It has been quite sometime since I've had the opportunity to post another blog entry. It's about time!
I found myself in the same situation as many of my small business marketing clients...competing priorities. My focus has been on several large consulting projects where I am developing and executing the entire marketing program. Good stimulating and lucrative work but very time consuming.
So time consuming, in fact, that I have not been able to invest any time to my website and other personal marketing efforts. This conundrum is faced by small business marketers everyday. It is so easy to get caught up on work and knocking down the tasks on you to-do list that you forget to perform the most critical function of your business ---MARKETING!
So what can you do?
My approach will be to go back to my goals I established and determine what is most important to the success of my business. This will inevitably lead me back to the need to consistently market no matter how busy I am.
Therefore, I resolve today to spend the first hour of every day to marketing my business.
Like a constant drip of water on a stone, this small chunk of my day will produce results. If I continue to ignore my need to market, my pipeline will not be full when these consulting projects are completed.
If you are in the same boat as me, I suggest you take the same approach. A little effort each day accumulates into a lot of results in the future.
Good luck and good marketing!
Coach Ron
Thursday, September 20, 2007
Monday, July 16, 2007
The Three Deadly Reasons Start-Up Business Marketing Fails (Part 2)
Last time we established that entrepreneurs often fail because they disregard or ignore the fundamental needs for marketing. There are three deadly reasons for this:
1. Ignorance
2. Fear
3. Lack of Commitment
Let’s continue now and examine all three.
1. Ignorance
You may think that ignorance is a cruel word to apply to a topic on business failure. Yet, time and time again, it boils down to one undeniable fact – most entrepreneurs don’t have a clue how to effectively market their business.
Many do have a basic awareness that they need to market in some fashion to gain attention to attract business. However, they don’t know what they need to do to market effectively and achieve satisfactory results. A common misconception is that they can simply print some business cards, pass out a few sales flyers, and place an ad in the local yellow pages and customers or clients will be breaking down the doors to spend money. Not very likely to happen.
These entrepreneurs are not stupid or inept; they are merely without the necessary knowledge base and skill set required to market effectively. Being ignorant of the fundamentals of marketing is an expensive position to be in and eventually leads to a great deal of wasted time, money, and opportunity.
Investing in a marketing program, attending a seminar or a reading a book written by a marketing expert is a good place to start your marketing education. Just by understanding the most basic marketing fundamentals will pay huge dividends in the end.
2. Fear
Fear is a huge part of why small businesses fail to market. Along with not knowing how, being afraid of the consequences of marketing scares many people into doing nothing. This “marketing paralysis” has killed many well intended businesses that have a potentially great product or service.
It’s safe to say that every new entrepreneur has heard the horror stories from other businesses about how they spent $2,000 on placing newspaper ads and did not receive a single response. This frightens the new entrepreneur and fortifies the unhealthy attitude that spending money on marketing is too big of a risk to take. Big mistake.
fact is, most marketing does not work as expected. But often the expectations are set too high by the entrepreneur and they missed target with the wrong message. This is not a reason to quit or avoid marketing all together. Rather, it presents a unique opportunity to learn from your mistakes and adjust your strategies and tactics that eventually will produce sales.
Other skittish entrepreneurs view marketing as an expense that they just can’t afford. They are afraid that their marketing efforts will ultimately be a wasted of valuable cash flow that they will never see again. This attitude is rooted in a scarcity mentality that hinders their thinking. They never seem to have enough money to invest in marketing and justify it with other priorities that they believe are more important. Again, what can be more important that doing the things that attract buyers to your business?
Another big intimidating fear is the fear of rejection. Everyone has to deal with this fear many times throughout their business life. What if nobody wants your product you are marketing? What if they say no to your offer? What if they believe the competitors are better or cheaper?
Big deal…adjust your message, or your offer, or find better target market! Getting paralyze just because you fail a couple of times is not a reason to abandon your dreams!
