small business advertising

24 Reasons To Shop Small Business

Transition Marketing ServicesWe Shop Small Business & You Should As Well.

We do it whenever possible. Whether it is our coffee, the meat and produce for our summer barbecues, our gasoline or our clothes. If it is possible to support a local merchant, we do it.

Why? Because it builds community. Because these small business owners are people and these people are our neighbours, our friends and our family. They are a part of our community and a part of the local lifeblood of our cities. Supporting them is what any community minded citizen should be doing.

When you make a purchase from a big box store what is that money going towards? Corporate greed? According to a report by Bloomberg Business Week:

“…The AFL-CIO’s average CEO-to-worker multiple at big U.S. companies is 357 [x the average employee’s wage]. Bloomberg’s average ratio for Standard & Poor’s 500 companies is 204; the average of the top 100 companies on our table is 495. That is, CEOs of the companies on that table averaged 495 times the income of non-supervisory workers in their industries.”

How much do you make at your job? Imagine making 200 to 400 x that amount. In the words of Homer Simpson “that’s a spicy-meat-a-ball”.

Of course to cannot pigeon-hole all corporate sales. Obviously their profits go towards more than just Transition Marketing Servicestheir CEO and Upper Management paychecks. Profits from sales go towards their marketing, their sales, their manufacturing and the level of inventory they need to maintain to keep prices low. However consider what these companies actually invest locally – it is next to nothing. Not to mention what do they pay their employees? or worse yet, what do they pay the people manufacturing their goods? It is a pittance.

When we attempt to justify shopping at big stores in order to support their employees (and we have), we are really just supporting the concept of part-time employment on minimum wage with few or no benefits. In contrast recent studies indicate that local small businesses are the largest employer of financially solid jobs nationally in the United States.

Let's not forget that Walmart actually attempted to take donations from others to support it's underpaid staff.

Let’s not forget that Walmart actually attempted to take donations from others to support its underpaid staff.

Oh and all those big signs that corporations put up stating what they donate to charity? If their CEO is making even 200 x the average Canadian, that puts his pay scale at over 10 million dollars annually. Those lump sums that they state have been donated to charity? pretty meager in the grand scheme of things and how much of that is contributed directly from consumers at the til? We’ve all been asked to donate to the Children’s Charity or Foodbank in the midst of paying for our groceries.

All studies point to non-profit organizations receiving on average, 250% more support from smaller business owners than they do from large businesses.

Yes I know that I am standing on a metaphorical soap box right now and no it isn’t comfortable. Do I think that everyone can shop small business every time, all of the time? No. There are certain items that one simply cannot find at local shops and I understand that. However one cannot underestimate the need for our small business community. If the purchase can be made reasonably at a local small business, it is to all of our benefit to do so.

A healthy community begins with a healthy economy and small businesses are an essential part of this.

24 Reasons To Shop Local:

Consider what shopping local does:

