Advertisement Ideas: Greetings, Salutations, And The Bottom Line
It was a Wednesday Morning a week before Christmas when I found myself out making sales calls for La Bonita Kidz and Teenz with the owner and ceo Shanta Tanksley as we are gearing up to launch the magazine in March 2013. We both knew it would be difficult as most business owners were not thinking of marketing let alone planning their marketing for the Spring of 2013. We encountered many people who seemed pre occupied who seemed to think that we were imposing on their day when in reality we were there to help their business. One particular encounter at Third Federal in Coral Springs, FL as we walked in we were immediately greeted with a women standing up and saying NO SOLICITING. My response was mam we are not soliciting we are meeting with local businesses to start to build a relationship so as to see how we can be of service and value to one another. I also made it a point that we could have just come into money and were looking for a bank. She began to explain that corporate instructs them to do this when it appears that someone maybe soliciting. She then gave us the branch manager’s card. Shanta said to me you are amazing you kept your cool and made a great point. We both came to the conclusion that many businesses are missing out on potential by not understanding how greetings and salutations affect your bottom line. Continue reading Advertisement Ideas: Greetings, Salutations, And The Bottom Line
Advertisement Ideas: How To Make Strategic Partnerships Work!!!!
I first learned the value of Strategic Partnerships back in 1989 as I was assisting with The Coral Springs Jaycees Spreading The Joy Program, which provided needy families with A Thanksgiving Food Basket and then took the children from those families on A Holiday Shopping Spree. The chapter didn’t have much money in the treasury at the time to fund the project. As a new member I spoke up and said “Have you ever done Strategic Partnerships,” they asked what they were and I explained that is when you ask those you do business with to support your charitable efforts. The answer was no and I said let’s start. They said you can try. I said okay and in 2 weeks I had formed 10 partnerships and secured over $3000.00 in in-kind and cash donations. I then took it to another level when I leveraged our relationship with the local KMART when I asked the manager about collecting in front of the store. The manager said yes and we collected for 21 days and collected another $5,000 in donations. That year we took 64 children on a holiday shopping spree. Those that supported our efforts saw The Jaycees return the favor as we supported the businesses that helped us. KMART saw the value of The Strategic Partnership and The Jaycees kept working with KMART until the store in Coral Springs closed. The question that I am asked often is JDOGG how do I make Strategic Partnership Work? Continue reading Advertisement Ideas: How To Make Strategic Partnerships Work!!!
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?
I walked by a few businesses that I had once approached about advertising when I worked at Forum Publishing and then when back to them when I left Forum to see if they were doing any advertising.These businesses were so busy finding reasons not to advertise that they are now boarded up. Why is it when sales are down the first thing that a business wants to cut is advertising? If people do not know who you are and you are not promoting your business you will eventually go out of business. In today’s market place a business has many chances to advertise and those that choose not to advertise choose to die a slow death. I have seen this cycle happen many times in the last 2 years. I approached a local yogurt shop about advertising and marketing their business and was told I don’t have a budget. Hello the first thing to think about after opening a store is to think how am I going to get the people to come to me and spend money and then come back to me. This yogurt store ran an ad for 1 week in a local community paper expecting an influx in business well guess what a one time ad is not going to work you need frequency and consistency. The key is to have people see you and get to know your brand. Advertising needs to be proactive and not reactive. Think of what is coming up and how you can capitalize on upcoming events. You Know from The Day After Thanksgiving until December 23 that the consumer will be geared toward buying and that is a great time to run an ad wishing everyone a Happy Hanukkah, A Merry Christmas, and a Happy New Year with some other incentives to shop. Continue reading Advertisement Ideas: Advertise or Die!!!
Advertisement Ideas: How To Make Effective Marketing Choices!!!!
When you begin the marketing process you first understand the complexity of it and a great way to get a grip and make effective marketing choices is to us the 7 P’s Marketing Mix Below. When you know each phase and you truly analyze the plan you can then implement the plan and evaluate and adjust accordingly.
Advertisement Ideas: Hello America, Time To Wake Up!
As I was out collecting yesterday (11/2/12) for The American Cancer Society Relay For Life Of West Boca Raton I stopped by Grande Pizza and met Jeff, the General Manager who represents the owner, I asked him to make a donation. His initial response was no I am not in a position to do so and I told him I was only asking for $5 he continued to make every excuse and then finally giving me the $5 I asked for and saying his father passed away from the complications of having cancer. I thanked him and handed him the card with the 1-800-acs-2345 number, which is a 24 hour a day 7 day a week hotline that people touched by cancer can call. I left thinking Hello America, Time To Wake Up!!!!. It is time to wake up to the fact that if you are in business and you want to succeed you are going to have to be open and receptive to giving or at least listening and getting to know the person that is asking for your support.
