Author Archive

by Leslie Hamp, Certified Guerrilla Marketing Coach & Marketing Spitfire

Summary: Gaining publicity is a key strategy for small business owners trying to spread their message on a shoestring budget. Read on to discover how to work with burgeoning media hungry for news.

Now’s your chance. While the public relations professionals are off enjoying their hard-earned vacations during the next month or two, media are left scrambling for much needed copy and story ideas. Give them what they’re looking for!

In July and August reporters are more accessible and open to lighter business stories, trend pieces, technology news, back-to-school and education themes, travel features and creative, fun releases related to entertainment. In September, the public relations and agency reps will be back at work making it more difficult to capture the attention of a busy editor, so make hay while the pros are away!

One way to capture the attention of editors and reporters, and ultimately customers and prospects that read or hear about your news through the media, is to tie into current events. Think about the upcoming Tour de France. Running from Saturday July 5 to Sunday July 27, 2008, the 95th Tour de France will cover a total distance of 3,500 kilometers including flat stages, mountain stages and individual time-trial stages.

During the 23-day event cyclists from around the world will compete for the top spot. Whatever the outcome, you can tie into this news. Plan your strategy now. A few ideas:

1. An ear, nose and throat physician can easily tie into the Tour and share his/her expertise related to the facial injuries bikers typically suffer when they go head over heels over their handlebars. Newspapers and web sites love these stories. So do prospects searching for a specialist and current patients who hear about their doctor in the news. And they’ll remember that story long after the Tour de France cyclists complete their 21-stage odyssey.

2. Bike stores can tie into the tour with special “Tour de France” promotions, discounts and contests. People love contests. So do the media. They’re fun, and they’re one of the best ways to get publicity without spending money on paid advertising. Brainstorm every possible angle, then run with it throughout the summer as you highlight contestants and winners.

3. Bed & breakfast inns and hotels can tie into the Tour with special rates and organized rides for bicyclists. Develop a news release that focuses on recreation, tourism and low-cost, self-propelled excursions while also featuring an individual, couple or family enjoying some R&R. Readers love to see themselves in others who are having fun and experiencing success.

4. Wine shops can tie into the event by featuring special Tour de France wine and cheese gatherings with a discount on French wines. A special basket filled with wine, cheese, appetizer, croissant and tablecloth could provide the essentials for the perfect picnic.

5. Children’s toy stores can tie into the Tour de France by offering special promotions on helmets and bikes. Imagine photos of kids in their new helmets or at a kids’ bicycle safety event. It may be just the ticket needed to fill a hole in an area newspaper or a 30-second spot on the evening news. Any published news or photos could also be displayed throughout the store.

6. Organizations working on a fundraising campaign or event can tie into the Tour by telling donors or registrants that a percentage of each donation/registration will be sent to the Lance Armstrong Foundation. Everyone wants to support a good cause, and the Lance Armstrong Foundation has done an exceptional job in funding education and research in the fight against cancer.

7. Restaurants can offer Tour discounts on pasta, pancakes or other carbo items being devoured by Tour de France cyclists.

You get the picture. Think current events, establish a hook, and create targeted, benefit-rich releases to tout your new product, event, special promotion or cause. Bring your news to life with explanations, anecdotes and quotes that delight both media and prospects, and include the practical facts such as prices, times, web URLs, and phone numbers that enable media and prospects to contact you to learn more or to place an order. Add a headline that piques interest yet makes the gist of your story clear so that media gatekeepers pay attention.

Once written, leverage your news. Brainstorm ways to get each story into the hands of customers and prospects. Post news to your website the same day it is distributed offline. Send an email blast to your list. Frame and display the published story in your lobby.

Summer truly is the time to work with the plethora of burgeoning media hungry for news. Those who devote time, energy and imagination will garner plenty of publicity that translates into brand awareness and increased sales on a shoestring budget.

