Advertisement Ideas: Empower Your Staff!!!

One of the words that has been used time and time again over the last few years is empowerment. The term is defined as follows to give power or authority to; authorize, especially by legal or official means: to enable or permit. I chose to write about this today as I have witnessed so many opportunities lost due to the lack of empowerment given to staff and as a result sales have declined and brand awareness has been weakened. I have witnessed a lack of empowerment in many areas of businesses however the one area where I think empowerment lacks the most is in the marketing arena. I have been out in the community promoting The American Cancer Society Relay For Life of Sunrise, which will take place on May 5, 2017 from 6 PM – 12 AM (Midnight) at Piper High School. I have been approaching places like McDonald’s, Subway, and Pizza Hut and each store manager at these establishments told me the same thing you have to go through corporate for that. Now I don’t mind calling corporate as I have been doing fundraising for over 40 years and I know how to present ideas that will make sense to a business. When I called corporate recently for these three businesses I was told oh we have a committee that takes care of that and you have to fill out a special request form. Again I don’t mind doing this however if the managers at these locations were empowered and given the authority to make a decision based with a marketing budget the local stores would benefit more as they would feel that they had a stake in the location and as a result would work harder. Corporate would benefit as they wouldn’t have to be bogged down in paper work and their brand would gain more recognition and their revenue would increase. Think about it we are told that people do business with people they know like and trust so what better way to get to know people get them to like you and trust you than having an empowered staff that will be dedicated to growing your business.

Each day businesses lose out on sales because they have failed to empower their staff members and have also failed to understand the concept of cause marketing. I remember working for Brunswick Margate Lanes as a counter control supervisor and sales associate and having a charitable organization approach me about helping them with a fundraiser. I went to my GM and asked if we could give them the lanes for Free as we could write it off as a marketing expense. He said yes as a result the charity booked 10 lanes bowled 3 games at a cost to the bowling center of about $150 however we sold over $500 at the snack bar to this group and had over $350 in sales from the bar plus we booked 3 birthday parties. By empowering me to do this we exceeded our sales goals for the month. In being empowered to make special offers and create special short season leagues I was able to put 1,599 bowlers on the floor for the summer which led to the opening of a pro-shop at the center creating an additional revenue stream. The key is to empower your staff and let them make decisions that make sense for the business. Continue reading Advertisement Ideas: Empower Your Staff!!!

Advertisement Ideas: The Importance of Cause Marketing!!!

Advertisement Ideas: The Importance Of Cause Marketing!!!

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? Continue reading Advertisement Ideas: The Importance of Cause Marketing!!!

Advertisement Ideas: Changing On The Fly!!!

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.

When a plan doesn’t go as we had hoped it is time to step back take a deep breath and alter the original plan so that we move in a positive direction of the desired outcome. Today my goal was to promote the importance of what The American Cancer Society does with a group of people and when I was the only one I changed the plan on the fly and created a result that in the end I was satisfied with as I chose to focus on the positive. In life as in business we have choices we can get upset and make excuses or we can overcome and adapt and take action. It is important to plan your work and work your plan and make adjustments along the way. In business it is imperative to have a solid advertising, marketing, public relations, and community relations strategy that builds brand recognition that will lead to increased revenues. Continue reading Advertisement Ideas: Changing On The Fly!!!

Advertisement Ideas: Management Gone Mad!!!

About two weeks ago I went to my laundry and while I was doing my laundry I stopped by a store in the plaza, Past, Present, Future which sells comic books and collectibles as well as soda and snacks. While I went to purchase a soda and snacks I mentioned to the manager that I am involved with The American Cancer Society Relay For Life and that our theme was Superheroes For The Cure and that my team Lederman’s Heroes Walking in Memory of JDOGG’S Mom had chosen Shazam. Instead of taking this as an opportunity to possibly make a sale he told me we don’t need your solicitation I was like wow every business can use additional sales. I then did my best to give the store some added value by making a Facebook Live Video to which the manager said that the owner doesn’t allow for that and that if I didn’t stop the video he would call the police. I stopped the video and deleted it off my Facebook page. As a past retail store manager who drove sales by being kind and caring in all interactions and acting on what were buying signals such as someone telling me some information I increased sales. When I first started working in Retail for Oaktree, a men’s clothing store I rose to be the #1 sales person in the company by engaging customers and assessing their needs so I know what it takes to build sales and customer relationships. I can fully understand that the manager gets solicited many times during the day however each solicitation is an opportunity for it is not about the solicitor but who the solicitor can reach. In my case I have over 1900 Twitter Followers, over 2900 friends on Facebook, and over 1400 followers on Instagram. So think about it had I had a good experience with this manager I would not have been writing this piece about the negative experience and exposing this negative experience to my followers rather I would have been encouraging people to shop at the store.

