Advertising Ideas: Are You Missing Opportunities?
How many times have you stated I am not interested or you haven’t returned a phone call only to miss out on the opportunity to build your brand and increase your revenue. Over the last 40 years I have approached many different businesses to assist me in my efforts to help charitable causes. I have seen the good, the bad, and the ugly when it comes to companies supporting causes. I have had organizations like World Wrestling Entertainment send me items that have helped in my efforts to help those touched by cancer. I have had companies like Jimmy John’s refer me to corporate and I haven’t received a return phone call. I have had some business people tell me to leave their store the minute I introduced myself and told them about what I was doing. This prompted me to wonder how many businesses are missing opportunities for their shortsightedness? I have come to learn that there are many people who lack the business acumen to take things to a level where their brand would stand out and as a result would pick up more business. In today’s very competitive market where competition seems to be on every corner it is important to take advantage of every opportunity to stand out and create a buzz while garnering new business while also retaining existing customers.
A few years ago I approached my local Hungry Howie’s about helping to support The American Cancer Society Relay For Life. They were very receptive and have donated 10 large pizzas each year to support the effort to create a world with less cancer and more birthdays. As a result when I think about ordering lunch or dinner I think of Hungry Howie’s Pizza, I especially like their baked ziti for one. My order averages about $20 – $25 each time I order and I order at least once a month. If you look at their return on investment from just me is very good not to mention how many other people I have told about Hungry Howie’s and as a result they have placed orders.
On the opposite end of the spectrum is Pizza Hut, which I used to order from on a monthly basis as I believe in helping all local businesses to succeed. I say used to because a few weeks ago I contacted them about helping a local event to help those touched by cancer and their marketing person didn’t return phone calls or emails. His lack of response cost him my business as well as others that I have shared this with. So ask yourself the next time some one reaches out to you how not calling back or emailing back can affect your business.
Advertisement Ideas: Are You Missing Opportunities: A Case Study!
Imagine some one calls your business or stops into your business to discuss an event that helps people touched by cancer that has 313 participants with 57 teams representing some very influential business leaders and you blow them off only to find out that this person has some great pull and is known for supporting those that support him. This is a prime example of missing an opportunity for you did not see the forest for the trees.
The other day I was out promoting an event and collecting donations for the event and I ran into a business that was very negative toward me. I thought wow if they had given me the time of day and understood that for 40 years I have been helping businesses with customer acquisition, customer service, and effective cause marketing campaigns. many times I can create a buzz about a business simply because I have the ability to do a very good Facebook Live Video while at the business that my followers see and as a result they support the business. Those that chose to be open to receive and listen have benefited those that gave the canned answer of we are not interested continue to struggle.
I have heard oh business is slow so many times in the last few years that I have come up with an idea of when business is slow go out and create opportunities. I recently worked for a sports memorabilia and apparel store and when business was slow I would do videos and post them across social media featuring a few items. As a result business picked up a bit. I also would take fliers out into the community after my shift and share the store and offer specials to people. I also started to interact with people in public who were wearing sports team apparel inviting them to come to the store. I also made it a point to make sure people had a good experience when they shopped at the store. Unfortunately I was let go from my position with the store. I share this with you because many times you may be missing out on opportunities because you are stuck in a box. It is time to get out of the box and start to create opportunities and listen to people to see how you can be of service and value to each other. That is the problem with most businesses today they lack vision and when things are slow don’t look for opportunities to grow their business. Namaste!!!
How do you know I am lying? My lips are moving? As I sat and watched President Donald Trump encourage people to manufacture in America buy American made products I thought wow how can he do this when his clothing lines are manufactured in Bangladesh, China, and Mexico. To me this put a real damper in his credibility. I did not vote for President Donald Trump or Hillary Clinton as I voted for The Libertarian Candidate. After watching president Donald Trump campaign and gain election and then serve for the first 100 days I begin to think about my own credibility and the credibility of others. I realized that it is important to be impeccable with your word and to make sure that you are making decisions that are truly inline with your core values because at the end of the day the only thing that endures is your character. As an entrepreneur, marketing director, or non-profit leader it is important to be seen as credible is all aspects of your business for people do business and support those they know, like, and trust. If you are just making a sales pitch to generate money and do not truly believe in what you are marketing you will have some success but it will be fleeting and eventually your credibility will be damaged and your ability to generate revenue and strengthen your brand will be challenging. When you begin to compromise your credibility for profits you begin to lose and eventually the damage that is done is irreversible. Think about your credibility when you advertise and what you promise for there will come a time that you will have to deliver on those promises.
