Archive for the ‘Ummm Marketing’ Category

Talking 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.   The rest of the story...

Part 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:   The rest of the story...

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.

You’re Soaking In It

The best place today for dispersing large sums of information is right here on the web, on your company website and blog (you do have a blog, right?) Here are the advantages, day or night:   The rest of the story...

• Your potential clients can read all about you at their leisure
• Your printed materials look great online, too

I’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:   The rest of the story...

• It’s a more reassuring sign you’re actually taking your business seriously

Every 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.   The rest of the story...

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

• Clothing Tags: Right there on the shirt, pants, shoes, socks, whatever. Easton Hockey does it.  Their clothing tags are actually built with a sticker on one side, ready to peel and use. Instead of the tag going into the trash, it goes on car, bike, board, stick, locker, wall, wherever the rabid hockey fan wants to share their love of the game.