Easy Street Marketing

It's Time! Don't Miss Out on the 2012 Fountain Valley Community Guide

2012-01-06T09:07:00.000-08:00

Work on the 2012 Fountain Valley Community Guide is underway. Ad spaces are still available, but space is limited. Don't miss out. Call 719-390-5080 or email EasyStreetOrders@Yahoo.com to reserve your spot today!

More Details Here

New - Bookmark Advertising from Easy Street Designs

2012-01-05T14:34:00.000-08:00

Easy Street designs is pleased to announce our new bookmark
advertising product.

Bookmarks are a great way to make a lasting impression on
potential new customers, and to perpetuate “top of the mind” awareness among existing
customers.

Our first project is in conjunction with The $4 Bookstore at 2515 Airport Rd in Colorado Springs, where you’ll find hardcover books for $4 or less and paperbacks for $2 or less.

Bookmarks are full color, 2-sided, 14 point glossy stock and measure 2” x 8”.

Ads are available for $35 for a 2” x 2” or
2 spaces (vertically or back to back) for $60.
Price includes layout if needed. Price covers one run, which is 1,000 bookmarks.

Bookmarks will be distributed free to local customers by
The $4 Bookstore.

Get your space today! Call
Easy Street Designs at
719-390-5080 or email
EasyStreetOrders@yahoo.com.

Being too clever can make value a tough sell

2011-12-26T15:34:00.000-08:00

When I put together ShopTheHood.com I decided to include quite a few features that I thought were pretty nice perks, especially given the pricing I put on it. Perhaps they were. The problem was, I'm an elevator speech kind of salesperson. I tend to do business directly with other small business owners who I know are also very busy and pressed for time. As a result, I've tried to devise marketing products that I can explain in a couple of minutes. This one didn't fit the bill. When I did try to explain it, it just sounded cumbersome and probably a bit confusing. Someone used to doing longer presentations may have made it work, but that's just not my wheelhouse.

So, I went back and tweaked the deal. (here's the new Advertiser Info page) The concept remains the same. The terms are simplified and the pricing even came down a bit. The important thing is, it's a value I can explain in a manner that makes sense for me and for the prospective customer.

Lesson learned? Make sure your value proposition is tailored, not only to your customers needs, but to your strengths as well.

Win a Holiday Gift Bag

2011-12-07T12:14:00.001-08:00

Enter to win one of 5 Holiday Gift Bags at Easy Street Designs.
Featuring:
Kettlecorn from
Colorado Gourmet Kettlecorn
Homemade jam from
Izzie's Sweet Treats
Free 16 oz Latte from
Chick's Espresso
and lots more goodies.

Must register in person at Easy Street Designs, 109 Kiva Rd, Colorado Springs, CO
One entry per person per visit please.
Limit of one winner per household.
Drawing will be after close of business on December 22, 2011.

Christmas Basket Give-Aways, Stuff Wanted

2011-11-29T15:40:00.000-08:00

Here at Easy Street Designs, we used to give away one large prize as part of a holiday drawing. With the down economy, we decided a couple of years ago that 5 smaller prizes would bring some good cheer to 5 times as many families, so we put together Christmas Baskets full of toys and games and coloring books and such. They've been a big hit.

This year we want to add a new twist - free goodies from our business customers (can be for kids or adults). Naturally, businesses that donate to the prize baskets will appear on the posters and in the basket itself. You may also add your business card, flyer or brochure to the prize.

Prize should be stand alone, no strings attached. It can be a gift certificate, but no coupons, no free consultations or inspections, no buy one/get ones or X% offs (this promo is aimed at generating goodwill, not necessarily an immediate sale).

If you'd like to participate, call 719-390-5080 or email easystreetorders@yahoo.com

Newsletter ads available through Nov 30th

2011-11-26T09:43:00.000-08:00

It's short notice, I know, but I have some advertising space available on the Holiday issue of the Stratmoor Hills Newsletter from now until Wed (must deliver newsletter by Dec 1).

The newsletter comes out twice a year and is hand delivered to 540 homes in the Stratmoor Hills Neighborhood Association (north B St, south of Cheyenne Meadows Rd). Complimentary copies are also furnished to the Fire Dept, The Utilities and Water Depts and the Sherrifs Office and County Commissioners.

Cost for a black and white ad is $35 for business card size, $55 for a 1/4 page, $100 for a 1/2 page or $175 for a full page.

Space and time are limited. Call 719-390-5080 or email EasyStreetOrders@Yahoo.com to take advantage today.

Magnetic Business Card Calendar Special

2011-11-17T08:32:00.000-08:00

Now through November 30, 2011

Magnetic Business Card 2012 Calendars, just 35 cents each. NO MINIMUM

Your business card adheres to the front, magnet on back.

Instant Promotional

Order today by calling 719-390-5080 or email EasyStreetOrders@yahoo.com

- cover choices may be limited on quantities under 300
- flat rate shipping $7 to the Continental U.S.

Local Advertising Opportunity, Security/Widefield

2011-08-17T09:02:00.000-07:00

Newsletter ad opportunity, Security - Copperfield HOA newsletter, 425 delivered to residents (off Crawford), full color business card size ad - $35. Call or email Easy Street Designs today. Spots are limited.

Promotional Sun Shade and LED keychain light sale

2011-08-15T08:04:00.000-07:00

Now through August 22, save big on car sun shades and LED keylights from Norwood.

To take advantage, call or email Easy Street Designs today!

719-390-5080, easystreetorders@yahoo.com

Click on the flyer image for more information.

Stratmoor Hills Newsletter ads - Just $25 for 600 residential distribution

2011-07-22T10:40:00.000-07:00

The Stratmoor Hills Neighborhood Association is preparing to distribute the first of the two newsletters they produce annually. The 12 page black and white publication is hand-delivered to 600 Stratmoor Hills residents. Copies are also provided to the Stratmoor Hills Fire Dept, The El Paso County Sheriff's office, and El Paso County commissioners.

We have ad space available at $25 per business card (3.5" x 2") space.

If you'd like to be included, please call Easy Street Designs at 719-390-5080 or email easystreetorders@yahoo.com ASAP.

Thanks

Stratmoor Hills covers the area between B Street and Cheyenne Meadows and from Venetucci to Westmeadow.

Is Social Networking Becoming a Tower of Babel?

2011-07-17T20:04:00.000-07:00

Google is re-entering the social network arena with Google Plus. Although it’s not yet available to everyone, the trial phase has exceeded even the company’s own grand expectations. Facebook’s users continue to grow, LinkedIn had a very successful public stock offering. Twitter usage continues to climb and there are dozens if not hundreds of other smaller players in the social media game, with more entering every day. In addition, there are companies whose business model is based on usage of other networks. Hootsuite, for example, allows you to post to a number of different social media sites at once. Other companies offer services that include data mining, people finding, industry searches and more.

For the small business owner or independent service professional, it can all be a bit overwhelming. At what point does it all just become noise? The number and variety of social networking sites is likely to continue to grow exponentially. How do you keep up with it all?

First of all, don’t panic. You don’t have to keep up with it all. When you go to an all you can eat buffet, and there are 17 different entrees, you’re not required to eat them all. Focus on what interests you and build from there.

Second, if you’re using social networking sites for networking, just rely on the same principals that apply to any form of networking. Networking groups, whether live and in person, or on the web, are places to make and maintain contacts, which may lead to very productive business relationships or may not. A networking group or site can be viewed as a relationship farm. The productive fruits of your labor should be harvested and stored for best results.

Social networking sites are really shared databases on steroids. People enter information into the database which can be shared with everyone or with a select group. You can make use of that database to create a personal database of your own, with just a simple spreadsheet or add more detail to your email contacts list. For efficient target marketing purposes, you don’t want to store information about everyone on your Friend, or Contact, or Followers lists; only those that you actually do business with or have a high likelihood of doing business with. You decide what information is important. For example, I’ve added keywords in the notes section in which I enter the product or products that customer orders most often. That way, if I’m having a special on a particular product, I can search for those who are most likely to take advantage of it, rather than spending time and/or money promoting a product to someone who hasn’t ordered any of it in the 10 years we’ve been doing business.

I’ve only started updating my own database recently. it occurred to me that trying to stay in touch with my core customers through a half dozen different online networks, on which only a small fraction of my connections are ever going to see any particular post, is probably not the most efficient way to make use of the media. It’s interesting and fun, but how do I put it to good use? Social networks can help you add more useful information to your business databases, such as birthdays, interests, hobbies or anything that might help you target a particular marketing campaign more effectively.

All this great software and these communications tools are offered “free” because the companies behind them resell your viewing time in the form of advertising and your personal information in the form of market research and targeted databases. Why not make the relationship reciprocal? Be a consumer of the information as well as a contributor. Use it as much or as little as you want, how you want, on your schedule and on your terms. Take what you need and don’t worry about the rest. When you walk into a real life networking event and there are dozens of conversations going on at once, you don’t try to participate in all of them. You engage in one at a time and make the most of it. You can run around and hand out a business card to everyone, or you can take the time to get to know a handful of people a little better. Which do you think will benefit you more in the long run?

Social networking doesn’t have to be a Tower of Babel. It can be more like a mall full of coffee shops. Visit the ones you want, try a new one or frequent a favorite one. Meet someone new or catch up with an old friend and try to make the experience productive, whether you’re working on a business or personal relationship (they often overlap). In any case, always remember, you’re in charge. What you put into it and what you get out of it is entirely up to you.

Local Advertising Opportunity, Security/Widefield

2011-04-20T10:05:00.000-07:00

Copperfield Home Owners Association is looking for sponsors for their quarterly newsletter. Distribution quantity - 500. Neighborhood - roughly between Security Blvd and Grinnell, off Crawford (80911). Direct mailed.

There are three, full color, business card size ad spaces available at $65 each. If you'd like one, call Easy Street Designs at 719-390-5080 or email EasyStreetOrders@yahoo.com.

Fountain Valley Community Guide online

2011-04-20T08:33:00.000-07:00

The 2011/12 edition of the Fountain Valley Colorado Community Guide is now available for online viewing at http://www.southsidebusiness.com/CommunityGuide/FountainCommunityGuide01.html

Hard copies are available from Community Guide sponsors, at Easy Street Designs, Fountain City Hall, Evans Army Hospital and other local businesses, organizations and utilities.

Universal Marketing Principals

2011-04-17T15:07:00.000-07:00

I was on an online science forum the other day "Nimblebrain Forums" and replied to a frequent poster who had expressed frustration over his inability to influence the science community that much of the science of the universe is incorrect and needs to be rewritten. In doing so, I later realized I hit on a few great underlying principals of marketing in general:

You just have to come up with a concrete, undeniable demonstration of how the current science doesn't work. Preferably an example that the average sixth grader could relate to.

I have my own suspicions about the underlying nature of the universe, but until I can show how not looking at it my way causes you real problems in your daily life, who cares?

Contradictions between science and observation of objects 10 million light years away can be easily ignored, since most of the population will continue to be blissfully unaware and unconcerned one way or the other. Build a flashlight that shouldn't work, but does and people will pay attention. Much easier said than done, but that's how you change science. Throw the contradiction in everyone's face and lots of folks will get busy on the rewrite.

But before you can make people believe, you have to make them care.

I'm not talking about the professional cosmology crowd. The incentive there, for the career guys, is to demonstrate understanding of the current consensus. That's how you get speaking engagements, cocktail invitations, promotions, tenure, grants, etc. You don't dispense with the status quo until you're in danger of looking like a total buffoon if you don't. You don't want to be the last guy defending an obviously flawed theory, but there's no real danger in not being among the first.

If you're really trying to promote new science and academia isn't buying it, you need to explain it to the masses in language the average Joe understands. Joe is no less intelligent than the academics, but he's not going to get very far, very fast if he has to pull out a Cosmological Terms and Equations encyclopedia after each sentence. And if you want Joe to give you some time and attention for a topic that you're way more interested in than he is, you have to connect it to something that Joe is very interested in.

1. You have a product, service, idea or agenda that you want to sell. Now you have to make me care. It may do exactly what you say it does, but why should I even look at it? Demonstrate to me how having this thing, or at least learning more about it, is better than not doing so.

2. Speak to and seek to impress your customers, not your professors. I get trade magazines all the time. Many feature the very latest in printing technology. A lot of the new toys may or may not be a good investment, but after reading the ad or the article, I still have no clue because I'm not an engineer or someone who has already owned a similar product, and no, I'm not going to go to night school just so I can understand your sales pitch. Speaking to your audience and not over them, does not mean you have to "dumb it down" or omit information. You just have to use a different vocabulary. If you can't do that, you probably don't really understand the material.

3. Know your customer. Before you can influence a potential customer, you have to open a line of communication. You want to locate people who would be interested in buying what you're selling. What else do people in this group have in common? What do they read? What do they watch? Where do they go? What activities or events are they more likely to attend? Answering these questions can provide opportunities to make first contact with your potential customer.

A lot of things change over time in marketing. Public opinion, current events, legislation and generally a dynamic society keeps marketers on their toes and makes it a challenging and satisfying pursuit. But the three principals listed above are constant. It's not rocket science, but a good foundation to keep in mind when developing a presentation or campaign.

New From Easy Street Designs - Web Flyers

2011-04-04T15:54:00.000-07:00

It's not quite a website. It's more than a banner ad, and it's cheaper and easier than both.

Maybe you've been meaning to get around to building your website but just haven't had the time, or extra money in your budget for a webmaster. Maybe you've been meaning to update your site with your latest specials but just haven't had the time. Well, it you can create a page in your favorite word processing software, you can have it on the web tomorrow. Need help with the layout? We can do that too.

Easy Street Designs now offers web flyers for as little as $5/month. Easy Street will Post and Host your full page (7.75" x 10") full color flyer for $30 for six months. You can swap out your flyer for a new one anytime for just $5. We'll also add up to 5 text links in the right hand menu at no extra charge. Link to your website, your social pages and/or more Post and Host pages.

Your webflyer page will have your business name in the URL, i.e. www.SouthSideBusiness.com/YourBusiness.html. Paste the url in emails, on Facebook, Twitter, LinkedIn, on your main website. It's a hassle-free, affordable way to get your current information online fast.

Visit http://www.southsidebusiness.com/webflyers.html for more information and to view the sample page.

To get started today, call Easy Street Designs at 719-390-5080 or email EasyStreetOrders@yahoo.com.

Free raffle ticket offer

2011-03-24T08:26:00.000-07:00

Listen up locals! Step one - Make sure you've "liked" Easy Street Designs on Facebook. Step two - come down to the shop and get a free raffle ticket for a brand new gas grill compliments of Black Hills Energy and the Fountain Valley Chamber of Commerce (drawing May 9th). No purchase necessary. One per person. Offer expires at 6pm today or when I run out of tickets (I've got 108 on hand).

Additional tickets are available for purchase. $1 each or a book of 6 for $5.

Using Twitter for virtual meetings

2011-02-20T13:10:00.000-08:00

Twitter is rapidly emerging as a real-time new source. In nations where dictators have attempted total news blackouts, people are producing their own news feeds by posting to Twitter. The concept can also be used for business and other forums, discussions and meetings. You just need to be familiar with Search and Hash Tags.

The search feature works like any other. You simply type in a subject, i.e. Egypt, and recent and popular tweets containing the word "Egypt" will appear. To see the latest, refresh the page or click on the "recent tweets" link (it will say something like "20 new tweets")

The hash tag identifies a common search term for a thread or topic. For instance if you post a comment about grapefruits, but your sentence or phrase doesn't actually contain the word "grapefruit" you add a Hash Tag, which is just the # sign in front of the term. i.e. #grapefruit. now your tweet will appear in a search for the word "grapefruit".

To use this as a meeting venue, participants need only agree on a date/time for having the discusstion, then select a unique hash tag. If you want to discuss Project X, you might use #projectx. First do a quick search to ensure nobody else is using it at the moment. Participants then log in to Twitter at the appropriate time and begin each post on the topic with #projectx. Then do a search for projectx to see all the recent and continuing tweets.

A Twitter meeting or "Tweet-up" offers convenience in that participants need only a free Twitter account and access to the Internet via computer, smart phone, tablet, netbook, or most any device with Internet access. Posts are limited to 140 words each, so input has to be concise, which could mean a more efficient and productive conversation.

On the downside, meetings are not private or secure. You're posting your conversation on a global forum. It's not a place to discuss anything you wouldn't mind the whole world seeing. Of course, anyone who knows the time and the hash tag could "crash" your meeting, but if you know who you're supposed to be talking to and have a firm grasp of the subject matter, it's not too hard to spot and ignore unproductive intruders.

The bottom line is that Tweet-ups are yet another tool to foster greater communication and cooperation. The fact that it is so transparent may actually cause people to think for another second or two before they express what's on their minds. That certainly couldn't hurt.

Welcome Home bags for 3'd Brigade on Fort Carson

2011-01-20T08:07:00.000-08:00

Easy Street Designs received the following notification from MWR on Fort Carson.

Note: Easy Street can help you with coupon layout and printing for this program with 3,500 full color glossy 1/3 page coupons (80lb gloss text) at 7 cents each for one side or 12 cents each for two sided. Call 390-5080 or email easystreetorders@yahoo.com. As stated in the letter below, although there is no fee from MWR, coupons must comply with conditions spelled out, be approved by MWR (we can forward any artwork we develop for approval) and there is a simple advertising agreement that needs to be signed between the advertiser and MWR.

Good Morning All-

Fort Carson is getting ready to receive our 2nd largest Brigade
3BCT/4ID, all due to be home by 17 March.

I am hoping to give them the best Welcome Home Bags ever- loaded with
wonderful offers for them for coming home in one piece!

Please pass this on to all your network, clients, friends, etc. The
Welcome Home Bag offer is free to the business but must adhere to these
simple procedures:

1: Offer must be completely free and not contingent on a purchase.

2: My office must approve all artwork before the coupon is printed, the
official DOD disclaimer must be printed on each coupon.

3: Each business must be under a simple advertising agreement with Fort
Carson DFMWR.

4: There is no charge from DFMWR, the client pays for the printing and
delivery to my offices here at Fort Carson.

5: Recommended number of coupons to print is 3,500.

6: All coupons must be delivered to Fort Carson by 10 Feb. for bag
stuffing.

Offers that have been received well in the past: Free tattoos, foods,
auto services, tax services, clothing, etc.

We also offer a Welcome To Fort Carson bag to all newcomers (approx. 30
per day), this offer does not have to be free and costs $300.00 for the
year, all of the above guidelines must be followed.

DFMWR thanks YOU for your support of Soldiers and Families!

I look forward to hearing from you and your network soon!