Every entrepreneur must develop some thick skin and not take rejection too personally. Just remember there is someone else out there that needs what you have to offer. It’s up to you to do a better job of finding them and communicating the compelling reasons they should buy from you.
3. Lack of Commitment
Lack of commitment is the biggest of all the deadly reasons small businesses fail with their marketing. Period.
Businesses that wallow in mediocrity are the ones that fall short on market themselves on a regular basis. The 'I’m too busy to market” syndrome invades the thinking of many small business owners. This form of marketing paralysis quickly leads to low or non-existent sales very quickly. Before they know it, their revenues have dropped like a stone and they “need” to marketing immediately to generate cash flow to pay the bills.
This is not the time to market. Unfortunately, it usually too late to save the business!
Growing a successful small business requires you to market consistently, constantly and relentlessly. When you do, positive results and cash flow are sure to follow. Doing something every day to market your business is the just about the only guaranteed of success you can have as an entrepreneur.
All that it takes is a decision that you are going to become excellent at marketing and committing to the process. What have you done today to market your business? All the tools, techniques, strategies and approaches have all already been developed by someone, somewhere in the marketplace. You only need to decide which one will work for your target market and to your company’s situation. Adapt it, tweak it, implement it and stick with it!
If you are starting a new business venture do all you can to avoid or destroy these three reasons. Take the time to learn how to market and understand what works. Then, have the courage to market boldly and decisively no matter what the obstacles. And, finally, commit to becoming a consistent marketer everyday that the doors to your business are open.
The results will have a profound impact on your business for many years to come.
Market your butt off today,
Coach Ron
For more marketing resources, tool, tips, and stuff to make your business grow. Click here and visit the Small Business Marketing Hub.
1. Ignorance
2. Fear
3. Lack of Commitment
Let’s continue now and examine all three.
1. Ignorance
You may think that ignorance is a cruel word to apply to a topic on business failure. Yet, time and time again, it boils down to one undeniable fact – most entrepreneurs don’t have a clue how to effectively market their business.
Many do have a basic awareness that they need to market in some fashion to gain attention to attract business. However, they don’t know what they need to do to market effectively and achieve satisfactory results. A common misconception is that they can simply print some business cards, pass out a few sales flyers, and place an ad in the local yellow pages and customers or clients will be breaking down the doors to spend money. Not very likely to happen.
These entrepreneurs are not stupid or inept; they are merely without the necessary knowledge base and skill set required to market effectively. Being ignorant of the fundamentals of marketing is an expensive position to be in and eventually leads to a great deal of wasted time, money, and opportunity.
Investing in a marketing program, attending a seminar or a reading a book written by a marketing expert is a good place to start your marketing education. Just by understanding the most basic marketing fundamentals will pay huge dividends in the end.
2. Fear
Fear is a huge part of why small businesses fail to market. Along with not knowing how, being afraid of the consequences of marketing scares many people into doing nothing. This “marketing paralysis” has killed many well intended businesses that have a potentially great product or service.
It’s safe to say that every new entrepreneur has heard the horror stories from other businesses about how they spent $2,000 on placing newspaper ads and did not receive a single response. This frightens the new entrepreneur and fortifies the unhealthy attitude that spending money on marketing is too big of a risk to take. Big mistake.
fact is, most marketing does not work as expected. But often the expectations are set too high by the entrepreneur and they missed target with the wrong message. This is not a reason to quit or avoid marketing all together. Rather, it presents a unique opportunity to learn from your mistakes and adjust your strategies and tactics that eventually will produce sales.
Other skittish entrepreneurs view marketing as an expense that they just can’t afford. They are afraid that their marketing efforts will ultimately be a wasted of valuable cash flow that they will never see again. This attitude is rooted in a scarcity mentality that hinders their thinking. They never seem to have enough money to invest in marketing and justify it with other priorities that they believe are more important. Again, what can be more important that doing the things that attract buyers to your business?
