Since March of 2020 I have seen much turmoil in The Unites States and I have looked for ways to turn it around. I have seen so much hate and vitriol that I questioned my spirituality and my messages. I have experienced name calling as I continue to fundraise for The American Cancer Society Relay For Life. I have had a difficult time finding full time employment. Through it all I continue to stay focused and connected to GOD knowing that there are better days ahead and all I need to do is turn it around. I know that one way to turn it around is to remember that we are all divine children of GOD and GOD wants us to prosper so we can prosper others. If we are to turn it around we must put our differences aside and do what is best for our communities. One great way to help build and strengthen our communities is to be of service and value to one another. If you get the chance to support a local business or a charity take that opportunity as it will open up channels to receive. A key way to turn it around is to realize that we all bleed the same.
Once we realize that we are more alike than we are different we can awaken spiritually and begin to help one another to turn it around. Now is the time to tap into our inner divinity and follow our purpose so we can grow personally, professionally, and spiritually. Now is our chance to heal the world and understand that we have a responsibility to think globally and act locally.
As we begin to heal the world we heal ourselves as we find that when we are of value and service that we turn things around. Instead of judging people look for the goo in them and applaud those who are making a difference. The time is now to use your talents for good to turn things around. If you begin to look at things differently they will change and you will be able to move forward in a positive direction of your goals. I have learned to focus on the good and to take the bad in stride for GOD never gives you anything you can’t handle. I have come to understand that if GOD brought you to it GOD will bring your through it.
GOD will make a way for you to turn it around. You simply need to be tuned in to receive and act upon the messages that are being given to you. The messages come in all forms so be aware and be awake so that you can act upon them accordingly. Remember there is always a solution to the challenges that are being put into our lives. Many times it is simply in stepping back and finding a way to turn it around that allows us to make the mind, body, soul connection to create the life we desire. Now is your time to turn it around.
On February 10, 2021 my other blog www.the-spiritualawakening.com went down after a word press update. I was upset and tried to recover it however it is still showing just an index page. I reached out to my host company and they are working on fixing it. I was fortunate to have this blog as a back up to share with you the importance of having a back up plan. In today’s challenging market fraught with many obstacles it is imperative to have a back up plan.
If 2020 taught us anything it is to be prepared with several plans so that we can overcome anything that comes our way. Imagine if you would have seen the pandemic coming and impending shutdowns how you could have adjusted and overcome them. In March of 2020 I was furloughed from my Job at Macy’s where I was selling mattresses and furniture. In June of 2020 I was told I would not be invited back due to Covid-19 affecting sales. I was upset however I knew I had a talent with my voice so I began to offer voice overs as a service and also started to reach out to people about doing other voice related work like voice mail messages. In having aback up plan I was able to generate some income and stay afloat. The key is to make sure that you have a back up plan.
It was closing time at my job and I was asked to do the closing announcements. I was pleased to do the closing announcements as I enjoy them and have been told that my voice is incredible and people enjoy my announcements. I guess I went a little too far outside the box as after one of my announcements a sales manager told me I needed to keep it basic. I said okay and toned down the rest of the announcements. As I left the store and walked to my car I kept thinking that is the problem with Corporate America today as they are keeping it basic and lacking creativity. This thought kept permeating my thoughts and I started to think that it is time for companies across the world to go beyond the basic and do things that people will remember. I have come to realize that in my over 40 years of working for a variety of businesses the ones that were successful were the ones that went beyond basic. I worked for a sports memorabilia and apparel that decided to put together a street team and go to sports bars and youth sporting events to promote their business. Many scoffed and said it wouldn’t work the owner did it any way and a result his business revenue increased as he became the store that was on the top of the mind of the consumer when the sought memorabilia and apparel. Doing things that are unique and different that go beyond the basic is the way to go so that your business will be remembered in a positive way.
In a world where people are still using inserts and direct mail be the one that becomes a leader by being creative in your marketing approach. Look for new and innovative ways that will allow you to move beyond basic. Recently the store I work for did a round up fundraiser for The Pediatric Cancer Foundation where we asked customers to round up their purchase to the next dollar and that money was then donated to The Pediatric Cancer Foundation. I suggested that instead of just asking that we should give out a yellow ribbon with the company name followed by the word cares on them when a customer donated and encourage them to put the ribbon on and post a photo on social media and we would enter them into a contest to win a gift card to the store. I was told good idea but corporate handles that. Later I found out that of the local leadership team wanted to do this they could have. I was amazed but then again I realized that I had a sales manager tell me to keep it basic. If you keep it basic you are going to lose out on opportunities to strengthen your brand and increase your revenue.
