Archive for Advertising Choices

Advertisement Ideas: Turning Browsers Into Buyers!!!

If you have worked in retail you have heard oh I am just looking. When I hear this I ask what are you looking for? By doing this I get an idea if  the customer is truly interested or is wasting my time. In not asking yes or no questions you open up the dialogue and thus you increase your chance of turning a browser into a buyer. I work with Celebrity Sports in Plantation, FL and I believe that everyone who walks into the store can be made into a customer. When I am in the store I make it a point to start conversations that will lead me to show the customer something that will peak their interest and as a result they will make a purchase. In knowing the merchandise and being able to show the customer what we have increase the opportunity to turn them from a browser to a buyer.

When I graduated from Hofstra University in 1987 I went to work for The Oaktree Men’s Clothing Store in Boca Raton, FL as a management trainee. With in 3 weeks I was the #1 salesperson in the country for this division of Edison Brothers Stores. I was asked by The Regional Vice President How I managed to be #1 in the country in a short period of time. I simply replied I turned the browsers into buyers. He then asked how did I do that. I said I greeted everyone within 5-10 seconds of coming into the store and asking them what brought them to Oaktree today. In doing so I began to build relationships with customers who then became regular customers. I remember a businessman from Chicago came in and was seeking casual wear for meetings he was attending and I helped him and he said he came into town every 3-5 weeks. I told him stop in when you are here and see our new arrivals. It turned out that he did just that and on average spent $300 with me. In getting to know your customers you can turn them from browsers to buyers.

I am asked by people all the time JDOGG what of you do not have a brick and mortar business and you aren’t selling tangible items then how do you turn browsers into buyers? My answer is by having a service that they seek and building their trust after all people like to work with people they know, like, and trust. If you have a website make sure you have a page where they can book your services and pay for them ahead of time. If you have merchandise like CDS, DVD’S. Books, and other materials make sure they can order hem and pay for them. In having a strong call to action you will be able to turn browsers into buyers.

 Many of us spend an inordinate amount of time networking and  we find ourselves dealing with many browsers. The question is how do we turn these browsers into buyers. The answer is to have something they desire, something that solves a problem, something that is relevant and resonating. It is important to follow-up with everyone who you get a business card from within 24-48 hours with a clear and consistent message that has a strong call to action at the end.  I strongly suggest setting up a one on one and finding out what they are looking for and letting them know how you can be of service and value to them.

As many of you that read this blog you know I host a TV Show, The Anything Bucket, which airs on WRPBiTV. I invite many people to be on the show and give them the option of buying a fully edited clip of their appearance on my show for $200, which is a great deal to have a very useful tool to turn browsers into buyers. I explain the value of having the clip and how it can be used on their website, across social media platforms, and in all their marketing materials. I have found that those who purchase the clip and use it effectively increase their brand awareness and their cash flow.  I have seen many of the people who came into the studio as browsers become buyers because my producer and I explain the value and how if they follow our suggestions they will have some success. I do not sell everyone the clip and I understand not everyone will be a buyer. The key is to have the mindset to always be closing in order to turn browsers into buyers.

Use your platforms to turn browsers into buyers!!! Stay Positive!!!

Advertisement Ideas: Make The Ask!!!

In 1991 I was member of The Jaycees, also know as The Junior Chamber Of Commerce and I was asked to be President of  the newly formed Tamarac Jaycees. The chapter would be chartered with 22 members and we would end the year with 67 members. Through out the year I kept telling everyone that if you want to be successful you must make the ask. I explained that this meant to ask for what you wanted. Our chapter hosted many projects that year and garnered many awards including me being named a outstanding local chapter president. I was asked what made our projects successful and my answer is we simply knew what we desired and we went out and asked for it. In that same year I implemented a fundraising project, silent auctions, which I hosted at The Florida Jaycees Quarterly Conferences. The auctions were successful and I secured many items that helped to raise over $6,000 that year for charities. Again I was asked how did I get everything donated and my response was I asked. The key was I knew what I wanted, I researched who had what I wanted, and I asked for it. In all my business dealing and non-profit volunteer work I have stressed the fact that all you have to do is ask. I have taught courses on making the ask where I state the only sure no comes from the people not asked.

