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: Learning From Outsiders!!!

Many times when we are in positions of authority we miss out on opportunities that could have strengthened our brand, increased our donations, and most importantly increased our cash flow. As many of you are aware I am an avid supporter of The American Cancer Society Relay For Life. My passion runs very deep and I event went as far to design sneakers using www.nikeid.com. The sneakers above were designed for The 2015 Relay For Life of Boca Raton. After designing them I thought wouldn’t it be great if Nike rolled out a BEAT CANCER Sneaker Line where they could do different colors corresponding to the different types of cancer and compliment them with matching shirts. I was thinking they could sell them and give The American Cancer Society a percentage from each shoe sold. I was told they have enough partnerships and aren’t taking any outside ideas. I though wow NIKE thinks their too big to listen to a customer who has a built-in network of over 300,000 volunteers who participate in Relay for Life that would buy these sneakers.

In 2016 I designed the sneaker below and they have received some great feedback mostly where can I buy a pair? I stated you can design them at www.nikeid.com. People said you should mass produce them, I said I am working on it but Nike Turned me down. They said wow they are missing out on a great opportunity.

Continue reading Advertisement Ideas: Learning From Outsiders!!!

Advertisement Ideas: We Will Never Forget!!!!

Advertisement Ideas: We Will Never Forget!!!

As I sit at my desk at WRPBiTV, where I host a TV Show, The Anything Bucket, which airs on www.wrpbitv.com on Tuesday at 6:30 PM EDT I begin to reflect on where I was 13 years ago (9/11/2001) when I saw the news of the terrorist attacks. These attacks galvanized our nation and brought people together from all walks of life. As I reflected on the events of that day I begin to think what if a business could make that indelible mark on the audience that they seek to attract? Budweiser made a tribute ad that aired once during The Superbowl that created a buzz as it evoked many emotions and touched the heart of the viewer.
This commercial epitomizes what every advertising campaign should have.

An effective deliberate message.

A connection to the audience.

Proper brand placement. Continue reading Advertisement Ideas: We Will Never Forget!!!!

Advertisement Ideas: Do They Know Who You Are?

Can you identify these 3? Why is that? The answer is because they have kept a high-profile and become noticeable figures in the media. Some exude a positive while others are seen in a negative image. The key is that many people know who they are which leads to the question do those you are seeking to do business with know who you are and what you do? The idea is to build recognition in your industry and amongst your target audience so that when someone sees your photo or your logo they will immediately think of you and connect with you to use your products and services. The question is what are you doing to get yourself known?

This logo is perhaps the most recognizable logo in the world. Would you believe that at one time the company was on the brink of bankruptcy. Then Phil Knight came to the rescue with a strategic marketing plan and a whole lot of venture capital along with the willingness to take risks that others would not. Phil Knight signed Michael Jordan and the company began making The Air Jordan Sneakers. The company put a lot of money into the campaign and it began to pay large dividends as Air Jordan Sneakers quickly became a high demand sneaker. Even today when a new Air Jordan is released it sells in mass quantities. After Jordan the company began to sign more and more athletes to represent it. In 2013 this company had 47% of the global market. Now you may be thinking but I don’t have the budget that this company has. You do not need a budget the size of this company to get people to know you all you have to do is find ways to be creative and proactive ways to get recognized. Continue reading Advertisement Ideas: Do They Know Who You Are?

Advertisement Ideas: How Deep Is Your Network?

With the passing of Nelson Mandela yesterday I began to think about how many lives he touched for standing up for what he believed. I began to think how deep was Nelson Mandela’s network? Then I began to think of a question that many business owners must ask and that is how deep is my network. Nelson Mandela was able to touch many lives as he built a network of people who believed in what he represented. The obstacles he faced were tremendous and he rose above them. he gave up 27 years of his life as he spent those years in jail. Part of his network was his wife Winnie who kept the movement going while Nelson Mandela was in jail. Together Nelson and Winnie Mandela were a formidable couple who used the power of their network to affect change in the world. Nelson Mandela lived his philosophies and beliefs daily and if he were a brand was as well-recognized as NIKE. Mandela created a buzz because he built a network of followers who knew him, liked him and trusted him. Mandela leaves a legacy for with many lessons for us to follow. One lesson is to build a network.

Advertisement Ideas: Building Your Network!!!!

I first learned the concept of networking as a member of The Jaycees, an organization of young men and women aged 18-40 dedicated to providing leadership training through community service to its members. The Jaycees network was made up of members, who made up chapters, districts, regions, state organizations, national organizations, and Junior Chamber International. These groups created a network for good. In building the network the one thing that was stressed was to share the organization with others and get them to join the organization. After they joined the idea was to provide them with services that would enhance their personal and professional lives. In building the membership I began to understand the power of building a network as each person who came into the organization had something to offer. The key to my success in the organization was my ability to share the organization with others. I learned the following that I hope will help you to build your network: Continue reading Advertisement Ideas: How Deep Is Your Network?

Advertisement Ideas: Twerk This!!!!!!

Advertisement Ideas: Twerk This!!!!

Like it or not Miley Cyrus twerking at The MTV Video Music Award created quite the buzz across social media with everyone seemingly having an opinion on her actions. Now imagine as a business owner or marketing executive what you would have to do to create this type of hype. Would you be willing to implement a philosophy of Twerk this and go over the top so you are on the top of the mind of the consumer who will seek your products or services. The key to marketing and promotion is to be remembered and stand out from others in your industry. Ask yourself what am I doing daily to create advertising and promotions that attract people to seek my products and services? Ask what new innovative advertising ideas am I implementing to be on the top of the mind of the consumer so they think of you first? Ask where am I advertising, how am I advertising, what is my core message?

Advertisement Ideas: How To Use The Twerk This Philosophy!!!