Be open to new ideas as the person bring them to you may have a way to implement the idea and make it work. I recently made a suggestion to a charity that I volunteer with about doing min-helmets with their logo on them and using them as a fundraising incentive. I was told we have our own incentive program and people has shown they like apparel over anything else. I replied that in my 22 years I have accumulated enough branded apparel and that a mini helmet would be welcomed change and that I am sure there are many that would raise funds to earn the mini helmet. I did the math 144 mini helmets (The Minimum Order) at $15 plus shipping given to those who raise $200 or more would bring in a profit of $25,920. The mini helmets could then be displayed at volunteers homes or offices creating a conversation piece and thus possibly engaging more people and raising more funds. The organization still hasn’t adopted the mini helmet idea and recently reported that their donations are down. The reason is because they are keeping it basic and not being innovative or creative or listening to ideas that stretch the imagination.
I watch shows like Bar Rescue, Restaurant Impossible, and 24 Hours To Hell And Back and I wonder why many of the business owners don’t stay with the concepts that the successful business people coming to help give them. The answer is simple they are too concerned about keeping it basic that they do not change. If you do not go beyond basic you will continue to struggle. It is time to listen to people and find ways to go beyond basic.
Many retailers have begun to point the finger at amazon and other online companies for the decline in sales at their brick and mortar locations. Though it is true their are many consumers turning to online buying to secure products and services that they desire there is still a large percentage of the consumer market that like to shop in a brick and mortar business. The key is to reach these consumers and have a unique selling proposition that will drive them to come to your store. One key component to turning around the brick and mortar retail business is for companies to focus on local area marketing and to empower their local staff to be the ambassadors for the locations where they work. I strongly suggest that management teams hire those who have strong ties to the community and those who have key contacts in the community. The key is to go back to being a neighborhood store where customers get to know the employees and feel like they are treated special each time they shop. It is imperative to know your niche and to implement marketing plans that will reach your niche market and thus drive traffic to your store. The key is to constantly promote to your desired target audience in the platforms that reach them. I have seen many companies continue to spend $1,000,000 on circulars in the newspaper not realizing that most consumers today are not reading the newspaper as they are getting news alerts on their electronic devices. My suggestion to those who are spending $1,000,000 on newspaper advertising is to shift some of that into direct social media advertising as that is where the majority of consumers are today. I also suggest going old school with street teams that go to special events to promote the store thus letting the community know who you are and why they should be shopping with you. The solution is simple know your target audience and give them a reason to come shop with you.
What is it that makes your store unique? Are you a location where a certain product is only available through your store. Many brick and mortar stores have products made exclusively for them or are the only distributor of a certain brand thus they have created a unique selling proposition for the consumer seeking these products. The key is to let the consumer know of your exclusive product lines and to advertise the exclusivity of the products that you have.
Another way to turn around retail is to look at what is working and build upon that while streamlining the amount of choices a consumer has as this will create a niche for you and thus you will strengthen your brand and increase your revenue. Ask yourself what is it you want to be known for when your retail store is mentioned. The biggest mistake retailers are making today is they are trying to cater to everyone and as a result are missing out on major growth opportunities. Many times larger retailers are trying to do things on a national or even a global scale when they should be catering to the local market and doing a store by store analysis so as to properly stock their departments and drive sales. I was recently in a department store here in South Florida and they had a winter coat selection that was amazing the only issue was that the average temperature in South Florida is 76 degrees on most days and though we do get the occasional cold snap the call for winter coats is not that great. Perhaps shrinking the winter coat selection and having lighter sweaters and jackets would increase sales and reduce the amount of money tied up in inventory. Yes many consumers in South Florida are visiting from up north and may have people going away to school in colder climates it is important to know that the bulk of your customers are not shopping for winter coats. The key is knowing your local market and what their needs and desires are so you can cater to them and maximize the amount of money they will spend in your store.
As I read the news of store closings in the retail marketplace I started to ponder is brick and mortar retail dead. Working in retail on and off for nearly 40 years I have seen a steady decline in the brick and mortar retail arena. Much of the decline can be attributed to the change in the buying behavior of consumers and the decline of customer service being given to the shoppers when they shop in a store.