  1. It is Better For Everyone’s Bottom Line: Brock University research recently suggested that $3 billion would be added to the local economy if 5 million Ontarians spent $10 of their grocery budget on local foods each week.
  2. It Puts Your Taxes to Good UseLocal businesses require comparatively little infrastructure investment. They make more efficient use of public services than big corporations do when they enter the community.
  3. It Supports Local Decision-making: Local ownership ensures that important decisions are made locally by people who live in the community and who will feel the impacts of those decisions.
  4. It Invests Into Local CommunityLocal businesses are owned by local people. They live in the local community, they are more invested in the local community and they are less likely to leave the local community.
  5. It Encourages Local Prosperity: A growing body of economic research points to entrepreneurs and skilled workers, in an increasingly homogenized world, being more likely to invest and settle in communities that preserve their one-of-a-kind businesses and distinctive character.
  6. It Puts Money Directly Back Into the Local Community: The more money that says local, the healthier the community remains.
  7. Long-term Benefits and Diversity: A marketplace of multiple small businesses ensures local innovation and a wide variety of products and services that targets local interests and needs as opposed to a national sales strategy.
  8. Long-term Better Prices: When a marketplace consists of thousands of small businesses rather than just a handful of large corporations it helps ensure lower prices over the long-term.
  9. It Promotes Entrepreneurship: Entrepreneurship fuels North America’s economic innovation and prosperity. This is a key means for families to move out of low-wage jobs and into the middle class.
  10. It Supports a Local Business Owner and Their Family: It provides food and clothes. It means dance lessons for their little girls and a soccer jersey for their son.
  11. It Supports The People Directly Around Us: People we pass on the street everyday. People who could easily be you or I.
  12. It Supports a Livelihood Not a Lifestyle: This isn’t another yacht, summer home or additional stock options for some CEO you’ll never meet. This is the needs of the people who live next to us.
  13. It Boosts Environmental Well-being: When sustainable local foods are grown utilizing humane animal practices and environmentally responsible methods we have assurance that our food is healthier and is making minimal impact on the environment. Likewise purchasing locally made products and services reduce the carbon footprint related to freight and transport needs.
  14. It Generates Environmental Sustainability: Local stores create a vibrant, compact, walkable town center. This reduces economic migration due to businesses expanding outside of the city centre. This in turn reduces automobile use, habitat loss, and air and water pollution.
  15. It Creates an Increased Number of GOOD Jobs: Small local businesses are the largest employer nationally and within our community. These small businesses create a healthy economic work force by generating REAL jobs.
  16. You Get Better ServiceLocal businesses hire people with a better understanding of the products they are selling. They know or get to know the local customers. Small businesses employees are generally more invested and happier which translates to better consumer experiences.
  17. It Promotes Cultural Diversity: Varieties of products, foods & services are based on the local shopping habits, creating an “culturally diverse” marketplace.
  18. It Supports the Future of Farming: Strong local farming ensures local goods can be grown and raised in the future.
  19. Local Food is More Nutritious: Once harvested, produce quickly loses nutrients. Since local produce is sold right after it’s picked, it retains more nutrients.
  20. It Promotes Bio-diversity: Increased demand for local food creates greater variety.
  21. Local Food Growth Keeps Taxes Down: Governments spend approximately $1.17 on services for every $1 in revenue raised by residential development, which increases taxes. Conversely for every $1 in revenue raised by a farm, a forest or open space, a government spends approximately $0.34 cents on services.
  22. It Supports Local Community Charity Groups: Studies point to non-profit organizations receiving an average 250% more support from smaller businesses than they do from corporations.
  23. It Reduces Chance of “Dead” Zones in Cities: Local stores make use of existing business spaces. This creates a lively, compact, walk able town center. This reduces economic migration related to big businesses expanding outside of the city centre.
  24. It Keeps Our Community Unique: Our local small business are a distinct part of what makes our community home. These one-of-a-kind businesses our OUR one-of-a-kind businesses. The create the distinctive character of our communities.
Supporting local businesses and start-ups creates a healthy local economy.

Supporting local businesses and start-ups creates a healthy local economy.

When we make a purchase at a local small business we are setting into motion a series of events that can generate support and sales to several small businesses within the community. Several studies indicate that purchases made from independent, small businesses significantly increase the amount of money used to make purchases from other local businesses, service providers etc.

This creates a domino effect of sorts which further strengthens the economic base of the community.  Summaries of a variety of economic impact studies can be found here these include case studies showing that locally owned businesses generate a premium in enhanced economic impact to the local community and our tax base.

  • It supports the property manager of the building.
  • It supports the LOCAL trades people who maintain the building.
  • It supports the LOCAL students who work there (as opposed to outsourced workers through questionable recruitment agencies like Actyl)
  • It supports local product and service providers related to the manufacture and sales from that business.
  • It supports the LOCAL print companies that handle the flyers and posters and print ad’s (as opposed to the large corporate marketing companies).
  • It supports LOCAL tourism. Diverse small businesses are more attractive to tourists and vacationers.

This post came across my Facebook feed a week ago and honestly we couldn’t have said it better ourselves.

We couldn't have said it better ourselves.

We couldn’t have said it better ourselves.