Another big intimidating fear is the fear of rejection. Everyone has to deal with this fear many times throughout their business life. What if nobody wants your product you are marketing? What if they say no to your offer? What if they believe the competitors are better or cheaper?
Big deal…adjust your message, or your offer, or find better target market! Getting paralyze just because you fail a couple of times is not a reason to abandon your dreams!
Every entrepreneur must develop some thick skin and not take rejection too personally. Just remember there is someone else out there that needs what you have to offer. It’s up to you to do a better job of finding them and communicating the compelling reasons they should buy from you.
3. Lack of Commitment
Lack of commitment is the biggest of all the deadly reasons small businesses fail with their marketing. Period.
Businesses that wallow in mediocrity are the ones that fall short on market themselves on a regular basis. The 'I’m too busy to market” syndrome invades the thinking of many small business owners. This form of marketing paralysis quickly leads to low or non-existent sales very quickly. Before they know it, their revenues have dropped like a stone and they “need” to marketing immediately to generate cash flow to pay the bills.
This is not the time to market. Unfortunately, it usually too late to save the business!
Growing a successful small business requires you to market consistently, constantly and relentlessly. When you do, positive results and cash flow are sure to follow. Doing something every day to market your business is the just about the only guaranteed of success you can have as an entrepreneur.
All that it takes is a decision that you are going to become excellent at marketing and committing to the process. What have you done today to market your business? All the tools, techniques, strategies and approaches have all already been developed by someone, somewhere in the marketplace. You only need to decide which one will work for your target market and to your company’s situation. Adapt it, tweak it, implement it and stick with it!
If you are starting a new business venture do all you can to avoid or destroy these three reasons. Take the time to learn how to market and understand what works. Then, have the courage to market boldly and decisively no matter what the obstacles. And, finally, commit to becoming a consistent marketer everyday that the doors to your business are open.
The results will have a profound impact on your business for many years to come.
Market your butt off today,
Coach Ron
For more marketing resources, tool, tips, and stuff to make your business grow. Click here and visit the Small Business Marketing Hub.
Thursday, July 12, 2007
The Three Deadly Reasons Start-Up Business Marketing Fail
Opening and growing a new start-up business is a significant challenge for anyone. The odds are stacked against you as new entrepreneur from the very beginning. The obstacles to success are formidable - intense competition, employees, taxes, government regulation, a fickle marketplace, and a to-do list the length of your arm. It’s no wonder that most small business owners give up on realizing their dream after a few years.
However, the common obstacle that leads to failure is a lack of understanding and implementation of marketing.
The typical small business owner has big dreams and aspirations to turn their company into a profit producing machine so they can enjoy a prosperous lifestyle. They see others launch a successful business in their industry and presume it must be easy to do. The entrepreneurial allure soon becomes irresistible and before they know it, they own business with all the trials, tribulations, and challenges that come with it. It doesn’t take long before the headaches kick in and they are overworked, broke and questioning the intelligence of their decision.
The irony of the situation is that they possess the technical skills and knowledge to make money in the business but lack essential management skills to really become successful. Typically, a critical area that is most often lacking in their business skill set is the fundamentals of how to market their business.
When an entrepreneur lacks the foundation principles in marketing knowledge and skills the business is not long for this world. Marketing is a vital part of every business, no matter what the size, but is treated like a swarm of mosquitoes at a picnic.
Consider this: What other part of your business has a greater impact on the success of a business than an effective marketing program? Accounting…production…shipping…human resources?
Without marketing none of these internal departments would even need to exist. Marketing is the engine that drives a business by creating the environment and conditions to sell your product or service and make money. It’s that important.
Why then do most small business owners disregard marketing and lead their venture down the road to certain failure. The answer is rather simple and is rooted in three key reasons:
1. Ignorance
2. Fear
3. Lack of Commitment
We'll take a look at these three evils over the next couple of posts.
Visit this page for more information on the basics of Small Business Marketing.
Until next time,
Successful marketing to you!!
