Community
The Five W’s of Sound Marketing Strategies [ by Bruce Longmore ] Anytime I wrote a paper in school I had to answer the “who, what, when, where, and why” questions. I learned those truly are the pressing questions people care about so I thought I’d share the five famous W’s as they relate to business marketing.
Who? When marketing in the community, the answer to who is YOU. I think one of the biggest mistakes a small business owner can make is tying him or herself up too long on the front line without hitting the pavement to expose products and services and drive traffic through the doors. You don’t need to go all “out-of-touch” like business owners profiled on popular television shows. But it is very easy for a small business owner to encounter the opposite problem and not remove themselves from the operation long enough to tend to extraneous matters that are important to the business, like marketing. What?
Reminders and incentives. I carry business cards, coupons, and menus with me everywhere I go. You should be a walking billboard without being obtrusive to people you meet. Offer an invitation and express value when someone asks you what you sell or do.
When?
All day, every day my friends! That’s right. Entrepreneurship is not a 9 to 5 job. Wear your logo or nametag when you stop at the grocery store or do your banking. Be “that sub guy” (as in my case) or whatever identity best suits your business.
Where? Everywhere. Create an Internet presence, drive a car wrapped screaming your message, run in your local print media, help out at community events, and set up shop at expos, business shows, and networking events. Pipe up as a solution in community meetings or volunteer venues. Be seen— everywhere. Why? People need repetition. They need to be reminded that you are there. They need prompters about how to use your business in other ways. For instance, people who regularly come to Lenny’s for a lunch meeting may be interested in having us cater their next business function. Help your customers think bigger, more often, and of someone else who might be interested in what you offer. Don’t be a stranger! If you are reading my articles or implementing any of these ideas, please tell me about them through MyForsyth or stop by either Lenny’s location and see what all the fuss is about! And by the way—what have you done to promote your business today?
Bruce Longmore is a Cumming entrepreneur. He may be reached at 404-574-3884 or Success@BruceLongmore. com. Along with his wife Donna, they are the owners of a Lenny’s Sub Shop in Cumming and in Alpharetta.
WWW.MYFORSYTH.COM |
11