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Marketing

Marketing Matters: What Local Restaurants Aren’t Doing Is Killing Their Business

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Restaurant
Foter / CC BY-SA

 

When we think of marketing it’s usually commercials, online ads, and email newsletters, but only the industries that thrive off exposure fully utilizes what we consider “marketing”. Local and even  bigger conglomerate restaurants rarely use any form of advertising, and some ads can still be found in the yellow pages. Everyone knows that eating is a must, and for restaurants the busiest times are around noon and hours from 5 to midnight, depending on whether it has a bar and how long it stays open. But what about the hours that customers don’t walk through the doors? How can these restaurants make money that rival their competitors during the down time?

Remember those local diners or restaurants that everyone loved? For travelers passing through the town or city, they had no idea what they were missing, or if they walked in, what to expect. Usually these diners would have specials at certain times during the day, or would have an item on the menu during the week or on a particular night that was a must have. These specials, similar to what Golden Corral does, attracts customers because it’s a once a week meal that’s not on the menu any other time during the week.

But in the 21st century and with the internet, those travelers and even residents of that particular town should know the specials and prices the diner or restaurants provides before walking through the door. However, this is still not the case.

Last summer a few friends and I would go to Chili’s. The food was great, but better yet, the movie theater was right across the street, which is why we chose that restaurant. For some of us who had the same dish every time we went, there was no need to read the menu, but for one friend, he always had to try something new. In the few months we went there, the menu would change slightly, with new dishes and offers making choices more difficult. We didn’t check the menu on the website before going because as typical 20 year olds, we didn’t feel the need to research what we were going to have.

This leads to the problem with most restaurants. As customers who went to Chili’s on a weekly basis, we expected the same food every time we went there, only to be surprised when a new dish was featured. Had Chili’s given us cards to fill out asking for our email addresses, they could send us, along with all the other customers they gave the cards to, weekly or monthly email promotional ads featuring their new dishes and entrees. By doing this they would have an email list and another way to market their food. It’s cost efficient and doesn’t require much effort.

For all the small restaurants, an email list is crucial. You don’t have the same marketing and advertising opportunities such as Chili’s, but on a smaller scale you can keep in contact with your customers and inform them on what’s new to the menu.

This,  along with a Twitter and Facebook account, would cover all the bases when reaching out to your customers, and even the frequent travelers who pass through your city or town on their way to and from work. Right now, no not many customers, except for the most loyal, will know what is on your menu, or what is being added to it. An email newsletter is a perfect way to get the word out, and the customer’s decision on what entree he or she wants will already be decided before walking through the door.

Restaurants don’t market on a small and simple scale, but you can be one of the few. Give your customer a card to fill out, ask for their email address, and then inform them on what your restaurant is up to, the specials, and the new entrees. You do this, and I guarantee, your profits will likely increase, especially during the off hours in-between lunch and dinner.

 

Blogging

How College Students Can Get Ahead In Their Careers

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Francis M. Drexel School Interior
John Trevor Custis / Foter / Public domain

 

I’ve been asked many times by college students, both my age and younger, how they can stand out from their classmates when it comes to finding a job and starting a career. A few months ago, Bentley University released a study suggesting that many college students aren’t prepared for the corporate world. Because of this there has been mounting frustration by recruiters, as they are seeking young professionals who are ready to contribute to a company.  So how can the next generation of workers get their feet in the door to kickstart their careers and be ahead of their peers?

1. Create a blog

It can’t be reiterated enough; starting a blog is the first step in getting exposure, readership, and notoriety. Too often college students assume that no one wants to read, or cares about what they have to say, whether it’s their career field or hobby. Recruiters are frequently searching for young, bright talent who have knowledge in a particular industry or career, but most students don’t meet them halfway through a blog or website. A blog is the internet version of a resume, and all the articles you write and share add up to being a treasure chest that shows your value.

2. Start a YouTube Channel

When it comes to students of any age, many never look to YouTube as a form of getting themselves out their and sharing the knowledge they have with the world. There have been a few successful YouTubers who have become young entrepreneurs and creators, one of which is Bethany Mota, who has her own clothing line with Abercrombie & Fitch and has been mentioned by websites all across the business sector. This girl started making videos about her passion which was clothing and fashion, and over time gained thousands of subscribers which got the attention of multi-million dollar companies.

