One of my anthems to use when training businesses to strengthen their brand and increase revenue is to shout it out loud. Whatever your message is you need to let everyone in your target demographic know who you are and what you do and why they should be doing business with you. So many times business owners get caught up in the build out and getting the doors open that they lose sight of the one of the most important aspects of growing their business and that is marketing and creating a customer loyal base. Today it is important to expose yourself in as many places as possible for you never know where business may come from. In the past few months I have come in contact with many business owners who could not answer what their Unique Selling Proposition (USP) was or who their target audience was. I have seen many businesses open their doors one day only to close a month later because of under capitalization and lack of exposure. I just had an experience today (3/1/2019) where I went into a new restaurant to promote The American Cancer Society Relay For Life and was told the owner has had another location for 10 years. I said that is great please give him my information as I have been in this community for 38 years and have some key contacts that may help his business. It is amazing to me how many people just do not understand the need to gain exposure in the marketplace and have people that have strong roots in the community as allies to help you strengthen your brand and increase your revenue. I had another business owner tell me I have invested in so many things and they don’t work when I proposed that he do Footprints for The American Cancer Society Relay For Life where all he would do is have paper footprints filled out by his customers who make a donation then he would put the footprints on the walls of the restaurant. There would be no money from him and he could reap the benefits by exposing the fact that he is helping The American Cancer Society. Think about he does the footprints for a month takes photos and puts them across social media and his existing customers feel good as they helped those touched by cancer and he may attract new customers who see what he is doing and they buy into the fact that he is helping those touched by cancer. He could do an entire ad campaign around the footprints program and as a result gain positive exposure in the marketplace. I know that when I see a business is a supporter of The American Cancer Society I am more apt to support them than a business who is not a supporter of The American Cancer Society. I am very old school in the fact that I do business with those that support me.
As you grow your business it is imperative to put the word out and to create a loyal customer base by delivering outstanding products and service, by advertising so as to be on top of your desired target audience’s mind. It is important to find creative ways to get the word out. Many times I hear I don’t have a budget for that. Each time I hear that I cringe because how are you going to build your brand and increase your revenue if you do not let people know who you are, what you do, and why they should be doing business with you. In my 40 plus years of helping businesses to grow I have learned one thing that building a good customer base is key and the best way to do this is through daily promotion of your business. Find something noteworthy today that involves your business and post about it. I was working at a Sports Memorabilia and Apparel Shop a few years ago when The Pittsburgh Steelers clinched a playoff berth. Knowing that there were many Pittsburgh Steelers Fans in the area. I did a post with permission from the owner to offer 25% off all Steelers Merchandise that week. That week we saw a 33% increase in sales in the store showing that when you get the word with a good offer the customers will come. It all comes down to being proactive in getting the word out by having a strategic plan to drive traffic while strengthening your brand and increasing your revenue.
Adertisement Ideas: Exposing Yourself: A Case Study!!!
I was an Assistant Manager at Footlocker in The Wellington Green Mall in August of 2003 when I decided to reach out to the high schools in the area during our Friends and Family Promotion which gave people who had the special coupon 30% off of their purchase. I asked the District Manager for 1000 of the coupons as the Athletic Director at Palm Beach Central High School would distribute them for us. I was told we unusually don’t do that promotion like that to which I answered why not at the end of the day isn’t it about building a loyal customer base. He said okay and reluctantly gave me the 1000 coupons. The weekend of The Friends and Family Promotion we increased sales by 300% over the last year. This got me to thinking about how many times it is simply about sharing promotions and how many times money is being left on the table because of those in decision making positions being short sighted in their marketing strategies. Another time I mentioned that there was big game, The Muck Bowl coming up and the kids at the high schools like to buy the tall tees and make their own designs and I suggested that we order an addition 144 tall tees for the week of The Muck Bowl again I was told we don’t order that way and I again asked why not. After much persistence I received 144 tall tees 72 L and 72 XL and at the end of Muck Bowl Week all but one was sold. In letting the kids know we had tall tees word got out and we nearly sold out of the tall tees. I share this to encourage you as a business owner to look beyond what you normally do and to become creative and get the word out.
