Presented my new seminar on how to build a website that sells (and how to use SEO, social media and online marketing to get traffic to it), in Victoria last week. Had a great day, hosted by the good people at BC Wood and their partners in a program called BIP, or Business Innovation Partnership. Then a stroke of luck at day’s end. Jim Barker of Barker Manufacturing in Sooke, BC, and his son Alex, offered me a lift back to the airport (check out their website, they produce adze textured wood doors that are something else entirely). This saved me from a long and tedious cab ride through rush hour traffic – because Jim said he would take us on “the scenic route.”  And scenic it was. We drove for almost an hour along a twisting one-lane road, surrounded by deep evergreen forest. An incredible experience (that completely bypassed the honking hordes). But that’s not what I’m writing about. So let’s move on.

When we popped out the other end of this path through paradise, we were on the Saanich Peninsula, a beautiful rural area of farms and fields and home-based businesses. During the seminar that day we had talked about marketing “on land” as well as “on line” and how social media can be compared to “guerrilla marketing” where we use creative, fast and cheap ways to drive traffic and sales – like sandwich boards and banners – instead of expensive advertising. Did someone say “sandwich boards?” Jim hit the brakes when we passed a huge, crude, hand-made sandwich board, emblazoned with the words, “A planter for the teacher?” Considering that this is the end of June when school ends for the summer and every kid historically brings the teacher a “thank you” gift, what a perfect five-word pitch (and what an excellent example of “roadside marketing,” as I call it).

>The Risk:

Yes, the sign is crude, and that could be a warning that the wooden planters they make might be crude as well. On the other hand, crude roadside signs also scream “Bargain Basement Prices.” (I have urged clients to intentionally use hand-painted “Garage Sale” type signs to promote their warehouse and inventory clearance sales for that exact reason.)

>The Reward:

I would be amazed if this home-based craftsman (woman?) does anything less than a booming business with this simple sandwich board. (If you happen to be driving on West Saanich Road be sure to stop in ask how they’re doing – and be sure to let us know).

>The Call to Action:

It’s the simple things. For example….working with a marketing and sales coaching client in Seattle, I listened to the owners complain that “we’re off the beaten track.” They were a block away from a four-lane highway with humongous traffic (is that how you spell humongous?).  I humbly suggested that we put a huge sign up at the corner with “the type of business” they’re in – rather than the name of their business (in order to keep it simple) – along with huge arrows, pointing their way. Sales more than doubled during the following week, and never looked back. The call to action?  “Simply think simple.”

See you next time.

Neil

Why? As Neil once said to me “out of every adversity comes an equal  or greater opportunity “ I believed that statement and take it from me – there is! Just this week alone I was interviewed for my first podcast with Christine Till, BC’s very own Marketing Mentress (@mktgmentress) and then today I launched by first cross Canada webinar for the Institute of Professional Bookeepers – over 100 listened in as I gave a brief summary of our recent workshop series. More and more of our activities are becoming “virtual” and (unlike the postal service) that is smart and cost effective.

How? Here are some ideas:

Load up your email list into iContact.or Mailchimp, write a simple note and press send. Did you know this newsletter is sent to you through Mailchimp? Record an audio interview and send it out – I often listen to podcasts in the background while I’m working or driving or at the gym. Here’s a link to what Christine and I talked about this week:  http://marketingmentress.podbean.com/wp-content/plugins/podpress/podpress_backend.phppodPressPlayerAutoPlay=yes&standalone=yes&action=showplayer&pbid=0&b=324699&id=1894937&filename=http://marketingmentress.podbean.com/mf/play/y6iukj/WeMakeStuffHappenJonathanChristian3.mp3>

Add a note to your homepage on your website. Our friends at Wimmedia.ca have done a great job with this idea.

wimMedia.com Vancouver, Canada Sitemap

I just started using a great online billing program that sends my invoices by email and can accept payment by paypal (http://www.billingboss.com/. Thanks to Randall @numbercrunchers for the tip!

If you live in BC you’re confused (and so am I). In a couple of days we’re going to be voting on whether or not to keep the horrifically hated HST. If we vote “Yes,” we’re saying “No,” we don’t want it. If we vote “No,” it means “Yes,” we want it. And the confusion doesn’t end there.

To help us sort out whether the HST is good, bad or ugly, a local firm, Financial Diagnostics Inc. is hosting a web forum on the question. (Go to www.HST-AyeorNay.ca to check it out.)  The forum is free and open to all and promises to “objectively explore both sides of the debate” – professionally analyzing the issues to see which arguments are valid, “and which are sensational nonsense.” All right !

