Tag: Money

Advertisement Ideas:Surprise, Surprise. Surprise!!!

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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.

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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.

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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.

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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.

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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.

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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.

Advertisement Ideas: Spending Your Money Wisely!!!

Advertisement Ideas: Spending Your Money Wisely!!!

Slipping money to the right individual at a restaurant in order to ...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:Keeping Your Doors Open!!!

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: You Can’t Please Everyone!!!

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. Continue reading Advertisement Ideas: You Can’t Please Everyone!!!

Advertisement Ideas: Power Ball Breeds Stupidity!!!

Advertisement Ideas: Power Ball Breeds Stupidity!!!

 By now if you are on Facebook you have seen the meme about ending poverty, well Philipe and all thise circulating this need to buy a calculator or go back to 2nd grade to relearn basic math because when you divide 1,300,000,000 by 300,000,000 you get $4.33. $4.33 may be just enough money to get a Grande Latte at Starbucks. The truth is it will not end poverty.  What Power Ball has done with its enormous jackpot  is to create a false hope. Power Ball has also made people make some stupid decisions like the guy who posted that he spent $2500 on tickets and didn’t win anything. I thought what could you have done with the $2500 to improve your personal or professional life. I also saw a post where a women spent $20 on tickets, this same woman told me that she couldn’t afford to donate $5 at http://main.acsevents.org/goto/jdogg4. I thought wow you told me how tight you were for money but you found a way to spend $20 on Power Ball Tickets.  Yes someone or a group will win and their lives will be changed forever. Many of the winners will do stupid things because you can not fix stupid. As I watched the actions of many with the Power Ball Frenzy I thought what if people stopped fantasizing and started to really implement things in their business. Instead if sending the $2500 on Power Ball Tickets the man could have advertised his business, upgraded his business if he has a brick and mortar business, he could have taken a small vacation, rented space at a trade show to promote his products and services, or done some cause marketing.

I have the ultimate question if you gamble by buying a Power Ball Ticket but you tithe with your winning is it still considered morally wrong. Many people will say  this is different my buying Power Ball tickets doesn’t hurt anyone but myself. In reality buying an excessive amount of tickets does hurt people If you have a family it takes money that could be used to provide food, shelter, and clothing away from your family. You may try to justify it with the false hope of winning and saying you have to be in it to win it and then fantasizing what you would do with the money. There is no justification for buying an excessive number of tickets. Instead of spending $100 on tickets spend $5 and figure out ways to make smart money choices that will enhance your personal and professional life. My recommendation is to buy $6 worth of tickets, that is 3 entries and use your other money to enhance your personal and professional life. Think about it you have $10 you buy 3 tickets you have $4 left over and you can use the $4 to get food.  Remember to spend wisely. Good luck!!!

 

Advertisement Ideas: Banging For Business!!!

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.   Continue reading Advertisement Ideas: Banging For Business!!!

Advertisement Ideas: Kicking Ass, Taking Names, And Following Up!!!

Advertisement Ideas: Kicking Ass, Taking Names, And Following Up!!!

 So you attended an event with the intent of meeting people who would be interested in your product or service, you collected business cards, but you put those business cards aside and waited a few weeks to contact those people. As a result you may not have much success is turning those leads into customers. The idea is to go into all events you attend with the mindset that I am going to kick ass, take names, and follow-up. Today (10/17/2015)  I was at an event, The Taste of  Tamarac and I was on a mission to promote The South Florida Gold, a professional basketball team that plays in The American Basketball Association. I had an encounter with their executive director as I was exchanging information with the vendors and the vendors were very receptive, but he did not see it that way saying it was inappropriate. I told him it was appropriate and that is what doing business was about and he could go pound sand. He walked away and I went about my business. I kicked ass as I used my talents for good. For those of you who do not know I have an amazing voice for promotions, voice overs and emceeing, and pa announcing and I love to make small promotional videos to help businesses to maximize their message. I haven’t had a business complain yet and those that have posted my promos have done well. I took many business cards and I will follow-up on Monday when I am in the office.  The key is that you must follow-up with in 48-72 hours of speaking with some one so that you can strike while the iron is hot. While I was at The Taste of Tamarac I met the people from The American Cancer Society Relay For Life of Tamarac. Again for frequent readers of this blog you know my passion for Relay For Life. I took one of the canisters and simply turned to a lady and asked if she had a $1 to help create a world with less cancer and more birthdays and she gave me a $1. I then said to The Tamarac Relay representatives you see it is just that easy.  At the end of the day they had collected $120, not bad for a 3 hour event. I share this to encourage you to have a kick ass mind-set. If you are serious about being successful you must be tenacious and understand some will, some, won’t, so what, some waiting, next. Along the way you are sure to have a few people upset with your tactics hello that is the cost of doing business as not everyone will resonate with your message but many will resonate with your message and want to do business with you. The key is to continually kick ass, take names, and follow-up.  Continue reading Advertisement Ideas: Kicking Ass, Taking Names, And Following Up!!!