Another YouTuber, one who I had followed in my teenage years, is the musician Dave Days. This former high schooler who created parody songs and covers of hit songs in his basement, with a small group of friends, became a sensation. This later gave him the opportunity to move to Los Angeles where he recorded videos with other YouTubers. He’s also made a video with Miley Cyrus, who at that time wasn’t at the center of controversy. Now Dave Days has albums that can be bought on iTunes, has gone on tour with other YouTubers, and has a following of 268,000 people on Twitter and 1.6 million subscribers on YouTube.

While both Bethany Mota and Dave Days took different paths and have reached different levels of success, they both have one trait that got them where they are today. They never stopped making videos, and continue to post on a weekly and monthly basis.

For college students, talk about your passion, whether it’s a hobby or the major you’re taking. Your passion and love will be noticeable, as those YouTubers who stopped after 10 videos, lost interest or never really had a fire for the topic to begin with. Inform, persuade, and most importantly, answer questions viewers might have, as this shows your expertise, experience, and knowledge of the career field or hobby you have.

Also have fun while making these videos; no one wants to watch five to ten minutes of someone talking while being completely stone-faced with no emotion. Those two YouTubers above attracted subscribers and viewers because of their personalities and their friendliness. Your passion and knowledge will show, and with perseverance you’ll get noticed.

3. Get Linked on LinkedIn

LinkedIn is known as the Facebook for adults, but it can also be a great outlet for college students to connect and network with people who can possibly help them later on in their careers. What is not advised is to connect with strangers, although many young students and even adults do this. Start with your friends and family, and move up from there. You can join groups that share content that is definitely worth reading and discussing with professionals who are in the career field you’re working towards joining after graduation. Very few college students take advantage of the tools that are at their disposal, and by connecting with experienced professionals, you’re much more likely to get that job and learn from others who are in your profession.

Tying these three outlets together, creating accounts on all social media platforms is a must, as this will add to the effectiveness of your blog, YouTube channel, and LinkedIn profile. Remember, you’re  college students and most of your aren’t getting paid yet or have families of your own. Be bold, take the first step now and get yourself out there. You have the opportunity to show the entire world what you know and that you’re worth hiring more than the kid sitting next to you at a lecture. There is nothing to lose, and taking this initiative now will pay off in the future as long as you persevere, are consistent, and always work hard.

 

 

 

Marketing

Marketing Matters: A New Way To Attract Customers For Contractors

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www.aadesignbuild.com, Custom Design and Remodeling Ideas, Finished basement, Home Theater, Wet Bar, Pool Table, Play Room, Lighting, Ceiling Design Ideas, Interior Design Ideas, Bold Colors, Germantown, Gaithersburg, Rockville, Potomac, Bethesda
A&A Design Build Remodeling, Inc. / Foter / CC BY-NC-ND

 

As in any industry, putting all your eggs in one basket when it comes to marketing and advertising must be avoided at all costs. Whether it’s social media, a website, blog, or an E-mail newsletter, a sound marketing strategy must incorporate every aspect of advertising to become noticeable. Over the next few weeks I’m going to target specific industries and discuss ways businesses can get more exposure by thinking outside the box, by being creative and using social media technologies that not many companies have implemented into their marketing strategies yet.

First, let’s take a look at how private contractors all across this sector can stand out and attract more clients and customers.

For plumbers, electricians, home remodelers, and other home improvement related businesses, they have a better opportunity than any other industry to market their services through YouTube videos. These aren’t the video’s you see from time-to-time where a contracting company talks about itself, what they do, or where they are; the generic business ad that after a while becomes redundant. There are a few strategies that can be used to show your expertise, who your company is, and really personalize your message that creates confidence in the customer before they pick up the phone and call you.

1) Tutorial/How to videos

Simple five to ten minute videos that go over projects ranging from the easy to fix, to skilled jobs should be posted over time on your YouTube channel. You may ask, “How does this help my business and grow my clientele?” By showing what you or your company can do creates trust in the future potential client, but also, it’s not likely these viewers will do the work themselves, they’ll call professionals. Having videos that link to, or are on your site adds to your credibility, and even though these “how to videos” may seem simple, they can go a long way when it comes to marketing and advertising your business.

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Only a few other businesses have employed this form of marketing known as Youtility, but you’ll be surprised how effective it can be. As contractors, you’re always giving the customer or client the options when it comes to certain projects, such as sinks, tiles, wood floors, etc. However, you lay down their options when you show up on site, wasting valuable time for both you and the client. Instead of answering the questions or persuading the customer when you show up, post videos on YouTube that already answer the questions and give the viewer reassurance that one texture, tile, or floor is better than the other.