Coach Ron
However, the common obstacle that leads to failure is a lack of understanding and implementation of marketing.
The typical small business owner has big dreams and aspirations to turn their company into a profit producing machine so they can enjoy a prosperous lifestyle. They see others launch a successful business in their industry and presume it must be easy to do. The entrepreneurial allure soon becomes irresistible and before they know it, they own business with all the trials, tribulations, and challenges that come with it. It doesn’t take long before the headaches kick in and they are overworked, broke and questioning the intelligence of their decision.
The irony of the situation is that they possess the technical skills and knowledge to make money in the business but lack essential management skills to really become successful. Typically, a critical area that is most often lacking in their business skill set is the fundamentals of how to market their business.
When an entrepreneur lacks the foundation principles in marketing knowledge and skills the business is not long for this world. Marketing is a vital part of every business, no matter what the size, but is treated like a swarm of mosquitoes at a picnic.
Consider this: What other part of your business has a greater impact on the success of a business than an effective marketing program? Accounting…production…shipping…human resources?
Without marketing none of these internal departments would even need to exist. Marketing is the engine that drives a business by creating the environment and conditions to sell your product or service and make money. It’s that important.
Why then do most small business owners disregard marketing and lead their venture down the road to certain failure. The answer is rather simple and is rooted in three key reasons:
1. Ignorance
2. Fear
3. Lack of Commitment
We'll take a look at these three evils over the next couple of posts.
Visit this page for more information on the basics of Small Business Marketing.
Until next time,
Successful marketing to you!!
Coach Ron
Friday, July 06, 2007
The Grass Just Knows...So Does Your Target Market
Marketing parable for the day: Your marketing message is like a lot like the grass of your lawn during the summer heat.
Huh?
Every summer here in the Midwest, there are two or three heat waves with temperatures in the 90’s. (Don’t let anyone fool you it does get hot around the Great Lakes!) The oppressive heat usually lasts a week or more and seems to drag on and on. To go along with these temperatures is a noticeable lack of rain. This results in a lot of brown, crispy grass dotting the lawns.
Most people combat the mini-drought by turning on the hose and sprinkler in hopes to keep their lawn a little green. Usually their lawn resembles a golf course in Arizona – a small patch of green in a sea brown. Unless you water all the time, it turns out to be a waste of time and water.
Eventually, a thunderstorm will roll in and drench the ground with big, fat rain drops and offer a little relief. What happens next is pretty amazing. The brown grass comes back to life and turns green again. No matter how much you watered and sprinkled before it seems like the next day, the grass comes to life again from a little rain fall!
How does the grass know the difference between the water you poured on it and the rain from the sky? What makes rainwater more effective than ground water? Is rainwater more magical? Does it have some special growth hormones in it? Or, is it just more sincere that ground water?
The answer is: the grass just knows!
It’s the same with your marketing message and how your target market perceives your communications. They can tell if you are authentic or a tad bit deceitful. Potential buyers of your products are searching for valid solutions to their problems and challenges. When you hand them a line of deception or “to good to be true” offers they can sense that you are a risky choice.
True, there are many insincere and dishonest companies in the marketplace making outrageous claims. And many of them are making boatloads of money off of gullible consumers. But their deceptions will eventually catch up to them at a great cost.
Honesty and sincerity in marketing is an absolute necessity. Your reputation is at risk every time you come in contact with your target with any marketing message you present. Are you coming across as a sincere, authentic friend or a cold, indifferent shyster?
Just like the grass, your market will know the difference.
Huh?
Every summer here in the Midwest, there are two or three heat waves with temperatures in the 90’s. (Don’t let anyone fool you it does get hot around the Great Lakes!) The oppressive heat usually lasts a week or more and seems to drag on and on. To go along with these temperatures is a noticeable lack of rain. This results in a lot of brown, crispy grass dotting the lawns.