In business it all comes down to the bottom line of how much revenue are you producing and how much of that revenue is profit. In our society today it has become all about the Benjamins. It is important to know why you went into the business you went into. Once you find your why you can begin to generate a whole lot of Benjamins. Many people I come in contact who have a business do not understand that you need to invest in a solid advertising and marketing program so as to generate the Benjamins. I have walked into many a business and been the only shopper there and I thought how is this business surviving. The other day I stopped by a store that I used to work at and in the 1 hour I was there they had 0 traffic. The fact that they are located in a busy shopping plaza behind three sports oriented bars and due to the merchandise they have they should have been busy. I asked how sales have been they said a bit on the slow side. I did notice a buy 1 get 50% promotional sign at the entrance. I thought how are they letting people know they are open and making this great offer? In a matter of minutes I had formulated a plan of action that if the owner was receptive and willing to make a small investment could work in driving traffic and being on the top of the mind of the consumer. They have incredible merchandise however if no one knows they are there and no one is shopping in the store they will not be making many Benjamins. I thought they need brand awareness so I did a quick live video which is something they should be doing daily with a featured item of the day. They should create a tag line that is easily remembered and entices people to shop there. They could implement some type of cause marketing program as consumers like to support businesses that they perceive to be giving back to the community. They had an item that I really liked and I thought why are they not advertising is sports memorabilia publications and featuring this item. They recently placed an ad for a social media marketing intern for $10 an hour. If you are serious about creating a buzz on social media and acquiring customers and turning them into loyal customers it is going to take more than paying someone $10 an hour to do social media marketing. If you want to make Benjamins you have to invest Benjamins. Make sure that when you have a retail store that your associates working the floor have top notch customer service skills and that they are creating buyers not browsers. Ask questions get to know the people coming into your store. Treat every customer as though they are the most important person walking into your store.
If you are going to attract Benjamins to your business and create a nice profit margin you need to have a plan that is proactive. Sometimes it is necessary to go back to the old school way of doing things and hit the street talking to people that are with in 3 feet of you. For example you have an eyeglass store you should go out and everyone you see wearing glasses you should hand them your 4″ x 6″ card showing who you are and what you do and why they should do business with you. Make shure that when you planning that you include your unique selling proposition or point of difference so people know what sets you apart from everyone else. Look at who you are seeking to attract and where you might find your ideal customer and then formulate a plan to bring in those Benjamins.
If you want to learn more about strengthening your brand and increasing your revenue so you have a good flow of Benjamins please attend the OLD SCHOOL MEETS NEW SCHOOL MARKETING WORKSHOP in October. Look for more details coming soon. For a $50 investment you will receive a video interview, a promotional one sheeter, and a tailor made press release to help you in your quest to strengthen your brand while increasing your revenue.
Jonathan JDOGG Lederrman has been helping businesses to grow for over 20 years and has a proven track record of success as he possesses a keen ability to find the essence of a business and come up with easily and affordable marketing programs that will build brand awareness while also increasing revenue. Businesses that have listened to JDOGG have had success. STAY POSITIVE!!!
As someone who has been involved in the non-profit and for profit sector for over 40 years I believe that I possess the ability to help many businesses to have a heart. Having a heart means being kind to everyone who comes into or calls your business for you never know how that person can be of service and value to your business. In all your advertising you should be showing people that you are a business with a heart by showing what organizations you are supporting as people like to do business with those that they perceive to be giving back to the community.