Certified Marketing Spitfires™ Leslie Hamp and Holly George are creators of the Business Boost In A Box. To learn more about the step-by-step program, and to sign up for your free Marketing Mastery Success Kit, visit http://www.lesliehamp.com

by Leslie Hamp, Certified Marketing Spitfire™

What’s the first thing that pops into your mind with the mention of the word marketing? Do you get excited about all of the possibilities…or do you freeze at the thought of developing strategies and tactics?

90 percent of small business owners do not have a marketing plan, yet most know that it takes seven to 10 impressions to make an impact and inspire a prospect to take action. Repetition is critical, but what is the best way to proceed?

The surefire way to ensure success is to pre-determine your marketing and the action required to reach seven to 10 impressions. Here are 7 strategies to focus your efforts:

1. Be remarkable. Identify your goals, your strengths, and your target audience. Define ONE quality that sets you apart from your competition and turns your customers into loyalists buying from you again and again. What are you willing to stake a claim on? Focus on that ONE remarkable quality, develop a clear, consistent marketing message, and repeat that ONE marketing message in everything you do. If you repeatedly launch new marketing messages, you are starting all over each time and will be spinning your wheels for naught.

2. Maximize word of mouth. When you have a business identity or brand that inspires, fascinates, engages and rewards customers and employees, you are going to be talked about. There is no denying that the opinions of trusted family and friends play a key role in influencing the purchase behavior of others. Can you come up with a creative campaign that will get lots of people talking? Are you encouraging referrals? Do you have testimonials in your print, web and on-site displays that reflect the ONE remarkable quality that is the basis of your business and marketing?

3. Free Media. There’s a great big world of media available online and off, and a lot of it is free. If you provide newsworthy information, your news releases will be published or aired. So what’s your hook? Are you launching a new event, releasing a new book or announcing a new program? Is there newsworthy information to highlight about you, an employee or a customer? Think big, develop a hook, and reinforce your ONE marketing message along with the who, what, when, where and why of your news release. Distribute online and off.

4. Knock Your Socks-Off Service. Be sure you and your employees are delivering unbelievably great service under every circumstance. Answering the phone with enthusiasm, putting paperwork on the back burner to assist a customer, and listening to each customer should be a no-brainer, but sometimes a hectic day puts good intentions on hold. Focus on your ONE remarkable quality and give customers knock-your-socks-off service. They’ll likely have something very good to say about you to others.

5. Get in the Limelight. One of the best ways to spread your ONE marketing message is to speak to organizations, associations, clubs, and radio audiences. Keep in mind that Rotary Clubs, local business groups, school foundations, radio networks and other organizations are always looking for program ideas. Make their job easy by offering your expertise. Determine where your target audience spends his/her time, select an organization that’s a good fit, contact the program coordinator, and offer a presentation targeted to the audience. You’ll be positioning yourself as an expert while reaching new prospects.

6. Collaborate. Also called fusion marketing by Jay Conrad Levinson, the Father of Guerrilla Marketing, collaboration is a tool that many small business owners overlook. Yet research shows that working with others increases productivity, motivation and results. Collaborations combine the efforts of two or more entities to explode joint marketing efforts. The keys: Identify potential collaborations, determine what each of you brings to the table, and create a win-win situation where you can shout out your ONE marketing message.

7. Hire a marketing coach. If you are stuck, it may be that you are overwhelmed, at “a fork in the road” and unsure of your next step. Enlist support. Hire a professional coach and consultant to help you redefine your unmistakable brand identity, your ONE marketing message, and action steps to ensure success.

While there are many more ways to guarantee you will make an impact, these seven strategies will get you started with a solid foundation for strengthening your ONE marketing message. Be sure to put it all on paper so you have a map guiding your efforts and ensuring that you focus on the ONE quality that sets you apart from your competition and makes you truly remarkable in the eyes of your customers and prospects. Be consistent. Be clear. Be ready to skyrocket results.

