Archive for the ‘Ummm Marketing’ Category

Big props go out to an unlikely source: the Big Fellas at American Express. While we look at them as a deep-pocketed corporation, we prefer to give credit where credit is due: their push for Small Business Saturday is pretty cool and extremely well-organized and thought out. This year, it seems better than ever; take for example the Small Business Saturday Checklist. Don’t you think this thing can be used for marketing efforts all year long? We sure do.

Visit their dedicated website and Facebook Fan Page. We think you’ll be pleasantly surprised at all the tips and ideas they’ve assembled for small business owners. Oh and make sure to “Like” the idea by pledging to shop locally.

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Westfield Mall advert for their twitter + facebook pages Would you provide just a street name if you were advertising your business? Probably not. You want people to be able to easily find your place of business, so you would most likely provide an address that would tell them exactly where you’re located. Well, believe it or not, the same thing applies when you’re trying to get customers to become a fan/followers on Facebook and Twitter and any other social spaces you’re on. When advertising on the internet you have the luxury of linked icons that customers can click to go to your page. Unfortunately, this doesn’t translate over into other types of media, such as print advertising. Telling someone to simply find you on Facebook without providing a URL or handle is like suggesting a customer find you on Main St. It doesn’t actually tell them where they can find you, plus leaves it to chance — quite possibly they might find your competitor first!

There is a very easy solution to guarantee that customers don’t get lost. Display your URL(s) prominently— problem solved! Wear your Facebook and Twitter URL loud and proud, as they are as much a part of your company’s brand as anything else. If the Facebook.com/MarketingJava URL is too long for you to fit in your advertisement, FB.com/MarketingJava is also an option. Similarly, if you Twitter.Com/MarketingJava is taking up too much space, a simple @MarketingJava should be enough to let your customers find you. (Bear in mind you need to actually “claim” these names to use them!)

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tapestryTalking with a local merchant today, I asked, “Are you on Twitter?” She blushed a little, then replied, “No, me and my business partner are just too busy running this place to keep up with stuff like that. But we do other marketing, like sending out emails.” On the counter, certainly out of eye-shot of the usual customer, was an “email sign up sheet”, curled pages and all. Even the general observer would be able to tell this thing was, (1)not being shared with every potential customer, (2)was not being databased, and (3)was not being used. (You see, my entry from 4 months ago was still there and I’ve yet to receive an email from them.) At that point, I was struck with the realization that while I might be a good geeky juggler, some business owners are more than a little bugged out with the thought of adding a new marketing task to their otherwise nutso day. I get it – but then again, I don’t get it. These same entrepreneurs waste time every day on tasks that bring them no closer to their customers, and some tasks that should be abandoned altogether. Their service is strong, but their outreach is weak.  They’ll spend money on ads and junk mail, (what I consider very passive, shallow marketing) but not put a little sweat equity into new media? Plus, they’re not taking advantage of some really amazing tools on the web today.

So what’s the point of this post? To dispel your reasoning for not using social media and other techy web tools, and moreover, to give you some ideas why you should embark now. In doing so, you’ll weave a wonderful new way to reach out and warm your customers.

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3219920136_b0385dc5caPart of a new initiative I’ve embarked on this year is providing a workshop series for small business owners in my area. A portion of what we’re putting out there is some basic marketing training, both in traditional and non-traditional spaces. It’s certainly not the first time I’ve trained people in these areas, but in this recent forum, we were discussing Twitter – a very new topic for for some people. Many were very excited at the opportunity to embark on the journey, eager to learn how to manage and use it best. Others were less so, skeptically holding fast to a fear of their time being overrun by it. I understand both points of view, but pose today that like any form of marketing for your business, you either embrace it or you don’t, but be mindful that either way, it will carry on without you. For the small business owner still in a holding pattern, consider these points:

  1. According to a Nielsen study of more than 25,000 Internet users, 90% said they trust recommendations of online people they know and 70% trusted the opinions of people who commented online about previous purchases, even though they might not know them personally
  2. The respondents in the Society for New Communications Research study revealed that 59.1% use social media spaces to vent their complaints
  3. 69% of people do their homework online first before making a purchase offline
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paper shredder

Your marketing folders and presentation materials may never be read. It’s sad, but for the most part true. Why do I believe this? It’s simple: it’s just too much. Aside from a concise brochure and business card (or obviously proposals and agreements) people are hard-pressed to find the time, let alone the interest, to read your long-winded materials. It’s hard to fathom, but your fancy paper and well-written copy might just end up in the recycle bin. Take heart though, as there are several steps you can make see that your potential clients learn everything they need to about you. How, you say, without a pretty folder in their hands? By a click of the mouse, I say.

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cardI’ve been struck at recent mixers where there is an odd snobbishness surrounding the use of business cards. “Why do people even have these, we’re in the tech age.” Sure we are kids, but nothing beats handing a card to someone that sums up everything, most importantly, how to contact someone you’ve just met, or even refer them to a colleague with ease later on.

I will often claim that being a female means I’m equipped with a mind like a steel trap, but the fact of the matter is even the sharpest of us can’t remember everything, especially if cocktails are involved. And what if my  Blackberry got run over by a scooter, the precious new data all but destroyed? Besides, don’t cards speak volumes about the person and their business? Of course they do, and you can learn a lot about their company culture, ideas, and innovations in that little space. Other great side effects from having your cards handy:

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eastonEvery company under the sun wants to promote themselves. They can spend truckloads of money on advertising and pricey giveaways, but do you know the one thing that could get your name out en masse without breaking the bank? Stickers. What does a sticker give you? Exposure, an audience, and people walking around promoting you, whether they know it or not.  Quick! Name me three companies you’ve seen stickers for, and here are mine: In and Out Burger, Sex Wax, and Sector Nine. All use very cool stickers, all enjoy success and an army of people promoting them for the cost of a sticker.

Here are a couple ways to use stickers to promote your business, based on the way others are already doing it:

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