I have personally always believed in delivering great service, great products, and great prices. Many times a company grows to quick and too fast in an effort to saturate the market place and as result they have more expenses than revenue thus creating a deficit and a decline in the value and perception of their company. Many times companies hire people at a low wage and do not train them properly thus creating a bad feeling among shoppers when they come to the store and feel they weren’t given great service. Many times companies promote people to positions that the people they promote have no business having.
In today’s retail environment where more retailers are relying on online sales than ever before they need to entice the consumer to visit their brick and mortar locations with sales. This has created an drop in overall sales as consumers are now programmed to wait to make a purchase as they know that the item will go on sale soon. There was a time in retail when a sale was special today it seems that sales are happening each day which drives business however when items are off sale they don’t move as the consumer has gotten so used to getting the sale price that the first words out of their mouth when they encounter a sales associate is can you do better on this price. I encounter this daily in my job as a retail sales associate as people will come to the register and ask can I get more off or I have more coupons can I use them? I say to them everything is programmed in the computer and if you are allowed to use other coupons it will show up then. The reason retail is going down is partly due to the over proliferation of sales and the reduction of profit margins.
Customer Service will either make you or break you in a retail environment.
In all my positions with retail stores over the years I have striven to deliver exceptional customer service as I have come to realize that all it takes is one bad encounter to ruin the 1000’s of good encounters. I have been a customer in places where I waited for what seemed forever for someone to come over and acknowledge me. I have also been an employee and witnessed other employees not engage with customers until they were approached. As an employee I will greet the customer make sure they are being helped and finding everything okay and if they aren’t being helped I will do my best to help the customer. I recently had a co-worker tell me don’t interact with customers outside our area as we don’t make any money on those sales. This co-worker has been with the company for awhile and I thought wow aren’t we taught to engage every customer. I generally greet the customer see if they are being helped if they aren’t I tell them I am from another department but I will do my best to help them and If I can not help them I will find someone that can. Unfortunately on some days it seems that the store is understaffed and as a result the customer service is lacking thus many customers may be leaving the store without making a purchase thus creating another reason for in-store retail sales going down.
In many cases the reason sales are down in-store is due to decisions that executives have made not realizing that what may work at one store may not work at another store in a different market. This biggest mistake some corporate executives make is trying to have a national program not realizing that many consumers in different areas fall into different buying patterns and various socioeconomic groups. In Florida for example what sells in Boca Raton may not sell or be appealing to the market in Plantation. Sometimes an executive makes a decision without thinking everything through and when the sales are down as a result they do their best to justify their decision. Recently a local large retailer who had an extensive selection of mattresses decided to take out many of the mattresses and put in furniture. As a result the sales in the department are down despite selling some furniture but not enough to justify taking away the large array of mattresses that they once had. Sometimes it is important for executives to listen to the sales associates who are dealing with the customers on a daily basis as what looks good on paper is not good when implemented and as a result your overall sales diminish. If you are going to be a leader in the retail market space you must have a pulse on what is happening on the local level. This can be hard if you are a large retailer with 450 stores to oversee however you must be aware that what works in Manhattan, Kansas may not work in Manhattan, New York. Many times it is important to empower and inspire those on the front lines who are in the local market place.
Another reason why your retail operation may be down is due to having too much of your capital tied up in inventory. I have observed many large retailers with excess inventory yet the buyers keep buying the products and sending the products to the stores where they sit in a store room for months. This is why inventory controls are so important. I recently had a co-worker tell me the computer may say there are 6 available but that may not be the case as the availability only updates once a week. I thought wow a big company that doesn’t do a perpetual inventory or a just in time system so that you can free up money to drive traffic and strengthen the brand. I then played this scenario, a customer calls and you check availability you say you have the item and when you check the physical inventory it isn’t there and the customer shows up anticipating that they are going to be able to pick up the product but can not because you don’t have it and they leave. Do you think they will talk positively or negatively about their experience with the store? Make sure you have the inventory for the customer but at the same time don’t have too much stock that your money is tied up in inventory. Have a tracking system and stock your stores accordingly.
Don’t let the sun go down on your retail business because you were not able to satisfy the consumer, control your inventory, deliver excellent customer service, take advice from those on the front lines daily, able to adapt to the local market place. The reason your sales are down can be attributed to many factors so take a deep look and what you are offering and create a reason for the consumer to do business with you.