This is also a good opportunity to engage with the viewer, as there is a possibility that they’re watching your videos to see what might work for their situation. If they have a question, create a video based on what the commenter is asking,  giving other viewers who will come to your channel that may have the same question the answer. You could also have at the end of every video a two minute section that answers a slew of questions, giving them recommendations and the information that they’re seeking.

When creating these videos, you must present yourself as assuming that these viewers will do the job themselves when in actuality, 95% will call a professional instead. At the end of every video or in the section below, post your contact information and website URL to direct traffic to your site, increasing the chance of viewers picking up their phones and calling you for their next project.

In this day and age with Google, Yahoo! and Bing, you must present the customer or client with information. Many businesses fail in this department as they only talk about their company and what they do, completely missing out on reaching potential customers who are looking for answers. The days of people looking in the Yellow Book and finding a contractor are over. They want to know what you’re going to do for them, how long the job will take, and what options they have when it comes to the project itself.

Information; it creates trust and credibility. When you pull up in front of their house, the trust should already be there and the client should be satisfied before the job is done. Use YouTube in your marketing strategy and see where it will take you. Not many businesses are utilizing all the tools at their disposal, and if you can reach the customers and inform them first, your chances of getting the job will definitely increase.

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Marketing Matters: Is SEO Overrated and Outdated From A Customer’s Point of View?

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Business owners and companies around the globe are constantly looking for ways to attract customers and reach out to people. One of the most popular and well-known forms of marketing and advertising over the internet is by utilizing SEO and Google Adwords.  But are the days of customers or future buyers using Google and being lead to a website that used the correct words to be at the top of search results coming to a close? The answer is yes, but many companies and even marketing consultants still preach SEO as if that’s the only way to draw in views and potential customers.

Having recently bought a car, and currently reading Youtility that was co-written by Jay Baer, I’m beginning to see that there is a flaw in how businesses market and rely upon SEO.  When it comes to the automotive world, think from a customer’s point of view, and apply it to other sectors of the economy.

After a few weeks of research and narrowing down the list of potential vehicles, the first step I had taken was to visit Cars.com because of their reputation and history as being a place to find a wide variety of new and used vehicles. While they advertise on television, the years of it’s existence and it’s simplicity made it the perfect resource to see what my choices were. Next, once the decision came down to three vehicles, I didn’t go on Google searching information on the car so I could read endless pages and reviews, I went to YouTube to visually see, hear, and in some cases watch the reviewer drive the vehicle. Whether these individuals make money off of these 5 minute videos or not, it’s a form of marketing; video advertising.

Once the decision was made and I found the dealership where the car I wanted was, I went to that dealer’s website, or the source that contains the product I want to buy. When I saw that it was available, I made the trip to go see it and later bought that car.

The three steps that were taken to buy the product weren’t the traditional SEO or Google search that has been taught for years as the most affective form of marketing. While this was and sometimes still is the case; visual advertising, reputation, and the source itself didn’t require SEO to get me to view, research, and later buy.

So now let’s tie this into other examples and products or services that can use other forms of marketing that aren’t directly related to SEO. For instance say you’re a plumber, carpenter, electrician, or anyone who works on houses. You have the skills and the demand in the industry, but how do you establish yourself and break away from the rest of the other private contractors out there?

Create YouTube videos, especially those that are simple tutorials that inform and help the viewer install an item or how to use a certain tool to fix a problem. This may seem counterintuitive, but most of the viewers won’t install or fix these things by themselves, they will call a professional and pay someone to do the work. By putting yourself out there, saying a quick blurb about who you are  or what company you work for and your experience in the field, that pays immediate dividends over other forms of marketing because that viewer can personally see you.

One thing to remember is that in this day and age with social media, marketing has to become personal. The customer or client must have a connection with the contractor, business owner, or the company before they buy into a service or product.

The days of SEO are ending. The days of the customer using these Adword searches are ending. Helping these potential buyers visualize, answering their questions and concerns, and giving them the feeling of trust is the best and most affective way of marketing and advertising.

