Archive for Knowing Your Target Audience

Advertising Ideas: Why Be Normal?

I believe God wants you to know…

…that normal is not something to aspire to, it’s something
to get away from.

Jody Foster said that, and she was right. Never settle
for normal. Never. Normal is not natural. Extraordinary
is natural. Who do you think you are, anyway…?

What will you do today that is extraordinary? Plan it.
Think it through. And do it. All the angels in heaven
are waiting. And even if you ‘fail’, it will have been an
extraordinary effort. That qualifies as extraordinary.

As I reviewed my email  and the above message I began to think why be normal?  As I began to think how this related to business I thought about those who are above the norm in their marketing and promotion and those who are still conforming to traditional methodologies. I have found those that stay ahead of the curve and are forward in their thinking are the ones who have the most success while those who conform to the norm lag behind and try to play catch up. If you truly want to grow your business and increase your revenue you must be willing to take risks and stand out while getting away from what is considered normal.

 

Many that read this blog on a regular basis know that I am a proponent of doing things differently. An example of this is my wearing this jersey with the purple Chuck Taylor Converse All Star Sneakers that say BEAT CANCER With the New Era Relay Cap. I do this so I stand out and can start a conversation that will lead to people want to do business with me and supporting the cause. Today at WRPBiTV while taping my TV Show, The Anything Bucket, which airs on www.wrpbitv.com on Tuesday at 6:30 PM a guest commented about my sneakers and I was able to share with her the story behind the sneakers and The American Cancer Society Relay For Life. It is when you stand out that you can open up doors that other wise would have been shut. As you step outside of the norm and do thing differently you will begin to see that you grow both personally and professionally.  I was wearing my purple sneakers out one day and a young lady stopped me to ask where she could get a pair and I said I made them at www.converse.com  and I told her my story and she gave me a $5 donation for The American Cancer Society Relay For Life. I gave her my card as well and told her about me working at Sinbad Sports located at 2164 S. University Drive in The Tower Shops next to Best Buy in Davie, FL a few days later she was in the store buying a hat for her dad. This is why you must find different ways to share who you are and what you do with others for you never know how sharing will lead to business. Read More→

Advertisement Ideas: Do You Have Plans?

 I am always amazed when I ask a business owner what their marketing plan is and they say I don’t really have on.  I am amazed because when you begin a business you must be prepared to advertise and market your business. Once you make your plan and you implement the plan you also have to evaluate the plan. So many business owners are missing opportunities and leaving money on the table because of their failure to plan.  I recently encountered a business who hired a sign spinner to direct people to their location but did not have a physical sign visible from the parking lot on the building and wondered why the foot traffic was not as much as he anticipated. If you are going to effectively market your brick and mortar business you must make proper signage a priority so people can find you.  In all you do in your business especially when it comes to marketing you must plan your work, work your plan, and make adjustments along the way. In my 25 years of working with businesses I have seen many owners who did not plan and as a result did not succeed. As you open your business daily ask yourself what will I do today to let people know who I am and what I do and why they should do business with me today.

When you open up your business daily ask yourself how am I going to build brand awareness and how will I increase revenue. In today’s evolving market where the consumer is more and more educated you need to have a plan for them to do business with you instead of with your competitor. It is when you create brand awareness and stay on top of the consumers mind that you increase your revenue. The more you know about your target audience and the area you do business in the more successful you will be.  The key is to stay one step ahead of everyone else so that when people here your name they do business with you instead of with your competitor. Having brand awareness and good visibility in the market place is crucial to driving business. There are many elements to plan for in order to be profitable in business.
Read More→

Advertisement Ideas: Building Revenue!!!

 If you are in business the first thing you should be concentrating is in building revenue. Everyday you should be engaged in income producing activities for your business. Each aspect of your marketing strategy should include how the marketing will positively impact the revenue while increasing your brand awareness.  I have worked with many companies over the last 30 years and many have had general managers and owners who did not see the importance of marketing with a goal to increase their revenue.  I have seen many businesses over the years fail or lose money because they were not willing to invest in activities that would produce income down the line. Sometimes the initial outlay for a promotion may seem exorbitant but in the long run it will produce revenue while building brand awareness so that you attract more customers and as a result increase your market share.

 In all of the business classes and seminars that I have attended this is a recurring theme. The idea is to understand that marketing is an investment in your business. The key is to spend your money wisely so that it leads to an increase in revenue.  In my over 30 years of working for businesses I have seen those willing to spend money and invest succeed while also witnessing those who would not spend money or spent money incorrectly and failed. When spending money you must look at what you want the money you are spending do for you. You must have a plan that will create a return on your investment over time.