Many year’s ago there was a character on Saturday Night Live, Mr. Bill and he would get into all types of difficulty and would exclaim oh no!!!! Today(5/21/2019) my day morphed into a Mr.Bill type day leaving me to wonder how do some businesses manage to thrive despite their management team. The day started off on a good note as I was out collecting donations for The American Cancer Society Relay For Life most everyone was nice but there were some that simply don’t understand the importance of relationship building and building strategic partnerships. I understand most places I went they didn’t know me and that I was interrupting the flow of their business however it doesn’t cost anything to be kind. I went into Anthony’s Coal Fired Pizza and they are very good supporters of Relay For Life and I appreciate all they do for the cause however today they dropped a few notches as The Manager said I couldn’t go table to table to collect so I asked if I could stand outside the restaurant or if we can set up a day to simply do a collection she said no which I didn’t mind. What I did mind was the manner in which she talked with me she seemed to think I was beneath her. If only she knew the reach I have and how I could be a great ally. I encountered this no soliciting allowed attitude in many places that I went and I thought wow you are cutting off your nose to spite your face. I thought this way as I would have done a live video( My last Live Video had over 1100 views) and promoted the restaurant given the restaurant a good review and strengthened a business relationship. When I went to Habit Burger I simply disobeyed the GM’S wishes and was successful as one patron gave me a $20 donation. I later called their corporate office and had a nice interaction with the marketing director who in turn sent me details to host a Give Back Night there. I told her all The GM had to do was say we don’t allow soliciting however we do offer a way for your organization to fundraise here is our flier how to set up one of our Give Back Nights. The gentleman at McCallister’s were very arrogant and condescending as they told me no. I can accept a no even if I don’t understand why anyone business would say no to someone who has a proven track record of over 20 years of fundraising for The American Cancer Society. They could always take a minute and check out www.relayforlife.org/sunrisetamaracfl and see I am The #2 fundraiser with over $4500 raised.
Had the people in leadership roles at these restaurants taken a step back and seen the big picture perhaps their sales would have increased a bit. I have come to learn that there are always going to be those are so worried about complaints that they simply have programmed themselves to say no to everything. Many times they simply don’t see the benefits that someone brings to them and are so set in the ways that they lose out on the many opportunities that are presented to them.
I know going uninvited and putting people on the spot may not be the best way however many times it works and people respond in a great way like the time the hair salon owner said sure you can make an announcement and one of the patrons donated $40 or the time the ophthalmologist asked what type of donation I was looking for and I answered whatever you are comfortable with and he wrote a check for $100. Yes I have encounters some people who made me feel like Mr. Bill however I have also encountered people who have shown respect and appreciation for what I am doing. I have come to understand that not everyone is as advanced in the sphere of cause marketing as I am and many times employees of larger corporations are not empowered or inspired to think outside the box.
So the next time someone comes into your business seeking support you should look at the benefits and be open to what they are doing for they may have a large following that can become your client/customer. Imagine if the managers and general managers of businesses were empowered to do local area cause marketing how much more profitable a business would be.
A few years ago I approached Hungry Howie’s about supporting The American Cancer Society Relay For Life and Xavier was very happy to help and donated 10 large pizzas and each year since has supported our effort to help those touched by cancer. In return Hungry Howie’s has gotten my business and promotional videos and an outstanding revenue. I share this to show you how to avoid those Oh! No! Mr. Bill moments in your business.
The last 5 days have been a study in things that make you go HMMM. On Saturday I showed up to announce a game for a team that I have worked with for 10 years and was informed that I could announce that game but the other 3 they had to use the announcer that the city contracted with. I was a bit taken aback by this for I never heard of this before. The owner asked me about announcing the season without securing the fie field and then secured the field and signed a contract with a clause about using the city’s announcer. I thought don’t you read the contract and then when you see that clause mention you have your own announcer and want that clause removed from the contract and then proceed. The owner did try to get me as the announcer but the city insisted on the team using their announcer. I am now out the money that I had counted on because of a commitment made before final paperwork and details being worked out.
Not the sign I wanted to see on my car window!!!
I went to get into my car today and found a warning sticker on my window. I thought my car was parked in my assigned spot at the condo isn’t there a schematic that could be checked and security knock on my door? I went to the office and was able to get a temporary permit so this doesn’t happen again. The person who handles the decals was supposed to call me to come to the office but never did so today after I received the warning I went tot he office and took care of it. Oh the joy of living in a condo!!!
