How do you keep people coming through the door? My interview with Mr. Black

What it comes down to is I need some pointers or some fresh ideas on what is out there. So I decided to do something different. I found Jack Black (no not the actor) a 75 year old small business owner. Mr. Black has owned a local cleaners for 40 years. He has regulars, people that would feel they were cheating on him if they went to another cleaners. But more importantly he has new people coming in his door. So Mr. Black gave me an interview. I want to know what this guy is doing to get local business in the door.

Turns out he had a lawn service business he had just started with his on and he talked more about how he is advertising for his lawn care service than his experience with his cleaners.

sdnelms: First, tell me about how it is your customers are so loyal?

Mr. Black: Well I think it helps that I've been in business for so long and during the rough times have managed to keep my business, it's name, and I keep a presence here. I obviously have other things I'm doing when it comes to daily operations, but I make an effort to show my face when customers are around. This give people stability and I ask about births and deaths and new jobs with customers.

sdnelms: So the personal touch sounds like it makes a big difference.

Mr.Black: It does but it's not easy. Fortunately most of my regulars put the word out to friends. I actually ask them to talk to new neighbors and friends to recommend me and if they do I offer them a discount on their next cleaning.

sdnelms: Sounds like you really value your customers. Tell me about your new business and how your starting to lay ground with advertising locally.

Mr. Black: My youngest son will be running a lawn care service we both will be starting up. But I'm getting along in age and still have the cleaners so he will be doing most of the foot work. We will use the same model used for the cleaners.

sdnelms: Focusing on the personal touch?

Mr.Black: Definitely. But for a new business it takes a lot more foot work. Having a presence and not making a lot of changes. When you change your look, your name, your service it confuses people sometimes. Consistency in my cleaning business I feel has been the cornerstone for keeping my client base. Obviously over the years we've had to raise prices just like other business but we've kept our name and my daughter has managed the place and has been a presence since she was born.

sdnelms: So for your lawn care advertising are you using local advertising techniques?

Mr. Black: We are mostly using direct mail to advertise. We've sent out mailers/flyers, we are using word of mouth with our cleaner customers. We are also even hitting up new housing developments in the area.

sdnelms: Well I wish you and your new business the best of luck and thank you for your time.

Calling All Small Businesses!

I would like to know how small business are getting the word out about their products and/or services to people in their business' area. Is there a science to this? Having a personal touch to my marketing is helping but I could use some fresh ideas. What is local business advertising to other small business out there?

I did a search on "local business advertising" and as always links to how to optimize search engines, blah blah blah. I really want to connect with my consumer that may not have gotten their internet service up yet because they just moved into their new condo.

What it comes down to is I need some pointers or some fresh ideas on what is out there. So I decided to do something different. I found Jack Black (no not the actor) a 75 year old small business owner. Mr. Black has owned a local cleaners for 40 years. He has regulars, people that would feel they were cheating on him if they went to another cleaners. But more importantly he has new people coming in his door. I want to know what this guy is doing to get local business in the door. So I asked him for an interview. Mr. Black is out of town for a couple of weeks visiting his grandchildren but he told me he would love to give me an interview. So stay tuned. I will be posting my interview questions and his responses in a few weeks.

Making That [Customer] Connection

After doing a search on direct mail for my small business, I primarily was given options for "internet" marketing. I'm finding that the marketing basics I learned in college aren't encouraged as much any more. For my business internet marketing isn't a viable option so I've had to go back to the basics and be creative.

Back to basic, of course, involved a little more leg work but I feel it has paid off and I fortunately have the data to prove it. My small business is located near a growing area with new subdivisions. I needed to find a way to really connect with potential consumers that recently moved in the the area.

My first task was welcoming them and introducing my business and how I can play a role in their getting settled to the new area. By providing helpful information such a listing of local services in the area and a nifty local area map, I was able to provide something free, tangible and hopefully helpful. I even have partnered with non competing businesses and we refer each other to new potential consumers, primarily those that have just move into the area. My direct mail efforts started off with providing useful information before bombarding potential customers with ads about my service. I figured it's a way to start to gain trust.