Many of us have heard of the 3 foot rule, which is simple. It states if someone is with in 3 feet of you talk to them. I use this in many situations as you never know where the interaction may lead. As the TV Show Host of The Anything Bucket, which airs on www.wrpbitv.com on Tuesday at 6:30 PM EDT I am always seeking guests so I have my business cards with me at the ready as I often hear people speaking about topics that I want to cover on my TV Show. I go over to them with my business card and introduce myself and then allow them to respond. This has been quite effective and has landed me a few guests. When I am out promoting and collecting donations for The American Cancer Society Relay For Life I use the same idea I carry my brochures and my collection canister and I go to businesses and ask for donations and if someone is with in 3 feet of me I tell them who I am and what I am doing and  most of the time they donate. Again the key is remembering to make the ask. By the way the donation page for Relay For Life is http://main.acsevents.org/goto/jdogg4.

One of the key factors I have learned when making the ask comes from Amonda Rose Igoe who taught me that it is important to pick a lane when you are out networking. This is important because if you throw to mush at someone when making the ask they will get overwhelmed and confused and a s a result you have lost them and will not get the desired outcome you seek. You can have many talents and be involved in many ventures but you must choose which one to focus on each time you are out networking. Read More→

Advertisement Ideas: Who Is Endorsing You?

As Sarah Palin endorsed Donald Trump today it got me to thinking who is endorsing you and how is their endorsement impacting you. Many will now turn away from Trump because of their disdain for Sarah Palin. I would have to think twice about following the women who said I can see Russia from my backyard so I am qualified to make decisions about international relations. I answered heck I can see space from my backyard but that doesn’t make me an astronaut. In today’s competitive market place it is important to really look at who is endorsing you.  Yes endorsements are a major part of building your following however the wrong endorsement can hurt you more than help you so look at who is endorsing you.  When selecting people to ask for endorsements make sure you do your due diligence and that they are respected among the public because one oh crap will ruin 1000 at a boys.  Make sure when you select someone to endorse you that they have nothing that will be a detriment to you on their record. When getting someone to endorse you make sure people know them, like them, and trust them. As an entrepreneur or non-profit leader it is important to get endorsements from those who will increase your likability and trust factor.  When you use endorsements or testimonials in your advertising make sure that you vetted the person completely before using what  they said because in today’s marketing world nothing ever goes away.

Today it is important to realize that everything you do becomes part of a digital footprint and people can take something your endorser said years ago and use it against your business. When getting endorsements do your best to use people who have a good reliable reputation as being trustworthy. Make sure when you are posting endorsements that they are real and believable. With today’s digital marketing what your endorser posts reflects back to you so make sure you check what your endorser is posting so that it positively impacts your business. Also remember with un-monitored sites like yelp and other review sites that a negative comment can adversely affect your business so be careful in all you do because that one negative review can hurt you and counter act the 100 positive reviews you have. People are more apt to share a negative than a positive and that is just how our society is thus it is important to see who is endorsing you. Read More→

Advertisement Ideas: Be Relentless With Your Marketing!!!

 

  I am always amazed when someone makes a comment like JDOGG you are relentless with promoting your projects. I always answer you have to be relentless and promote yourself daily for you never know who you might meet and how that encounter will benefit you. I was booking guests for a TV Show that I hosted, The Anything Bucket, and I booked a leader in the fitness industry, Lisa Dwoskin. Lisa was an excellent guest and after the show I spoke to her about The American Cancer Society Relay For Life of Boca Raton. She was intrigued by this event and as we spoke more she stated she would support it. I had heard this many times before from people who said they would help and yet they did not. I personal messaged Lisa a few times and was pretty relentless with the follow-up and guess what? Today (9/22/2015) Lisa tagged me in a post on Facebook letting me know that she had signed up her team, Metaamorphecise, and that she had secured footballs from Lawrence Taylor and Memorabilia from Dwayne The Rock Johnson and Rocky Johnson. I was very excited to see that my tenacity had paid off.

2016 Popints for the Cure Fundraiser In marketing this special fundraiser I have been relentless in sharing it all over Facebook and making sure everyone knows about it. My relentlessness has paid off as I have  commitments from several people who said they will do this. When you visit www.relayforlife.org/bocaratonfl this fundraiser is on the front page. I share these two examples with you to illustrate to you just how important being relentless with your marketing is.