For example in my case I walk into your business you don’t know me and you immediately use your programmed response I am not interested or I am not in a position to help and you lose an opportunity to learn about the fact that I host an Internet Radio Show and I do Shout Outs to businesses that support my effort and have a listenership of over 600 people each week, or that I have over 2,100 friends on Facebook, a Facebook group, and over 1,500 followers on twitter, as well as a large network on linked in. So you say no and I say thank you and you never get the opportunity to build a relationship that can enhance your business. For Jeff at Grande Pizza he will get the $5 back from as the next time I am in that area I am stopping in for a couple of slices and an iced tea. In addition I will be encouraging people when they are on 18th street just West of Military Trail to stop into Grande Pizza and support them. Any business that has ever supported my efforts with charity has benefitted in some form. There is Lou Bachrodt Cheverolet who supported a Holiday Shopping Spree I hosted for many years with The Jaycees and as a result when it came time to buy a car I bought my car from them. I am a strong believer in helping those that help you and I have seen first hand what can happen when a business partners with a charity and creates advocates for their business. Ask yourself the next time some comes into your business or calls your business what can I do for them to be of service and value?
As a business person you must wake up to the fact that everyone walking through the door of your business or calling on your business is a potential advocate for your business. The time is now to wake up and stop making excuses. I have heard it all when I go out collecting and promote The American Cancer Society Relay For Life of West Boca Raton and ask for small donations and I have overcome them all as there is not an excuse nor a legitimate reason why any business can not support the community. Continue reading Advertisement Ideas: Hello America, Time To Wake Up!!!!
Advertisement Ideas Finding and Capitalizing On PR Opportunities!!!
I have posted this question before as I ask it on several occassions as I speak to people who may want to work with me and put my knowledge and expertise in this field to work for them. I have been developing ways to maximize messages for several years and I am always astounded by those who are not taking advantage of Public Relations Opportunities. This past weekend I had the opportunity to attend The Women of Faith Conference on Friday Night (10/26/12) in Sunrise, FL I was very impressed by World Vision and their presence at the event, I stopped by The Liberty University Booth to learn more about them. All the while I was loaded with literature about The Addict’s Mom (one of my clients) to hand out as I knew many of the 6,000 women in attendance may know a mother of an addicted child and may be seeking assistance for that person so I made it a point to talk to people and promote www.addictsmom.com.
As I left the Women of Faith Conference I began to think how many businesses missed out on an opportunity to promote themselves because they did nor know about the event or were so busy blaming the economy and other factors that they missed out on an opportunity to build their brand and strengthen their business. I then cam up with the idea to encourage everyone to visit www.womenoffaith.com and to see when one of theses events is coming to your community and how it can be a benefit to you and your business.
On October 27-28, 2012 I had the pleasure and honor of being The Public Address Announcer at The Sean Taylor Classic, The SUPER BOWL for Youth Football. As I announced the sponsors I began to think how many businesses could have benefitted from being part of this event if they had known about it. In two days over 2,000 people came through the gates to watch youth football. I had the opportunity to cut a video with the help of Generation Next and I immediately put it up on face book. As I have often said if make videos when ever you are at a special event and share them.
Advertisement Ideas: How To Find and Capitalize on PR Opportunities?
I am often asked JDOGG how do you find and capitalize on PR opportunities? Here are a few strategies that I have utilized to do just that.
1: Be aware of what is going on in your community and see if it is synergistic with your business and your message.
Look on the internet for special events in your area, talk to you customers about things they may be involved with and how you can be of assistance. Many times it is just being in tune and having a presence at events that will build your brand.
2: When you attend an event be prepared to do a quick video like this one.
3: Take photos and create a story to send to the media. For example the photo below with a brief story.
JDOGG Lederman Honors Community Leaders and Creates A World With Less Cancer And More Birthdays.
On March 24, 2012 The Unity Church Fellowship Hall was buzzing with joy as JDOGG Lederman hosted The Spiritual Entrepreneurs Visionary Awards, honoring outstanding community leaders for their service to the community. Proceeds from the event went to The Reaching Out To Cancer Kids Program of The American Cancer Society. 50 community leaders were honored and treated to a very special lunch provided by Subway and deserts provided by Chocolate Luxuries. The day consisted of fellowship and speakers on a variety of subjects. For more details about supporting events like this call JDOGG at 954-254-8227.
