I’m gearing up for my next set of workshops. Just go over to the Workshops tab to get more info. As I cruise my database, my community, and even my newspaper, I’ve concluded that there are about 3 types of small business owners:
1. who thinks “if I build it they will come”.
2. who thinks, “I’m marketing, I put coupons in the Val Pak every month”.
3. who thinks, “What the heck am I doing?”.
The business owner that believes, “if I build it they will come”, is probably too much work for me to convince that he is absolutely, positively WRONG. The next 2 have a chance at success.
I go through the Val Pak and every other mailer I get to see who’s advertising in it. These are the folks that I’m going after because they already understand marketing is important (or at least advertising). I just think they’re putting their resources in the wrong place. So last night I’m looking at restaurants and specialty shops – and I run across two that are note worthy.
Marketing is every part of the presentation...and more
The first one is Papa Nicks, in Aurora Colorado. The internet will reveal the truth – so make sure that your truth is what your customers value. Papa Nicks has about 22 reviews between Yelp, Urban Spoon, and other sites. NOTE: encourage your patrons to review you on these and other sites, it helps pull your business up in the search hierarchy. If you are encouraging your patrons to review you – make sure they are saying what you would like them to say. How? By GIVING THEM WHAT THEY VALUE!!!
Poor Papa Nicks, out of 22 reviews only 2-3 were positive. The rest talk about paying for food that is never delivered, bad attitudes by management and crew, deception, wrong orders, pizzas with rotten veggies, and a former employee talked about food handling procedures that should have them closed for good. I’m amazed that they’re still in business! I will not invite them to my marketing workshop – they’re beyond help. There is nothing that I can do for them.
These are the folks that give small business a bad name. These are the folks that make it hard for restaurateurs to compete against the big brands. There is a lack of trust with consumers that they will actually get value for their dollars.
Now to the other side of the spectrum. Who-Daddie’s Cupcakes tout original recipes, all natural ingredients, etc. They
No online presence in 2010 is unacceptable
have absolutely NO ONLINE PRESENCE. Nada, zip, zilch… There appears to be two ladies operating this business, probably out of their home – who knows. The concept is good. The handling of the brand – not so much. The logo is not professionally done (not even by a graphic arts student). The artwork for the Val Pak is horrible. Besides the fact that the ROI on Val Pak and similar advertising vehicles is poor, you still have one opportunity to make an impression. Do it right or not at all. For their website, WordPress would do just fine; so there is absolutely no reason not to have a professional looking online presence.
TAKEAWAYS
1. Manage your brand online and off by giving exceptional service and delivering more than expected 2. Bad service, inferior product or service, will be duly noted online – so if you’re not managing it, your patrons will!3. No online presence in 2010 is not acceptable
4. Val Pak and other coupon mailers is NOT a substitute for good marketing
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