If you are to build revenue you must have a plan and you must work that plan. Before you even open your doors and build out your business you must know the demographics of the area, how many competitors there are in the area, and what the sales of comparable businesses around the area are doing to see if there will be enough residual support to support your business. If you are to build revenue you must know who your client/customer is and where your customer/client is and the buying habits of your client/customer. This is where have a promotional budget and plan comes in handy. Sometimes as you work your plan you need to make adjustments along the way so as to achieve the ultimate goal of building revenue. Read More→

Advertisement Ideas: There Must Be 50 Ways To Drive Traffic!!!

 

As I listened to Simon and Garfunkel’s 50 Ways To Leave Your Lover I started to think about 50 ways to drive traffic to your business. The following is a list of 10 effective ways that I have found to drive traffic to brick and mortar businesses.

1: Slip in strategic marketing – Know who you want to attract and what they are tuned into and then market accordingly.  A Good example of this is Sinbad Sports who just opened a second store in The Tower Shops in Davie to compliment their location at The Seminole Hard Rock in Hollywood, FL. As they were getting the store stocked with inventory they put in motion two autograph signings so as to drive traffic to the store.

sinbad sports Jarvis Landrysinbadsports 514 They have posted these on their website, on their social media pages, had hard copies made up to physically hand out in the community, sent these to those on their email list. The key is to have a plan to drive traffic to your business.

2: Advertise in as many places as possible to reach your target audience – Come up with ideas that will create a buzz about your business with the proper promotion.

Everyone loves balloons and everyone loves to get a prize so why not pick up a helium tank and 50 balloons and before you blow each one up put a special offer in each one like a $5 gift certificate, a 30% off coupon,  or a free item. You then require people to spend a minimum amount and they then qualify to pop one of the balloons and can collect their prize. You would include this in all your social media, print media, electronic media, and on all in-house advertising. Read More→

Advertisement Ideas: Don’t Be In A Rush To Close!!!

How many times have you been working and it has been approaching time to close up and go home and you could wait to leave? Many times we are is such a rush to get out and go home that we leave money on the table and instead of turning a customer on and having them buy something we turn them off. I have found that as long as you have a retail operation you can not be in a rush to close. This came to fruition yesterday (4/30/2016) when I was finishing up an 11 hour day at Celebrity Sports located at 1825 N.Pine Island Road in Plantation. I had been posting specials being run during the moving sale all day on Facebook on The Celebrity Sports Page but sales were lacking. At about 9:45 PM a family came in and started to look around and like many potential buyers asked how much something was. In this case it was The Dwayne Wade signed Jersey that normally sells for $999. I told the customer it is normally $999 but because we are  moving I could sell it to him for $750. I went back to interacting with his kids and he came over and said If I can do it for $725 he would take it. I called my manager to get approval and the manager said yes. I sold the piece did all the paperwork and as they were leaving his son saw The Dwayne Wade Finals Jersey Swatch Piece it wasn’t in the system so I called the manager who told  me it is normally $99 but I could sell it for $65. I told the customer he said I’ll take it. In not rushing the customer and staying open about 15 minutes later than normal I sold $790 worth of merchandise. I share this with you so the next time you are dreading working a  long shift and rushing to close that you stay a bit longer as you never know when that browser will become a buyer.  As the customer was leaving he asked about any Marino Items we may have as his business partner has a birthday coming up. As a result of not being in a rush to close I not only made 2 nice sales I am confident that I will have future sales.

Even though Celebrity Sports is moving from its current location and having a moving sale I have learned that it is important to be nice to everyone even those who are only taking pictures and browsing as you never know what will lead to a sale. In not rushing to close and taking time to know who is walking into your retail establishment you will begin to drive more business as people will begin to speak highly of your business and bring you future business.  Though you can not live on be backs and empty promises you must not be in a rush to close. I have learned over the last several months that it is important to create a good feeling for everyone who comes into the store, calls you on the phone, or stops by your booth at a special event. I have learned that whether in the store or representing the store at a special event that is imperative to stay till the end and sometimes work past closing if necessary.

As Celebrity Sports transitions and moves to a new location I hope the lessons I have shared here will translate to your business and show you that it is important to market, deliver outstanding customer service, and not be in a rush to close. Look for other lessons learned from Celebrity Sports like the importance of networking, paying it forward, using social media, having a great tagline and creating urgency. remember to be consistent in your message and not to rush to close and you will have success.