>The Risk:

I’m trying to think of a downside on this one (there is – almost – always a downside) and I guess it would be this. As in any heated debate, there will be winners and losers. Those who lose in this case may blame FDI for being biased. While those who win will praise FDI for being purely objective. Ah well.

>The Reward:

Have you ever heard of Financial Diagnostics Inc? Neither have I. But now you and I – and about a million or so other British Columbians – are suddenly aware of them. Why? Because they are scratching where we itch. We’re all confused on this one, and we need professional help – and this is the first, and only, offer of real help that I’ve seen. Bottom line: this has to have a huge impact on their brand awareness, and ultimately on their business.

>The Call to Action:

Here we go again. When something “major” is happening (like this) we need to find ways to engage, contribute, support, educate, and/or promote – hopefully in a way that actually helps the cause. FDI has done this in spades. The information we’re getting from both of the warring sides sounds more like BST than any of the other acronyms. Thank you FDI.

Special Notice: Our last Social Media Challenge Meetup.com gathering of the season!

Here are the details:

When: Monday, June 27th at 7 p.m.
Where: Watershed Arts Cafe
Location: #11-20349 88th Ave, Langley BC
Telephone: 604.882.0651

Topic: ‘How to manage your social media marketing program in 30 minutes a day.’

Our speaker:

Owen Clark is an entrepreneur. After starting and building his online business and community ByzHub.com 2 years ago through social media platforms, meetup groups and live networking, he has become recognized in Vancouver as a Notable Networker. On top of that he runs a manufacturing business that distributes a product North America wide. When he is not in the city, Owen spends his time playing with his three kids and enjoys the beautiful outdoors at his home on the sunshine coast.

Come listen to how he manages his social media applications in 30 minutes a day.  ”In today’s world of social media and being around so many business owners I constantly hear phrases about how social media confuses them, too time consuming, where do I start, I don’t know what to say…?”   Social Media doesn’t have to be time consuming or confusing and in fact it is not… Come and learn why and how.

Please RSVP at http://www.meetup.com/The-Marketing-Dangerously-Social-Media-Challenge/

Owen Clark

Owen Clark's QR (Quick Response) Code for smart phones

Vancouver Opera - West Side Story

Owen Clark

Owen Clark's QR (Quick Response) Code for Smart Phones

Times are tough in debt-shattered Ireland. Tens of thousands of young adults are fleeing the country in search of jobs – as the country’s economy goes from bad to worse. But one frustrated job hunter, 26-year-old Feilim Mac An Iomaire, has refused to leave – and has captured the nation’s imagination with an inventive marketing stunt that has worked like magic. Read on.

There are at least two key ideas at work in today’s story. First, there is always a market (for just about anything). Second, when times are tough you don’t wait for “the market” or “the economy” to improve – you create your own market – your own economy.  I know this is true because I’ve been doing turn-around marketing work with companies in crisis for the last 30 years. In these cases, sales always have to be doubled or tripled – right now – even though there is little cash or credit to work with. No problem. We just get creative.  And that’s what Feilim has done. He invested two thousand Euros in a billboard erected on one of Dublin’s busiest streets, with photos of Toronto, Sidney and New York – along with a simple plea, “Save me from emigration.”

Jobless Paddy

>The Risk:

Yes, his 2,000 Euros could have been wasted. True, he wasn’t swamped with job offers instantly. Yes, there was suspense and drama. But every good story has drama – and like most stories, his has a happy ending.

>The Reward:

As I write this, Feilim is trying to decide between two solid job offers that will keep him (very gainfully) employed in Ireland. His campaign succeeded – and positioned Feilim (a recent marketing grad) as a brilliant creative thinker – and man of action. While the billboard was the core and symbol of his quest, he also used a full-on social media marketing campaign (attracting over 6500 followers on Facebook alone) to spread the word – and he picked up massive amounts of national and global publicity along the way.

>The Call to Action:

This campaign pulled out all the stops – and pulled in all the channels. It was guerrilla marketing. It was traditional media marketing. It was social media marketing. And it was a great example of earned media marketing (PR) as well. And, of course it serves as a great example that all of us can draw from in thinking outside the box and off the wall. Can’t afford two thousand Euros? Spend five hundred dollars for a huge car top sign on your vehicle. It could be that simple.

See you next time.