Keep Your Appointments!!!!
So many times over the years I have had appointments with people only to have them not show up without any communication. I have come to realize that many people simply fly by the seat of their pants not thinking of consequences or how their actions affect others. I have always been one that when I need to cancel an appointment I call. I have had one woman saying oh I need to get together with you and each time I reach out to set the appointment she makes an appointment and then has an excuse for cancellation. She has since gone ghost. It is amazing to me how some people operate and then they wonder why they don’t have a profitable entity. The reason is that you are creating to many moments that make people go HMMM!
Avoid things that make you go HMMM by doing your due diligence!!!
One of the best things you can do in business is to do you due diligence. In doing so you can avoid many issues where people will go HMMM. In many cases it is simply a matter of not making commitments that you can’t keep. In many cases it can be as simple as planning your strategy and having the strategy in place long before it is needed.
Another way to avoid creating things that make me go HMMM situations is to stop playing the blame game and claiming there is nothing you can do because as a business owner there is something that you can do. Remember on oh crap can ruin a thousand at a boys. The key to avoiding the things that make me go hmmm moments is to be authentic and transparent when dealing with people.
The other day (4/3/2019) I was meeting a friend for lunch and we decided to meet at Delvecchio’s in Plantation, FL. I showed up a bit early for our meeting only to be surprised that they were closed during what would have been regular work hours. I called another location to find out what was happening as many times things happen and the business would reopen. I was told that the owner decided to close this location permanently. The person on the phone simply said they could keep up with it anymore. I found this a bit odd as they are located near a 55 plus community, have office buildings across the street, are next to an elementary school, and down the block from a middle school, and have a high school near by this location. As I went next store to Subway to eat with my friend I started to think about Delvecchio’s and how many other businesses like Delveechio’s close because they do not market daily. I am surprised by how many business owners I encounter who are not open to receive ideas about strengthening their brand and increasing their revenue. So many times a business owner get’s so wrapped up in the other aspects of the business that they forget the importance of marketing and advertising. Surprise, Surprise, Surprise if you are not marketing you are losing a large segment of the market as they are going those that are on the top of their mind. It is imperative to know your community and how to reach the potential customers/clients in your community. Knowing you target audience and how to reach them and have them do business with you is key.
In order to avoid putting the closed for business sign up permanently you need to develop a Unique Selling Proposition. It is important to set yourself apart from every other business in your industry. Think of business and what they became known for and then follow their model in your business. When you think of McDonald’s you think of The Big Mac, when you think of NIKE you think sneakers, when you think All State you think accident forgiveness. The key is having something that you are known for that others in your industry don’t have. Ask yourself what do I have that is proprietary to my business and how can it put me on the top of the mind of the consumer. Then ask yourself how will I market this Unique Selling Proposition.
The key to marketing is to build raving fans that will share your business with others. I remember working at Sinbad Sports back in 2016 and taking fliers to all the sports bars and speaking to General Mangers who allowed me to hand the fliers out to their patrons in return I allowed them to put fliers in the store. This allowed me to share a unique selling proposition as the sports store with all teams available. Another Unique Selling Proposition was the fact that the store had me as a knowledgeable employee able to answer questions while also promoting the store on social media. I remember during football season on Thursdays I would make my NFL Picks and post them on social media. I did this using different merchandise and showing my picks via video. At Sinbad Sports we also had items that you couldn’t find anywhere else thus I made it a point to feature them as well. I share this to emphasize the importance of marketing and engaging your staff in the process.
It is important to get to know your customers and to make them feel welcomed and important. When some one does business with you give them a reason to continue to do business with you. Do unique things like finding out their favorite food and then getting a gift card to a restaurant that serves that type of food to give to them the next time they come in. When you do things for your customers and they feel appreciated they will not only continue to do business with you they will share your business with others. Surprise, Surprise, Suprise, customer service is important. Remember they chose to do business with you so give them a reason to keep doing business with you and to recommend you to others.
Surprise, Surprise, Surprise without a structured advertising and marketing plan you will find yourself throwing good money after bad and eventually this takes a toll on your business as many times it leads to closing the business permanently. Sometimes there are other factors why a business closes however one of the most common reasons is lack of marketing. Marketing is very simple find the problem that your business solves and then promote your business to those seeking to solve that problem. Make sure you know your niche market and target your advertising and marketing to them so that you strengthen your brand and increase your revenue. Marketing should be done daily.