There is a lot more that needs to be covered regarding other avenues that attract clients and customers in all industries. Over the next few weeks and months I will take an in-depth look at new ways companies are trying to reach people. Hopefully I can persuade you to take the next step into a new era of marketing and advertising that hasn’t been explored or used by many businesses and even marketing consultants.

Marketing

Marketing Matters: Is Old School Marketing Still Worth The Investment?

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Recently I had read an article on Entrepreneur.com discussing why old school marketing shouldn’t be forgotten when getting the word out about your business and services. It’s a very interesting topic as some businesses still use the old-fashioned marketing approach while others have completely gone to social media, and there are some individual companies who have incorporated both into their marketing strategy. But is it worth the investment of time and money to advertise your business as if it was still 1999 by creating radio ads and having your business’ information published in the yellow pages and newspapers. Probably not, and here’s why.

The writer of the article even acknowledged that 73% of people ages 18 and older use social media, leaving the remaining 27% who either don’t use social media sites such as Facebook and Twitter, or aren’t regular users on these sites from a day-to-day basis. While many of this 27%, and even some of the 73%, still read the newspaper and listen to the radio, both of these marketing outlets are a dying breed. As we’ve seen over the past decade newspapers have shrunk as the same information that can be printed on paper is published on the internet and social media sites, where it can be read on a laptop or smart phone.

When it comes to the radio, there aren’t many small businesses advertising, and that’s never been a primary marketing strategy for these smaller companies to begin with. Along with social media and websites, small businesses are more apt to advertise on podcasts as that is becoming the new form of AM and FM radio. While social media marketing is constantly improving and growing, podcasts and other forms of information and entertainment haven’t reached their potential yet. It shouldn’t be discouraged to advertise the old-fashioned way, but is it smart? No. Potential customer numbers are dwindling, marketing in newspapers, yellow pages, and on the radio are expensive, as opposed to social media marketing that is free, or at worst a few dollars out of your pockets.

Another reason to explore different marketing options other than newspapers and radio ads is because of the new generation of customers and potential clients. These 20 to 30 somethings are on Twitter, Facebook, and Instagram; they’re not sitting at a table during breakfast reading the newspaper before the entire family goes off to work or school. Looking at marketing from a 20th century perspective will neither grow your business or your clientele, leaving you in a tough spot as you’ll be spending more money on advertising than bringing in revenue and profits.

One of the biggest issues with marketing the old way is that it’s hard to track what forms of advertising is working, as it’s more difficult to track ROI. To say that a company should invest any amount of time with this older approach might be a stretch, as it isn’t cost effective and these marketing strategies aren’t targeting a growing audience.

What makes social media marketing unique is that it can be personal. The business owner or company can talk to the customer directly and in a timely manner.  By doing this they’ll know what the consumer wants and what attracts them. Many small businesses still haven’t converted over to social media marketing, and not only are they wasting $2000 or more a month, they’re not seeing any fruits from their marketing labor.

If companies want to go the traditional route, the most effective form of old-fashioned marketing is the E-mail newsletter. Even today that is still the most effective way of reaching customers, both new and current. I recommend that all businesses have this in their arsenal, as e-mail subscription lists are a goldmine and a great opportunity to expand the customer base.

I want to know what you think. Should businesses still look to the old ways of marketing and spend endless amounts of money on a form of advertising that has no guarantee of working in 2014? Should newspaper ads and radio commercials still be on the back burner for businesses and companies? Or are there other ways of marketing that haven’t been exploited yet that these companies can get into before the rush? This is definitely an important topic and one that every business owner should think about and discuss.

Business, Marketing

Marketing Matters: The Sales Pitch – The Deal Maker or Breaker

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In marketing and advertising the crucial element that either makes or breaks a deal is the sales pitch. This can take the form of a presentation in a board room, a face-to-face conversation, email newsletter, online advertising, or a commercial on television. The presenter must lay out the benefits of the product and or service that the company or the individual is providing, along with the cost and comparison to the competitors. Most products don’t sell themselves unless they’re an absolute must have for every household, but even then, the sales pitch is what introduced the customer to that product which in turn creates sales.

Needing a new shade after years of being weathered and worn down, a local shade repairer and installer had to be called. He explained the differences between the shades that were available, their benefits, the costs, and which one would serve a better purpose. The shade that was chosen blocks sunlight to reduce glare, keeps the warmth in during the winter due to it’s depth and the material it’s made from, and keeps the cool air in during the summer. By reiterating the benefits of the shade it made his sales pitch stronger, and the price that came along with it closed the deal.