Transition Marketing Services

Transition Marketing Services. Our passion is educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how were doing or if you have any questions. TRANSITION MARKETING SERVICES – Small Business Marketing Specialists.

 

 

 

 

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Facebook Ad’s For Small Business

Facebook Ads: Not really worth the money.

Facebook Ads: Not really worth the money.

Chances are if you are a small business owner, you have taken your business to Facebook… and why not? It is free, it is online and it has over 1.11 billion registered users (more than the population of Canada).

And chances are, if you are on Facebook with your business, you have either used, or contemplated using the “Facebook Ads” tool, their built-in targeted advertising tool. The question is, how effective was this advertising option. The tools are simple to use, they can be set to target specific ages, demographics and geographic regions and you only pay for the # of “Likes” you get. Seems like a good deal right?

We recently came across some startling information about the Facebook Ads option. Information that may change the way you look at it as a resource. Veritasium recently published this short, engaging and highly informative video that takes a close and scrutinizing look at Facebook Ads and the legitimacy of what they claim to do.

We at Transition Marketing have run similar tests on the Facebook Advertising options and come to similar if not identical conclusions. Facebook Ad’s are probably not the best fit for small business owners. Why? YOU MUST View Veritasium‘s video:

As you can see, it is not necessarily that Facebook is intentionally “screwing” its users. Rather it is that the system behind Facebook Ads is broken and Facebook seems to either be oblivious, or blatantly ignoring the issues at hand. The crime here is that they are publicizing their ads as a profitable option for businesses on Facebook and many of these businesses are small time owners like you and I who cannot afford to waste even a single advertising dollar.

We actually really like Mark Zuckerberg, his companies advertising options just aren't very good.

We actually really like Mark Zuckerberg, his companies advertising options just aren’t very good.

The way we see it? Facebook Ads are presently a dead-end proposition – specifically for small business owners who net zero profit from the audience they tend to gain. If you are a small business on Facebook and are looking to increase your audience, don’t risk what advertising budget you have. We recommend alternative tools and options:

Facebook Contests: Run monthly or even weekly contests that include draws once you reach a certain # of “Likes”. For instance, draw for your next prize at 200 “Likes” This encourages your current audience to get others on board in order to facilitate the next draw. (Be sure to familiarize yourself with the Facebook Terms & Conditions for contests).
In Store Advertising: Make sure the customers coming through your actual place of business know that you are on Facebook. Post it up on your signage, have a decal on you window and put a link on your website. You want to engage consumers at every turn so help them find you.
Encourage “Shares”: In a recent post we described how asking your audience to “Like” and “Share” your posts is a perfectly acceptable thing to do. When you post something on your page do not be afraid to ask your audience to spread the word.

There are many other tools for increasing your audience on Social Media. It is our professional opinion however that the Facebook Ads tool requires a great deal of further tweaking before it becomes the tool that small businesses turn to.

What about you? What have your experiences been with Facebook Ads? Good? Bad? Ugly? Comment here and share your story!

Okanagan Small Business Marketing

Transition Marketing Services. Our passion is educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how were doing or if you have any questions. TRANSITION MARKETING SERVICES – Small Business Marketing Specialists.

7 Social Media Misconceptions

Transition-Marketing-ServicesSocial Media Marketing.

Social Media has quickly grown as a marketing tool. Several years ago there was a massive push by marketing consultants to bring clients of all backgrounds onto Social Media. This has dramatically changed the social media scene in both feel and usage. As corporations took to the Social Media “Airwaves” the content and type of usage has evolved.

The need to increase ad revenue has pushed the big contenders in new directions which has significantly impacted their content, the display of YOUR content and the overall reason for the average household’s usage. Not everyone has been happy with the changes, and many users have become disenchanted with the big Social Media platforms, seeing them as no more than Corporate shills. Yet usage continues to be steady.

Like it or not we will continue to see this push by Marketing & Advertising agencies for a few years yet, until the next big tech revolution occurs, or until our first big tech blackout happens. All indications are that advertising options will continue to grow as a must for many Social platforms.