4: Find ways to provide products and services for events or how to capitalize on existing programs. For example The American Cancer Society has a program for Relay For Life, Stars and Moons, where merchants sell the Stars and Moons to customers/clients and the merchant displays them in their business. You can take a photo of the Stars and Moons with a caption (Insert your business name here) supports The American Cancer Society Relay For Life Program and recent raised (insert dollar amount) to help with research, education, advocacy, and services. “Our reason to participate in this program was driven by the fact that many of our customers have been touched by cancer and we felt this was an excellent way to give back while helping those affected by cancer,” said (insert name here).
5. Use your social media platforms to engage people and ask about ways you can be of service and value. Post how you are being of service and value to others.
Public Relations is not something that is done once in a while it is something that can be done everyday.
Every day you have something noteworthy happening in your business it is imperative that you share and capitalize on public relations. For example a local Dentist is opening up his practice from 8 PM – 10 PM on Halloween to x-ray candy, it is a shame that this has to be done. The dentist has been written about in several local papers, featured on the local news, and interviewed on the radio.
This chart will help you to find and capitalize on PR opportunities.
Advertisement Ideas: Forget The Salesman Approach!!!
When discussing sales people I often hear they are pushy, full of themselves, and will say anything to make the sale. This perception has led to many people programming themselves to say I am not interested from the first interaction. Sales is an integral part of any business be it a sole proprietorship or a large corporation a brick and mortar business or a home based business and mastering sales is a key to success. I have found that over the years it is important to overcome the perception of being a salesman because of the misconceived notion that sales people are sleazy and out for themselves. The best way to avoid being perceived in a negative way is to forget the salesman approach and become more interested in the people you are interacting with.
The first thing you are instructed to do in sales is to make cold calls. I believe this is the wrong approach as you can see from the chart that most people are not receptive to cold calls. Cold calls can be a part of the process, however there is an art to the cold call. In my 20 plus years of experience in the for profit and non-profit sectors I have found that when cold calling it is best to simply do your research and find out who the decision maker is, this can be easily done by google searches or using sources like The Hoover’s Guide To American Businesses. Many times know who to ask for will get you past the gate-keeper. I also suggest you get the gate keepers name and make friends with him or her so next time you call they will put you through. After you get to the decision maker do not begin your pitch right away tell them that you chose to contact them as you are looking to assist businesses like theirs and would like to set up an appointment to show them what you are offering. The appointment can be done via phone or in person if they are local. The key is to begin a relationship as we all know people will do business with those they know, like, and trust. Continue reading Advertisement Ideas: Forget The Salesman Approach!!!
Advertisement Ideas: Hey Mitt and Barack Stop The Mudslinging!!!!
This blog entry was brought on by the amount of people I hear complain about all the mudslinging going on in politics. I think it is time we put and end to all the mudslinging not only in politics but in all aspects of our society. Imagine if all politicians and all companies began to stand on their own merits and espouse the value and benefit of electing them or the using their product. The mudslinging has trickled down so much that it has created a problem in schools and other activities as it has now become normal to bad mouth people. I have found that successful people do not need to bad mouth others. Successful people are able to build themselves up and show how they are of value and service to others. Part of the problem is that the general public begins to accept the mudslinging as normal and they become desensitized to it. Imagine id these two candidates came out and stated what their accomplishments were and what their plans are instead of bashing each other what would happen? This will not happen as the general public has bought into the idea that this is the way things are done. As a result IBM who makes a good product and Apple who makes a good product decide to tear each other down in their respective commercials and they both lose market share. We have seen this with Samsung as well poking fun at the competition with their commercials. Locally the mudslinging has trickled down to Home Depot and Dolphin Carpet and Tile as they now are both airing commercials that are negative. Continue reading Advertisement Ideas: Hey Mitt and Barack Stop The Mudslinging!!!!
Advertisement Ideas: Community Service As A Public Relations Tool
As I watched The NFL games on Sunday October 7, 2o12 and promoted the idea of Points For The Cure, where you pledge 25 cents for every point your team scores and then you visit http://main.acsevents.org/goto/jdogglederman and make your donation, for example The Giants scored 41 points so you would go to the site and donate $10.25, I began to think how community service can be used as a Public Relations Tool. I started to think how beneficial the relationship The NFL has with The American Cancer Society is as they have partnered to promote mammograms through The Crucial Catch Program and how many fans attended a game knowing that a portion of the ticket was going to help their local American Cancer Society. I also began to think about the increased merchandise sales as fans would want the football or lapel pin or other items commemorating Breast Cancer Awareness Month. This becomes a great public relations tool as people have a good feeling about The NFL and are more apt to buy tickets and merchandise. You might be saying but I don’t have the budget of The NFL to do all this. Well you do not need a very large budget to us Community Service as a Public Relations Tool. Continue reading Advertisement Ideas: Community Service As A Public Relations Tool