Most people combat the mini-drought by turning on the hose and sprinkler in hopes to keep their lawn a little green. Usually their lawn resembles a golf course in Arizona – a small patch of green in a sea brown. Unless you water all the time, it turns out to be a waste of time and water.
Eventually, a thunderstorm will roll in and drench the ground with big, fat rain drops and offer a little relief. What happens next is pretty amazing. The brown grass comes back to life and turns green again. No matter how much you watered and sprinkled before it seems like the next day, the grass comes to life again from a little rain fall!
How does the grass know the difference between the water you poured on it and the rain from the sky? What makes rainwater more effective than ground water? Is rainwater more magical? Does it have some special growth hormones in it? Or, is it just more sincere that ground water?
The answer is: the grass just knows!
It’s the same with your marketing message and how your target market perceives your communications. They can tell if you are authentic or a tad bit deceitful. Potential buyers of your products are searching for valid solutions to their problems and challenges. When you hand them a line of deception or “to good to be true” offers they can sense that you are a risky choice.
True, there are many insincere and dishonest companies in the marketplace making outrageous claims. And many of them are making boatloads of money off of gullible consumers. But their deceptions will eventually catch up to them at a great cost.
Honesty and sincerity in marketing is an absolute necessity. Your reputation is at risk every time you come in contact with your target with any marketing message you present. Are you coming across as a sincere, authentic friend or a cold, indifferent shyster?
Just like the grass, your market will know the difference.
Wednesday, May 02, 2007
Commit to Consistency
What can you do to improve your marketing? Committing to consistency and repetition is the best and most profitalbe way. Failing to be consistent with the message quality and frequency can put all of your marketing efforts at risk. Inconsistencies can confuse prospects and clients to the point where they don’t fell comfortable with your company.
It is very common that business owners will fall into a trap of believing that they can run marketing offers once in awhile. They run ads one week and don’t run them again because the ads didn’t meet their expectations. They forget or are ignorant to the fact that frequency is a major factor in marketing success.
Sometimes they get lucky and find a message that works and draws in a little new business. With this success in hand, they often become complacent and pull back their marketing because they believe the success will continue from this one victory. They forgot that the only constant in business is change and, without marketing, eventually business will slow down.
They will become their own worst enemy by not continuing to consistently capitalize on the message that worked. They have the best intentions to market on a regular basis; however, because of a lack of planning they throw an advertisement here or there. This small business marketing strategy only lead to minimal results and wasted dollars invested. Only a consistent deliver can create outstanding marketing results.
Constantly and Relentlessly Market Your Business
Being constant is another key component of this principle. As we touched on earlier, repetition brings marketing success. Creating an impression takes many, many exposures to your message. That’s exactly why you will see or hear the same annoying commercial over and over. Even though it may annoy you, it’s doing its job by leaving a significant impression on you.
Adopting a constant posture in your marketing doesn’t mean sticking with one tactic using a single delivery method. It is important to take your clear and consistent message and spread it through other forms of delivery to the same target, intelligently. A prime example of this is the discount department stores. You see their ads on TV, hear their radio spots, receive their direct mail coupons, and find their inserts in your newspaper. They make themselves ubiquitous in your life through a constant barrage of marketing messages aimed only at you to take action. You may not always give them your full attention, but they leave an impression that is part of your decision making process.
Being constant is the twin sister of being relentless. Never giving up is a virtue of successful small business marketing strategy. Those who get discouraged and fall into the incompetence trap don’t become successful. It’s that simple. What only pays is a dogged determination that moves a business forward and marketing is no exception.
To be relentless doesn’t mean being rude or overbearing. It is simply keeping your product and service offering tastefully in front of the prospects and clients without intruding. This can be a delicate balancing act for any marketer. You want to be familiar without being obnoxious.
These four qualities of clear, consistent, constant and relentless each interconnect to give you a solid principle that will allow you to spread your benefits to those who matter most…your clients and prospects. All it takes is saying the same thing, say it the same way, say it often, and don’t give up saying it.