This Social Media revolution has taken place over a little more than a decade. Over that time the platforms have evolved, the tools have adjusted and our methods have changed. Tips and tricks for optimal Social Media usage have come and gone like political promises.

In three previous posts we have outlined several Social Media misconceptions. Ideas, tips and information that simply are not true. These posts can be found here:

In the following post we will finish up with 7 final Social Media Misconceptions that business owners and marketers alike can (and should) ignore.

Okanagan-Marketing

7 Social Media Misconceptions.

1) Engagement Is The All Important Metric.

Let’s start by explaining. There are two key non-paying metrics involved in Social Media:

  • Number of Followers: Your number of followers or likes – essentially your Social Media audience.
  • Follower Engagement: Your engagement and individual connectivity with your followers.

Now both of these metrics are important, both will lead to potential sales and income. However neither by themselves will generate dollars. In our previous post we discussed why gaining followers is not the single key to success on Social Media. Engaging them is equally important, however one must note that “Follower Engagement” itself is considered a non-paying metric also.

Follower Engagement not only a non-paying metric, it’s also a fuzzy metric with many different interpretations. It is important of course. It establishes communication and relationships with potential leads and it provides insight into which of your content is connecting with your audience, which then impacts your future content and design decisions.

Follower Engagement however, is simply one more piece in the big-picture-puzzle. Your number of followers does not alone dictate your economic success, likewise engagement with those followers is just another in a several step process to generating sales interest.

2) Only Publish Content About Your Company.

Wrong.

I personally do not want to hear or witness a non-stop feed of propaganda about your business. If you are publishing only messages and content about your company, unless I am a stock holder, I DON’T CARE.

Ask yourself this: Would you want to sit and listen to someone you hardly know tell you all about how great they are? Probably not.

Why then would anyone voluntarily listen to you spout of a list of your awards, events, products, reviews etc? It is the exact same thing, and it is obnoxious. I will unfollow you quickly, as will the bulk of Social Media users.

Instead let your audience assist in dictating your content. The odd post about your companies recent achievement, or new product is great – but build the rest of your content based on what your audience wants. Think about it like romancing a first date. If you do all the talking, attempting to promote yourself, there likely won’t be a second date. Instead ENGAGE them. Find out about them, take an interest in their lives. Base your conversation around what THEY are saying.

Ask yourself (or rather ask them).

  • What are their concerns?
  • What are their problems?
  • What are their challenges?
  • What are they interested in?
  • What are they talking about?

Romance your audience. Pay attention to them and engage them with your content.

3) You Should Post A Certain # Of Posts Each Day.

This is a common misconception and it is actually rooted in legitimate research. There are in fact optimal times during the day in which to post, likewise there is an optimal frequency with which to post. There has in fact been a great deal of research done on the topic including this great report by Dan Zarrella.

However, this research is not carved in stone and it does not necessarily pertain to everyone. As with any data and research, this report was based on independent results stemming from multiple test posts over a large number of accounts.

Every Social Media platform is different and has different optimal times for posts. Similarly every independent Social Media user has a different audience with different schedules, browsing habits and agendas.

We recommend that users do their own research based on their own profiles and their own audience:

  1. Test the timing for each of your posts and see when you are receiving the best level of connectivity with your followers.
  2. Test the frequency and verify the same.
  3. Test your content and see what is engaging the most.

Remember, these are YOUR followers, they are custom to you and your post scheduling should reflect that.

4) Setup Your Facebook or Twitter or Blog (etc) Profile and The Rest Is A Breeze.

Wrong again. Very wrong.

Engaging in Social Media is just like any other “Social” or Networking event. It is not enough to just be there. You need to be involved.

Think about it this way. If you set up a booth at a trades show and sat in a chair in the corner for the duration and never spoke to a soul, what would you expect for results? Social Media is much the same. It requires constant vigilance, updates and response. It is called “Social” Media for a reason. The entire premise of it is to get out and connect with other users. It is about conversing, communicating and networking.

Social Media requires time and effort. It requires consistent maintenance and updates.