Certified Marketing Spitfires™ Leslie Hamp and Holly George are creators of the Business Boost In A Box. To learn more about the step-by-step program, and to sign up for their fre*e Marketing Mastery Success Kit, visit www.lesliehamp.com

by Leslie Hamp, Certified Guerrilla Marketing Coach & Marketing Spitfire™

Summary: If you’re looking for THE recipe for business success, read on for a study in brand immersion. You’ll learn how two businesses focused their brand around man’s best friend and achieved success by implementing 4 key branding concepts.

Dogs. They have a way of bringing out the soft, tender side of men, women and kids. And they’re big business. According to the American Pet Products Manufacturers Association (APPMA), 39% of American households own at least one dog. The APPMA estimates pet owners spent over $15 billion on food for their pets in 2006.

If you’re thinking of building a business that targets dog owners, take a lesson from Greg Jarvis of Trick Dog Gallery in Elberta, Michigan, and Dan Dye and Mark Beckloff of Three Dog Bakery in Kansas City, Missouri.

Greg Jarvis, a formerly “hungry” artist, hit the bullseye when he launched Trick Dog Gallery featuring his whimsical paintings, prints, sculpture and furniture. Nestled in the dunes of Lake Michigan and overlooking Betsie Bay, the first thing you notice driving up to the gallery are the sculptures, cement images and colorful mosaics that make Trick Dog stand out.

Big dogs. Little dogs. Benches. Paintings. Clothing. You name it. Dogs are Greg’s brand, and his customers — tourists searching for fun, relaxation and a good cup of java — are loyal because of that focus. The full service espresso bar and bakery pulls vacationers in, and the dog-centered art entices them to open their wallets to purchase fun gifts, toys and dog products.

You’ll find everything from an $18 “Unleash Yourself” messenger bag to an $1,800 “Wish You Were Here” painting (50” wide x 30” high). When we visited earlier this week, a new sign hanging on the door caught our attention and made us laugh out loud:

Unattended children will be given an espresso…And a puppy! (No Kidding)

We’re dog-gone impressed with all Greg has created around a brand that represents the essence of his talent and man’s best friend.

Far from Michigan but close in spirit are Dan Dye and Mark Beckloff, owners of Three Dog Bakery. When they launched their business, they weren’t thinking about big branding opportunities. They were simply thinking about their three dogs: Sarah Jean, Dottie, and Gracie. What Dye and Beckloff really wanted was to find dog treats free of additives and artificial ingredients. They couldn’t locate any, so in 1989, they baked their own and opened Three Dog Bakery in Kansas City, Missouri.

Today the company has more than 30 stores in the US and Canada, seven in Japan, and two in South Korea. Along the way, Dye and Beckloff spun off a television cooking show for dogs, a mail-order business, several books, and the non-profit Gracie Foundation for abused, neglected, and homeless dogs.

Three Dog Bakery has been featured on the Oprah Winfrey Show, the Tonight Show, and National Public Radio, and written up in the New York Times, People, and USA Today.

As with any strong brand, the idea for Three Dog Bakery and Trick Dog Gallery started with a unique product concept; a clear target audience; a focused, memorable message; and a strategy to convert strangers into raving fans eager to purchase again and again.

But success didn’t happen overnight. There were tough times. Times they questioned whether they were on the right path. But, dog-gone it, branding paid off in a big way as they created an unmistakable brand identity that pulled customers in like a magnet. We think it’s darn cool that they’re having so much fun in the process.

How about you?
* Do you have a business that’s focused on your passion and strengths?
* Do you have a business that speaks to the wants and needs of a particular target audience?
* Do you know the heart and soul of your brand?

If not, it’s dog-gone time to unleash yourself! Contact us today to discover a surefire system to attract more customers, bigger profits and a business you can brag about.