Advertisement Ideas: Proper Promotion Is Priority!!!

This past weekend (4/16-4/17/2016) I had the opportunity to participate in The American Cancer Society Relay For Life of Boca Raton and also represent Celebrity Sports at The Ft. Lauderdale Coin and Collectibles Show. The one thing I observed about these tow events was the lack of turn out. I know as a participant and Team Captain in The American Cancer Society Relay For Life that I did my best to promote the event and to secure donations by getting out into the community and working it into all my conversations. I made it a point on Tuesday’s after taping my TV Show, The Anything Bucket, which airs on www.wrpbitv.com on Tuesday at 6:30 PM EDT to select an area in The Boca Raton Area and to promote and collect donations.  I did this by planning my work and working my plan and making adjustments along the way.

While I was at The Ft. Lauderdale Coin and Collectible Show I  thought what more could they have done outside the banner posted on the main road leading to the event that has been there for months announcing that there is a coin and collectible show every 3rd Sunday of The Month.  I though ads in the condo newsletters , posting collectible groups on social media, and having the dealers promote that they would be at the show could have helped. As I manned the booth for Celebrity Sports I made it a point to engage everyone and let them know tat we are located down the street from the show and that we were open until 9 PM.  I did manage to sell 2 8 x 10 Prints for $20. Many would say that was a waste but it wasn’t as more people now know about the store located at 1825 N. Pine Island Road and that we are moving which will translate into sales.

 

Advertisement Ideas Way To Make Proper Promotion A Priority!!!

If  you  desire to make proper promotion a priority you must find a way to reach your audience with your message.  If you want the world to hear you must share your message and build value while providing excellent service. I have found the following ways to be the most effective in driving sales and increasing brand recognition.

One of my best result with my fundraising and in promoting businesses has been to use a face to face, eyeball to eyeball, flesh to flesh, approach. I have found that when you get from out behind the computer and get out in to the community sharing who you are and what you do with others to be the most effective way to promote.  Make sure you have a purpose and plan. Sometimes it is as simple as being at a Starbucks, Panera Bread, a Dunkin Donuts or other location where people are and simple listening to what people are talking about and then finding a  way to interact with them. I have  done this when I hear someone talking about business and have gone over an handed them a card and invited them to be a guest on my TV Show, The Anything Bucket, which airs on www.wrpbitv.com on Tuesday at 6:30 PM.  Over the years I have  done this I have picked up guests for my TV show, secured marketing and media consultation work, secured announcer gigs, and raised money for charity.  One of my favorite stories is the day I was at Starbucks and a friend of mine came in with her friend who I haven’t met before the conversation turned to being of service and value and I shared Relay For Life and the friend of my friend put a $100 bill in the collection canister for Relay. This week make it a point to get out into the community and share who you are and what you are doing.

Social Media cam be a great promotional tool, however to really make it work you need to have frequency and consistency with your message.  This week use social media to promote and engage people.

Make sure you have multiple avenues to utilize when promoting your business. When you choose to do electronic or print media make sure you are choosing the platforms that reach your desired target audience. The key to remember with advertising and marketing is to have a  defined purpose with measurable goals.

There are many components to Public Relations and it is important that you promote something about your charity or your business daily. each day Find something to promote that will be relevant, entertaining, and resonating so as to touch your desired target audience and drive business or donations to you. Stay Positive!!! Namaste!!!

Advertisement Ideas: Keeping Your Doors Open!!!

   I was out collecting donations for The American Cancer Society Relay For Life of Boca Raton on Wednesday (3/23/2016) when I went into OXXO Cleaners and the gentleman said he wasn’t in a position to donate and was giving me a sob story about how he was putting money from other businesses into this cleaning business to keep it afloat. I began to ask him questions and give him some solutions.He said you know what I am going to give you a donation and he handed me a $20 bill. W discussed further ways that we can be of service and value to one another. I share this story to illustrate to you that messages are coming to you and it is time to wake up and heed the messages as things are happening for a reason. The idea is to be in a position to keep your doors open and to make a profit. I have often said and I teach that if business isn’t coming to you go out and find the business. I was an assistant manager at a Footlocker Store in Wellington, FL and I managed to beat all the projections because everywhere I went I would hand out my Footlocker cards. When we did a Friends and family promotion I would ask for 1000 of the coupons because I knew if I walked the mall and the area around the mall and went to the high schools in the area we would see a return on our investment. When I did this the first time I was told by a district manager that is not what the promotion was intended for. I answered did we or did we not just increase our year to date sales by 200% by doing it this way. I was told yes but that was not the intention. I started to wonder if you are not increasing your sales then why are you keeping your doors open. I often wonder how people get into a position without a vision of growth. Sometimes to truly be successful you must do things differently to keep the doors open.  Every where I have ever worked I have been sales oriented and have done things a bit differently. My first retail job at Oaktree Men’s clothing in 1988 was quite the experience as I became the top salesman in the country.I was asked how I did this and I answered I simple shared who I was and where I worked with others and when they came to the store I asked questions and was able to find what they were looking for and as a result made many sales. The answer to keeping your doors open is being proactive in the market place and doing things a bit differently than others.