5) You Can Just Wing It On Social Media.Small-Business-Plan

There is a misconception that Social Media requires little planning, that one can just post to it as they see fit.

In fairness, Social Media does require a flexible and adaptable controller and the posts can be spur of the moment. When operating a Social Media profile the controller must be prepared for anything, you are engaging people over the anonymity of the internet after all, and that can result in some bizarre interactions.

However, while flexibility is a must, so is an overall strategy. A few things to consider when developing a Social Media strategy:

  1. Why are you on Social Media?
  2. What are you goals?
    • How will you achieve them?
  3. Who are you targeting?
    • How will you find them?
    • How will you approach them?
  4. What content will you need to develop and post?
    • Do you have the means to do so?
    • Who will be in charge of doing so?

Figure our you goals, then determine who you want to connect with to achieve them; how you want to connect with them and what you need to do so? Who in your company is responsible for what? Have a plan to ensure success.

6) Every Division Of Your Company Needs An Individual Account.

They don’t.

You don’t.

Big corporations often go this route. Many large corporate companies (Kohler, Apple, Coca-Cola etc) have multiple accounts. In fact a report by Altimeter indicates that the average corporation has 178 corporate controlled Social Media accounts. That is an overkill even for companies of monolithic proportions.

The fact is that for every additional Social Media account, you are incurring added costs, added drain on resources and another avenue that can jeopardize the consistency of your brand’s communications. For the small to mid-size business especially, this makes zero sense. In addition, adding multiple accounts divides your efforts, provides far more information to analyze and reduces your overall Social Media reach.

The best plan is to create and build up a single account on whichever platforms you have deemed pertinent. If you have multiple target markets, don’t create multiple accounts, rather diversify the content on a single account, to reach the different targets from one place.

7) Don’t Ask Followers To “Follow, Like or RT” You.

This is a bit of a fair presumption actually. It seems quite forward and rude almost to just come out and ask someone to “Like” you. Yet the truth is that it works. There won’t be any terrible fallout or heckling as a result. You are simply putting it forward to someone – already engaged with your content – to share it. It is a  polite call to action and it is in fact a recommended thing to do.

Don’t abuse it of course, if you are constantly badgering everyone to RT every post… well that may indeed get a little stale.

Okanagan Small Business Marketing

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.

Successful Advertising Demonstrated

"So hot it'll pop yer corn!"

“So hot it’ll pop yer corn!”

One Thing To Know About Successful Advertising:

Advertising and in fact all Marketing Communications should always demonstrate some aspect of the product.

That is why you see athletes performing in Nike ads, or screenshots of next-gen graphics for Xbone and PS4 ads.

It doesn’t need to be 100% realistic either. Consider the Gatorade ads that show athletes sweating out various colours. No one here at TMS sweats fluorescent purple, yet we can relate and understand what is being communicated. It gets the message across.

Such is also the case with this ad. It is clearly referring to the explosive and heat generating effect of the Tabasco sauce that it is selling.

It is appealing to those who enjoy a good HOT culinary experience. What is more, it is doing so through a humorous and memorable way.

That is the key to a great ad. Communicate the value in your product or service and do so in a fun, engaging or otherwise memorable way. Make it a positive experience.

Successful Advertising Explained

Cashing in on one of the biggest successes of 2013.

Cashing in on one of the biggest successes of 2013.

Funny stuff. We came across this on Reddit. We sure do love a funny sign.

That is indeed what it is, a funny sign and we LOVE sharing funny signs. However every once in a while someone asks the question, why?

Why share it? How is this useful? what good is it? Sure they had a sign with their name on it. Sure they put something funny on it. But so what? Did it land a sale?

How is this beneficial to business? Where is the ROI? Isn’t this just a random sign? Is this a part of a larger business plan?

The truth is no it isn’t a part of some larger, elaborate business plan. It is simply a sign that was concocted by a small business owner on the fly to promote their business. There likely was no large meeting, no discussion with Public Relations, no mock-ups, no approvals sent off.

It is simply a chalkboard sign on a sidewalk. Simple. Basic. No strings attached.