Don’t allow a bad manager to stifle your business. Over the 40 years that I have been involved with public and private for profit and non-profit businesses I have encountered many great managers who understand that one oh crap can ruin a 1000 of at a boys. Remember it is human nature for people to remember the bad and share as opposed to sharing the good. The key is to make sure that your management team is creating an environment that is welcoming because that solicitor today could be a buyer in the future or that solicitor may have a very large reach and instead of getting a good review you end up featured in his blog and on his radio show. The key is to understand that you never know who is coming through your door and how they can be of value and service to you.

When you are open to all that you come in contact with and you find ways that you can be of service and value to one another that is when you succeed.

Imagine if the manager would have taken my interest in Shazam as a buying signal and shown me merchandise relating to Shazam how the interaction could have went. I may not have bought the item that day but would know that it was available and come back for it. I have always believed that a no today is really a no for right now. I have many success stories of working the floor of a retail store and making sales because I picked up on buying signals and interacted with the customer. One day I was working at a retail sport apparel and memorabilia shop when a customer came in seeking a gift for his wife who was a Buffalo Bills fan and he was looking for a tee-shirt I didn’t have any Buffalo Bills Ladies shirts but instead of saying we didn’t have any I showed him a signed Jim Kelly Football and a Framed Jim Kelly signed picture. he Bought the Jim Kelly signed picture so instead of selling him a $28 shirt I upped the sale and sold him a $250 framed piece. In getting to know what the customer wants and interacting with them you increase your sales. The key is to understand that everyone who walks into your retail location can benefit you in some way. It is when you look for opportunities that you avoid management from going bad. Remember it has nothing to do with the economy or the industry it has everything to do with your attitude.

Advertisement Ideas: Walk In Your Truth!!!

Over the last few days I have observed many people professing that they are making six figures and when I asked them for donations to help support the efforts to create a world with less cancer and more birthdays they made every excuse as to why they were unable to donate. This really had me thinking so you want me to join your organization and market your product and services but you can’t donate to a cause that is near and dear to me. It was at this time that i realized when marketing to people you must walk in your truth and be passionate about your belief and purpose. When you market your products or services or ask for support of your charitable endeavors people must be able to know you, like you, and trust you. In all interactions it is important to walk in your truth and be honest and up front with people. I have witnessed so many people trying to be something they are not or making claims that they can not back up that they have stiff;ed themselves from growing personally and professionally. The key in business is to be your authentic self and make sure that in all your marketing people are seeing your authentic self and not some facade. The idea of faking it until you make it doesn’t work as people will see right through that. It is important in business to be authentic and to follow the four agreements.

So many people make promises and then do not keep them and then wonder why their business is struggling. I have experienced people saying one thing to you and then doing the complete opposite and then pointing the finger at you. When this happens I step into my power and walk in my truth and say thank you and then I think too bad so sad don’t let the door hit you where GOD split you. If you are preaching about walking your talk you better be taking the action to back it up. If you are talking about marketing and advertising you should be marketing and advertising. Continue reading Advertisement Ideas: Walk In Your Truth!!!

Advertisement Ideas: Forget The President!!!

I have learned over the years that in business it is important to leave politics at the door if you are going to succeed because when you engage in a political discussion it can go bad real fast and adversely affect your business. In today’s marketplace with the advent of social media it is important to forget the president and simply go about your business planning your work and working your plan making adjustments along the way. In the scheme of your day-to-day operations who the president is should not have an effect on your ability to market and attract new customers while also retaining your existing customer base. I have seen many businesses over the last 16 years suffer because they didn’t forget the president and as a result left money on the table or lost money. Such was the case for a local restaurant who is a staunch supporter of The Republican Party a large group from The Democratic Party was going to book an event at the restaurant however when they saw the photos of the republicans from the area on display they went elsewhere. I share this so as to remind you that many times your political views can hit you the hardest in the wallet for you never know why someone may choose to do business or not to choose to do business with you.