Bio:
Certified Marketing Spitfires™ Leslie Hamp and Holly George are creators of the Business Boost In A Box. To learn more about the step-by-step program, and to sign up for their fr*ee Marketing Mastery Success Kit, visit http://www.lesliehamp.com

by Leslie Hamp, Certified Guerrilla Marketing Coach & Marketing Spitfire

I’m sitting in a Lexus dealership and tapping into their wireless connection as my husband exchanges his GX for a hybrid. I can’t help but notice how this company lives and breathes its brand from the moment you walk through the door to sales and service to print materials and website (http://www.lexusofwayzata.com).

When I ask my husband why he’s leasing another Lexus, he says simply, “It’s the most dependable car on the market, needs little service and meets my business needs.”

Yep, he’s a brand loyalist, something every business strives to create. As a physician, he counts on his vehicle for much more than transportation. Each week he travels to a satellite clinic with 3 nurses, an audiologist and lots of equipment. His vehicle is an extension of the office.

I’ve heard the story of how Lexus developed their brand identity in the luxury auto market. They didn’t compare their vehicles to others in the industry. Instead they looked to Steinway. It’s a brilliant strategy. What do you think of when you think of Steinway pianos?

Superior quality; the best on the market; dependability; the cream of the crop.

Too often small business owners don’t understand what branding is, don’t understand what their brand is, or don’t think they need a brand. They jump into marketing and spin their wheels because they don’t have the brand foundation that drives their marketing action. Some get stuck for YEARS.

The truth is, a solid brand will simplify and guide your marketing efforts for years to come. We can all learn a lesson from the Lexus branding strategy.

1. Identify what sets you apart.
2. Look to other industries for a fresh take.
3. Create, live, communicate, and manage your brand.

Certified Marketing Spitfire™ Leslie Hamp is creator of Business Boost In A Box to help small business owners attract more customers, bigger profits and a business to brag about. Find out more and sign up for your free Marketing Mastery Success Kit at http://www.lesliehamp.com

by Leslie Hamp, Certified Guerrilla Marketing Coach & Marketing Spitfire

It’s coming…the 35th anniversary of the American Birkebeiner Ski Foundation. And just like many small business owners, organizers of the 3-day event with cross-country ski races for all ages and fitness levels are counting on mass publicity to capture a cascade of last-minute registrations. They have a great hook — 35 years of inspiring skiers to live fit, healthy lives – and more than 9,000 skiers for media to interview.

You’d think it would be easy to get TV, print, web and radio on board to cover the plethora of human interest stories, the mass gathering of skiers from every state in the US plus 30 countries, the Ski for the Cure program, the challenge of training for a long-distance event, and on and on.

Sometimes it is easy…if you put in the time, energy and imagination to make it happen.

Last night the Weather Channel highlighted the Birkie, gave the forecast in Hayward, Wisconsin, and encouraged viewers to be part of it.

Earlier this week the St. Paul Pioneer Press did a feature on two brothers who will relive their Norwegian heritage by skiing as 13th century warrior-heroes in Saturday’s Birkebeiner race. (http://www.twincities.com//ci_8300086?IADID=Search-www.twincities.com-www.twincities.com)

And radio stations around the country are interviewing super fit Birkie skiers, couch potatoes with the goal of completing their first long-distance ski marathon, and everyone in between.

All small business owners can apply the lessons of this boot-strapping publicity campaign to reach thousands, or even millions, of customers and prospects. Whether you’re media savvy or a small business owner with little media experience, put on your true blue Guerrilla Marketer’s hat and use time, energy and imagination to get your name in the news. Here are a few quick tips to capture that big buzz:

1. When a reporter contacts you, return their call or email promptly. If you don’t, they’ll likely move on to someone else in order to meet their deadline. Anticipate what they want. Have a list of story ideas ready along with a list of contacts to bolster your pitch.

2. Develop key messages that will inspire your intended audience to action. Getting free publicity is for naught if you don’t inspire action. Focus on a few keys points and make them with clarity. Tell your audience what you want them to do.

3. When you’re on television, convey your energy and enthusiasm. Be mindful of body language, keep your feet and legs firmly planted, and use your torso and hands to deliver your message. Smile to show the audience that you’re excited and to keep your energy high.