Sincerely,
Nica Anderson
DFMWR Commercial Sponsorship and Advertising Sales Manager
Directorate of Family and Morale, Welfare, and Recreation Fort Carson
Office 719-524-1901
Cell 719-492-6121
Fax 719-524-1345
nica.anderson@us.army.mil
dfmwrfortcarson@gmail.com - large artwork
www.mwrfortcarson.com
www.ftcarsonmobile.com
www.ftcarsonnow.com

Marketing lessons from the November 2010 election

2010-11-04T18:07:00.000-07:00

Now that the dust has settled and emotions have died down a bit, it's time to take an objective look at some of the more high profile campaigns and see what we can learn from a marketing perspective. This is not about the issues, but rather about the tactics and strategies. What worked? What backfired?

Meg Whitman in California and Christine O'Donnell in Delaware both made similar strategic blunders. You may be able to list off a few, but I think the main mistake was taking a victim stance. Whitman had the housekeeper thing and the "whore" comment to deal with and O'Donnell was facing a vote of no-confidence from leaders of her own party. I don't think voters were moved so much by the substance of any of it as by their demeanor in responding to it. Both took a kind of "tell them to stop picking on me" stance. The lesson? You wont be perceived as a leader if you're busy playing the victim. Voters want leaders, especially in tough times. It may be cliche, but it's still true: The best defense is a good offense.

Sharon Angle started dropping in the polls when she started running some anti-illegal immigration ads that depicted illegals as violent and dangerous. While most of the country wants much stronger border enforcement and even stricter enforcement against illegals already here, I don't think they blame Raul for not wanting to spend another day in Mexico. She could easily have run ads that were anti-illegal immigration without seeming to attack the character of the illegal immigrant. The marketing take-away? It's okay to attack your competitor's product, or even your competitor, but don't insult your competitor's customers in the process.

Jack Conway tried to raise "reasonable doubt" about Rand Paul by bringing up some alleged going's on from 20+ years earlier and it cost him dearly. He might have done okay if he had stopped at "mocked the Bible", but when he went into "why did he tie a woman up and..." it became clear to any listener over the age of 25 that he was referring to a fraternity house hazing type of situation. Instead of raising doubts about his opponent, he made himself look silly and desperate. The race was never close after that. The lesson? Planting a seed of doubt can be effective. Burying it 10 feet underground will just wear you out.

These are just a few of the free educational case studies that play out every election season. Even if you aren't an activist or a party hack, political campaigns can be worth paying attention to. After all they are aimed at influencing a single decision at a single point in time that only comes around every two years or less. What a challenge!

Airlines fall victim to their own arrogance

2009-12-21T16:49:00.000-08:00

The federal government recently passed new regulations aimed at eliminating the practice of stranding passengers on runways for hours at a time. The new regulations impose steep fines of up to $27,500 per passenger if passengers are delayed on the tarmac for more than three hours.

I'm not a big fan of government regulation, and this will likely cost the airlines dearly in canceled flights and longer delays. However, this is not a new problem. The airlines have exhibited the same brand of arrogance that doctors had before they started losing lawsuits. Namely, that their time is solid gold, and your time isn't worth squat. Airlines and airports could have researched and addressed this problem on their own. Maybe they could have arranged stand-by "hospitality RV's" or something, so that passengers could at least get off the plane, stretch their legs, get a snack and check their email for a while, rather than being held hostage in an uncomfortable chair for who knows how long.

The fact that they didn't come up with their own solution shows just how disconnected they have become from their customers. Evidently, they expected the flying public to simply accept that spending 7, 8, 10 hours sitting on a tarmac with no idea when they might take off, was just a part of flying. The powers that be within the industry found that acceptable because it was more convenient for them.

Consider this a wake-up call for the "too big to care".

Tax increase marketing lessons

2009-11-11T16:21:00.000-08:00

The City of Fountain’s recent sales tax increase of .75% to pay for certain infrastructure projects, took a lot of people by surprise when it passed. After all, we’re in the midst of a major recession and tax increase proposals generally don’t sell well around here. So how were proponents able to eek out a victory on this one?

I should point out, in the interest of full disclosure, that Easy Street Designs, the publishers of this paper, did the printing for Moving Fountain Forward, the group that was advocating for the tax increase. However, we were neither advocates for or opponents of the measure.

I believe this was a case where proponents put together an effective marketing strategy early, and opponents simply didn’t believe citizens would vote in favor of a tax increase. First, proponents put together the organization; Moving Fountain Forward. They hired a PR firm; Gain-Stovall. Mayor Jeri Howells submitted an article, which we published, several months ago supporting the measure. A public hearing was held. Signs were posted at intersections and railroad crossings (items on the wish list) and flyers were passed out door to door.

I think more importantly, the campaign didn’t contain the threatening tone of similar proposals by municipalities such as Colorado Springs. There was no implication that police or fire or other public safety spending would be cut if the tax increase did not pass. There was a “wish-list” of intersection and street improvements that the tax increase was specifically requested for. It gave the impression that you were getting something for your extra money, rather than threatening to give you less if you didn’t pay up.

There was also a total lack of organized resistance. Again, I believe opponents just took for granted that most people would vote no. Then Fountain Valley Chamber of Commerce president, Scott Turner, did submit an article, which we published, which didn’t take sides on the issue, but did point out to local business people that this was an issue that will directly effect them and their customers and something they should be aware of and be involved in. We did not receive any submissions opposing the measure.

Some have questioned the fact that TV reports showed the measure failing by 7 votes initially, showing 100% of precincts reporting, but when the final tally was reported the next morning, it had passed. Liz Olson of El Paso County explained that the results reported at closing included all ballots which had been counted by 5pm. Results were updated again at 9:30pm and again at 3:10 am. When the additional 488 mail-in ballots and 9 in-person ballots were added, the measure had passed. Any ballots received within 8 days after the election which were post marked by election day and received no later than 8 days after the election from uniformed services electors serving overseas were also counted. Results were not official until cerified by the canvassing board, in this case, on Monday, 11/16. For more details on the election results, see http://www.elpasoelections.com/2009coordinated/results.htm.

Lessons learned? If you’re a ballot initiative proponent, a positive message is more effective than threats. If you’re an opponent, take nothing for granted.

Sometimes, the economy isn't the problem

2009-11-08T11:12:00.000-08:00

I recently had the opportunity to patronize not one, but two local computer stores. Both owners mentioned to me that times were tough, business was slow and they hoped things would pick up very soon. If my experience with them was typical, they'd be in trouble in any economy.

All I wanted to do is bump up the RAM in my old PC. I could have just bought the chips online, but I wanted to do my little bit to support local businesses. I started with the closest one, about 5 miles away and an occasional customer of mine. I went to his shop, picked up a couple of 1 gig sticks that he assured me would work fine. They didn't. I went back, got some different ones. They didn't work either. Finally I brought the computer in. He decided that it was a speed issue and he ordered some different ones for me. When I got back to my shop I started thinking that I'd already wasted a lot of time on what was supposed to be a 20 minute errand. I called the computer store again and asked him if he needed the complete model number of my motherboard so he could ensure he was getting compatible RAM. "Oh no," he said "I know these ones will be fine." Five days later, the RAM arrived. It didn't work. Finally, I did some research on my own (it took all of about 5 minutes on the web) and discovered that this particular motherboard required single sided RAM and all the ones he had ordered were double sided. Not only did he not have a supplier for the RAM I needed he informed me that there would be a 15% "restocking fee" for the RAM HE HAD INCORRECTLY ORDERED!

I probably sent this genius 6 or 7 customers over the previous 12 months. Rather than make a great big deal over the $12 he wanted to steal from me, I simply told him how I felt about it and that he should make good use of it, because he'll never see me or anyone I can stop from going there again.

Okay, it wasn't an emergency upgrade, so it was a couple of weeks before I called another computer store. I had been introduced to the owner of that store when they first opened. He too was now worried about being able to keep his doors open. I told him I had a small order, but I guess it's better than nothing. This time I handed him a paper with the complete motherboard specs and told him to make absolutely sure that the RAM they got was compatible with it. After not hearing from them for several days, I called to check on my RAM order. The associate who answered was pleased to inform me that they had the RAM in stock. I told him about my previous experience and again asked if he was sure this was the right RAM. "Oh yes" he said "But bring your computer in and, if it's not, you wont have to pay a restocking fee." I pressed him on the issue again, because the time it would take to disconnect my PC and make the 15 mile round trip, through heavy traffic, was not insignificant to me. He was certain he had the right product. Just to be sure, I again got on the web and looked up the specs. This time I found what I was looking for in two minutes. I called the shop back and asked him if the RAM he was ready to have me drive up and install was one sided or two sided. "Two-sided" he said.

I'm pretty sure a computer repair shop has internet access. Further, the "experts" there should already know where to get the information they need to ensure compatibility. Yet, in their mind, it was better to waste an hour of my time, as well as a gallon of gas, than to spend a minute or so of their own time looking up the information they needed to ensure they were selling me the right product.

Ultimately, I ordered my RAM online...again. It was cheaper, it works, and in purchasing it elsewhere, I'm not supporting bad business practices in the local market.

Easy Street Designs now carries MacVan maps

2009-10-28T19:10:00.000-07:00

Easy Street Designs at 109 Kiva Rd in Security, CO is pleased to announce we now carry MacVan street maps of Colorado Springs, as well as their Colorado map book.

Regular maps retail for just $4.95, the laminated version is $7.95 and the big map book is just $24.85. Other MacVan maps also available upon request.

20 Cent Color Copies or Prints

2009-10-25T09:57:00.000-07:00

Easy Street Designs' 20 cent color copy sale starts Monday! Two-sided, 39 cents. Upgrade to gloss just 3 cents more!

Customer provided file or hard copy, no full bleed.

$7.50 flat rate shipping anywhere in the continental U.S.

Traditional Values can Make For Happy Holidays

2009-10-19T21:17:00.000-07:00

Many businesses count on the fourth quarter holiday season to make their year. With unemployment nearing 10% nationwide and an uncertain economy still with us, this holiday season will likely not be a blockbuster. However, that doesn't mean you can’t make it a jolly one.

Owning and operating a successful small business is not all about piling up cash. It’s about freedom, rising to challenges, meeting and exceeding people’s needs and expectations and generally making people’s day a little brighter and having fun doing it.

Whether you’re a religious person or not, the holidays are a time to focus on the real values in your life; family, friends, remembering good times past and creating new ones. Perhaps it’s because the days are shorter and the weather is colder that we have come to see this season as a time to concentrate on the warm and the bright side of life. Whatever the motivation, this is a good year to really take it to heart.

How does this relate to your holiday business strategy? Well, money may be tight for consumers this year, but they still want to reinforce personal connections and traditions. If you don’t currently carry greeting cards, maybe you should start. Unique, custom cards are particularly popular, but if you aren't the artsy-crafty type, a service like Leanin’ Tree can provide both the displays and the stock.

You may carry fewer of any given high end item, but don’t bail on them entirely. Many families will still choose to make high end purchases, just not as many of them. On the other end, you’ll want to offer low priced alternatives, but don’t go low quality. An inexpensive gift that lasts can be appreciated for years to come. A cheap trinket that breaks within a week might just foster disdain. Ornaments make a great low cost gift item. Whether it be a wreath, a wall hanging or something for the tree, it’s something that most everyone can afford and may even be passed along to future generations.

Don’t be afraid to deck the halls. Despite what you may have heard on the news, a festive atmosphere is not going to offend enough people to worry about, unless your business model is strategically targeted at killjoys. You don’t have to be a born again Christian to appreciate a good light show, even if it does involve a manger. You can also include Hanukkah, Kwanzaa, Santa Claus...go nuts.

A great in-store promotion, especially in tough economic times, is drawing for free gifts or stuffed stockings for the kids. This year, rather than one big one, consider several smaller ones. Make the drawing at least a week in advance of Christmas. Kid’s love to unwrap surprises. It doesn’t have to be a new car or a PlayStation. Just something fun. A gift card or certificate to a local restaurant can provide an evening of family fun for your customers while also helping out a fellow local business owner.

In uncertain times, people often look to the past for comfort and for grounding. Think nostalgia. Traditional holiday books, albums and the toys and games you grew up with could be good sellers this year. On the “new stuff” end, think communication. While you may not want to go head to head in the cell phone sales arena, you could offer accessories like colorful cases and head phones. Flash drives are inexpensive and handy items as well. Speaking of comfort, maybe an assortment of chocolates on display near the register?

None of these things are going to lead you to record breaking sales this year. There will be some businesses that achieve that, but they will be the exception, not the rule. Adding some inexpensive, thoughtful items to your inventory may help at the margins however. More importantly you want to show your customers, and yourself, that a tough year is not going to bring you down. Remember what’s really important to you. It’s the fundamentals that will bring us through this economic fog, ready to move ahead in the right direction. Now is the time to reflect upon and celebrate them.

Penny Pinching Marketing

2009-10-19T19:48:00.001-07:00

Times are tough. Budgets are tight. But you’ve still got to keep yourself out there in terms of marketing. There are some time-tested marketing techniques that require a bit more time and less cash than what you might focus on when cash flow is healthier.

If delivery of your product involves any kind of packaging, consider full color labels. A box of 100 - 2” x 4” Avery type labels can be had for less than $30. You can buy and print yourself, or your friendly neighborhood print shop can provide labels and full color printing for about $2/sheet (10 labels). At 20 cents a pop, it’s a cost effective way to create a bit more awareness among your customers and the people they deal with. It’s also a good idea to include samples and/or promotional items along with packaged or shipped items. Toss in some extras, so they can share.

If you’re sending out invoices, including a flyer, update, magnet or a couple of business cards likely wont cost you any more in postage and makes it easy for your existing customers to refer you to friends and associates.

If direct mail is no longer in your budget, consider door hangers. They don’t cost any more than postcards and even if you don’t have time to distribute yourself, it shouldn’t take long to find some enterprising individuals willing to do the job at 10 cents/piece. You may even be able to enlist your favorite non-profit to provide the footwork in exchange for donating what you would have paid hired help. Another distribution alternative is inserts in local, regional papers. Most charge about 5 cents per piece (not including printing). It’s not quite as direct as a mailing list, but at just over 10% of the cost of first class mail, it’s a great value.

Banners can be a great value as well. They can be used many times over and they’re portable. You can display them on your site and/or, for a small fee, many youth sports organizations and community events organizers will let you display them at games and other activities. Many new cars are not conducive to car magnets, due to the contours of the doors. But, if yours is, you might want to put your vehicle to work. Even if you only put them on while parked in a conspicuous location during business hours, it’s extremely cost effective. Just be sure to store them flat when you take them off.

Business card and calendar magnets are a perennial favorite as well. Again, if you want your current customers to remember and refer you, make it easy. What’s easier than walking over and looking at the fridge or the side of the filing cabinet or microwave while you’re talking on the phone?

Above all, don’t let fretting over a tight budget cause your execution to suffer. The customers you already have are your number one priority. Take good care of them and they will bring you others. If you run into a problem, be up front and communicate. Most will forgive a mistake. But if they feel like they’re being ignored or misled, they’ll take it personally. There are too many people competing for the same business for you to lose a good customer because you didn’t want to make a potentially awkward phone call.

These are not revolutionary new ideas. But they may be ideas that got brushed aside when you could afford to try other things. The key, when money is tight, is to focus not on what you can’t do, but on what you can do.

The Press Release - Another powerful marketing tool

2009-09-11T20:34:00.000-07:00

You see company press releases every day. How do companies get access to this kind of free publicity? How can you get in on the action? How do you write a press release that will catch the attention of a publisher, and more importantly, the reader? How should you submit a press release? Well, I can't speak for all publishers, but I can tell you what I look I for in submissions to our monthly business paper, The South Side Business News.

The first thing to understand is that a press release is not an ad. When creating an ad, being bold, in your face, loud and blatantly self-promotional can be perfectly appropriate. But when you're presenting something as news, readers want news. It needs to be informative, accurate, entertaining, interesting and hopefully, memorable.

That doesn't mean your press release needs to announce a cure for cancer. It can still be as seemingly mundane as the purchase of a new piece of equipment or the introduction of a new product or service. You just have to make it interesting, and your connection to it needs to be much more subtle than an ad, almost incidental.

Let's suppose ABC Corp is announcing a new product offering. The headline, and perhaps the first sentence could be something like "ABC Corp adds cat toys to its product mix". Now the reader is asking him or herself "So what?". This is not the time to launch into a bunch of accolades about how great ABC Corp is. That wasn't the question. Why do I care about increased access to cat toys? Every solution needs a problem. You've told me about your solution. Now tell me about the problem. Maybe surveys show that happy cats live longer healthier lives. Maybe studies show that cats play with these particular toys more than other toys on the market. Maybe those same cats outlive cats who don't have those toys and have fewer health problems. Now I care about your cat toys.

Now you can go into blatant self promotion, right? Wrong. Again, you've presented this as a news story. If you slide into infomercial mode, you're going to lose the reader. The reader probably does want to know when these toys will be available, how much they're going to cost, where you're located and what your hours are. But you should present this information in a matter-of-fact manner, not a Crazy Eddie's Discount Cat Toys Emporium commercial manner.

The whole story can be just a paragraph or two, but you have provided the reader with a nugget of useful information they didn't have before. It's something they may pass along to others. They'll remember who provided it, even if you don't beat them over the head with it. If they don't, no worries. You'll catch them next time.

Creating urgency in the mind of the reader or viewer is a legitimate goal in display advertising. Displaying urgency in a press release smacks of desperation. To quote from "Bonfire of the Vanities", "A desperate salesman is a dead salesman.".

Now on to the submission. DO NOT send a pdf, jpg or fax. My favorite press releases are simply text in the body of an email. Why? Because it makes it very easy to cut and paste into whatever format I want. It also makes it easy to edit. The number one rule of press release submission: Make It Easy for the publisher. Sending a picture or graphic along as an attachment is a great idea too.

Don't get discouraged if your release isn't printed. Publications have limited space and lots of other people are submitting releases as well. It's okay to follow up and ask why your release wasn't printed, but if the answer is "there wasn't room" or "I didn't find it interesting" or "I didn't find it appropriate for my venue" or whatever it may be, do not get defensive. Ask for advice, pointers, deadlines, format preferences, but don't suggest the publisher did you wrong by not giving you free exposure just because you asked for it. If the venue was right and your timing was wrong, just keep submitting. Writing makes you think. Whether it gets published or not, that's a good thing.

Again I can only speak for myself, but I greatly appreciate even the submissions I don't run. More options makes my job much easier. This is one reason I've created several blogs to which I can post stories that don't make the paper. I want to spotlight the small business community to the greatest extent that I'm able. I'm a big fan of small business. I think there is a misguided perception among a lot of people that businesses are comprised of buildings and equipment and products and logos and paperwork. That's a perception I'd like to try to correct. As we all know, the best businesses are good people sharing their best ideas, and that's a story worth telling.