The key to remember when you are implementing a marketing campaign is to leave your politics aside and forget the president. I have witnessed so many people making political posts on social media when they should have been making posts about who they are and what they do and why you should do business with them. The way you choose to advertise is up to you however remember many potential clients/customers and many existing clients/customers read your social media posts and may be swayed not to do business with you because you have a different view than they do. You may think this is trite however people today are so wrapped in their ego that if they feel you bruised their ego they will look elsewhere to get products and services. The key is to forget about who the president is and to continue to strengthen your brand and increase your revenue by acquiring and retaining customers/clients. Continue reading Advertisement Ideas: Forget The President!!!

Advertisement Ideas: Important P Words!!!

When you decide to open your business the most important p word that you need to have in you vocabulary is profit. When you open your business you must have a goal in mind as to how much profit you want to make so that you can take action to exceed this goal with the idea of utilizing other important p words.

People is a very important p word for you will need to reach the people in your desired target audience and have them do business with you. Remember people do business with those they know, like, and trust. In giving people what they desire and building awareness of your products and services you will increase your profits. You may have need to hire people and hiring the right people who are in alignment with your core values will lead you to having success when it comes to customer acquisition and retention. Continue reading Advertisement Ideas: Important P Words!!!

Advertisement Ideas: Prioritize This!!!

When you opened your business today what were your priorities? Did you write down your priorities and make sure they were in sync with your goals and objectives? So many times when working with entrepreneurs I find that many do not set priorities and thus continue to be on this endless hamster wheel that creates a struggle. The end result of this struggle is that they fail to thrive and eventually close their business. I always ask people who I work with what did you do to promote your business today? Many times the answer is nothing people will come because they are in the plaza anyway or they are by where we are located and will see us and come in out of curiosity. I give the people I work with the strategy to do out reach to potential customers daily while also having a retention program to keep existing customers. I have worked for people over the last 40 years and I have seen that the successful ones are innovative and seek to stay ahead of the curve while those who close up their business get set in their ways and are closed-minded. I have also found that many business owners do not get out of their own way and as a result they believe they know everything. I was told by a very prominent business coach, Bert Oliva, that “The Day You Think You Know Everything Is The Day You Start To Lose Everything,” this is so true as you begin to alienate those that truly want to help you. What are your priorities today? How do these priorities fit with the over all core model for your business? Are you listening to the people working with you? Continue reading Advertisement Ideas: Prioritize This!!!

Advertisement Ideas: It’s All About That Base!!!!

Advertisement Ideas: It All About That Base!!!

In business marketing it is all about creating a solid base. Many times we call this our tribe or followers. The key is to have a strategic plan and to implement that plan while evaluating the plan and making the necessary adjustments so as to strengthen the brand and increase revenue. In my 40 years of working in the for profit and non-profit sectors I have witnessed a few things about successful businesses and they all have one thing in common consistency. Most businesses tat succeed build a base through effective targeted advertising. It is important to remember that one oh shit can ruin 1000 at a boys so you must strive to keep your base happy by providing great quality products and services while delivering what the consumer wants. Your advertising must build confidence with the consumer by having a strong call to action that will make your base shop with you and recommend you to others. When you are making your advertising choices you must consider who the ad reaches and what return on your investment you desire. When you give your base what they desire and you exceed their expectations you will create a buzz about your business that will then translate into greater revenue. In spending money on customer acquisition it is important to remember that customer loyalty also goes a long way in strengthening your brand and thus increasing revenue. After you acquire your base it is important to retain that base so that you can continue to grow by gathering and using testimonials of satisfied clients who continue to use your products and services.

Advertisement Ideas: Building The Base!!!

The buzz word today is attraction marketing. The idea is to create a niche market and to attract the customer base that fits into that niche. This allows you to narrow your scope and more effectively market your products and services. The idea is to keep ahead of the curve by being a step ahead of the current trends and then having a marketing plan that is very fluid and adaptable that can be implemented at any time for any situation so that customers will still have confidence in doing business with you. I saw today that a business that has been in the same place for 9 years is being forced to move and they are doing a moving sale although they have a second location that could handle stocking the inventory. They instead have marked things down to a point that they are selling off certain items at a loss. This is okay to create quick cash flow and liquidate items that aren’t moving but it also sets a perception with the consumer to wait until they mark down merchandise. This is where knowing what you paid for an item is very important. You can attract customers by doing a liquidation sale and letting them know about your other location that will accommodate them in the future but it is important to let them know that these type of sales are not the norm. Also when you move it is important to let your existing customers know that you moved. In doing attraction marketing you must know your desired target demographic and where they are getting there information. I recently worked for someone who did not have a website and I thought wow you are behind the times as most people are looking for what you have on the Internet. I mentioned that the business should be doing targeted marketing and each time the manager told me that doesn’t work. Needless to say that business closed and he now has a warehouse full of inventory. When you attract your desired audience and turn the browsers into buyers you can capitalize by offering more items. It is when you know what your base desires that you can deliver.