Yet it is the simple little gems like this one that best illustrate the big picture behind effective advertising. There are three key elements for effective advertising:

  1. “Content”,
  2. “Relevance”,
  3. “Call to action”.

(Hint: This particular ad encompasses two of three of them). Let’s examine for a moment.

CONTENT:

For an advertisement (or any marketing venture) to be effective it must engage the consumer. It must grab their attention long enough to communicate the bare essentials required to generate a “sales lead”. It must create an interest in the viewer to know more about the product or service. This “Engagement” is the first step to landing a sale. If you can engage (IE interest) the consumer, you are getting them on the proverbial “hook” and working towards reeling them in.

Good “Relevant” “Content” dictates an advertisement’s effectiveness. The better and more relevant the content, the higher the ROI (IE the more leads are generated). When an advertisement is developed there are numerous facets considered in order to determine the best “Content” for the job. Among them one considers:

  1. The target market and the type of consumers that one is trying to attract. This can include age, gender, geography, race, sexual preference, social background and numerous other traits.
  2. The current zeitgeist (spirit) of the target market. In other words, what is relevant in the news, what is new, what is popular, what are the trends. What is resonating with people?
  3. What is presently taboo? What is off-limits? How close can you skirt the edge?

The term “Content is King” is not a new one. In fact is has been the general governing principle behind marketing and advertising for decades. Content will ALWAYS determine your success.

RELEVANCE.

Relevance is directly linked to content. Content relies on being relevant. Non-relevant content will fail. For content (and by extension, the advertisement) to be successful it MUST. BE. RELEVANT. As described above, it must resonate with the consumer. It must connect with them. It must reach out and grab them.

One may find relevance with the target market by:

  1. Tapping into a trend (the image above is an example, tapping into the enormity of Breaking Bad’s success).
  2. By taking sides in a debate (Starbucks made it very clear what side they were on in the ongoing same-sex marriage debates in the U.S.A).
  3. By showing their passion for an interest they share with their consumers.
This small business used their love of Pokemon to engage specific consumers.

This small business used their love of Pokemon to engage specific consumers with the same interest.

Relevant content is key, however one must never try so hard to be relevant that they overstep. The history of marketing and advertising is riddled with embarrassing and “brand-breaking” stories of campaigns that over-stepped. They attempted to connect into a relevant news topic or social opinion and offended the masses or demonstrated ignorance on a topic *Cough-Kenneth-Cole-cough*.

There will be times when relevance is a double-edged sword and one must consider whether there is enough benefit to off set potential consequences. Consider the ongoing feud over same-sex marriage in the U.S. On one side you had Chick-Fil-A taking a hardened stance against it. On the other side you had Starbucks taking a stance FOR it. Both had reasons for their choice and by all accounts they seemed to be highly personal reasons.

From a purely business stance, taking a side one way or the other on a topic as explosive as this was bound to have massive impact on their consumer base. To take a stance on this purely to gain business would be a questionable move. It is a RELEVANT topic, but that does not mean it was profitable to explore. Regardless of their reasons, both won certain target markets and lost certain target markets. The fallout was double-edged.

Note: We are not saying that a business taking a stand for issues like this is always a business decision. Nor are we arguing that business cannot or should not take a moral stance. This example is meant only to argue that two large businesses taking opposite stances on an issue demonstrates the fickle and ambiguous nature of “relevance”.

Relevant Content is the key to your consumers hearts. Win their interest and you may win their sale.

Hows this for a call to action? FREE BACON!

Hows this for a call to action? FREE BACON!

CALL TO ACTION

If we were to fault the “Hey Meatball” sign above for one thing, it could perhaps be the lack of a “Call to action” (not saying we would, just that we COULD). This is the one thing the sign does not directly broadcast.

A Call to action is basically the motivation that a business gives to the consumer to follow through with the sale. A good example of a Call to action may be providing a limited time offer, or a bonus of some sorts for making a purchase immediately.

A Call to action is an excellent way to compounding on good relevant content. Think of it this way, you just grabbed your consumers attention, they have read your advertisement and their interest is piqued. Now, do they walk away with that, or is there a reason for them to immediately act upon what they have seen? If they walk away, there is still chance of a sale, however if there is a Call to action than that sale may happen sooner (and is more likely a sure thing).