Getting the most from Facebook, Twitter and other onlines social networking sites

2009-08-01T07:16:00.000-07:00

So you've decided to find out what all the fuss is about and get yourself a Twitter or Facebook account for you business. Now what? What can you expect? How do you make the most of it?

When the internet first became wildly popular, way back around 1998, many were under the impression that all you had to do is post a website and suddenly you'd have an audience of millions. Posting a new website inspired the kind of excitement expressed by Steve Martin's character in The Jerk, when he first got listed in the phone book. As it turned out, of course, a website is a nice addition to your communication tool box, but not a total marketing solution. Online social networks are the same. The value you get from them depends on how you use them.

Your online social network sites can help you reach and stay in touch with more people, but don't expect all of your "followers" to hang on your every word, or even read every post. They're likely following hundreds of other people as well. Don't use your online networks to replace your face to face contacts. They can compliment your other forms of communication, but a handshake is still worth a thousand "tweets".

If you have a business based Facebook or Twitter account, keep it focused on the business. If I'm "following" Bob's Hardware store, I'm looking for updates regarding Bob's Hardware store. I'm not interested in how Bob's cat is doing. Save that for your personal page.

Value quality contacts over quantity of contacts. Networking as a science is still in its infancy. There is a popular formula that puts the value of a network at the square of it's number of members. This is not accurate. Bill Gates recently quit Facebook because he was overwhelmed with "friend" requests and updates. You can only process so much information in a given period of time. Do your best to ensure you're getting valuable input. Connect with people who are really interested in what you're trying to communicate.

Don't "over-tweet". I have dropped several people that I had been following on Twitter because they felt compelled to send an update 5, 6, 10 times a day, or more. When I check my Twitter or Facebook page, I want to be able to scroll down a page or so and see messages from a variety of people. If you're taking up half my page, you've gotta go. If you really have that much critical information to put out every day, perhaps you should hold a press conference. Limiting yourself to 1 or 2 short messages a day will also help ensure that you're making quality, meaningful posts, and your "followers" will be more likely to continue to read them.

Don't fall for services that claim to "get you lots of followers". First of all, randomly collecting meaningless followers will only fill your network with clutter and actually reduce its value. Second, these services require you to follow others who have also signed up for their scam and they broadcast spam through your account, further diminishing its value.

Promote your network partners. I've never been a fan of networks that require you to promote your fellow members. I have no desire to be a 24/7 salesman, but when the opportunity presents itself, I try to recognize it and get in a plug for friend when I can. Making quality referrals as opposed to large quantities of referrals maintains your credibility and makes your referrals more effective. If you're trying to think of a good "tweet" for today, consider simply mentioning that you worked on a project with "Gino's Jewelry Repair" today. Gino gets a little exposure and your followers get a little insight into what you do and the type and variety of businesses you work with.

While others may disagree, I don't see online social networking accounts as a great mass marketing tool (although paid ads on the site can be a great value, but that's another story.) I see them as a great tool for expanding and maintaining a personal, wide-spread and powerful network of contacts. It allows you to communicate directly and regularly with individuals from across the street and across the planet. It's a better tool for sharing ideas than for making sales.

Blirp-vertising?

2009-07-20T18:18:00.000-07:00

A Breckenridge, Colorado Company has come up with a kind of co-op, opt-in email service for local markets.

Blirp allows local businesses to register for a free basic package that enables them to send "unadvertised" special offers to their local subscribers. Blirp sends an email message to the subscriber with some random offers from local businesses, along with a link to the complete list of local offers.

Subscribers can choose to receive emails daily or weekly.

How is this different from Twitter? It's zip code targeted and subscribed to by people looking specifically for offers from local businesses.

The model has potential. I could see the host company (in this case Blirp), offering premium services, covering multiple and more targeted lists, as well as things like tracking services and access to data they develop as a consequence of offering the service.

The tricky part is creating demand on the part of the consumer. If someone is going to use something on a regular basis, they have to derive real value from it. A big part of the success of this experiment will be the quality of the offers and the merchants making them.

Could 2d barcodes bring new life to print media?

2009-07-17T14:20:00.000-07:00

Quick Response (QR) or 2d barcodes have been big in Japan for years. They look like random ink blots but are actually symbols for encoded text and they just might bring print media into the 21st century.

The code generation software is available free from many sites on the web, as is reader software. When you use your cell phone's camera to "snap" one of these codes it can take you to a website or display text messages. So far this technology has been vastly underused in this country.

What this has the potential to enable is hard copy text with hyperlinks. If you've got a web enabled cell phone, you can be reading a paper, magazine, catalog or any printed material and point and click your way to more information, related sites, updates or even purchase a product. Advertisers could place them within their print ads, postcards, brochures, etc.. You could put one on the back of your business card that could take people directly to your website or blog. You could put one on a concert or event poster to give people access to immediate online ticket purchase. Newspapers could drive traffic to their websites for the latest continuous updates on stories.

Unlike links on a webpage, 2D links are always there, always on. You don't turn off a poster when you leave the room, and you don't have to navigate to it when you come back. They could even be placed on buildings and landmarks to link to information about them and the businesses within them. Imagine a reader embedded in a car windshield that could be used to read a code from a sign on the side of the road and display a roadmap centered on your location. That site could further link to area business directories and other locally relevant information (for the passenger to read of course). The technology is already here and it's inexpensive. We just haven't made widespread use of it to date.

It's not rocket science. It's a fairly simple solution to a nagging inconvenience; having to type in a search term or URL on a tiny little keypad. It doesn't require any transmission other than the light rays that bounce off from everything, all the time. It can be deployed as fast as you can print and post.

Cell phones alone were not enough to make anywhere/anytime internet surfing as effortless as it needs to be for widespread acceptance. These little inkblots combine the permanence and convenience of hard copy with the fluidity and utility of the web. The print industry may well be revived by enhancing the medium many thought would destroy it.

For free qr code generation visit: http://www.beqrious.com

For links to free QR code reader software: http://www.google.com/search?hl=en&q=qr+reader&aq=f&oq=&aqi=g10

Six degrees, It's not just for Kevin Bacon anymore

2009-07-13T22:14:00.001-07:00

I've been doing a lot of reading and thinking about networking, both in the IT sense and the social/business sense. There have been many studies performed that actually seem to confirm that nearly every person on the planet can be linked to every other person on the planet with six or seven connections between people each know personally (a friend of a friend of a friend....).

The emerging science of networks has also discovered that a similar pattern exists in randomly generated networks like the internet and the power grid. They feature clusters or groups that share information with each other on a regular basis, connected to other clusters through randomly generated, but critical connections. Clusters with unusually large numbers of connections to other clusters serve as hubs. A system with millions of clusters can enable a connection between any two through a small number of hubs. Direct connections between hubs make the trip much shorter.

Another pattern that has emerged is that most people have about 5 or fewer really close relationships (strong connections) with other individuals. Before you start thinking about your 527 "friends" on Facebook, consider only those people with whom you engage in direct two way conversation on a daily basis. Now eliminate those you converse with because it's part of your job. Consider only those you contact daily simply because you want to. I'm guessing the number is quite a bit smaller than 527. If I had to take another guess (and I do), I'd wager that the number is not coincidence, but a natural optimization.

What are the take-aways for business networking. First and foremost, always keep in mind that every person you interact with is likely just 6 handshakes away from the most important person in your universe (besides yourself). You don't know who they talk to or who the people they talk to talk to. Make sure, to the greatest extent possible, that the encounter is something that will be relayed in a good light. In other words, do the right thing, every time. There are no insignificant people.

Another possible take-away is that if my hypothesis is correct, that an element within a network can most efficiently deal with a limited number of strong connections, make the most of them. If your most frequent contacts are all in the same field, your only connecting to one cluster. You may want to consider making time for developing other relationships in more tangential fields. For example, most mortgage brokers like to make connections with realtors. This makes good sense. The fields are very closely related. But what if our mortgage broker somehow established a strong working relationship with a grocer? Grocers come in contact with a wide variety of people every day. What kind of cooperative marketing opportunities might arise? How many more people might be reached? What if you established some sort of working relationship with the manager of the Safeway in the neighborhood in which you'd like do more business. Odds are, the staff at the local Safeway are among the most familiar people to those who reside in the area.

Although the number of strong connections in our business and personal lives may be fairly small, we also have a great deal of lesser connections; acquaintances, business associates, suppliers, clients, customers, neighbors, etc. During the infrequent and possibly very brief periods that you come in contact with any one of these individuals, it would behoove you to really listen to what they are saying. The more you know about someone, the more you know about who they might know. I'm not suggesting invading anyone's privacy, but if information is being offered, be receptive and attentive.

Establishing a good working network is about more than receiving information though. You make good connections, in part, by being a good connection. Be alert for opportunities to put people in touch with others who can help them, or who may be willing and able to work with them for their mutual benefit. Even if you are not directly involved in the ensuing transaction, you have proven yourself a valuable link to both parties and that has value in and of itself. If you establish and maintain yourself as a sought after hub, you don't have to ask for favors, they'll come looking for you. It's how we reinforce connections.

Of course, all these connections aren't worth very much unless you have the ability and confidence to communicate with them effectively and efficiently. Communication with people you don't know very well can be awkward and intimidating. There's no magic bullet for getting over this apprehension. The only thing for it is practice. Engage, evaluate, adjust, repeat. Ultimately, you don't become proficient at networking by attending seminars, reading books, watching videos, or even from great blogs. You learn by doing.

Making time for new connections may mean taking time away from others. But, as the most successful CEO's know, you don't have to know everyone or everything, you just have to know who knows who and develop the ability and the wisdom to recognize, nurture and make the most of your network.

Lessons from Billy Mays

2009-06-28T18:44:00.001-07:00

Billy Mays was a television presence one couldn't ignore. His booming voice is quite memorable to say the least. But I think the most valuable take-away from the example set by Bill Mays is "keep the focus on value".

Mays and company didn't just go out and sell every goofy idea that came across the table. They took the time to test the product and test the market. If you've ever seen his show "Pitchmen", you've seen it in action.

The goal was to find products that solve an every day problem at a price people were willing to pay for the solution. The meticulous attention to results and focus groups was not an altruistic endeavor. It protected Mays' reputation as well as protecting both the inventor and the public.

No matter how good a presentation you're capable of, you can't do high profile sales of worthless crap and maintain a lucrative career. Eventually the trust factor catches up to you. Mays understood this. He knew his reputation was his most valuable asset and he protected it accordingly.

You don't do an inventor any favors by convincing him or her to invest thousands of dollars and man hours into a product promotion that's not going to fly. By weeding out those with little chance of success, consumers are not subjected to disappointing products and investors don't waste their own resources on something that's not quite ready. Better to go back to the drawing board and try again.

It's clear that Billy Mays did not unconsciously let us in on these insights. The "Pitchmen" show unveiled the entire process for the world to see. He could have chosen to withhold his experience and wisdom as kind of a barrier to entry for newcomers. Instead, we saw the successes and the failures, and more importantly, the thought process that went into whether or not to proceed with a particular promotion. Billy Mays died to soon, but he did so with his integrity intact.

Discovery Channel's "Pitchmen"

Applied Irrationality

2009-04-26T14:19:00.000-07:00

The first in a series of articles examining the marketing aspect of insights presented by Dan Ariely in his book "Predictably Irrational"

Give them something to not choose.

Dan Ariely's research, expressed in his book "Predictably Irrational", reveals some very interesting tendencies in how people, in general, value things.

One is that, given three choices, people will be more likely to choose the middle option.

Another is that in a group of three objects or images, people are more likely to pick one that is similar to, but better than one of the others. For example, if you had three hammers, two red and one blue, one red hammer has a cheap looking handle, the blue and other red hammer have nice looking, comfort grip handles. You can expect the red, nice handled hammer to be the best seller of the three, all else being equal.

We are also vulnerable to the power of suggestion. Baselines can be set for us. For example, you are in a restaurant where the steak costs $45. You may opt for the hamburger, but you see the $14 price tag as a bargain.

So what's the marketing take-away?

Giving people choices is not just good for them, it's good for you. Having more than one variation of an item gives the consumer something upon which to base a comparison.

Without such a basis they might be more comfortable not making a choice at all, since you gave them an ultimatum "it's this hammer or no hammer". You may sell very few low end hammers, but if they increase sales of higher end hammers just by their presence, it's worth the shelf space.

The same dynamic is true on the higher end. Having a high priced, top of the line choice may not result in lots of high end sales, but it just might increase the mid-priced sales.

You have to consider each section of your product or service mix to be an integrated display. Look at total sales at least as closely as individual item sales. To what extent are the products that aren't selling driving sales of those that are? Removing a particular product due to slow turnover may end up costing you sales.

Making the most of it:

It's important to recognize that market behavior is what it is. It's not what you think it is. It's not what you think it should be. It's not about what you think you would do in a given situation. The stats don't lie. Behavioral trends change with the market place. The more people are wary of a particular quirk, the less it expresses itself. What works today may not work so well in 5 years. That's what continuing research is for and that's what keeps it fun.

For more insights into the irrational, visit www.predictablyirrational.com

Marketing Strategy - Slow and Steady or Fast and Furious?

2009-04-09T15:20:00.000-07:00

Should you be looking for an instant return on your advertising dollars or a gradual building of awareness and customer base over the long term? The answer depends on your budget, your customers, your product mix, your goals and the nature of your business. You don't necessarily have to engage in one style or the other. Both have their time and place.

I think most business owners, especially rookies, look for the instant return. This can be achieved, but it's not as easy as simply placing an ad. For the "fast and furious" campaign you have to go big and you have to go wide. You want to get your ad in front of a lot of people and if you're going to spend the money on distribution, it only makes sense to take the time to make the piece itself attractive and effective. It also takes research, trial and error. You have to test different approaches, keep meticulous stats and see what generates the best return. This type of marketing requires both time and cash. You have to do your homework and you have to be able to afford to be wrong from time to time. You will try very expensive things that wont work, and an approach that works this month, may not work six months from now. That's part of the challenge, and the fun. The "fast and furious" approach is appropriate if you have the cash flow and the desire to put in the time to do the research and track the results. It also makes sense if you are in a commodity type business. That is, when your product or service really isn't that different from your competitors. For example, if you're selling cow manure. You might claim that you can differentiate yourself based on service, but let's face it, service after the sale is not a big factor in cow manure purchasing decisions. Clever, flashy, frequent advertising could be.

The slow and steady approach is mainly a matter of making and keeping people aware of your existence. This could entail regular advertising on a smaller scale. It could be as simple as putting your logo on an event poster, sending out a quarterly newsletter, occasional door hanging, putting labels on your products or packaging or other local and regional, relatively inexpensive advertising. This type of advertising can add leverage to word of mouth and it can be cumulative. When a customer recommends you or your company to a friend or associate it will carry much more weight if that friend or associate has heard of you before. Also, if someone sees your business card on a bulletin board, it will have more impact if they've seen your logo or company name somewhere before. It doesn't even matter if they remember where they've seen it. One downside is that the "slow and steady" approach is much more difficult to track. Someone may decide to give you a try after seeing your ads in 6 different venues on 10 different occasions. Which one pushed them over the edge? It's also important to remember that the "slow and steady" approach must be accompanied by quality product and service. If you want to enhance word of mouth, it better be good word of mouth.

Both approaches can be employed by the same business. You might want to do a big campaign a couple of times or even once a year and "awareness" advertising the rest of the time. If you're in a highly competitive field, like real estate or insurance, you have to do bit a both. You want to stay in touch with your current and past clients while constantly looking for new ones. Just bear in mind that if you're going to go for the "big score" you don't want to bet the farm on it. Every campaign, large or small, will generate some awareness, but you don't want to put yourself in a position where the success or failure of a single campaign will make or break you.

Effective marketing is a combination of strategy, imagination and execution. The execution applies not only to the advertising campaign, but to delivering on the promise. The marketplace is fluid, so you have to be nimble and attentive. Know your goals. Know your budget. Know your product Know your customers. Expect to make mistakes and be prepared to learn from them.

More marketing lessons from Washington D.C.

2009-02-12T17:28:00.000-08:00

Politics is not pretty. But it can provide valuable insights into marketing. Everybody is selling something, whether it be a bill, an agenda or an election campaign. The most heated marketing campaign recently has been for the stimulus bill and the newest version of the Treasury's bail out plan.

The stimulus bill will pass on mostly party lines, but less than half the American public is convinced it will do any good. Wall Street greeted the bailout plan with a 400 point sell off.

Regardless of what you think of the merits of the measures, there's no doubt that the marketing of them has fallen flat. They have not inspired confidence or positive buzz. I think a key mistake that was made in promoting both was "couching". That is, forewarning the buyer that the product may not actually work as advertised.

Both the Vice President and the President made a point of saying that there's a good chance that many of the things they're going to do aren't going to work out the way they would have liked. Treasury Secretary Geitner repeated the sentiment when asked why he couldn't provide more details on the bailout proposals. He said they're going to wait and see how things work out, then decide how to proceed.

How can you expect someone to have confidence in what you're selling when you don't express confidence in it yourself? I understand the misguided motivation. They're trying very hard not to be wrong. If things don't work out they can say "Well, I told you it might not." The fact they're missing is that whether they warned us or not, they will be held accountable for the result.

What's an entrepreneur to take away from this? If you don't believe in what you're selling, don't sell it. If you do, stick your neck out and make me believe that you believe. If you have two job applicants with similar resumes and you ask each "Are you the right person for this job?" and one says "Absolutely" and the other says "I think so, but there's a good chance I'm not." Which one are you going to hire?

If you can't confidently recommend your product or service to your best friend or family members at your regular asking price, you need to reevaluate your product and service mix, your pricing, or both. Confidence is contagious and so is uncertainty. Nobody wants to buy uncertainty.

De Ja Vu 1982

2009-02-08T11:07:00.000-08:00

A recent trip to the local Office Max took me back in time to the recession of the early '80s. I went there shopping for a thermal laminator, some labels and rubber bands. I expected the prices would be a bit higher, but what I found was ridiculous. The labels I had been paying just over $20 a pack for just 6 months ago were $46. The thermal laminator I had bought 18 months ago for under $37 was now $119. Even the rubber bands had gone from $4 and some change to $6.95. I had a $10 off coupon so I went ahead and got the labels and the rubber bands. Of course when I got home, I discovered I could get the same labels online from another source for $10.95 and the laminater for $40.