The Twerk This philosophy is to do what you feel is right and not to care what people think as some will, some won’t, so what, some waiting, next is the way to start. The way to use The Twerk This philosophy is to throw caution to the wind. In many of my consultations with clients I will tell them it doesn’t matter what a few people will say it is important to resonate with your target audience. In many cases going over the top is a great way to draw attention to your self and be remembered. Continue reading Advertisement Ideas: Twerk This!!!!!!

Advertisement Ideas: How To Increase Your Visibility!!!

One of the catch phrases of the last 3 years has been visibility. The question is how do you increase your visibility so you are on the top of the mind of the client that is seeking your product or services? Most small businesses do not have a Nike, Coca Cola, or Budweiser budget and struggle with the concept of getting known. Today I will give you some effective and affordable ways to increase your visibility in the market place. As you are aware I have been doing marketing and media relations in one form or another since I was an 11-year-old. MY quest to be visible began with a backyard carnival for The Muscular Dystrophy Association. My biggest challenge was how would I get people to come to this event? The answer was easy promote it everywhere and anywhere I could. I the kit came posters and I was fortunate to find a local printer to print more for me at no cost in return for me handing out his brochures. I took the posters and hung them at the major supermarket, local restaurants, in my school, and around my neighborhood. When the event was run I had many people in attendance and was able to donate $1,000 to The Muscular Dystrophy Association. I was invited to present a check to MDA on The Skipper Chuck Show. The local newspapers ran stories about me. This was the beginning of how I began to help others increase their visibility.

Over the years I learned that it is important to know that you are your brand. People are doing business with you because they know you, like you, and trust you. The question is how do you create visibility for your brand? There are several ways to create visibility, many include? Continue reading Advertisement Ideas: How To Increase Your Visibility!!!

Advertisement Ideas: The Importance Of A Tag Line!!!!

When you walk into a networking function how are you known. I have developed the moniker Jonathan JDOGG Lederman, The Spiritual Emcee Maximizing Your Message so as to encompass what I do and how I am of value and service to those who elect to hire me and use my myriad of services. One of my clients helps people with investments and fixes their financial rating so I gave her the moniker(tag line), Monica Bailey, The Financial Fixer. If you are an entrepreneur it is imperative to have a tag line that is easy to remember and effectively describes who you are and what you do. If you work for a corporation or small mom and pop operation it is important to create a tag line so that your customers/clients will relate to you and continue to do business with you. As you develop your tag line think what do I do and how do I want to be perceived.

McDonald’s has done a great job of creating tag lines that are easy to remember and resonate with their target audience. Over the years they have had many tag lines. One thing has remained consistent and that is their logo. Their logo is one of the most recognized logos in the world. The reason it is so recognizable is that they spend money on marketing and branding and make these two elements a priority. I use McDonald’s for example purposes only. Continue reading Advertisement Ideas: The Importance Of A Tag Line!!!!

Advertisement Ideas: KISS Delivers Important Message About Building Your Brand!!!

Advertisement Ideas: KISS Delivers Important Message About Building Your Brand!!!!

I remember when I was younger and my younger brother Joshua was a big KISS fan and we would listen to this song. Today as I listened to the lyrics I thought the message is to SHOUT OUT About who you are, what you do, and give people a reason to use your product or services. I started to think why do people buy NIKE Products when there are other brands that are just as good? The answer is because NIKE Shouts the loudest and is constantly on the top of the mind of the consumer. Every where you look during a sporting event NIKE Has some type of presence. NIKE has also aligned itself with very well-known celebrities and athletes to build credibility.

You may be thinking but I don’t have a NIKE type budget. I am here to tell you yes it would be nice to have a NIKE type budget, however you can shout it out loud with your budget. I visit with many smaller businesses on a regular basis and the biggest excuse I hear when it comes to advertising is I don’t have a budget for that. I then ask do you have a marketing and advertising budget and yes there is a difference marketing is about building a brand so that when someone is ready to purchase your product or service they will choose you first. Advertising is promoting offers to drive traffic so you see a return on your investment. Many times I am told no. This is one of my pet peeves as I ask in mind how do you open a business and stay in business without setting aside some money to reach your desired target audience? I have encountered many people who don’t know who their target audience and I then ask them to give me a profile of who their customer is and they say everyone to which I reply your target audience can not be everyone for this is to broad of a spectrum to tackle. One must have a budget and know who their target audience is of they are to be successful. I ask businesses all the time how are you marketing and advertising and they tell me word of mouth. Word of mouth is okay however it must be augmented with other strategies because not everyone who needs your product or service is going to know your current customers. In order to shout it out loud you must have a strategic plan and you must find what your potential clients/customers are reading, watching, listening to, visiting on-line, and what they desire. A great way to shout it out loud is to answer the question of what problem do I solve in my clients/customers lives? Continue reading Advertisement Ideas: KISS Delivers Important Message About Building Your Brand!!!

Advertisement Ideas: La Grande Narnaja- What Is In A Name?

Advertisement Ideas: La Grande Narnaja-What Is In A Name?

My Facebook feed was buzzing today as The New Year’s Eve Celebration in Miami, The Big Orange, was changed to La Grande Naranja. All the news outlets were seeking feed back and at first I thought why I are we worrying about the name when there are bigger issues to tackle. I then began to ask what is in a name and the began to realize that branding is an integral part of your business and you spent the last 20 years building The Big Orange so why would you change the name and begin with a new brand, La Grande Naranja, and I realized well most of the people in that area are hispanic and that is a primary target demographic and thus a name change can be used to attract more clients of hispanic origin. Better yet why not promote the event in both languages so as to attract a more diverse audience. Continue reading Advertisement Ideas: La Grande Narnaja- What Is In A Name?