Archive for Knowing Your Target Audience
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!!!
Advertising Ideas: Be Creative!!!
Two of my favorite cartoon characters are Garfield and Snoopy and my favorite charity is The American Cancer Society. 2016 Marks my 17th year as a volunteer with The American Cancer Society Relay For Life. In my many years of fundraising and promotions I have learned that to succeed you need to be creative thus I developed a fundraising program called The Snoopy VS. Garfield Challenge where people are asked to visit http://main.acsevents.org/goto/jdogg4 and make a donation and put Snoopy or Garfield in the comments and whichever character gets the most votes based on donations wins. It is very simple and easy to participate in. This fundraising triggered a thought about the importance of being creative in your marketing. In being creative you want to have a campaign that is memorable that resonates with your target audience. With the Snoopy VS Garfield Challenge I am looking for people aged 25+ who will know who each character is and who wants to help plant the seeds of hope and healing for cancer patients and their families. In using creativity and cause marketing people are seeing what I am passionate about and learning that when they use my services that they are supporting a cause that most everyone can relate to as cancer has touched almost everyone in one way or another.
Another creative fundraiser that I implemented was The Points For The Cure Football Edition, which helped to raise $21.50 for this relay for life. In having fliers and promoting it across football related platforms other relay participants ran a similar campaign. Now let’s translate this to your business if you have clients/customers that are football fans you can pick a team and do a special price based on the points that team scores or offer a discount based on the points scored. You can then market this across all your marketing platforms and thus generate more revenue simply because you were creative.
Years after this character was implemented by Domino’s Pizza people still remember the character. The Domino’s Pizza Avoid The Noid Campaign created a buzz and increased brand awareness and revenue. Think what can your business develop so that people will recognize your brand and be compelled to spend money with you.
I work with Celebrity Sports in Plantation, Florida and we have been very creative with our marketing bringing in celebrities like Rick Flair, Dwight Gooden, and Steve Garvey to sign autographs. All people who are in our target audience know who these people are and as a result we create a buzz about the store and increase traffic for the day of the signings thus keeping us on top of the mind of the consumer so that when they think of collectibles they think of us 1st.
When you send out your media releases give the media an angle that will be relevant, resonating, and entertaining. As a result of being creative I was named DUO Magazine’s Thrillanthropist of The Month because of my involvement with The American Cancer Society.
Find ways to creatively promote your business daily. Post things that relate to your business that will entice people to do business with you.
Advertisement Ideas: Banging For Business!!!
This is an open door that leads to opportunity. I have learned over the years that if you bang on enough doors and you say persistent in your pursuit you will develop customers/clients and thus you will continue to have success in all you do. When was the last time you went out into the community and sought people to share your product or services with so as to generate leads and keep an active pipeline going? One of the best things I have done in working with non-profit entities as well as with for profit businesses has been to include going door to door as part of the strategic marketing plan. In going business to business to solicit donations for The American Cancer Society Relay For Life over the last 16 years I have raised over $35,000. I have also been able to secure more teams for Relays in the communities where I live, work, and play. As a representative of several companies I have found going business to business with brochures to be very effective as it helps to build name recognition and gives you a distinct advantage when you follow-up. If you are not banging for business you need to incorporate this practice into your 2016 plans.
When you bang for business it is important to utilize your phone and to make calls to set up appointments with people so that you can have the opportunity to show them how you can be of service and value to them. You phone can be a great tool to bang for business as you can post photos to social media from it, make videos and share them across all social media platforms, text message potential customers/clients with special offers, set up an application to interact with existing clients/customers and potential clients/customers. Read More→
Advertisement Ideas: Having Relations!!!
As I went about my business today I began to think don’t people in service positions understand the importance of having relations? I went to a Walgreen’s on University Drive and McNab road in Tamarac, FL to get my blood pressure checked. I was told we don’t so that and I answered since when then the pharmacist said the machine didn’t work and that she could get another machine and I would have to have a seat and wait. I told her I don’t have to do anything and a better way to have answered would have been sir I can help you shortly please have a seat and I will do my best to accommodate you. She said okay and I waited and guess what the machine didn’t work. I told her that is okay I will be by another Walgreen’s later and will try them. As I left I thought no wonder sales may be down at this location bad customer service. I started to think how is Walgreen’s training their people and are they aware that they are losing sales because of bad customer service or do they think they are so big that they can recoup losses that easy. It all comes down to good customer relations. One the opposite end of the spectrum is The Walgreen’s on University Drive and Oakland Park Boulevard I am greeted and most of the employees now know me by my moniker JDOGG. It is amazing how two stores in the same chain can have such different levels of customer service. I support Walgreen’s and shop there because they are a National Corporate Partner of The American Cancer Society Relay For Life. This leads me to the point of the importance of good community relations.