It took me back because I remember the recession of the '80s and how companies attempted to make up for lost revenue by raising prices. It didn't work then and it wont work now. I had planned on spending about $75 or so on this particular trip. Instead I spent about $40 and left with less than I was shopping for. They made a bigger margin on what I did buy, but I wont bother shopping there again. I know I can still find value elsewhere. It's just going to take a little more research.

That's what happened in the '80s. While most companies were offering less for more, some found ways to cut costs and keep prices low. The latter survived and thrived. The former did not. You may be tempted to follow the herd and try to slip price increases by your own customers. It may be unavoidable in some cases, but remember, your customers are also looking for ways to make ends meet. They are looking for value and they will be looking harder now than ever before. A 10% price increase will not result in more revenue if it causes sales to drop by 20% or more.

I was working at Dominos pizza when a franshisee came up with the idea for the "Mega Deal". The offer was for a large, unlimited topping pizza for $7.99. Corporate hated the idea. They just knew that lowering the average ticket price was a recipe for disaster. It couldn't possibly work. Not only did it work, other franchisees copied the model and before long it went nationwide. Profits in most areas that ran the promotion tripled.

When credit was easy people weren't as value conscious as they are right now. With internet, cable and cell phones, it's easier now than ever for word of real values to get around by word of mouth. Take care of your customers. Bite the bullet. Take the lower margin for a while. Look for value and pass it on to your customers. They will reward you for it in the long run.

I do not like green eggs or pizza

2009-01-12T20:05:00.000-08:00

Going green has been all the rage in marketing for the past year or so. But it doesn't work for everything. The new Pizza Hut ad campaign is a prime example. The Pizza Hut "Natural" commercial sure doesn't get my taste buds excited. First they show a crust, that looks just like the box. Then they tell you they use "all natural pepperoni" which just makes you wonder what their regular pepperoni is made of. Basically, they make it sound like you'd be doing the planet a favor by buying one of these pizzas, but it sure doesn't sound appetizing.

Trucks are another realm where "green" doesn't play well. Fuel efficient means my v8 extended cab gets 20mpg. Don't try to sell a dainty carbon footprint to truck buyers. They aren't interested.

If I see "green" on an ad or bug or weed killer, that tells me one thing; they don't work. The same is true for shower heads, sprinklers and low-flush toilets.

"Green" can be an effective marketing tool if it is perceived to add value. If you have a product that is more energy efficient and environmentally friendly, while at the same time providing top quality and performance, you've got something. If you're simply giving me less in the name of saving the planet, well...you know what they say about my back and the rain.

How to make a brochure

2008-12-20T19:11:00.000-08:00

When do you use a brochure rather than a flyer? What kind of content should be included in a brochure? What's the best ways/places to distribute brochures. Easy Street Designs provides some answers.

How to create a brochure:

Before we get to how, let's start with why. Flyers, print ads and mailers are primarily designed to get someone thinking about your product, service or company. They have a very broad audience and are often deployed in a "shotgun" type marketing campaign. A brochure is targeted at people who are already in the market for your product and are actively shopping for it. A brochure provides more detailed information about how a shopper should evaluate the product, important questions to ask, and of course, answers to those questions.

Our biggest selling brochure is the tri-fold type. It's sharp looking, convenient to display, holds a good amount of information and imagery, and can be mailed in a standard number 10 envelope. The tri-fold gives you six panels to work with. A good way to break it down is: Front cover, four informative content panels, and a back panel containing primarily company and contact information.

The cover must have eye appeal. It's got to be attractive, while conveying the general idea of the content. It should not be cluttered with text. A nice image, with a prominent subject line, perhaps a subheading and "compliments of (your company) across the bottom is a good start.

The content should not be all about your company and how wonderful you are. Save that for the "about us" section of your web page. Instead, put yourself in the shoppers shoes. What questions would you ask? What questions do many of your prospective customers ask? What are some things a novice shopper for your product might not think to ask? By offering useful information about the product in general, rather than self-promotion, you demonstrate not only a clear understanding of your industry, but empathy toward your customers and prospects. One of the things they worry about is being tricked into a bad deal. The last thing they want to hear, or read, is a heavy-handed sales pitch. To make the reading easy on the eyes, a ratio of about 3-1 for text to imagery works well.

The back panel is where you make your pitch, but still a relatively soft-spoken one. A short paragraph plugging your company, a photo, logo, designations, certifications and all of your contact information, followed by a slogan or tag line is a good formula.

Distribution:
Brochures are more costly and contain more information than some of your other forms of print advertising. You'll want to be more selective about where and how they are dispensed. Ideally you want them in front of people who are already somewhat interested in what you have to offer. Offering them free upon request at your website is a no-brainer. You can also offer them in your other print advertising by simply adding "call for a free, informative brochure". This form of "opt-in" distribution can be a good source for future mailing lists as well. Another good distribution channel is though lobbies and waiting rooms, particularly where people will have some time to kill. Tire stores, medical offices, dentists, attorneys, anywhere that something to read would be appreciated. Maybe some people just pick up your brochure for something to read, but even if they aren't in the market for the product, they'll likely leave the brochure behind to be picked up again and they are now at least familiar with your product and your company. In-store or in-office distribution is another great one. Customers may come in for one product, but demonstrate some interest in another. Rather than give them the full-blown sales pitch, possibly putting them off, you simply offer them a handy brochure. Trade shows and events are perfect for brochure advertising. You get face to face contact with prospective customers who can then walk away with in-hand information about the product of interest to them and your company, and of course you'll want to bring them to every sales call.

Brochures can be a valuable part of your marketing tool box. Take some time and care in devising a sharp looking informative piece. If you save a few bucks on design and layout and wind up with 2,000 brochures that nobody wants to read, what have you saved? (and now the pitch) Whether you need printing only, or design and print, Easy Street Designs can ensure you get an attractive quality piece at affordable pricing. With minimum quantities as low as 50 (85 cents each) and pricing as low as 25 cents each (2500 +) we can accommodate any budget.

...the offer you can't refuse: Place an order on EasyStreetDesigns.com and enter coupon code "322023" at check out ($100 min order) and get 15% off your printing total (not valid with other coupons or offers). There is no set up charge if you provide a ready-to-print file in high resolution (300dpi or better) jpg or pdf format. Custom brochure design is available for $150 (call or email to place a design order).

and finally....the contact information: Easy Street Designs, 109 Kiva Road, Colorado Springs, CO, 80911, 719-390-5080, EasyStreetOrders@Yahoo.com. Office hours: 8:30am to 6pm, Monday through Friday.

More lessons from the campaign trail

2008-10-25T11:19:00.000-07:00

It's time to take another look at the presidential campaign from a marketing strategy perspective. I've said before that election campaigns are the ultimate marketing challenge. You're not trying to influence decisions over a period of time. You're trying to influence a single decision at a single moment in time. The only thing that counts is the state of mind of the voter at the moment they cast their vote.

That's what makes political campaigns great case studies. I think one of the biggest mistakes John McCain and company have made over the course of this campaign is in trying to "out-Obama Obama".

McCain has been playing the "me too" card in running against George Bush and even his own party. Dedicated Republicans had a hard time warming up to McCain in the first place and were bouyed a bit when Palin, a fellow true believer, was added to the ticket. Now they've been subjected to criticism from their own candidate, who seems to be constantly telling the country what a bunch of scoundrels they are.

The problem is, if someone is basing their vote largely on an anti-Republican sentiment, why would they not vote for the Democrat? Why would you pick the second most anti-Republican candidate?

Just as in marketing, you don't go head to head with your opponent in areas where you know they are stronger. You look for where you are strong and they are weak. McCain's strength had been his reputation as a fiscal conservative. He had a golden opportunity, when he suspended his campaign and went back to Washington DC to deal with the "rescue package". Had he worked to his strength and stood up and said "hell no!" to the bail out, even if he had been over-ruled, he would have been a hero. He likely would have run away with this election. Instead he went to meetings and put his stamp of approval on a modified version of the original plan, which contained such crucial additions as aid for toy wooden arrow importers and money for wool research.

In stark contrast, when Obama is confronted by the right, he shrugs it off. He has not made a big deal of his association with Bill Ayers or his choice of words in saying we should "spread the wealth around" because he knows his base doesn't have a problem with those things. He's not trying to pander to free market capitalists because he doesn't see a need to. He's simply ignoring them.

The lessons? Discover your strengths. Know your customers. Reinforce your strengths. Take care of your customers. If you are a broccoli salesman, don't pour a lot of resources into sponsoring the "We hate broccoli" convention. Tell those who like broccoli why more is better and how you're going to enhance the quality, value and distribution. Don't tell those who are on the fence "Don't worry, I wont try to sell you that much."

I'm not buying what Obama is selling, but at least I'm pretty clear on what he's selling. But, the fact that I'm not buying Obama doesn't mean I must buy McCain. It's not enough to dissuade people from patronizing your competition. You must give them a reason to patronize you.

Halloween Marketing

2008-09-23T17:40:00.000-07:00

A Sweet Promotion!

Halloween is the biggest retail holiday except for Christmas. What does that mean? That it’s very popular! Consider supplying your friends and neighbors with coupons that the kiddos (with their parents) can redeem at your place of business for a candy bar or other treat (be specific, ie: Redeem this coupon for a FREE SNICKERS bar at ........ Stick to the treats. Don't add anything about your oil change special or closing costs discount or other offers. The idea is to give people an excuse to come visit your place of business, with no strings attached. Handing them a flyer or coupon along with the candy bar when they come in however, is a great idea. Give the coupons a week or so for expiration so they can come in at their convenience.

You'll want the coupons to either be numbered, or a less expensive way to go, have a space for "authorized signature" to avoid counterfeits. Using colored paper is also a good idea. That way you can budget for a maximum redemption, assuming every coupon is brought in. Of course you wont get 100% return, so once the coupons expire, leave out the left-overs for your walk-in customers.

You can get black ink coupons on AstroBright Cosmic Orange paper for as little as 2 cents each, depending on size and quantity at from Easy Street Designs (call 719-390-5080 for details). Shipping is a flat $7.50 to anywhere in the continental US.

In any case, it's a great way to enlist the help of your friends and neighbors in your marketing efforts, It actually helps them out in that they can give out more goodies without spending a dime, and it gives parents a safe place to go get a treat for the kiddos, while making them more familiar with your business.

If you do a 500 piece promotion, giving, say 25 coupons each to 20 friends and neighbors, you'll likely wind up spending less than $100 including printing and candy and you get free distribution.

Don't wait too long. Candy can get scarce just before Halloween, and keep it in the fridge between now and the time they come in to pick it up. If you want to give out something healthier or even a non-food item, that can work too, but it has to be a "treat", something people will make an extra stop to pick up on the way home; something the kids will insist they stop for on the way home. Celery sticks wont cut it. Slim Jim's might.

Marketing to a Sluggish Economy

2008-09-06T12:01:00.000-07:00

It's been a tough year economically for many independent business professionals. The mortgage and housing market has been decimated. The stock market is stuck in the mud. Credit in general is tough to come by. Customers are struggling so businesses are struggling. Given the latest economic statistics, a rapid recovery is probably not in the cards. So what type of marketing strategy do you employ in this kind of environment?

Customer retention is always important. During slowdowns it's even more so. The whole point of marketing and advertising is to acquire new customers. If you're not keeping the ones you have, you're spinning your wheels at best. Take care of the customers you have. Take every opportunity to exceed their expectations. Send them updates, greetings or special offers at least once per quarter. Even if you do no other advertising, do not neglect this group.

Don't go away. It may not be a good time to engage in massive, aggressive advertising campaigns. All forms of advertising are going to be less effective in a down market than in a healthy one. However, if you don't keep your brand visible, you'll be starting from scratch when the recovery arrives. Shift more resources to "top of the mind" advertising. This is marketing designed, not so much to spur a quick sale as to keep the public aware of who you are and what you have to offer. These ads can be small and simple. They may consist of nothing more than your logo, name, tagline and contact information. Lasting promotional items are a great way to go for this type of marketing. Things like refrigerator magnets, car magnets, banners at local sports events, calendars, pens and other free goodies can all help keep your customer base "brand aware" for a prolonged time at a one-time cost.

While you may have the time to engage in more new product and service development and testing, don't put too much stock in sales results at this point. Put the new stuff out there, but don't bank on it. Also, don't label it a loser because it didn't catch wind in this economy. Save the aggressive roll out for better times. What people are looking for right now is value. Try new ways to package and bundle current products and services in a manner that creates a better value for the customer.

Misery may love company, but company doesn't like misery. Stay upbeat and pleasant. If a customer wants to vent for a few minutes, listen, offer empathy, but don't pile on. You don't have to be a Polly Anna, but keep your own problems to yourself.

If you want referrals, give referrals. In good times, a referral from a network partner, friend or associate is a pleasant surprise. In times like these, it's solid gold. It will be appreciated and remembered. Remember the first question a good capitalist should ask him or herself is "How can I help?". That's how you find and create opportunity, generate goodwill, acquire and retain customers and relationships.

In good times and in bad, all you can do is the best you can do. So, do all you can do.

How not to retain a customer

2008-08-08T12:55:00.000-07:00

Over the past week or so, I've received about a dozen automated calls from my trash service provider. I assume it's because my contract is about to expire and they'd like me to renew.

I wont mention the company name, but it starts with a "Waste" and ends with ...agement.

The recording instructs me to call a toll free number. At first I just ignored the calls. I generally don't take orders from recorded messages. But, after a few times, curiosity got the best of me and I actually made the call.

Incredibly, the call was answered by another recorded voice that instructed me to wait on hold! I still don't know why the heck their robots keep calling. Evidently, it's not important enough for any actual human being on their end to be bothered with. Their regard for my time, on the other hand, is non-existant.

Of course I will be using a different provider when my contract with these diva's expires, which can't come soon enough.

Six Degrees of Separation, It's not Just for Kevin Bacon anymore.

2008-08-03T12:42:00.000-07:00

The Six degrees of separation theory, made popular by the Six degrees of separation from Kevin Bacon game, got a boost this week from a rather extensive study conducted by Microsoft. Actually it's more like 6.7. The idea is that any person on Earth can be connected through acquaintances of acquaintances within less than 7 "degrees". One degree would be your friend, two degrees a friend of your friend, etc..

Of course the phenomenon would be less expressed in societies that prohibit or restrict communications. Connecting with someone in North Korea would be a more difficult task than with someone in London.

What does this mean from a marketing perspective. There are a few take-aways. First, come up with a consistent, but concise message. If you've ever seen "Johnny Dangerously" you know how badly the grapevine can screw up a lengthy message, even in just 7 generations. Keep it simple, memorable and to the point. Second, don't target your market too narrowly. While you may focus on a particular demographic, that demographic interacts with other demographics. Some of your marketing efforts should be directed at more general audiences. Let your message "resonate".

Perhaps the most important take-away is that any person you come in contact with is a potential conduit to billions of others. Take nobody for granted. You are always in the spotlight, even if you can't see it.

Leverage Your Marketing Influence

2008-07-25T10:07:00.000-07:00

Marketing is all about influence. You're trying to influence your potential customer base to give you a try. Of course you have to deliver on expectations once you convince someone to come your way, but your success is first dependent on getting the customer to your website, your door or on the phone.

There are many ways to go about reaching your customer base. Most of them are very expensive. After all, putting an idea in front of thousands, tens of thousands, hundreds of thousands of people can take a lot of distribution resources. What if you could reach them through proxies? What if you only had to reach 100 people to influence 10,000?

In marketing, this is done all the time. The most common form of this type of marketing is the celebrity endorsement. The idea is to influence the people who influence your customer base, or at least a significant percentage of them. You could make the worst ham sandwich in the world, but if Brad Pitt went on a television interview and said "Boy the ham sandwich I had at Bob's Deli on 5th street the other day was the best thing I've ever tasted." you can bet that Bob's Deli would be swamped, at least for a few days. To make good use of leveraged marketing you have to get to know your customers. What else are they interested in? Who do they look up to? Where do they get their information? To be sure, all of your customers are not going to be the same, but if you could reach 80% of them by focusing on a half dozen areas of interest, you can save yourself a lot of time and resources.

Choose your targets carefully. You don't want to turn on one segment of your potential customers while turning off another. For example, if 40% of your customers are registered with one political party and 30% with another, specifically creating a message to appeal to one or the other risks turning off 60-70% of your customers. You want to associate your product with personalities and ideas which are appealing to a significant segment of your customers and at least neutral to the rest. If you decide to team up with an organization, don't choose a polarizing one.

Your budget may not allow for a celebrity endorsement from Brad Pitt, but there are no doubt, celebrities you can tap. Use the image of a popular radio show personality, team up with your local YMCA, think of industry experts in your field and how you can work together. Whenever possible, feature your current customers in your advertising.

Most importantly, keep in mind that everyone you deal with everyday will interact with a number of other people during the course of their day. Will they talk about you? What will they say? Will they relate a positive experience or a negative one? The people within your sphere of influence each have their own spheres of influence. Always be aware of that fact and look for opportunities to engage new spheres in a positive manner.

Inflation/Recession strategies

2008-07-05T17:23:00.000-07:00

Being a business owner means predicting the unforeseeable, making adjustments on the fly and dealing with ever-changing market conditions. Inflation is looming as a threat today. While nobody can predict the future. There are ways to cope should inflation become a reality.

Just-in-time inventory management (ordering just what you need as you need it) is a good way to go in a relatively stable or declining price environment. During periods of inflation, bulk buying makes more sense. If you have product on the shelf that you purchased at $1/unit and your next shipment runs $1.50/unit, with just-in-time inventory management, you adjust your retail price accordingly and just keep up with the increased costs. If you have a large inventory on hand at the lower price, you can adjust your price immediately, increasing your margin on the previous shipment, or choose to stay below your competition for a time, giving you a marketing edge. Take advantage of bulk pricing and give yourself more price flexibility.

Cushion the blow. If you find you must raise prices you may be able to soften the impact by adding value or adjusting packaging sizes. You may choose to reduce quantity per package rather than raise package price. Conversely you may choose to up both the price and the quantity, saving some money on packaging and so reducing the price increase. You can add services, such as installation or extended warranty. You can package related goods together, or offer a free related or accessory product with the purchase.

Credit's tight. Capital can be hard to come by. But there are ways to generate cash flow without borrowing from a bank. Having a limited time big sale is essentially like writing yourself a 30 day loan (if you're on net 30 with your suppliers). You have to get the word out and you have to make it an offer that's hard to pass up (10% off is not going to get the job done). This is a very short term play and requires cash-flow discipline on your part, but it has the added benefit of generating customer traffic and buzz.

If you have fixed rate debt and your income is keeping pace with inflation, accelerating payments is not a good strategy. Your debt to income ratio is declining, providing you're not taking on new debt. Put any excess cash flow to work somewhere else. If you have variable rate debt, and you think inflation is on the horizon, now's the time to refinance to fixed rate.