As a business adviser I have always taught the entrepreneurs that utilize my service the importance of making charitable donations be them monetary or in-kind. When you support charities and donate money or good and service you can implement a strategic marketing plan that will allow you to support the community and also turn a profit. One of the best advertisement ideas that I came up with was over 20 years when I asked a local restaurant to host a charity night to raise money for The Coral Springs Jaycees Spreading The Joy Program, which provided Thanksgiving Baskets and a Children’s Shopping Spree for families in need. The restaurant asked what is in it for me and I explained that by donating 20% of his sales for one night he would attract people who wouldn’t normally come to the restaurant and have an opportunity to turn them into regular customers. He was hesitant at first but agreed and that first give back night raised $189 for the project. Meaning that we brought in bout $1,000 worth of business on that night not to mention the amount of people who became regular customers. Since my first give back night I have seen many restaurants adopt this concept and have much success because it creates a win-win situation for all parties involved. When you have a giving plan it will turn into profit over time as people like to do business with those they perceive to be giving back to the community. 
If you are a frequent reader of this blog you know how deep my passion runs for helping those touched by cancer through my involvement with Relay For Life. I do my best to share Relay with as many people as I can especially businesses that can use cause marketing as a strategy to acquire customers and retain customers. I have partnered with many business like The Tijuana Flats in Tamarac, FL, The Chuck E. Cheese’s in Sunrise, and Skyline Chili in Sunrise, FL to do fundraisers and I have been very successful in bringing people to these establishments who normally would not have gone. As a result several of those involved in Relay have become regular customers at these establishments. I have had mush success with those who understand the importance of cause marketing. The key is to partner with a cause that you are passionate about and then leverage your involvement by mentioning it in advertising, through your social media, and in your media releases. The idea is that you never know who may come into your business because of your support of a cause.
I went to a McDonald’s located Nob Hill Road and Sunset Strip yesterday (4/1/2017) to seek support of Relay For Life and the manager told me you have to call the owner but didn’t have the owner’s number. I thought here is someone who is supposed to be looking out for the best interest of The McDonald’s franchise and should be astute enough to understand the importance of cause marketing. The interesting part of the interaction was that I was going to place and order but because of the manager’s attitude and lack of information to give me to contact the owner I left and went to SUBWAY and bought my meal there as they have supported Relay For Life. Think about it and do the math I would have sent about $8- $10 at McDonald’s but because of the manager’s lack of understanding of the importance of cause marketing another business received my business. The reason I share this with you is to show you that you must empower your managers to make some decisions when it comes to cause marketing because you may be leaving money on the table because of their lack of understanding the importance of cause marketing. $8-10 may not seek like a lot of money to be walking out the door but think about it how many people will see this story and not go to that McDonald’s and do you think I will be going back to patronize that location? 
Today’s entry is inspired by Walk Out On Cancer Day. I went to The Starbucks on University Drive North of Oakland Park Boulevard at 12 PM expecting many of my fellow Relay For Life Participants to join me in walking out on cancer, however it turned out I was the only one who showed up. I decided to walk out and collect donations. As a result I stopped into Hooters and The GM said I could collect in the restaurant so I did. This small change really got me to thinking about how many times you have to make changes and adapt to the situation at hand in you business life and personal life. In business things happen that we can not control thus we must be able to think outside the box and change on the fly. In every situation there is a positive solution if you think creatively as was the case was today. I wanted people to join me but they didn’t so I simply went an walked out on cancer on my own and found people to put donations into the collection canister. As I walked I stopped at local businesses along the way and gave them brochures some fundraising fliers. I began to implement my 3 foot rule where if someone was within 3 feet of me I spoke to them about what I was doing. This type of advertising and marketing led to many people making a $1 or $5 donation. It also led me to making a contact with a photographer and videographer that could utilize my talents as an emcee, voice over talent, or business coach. In aligning yourself with a charity you can open many doors to help your business. In being willing to change on the fly and adapt and overcome you will see that you have more success.