A good Call to action for “Hey Meatball” may have been to offer one-time “Breaking Bad Shades” to anyone ordering their special spaghetti that day (that is only a kind of a joke). They could have offered a discount on a meal for anyone citing a Heisenberg quote, or for anyone with a shaved head and goatee (again, only kind of a joke).

Call your customers to action. Provide them with a reason to make a move immediately.

“JUST” A FUNNY SIGN

You see, it is more than just a funny sign. It is an illustration and a lesson. One to remind us to always raise the bar for content (even if it is via the simplest medium).

This funny little sign did not necessarily play into a larger scale marketing plan.  However it generated engagement. It generated Interest. It created a conversation piece for consumers who, as we see, found it interesting enough to share online. It did what it was supposed to do as an ad.

It spread the word and created a conversation centred around the brand. That is the power of “relevant” “content”.

Okanagan-Marketing

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.

Guerrilla Marketing Makes Waves In Italy.

What would you do if you came around the corner to this?

It looks like a scene from Die Hard. What would you do if you came around the corner to this?

A Submarine In The Street?

Picture it. A quiet morning, you have had your cup of coffee for the morning.

You’ve read the paper and now perhaps you are on your way to work, or maybe taking the family dog for a walk. You turn the corner and are met with quite the unexpected view. A submarine, the L1F3, has apparently surfaced… RIGHT THROUGH THE CONCRETE IN THE MIDDLE OF THE STREET! It has been fenced off. There are rescue workers everywhere, and dazed navy personnel are exiting the massive steel behemoth. To the side a reporter is talking to a camera. A Smart car, apparently caught in the sudden emergence rests precariously on the broken street stones.

That is what the residents of Milan, Italy were met with as they began their morning.

Imagine the reaction. Imagine the stomach turning, the shock, the awe. How could this happen? How does a submarine find its way this far off course? How does it wind up UNDER MILAN? How? how?

Rest assured that this is not a terrible naval exercise gone wrong. In fact the entire scene was 100% intentional and the result of months of hard work and planning. It was all carefully orchestrated by Genertel and Europ Assistance in order to promote Protection Life Park Store, a new business dedicated to the protection of life and people.

The goal here was to hammer home their brand promise: To protect against unexpected events in everyday life. Well a submarine emerging from the city streets certainly meets that criteria. Guerrilla marketing at its finest.

Guerrilla Marketing?

Guerrilla Marketing is all about generating marketing awareness and consumer engagement through unexpected (often low cost) and out of the box ideas that meet people in their everyday life.

The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places.

Examples of guerrilla marketing can range from massive events such as this one to subway straps designed to look like designer watches and they are only limited by the imagination. They are a HIGHLY effective means to building brand recognition in specific geographic regions.

Take a look at some of these examples.

 

 

 

 

The Marketing ToolBox: Advertising In The “Loo”

Great... now I am craving toast!

Great… now I am craving toast!

Minding My Business & Taking A Pee. But There Was This Toast Staring At Me…

Alright we’re no mother goose so we’ll stop with the rhymes and get down to business.

Consider the ad on the left. It makes a valid point. Arguably a weird one… but valid nonetheless.

This ad was positioned over the urinals in a men’s bathroom.

Now let’s face it you are likely going to be standing in front of this ad for a minimum of 30 seconds (longer if your chugged that “team pitcher” all by yourself). You are either going to be staring at a blank wall, this piece of toast, or a carefully thought out and targeted advertisement.

Advertising works.

Consider this. If you had just finished a pint with your mates and found yourself taking a much-needed bathroom break, what ads might appeal to you?

  • A Taxi Service?
  • A Late Night Pizzeria?
  • A Reminder That Next Week is Fight Night?
  • A New Mobile App?

Advertising works and the options for ad placements are limited only by the imagination. If there is a venue on which to place an ad, then there is a niche market that it will appeal to.

What are some ideas for ad placement areas that would work for you?