A challenging economic environment can also present opportunities. Look for used equipment or special offers from suppliers. When suppliers have specials, they're generally signaling that they need cash-flow. Help yourself out by helping them out. Take advantage of sales and special offers. Look for estate sales and liquidations. Position yourself for the economic recovery now. When customer traffic increases, be ready for it.

If you've been putting off upgrading your website because you didn't have the time, and sales are currently down, you have the time. Get it done. The same is true for aesthetic improvements and maintenance inside and outside your shop or office. Consider this an economic "half-time". Don't spend it hunkering down. Spend it preparing for the next leg up. Work on new product ideas, get active in your networks again. Don't spend a lot of time conversing with peers about how tough things are. Pessimism breeds pessimism. Spend quality time with optimists.

I'm not an old man, but I've seen a few recessions and periods of enconomic upheaval. Every time, you'll hear predictions of the end of the world as we know it. Don't buy it. Staying positive, looking for opportunities and hanging tough through hard times will give you "street cred" as well as confidence. Both of which will benefit you and your business when the inevitable recovery arrives.

Fourth of July Marketing

2008-06-10T20:23:00.000-07:00

The Fourth is coming up fast. Don't wait until June 30th to start thinking about your Independence Day ad campaign. The time to start planning is now. But what to do?

First is to determine you objective. The kneejerk reaction is to think of some hook to get people to immediately come down to your store or office. Maybe a coupon or a big sale. There's nothing wrong with that type of marketing, but I want to expand on a more long term approach. Take the opportunity to be a part of the day. Be a part of the conversation, a part of the event.

What do people do on the Fourth of July? They show the red, white and blue and they barbecue. They get together with friends and relatives for fun in the sun. How can you make your business a part of the celebration? First of all, put your politics on the shelf and be a full-bore, red blooded American for a few days. People really are tired of the grade-school like bickering that goes on every night on news in the name of the American People. The Fourth is a time for everybody, regardless of politics to celebrate the fact that we're in country where all this bickering is possible, thanks to the bravery and determination of our forefathers, our servicemen and women and some very strong willed individuals. This is their day. It's not a day for persuasion. It's a day for celebration. Deck out the office, the storefront, your indoor displays. Show your pride. Let others be proud.

Now for the barbecue. People are going to spend most of there day at the park, in the backyard, among family and friends. You can still be a part of it. Now is the time to stock up on your red, white and blue promotional items. Frisbees, hacky-sacks, flags, flag pins, flag magnets, balls, toys, things that will show up at the office and/or the party with your logo on it. A red, white and blue BBQ Apron would make a great door prize for a pre-Fourth networking event, as would a nice cooler, a set of drink cups.

If you're going to be open on the Fourth, consider a ridiculous one-day discount for anyone with a military ID, active duty, retired, dependents, anyone. Even if you take a loss for the day, your display of gratitude will be appreciated and talked about.

It's an election year and emotions can run high in politics. The high price of fuel has got a lot of people steaming. Resolve now that from at least June 30th to July 7th, it's time to be optimistic and help your customers, your prospects, your neighbors to be too. Focus on what's great about this country for a week or so. There's a lot to choose from. Remember our common ground, the things that make Americans Americans: The individual spirit, the dogged determination, the unyielding optimism, the unstoppable imagination. Embrace it, promote it, be a part of it. Make it memorable, make it fun.

Fathers Day Promotional Idea

2008-06-02T18:23:00.001-07:00

Fathers Day is less than 2 weeks away, so if you're going to do some marketing around it, time to get on it.

Here's one to think about. Offer a discount on Fathers Day for Dads that bring the kid(s) with them. Use tag lines like "Show Us Your Kids!" "To Heck With Work, Take Your Son or Daughter Shopping!" "Fathers Day Special - Must Show Proof of Fathership"

It's different and if it inspires Dads to come to the store with the kids, they're all much more likely to remember the trip and your business. Make sure you have something for the young ones (bubble stuff is cheap and always a big hit). If the kids don't have fun, you're adding to Dad's stress, which defeats the purpose of the day. Avoid candy and sweets. Some kids can't have it and they don't really understand why. Again with the parental stress. Small toys, water, fruit, it doesn't have to be the Showcase Showdown, just something to show they were expected and that they are welcome.

Are You Ready For Radio?

2008-05-22T12:32:00.000-07:00

By Wendy Burt-Thomas

So you’re finally getting your big break to promote your business on the radio. Are you sure you’re prepared? Follow these guidelines to help get your ducks in a row.

One little mention on the radio can do wonders for your business. But it takes a lot of preparation to get mentioned, to sound eloquent, and to be ready for the listener response. Here are some tips to help you through the process.

Getting on the radio

Who to pitch: Call the radio station to find out to whom you should be submitting your segment idea. It’s often the station producer, but you’ll need to ask for the correct spelling of his/her name, their title, and their email and fax number. Start by sending the pitch via email, then follow up a week or so later with a phone call.

(The best time to reach a producer is typically 10 minutes after the show.) If you’re leaving a message, be sure to leave your phone number twice and have a concise (about 30-second) pitch so you don’t ramble. Be sure to leave an upbeat message with lots of energy. Think of your pitch as a “mini-interview,” since it’s the first time the producer will hear your voice and they’ll likely make a quick decision based on their first impression.

What to pitch: Because radio is auditory, not visual, you’ll need to present an idea for a segment that isn’t prop-heavy. That means you’ll want to offer ideas for listener quizzes (with prizes, if you can offer some), funny or insightful information (depending on the radio station and its listening audience), and possibly a value-added bonus that can be listed on the radio station’s Web site. The bonus could be a coupon, list of tips or resources, photos or additional information on the topic you’ll be discussing. “When I do appear as a guest on radio shows, I always include fun listener call-in games,” explains Tanya Mitchell, Director of Training for LearningRx, a national brain-training franchise. “I always have prizes and offer valuable tips, self-evaluations and printable lists for the radio station to upload to its Web site. The radio station appreciates that I drive traffic to their site and we get a link to learningrx.com to drive traffic back to ours. It’s a win-win.”

Depending on your topic, you’ll want to offer interesting facts, statistics or news that is relevant to the station’s listening audience. Don’t assume the producer will automatically see the tie-in; spell it out.

Being on the radio

1. Listen to several segments the week before your appearance to understand the general tone. Is it serious or is there a lot of joking going on? Is there frequent banter or does the host let the guest speak for minutes without interruption? Know your key messages and use phrases that will allow you to easily segue into them.

These phrases include:
• “The most important thing to remember is…”
• “It’s crucial for everyone to understand that…”
• “That raises an important point…”

2. Look for ways to use specific examples rather than generalities when referring to the benefits of your product or service.

3. Practice answering potential questions with a coworker or employee who knows your business so they can point out key messages if you’ve omitted them.

4. Pay close attention to the host’s advice regarding where to place your mouth in relations to the microphone. Avoid wearing loud jewelry (such as multiple bracelets) and turn off your cell phone before the show.

5. If the host plans to come to your business to do the interview, ask him/her in advance about any sounds he/she would like to purposely pick up in the background. (If you work as a teacher, for example, they may want to get the sounds from a playground or music class.)

6. If the interview isn’t live, you can take longer than normal pauses before answering your questions because they can be edited out later.

7. If you’re sharing information about a product or service that sounds too good to be true, be prepared for the interviewer or listeners to be skeptical. “It’s natural for listeners to be skeptical if your product, service or results sound unbelievably fabulous,” explains Dr. Ken Gibson, author of “Unlock the Einstein Inside; Waking up the Smart in Your Child.” “It’s important not to be defensive if the host reflects the listeners’ doubts. It doesn’t mean they don’t believe you. That’s his/her job. I’ve become accustomed to parents thinking our results with kids with learning disabilities sound too good to be true, so I use phrases to turn the skepticism to my advantage. Use concrete statistics or well-known resources whenever possibly to add credibility to what you’re saying.” Gibson’s favorite examples include:

• “I might be skeptical too, if I didn’t see that 98% of the kids completing our program see three to four years of improvement …”
• “I realize it’s hard to believe. But let me share a specific example about a child who came to us that was getting Ds and Fs…”
• “I understand why parents have their doubts. But studies show that with special training, a parent can actually prevent reading problems by 90 percent and…”
• “I’d love to read you a few testimonials…”

8. Let your staff, customers or clients know when you’ll be doing the radio interview – especially if it’s at your place of business. Find out who would be willing to be interviewed as well, and let the host know in advance. (e.g. “I’ll have two sets of parents available to interview that day” or “One of my models will be at the studio that day if you’d like to talk to her about the clothes.”)

Preparing for a (listener) response

1. If you have a Web site, confirm with your Web master that the site is ready to support a lot of visitors. Although it’s not likely with a small local radio station, the last thing you want is for your Web site to crash.

2. Make sure your staff is prepared to answer questions if you become inundated with phone calls or emails.

3. Have a clear way to track coupons as they’re submitted in person or as discount codes via the Web site so you can track your response. Your staff should also understand how to properly process any coupons or discounts that were offered along with your radio segment. (Coupons should require users to fill in an email address in order to help you build your mailing list.)

4. Archive your radio segment to your Web site for online visitors who missed the live segment, as well as for future pitches to radio and TV stations. (You want to have an example to demonstrate that you’re a good radio/TV guest.)

The most important thing to remember is that preparation is everything. It will not only make you a better guest, but it will also help you relax, and a good interview will probably garner you a repeat appearance.

Wendy Burt-Thomas is a full-time freelance writer with more than 1,000 published pieces. She’s appeared on numerous radio and TV programs to promote her two books for McGraw-Hill. Visit WendyBurt-Thomas.com.

Gay Marriage in California - Marketing Perspective

2008-05-15T19:27:00.000-07:00

It might just have been the best marketing move since Paul decided that you didn't have to be Jewish to become a Christian.

California's supreme court today made gay marriage in that state legal, not only for residents, like in Massachusetts, but for any Americans that want to go there and get married. Of course, a California marriage will not be recognized by most home states, but still, the appeal will be great for gay couples across the country.

When couples get married they invite everyone they know, gay and straight. The idea of having an excuse to go spend a weekend on the west coast is going to appeal to a lot of invitees. If you're going to travel to another state to attend a wedding, you're likely going to at least make a weekend out of it. You might take in some sights, buy some souvenirs, of course you're going to eat and shop. Many might even decide to stay.

This will likely be a big shot in the arm for California's tourism industry. In fact, when the matter of amending the constitution to overturn the court ruling comes to a vote, it may just be tourist related business that makes the difference in the vote.

Your Competition Could Be Your Best Friend

2008-05-09T15:30:00.000-07:00

The book "Blue Ocean Strategy" by W. Chan Kim and Renee Mauborgne describes a business mindset in which you make your competition irrelevant. It's a great book, but I would revise that a bit to say that one can make one's competition an asset. Your competition can actually help you grow and evolve.

The lowest margin business products and practices are those which are readily available elsewhere. If you model your business after a lot of similar businesses, you can expect to work very hard for low margins. How do you differentiate yourself and find your competitive advantages? That's where your competition can help. If someone else is providing a product or service better, faster, cheaper to the point that there's little business coming your way, take the hint. Focus your energy and resources elsewhere. Don't get caught up in the "who can be the cheapest" game. Visit your competition. Talk to your customers and theirs. Find out what customers are looking for that neither of you have. It may be a simple matter of packaging. Maybe people want larger quantities, or smaller. It may be a matter of quality. If you're not competitive at the low end, consider going high end, or vice versa. You may find that customers that use your product or service have other interests in common that you can take advantage of through your product and service mix.

Be agile and be attentive. Don't get married to a specific mix or model, or as radio talk show host Bruce Williams used to say "Don't fall in love with something that can't love you back."

Another key aspect to product and service mix development is to always do the math. Don't just look at percentages of return, look at hourly rate of return. If you're making a 300% markup, but it only amounts to $6/hour, you're not doing yourself any favors. Your time, your energy, your resources are better spent elsewhere. Sometimes raising prices to reduce sales in a particular category is a good alternative to dropping it altogether. If your customers want to pay a slight premium for the convenience of picking up a dozen widgets while they're at your store as opposed to making another trip to another store, that's fine. But if you know you're not going to make your fortune in high volume widget sales, don't focus on it.

Your competition can help you customize your product mix and make you unique. They do so by pointing out the areas you should avoid. Let the other guy work for minimum wage while you come up with new ideas, new products and new twists on old products.

You may be able to take advantage of new technologies to do so. For example Verizon now offers a plug-in device for your laptop that allows you to access the internet from anywhere. How can you use that? Well, if you're a real estate agent, for example , you can make house calls. You can search the MLS with your client at their home or office for their convenience. If you use free online apps, like those offered by Google, you can even schedule showings, appointments, closings and access all the files you need from someone else's kitchen table.

The up and coming Trader Joe's did not achieve success by trying to "Out Walmart" Walmart. They kept the idea of bulk purchasing, efficient distribution and low prices, but went for an entirely different product mix. They offer brands and varieties you can't get at Walmart. They recognized the fact that even Walmart can't offer everything, so why not focus on the things they're not interested in? They take pride in being different and have developed a kind of cult following. They can't open stores fast enough to keep up with demand.

You can also create "one-stop shopping" through your unique network. Always keep information on your trusted business associates handy. The more time and effort you can save your customers, the more you will be appreciated, remembered and recommended. One thing your competition doesn't have is you. You establish these relationships based on your parameters.

It's not necessary to talk down your competition. What you think of them doesn't matter. Let your customers and prospects do the talking. They'll tell you what they like and what they don't. Don't get defensive or offensive for that matter. Get pro-active. Focus on the customer. Solve their problems. No matter what industry you're in, if you're in business, solving problems and fulfilling needs is your job. Butting heads with other problem solvers is a waste of everyone's time.

Distribution of Marketing Materials - Win/Win models

2008-05-09T06:02:00.000-07:00

One of the most, if not the most expensive portion of your marketing efforts is distribution. Unlike free-market industries, the government protected monopoly known as the US Postal Service continues to get more and more expensive as it matures with zero increase in value. This has lead marketers and business professionals to seek new and creative ways to get their message out to their prospects.

Don't expect to get anything for free, but compensation doesn't necessarily have to be in the form of cash. Information is another valuable commodity and currency. Easy Street Designs has developed products specifically for mortgage brokers that enable them to offer information in exchange for distribution. The same principal can, of course be applied in other industries.

The "Divorce and Your Home" brochure is designed to be customized for the individual mortgage broker, with their photo, logo, contact info, etc. and offers insights into issues one should consider regarding one's home and mortgage if one is going through a divorce. The broker offers these brochures free to divorce attorneys within their network in exchange for the attorney's offering them to their clients. The attorney gets a free means of communicating valuable information to their clients. The broker gets free distribution. The same principal is at work with the "Understanding the Mortgage Interest Deduction" (for CPA's) and the "Financial Strategies and Your Home" (for financial advisers) brochures.

The key is to think of related businesses within your network and what information might be useful to their clients and customers. How did Easy Street come up with these particular ideas? They didn't. Their customers did. They asked, they received. Your network is not just about sharing leads and getting referrals. Talk to your network partners about marketing strategy and how you can work together, especially on distribution, and never forget that your customers are also a part of your network and an invaluable source of information.

Create Your Own "Gas Tax Holiday"

2008-04-25T04:52:00.000-07:00

Gas prices have got a lot of people upset. John McCain has gone as far as to propose a "gas tax holiday" from Memorial Day through Labor Day. That is, to eliminate 18 cents/gallon from the price of gas over the summer. Psychologically, this has some appeal. Realistically, it might mean something like $1.80 in savings to the typical driver per week, assuming the market doesn't simply drive the price up 18 cents in response. It's a political move, which is to say it's a marketing move. Here's how you can beat him to the punch.

Team up with a local independent gas station. Send your customer list a coupon or certificate for your "Gas Tax Holiday!". Offer 18 cents off per gallon on a specific day from 8am to 7pm (with this numbered and signed certificate), good for up to 20 gallons. Assuming a mailing list of 200 local clients and a 50% response rate (which would be astronomical) the cost of the discount would be $400, if they all got the max 20 gallons. The cost of printing and mailing, about $130. Split between you and the station owner - total cost, $265 each. Leverage your promotion by sending out a press release to area publications. Take pictures during the event to post to your website. Post banners or signs at the station saying "Welcome Bob's Realty customers!". It could be a relatively inexpensive and "buzzworthy" event for you and bring in new customers for the station owner. Raise your profile. Generate goodwill. Maybe even make some news.

New Print and Mail Service

2008-04-24T18:22:00.000-07:00

Easy Street Designs (producers of this blog) now offers Print and Mail. Easy Street Designs will print and mail your brochures, postcards or newsletters to your Xcel formatted mailing list for one low price. Design services (if needed) are not included in pricing, but are available for an additional fee. It's part of our continuing quest to Make It Easy!

Eli Estrada Returns $140,000, Receives a Fortune in Publicity

2008-04-11T10:04:00.000-07:00

By Ed Duffy, Easy Street Designs

When Eli Estrada found $140,000 in unmarked cash in the street, he wasn't thinking promotional value. He was thinking "What's the right thing to do.". He decided to call the police and turn in the cash. While many have criticized his decision, the reward has been immense. Not only did he reinforce his own image of himself as an honest man, but his story is all over the news and the internet, along with the fact that he is part owner of the Tuff Turf franchise in Huntington Park, California.

Eli could have kept the money. He'd be $140,000 richer and nobody would have been the wiser. Instead, after returning the money he has received millions of dollars worth of exposure. Perhaps an unintended consequence, but a well-deserved one. Kudos to Mr. Estrada, and his partner, who was with him when he found the cash.

Tuff Turf is located at 3418 Hill St Huntington Park, CA 90255-6432, 13.77 miles from the center of Long Beach, CA. Phone: (714) 342-8873

Taking it to the Streets - Street Marketing

2008-04-10T17:47:00.000-07:00

By Ed Duffy, Easy Street Designs

Maybe it's the backlash against telemarketers and door to door solicitors. Maybe it's the never-ending postage rate hikes. Maybe it's an increased need to stand out among an ever-growing crowd of competition. Whatever the reason, "street marketing" has become very popular of late.

What is street marketing? It's taking the promotion directly to the people. Ideally, you want to create some "buzz" in the process of distributing your promotional message. Street marketing can be very elaborate or very simple. The possibilities are limited only by your imagination.