I have encountered many businesses that just do not understand the importance of community relations and as a result wonder why they struggle. People like to do business with people they perceive to be giving back to the community. I know from a personal stand point that if your business supports my efforts with Relay For Life chances are I will use your product or services when a need arises and I will recommend others to do the same. Think about community relations as an adjunct to your marketing and the value it has. I support Starbucks because they support Relay For Life and they also support many other charities in the community. I support many businesses and promote others who have supported Relay For Life. I usually do not go to California Pizza Kitchen however they were doing a give back night for The American Cancer Society Relay For Life of Sunrise, FL so I went and had dinner. By California Pizza Kitchen doing this they picked up business that they normally would not have had on a Tuesday night. If your business is not tied into the community this could explain why your sales are off. When you are seeking to build your brand and increase your cash flow remember that it is important to have relations with the community. When you do something for the community make sure you are sending it out to the media. Read More→
Advertisement Ideas: Drawing Attention!!!
I have witnessed so many businesses using a cookie cutter formula and trying to copy others in the industry and struggling when they could be thriving by standing out and drawing attention to themselves. I have always professed that being a bit different is the best way to draw attention to yourself and strengthen your brand. I have also noticed that some will get what you are doing while others will be quick to judge. My theory is simply be your authentic self and draw attention and those meant to do business with you will show up and support you. It is when you stop trying to attract everyone that you succeed. I have always made it point to stand out be it wearing an elf hat at Starbucks while writing blog entries or wearing my purple BEAT CANCER Sneaker or simply taking over a microphone at an event to showcase my skills as an emcee I have always made it a point to stand out. I remember the day I decided that I was going to wear a suit and my Snoopy slippers to do a speech simply to see the audience’s reaction. I delivered the speech and many commented on how great my content was but most made a comment about The Snoopy slippers. Some of the comments were not the nicest but many were positive. The interesting thing was when I followed up with everyone even those that had negative comments about the Snoopy slippers I made it a point to remind them that I was the presenter who wore the Snoopy Slippers and you know what my reply rate was over 85% and as a result I was able to secure some voice over work, emcee work, and picked up a few marketing and media relations clients. The idea is to be a bit different and make a memorable impression and remember you will not resonate with everyone but those meant to use your services will.
Advertisement Ideas: Drawing Attention With A Platform!!!
I host an Internet TV Show, The Anything Bucket, which airs on www.wrpbitv.com on Tuesday at 6:30 PM EST and this platform has proven to be a great platform for those who choose to come in and do an interview and purchase the clip of their appearance. I tell my guests that have a clip of your appearance on The Anything Bucket will help to draw attention to your business and give you the edification and credibility that every business is seeking. Purchasing the clip is an investment in your effort to build your brand and thus stand out from others in your industry. In using a platform such as Internet TV you are drawing attention to your business and when you invest in buying the clip and leverage it properly you will gain business. I had a guest on who owns Gump Pest Control whose motto is save your rump with Gump. We did about 10 minutes and he purchased his clip and posted it across social media. He wrote me an email thanking me and stating that he picked up some customers as a result. Read More→
Advertisement Ideas: Time To Represent!!!
In marketing, media relations, public relations, and advertising it is important to remember to walk your walk and talk your talk and represent who you are and what you do and give people a reason to use your services or buy your products. Sometimes it is necessary to have some swag and walk it out. It is important to look at how you are going to represent. Ask yourself when you walk into a room the three things you want to be seen as and then seek ways to bring these three things to the top of the mind of the people you are interacting with? Ask yourself how am I showing up and how am I resonating with the target audience I am seeking? Think of ways you can best represent your product or services. Ask yourself how many places are there where you can represent your product or services and where your target audience will see you. I have found that many people lose out on opportunities because they do not make marketing and advertising a priority or they don’t spend money on getting their name in front of their target audience.
Say what you want about The Florida Marlins they do get one thing right and that is the marketing of their product. Now you may not have the budget to hire Pitbull to do a theme song for you but you may have the budget to make videos and put them on YouTube and other social media outlets. The key is to remember to represent your product and service wherever and whenever possible. I have witnessed many business people turn down affordable opportunities only to stay stagnant in the market place. If you are to truly represent you must evolve and differentiate yourself from everyone else. It is when you are relevant, entertaining, and resonating that you will have the most success. Read More→
Advertisement Ideas: The Full Monty!!!