Surprise, Surprise, Surprise you can not have results if you are busy making excuses. I have heard so many times that oh business is slow I can’t afford to market. My answer is instead of complaining think of affordable ways to market. If you have some down time in your business hop on social media and invite people to do business with you by offering a special. When I worked at Celebrity Sports I would do videos and send them out and post them in groups. On some of the days doing this brought in a few people who told me I didn’t plan on coming y but I saw your video. On days that I wasn’t in the store I was out in the community finding people who liked sports or knew people who liked sports as a result I picked up a few regular customers. My Unique Selling Proposition was that I could do auctions on a consignment basis with non-profit organizations which helped them raise money while putting the store in front of the consumer so that when they needed something sports or pop culture related they though of Celebrity Sports 1st.
Surprise, Surprise, Surprise you need a knowledgeable marketing person who can build your brand and increase your revenue. You need someone who will be proactive and help you stay ahead of the curve so you are the leader in your industry not a follower. It is important for you to empower this person to make decisions. You will need someone who understand your business and has your best interest in mind. You will need someone that seeks and acts upon opportunities.
Avoid having to put this sign up by making marketing and advertising a priority.
I am amazed about how people go about things in business that I think many are missing the boat. Today (3/6/2019) I went to a job fair to meet with the 2 large radio station companies in the market so I could leave them my demo cd. The first one I went to said oh we are sponsors of the event and I don’t know what to do with this. I responded it take it back to the station and give it to your program manager. She looked at me like I was speaking a foreign language then again to her maybe I was as this is South Florida after all. I walked away thinking this is a job fair and your company didn’t bring someone from human resources. I am a firm believer of you never know who is coming to your table or through your doors so be prepared for every case scenario. The other radio company had their director of traffic there who gladly took my demo tape and asked me to follow up on line. I even had the opportunity to give my demo tape to The Florida Panthers Human Resource Director. I share this as networking is a key component to being successful. When you put yourself out there you are going to meet people who can be of service and value to you while you can be of service and value to them. The key is to be prepared and have your people prepared so you don’t miss the boat.
Many times I call on businesses to support my charitable endeavors with The American Cancer Society Relay For Life and many times I encounter those that are missing the boat as they don’t understand the concept of cause marketing or they don’t want to hear how someone can be of service and value to them. Today (3/6/2019) after attending the job fair I stopped by a plaza to go business to business to promote The American Cancer Society Relay For Life and also collect donations. Most every business in the plaza was receptive however there was one that was a bit arrogant and non-receptive, Catering By Joel’s Place. This is the same business that I called a few weeks ago to get a quote for a party that I was hosting and he never returned my phone call. He stated I have been in business for 27 years and everything is by appointment. I told him then maybe he should keep his door locked and that he was leaving money on the table. He said I don’t need you telling me what I am doing. I said thank you and I left. As I walked out I thought wow here is another closed minded individual missing the boat for he didn’t even want to dialogue with me. I understand he doesn’t know me and doesn’t know about the 8000 people I reach on social media or all the events that I am involved in or people that I know that possibly could do business with him. His arrogance and lack of being open to listen now earned him a negative review and lost me as a potential customer. Remember that every conversation has opportunity and to not miss the boat by being arrogant or too busy to talk to someone.
I used to take my Grandmother, when she was alive, to Monti’s and the food was good. I was in the area yesterday (3/5/2019) promoting The American Cancer Society Relay For Life at about 10:45 AM figuring it was prep time for lunch i stopped in to see if they can help me. The 1st words out of the gentleman making pizza was I am too busy for this. Another gentleman came up and reluctantly gave me a dollar and told me to leave as they were too busy. I left thinking again another business that is making money but could be doing better if they weren’t missing the boat about being kind to anyone who comes through the doors. I share this with those who own businesses to make sure you are treating people who are coming into your place of business with respect as you never know who they might be and how they can either affect your business positively or negatively. I fully understand that I am coming into these businesses unannounced and uninvited however I have been doing fundraising this way for over 40 years and have have had much success. There is a huge value in engaging with people especially someone who knows and understand cause marketing.