The most common form of street marketing takes place at events. These days marketers are no longer content to sit behind a table and offer informational flyers and free pens. They're showing up in costume, working the crowd, handing out coupons, making appointments and making sales. The event doesn't have to be huge or expensive. Greg Wickherst of Custom Concept Exteriors reports that his company recently participated in a very small event, attended by only a couple of hundred people. The result; tens of thousands of dollars in window and siding sales. Kerns Water Treatment likes to make a splash at area events with their converted VW minivan which now serves as a dunk tank. They also have a mobile coffee and beverage stand which they roll out to local events. The refreshments are free, but there's always a donation jar for a local charity on the counter. The idea is to get you thinking about water and more specifically, how their products can make it better. If you're a handyman, consider offering a live demonstration every thirty minutes of how to patch a hole in your drywall. Attorneys could offer free 10 minute consultations. If you're a vendor, send your folks out among the crowd with product for sale, or with coupons. Attract, entertain, demonstrate, sell. When done well, street marketing at events can make the event more entertaining to the public, more successful for the producers and profitable for you.

Another form of street marketing takes place...in the streets. It can be as simple as handing out flyers and coupons to passers by. The Enchanted Fairy in Security has had great response to handing out flyers with coupons in high traffic areas. It can be a bit more involved. Domino's Pizza on B Street once handed out bags containing a doughnut and a pizza coupon at an intersection near the gate to Fort Carson at 5:30 in the morning. It was a big hit. Gordon Ramsey of "Ramsey's Kitchen Nightmares" often uses street marketing to draw attention to his rehab projects. He employs things like impromptu parades and clam eating contests. Sometimes pleasantly surprising a few dozen people can have a much bigger impact than presenting a few thousand with more of the same ole same ole. What if a whole neighborhood came home one fine Spring afternoon to find one your promotional frisbees on every lawn? Tape a coupon to the underside and you've got a very easy distribution system. What if your local tire dealer handed you a flyer offering to take away any old tires from your home or garage free of charge? It might make you think of the tires on your vehicles and whether it's time to replace them. Of course a big truck with a company banner on each side would show up to pick them up. It could all be scheduled for one or two days to maximize efficiency as well as "buzz".

Getting help for your street marketing project can be as easy as calling up your local church group, boyscout or girlscout troop, or other non-profit organization. They need dollars, you need a few hours of their time. Make a donation in exchange for their help. You not only help out one of your favorite causes, you also help out your own company. Don't be shy about showing your company colors while you help out the community. The big guys do it all the time. In fact they'll often spend millions of dollars letting people know about their tens of thousands in charitable contributions. There's nothing wrong with benefitting from your good deeds, unless you're an Emmanual Kant fan, in which case you don't own a business anyway. But that's another story.

People have more choices in how and where to spend their hard earned money than ever before. I have to buy gas, but I don't have to buy it from you. However, since you handed me a coupon for a free chili dog with the purchase of $20 or more in gas as I was walking out of the movie theatre, I might just stop by.

There is no single best way to advertise. But street marketing can be a very effective and fun part of the mix. Make it fun. Provide value. Make it personal. Make it memorable.

Procrastination Can Work For You

2008-04-04T09:59:00.001-07:00

I believe it was E.W. Scripps who said "Never do today what you can put off for tomorrow. In fact, if you can put it off, it's probably not worth doing at all." At first glance, this may seem like a counter-productive piece of advice. It is actually among his 12 points for success, and quite profound.

How can procrastination lead to success? First of all, you have to have clear goals and be actively working toward them. Each day, make a list of the things you would like to accomplish that day. Now prioritize them. At the end of the day, look at what you've actually accomplished versus your list. The undone portion may become part of tomorrow's list, or other priorities may move them down the line even further.

It's important to reconcile your behavior with your stated goals. Sometimes this means you should change your behavior. Sometimes it means that your stated goals aren't actually your goals. Did your list of accomplishments reflect someone working toward financial well-being or were you working on some other agenda? Acceptance? Validation? Revenge? Take an objective look at your own behavior and see if there may be some sub-conscious issues influencing your decision making process.

It's possible that these sub-conscious issues need to be top priority, but they should be addressed consciously for maximum efficiency. It may also be that you are burning time and resources on trivial issues without being aware of it. Become aware of it and stop doing it.

If you continually tell yourself and others that something is very important to you, but it never seems to make it to the top of the "to-do" list, your own behavior is telling you that it's not nearly as important to you as you think it is or as you would like others to believe it is. Either take it off the list, or get it done, right now.

The key, as always, is awareness. Self-observation and analysis can help you discover what is really important to you. Once you have determined that, you can focus your attention and resources on achieving what you really want to achieve. It's not as simple as it sounds. It takes continual awareness and evaluation. We don't always know what it is we really want or need, and the answers often change over time.

New Wave BlogCasting

2008-03-19T11:10:00.000-07:00

Laura Benjamin, nationally known communications expert and career coach is embarking on a career in radio. But for starters, she's created a blogcast/podcast program that you can access from her site : LauraBenjamin.com.

I was honored to be among her first interviewees. Just click on the play button under "Laura Benjamin Interview" on the right, or download the mp3.

Obama's Pastor Problems - Marketing Analysis

2008-03-17T18:18:00.000-07:00

I like to look at political campaigns from a marketing perspective. After all, it all leads up to influencing individual decisions on a specific date. A daunting challenge for any marketing professional. So what can we learn from Barak Obama's latest problems regarding the fiery, seemingly anti-American sermons delivered by his pastor of twenty years, Reverand Wright?

I think this is a case study in niche marketing vs mass marketing. The Reverand Wright has tapped into a segment of the market that is extremely suspicious of the US government to say the least. This is probably something like 10-15% of the general population. One can understand the appeal. After all, if you are aware of the complex and evil conspiracy being perpetrated by authorities and most of the rest of the people are not, doesn't that make you smarter and wiser than most people? This is an audience eager for validation. One can become very successful and very wealthy going after a share of that 15%.

However, Obama needs much more than a percentage of 15% to win the presidency. He needs to appeal to the mass market. In this case, the two don't mesh. We are a country at war and the majority of people are not likely to embrace a candidate who seems to think that Al Quaida may have a point. I don't think Barak Obama actually believes everything that the Reverand is selling (frankly I think the Reverand probably doesn't either). I think Obama saw in this high profile, energetic congregation a ready-made, grass roots support group. Had the views and proclaimations of the congregation's leader not come to light, this may have been a useful tool. Now it has become a liability instead.

The lesson here is to know what you're selling and to whom. If you can accomplish your goals with a small percentage of the total market, niche marketing may be a good way to go. You can make a good living selling the best sardine sandwich in the country. But if you're trying to support a nationwide network of thousands of fast food franchises, McSardines is probably not going to fly. The more you associate yourself, your product, your company or service with a narrowly defined segment of the population, the more you risk alienating the public in general.

Knowledge - Your Most Valuable Sales Tool

2008-03-04T19:11:00.000-08:00

Having the right look, the right speech pattern, using the right buzz words will all lead to some degree of success in the short term. Real working knowledge of what you're selling will lead to lasting relationships and a lucrative career.

Speaking as someone who is approached by more than his share of salespeople, nothing turns me off faster than a well-rehearsed sales pitch. When presented with one of these I immediately ask a question that addresses my concerns, not a set-up for a manufacturer's talking points. Invariably the salesperson will attempt to redirect the conversation, either because they don't like, or don't know the answer.

If you want to make quick sales, get employee of the month, win the latest office competition, stick with the schtick. If you want to establish and promote your own reputation and build lasting relationships and long term accounts, get to know your product and how it can best be employed by your potential customers. Listen to their questions, their comments, their criticisms. If you don't have answers, find them. If you do an objective analysis and determine your product is not suited for a particular prospects needs, don't waste their time and yours. Thank them for their time and input and move on.

Remember, talking points provided by management, manufacturers, service providers are just starting points. They are the best guess by the various marketing departments as to what your prospect might be interested in and respond to. Don't try to adjust your prospect's state of mind to fit the talking points. Adjust your talking points to the reality in the field. Let the prospect tell you what their interested in. Listen, learn, evaluate, then respond. If necessary, take notes and set up a second meeting for when you're better prepared to answer questions. Don't go back and get advice on how to "hook" the client. Go get real answers to real concerns.

Don't think of yourself as a salesperson. You're a solution provider. Behave like one. The benefits of this approach are at least two-fold: Better customer retention and the opportunity to gain knowledge and insight into a variety of businesses and models. Every sales call should be seen as both a challenge and a learning opportunity.

Knowledge is an asset. The positive deployment of knowledge is wisdom. If you pass up the chance to gain some of both on the job, you're missing out on a big part of your potential compensation.

Navigating an Economic Slowdown

2008-02-25T17:44:00.000-08:00

Sales are slow, the checking account is getting low. You've got to cut costs and/or raise revenue. It's tempting at times like these to look at your ad budget for solutions. That's actually not a bad thing to do, but your aim should not be to reduce the amount of advertising, just the cost.

The last thing you want to do during a prolonged slow period is reduce or eliminate your public profile. People may not be in a buying mood today, but when they are, they are much more likely to head for the familiar. If you've been out of sight, you've been out of mind.

There are ways to stay visible and cut costs, especially when business is slow and you've got more time on your hands. Consider using doorhangers and newspaper inserts as opposed to direct mail. Use regional newspapers and organizational newsletters as opposed to the major daily. Spend more time attending networking events. Take advantage of events large and small where you can set up a table and hand out information and promotional material. Consider hosting a network event or fundraiser. Send out update letters with your regular invoices. Develop in-store or in-office advertising displays. You can also use any extra time you find yourself with to get around to those tasks you'd been putting off. Finish the website. Start the blog. Update the business card.

This is also the time to evaluate your product and service line and see what needs updating, replacing or eliminating. People love new stuff. Give them some. While you're at it, put anything new and different into a 100 word press release and send it to the local media. Follow up with a phone call asking if they received it and if it's something they'll consider running.

Don't think of a slowdown as crisis time. Think of it as half time. Review your past performance. See if there are lessons to be learned, adjustments to be made. Get ready for the next round. When they economy does come back, and you've got to assume it will (there is absolutely no point in assuming it wont), you want to hit the ground running. Don't get caught flat-footed.

Marketing Through Uniforms

2008-02-23T15:26:00.000-08:00

By Everett Abrams

When making decisions about uniforms this line of the Profit and Loss statement usually reflects a very low number or even a zero. This is a mistake for your business. Uniforms can be a very effective form of advertising that often is overlooked. When decisions are made to cut back on expenses this is one item that contractors often cut. When planning a budget or business plan this line item should be given very careful consideration. Uniforms can be a great marketing tool that boosts your bottom line.

Uniforms should always have your company logo on them. This is part of the branding of your company and builds brand recognition. Most decision makers will also include a phone number as well. One thing to consider is to list services, a tag line, or company slogan on the back of the uniform. This does not only apply to shirts but also company sweatshirts that employees often wear. These items should be listed so that potential customers can easily read them. You should view these as walking billboards on the backs of a mini sales force.

Your employees often stop for coffee in the morning, go out for lunch during the day, and stop to pick up something on the way home at night potentially being exposed to many potential customers. How often have you stopped in a store and struck up a conversation with someone? Have you ever noticed a contractor or serviceman in a uniform and asked some questions or asked for a business card? Uniforms that list your company services can start up a conversation that would otherwise never happen.

This leads to other considerations to be prepared for though. Your employees should be properly trained on how to handle these situations. It is important to recognize that not everyone is a great or even good sales person. This does not mean that they are not great employees. In these situations they should be armed with company business cards and instructed to ask the potential customer to call the office for more details or to have any questions answered. Hiring practices are a completely different topic but, this is the perfect reason why you should hire "nice" people. You can not train "nice" and if your employees are nice and friendly it will make a difference in customer service and the "selling" of your brand. When these potential customers interact with your employees they potentially become the "first impression" of your company.

Uniforms also add a look of professionalism that speaks volumes to your customers and more so your customers neighbors! Your neighbors will notice a professional company in uniforms over the company that has their favorite rock band t-shirts on. If you are a landscaper and the neighbor needs to hire a company to care for their property they may certainly ask the neighbor about their company that is doing a great job and always arrives in uniform and looking professional. The other item to consider is how your employees feel about the company they work for. They are much more likely to be more productive and be proud of the company they work for in professional looking uniforms.

Do not forget to address the negatives though. For all the exposure that your employees and their uniforms have it can work against you. You should address with your employees that it is important to not cause a negative image for your company. They should certainly NEVER wear their uniforms to their favorite drinking hole. Alcohol affects everyone differently and you don't want your uniforms involved in potentially bad situations. Employees should always be cognizant of any actions that will reflect negatively on the company when wearing uniforms. It is important to address these situations before an incident occurs.

Now you can see why an often overlooked line on our budgets can be so important to our bottom line and increasing company profits. Investing in company uniforms now seems like an expense that your company can not afford to do without.

Everett Abrams is on the Executive Board of Directors of the Power Washers of North America (PWNA) as President-Elect, Instuctor for the Wood Cerification Class of the PWNA, and co-author of the "Exterior Wood Restoration" manual that is used to teach professionals across the country. Everett also participates on the Joint Coatings Committee of the Forest Products Laboratory. Everett Abrams is also President of Deck Restoration Plus, a franchise company that specializes in wood restoration.

Article Source: http://EzineArticles.com/?expert=Everett_Abrams

How's Your Feedback Rating?

2008-02-17T13:11:00.001-08:00

Paypal popularized the concept of feedback ratings when it introduced them as a means of quality control on it's auction services. It's a very handy mechanism for getting an idea of whether the person you're buying from or selling to has a history of keeping their word.

The same concept can be applied to your daily transactions and associations. Consider your reputation to be your "feedback rating". A good feedback rating can greatly enhance the value of your more tangible marketing efforts. Each person you associate with has a general image of you in their mind. Is it a good one? Keep in mind that every action you take, or don't take, everything you say, everything you do, is an opportunity to add to, or subtract from your feedback rating. It may not be written down, or publicly posted, but it is very real. How will the customer or supplier you're dealing with right now respond when asked "What do think of so and so's?".

Word of mouth can be very powerful, both postively and negatively. You can't control what people say about you and your business or who they say it to. You can control their perception of you by how you interact with them.

You don't know who people deal with or talk to during the course of their day. Your lowest income, lowest spending customer is potentially just as valuable as your biggest spender. Don't cherry-pick who you're going to do right by. Do right by everybody, and accept no less from them toward you. Your efforts and awareness will pay for themselves many times over in the long run.

Website Advertising in Print

2008-01-25T13:32:00.000-08:00

Many people market their websites almost exclusively on the web. This makes about as much sense as advertising your phone number only in the phone book. A website can be your most cost effective promotional tool, if it's promoted properly. If you're relying on people just stumbling across it or getting there from another website, you could be missing out on a lot of traffic.

Make your website prominent on your print advertising. It should be at least as prominent as your phone number if not more so. Invite people to visit. When I want to buy lampshades you don't want me to do a Google search for lampshades and maybe come across your site. You want me to go directly to BobsHouseOfLampshades.com. I'm much more likely to do so if I have a magnet or a postcard laying around with your web address on it.

Your web address should be on your letterhead, your envelopes, your packaging labels, flyers, newspaper ads, door hangers, anything that has your name and/or logo attached to it. Make sure your web address is also included in your email signature as well as your signature block for any forums you may belong to.

If you want to get the most out or your website, don't make me work to find you. Make It Easy.

Marketing Alert - PostCard Special

2008-01-18T16:50:00.000-08:00

Easy Street Designs is having a 3 week sale on 4.25 x 5.5 post cards. Full color one side or both, any quantity 10 Cents Each from now until February 15, 2008. Get 'em while they're hot! Easy Street Designs postcard special

Need Customers? Go Get 'Em!

2008-01-18T16:48:00.000-08:00

By Timothy Wenk

In our society there are two kinds of people. MarketERs, and marketEEs. The people who create and disseminate marketing messages, and the people who receive (we hope) and react to those messages.

In marketing, there's a fundamental truth that is counterintuitive: "The initial spark that leads to the vast majority of transactions, emanates from the marketER."

When I say that truth is counterintuitive, I mean the typical consumers or potential customers believe the 'opposite.' What they believe would appear to be perfectly reasonable. Something like, "Back off marketers! If I want to find something, I'LL go out and I'LL find it for myself. Your ads and other marketing efforts have no effect on me. I will behave in exactly the same way (buy or not buy the exact same things), with or without your marketing efforts." Again, that seems to make perfect sense.

The average marketEE believes this: "The initial spark that leads to the vast majority of transactions, emanates from the marketEE."

Problem is, this is incorrect.

And if you market your small business as if it IS correct, you are making a fundamental mistake. Possibly a fatal mistake.

The truth is, the most effective marketing happens when the marketER reaches the marketEE, not the reverse. Further, the marketER must reach the marketEE, whether the marketEE wants to be reached or not! I know that's a bold statement, and it flies in the face of 'modern,' so-called 'permission marketing.'

But let me build my case...

Here are two words which, if you take heed to the lessons they can teach you, could change your business for the better: END CAPS. End caps, as you may know, are the ends of the aisles in stores. Let's take supermarkets, for example. Ask any supermarket manager why the end cap 'real estate' is so valuable. He or she will tell you, whatever item is placed there 'automatically' sells much better than otherwise. How much better? Well, one manager I spoke to said it's a boost of about 60%. Same item at the same price as the one sitting on the shelf where it usually is. He said, if the item's on sale, it's an increase of 100%, compared to the same item, at the same lowered price, on the 'regular' shelf!

Think about that. Buy merely putting a product in front of the consumer's face -- whether he asked for it or not -- produces an increase in sales of 60-100%. The ONLY difference is creating that 'initial spark.'

Here's another example: Your local newspaper. Let's agree that the ads therein are effective to a certain degree. Keeping that degree of effectiveness in mind, let's try an experiment. Let's rearrange the paper's format. Let's put all the ads in one section, and all the news in another section -- and let's try that for several months. What would be the result? Answer: The paper would go out of business. But why? Of course, because everyone would read the news section, and ignore the ad section, which would cause the ads to LOSE whatever effectiveness they had before the change in format. To the consumer, the ads are an unnecessary annoyance. If the audience is given a choice about viewing the ads, they will choose NOT to view the ads, in general. In other words, the effectiveness of the ads is dependent on their intrusiveness. Now I KNOW no one wants to hear that, but it's true.

Here's another example: McDonald's. You already know everything there is to know about McDonald's. You know (pretty much) where they are, how to find one, what their menu is, what the food tastes like, how much it costs, what you 'experience' will be like when you go there, etc. If you wanted to eat at McDonald's, you certainly would have no problem doing so. So, why do they advertise? What in the world could they POSSIBLY tell you in an ad, that you don't already know? The answer is, telling you something you don't already know is not the PURPOSE of the ads. Bugging you is. Bugging you repeatedly.