Today’s post was inspired by The Show, The Full Monty, where the cast is definitely maximum exposed. As I reflected on the idea of maximum exposure I realized just how many business people are under exposed with their marketing and media relations and how many do not even have a strategic marketing plan. It is important to put yourself out there and remember that you are your brand and how important it is to figuratively give people The Full Monty. It is imperative that you continuously are out in the community promoting yourself and the products or services you offer and how you are different from others doing what you do. It is also a priority to show people how you are of service and value and why they should be doing business with you. Many people go into business and they do not have a written plan about their marketing and media relations and then wonder why they are not being as successful as the envisioned. If you are going to exceed in business you need to have a plan and work your plan.
Advertisement Ideas: The Full Monty Formula!!!
Know who you want to do business with and know where they get their information and what other businesses they frequent. In knowing where your audience is it will make it easier for you to build your following.
Set up a budget to print and distribute collateral material. Have a budget to do on-line marketing. Have a budget to do video marketing. Remember that marketing is not an expense it is an investment.
There are may things that happen in your business that are newsworthy so having a strategy to get the information out to the news outlets that your target audience is watching, reading, and listening to will play a major role in strengthening your brand and increasing your revenue. Read More→
Advertisement Ideas:Is Your Brand Memorable?
When one sees this logo they immediately know it is Mercedes-Benz and it represents quality and class. I for one have stated that when I amass enough money to get one I will not buy one but instead I will buy a practical vehicle and donate the difference to charities for after all you can not take the Mercedes with you when GOD decides to call you home. I use Mercedes-Benz as an illustration as to how important the idea of having a memorable brand is. Think about it there are certain brands that have stood the test of time by making sure they were in the consumers face on a daily basis with a consistent message. Ask yourself if you are creating a memorable brand?
Advertisement Ideas: Some Memorable Brands!!!
When you ask most people about hamburgers they will mention one of these three as these have become the top 3 recognizable fast food restaurants in the world. Much of this is due to extensive marketing to drive people to these businesses because of the perceived value despite the fact that their food can kill you. I personally prefer Five Guys which does a good job with the use of testimonials in their restaurants. Five Guys is also not the most healthy choice but it is better that the three recognizable brands here.
Another thing that makes Five Guys memorable is the fact that they have differentiated themselves in the market place by creating an image that people have come to know that represents quality and good service. If you were to open up a hamburger place ask yourself how would I create a memorable brand? the answer is simple by flooding the market place with literature about the restaurant and giving the consumer a reason to come and buy your burgers. When you are creating a memorable brand you must determine your desired target audience, create a marketing program that will put you on top of the consumer’s mind, and you must have something that differentiates you from everyone else in your chosen industry.
These are 3 recognizable people in The Personal Development Field. If you are someone who is into personal development you most likely will be able to identify them. They have all created their own identity and have enticed many people to follow their teachings. They share a few things in common they have used strategic promotion to garner interest, they have become their own brand, they taped into their passion and found a way to monetize their passion and create a message that is relevant, entertaining, and resonating with their desired audience. When asked who their target demographic was they were able to give a precise answer this is important to know because you are not going to attract everyone. They also have surrounded themselves with a team of people to handle their marketing and public relations. They have built billion dollar businesses by having a plan and working their plan and never giving up. Read More→
Advertisement Ideas: Doing It and Doing It Well!!!
Have you ever noticed how doing business is much like satisfying a partner while making love. If you don’t hit the right spot and pay attention to your lover’s needs and desires while making love that lover may go elsewhere. It is the same in business if you don’t know what your customer/clients needs or desires are and you do not satisfy them they will go elsewhere. The key is know what you are doing and to do it well. In business like in turning on your lover you have to advertise in the love making game it might mean dressing sexy or playing some soft music to get in the mood to entice your lover. It is the same in business you must advertise to entice the consumer/client and get them to do business with you. Look at the ways you are marketing and how you are reaching your customers/clients. The process starts with knowing who to pursue and how to court the people that you desire to have as clients/customers, then creating a brand so when people hear the brand or see the logo it is easily accessible, then you must do things to create a buzz.
Advertisement Ideas: People Who Are Doing It and Doing It Well!!!
If you were to show this picture to 10 people I believe 7 would know who it is. Despite his perceived arrogance the man in the picture has built a reputation as a great ball player and a savvy business man.
If I showed this photo to 10 people I can almost guarantee that 9 people would know who this soulful singer is. 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.
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→