Advertisement Ideas: Back To The Basics!!!

Advertisement Ideas: Back To The Basics!!!

When I was a kid we has a supermarket in our area called Basics. It was place where you brought your own bags or boxes and most of the products were generic. The store did massive advertising and flooded the area with coupons. They were doing a good business but then the landlord decided to raise the rent and it got to be a bit pricey and cut into the profit margin and the store closed.  The store sat empty for many years and now there is a Lowes Home Improvement store on that site. As I reflected on the concept of Basics Supermarket I began to think how many times we in business get away from the basics and then wonder why we aren’t having successes. How many times to we come up with an advertisement idea but we don’t implement it because we do not know if it will work and then we make many excuses as to why not to implement it.  The key is to remember that if you do not advertise your business you will  eventually lose so it is time to get back to basics.

The first basic principle is to get out there and hit the bricks. This sounds like an old school principle but it works. Last week as I was promoting my TV Show, The Anything Bucket, which airs on Tuesday at 6:30 PM EDT on www.wrpbitv.com I decided to walk a shopping plaza and share who I was and that I was seeking guests for my TV Show. I walked into Wise Little Shoppers in Sunrise,FL and the owner Sparkle was receptive to the idea of being on my show. She called me the next day and booked a time to come into the studio to tape a segment for the show. She came taped a segment and bought her clip to use in her marketing. In hitting the bricks you will meet people who can benefit from your products or services. I have been one to go business to business to share who I am and what I am doing and it has proven to be effective. Whatever I find myself promoting be it my TV Show, my charitable work with The American Cancer Society Relay For Life, or the South Florida Gold, a professional basketball team that I represent I find the best way is to get out in the community and go face to face, eyeball to eyeball, flesh to flesh to get the best results. Continue reading Advertisement Ideas: Back To The Basics!!!

Advertisement Ideas: Make It A Positive Experience!!!

Advertisement Ideas: Make It A Positive Experience!!!

 I have noticed more and more businesses bashing their competition  instead of building themselves up when I see this type of marketing I usually look for another  option when I need the product or service that is being offered. I have also seen a trend in brick and mortar businesses where the interaction is far from positive and when I have a bad experience with a business I generally don’t go back and I let others know so they can avoid the same experience.  In today’s ever more competitive world it is imperative to make every experience a positive one. When you are dealing with the general public their will be interruptions of your daily routine which to you may seem ridiculous but to the person walking into your business or calling you on the phone it is important.  If you can take the time to be courteous to all those who you come in contact with and create a positive experience you will see an increase in your sales and a strengthening of your brand.  Every aspect of your business should reflect positivity from your voice mail to your advertising to your human interaction. The idea is to be positive in everything that you do so that the end-user thinks positive of you and comes to you when they seek your product or service.

There are certain businesses I frequent just because I get a positive vibe from the moment I enter until the time I leave. I also frequent businesses where they have taken the effort to get to know me. I have a big advantage as I am generally positive and thus am met with positive responses.  I had someone ask me JDOGG how do you make each interaction positive? My answer was I look for the good that comes from it, for example the guy at Pucinnis Pizza in Boca Raton was not receptive to my Relay For Life. At first I was upset as I though everyone would come forward to help this great project and then I realized you know what it saves me a phone call and creates an opportunity to find people who will support the cause. Had the man been open and receptive he could have had a more positive outcome because he would have had an ally in the marketplace speaking positively about him and recommending his business.  I have  had people give me some excuses and I simply do my best to overcome the excuses and then if that doesn’t work I thank them for their time and wish them luck.  The key is to help as many people you can through your business so that your business is seen in a positive light and so that customers and potential customers have a positive interaction with you.

 The greatest thing that a business can do is to find ways to establish goodwill in the community. A local Pizza Restaurant at Boca green Plaza, Davito’s, sponsored a track marker for The American Cancer Society Relay For Life Of  West Boca Raton and I have personally been there for lunch on 2 occasions and have given him shout out on Facebook and promoted him at committee meetings as a result of his creating a positive interaction he has gained me as a customer and I represent about $8 each time I come in. Think If I come in 40 times in the year he makes a small profit all because he spent $100 on a track marker sponsorship. I come from the tradition of supporting those who support me. I think there is enough to go around for a business to support many charities. If your business is not supporting the local community there is a strong chance that you will go out of business. If you are struggling in business look at all the areas where you interact with people and what your attitude is. I remember walking into a business years ago when I worked for Forum Publishing Group selling advertising and they said I am not interested I don’t need to advertise. I said okay and I left.  There were many times I was in the neighborhood and needed their services but I didn’t use them I went to their competitor because the competitor gave me the time of day and listened to me and though did not buy an ad asked me to check back with them on a regular basis. Guess what the negative interaction business is out of business no longer selling his subs and the positive interaction business is still in business and thriving. Ask yourself which one are you going to be the positive or the negative business? Continue reading Advertisement Ideas: Make It A Positive Experience!!!