Learn more at the Small Business Marketing Hub
It is very common that business owners will fall into a trap of believing that they can run marketing offers once in awhile. They run ads one week and don’t run them again because the ads didn’t meet their expectations. They forget or are ignorant to the fact that frequency is a major factor in marketing success.
Sometimes they get lucky and find a message that works and draws in a little new business. With this success in hand, they often become complacent and pull back their marketing because they believe the success will continue from this one victory. They forgot that the only constant in business is change and, without marketing, eventually business will slow down.
They will become their own worst enemy by not continuing to consistently capitalize on the message that worked. They have the best intentions to market on a regular basis; however, because of a lack of planning they throw an advertisement here or there. This small business marketing strategy only lead to minimal results and wasted dollars invested. Only a consistent deliver can create outstanding marketing results.
Constantly and Relentlessly Market Your Business
Being constant is another key component of this principle. As we touched on earlier, repetition brings marketing success. Creating an impression takes many, many exposures to your message. That’s exactly why you will see or hear the same annoying commercial over and over. Even though it may annoy you, it’s doing its job by leaving a significant impression on you.
Adopting a constant posture in your marketing doesn’t mean sticking with one tactic using a single delivery method. It is important to take your clear and consistent message and spread it through other forms of delivery to the same target, intelligently. A prime example of this is the discount department stores. You see their ads on TV, hear their radio spots, receive their direct mail coupons, and find their inserts in your newspaper. They make themselves ubiquitous in your life through a constant barrage of marketing messages aimed only at you to take action. You may not always give them your full attention, but they leave an impression that is part of your decision making process.
Being constant is the twin sister of being relentless. Never giving up is a virtue of successful small business marketing strategy. Those who get discouraged and fall into the incompetence trap don’t become successful. It’s that simple. What only pays is a dogged determination that moves a business forward and marketing is no exception.
To be relentless doesn’t mean being rude or overbearing. It is simply keeping your product and service offering tastefully in front of the prospects and clients without intruding. This can be a delicate balancing act for any marketer. You want to be familiar without being obnoxious.
These four qualities of clear, consistent, constant and relentless each interconnect to give you a solid principle that will allow you to spread your benefits to those who matter most…your clients and prospects. All it takes is saying the same thing, say it the same way, say it often, and don’t give up saying it.
Learn more at the Small Business Marketing Hub
Thursday, April 26, 2007
What is McDonald’s Thinking? Is it Positioning or Exclusion Marketing?
After a recent business meeting I stopped by the “Golden Arches” during the lunch hour. Sometimes a Quarter Pounder with cheese sounds too good to resist.
As a marketing consultant, I’m on the road a lot working at the client’s site. Most of these appointments are early in the morning or in the afternoon. This allows me a precious block of time during lunch to do some designing, content writing and catching up on emails on my laptop.
Like other small business professionals on the road, I search out a suitable location with decent food and free wifi access. Well, on this specific day the craving for a Quarter Pounder was in charge of my decision making process.
I was aware that McDonalds’s offers wireless internet access along with lots of electrical outlets to plug into. My plan was to satisfy my burger yearning and send a few emails and everything would be good with the world.
However, after sitting down with my burger I attempted to log onto their network and gain access to the net. Much to my surprise, the Golden Arches doesn’t offer this common service for free! They want to charge $2.99 a couple of hours of internet access!
My first thought was, ‘I should have gone to Panera!’ What a kick in the head.
Being the marketing junkie that I am, I started to assess the dynamics of the situation. Why would Mickey-D’s charge you for access when they are launching a line of coffees to shore up their market share? Obliviously, someone is disconnected with the marketplace.
Why are they charging a fee for their access when every other coffee shop and café offers the same service for free? Does they want to attract the independent business owner or not?
As I write this blog entry, I sit in a Panera franchise and can see 7 other people working on a computer. Many work-at-home professionals will set meetings at coffee shops and restaurants because they don’t have their own facilities.