Because McDonald's knows (and so should you), "The initial spark that leads to the vast majority of transactions, emanates from the marketER, not the marketEE."

If that's NOT true, then McDonald's is wasting millions on ads every year! But it is true.

Let's put it this way: What would happen to McDonald's if they were to STOP bugging you repeatedly? They would go out of business, because ALL 'sparks' (bugging) would then emanate from the competition -- and the vast majority of the transactions would go to them.

It's a shame, but so-called internet marketing has made this consumer's myth even stronger. The temptation to rely on search engine and pay per click marketing comes from believing (incorrectly) that the group called, "my potential customers" is exactly the same group as the one called, "people already searching for what I offer." That's not so. That's thinking like a consumer.

Let me ask you this: Have you ever been to McDonald's? Have you ever been to McDonalds.com?

The lesson here is, don't market your small business using a "consumer's mindset." Realize it is YOUR responsibility to send out as many 'initial sparks' as you can. Don't wait for your potential customers to come looking for you, believing they will behave in the same way (buy the same things), with or without your ads. Look for ways to DELIVER your marketing message -- yes, even without your potential customers' "permission." And, most of those ways can be found OFFline.

___________________________________

Timothy Wenk, marketing consultant, can be reached at 518-448-6642 and TW@USPexpert.com .

You down with "OPP"? Other Peoples Products

2008-01-12T08:11:00.000-08:00

Everyone likes to get free stuff. This is why it's such a great promotional tool. But most businesses give away their own products or some little trinket with their logo on it. That's fine, but consider another alternative: OPP, Other People's Products.

Free stuff can generate traffic, good will and awareness. It doesn't have to be your stuff though. Give away a free coffee from a nearby shop, an order of chicken wings from a local restaraunt or wing joint, a free oil change. The possibilities are endless and it can be just as inexpensive as giving away your own stuff.

Talk to your network partners or neighboring merchants. Many of them will agree to give you the items free if you pay for the printing of the coupon and limit the amount you're going to give out. For example, a free coffee with a purchase of $x or more, or a free apple pie certificate included with an invoice.

Promotions like these can generate value for both the business giving out the free goodies and the business providing them. Your customers will love it and they'll remember you, even if you are a hardware store giving away hamburgers. The idea is to make their visit to your establishment pleasant, enjoyable, fun, something they want to do again.

Free stuff is a great promotional vehicle, especially when the economy is slowing down and consumers are feeling tight on cash. Be a hero, get down with OPP.

Marketing and Politics

2008-01-08T08:31:00.000-08:00

Maybe you're a political junkie, maybe you find politics boring or distasteful. If you have any interest in effective marketing, politics is something you need to pay attention to. Why? It's the ultimate marketing competition. You not only have to influence people to choose your product over several others, you have to influence them to make that choice on a specific date, and you only get one shot at it.

Presidential politics is the Olympics of marketing. Imagine if you had only one day to sell your product and it only came around once every four years. Not only that, but you're facing competition and only one of you can secure the sale. The rest wait another four years or leave the competition.

From a marketing perspective, you'll gain more valuable insights by watching each candidate and looking for what they're doing right, regardless of your political leanings. Are they connecting with their target audience? Why? How? What venues are they having success with? How are they using the news media to advance their campaign?

Barak Obama is having great success recently. Part of that may stem from his constant use of the word "we" rather than "I" or "me". His supporters are made to feel like they are a part of the movement. It remains to be seen how this will play with independents, libertarians and Republicans. But for the audience he's addressing right now, it's a winner.

This is one example of how it pays to know your audience. Of course you don't want to go too far in specifically appealing to a portion of the market, if it's going to turn off the general audience. If you were marketing a niche product, it would be a different story, but the President has to appeal to general audiences.

There is no "shoe-in" this time around. Campaigns and candidates will have to develop and execute excellent marketing strategies to succeed. Watch and learn.

Why it pays to Blogvertise, Blog Marketing

2008-01-03T16:12:00.001-08:00

Blogvertising is a venue, still in its infancy, but it's going to be huge. Internet blogs offer insights, opinions, information and entertainment of a variety, accessibility and quantity unparalleled by any other medium. To understand it's potential value to an advertiser, you should know a few things about the dynamics of blogging.

Many people post blogs, just for fun or for their own benefit. Writing is a great way to organize your thoughts, even if only for yourself. In the process of doing so you also learn more about the topics your interested in as you research the topic of the day. Blogs are unique in that this post for example, will still be here tomorrow, next week, five years from now.

Many blogs develop big readership, either through promotion or word of mouth due to great content. But an advertiser can take advantage of the industry as a whole, even those that don't get frequent visits.

When you advertise on a blog, the most cost-effective way to go is through a mention and a link within the blog. Essentially you pay the blogger to write about you, your product and/or your company. This can be done through services like CrispAds or PayPerPost, often for as little as $5 per blogger. Of course you get to approve any post you're paying for. This accomplishes several things. First, there's the obvious. Readers of that particular blog are informed of your product and provided a link. That link, remember is there for as long as the blog exists. It may be there for years, or even decades. An added benefit is that the more links you have to your site across the web, the higher you rank on search engines, regardless of the readership of the particular page its on.

Here's where it gets really interesting. Many bloggers will attempt to maximize traffic by selecting topics based on currently popular search terms. These term rankings are updated every hour or so. Suppose you put out an offer to pay $25 per post for bloggers to discuss your company: Easy Street Designs. $25 is not huge, but it's enough to get the attention of a lot of bloggers. Most of the interested parties are going to do a search for your company to get more information for their post. If enough of them do so around the same time (shortly after you post your offer, say Monday morning), your company is going to show up in the top 100 search terms for that hour. This can result in a whole slew of unsolicited blog posts about your company by other bloggers chasing trends. In the end you may pay for a dozen posts and actually get several hundred. The downside is that you have no editorial control over the unsolicited posts. Oh well. What do want for nothing?

The Future of Marketing and Advertising

2008-01-01T18:45:00.001-08:00

I gazed into my crystal ball and saw a vision of the future of marketing and advertising. OK, it was the bottom of a beer glass and an active imagination, but it was a cool vision nonetheless.

Advertising has always been tied to art, entertainment, information. It's a means of associating a product or a company with a feeling or image. Most often, these are good feelings and positive images, from the point of view of your target audience. Naturally you want to cause your target demographic to experience good feelings in association with your company, product or service.

At present there are usually a series of middlemen between the advertiser and the creative content he or she wants to be associated with. Offerings are limited, as are opportunities for the producers, by the capacity and capability of the middlemen.

While I don't expect the middlemen to disappear, I do expect their relevance to shrink dramatically as advertisers and content creators work more directly together. First the larger companies, directly producing shows rather than buying advertising space during airtime. The advertiser becomes the producer and can even become the broadcaster as both production and transmission become easier and less expensive.

The only indispensable elements in the system are the advertiser (producers of goods and services) and the creatives. While the rest may hang around, their influence will be severely diminished. It may not be the death of the salesman, but he wont be what he used to be.

Expose Yourself - So you want to be a writer

2008-01-01T11:59:00.001-08:00

For some writing is work, for others, it's just something they like to do. For all writers, knowing that others are reading your work is a form of compensation in and of itself. How do you get your work in front of new readers when you're just starting out?

There are several opportunities available now on the web, if you're willing to provide at least some content for free. Sites like ArticleCity.com, CreativeCommons.org and EzineArticles.com provide a place where writers can post their work for reprint. Publishers of Blogs, ezines, websites and print material can access and use these works under certain parameters (full credit given, no changing the article, publish work in its entirety, etc) The conditions may vary from site to site and from article to article. It's important to read the fine print before submitting or using the work.

Whether your an aspiring writer, a part time blogger, a website owner or a publisher, the new marketplace provides an unprecedented volume of content as well as distribution possibilities.

Blogs, the new Radio?

2007-12-31T15:18:00.000-08:00

In looking at the development and evolution of the blogosphere it occurs to me that the dynamics of the marketplace are very similar to radio, only better.

Like radio, you never know how many people will be tuning in at any given time. Unlike radio, your message is there waiting for them whenever they decide to show up. The marketplace is demand driven. Blogs are sought out by people seeking specific information and points of view. There is no content "gate keeper". No doubt one political party or the other will soon be pointing out how "unfair" this is and propose some kind of "Balanced Blogging Bill"

Blogs are extremely versatile. I have several areas of interest and enjoy writing, so I have several blogs. Taking a page from the radio advertising play book, I decided to experiment with "call in contests" on one. This morning I posted a question of the day, along with a link to where one could find the answer. The first person to email the correct answer before the deadline wins a free pizza. Of course, the winner would have to be someone close enough to come pick up the prize, which is why it's posted on a locally targeted blog. I'll let you know how it goes.

The marketing opportunities are vast. Sites like PayPerPost.com and Crispads.com can help you make money and/or advertise on other blogs. An ad often consists of being paid to put a link within a blog post or do a review of someone else's blog. Unlike radio, a blog post doesn't go away as soon as it's aired. Who knows how much "airplay" you'll get for your $5.

The blogosphere isn't new, but I believe it's on the verge of becoming HUGE (or HUGER). The potential is tremendous. Once again, Google is ahead of the curve, leading the market in blogging tools and gadgets, not to mention free web space. From here I see the blogosphere branching out into video stations as the technology catches up with demand. Other media could have evolved along side it and taken advantage of the trend, but they seem to be content in trying to fend it off, a lost cause.

Here's something I'd like to see: A radio station that has a site where you can download free (or for 20 cents or so), unrestricted mp3's of up and coming bands. The station uses the download data to determine which songs to play and how often. The bands get great exposure, the consumer gets great new music. The radio station operates not as a radio station, but as a brand name for a particular genre of music. They could sell ads on the website, the radio, even a monthly newsletter or magazine.

As for TV, how about YouTV? An expansion of the "public access" channels. You have a series of channels that feature viewer submitted content. Different channels for different content. 3 minute clips submitted by viewers. The cable or satellite provider also makes individual clips available in the ON DEMAND menu. Again, they use the demand data to determine which videos to replay. Of course they also make the videos available on the web.

The marketing industry shifts back and forth, sometimes favoring distribution channels, sometimes content. At the moment and for the foreseeable future, it looks like Content is King. Hitching your wagon to a particular distribution channel is probably not a good idea.

Jesus Camp - Total Immersion Marketing

2007-12-30T18:23:00.000-08:00

The Movie Jesus Camp has caused some controversy. It displays the indoctrination of young children into Evangelical Christianity. Without comment on anyone's religion or the merits of this form of "education" I would like to take a look a the marketing aspects of the approach.

The most important part of mass manipulation is in establishing "community". Community is a sense of belonging to a group and can be established through shared experiences and memories, which become the community's culture.

Children are far more capable of suspending their disbelief and accepting what's been told to them. In any movement, the majority of participants are not going to become zealots, but a small number will, and the majority will likely at least remain sympathetic to the cause.

Total indoctrination at a young age, continuing through adulthood serves a variety of purposes. It creates a community. A mass of people who can be manipulated, directed or influenced by community leaders preserving and creating the culture.
It developes leaders. A small percentage of youngsters and newbies will get the "fire in their belly" and retain their enthusiasm into adulthood, either because they see the potential of the organization, or because they really are "true believers".

This is your primary sales force. These individuals will go out and sell and grow the organization and advance its agenda. Most of the remaining individuals will go along with or at least not interfere with, the community's agenda (as set by its leadership). They are also consumers, benefactors, fund raisers and in some cases, field workers. Evangelicals, for example, were on to "crowdsourcing" way before the term was coined for modern marketing execs.

There is a fine line however. If your organization crosses into behavior that it's greater society will not tolerate, the organization can collapse. You want to connect your membership in a manner that is unique, while not being offensive or threatening to non-members. If you really must expand your influence beyond your potential membership in an organization, start a second organization, or a third.

Regardless of your feelings toward religion, it's obvious that churches and religions are a great source of case-study when it comes to marketing, especially long term marketing.

Here's the movie: It's a long one

The Value of Raising Your Profile

2007-12-22T10:13:00.000-08:00

Raising your profile in the marketplace, promoting awareness, branding, whatever you'd like to call it, can greatly enhance the effectiveness of your other marketing efforts. How should one go about it? How much of one's budget should one dedicate to it?

Marketing designed to raise your profile or increase awareness of your business includes things like calendars, event marketing, newsletter sponsorship, networking and other activities that primarily make your company name and image visible rather than promoting a specific product or offer. It doesn't have an instantaneous, at least not immediately trackable impact, so many businesses don't recognize it's value. If you ask a customer why they came in today or how they heard about you, they're not likely to say, "well, I saw your logo at the Fun Run and just decided to drop by." But these types of ads do have an impact on the effectiveness of your other ads.

A customer may report that they responded to an offer you placed in the paper. What they may not report, or even be aware of, is that they responded to your newspaper ad because they were familiar with the name or logo. They may not know where they've seen it before, but they have. Consumers are more likely to respond to companies that they've heard of before, than one they're seeing for the first time.

Awareness ads are usually targeted at general audiences. They don't require a tailor-made mailing list or a lot of demographic research. They can be as simple as a logo on a concert or event poster, or a business card ad in the homeowners association newsletter. Networking is another form of profile raising. The idea is to make it more likely that when your company name comes up in conversation, or someone sees one of your other ads they'll say or think "oh yeah, I've heard of those guys".

Think of profile raising or awarenss ads like adding gas treatment to your tank. You'll get more milage out of the rest of your marketing. A good rule of thumb might be around 20% of your ad budget, although it can be less if you use your imagination. A banner can be used again and again, as can car magnets and decals, shirts and hats. Link exchanges with other websites can often be had for free. Co-op marketing can give you wide exposure at a very low cost.

This part of your marketing tool kit can inspire people to seek more information and take a closer look at your other material. Of course you have to be ready to provide the more detailed info when they come looking for it. Have brochures and flyers on hand, ready to email, mail, or hand out upon request. Make sure your employees are up to date on your latest promotions and ready to answer questions.

Good marketing campaigns are like good songs. A nice mix of vague and specific, familiar and new, predictable and unexpected. Strike a chord with the marketplace. Draw them in with a catchy refrain and then give them the lyrics.

Earthrace - Mega Event Marketing by SGC Energia

2007-12-19T16:07:00.000-08:00

New Zealander, Pete Bethune plans to break the world record for a speedboat circumnavigating the world, and he intends to do it using biofuel.

The event will begin in March of 2008. Bethune and his team landed a major sponsor in SGC Energia of Portugal, who will be supplying all of the biofuel needed for the trip.

What a shrewd move by SGC Energia, based in a country famous for its record breaking world explorers, the company is a leading manufacturer of biofuels. The publicity garnered just in sponsoring the attempt will be enormous. Should Bethune and his team succeed, the payoff will be astronomical.

Even a close finish will demonstrate that biofuel is ready for prime-time. New technologies making algae farming for biofuels more economical, being worked on by SGC and a host of other companies, could help make biodiesel a major contender within the next decade.

For more information visit Earthrace.net. In any case, the boat looks really cool.

Is Print Marketing Dead?

2007-12-15T08:14:00.000-08:00

You've probably heard the rumor, mainly from guys trying to sell you internet, radio or TV ads, that print is on the way out. So is it true? Not exactly. This proclamation was brought to you by the same folks who predicted the "paperless office" a decade or so ago. Print marketing is different, but one look at your mailbox or office desk should be enough to tell you that print is alive and well.

The death of print advertising predictions stem mainly from the drop in circulation in major newspapers. Major newspapers tend to try to be all things to all people. That's what's dead. The "average American" is a myth and always has been. Everyone has different interests and the surge in information and communication technologies has enabled individuals to be more discriminate about the information they consume. It's much easier to find info related to a specific field, no matter how obscure.

In marketing, you don't need to choose between one medium and another. The important thing is to determine who your customers and prospects are. Give them information they can use and connect yourself to it. One should still do some "shotgun" marketing (targeted at general audiences), but a good deal of your efforts should be focused on individuals who already have some interest in what you have to offer. The medium isn't as important as the content.

People who watch TV, listen to radio and surf the web, still read hard copy. In fact the internet has actually created a boom in book sales, by making them more available at competitive prices. The internet, radio, TV and print can all compliment each other. When your company and logo become familiar, all of your ads work better. The whole is greater than the sum of its parts. Use any or all methods that will reach who your looking for, but make it interesting. Simply getting in someone's face and screaming "Buy My Stuff" isn't going to cut it anymore.

Being "Remarkable" or Purple Cow Marketing by Seth Godin

2007-12-11T18:27:00.000-08:00

This video by Seth Godin points out how marketing has changed with the marketplace. How offering information to the interested is much more cost effective than pushing information through interruption.
It's 18 minutes well spent.

Fun with Top Search Terms...and Ryan White

2007-12-11T13:18:00.000-08:00

As you probably know by now, many bloggers choose their topic of discussion by checking to see what search terms are currently hot. Here's an experiment you can try with some of your friends and/or coworkers, to see if the system works in reverse.

First: I'm not sure if a single person doing 10 identical searches counts as 1 or 10, so we'll have to do some trials.

Okay, now pick a ridiculous topic, one that's not likely to come up normally. Something like "polka dotted leprechauns". Now coordinate with friends and coworkers to type the term into the Google search box at a specified time, and keep doing searches for the same term for, say 15 minutes or so.

Now go to www.Google.com/Trends and wait for the next update. See if your term shows up in the top 100, then check out how many blog entries suddenly appear about Polka Dotted Leprechauns.

If done correctly and over a long enough time, one might even be able to get tv producers to come out with some pretty absurd stuff (more so than usual) as they try to stay on top of the trends.

For all you college students who were wondering what to do over the holidays for fun and sport...You have your marching orders. If you actually schedule a search, post it to comments.

(in case you were wondering "Ryan White" was the number one search term at the time of this post)

Nutty Buddy by Mark Littel, A picture's worth 1,000 words

2007-12-10T13:05:00.000-08:00

Former pitcher Mark Littel has come up with what he claims is a better groin protecter for athletes. How do you go about marketing and creating buzz for a new and improved cup that costs twice as much as conventional ones? Well, Mark decided to "take one for the team". In this video clip, he demonstrates the effectiveness of the product by standing in front of a pitching machine and putting his product to the test.

The clip has gotten more than 50,000 views thus far and counting. Proving once again, show is more effective than tell....and people never get tired of seeing guys get hit in the groin.

Search Term and Trend Blogging

2007-12-10T08:22:00.000-08:00

I've recently experimented with incorporating top search terms into my blog titles and posts to see what kind of impact it would have on traffic. I've already made some interesting observations.