If you are going to stop missing the boat you must go out and share who you are and what you do and why people should do business with you. You were born to be on the boat and have that boat reach its destination for success with you on board. Stop missing the boat and realize that everyone that you come in contact with can be of service and value to your business. Sometimes it is as easy as simple hitting the street and sharing your business or non-profit activities with others. Be bold and get on board your boat to success.
One of my anthems to use when training businesses to strengthen their brand and increase revenue is to shout it out loud. Whatever your message is you need to let everyone in your target demographic know who you are and what you do and why they should be doing business with you. So many times business owners get caught up in the build out and getting the doors open that they lose sight of the one of the most important aspects of growing their business and that is marketing and creating a customer loyal base. Today it is important to expose yourself in as many places as possible for you never know where business may come from. In the past few months I have come in contact with many business owners who could not answer what their Unique Selling Proposition (USP) was or who their target audience was. I have seen many businesses open their doors one day only to close a month later because of under capitalization and lack of exposure. I just had an experience today (3/1/2019) where I went into a new restaurant to promote The American Cancer Society Relay For Life and was told the owner has had another location for 10 years. I said that is great please give him my information as I have been in this community for 38 years and have some key contacts that may help his business. It is amazing to me how many people just do not understand the need to gain exposure in the marketplace and have people that have strong roots in the community as allies to help you strengthen your brand and increase your revenue. I had another business owner tell me I have invested in so many things and they don’t work when I proposed that he do Footprints for The American Cancer Society Relay For Life where all he would do is have paper footprints filled out by his customers who make a donation then he would put the footprints on the walls of the restaurant. There would be no money from him and he could reap the benefits by exposing the fact that he is helping The American Cancer Society. Think about he does the footprints for a month takes photos and puts them across social media and his existing customers feel good as they helped those touched by cancer and he may attract new customers who see what he is doing and they buy into the fact that he is helping those touched by cancer. He could do an entire ad campaign around the footprints program and as a result gain positive exposure in the marketplace. I know that when I see a business is a supporter of The American Cancer Society I am more apt to support them than a business who is not a supporter of The American Cancer Society. I am very old school in the fact that I do business with those that support me.
As you grow your business it is imperative to put the word out and to create a loyal customer base by delivering outstanding products and service, by advertising so as to be on top of your desired target audience’s mind. It is important to find creative ways to get the word out. Many times I hear I don’t have a budget for that. Each time I hear that I cringe because how are you going to build your brand and increase your revenue if you do not let people know who you are, what you do, and why they should be doing business with you. In my 40 plus years of helping businesses to grow I have learned one thing that building a good customer base is key and the best way to do this is through daily promotion of your business. Find something noteworthy today that involves your business and post about it. I was working at a Sports Memorabilia and Apparel Shop a few years ago when The Pittsburgh Steelers clinched a playoff berth. Knowing that there were many Pittsburgh Steelers Fans in the area. I did a post with permission from the owner to offer 25% off all Steelers Merchandise that week. That week we saw a 33% increase in sales in the store showing that when you get the word with a good offer the customers will come. It all comes down to being proactive in getting the word out by having a strategic plan to drive traffic while strengthening your brand and increasing your revenue.
Adertisement Ideas: Exposing Yourself: A Case Study!!!
I was an Assistant Manager at Footlocker in The Wellington Green Mall in August of 2003 when I decided to reach out to the high schools in the area during our Friends and Family Promotion which gave people who had the special coupon 30% off of their purchase. I asked the District Manager for 1000 of the coupons as the Athletic Director at Palm Beach Central High School would distribute them for us. I was told we unusually don’t do that promotion like that to which I answered why not at the end of the day isn’t it about building a loyal customer base. He said okay and reluctantly gave me the 1000 coupons. The weekend of The Friends and Family Promotion we increased sales by 300% over the last year. This got me to thinking about how many times it is simply about sharing promotions and how many times money is being left on the table because of those in decision making positions being short sighted in their marketing strategies. Another time I mentioned that there was big game, The Muck Bowl coming up and the kids at the high schools like to buy the tall tees and make their own designs and I suggested that we order an addition 144 tall tees for the week of The Muck Bowl again I was told we don’t order that way and I again asked why not. After much persistence I received 144 tall tees 72 L and 72 XL and at the end of Muck Bowl Week all but one was sold. In letting the kids know we had tall tees word got out and we nearly sold out of the tall tees. I share this to encourage you as a business owner to look beyond what you normally do and to become creative and get the word out.