Starbucks, Panera and many small local shops want you to frequent their store because you will buy something. The beautiful thing is that you can spend as much time as you want. It’s like a second office that costs you a cup of coffe to rent the space.
So why does McDonald’s charge for their wifi? I can hardly believe it is a profit center for each location. Aren’t they in the business of making food? Why wouldn’t they use it to draw more people in and sell more Big Macs?
Maybe they don’t want the mobile professional that takes up space. Making it less appealing to a certain segment of the market you find less than desirable is a common strategy. Sometimes it makes sense to exclude a market segment so you can better serve another makes sense when the market dictates it.As for me, it appears that I will need to get kiss the Quarter Pounder goodbye and become fond of the Fontega Chicken sandwich at Panera.
Until next time,
Coach Ron
Check out the Small-Business-Marketing-Hub
As a marketing consultant, I’m on the road a lot working at the client’s site. Most of these appointments are early in the morning or in the afternoon. This allows me a precious block of time during lunch to do some designing, content writing and catching up on emails on my laptop.
Like other small business professionals on the road, I search out a suitable location with decent food and free wifi access. Well, on this specific day the craving for a Quarter Pounder was in charge of my decision making process.
I was aware that McDonalds’s offers wireless internet access along with lots of electrical outlets to plug into. My plan was to satisfy my burger yearning and send a few emails and everything would be good with the world.
However, after sitting down with my burger I attempted to log onto their network and gain access to the net. Much to my surprise, the Golden Arches doesn’t offer this common service for free! They want to charge $2.99 a couple of hours of internet access!
My first thought was, ‘I should have gone to Panera!’ What a kick in the head.
Being the marketing junkie that I am, I started to assess the dynamics of the situation. Why would Mickey-D’s charge you for access when they are launching a line of coffees to shore up their market share? Obliviously, someone is disconnected with the marketplace.
Why are they charging a fee for their access when every other coffee shop and café offers the same service for free? Does they want to attract the independent business owner or not?
As I write this blog entry, I sit in a Panera franchise and can see 7 other people working on a computer. Many work-at-home professionals will set meetings at coffee shops and restaurants because they don’t have their own facilities.
Starbucks, Panera and many small local shops want you to frequent their store because you will buy something. The beautiful thing is that you can spend as much time as you want. It’s like a second office that costs you a cup of coffe to rent the space.
So why does McDonald’s charge for their wifi? I can hardly believe it is a profit center for each location. Aren’t they in the business of making food? Why wouldn’t they use it to draw more people in and sell more Big Macs?
Maybe they don’t want the mobile professional that takes up space. Making it less appealing to a certain segment of the market you find less than desirable is a common strategy. Sometimes it makes sense to exclude a market segment so you can better serve another makes sense when the market dictates it.As for me, it appears that I will need to get kiss the Quarter Pounder goodbye and become fond of the Fontega Chicken sandwich at Panera.
Until next time,
Coach Ron
Check out the Small-Business-Marketing-Hub
Monday, April 23, 2007
Building a Brand: The Decisive Edge for Your Small Business
Build a brand that establishes your reputation asthe most trusted source in your market.
Building a brand is one of the most important things you will ever do in your business. Marketing doesn't happen without a brand and sales don't takes place with out marketing. Without these two key ingredients you will soon be out of business.
Don’t think that you need a brand to survive? Too late---You already have a brand whether you know it or not.
You started building a brand the moment you r opened your doors for business and sold your first product or service. From that point on, anyone who has come in contact with your company, directly or indirectly, has experienced your brand and has formed an opinion about your business.
For better or worse, you are constantly projecting who you are, what you do, and the value you offer. Every time someone sees your logo, hears your name, or reads your brochure they are forming an impression about you and your worthiness as a solution to their problem. From these impressions your brand reputation is being formed and your future is being determined.
Yes, dear entrepreneur, your business is always being judged!