I have always thought of myself as a problem solver. I have found that those who put judgement and EGO aside and listen to me become successful as I come up with practical solutions. In today’s market place if you do not have a web presence you need to develop one by defining your target audience and giving them a reason to come to your store. I have found that those who think they know everything stat to lose everything because they are not open to outside thinking. The solution is to see what is working in the industry you are in and find a way to be a step ahead of everyone else. If you are a sports related store you should be doing things that are sports related in your marketing for example You know every March that The NCAA Men’s Basketball Tournament Takes Place and is referred to as March Madness so why not do a special March Madness promotion that appeals to those who follow the tournament.  Every day there is a special day designated on the calendar so look up the special days and do promotions around the day. A great resource for marketing ideas is Heidi Richard’s Mooney’s Book Quirky Marketing Ideas.

The idea is to stand out from everyone else by being creative so that you can keep your doors open. When you come up with an idea it is important to implement it and promote it accordingly with enough lead time to make it effective. You can just say oh let’s do a 20% off sale today and put a sign in the window. You must plan the work and work the plan. It is paramount to go where you customers are and give them a reason to do business with you so that you can keep your doors open.

 A few years ago I partnered with Skyline Chili and did a monthly fundraiser that brought additional business to their Sunrise Location. I had a comprehensive plan which included making videos the night of the event to show people what we were doing. I would post these videos across social media and as a result over $5000 was raised for the charity which was 20% of the sales. I would also do shout outs on my radio show that I hosted at the time, Get Motivated with Jonathan JDOGG Lederman. If you want to keep your doors open you must be willing to do things differently. In this world there are two types of people action takers and excuse makers. Which one are you?

 

 

Advertisement Ideas: I Like It In Top!!!

 I have always believed that it is important to be proactive in all you do and to be on top of events that can positively impact your business.  If you are to get to the top in your chosen field you must stay up with the current events that affect that field. As the regular readers of this blog know I work with Celebrity Sports, The Ultimate Gift Store, located at 1825 N. Pine Island Road in Plantation, FL. We sell sports and non-sports memorabilia. We rely heavily on walk in traffic and our Facebook promotions to make sales. Each day I look for something industry related that we can capitalize on so as to create a buzz about the store and drive traffic.  Today Peyton Manning is announcing his retirement thus I took pictures of some of The Peyton Manning Memorabilia and began to post it on our Facebook Page and on my personal Facebook Page. I am working on convincing the manager and owner to put up a website as I was very surprised that it today’s market where more and more people are going to the internet to look for goods and services that they did not have one. In order to get to the top in your industry and get a nice piece of the monetary pie you must keep up with technology. If you are to reach your desired target audience and be on the top you must be ahead of everyone else and do things that are  unique and different. If you are going to drive business to you it is imperative to have innovative advertisement ideas and promote them. I had come up with an idea to put 50 balloons around the store and when some spent at least $25 have them pick a balloon to pop and inside would be some type of award such as a 10% discount or a FREE Wax Pack. I suggested we put out fliers in the community, send out emails, and promote this concept. I was told no we don’t have customers and nothing is working by my manager.  I have always believed that to be the best you must stay a step ahead of everyone else and say yes to new innovative marketing ideas. If you are going to be on top you must have a vision and a strategy to get to the top.