I have seen where having a heart increases business. I was The Sports Memorabilia Manager at Sinbad Sports in 2016 from May until October and I made it point to donate items to local charities when they asked. The owner had to be convinced that this was a good idea so I showed him the stats as I tracked where sales were coming from and I was able to show an increase in sales. In my final month at Sinbad Sports we did $12,000 in sales and I was responsible for $10,000 in sales as I was beginning to build a following simply from donating a few items to local charitable organizations. In using cause marketing in every position that I have held I have been able to show the community that the businesses I represent have a heart and thus the brand awareness improved and the revenue increased. The key is to have a heart and be willing to give as it opens the channels to receive.
After a little prodding Wilson Football showed they have a heart as they sent 3 Superbowl LII Footballs to use in the fundraising efforts for The 2018 American Cancer Society Relay For Life Of Sunrise. In doing so they have received some positive publicity as well as recommendations from leagues that I announce for to purchase their official game balls through Wilson Football. In having a heart Wilson increased its visibility and revenue as people have now heard the story of how they came through to help those touched by cancer and as a result have made purchases of football related items.
One of the best ways to show that your business has a heart is by partnering with a local organization and donating a percentage of sales back to the organization. This brings people to you that normally would not patronage your business and allows you the opportunity to cultivate new customers/clients. In having a heart and showing that you care you will grow your business and word gets around that your business has a heart. Remember there is no substitute for kindness.
The National Association of Basketball Coaches and WWE sent items to use in the fundraising efforts for The 2018 American Cancer Society Relay For Life Of Sunrise. As a result they have gained some positive publicity. In giving you open up many opportunities to put your company in a positive light and reach an audience that maybe you did not think about before. In being open to say yes and finding a way to be of service and value to the community you will see that your revenue builds and your brand is strengthened.
It is time for you as a business owner to stop making excuses and find ways to say yes. Think about it there is always something your business can do to help the community and as a result you will help your business. It is when you give that you receive a return ten fold.
I am reminded about the first time I approached Hungry Howie’s for a donation and how receptive Gabe was to donating 10 pizzas. Since that day I have been a loyal customer and they make their money back just off of me not to mention the countless people I have sent t them. It is when you help others get what they want that y find success.
The other night I stopped by my local Subway and mentioned Relay For Life and they asked what they could do and I told them we can always use food items. They said they would donate 100 cookies. Guess who will be getting more of my business.
It is now time for you to find ways to show that you have heart and to show the community that not only are you taking money from the community but you are putting money back into the community.
Today (8/31/2017) was another lesson earned about people and the fact that in business you are going to deal with people who say one thing and do another. When this happens you have a choice you can put up with it and accept it or you can simply say to bad so sad don’t let the door hit you where GOD split you. Today I was supposed to have a meeting with a perspective buyer for The University Of Miami Replica Championship Rings that I am selling. A gentleman by the name of Brian Goon, stated he wanted to purchase the rings through a Facebook message. I made arrangements to meet him today and sell him the rings he was a no-show. I sent a message and also left comment on Facebook to which he didn’t reply. I found this to be an example of the bad in people as I know I would have given the person the benefit of a reply even if I had changed my mind. This got me to thinking this is why people continue to struggle in their personal and professional life as they lack the common courtesy to treat people with respect. Guess who I won’t be doing business with in the future? After I got over the initial disappointment and the lack of professionalism that this gentleman showed I realized that not everyone understands that their action not only affect them but their actions affect others. I am sure I will sell the rings will sell as I am asking $100 and donating $50 to The American Cancer Society Relay For Life. 
Yesterday (8/22/2017) I encountered a situation that got me to asking why the hate? Here I was reaching out to a business owner, Mike Artz of Collectables in Hobart, Indiana and this was his response via a Facebook. Wouldn’t it have made more sense for him to simply write thank you for reaching out to me I wish you much luck in your effort however at this time I am unable to support your project. Think about how you are responding to people and it will tell you why you may be struggling in your business. If this is how he responded to me how many other people has he responded to in this manner and how many of them have not done business with him and share their negative experience with others. In today’s marketplace it is imperative to be nice in all encounters so that people are moved to do business with you. At the end of the day the only thing that endures is your character.
