Advertisement Ideas: Spending Your Money Wisely!!!

On of the things I have noticed from entrepreneurs while working in The Sports Apparel and Memorabilia Industry is how ineffectively they tend to spend money. I have seen this happen in many businesses as the entrepreneur will buy items that he or she likes thinking they will sell and they do not leaving them with what I call dead merchandise. I witnessed one entrepreneur buy a Dolphins Pool Table and then tell employees he didn’t have funds for items that customers were requesting. I thought wow here you have a pool table that is going to be hard to sell when you could have bought items that were being sought after and turned then into cash flow quickly and turned a profit that would have been frequent and consistent. I witnessed one entrepreneur who refused to put up a website with his memorabilia and then stopped paying rent and as a result was forced to dissolve his business and settle with the landlord and then change names and relocate. This same owner still doesn’t have a website and guess what isn’t making the sales as he should be. I have always said the definition of insanity is doing the same thing over and over and expecting different results. Continue reading Advertisement Ideas: Spending Your Money Wisely!!!

Advertisement Ideas: Finding Your USP!!!

In the many years that I have worked for entrepreneurs I have always asked before I started working with them is what do you want to be know for as a business? Many times they do not have an answer so I explain the importance of having a unique selling proposition? I take it further and ask who do you want to reach? Again many make it to broad that they get stuck trying to reach everyone when in reality if they created a niche market they would be more successful. Recently I had some tell me I want to reach all sports fans. I said this was to broad how about narrowing it down to I want to reach sports fans aged 14-54 who support local teams and who will spend on average $30. In doing this you narrow your audience and can stay ahead of the curve in your industry. As I have been involved in the retail apparel industry and have excelled I know what people are looking for and how important a unique selling proposition is. In 1988 when I went to work at The Oaktree Men;s Clothing Store I saw the unique selling proposition that they had as they sold a brand called Cosi Crest and were the only store where this brand was available. Cosi Crest was a brand that gave consumers an alternative to Zcavarici, which Oaktree also carried. In being the only store with a particular brand Oaktree was able to capitalize on the market. I went on to work for Merle Harmon’s Fan Fair a sports apparel and memorabilia store when baseball card collecting was having a major growth spurt and when team apparel was all the rage. Our unique selling proposition was that we could get any teams apparel in any league so when a customer came in for San Diego Padres Jackets at our Boca location and we didn’t have them in stock we could go to the catalog call the company give them our vendor number and place the order. of course we received payment up front. My most recent jobs have been with sports memorabilia companies with retail store fronts and the one thing I noticed with both companies is that they do not have a unique selling position. One company recently relocated and changed its name and began to market itself as the place to find vintage items and as a result by creating a unique selling proposition are moving forward in a positive direction. the other company is still finding its niche with a second location and once they have a unique selling proposition will do well.

The key to building your brand and increasing your revenue is to find a way to stand out among the crowd and be known for something that the consumer desires. If you capitalize on the current trends and look at what will trend in the future you can become very successful. I have learned that when you have what the consumer is looking for and you create a unique selling proposition you find success. There is an adage that you have read about in previous posts called strike when the iron is hot. Continue reading Advertisement Ideas: Finding Your USP!!!

Advertisement Ideas: Always Be Closing!!!

The language might be a bit harsh but the message is very important because if you are not closing deals and continuing to create new customers/clients while retaining your existing customers/clients you will find yourself chasing money and feeling unfulfilled. Everywhere you go you should make it a priority to share who you are and what you do with people as you never know where business may come from thus sharing is a vital component to your success. Make sure you stand out in all you do and always be closing.

Advertisement Ideas: The Steps To Always Be Closing!!!

The first thing you must do to become a great closer is you must believe that you can close. So many people leave money on the table simply because they do not make the ask. Continue reading Advertisement Ideas: Always Be Closing!!!

Advertisement Ideas: How To Be A Sales Machine!!!!

Advertisement Ideas: How To Be A Sales Machine!!!

Since a young age I have honed a gift that allows me to excel at sales. People ask me all the time JDOGG how do you continue to generate sales in any position that you have held? The answer is simple know your products and ask potential customers questions. I currently work as the memorabilia manager at Sinbad Sports located at 2164 S. University Drive in Davie, FL. I have told the General Manager and The Owner that if you bring me the people I can sell them the merchandise we have. Such was the case yesterday (7/9/2016) when I generated $633.51 in sales. I was fortunate that 2 customers came in and wanted some high ticketed items like the Odell Beckham Signed Football and a Jarvis Landry Signed Football. Others cam into browse and I was able to turn them from browsers into buyers simple by showing the items. There was one family that probably had no intention of buying anything but when I interacted with their child and showed her some of the toys we had the mom asked her what she wanted and she said the Hot Wheels Loop the mom asked me how much and I said $9.99 but I will give you a 25% discount. Guess what a sale was made. In working with the customer and showing them merchandise I was able to make sales. I didn’t reach my goal of selling $1000 but had one of the better Saturdays in the store since it opened on April 29, 2016. The key to having sales is driving traffic and giving the customer what they want and not getting upset if they leave without buying anything for a no today is not a no forever. Continue reading Advertisement Ideas: How To Be A Sales Machine!!!!

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. Continue reading Advertising Ideas: Why Be Normal?

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.
Continue reading Advertisement Ideas: Do You Have Plans?

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. Continue reading Advertisement Ideas: Building Revenue!!!

Advertisement Ideas: Constant Communication Is The Key!!!

If you are a regular reader if this blog you know my commitment to The American Cancer Society Relay For Life and my many successes. In 2016 I was involved with The American Cancer Society Relay For Life of Boca Raton and raised $1688.05, http://main.acsevents.org/goto/jdogg4 is my donation page for this relay. I also was involved in The American Cancer Society Relay For Life of Sunrise and raised $1235.35, http://main.acsevents.org/goto/jdogg3 is my donation page for this relay. My secret to my successful fundraising was that every day I communicated and shared my story with people as to why I relay and asked for donations. In going out into the community I was able to share Relay and where the money goes and the positive impact with others. I was able to recruit a team for The Boca Raton Relay that raised $155. I share this with you to stress the importance of communication. In you business it is important to be out there in the community sharing who you are, what you do, and why people should do business with you. Over the years I have found that the facts they sell but the stories they sell. In building relationships and communicating with people on a regular basis you will have success. The more people you share with the more people know about you and the more money you can raise or the more sales you will have.

I was bit surprised when a People Lead and a Community Representative from The American Cancer Society told me that teams would not be contacted over the summer. I thought wow this goes against every rule of engagement that exists. I have always been one to plan the work and work the plan and keep the already existing participants informed as it is proven your best client/customer or participant is someone who already exists in your data base and by keeping in constant contact and making them feel appreciated they will continue to do business with you or support your organization. When you communicate on a regular basis people feel as though they are part of your business or organization and will support you. Continue reading Advertisement Ideas: Constant Communication Is The Key!!!

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.

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

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.