4. When you’re on the radio, paint a picture. Help the listener visualize whatever it is you’re selling. Pace yourself. If you stutter, forget about it and move on. Even though they’ll never see you, smile to keep your energy and excitement high.

5. Know what you want to say and stick to it. Whether your interacting with print, web, TV or radio media, stick to just 3 key messages and deliver them over and over again, along with your call to action, phone number and website.

6. Always be a resource. Find out what other topics your media contact may be covering in the future. Let him/her know your area of expertise and how they can count on you.

Whether you’re launching an event, publicizing your upcoming book, or trying to create a buzz about a new product or service, be strategic. Develop a long-range, comprehensive plan, and get out in a big, systematic way. Those visions of free publicity and a spike in sales really can come true.

Leslie Hamp, Certified Guerrilla Marketing & Lifestyle Coach, collaborates with entrepreneurs and small business owners who want to achieve business success without making sacrifices in home life, health, or personal balance. Find out more at  http://www.lesliehamp.com

by Leslie Hamp, Certified Guerrilla Marketing Coach & Marketing Spitfire

One of our clients was overjoyed to share with us that she’s now a Grandma…or should we say Glamma? Baby Boomers are joining the ranks of Grandma and redefining their new role as Glamma. Think Goldie Hawn vs. Edith Bunker.

The new generation of Glammas are 47+ years old, healthier, wealthier, and focused on living and expressing their passion. You’ll see them at the fitness center lifting weights, doing Pilates, strutting on the treadmill. You’ll see them taking up long-deferred hobbies or interests like piano, painting, travel, continuing education. You’ll see them sharing their passions with overscheduled grandkids in an attempt to show them simple, fun outlets.

Sandwiched between parents and their own children, Glammas are redefining their roles and how they’ll interact with their grandchildren. It’s an exciting stage and potential niche for coaches, consultants, retailers, travel agents, educational programming…you get the picture.

Many business owners shy away from declaring a niche, worried that they’ll lose customers or clients. Yet trying to be everything to everybody is a set up for frustration, inefficiencies and poor marketing results.

On the other hand, niche marketing allows a business owner to target a very specific audience, such as the Glamma niche, and provide exactly what that core target market wants and needs. When you define your niche, you’ll know where to focus your public relations and advertising efforts. You’ll know the type of promotions that will grab the attention of your core target market. You’ll know the marketing messages that will inspire them to take action.

Imagine two overlapping circles. The circle on the left represents you, your business and your area of expertise. The circle on the right represents your core target audience, including their wants, fears and aspirations. The overlapping portion of the circles represents the moment in time when your paths cross and you can offer solutions tailored to a particular niche.

Now imagine an arched “bridge” connecting the two circles near the top. Your goal is to create that connection and “emotional bridge” with your core target audience. When you are in alignment, energy flows, sales abound.

Take some time from the busy-ness of your business to create a crystal clear vision.

1. Define your area of expertise.
2. Define the benefits you offer.
3. Define your core target market.
4. Define marketing strategies that bridge your area of expertise with your target market’s needs.

Now pull it all together. The secret to your big business success is determined by your ability to powerfully communicate your business with laser precision, your ability to align with the right prospects and customers, and your ability to deliver a clearly-defined and consistent experience.

So how are you doing? Think about where you’re going and how you’re going to get there. It’s easier to achieve success when you can answer “yes” to the following questions:

1. Have you defined your memorable and unmistakable brand identity that ensures your business will be around for a long time?

2. Do you know how to foster a deep connection with your prospects and customers?

3. Can you articulate your distinct point of difference — the one trait that sets your business ahead of the pack?

4. Have you mastered strategies that pull your customers in like a magnet?

5. Do you know how create loyalists, or customers who never stray?

These are tough questions to answer on your own. That’s why we’re created the Fast Track to Marketing Mastery™ program. Find out more at www.boostyourbottomline.com. Declare a niche, and we guarantee you’ll streamline your marketing and boost your success.

