van that went from house to house of all of the different teams that were sponsored and they gave swag away to each of those individuals.
So it's, you know, making those calls and not being afraid, not assuming that everybody is struggling and doesn't have the budget or doesn't have the funds because the budget's still there and the budget, you know, can be used, but you need to find a productive
Jacob Harmon: Yeah. And, and that goes back to kind of what we were talking about before with, um, being able to pivot through difficult situations, the fact that you were able to call up your customers and say, Hey, we realize we're losing this huge order from you, but how can, how else can we help? You know, like that's, it goes back to relationship building.
And because you had that amazing relationship with that client, you were able to be creative together to find a solution that benefited both of you. So that's huge.
awesome. Well, before we kind of wrap things up, Brittany, um, is there anything we haven't talked about? Is it pertains to branding or marketing or, or swag or merchandise that you think we really ought to
Brittany Pettit: Um, no. I mean, I think we, we covered it. I think it's just really understanding how important it is to have your brand seen and being proud of it. And. You know, there's, there's ways to do it at all budgets. So not feeling like you're not there yet. I think that that's, that's always the biggest, first step is saying, well, what can we do here today?
And, and building from there
Jacob Harmon: for sure. Well, thank you so much, Brittany. And I definitely recommend to all of you listening that you check out Pacific, branding and marketing it's at Pacific bam.com. Is there anything else that they should check out or anywhere else they can follow you, Brittany?
Brittany Pettit: And Pacific bam.com. We're working on growing the social media. It's pretty much all on my personal page right now. So we'll get there.
Jacob Harmon: Totally. Okay. Well, thank you. No, thank you. I have, really enjoyed this conversation and I'm excited to go and think about what ways can I show the pride of my brand a little more and how can I really show that enthusiasm to my customers? So thank you so much for having this conversation with me.
Brittany Pettit: absolutely. Thank you. It was a pleasure. You too.