Posts Tagged ‘Marketing’

Having the right people on the team is the key to winning.

Having the right people on the team is the key to winning.

In 1985, the Big East conference in the NCAA featured the best teams in the country.  Georgetown was the favorite to win the college basketball championship.  They lost to the lowest seeded team in the tournament of 64 college basketball programs.

 

How could this happen?  Georgetown seemed to have the better players.  What went wrong?  Nothing!  Villanova, a small Pennsylvania college had the perfect players for their program to defeat the mighty Hoyas.

 

Small business owners need to take a page out of the Villanova book.  They sometimes cry about the big companies dominating the world of business.  Use the Wildcats strategy of just getting the right people on your team.  Don’t worry about your competition.  Play your best game with your players!

 

The Wooden Effect

The Wooden EffectIt’s about your character!

Be more concerned with your character than with your reputation. Your character is what you really are while your reputation is merely what others think you are.

John Wooden, Hall of Fame College Basketball Coaching Legend

 

John Wooden is considered the best college basketball coach ever.  It’s hard to dispute his record of ten NCAA national championships in a 12-year period, including seven in a row.  No other coach has done this.

 

Wooden stated that he developed a character (brand) for the UCLA Bruins that players had to respect, follow and defend.

 

Imagine if a small business had this type of success.  The best brands in the world develop a character (brand) for their business that people respect, follow and defend.

 

In order to imitate this success small business owners must start with three basic steps.

 

  1. Understand who you are. The UCLA Bruins clearly understood who they were in college basketball.  Coach John Wooden ensured that they played basketball displaying the characteristics of the Bruin brand.  Small businesses should not compromise their character.  But first they need to know what that character is.
  2. Who are you serving? The Bruins knew that they were there to help the college to be successful, not only in sports, but overall.  Wooden demanded that his players represented the UCLA brand with pride, dignity and respect.  Many of his players went on to be great professionals in the NBA.  The college is still benefitting from the great tradition developed by Wooden’s teams.  If small business owners can understand their purpose, then they will undoubtedly achieve long term success.
  3. Know your market. Los Angeles is a high profile city with great expectations.  Wooden knew that he needed to prepare his players and his coaches for these extreme circumstances.  Small business owners ignore the market conditions because they fail to do research.  If you understand the environment for your business, you will know how to prepare your company on how to deal with them.

 

Small business owners need to develop a solid character for their company.  Success is all how you build great character, not a reputation.

 

 

5 Low Cost Marketing Strategies!

Small businesses do not have a lot of cash.  This is why they typically avoid marketing.  That’s a HUGE MISTAKE!  Managing marketing expenses is the SMART WAY to go.

 

START WITH STRATEGY.  The way to save money is to plan to save money.  What do I mean?  If you are going on a road trip and you understand how to take the most efficient route, then you will save time and money.  Efficiency in marketing saves you time and money.  Developing a strategy keeps on the right course to connect with the right customer who will buy the right product or service.

 

DEVELOP AD/Flier TEMPLATES.  I always inform my clients to create several ad/flier templates for various occasions.  Why?  You will constantly receive requests to place ads in publications, on websites and in souvenir booklets.  If you create the ad template in advance, then you will save money by not having to rush later.  Your ad template will instantly become a Return On Investment!

 

Use Social Media WISELY!  Social media is the wild card for most small businesses.  But, they struggle with how to utilize it effectively.    First, you should determine which platform works best for your company.  Then, you should put together a social media strategy that makes sense and connects with your target audience.  Finally, you can use a small ad budget to increase exposure to a global audience on social media.  On some platforms you can be more targeted for a special interest audience.

 

DIRECT MAIL is still a good option based on how you position your database.   For example, a child care should consider utilizing direct mail to send parents Easter postcards, summer safety tips, birthday cards and holiday gifts.  This would create loyalty throughout the year to its customer base.  It’s very strategic.  And it won’t cost a lot of money.

 

Internet Marketing, including e-blasts, newsletters and videos are very affordable to create.  However, once again, it goes back to a strategy and schedule.  If you use the marketing strategy to create a schedule, then you will save time by doing tasks in advance.  This will also save your company money.  E-blasts can be used for prospective and current customers.  Newsletters are great for establishing relationships within the community through stories and pertinent information.  Videos allow the company to ad personality to its brand visually.

 

The bottom line is the bottom line.  Keeping costs low is a mindset.  Marketing dollars are saved by creating efficiencies, working a strategy and utilizing tools effectively.

 

Using the right tool in the right way

 You can use a hammer in several different ways. A hammer is a tool that is typically utilized with a nail to secure another item to a separate item.  Some people are not very good with hammering nails.  Other people might use a hammer as a weapon to hurt someone.  In other cases, people might use a hammer to crack open nuts to eat.  The bottom line is the user decides how to use the hammer.

 

Marketing is similar to that hammer.  A good marketing and communications tool can secure sustainable revenues for your company.  If you nail the target market then your results are unbelievable.  If you use the wrong tool the results can be disastrous.

 

The problem with using the wrong marketing tool is the waste of time and money.  When business owners feel that reading a “self-help” book or a documentary gives them sound marketing advice they go down a slippery slope fast.  The next statement is “Marketing does not work.”

 

Marketing is a process that only works if you use the right tool for the right situation.  What tools are you using?

  • Shaundell Newsome, Your Personal Marketing MentorSumnu Solutions Zone

The business card is BIG!

The business card is BIG

In 1982 I was intimately introduced to the world of printing as an apprentice in high school.  The texture, type, and design of a business card really told a story about the company that presented it.  Every company battled to create the best business card in the world.  In today’s world of technology that can be lost in the big bag of communications tools.

I am really surprised when I attend a networking event and someone says “Google me.”  Wow!  I am going right to my office and look this person up.  They don’t have a business card.  That’s the most important introduction tool for a business owner.  The first thing that a person does is feel the card and flip it over.  Believe it or not, they are recording an impression about you and your business.

What does a flimsy card say about your company?  What impact can a misspelled word do to your image?  How does an unreadable card affect the receiver’s impression?  Give it some thought.

 

Shaundell NewsomeMarketing Mentor, Sumnu Solutions Zone

 

Climb the unconquerable mountain

Climb the unconquerable mountain

In the 1950’s people would dream about going to the moon.  In the late 1960’s the microwave oven started to enter households.  The 1970’s ushered in more color television sets into most living rooms.  In the 1980’s the home computer entered feverishly into our homes along with video game consoles.  The 90’s featured the expanded use of the World Wide Web and email.  The new millennium has shown us that all is possible with streaming music, social media sites and much more.

In every case, someone or a group of people had to think about space travel, Donkey Kong, Facebook or the iPad.  Are you next?  

What is your unbelievable innovation? How will you share it with the world? MARKETING, that’s how!  

The world is waiting!