Neil

Special Notice: Our last Social Media Challenge Meetup.com gathering of the season

Here are the details:

When: Monday, June 27th at 7 p.m.
Where: Watershed Arts Cafe
Location: #11-20349 88th Ave, Langley BC
Telephone: 604.882.0651

Topic: Bringing ‘How to manage your social media marketing program in 30 minutes a day.’

Our speaker:

Owen Clark is an entrepreneur. After starting and building his online business and community ByzHub.com 2 years ago through social media platforms, meetup groups and live networking, he has become recognized in Vancouver as a Notable Networker. On top of that he runs a manufacturing business that distributes a product North America wide. When he is not in the city, Owen spends his time playing with his three kids and enjoys the beautiful outdoors at his home on the sunshine coast.

Come listen to how he manages his social media applications in 30 minutes a day.  ”In today’s world of social media and being around so many business owners I constantly hear phrases about how social media confuses them, too time consuming, where do I start, I don’t know what to say…?”   Social Media doesn’t have to be time consuming or confusing and in fact it is not… Come and learn why and how.

Please RSVP at http://www.meetup.com/The-Marketing-Dangerously-Social-Media-Challenge/

Owen Clark

QR (Quick Response)Code for your smart phone

________________________

Special Note from Jonathan re his last Social Media for Business workshop of the season:

Hi everyone.  I have a special offer for our valued MD readers. As you know, I lead a full-day workshop on Social Media 101 for Business each month. We’ve seen amazing successes, with over 50 local businesses now active on Social Networks. My last class before the summer is coming up this Thursday, June 16. As our way of thanking you for your excellent support and encouraging responses we’d like to offer you a one-time discount for SM101 #6 of $50 to any of our local readers who have been wanting to engage but haven’t quite made the brave step forward. Simply contact me and quote: “MD I’m ready“  and we’ll book you a seat with a great deal – but don’t delay – this class will sell out. You can find our more here http://www.wemakestuffhappen.com/learn-stuff/. Or you can call me at 778.378.9100.

Jonathan on Vacation

An email. From MD regular Vicky White, of Life Design Strategies. Telling me about her trip to the endodontist for a root canal. But she didn’t want to talk about the root canal – she wanted to share what happened as she left the doctor’s office. “I was handed a gift bag,” Vicky said. “Inside it was a bottle of water and a straw, an energy bar, a tiny little zip lock baggie with four Advil painkillers, a napkin, and printed instructions on how soon to eat.” This little surprise package impressed Vicky, but not as much as the call she received the following morning – from her endodontist – calling her personally – to make sure she was all right. To put it simply, she was simply blown away.

The idea (again) is differentiation. Cutting ourselves from the crowd. Creating memorable experiences. Finding unique and meaningful ways to show appreciation. (And generating the kind of buzz that is just great for business).  In her Life Design blog, Vicky shares a number of suggestions that just about any business can use to create a special experience for customers (visit  http://lifedesignstrategies.com/blog/?p=192 to check it out).

>The Risk:

There is a risk that even the best customer care program can become mechanical, and lose its luster. But Vicky’s doctor (Dr. Howard Bittner, of Langley Endodontists, here in Metro Vancouver), keeps their program fresh by asking patients to tell them what they could improve. Here is Vicky again: “I sent my endodontist a link to my blog post, and got the following note back: ‘Thanks for the kind words. We have devoted a lot of thought, planning, and creativity to creating the best experience our clients have ever had in a dentist’s office. A lofty but worthy goal. And it is nice to be appreciated. Now what could we do better?’” When Vicky wrote back with a suggestion, she received the following response: “I have emailed your thoughts to our team, and we will use it for our next meeting, and see if we can figure out a better way. This is the fun part.”

Vicky White’s Life Design Strategies blog

>The Reward:

By asking patients for feedback – and brainstorming ways to improve at team meetings – the Langley Endodontists crew aren’t likely to let their customer care program get stale. I like the phrase, “this is the fun part.” In my own experience (in working on marketing with companies of every size and kind), it’s always great to see everyone’s excitement and enthusiasm when we brainstorm ways to blow customers away. It is fun. And, of course, it’s just great for business.

>The Call to Action:

Why not take a moment to go (why not go now) to Vicky’s blog post, and check out the 12 ideas she offers for creating an exceptional customer experience. Here is the URL once again: http://lifedesignstrategies.com/blog/?p=192 . When you get there, you’ll see her remark that, “if a root canal guy can make his patients feel good, imagine what you could do!” (Yes. Go ahead and imagine.)