The important question is: what do they think of you and how does it affect your sales? If you don’t have a clue how to answer this question, you currently have no control of your brand. Without any control you marketing, and the ultimate success of your business, is at the mercy of your competition and other unseen forces in the market. You have set your company up to lose simply because you chose not to play the branding game!
Click here to continue
Building a brand is one of the most important things you will ever do in your business. Marketing doesn't happen without a brand and sales don't takes place with out marketing. Without these two key ingredients you will soon be out of business.
Don’t think that you need a brand to survive? Too late---You already have a brand whether you know it or not.
You started building a brand the moment you r opened your doors for business and sold your first product or service. From that point on, anyone who has come in contact with your company, directly or indirectly, has experienced your brand and has formed an opinion about your business.
For better or worse, you are constantly projecting who you are, what you do, and the value you offer. Every time someone sees your logo, hears your name, or reads your brochure they are forming an impression about you and your worthiness as a solution to their problem. From these impressions your brand reputation is being formed and your future is being determined.
Yes, dear entrepreneur, your business is always being judged!
The important question is: what do they think of you and how does it affect your sales? If you don’t have a clue how to answer this question, you currently have no control of your brand. Without any control you marketing, and the ultimate success of your business, is at the mercy of your competition and other unseen forces in the market. You have set your company up to lose simply because you chose not to play the branding game!
Click here to continue
Monday, April 09, 2007
Think Strategically, Act Tactically When Marketing Your Business
The first and most important fundamental principle of marketing is to approach everything you do within the context of a strategy. Most businesses make the critical mistake of only using tactical methods to craft their marketing. The question that must be addressed is: are you strategic or tactical?
What’s the difference? Why does it matter? Take a moment to look in the dictionary and compare the definitions of the two words. Webster’s defines strategy as, “The skillful planning and managing of an activity.” The operative phrase here is “planning and managing.” These are indispensable ingredients a successful business cannot afford to overlook. Both are essential for giving a business clear objectives and direction. They make up the compass which you use to guide your business to your established goals.
Conversely, take a look at the meaning of “tactic.’ It’s defined as, “A way or method of working toward a goal.” Tactics are very crucial when creating a successful business, but they always subservient to the strategy. Each tactic must work within the framework of your strategy to accomplish the desired outcomes of your business. Otherwise, there is no direction or true sense of purpose, only a mishmash of activities that might produce a short-term profit.
By operating tactically instead of strategically, many businesses set themselves up for mediocrity. Countless hours and thousands of dollars are spent on tactics without a proper strategy in place. These businesses have no idea what their marketing goals are, let alone the desired outcome they are working toward. Sure, sales may increase a little here and there, but consistent growth is rarely experienced due to the constant chaos of reacting to the whims of the marketplace.
Visit the Small Business Marketing Hub to learn more on how to create a marekting strategy for your business.
What’s the difference? Why does it matter? Take a moment to look in the dictionary and compare the definitions of the two words. Webster’s defines strategy as, “The skillful planning and managing of an activity.” The operative phrase here is “planning and managing.” These are indispensable ingredients a successful business cannot afford to overlook. Both are essential for giving a business clear objectives and direction. They make up the compass which you use to guide your business to your established goals.
Conversely, take a look at the meaning of “tactic.’ It’s defined as, “A way or method of working toward a goal.” Tactics are very crucial when creating a successful business, but they always subservient to the strategy. Each tactic must work within the framework of your strategy to accomplish the desired outcomes of your business. Otherwise, there is no direction or true sense of purpose, only a mishmash of activities that might produce a short-term profit.
By operating tactically instead of strategically, many businesses set themselves up for mediocrity. Countless hours and thousands of dollars are spent on tactics without a proper strategy in place. These businesses have no idea what their marketing goals are, let alone the desired outcome they are working toward. Sure, sales may increase a little here and there, but consistent growth is rarely experienced due to the constant chaos of reacting to the whims of the marketplace.
Visit the Small Business Marketing Hub to learn more on how to create a marekting strategy for your business.
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