I recently took a position with Celebrity Sports to help them with their marketing and have increased their reach by being relentless in keeping the name on the top of the consumers mind. I use my 3 foot rule to promote the store. If someone is with in 3 feet of me I will give them a brochure and start speaking to them about the store. Yesterday (9/21/15) I was at Starbucks and a women was hanging a sign for The Walk to End Alzheimers and I began to speak to her about the VIP Shopping Nights at Celebrity Sports, where a charity receives 20% of the sales from a night they choose to shop. She was interested and not only took 1 brochure but took 2 more as she is involved with other charitable organizations. In being relentless and speaking to people I am creating a buzz about the store and thus increasing sales. The key is that everyday you should be out talking to people about your business or making calls to people about your business. Read More→

Advertisement Ideas: Don’t Get It Twisted!!!

Today I would like to address all those who have gotten it twisted and who now have to untangle the mess they made. One example is the Town Of Davie, FL who took money over the common good of people for their textile recycling program. The mayor and the city commission basically voted to remove The Salvation Army and Goodwill clothing recycling bins from the city and replaced them with a for profit company. When the mayor was confronted about the money the Salvation Army would lose she denied any knowledge. The media showed her the tape of a Salvation Army Representative stating the negative economic impact that this would have on the organization. She said oh I need to see something in writing.  As I watched this story I though couldn’t The Town of Davie, FL had both a for profit and non-profit organizations collecting clothes.  Sometimes those in office forget about doing the right thing and get a bit greedy. The Town of Davie,FL stands to bring in $400,000 for their endowment fund over the next 4 years but at what cost to the citizens and those that they were elected to serve. My solution would be to allow The Salvation Army  and Goodwill to keep their bins in The Town of Davie, FL and thus allow residents to decide who to give their clothes to thus fostering good public relations while at the same time adding money to the endowment fund. Instead The Town of Davie, FL got it twisted. My suggestion to the residents get active and go to the polls and find new leaders to build your city and who truly put the citizens needs first.  The easy thing for the Town of Davie, FL would have been to foster competition and invoke the concept that economic justice can best be won by free men through free enterprise.

There are so many ways that our society has gotten things twisted and now it is up to us look beyond and untangle this twisted mess we have made. Up until 3 months ago no one cared about the Confederate Flag or The Killing of Lions but thanks to the media hype the general public was once again duped into following what the media felt was important. While you were focusing on The Confederate Flag, Gay Marriage, and The Killing of Cecil The Lion The Federal Government passed a law where the origin of your meat products doesn’t have to be identified. I don’t know about you but I like to know where my meat comes from. While many believe Social Security is an entitlement it is not you paid into it and you should get your money. The Bush Administration took over $1 billion from Social Security and never paid it back. If you or I did this we would be in jail. Where is the outage at this? Then we have the idea of Black Lives Matter when we should have a philosophy that all lives matter but again if the government can keep us divided they can control us. Imagine if we all looked beyond color and started working together we could not be stopped. The time is now to stop getting things twisted.

As business and non-profit leaders we must begin to put ourselves out there and speak our truth and not get things twisted. We must stand up and work together so that we can be of service of value to one another  by being open to receive and looking for the truth and not allow ourselves to be misdirected by the twisting and manipulation of the media and government. Look at the real issues and become educated so that you don’t get it twisted.

 Study and understand the real issues and  then walk in your truth to make a positive change in your business life.  The truth is that if your business is not aligned with your core values and you are not attracting people who share your core values you will not succeed. The truth is if you are not growing you are dying. The truth is if you do not advertise and your competitor is you are losing customers. The truth is if you do not have a strategic marketing plan you will fail. The truth is if you go with the crowd and try to please them you will fail. The truth is that you can not sell to everyone and  not everyone will resonate with you so don’t get things twisted and walk in your truth.

 Remember not to get it twisted as you are your brand and you must be consistent in all you do. Many will tell you don’t share your beliefs I say share your beliefs and be authentic so people don’t get things twisted with you. Many times controversy creates cash and helps a business because the consumers tend to support businesses who share their point of view.

Remember that the truth will set you free and to look at the big picture.  In the last year we learned Mike Brown wasn’t the choir boy who people wanted you to believe he was, should he have  died? No but he should have been disciplined. We learned that some police are overzealous but we already knew that heck the cases I could sight to prove this but we also learned that there are many doing positive things and we must focus on them. So to the news media and government I give this directive to stop getting it twisted.

Advertisement Ideas: Go Fund Yourself!!!