Although my business is still small my direct mail efforts are slowing paying off. I notice when I run a full court press on marketing my business the rewards show and are tangible.

Adverting Your Hair Salon

Just doing a search on marketing for my small business the links were primarily for internet marketing. I'm finding that the internet marketing basics are encouraged more than direct mail marketing. I work primarily with the over 55 population. So what if most of my potential clientele don't use the internet? For my business internet marketing isn't a viable option so I've had to go back to the basics and be creative.

I recently found an article about a young women starting a hair salon. One of her challenges was how to advertise a hair salon on a small budget. What stood out was her lack of commitment to do the foot work that was required to advertise her hair salon. Using direct mail is a great start but often pulling from other advertising techniques is needed especially when you are starting a new business.

So I started to think how would I advertise a new hair salon. Well I think using direct mail advertising techniques such as offering discounts on a shampoo or haircut to get people in the door is a good start. Offering hair service for children or in my case grandchildren would also be good as most parents would probably prefer not to cut their kid's hair. Finding a place that is child friendly can be difficult so finding a way to make your salon accessible to everyone. women, men and children would be a good for your small hair salon business.

Don't Toss Out That Junk Mail Just Yet!

Isn't it always when your looking for something you don't ever seem too find it. Well that's what happened. We just got a new dog and several months earlier a local pet store was advertising specials for animal grooming. I would get direct mail postcards consistently for weeks and continue to toss them in the recycle. Well after we decided to get our new puppy from the pound I couldn't locate them and of course I didn't get anything in the mail. And the funny thing at one point I think we were bombarded with advertising for several weeks and we consistently tossed them in the recycle. Well I lucked out I remembered the name of the place because although I tossed the coupons it appears the name of the store stuck in my head. I looked them up and mentioned the direct mail I had received but tossed and they still offered the discount for our puppy.

I'm famous for tossing before I even look at direct mail.I decided to try something different. Instead of tossing the junk mail I get on a daily basis I decided to keep all that mail for a week. At the end of the week I took the time to read all of it to see if there was anything I could benefit from. Needless to say I'm glad I did.

Well I have to say I decided to peruse the direct mail I held on for that week and was able to get $50 off of carpet cleaning, thanks to our learning to potty train puppy, $25 off of our groceries at a new grocery market which we primary spent on puppy food and squeaky toys. Plus we used our new pet grooming coupon to get his toe nail clipped. Direct mail has paid off for us and I can see how it has paid off for the companies we now depend on for our puppy needs and are so conveniently located for us.

When I finally did get another direct mail piece from the pet store I noticed the mail right away and the advertisers were smart to design the direct mail postcard to catch the consumers eye. It did catch my eye and although I routinely tossed it, the name did stick with me. Their direct mail postcard design was smart. Even smarter they still gave me the grooming discount without it.

Food for the Superbowl

It is that time of year. Stores are advertising beer and chips, subs, and chicken wing platters. It is football season and next to drinking way to much and eating to much I get the opportunity to cheer for the underdog.

I've also have been noticing how some local businesses (not as many as I would have expected) are advertising to people in the local area. I actually have several options for my Superbowl party this year. It has become clear that local business advertising is gearing its marketing efforts to sports fans.

Some advise I'd probably offer to local business that want to attract local business, for nearby family restaurants it would behoove them to attract families to come eat and watch the game. It's not as if only bars can advertise football fans.

This being said I plan on ordering a party platter from nearby market and a local liquor store is advertising specials on beer and a football shape cooler...I can't pass that up.

Advertising Before & After the Holidays

The goal of local business advertising is to improve foot traffic into stores and businesses.

So during the holidays I observed how local business advertisers appears to work hard to attract potential customers. However, before and after the holidays businesses don't appear to work as hard to get that same foot traffic. More importantly that new foot traffic into the door.

Smart business owners and entrepreneurs know that new movers are more likely to respond to advertising that is marketed to their needs. Introducing new movers to local cleaners, banks, day cares, and food markets not only benefits your business but the new mover.

In order to get your business and what you have to offer the new mover out their, check out Mover Mail.