by Scott Howard | Aug 28, 2015 | Marketing and Advertising Insights
Today I’m wrapping up my week of articles from the ScLoHo 2008 archives with an email I received from GasPedal.com. I have no idea if the company that owns this domain is the same that owned it 7 years ago, so I’m just going to keep all the legal stuff in at the bottom.
Word of Mouth for Retailers
Three great ways to get people to talk about your stuff:
1> Give them something to walk away with
2> Use a multiplier
3> Don’t forget to ask
1> Give them something to walk away with
Put something in their hands that will start a conversation–something they’ll literally hand to the next person they see. Think about the matchbooks that every restaurant used to give away. Put your name and logo on something for your customers to take and pass along.
2> Use a multiplier
Make it easy for your customers to talk to more than one person about you. Instead of giving them one sample or coupon–give them five. If you give someone five samples, they’ll look for five people to give them to.
3> Don’t forget to ask
Sometimes all you need to do is ask nicely. Tell your staff to end each sale by saying “Thank you – don’t forget to tell a friend!” or “we’d appreciate a review!” Do the same in your emailed receipts. You’ve got a ton of happy customers who would love to support you–they just need to be reminded (and know that you appreciate it).
Contact GasPedal
312-932-9000
news@gaspedal.com
http://www.gaspedal.com/
333 W. North Avenue, #500, Chicago, IL 60610
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Send us your best ideas. Or insults. Either way, we’re listening. http://www.gaspedal.com/feedback
Forward it, quote it, blog about it–whatever makes you happy! But please don’t change it and do give us credit.
© Copyright 2008 GasPedal. GasPedal is a registered trademark.
by Scott Howard | Aug 14, 2015 | Marketing and Advertising Insights, The Not-So-Secret Writings of ScLoHo
Earlier this week I met with a friend and he asked me about a mutual acquaintance. I told him what I know about this other guy and then he shared with me what happened a few days ago. 
This mutual acquaintance had invited lots of people to an exclusive event with a caveat that there was only room for 40 people at this event and, “You have been selected, but reserve now so we can hold your seat…” type of language.
I did not go.
My friend went.
He estimated only 20 people were in attendance.
There was supposed to be a gift for all who attended.
There wasn’t.
The event was supposed to last 3 hours. From what I was told, it went over.
There is a lesson for this mutual acquaintance to learn and it’s one that all of us need to adhere to.
Under promise and over deliver.
Instead of telling us there are only 40 seats, just say we are limiting the number of available seats.
If the gift you were planning on giving didn’t arrive, have a back up gift for everyone.
And if you say something will last 3 hours, finish in less than 3 hours.
I titled this How To Protect Your Reputation In Real Life because I doubt that there is any negative online reviews, bashing or anything that going on on social media…
But,
In face to face conversations, people are talking negatively about this event and this guys reputation.
And for some, those face to face conversations are more Real Life than the internet world.
One more time:
How To Protect Your Reputation In Real Life:
Under promise and over deliver.
by Scott Howard | Aug 13, 2015 | Marketing and Advertising Insights, The Not-So-Secret Writings of ScLoHo
The simplest, most basic way to describe marketing is, Invite People To Do Business With You.
Use this as your yardstick to see if your marketing efforts are focused.
Invite People To Do Business With You applies to your paid radio ads.
Invite People To Do Business With You applies to your business cards.
Invite People To Do Business With You applies to your social media posts.
Invite People To Do Business With You also applies to the way your staff behaves once potential customers visit your business. Because they can also leave without spending any money.
Invite People To Do Business With You when you are not working. You do this by being a nice person. By leaving a positive impression.
Invite People To Do Business With You with your logo-ed shirts and vehicles. And as a side note, be sure anyone and everyone who is driving, riding in, or wearing anything with your name on it gives a positive impression all the time.
Invite People To Do Business With You but don’t be obnoxious about it. Be Friendly. It’s that simple and that hard.
by Scott Howard | Aug 6, 2015 | Marketing and Advertising Insights
Here’s an evergreen article from the ScLoHo archives, first published in the summer of 2008, for #TBT:
Business owners and marketing people, before you buy any advertising, ask yourself this simple yes or no question:
Does this help to build relationships with my current and potential customers?
What does it take to build relationships?
Think of it as dating. If you were asked to get married on the first date, the odds are that you would have said no. After two or three dates, the answer would have been the same, but you can see the process is building.
You don’t date and marry every person you meet. So it is with your marketing and advertising. You are not going to get everyone that sees or hears about you to be your customer.
And from a customers perspective, you are not going to use every product or service that you see advertised.
It takes repeated exposure (dates) for the consumer to decide to commit, buy, (marry) or reject, (dump) you and look for someone else to spend their money with.
So, if you are doing short term non-relational marketing and advertising, expect very little satisfaction (one night stand) instead of a long lasting satisfying relationship that supports your business over and over again.
One last thought on this.
Husbands and wives mess up and annoy each other at times. But they stick it out, because the benefits of the relationship outweigh the negatives.
As a business, you need to earn your customers business and referrals and take care of the occasional mess ups that are bound to happen.
Remember, we are all people dealing with people and by following these principles, it is not that hard to do the right thing for you and your business.
Want help figuring this out? Contact me.
by Scott Howard | Jul 8, 2015 | Marketing and Advertising Insights, The Not-So-Secret Writings of ScLoHo
People ask me for advice about marketing when they understand that I do more than sell advertising. Much, much more it seems, compared to other advertising sales people. But that’s a story for another day.
I often hear, “I don’t know much about marketing, can you help?”
Yes, and depending on the situation it can be a short conversation or a much more detailed and strategic plan that can take weeks of meetings and brainstorming.
However it all boils down to 3 steps. 
Here is The 3 Step Marketing Plan nearly every business needs to follow:
- Invite people.
- Treat them special when they come to spend money with you.
- Invite them to come back.
Do this over and over again and don’t stop.
I don’t care how you invite people, but you have to invite enough of them to have some of them say yes.
Number 2 is really hard for some businesses but it is just as important as number 1.
Number 3 is also equally important.
It’s like a three legged stool. One of the most stable structures as long as all the legs are in place.
But completely worthless when one leg is missing.
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