Many people want to be entrepreneurs but they forget the one fundamental principle needed to succeed and that is you must have funding for all aspects of you business. So many people open the doors and don’t have a marketing plan and then wonder why they have no traffic to their brick and mortar business. Part of the reason is that they didn’t adhere to the idea of funding themselves.  I have watched countless businesses open only to close their doors with 3-5 months of opening. Those that closed all shared one common thread they did not set aside funds for marketing and advertising. Yes people there is a difference Marketing is primarily done to build brand recognition to put your brand on the top of the consumer’s mind while advertising is done to not only build your brand but to also drive traffic to your business. It is important to fund yourself so that you can have a solid marketing/advertising mix so that you don’t end up shuttering your doors.  The key is to set aside money strictly to fund your marketing and advertising campaigns.

As someone who has been involved in some form of advertising and marketing for over 30 years I can tell you that I am always amazed when a business owner tells me they do not advertise and I ask what to you do to let people know who you are, what you do, and why they should use your products or services. I usually hear oh I do word of mouth. Word of mouth is  a good start but should not be the form of advertising you do. If you are a local business you should be involved with activities in the community that attract your target demographic. It is important to fund yourself to reach your desired target audience as you do not want to be dog walker advertising in a cat magazine though some cat owners do own dogs.  I asked a shoe store owner who his desired audience was and his answer was anyone who needs shoes. My answer was that this is to broad of a statement and that perhaps finding his niche market and planning to fund himself to reach that niche market might be helpful. I remember working for Footlocker and knowing the lay of land of the Wellington area and the surrounding communities. I asked the district manager if my store could have funding for 144 white tall tees in XL and XXL because one of the biggest football games of the year was being played in the area, The Muck Bowl, and the kids from both high schools shopped at The Footlocker where I was an assistant manager and had a tradition of decorating their own shirts. At first he hesitated and made excuses why not to do it and then I said well as a district manager you can fund yourself and he said what and I said you have a district marketing budget why not take the expense for the 144 shirts from there and make a sign for the window Prepare For the Muck Bowl Tall Tees available here. He finally agreed and my store received the 144 tee-shirts and in 2 days sold out. The key is know your audience and deliver what they want and to always find a way to fund yourself. Read More→

Advertisement Ideas: Get With The Program!!!

 When I was kid I would here this phrase quite often as many of the activities that I was involved in were very structured. As I got older and started to venture into the world of marketing, advertising, media relations, and public relations I began to realize that many business people did not understand the importance of these areas and as a result struggled and eventually closed their doors because they did not get with the program. Today as I present opportunities to businesses and non-profit I hear many programmed responses like I don’t have  a budget or I am not interested. There have been many times that I wanted to reach through the phone grab the person on the other end and simply yell GET WITH THE PROGRAM!!!  I have encountered many people in positions of authority who simply do not get it and then wonder why their sales are down. Such was the case yesterday as I called the sales manager at Lou Bachrodt Chevrolet in Coconut Creek who I had been leaving messages for about The South Florida Gold, a professional basketball team that plays in The American Basketball Association. When I left messages I explained the relationship I had with the dealership and he didn’t return the call. He picked up the phone yesterday and after I introduced myself his answer was I am not interested. I replied sorry to hear that I can really be of service and value to you and I have been a customer of Lou Bachrodt for many years. He then said I don’t have a budget as I allocated all my advertising dollars. I replied I just want to meet with you to see how we can be of service and value to one another. His reply was I told you I don’t have a budget.I said okay I’ll call someone else.   Read More→

Advertisement Ideas: Spread ‘Em Wide!!!

 When you read the headline of this entry what was your first thought? Many probably went right to the image of the police officer getting ready to put the cuffs on someone and pat them down. Most conjured up this image as we have been programmed to react in a certain way through media manipulation and the repetition of many so-called norms of our society.  When I think of  the headline spread ’em wide I think about marketing a frequent and consistent message so that when someone thinks of me they know who I am and what I do and feel comfortable about doing business with me. just as this phrase spread ’em wide conjures up a certain image or picture ask yourself what image or picture does my brand conjure up when people see it or hear it.

 Well established brands like McDonald’s and Allstate share one common thread and that is a frequent and consistent presence in the marketplace. A few years back Allstate partnered with The NCAA to sponsor the goal post nets that are put up for field goals and extra points and as a result has increased their brand awareness while also donating to scholarship funds thus creating a picture that they area company that cares about the community.  McDonald’s has sponsored many sporting events including The Olympics.

Now you may not have the budget of a McDonald’s or Allstate but you should have a budget to spread your message wide. How many times have you been approached with an opportunity to spread your message and you have found all the reason why not to take advantage of the opportunity and the you see your competition did. As a result clients/consumers may be going to the competition.  Read More→

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