He obviously forgot the first adage of business that Kindness Counts. I simply did what I have been doing for over 40 years and asked a business owner for support of a charitable cause. I never expected this type of response. This only goes to show us that our marketplace needs to be taught compassion.
Now think about it the next time someone approaches you for support because you never know the reach that person has and how they can impact your business. In this case all the accolades that Mike Artz may have built up are gone because he will never see my business and those that read this article may think twice about doing business with him.
As an experienced marketing and public relations consultant the 1st thing I teach my clients is to be kind in all that they do as you never know how that kindness will be returned. Imagine if Mike Artz had been kind in saying no I may have still recommended that my colleagues who collect sports and pop culture memorabilia contact him to see what he is selling. The lesson to take from today is that all it takes is one oh crap to ruin a thousand accolades.
It is now time not only to think outside the box but to burn the box and release the contents that may be stopping you from maximizing your brand awareness and revenue. In the 40 years that I have been working with non-profit organizations and for profit businesses I have noticed something that those who struggle have in common and that is they get stuck in their ways and do not adapt. There is no reason today for anyone to struggle. The reason you may be struggling is that you allowed yourself to be caught in a way of thinking that hasn’t allowed you to move forward in a positive direction of your goals. I have heard so many times over the years that I don’t have money to advertise or I’ve tried everything and nothing is working. This mindset is what is keeping you trapped in the box and why you are falling short of your goals. It is time to burn the box and go from limiting beliefs to limitless beliefs.
It is time to put all of your limiting beliefs into a box and burn the box then spread the ashes as compost and then begin to change the way you go about doing things. When you think you don’t have money to advertise you need to turn that into I will find affordable and effective advertising methods. I recently came into 19 boxes of books from assorted genres as a result f a death in my family. Instead of saying oh I don’t have the money to advertise theses books I found some free resources like sell and trade groups on social media and started posting photos of the books. I also decided to donate 50% of all book sales to The American Cancer Society Relay For Life Of Sunrise. As a result I sold 4 books today (7/15/17). I still have a condo that looks like a used book store but I am finding ways to let people know about the books and as a result I am moving the books and helping a cause that I believe in while also turning inventory into cash. When you burn the box and release the stinking thinking that is stopping you from manifesting the life that you want you will find that you begin to attract more peace, love, joy, and prosperity into your life. It all comes down to having the proper mindset when it comes to raising funds for charity or running your own business. 
As someone who is committed to being of service and value to others I have come to realize that most people suck. The answer why most people suck is that they feel entitled and have lost respect for those around them. I have come into contact with many people who simply suck the literal positivism right out of your soul as they will make arrangements with you and then not show up. When they are called out about it will say oh I forgot or something came up. These same people will then wonder why what they are doing in their personal, professional, and spiritual life is not working. I recently offered someone an opportunity to have items at no charge for them to use in their non-profit endeavors they said oh I will meet you at a certain time and a certain place. I showed up and waited for 2 hours and then left and messaged them only to get the response of oh I forgot. How do you forget when I spoke to you an hour before we were supposed to meet? How about having to chase people down for money they owe for services that you performed. I have had a couple of people even not pay me claiming we didn’t have an agreement. Come on people what happened to being impeccable with your word?
In the time I worked with The Liberty I saw the importance of marketing, public relations, media relations, and all aspects necessary to have a successful sports franchise. We went from averaging 300 fans a game to over 500 by the end of the season. I was asked how we did this and the answer was that we had a proactive manifesto. The 1st rule of this manifesto was that we all agreed that we would share The N.Y. Liberty with everyone we came in contact with. We began to do extensive outreach to every media outlet, school, church group, synagogue group, volleyball organization. If there were people to talk volleyball to we were talking volleyball. We came up with a plan and worked proactively to implement that plan making adjustments along the way. We even had a TV contract to show the games on ESPN.