When I simply put the three top search terms into a title and the article had little or nothing to do with the terms, very little impact was seen. Normally a blog search will display a bit of the article, and if the subject matter isn't what the searcher is looking for, they're not going to click.

On the other hand, when I wrote a story related to the a popular search term such as Whopper Freakout, I saw very significant traffic increases. However, if the search term is too "hot", like "Prometa" was after the CBS interview on the topic, the effect is diminished. I assume this is because there are thousands of trend watchers out there using these terms as well. One should also keep in mind that the hot search term right now, may not be so hot 20 minutes from now.

I guess the moral of the story is that it's worthwhile taking a look at top search trends before you start writing a post and if you can incorporate a word or phrase into the title or body, go for it. But, if you want to retain consistency and value in your blog, it still has to be good information consistent with your blog's theme.

If you use your blog as an advertising vehicle for other sites, you also have to determine if increased traffic is resulting in increased business. Who's your target audience? Is the subject of your post something related to their interests?

Whopper Freakout, WhopperFreakOut.com

2007-12-09T18:20:00.000-08:00

Here's an interesting marketing experiment. A Burger King decided to see what would happen if they discontinued the Whopper. The Whopper was taken off the menu for a day and customers were told that it was discontinued forever.

The response was fascinating. Of course most were confused and upset. Many also started reminiscing and waxing nostalgic about their first Whopper and instances where they went to great lengths to get a Whopper.

The net effect was to make people appreciate the product more by forcing them to acknowledge their feelings about it consciously. I guess it's true, "absence makes the heart grow fonder".

The promotional value of the marketing experiment/prank goes farther than a single store. At the moment it's among the most popular vids on YouTube and the search term "Whopper Freakout" is among the top five on Google.

Hmmmm... maybe Cartman really had something on the South Park episode where he wouldn't let anyone into his amusement park. If you want to create buzz for your product, don't let anyone have it.

Full Screen Video available at WhopperFreakOut.com

Small Event Marketing

2007-12-09T17:50:00.000-08:00

You may think that getting a booth at a local event is something that only venders and large companies should do. Actually, local events create great networking and marketing opportunities for any business.

Consider the cost/benefit analysis. You need a table, a chair, some promotional material (which you probably already have on hand), maybe have an employee staff the booth, and some refreshments for the employee.

Assuming the event is 4 hours long, you may have to pay the employee something like $50. The booth space itself is going to vary, but most small events will give you an "information only" booth for around $100 or less. Maybe you spring for some new promotional material to the tune of $300. Total cost: around $500.

Now some adjustments to our cost total: Any undistributed promotional material can be used another day. Anything that was distributed was obviously worth the trip. Your real cost, over and above what you would have spent anyways, is more like $150. Now the only question is, how much business will your company's appearance generate?

If the day's efforts result in a single new customer, for most businesses, that's certainly worth $150. You have to consider how much business a new customer will do over the life of the account, not just the initial purchase. Maybe you'll generate renewed interest from a past customer. Maybe you'll meet a new, valuable contact. In any case you'll increase awareness of your business, which helps make all of your other marketing efforts more effective.

You're also generating goodwill. Most small events benefit a local charity or non-profit in some way or another. Your support will be appreciated by the organizers as well as many attendees.

The next time your Chamber of Commerce, Downtown Events Organization, PTA or other organ ization puts on an event where you can expect 500 or more people in attendance, consider taking advantage of the opportunity. You can even split the cost by going in on a table or booth with a network partner, or two, or three.

Mayweather fight, Bad Day at Black Rock, Saluki

2007-12-08T19:00:00.000-08:00

Google now has a site where you can view trends in internet searches. Among other things it lists the current top 100 search terms. Those in the title are the top three. This post is an experiment to see if posting these terms in a blog title results in more traffic. If it does, it could inspire some very creative blog titles in the future, like "A bad marketing campaign can make you feel like a real Saluki after a Mayweather fight on a Bad Day at Black Rock.

I'll keep you posted.

Getting to the Point

2007-11-30T19:08:00.000-08:00

Sometimes it's not easy taking the customer's or end user's view when designing or thinking about how to present your marketing material. Who is your audience? How are the materials being distributed? How long will the piece be in someone's possession? How are they going to use it? How much do they already know about you and your product?

Business cards are a great example. Many think it's wise to make the phone number very large and to list as many of the products and services provided as possible. Think about how people generally get your business card. In most cases, you give it to them. They already know something about you and what you do. The business card is an easy reference guide for them. When I look through my business cards, it's usually because I want to get hold of somebody. I know the phone number's on there. It doesn't have to jump out at me. I'll find it. What's more useful is being able to spot your card among the crowd. A colorful background, a recognizable logo, a picture, something that tells me right away....that's the one I'm looking for.

In the case of an ad such as in a newspaper, a doorhanger or a flyer, the viewer may not be familiar with you, or your services. You have just a second or two to catch their attention. A prominent picture of someone enjoying your product, or the results of your service is a good start. A consistent logo will also add leverage. Recognizable images catch one's attention. Of course you want to include contact information, but job one is to get them interested in what you're selling. Too much information jammed into a small ad is self-defeating. Get them interested enough to look for more.

Brochures are a great venue for more detailed information and are normally picked up by people looking for just that. Again, you want to "illustrate your point" with imagery between blocks of text or tables. There's also room for a map of your location. Helpful tips related to your product or service will increase the probability that the recipient will hold onto the brochure longer.

Websites are the new Yellow Pages, only better. In fact, I only use the phone book these days if I can't find you anywhere else. You can put as much information as your heart desires on a website. You start with an overview on the main page and links to more information on subsequent pages. Your web address should appear on everything you put out, just as often as your phone number and address. If you're not "web savvy" don't be intimidated. Just Google "free html lessons" and take a few hours to learn the basics. You don't have to become a web designer or do your own site, but knowing how it's done will take the "magic" out of it and you'll have a better understanding of what you're paying for when you do hire someone.

Whatever the medium, consider the viewer. Different contexts call for different presentations. They all have different functions which can amplify and enhance one another.

Be the Customer

2007-11-25T08:23:00.000-08:00

What makes your repeat customers choose you over the competition? What makes a potential customer choose someone else?

A common mistake business owners and managers make is in assuming that the aspects of their business that are important to them are the same things that are important to their customers. For example, a business owner may be very proud of the equipment and/or training and certifications they have received because it helps them do a better job or offer a better product. While this may be a legitimate source of pride and may well result in better product or service, the customer often can't relate the two because they don't have the same knowledge of these instruments that the business owner or manager has.

I'll pick on carpet cleaners first because almost all of them do it. What does a customer who might hire a carpet cleaner really want? Clean carpets at an affordable price. They really aren't that interested in the type or brand of machinery you're using because they don't know anything about it. Yet, in their advertising, many choose to highlight their machinery and try to "educate" the consumer about why it's important. Before and after pictures would be much more effective, or even just a picture of the kids playing on a freshly cleaned carpet while Mom beams with satisfaction. Of course you have to deliver on your promise, and your equipment and training are a huge part of that, but the customer is buying the result, not the process.

Service professionals are guilty as well. You may have taken numerous educational courses and earned dozens of certifications, but if I don't have first hand knowledge of what those courses were and why they are important, they don't mean anything to me. I don't want you to explain the course content, I want you to sell my house at the target price in the time frame I've spelled out. I'd rather see your track record than your transcript.

What is more likely to make you want to eat a steak? A series of tips on the proper way to evaluate and prepare a piece of meat, or an image of someone obviously enjoying a delicious steak?

Highlighting equipment and credentials is effective when your audience has working knowledge of the items in question and perceives them as providing better value. For instance a highly touted, new and improved laser eye surgery machine might be something the public is well aware of and would take into consideration in the purchase decisions. On the other hand the model or type of snow removal equipment you use to have my sidewalk cleared by 8am after a snow storm, doesn't really concern me. Just do a good job and have it done by 8am. In your advertising, assure me that the job will be done on time, every time. Show me testimonials from satisfied customers. Show me a clear sidewalk surrounded by snow.

It's not always easy to put yourself in the customers shoes, especially if you've been in the business a long time. You know what it takes to do your job well. They don't. They just want you to do the job well. If you're not sure what factors go into a customer's purchase decision, ask them.

Listen Up

2007-11-17T07:09:00.000-08:00

One of the best pieces of advice I've heard regarding networking is "If you want to be interesting, be interested." People are much more likely to remember what they said and who they said it to than what was spoken at them.

When you engage in conversation with someone, be genuinely interested in what they're telling you. Find out what they are trying to accomplish and what their obstacles are. Think to yourself - "How can I help?". You don't have to immediately connect it to your business. First help come up with suggestions or solutions, then see if there's a way to connect it to your business. Even if you can't, your help will be greatly appreciated and remembered, which is excellent PR in and of itself.

Every conversation is an opportunity to learn something new. With the price of higher education spiraling ever higher, it would be foolish to pass up the chance to absorb valuable information and insights for free. Think of conversations as idea exchanges and make sure you walk away with more than you came in with. Of course, by offering truly valuable information and insights in return, both parties walk away wealthier.

Ramsey's Way

2007-11-10T07:42:00.001-08:00

I've become a big fan of Chef Ramsey and his shows. On both Hell's Kitchen and Ramsey's Kitchen Nightmares (both the British and US versions) he unapologetically forces people to acknowledge their mistakes, ignorance and inefficiencies and deal with them. A knee jerk reaction might be to view his style as cold-hearted, mean and vulgar. On closer inspection I see him more as the "Mary Poppins" of the restaurant business. He comes into an establishment, assesses the problems and develops a unique plan of attack to quickly remedy them based on the personalities of the people he's working with.

Many of the situations display common mistakes that are prevalent in business in general, not just the dining industry. Here are a few to be aware of.

Too many items on the menu:

In the interest of trying to appeal to the widest audience possible, many business owners wind up offering more choices of products and services than they can possibly execute on well. Not only does an over sized product offering make it tough to execute, it makes marketing harder and less effective. For example, a mortgage broker may choose to offer reverse mortgages, traditional mortgages, refinancing, first time buyers programs and a host of others. The aim may be to create a "one stop shopping" image. The reality is you create an image of a broker that specializes in nothing and no one program stands out in your marketing. There's also the training aspect. How can you expect your employees to have in depth knowledge of hundreds or thousands of products? If you want to stand out from your competition you have to be more than a commodities broker, whether it be in retail or professional services. Play on your strengths. Figure out what you do well and get even better at it.

Clinging to Bad Ideas:

Another mistake Ramsey often comes across that's common to business in general is falling in love with your own ideas to the extent that you don't listen to what the market is telling you. Another great business mentor, Bruce Williams often advised "Never fall in love with something that can't love you back". Reality is not emotional. No matter how great you think your product or idea is, if the market's not buying it, let it go. Trying out new ideas is a good thing, but you have to compare the way it played out in your head with the way it plays out in reality. Don't let the failure of one idea stop you from trying out others, but don't cling to an approach that's not working because you believe it "should" work. Believe your own eyes.

Fully Trained Employees:

Owners and managers often make the mistake of believing that once an employee completes the training period or program, they can now leave them on "auto pilot". Training never ends. Not for your employees, not for you. The marketplace is dynamic, which means it's always changing. Employees, managers and owners need to remain constantly engaged and observant. Talk to each other. Share ideas, methods and observations with your people every chance you get. Reinforce good practice and behavior. Never stop learning. Never stop teaching.

Passive Equals Nice:

Another business blunder is to equate being a nice guy or a good boss with being disconnected or passive. Allowing substandard performance, avoiding criticism and confrontation is not "nice". You don't promote self-improvement by condoning incompetence. You may avoid confrontation, but you are not doing yourself or your employees any favors by allowing them to continue in their incompetence or mediocrity. Be in charge. Be the captain. Be the coach. If you find you have an employee or two that can't deal with striving to excel or at least improve, cut them loose. Be a leader, not a babysitter.

Poor Communication:

Every aspect of your business is connected to every other aspect of your business. To execute well, the right hand has to know what the left hand is doing. Put systems in place to ensure the smooth flow of an order from first contact with the customer to product or service delivery and on to service, support and feedback after the transaction. Facilitate and require effective communication between employees and departments. If someone needs a particular bit of information, make sure they know where to get and how to ask for it. Whether it be verbal or digital, an effective communication network is crucial to operational efficiency.

Letting Mistakes "Out of the Kitchen":

You don't save money in the long term by hoping your customer wont notice or wont complain about your mistakes. Every product that leaves your "kitchen" has your name attached to it. The value of your brand is directly linked to every item you sell. If the product or service is substandard "Put it in the bin". Bite the bullet. Take the loss. Start over and send it out right. Consider it an advertising and training expense and money well spent.

Lower Quality Equals Lower Standards:

Not everyone can afford the very best. There is a legitimate market for lower quality, less expensive fare. For example I may choose to buy a plastic watch rather than a sterling silver watch due to budget concerns. However, I still expect the watch to work. I may choose to order the hamburger rather than the prime rib, but I still want a great hamburger. If your product mix includes items for the budget conscious or lower income buyer, offer the very best in the price range. If you're a producer, remember, lower cost raw materials doesn't mean less attention to detail on your part. Every customer is a valuable customer regardless of the ticket total. Treat them all with the respect you'd want to be treated with. Give them the value they deserve. Earn your money.

Perhaps the most refreshing thing about Ramsey's shows and a few like it is the fact that they display methods of achieving business success in a totally transparent manner. There's no "tricking" the customer into anything. It's all about honestly creating value by focusing on what you're offering and delivering on your promise. Given enough time, anyone can make a great meal at home for a lot less than they can buy it in a restaurant. They don't want to or they wouldn't have come to your place. They're counting on you to make the effort, put in the time, monitor the quality and do the hard work. That's how to create value and wealth and be proud of it.

The Value of Co-Operation

2007-11-06T21:12:00.000-08:00

One of the biggest challenges facing small businesses is that they often must compete with chains that can spread advertising expenses over dozens or hundred or thousands of stores. A $1000 ad that benefits 10 locations costs $100 per store. The same ad for just your one location costs $1000/store. This is why so many small businesses get frustrated with their advertising. It doesn't seem to be generating enough bang for its buck. That's because it isn't.

One solution to this dilema is co-op advertising. Instead of buying advertising for your single location or office, you team up with related businesses and advertise jointly. An example of this is our upcoming South Side Holiday Savings brochure. It's a 10,000 piece, glossy, full color brochure that will feature 16 area retailers. All will be the kind of place where you might actually do some Christmas shopping. Things like car care, restaraunts, professional services, will be covered in later editions. Distribution will be through newspaper inserts in 3 different small regional papers. The advertiser gets a 2" x 3" ad, great targeted coverage, in an attractive, substantial, festive looking, holiday themed brochure for 1.5 cents per piece.

You can also team up on things like calendars, memo boards and other "top of the mind" type promotional pieces. This not only gives you the advantage of volume buying, but it gives you several additional distribution channels, since each participant will be distributing their portion.

Another opportunity not to be overlooked is events that offer vendor booths. It might not make sense for you to pay the booth fee just to give out your own promotional material, but it would be very cost effective to go in with several of your network partners on a single booth. You could make the purchase as "The West Side Alliance" or whatever you want to call your group. For $10 a piece or so you could spend a few hours reaching hundreds or thousands of potential customers.

Yet another great co-op is a campaign involving prizes. People might not get excited about a $25 gift certificate, but they probably would take a look at a $500 shopping spree! (20 participants each put in a $25 certificate. Entry forms and boxes at each participant's location.) You could market the campaign jointly. Newspaper inserts can be had for around 5 cents each (not counting printing) and the cost, again, is split 20 ways. It might be easier to organize a smaller group, maybe 10. The cost is still minimal. When you consider the cost of goods sold plus a fixed amount each for promotion. The whole thing could be done in a targeted manner for less than $100 each including gift certificates, printing and distribution.

Don't try to mimic the chain stores. The single location operation is a different animal. Leverage your relationships to benefit yourself and your network associates.

Time Rich and Cash Poor?

2007-10-28T22:25:00.000-07:00

The troubles in the mortgage and real estate markets have spilled over into other parts of the economy. If you've found business is off a bit and you have more time than cash for marketing right now, here are some things to keep in mind.

Two things you DO NOT want to do:
Don't waste time worrying about what you can't afford to do. There are plenty of things you can afford to do and now you've got some time to do them.
Don't try to cut costs by not advertising during slow times. If you "go away" in the minds of consumers, someone else is going to fill that space.

Here are some low cost or no cost marketing activities for the Time Rich and Cash Poor:

Newsletter Sponsorship: Homeowners Association, Neighborhood Watch Groups, Chambers of Commerce and other organizations often put out monthly or quarterly newsletters. Most would be happy to put an ad in for you if you offer to pay for all or part of the printing cost. Depending on the type of newsletter and the size and type of distribution, you can often get advertising for as little as $25. What it lacks in quantity it makes up for in quality. You can create great goodwill by showing your support for even a small organization that someone belongs to.

Get Social: If you haven't been to your networking group in a while, this is a good time to get reacquainted. If you don't belong to any, ask your colleagues to recommend one. Even if they don't result in a slew of new referrals, it's a great place to meet like minded business people and bounce ideas off one another. You can also make more time for social events in general. Get out in the community. Catch up with friends. You don't have to give them the pitch. They know what you do. But the old addage is true "out of sight, out of mind" Get back in sight.

Self Distribution: You could use the excercise anyway right? Instead of paying the ever-rising rates of postage, get yourself some door hangers or flyers and take a walk. Contrary to your reservations, most people are friendly and will give you a pleasant smile if they see you out there working the neighborhood. Those that don't.. well give them a smile anyway and just go on to the next house. If you're not up to it yourself, there are plenty of young entreprenuers who would be glad to have the work at 10 cents/house or so. Just remember, Trust But Verify. Do a driveby afterwards to make sure, and let your helper(s) know in advance that you'll be checking.

Co-op: Partnering with other businesses on things like calendars, memo boards and other handy promotional items not only reduces costs by enabling volume buying, but it greatly increases the distribution. You're not just putting your ad in front of your customers and prosects, but you're getting in front of the other participants customers and prospects as well.

Car Magnets: Make all those trips around town work harder for you. A pair of full color 12 x 18 car magnets can be had for around $89. Compare that to the cost of other advertising media. When you consider the visibility and the duration, the cost is next to nothing per month. What? You don't want to put an ad on your car? Your business paid for that car. The least you can do is let it use the outside of the door. Besides, your already providing free advertising for the car manufacturer and probably the dealer that sold it to you. Don't you deserve as much?

Happy Customers: The best form of marketing still is, and always will be, happy customers. Your marketing efforts will be greatly enhanced by delivering on your promises. They'll be greatly diminished if you don't. Take good care of the customer in front of you first.