 If you create traffic you will have a chance to be of service and value to those who walk through your doors and as a result you have it all and be on top in your industry. In delivering outstanding customer service and understanding what value you deliver you will see your sales increase. I have this method I greet the customer with  in 10 seconds of them entering the store, I ask questions, I show them some items and then I allow the to look around. In doing this I have been successful in every retail position that I have ever held. When I first started working retail I worked for The Oaktree Men’s Clothing Store and within 3 weeks I became the top sales person in the country. I was asked how I did this by the regional manager. My answer was I set goals and I took action to exceed those goals, one way to make sure I interacted with every customer and gave them a great shopping experience. As I continued to do this word got around that Jonathan at Oaktree is the man to see if you need men’s clothing. I left Oaktree and went to work for Merle Harmon’s Fan Fair, which specialized in sports apparel and collectibles. I took the store from a $400 a day store to a $2500 a day store. I was asked how and I simply said I went out and told people about the store and invited them to shop. When they came to shop again I made sure they had a good experience. The key to being on top is to make sure you are sharing your business with others and insuring that they have a good experience. Read More→

Advertisement Ideas: You Can’t Please Everyone!!!

I have come to learn that you could take what you believe to be great actions and achieve excellent results but that you will still have people who complain. Such was the case recently when I went to Legends on a Friday Night to collect donations for The American Cancer Society Relay For Life.I asked the GM for permission to go table to table and ask the patrons he said yes and I ended up collecting $34 in about a 30 minutes. I found out today that some patrons complained and that the owner called The American Cancer Society to complain that this hurt his business. I was told I should have arranged to set up a table and allow patrons to come to me. I explained that on that night it was a spur of the moment to go and collect. I can understand that the owner would be upset as a few customers complained. What he didn’t see was how many people showed appreciation and the one women who was helped because I gave her the 1-800-acs-2345 number for her to call to get support as her husband was recently diagnosed with cancer. What the executive director and event lead didn’t see was that many people now have brochures and may support relay. I learned a long time ago that your actions are not going to please everyone and that some will, some won’t, so what, some waiting, next.

In being authentic and not being afraid to speak my mind and take action I have managed to raise the ire of some people while I have also been able to motivate and inspire others. I have learned that when you do thing on your terms and your way you are not going to please everyone.  This is why when I work with clients I ask them to define their niche market as not everyone will be your customer. As you do things and take action you are going to have some people who have nothing better to do than to complain.In the business sector today there is a tendency to focus on the complaints as the trend is to complain instead of to praise. I was at Starbucks one day and they are a National Corporate Partner with The American Cancer Society and one lady complained to the manager about me having my canister on my table. The manager said I can not have the canister on my table any more. I found this odd as I am a regular customer and the lady that complained hasn’t been back since that day.  What has happened and what is wrong with the corporate and non-profit sector is that they have begun to major in the minor and try to please everyone and as a result are leaving money on the table. Read More→

Advertisement Ideas: Always Make Time!!!

Today’s entry  is inspired by Ah Snagg CPA located  at 460 N. University Drive in Lauderhill whose phone number is 954-749-9722 as he taught the lesson of how not to treat someone when they are cold calling. I walked in unannounced as I often do when out collecting donations for The American Cancer Society Relay For Life. I saw he was with a client so I apologized for interrupting and asked if I could leave a flier about Relay For Life and he immediately got irate called me rude said he couldn’t help and that he was with a client. I fully understood this and thanked him for his time. he continued to go on and tell me that the work I was doing was meaningless and then threatened to call the police. I understand I interrupted his flow of business however I was polite. All he saw was someone in jeans and a tee shirt and a ball cap and didn’t realize that I could have been of service and value to him.  This encounter really got me to thinking about how many so-called professionals are struggling because of making judgments and not giving people time. I have always said that I may be a solicitor today however in the future I could be a client or be someone who recommends potential clients to you. Ask yourself what type of feeling am I leaving when I interact with others and how is that interaction affecting my business.

In business today it is imperative to understand the importance of making people feel good and leaving them with what I call a warm fuzzy about their encounter with you. When Ah Snagg said my  work was meaningless this upset me and I thought wow I won’t be recommending him to any of my business associates. I had a great idea about how he could have helped The American Cancer Society and also strengthened his brand. It was a simply host a FREE Workshop on Charitable Giving for the volunteers. As a result of doing the workshop he may have picked up a few clients. I guess Ah Snagg didn’t realize that he had an opportunity to tap into  volunteers simply by making time and being kind. Instead everyone who reads this entry will now think twice before they do business with him. The important thing to remember is to be kind to everyone for the people you see on the way up will be the same people you see on the way down. I would recommend that Ah Snagg and all those who aren’t making time for people grab a copy of Don Miguel Ruiz’s Four Agreements and apply the principles.

In adopting these four agreements you will see a dramatic change in your ability  to  make time for people and your image in the community. How many times have you ignored someone who came into your business or your office because of the way they looked or the way they were dressed.  How many times did you lose out on opportunities that would have enhanced your image because you were quick to judge. Read More→

UA-23719532-1