Certified Marketing Spitfire Leslie Hamp is creator of the ‘Fast Track to Marketing Mastery’ and http://www.boostyourbottomline.com. To learn more about the step-by-step program, and to sign up for your free Marketing Mastery Success Kit, visit http://www.boostyourbottomline.com

by Leslie Hamp, Certified Guerrilla Marketing Coach & Marketing Spitfire

Tis the season for parties, gift giving AND marketing. While many small business owners think December is a time to put marketing on the back burner, we think otherwise.

Holiday gatherings can be a good time for small business owners to market. Why? A key Guerrilla Marketing tactic is networking, and networking is a natural during the holiday season. You’ll see old friends and colleagues, discuss how the year went and share goals for the upcoming year. Your holiday networking is a time to lay the groundwork for future business opportunities.

The key is to adopt a marketing mindset. Your marketing goal is to increase sales. Networking is the ticket to make that happen. When you establish a deep connection with customers and prospects and “touch” others so that they know, like and trust you, you’ll set the stage for establishing a relationship and converting more sales. Customers typically want to buy from those they trust. Networking is a key Guerrilla Marketing tactic to build relationships and trust.

And it’s easy.

Simply caring about your prospect will establish trust. The following tips will help you connect with prospects and customers, develop rapport and close more sales, even during the rush of the holidays.

1. Be prepared. Before attending a holiday event, find out who will be there and how they are connected to the host(s). Mentally prepare some questions that you can rely on to create an interactive conversation.

2. Greet others warmly and sincerely, using eye contact. Don’t come on too strong. Allow the other person some time to to talk so you know what is important to him/her.

3. Skip the elevator pitch and hand out business cards only when requested. Keep in mind that holiday gatherings are different from business networking meetings. While a guest may be from a firm you’ve been wanting to work with, pitching him or her in the midst of a holiday gathering may not be in your best interest.

4. Spend more time asking questions and listening than talking. This is a key Guerrilla Marketing tactic. Learn something about the person to whom you are speaking. Maybe you’ll strike up a conversation with, “How was business in 2007? What kinds of clients are you looking for these days? What’s up for the New Year?” You want to make your prospect feel unique, cared for and heard. If it’s a good potential relationship, this will be easy to achieve.

5. Be prepared with your own reply to “What’s new?” — something concise but intriguing, such as “I just heard back from my graphic designer about a project I’ve been working on.” If the person’s eyes glaze over, move on to another topic. But if they ask questions, continue the conversation with short bits of information, keeping it a give-and-take exchange.

6. Even though you are selling, don’t think of yourself as a salesperson but rather as a partner to your prospect. Realize that while this is a holiday gathering, you still have the opportunity to educate your prospects. As soon as possible, learn what it is that they want to succeed at in the New Year, then show him/her how you can help them achieve that goal.

7. Develop a strategy to stay in touch after the holidays. When appropriate, always get your prospect’s contact information so that you can follow up rather than waiting for him/her to contact you. Maybe you’ll arrange to meet over coffee or for a casual lunch. Maybe you’ll arrange a formal meeting. If it’s truly someone you’d like to stay in contact with, take the initiative. One tactic is to say, “I’m doing a new monthly newsletter with red hot marketing tips for small business owners. If you’d like, give me your card and I’ll put you on my list.”

8. Be friendly, outgong and curious. But, most important, be yourself.

9. Take advantage of automation to remain top of mind. Easy, effective systems are readily available to make follow up a snap. Streamline your efforts for big results.

10. Have fun! If you’re in the right place at the right time, you’ll not only enjoy the company and conversation. You could make some very profitable business connections for the New Year.

Happy Marketing!

Leslie Hamp, Certified Guerrilla Marketing & Lifestyle Coach, collaborates with entrepreneurs and small business owners who want to achieve business success without making sacrifices in home life, health, or personal balance. Find out more at http://www.lesliehamp.com.