See you next time.

Neil

Ps – Jonathan’s workshop on “Social Media 101 for Business” is held each month, here in Langley, BC. These full day, hands-on workshops have been a great success, with over 50 local businesses attending – and now active on Social Networks. His last class before the summer is coming up on June 16.  This is a full-day hands-on workshop.  Bring your laptop and leave with everything you need to conduct a social media marketing program. For complete details visit http://www.wemakestuffhappen.com/learn-stuff/.  You can contact jonathan at jonathan@wemakestuffhappen.com or call 778.378.9100. But don’t delay – as seating is limited and every class sells out.

“Go Canucks Go!” There, I said it, and I’m not sorry. (Now I’ve gotta watch my back, because the NHL Trademark Police could be anywhere).  But it was worth it – and I’m not alone. We received a lot of (positive) feedback on last week’s article about Kingsway Honda and their showroom window sign that shouted, “Go Canucks Go,” until they were ordered by the NHL to scrub it off (which, I’m sure you recall, they didn’t do – choosing instead to abbreviate Canucks to ‘Nucks – as in “Go ‘Nucks Go!”). I shared that item with you in the context of urging you to jump on the bandwagon when a major event (like the Stanley Cup Playoffs) comes to town (in this case, “our town,” here in Vancouver). This week, more on the same topic. Read on.

It seems that as you move away from the urban center, the NHL Trademark Police are less aggressive. Case in point: A company named MiniBins.com has parked one of their huge rental bins at the corner of 200 Street and 96 avenue, in Langley, BC. Beautifully (and professionally) painted on all sides are the words, “Go Canucks Go,” along with the Canucks’ logo. A simple, brilliant business promotion – that they seem to be getting away with. (See photo). The idea (again) is hitching our wagons to a freight train that is already rolling. Last week, I urged you to think about how you could catch that ride – by doing something as simple as inserting “Go Canucks Go!” in your outgoing email signature. This week a few more ideas…that I hope will see you move into action. And…here they are:

1. Like MiniBins.com, you could simply paint a “Go Canucks Go!” slogan somewhere – on your building; on your vehicles; on a banner or sandwich board – anywhere!  2. You could tell everyone in your networks – perhaps with an email blast – that every time the Canucks score in the finals (which begin Wednesday evening), your company will donate $200 to the local hockey arena building fund (or other great local cause) – and then challenge all your suppliers and other local businesses to do the same.  3. Ask your staff if they’d like to dress up in Canucks gear.  4. Do a Google search for photo memorabilia from the last time (and the one and only time) that the Canucks made it to the finals – and feature a collection of this material on the home page (or a landing page) on your website – doing an email blast to give everyone a link that will get them there.  5. These are just thought starters. Is there an idea that’s perfect for you?

The MiniBin.com rental bin at a major Langley crossroads

>The Risk:

Of course, there’s a risk – always.  In this case, not everyone in the world is a hockey fan. There’s a chance that you could turn some customers or prospects off by being too noisy when you get on that bandwagon. Our advice? Take a chance.

Lane Snider of Sandermax Computers speaks to MD Social Media Challenge Meetup.com participants

>The Reward:

Here’s a living example, fresh off the press. I just returned from tonight’s (last night’s) Marketing Dangerously Social Media Challenge Meetup gathering.  Our Speaker was Lane Snider, of Sandermax Computers here in Langley, BC. Lane did a terrific job telling us about cloud computing, and giving us dozens of examples of how it can be used for social media and search engine marketing. And he did this dressed immaculately in Canucks clothing. His presentation would have been well received anyway – it was well researched and loaded with rich content – but the Canucks Jersey won him a round of applause, and guaranteed an enthusiastic reception – both for his presentation and his company.

>The Call to Action:

As I said last week, Big Events go on continuously. Our challenge is to think up ways to put them to work for us. We’ve devoted two Marketing Dangerously articles to this momentous event, and have enjoyed tons of warm response, while attracting numerous new subscribers. Now it’s your turn. (Oh, and if you’re thinking of abbreviating “Go Canucks Go,” down to “Go ‘Nucks Go,” please don’t. The only ‘Nucks in this series are the ‘Nuckleheads down at the NHL).

See you next time.

Neil

Social Media Meetup Speaker is Lane Snider from Sandermax Computers (Lane has terrific experience in Cloud Computing and will be sharing how we can all benefit from this latest technology. Don’t miss it.)

Lane Snider