As an experienced professional in his field he knew exactly what worked and sold it to his customer. That is successful marketing, and while the decision to go with the heavier shade was already agreed upon before he arrived, his sales pitch would be effective for someone who wasn’t sure what they wanted and needed the differences and benefits laid out on a table for them to see.

For this business owner, face-to-face conversations and presentations is the only form of sales pitching he does. There’s no Facebook or Twitter account, and no website. However, because shade repair and replacement is still in demand, he’s fortunate that his lack of social media presence isn’t hurting his sales, but they could definitely increase dramatically and help grow his business.

All business owners must pitch their products or services where potential customers can see them. I use this business owner as an example because of his strong sales pitch in a verbal conversation, but he hasn’t taken that next step and marketed to a broader audience that could increase clientele and income.

As I’ve said before, contractors or anyone who has a  product or service that can be presented in pictures, should get on Instagram and start posting right away. For example, what my living room looked like with the old, worn out shade and now with the new, more durable shade that keeps the sun glare out. Facebook and Twitter can also have a positive affect. Even for a small company that provides a service that gets forgotten about, many people would switch to a shade that keeps the warmth in during the winter, and cool air in during the summer for one reason; to save energy.

The same goes for all the other small businesses out there. Just because you offer a service or product that only reaches a limited amount of people at one time, don’t confine your business to this number and get on social media if you aren’t already. In this day and age, clientele can grow at a much faster rate than in previous decades, and that can be credited to websites, blogs, and social media. If you’re a small business owner who only makes sales pitches in face-to-face conversations, I suggest to set some time aside and broaden your business’ horizons. There are probably many potential customers out there, and they’re waiting for you to approach them.

Marketing

Marketing Matters: Learning From ABC’s Shark Tank

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In The Blue
sharkbait / Foter / CC BY-NC-SA

 

Shark Tank gives it’s viewers a preliminary look at how business discussions involving investments take place, and what may persuade business decisions. From equity and royalties to the products themselves, there are multiple aspects of business that can be taken away from this one hour show. There are many factors as to what the investor wants to hear; current sales and monthly and yearly income are two. Always taking a look at business from a marketing standpoint, some of the sales figures for the products people want the Sharks to invest in, could be improved if they marketed and advertised correctly.

On last week’s Shark Tank episode, two sisters who created edible cookie dough pitched to the Sharks to invest in their company. Sales weren’t all that impressive, and one of the sisters said that they don’t market or advertise. It’s a major mistake that both experienced and inexperienced business owners make, and for a company that sells edible cookie dough, it’s crucial that they spread the word on a product almost every human being wants more of. However, to go from 7 to 50 stores in a week is incredible, especially for a company that isn’t asserting themselves in the market.

 

 

A lesson can be learned from this segment for all businesses both big and small. How did Walgreens find out about this product? In the store. While that could have happened regardless of whether they advertised or not, there is a possibility they would have been found much earlier, helping them get into more stores at a faster rate. As the sisters mentioned, the offer to get into Walgreens depended on a distributor, which is where the Sharks came in to make that possible. With proper marketing and advertising in the beginning stages of their company, they may not have needed the money and lost equity as sales and recognition would have been much stronger.

For all the local small businesses who are in the same boat, start by marketing on social media, Facebook, Twitter, Instagram, and create a blog. If you have a food product, a website or any form of marketing that gives the viewers a visual at what you’re selling is important. You may have created the equivalent of the Fountain of Youth, but if you don’t market or advertise no one will find you, even in the 21st century. For these two sisters, they were lucky to not only get interest from bigger stores, but to have a product that has major selling potential.

It can’t be said enough, you must advertise. It can be the difference from having a good year in sales to having a great one. Marketing does take time out of your day, and for these ladies, if they hadn’t sold their pitch to the Sharks, they would have had to explore advertising options or they’d be in some trouble. Let the world know who you are, what your company does, and what you sell. This message has been reiterated countless times, but if you don’t go public, you’ll find that you’re business has stopped growing and may even shrink.

Shark Tank isn’t just a learning opportunity for investing, sales pitches, and how to distribute a product. Listening to these entrepreneurs individually, understanding why they’re in the Shark Tank, and what they’re doing wrong in marketing strategy and business planning is essential to not making the same mistakes these business owners are making. That’s why this show becomes addicting after you fully understand all the pieces that are on the table.