Advertisement Ideas: Building The Base: A Case Study!!!

The year was 1987 I was a Senior at Hofstra University majoring in Marketing when I was given the opportunity to intern with The New York Liberties of Major League Volleyball. I will be forever grateful to Jerry Saperstein who taught me the importance of building a fan base and making sure the fan experience is something to remember. Our team was very competitive and we did many promotions. The first thing I did to build a base was I reached out to the students on campus and gave them FREE Tickets, we made up for the give-a-way with concessions and Liberty Merchandise. I then reached out to the media and invited people like Pete Axhelm to cover the team. I then contacted all the local schools and volleyball clubs in the area. When the season ended we went from 250 people at a game to 400 people at the game. I did this by making sure people knew who we were and that when they came to a game they would have a great experience. I remember one game we invited The Hempstead High School Band to perform and we gave them a donation and they came out in force and their parents and friends came and they started to come to games even if they were not performing. The idea is that when building your base you have to do outreach and make sure people know who you are and give them a reason to do business with you.

Advertisements Ideas: Find Your Why?

Advertisement Ideas: Find Your Why?

As you open up your business today ask yourself what is your why? If you are doing charitable work and cause marketing ask yourself why? When you advertise ask yourself why? It is when you find your why that your impact is increased. There are two great days in a person’s life the day they are born and the day they find out why. It is when you have purpose in what you are doing that you can increase your level of success. In all my years of working with entrepreneurs and non-profit leaders I have witnessed on thing about the successful leaders and that is they are driven by their why and have a defined purpose. Once you find your why you can develop your marketing strategy around that so as to attract new customers/clients.

The most difficult thing you have to do as a business leader or a non-profit volunteer is to find your why. What drives you to do what you do? Once you find that why you can create programs that will impact your what. How many times during the course of the day are you asked what you do? How do you answer that question? Do you tap into your why and say I help people to excel because I want them to have a better personal and professional life or do you simply say I help people to excel? Many times it is not what we say but how we say it that impacts our results. I have found when people know your why they are more apt to do business with you or to support your cause. When all you do is tied back to your why you will see the level of your results change for the better. In working with clients I hear it all the time JDOGG I want to make a lot of money. I always counter why do you want to male a lot of money? When they give me the reasons I have them write those reason down so that when they open their business or go to work in their non-profit position that they are driven by their why.

Advertisements Ideas: Finding Your Why: A Case Study!!!

If you have read this blog frequently you have read about my commitment to Relay For Life. 2017 marks 18 years that I am doing Relay For Life and this year I am asking everyone to donate $18 at www.relayforlife.org/sunrisefl by clicking on donate to a participant and typing in my name, Jonathan Lederman. Why I am asking for $18 is that in Hebrew 18 is represented by Chai which translates into life. Why I am relaying is to honor the memories of all those that I have lost to cancer especially the memory of my mother.

This is my mother, Judith Miller, who was called home to GOD on July 5, 2012 after suffering a massive heart attack while battling non-operable metastatic lung cancer. She has become my why I relay story. Each time I share my story I generate donations. Over the last 4 years that she has been gone it is estimated that I have raised over $10,000. Prior to those years I had many people to Relay for as my Grandfather Leo was lost to prostate cancer, my cousin Jill to Breast Cancer, my Uncle Morty to Breast Cancer (yes men get breast cancer), my uncle Alan to Prostate Cancer, my friend Gary Pancreatic Cancer, my friend Fran to Breast Cancer, and many others. 2017 marks my 18th year of doing Relay and by being driven by my why I set a goal of raising $2500.

When you find your why you will be able to make a larger impact in your business and your non-profit work. It is when you tap into your why that your impact is greater. When you get a moment today sit down and discover your why and then take action with your advertising and solicitation for your business and non-profit work. Remember it is the facts that tell but is the stories that sell. Share your why and take note of what happens when you begin to share your why. So when someone asks what you do answer them with wat you do but also why you do it.